A $200,000 funding boost will see Council and Bundaberg Tourism entice interstate tourists to the region and deliver a tourism industry support program.
Bundaberg Regional Council was recently granted the funding through the Queensland Government Locally Led Economic Recovery (LLER) program and has partnered with Bundaberg Tourism to maximise its outcomes.
The coordinated marketing campaign will see the region’s newly achieved ECO Certification credentials shared far and wide by linking it to and leveraging the established Southern Great Barrier Reef brand.
A second tier of the funding will see Bundaberg Tourism work locally to develop business capability to share knowledge, build networks and create learning opportunities.
Councillor Steve Cooper, who is on the Bundaberg Tourism board, said this partnership would build the Bundaberg name in out-of-region markets.
“The intent of this campaign is to maximise exposure and attract visitors from the target markets of Sydney and Melbourne,” he said.
“In addition to out-of-region marketing, Bundaberg Tourism will support local businesses and tourism operators through a Bundaberg Region Futures Forum.
“Local businesses and tourism operators will benefit from business capability building and networking opportunities.”
Mayor Jack Dempsey welcomed the LLER program funding which he said would support a vital industry for the region.
“While, thankfully, our region was spared the worst impacts of the significant rainfall and flooding events over the 2021-2022 severe weather season, the surrounding communities and highways were impacted, which resulted in less visitors,” Mayor Dempsey said.
“This had a flow-on effect for our tourism industry which is vitally important to our local economy.
“This funding will help spread the word about our beautiful region and attract more visitors who in return will spend money that goes back into our community.”
Bundaberg Tourism CEO Katherine Reid said the new campaign would bolster the work the organisation had already been undertaking in these southern markets.
“Last year, tourism injected approximately $439 million into the Bundaberg region economy* through overnight visitor expenditure,” Katherine said.
“That’s new money coming into the region and circulating through our businesses and community.
“Through this exciting targeted, multi-channel destination marketing activity, we will build awareness of the Bundaberg Region and the Southern Great Barrier Reef, ultimately increasing visitation to the region, driving conversion to bookings for industry and economic outcomes for the broader community.
“We know that these southern markets are interested in what we have to offer here in the Bundaberg Region – especially our authenticity and welcoming nature, our fresh and abundant produce and of course having easy access to the Southern Great Barrier Reef islands of Lady Elliot and Lady Musgrave off our shores.
“As a not-for-profit organisation working for the greater good of the Bundaberg region for more than 50 years, Bundaberg Tourism is thrilled to be working in partnership with Bundaberg Regional Council to deliver a collaborative marketing campaign into the Sydney and Melbourne markets.”
The campaign will be delivered with assistance from the jointly funded Commonwealth-State Disaster Recovery Funding Arrangements (DRFA).