Case Study
Isaac Tourism Trails Project
Tourism Solutions
The Challenge
The Isaac Tourism Trails project was a large, complex project with a very substantial budget and in a very diverse and large geographical area (about the size of Tasmania). It involved much research and analysis, and as well as identifying and justifying the Tourism Trails and rationale, included a Camping Strategy, Fossicking and Prospecting Strategy and Visitor Information Services Strategy.
At its core, the aim was to elevate the Isaac Regional Council’s investment in tourism as a bridge to impending and future mine closures.
The Process
Our core approach was that a key means of growing the appeal and subsequent awareness of tourism experiences, attractions and events is through the development of existing and new experiences, attractions, and events, and assisting them to develop their own internal capabilities so they can help with the ‘heavy lifting’ of promoting the destination to key markets. This development or capacity building should provide opportunities based on a number of areas, ranging from your more basic operational/start up information, through to itinerary/package development, marketing and through to domestic and international trade distribution.
Our Solution
Summarise Strategic Objectives, Consultation & Collaboration
Used our research and analytical skills with strong attention to detail and the ability to summarise strategic objectives and outcomes into clear and compelling narratives.
We brought the highest level consultation and collaboration skills possible and gained the cooperation and support of the community, stakeholders and staff to achieve the project objectives.
Identify Interrelationships & Review Shared Objectives
Inevitably we sought to identify the interrelationships between industry operators (and what could be stimulated or developed in the future), tourism partners, especially Mackay Isaac Tourism) and Isaac Regional Council – its vision, capacity constraints, policies and regulatory stance pertaining to tourism, tourism friendly culture across internal departments, etc.
Consult with relevant organisations & associations.
We also involved local tourism, Indigenous and other community associations, chambers of commerce, and relevant government organisations to help scope the future “tourism trails”.
The Outcomes
Despite the many fantastic tourism assets that the Isaac has – a persistent perception, particularly from those who live outside of the region – is that the Isaac is all about the mining sector. Of course, mining is and will remain crucial to the economic and social wellbeing of the region’s residents for years to come,
but both a challenge and opportunity exists to change people’s perception of the region and awareness of the Isaac as a leisure tourism destination.
Outputs included:
RV and Camping Strategic Plan
Outlining the current sites that are available, the recommended broad improvements required, and a gap analysis on what experiences/opportunities are currently missing.
The Isaac Fossicking and Prospecting Strategy
Is a framework for the sustainable management and development of the Isaac niche to maximise economic benefits and opportunities.
The Isaac Information Assessment & Implementation Plan 2023 - 2028
The Isaac Information Assessment and
Implementation Plan 2023 – 2028 set clear strategic direction, as well as a detailed and specific implementation action plan on how Isaac Regional Council can improve their visitor information services.
Marketing Plan
For each proposed tourism trail, and the wider
tourism economy as a whole, we created a Marketing Plan divided into several crucial strategic areas.
