New strategy and action plan to build tourism in the Redlands

Redland City Council today adopted the Redland City Tourism Strategy and Action Plan 2015 – 2020.

Redland City Mayor Karen Williams said the five-year tourism strategy and action plan sets out how the tourism industry and Council can work together to increase visitation and tourism spending in the City.


“Tourism is identified in the Redland City Economic Development Framework 2014 – 2041 as one of eight key growth sectors for Redland City,” Cr Williams said.

“Tourism currently accounts for 1.4% of Redlands’ Gross Regional Product and by 2041, it is expected that this figure will reach more than 3%.

“The Redland City Tourism Strategy and Action Plan 2015 – 2020 provides the blueprint for growing tourism in our region into the future.”

Cr Williams said it would take Council working collaboratively with tourism operators to ensure Redland City offers world-class tourism experiences including commissionable tourism product, facilities, accommodation, attractions and events.

“We want to attract more visitors, encourage them to stay longer and spend more – but Council cannot do this in isolation.

“This Redland City Tourism Strategy and Action Plan 2015 – 2020 highlights key opportunities that tourism operators and Council can focus on to activate and grow the industry in the areas of tourism investment and development, destination marketing and events as well as supporting infrastructure and coordination.

“Importantly, this tourism strategy also gives industry ownership of its future, with one of its key actions being the creation of a tourism subcommittee that represents all areas of our City.

“The tourism subcommittee will work closely with Council and the tourism representative on the Economic Development Advisory Board.

“The intent is that in the medium-term, the tourism subcommittee could become the local tourism organisation for the Redlands.”

Cr Williams said the Redland City Tourism Strategy and Action Plan 2015 – 2020 was informed by tourism industry feedback and a market trend assessment to provide an overview of current visitor trends and a clear direction of where the Redlands should be encouraging new business product and related infrastructure investment.

“It includes more valuable tourism trend data than can be found in most other tourism reports in Queensland – and will be useful not only to Council but local tourism operators.

“The strategy and supporting action plan, which focuses on tangible outcomes for our community that can be achieved within realistic timeframes, has been informed by significant industry and community input. It has been wonderful to see so many tourism operators supporting its development.

“It is designed to be a living document that will be reviewed during its implementation to make sure it is meeting tourism industry and community needs as well as captures evolving tourism opportunities that can provide jobs for local people and bolsters our economy.

“We live in a naturally beautiful place with a vibrant and welcoming community. The Redland City Tourism Strategy and Action Plan 2015 – 2020 sets a plan in place to ensure the rest of the world knows it and pays us a visit.”

The Action Plan will be funded through a combination of Council funding, private business funding and other government funding. Many of the activities have already been included in Council’s 2015-16 Budget, due for adoption later this month. Council-funded actions beyond 2015–16 will be included in financial planning for future years.