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Destination development and awareness

Minjerribah Futures is funding marketing and improved experience and destination development that position Minjerribah (North Stradbroke Island) as a leading cultural and eco-tourism holiday mecca.

Project overview

With visitor research showing that just over 90 per cent of visitors to Minjerribah come from Queensland and about 70 per cent of those are from within a 50km radius of the island. The average stay length is just under four nights and day trippers make up just 30 per cent of visitors.

Partnering with Brisbane Economic Development Agency and working closely with Redland Coast, TEQ and other key local stakeholders, Minjerribah Futures is driving this project to not only expand the domestic visitor market but also ensure that when international visitors return their expectations are met on Minjerribah.

Professional marketing photoshoots have been completed to build a stock of high-quality visual assets that are now being used in strategically designed marketing campaigns. These campaigns are giving Minjerribah a constant presence in the market but then ramping up leading into holiday periods.

Plans to work with local tourism operators to enhance their experience offerings are also in play. With higher quality experiences visitors will have more reasons to stay longer and invest more in the local economy.

Over the September 2020 school holidays, Minjerribah Futures coordinated the inaugural Minjerribah Arts Trial that saw more than 20 visual artists, weavers, ceramicists, jewellers, printmakers, photographers and sculptors showcase their products across 18 different venues/locations, This was the first of the new experiences to be tested on the island and feedback was overwhelmingly positive.

Benefits

  • Increase visitor numbers particularly during off peak times

  • Increase visitor expenditure and stay duration

  • Contribute to a strong and sustainable economy

Last updated: 03 Dec 2020