The new voice for tourism…
Until now Cape York has not had a recognised Local Tourism Organisation… CYSF has established the first ever LTO for Cape York, now tourism has a voice!
…the future will demand it if we are to advance the potential of the area. Thus the LTO is both necessary and essential. Rob Giason (CEO TTNQ)
The Need…
Without a recognised Local Tourism Organisation (LTO), Cape York has limited links with the Local-Regional-State-National tourism destination promotion, marketing and product development arrangements that exist for much or Australia.
For many years, tourism has been identified as a key industry for the sustainable development of Cape York Peninsula and more recently again promoted as such in the 2010 Investment Prospectus produced by Cape York Sustainable Futures.
Tourism Cape York…
“Tourism Cape York” is the new LTO for Cape York under the auspice of Cape York Sustainable Futures.
Local Government Support
The Regional Organisation of Councils of Cape York, have decided to endorse CYSF’s initiative, and requested quarterly reports from Tourism Cape York. Tourism now has a voice and engagement with the Cape’s 9 local governments.
Cook Shire has offered a partnership with Tourism Cape York for an ongoing collaboration with the Cooktown and Cape York marketing initiative. Weipa Town Authority has provided considerable cash support to Tourism cape York. We are working on partnerships with other Cape York local governments.
TTNQ and TQ Support
The establishment of Tourism Cape York is supported by both Tourism and Event Queensland and Tourism Tropical North Queensland.
Governance
The CYSF Constitution has been amended to establish a specific Tourism Board with two members from the CYSF Board, up to six tourism industry members elected by Tourism Cape York members. Further the Presidents or their nominee of each Chamber of Commerce on the Cape is an ex-officio member. An interim Board is being appointed.
The Vision
Tourism Cape York is the recognised LTO for Cape York with strong linkages with TTNQ, TQ and an engagement with Tourism Australia. Tourism Cape York has strategic partnerships with Outback Tourism, Tropical Tablelands Tourism and Savannah Way Ltd.
Tourism Cape York will be proactive in the areas of promotion and marketing, product development, industry advocacy and tourism strategy and planning.
Membership
Tourism Cape York members join CYSF as corporate members (currently $100) and contribute the tourism group fee of $100 (<$1m tourism turnover), $300 (<2.5m tourism turnover) and $500 (>2.5m turnover).
Tourism Cape York members will receive product listing and promotion (brochures, websites, apps etc.).
Members of the various Chambers of Commerce will receive a discount of $100 on the above and there will be membership/advertising packages.
Promotion and Marketing
The major focus of Tourism Cape York will be promotion and marketing of all destinations, experiences and activities on Cape York, for free and independent and organised tourists. All key destinations (e.g. Cooktown) will have specific promotion in addition to the overall Cape York scale.
The proposal is to build on the work by Cook Shire and the Cooktown Chamber of Commerce and grow the website and booklet initiatives.
Product Development
Product development activities will include identifying opportunities, training mentoring, business incubation and support, and project facilitation.
Advocacy
Tourism Cape York will be the voice of tourism and aims to fairly represent all aspects of the tourism industry to government agencies, NGO’s and other stakeholders. It will liaise on industry issues and aspirations with Cape York communities.
Strategy and Planning
With strategy and planning, Tourism Cape York will proactively plan and seek implementation of strategies for the growth and sustainable development of tourism opportunities across Cape York with an emphasis on tourism which supports Cape York communities and the conservation and presentation of the Cape culture and nature.
Positioning Cape York
Rather than re-invent the wheel, the Cape York – Epic by Nature sub-regional positioning has been adopted. There is much great brand strategy and collateral developed by TTNQ which has yet to be used. For Cooktown the “History is just the beginning” logo and tagline will remain!
