Priority Five – Tourism and Events
The emergence of Moreton Bay Region Industry & Tourism (MBRIT) as the regions tourism and destination management organisation, and its agreement with Moreton Bay Regional Council, has highlighted the growing importance of the tourism sector to the economy of the Moreton Bay Region.
The Importance of Tourism
The 2015 Tourism Impact report produced by Earth Check highlighted the importance of the tourism sector to the region’s economy.
- Since 2006 the sector has seen above average growth of 5% in both domestic and international visitors. The national average is just 1.8%!
- Key markets for visitors are Brisbane, Sydney, Gold Coast, New Zealand and the UK
- 2.9m visitors per annum. 21% increase in visitation since 2010
- Generating $670m in total visitor spend
- Supports 5,426 jobs and 1,032 tourism related businesses
- 7th largest contributor to the Queensland visitor economy
- The majority of the visitors stay with friends and family
- Majority of visitors come for the day.
(Year ending December, 2014)
Visitors in 2025!
The Tourism Research Australia’s Tourism Forecasting Committee (TFC) forecasts visitor targets prepared by Deloitte Access Economics, which indicates that the region could attract:
- 436,000 additional visitors
- 722,000 additional nights.
The Moreton Bay Region tourism offer is diverse and expanding from bayside communities, surf beaches, hinterland and the villages of Samford, Dayboro and Woodford. Providing a broad range of experiences for the visitor:
Explore the Hinterland: Bush walking, Camping, Cycling, Mountain Biking, Country Markets, Food, Wine, Events and History.
Discover the Bayside: Beach Driving, Swimming, Surfing, Boating, Seafood, Whale Watching, Music and Events.
Food & Beverage: The region is home to a fantastic variety of food and beverage producers, and experiences, including Moreton Bay Bugs. MBRIT will be working to develop Food Trails as a new tourism product – enabling visitors to plan their own tailored tours of the region.
Iconic and Major Events
The Moreton Bay Region is the home of some iconic internationally and nationally recognised events, including the Woodford Folk Festival and Abbey Museum Festival, which combined generates more than 150,000 visitors annually!
The region also hosts a broad range of events and festivals, including the Kite Festival, Sails Festival, Strawberry Festival, Jetty to Jetty, and other community events including the Dayboro Show and the Hills Carnival.
The economic impact of these events is significant and MBRIT is working to increase the range of events and to maximise their impact for the benefit of the tourism sector.
For example, the Woodford Folk Festival generates an economic contribution to the region of $29+m per annum (Year ending December 2014).
Asia Ready Strategy
MBRIT is working on the development and implementation of an Asia Ready Strategy, to support the region’s tourism market and operators to position themselves for the predicted significant increase in visitors from Asia to Australia.
The strategy will support the alignment of the region’s tourism offering to Asian visitors and support tourism operators to be able to provide high quality tourism customer care to visitors.
Asian medical tourism is also a potential opportunity for the region aligning the regions medical precincts and broader tourism offering.
How RDA Moreton Bay Adds Value:
- Advocate and support the growth of the region’s tourism and events sector
- Support the work of MBRIT, MBRC and Trade & Investment Queensland in this space.
- Support tourism business engagement and collaboration
- Promoting government programs & funding sources
- Assisting with funding applications.