Name: LYNGIM CHEA

Student ID: 44123677

Executive Summary

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Part A: Strategic Analysis

Tourism and Events Queensland is one of the most prominent tourism organization

in Queensland. The purpose of TEQ is to build the state tourism and events industry

to boost tourism growth, foster innovation and increase the visitor expenditure. The

mission is experienced-lead, customer-led and destination delivered organization in

Queensland. The tourism and Event Queensland vision are "Inspiring the world to

experience the best address on Earth".

The Tourism and Events Queensland strategic reports part A will determine on the

TEQ organization resource analysis (internal factors), Macro external environment

analysis (STEEP analysis), Micro external environment analysis (Porter's 5 Forces

analysis), SWOT analysis of the organization and the strategic recommendation.

Part B: Future scenario

Tourism and Event Queensland organization's purpose should not make any change

in 2040 because the current purpose of the TEQ is well-described the organization

fundamental value and reasons for the existing in the present and the future. TEQ

organization's mission has a clear objective which benefits to achieve the present

and organization future goal. The organization mission also aligns and fit with the

Queensland 2040 tourism scenario as well. The current vision of the organization

should be changed to match with the future forecasting of the growth with the

domestic traveller. Due to the 2040 scenario, the state-owned the high-speed rail will

be running within Australia. Therefore, we expected to increase substantial domestic

travellers in Queensland.

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The Tourism and Events Queensland strategic reports part B will determine the

drivers of the four critical megatrends that leading to Scenario 2040 such as

increasing price in air travel, social media, transportation technology and

biotechnology. Moreover, we will focus on the Ansoff's product and market growth

matrix strategy to achieve a competitive advantage in 2040. Finally, we will make an

evaluation market development strategy of increasing the number of an international

student travel to Queensland and describe control and monitor by using the SMART

objective to ensure that the revised strategy will be achieved in the future.

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Table of Contents

Executive summary.................................................................................................... 2

Introduction................................................................................................................. 5

Part A (Strategic analysis)...........................................................................................6

Resource analysis.......................................................................................................8

Macro external environment analysis........................................................................10

Micro external environment analysis.........................................................................12

SWOT Analysis..........................................................................................................14

Strategic recommendation ........................................................................................15

Part B (Future scenario)............................................................................................16

Changes to client organisation’s purpose, vision and mission .................................16

Drivers.......................................................................................................................18

Revised strategy........................................................................................................21

Evaluation .................................................................................................................24

Appendices................................................................................................................27

Reference lists...........................................................................................................28

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Introduction

Tourism and Events Queensland were established by the Queensland Government

in December in 2012. The tourism sector has considered as one of the state's four

vital economic pillars by the Queensland Government ("Annual Reports", 2020).

Tourism and Events Queensland play a significant role in marketing and delivering a

strategic direction to bring the Queensland Government's growth plan. The purpose

of Tourism and Events Queensland strategic report is to inform the stakeholders in

the organization and assist them to evaluate how the organization to achieve the

long term goal in the tourism industry. There are a few issues that will be addressed

as the weakness through the SWOT analysis such as a few social media platform

that the organization is using to engage with the customers and the less active posts

on social media. In the future scenario, we suggest the Tourism and Event

Queensland to change its vision in order to be successful and sustainable in the

Queensland tourism industry.

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Part A (Strategic analysis)

Tourism and Event Queensland (TEQ) is the state responsible take the lead

marketing, experience and destination development and role as significant events

agency. TEQ is a statutory body of the Queensland Government and objective to

build Queensland's tourism and event industry to promote innovation, enhance

visitor expenditure and drive industry growth. The substantial growth of tourism and

event industry in Queensland is generating more significant economic and social

benefit to the state. The organization have been a partnership with regional tourism

organizations, commercial and industry stakeholders and Government to accomplish

its goals and missions. TEQ's vision is inspiring the world to experience the best

address on earth. The organization mission is focusing on a customer-lead

experience and destination-delivered organization that links places and people

through collaboration and innovation with tourism and events industry in

Queensland. The Tourism and Event Queensland are responsible for marketing

Queensland and its world-class destination in Australia. The organization is building

the uniqueness and the most appealing tourism experiences within the QLD region.

TEQ also respond to developing, attracting identifying and marketing for a variety of

significant events for the states. Besides, the Tourism and Events Queensland act on

analysing and researching tourism in Queensland that can support strategy

development and decision-making. The organization has formed a set of

organizational values which support the organization's purpose, culture and the

strategic direction. The value is focusing on Lead together, One team, Agile and

responsive and Go beyond. The TEQ board have a clear purpose, priorities,

direction, and the TEQ team is encouraged to execute. The organization work as a

partnership with the teammates and always act for the best for the whole. TEQ

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support emerging trends and new opportunities. At the same time, the organization is

flexible, proactive and adaptable to succeed in a competitive industry environment.

Tourism and Event Queensland are solution-drive, innovative and creative. The

organization strives to make a difference and continue the improvement that it

matters for the whole of Queensland.

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Resource analysis

The internal analysis of the Tourism and Events Queensland is an exploration of the

TEQ organization consists of core competencies and competitive advantages,

Human resources, Financial resources, Products and markets. The core

competencies and competitive advantages of TEQ are the strong brand image and a

favourable reputation of the organization. Tourism and Events Queensland is

accomplishing substantial social benefit and economical for the state through tourism

experience, destination development including events acquisition and promote

tourism in Queensland (“About Us”, 2020). The Tourism and Events Queensland is

the largest body advocating for tourism and Event in the state. The organization is

well respected in the Australian market. TEQ has substantial support from the

Government behind the operations within the organization. The organization

collaborates with Australian Government to contribute significant value to the

Queensland's economy, enhance the profile of QLD state, attract inbound and

outbound tourists to visit Queensland and foster Queenslanders' community pride

(“About Us”, 2020). TEQ is devoted to attracting and holding a high skilled workforce

to achieve the organization set objectives. In 2019, there were 144 full-time

equivalent workers employed by the Tourism and Event Queensland Employing

officer ("Annual Reports", 2020). The high standard and quality of the of TEQ's

workforce is essential to the achievement of its aims. The organization designed

activities and programs to enhance the organization effectiveness base on Learning

development, Healthy, Wealthy & wise initiatives, Flexible working arrangements,

Performance framework and Employee consultative committee ("Annual Reports",

2020). TEQ is utilizing with a tall organization structure that has Chief Executive

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Officer at the top. The Tourism and Events Queensland has always attained a high

performing organization in Australia ("Annual Reports", 2020). TEQ has a solid

planning and accountability support in place that dedicated to improving the

operation and maintain efficient business operations and accountability and

organizational authority. On the financial resources, TEQ got funding and grants from

the QLD government. The majority of regional and local events is often supported by

government agencies and community groups ("Annual Reports", 2020). Between

2018 and 2019, the Government provided a new special initiative grants funding $36

million to the TEQ to support directly to all the expenses to all the events recorded as

development, Marketing and Event support expenses ("Annual Reports", 2020). The

TEQ product and market activities are focusing on the Hero experiences that have

the best potential to drive visitation and expenditures. The five experiences pillars

have identified through the customer research and form the TEQ's creative strategy

and define the massaging is delivered to future customers ("Annual Reports", 2020).

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Macro external environment analysis

STEEP analysis of the TEQ is designed to provide destination managers with a

critical implement to identify different macro external environment factors that effect

on the organization strategies and how they influence the presence of tourism

performance and in the future base on Environmental, Technological, Political,

Economic and Social factor. The environmental factors that challenge tourism and

events in Queensland are the climate change impact on the destination. The

increasing of world temperatures and climate change directly affects green

resources for tourism business. The major tropical cyclones are major climate events

in Australia destroy the ecosystem and restrictions to tourists (Kragt, Roebeling &

Ruijs, 2009). Also, the impact of global warming and tourists on the Great Barrier

Reef in Queensland, Australia. Australian Government (2007), climate change is not

the only danger to the Reef, but also destroyed water quality, unsustainable reef use

by visitors and unsustainable fishing. The technology factor that challenges the

tourism and events in Queensland is the technology trend in tourism. The technology

has changed the way operators target holidaymakers, pushing a re-imaging of the

tourist experience, disturbing current service offerings and the end-to-end tourist

voyage (TECHNOLOGY DISRUPTORS IN TOURISM 2 TOURISM RESEARCH

AUSTRALIA, 2020). However, technology also has an advantage in tourism and

Event in Queensland, such as social media. Social media can have an advantage to

value opportunities for tourism destination and operation. The platform such as

Instagram, Facebook, Snapchat and Twitter are now essential to the travel

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experience, allowing users to share their photos and travel experiences such as

landmarks, food and attraction places with their followers, friends and family.

Australia is one of the most politically stable countries in the world, where people

considered the safest place to work and live (Lloyd, 2008). The Covid-19 Pandemic

became a key challenging in political factor in Australia in 2020 due to the significant

restriction law of the border for the travellers. Queensland's economy is the 3rd

largest economy in Australia ("Tourism market profile | Business Queensland", 2020).

Tourism industry played a significant role in the growth of the state economy. In the

tourism sector, Queensland has gained a reputation as a world-class location for

travelling with beautiful beaches, multicultural cities, friendly people and country

town. The tourism sector contributes $12.8 billion directly to the Queensland

economy ("Tourism market profile | Business Queensland", 2020). However, due to

the Pandemic of Covid-19. The number of visitors in Queensland declined 6.3%

year-over-year while expenditures dropped down to 4.9% year-over-year (Faulkner,

2020). There is a negative effect on the unemployment rate that considered the

critical challenge on social factor in Australia. There are more than 138200

Queenslanders have lost their job related to tourism services since the beginning of

Pandemic (Faulkner, 2020). Due to Covid-19 restriction, people hesitate to travel to

avoid the spread of the Covid-19. Therefore, the majority of the businesses in the

state close down and domestic, and international workers lose their job.

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Micro external environment analysis

Porter's five force analysis in TEQ is a model that analysis and identify the five

competitive forces that affect Tourism and Event Queensland organization. The five

forces consist of bargaining power of suppliers, the threat of new entrants, rivalry

among existing competitors, the bargaining power of buyers and the threat of

substitute products and services. The bargaining power of supplier of the Tourism

and Events Queensland are high because the urge from regional tourism operators

to increase visitations and visitors spending. For instance, wine and food

experiences are a significant part of motivating people to travel around Australia. The

use of an anchor tourism product can change a tiny regional town in Australia into a

popular destination. Therefore, there are many local businesses will be open, and a

wide range of staffs will be needed as the suppliers (Tourism Investment in Regional

Australia Second Half 2019, 2020). The bargaining power of the buyer of the Tourism

and Events in Queensland are high as well because the travellers can check the

price of the service of the destination travel through online (Tourism Investment in

Regional Australia Second Half 2019, 2020). For instance, the travellers would

search the hotel or accommodation in Queensland through online and compare the

price offer and places before they make a reservation. Therefore, the travellers no

longer need assistance from the local travel agents or the corporate travel consultant

to determine where they will travel to and get their service. The threat of substitute

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for products and services on Tourism in Queensland are also high because the

travellers can substitute the Queensland travel destination to other countries such as

Bali or Fiji island. There are a few factors that lead the traveller to make a

substitution with the travel destination, such as the cost of travelling and the travel

destination attractions. The threat of new entrants in the Tourism market in

Queensland is high because there is a low risk to start up a business in Queensland.

There is a pro-business economic environment in Queensland such as low business

costs, high skilled workforces, and Government support the business, reliable and

sophisticated infrastructure (Insurance, Statistics & 2020, 2020). The rivalry among

existing competitors tourism in Queensland are other states and territories such as

Melbourne and Sydney. In 2019, there was a total of 27.4 M of international and

domestic in Queensland ("Tourism Statistics - Corporate - Tourism Australia", 2020).

However, the total number of tourist in Sydney were 41 million and 3.1 million in

Victoria in 2019 ("Tourism Statistics - Corporate - Tourism Australia", 2020).

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SWOT Analysis

The SWOT analysis of Tourism and Events Queensland is a technique used to

define and determine the Strengths, Weaknesses, Opportunities and Threats within

the organization. The strengths of TEQ organization are the strong brand and the

leading tourism organization in QLD ("About Us", 2020). The TEQ got significant

supports and funding from the Government. TEQ is the Queensland state

government body in charge of the travel marketing and management of tourism

("About Us", 2020). Moreover, Tourism and Events Queensland organization have a

robust online presence for services. The organization uses Facebook and Instagram

as a pivotal platform to communicate with customers, post videos and photos and

promote Queensland travel destination to the world. The weakness of Tourism and

Event Queensland is a limited social media presence. The tourism product is

engaging and active on social media platforms such as Instagram, Facebook,

YouTube and Twitter. However, there are only achieved four posts a week on the

social media that considered as not consistently the frequency of post. The virtual

tour is one of the excellent opportunity for Tourism and Event Queensland. The

virtual tour has benefits for the organization, such as increase visitor retention in

Queensland. The virtual tour presents confidence in the destination of travelling to

the future visitors can view (Pestek & Sarvan, 2020). Besides, it also helps the

organization to showcase the business to attract more visitors to Queensland and

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stand out from the competitors. The indefinite length of Pandemic is a significant

threat to Tourism and Event Queensland. The current Pandemic of COVID-19 has a

considerable impact on tourism in Queensland due to the travel restriction (2020).

The Pandemic has crippled the tourism industry and lost up to $5 billion in the past

quarter (2020).The SWOT analysis will be described in (Appendix 01).

Strategic recommendation

The competitive advantage of the Tourism and Events Queensland are the strong

brand image of the organization. The brand image of the TEQ would assist in

product development by promoting the diversity experience and products of tourism

in Queensland. Therefore, Queensland expected to gain the reputation for the

quality, variety and safety of the destination. It is a niche, world-class products and

experience in tourism services in Australia. It would become a pivotal factor to

increase visitors to Queensland in the future. Also, the uniqueness of the travel

destination and the iconic natural asset such as the Great Barrier Reef is one of the

world's most extensive coral reef system. It would help Queensland tourism to

differentiate from the competitors by the uniqueness of the destination offering to the

visitors. Moreover, Australia is the proximity to Asia. It would become the best

opportunity to target a new market in Asia. The TEQ can implement a targeted Asian

market strategy such offer affordable price, collaborating with Asian tourism

industries to develop a high-quality experience for Asian visitors, strengthen aviation

access and strategic partnerships to attract Asian visitors to experience travelling in

Queensland Australia.

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Part B (Future scenario)

Section B will be discussing the change and retain of the Tourism and Events

Queensland organization purpose, mission and vision. Following the outline, the key

driver's megatrend that leads to Scenario 2040 of Queensland tourism. The revised

strategies will be suggested, and we will do the evaluation and apply critical

monitoring to ensure that the strategy will be achieved in 2040.

Changes to client organisation’s purpose, vision and mission

Tourism and Event Queensland organization's purpose should not make any change

in 2040 because the current purpose of the TEQ is well established about the

organization fundamental value and reasons for the existing. As Tourism and Event,

Queensland is collaborating with the Government and it is a statutory body of the

Queensland Governments. It would lead the organization to be sustainable in the

long term. TEQ is the largest tourism organization in the state that have a role as

significant events agency, lead marketing, experience and destination development

in tourism in Queensland. The organization responsibilities and roles would

contribute the growth within the Queensland tourism sector in the present and near

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future, while TEQ aspire to develop Queensland's event and tourism industry to

enhance innovation, increase visitor expenditure and lead industry growth. The

organization purpose will support with the forecast of Scenario 2040 by grow the

numbers of the visitors and offer unique experiences and the best travel package for

the visitors. The visitors excited to show off on their experience social media and

help to promote the following visitors to visit Queensland. Tourism and Event

Queensland organization's mission has a clear objective which benefits to achieve

the current and future goal of the organization. The organization mission also aligns

and fit with the Queensland 2040 tourism scenario because TEQ is focusing on

customer-led experienced, focused and destination delivered organization that

connect people and place like never before through the collaboration and innovation

within the events and tourism industry in Queensland. However, the 2040 scenario,

the state-owned the high-speed rail will operate within Australia. Therefore, we

expected to increase substantial domestic travellers in Queensland. TEQ's vision is

to inspire the world experience the best address on earth. The current vision of the

organization should change to match with the Scenario 2040. The future vision of

Tourism and Events Queensland organization should be "inspiring the Australian

experience the best address on earth". Due to the increased price in air travel,

international travellers are likely to drop its number in the future. Therefore,

Queensland tourism would expect to increase in domestic travellers rather than the

world travellers in 2040.

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Drivers

The future of tourism will be impacted the change of economic, environmental,

political, technological and large-scale social. Megatrends are an emerging pattern of

change likely to impact how people live and work (Buckley, Gretzel, Scott, Weaver &

Becken, 2015). Megatrend is geostrategic and macroeconomic forces that are

shaping the world. Megatrends are slowly to form but can influence a wide range of

processes, activities, perception feasibly for a decade (Buckley, Gretzel, Scott,

Weaver & Becken, 2015). Four megatrends have a significant impact on 2040

tourism in Queensland, such as increasing price in air travel, transportation

technology, lifestyle shift and biotechnology.

High fuel costs are one of the critical drivers that lead to increase price in air travel

as a megatrend in the future. The cheap oil is a critical factor that leads to the

successful growth of tourism in recent decades (Slaibi, 2007). In the future, the

increase in global oil prices will harm income from tourism sector (Slaibi, 2007). For

instance, the macroeconomic changes in decrease GDP and rise unemployment

rate. Therefore, it will harm travel propensity and particularly to a long-haul travel

destination. Fuel costs are one of the critical challenges that lead to harming

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Tourism and Events Queensland in 2040. The high cost of oil will contribute to a high

price of travel by aeroplane. The domestic tourists or short-haul air travel can be

replaced by high-speed tail transporting passengers between the major capital cities

and to the regional area in Australia. However, there could be a significant drop

number of international tourists in Queensland as the future outcome of tourism in

2040 because of the increased price of air travel.

The advance of technology and the internet are the key driver of the social media

megatrend of tourism scenario in 2040. Technology is an essential part of the

tourism and travel industry that assist businesses with everyday operation and also

improving the traveller's experiences. The technology and internet lead people to

access on social media which is the everyday entertainment and access the travel

information for the world travellers (Okamura, 2019). Social media have guided to

the democratization of information in tourism and shift the power more towards

customers that currently have access to information and recommendation from the

previous travellers and locals (Zeng, 2013). The TEQ organization also have a

strong focus on promoting Queensland through social media platforms such as

Facebook and Instagram in the purpose of attracting the local and the world

travellers to visit this excellent sate. Therefore, social media is a megatrend of the

scenario 2040, where it will lead to attracting the world population to travel more in

Queensland and seek for a new travel experience while exploring the destination.

The travellers would be excited to show off their travel experiences in much iconic

nature attraction in Queensland through photos and videos to friends and family via

a social media platform.

Transportation technology will be the megatrend of Queensland tourism in 2040. Two

primary drivers contribute to having technology transport, such as the advance of

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technology and the alternative to flying. Technology benefit to help improvement and

development of the core operation of transportation (Giaoutzi & Nijkamp, 1989). It

would assist in making transportation to be more reliable and efficient. Transportation

is an integral part of the tourism industry because of transportation link tourism with

countless tourist attraction (Alkheder, 2015). Tourism will be expanding more when

there is better transportation. The alternative of flying is another driver that leads to

having a transportation technology such as a high-speed rail in the future. We

forecasted that there would be an increased price of air travel in Australia. Therefore,

the high-speed rail will be ready and available to transport passengers between the

major cities to the local region within Australia. The local people or domestic

travellers can replace short-haul travel by air to the high-speed rail in the future.

Highspeed rail will cut the travel time between the major cities to the regional areas

and motivate local people to travel more often. Therefore, the significant increase

number of domestic travellers who will be expected in Queensland tourism in 2040.

Biotechnology will become the megatrend of Queensland tourism in 2040.

Biotechnology is a technology that develops living organisms, biological systems or

part parts of this to create or utilize different products that help to improve our lives

and health of our planet ("International Biotechnology", 2013). The advance of

technology and the desire of convenience drive would lead to having biotechnology

in the future ("International Biotechnology", 2013) . Therefore, the chip implants

beneath the skin and inside the palm bring a new meaning way to pay money in the

future. The palm payment method would bring new experience and accessibilities to

the tourist in the future. Moreover, the chip payment in the palm would make more

convenience for the tourist make payment while they travel. It will be secure the

safety and the loss and damage of money. Also, the future new method of payment

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through implants chip in the palm will increase in tourism expenditure because of the

fast and conveniences in payment method.

Revised strategy

Ansoff product and market growth matrix will be a strategy that use to maintain the

competitive advantage of Tourism and Events in 2040. Ansoff product and market

framework is a marketing planning tool that usually promotes business in

determining its market growth and product (Fleming, 2011). The matrix usually

determined by focusing on the products are existing or new, and the market is

existing or new. The Ansoff product and market growth matrix consist of 4 alternative

strategies such as Market Penetration, market development, product development

and diversification.

Market penetration is a strategy that covers the products that are existence and

already existing in the market. As Queensland are prevalent in iconic natural assets

that offer unique experiences for the tourists as a core competitive advantage.

Tourism and Events Queensland hold a strong brand image and will advantage to

promote the potential asset of Queensland tourism destination via TEQ's Social

media platforms (“About Us”, 2020). In scenario 2040, as healthy growth in the

economy. The world population will need experiences in travelling where people are

keen to show off their events on social media with their friends and families.

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Therefore, the TEQ organization can focus on the advertise the travel destinations,

increase promotional methods, placing a variety of pricing policies through social

media platforms. It would contribute increasing the number of followers through the

organization social media pages. The future followers on our social media are

expected to be the world travel lovers, and we will target them to visit Queensland in

the future.

Product development is a strategy that new products are introduced into existing

markets or modify of the existing product, scUber is one of the most uniqueness

ocean adventure and the world's first rideshare submarine which launched on the

Great Barrier Reef in 2019 ("Queensland and Uber partner to launch scUber, the

world’s first rideshare submarine on the Great Barrier Reef | Uber Newsroom

Australia", 2020) .The exclusive experience was available in an only short period

from May 27 to June 2019. However, the Tourism and Events in Queensland should

collaborate more with Uber to develop in scUber service to be available for the

travellers in every year . This strategy will be beneficial and to differentiate the

product from the rival. In scenario 2040, the world population will crave for travelling

and seek for the new experiences. Therefore, this new experience as scUber will

reach the need for future travellers. The Great Barrier Reef is a popular tourist

destination with over 2 million visitors a year (2020). The development of scUber

service would let the Queensland visitor explore and experience Queensland's Great

Barrier Reef like never before. At the same time, it will help to grow the positive

awareness and the story of the Reef in Queensland. The scUber will help to promote

the Great Barrier Reef to the global travellers and will boost the future traveller

number in Queensland.

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Market development is a strategy that also known as a market extension. Market

development is a strategy where the business sells its existing products to the new

markets. As Queensland is full of eco-experience, Queensland's natural environment

is world-famous with 5 of the 16 world heritage areas in Australia. Queensland

tourism will be target a new market as the international students to boost the number

of visitor in the future as the competitive advantage strategy. There were

approximately 70 thousand international students in Australia in 2019 ("Student

numbers", 2020). As the scenario 2040, the high-speed rail will be ready to transport

the passenger between the major cities to the regional areas such as the east coast

of Australia. Therefore, it will be a benefit for Queensland to boost domestic

travellers such as the international students to explore Queensland and experience

the best eco-tourism ever in Australia.

Diversification is the strategy that involves an organization marketing or at the same

time selling new products to a new market. Queensland is famous for having many

beautiful beaches and island ("Australia's best beaches - Tourism Australia", 2020)

There are many stunning islands in Queensland right off the coast from north to

south. They are some highlight and famous islands such as Frazer, Stradbroke,

Hamilton, Fitzroy, and so many more. The Tourism and Events Queensland can

establish the most prominent sea festival in Queensland annually as the event

experience for the future domestic visitors as the competitive advantage. It will help

to develop the destination of its product and services to be more entertainment and

excitement. Therefore, it will contribute to boosting the future domestic travellers to

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Queensland while the high-speed rail will be ready to deliver people from the big

cities to the regional areas within Australia in 2040.

Evaluation Describe

There are several generalized criteria will be utilized in the evaluation alternatives

such as suitability, feasibility and acceptability. The revised market development in

Queensland tourism 2040 is to boost the international student to travel more often

within the Queensland region. Based on the SWOT analysis that has been identified

the main strengths, weaknesses of the organization. Then, we will apply the new

strategy to overcome the weaknesses, and it will coordinate with the growing tourism

scenario 2040. Moreover, the TEQ purpose and mission also align with new strategic

options by the aim to boost the tourism and events in Queensland to grow stronger

and experienced-focused, customer-lead and destination-delivered. The future

strategic options will be feasible because Tourism and Event Queensland have a

strong brand image within Australia. TEQ is one of the central tourism organization

which have the potential to promote the destination through the local and

international people within Australia. Also, TEQ has healthy, skilled workforces who

are capable of executing the task or new tourism projects successfully in the present

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and the future. The new strategic options will be acceptable from the internal and

external stakeholder. The internal stakeholder such as the Government that TEQ has

been working closely. The organization also received support in planning and funding

from the Government to implement the new tourism projects in Queensland.

Moreover, the new strategy will get supported by the local people in Queensland

because the organization gain trust from domestic people and international students

by holding a positive reputation as the Queensland tourism organization within the

region.

The revised market development strategy is to increasing the number of an

international student to travel to Queensland. The strategy will monitor by the set

SMART objective in order to be successful in tourism 2040. The SMART objectives

have to Specific, Measurable, Achievable, Realistic and Time-based. The specific

travel location for the future international students is 13 regions in Queensland such

as Tropical North Queensland, Townsville, Whitsundays, Mackay, Bundaberg,

Capricorn, Gladstone, Fraser Coast, Sunshine Coast, Brisbane, Gold Coast,

Southern Queensland Country and Outback Queensland. The education sector

considered as the 3rd primary export sector in 2009 that generated $18.6 billion in

Australia (COAG, 2010). The international students also play a significant role that

boosts the tourism sector in Australia (2020). Between 2001 to 2011, the figure for

international tourists who came to Australia for further education increased by 6.4%

(2020). The figure is estimated to grow by 2020, with an average annual rate of

4.6%. The connection between the education sector and the tourism sector is

significantly vital in Australia. We will measure the success of the revised strategy by

keeping an eye on the increasing number of the international student's enrolment

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each year. We will gain the like and the followers from the international students on

TEQ social media platforms such as Facebook and Instagram. Therefore, we can

control the target market effectively by promoting an efficient marketing campaign

through social media. The strategy will be attainable because we will use TEQ

organization social media as the critical method to reach out to the target market.

The variety of holiday promotion packages and a particular price offering will be

advertised on social media to attract international students. Due to 2040, the high-

speed railway will be ready to transport the local people and international students

from major cities such as Sydney or Melbourne to Queensland local region more

frequently and spend less time travelling. The future strategy will become a reality

because of Australia high-speed rail will move people from different cities to the

regional areas, especially along the east coast of Australia. The high-speed rail will

bring convenience for the passengers and save time for travelling. Therefore, the

local people and the international student would like to visit Queensland often in the

future. At the same time, it will contribute to growth in tourism expenditure in

Queensland, which is match with the TEQ's purpose. The international education

visitors spent $803 million in Australia and took a trip to a different destination and

regional destination within a country (Blog, 2020). The time base of the future

strategy, the new strategy will be launch in 2040. The new strategy will be expected

to achieve in 2 years. We expected that there are 60% of the overall Australian

international students will come to visit Queensland at least once a year.

Tourism & Events Queensland Strategic report Tour3007 26 | P a g e

Appendices:

Appendix 01: SWOT Analysis

Strengths Weaknesses
 Strong brand name  Limited social media
 Positive reputation presence
 Leading tourism organization in  Over-reliance of on the
QLD weather condition experiences
 Strong online presence for service (not enough cultural
 Government support- grants and experiences)
funding  Travel based organization,
 Strong ties to Queensland when travel is restricted, the
businesses industry essentially shuts
 Diversity in product & experiences down.
 Iconic natural assets that offer
unique experiences
 Accessibility through strong
transport connections
 Queensland proximity to Asia
Opportunities Threats
 Virtual tours  Uncertain length of Pandemic
 Overnight tourism in QLD continuing  Raise in unemployment –
to grow COVID19
 Mobile technology developments  Social distancing and travel
continue to influence the way bans due to COVID-19
tourists plan and experience travel  Low switching costs for
travellers to choose different

Tourism & Events Queensland Strategic report Tour3007 27 | P a g e

 service providers.

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