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DRIVE TOURISM

Tourism Queensland’s hugely successful Drive Tourism programme was one of the largest tourism initiatives to ever be undertaken in Australia. It involved the development and marketing of a number of touring routes to promote Queensland’s regional areas to the domestic tourism market. Drive Tourism contributes over $4.5 billion to the state’s economy.

The program's objectives included:

• To provide a major stimulus to Queensland’s regional and rural tourism industry;
• To establish a national marketing framework and identity for road-based tourism across Queensland’s strategic tourism routes; and
• To enhance the experience of the motoring tourist throughout the state.

EC3 Global’s consultants have been involved in all stages of the management and implementation of the project, and have been commissioned to continue assisting with its management, including the development of a strategy for the future planning of the sector. This project aims to develop a clear understanding of the current and future needs of the drive tourism market in Queensland in order to determine practical strategies for the future planning, development and management of the drive tourism industry.

As part of EC3 Global’s Drive Tourism capabilities, our consultants have been involved in a variety of areas and can assist with similar projects including:

SIGNAGE AND WAY FINDING

EC3 Global can assist in the development of signage strategies for towns or drive routes. These include placement options, design, approval processes, and alignment with the Department of Main Roads. We can also assist with the coordination of the design, fabrication and installation of tourist signage.

STRATEGIC BUSINESS AND MARKETING PLANNING

EC3 Global can assist in the development of strategic plans for tourist roads including touring routes, themed routes and tourist drives. These address the steps required to take forward the key marketing, positioning, business development and operational activities.

INTERPRETATION AND VISITOR COLLATERAL DEVELOPMENT

EC3 Global’s consultants can assist with the coordination of the design and production of a wide variety of marketing collateral for drive routes and towns.