DRIVE TOURISM PROGRAMME
The Drive Tourism Programme is a six million dollar Queensland Government initiative developed to enhance the experience of the motoring tourist throughout Queensland and to provide stimulus to the state’s rural and regional tourism industry.
The programme is one of the largest initiatives ever undertaken in Australia, involving consultation with over 75 Local Government Authorities, 25 Regional Tourism Organisations, 13 Main Roads Districts and 75 Visitor Information Centres. It aims to create a number of strong touring routes, each with individual charms, which will also assist in the promotion of a range of other tourism tools available state-wide, leading to increased visitation by domestic tourists to some of Australia’s beautiful heartland.
EC3 Global was commissioned to project manage Stages One and Two of the programme, expected to be completed in 2008.
Some of the highly successful projects that have been launched now are Overlanders Way and the upgraded Matilda Highway. These programme won several high-profile awards, including the Main Roads Green Tick Award and the Premiers Award for contribution to Economic Development.
Stage Two of the programme, begun in 2004, will be completed by the end of this year. The stage involves five touring routes, four of which link Queensland to other eastern states: Australia’s Country Way, Capricorn Highway, Great Inland Way,
Leichhardt Highway and the Pacific Coast Touring Route.
Stage Two will then deliver new Route Steering Committee structures, business plans, implementation plans, and memorandums of understanding with the relevant Regional Tourism Organisations. Stage Two will also deliver a suite of marketing collateral including new brochures, Hema touring maps, visitor fact sheets, websites, interpretation panels and media kits.
EC3 Global has also secured $500,000 for additional product development and marketing initiatives for the five touring routes.
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