One of Australia’s most respected tourism strategists, Mr Albert Stafford, has been appointed by Council to guide the ongoing tourism reform process and implement the tourism transition plan for the future of the industry.
With less than four months to go until the recently appointed Tourism Transition Advisory Board (TTAB) presents its vision to transform the current tourism structure into a new, regional body designed to promote and protect the industry as a whole, Mr Stafford will take up the role of TTAB Project Officer effectively immediately.
In the short term, Mr Stafford’s primary responsibilities will be to act as the conduit between the region’s tourism industry and the TTAB by consulting with and providing feedback to both parties. In the longer term, Mr Stafford will oversee the ongoing management, design and implementation of the final, endorsed Tourism Transition Plan.
In appointing Mr Stafford, TTAB’s Chair Michael Arnett said that Mr Stafford’s skills and reputation in the tourism industry were highly regarded.
“Albert’s background is in economics, tourism and strategic marketing. He holds an economics degree and a Masters degree in tourism planning and development. From the board’s point of view we’ve got one of the best tourism related, strategic brains available to help us steer the future of the best and biggest economic driver in the region”.
The Sunshine Coast tourism industry generates a total of $2.4 billion per annum, a figure larger than the total value of tourism in Tasmania ($2.1billion) and the total value of the Northern Territory tourism industry ($1.8 billion).
Mr Stafford said he was looking forward to getting on with the job, after first being introduced to the local tourism industry when he was commissioned by Council to review it and report his findings. The resulting report was the catalyst for the tourism reform process that has since gained the support of the local tourism organisations and industry as a whole.
“Tourism is a valuable contributor to the Sunshine Coast and the Tourism Reform process demonstrates a strong commitment to its continued growth. Through a strong network of resources and aligned marketing efforts we can keep the Sunshine Coast’s tourism industry shining brightly into the future,” Mr Stafford said.
“The Sunshine Coast has some of the finest tourism operators in the world and I look forward to working with Industry to ensure they have the best possible infrastructure to support them”.
It is anticipated by no later than July 2010 the new unified body will represent the Sunshine Coast tourism industry as a whole, primarily in a strategic, marketing and policy capacity, whilst still recognising and protecting the individual destinations and brands.
The Tourism Transition Advisory Board will present a detailed transition plan to council by 31 December 2009. The Board is tasked with producing and implementing a plan that ensures a seamless transition from the old tourism industry structure to the new regional body by early 2010.
For further information contact:
041 2000 606
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