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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.

‐ENDS‐


For
further
information
contact:


Diane
Ainsworth

041
2000
606