Client: Whitsunday Event Strategy
State: Whitsunday Regional Council
Growing the economic contribution of festivals and events is a major focus for both the Whitsunday Regional Council and Tourism Whitsundays, who engaged AEC to develop a Major Festivals and Events Attraction Strategy (2019-2023) for the region. This strategy is supported by detailed background research, and utilised market trends, stakeholder consultation, insights and opportunity analysis to provide a collective vision for the Whitsundays events industry, whilst also aiming to increase the profile and capacity of the region. The strategy is currently being used to identify the types of major events that maximise the essence of the region, as well as events that have the potential to stimulate powerful economic outcomes for the region, both now and in the future. The Strategy also provides a framework for Council to determine funding and other assistance to events, based on a clear set of objectives and criteria, and includes a five-year action plan with clear deliverables and timings.