DESTINATION Southern Downs (DSD) chairwoman Corinne Butler has expressed her board’s extreme disappointment with the Southern Downs Regional Council’s decision to cease funding and all operations of DSD in the coming year without consultation and consideration of industry best practice.
Ms Butler said a significant body of work relating to the future of tourism in the region had been compiled over the last four years by industry experts, experienced members of the community and the local tourism industry.
“First and foremost, DSD would like to thank those members of our community who have and continue to volunteer their time in the interest of enhancing tourism in our region,” she said. “Unfortunately, it appears this valuable industry expertise and community feedback has been ignored.”
Ms Butler said that it was normal protocol for businesses with a significant financial and community stake in an organisation to carry out appropriate and well considered due diligence in consultation with that organisation before making significant decisions that ultimately affect business continuance.
Southern Downs Regional Council released a statement saying they had no comment on Ms Butler’s statement today, however they said mayor Tracy Dobie would like to reiterate the commitment made by the deputy chair and general manager of Destination Southern Downs at a meeting with herself and the chief executive officer on 19 May that the board and staff of Destination Southern Downs would facilitate a smooth transition of services and responsibilities.
Ms Butler highlighted that DSD had urged the mayor, CEO and individual councillors to consult with the organisation – this opportunity was not afforded.
“As a board, we are experienced enough to know that negative rhetoric is in many cases is orchestrated by those who are unaware of the challenges faced,” she said.
“DSD has implemented all directives by the council, and we are successful working toward implementing our KPIs.
“To be given just a short window of less than 12-months to implement the tourism strategy that the council created and endorsed without a satisfactory handover period is deplorable.
“We urge the council to review this decision immediately, with a thorough process and importantly, an understanding of visitor needs and industry best practice,” she said.
Tourism is one of the largest economic contributors to the Southern Downs economy, generating $313 million and providing 2400 full-time equivalent (FTE) jobs. Merging tourism with other portfolios did not afford the recognition it deserved explained Ms Butler.
“Furthermore, it’s a backward step for tourism in the region not to consider visitor needs.”
“We have said it before, and we will say it again; to be successful in tourism, we need to focus on the visitor and provide hands-on support to our tourism industry to meet these needs.
“The leading tourism regions of Noosa, Margaret River, and Kangaroo Island work as separate incorporated bodies with a member partnership base, like Destination Southern Downs.
“It is disappointing to consider a model that is not industry best practice.
“Surely, we need to strive to be the best,” Ms Butler said.
“Personally, as a business specialist, I understand how important it is that activities like destination marketing and event support are handled by staff with years of experience in the tourism industry.
“Furthermore, successful tourism marketing associations are highly innovative with a strong social media and digital focus.
“We don’t believe the council is in a position to become a leading Instagram and Facebook user, such as @australia or @margaretriver, nor should they be,” she said.
As the TEAM Tourism Strategy report indicated, the council’s role in tourism is paramount to implement core recommendations such as gateway and directional signage, improving land-use regulations, road access to significant natural attractions, and helping to attract significant product development.
“We hope the decision is rectified, so these important recommendations are achieved, and we can all continue to work together to increase tourism prosperity for all in the region,” she said.
