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Queanbeyan-Palerang Regional Council led a partnership of local organisations and businesses in developing a destination marketing and economic recovery campaign to meet the challenges post-bushfires and after the first COVID wave.
The Treasure Trail was the first destination marketing campaign for Queanbeyan-Palerang, seeking to move beyond a highway stop, to a recognised day trip and short break destination. It was also a project designed to build capacity in the local industry; increasing skills, distribution channels and business planning through a series of targeted programs.
The Treasure Trail has proudly shown locals the importance of shopping within the region and supporting the local economy. The outcomes of this project combined to significantly shorten the COVID downturn and bushfire recovery. Economic data demonstrates that the recovery was swift and that individual components within the Treasure Trail not only brought expenditure back to pre-COVID levels, but significantly improved beyond them.
This case study presents an insightful example of how an emerging destination can utilise an integrated tourism marketing campaign to stimulate and guide a meaningful and measurable economic development and recovery program.
Program Coordinator, Economic and Tourism
Queanbeyan-Palerang Regional Council
Ryan is a destination development and economic development practitioner based in the Canberra region, with extensive experience in tourism marketing in the private and public sectors.