Past Media Releases

Nature Reserved for Mackay tourists

28 August 2014

A major new tourism initiative has been unveiled for the Mackay Region today with the launch of the destination’s new destination brand– The Mackay Region. Nature. Reserved.

Minister for Tourism, Major Events, Small Business and the Commonwealth Games Jann Stuckey said the destination brand was an exciting new chapter for Mackay, providing a unified creative platform from which to promote the Mackay Region as a premier holiday destination with accessible nature-based tourism experiences.

“This major new tourism initiative to promote the Mackay Region’s nature-based tourism experiences delivers on the LNP’s election promise to grow tourism as one of the four pillars of the economy.”

“The Queensland Government’s 20-year plan for tourism, Destination Success, outlines the need to ensure a destination’s brand connects with a global audience to grow Queensland’s regional tourism destinations,” said Ms Stuckey.

“The new tourism brand positions the Mackay Region as a destination where visitors can ‘feel the quiet satisfaction of discovering unspoilt nature on a road less travelled’.

“Mackay offers a host of memorable visitor experiences from spotting wild platypus in the Eungella National Park to relaxing in the serene surrounds of Keswick Island or greeting wallabies on the beach at Cape Hillsborough.”

Tourism and Events Queensland CEO Leanne Coddington said the development of the new brand reinforced TEQ’s strategic focus on building strong destination brands in collaboration with industry.  

“This is the result of collaboration between Tourism and Events Queensland, Mackay Tourism and more than 40 local industry representatives,” said Ms Coddington.

“It will help strengthen the Mackay Region’s tourism reputation and provide a focus for future marketing activity.”

Mackay Tourism General Manager Stephen Schwer said local industry would today participate in further workshops to leverage the positioning for their business.

“The new destination brand is a fantastic new marketing tool for the Mackay Region’s tourism industry, providing a collaborative approach to promoting the destination and its leisure experiences to drive sustained visitation to the region,” said Mr Schwer.

“Local operators will have access to a series of stunning images and footage developed by Tourism and Events Queensland to support their business and local tourism industry.

“Mackay Tourism is currently working with Tourism and Events Queensland on the development of marketing activity to leverage the new destination brand, promoting the Mackay Region to key visitor markets.”

[ENDS] Thursday, 28 August 2014

Media Contact/s:
Minister Stuckey’s office: 3719 7240 / 0439 291 268
Tourism and Events Queensland: 3535 5020 / 0431 294 625