Community representatives from across the North Burnett have come together for the inaugural meeting of the North Burnett Tourism Action Group (NBTAG), marking a significant step forward in collaborative, region-wide tourism development.
Convened by Bundaberg Tourism, the newly established Action Group brings together representatives from Monto, Mt Perry, Eidsvold, Mundubbera, Gayndah and Biggenden.
The first meeting focused on building shared understanding, trust and alignment across towns, with members united around a clear intent: to take a practical, community-led and regionally focused approach to tourism and experience development that benefits the whole North Burnett, as part of the broader Bundaberg region.
NBTAG has been established as a neutral, advisory forum – not to replace existing community organisations or create additional layers of process – but to connect local insight, strengthen collaboration and identify realistic opportunities in tourism and experience development that can be progressed collectively.
At the inaugural meeting, members agreed to work to a set of guiding principles that place regional benefit first, prioritise respectful and solution-focused dialogue, and emphasise progress over perfection. The group also agreed that while each town has its own story, the North Burnett is strongest when it speaks with one regional voice.
Bundaberg Tourism CEO Katherine Reid said the establishment of NBTAG reflects the depth of local passion across the North Burnett, combined with a growing appetite for the visitor economy.
Ms Reid also acknowledged the leadership and encouragement shown by North Burnett Regional Council in supporting the establishment of the group.
“NBRC’s willingness to support collaboration, listen to community voices and work alongside industry and Bundaberg Tourism is a key enabler of this initiative. Sending a strong signal that tourism is recognised as an important contributor to the region’s economy and livability.” she said.
Ms Reid also reinforced the importance of the North Burnett being actively connected into the broader Bundaberg and Southern Great Barrier Reef destination, noting that strong destination brands are built through shared use and collective storytelling.
“Bundaberg Southern Great Barrier Reef is the strongest recognised destination brand in this part of Queensland, and that recognition creates opportunity well beyond the coastal strip,” Ms Reid said.
“The North Burnett is a vital part of the Bundaberg and Southern Great Barrier Reef destination, offering landscapes, experiences and stories that add depth, contrast and authenticity to the overall visitor proposition.”
Ms Reid acknowledged that questions are often raised about why individual towns or the North Burnett name are not always front and centre in destination branding, but said the focus must remain on leverage, not labels.
“Strong brands work when everyone uses them consistently and confidently. The opportunity for the North Burnett is not to compete with the destination brand, but to actively lean into it, to showcase its unique experiences under a banner that already has reach, recognition and momentum.”
NBRC Chief Executive Officer Craig Matheson welcomed the outcomes of the first meeting of the North Burnett Tourism Action Group and the opportunity for tourism industry participants in the region to have direct input to destination marketing and tactics that seek to encourage visitation to, and economic opportunities for, the North Burnett.
“The establishment of the North Burnett Tourism Action Group is a key and tangible outcome from Council’s new partnership agreement with Bundaberg Tourism, providing a direct avenue for the North Burnett tourism industry to influence and shape policy and marketing directions from which the whole region can benefit,” Mr Matheson said.
“The North Burnett offers a distinct value contribution in marketing what the broader Bundaberg and Southern Great Barrier Reef area has to offer to visitors – and it is critical that what we have to offer reflects a wide diversity of experiences available, given we are actively competing with well known and larger destinations for a share of the visitor dollar”.
“Our agreement with Bundaberg Tourism is all about stimulating economic opportunities for the North Burnett, with the region’s tourism industry participants playing an important role in leveraging those opportunities for the benefit of all of our communities”.
The establishment of the North Burnett Tourism Action Group is expected to play a key role in strengthening that connection, ensuring local experiences are visible, ready and well-positioned to benefit from destination marketing, advocacy and visitor demand.
