Emerging agribusinesses across the Southern Great Barrier Reef (SGBR) are planting their way to a successful future through the region's first Agritourism Mentoring Program, delivered with funding from the Queensland Government.
As one of Australia’s largest producing regions, the Southern Great Barrier Reef are connecting agriculture and tourism to diversify income streams, boost industry resilience, and cultivate enriching visitor experiences, to satisfy the appetites of travellers seeking deeper connection to the producers and food on their plate.
The tailored business development program has been launched by the collaborative Southern Great Barrier Reef partnership of Bundaberg Tourism (BT), Gladstone Area Promotion and Development Limited (GAPDL), and Capricorn Enterprise (CE), and is helping eligible agribusinesses through one-on-one business mentoring, and an immersive study tour to Northern Tasmania, empowering agribusinesses to share the regions vibrant regional flavours with guests through developing on farm experiences.
Bundaberg Tourism CEO, Katherine Reid, said the mentoring program was a positive step towards raising the Bundaberg and Southern Great Barrier Reef profile as an agritourism destination of choice, whilst igniting pride of place for individual businesses.
“Agritourism plays an important role in connecting our producers with the end consumers, and over the past 3 years we have seen a surge in demand for authentic on farm experiences, including farm stays, farm cafes and farm tours by travellers who are actively seeking enriching experiences that connect them with people, place and produce.
“To provide such an opportunity for our industry where they can gain hands on experience through an immersive study tour to Northern Tasmania, a designated UNESCO City of Gastronomy and region where the success of agritourism has thrived over recent years, paired with invaluable insight from an experienced industry mentor, has enabled us to support the development of more highly differentiated agritourism experiences for our region and encourage greater entry into tourism.”
Ideally positioned just hours from South-East Queensland, the Bundaberg, Gladstone and Capricorn Coast regions of the Southern Great Barrier Reef, have all the right ingredients to be a major agritourism destination in Australia, home to a multi-generational large scale agriculture industry and world-class culinary experiences, such as Bundaberg Rum Visitor Experience, Bundaberg Brewed Drinks Barrel, and Macadamias Australia Visitor Experience.
Recognising the importance of the region's agricultural-based industries and identifying opportunities for growth to support a strong regional economy Mary Carroll, CEO of Capricorn Enterprise said “supportive local government planning schemes are key in assisting our agricultural businesses diversify into tourism so they can not just survive but thrive. By working together, the private and public sectors can really elevate Agritourism throughout the Southern Great Barrier Reef destination.”
Nicola Smith, CEO of GAPDL said, “The Agritourism Mentoring Program empowers farmers to transform their approach to agritourism and harness its full potential, offering expert guidance and invaluable resources, paving the way for sustainable and profitable agricultural tourism experiences”
GAPDL in partnership with Bundaberg Tourism and Capricorn Enterprise, were successful in securing funding by the Queensland Government, to deliver the 2023 SGBR Agritourism Mentoring Program, Immersive Study Tour, and dedicated out-of-region digital marketing campaign, which showcased the regions abundant culinary offerings to SEQ and Melbourne audiences between June-October 2023.
ABOUT THE SOUTHERN GREAT BARRIER REEF
The Southern Great Barrier Reef (SGBR) is a cooperative destination marketing and development partnership between the Regional Tourism Organisations and tourism industries in Bundaberg, Gladstone and Capricorn regions in Queensland. The partnership was established in 2011 to grow the regions’ brand and reputation as the southern gateway to the Great Barrier Reef, and increase domestic and international market visitation, length of stay and expenditure.
Starting just 4 hours drive north of Queensland’s capital, Brisbane, this unique destination takes in stunning coastal towns, a chain of tropical islands and sandstone wilderness. Experience sun and surf, exceptional local produce and world-class drinks. Discover vast white sandy beaches, pristine rainforests and ancient cave systems. Get up close and personal with giant marine life and native animals including koalas and kangaroos. Escape the crowds, exploring wide open spaces and a clean, green environment.
