After winning GOLD at the 2024 Queensland Tourism Awards, Explore Rockhampton's innovative destination marketing "Accessible Tourism Campaign" will proudly represent Queensland at the Qantas Australian Tourism Awards in Adelaide this Friday evening, 21 March.
Nominated by Advance Rockhampton, Rockhampton Regional Council's Tourism, Industry Development, Marketing and Major Events team, Explore Rockhampton's campaign was awarded GOLD in the 'Richard Power Award for Tourism Marketing and Campaigns' category at the Queensland Tourism Awards for the second consecutive year.
This pioneering initiative empowers local tourism operators to enhance their accessibility while giving travellers with disabilities comprehensive information to confidently plan their Rockhampton adventures. The initiative addresses a $10.8 billion market opportunity while positioning Rockhampton as a leader in inclusive destination marketing and visitor experiences.
Rockhampton Region Mayor Tony Williams said representing the state at the Australian Tourism Awards confirms Rockhampton's position as an emerging powerhouse within Queensland's tourism landscape.
"Representing Queensland at the Australian Tourism Awards, following our back-to-back GOLD wins at the state level, showcases how far the Rockhampton Region has evolved as a tourism destination," Mayor Williams said.
"Our recognition for leadership in accessible tourism reflects Rockhampton's commitment to innovation and inclusivity, bolstering our reputation as one of Queensland's most forward-thinking tourism destinations."
"The tourism and visitation industry continues to be a significant economic driver for our region, supporting hundreds of local businesses and workers. Being recognised at this level is a testament to our local tourism operators, businesses and community members."
Advance Rockhampton Tourism and Events Manager Zac Garven said being named an Australian Tourism Awards finalist strengthens Rockhampton's position as a tourism leader.
"Competing at the national level elevates Rockhampton's profile among key decision-makers in Australian tourism like Tourism and Events Queensland, Tourism Australia, and other major stakeholders who can support our region's continuing development," Mr Garven said.
"We've taken a collaborative approach, working with local talent, industry partners, and disability consultants to create authentic marketing driven by lived experience. This campaign is just the beginning of positioning Rockhampton as Australia's leading accessible tourism destination."
"Our region offers an incredible diversity of experiences – from inclusive tourism initiatives to major events like Rare Spares Rockynats, the world-class Rockhampton Museum of Art, trophy barramundi fishing from accessible platforms and Rockhampton Botanic Gardens and Zoo. This national recognition validates our strategy of growing tourism through both innovation and our traditional strengths."
The Rockhampton Region will have strong representation at the national awards, with Beef Australia also advancing as a finalist after securing two GOLD awards at the Queensland Tourism Awards in the 'Major Festivals and Events' and 'Excellence in Food Tourism' categories. This dual recognition highlights Rockhampton's growing reputation as both the Beef Capital of Australia and a destination for world-class events.
The Capricorn Coast will also be represented at the Australian Tourism Awards with Great Keppel Island Hideaway competing as a finalist after winning GOLD in the '3-3.5 Star Accommodation' category, showcasing the broader region's tourism excellence and diverse offerings.
The Australian Tourism Awards serve as a platform to celebrate excellence, innovation, and sustainability within the tourism industry, bringing together industry leaders, stakeholders, and enthusiasts from across the country.
Finalists are chosen from each state and territory's Gold Tourism Award winners and are then evaluated by a panel of expert industry judges, where a national winner is crowned. The awards will take place in Adelaide on Friday 21 March 2025.
To see the accessible marketing website landing page, visit: www.explorerockhampton.com.au/accessibility
Download the Accessible Tourism Campaign Industry Toolkit: www.advancerockhampton.com.au/files/assets/advance/v/1/tourism/campaign-toolkits/campaign-toolkit-accessibility.pdf
