Warwick Visitor Information Centre volunteer Fran Hockings (centre) with the new visitor guide launched by Destination Southern Downs general manager Marion Carrick and marketing manager Anissa Williams.
Warwick Visitor Information Centre volunteer Fran Hockings (centre) with the new visitor guide launched by Destination Southern Downs general manager Marion Carrick and marketing manager Anissa Williams. Sophie Lester

OPINION: Tourism charts a new course on Southern Downs

DESTINATION Southern Downs has had its share of controversy and upheaval in recent times, but hopefully the tourism body is charting a new course to success for the benefit of Warwick and the wider region.

Tourism is worth an estimated $313 million to the regional economy each year.

The Southern Downs is fortunate indeed to have natural attractions which automatically lure visitors for short and longer stays.

However, in the fast-paced modern world in which we live, more strategic planning is needed to compete with other destinations which are all out there promoting what they have to offer.

Generating, securing and professionally managing major events has become key to leveraging a point of difference.

Visitors and locals alike will flock to food, cultural or music festivals which capture their imaginations.

The same goes for sporting events like the Brisbane Camperland Queensland Road Team Series.

This event is a cycling coup for the Southern Downs because it will reinforce the region's reputation for staging quality events in a sports-mad area.

Organisers work incredibly hard to pull together these signature events, but then it is up to the people to come out in droves to support them.

Some will fire, others will not, but many will become part of our social calendars.



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