Fraser Coast Regional Council has appointed an independent firm to conduct a comprehensive review and assessment of Fraser Coast Tourism and Events (FCTE).
Positioned as the external advisory body guiding the region’s Tourism and Major Events strategy, FCTE operates with significant local government funding—exceeding $1.6 million annually.
In many respects, it functions as an extension of Council.
The funding agreement between the Council and FCTE is set to expire later this year.
In preparation for future arrangements, the Fraser Coast Regional Council has engaged external tourism consultants to conduct a comprehensive review, ensuring the Council receives the maximum value from upcoming funding agreements.
Many in the corporate and wider community have been perplexed by the lack of transparency surrounding the funds allocated to FCTE, seemingly without testing the market.
There is concern over why this opportunity has not been made available to other organisations through a tender process.
To my knowledge, Fraser Coast Regional Council has not engaged with any other groups since the inception of FCTE regarding the contract to undertake these crucial responsibilities.
This lack of open bidding has raised questions surrounding accountability, and whether the community is receiving the best value for money; and is there a belief that Fraser Coast Regional Council is happy to outsource the funds, but not happy to educate themselves about the other incredibly smart minds in their own community.
FCTE has faced ongoing criticism over its struggles in securing and maintaining local corporate support, having alienated larger sponsorship contributors through indifference and a lack of partnership engagement.
Concerns have also been raised about the handling of longstanding civic events and the outsourcing of major events without ensuring opportunities for local suppliers, which has inflicted deep wounds that only key changes can heal. A strategic overhaul has been long overdue.
The tourism landscape of the Fraser Coast has undergone a seismic shift over the past five years.
Once a quiet coastal retreat, Hervey Bay has surged in prominence—fuelled by the property boom and an influx of new residents and visitors.
This momentum shows no signs of slowing, firmly positioning Hervey Bay as the region’s economic and tourism powerhouse, while Maryborough struggles to keep pace.
The Whale Watching Capital of the World is a title we continue to claim with confidence.
Thousands of visitors come to witness the breathtaking spectacle of humpback whales playing in the calm waters of the Great Sandy Straits Marine Park.
Yet, despite this world-class natural experience, the Fraser Coast is at risk of losing its tourism grip, lacking the depth of attractions to keep visitors in the region.
It’s too easy to see a whale breach in the morning and then head straight to the theme parks, luxury cinemas, and expansive shopping experiences of the Gold Coast or Sunshine Coast.
This raises serious questions about how FCTE is positioning the region—because this issue hasn’t just appeared overnight.
It has been brewing year after year, yet it seems we have either failed to acknowledge it or chosen to ignore it.
The needs and expectations of families traveling with children have evolved significantly, and to suggest otherwise would be a misjudgment.
The caravan and drive market has emerged as a major economic driver for the Fraser Coast, aligning with its status as the fastest-growing tourism sector in Australia, according to Tourism Research Australia.
This surge in demand comes at a time when discussions are underway regarding the potential closure of select foreshore caravan parks—an issue that warrants a much broader conversation in the future and surely must include a rejuvenated FCTE.
Do we still need to market Hervey Bay and Maryborough as a joint destination, or has the gap between them become too wide? It is a heavily supported point of view.
Should we be investing heavily in traditional Visitor Information Centres when most travellers plan their itineraries online weeks in advance?
These are critical considerations.
The ongoing external review of FCTE must challenge long-standing strategies and evaluate whether the organisation is keeping pace with the region’s rapid transformation.
Senior executives at FCTE must ask themselves: Have I taken this as far as I am able?
As Hervey Bay ascends, it demands a modern, forward-thinking approach to tourism promotion—one that goes beyond legacy marketing tactics and embraces innovation.
This FCTE review marks a defining moment for the future of tourism on the Fraser Coast and surely a tender process must be a fait accompli.
