News
11 October, 2024
Trailblazing tourism
The Brisbane Valley Rail Trail (BVRT) is the target of a new workforce plan by Jobs Queensland (JQ) to address critical shortages in the local tourism industry along the 161-kilometre trail.
The recent BVRT Visitor Research Program – Phase 2 highlighted several obstacles the tourism industry along the BVRT faces, especially recruitment and retention challenges due to the region’s seasonal nature, resulting in high turnover rates in tourism-related jobs.
Other challenges identified include competition from other sectors, growing demand for soft skills, digital marketing expertise and business acumen amongst employees.
The 2023 Queensland Tourism Industry Council Workforce Report also highlighted significant occupational shortages in frontline roles, tour guides and digital marketing.
Following these research finds, Somerset Regional Council partnered with Queensland Country Tourism (QCT), who applied for the third round of JQ’S Grow Your Own (GYO) funding to help boost the region’s workforce.
The industry-led, focussed workforce plan intends to address the challenges along the BVRT by offering targeted training and job placement services, as well as fostering partnerships with educational institutions.
The hope is the plan will ensure sustainable tourism development, reduce unemployment and promote economic resilience in the regions along the BVRT.
QCT is the Regional Tourism Organisation for Somerset, but the workforce plan will cover the entirety of the BVRT as a regional tourism asset, not just the section within Somerset.
Somerset Regional Council Director Corporate and Community Services, Daniel Rowe, said Council is “appreciative of the work undertaken by QCT” to submit the successful grant application and is looking forward to support QCT in delivering the project, along with Council’s own tourism initiatives through the Experience Somerset brand.
“Council will support QCT in delivering the project and will provide coordination support,” he said.
“Council will also be delivering a Rail Trails and Tourism Conference at the Somerset Civic Centre on 6 and 7 November, which will highlight the great tourism opportunities available along the BVRT and facilitate discussion between operators about how best they may capitalise on the asset.
“Council’s current promotional campaign, Unlock Next-Level Adventures in Somerset, leverage our significant assets such as the BVRT to encourage visitation to the Region through Spring.”
This announcement comes just a month after Somerset Council launched its advocacy plan in lead up of the state election, with one of the items on the list being investment in recreational and sporting activities on Lake Wivenhoe, as a way to attract tourism to the region ahead of, and during, the Brisbane Olympics in 2032.
Jobs Queensland Board Chair Jim Varghese AM said the GYO program is a great example of how industries and regions can work together to benefit their local economy and residents.
“Jobs Queensland’s ‘Grow your own’ regional workforce program is founded on working with stakeholders on the ground to deliver workforce solutions they need,”he said.
“This funding will secure a skilled workforce for Queensland and rewarding careers for locals and also builds on Jobs Queensland’s extensive workforce planning activities.”
The BVRT was one of eight successful applicants of CYO’s round three. The program is funded by Jobs Queensland and powered by the Queensland Government’s Good people.
Good jobs: Queensland Workforce Strategy 2022– 2032.
To find out more about tourism opportunities in Somerset and the upcoming conference visit www.experiencesomerset.com.au
