Carnival program and website presentation provided information to intending visitors able to self-guide their visit . The growth of the event can also be seen in the public relations value of organic followers across Carnival ’ s social media on Facebook with an increase from 26,234 ( 2014 ) to 31,898 ( 2015 ). Instagram followers also increased from 296 ( 2014 ) to 970 ( 2015 ).
The Toowoomba Region as a unique , exciting tourist destination
The number of tourists with recreational vehicles and caravans has significantly increased over the years . Given this , Council staff attended the Melbourne Caravan and Camping Show in conjunction with Southern Queensland Country Tourism to promote the region and the Australia ’ s Country Way drive . Attendance at the 2016 Queensland Camping and Touring Supershow held at the Brisbane Showgrounds also built substantial interest in the Toowoomba Region . In support of this growing tourism market , Council have adopted a Recreational Vehicle ( RV ) Strategy . The strategy provides a clear direction for the provision of camping options for recreational vehicle use within the Toowoomba Region . The RV Strategy will encourage RVs to visit the Toowoomba Region and enhance the visitor experience , increase visitor expenditure and prolong the length of stay . This strategy will help ensure that Council remains responsive to the shifting demand patterns and industry trends .
Provide accredited Visitor Information Centres that engage tourists
The Toowoomba Visitor Information Centre ( VIC ) annual visitor profile and satisfaction surveys were conducted this year , with over 200 participants having their say on our VIC facilities . Overall satisfaction with the centres was 19.8 per cent satisfied , 80.2 per cent very satisfied . TripAdvisor ratings for our facilities also provided positive feedback on friendly staff , local knowledge and selection of souvenirs and products .
The Millmerran Tourism Project was also completed this year , with the official opening of the new Millmerran Visitor Information Centre . The Centre is based at the relocated Railway Station , donated by Queensland Rail , and heralds a new era of tourism for the region . The town ’ s historic railway station has been transformed into a Visitor Information Centre through a community-driven initiative with Council providing $ 130,000 in funding , the Queensland Government $ 92,000 and the community raising the remaining funds for the $ 300,000 project . Queensland Rail donated the historic buildings , which were relocated to the present site on the Gore Highway . Significant support was received for this project from the local community , Council staff , Millmerran Historical Society , Millmerran Progress Association , Department of Local Government , Gaming Machine Benefit Fund , Millmerran Power Community Benefit Fund , Doug Hall Enterprises , Queensland Rail , Bland Sand and Gravel and Leigh Munster Builders .
Unique events that position the region as a mustsee destination
Council understands the importance of encouraging the community to host unique events and will continue to support and activate the region . Engaging residents and building a sense of place within our communities is important and with a unique calendar of events , the Toowoomba Region can ensure its position as a mustsee tourist destination . Events this year , including the Spirit of the Anzac Centenary Experience are a major coup for the region . These popular , national events were sold out to our visitors and residents and will encourage future major events to be hosted in our region .
As always , sports tourism in the Toowoomba Region was well received with Council supporting events that enhance the visitor experience , increase visitation and visitor spend . A unique calendar of sports events contributed to Council supporting Queensland ’ s first ever World Urban Golf Day event in the Kwong Sang Walk . This highly anticipated event had a high engagement on social media , with the promotion of the event reaching over 539,000 people . MyGolf in the Park , Ladies Let ’ s Golf Clinic and High Tea and the 2016 PGA event have cemented our place in Queensland as the premier location to host high profile golf events .
The Toowoomba Region also played host this year to the 2015 Hutchinson Builders Toowoomba International tennis tournament that was livestreamed to an online audience in October . The 40th Anniversary Mountain Man Motocross event was also held in the Toowoomba Region this year , taking out the 2015 Motorcycling Queensland Event of the Year ; the third sports tourism event supported by the Toowoomba Region to receive a state award .
A unique calendar of events , opportunities for conferencing venues and the facilities to host events all indicate a bright future for our region . Business , sports and events tourism in the Toowoomba Region accounts for more than $ 450 million to our economy and for nearly 3,000 jobs . Work in the area of business tourism has resulted this year in 37 enquiries , with a conversion rate from enquiry to booking at 45.9 per cent .
Extending the Toowoomba Region brand
A nod to the past , and a glimpse of the future , the Toowoomba Region rebrand project aimed to bring together two of the elements that make the Toowoomba Region what it is today : strong historical foundations and ambitious investment plans . It acknowledges the changing face of the region and celebrates the broad range of influences that have shaped our communities over the years . It spans seasons , crosses the borders of city and country and caters to the needs of young and old alike . This is a brand essence that embodies not only our region but the people who make it up . It ' s a brand our community can own and live .
The new brand was officially launched this year with an updated colour palette , refreshed logo , photography , unique identifier silhouettes , an updated tone and voice to resonate with our region and a street art wall showcasing six unique faces of people in our region . The work was completed after extensive consultation with the community , local industry , as well as staff and sums up the region perfectly . The new brand also launched with a brand
114 CHAPTER 4 Our goals TOOWOOMBA REGIONAL COUNCIL Annual Report 2015 - 2016