Capricorn Enterprise CEO, Mary Carroll, explains that Capricorn Tourism and Economic Development Ltd (trading as Capricorn Enterprise) is one of 13 official state Destination Management Organisations (Regional Tourism Organisations) as recognised by Tourism and Events Queensland (TEQ) and the State government.
The tourism ‘footprint’ includes three main precincts: Capricorn Coast (Yeppoon/Keppel Islands), Rockhampton region, Central Queensland Highlands (Carnarvon Gorge/Sapphire Gemfields).
This week Mary caught up with Travel Monitor to discuss her role, the industry, the politics of COVID19 lockdowns and more in Talking Travel. This is what she had to say.
What does your job involve?
As CEO, I am responsible for the overall management of the company’s operations including destination marketing, economic development, event support and visitor servicing. As a Membership Organisation, my focus is on supporting our business Members and stakeholders in product development, capacity building, marketing, and improving overall business success. As our company is funded from three main revenue streams – state government, local government, business membership and sponsorship, we have hundreds of stakeholders to service and to whom we report. Our membership continues to grow each year which reflects our achievements for the region, good corporate governance, strong relationship building skills, extensive networks with business and industry leaders, government officials and elected Members of Parliament.
I often joke that “I’m not a politician, I’m not a bureaucrat, I’m not an academic, I don’t own this company (although I run it like it is), but “I’m all of the above” to do this job successfully!
How have you tackled the difficulties caused by COVID-19?
Take each day at a time yet strategically plan. Be agile and innovative! I’ve been there to support our businesses every single day during the Covid crisis and every crisis before that (bushfires, floods, cyclone) – I’ve literally been through births, deaths, and marriages (and divorces) over the years with my industry operators!
What do you enjoy most about your profession?
Our “Tourism Family” – my ‘A’ Team (i.e. staff and volunteers), my Operators and Colleagues, Promoting my hometown of Yeppoon and greater Capricorn Coast/Central Queensland and Southern Great Barrier Reef destination. Helping People and Getting Results!
What are the biggest challenges for you in your profession (outside of COVID-19)?
Running a successful Destination Management Organisation/Regional Tourism Organisation is not for the feint hearted! As the longest serving RTO CEO in Queensland (12 years on the 1st December 2021), over the years there have been many ups and downs, natural disasters, local government amalgamation and de-amalgamation, external egos and agendas, but that’s life! Give me a challenge and I’ll work even harder – we consistently aim for continual improvement!
What do you think are the biggest challenges the industry faces?
Our destination has not only survived, but thrived during Covid, due to a few reasons, so our biggest challenge in the greater Capricorn Coast, Central Queensland, Southern Great Barrier Reef destination is two-fold:
- We need skilled and unskilled workers across all sectors, including tourism. We created a new jobs site www.workincentralqueensland.com.au and a liveability platform www.livecapricorncoast.com.au to help address this issue.
- The cost of developing new product (i.e. short stay accommodation) continues to increase, particularly with supply chain shortages and delays, which is impeding our ability to meet demand in the next one to five years.
What do you think will be the biggest game-changer in the travel industry in the next 12 months’?
The pent up desire and demand for us to travel interstate and internationally, particularly to visit our friends and families. The flip side to that will be whether Aussies will continue to explore more of their own country. Aussies are second only to the Kiwis as the most travelled in the world and when you consider that up to 200,000 Aussies live in London at any given time (pre covid), I think our desire to travel will only increase. However, the debate will continue for those who are opposed to mandatory vaccinations (which I respect as their democratic right) but will most likely be denied such travel. After covid, there will be more global pandemics, so I think the biggest game-changer in the travel industry long term will be the state, national and global response a second time around!
What destination/travel trend do you think is the next big thing?
Wellness, Nature-based/Ecotourism, Agritourism/Permaculture and Yeppoon on the Capricorn Coast, Southern Great Barrier Reef is attracting a lot of interest, attention, and increased visitation. Consumers are conscious of their footprint, reducing food miles and their responsibility to the earth. Consumers and visitors want to know what they are eating and where it came from. They want to get back to nature and ‘find themselves’ with wide-open spaces in peaceful natural surroundings. They want to get well, be well and live well. They want to reflect the values of permaculture to “Earth Care, People Care, Fair Share”
What are your thoughts on responsible travel and how do you try to implement this in your workplace?
As a Destination Management Organisation promoting tourism and economic development, we actively encourage our operators to become Nature and Eco Accredited, we support the Master Reef Guide program, we work with the Fitzroy Basin Association, the Plastic Free CQ initiative, local environmental and indigenous groups. We launched www.tastecapricorncoast.com.au earlier this year which promotes our local permaculture and produce farms, markets, and eateries.
Who inspires you most and why?
I really had to think hard about answering this question, and I think anyone who achieves great things against adversity inspires me. For example, Paralympians are extraordinary humans, and those who are raised in incredible poverty or suffer abuse, yet some not only survive but thrive in life. It is often the unsung heroes who fly under the radar who are the most inspiring in our communities. My husband inspires me too with his loyalty, integrity, intelligence, and kindness to everyone he meets.
What is your must-pack travel item(s)?
English breakfast teabags (Madura – an Australian made tea in the Tweed), Murder Mystery Novels (I have a few favourite Authors), Sunscreen, sunglasses, and hat, Water bottle, Thongs and sneakers for walking/hiking.
Who would you invite on your next holiday if you could choose anyone and where would you go?
My husband (Norfolk Island – have never been), my best gal pal (another trip to Tasmania) and my extended family (book out the entire Pumpkin Island again).
Free speech to discuss anything else about the travel industry?
Airlines
People have short memories – their loyalty to ‘holidaying at home’ will be tested when the international borders re-open and cheap flights to overseas destinations, particularly Bali (Indonesia) and Fiji tempt Queenslanders, yet this will again present unfair competition against regional destinations in Queensland.
Airlines have been subsidized by governments during the covid crisis (and rightly so), so if there is one thing governments and Airline Boards must learn from the Covid crisis, is that the flight price inequity that has occurred for so many years, coupled with the exorbitant expense to develop new product, particularly on Great Barrier Reef Islands, along with higher wages in Australia, must be considered and respected. The tourism industry just wants a fair playing field.
When I have raised this issue in tourism forums and state and national ‘tourism industry reviews’, no-one can (or won’t) answer this question, which is extremely frustrating!
The ‘Politics’ of Covid
The response to Covid by National and State governments has become politicised – we are one country, not seven. The formation of the National Cabinet was an extraordinarily positive bipartisan development, yet the closer we get to a Federal election, the increased media sensationalism and politicising we see muddying the waters of what should be decisions made in the best interests of all Australians is disappointing, disheartening and just plain wrong.
Contact Email: marycarroll@capricornenterprise.com.au
