Romance and indulgence could be among the keys to enticing Brisbane people to spend a night in Ipswich, a study from The University of Queensland has found.
Students from UQ’s School of Tourism completed the study, finding Ipswich should consider offering quick escape and pamper packages to boost overnight visitor numbers.
The students surveyed 530 people who visited Ipswich and found more than 90 per cent of them were from Brisbane and many were on day trips.
Student Leonie Bowles said most of the visitors were satisfied and intended to return to Ipswich, but they did not spend money in the city on food or accommodation.
"They could generally be classified as Brisbane self-sufficient day visitors. Arguably the economic impact of such visitors is limited,’’ Ms Bowles said.
“Challenges for Ipswich tourist operators were in keeping people in the city overnight, given the proximity to Brisbane and the competition from day trip destinations such as the Gold and Sunshine coasts,” she said.
The study recommended packaging Ipswich attractions and services through ticket bundling and marketing.
It also urged operators to market Ipswich as a quick escape destination for romantic getaways and indulgences, with a focus on the city’s heritage and boutique accommodation.
Promoting night-time and themed events would also encourage visitors to stay overnight, the study found.
Eight students from the School of Tourism spent 10 days in Ipswich in September and October, working with operators and Ipswich City Council to identify opportunities for tourism growth.
It was part of the School’s Tourism Regional Internship Program (TRIP), with results presented at a workshop in Ipswich on Friday, October 23.
School of Tourism head Professor Roy Ballantyne said the program gave students experience in practical situations and also offered benefits to Ipswich tourist operators.
"The school prides itself on its proactive involvement with industry and we deliver a range of innovative work-integrated learning opportunities for our students,’’ Professor Ballantyne said.
Media: Erik de Wit (0417 088 772)
