1 MANAGING THE TOURISM PRODUCT: A Case Study on the Management of Tourism in the Cairns Region, Far North Queensland Australian Planner September 1995 Brian H Roberts 1 Abstract Cairns Region in Far North Queensland is one of Australia’s most visited tourism destinations. Located adjacent to the northern reaches of the Great Barrier Reef and including the Daintree Wet Tropics Rainforest, one of the most ancient tropical rainforests of earth, the area is facing significant population growth and development pressures, increasing demand for agriculture land and the need for protection of areas of high ecological and cultural significance, which underpin a billion dollar tourism industry. This paper examines some of the challenges of managing the tourism product of the region against many competing demands. It provides the framework for the implementation of a sustainable tourism development and management strategy for the region and a action plan for its implementation. INTRODUCTION Tourism is Australia's largest export industry. In 1992 it generated an estimated $7.2 billion in foreign exchange earnings and contributed over 6 percent to Gross National Product. For many regions in Australia, tourism has helped bring about new wealth and employment opportunities. Cairns Region, in Far North Queensland, is one region that has benefited significantly from the growth of tourism. It has the fastest tourism growth rate in Australia. Tourism dominates the economy of Far North Queensland. The industry contributed over $894 million, or 24.9 percent, to the Gross Regional Product in 1992. (1) In 1993, the Region attracted almost two million visitors. Visitor numbers have grown by an average of eight percent per annum over during the past ten years. However, by 1990 the ability of the Region to sustain high visitor growth rates began to be challenged. Public agencies were struggling to keep pace with the demand for new infrastructure. (2) Parts of the natural environment began to show signs of deteriorating through excessive visitor use. Community and political concerns were voiced about the urban environment becoming another Gold Coast or Hawaii. In response to these concerns, the Queensland Government announced the preparation of the Cairns Regional Tourism Strategy (CRTS). The strategy was intended to provide a framework for the management and development of tourism in the Region for the next 20 years. Work on CRTS commenced in April 1992 and was completed in April 1994. The Strategy is in the first phase of implementation. This paper presents a case study on the development of the Strategy and the management framework adopted for its implementation. The Strategy incorporates a multi-sectoral approach to tourism management and its implementation involves participation by over 85 organisations from Federal agencies to community interest groups. The first sections of the paper provide an overview of the tourism product, the growth of the tourism industry, and key issues affecting the management of tourism 1 The author is a Senior Research Fellow at the Australian Housing and Urban Research Institute, Queensland University of Technology, Brisbane