Gondwana Rainforests of Australia World Heritage Area - CONTENT TOOLKIT
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Gondwana Rainforests of Australia World Heritage Area CO NTENT TO O LKIT
Contents
Introduction . . ............................................................................................. 3
Gondwana Rainforests of Australia World Heritage Area ..... 5
Transformational Travel . . .................................................................... 6
Tourism Experiences in the Gondwana Rainforests.............. 7
Content Bank
Images ............................................................................................... 10
Video . . ................................................................................................. 12
Copy . . .................................................................................................. 13
Editorial . . ............................................................................................ 15
HOW TO USE THIS RESOURCE
Tourism and Events Queensland has created this toolkit
to assist the Queensland tourism industry in the positive
promotion of the Gondwana Rainforests of Australia World
Heritage Area. Content can be included in consumer-
facing collateral including brochures, websites and social
media channels.
Tourism and Events Queensland acknowledges the Traditional
Owners of Country and recognise their continuing connection
to land, waters, culture and community. We pay our respects to
Elders past, present and future.
The Gondwana Rainforests of Australia, Queensland, is the
Country of the Yugambeh people (Springbrook, Lamington, Mt
Chinghee and Mt Barney National Parks), Yuggera Ugarapul
people (Eastern and Northern parts of Main Range National Park) LAMINGTON NATIONAL PARK
and Githabul people (Western part of Main Range National Park). BUSH TUCKER TRACK WALK, MOUNT BARNEY LODGE (COVER)
2
Introduction
Queensland’s diverse natural assets provide the basis for
a strong nature-based tourism sector. The state’s varied
environment includes the most diverse ecosystems in the
world – including our internationally regarded coral reef
systems and tropical and sub-tropical rainforests. While
the natural assets of Queensland have long been actively
promoted, trends now indicate that travellers are seeking
transformational experiences in nature, and therefore
promotion of the natural environment itself is not enough.
In this new era of travel, people are actively seeking
experiences that enrich, awaken and transform them,
and, eventually, the world. They want to ignite something
new within themselves by consciously connecting with
and appreciating our extraordinary planet, its people and
culture. Queensland needs to profile and promote nature-
based experiences that allow visitors to get more involved
and engaged, which in-turn enables them to better connect
with themselves and the world around them, and leave
feeling inspired, restored and renewed.
Queensland’s public protected areas are the cornerstone of
the state’s nature offering with national parks, marine parks,
conservation parks and state forest reserves protecting
and presenting the best of the state’s natural diversity. The
‘jewels in the crown’ of these protected areas are the state’s
five World Heritage Areas:
n Gondwana Rainforests of Australia,
n Great Barrier Reef,
n K’gari (Fraser Island),
n Wet Tropics of Queensland, and
n Riversleigh Australian Fossil Mammal Site.
MOUNT BARNEY
3
A wide variety of Queensland’s nature-based tourism
experiences are available in and around these World
Heritage Areas. As such, these iconic areas and the
international acknowledgment of the World Heritage brand
provides a powerful platform to promote Queensland’s
nature-based offering to Australia and the world.
Gondwana Rainforests of Australia straddles Queensland’s
southern border, stretching into New South Wales. Here
G R
in Queensland the World Heritage Area is the traditional
E A
Country of the Yugambeh, Yuggera Ugarapul and Githabul
T
BA
people and encompasses Lamington, Springbrook,
CAIRNS
R
Mt Barney, Main Range and Mt Chinghee National
R
W E T
IE
Parks. Recognised for its ongoing geological processes, T R O P I C S
R
R
evolutionary history, and diversity, this area is the most E
E
F
extensive remaining area of the world’s sub-tropical
R I V E R S L E I G H
rainforest – a remnant of the rainforest that once covered A U S T R A L I A N
F O S S I L M A M M A L S I T E TOWNSVILLE
ancient supercontinent of Gondwana - and is home to
nearly all the world’s Antarctic beech rainforest.
MOUNT ISA AIRLIE BEACH
The landscapes and wildlife diversity are what makes this
World Heritage Area of international significance for science
and conservation and is a fascinating place to visit. The
rainforests contain more frog, snake, bird and marsupial
species than anywhere else in Australia, while impressive
mountain peaks, escarpments and ridges offer breathtaking ROCKHAMPTON
views, and extensive walking tracks through the lush
rainforests make this an outstanding place to visit.
HERVEY BAY
This resource, produced by Tourism and Events
K ’ G A R I
Queensland (TEQ), will help you find inspirational content BIRDSVILLE (Fraser Island)
on TEQ’s channels to showcase the variety of experiences
B O L D C O LO U R
on offer. From images and videos, to copy and editorial, this indicates the World
content can be used online, in marketing collateral and on Heritage Area sites
BRISBANE
social media channels to inspire travellers to stay longer GOLD
Dotted line indicates COAST
and explore further. the ‘halo’ of similar
environments and nature- G O N D WA N A
R A I N F O R E S T S
based tourism experiences O F A U S T R A L I A
4
Gondwana Rainforests of Australia
World Heritage Area
DID YOU KNOW?
These facts can be used within your marketing, social media posts, or as part of your tourism experience.
n The Gondwana Rainforests of Australia World n This area is home to over 200 of Australia’s most
Heritage Area encompasses the Country of many threatened plant and animal species as it’s the only
First Nations peoples. The Gondwana Rainforests is habitat in which they can survive.
a serial, cross-jurisdictional property comprising of
the major remaining areas of rainforest in south east n Half of Australia’s plant species and a third of
Queensland and north east New South Wales. Australia’s birds and mammals call this area home.
n The Gondwana Rainforests of Australia are one of n The subtropical rainforest in Lamington National
the most extensive areas of subtropical rainforest in Park and Main Range National Park is home to rare
the world. ground-dwelling birds, including Albert’s Lyrebird and
the endangered eastern bristlebird.
n More than 180 million years old and predating
Australia itself, the Gondwana Rainforests once n Mount Barney National Park’s subtropical rainforest
covered one fifth of the earth’s surface and and wet sclerophyll forest provides a critical habitat
contains the origins of where primitive animal and to the vulnerable plumed frogmouth species.
plant life evolved.
n Springbrook National Park’s popular site Natural
n The World Heritage Area includes 57 sites spread Bridge is home to tiny glow worms that can only
along 500km of the Great Dividing Range in be seen after sunset. There are only eight species
southern Queensland and eastern New South Wales. of glow worms in Australia, and each colony is
restricted to a particular region due to the fragile
n Five different national parks can be explored within environment in which they live.
Gondwana Rainforests in Queensland: Lamington,
Springbrook, Main Range and Mt Chinghee. n The Gondwana Rainforests of Australia World
Heritage Area receives an estimated two million
n Queensland’s Gondwana Rainforest was declared a visitors each year, according to Queensland’s
World Heritage Area in 1994, and covers 59,223ha. Department of Environment and Science.
LIGHT YOUR FIRE GUIDED EXPERIENCE — MOUNT BARNEY LODGE
5
Transformational Travel
Transformational travel is a huge part of NATURE-BASED TOURISM SPECTRUM:
Queensland’s nature offering.
To effectively address how visitors want to participate in nature- and the ability to participate and contribute. These are the
In this new era of travel, people are actively seeking based tourism activities and events it is important to understand experiences that will: :
experiences that enrich, awaken and transform that motivations can be many and varied, occurring across
them, and, eventually, the world. They want to ignite a broad spectrum from passive to immersive. This spectrum n feed the mind, activate the body and lift the heart,
something new within themselves by consciously highlights that engagement ranges from casual natural n enable visitors to make a positive contribution to the
connecting with and appreciating our extraordinary encounters, such as a short nature walk, through to an immersive, environment and communities they visit,
planet, its people and culture. interactive experience of environmental conservation which n stimulate industry to deliver more engaging, memorable and
could include tree planting, coral research or supporting local transformational experiences that exceed visitor expectations,
A visit to Queensland’s Gondwana Rainforests can do communities. As the level of engagement offered by nature- and
just that. Whether here for a day hike, tour, camping based tourism operators increases, so does the level of level of n increase visitor numbers, spend and length of stay.
adventure or nature retreat, they’ll leave restored emotional response.
and renewed. Nowhere else in the world do you find The focus on this area of the nature-based tourism spectrum will
such a diversity of plant and animal species. This Based on research insights TEQ has determined that the most maximise the potential of Queensland’s nature-based tourism
uniqueness is a travel hook like no other. valuable proposition for Queensland’s nature-based tourism assets, most effectively align with the Queensland brand direction
industry is to focus on immersive engagement, with experiences and will best match visitors with the right experiences, plus
Together we can inspire the now-and-next generation that offer knowledge, appreciation of the natural environment deliver more effective targeted marketing.
of travellers to be transformed by the experiences
of Queensland.
The consumer landscape has evolved to embrace a
purpose driven economy, one based on achieving
the right balance between people, place, planet and NATURAL NATURE TRAVELLERS
profit. Transformational travel directly responds to ECOTOURISM
ENCOUNTERS
consumers changing expectations and represents Immersive
Passive
engagement
an opportunity to gain a competitive advantage in a engagement
with nature
shifting consumer landscape. with nature NATURE-BASED TOURISM
This shaded area indicates
TEQ’s area of focus and
greatest opportunity for
sustainable growth in
nature-based tourism
6
Tourism experiences in the Gondwana Rainforests
Consumer research has shown
that Queensland’s experiences NATURE AND WILDLIFE Nature’s playground looms ADVENTURE Travellers with an adventurous heart will find
are the primary driver of large in south-east Queensland, where travellers experience plenty to thrill in the national parks of Gondwana Rainforests of
holiday planning and travel. epic natural landscapes and wildlife within this World Heritage Australia. Explore the back tracks of the hinterland on a guided
Area. From hiking and camping within grand-scale landscapes, 4WD tour that leads to walking trails and waterfalls, set off on
Travellers want more than to see to witnessing the smallest plant species and tiny glow worms, a Segway safari, climb into the canopy on a tree-top walk, or
the sights. They are looking for feel connected to nature in one of the most spectacular increase the pace on mountain-bike. There are unforgettable
experiences that emotionally environments on earth. adventures that’ll make your heart race and change your
connect them with real and perspective on nature escapes forever.
authentic people, places and Guided tours provide guests with an in-depth understanding
cultures – experiences they will of the natural and cultural history of the Gondwana
never forget. Travellers are also Rainforests of Australia.
increasingly recognising the
inextricable and timeless link
between Indigenous culture
and nature. Promoting the
incredible variety of tourism
experiences and events on offer
in the Gondwana Rainforests of
Australia World Heritage Area
will encourage visitors to stay
longer and explore further in
the Greater Brisbane and Gold
Coast regions.
Note: The tourism experiences
depicted take place within the
World Heritage Area’s National
Parks or on private properties in
the nearby region.
7
LIFESTYLE, CULTURE AND PEOPLE There are food GONDWANA EVENTS Bring your walking shoes and
experiences to enjoy and ancient cultural heritage to connect sense of adventure to join a schedule of events and nature-
with while immersed in this landscape. Binna Burra Lodge, based activities throughout the Scenic Rim that celebrate the
O’Reilly’s Rainforest Retreat and Spicer’s Peak Lodge are depth of the experience offering in the Gondwana Rainforest of
among some of the best places to indulge with sundowners Australia. Or celebrate all things eco adventure during Scenic
and a view, after a day exploring. This region is also home Rim Adventure Festival, a weekend packed with inspiring and
to farm stays, wineries and luxurious rural retreats where heart-pumping activities, from adventure films that capture
pampering, relaxation and reconnection to nature comes first. the stories of the outdoors to guided expeditions and rock
climbing in Gondwana’s most rugged landscapes.
GUIDED LOWER PORTALS WALK,
MT BARNEY NATIONAL PARK
8
Content Bank
From images and videos to copy and editorial,
the content listed in this resource can be used
online, in marketing collateral and on social media
channels to inspire travellers to stay longer and
explore further and be changed by Queensland.
MOUNT BARNEY SUMMIT
9
Images HANDY HINTS
n Use TEQ’s Visual Gallery to update images
VISUALS.QUEENSLAND.COM on your website and in printed collateral.
TEQ’s Visual Gallery is a fantastic industry resource, n TEQ’s images can be used in your
featuring imagery showcasing the diversity and social media channels however it is
splendour of Queensland. It is available to travel and recommended to use them in conjunction
tourism industry professionals, media and anyone with your own images of guests enjoying
seeking professional images for use in the positive your experience or destination, or source
promotion of tourism in Queensland. user generated content.
The Visual Gallery has a diverse representation of n All images in the Visual Gallery are
the incredible experiences across the Gondwana copyright of TEQ and require a mandatory
Rainforests World Heritage Area. Flick through credit: Tourism & Events Queensland.
Queensland’s biggest photo album to discover more..
n Images in TEQ’s Visual Gallery can only be
HOW TO ACCESS THE used for the positive promotion of tourism
VISUAL GALLERY in Queensland.
1. Register for access to the TEQ Visual Gallery at
visuals.queensland.com
2. Search for ‘Gondwana’
3. Or you can enter a specific ‘image number’ or ‘title
of the image’ into the search field
4. Add to basket and proceed to order
O’REILLY’S RAINFOREST RETREAT, LAMINGTON NATIONAL PARK
1011
Video
More than ever, we are consuming content via video.
With many consumers having limited time and a
short attention span, video content is a great way to
tell a story, bringing tourism experiences to life.
TEQ’s YouTube channel has a large range of videos
about Queensland youtube.com/Queensland
Keep an eye on our YouTube channel for future
videos featuring experiences in the Gondwana
Rainforests of Australia, like these:
How to explore the Gondwana
Rainforests of Australia
Gondwana Rainforests | Queensland’s 5
World Heritage sites
Exploring national parks near Brisbane
Queensland Rainforests to add to your bucket list
O’Reilly’s Rainforest Retreat and Villas:
Lamington National Park
NATURAL BRIDGE, SPRINGBROOK NATIONAL PARK
12Copy
To complement hero imagery and video content, inspirational copy can help convey
the importance of the Gondwana Rainforests World Heritage Area, and the many
amazing experiences on offer to potential visitors. If you are looking to update your
marketing collateral and/ or consumer site, TEQ has created a selection of sample
text for tourism operators to use copyright-free.
MOUNT BARNEY LODGE, MT BARNEY NATIONAL PARK
1350 WORDS 150 WORDS 200 WORDS
Immerse yourself in a landscape 180 million The Gondwana Rainforests of Australia 180 million years ago, before humans, before the dinosaurs or Australia, there was Gondwanaland. This
years in the making, for an experience World Heritage Area holds 180 million years supercontinent took up one fifth of the earth’s surface and was covered in rainforest – but much was
that will stay with you for a lifetime. The of wonder in its borders, and every inch is lost as the continents fragmented and drifted apart.
Gondwana Rainforests of Australia World worth exploring.
Heritage Area holds the history of ancient Today, the remnants of this ancient land can be found in the Gondwana Rainforests of Australia
supercontinent Gondwana in its borders, and Explore four enchanting Queensland national World Heritage Area - and it tells a story older than time, rich in Indigenous significance. Come be a
is home to the world’s largest remaining area parks – Lamington, Springbrook, Mt Barney part of its story.
of subtropical rainforest. Find peace or seek and Main Range - and discover a land that
adventure in its national parks brimming tells the story of the earth’s living history. Located a short drive from Brisbane, this World Heritage Area can be explored in four spectacular
with rugged mountains, thundering Queensland national parks: Lamington, Springbrook, Mt Barney and Main Range National Park.
waterfalls and lush valleys. Recognised as a World Heritage Area in Here, visitors can explore the world’s largest subtropical rainforest and reconnect with nature where
1994, this is the most extensive remaining waterfalls cascade over ancient rock, towering plant life grows through rugged gorges and lush
area of the world’s sub-tropical rainforest – a valleys, and rare animal species thrive.
100 WORDS remnant of the rainforest that once covered
the ancient supercontinent of Gondwana. Yet There are so many ways to experience this landscape and peel back its layers of history with each step,
Connect with nature where Australia’s most every moment here feels deeply personal. and each deep breath of cool, cleansing air. Take a guided tour to its farthest corners, climb into the
ancient vegetation thrives, in Gondwana treetops, or settle in for a picnic. Spend the day hiking between waterfalls and canyon lookouts, set off
Rainforests of Australia World Heritage It’s a place where you can come to escape on the multi-day Gold Coast Hinterland Great Walk, or spend a little longer wrapped in its beauty while
Area. Its beauty and wonder dates back but leave feeling more connected to the camping, glamping or snuggled into a rainforest retreat.
180 million years to when earth was a world around you. Climb into the cool hills
supercontinent. Here, fresh air and cool of Brisbane’s Scenic Rim to be immersed in You’ll feel a little different as soon as you arrive, but this feeling will stay with you long after you leave.
soothing waters is just the beginning: a visit a playground jam-packed with breathtaking,
will open your eyes to Earth’s incredible unique scenery. Meet some of the 200
evolutionary history. unique species that thrive here, feel the cool
mist of waterfalls and hidden waterholes, HANDY HINTS
Just a stone’s throw from capital city explore world-class walking trails, and
Brisbane, travellers can be part of the action spend the night in iconic Queensland eco- n The sample text doesn’t need to be used
across four Queensland national parks – accommodation. This is a step back in time word for word but can be edited to include
each with their own unique experiences and to a place filled with nature’s magic. relevant sections in your marketing.
stories to tell. This is one of the best places
on earth to walk amongst ancient flora and n Include an acknowledgement of the First
biodiversity, so step into the vibrant green Nations people of the Queensland section
canopy and get to know a place where of Gondwana Rainforest - Yugambeh,
ancient volcanic craters meet wild rivers and Yuggera Ugarapul and Githabul people.
rushing waterfalls.
14SPICERS SCENIC RIM TRAIL, MAIN RANGE NATIONAL PARK
Editorial
News and articles about the Gondwana Rainforests of
Australia feature regularly on Queensland.com
Articles are an effective way to connect with potential
visitors and motivate them to travel by providing
practical information and inspirational content in
the dreaming and planning phases on the path to
purchase. This can include how to visit, what to see
and do there, and the unforgettable experiences they
can have here on the world’s largest sand island.
Articles can be shared via other channels: include a
link to a relevant article on your consumer website,
Instagram Stories, Facebook page, Twitter account etc.
Note: Full articles cannot be cut and pasted to your
website, as this is a duplication issue and can affect
Google search preferences.
Discover the latest articles below.
15Family-friendly things to do in the Things to do in the Gold Coast
Gondwana Rainforests Hinterland
A guide to the rainforests of The Gold Coast’s best-kept camping
Queensland secrets
3 days of hiking, camping and Your guide to the best Gold Coast
exploring waterfalls near Brisbane Hinterland accommodation
How to do Springbrook National Park Queensland’s 5 World Heritage sites
to add to your bucket list
HOW TO DO THE GONDWANA GUIDE TO THE WATERFALLS OF
How to do Lamington National Park
RAINFORESTS OF QUEENSLAND GONDWANA RAINFOREST
Travel sustainably with these eco
The last vestige of the ancient natural world, the The most extensive areas of ancient subtropical Traverse ancient terrain in experiences in Brisbane
Gondwana Rainforests are the most extensive rainforest in the world, the remnants of the vast Queensland’s Gondwana Rainforests
areas of subtropical rainforests on earth. Gondwana Rainforest is where you’ll find some Beyond the beach: The best hikes and
of Queensland’s most impressive waterfalls. How to do the Stinson Walk national parks near the Gold Coast
Step into the best Gold Coast Where to have an emotional retreat
Hinterland hiking trails in Queensland
OTHER RESOURCES
Lamington National Park Guide Mount Barney National Park
Main Range National Park Guide Springbrook National Park Guide
Queensland Parks and Wildlife Service: Gondwana Rainforests of Australia
THESE GONDWANA GREET THE LOCALS WITH
RAINFOREST GUIDED TOURS THESE 5 GONDWANA The Ultimate Transformational Experience Guide
WILL BLOW YOUR MIND WILDLIFE EXPERIENCES
Queensland.com
Soak up the sights and sounds You’ll find no shortage of wildlife to greet
of the ancient forest while you’re in the Gondwana Rainforests, an ancient Nature-Based Tourism Strategy Summary: Practical advice on how you
here in Queensland. stretch of greenery on the southern end of can re-imagine your visit or experience to better meet the needs of an
the Sunshine State sitting 30 minutes from ever-evolving nature-based tourism market.
the bright lights of the Gold Coast.
16facebook.com/visitqueensland
instagram.com/queensland
twitter.com/queensland
youtube.com/Queensland
#thisisqueensland #seeaustralia
queensland.com
Disclaimer:
Tourism and Events Queensland has compiled and produced this
publication in the interest of promoting tourism in Queensland.
The information contained within this publication has been
assembled and included with all due care. Tourism and Events
Queensland makes no warranty or assurance as to the correctness,
completeness or suitability of purpose of the Information. In no
event will Tourism and Events Queensland be liable to any person
in contract, tort or otherwise if any information in the publication is
incomplete, inaccurate or not suitable for the purpose you use the
information for.
Published by Tourism and Events Queensland 2021.
© Tourism and Events Queensland
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