Mr Chris Jacobs, Chairman of Tourism Whitsundays (TW) says the association now recognizes there is a serious situation concerning the tourism industry in the Whitsundays, and that TW has changed and is desperately seeking our involvement, support, and money.
So, what has changed at Tourism Whitsundays between now and the last TW AGM to make me want to get behind TW? From the outside, not much.
- There has been no change in the Board of Directors;
- There has been no change in the Management;
- The has been no change in the organizational structure;
- There has been no change in marketing or the 'official' message;1
- The 'mixed messages' coming out of TW continue;
- More money going into marketing that doesn't seem to be working.
On Thursday 13 May, the Chairman was calling for 'all members and non-members' to "help us get out of this mess", but, while he acknowledged some critics were correct, he also accused these non-members of being 'ill-informed' and their observations as 'cheap shots'. (I suppose a cheap shot that hits the centre of the target is called a 'bullseye').
You would think a smart association from the smart state, desperate for members, would embrace those who have correctly predicted trouble and potential issues without backing down or flip flopping, rather than publicly label them as trouble makers.
The chairman noted that these 'finger pointers' had never been members of TW or had been to see TW to air their grievances. I think the Chairman has been 'ill-informed' as I know personally this is incorrect**.
On Thursday 20 May, TW still continues to push its 'wins', but still lacks humility to point out its failures, like the 'Dive Wreck Trail' and 'More Flights to the Whitsundays' campaigns.
The continuing use of this sort of marketing strategy of 'everythings fine' and 'lack of disclosure' didn't work with getting tourists here, and it certainly won't work on the locals.
If a 11% rise in international spending is defined as 'huge', then what adjectives should have been used for a 26% drop in our major market, domestic tourism? Huge, huge, huge?
The latest ad from Tourism Whitsundays' seems to be asking for new members - there does not seem to be any reference, invitation or gesture for ex-members to return.
The chairman noted that these 'finger pointers' had never been members of TW or had been to see TW to air their grievances. I think the Chairman has been 'ill-informed' as I know personally this is incorrect**.
On Thursday 20 May, TW still continues to push its 'wins', but still lacks humility to point out its failures, like the 'Dive Wreck Trail' and 'More Flights to the Whitsundays' campaigns.
In the ad, there is another indication of TW only letting you know about the good news, and not the bad. TW says it's 'social media' prowess is exceptional with the number of friends they have on Facebook.
What Tourism Whitundays doesn't tell you is that their performance on Twitter has not been as successful. Here is a chart comparing their followers with ours.
The continuing use of this sort of marketing strategy of 'everythings fine' and 'lack of disclosure' didn't work with getting tourists here, and it certainly won't work on the locals.
If a 11% rise in international spending is defined as 'huge', then what adjectives should have been used for a 26% drop in our major market, domestic tourism? Huge, huge, huge?
The latest ad from Tourism Whitsundays' seems to be asking for new members - there does not seem to be any reference, invitation or gesture for ex-members to return.
I actually have some compassion for Mr Jacobs taking on the challenging Chairman's role at TW when he did.He took on the position due to the unexpected mid-term resignation of Lyn Gregson (now a director at Enterprise Whitsundays).
His appointment was at the start of the recovery of the Global Financial Crisis.
He took over an association with disunity and who's membership was deserting in droves, (halved in six years) now to around 200, and tourism numbers plummeting.
He inherited a board, while democratically elected, seems to be a 'certain crowd' that gives me the impression is not representative of the feelings and ethics of the majority of individuals in the Whitsundays.
(The Chairman might see some similarities between the make up of the TW board, the make up of the 'Whitsunday Treasure' group , and how each has progressed.)
If you want to renovate an old car,, boat, house etc, you have to strip it back to its smallest component and start again. A coat of paint, or putting air in the tyres is not good enough.
I believe TW is in the same position as an old car that's been sitting in a paddock for 60 years - it needs to be cleaned out of squatters, gut it, strip it back and start building all over again.
TW needs a total rebuild with genuine parts and loving care if she wants to live again.However, you can't just fire a board of an association easily from the inside, and it's almost impossible from the outside.
Unless there are another 200+ Whitsundays businesses out there with $600 or so spare in these hard times, (hoping that another 200 will do same) willing to gamble with their one vote at one AGM, on possibly making a change at TW, then I think we will continue to see 'more of the same' at Tourism Whitsundays.
Note. Individual directors (and members) can have their membership of TW revoked if they breach the TW Code three times.2
The other option is to form a new organization from the start; with new ideals and old qualities, designed for the 21st century with vision and flexibility to react to slow and sudden changes, and representation from all sectors of this region and its community, willing to take responsibility for not only the good, but also the bad and the ugly.
A new association would learn from past mistakes and would adapt so as to ensure that the tourism industry in the Whitsundays would never get to bad, let alone ugly levels ever again.
One possible way the new association board could be comprised of is a mix of Government, Vertical, Community and elected representatives.
* Election of a Super Board of twelve or more, with a 'permanent seat' structure similar to the UN:
* One seat for a representative voted in by the Sailing community;
* One seat for a representative voted in by the Accommodation community;
* One seat appointed by council;
* One seat appointed byQLD government and/or QLD Tourism;
* One seat voted in by non-member residents (via external poll);
* Majority of seats voted in by members.
* Politicising, factionalism and nepotism would not be condoned.
* All board meetings minutes would be published.
* Board meetings would be open to the members.
* Some board meeting would be open to the public.
* Board members and their business interests will not be able to bid on tourism and government funded events or projects.
The new association would encourage smaller businesses, verticals, individuals and community participation through smaller fees.
The election of a 'Community' director by non-members may eventually lead to more non-members to become members through the Directors constant interaction with the non-member community. The 'Community Director' would also give the new association a constant and updated view 'from the outside looking in', and present ideas and suggestions from the wider community.
Gone will be the days of palatial offices, company cars, non-essential trips, and 'jobs for the boys'. The people involved in the new association will want to see the Whitsundays progress 'in the big picture' and not just for their own interests.
Marketing the Whitsundays by the new organization may change focus from what the Marketers want (to win awards), to what the members want (to attract more visitors).
Hopefully, some more voices from the 'silent majority' will become louder, as something drastic has got to be done, and now.
Making false statements about some critics never being members of TW, or never airing their grievances has shown that the Chairman is either ill informed, or worse. The continuing 'lack of disclosure' as recent as last Thursday tells me that Tourism Whitsundays hasn't changed.
No, I will not be rejoining TW in its current form.
1 Just recently, CEO Peter O'Reilly was still 'ramping up' the tourism numbers: a 26% drop in domestic tourist numbers was actually a 8% rise. (ABC News 19 Mar 2010).
2 According to TW's prospectus, complaints about a TW Director can be reported to TW using the 'Complaint / Breach Form', available from its website. However, it appears TW does not encourage complaints as I could not find the form anywhere on TW's website. Breaches of the code include misuse of the TW brand; failure to honor TW's objectives; and a report of misconduct or unsafe practices
* It is interesting to note the timing of the full page ad in the Whitsunday Times calling urgently for more membership funds. I noticed in the past months an increase in ads on pay TV for Clive Peeters, who this week collapsed and laid partial blame to its demise on a recent internal fraud.
** The writer was a member of Tourism Whitsundays in 2004-5. He did not renew his (or business) membership with TW due to the lack of professionalism and a personal disagreement of their ethics and standards.
Do you think Tourism Whitsundays has a future in its current form, if it has a future?
Should a new association form to promote the interests of the greater Whitsundays community and tourism industry?
Or should we just let Tourism QLD, Australia and private enterprise market the region for us?
Write your comment here, or to ABC Radio, the Whitsunday Times, and / or Tourism Whitsundays .
Sources:
ABC Tropical News - Melissa Maddison
Whitsunday TimesABC Tropical News - Melissa Maddison
Tourism Whitsundays
Images - Laurie Mills lmills@dodo.com.au
Twitter Statistics Chart - TwitterCounter
No comments:
Post a Comment