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Destination development and awareness

Project overview

Partnering with Brisbane Economic Development Agency and working closely with Redland Coast, Tourism & Events Queensland  and other key local stakeholders, Minjerribah Futures drove this project to not only expand the domestic visitor market but to also:

  • ensure visitors’ expectations are met
  • raise awareness of the island as a destination
  • increase short stays and longer stay visitation.

Professional marketing photoshoots were completed to build a stock of high-quality visual assets that were used in strategically designed marketing campaigns. These campaigns gave Minjerribah a constant presence in the market, particularly in the lead up to holiday periods.

Partners worked with local tourism operators to enhance their experience offerings via a range of unique island day pass experiences which were developed in collaboration with Sealink and more than 20 Minjerribah businesses. With higher quality experiences, visitors will have more reasons to stay longer and invest more in the local economy.

Over the September 2020 school holidays, Minjerribah Futures coordinated the inaugural Minjerribah Arts Trail that saw more than 20 visual artists, weavers, ceramicists, jewellers, printmakers, photographers and sculptors showcase their products across 18 different venues/locations. This was the first of the new experiences to be tested on the island and feedback was overwhelmingly positive.

Minjerribah local artists delivered a further, well-received Minjerribah Arts Trail in August 2022, and are now planning the next Minjerribah Arts Trail to be held in August 2023.


  • Increase visitor numbers particularly during off peak times

  • Enhanced visitor experiences and increase visitor expenditure and stay duration

  • Contribute to a strong and sustainable economy

Last updated: 14 Jul 2023