The chief role of a tour operator is to combine tour as well as travel components in order to create a packaged holiday. Tour operators advertise as well as produce brochures for promoting their products, itineraries and holidays. The business of a tour operator is highly prosperous in the Great Barrier Reef and the Whitsunday Island due to its unique natural properties. In his article the importance of the tour operator to the mentioned community through jobs, economic development and tourism and the customer segments the business segment services.
The Great Barrier Reef and the 74 Whitsunday Islands possesses a strong as well as diverse economy driven by construction, agriculture, mining as well as tourism industry. This region possesses the potential to become the powerhouse of North Queensland. With over 36 billion dollars in major projects under construction, the mentioned region can be considered as an inviting investment environment. The strong economy, well-planned infrastructure and desirable lifestyle open a huge job opportunity for the tourism industry, tour operator being one of them. Currently the total number of residents of the mentioned region is 34,784, while the total number of jobs in the region is as high as 15,805, tour operator being one of the popular ones (Whitsunday Regional Council 2018).
In order to understand the macro environment of the tour operator profession, in the bellow paragraph the PESTLE analysis of the Great Barrier Reef and the magnificent 74 Whitsunday Islands has been conducted:
Political: The government of Queensland is highly supportive towards the tourist industry. This will be highly beneficial for the mentioned region. Due to lower rate of taxes, the barrier for new investment has gone down. As a result, several investors are investing financially to enhance the beauty of the Great Barrier Reef and the magnificent 74 Whitsunday (Ball, Bryant and Mau 2018).
Ecological: Considering the fact that tourism may destroy the cleanliness as well as scenic beauty of the Whitsunday Islands, national parks, the government has implemented strict rules in order to protect them. In order to maintain cleanliness several areas like riparian and sandy beaches are protected for their ecological as well as scenic beauty. However, tourists are allowed to enter there and thus this factor has not imposed negative impact on the business of tourism operators in the region.
Social: The residents of the Whitsunday Island are highly welcoming. The friendly gesture of the residents makes it easier for the tour operators to attract both local as well as international tourists at the barrier reef and Whit Sunday islands (Barker 2014). Besides that, the mentioned region is ideal for both the solitude seekers who love to roam in a secluded island with magnificent scenic beauty as well as to the social fun seekers who love to party.
Legal: one of the major loopholes of the legal factor is the lack of security in the mentioned area. The government needs to implement strategies enhance the security of the tourists.
From the above discussion it can be concluded that the profession of tour operator is highly promising in the Great Barrier Reef and the 74 Whitsunday Islands. However, in order to enhance the prosperity of the business, the following recommendation for security needs to follow by the government as well as the tour operators:
- $250,000 towards scientific research into shark prevalence and behaviour in Cid Harbour;
- Maintaining Cid Harbour as a no-swim zone until that assessment is complete;
- A high-profile education campaign to immediately educate locals as well as visitors about shark safety (Statements.qld.gov.au. 2018).
- Development of a broader SharkWISE education campaign, similar to the successful CrocWISE campaign running in North Queensland; and
- Continue to meet with industry stakeholders and experts to develop and progress responses.
Ball, D., Bryant, S.L. and Mau, R., 2018. The interplay between tourism and conservation on islands. Australian Island Arks: Conservation, Management and Opportunities, p.165.
Barker, B., 2014. Use and continuity in the customary marine tenure of the Whitsunday Islands. Sydney University Press.’
Gooch, M., Dale, A., Marshall, N. and Vella, K., 2018. Assessing the human dimensions of the Great Barrier Reef: A Mackay-Whitsunday Region focus.
Statements.qld.gov.au 2018. Five-point plan to improve safety on Whitsunday waters. [online] Statements.qld.gov.au. Available at: https://statements.qld.gov.au/Statement/2018/11/9/fivepoint-plan-to-improve-safety-on-whitsunday-waters [Accessed 8 Dec. 2018].
Whitsunday Regional Council 2018. Summary - Whitsunday - Whitsunday Regional Council. [online] Economyprofile.com.au. Available at: https://www.economyprofile.com.au/whitsunday [Accessed 6 Dec. 2018].