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Journal of Vacation Marketing, Vol. 9, No. 4, 331-341 (2003)
DOI: 10.1177/135676670300900403
© 2003 SAGE Publications

Tourism themed routes: A Queensland perspective

Mark Olsen

Mark.Olsen{at}tq.com.au

This paper examines the potential role of tourism themed routes, not only as drive tourism products to increase visitation to regional Australia, but also as potential contributors to road network efficiency and improving road safety. The paper is based on extensive research undertaken by Tourism Queensland since the late 1990s into the potential role of themed routes within the tourism framework. These interactive visitor road corridors have demonstrated their ability to affect visitor dispersion, but rely heavily on cross-sector (tourism and transport) cooperation. This paper explores the market for themed routes, examines the potential contribution of tourism themed routes to ‘win-win’ tourism and transport outcomes and highlights the need for greater national coordination.

Key Words: drive tourism • themed routes • Queensland • market segmentation • regional development


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