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Journal of Vacation Marketing, Vol. 9, No. 4, 342-353 (2003)
DOI: 10.1177/135676670300900404

The Drive Tourism Program 2000-2002: Project partners in the fast lane

Andrew Sivijs

Tourism Queensland, Andrew.Sivijs{at}tq.com.au

The Drive Tourism Program 2000-2002 is a partnership project between the Department of Main Roads (DMR), Tourism Queensland (TQ) and the Queensland Heritage Trails Network (QHTN) of Arts Queensland. It is entirely funded by the Queensland government in an effort to stimulate regional and rural tourism growth and enhance the experience of the drive tourist. The development of the QHTN projects is a primary stimulus to this exercise. This paper provides an overview of the Drive Tourism Program (DTP) with a specific focus on the development of corridor management plans (CMPs) as an important element of the DTP. With the drive tourism market fundamental to the success of Queensland tourism, the paper identifies how the CMPs have been developed to cater better for the drive market through the evolution of themed routes and integrated information systems.

Key Words: drive tourism • themed routes • network • infrastructure • corridor management plans • regional tourism


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