Activating Regional Tourism Through New Visitor Experiences
NRMA Parks & Resorts | Strategic Business Case and Experience Development Recommendations | Bundaberg and Mackay, QLD, Australia | 2023
Strategic Business Cases developed for Bundaberg parks
$2.7 million secured under the QLD Activating Eco Tourism Grant
New bookable visitor experiences identified and modelled
$27.2 million combined regional investment unlocked
118 projected new jobs across both regions
The Challenge
NRMA Parks & Resorts engaged Sparrowly Group to develop business cases and strategic recommendations to support new visitor experiences following the acquisition of park properties across Queensland.
In Bundaberg, the challenge included transitioning the park from seasonal operations (six weeks annually) to a sustainable year-round model, while addressing regional accommodation shortages.
Key challenges included
Demonstrating commercial viability of new visitor experiences
Securing government funding for redevelopment
Modelling year-round operational sustainability
Quantifying regional economic and employment impacts
Aligning proposals with Queensland eco-tourism investment priorities
Our Approach
Sparrowly Group worked closely with NRMA’s executive team to develop robust, funding-ready business cases aligned to State Government grant requirements and regional tourism priorities.
Our methodology included
Identification and assessment of new bookable experience opportunities
Cost-benefit analysis and economic impact modelling
Feasibility testing of year-round park operations in Bundaberg
Strategic positioning aligned to the QLD Activating Eco Tourism Grant
Development of investment-ready documentation to support funding applications
Our work provided a clear commercial pathway to activate the parks, strengthen regional tourism supply and support long-term sustainable growth.
Outcomes and Impact
Key Outcomes
$2.7 million in Queensland Government funding secured
Clear commercial roadmap for new visitor experience activation
Strategic repositioning of Bundaberg park for year-round operation
Economic and Social Impact
$27.2 million investment into the Bundaberg region
118 projected new jobs across both regions
Projected visitation uplift of 90,696 in Bundaberg
Enhanced eco-tourism offering aligned to Queensland tourism priorities
These projects demonstrate how targeted infrastructure investment and experience activation can unlock regional growth, employment and sustainable tourism development.
Services Delivered
“We engaged Sparrowly Group following our acquisition of new park properties across Queensland to help identify and justify new visitor experiences that would strengthen year-round demand and unlock new revenue opportunities. Their experience in tourism investment and ability to build robust, evidence-based business cases made them the right partner.
Sparrowly Group worked closely with our executive team to identify bookable experiences, address regional accommodation gaps and develop a strong case for redevelopment. Their work helped secure over $2 million in Queensland Government funding and provided a clear pathway to market-ready experiences.
They are strategic, commercially astute and highly practical to work with, combining strong analysis with a deep understanding of visitor demand, government processes and operational realities.”
