Case Study

Cape Hillsborough Sunrise Wallabies Experience

Located in the Mackay region, Queensland, Cape Hillsborough National Park is home to an incredible nature-based experience. Every morning as the sun rises, dozens of wallabies (and several kangaroos) gather on a stunning Cape Hillsborough National Park beach to feed on mangrove pods, providing domestic and international guests with a truly authentic and up-close nature experience with some of Australia’s famous animals.


Cape Hillsborough National Park


Mackay Tourism contracted DR Tourism to deliver this vital project for the Mackay region and we have been impressed with the results generated as a result of the Business Case to date.  The development of the business case involved extensive levels of consultation, and Robbie's experience and expertise in liaising with stakeholders in the private and public sectors were evident in producing what is an extremely thorough, relevant and actionable business case to ensure the sustainable management of the Cape Hillsborough Sunrise Wallabies Experience moving forward.


Thanks to the work carried out by DR Tourism, Mackay Tourism has been successful in obtaining the necessary permissions from the state government to deliver a sustainable nature-based tourism experience, and we have also been successful in obtaining funding to assist in the set-up phase.  I would strongly recommend DR Tourism for any tourism strategy, feasibility or business case projects.


Tas Webber, General Manager – Mackay Tourism

Our Challenge

Given the growing popularity of the Cape Hillsborough Sunrise Wallabies Experience, key stakeholders were becoming increasingly concerned over the growing numbers of visitors who were accessing the Cape Hillsborough beach to enjoy the experience.  There were calls for the need for a revised, more sustainable experience management model in place, and as such DR Tourism was contracted by Mackay Tourism to prepare a business case outlining a sustainable management model for the Cape Hillsborough Sunrise Wallabies Experience.

Photo 24-5-17, 6 43 55 am

The Process

This process involved extensive consultation with a number of key stakeholders including Mackay Tourism, local tourism operators, the state tourism organisation Tourism & Events Queensland and a number of state government departments.  The business case produced outlined recommendations for the future, sustainable management of the experience, as well as a Best Practice Review, Target Market Analysis, Visitor Forecasting, recommended business/structure, marketing plan and recommendations around admission fees and financial forecasts.

The Outcome

Following the successful development of the business case, and following extensive consultation, Mackay Tourism has been successful in obtaining a Commercial Activity Agreement from the Queensland government to introduce a new, managed visitor experience focused on the Cape Hillsborough sunrise wallabies, to ensure the sustainability of the experience for future generations, and the ongoing economic benefit of the experience for the wider community.  Mackay Tourism aims to launch the experience in 2018.

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