Recently, the Proserpine Sub-Committee of the Whitsundays Chamber of Commerce & Industry ran a Business Impact and Tourism Opportunities Survey to gather insight from local businesses on recent closures and how Proserpine can boost its visitor appeal.
The survey, completed by 20 businesses from diverse businesses and industry sectors – plus numerous comments on social media – revealed clear priorities and strong consensus among local operators.
Key Messages from Proserpine Businesses
- When the RV Park first opened in 2019, more than half of businesses noticed an immediate uplift, with some reporting up to a 10% increase in sales.
- 68% of businesses reported a decline in customer traffic or sales after the RV Park closure in 2023, with 42% describing the drop as significant.
- 85% strongly believe reinstating a free (or similar) RV Park in Proserpine would benefit both their business and the wider economy.
- 70% say a centrally located Visitor Information Centre – ideally in the main street, or in or near an RV stop – would encourage more tourists to stop and explore Proserpine.
Travellers vs. Tourists: Why It Matters for Proserpine
While survey responses did not explicitly differentiate between travellers and tourists, the responses make clear that the closure of visitor services (the RV Park primarily) impacted travellers – particularly caravanners and grey nomads – rather than traditional tourists.
Unlike tourists, who are drawn to the Whitsundays for leisure and attractions such as the Reef, islands, or organised tours, travellers use Proserpine as a functional stopover point. They contribute not only to hospitality and retail, but also to a wide range of everyday services.
Respondents highlighted impacts across sectors not always associated with tourism, including automotive repairs, veterinary clinics, healthcare providers, and general retail.
Businesses stressed that these visitors created broad-based economic value. One respondent noted:
“We’ve noticed fewer caravanners stopping to restock supplies since the RV Park closed.”
Another added:
“There was a huge drop in foot traffic… it was like the life was sucked out of the town.”
This feedback shows that travellers generate spending patterns extending well beyond the traditional visitor economy. By losing an RV Park, Proserpine has lost a key mechanism that encouraged these stopovers – reducing both main street vibrancy and customer flow across service industries.
What Businesses Want to See
Based on the survey results, the Whitsundays Chamber calls for:
- Reinstating a free or low-cost RV stopover facility to support travellers, not just tourists.
- Establishing a main-street Visitor Information Centre – or distributed information outlets in current Proserpine businesses – to improve visitor services and provide orientation.
- Upgrading basic visitor amenities – more toilets, showers, shade, and accessible parking are needed.
- Building on Proserpine events and experiences, including heritage storytelling, guided town walks, and using major events to activate the town.
Conclusion & Next Steps
The survey results clearly show that Proserpine businesses see traveller-friendly infrastructure and a central Visitor Information Centre as vital to attracting stopovers, increasing visitor spend, and strengthening the local economy. There is also strong appetite to collaborate on initiatives that celebrate heritage and activate the town through events and experiences.
The Whitsundays Chamber will now:
- Engage with Whitsunday Regional Council to present the survey results and advocate for reinstating traveller-friendly facilities, including an RV Park and Visitor Information Centre.
- Explore opportunities and partnerships to fund a Whitsundays Chamber-led Historical Town Trail initiative that integrates business, industry, and arts and culture precincts.
- Launch a Whitsundays Chamber-led Business Activation Strategy to align Proserpine with regional tourism priorities and major events, and elevate appeal through improved retail standards, coordinated marketing, and precinct revitalisation initiatives.
Full Data & Report now available
The full Business Impact & Tourism Opportunities Report is available from the Whitsundays Chamber website with aggregated data, question-by-question breakdowns, and direct business feedback.
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