Managing urban water in Australia: the planned and the unplanned

Purpose - The purpose of this paper is to identify factors contributing to the success of demand management measures in a period of severe water shortage in urban areas of Queensland, Australia; to reflect on the role of demand management measures as a policy tool integral to Australia's National Water Initiative.Design methodology approach - The paper takes the form of a case study and literature review.Findings - Australia's National Water Initiative, with its emphasis on market-based reform, failed to provide adequate mechanisms for dealing with severe drought in Australia's urban areas. In contrast, a mix of regulatory, fiscal and educational initiatives encouraged Brisbane residents to reduce their water consumption by 57 per cent. These initiatives were successful because they formed part of a comprehensive, pervasive and persistent campaign delivered by two tiers of government working in conjunction and exhibiting strong local leadership.Originality value - The paper identifies the need to include demand management measures - including regulatory, fiscal and educational measures - as well as market-based reforms in national water policy.