2016/2017 Annual Report welcome

The 2016/2017 financial year saw Destination Southern (DST) celebrate its fifth year of operation as southern Tasmania’s Regional Tourism Organisation (RTO).

Covering a large region, incorporating 11 of Tasmania’s 29 local government areas, DST has worked hard to facilitate industry development activities in the southern region. Establishing key linkages and bringing industry together to build capacity has informed sustainable outcomes, enhancing the state’s visitor economy. This year we have seen record visitation to southern Tasmania, with over one million interstate and overseas visitors. DST has received continued growth in membership and has achieved high levels of industry engagement evidenced by over 850 attendees at DST industry events throughout the year. It is with much pleasure that DST presents its 2017 Annual Report. We trust that it will communicate the passion and energy that our organisation brings to the tourism community in Southern Tasmania.

⊲  Mid- Winter Fest Photography Natalie Mendham Photography Cover ⊲ Top left Photography Flow Mountain Bike Woobly Boot Vineyard Photography Samuel Shelley Huon Valley Mid-Winter Fest Photography Natalie Mendham Photography ⊲ Middle left Dark Mofo: Dark Park Photography Adam Gibson Sailing on the Photography Samuel Shelley Australian Wooden Boat Festival Photography Samuel Shelley ⊲ Bottom left MACq01 Photography Adam Gibson Shene Estate & Distillery Photography Rob Burnett Mountain biking, Mt Wellington / kunanyi summit Photography Flow Mountain Bike

All images supplied courtesy of Tourism Tasmania

contents 2 from the chairman 4 from the ceo 7 key outcomes 9 looking ahead 10 spotlight on destination action plans 12 the board 14 financial snapshots 16 notes to and forming part of the financial statements 18 auditor’s report 20 members

Destination Southern Tasmania | Annual Report 2016/2017 1 from the chairman

Tasmania has enjoyed unprecedented growth in visitor numbers and economic contribution this year, particularly southern Tasmania. Major events during the winter period have attracted more visitors and assisted the financial sustainability of businesses across the region during that period.

Across other seasons, significant increases in visitor numbers is shifting the debate to how we continue this growth while managing perceived overcrowding in certain locations and maintaining the quality of the Tasmanian experience. As a destination, I believe Tasmania is able to support many more visitors, to grow its visitor economy, while still retaining the quality of its experience. It is the quality of the debate that is going to be important; the considerations we make and the infrastructure improvements we implement that will determine our success in achieving this goal. DST with support from the Department of State Growth (DSG) is coordinating the implementation of Destination Action Plans (DAPs) for each identified district in the region to help disperse visitors. These plans are being developed by each community and aim to make a difference to the visitor experience in that area and create benefits congratulate her and the team on The Summit. for the community. I also thank members of the DST team for I acknowledge the financial support and their contribution to the increased presence and partnerships we have with Tourism Tasmania in assistance to industry that DST now provides. marketing activities, our councils across a range of As an industry we are well coordinated activities and DSG in visitor engagement and the under the Tourism Industry Council of Tasmania supply side of the industry. which gives all sectors of the visitor industry an The DST Board has attracted a good mix of opportunity to debate key aspects, to decide a skills and a diverse representation of industry and position on various policy issues and present a local government and I thank all directors for their united front to governments. valued contributions of time and expertise. I would like to thank the State Government for Director Will Barbour is not seeking re-election its support of the industry, especially having the and I wish to record our sincere thanks to him Premier as Minister for Tourism, and for its support for contributing his contemporary tourism and of the regional tourism structure through Tourism marketing skills to our board deliberations. Tasmania and DSG. I would like to acknowledge and thank our Chief The challenges facing DST in serving our Executive, Melinda Anderson for her continued industry are changing but with the support of our enthusiasm and skills in positioning DST favourably members and the team now assembled at DST, with all levels of government and with our industry the organisation is well placed to accept those partners. Melinda brings considerable regional challenges. tourism and organisation management experience and this comes to the fore in the presentation of the DST Annual Summit. You can be peddling away and achieving out in individual localities, but to bring industry together in an educational and social VINCENT BARRON environment builds an amazing enthusiasm, and I Chairman

2 Annual Report 2016/2017 | Destination Southern Tasmania ▲ The Taste of Tasmania Photography Mitch Osborne ⊳ Whisky tasting Photography Samuel Shelley

Destination Southern Tasmania | Annual Report 2016/2017 3 from the ceo

Now in its fifth year, DST has cemented its position as an important stakeholder in Tasmania’s tourism industry. Our small team of industry professionals has worked hard to progress our three organisational pillars of Regional Dispersal, Industry Development and Advocacy. We have worked within our resource limitations to ensure the sustainability of the organisation whilst maximising output.

Regional Dispersal Partnerships include: 1. Tourism Tasmania Our marketing efforts are focussed on the We work closely with Tourism Tasmania to support intrastate and on-ground visitors, whilst supporting its consumer and trade promotional activities. This Tourism Tasmania’s interstate and international year, this included coordinating a $10,000 prize activities through the provision of regional content. for the national Dymocks promotion of the movie Our job is to facilitate interest in the southern Lion; facilitating prizes for the Travel Industry Road Tasmanian region and support operators to drive Show to Melbourne, Sydney and Brisbane, as visitation to their own businesses. To do this, well as supporting familiarisations for the Tassie we have continued to focus on creative digital Specialist program. We also continued our regular marketing channels and facilitation of partnerships industry presentations to Tourism Tasmania staff to leverage opportunities for industry. Some from DST members to keep our State Tourism Regional Dispersal activations include: Organisation informed of developments within our region. We are delighted to assist in the Visitor Map generation of content for their social media In September 2016, we launched the "Explore program through the coordination of several Tasmania's South" map, designed to showcase Instameets during the year. We also provide the brand strengths of the region and highlight advice to support Tourism Tasmania’s campaign how accessible our region’s diverse experiences development. are. The map is hand illustrated to provide an interesting and attractive tool for visitors that will 2. Brooke Street Pier complement other information sources. Working in conjunction with Brooke Street Pier, DST continued its cooperative program to feature Digital member brochures by displaying them throughout Our marketing program focussed heavily on digital this high traffic site. We thank Red Decker for media engagement, digital content acquisition its support in partnering with DST to ensure the and generation, as well as social media channel brochure racks remain well stocked during high development through our and Beyond peak periods. channels. We continue to develop unique stories to boost search engine optimisation across our 3. website and generate social media traffic. We also We were delighted to work closely with Hobart work to encourage ambassadors for our region Airport, featuring our Hobart and Beyond Map at through third party content via the coordination of Tasmania’s major airline gateway. We continue Instameets. An Instameet brings together people to explore opportunities to encourage regional with an Instagram profile and followers to enjoy and dispersal of travellers. photograph experiences and attractions. Content is uploaded, generally via a hashtag unique to the 4. Cruise event, helping to expand the online profile the DST partnered with Tasports, City of Hobart and online profile of that experience. the Tasmanian Travel and Information Centre to provide promotion of member businesses and Partnerships industry to passengers arriving on 48 cruise ships DST works hard to develop partnerships that into Hobart. Poster displays were provided in the provide cost effective marketing opportunities Mac 02 terminal and tour operators were able to to industry that may otherwise be inaccessible. purchase parking permits outside Mac 02 from

4 Annual Report 2016/2017 | Destination Southern Tasmania which they could sell tours and experiences and assistance where appropriate. This year, we directly to cruise passengers. We worked with project managed marketing activities for Huon Tourism Tasmania and the Australian Cruise Valley Council and under Association to support the first Tassie Cruise the cooperative Southern Trove program. Exchange this year which connected operators with key cruise trade. 11. TasTAFE DST has developed a strong partnership with 5. Regional Events TasTAFE Drysdale, welcoming students to DST works closely with Events Tasmania participate in DST events throughout the year. and other industry stakeholders to provide This has allowed students hands-on experience in information about southern Tasmania to event hosting alongside training, networking and encourage event attendees to explore the educational benefits. region. For example, we worked with Brighton Council to distribute collateral at the Pontville Industry Development RV Rally and provided material to promote and Capacity Building attendance at the event. Recognising the increasing role that RTOs 6. Southern Cross have in building industry capacity and the DST maintains a corporate partnership with growing number of industry education and Southern Cross Austereo which has enabled us development programs that DST coordinates, to facilitate seasonal cooperative television and we created a specific industry development radio campaigns for industry. coordination role in July, ably filled by Natalie Hayes. Industry Development and Capacity 7. Mona Building activations included; We are proud to work with Mona to provide opportunities for industry to partner with one of 1. Membership Tasmania’s major attractions. This included the As an industry membership organisation, DST is 12 month Mona Industry Campaign, providing focussed on developing a relevant and high value operators the opportunity to list their business membership proposition for industry. Membership on the Mona website; and Paint the Town Red, continues to grow and currently sits at its highest a DST-led initiative encouraging industry to level. During 2016-17, we welcomed many new and incorporate red lighting and add vibrancy to developing businesses to the membership. Hobart’s Dark Mofo winter event. 2. Connections 8. AFL Football We continue to communicate and inform members DST worked in partnership with North Melbourne through our Highlands to Harbours newsletter and Football Club to explore opportunities to regular email updates. We have also developed maximise AFL tourism benefits in Hobart. This engagement in a closed Facebook page for included communications to North Melbourne operators where members can share events, Football Club’s 40,000 members, where DST updates and news with their industry colleagues. members showcased value-add offerings to encourage regional dispersal around games. 3. Education We provided opportunities to gain contemporary 9. Local Tourism Associations and Networks industry intelligence with the second DST Tourism DST continued to work with the local tourism Summit on 9 August, 2016. The program for this associations (LTA) and networks to build industry full day industry event was designed to provide capacity and ensure tourism benefits flowed on practical and relevant information that our to local communities. For example, this year DST members and industry could apply directly to their managed the Heritage Highway annual social businesses. media program. The summit is complemented by the Tips and Tipples member networking and development 10. Local Government program which runs in Hobart from March to DST is proud to work in collaboration with its 11 November. Tips and Tipples is a series of free Council partners, providing marketing advice events that brings industry together each month

Destination Southern Tasmania | Annual Report 2016/2017 5 to network, whilst also featuring presenters on 7. Representation topical themes relevant to members. This year, Participation on industry and stakeholder we also took the Tips and Tipples concept to the committees and working groups is another regions, and ran a number of these events outside way DST contributes to industry development. of greater Hobart. This year, groups included the Hobart Airport In addition, DST partnered with the Digital Community Stakeholder Forum, Derwent Valley Ready Program (Department of State Growth) Economic Growth Special Committee, Taste of to deliver a series of five digital workshops Tasmania Advisory Group, throughout southern Tasmania. Council Wilkinsons Point Working Group, City of This year we introduced an industry Hobart Events Assessment Panels, Regional information toolkit for members, provided via Jobs and Investment Fund Local Planning www.southerntasmania.com.au. This provides Group and Tasmanian Royal Botanical Gardens an A - Z of useful information to support those Bicentennial Group. working in the tourism industry. Regional Advocacy 4. Industry Excellence We were delighted to deliver the Southern Stars Our commitment to industry advocacy is ongoing. of Tourism again this year to bring the southern The Destination Action Plans have assisted Tasmanian tourism stakeholders together to in identifying local issues and during the past celebrate our industry. Held at the Tasmanian financial year DST provided letters of support for Museum and Art Gallery in April 2017, the event grant applications and assisted with submissions awarded five Southern stars, comprising of three for funding programs including Tourism Demand business and two individual awards. The Stars Driver Infrastructure, Regional Innovation and recognised innovation, brand excellence, new Investment Fund and Events Tasmania funding. business, community contribution and young DST has also been a voice for a number of achievement. The event will continue to be an industry issues, including infrastructure priorities annual celebration of the southern Tasmanian throughout the southern region. tourism industry. DST has operated with four full time equivalent 5. Research staff for most of 2016/2017. It has achieved a DST worked with the three other RTOs and the significant program of activities with limited Department of State Growth to project manage resources, testament to the hard work of its team research to inform the development of the Natalie Hayes, Anne Menegat and Kate McCarthy, Tasmanian Visitor Engagement Strategy, released ably supported by its Board, led by Chairman this year. The Strategy is designed to enhance the Vin Barron. on-ground visitor experience within Tasmania. We thank our members for their continued DST has also provided financial support support. We are proud to represent our alongside other RTOs to the Tourism Tracer membership base and are excited about the project managed by University of Tasmania. This upcoming year. We have a clear direction, ensuring project is important in providing an understanding we deliver on our goals to drive regional dispersal of travel patterns of the touring market to and build industry capacity to maximise tourism Tasmania. benefits to local communities.

6. Destination Action Plans With the support of the Department of State Growth, DST has coordinated Destination Action Plans for Greater Hobart, , Tasman, MELINDA ANDERSON Coal River Valley, Derwent Valley, Central Chief Executive Officer Highlands, and in conjunction with Tourism Northern Tasmania, the Heritage Highway. Work has also commenced on Destination Action Plans for the Far South and Huon Valley, both due to be completed in September, 2017. These Plans provide the opportunity for local visitor economy priorities to be identified and worked towards. We actively work on the leadership groups for each plan with local government and visitor economy stakeholders.

6 Annual Report 2016/2017 | Destination Southern Tasmania key outcomes

Southern Tasmania received over one million interstate and international visitors year ending March 2016/2017 (up 5% compared with 15/16), with strong growth from domestic holiday visitors and traditional international markets including UK and USA and emerging Asian markets.

Nearly 80% of all visitors to Tasmania visit blog, which saw over 47,000 page views and our southern Tasmania. The southern region also articles and blogs were seen by in excess of one received 2.5 million intrastate overnight and million people on Facebook. daytrip visitors year ending March 2016/2017. Our Four Instameets were held during the year goals are to build capacity of industry to respond to enhance third party content generation to to visitor demand, deliver quality experiences our social media channels. These included a and to ensure the benefits of the visitor economy Tassie Style (in line with Tourism Tasmania’s flow throughout the region. Our key activities marketing campaign) meet in the Southern Trove to achieve this included: a strong industry and Heritage Highway regions and a meet at membership base, digital marketing, partnerships, Dark Mofo. Each were held in partnership with industry education and regional advocacy. Tourism Tasmania and the respective local tourism organisations, industry networks and local Membership government authorities. We also worked with DST is truly an industry led organisation, with 211 Cricket Tasmania to coordinate an Instameet for members from across southern Tasmania (up 9% 100 Days to the Test at Blundstone Arena. from 2015/2016). We were delighted to welcome 47 new members this year as we continue to grow DST Member Distribution and evolve to meet industry needs.

Digital Marketing Our public facing brand, Hobart and Beyond, has become an established digital reference point for information about southern Tasmania, with the website receiving over 290,000 page views (up 45%) from over 101,000 users (up 38%) in 2016/2017 compared to the previous year. The website is also featuring highly in key search terms on Google. 13% Significant work has been undertaken to 3% streamline the Hobart and Beyond website bringing in membership data from the Australian Tourism Data Warehouse and optimising speed Central Highlands Southern Midlands and usability of the site. 10% DST has been dedicated to content generation 55% and leveraging social media this year, with our Brighton Derwent Valley Instagram account topping 25,154 Instagram Sorell Glenorchy Clarence followers (up 53% on 2016) and Facebook 17,904 Hobart Facebook fans (up 47% since June 2016). More 23% Kingborough Tasman importantly, community engagement with our

social media is impressive, with our Facebook Huon Valley page generally reaching more than 210,000 people each month. Instagram is performing well, ■ Greater Hobart generating over 160,000 impressions each month ■ Heritage Highway as well. ■ Huon Valley/Kingborough ■ Tasman Peninsula In terms of content generation by DST, we had ■ Derwent Valley and excellent interaction with our Southern Exposure Central Highlands

Destination Southern Tasmania | Annual Report 2016/2017 7 Partnerships as part of the Digital Ready program. These were Partnerships are key to leveraging DST’s and conducted in Derwent Valley, Tasman, Channel, the industry’s limited resources. This year we Huon Valley and Hobart with 125 attendees across developed promotional programs that enabled the workshops. operators to participate at varying levels: • 71 advertisers participated in the advertising Industry Excellence and Networking program at Brooke Street Pier with brochures The second Southern Stars of Tourism attracted displayed across five advertising screens over 170 people to celebrate the southern • 90 businesses participated in Paint the Town Tasmanian tourism industry and recognise Red, lighting up their business red to support outstanding achievements. Fifty nominations were Dark Mofo and participate in DST’s social received across the five categories. media program Our Tips and Tipples initiative, a regular series • 12 operators participated in a three-month of free member networking events, continued to program of cooperative advertising across radio encourage members to learn from each other on and television featuring Hobart and Beyond topical themes. DST held eight events this year, branded television commercials attracting nearly 500 attendees. Topics included • 43 participants signed up for 2016/2017 Mona Hobart development, Uber, Tassie Style, operator industry campaign, up 22% from previous year visits to China, China research, Southern Stars, • 10 operators signed up for the independent tour Tourism Tasmania Winter Campaign, Winter Events, operator cruise program operating from Hunter Tasmanian Whisky Week. Street, outside the cruise terminal. Another 11 DST’s AGM in September attracted 90 operators took up poster display advertising in attendees and included a networking event the terminal, facilitated by DST. with a presentation on the Three Capes Track development. Visitor Map The inaugural edition of our ''Explore Tasmania's Advocacy South'' map was well received by visitors with a Advocacy for regional issues is an ongoing, long- print run of 150,000 distributed throughout the term strategy. State during 2016/2017 via major gateways, Spirit DST has a strong public relations program of Tasmania, Visitor Information Centres and designed to raise community awareness of DST’s industry operators. Larger billboard versions of activities of the value of tourism to Tasmania. Media the map featured at the Hobart Airport, Tasmanian commentary during 2016/2017 has incorporated Travel and Information Centre and Mac02 Cruise the following topics: Terminal. The map design received two Diemen • Cruise season awards in 2016. • DST Summit • Industry leadership Industry Education • Visitation statistics A key achievement this year was to build • Destination Action Plans our industry education program, with strong • Hobart and Beyond Map attendances at our industry events testament • Tourism investment to our success. We coordinated the second • Experience development Destination Southern Tasmania Tourism Summit in • Visitor Engagement Strategy August 2016 at Blundstone Arena, attracting over • Luna New Year 170 industry participants (up 15% from previous • Southern Stars of Tourism year). Over 94% of attendees said they were very • Paint the Town Red campaign satisfied or satisfied with the Summit and 91% intended to attend future summits. We also supported Tourism Tasmania and the Australian Cruise Association Tassie Cruise Exchange event, with 16 southern Tasmanian tourism operators participating in business-to- business appointments with cruise industry trade. DST coordinated its annual operator forum on the cruise sector in conjunction with the Tasmanian Travel and Information Centre. There were over 75 attendees at the event. We were delighted to work with the Department of State Growth to host five regional workshops

8 Annual Report 2016/2017 | Destination Southern Tasmania looking ahead

As we look forward to 2017/2018 the DST team of staff and Board of Directors are committed to our drivers of regional dispersal, industry development and regional advocacy whilst maintaining the sustainability of DST.

We do have limited financial and human resources Membership and Partnerships and must work strategically to be able to maximise We aim to enhance and strengthen the our impact for industry. relationship with our 11 local government partners and industry stakeholders. We will continue to Marketing build and strengthen our membership base. It is We will continue to focus our marketing efforts vital that DST continues to be representative of on the intrastate market and on-ground visitors. our industry and responsive to its needs. This Whilst much of our attention will centre on creative drives our advocacy agenda. digital marketing channels, we will concentrate Our annual membership survey is an on ensuring maximum dispersal of the ''Explore important tool to gather feedback to ensure our Tasmania's South'' map to support awareness of membership proposition is relevant and provides our regional experiences and brand strengths. value for money. Business and leisure events are also identified in our marketing plan as opportunities to maximise With thanks regional dispersal. DST is a small team and is grateful for the support it receives from its Board members: Vin Barron Building Industry Capacity (Chair), Stuart Lennox (Deputy Chair), Tom With the support of Department of State Growth, Wootton, Will Barbour, Toni Kibbey, David Gunton, Destination Action Plans (DAPs) will continue to Tim Parsons, Tim Short, Cr. Martyn Evans, Ken be a key priority for DST as we work with local Stronach and Dan Aitken. communities to implement the plans and address We would also like to thank our industry key priorities to improve the visitor experience. representatives on our Marketing and Membership A common thread through DAPs across the and Industry Development Committees: Kylie state is the facilitation of industry leadership. Scolyier, Tory Ross, Jen Fry, Tony Quarmby, Maree We will look at opportunities to leverage Davis, Bill Avery and Myf Kernke. existing leadership programs and research the Thank you also to our corporate partners: development of a tailored program through DST. Qantas, Southern Cross Austereo and We will work closely with State Government . and other RTOs to implement the Tasmanian Visitor Engagement Strategy to assist in providing a seamless and coordinated visitor experience throughout the state. Key priorities include the identification and development of Tasmanian journeys and enhanced wayfinding and signage, including use of digital technology. We are also excited to deliver the fourth annual DST Tourism Summit and third Southern Stars of Tourism as these become signature industry events for southern Tasmania.

Destination Southern Tasmania | Annual Report 2016/2017 9 spotlight on destination action plans

As part of the implementation of the Tasmanian Visitor Economy Strategy 2015-2020 and with the support of the Department of State Growth, DST has developed seven Destination Action Plans (DAPs) throughout southern Tasmania, with two more plans due to be completed later in 2017.

The purpose of the DAPs is to identify priority DAP projects snapshot actions that can make a difference and achieve the aspirations of key visitor destinations. Bruny Island Infrastructure DAPS are community and industry driven plans A key priority for the Bruny Island DAP was that identify achievable priorities and actions. The improved visitor infrastructure to enhance the Plans are based on the principles that visitors are visitor experience. A $150,000 infrastructure fund attracted to destinations and experiences rather has been established with support from Pennicott than regions: that the visitor experience of the Wilderness Journeys, Kingborough Council and destination is a critical success factor and that local State Government for projects that are important communities know their destination best. The Plans to the visitor experience but not currently funded. seek to identify the challenges and opportunities Two projects underway include track maintenance facing the region and to establish achievable to Grass Point on the Fluted Cape Walking Track; affordable priorities that if delivered, would and interpretation signage on the Dennes Point increase the destination’s competitiveness. Heritage Trail. In 2016-17, DST facilitated the development of DAPs in the following regions: Beacon Technology/Augmented Reality Pilot • Derwent Valley The DAP process has seen a number of regions • Central Highlands identify the need and opportunity to use • Coal River Valley contemporary interpretation tools to bring to life • Heritage Highway (in conjunction with Tourism the rich stories of the region. Northern Tasmania) This has resulted in a collaboration between DAPs for Greater Hobart, Bruny Island and Clarence, Brighton, Southern Midlands and Tasman had been completed the previous financial Derwent Valley Councils on an interpretation year; and plans for the Far South and Huon Valley project which uses beacon technology and have commenced and are due for completion in augmented reality to tell the stories of the region September 2017. and engage visitors through their digital devices. Each DAP outlines priorities and actions This project will see this cutting edge technology as a guide for stakeholders to collaboratively utilised in a new context, and if successful, could and cooperatively implement the Plan. Once be applied across Tasmania. the DAP has been completed for a region, an Implementation Leadership Group (ILG) is Derwent Valley Tasmania Social Media Program established to facilitate action. A key consideration The Derwent Valley DAP identified the need to for the group is the availability and securing of develop a strong central voice to facilitate the resources to progress the implementation of the messages of the destination. Derwent Valley Plan in a timely manner. DST has undertaken to industry stakeholders established a social media support each ILG for a minimum of 12 months cooperative, called Derwent Valley Tasmania. after completion of the DAP, to facilitate regular Predominantly industry-funded with support from meetings and reporting. , this group has developed a coordinated digital media strategy which has seen the development of a new website and a professionally curated social media strategy to promote the region and the experiences it offers.

10 Annual Report 2016/2017 | Destination Southern Tasmania ⊲ Jackson's Emporium Photography Nick Osborne The Agrarian Kitchen Cooking School & Farm - Rodney Dunn Photography Rob Burnett ▼ Russell Falls Photography Tourism Tasmania

Destination Southern Tasmania | Annual Report 2016/2017 11 the board

Vincent Barron seas are quiet he rides, walks, dives Martyn Evans Chairman and climbs anywhere the mood takes Nominee of Southern Tasmanian Vin Barron was Chief Executive of the him. Stuart is a passionate and proud Councils Tasmanian Convention Bureau from Tasmanian. Martyn Evans will attain a personal 1993 until 2008. He was previously milestone in 2017 – a decade of service Executive Director of the Hobart Will Barbour to the Derwent Valley as Mayor. Chamber of Commerce and State Elected Director As Mayor of Derwent Valley, Martyn Director of the Tasmanian Chamber of Will Barbour is the Sales and Marketing has been instrumental in seeking new Commerce for eight years. Manager, Trade and Digital at RACT ways to promote the region, particularly In May 2011, he became the Destinations. Will’s previous roles in the valuable Tourism marketplace. convenor/chairman of various include working in tourism marketing for This includes the upcoming Beacon/ industry groups working towards the a Destination Marketing Organisation Augmented Reality Project, which will establishment of a new regional tourism in the British Columbian Rockies as bring elements of augmented reality to organisation for Southern Tasmania. well as marketing with Tasmanian Air towns across four Council areas to bring He was a founding Director of Adventures and Webpire Marketing. to life stories from the region. the Tourism Industry Council of Will’s experience includes involvement Lobbying for greater support for Tasmania and currently represents in promotions, event management, the parks and wilderness areas which DST on the TICT Board. Vin was a media relations and industry advocacy, abound in the municipality, Martyn has Director of Cricket Tasmania with digital marketing and sales. also advocated for a well-supported committee responsibilities which Holding a double degree in cultural life for the Valley. This was include marketing, promoting major Marketing and International Business brought to reality with the staging of events, Blundstone Arena venue and Geography and Environmental the Dark MOFO event at Willow Court operations and the Tasmanian Cricket Studies (Hons), Will is passionate in 2016. Museum. He was recently inducted about Tasmania’s tourism industry and In recent times, Martyn has presided into the Association of Australian excited to contribute to the growth of over the development of the Maydena convention Bureau (AACB) Hall of Destination Southern Tasmania. Bike Park, which is expected to be Fame, recognising his 15 years on the launched in 2018. AACB Board, including three years as Daniel Aitken Recently hosting an overseas National President. Elected Director delegation visiting group from China, Daniel Aitken is the Marketing Manager Mayor Evans hopes to end his tenure Stuart Lennox for the Museum of Old and New Art. as Mayor in 2018 by continuing the Deputy Chairman Daniel’s role across the Mona path towards a formal Friendship City Stuart is an experiential educator who organisation extends from the Museum relationship with Guan‘An Province. has spent years encouraging the old to Moorilla Winery, and across Mona The potential for future links with China and young alike to enjoy Tasmania’s Foma and Dark Mofo festivals. His provides an opportunity for a new outdoors. He loved working as experience and skills centre around imagining for the Derwent Valley. a teacher, then with Sport and strategic planning, creative business Recreation Tasmania before spending solutions, brand development and David Gunton many exciting years as a nature-based research/data-driven marketing. Elected Director tourism consultant and marketing As a Tasmanian-born marketer, Dave has always had hospitality in manager with Tourism Tasmania. He Daniel is passionate about the his blood, carrying his first restaurant recently resigned from the Parks and Tasmanian tourism industry and plate at 14 years old at Quigley’s in Wildlife Service as Director Visitor bringing more people to experience Launceston. In 1993, he worked for Services. Stuart spent ten years what our state offers. Through his time the Sheraton Corporation after leaving working on the development of the with Mona, dating back to before it’s school but it was not long before he Three Capes Track as a key regional opening, he has seen the shape of the owned his own business. He ran his first tourism project. He has previously Tourism industry change dramatically hotel as licensee at the age of 20 and been actively involved with the Cradle from within Tasmania’s largest draw card purchased his first hotel in 1999. Coast Tourism Executive and as a and is passionate about helping to build Dave’s passion for the tourism sector board member of Ecotourism Australia. the industry by working together with saw him move to Bruny Island in 2005 He convened Australia’s first wildlife other tourism and business operators where he developed the award-winning tourism conference. When he is very and leveraging from each other’s Explorers Cottages. He purchased lucky he gets to ride his long board at experience and skills. Hotel Bruny in 2011, with the restaurant his home break, Mays Point. When the expanding to a thriving hub for visitors

12 Annual Report 2016/2017 | Destination Southern Tasmania and local community members. Tim Short Tom Wootton Dave has most recently developed Nominee of Southern Tasmanian Elected Director Bruny Island Cider, the first and only Councils Tom is a Tasmanian-born marketing commercial cider to showcase Bruny Tim is the Group Manager Executive professional, having worked across Island apples. His Bruny Island Café and Economic Development with the various facets of Tasmania’s tourism opened in late July and he is soon to City of Hobart. He has been with the industry. He is qualified lawyer, but launch Bruny Island Lodge. City of Hobart for 16 years, building up opted for a ‘less boring’ career in a unique understanding of how the City marketing and has since worked in Toni Kibbey operates. He has responsibility for the London and Melbourne with some of Elected Director areas of Economic Development, City the biggest brands in the world. Tom Toni is a marketing professional with Strategy and Performance, International returned to his home state in 2014, 20 years’ experience in Australia and Relations and the Office of the Lord intent on marketing a product he feels overseas. The last eight years have Mayor. Tim started his professional most passionately about: Tasmania. been in the tourism industry with career as lawyer in Hobart before He has worked with a range of tourism Tourism Tasmania, Hobart Airport and moving to the West Coast of Tasmania businesses including Pumphouse Point, now as Head of Marketing with Lark to work for a community organisation Tourism Industry Council Tasmania and Distillery. She has a strong background focussed on small business start- RACT Destinations, but is now the Sales in the development and delivery up and economic development. It and Marketing Manager for Federal of new brands and is highly skilled was here that Tim first developed Group’s tourism portfolio. in developing communication and an understanding of Tourism and its marketing strategies. importance to communities and the Toni is passionate about Tasmania State as a whole. During his time at and the growth of tourism and Council, Tim oversaw the transition of development and hopes to contribute to the Tasmanian Travel and Information that growth by helping drive Destination Centre into Council’s operation and Southern Tasmania. continues to have an active role in the City’s Tourism strategies. Tim Parsons Tim is a former director of the Board Appointed Director Australian Cruise Association, as well Tim Parsons is a sixth generation as Director and past President of the Tasmanian farmer and owner of Rotary Club of Hobart. Curringa Farm – a beautiful 750 acre sheep and cropping farm at Hamilton in Ken Stronach Tasmania’s Derwent Valley. Board Appointed Director In recent years Tim and his wife Ken brings a wealth of experience Jane have become significant players to the DST board, having been in in the Tasmanian tourism industry, the tourism industry for more than offering hosted accommodation and 35 years. Ken has a strong history in farm tours which are extremely popular hotel management having owned, with visitors from South East Asia, partly developed operated and managed a as a result of Tim’s extensive travels huge variety of hotels both in Tasmania to Asia over the past eight years. In and mainland Australia. Ken maintains 2016, Curringa has added five new private interests in hotels around luxury cottages and 2017 a new visitors Tasmania. Ken is currently the owner of reception centre was completed to cope Tahune Adventures. with the growing demand. Tim is passionate about tourism in Tasmania and his 20 years of experience in the industry enables him to contribute to issues at state and regional levels to provide outcomes for local communities.

Destination Southern Tasmania | Annual Report 2016/2017 13 financial snapshots

Directors’ declaration Directors’ report In accordance with a resolution of the directors The directors present their report on the company of Destination Southern Tasmania Limited, the for the financial year ended 30 June 2017. directors have determined that the company is not a reporting entity and that this special purpose The names of the directors in office at the date of financial report should be prepared in accordance this report are: with the accounting policies described in Note 1 to the financial statements. Vincent Barron Stuart Lennox The financial statements and notes, as set out in Kenneth Stronach this report: William Barbour Daniel Aitken (a) comply with Accounting Standards and the Martyn Evans Corporations Act 2001; and David Gunton Toni Kibbey (b) give a true and fair view of the company’s financial Tim Parsons position as at 30 June 2017 and of its performance Tim Short for the year ended on that date in accordance with Tom Wootton the accounting policies described in Note 1 to the financial statements. The profit/(loss) of the company Destination In the directors’ opinion there are reasonable Southern Tasmania Limited for the financial year grounds to believe that the company will be able amounted to $14,862. to pay its debts as and when they become due The company’s operations are not regulated by and payable. any significant environmental regulation under a law of the Commonwealth or of a State or Territory. This declaration is made in accordance with a The company is a non-profit organisation and resolution of the Board of Directors. since the end of the previous financial year, no Directors of the company have received or become entitled to receive a dividend. Insurance premiums have been paid, during or VINCENT BARRON since the end of the financial year, for professional Chairman and management liability for who is, or has been, an officer and manager of the company. No indemnities have been given or insurance premiums paid, during or since the end of the financial year, for any person who is, or has been, an auditor of the company.

Signed in accordance with a resolution of the Board of Directors,

VINCENT BARRON Chairman

14 Annual Report 2016/2017 | Destination Southern Tasmania Statement of financial performance Statement of financial position

Classification of expenses Note 2017 2016 Note 2017 2016 by nature $ $ $ $ Revenues from ordinary 2 910,160 651,652 Current Assets activities Employee benefits expense -372,165 -296,748 Cash 3 790,163 296,767 Depreciation and amortisation Pre Payments 0 3,768 -7,137 -8,050 expenses Receivables 4 963 0 Other expenses from ordinary -515,996 -337,146 activities Total Current Assets 791,125 300,535 Profit / (loss) from ordinary activities before income tax 14,862 9,708 Non Current Assets expense Computer Equipment 5 3,588 2,688 Income tax expense relating 1(a) 0 0 to ordinary activities Motor Vehicle 5 5,710 9,735

Profit/(loss) from ordinary Office Equipment 5 545 682 activities after income tax 14,862 9,708 expense Borrowing Expenses 127 280 New increase (decrease) 0 0 in reserves Total Non Current Assets 9,971 13,385

Total changes in equity 14,862 9,708 TOTAL ASSETS 801,096 313,921

Current Liabilities

Statement of cash flows Accounts payable 6 266,847 114,305

2017 2016 Prepaid Subscriptions/ 431,444 114,165 $ $ Revenue in Advance Cash flow from operating activities Provision for Annual Leave 1(c) 19,834 11,167 Receipts from customers 1,239,422 875,483 Asset Purchase 6,212 6,808 Payments to suppliers and -735,191 -685,643 employees Total Current Liabilities 724,336 246,445 Net cash provided by (used in) 504,231 189,840 Non Current Liabilities operating activities Cash flow from investing activities Asset Purchase 0 5,578 Payment for Plant & Equipment -3,875 -7,706 Total Non Current Liabilities 0 5,578

Net cash provided by (used in) -3,875 -7,706 TOTAL LIABILITIES 724,336 252,023 investing activities NET ASSETS 76,760 61,898 Cash flow from financing activities Repayment of borrowings -6,960 -6,338 EQUITY 7

Net cash provided by (used in) -6,960 -6,338 Issued Capital 0 0 financing activities Retained profits 61,898 52,190 Net increase (decrease) in cash held 493,396 175,796 Cash at beginning of year 296,767 120,971 Current Profit/(Loss) 14,862 9,708

Cash at end of year 790,163 296,767 TOTAL EQUITY 76,760 61,898

Destination Southern Tasmania | Annual Report 2016/2017 15 notes to and forming part of the financial statements

Note 1: Statement of significant Property, Plant and Equipment accounting policies Property, plant and equipment are brought to The financial report is a general purpose financial account at cost or at independent or directors’ report that has been prepared in accordance valuation, less where applicable, any accumulated with Accounting Standards and other mandatory depreciation or amortisation. The carrying amount professional reporting requirements and the of property, plant and equipment is reviewed Corporations Act 2001. The financial report has annually by directors to ensure it is not in excess been prepared on an accruals basis and is based of the recoverable amount from those assets. The on historical costs and does not take into account recoverable amount is assessed on the basis of changing money values or, except where stated, the expected net cash flows which will be received current valuations of non-current assets. from the assets employment and subsequent Cost is based on the fair values of the disposal. The expected net cash flows have not consideration given in exchange for assets. The been discounted to present values in determining accounting policies have been consistently applied, recoverable amounts. The depreciable amount of unless otherwise stated. all fixed assets including buildings and capitalised The following is a summary of the material leased assets, but excluding freehold land, are accounting policies adopted by the company in the depreciated on a diminishing value basis over their preparation of the financial report. estimated useful lives to the entity commencing from the time the asset is held ready for use. Income Tax The company is exempt from income tax under section 50-40 of the Income Tax Assessment Act 1997 in that the association is not carried on for the purposes of profit or gain to the individual members thereof and was established for the purpose of promoting the development of Tourism.

16 Annual Report 2016/2017 | Destination Southern Tasmania Note 2: Operating Profit Note 4: Receivables

2017 2016 2017 2016 Current $ $ $ $

Revenue GST Refundable 0 0

Tasmanian Government Grant 335,000 335,000 Total 0 0

Other Government Grants 30,000 38,400 Note 5: Non Current Assets DST Membership 158,704 135,871 The following is a summary of the cost of the owned assets and & Partnership Fees accumulated depreciation calculated on a basis of Diminishing Value annually for Motor Vehicles, Office & Computer Equipment Marketing 248,463 109,400 respectively:

Corporate Partnerships 96,862 5,250 Motor Office Computer Business Events 33,837 23,467 Vehicles Equipment Equipment

Interest 6,409 4,264 Cost Price 29,200 2,815 13,965

Other 886 Accumulated -23,490 -2,270 -10,377 Depreciation Total Revenue 910,160 651,652 Written Down Value 5,710 545 3,588 Expenditure

Operating activities Note 6: Accounts Payable

General & Administrative Expenses 171,660 157,158 2017 2016 $ $ LTA Expenses 2,873 6,236 Accrued Expenses 173,377 91,416 Marketing Expenses 334,268 164,285 Trade Creditors 5,990 5,497 Employment Expenses 372,165 296,748 GST Payable 74,091 5,144 Occupancy Expenses 16,437 17,517 Superannuation Payable 10,378 1,332 Prior Year Items -2,105 - PAYGW Payable 3,010 10,916 Total Expenditure 895,298 641,944 Total 266,847 114,305 Note 3: Cash 2017 2016 Note 7: Members’ Guarantee $ $ The company is limited by guarantee. If the company is wound up, the constitution states that each member is required to contribute a Cash at Bank 790,163 296,767 maximum of $10 each towards meeting any outstanding obligations of the company. At 30 June 2017 the number of members was 200 Total 790,163 296,767 (2016 – 184).

Destination Southern Tasmania | Annual Report 2016/2017 17 auditor’s report

Independent auditor’s report to members of Destination Southern Tasmania Limited

I have audited the financial report comprising the Independence Income Statement, Balance Sheet. Statements of To the best of my knowledge and belief, there has Cash Flows and Changes in Equity, and Notes to been no contravention of auditor independence Accounts, of Destination Southern Tasmania Limited and any applicable code of professional conduct in for the year ended 30 June 2017. relation to the audit.

Directors' Responsibility for the Financial Report IFRS Compliance The Company's management committee is I declare that the company has met IFRS compliance responsible for preparation and fair presentation requirements. of the financial report and information contained therein. This responsibility includes establishing and Audit Opinion maintaining internal controls relevant to preparation In my opinion, the financial report of Destination and fair presentation of the financial report that is Southern Tasmania Limited presents fairly in free from material misstatement, whether due to accordance with applicable Accounting Standards fraud or error; selecting and applying appropriate and other mandatory professional reporting accounting policies; and making accounting requirements in Australia the financial position of estimates that are reasonable in the circumstances. the Company as at 30 June 2017 and the results of its operations and its cash flows for the year then Auditor's Responsibility ended. My responsibility is to express an opinion on the financial report based on my audit. I have conducted Max Peck & Associates my audit in accordance with Australian Auditing Standards to provide reasonable assurance as to whether the accounts are free of material misstatement. My procedures included examination, Rendell W. Ridge (on a test basis), of evidence supporting amounts 14 September 2017 and other disclosures in the accounts, and the evaluation of accounting policies and significant accounting estimates. These procedures have been undertaken to form an opinion as to whether, in all material respects, the financial statements are presented fairly in accordance with Australian Accounting Concepts and Standards and other mandatory professional reporting requirements and Urgent Issues Group Consensus Views (where applicable), and statutory requirements so as to present a view which is consistent with my understanding of the Company's financial position and the results of its operations and cash flows. The audit opinion in this report has been formed on the above basis.

⊲ Cape Hauy - Roaring 40's Ocean Kayaking Photography Toby Story

18 Annual Report 2016/2017 | Destination Southern Tasmania Auditor’s Independence Declaration under Section 307C of the Corporations Act 2001

To the Directors of Destination Southern Tasmania Limited I declare that, to the best of my knowledge and belief, during the year ended 30 June 2017 there has been: i) No contravention of the auditor independence requirements as set out in the Corporations Act 2001 in relation to the audit; and ii) No contravention of any applicable code of professional conduct in relation to the audit.

Max Peck & Associates

Rendell W. Ridge 14 September 2017

Destination Southern Tasmania | Annual Report 2016/2017 19 members at 30 june 2017

28 Gates Cricket Tasmania Hawthorn Lodge Love Tasmania Tours Ageing Barrel Tours Cruisin Motorhomes Heimat Chalets Lucky Ducks Cafe/Restaurant Par Avion Wilderness Tours Curringa Farm Heritage Horse Drawn Lufra Hotel Carriages Amaze Richmond Customs House Hotel MACq01 Hotel Heritage Sailing Tasmania Ambience on Huon Bed Cygnet Holiday Park Mantra Collins Hotel & Breakfast Highland Cabins & Cottages Derwent Bridge Chalets Marrawah Hospitality (The at Bronte Park At Eleven, la petite maison & Studios Glass House / Brooke Street Hobart Central YHA Larder) Australasian Golf Museum Derwent Bridge Wilderness Hotel Hobart Chamber of Mawson's Huts Replica Avis Australia Commerce Museum Derwent Sailing Squadron Baillee's at North Hobart Hobart Historic Cruises Maydena Bike Park Discovery Holiday Parks Bangor Wine & Oyster Shed Hobart Historic Tours Mayfair on Cavell Domaine A Stoney Vineyard Barilla Bay Seafoods Hobart International Airport Mayfair Plaza Motel Driftwood Cottages Barron Associates Hobart Yachts McHenry Distillery Eaglehawk Dive Centre Best Western Hobart Home Hill Winery Meadowbank Wines Evolo Room Escape Blue Hills Motel Hotel Bruny Mona Experience Tasmania Tours Bonorong Wildlife Sanctuary and Charters Hotel Grand Chancellor Montacute Boutique Boutique Wine Tours Bunkhouse Farm Gate Market Jet Boats Tasmania Motel 429 Fat Pig Farm Huon Valley Escapes Bruny Island Cheese Co. Mount Wellington Cableway Federal Group Hydro Tasmania Bruny Island Coastal Retreats Company Federation Chocolate Ibis Styles Hobart Bruny Island House Mt. Field National Park of Whisky Fountainside Hotel (Parks and Wildlife Service) Bruny Island Premium Wines Fox and Hounds Industrylink Mures Tasmania Day Tours Tasmania (Bruny Frank's Cider Bar & Café Innkeepers Tasmania National Trust of Australia Island Safaris / Bruny Island (Tasmania) Frenchman's River Institut Polaire (Sud Polaire Lighthouse Tours) and Domaine Simha) Nature. Be in it Frogmore Creek Budget Rent-a-Car Inverawe Native Gardens Navigators (Mona Roma) Visitor Centre Business Events Tasmania Island Scenic Flights Ondine Boat Hire Glen Derwent Callington Mill (Southern Islington Hotel Osborne Heli Tours Midlands Council) Gourmania Food Tours Tasmania Jackson's Emporium Overdrive Car Hire Candy Ab Grandvewe Cheeses Kermandie Hotel & Marina Oyster Cove Chalet Captain Cook Holiday Park Hadley's Orient Hotel Lark Distillery Pagan Cider Cascade Brewery Co Hamilton Inn Lenna of Hobart Pedder Wilderness Lodge Channel Museum Hartzview Vineyard Let's Show you Tasmania Pennicott Wilderness City View Motel Tours Journeys Hastings Caves & Thermal Coal River Farm Springs (Parks and Wildlife Library House Peppermint Bay Cruises Coral Expeditions Service) Long Beach House Pooley Wines

20 Annual Report 2016/2017 | Destination Southern Tasmania ▲ Brooke Street Pier Photography Dale Baldwin

Port Arthur Historic Sites Salamanca Wharf Hotel The Agrarian Kitchen Under Down Under Eatery & Store Port Arthur Holiday Park Shene Estate & Distillery Villa Howden The Corinda Collection Port Arthur Lavender Farm Shutterbug Walkabouts Villa Rochford The Falls Music & Arts Port Arthur Villas Smugglers Rest Walton House B&B Festival Puddleduck Vineyard Snug Beach Cabin & Waterfalls Cafe & Gallery The Henry Jones Art Hotel Tasmania Caravan Park Waterside Accommodation The Kingdom Gallery and Pumphouse Point Somerset on the Pier Café at Glen Clyde House Waterview Gardens B&B Qantas Airways Southern Cross Austereo The Mercury Wild Pedder RACT Southern Lights Hotel The Old Woolstore Willie Smith's Apple Shed Raptor and Wildlife Refuge St Ives Hotel Hotel Wobbly Boot Vineyard of Tasmania Stewarts Bay Lodge The Possum Shed Women in Tourism & Ratho Farm Stuart Lennox The Red Decker Company Hospitality Tasmania Redlands Distillery The Sensory Tasmania Woodbridge Hill Hideaway Richmond & Coal River Valley Tahune Airwalk Adventures The Wooden Boat Centre Woodbridge on the Derwent Promotions Group Tasmania Tour Guide Thousand Lakes Lodge Woodbridge Smokehouse Riverfront Motel & Villas Tasmanian Boat Charters Three Capes Gear and Wrest Point Hotel & Casino Riversdale Estate Gourmet Tasmanian Devil Unzoo Yukon Tours Roaring 40s Kayaking Three Capes Track (Parks Tasmanian Ebike Adventures Zero Davey Boutique Rotorlift Aviation and Wildlife Service) Apartments Tasmanian Museum Roxburgh House Apartments Tourism Brochure Exchange & Art Gallery Royal Tasmanian Botanical Tours around Tasmania Tasmanian Symphony Gardens Orchestra Two Bud Spur Vineyard Salamanca Arts Centre Tassie Motor Shacks Tynwald Restaurant & Salamanca Inn Historic Accommodation TasTafe-Drysdale

Destination Southern Tasmania | Annual Report 2015/2016 21 Level 2, 13-17 Castray Esplanade Hobart Tasmania 7000 PO Box 184, Battery Point 7004 Phone (03) 6223 5650 [email protected] www.southerntasmania.com.au