Natural advantage

Identifying the 16 top nature tourism experiences

nn Economic Value of Tourism Total $106.7b 100 94.8 90

80 Domestic +0.3% pa 70 $72.6b $ 70.2 billion 60 Iron ore exports $62b

50 Coal exports $49b Total agricultural $43b 40 Inbound +3.8% pa 30 $34.1b 24.6 20 2011 2015 2020 Department of Resources Energy & Tourism, Department of Foreign Affairs & Trade Should a $100+ billion dollar industry earning twice as much as agriculture and in the same league as combined iron ore and coal exports be strategically planned to maximise its value to the economy? Market research conducted across our 12 top inbound markets show ‘nature’ as the top primary motivation for travel to

(It is also the primary motivation for travel within Australia) Is there more to Australia than “Reef, Rock and Opera House?” Where are the top nature experiences?

Making Australia ‘digestible’ to visitors Acadia Olympic American Samoa Petrified Forest Arches Pinnacles Badlands Redwood Big Bend Rock Mountain Biscayne Rocky Mountain Black Canyon Saguaro Canyonlands Sequoia Capitol Reef Shenandoah Carlsbad Caverns Theodore Roosevelt Channel Islands Virgin Islands Congaree Voyageurs Crater Lake Wind Cave Cuyahoga Valley Wrangell – St Elias Death Valley Yellowstone Yosemite Dry Tortugus Zion Everglades Gates of the Artic Glacier Glacier Bay Grand Canyon Great Basin Great Sand Dunes Great Smoky Mountains USA has 59 Guadalupe Mountains Hawaii Volcanoes national parks Hot Springs Isle Royal Joshua Tree Katmai Kenai Fjords Kings Canyon icons of nature Kobuk Valley Lake Clark Lassen Volcanic tourism excellence Mammoth Cave Mesa Verde North Cascades Auyuittug Banff Bruce Peninsula Cape Breton Highlands Elk Island Forillon Fundy Georgian Bay Islands Glacier Grasslands Gros Morne Ivvavik Jasper Canada has 33 Kejimkujik Kluane Kootenay Kouchibourguac La Mauricie Mount Revelstoke The name ‘national Point Pelee Prince Albert park’ is the Prince Edward Island Pukaskwa Quttinirpaaq nature tourism brand Riding Mountain Sable Island Sirmilik for USA & Canada Terra Nova Thousand Islands Torngat Mountains Tuktut Nogait Ukkusiksalik Waspusk Waterton Lakes Wood Buffalo Yoho But in Australia we have… Abercrombie River Blue Lake Cape Palmerston Crater Lakes Edmund Kennedy Alexander Morrison Blue Mountains Cape Range Crows Nest Ella Bay Alice River Bongil Bongil Cape Tribulation Cottan-Bimbang Alfred Cape Upstart Cradle Mountain Elsey Alpine Booderee Croajingolong Epping Forest Alton Boonoo Boonoo Capoompeta Arakwal Boorabbin Capricorn Coast Crowdy Bay Errigibba Archer Bend Booti Booti Capriornia CaysCarrai Crows Nest Falls Errinundra Asbestos Range Border Ranges Carnarvon Gorge Cudmirrah Eubanangee Swamp Eucla Astrebla Downs Botany BayBouddi CascadeCathedral Rock Cudmore Eudio Creek Auburn River Bournda Castle Tower Ciulgoa Floodplain Eungella Avon Valley Bowling Green Bay Cattai Culgoa Euribula Badgingarra Brampton Islands Cataract Cunnawarra Eurobodalla Bago Bluff Cedar Bay Currawinya Expedition Bald Rock Bribie Islands Curtins Island Fairlies Knob Barnard Is Group Brindabella Chaelundi Bangadilly Ranges Charles Darwin D’Aguilar Family Islands Barrington Tops Brisbane Water Chesterton Range D’Entrecasteaux Ferntree Creek Barakee Islands Chiltern Mt Pilot Dandenong Ranges Finke Gorge Barmah Brockman Chillagoe Mungana Dagmar Range Fitzgerald River Fitzroy Is Barranyi Brook Islands Christmas Island Daintree Francois Perron Barron Gorge Broadwater Churchill Dalrymple Frank Hann Barool Budawang Claremont Isles Davis Creek Flinders Chase Basket Swamp Cliff IslandClump Mt Devenport Murchison Flinders Group Baw Baw Budderoo Deepwater Flinders Range Beedelup Bulleringa Clyde River Belair Bundjalung Coa;stoun Lakes Denham Group Forbes Island Belford Bungawalbin Cobboboonee Deua Forest Den Bellenden Ker Bunya Mountains Cocoparra Dharug Fortis Creek Bellinger River Burleigh Head Coffin Bay Diamantina Fort Lytton Ben Boyd Burrowa Pine Mtn Collier Range Dipperu Forty Mile Scrub Ben Halls Gap Burrum Coast Conjola Djukbinj Frank Hann Benambra Butterleaf Conway Dooragan Frankland Group Bendidee Coola Tops Dorrigo Franklin-Lower Gordon Ben Lomond Byfield Douglas Apsley Wild Rivers Biamanga Camooweal Caves Cooloola Bimberamala Cania Gorge Corrabakh Dryander Fraser Island French Is Bindarri Canunda Coopracambra Drovers Cave Freshwater Biriwal Bulga Cape Arid Coorong Drysdale River Freycinet Peninsula Blackdown Tableland Cape Bowling Green Conimbla Dulcie Ranges Gammon Ranges Black Mountain Cape Hillsborough Conjola Dularcha Gardens of Stone Blackbraes Cape Le Grand Conondale Dunggir Garigal Blackwood Cape Melville Coolah Tops Garig Gunak Barlu Bladensburg

and…….. Garrawilla Hattah-Kulkyne Kings Plains Mount Barney Geikie Gorge Heathcote Kondalilla Main Range Mount Bauple Georges River Heathcote Graytown Kooraban Mallanganee Mount Baw Baw Ghin-Doo-Ee Hell Hole Gorge Koreelah Mapleton Falls Mount Buffalo Gibraltar Range Hidden Valley Kosciuszko Maria Mount Chinghee Girraween Hinchinbrook Island Kroombit Tops Mariala Mount Clunie Girringun Holbourne Island Kumbatine Maria Island Mount Colosseum Holey Plains Homevale Kuringai Chase Maryland Mount Cook Gloucester Hope Islands Kurrimine Beach Mary River Mount Coolum Gloucester Is Goneaway Howick Group Kwiambal Mazeppa Mount Eccles Goobang Hull River Lake Barrine Marramarra Mount Etna Caves Goodedulla Goonengerry Humbolt Lake Bindegolly Meroo Mount Field Goongarrie Idalia Lake Broadwater Michaemas Cays Mount Frankland Goodnight Scrub Indwarra Lake Eacham Middle Brother Mount Hypipamee Goold Island Innes Lake Eildon Millstream Mount Imlay Gooseberry Hill Iron Range Lake Eyre -Chichester Mount Jerusalem Goulburn River Isla Gorge Lake Gairdner Mimosa Rocks Mount Jim Crow Gourock Japoon Lake Saint Clair Minerva Hills Mount Kaputar Gulaga Jardine River Lakefield Minjary Mount Lesueur Graham Range Jervis Bay Lamington Mirima Mount Martin Grampians John Forrest Jardine River Lane Cove Mtichell River Mount Mistake Great Basalt Wall Jerrawangala Lawn Hill Mitchell –Alice Rivers Mount Nothofagus Great Otway Jervis Bay Leeuwin-Naturaliste Mebbin Mount O’Connell Great Sandy Junay Juluum Lesmurdie Falls Mole Creek Karst Mount Ossa Greater Bendigo Kakadu Limmen Molle Islands Mount Pinbarren Green Island Kalamundra Lincoln Monga Mount Remarkable Greenmount Kalbarri Lind Mooball Mount Richmond Gregory Kalyarr Linderman Islands Moogerah Peaks Mount Royal Grey Peaks Kanangra-Boyd Litchfield Mooloolah River Mount William Gunbower Karijini Littabella Moore River Mount Walsh Gundabooka Kata Tjuta Little Desert Mootwingee Gurig Karlamilyi Livingston Morton Mount Webb Guy Fawkes River Keep River Mowbray wetlands Kennedy Range Lochern Morton Island Mummel Gulf Hann Tableland Kent Group Lonesome Morwell Mungkan Kandju Hassell Islands Lower Glenleg Mornington Peninsula Mungo Hasties Swamp Kinchega Lower Goulburn Mount Aberdeen Murramarang Hartz Mountains Kinglake Lumholtz Mount Archer Murray River Hat Head Kings Canyon Macquarie Pass Mount Augustus Murray-Sunset

………….over 600 ‘national parks’ Mutawintji Poran Topaz Road South William Bay Myall Lakes Porcupine Gorge Torndirrup South Cumberland Is Wilsons Promontory Namagi Porongorup Towarri South East Forests Windjana Gorge Nambung Port Campbell Tregole South Island Witjira Nangar Possession Island Triumia South West Wodbilliga Narrien Range Precipice Tuart Forest Southern Morton Bay Is Woko Nattai Pulu Keeling Tully Gorge Southwood Wolfe Creek Crater Neerabup Purnululu Tunnel Creek Springbrook Wollemi Newry Islands Quoin Island Turon St Arnold Range Wollumbin New England Queen Mary Falls Turtle Group St Hlena Island Wondul Range Nicoll Scrub Ramornie Two Islands Starcke Woomargama Nightcap Ravensbourne Ulidarra Staaten River Wooroonooran NitmilukNoosa Reliance Creek Uluru Kata Tjuta Stirling Range Wyperfeld Norfolk Island Repulse Island Undala Volcano Stockyard Gully Wyrrabalong North East Island Restoration Island Venman Bushland Stokes Yabbra Northumberland Is Richmond Range Wabba Wilderness Strzelecki Yalgroup Nowendoc Rokeby Rocky Cape Wadbilliga Sturt Yarriabini Nuga Nuga Rocky Inlets Wallaga Lake Sundown Yanchep Nullabor Round Top Island Wallarah Swain Reefs Yanga Nymboi-Binderay Rundel Range Wallingat Sydney Harbour Yarra Ranges Nymboida Russell River Walls Of Jerusalem Tallaganda Yellomundee Nymph Island Royal Walpole-Nornalup Tamborine Yengo Oolambeyan Sandbanks Walyunga Tappin Tops Yunggaburra Orapinna Sarabah Warby Ovens Tarlo River Yuraygir Organ Pipes Saunders Islands Warra Tarong White Mountains Orpheus Island Saltwater Warrabah Tarra Bulga Otway Shaw Island Warren Tathra Wild Cattle Island Oxley Wild Rivers Scheyville Warrumbungle Tauton Willandra Palmerston Scott Washpool Terrick Terrick Willi Willi Palmerston Rocks Serpentine Waychincup The Grampians Palmgrove Seven Mile Beach The Lales Watagans Paluma Range Shannon The Palms Watarrka Paroo Darling Simpson Desert Three Islands Watheroo Peack Charles Simpsons Gap Thirlmere Lakes Weddin Mountains Peak Range Single Thrushton Welford Where are the Pioneer Rocks Sir Charles Hardy Group Timbarra Werakata Pipeclay Sir James Mitchell Thrushton Werrikimbe top experiences? Piper Islands Smith Islands Tomaree West Hill Point Nepean Snake Range Tooloom West Poona Snowy River Toonumbar West Macdonnell

November 2003

In the early 2000s - an increasing sophistication in the narrative surrounding tourism including the role of parks

June 2004 Market positioning used to be very basic Brand Australia

The new Brand Australia reflected increasing sophistication

“In an increasingly competitive marketplace, a strong brand that sells the unique characteristics of a country is needed to underpin destination marketing, helping to strengthen the emotional appeal of the country and differentiate it from other destinations”. (Tourism Australia) In July 2005 Parks Australia & Tourism Australia got together An exchange of letters Interests

Parks Australia & Tourism Australia (‘the partnership’) have the following interests:

• Parks Australia: the promotion of protected areas as community cultural assets and contributors to the economic well being of regional Australia.

• Tourism Australia: to increase potential travellers’ knowledge, both international and domestic, of Australia’s outstanding natural areas.

Aim

To identify a key number of iconic national landscapes as the focus for defining and promoting Australia’s outstanding natural features for national and international tourism. Thus NationaI Landscapes – as simple as that The conservation dimension

Parks that are relevant to the economy and play a key role in the social and economic well being of regional areas are parks that will be conserved The main driver for the conservation of Africa’s wildlife is its value to tourism

The national landscape The boundary is defined by the experience embraces a suite of public and private tenures A landmark report at the same time

Recommendations

16 Develop and promote a strong and consistent brand for Kakadu in order to refocus the perception and image of the park

42 Focus destination development on visitor experiences rather than attractions…This responds to a shift in market demand towards more learning and engaging experiences rather than just visiting places.

The first destination branding project undertaken for a national park or World Heritage Area What is branding? - an emotional connection

Branding is about making the experience of a place as positive, memorable, different and exceptional as it can possibly be.

The experience is not about the physical attributes of a place place per se - the promise is that visitors will enjoy and experience those attributes in a way that exceeds their expectations.

It is the experience, not solely the physical attributes and features, that fulfils a brand’s promise. The emerging NL strategy

• Driven by a reference committee involving a spectrum of interests (ATEC, Ecotourism Aust, TTF, Conservation Stakeholders, Indig rep, academia, state Tourism and Park agencies reps (cycled membership) Cwth Tourism, Cwth Heritage)

• Jointly chaired by Tourism Australia and Parks Australia

• A NL candidate had to be proposed by a local steering group representing tourism & land management

• The steering group had to commit to branding & experience development planning

• The NL candidate was defined by the experience not tenure or other boundary

• The experience has to competitive at the world level

• The number of NLs was limited to avoid ‘devaluing the currency’ – 16 in total

First 8 NLs announced 2008 Early 2013, Sydney Harbour, the 16th NL Great Barrier Australian Alps Australia’s Coastal Wet Tropics (Qld) Reef (NSW/Vic/ACT) Wilderness (NSW/Vic)

Inspiring destinations to experience a spectacular collection of nature’s finest work

Greater Blue Australia’s Green The Great Sydney Harbour Mountains Cauldron (Qld/NSW) Ocean Road

Note the geoheritage Flinders Ranges Tasmania Great South West Edge Australia’s Red Centre Inspiring destinations to experience a spectacular collection of nature’s finest work

Australia’s Timeless The Kimberley Ningaloo – Shark Bay Kangaroo Island North (NT)

16 - maximum Any fool can pick 16 ‘obvious’ places Any fool can pick 16 obvious places

The tricky bit – managers must deliver outstanding visitor experiences: - Destination branding - Experiences Development Strategy - Infrastructure (public & private sector) - Product development - Industry capacity - Quality visitor information - Marketing across a variety of tenures, local government areas and even across state boundaries Examples of work in progress Tourism Australia & National Landscapes promotion

• NL website within Australia.com - 50% growth in visits year-on-year

• NL promotion to consumers & trade including wildlife event calendars, destination factsheets and itineraries

• Engagement with international trade & key buyers

• “Best of Nature” training module on Aussie Specialist site available in English, German & Chinese for global travel agents

• NL content featured across TA’s network of marketing & publicity channels including Public Relations, Global News Bureau, Media Hosting famils, social media, advocacy programs with influential ambassadors & opinion leaders, & TA’s image & video galleries

Thank you

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