Experience Hobsons Bay Tourism Strategy 2019–24 Hobsons Bay Coastal Trail (Bay Trail) - Altona
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Experience Hobsons Bay Tourism Strategy 2019–24 Hobsons Bay Coastal Trail (Bay Trail) - Altona This strategy was compiled by Hobsons Bay City Council for reference purposes only. For further information contact Hobsons Bay City Council on 9932 1000 www.hobsonsbay.vic.gov.au Council acknowledges the people of the Kulin Nation as the traditional owners of these municipal lands. Council acknowledges the legal responsibility to comply with the Charter of Human Rights and Responsibilities Act 2006 and the Equal Opportunity Act 2010. The Charter of Human Rights and Responsibilities is designed to protect the fundamental rights and freedoms of citizens. The Charter gives legal protection to 20 fundamental human rights under four key values that include freedom, respect, equality and dignity. CONTENTS Mayor’s message 4 Executive summary 6 About the strategy 7 Policy context 8 Hobsons Bay 10 Map of Hobsons Bay 12 Key Attractions 14 Strengths, challenges and opportunities 16 The Hobsons Bay Visitor Economy 18 Tourism in Hobsons Bay 20 Looking ahead 21 Theme 1 – Recognising the visitor economy 22 Theme 2 – Rich experiences 24 Theme 3 – City image and presentation 26 Theme 4 – Leadership 28 Monitoring and evaluation 30 Warmies Boat Ramp - Newport MAYOR’S MESSAGE I am pleased to present the Experience Hobsons Bay Tourism Strategy 2019–24. With its rich maritime history and an array of This strategy explores opportunities to support natural attractions, Hobsons Bay is a unique and grow the local tourism industry, to attract and widely regarded destination for visitors, new and diverse visitors and encourage just a short distance from central Melbourne. residents to explore their local area. It outlines the key themes and objectives that will guide The picturesque coastline, cultural attractions our work to achieve our vision of Hobsons and diverse shopping precincts on offer not Bay being “A place that locals are proud to call only benefit our local residents, but provide home. A place that is recognised globally for people from across Melbourne and further its rich experiences and visitor offering”. afield with the opportunity to escape the city, to take a short ferry, bike or train ride, and feel We are grateful to the many local people who completely removed from the hustle of the CBD. that provided input in the development of this strategy. The feedback you have provided Tourism is a major contributor to the has directly contributed to the key themes of Hobsons Bay economy, generating more this strategy and we look forward to delivering than $294 million in output and supporting strong outcomes for the tourism industry over more than 1,300 jobs locally. the next five years. Council plays an important role in supporting the Cr Jonathon Marsden, preservation of our tourism assets and ensuring Mayor of Hobsons Bay the ongoing growth of visitation to Hobsons Bay. By creating a welcoming and consistent experience for all visitors we can ensure this important industry continues to thrive. 4 Tourism Strategy 2019–24 Time Beacon, Truganina Park - Altona Meadows Newport Lakes - Newport Seaworks - Williamstown EXECUTIVE SUMMARY The Experience Hobsons Bay Tourism Strategy outlines the key themes and objectives that will guide Council’s work in supporting the sustainable growth of the local visitor economy. Aimed at achieving a long-term vision for Experience Hobsons Bay comprises Hobsons Bay, the Experience Hobsons Bay four key themes: Tourism Strategy (the strategy) reflects Council’s commitment to ensuring Hobsons Bay is a place that people are proud to call home, and Recognising a place that can be recognised widely for its Rich rich experiences and visitor offering. the visitor experiences economy Through the strategy, Council will identify a series of projects, opportunities and initiatives that can influence and accelerate positive change within the local tourism sector, attracting new and diverse visitation, and City delivering increased economic and social image and Leadership benefit to the city. presentation Building on previous work, the strategy will be supported by an action plan, and together these documents provide the economic context and framework for Council’s future tourism development activity. The action plan outlines the priority activities, key partners and resources required to deliver the objectives of the strategy. 6 Tourism Strategy 2019–24 ABOUT THE STRATEGY The Experience Hobsons Bay Tourism Strategy (the strategy) has been developed by Hobsons Bay City Council, in partnership with local tourism operators, industry partners and other key stakeholders. Careful consideration has been given to the The strategy development process has context in which this strategy sits, including included: its alignment with previous local tourism strategies, other Council policies and • business engagement/consultation strategies, the local community and the wider • background review region of Melbourne’s west. • policy context To ensure the strategy accurately reflects the • economic and socio-economic analysis needs and priorities of the local tourism industry, • stakeholder forums consultation has been undertaken to identify • theme development the scope and capacity of the current tourism • action/implementation plan industry, existing and potential opportunities for • monitoring and evaluation growth and the needs and priorities of industry and community stakeholders. The consultation process has included: • two workshops with industry partners and tourism operators • a workshop with Hobsons Bay Visitor Information Centre volunteers • consultation with relevant departments across Council • interviews with tourism operators The themes and priorities identified through this consultation have formed the key themes, objectives and actions of the strategy. 7 Cargo, Jonathan Leahey and Mike Nicholls - Williamstown POLICY CONTEXT The Experience Hobsons Bay Tourism Strategy outlines the key themes and objectives that will guide Council’s work in supporting the short and long term growth of the local visitor economy. Local The strategy addresses Priority 3 and 4 Key partners in Hobsons Bay include: of Hobsons Bay 2030 Community Vision, • local tourism operators namely: ‘growth through innovation, access to local jobs, technology and education’; • local residents and ‘proactive enrichment, expansion • organisations representing and and conservation of the natural and urban advocating for local tourism operators, environment’. It also aligns with Goals 2 such as traders groups and 3 of the Council Plan 2017–21, which • Visitor Information Centre (VIC) staff aims to ensure that Hobsons Bay is ‘a great and volunteers place’ that is ‘well designed, maintained and • major attractions (including Seaworks, environmentally sustainable’. Scienceworks, The Substation) The strategy supports cross-departmental • Western Melbourne Tourism communication and collaboration, and the work will support the visitor economy as it crosses a number of Council’s strategic plans, including but not limited to: • Hobsons Bay 2030 Community Vision • Hobsons Bay Council Plan 2017–21 • Economic Development Strategy 2015–20 • Creative City Arts and Culture Plan 2018–22 • Activity Centre Strategy (in development) • Events and Festivals Plan 2016–21 • Open Space Strategy 2018–28 • Disability Access and Inclusion Strategy 2013–17 • Integrated Transport Plan 2017–30 • Enterprise Digital Strategy 2018–22 • Learning Communities Strategic Plan 2016–19 • Multicultural Policy 2016–20 Altona Pier - Altona 8 Tourism Strategy 2019–24 Two Birds Brewery - Spotswood Regional State and national Positioned 7km south west of Melbourne’s Tourism is an important contributor to the Central Business District (CBD) Hobsons Victorian and Australian economies and plays Bay benefits from its connection to both the an important role in stimulating the economy central city and western region of Melbourne, and creating employment opportunities. and contributes to the economic profile and diversity of both areas. The state and federal governments play an important role in increasing tourism visitation Council works with a variety of stakeholders, and building industry capacity through the including other local councils, state and operation of Tourism Australia and Visit federal governments and regional partners to Victoria respectively. promote local tourism and advocate for greater investment in the region. To ensure the strategy To ensure the strategy fits within the broader aligns with the objectives of other regional context of tourism in Victoria and Australia, the stakeholders, consideration has been given to strategy has been developed to align with a other regional strategic plans, including: number of strategies and plans, including: • Western Melbourne Tourism, • Plan Melbourne Strategic Plan 2017–20 • Victoria’s 2020 Tourism Strategy • Destination Management Visitor Plan • Victorian Visitor Economy Strategy for Melbourne’s West • A Jobs and Industry Strategy for Melbourne’s West Key partners at the state and national • The Western Agenda (in development) level include: • Inner Melbourne Action Plan 2016–26 • Visit Victoria (comprising Tourism Victoria, Victorian Major Events Company and the Melbourne Convention Bureau) Key partners in the west and inner • Tourism Australia Melbourne regions include: • Parks Victoria • other LGAs/councils • Invest Victoria • Western Melbourne Tourism • Victorian Planning Authority • LeadWest • Victorian Tourism Industry Council (VTIC) • The Inner Melbourne