Experience Hobsons Bay Tourism Strategy 2019–24 Hobsons Bay Coastal 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 . 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 and Visit federal governments and regional partners to 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 Action Plan (IMAP) • Australian Tourism Accreditation partnership Program (ATAP)

Hobsons Bay City Council 9 HOBSONS BAY

Reunion, Grant Finck - Laverton

Located on the banks of Bay just 7 kilometres from the CBD, Hobsons Bay is a unique part of the Melbourne metropolitan landscape and a welcoming entry point into the ever changing region of Melbourne’s West.

The region is made up of 12 suburbs. Each with its own identity, characteristics and tourism offering

Scienceworks Pumping Station - Spotswood

Williamstown Botanical Gardens - Williamstown

10 Local destinations Biodiversity for tourism Williamstown, with its views of the Melbourne The diversity and extent of open space in skyline across the water, ferry access to and Hobsons Bay endows it with richness for a from Gem Pier and established hospitality multitude of environmental and recreational and retail precincts is a popular destination pursuits for locals and visitors, especially for visitors, and recognised as an important given our proximity to central Melbourne location for tourism activity in Hobsons Bay. and the context of a growing western metropolitan region. History buffs and maritime enthusiasts can immerse themselves in the many Our biodiversity has regional, national and attractions that tell the story of the first port international significance. of Melbourne; Seaworks and the boating clubs contributing to the marine economy Experiences in nature including Jawbone are growing destinations for event producers Flora and Fauna Reserve, Newport Lakes while the Williamstown Botanic Gardens, and Truganina Explosives Reserve present Commonwealth Reserve, Burgoyne Reserve opportunities to explore and interact with the and Williamstown Beach are highly valued. environment while the extensive network of shared trails connecting many of these beautiful To the north, Newport and Spotswood have open spaces attracts a steady stream of visitors built on their industrial reputation to become year round. Diverse waterways including creek thriving urban hubs where old and new come systems, waterfront, piers, coastline and river together and high profile attractions such frontages contribute to unique experiences as Scienceworks and The Substation are based on the natural environment. Heading surrounded by boutique shops and cafes. west from Altona along the Bay Trail towards Spotswood is also where the popular Hobsons the 100 Steps of Federation, we have a Birdlife Bay Coastal Trail begins before stretching Australia designated ‘Key Biodiversity Area’ 23 kilometres along the edge of Port Phillip at the mouth of Laverton Creek, adjoining Bay to Altona Meadows. internationally Ramsar recognised Cheetham Wetlands. This magnificent area hosts an array Centrally located in Hobsons Bay and a of birdlife including migratory shorebirds from popular spot for fishing, swimming, kite surfing as far away as Alaska and Siberia. Open space, and more, Altona is one of the hidden gems proximity to the city, coast, waterways, birds, of the west. The white sandy beach, expansive trails; it’s a high value mix for Hobsons Bay. water vistas, pier and relaxed vibe of Altona village offer visitors a unique experience just a short drive (or ride) from central Melbourne. Major attractions Major attractions such as Seaworks in Further west attractors include Woods Street Williamstown, Scienceworks in Spotswood and Arts Space and specialist traders building a The Substation in Newport play an important niche in Laverton, while Melbourne Ballpark role in attracting visitors to Hobsons Bay and has a very high seasonal visitor draw through raising the profile of the local tourism industry. its role as a state venue in the national State government support and funding of baseball league with international profile. these organisations has highlighted the role they play in attracting events, promoting local assets and bringing visitors to Melbourne’s west. Opportunities exist to further collaborate with major attractions and encourage cross promotion within the broader Hobsons Bay tourism industry.

Hobsons Bay City Council 11 Altona 1 Newport 2 Scienceworks 3 Homestead Railway Museum & Planetarium

Brooklyn ReserveMillers Rd Westgate Edwards Donald McLean Memorial Park Reserve* Reserve* HMAS Castlemaine 4 Commonwealth 5 Hobsons Bay Visitor BROOKLYN West Gate Fwy Museum Ship Reserve Information Centre

South Melbourne Rd Kingsville 6 7 Community SPOTSWOOD MELBOURNE Seaworks Louis Joel Arts & GJ Hosken Centre Maritime Precinct Community Centre Reserve Lo SOUTH w Walker Close 3

e

Community r Blackshaws Rd KINGSVILLE C

Pde Douglas

K Centre o o Spotswood a

r Newport Community s 8 9 o t

Pde Lakes Park a Woods Street Orbital r Centre l

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T i Arts Space Exhibition Space t r Princes Fwy a

ALTONA C i

r l e

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NORTH k Mason St Community

10 11 T Altona North Centre Newport

r Park Australian a Community Digman The Substation i Library Islamic Centre l Reserve Barnes Rd Clement Laverton Reserve Newport Grasslands FR 11 Community Grieve Paisley Hub The Park 10 Greenwich Melbourne Rd Warmies Reserve Rd NEWPORT

Altona Nature WILLIAMSTOWN Conservation NORTH Reserve JT Gray Williamstown

Millers Rd Princes Fwy Reserve Maddox Town Hall Road Trail McCormack & Library Kororoit Creek Rd 2 Melbourne Park Seaplanes

Maidstone Ferguson St & Ferries

Nelson Melbourne HC Kim 4 Ballpark Reserve Commonwealth JK Grant 5 Reserve, Nelson Place Reserve WILLIAMSTOWN LAVERTON Jawbone Nature 6 AB Shaw Conservation Pl Williamstown Community 8 Reserve Civic Pde Reserve and & Education Centre SEAHOLME PA Burns Reserve Aboretum La Altona Library Williamstown v Botanic Gardens Timeball Laverton ert

on St Tower Community C l Hub re Logan ai e Tr k ALTONA 7 1 Reserve l l Laverton T ai Gloucester sta Community ra Pier St Tr oa Laverton il l Reserve C Education Old School ta s Centre Co a 9 Queen St Cyril Curtain Reserve Bruce ALTONA Hobsons Bay Comben Queen St Men’s Shed Reserve MEADOWS Altona Doug Grant Meadows Altona Reserve SEABROOK Library & Meadows Queen Street Trail Learning Community Centre Centre Seabrook il Community a Tr Centre l a Pipeline Sk t e s Reserve le a to o n C The 100 steps

Cr of Federation ee k T r a i l

12 Tourism Strategy 2019–24 Brooklyn ReserveMillers Rd Westgate Edwards Donald McLean Memorial Park Reserve* Reserve* BROOKLYN West Gate Fwy

South Melbourne Rd Kingsville Community SPOTSWOOD MELBOURNE GJ Hosken Centre Reserve Lo SOUTH w Walker Close 3

e

Community r Blackshaws Rd KINGSVILLE C

Pde Douglas

K Centre o o Spotswood a

r Newport Community s o t

Pde Lakes Park a r Centre l

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T i t r Princes Fwy a

ALTONA C i

r l e

e Newport

NORTH k Mason St Community

T Altona North Centre Newport

r Park a Community Digman i Library l Reserve Barnes Rd Clement Laverton Reserve Newport Grasslands FR 11 Community Grieve Paisley Hub The Park 10 Greenwich Melbourne Rd Warmies Reserve Kororoit Creek Rd NEWPORT

Altona Nature WILLIAMSTOWN Conservation NORTH Reserve JT Gray Williamstown

Millers Rd Princes Fwy Reserve Maddox Town Hall Road Trail McCormack & Library Kororoit Creek Rd 2 Melbourne Park Seaplanes

Maidstone Ferguson St & Ferries

Nelson Melbourne HC Kim 4 Ballpark Reserve Commonwealth JK Grant 5 Reserve, Nelson Place Reserve WILLIAMSTOWN LAVERTON Jawbone Nature 6 AB Shaw Conservation Pl Williamstown Community 8 Reserve Civic Pde Reserve and & Education Centre SEAHOLME PA Burns Reserve Aboretum La Altona Library Williamstown v Botanic Gardens Timeball Laverton ert on St Tower Community C l Hub re Logan ai e Tr k ALTONA 7 1 Reserve l l Laverton T ai Gloucester sta Community ra Pier St Tr oa Laverton il l Reserve C Education Old School ta s Centre Co a 9 Queen St Cyril Curtain Reserve Bruce ALTONA Hobsons Bay Comben Queen St Men’s Shed Reserve MEADOWS Altona Doug Grant Meadows Altona Reserve SEABROOK Library & Meadows Queen Street Trail Learning Community Centre Centre Seabrook KEY il Community a Tr Centre l Altona City Theatre Sports centre Coastal Trail a Pipeline Sk t e s Reserve le a to o Barbecue facility Sporting facility Laverton Creek Trail n C The 100 steps

Cr of Federation Bird watching location Sporting oval Lower ee k T r Boat ramp Swimming Maddox Road Trail a i l Community centre Toilet Queen Street Altona Trail Dog park Accessible beach matting Library Train station Skeleton Creek Trail upgrade (in progress) Public art UP youth services Walking/cycling trail Public reserve Williamstown Town Hall Snorkelling KEY ATTRACTIONS Assets, attractions and experiences in Hobsons Bay include:

Altona Altona North • The Substation • Altona Beach (including • Specialty food - Second • Skate Park accessible beach matting, Avenue and The Circle • The Warmies boat ramps beach wheelchairs and • Altona Badminton Centre and river/city/bay views accessible changing facilities) • Altona Gate Shopping Centre • Altona Coastal Park Seabrook • Australian Islamic Centre • Altona Homestead and • Altona Lakes Golf Club • Skeleton Creek Logan Reserve • Altona Miniature Railway • Altona Laverton Seaholme Historical Society • Altona North Library • Altona Boat Ramp • Altona Library • Kororoit Creek Trail • Altona Coastal Park/The Pines • Altona Lifesaving Club • Public art • Altona Dog Beach • Altona Pier Brooklyn • Altona Yacht Club • Altona Sports Centre • Bay Trail/shared coastal path • Altona Theatre •  • Altona Tuesday Market South Kingsville • Bay Trail shared coastal path/ Laverton • Cafes and shops - public art • Aviation Road Vernon Street •  • Events (Laverton Festival, • Events (summer events, summer events) Logan Reserve, beach) • Laverton and Skeleton Creeks Spotswood • Kite Surfing • Laverton Hub • Bay Trail/shared coastal path/ • Kooringal Golf Club • Melbourne Ballpark river frontage • Lantern Ghost Tours • McCormack Park • Cafes and shops Hudsons Road and Hall Street • Louis Joel Arts and • Public art Community Centre • Industrial Heritage walking • Woods Street Arts Space • Pier Street tour and app • Markets • Truganina Coastal Parklands Newport • Melbourne Planetarium • Truganina Explosives Reserve • Accommodation (including (Scienceworks) Newport Guest House) • Scienceworks Altona Meadows • Australian Islamic Centre • The Pumping Station • 100 Steps • Bay Trail/coastal path/ (Scienceworks) • Altona Basketball Stadium/ public art • The Punt HD Graham Reserve • Cafes and shops - • River crossing • Altona Meadows Library and Hall Street, Mason Street, • Two Birds Brewery Learning Centre Melbourne Road • Westgate Bridge Memorial • Bay Trail / shared coastal • HMAS Yarra Memorial path / public art • Newport Community Hub • BMX-Skate Park and Library • Cheetham Wetlands • Newport Lakes • Old Laverton School • Newport Railyards – Steam Rail Victoria

14 Tourism Strategy 2019–24 Williamstown Williamstown North • 30 Minute Bay tours • Melbourne Boutique Charters • Accommodation (Quest • Able Fishing Charters • Melbourne River Cruises Williamstown North) • Accommodation including • Nelson Place heritage precinct • Classic Car Museum Amawind, Captains Retreat, • Pirates Tavern • Lost Ark Antiques Punt Hill, Quest • Point Gellibrand Coastal • Railway Museum • Bay Sea Farm Mussels Heritage Park • Williamstown Cemetery (Sundays at Gem Pier) • St Johns Ambulance Museum • Bay Trail/shared coastal path/ • Sailing clubs, including public art Royal Yacht Club of Victoria, • Blunts Boat Builders Hobsons Bay Yacht Club, • Commonwealth Reserve and Royal Victorian Motor Yacht The Rotunda Club and Williamstown • Corvette Memorial Sailing Club • Enterprize Tall Ship • Seaplanes • Events (day events and event • Sea Shepherd (Seaworks) series over multiple days) • Seaworks Maritime • Cafes and shops - Discovery Centre Nelson Place, Ferguson • Self-guided walking tours Street and Douglas Parade • The Morgue • Ferguson Street Pier • Timeball Tower • Gem Pier (and ferries) • Titanic theatre restaurant • Historic churches • Williamstown Bay and • Heritage pubs River Cruises • Heritage walking tours • Williamstown Beach • HMAS Castlemaine (including matting and beach wheelchairs) • Hobsons Bay Historic Tours • Williamstown • Hobsons Bay Visitor Botanic Gardens Information Centre • Williamstown Charters • Irish Famine Memorial • Williamstown Croquet Club • Jawbone Flora and Fauna Reserve • Williamstown Football Ground (Downer Oval) • Kayak the Coast • Williamstown Historical • Lantern Ghost Tours Museum and Society • Markets • Williamstown Library Heritage Room • Williamstown Lifesaving Club • Williamstown Mechanics Institute • Williamstown Town Hall

Hobsons Bay City Council 15 STRENGTHS, CHALLENGES AND OPPORTUNITIES

Strengths • strategic location and • engaged local resident • limited visitor dispersal proximity to the CBD community beyond key attractions • coastal location and • trader groups • consistency of customer panoramic waterfront vistas • partnership with Western service across municipality • established activity centres Melbourne Tourism and the • no clear identity for • public transport access wider western region activity centres • village feel (local authenticity) • relationship with • low overnight Visit Victoria and visitation levels • significant wetlands and Tourism Australia open spaces • limited public transport options • high quality walking/cycling Challenges paths and trails • unreliable public • limited ability to measure transport schedules • Bay West Trail Scenic visitation aside from at VIC Drive links • competition from • limited wayfinding signage surrounding municipalities • events and festivals • residents leaving Hobsons • increased competition • heritage (maritime, rail) Bay to visit cafes/retail in for local accommodation • Visitor Information surrounding areas providers from Airbnb Centre (VIC) • retention and dispersion of (and lack of control) • opportunities for fishing and visitors to Scienceworks/ • local impact during peak water-based activities Seaworks/The Substation tourism season • sailing clubs and marine • infrequent ferry and • limited cooperative building activity punt services product packaging • major attractions (including • geographic location/ among tourism operators Scienceworks, Seaworks dispersal of attractions • limited parking during and The Substation) • inconsistent opening hours peak times • recent influx of quality of attractions • perception of the west hospitality providers • visitation subject to weather • minimise impact of • accessible beaches • no caravan park/budget increased visitation on (Altona and Williamstown) accommodation options fragile ecosystems • Punt from Port Melbourne • limitations of • climate change • ferries from the city accommodation outside • proximity to other key of Williamstown attractions in the west • conflicting information including Werribee Open online – Visit Hobsons Bay, Range Zoo, Avalon Airport Visit Williamstown, etc

16 Tourism Strategy 2019–24 Altona beach - Altona

Opportunities • encourage coordination of • improve signage on • package attractions into attraction opening hours cycling paths themes for promotion • identify tourism offering • encourage cyclists to • increase storytelling across and unique selling stop and experience all channels proposition (USP) Hobsons Bay • tap into sharing economy • strengthen digital and • raise awareness of (Airbnb, Uber etc) social media presence natural attractions • encourage businesses and and engagement • advocate for better trader groups to lead/drive • stronger destination utilisation of coastline/ visitor attraction marketing support of water-based • identify opportunities to • capture Chinese visitors activities reduce seasonality to Melbourne • tap into sailing clubs • encourage local community • Avalon Airport and securing • introduce tourism signage to explore and promote the Air AsiaX across Hobsons Bay local area • increase yield of existing • support businesses in • promote accessible tourism visitor markets improving customer service • advocate for additional • Western Melbourne ferry services Tourism partnerships • encourage local residents • develop identity for all to shop and explore local activity centres • reach and engage new • advocate for improved residents infrastructure and • leverage and build on integrated transport heritage strengths • create better connections • capitalise on major events between tourism operators • encourage Scienceworks • facilitate business networking visitors to stay in and collaboration Hobsons Bay • cross promote • increase overnight stays on between attractions weekends to address high vacancy rates

Hobsons Bay City Council 17 THE HOBSONS BAY VISITOR ECONOMY

Tourism is an important component of the Hobsons Bay economy, with the potential for significant growth in future years.

Tourism is important to Hobsons Bay as a local Visitor attractions in Hobsons Bay are economic driver and improves the vibrancy, incredibly diverse. They include wetlands, liveability and prosperity of the city by heritage, bike trails, accessible beaches, supporting local services, building civic pride hospitality sector, the arts, events, conferences and preserving and improving amenity and and major attractions such as Scienceworks, local character. Seaworks and The Substation. Tourism is identified as one of Australia’s Important to the visitor experience is the five super growth sectors by the federal presentation of gateways and the activity government with growth of 4 per cent per centres of Altona, Laverton, Newport, annum expected up to 2033. In Melbourne Spotswood and Williamstown which provide alone, the visitor economy was worth $15.3 a diverse range of destinations and visitor billion in 2015–16, employing 126,800 people. experiences and increasingly other shopping Victoria’s Visitor Economy Strategy goal of strips with specialist retail. increasing visitor expenditure to $36.5 billion This diversity in visitor attractions, and the by 2025 shows the scale of the growth multitude of reasons people visit Hobsons potential in the tourism sector within Victoria. Bay and thereby contribute to the economy, Hobsons Bay is home to a thriving and requires us to think in more broader terms than diverse visitor economy, which generates the traditional idea of ‘tourism’ and ‘tourists’. approximately $294 million in output, and The term ‘visitor economy’ is increasingly supports approximately 1,400 local jobs. used to better capture and describe this depth People visit Hobsons Bay for a variety of and breadth of the sector and the underlying different purposes, including leisure and importance to the local economy. recreation, visiting friends and family, for business and major events.

The Hobsons Bay Visitor Information Centre

As the largest Visitor Information Centre (VIC) in Melbourne’s west and one of the largest in metropolitan Melbourne, the Hobsons Bay VIC plays an important role in providing a welcoming interface for visitors arriving into Hobsons Bay, as well as the ability to provide information more broadly through the VIC networks. Located in Nelson Place, Williamstown and staffed by a team of volunteers, the VIC delivers a range of services on site, from greeting people arriving by ferry at Gem Pier and providing maps and information on local sites and activities, to encouraging visitor dispersal across the municipality. The VIC captures visitor data which is used to improve the customer experience and identify new markets.

18 Tourism Strategy 2019–24 VISITOR KEY DRIVERS MAJOR EXPENDITURE OF VISITOR ATTRACTIONS ECONOMY: Domestic Domestic International Scienceworks day overnight World-renowned museum, attracting approximately Average stay Accommodation 500,000 visitors a year. (nights) – 3 22

Average spend $112 $834 $2,622 per trip Cafes and The Substation restaurants Contemporary arts centre for the west, located in a Average spend 100-year old repurposed, per night – $302 $119 industrial building.

Cultural and BUSINESSES AND recreational Seaworks ORGANISATIONS WITHIN State significant maritime precinct, in the heart of THE HOBSONS BAY VISITOR Victoria’s historic seaport ECONOMY GENERATE: of Williamstown, as an Retail events space attracts approximately 100,000 visitors each year, aside from its ability to host tall ships, the Sea Shepherd $294M 1,400 fleet and associated in gross revenue jobs visitor value.

DOMESTIC DOMESTIC INTERNATIONAL OVERNIGHT DAYTRIP VISITORS VISITORS VISITORS

64%visiting friends and relatives 64%visiting friends and relatives 64%visiting friends and relatives

19%business 19%business 19%business

13%holiday 13%holiday 13%holiday

4%other reason to visit 4%other reason to visit 4%education

5%employment Collated in 2017 from Tourism Research Australia Data 19 TOURISM IN HOBSONS BAY

Through its economic development function, Hobsons Bay City Council plays an active role in enabling tourism activity across the municipality, and in the wider western region.

Each year, a suite of programs and initiatives Council delivers initiatives to address the are delivered to support local tourism changing needs of the local tourism sector. operators, help them connect with other However, with the rapid growth of the visitor stakeholders, attract visitors to the area, and economy, high consumer expectations, assist in the growth and sustainability of the the rising influence of social platforms, and local visitor economy. rapid advancements in technology, there is a need for a more strategic approach to Initiatives include: identifying local priorities, and providing • the development and management of an a solid foundation for ensuring the future ‘Experience Hobsons Bay’ website growth of the local visitor economy. • operation of the Hobsons Bay Visitor Through the development of this strategy, Information Centre in Williamstown and the implementation of an annual tourism • provision of visitor information services strategy action plan, Hobsons Bay City and collateral Council endeavours to: • content in Melbourne Official Visitor Guide • improve recognition and awareness • participation in Melbourne Tourism Industry of the visitor economy Exchange (MTIE) including for operators • improve the visitor experience in • guided walking tours Hobsons Bay • tourism operator advice, support • attract new and diverse investment and workshops to the municipality • networking events and forums • work with local, regional, state and national • Discover Your Own Backyard partners to maximise economic outcomes for • the Hobsons Bay Business the visitor economy within Hobsons Bay Excellence Awards • support existing and new tourism operators • major events support attracting local, • encourage the local community to be domestic and international visitors advocates for Hobsons Bay • advocacy for investment in key attractions and infrastructure • funding contributions and support of four local trader associations

20 Tourism Strategy 2019–24 LOOKING AHEAD

Our vision industry and resources in the west. Through WMT the region has a collaborative focus, The Hobsons Bay Tourism Strategy will planning for long term growth, strengthening contribute to achieving the Hobsons Bay 2030 the existing visitor economy and advocating Community Vision - “By 2030, embracing for further investment in the region. our heritage, environment and diversity, we – the community of Hobsons Bay – will be A regional approach to marketing Melbourne’s an inclusive, empowered, sustainable and west and sharing resources brings benefits visionary community, led and supported by to the Hobsons Bay community and provides a progressive Council of excellence”. operators access to a wider pool of resources, skill building and a broader customer base. The following vision will guide the future Implementing initiatives to increase visitation, of tourism in Hobsons Bay: visitor yield, dispersal and satisfaction within “Hobsons Bay is a place that locals the western region will remain a priority as this are proud to call home. A place that is strategy is implemented. recognised globally for its rich experiences and visitor offering”. Key partners Through the implementation of this strategy, To implement this strategy, Council will work Hobsons Bay will become a community that collaboratively with a variety of local and is characterised by: regional stakeholders, including: • accessible, vibrant and diverse activity • Hobsons Bay Visitor Information Centre centres that are welcoming to visitors • Visitor Information Centres network and residents • Western Melbourne Tourism • excellent transport links and connections • Visit Victoria • a well-connected and collaborative • Tourism Australia tourism industry • LeadWest • increased visitation from both domestic and international visitors • VicRoads • widely regarded tourism attractions • VicTrack and experiences • Public Transport Victoria • tertiary and training providers A regional approach • Brimbank, Maribyrnong, Melton, Hobsons Bay City Council works in partnership Moonee Valley and Wyndham Councils with Brimbank, Maribyrnong, Melton, • local tourism operators Moonee Valley and Wyndham Councils. • event organisers Western Melbourne Tourism (WMT) - which is cooperatively funded by local government • local business associations and and also includes industry representation trader groups on its board, including accommodation, • major attractions attractions and Victoria University - is now well established and recognised as a catalyst for

Hobsons Bay City Council 21 Theme 1 RECOGNISING THE VISITOR ECONOMY

22 Neon Dog Park - Commonwealth Reserve, Williamstown The location, heritage, environment, and cultural attractions of Hobsons Bay make it an appealing destination for visitors. However, there will always be opportunities to enhance and improve awareness of its offering with locals and visitors alike.

Delivering a suite of programs and services By providing the resources required to ensure to tourism operators in Hobsons Bay will an engaged and inclusive visitor economy, continue to be a priority, as Council works and improving the accessibility and awareness collaboratively with local operators and other of the information and assistance available to stakeholders to strengthen and grow the local tourism operators, Council will aim to increase visitor economy. collaboration across the sector and ensure that Hobsons Bay continues to be recognised as a great place to visit and explore.

Objective 1.1 Objective 1.2 Objective 1.3 Objective 1.4

Increase Raise Work with Recognise community awareness of tourism achievements awareness of, the Hobsons operators to and celebrate and participation Bay visitor enhance their success in local tourism offering through understanding attractions and cohesive of the visitor activities. branding economy and visitor service standards.

Hobsons Bay City Council 23 Theme 2 RICH EXPERIENCES

24 Scienceworks - Spotswood Hobsons Bay is home to a diverse visitor offering, characterised by vibrant activity centres, tourism assets of state significance, and a growing number of experiences for locals and visitors alike.

People visit Hobsons Bay for many different Through the implementation of this strategy, reasons, however their willingness to linger in Council aims to enhance the entire visitor the area or return, is influenced substantially journey, and ensure that locals and visitors by their experience. Enhancing and expanding have a wide variety of quality experiences to the local visitor offering also has the ability to choose from, enjoy and share. attract more visitors to the area.

Objective 2.1 Objective 2.2 Objective 2.3 Objective 2.4

Strengthen Increase visitor Encourage Improve the and support awareness of diversity in visitor journey new and opportunities local visitor by investing existing tourism to extend and/ offering and in service experiences. or enhance align the local offering. their visit. visitor offering with community needs.

Hobsons Bay City Council 25 Theme 3 CITY IMAGE AND PRESENTATION

26 Altona beach - Altona Council recognises the important role that it plays in creating an environment that makes locals and visitors feel welcome, and enhances their experience of the area.

Further investment in city image and presentation will allow Council to influence how the area is perceived, and how the story of Hobsons Bay is shared.

Objective 3.1 Objective 3.2 Objective 3.3 Objective 3.4

Strengthen the Support Establish Support and local sense the further Hobsons advocate for of welcome, development Bay as an investment in place, character and promotion accessible and infrastructure and amenity. of existing diverse visitor that will activity centres, destination enhance to support in which all the visitor a network local residents experience. of vibrant and visitors commercial can access areas across attractions and the municipality. experiences.

Hobsons Bay City Council 27 Theme 4 LEADERSHIP

28 Time Beacon - Truganina Park, Altona Meadows Hobsons Bay City Council acknowledges the important role of tourism and visitation in improving the vibrancy, liveability and prosperity of the city, and is committed to being recognised as a progressive Council of excellence, and achieving the vision of this strategy, namely that “Hobsons Bay is a place that locals are proud to call home. A place that is recognised globally for its rich experiences and visitor offering”.

Achieving the best results for Hobsons Bay will require collaboration with local, regional, state and national partners. Council will also need to take a proactive role in advocating for investment and support for the local visitor economy.

Objective 4.1 Objective 4.2 Objective 4.3

Ensure Encourage Advocate for Hobsons Bay collaboration investment is represented between and support at a regional, tourism for the tourism state, national operators and industry across and global stakeholders. Hobsons level by Bay and establishing Melbourne’s and fostering west. strategic partnerships which will benefit the local visitor economy.

Hobsons Bay City Council 29 MONITORING AND EVALUATION

This strategy will guide the future tourism development activity of Hobsons Bay City Council. To ensure the effective implementation of the strategy objectives, an annual Tourism Strategy Action Plan will be developed to outline the key priorities and actions that will be delivered, and a process of ongoing review and evaluation will be undertaken.

The tourism development outcomes delivered The outcomes of the strategy will by Hobsons Bay City Council are currently also be measured in a number of measured through the Local Government ways including: Performance Reporting Framework (LGPRF), which ensures consistency in reporting across • tourism operator feedback captured all Victorian councils. Through this reporting through business engagement process, Council will use pre-determined • number of tourism development indicators to measure business participation, programs delivered industry growth and service delivery. • level of stakeholder participation in Council activities A review of the state of the tourism sector will be conducted half way through the strategy • annual review, reporting and implementation. This review will assess development of strategy action plans the ongoing relevance of the strategy and • local community and economic ensure that objectives remain reflective of the outcomes identified by Census data Hobsons Bay tourism climate. • process indicators and outcomes identified in annual action plans

30 Tourism Strategy 2019–24 Nelson Place – Williamstown

Tenacious Tall Ship

Timeball Tower - Williamstown

31 Kororoit Creek Trail - Altona North HOBSONS BAY CITY COUNCIL 115 Civic Parade, Altona PO Box 21, Altona 3018 Phone (03) 9932 1000 Fax (03) 9932 1090 NRS phone 133 677 and quote 03 9932 1000 Email [email protected]

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