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Penrith Lga and Its Tourism Sector

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Penrith Lga and Its Tourism Sector SYDNEY OFFICE A. Stafford & Associates Pty Ltd Suite 3.02, 46a Macleay Street Potts Point NSW 2011, Australia T +61 2 9331 6222 F +61 2 9331 6166 E [email protected] ACN 079 055 100 ABN 34 565 120 454 BRISBANE OFFICE A. Stafford & Associates Pty Ltd PO Box 265 Sandgate, QLD 4017, Australia M +61 (0) 417721342 E [email protected] Copyright © A. Stafford & Associates Pty Ltd ABN 34 565 120 454 All Rights Reserved. No material may be reproduced without prior permission. While we have tried to ensure the accuracy of the information in this publication, The Stafford Group accepts no responsibility or liability for any errors, omissions or resultant consequences including any loss or damage arising from reliance in information in this publication. THE STAFFORD GROUP www.thestaffordgroup.com.au Table of Contents 1. EXECUTIVE SUMMARY ............................................................................................................. 1 1.1. A SNAPSHOT OF PENRITH LGA AND ITS TOURISM SECTOR ......................................................................................................... 2 1.2. ISSUES AND GAPS .......................................................................................................................................................................... 3 1.3. THE OPPORTUNITIES ...................................................................................................................................................................... 3 1.4. AN LTO FOR THE PENRITH LGA ..................................................................................................................................................... 5 1.5. GOING FORWARD ............................................................................................................................................................................ 6 1.6. PENRITH’S POINT OF DIFFERENCE ............................................................................................................................................... 6 2. INTRODUCTION ........................................................................................................................ 7 2.1. PROJECT OVERVIEW ....................................................................................................................................................................... 8 2.2. METHODOLOGY ............................................................................................................................................................................... 8 3. SITUATION ANALYSIS ............................................................................................................. 9 3.1. THE PENRITH TOURISM REGION ................................................................................................................................................. 10 3.2. POPULATION ................................................................................................................................................................................. 12 3.3. VISITATION TO THE PENRITH LGA ............................................................................................................................................... 15 3.4. REGIONAL, STATE AND NATIONAL TRENDS ............................................................................................................................... 19 3.5. SWOT ANALYSIS ............................................................................................................................................................................ 23 4. PENRITH CITY COUNCIL STRATEGIC PLANNING ........................................................... 24 5. PRODUCT AND INFRASTRUCTURE AUDIT........................................................................ 29 5.1. ATTRACTION AUDIT ...................................................................................................................................................................... 30 5.2. ACCOMMODATION AUDIT ............................................................................................................................................................. 33 5.3. PRODUCT GAP ANALYSIS ............................................................................................................................................................. 36 6. IDENTIFIED ISSUES ................................................................................................................ 38 6.1. PRODUCT AND SUPPORTING INFRASTRUCTURE ....................................................................................................................... 39 6.2. MARKETING ISSUES ..................................................................................................................................................................... 42 6.3. OTHER ISSUES .............................................................................................................................................................................. 44 7. THE OPPORTUNITIES ............................................................................................................ 48 7.1. TOURISM INVESTMENT & DEVELOPMENT OPPORTUNITIES ...................................................................................................... 49 7.2. MARKETING OPPORTUNITIES ...................................................................................................................................................... 56 7.3. SUPPORTING INFRASTRUCTURE AND COORDINATION OPPORTUNITIES ................................................................................. 65 7.4. OPPORTUNITIES MATRIX .............................................................................................................................................................. 70 7.5. THE IDENTIFIED ISSUES LINKED TO OPPORTUNITIES ............................................................................................................... 75 7.6. VISITOR MARKETS TO CAPTURE .................................................................................................................................................. 77 8. AN LTO FOR PENRITH ............................................................................................................ 80 8.1. THE CHALLENGE FOR PENRITH .................................................................................................................................................. 81 8.2. REQUIREMENTS FOR AN INDUSTRY OPERATED LTO ................................................................................................................. 81 8.3. FORMING AN LTO IN PENRITH ..................................................................................................................................................... 82 8.4. THE SUGGESTED WAY FORWARD ................................................................................................................................................ 82 9. ECONOMIC OUTCOMES ......................................................................................................... 84 9.1. ASSESSMENT OF NET ECONOMIC BENEFIT ................................................................................................................................ 85 9.2. GROWTH IN THE NET ECONOMIC BENEFIT ................................................................................................................................. 88 9.3. TOURISM MULTIPLIERS................................................................................................................................................................ 92 10. SUPPORTING DOCUMENTATION ........................................................................................ 94 I | Penrith Destination Management Plan List of Tables TABLE 1: PENRITH POPULATION - SERVICE AGE GROUPS ............................................................................................................. 14 TABLE 2: TOP 5 VISITOR ORIGIN MARKETS OF VISITORS TO PENRITH 2014 FY ............................................................................. 17 TABLE 3: TRENDS AND THEIR IMPLICATIONS ................................................................................................................................. 19 TABLE 4: SWOT ANALYSIS ................................................................................................................................................................. 23 TABLE 5: PENRITH TOURISM PRODUCT AUDIT SUMMARY ............................................................................................................. 30 TABLE 6: PENRITH TOURISM PRODUCT AUDIT SUMMARY BY AREA .............................................................................................. 31 TABLE 7: PENRITH TOURISM PRODUCT AUDIT ............................................................................................................................... 31 TABLE 8: PENRITH ACCOMMODATION AUDIT SUMMARY ................................................................................................................ 33 TABLE 9: PENRITH ACCOMMODATION AUDIT .................................................................................................................................. 34 TABLE 10: LIST OF TOURISM EVENTS AND FESTIVALS IN PENRITH .............................................................................................
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