Central Wheatbelt Tourism Strategy 2009 - 2014 1
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Central Wheatbelt Tourism Strategy 2009 - 2014 1 Central Wheatbelt Tourism Strategy 2009 – 2 0 1 4 working together to win partnerships in tourism Central Wheatbelt Visitor Centre Working Group www.wheatbelttourism.com.au Shire of Bruce Rock ● Shire of Corrigin ● Shire of Kellerberrin ● Shire of Kondinin Shire of Koorda ● Shire of Kulin ● Shire of Merredin ● Shire of Mou nt Marshall Shire of Mukinbudin ● Shire of Narembeen ● Shire of Nungarin ● Shire of Tammin Shire of Trayning ● Shire of Westonia ● Shire of Wyalkatchem ● Shire o f Y i l g a r n Central Wheatbelt Tourism Strategy 2009 - 2014 2 Executive Summary The Central Wheatbelt Tourism Strategy 2009 – 2014 was developed after considerable consultation with stakeholders, steered by the Central Wheatbelt Visitors Centre Working Group. Importantly it has been expanded to include 16 local governments. This Strategy includes 6 strategic objectives and supporting directions. Working collaboratively will enhance access, accommodation, attractions, amenities and activities in our region and deliver quality visitor experiences. The Strategy moves towards a more regional approach and encourages the sharing of resources, ideas and practices to ensure best practice in the industry. Summary of Objectives • To appreciably raise the profile of tourism across the region, • To establish stronger alliances with zone tourism, industry, and government stakeholders, • To raise the community’s participation in regional tourism, • To establish co-operation and collaboration amongst partners and subregional tourism groups, • To increase visitation levels and length of stay by effective marketing strategies and the development of a range of accommodation and quality visitor experiences, • To establish the region as a short break seasonal destination across market streams, • To establish a range of self-drive routes, and • To increase the accessibility and quality of sites and attractions over five years. Although focusing on a period of five years, this Strategy provides a framework for subsequent development of the region’s annual marketing activities, promotions, activities and plans and provides foundations for future strategic plans. This Strategy follows on from the Central Wheatbelt Tourism Strategy of 2004 – 2008 with some important recommendations in product development, intra regional cooperation, accommodation, marketing, visitor servicing and access. Summary of Recommendations • Each Regional Organisation of Councils (ROC’s) formulate a 5yr Tourism Development Plan outlining priorities, as recommended in this Strategy, • Self drive routes are further developed and supporting infrastructure and marketing is consistent across the region, • At least two cross regional projects are actioned by ROC’s by 2014, • The ROC’s continue and increase their support of the Central Wheatbelt Visitor Centre in Merredin as well as provide out of hours visitor servicing in their district, • Work collaboratively on choosing one brand for the region and together, resource and promote accordingly with Tourism WA and Australia’s Golden Outback, • An Accommodation Audit and Strategic Plan is pursued by the ROC’s and developed by 2014 Central Wheatbelt Tourism Strategy 2009 - 2014 3 • That ROC’s and sub regional tourism groups provide consistent and sensitive road, and management practices and signage as well as lobby for alternative transport routes and methods. I would like to acknowledge the following members of the Working group for their input into this Strategy; Merredin : Cr Martin Morris, Michelle Murfit, Avril Parker, Debbie Morris (Executive Manager of Community Services) WEROC: Cr Louis Geier, Kaye Crafter NEWROC : Cr Dawn Lancaster, Ray Watson RoeROC : Cr Anne James, Cr Jen Gmeiner, Cr Lindsay Tuckwell Pam Masters Manager Central Wheatbelt Visitor Centre Central Wheatbelt Tourism Strategy 2009 - 2014 4 Purpose of a Regional Strategy 1. The Strategy ensures recognition of tourism as a legitimate source of economic and social benefit to the region. Tourism is an import industry that brings dollars and interactions in from elsewhere and is complimentary to the core economic base of the region – the growing and transport of grain. Planning for tourism is a legitimate activity for stakeholders. 2. The Strategy defines how the region feels about tourism as an industry and defines what tourism actually is in this region. A Strategy helps to show exactly what facets of a community make up the tourism product and how tourism overlaps into many sectors of activity. It also offers a base line audit of what is here now and in what direction development may occur. 3. The Strategy defines the focus and process of tourism planning. It ensures the focus be on quality visitor experiences in all aspects of planning. Tourism is about the broad visitor experience and this should be the focus of all planning, brochures, projects, visitor servicing and management. 4. The Strategy enables all tourism partners to see where they fit into a regional context. Tourism is about quality experiences that offer ‘points of difference’ and extend the visitor experience rather than repeat the visitor experience. It enables managers and planners to see the ‘gaps’ and ‘do something differently’ so that visitation is encouraged and extended. 5. The Strategy offers the opportunity for tourism partners to work locally but all in the same direction regionally. It enables ACTION at a local level but PLANNING on a regional level. ‘partnerships build tourism’ Central Wheatbelt Tourism Strategy 2009 - 2014 5 Table of Contents Executive Summary ................................................................................................................................................ 2 Purpose of a Regional Strategy ............................................................................................................................... 4 Introduction ............................................................................................................................................................ 7 Background ............................................................................................................................................................. 9 1. Product Development .................................................................................................................................. 12 1.1 Themes ....................................................................................................................................................... 12 1.1.1 Nature ................................................................................................................................................. 12 1.1.2 Growing of Grain ................................................................................................................................. 13 1.1.3 Where’s the water? ............................................................................................................................ 14 1.1.4 Noongar Indigenous Sites and Experiences ........................................................................................ 14 1.1.5 Mining ................................................................................................................................................. 14 1.1.6 Military Sites ....................................................................................................................................... 14 1. 2 Site significance in relation to themes ...................................................................................................... 15 1.2.1 Definitions of site significance ............................................................................................................ 15 1.2.1.1 Core Site ........................................................................................................................................... 15 1.2.1.2 Key Sites ........................................................................................................................................... 15 1.2.1.3 Interpretive Sites .............................................................................................................................. 16 1.3 Recommendations ..................................................................................................................................... 16 2. Intra Regional Cooperation ............................................................................................................................... 17 2.1 Point of Difference ..................................................................................................................................... 17 2.2 The Essence of Regional Collaboration for Tourism Development ............................................................ 17 2.3 Recommended Cross Regional Projects ..................................................................................................... 18 3. Accommodation ............................................................................................................................................... 23 3.1 Current Situation ........................................................................................................................................ 23 3.1.1 Summary of accommodation facilities ............................................................................................... 23 3.1.2 Accommodation trends in the region ................................................................................................