Our Place...Our Future
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Lithgow Draft Tourism Strategy Destination Management Plan Our Place...Our Future S u y r r r o o t u is n d H e in d d by pe Na tee ture z S Draft Tourism Strategy/Destination Management Plan Lithgow City Council PO Box 19 LITHGOW NSW 2790 180 Mort Street LITHGOW NSW 2790 Tel: 02 6354 9999 Fax: 02 6351 4269 Email: [email protected] Web: www.lithgow.nsw.gov.au The Lithgow Tourism Strategy/Destination Management Plan was adopted by Council …. ACKNOWLEDGEMENTS This document has been prepared by Lithgow City Council as a Tourism Strategy/Destination Management Plan for the Lithgow Local Government Area with the assistance of Jenny Rand and Associates. The Council wishes to thank the Lithgow City Council’s Tourism Advisory Committee, tourism operators, business groups, community representatives, Council staff, for their input into the Strategy. Disclaimer Any representation, statement, opinion or advice, expressed or implied, in this publication is made in good faith, but on the basis that Lithgow City Council or its employees are not liable (whether by reason of negligence, lack of care or otherwise) to any person for any damage or loss whatsoever, which has occurred or may occur in relation to that person taking (as the case may be) action in respect of any representation, statement or advice referred to in this document. This Strategy was funded by Lithgow City Council and the Trade and Investment NSW. 1 Draft Tourism Strategy/Destination Management Plan STATEMENT FROM THE MAYOR The Lithgow City Council is pleased to be able to present the Lithgow Tourism Strategy/Destination Management Plan to the community of the Lithgow Local Government Area. The strategy has been developed by Lithgow City Council with input from a range of stakeholders including the Council’s Tourism Advisory Committee, Economic Development Advisory Committee, business groups and associations, community representatives, Council staff and individual businesses. Direction has also been provided through the completion of other projects such as the Economic Development Strategy, Land Use Strategy 2010‐2030, Cultural Plan, Cultural Precinct Study, Business and Retail Strategy, a Festivals and Events Strategy and Lithgow Visitors Guide the recently published visitors guide. A series of comprehensive surveys and workshops have also provided critical input into the Strategy. Lithgow City also has a long and proud industrial and manufacturing history along with power generation and coal mining which continue today. As well as supporting the future of these industries by adopting best practice for future generations, there are opportunities to diversify the economic base by engaging niche market sectors such as expanding upon and supporting developments in the tourism, cultural, creative and environmental tourism industries. These industries not only build economic growth, but also enhance the liveability of the area ensuring Lithgow continues to be a place where people want to live, work, visit and invest. The implementation of the Tourism Strategy/Destination Management Plan will depend highly upon the ability of all stakeholders to engage and contribute significantly to its implementation. All stakeholders, whether a small business or government agency, must identify how they can contribute to the future prosperity and sustainability of Lithgow Local Government Area, and must assume a level of responsibility for the implementation of the Strategy. I invite all stakeholders to join with Council in partnership to implement the Lithgow Tourism Strategy/Destination Management Plan to ensure a positive and bright future for Lithgow. MAREE STATHAM MAYOR 2 Draft Tourism Strategy/Destination Management Plan TABLE OF CONTENTS EXECUTIVE SUMMARY 6 PART 1 OVERVIEW Preamble 14 1. INTRODUCTION 21 1.1 Background 21 1.2 Purpose 22 1.3 Developing the Tourism Strategy 22 1.4 Structure 24 1.5 Abbreviations Used in the Strategy 25 2. LITHGOW LOCAL GOVERNMENT AREA – OVERVIEW 26 2.1 Lithgow LGA 26 2.2 Historical Overview 27 2.3 Getting to Lithgow 29 2.4 Planning Precincts 30 2.5 Social & Economic Profile 32 2.6 Tourist Attraction & Infrastructure Base – Overview 36 3. THE PLANNING FRAMEWORK 39 3.1 National and State Plans 39 3.2 Lithgow LGA – Relevant Planning Documents 41 4. STAKEHOLDERS 48 4.1 Structure of the Tourism Sector 48 4.2 Key Players 51 4.3 Tourism and the Lithgow Business Community 61 PART 2 VISITATION & VISITOR MARKETS 5. THE STATE OF THE TOURISM INDUSTRY – OVERVIEW 65 6. VISITATION 68 6.1 Visitation to the Blue Mountains, Lithgow, Oberon Tourism Region 68 6.2 Issues Impacting on Visitation to the Blue Mountains Region 77 6.3 Visitation to Lithgow LGA and Surrounding Local Government Areas 79 7. THE CHANGING MARKET PLACE 93 7.1 Structural Changes 93 7.2 Market Outlook & Forecasts 94 7.3 Generations & Mindsets 94 7.4 Impact of Technology 101 3 Draft Tourism Strategy/Destination Management Plan PART 3 TOURISM SECTOR ANALYSIS – ISSUES & OPPORTUNITIES 8. LOCALITY ASSESSMENT 107 8.1 Introduction 108 8.2 Strategic Directions 109 8.3 The Towns 110 8.3.1 Lithgow 110 8.3.2 Wallerawang 116 8.3.3 Portland 122 8.4 Localities & Villages 130 8.4.1 Rural North 130 8.4.2 Central Precinct – Lake Lyell & Surrounds 148 8.4.3 Rural South 150 9. ATTRACTION & ACTIVITY BASE 159 9.1 Regional Attractions 159 9.2 Lithgow LGA – Overview 163 9.3 Planning Framework 170 9.4 Tourist Drives & Trails 171 9.5 Outdoor & Nature‐Based Attractions 179 9.6 Cultural & Heritage Attractions 205 9.7 Local Produce, Food & Wine 220 9.8 Spa & Pampering Products 222 10. EVENTS 223 10.1 Structure of the Events Sector 226 10.2 Events held in Lithgow LGA 227 10.3 Value of the Events Sector 229 10.4 Venues 230 10.5 Capacity to Host Events 242 11. THE ACCOMMODATION SECTOR 246 11.1 Supply of Accommodation 246 11.2 Performance of the Accommodation Sector 252 11.3 Presentation of Accommodation Properties 253 11.4 Accommodation Bookings 254 11.5 Planning & Development of Accommodation 262 12. INFRASTUCTURE & SERVICES TO SUPPORT TOURISM 267 12.1 Information Services 267 12.2 Signage 270 12.3 Retail Services 274 12.4 Food & Beverage Services 280 12.5 Building Tourism Businesses 289 12.6 Entertainment 291 12.7 Fuel Retailing 292 12.8 Local Transport Services 292 12.9 Travel Services 294 4 Draft Tourism Strategy/Destination Management Plan 12.10 Business Support Services 294 12.11 Education & Training 295 PART 4 TOURISM DEVELOPMENT STRATEGY 13. TAKING THE TOURISM SECTOR FORWARD 296 13.1 Challenges Posed by the Tourism Sector 296 13.2 Growing the Tourism Sector 297 14. STRATEGIC ACTION PLAN 303 14.1 Objectives 303 14.2 Vision for Lithgow LGA 303 14.3 Positioning of Lithgow LGA 303 14.4 Strategic Directions 307 14.5 Achieving Growth in Visitation 308 14.6 Key Strategies 309 Strategy 1 Leadership, Coordination, Communication 310 Strategy 2 Presentation 314 Strategy 3 Attractions, Activities & Events 320 Strategy 4 Infrastructure, Facilities & Services 336 Strategy 5 Business & Skills Development 343 15. MONITORING 346 16. FUNDING TOURISM DEVELOPMENT 347 16.1 Tourism Grants 348 16.2 Other Grant Programs 350 16.3 Special Rates 351 APPENDICES Appendix 1 LITHGOW TOURISM STRATEGY ‐ WORKSHOP NOTES Appendix 2 LITHGOW ECONOMIC DEVELOPMENT STRATEGY – PRIORITY ACTION PLANS 5 Draft Tourism Strategy/Destination Management Plan Executive Summary Executive Summary Background In 2007, after extensive consultation with the community, Lithgow City Council adopted its Strategic Plan 2007. This Plan identified the need to undertake further strategic planning initiatives as the basis for future planning for the Lithgow Local Government Area (LGA). These initiatives included preparing a Social Plan, Cultural Plan, Economic Development Strategy, Land Use Strategy, new Local Environmental Plan, Water and Sewerage Business Plans and a Tourism Strategy. As of 2009, all Councils in NSW were required to adopt an integrated approach to planning with this articulated through a Community Strategic Plan. The Community Strategic Plan integrates social, environmental and economic issues within an improved governance and performance management framework. The Tourism Development Strategy, along with the other plans and strategies developed, provide input into the Community Strategic Plan and subsequent delivery programs. Why Develop Tourism? Lithgow LGA has a very narrow economic base, with the City highly dependent on the mining and power generation sectors. In recent years, improved technology and re‐structuring of these sectors has resulted in a decrease in demand for traditional occupations (such as machinery operators and drivers, technicians and trades workers) that have been the main‐ stay of the Lithgow community. The flow‐on effect has resulted in a decline in the number of families, young adults and children living in the Lithgow LGA. Recent planning studies undertaken by Lithgow City Council as part of its integrated planning approach have recognised the potential of the tourism sector to: Diversify and strengthen the economic base of the LGA, reducing the LGA’s dependence on the mining and power-generating sectors. Provide training and employment opportunities, particularly for young people and people looking to return to the workforce. Bring ‘new’ dollars into the community, with investment in the tourism sector yielding a higher value add spend than investment in other sectors. Improve the image and positioning of the area, and build and strengthen community pride and confidence. Enhance the lifestyle of the local community, though increased access to activities, facilities and services that would not be viable without the additional revenue received from visitors, as well as through contact with new people and ideas. Be a key driver in the ‘tree-change’ process for both people and businesses looking to relocate. 6 Draft Tourism Strategy/Destination Management Plan Executive Summary The Economic Significance of Tourism Tourism is significant contributor to the economy of Lithgow City Local Government Area (LGA).