Huon Valley Regional Tourism Strategy V4 Draft 13 Feb 09

Huon Valley Regional Tourism Strategy 2009 – 2012

FOR PUBLIC REVIEW

Draft only

Sarah Lebski & Associates 3 Danbury Drive Launceston Tasmania 7250 t 03 6330 2683 f 03 6330 2334 m 0418 134 114 e [email protected] CONTENTS

ACKNOWLEDGEMENTS 3

PREAMBLE 4

EXECUTIVE SUMMARY 5

1. INTRODUCTION 11

2. THE GLOBAL ENVIRONMENT 16

3. MARKET OVERVIEW 17

4. REGIONAL AUDITS and ANALYSES 25

5. EXPERIENCE DEVELOPMENT 45

6. INVESTMENT OPPORTUNITIES – SOME GUIDING PRINCIPLES 56

7. ACTION FRAMEWORK for Experience Development 58

8. EVALUATION 64

9. APPENDICES 65

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 2 of 65 v4 public review draft 13 February 2009 ACKNOWLEDGEMENTS

Sarah Lebski and Associates would like to acknowledge all those who assisted in the development of the Huon Valley Regional Tourism Strategy, particularly:

Aletta Macdonald Nick Stowe Glenn Doyle and other Huon Valley Council staff whose contributions provided additional insights.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 3 of 65 v4 public review draft 13 February 2009 PREAMBLE

The tourism industry is facing some profound and unexpected challenges in the wake of the current global financial crisis. Research for the development of the Huon Valley Regional Tourism Strategy was originally completed well before recent events. While much of the ‘Market The Huon Valley is blessed with an Overview’ section remains relevant, some abundance of natural attributes. information has been revised to reflect A combination of magnificent immediate issues and concerns. coastline, sheltered waterways, striking mountain ranges, forests and rolling, It should be remembered however, that fertile pastures ensure an area of the international turmoil continues and any incredible visual amenity. forecasts or assumptions are made within The Huon Valley Natural Resource a highly volatile and unpredictable Management Strategy (2006) notes environment. As a new economic cycle that ‘it is widely recognised that the emerges, its impact on Tasmanian tourism beautiful landscapes…are one of the is to date, largely unknown. key reasons that people chose to live and visit [there].’1

Photographer: Nick Osborne

1 HVNRMS (draft) 2006, p.10-1

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 4 of 65 v4 public review draft 13 February 2009 EXECUTIVE SUMMARY

INTRODUCTION

While the values of landscapes are difficult to quantify and contain a degree of subjectivity, it is widely recognized that the beautiful landscapes of the Huon Valley are one of the key reasons that people chose to live [in] and visit the Huon Valley. The Huon Valley’s landscapes are in essence the key to the identity of the Huon Valley and [a] significant tourism asset. Source: Huon Valley Natural Resource Management Strategy (draft), November 2006, p.10-1

The Huon Valley represents a region of spectacular visual appeal combined with a rich and varied cultural heritage. It has long been a playground for ‘Southerners’ and in recent years, it has attracted approximately 25% of the State’s holiday visitors. It encapsulates the Tasmanian tourism brand with its focus on contemporary communities connected with a rich living history; strong maritime connections; temperate wilderness; unique accessible wildlife; cool climate wine and food; and seasonal differences. The regional brand, in turn, distils the Huon’s distinctive attributes and their synergy with the ‘Island of Inspiration’ brand:

Take the time to create your own personal adventure of wild coastlines and sheltered waterways, quiet country roads through farmlands and forests to World Heritage wilderness. There are outdoor adventures, friendly, creative people, a rich maritime and rural heritage and delicious food and wine, so relax and spend a few days with us on the Huon Trail.

Despite its undeniable attributes, the Huon Valley does not enjoy strong visitor recognition; the region will have to adopt a highly strategic approach to build its profile as a ‘must see’ destination. Existing and future tourism development should reflect:

A critical mass of engaging, market-led experiences The regional brand The shared aspirations and values of local communities The Huon Valley Council’s broader strategic objectives.

SIGNIFICANT ISSUES, TRENDS and OPPORTUNITIES

1. Global Economic Crisis

The current economic downturn poses the biggest threat to the tourism industry in terms of its impact on discretionary spending, including holidays Conversely, the downturn also includes opportunities which may have a positive impact, including: - A weaker Australian dollar encouraging those who were previously considering overseas travel to holiday at home - Lower fuel prices supporting a return to drive tourism - Reduced interest rates and an economic stimulus package boosting discretionary spending.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 5 of 65 v4 public review draft 13 February 2009 1.1 Tasmania’s position

A recent ‘Global Financial Crisis Forum’ conducted by Tourism Industry Council Tasmania (TICT) acknowledged a number of significant threats, but also identified some positive aspects from a Tasmanian perspective including:

The Tasmanian people own and have control over the key access mechanisms through the Spirit of Tasmania Tasmania can continue to retain strong air access by stimulating demand from markets with direct flights Destination marketing can achieve greater ‘cut through’ at this time and will be very effective if it is more tactical, targeted and focused on conversion Tasmania remains a highly desirable destination There may be an opportunity to focus on younger affluent travellers as they will be less effected by the global financial crisis, in terms of their propensity to travel Particular components of the Tasmanian experience may grow in desirability including our wilderness and nature, heritage, and arts and culture Tasmania is a relaxing place where people can escape the stress of life.

In addressing a list of steps that the tourism industry should undertake in the current climate, the Forum included one of the key recommendations of the Huon Valley Regional Tourism Strategy:

Collaborate with colleagues to package and bundle experiences for visitors.

Other actions:

All operators must get into the online environment by having an effective website, distributing product online, and becoming e-commerce enabled Support Tourism Tasmania marketing efforts by implementing tactical, conversion activities in key markets Suspend sectoral or localized parochialism and unite behind the push to increase Tasmania’s market share of travel taken by Australians Work to achieve sustainable yields while still providing value for visitors Reprioritize broad industry strategies contained in Tourism 21 Continue to actively promote individual products and the destination Work to interest more Tasmanians in holidaying within their own state.2

Clearly, every Tasmanian destination or zone, including the Huon Valley, is reliant on the resilience of the broader tourism industry to ensure its own future success.

2 TICT Global Financial Crisis Forum Outcomes, Nov. 2008, pp. 3-4

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 6 of 65 v4 public review draft 13 February 2009 2. Regional tourism

Regional destinations often find it difficult to attract the attention of potential holiday travellers in a very crowded and aggressive market place State-based tourism largely relies on a few high profile experiences and locations Access enables both challenges and opportunities for regional tourism.

The Huon Valley’s regional location is typically problematic, particularly for those from interstate who provide the majority of Tasmania’s leisure visitors. It has the significant benefit of being close to a capital city which has good air access, however Hobart’s higher visitor recognition and its critical mass of attractions, activities and accommodation currently provide a good reason for travellers to ‘stay put’ or simply relegate the Huon Valley and other surrounding areas to a day visit.

Nevertheless, Hobart does offer significant opportunities for increased visitation to the Huon Valley region. With a stronger, strategic presence in the market place supported by a range of distinctive and engaging visitor experiences, the Huon Valley will attract a much greater share of Hobart’s + interstate and international visitors per annum. The city holds the key in driving both visitors and locals to the region; it is the major gateway for most market segments and continues to perform relatively well.

3. Key market trends and perceptions

TRENDS

3.1 Interstate

Visitor numbers to Tasmania have remained steady to date ‘Getaways’ or single region visits are increasing Repeat visitation to Tasmania remains at a staggering 60%+ Preference for travelling to Tasmania is relatively stable Airfares are very affordable Tasmania only requires a 0.5% increase in market share to continue an upward trend in 2009

however:

The lower-yielding VFR market (Visiting Friends and Relatives) is increasing The domestic holiday market is more competitive than ever Australians are accumulating their annual leave in preference to taking a break Unemployment is growing rapidly There is a strong contraction in consumer spending during uncertain times.

3.2 Intrastate

The Huon Valley stands to benefit from Tourism Tasmania’s latest marketing focus encouraging Tasmanians to holiday at home. Again, its accessibility from Hobart - and its population of over 200,000 residents, combined with the region’s sense of escape and tranquility, provides an appealing contrast to city living.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 7 of 65 v4 public review draft 13 February 2009 To attract Tasmanians from further afield, the Huon Valley must reposition itself in the eyes of the consumer. The local market offers considerable capacity with Tasmanians spending $642m on intrastate trips.3

PERCEPTIONS

3.3 Interstate and intrastate

While the regional landscapes are undeniably beautiful, outstanding scenery alone will not provide the Huon Valley with a competitive position in the market place – particularly when Tourism Tasmania’s recent research (the ‘Perceptions Study’) has demonstrated that Tasmanians, as well as interstate visitors, have difficulty in differentiating the various regions of Tasmania.

While the Huon Valley region is a popular day trip for southern Tasmanians – and for some interstate visitors, broader market penetration is necessary if the area is to enjoy a vibrant and sustainable tourism industry. In late 2004, Quantum Market Research found that:

Currently the area south of Hobart is simply not ‘on the holiday map’ for either the interstate or the intrastate markets. The initial challenge for the various stakeholders will be to build awareness of the region. The interstate market is likely to be more receptive to initial communications about the region as they have no significant barrier to visitation beyond awareness. The intrastate market may offer more of a challenge in terms of counteracting their existing apathy…4

Tourism Tasmania’s ‘Lighthouse Report One’ reveals a more recent finding:

Interstate travellers have a limited perception of what Tasmania has to offer as a holiday destination and an even more limited perception of Tasmania’s regions…people are unable to verbalise experiences available outside of Hobart, Launceston, Port Arthur or Cradle Mountain…5

Tourism Tasmania’s new Zone Marketing strategy will enrich the visitor’s awareness and understanding of the State’s various zones or regions.

3 Tourism 21 Strategic Business Plan 2007-2010, p. 6 4 Quantum Market Research, Huon Valley Interstate & Intrastate Development; Qualitative Research Report, October 2004, p.42 5 Tourism Tasmania, Lighthouse Report One, p.6

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 8 of 65 v4 public review draft 13 February 2009 4. Opportunities

4.1 Experience development framework

Today’s visitors are seeking engaging multi-themed destinations; ‘a menu of inspiring experiences’.6

The Huon Valley Regional Tourism Strategy has identified four themed opportunities and priorities for further tourism development within the region:

1. Maximise visitor access to the region’s fresh, local produce 2. Expand the existing focus on the arts in and around Cygnet and link with other similar experiences across the region 3. Extend the range of engaging nature-based experiences 4. Increase ‘whole of region’ water access including water-based visitor experiences.

The themed opportunities are informed by the Strategy’s underlying propositions:

Sustainable tourism development in the Huon Valley will depend on the region’s ability to move from a generic destination to one that is based on immersive, brand-aligned experiences.

New and revitalised visitor product should leverage off the current visitor hot spots – ie. the higher profile signature experiences and the major townships of Huonville, Geeveston, Franklin and Cygnet.

These strategies are recommended for their ability to:

Align with the regional and State tourism brands Fit with consumers’ interests, expectations and trends articulated through Tourism Tasmania’s recent research Showcase the Valley’s unique natural and cultural heritage through high quality and compelling visitor experiences Build on existing tourism ‘drawcards’ to develop a critical mass of themed product Refresh the Huon Valley’s core offerings, focussing on the region’s competitive advantages Articulate the shared aspirations and values of local communities Connect with the Huon Valley Council’s current strategies and objectives.

They are supported by:

An extensive audit of current products and experiences in the region The acknowledged and respective strengths of the region’s major settlements The Huon Valley Interpretation Plan which has been developed concurrently as part of the Australian Tourism Development Program’s (ATDP) Huon Trail Brand Implementation Project.

6 Hobart and surrounds zone proposition

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 9 of 65 v4 public review draft 13 February 2009 4.2 Accommodation development

Accommodation capacity is a related and significant consideration and three potential opportunities are included in the Strategy, although they require rigorous business and market research to test their veracity:

1. A ‘budget luxury’ motel at Geeveston 2. A signature experience, ecotourism development 3. A new caravan park at Huonville.

5. Concluding comments

…nature [is] the backdrop to other activities and experiences on offer – the canvas on which we build the offerings of Tasmania. In our dialogue with consumers, we need to include our story of the great food and wine available across the Island, our history and heritage, the unique designs of our local artists and our individual Island-culture.

Source: Tourism Tasmania, Lighthouse Report One 2008, p.7

The Huon Valley has an abundance of natural attributes threaded with those assets which are most valued by potential visitors to Tasmania. The region’s challenge is to create a distinctive destination by meshing a range of authentic, engaging and memorable visitor experiences within its unique and beautiful physical setting.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 10 of 65 v4 public review draft 13 February 2009 1. INTRODUCTION

1.1 Tourism and communities

Tourism is now the world’s largest industry by virtually any economic measure, including gross output, value adding, employment, capital investment and tax contributions. Source: World Tourism Organisation

Tourism is recognised as a core contributor to the Tasmanian economy. The industry has grown to over 900,000 visitors per annum, injecting $2.2b into the local economy (including intrastate day and overnight expenditure) and employing approximately 24,500 people both directly and indirectly.7

A poll conducted by the Tourism Industry Council Tasmania in April 2007 suggests that the Tasmanian community has a clear appreciation of the value of tourism; 44% of respondents ‘credited tourism with making the biggest contribution to the State’s economic growth in recent years’ and 82% ‘believe that a healthy Tasmanian tourism industry is important for Tasmania’s future’.8

Considerable research has attributed a significant number of economic, social and environmental benefits that can be derived from tourism at a regional level; often these growth opportunities would be unviable, based solely on the resident population.

1.1.2 Economic

Additional employment directly through tourism investment and activities and indirectly through supporting industries and services Increased spending generated by both visitors and tourism businesses which in turn assists the viability of local businesses A more varied economic base which meets the needs and expectations of visitors can strengthen the local economy by making it less reliant on some fluctuating, traditional industries As tourism thrives there are more opportunities for new, small businesses and entrepreneurial activity providing products, facilities and services as well as the expansion of existing businesses Tourism development can often increase revenue to Councils through rates and other charges Some visitors return to live permanently in their favourite places increasing demand for residential development.

1.1.3Social

Attracting visitors to a region can increase community awareness and pride as locals focus on those attributes that make their area special A heightened appreciation can result in the preservation and management of cultural heritage and the revival of long-held community traditions

7 Tourism Industry Council Tasmania, January 2009 8 www.tict.com.au; media release 16 April 2007

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 11 of 65 v4 public review draft 13 February 2009 Tourism can lead to an improvement in facilities enjoyed by residents and visitors ranging from a greater selection of restaurants and cafes, entertainment and retail outlets to more inviting public spaces, better roads and improved telecommunications Tourism is often a catalyst for additional educational opportunities in regional areas where residents can acquire the training and skills to meet the varied requirements of a labour-intensive industry Those visitors, often referred to as ‘sea-changers’ and ‘tree-changers’, who become permanent residents in regional areas can make a substantial contribution to the diversity and vibrancy of small towns which have previously stagnated.

1.1.4Environmental

Sustainable tourism encourages the conservation of natural resources which often underpin local distinctiveness and cultural identity.

Despite the acknowledged benefits that tourism can bring to regional communities, success is not guaranteed and potentially negative impacts must be acknowledged and minimised. A project conducted by the Tropical Savannas Cooperative Research Centre, focussing on the Carpentaria Shire in north-west Queensland, concluded that ‘to increase the net benefits of host communities from tourism, it is absolutely critical to have a fact-based understanding of tourism in the region, including tourist numbers, tourist market, visitor profiles and activities’.9

Clear and inclusive planning processes must be instigated at a regional level to ensure that tourism provides a rich visitor experience, community enhancement, the protection of natural, cultural and built heritage and sustainable outcomes.

9 www.savana.ntu.ed.au; Benefits and Costs of Tourism in Remote Communities, p.4

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 12 of 65 v4 public review draft 13 February 2009 1.2 Context

Source: Huon Trail brochure 2008

The Huon Valley Regional Tourism Strategy (HVRTS) represents one of three sub- regional plans focussing on the region south of Hobart. The others examine tourism in the Far South and the d’Entrecasteaux Channel. Their common objective is to identify both existing and future tourism development that reflects:

A critical mass of engaging, market-led visitor experiences The Huon Trail brand The shared aspirations and values of local communities The respective Councils’ broader strategic objectives.

For the purposes of this Strategy, the Huon Valley broadly includes the area from Grove, down through Huonville, Franklin, Port Huon and Geeveston, across to Cygnet and Nichols Rivulet and south to Verona Sands. The major towns are Huonville, Cygnet, Geeveston and Franklin – Dover has been incorporated into the Far South Tourism Strategy; the minor towns/areas encompass Port Huon, Glen Huon, Ranelagh, Judbury and Grove.

The following smaller settlements have also been included; Verona Sands, Garden Island, Randall’s Bay, Egg and Bacon Bay, Abel’s Bay, Charlotte Cove, Rocky Bay and Deep Bay. The visitor however, is not concerned with geographical boundaries and the three sub-regional plans are closely linked to ensure that each area can adopt a unique competitive advantage which encapsulates a distinct sense of place.

A significant part of this process will involve the development and implementation of some key thematic interpretation sites which will convey the region’s rich and engaging stories and forge powerful connections across the entire Huon Valley. (See the Huon Valley Interpretation Plan 2008 – 2011.) Ultimately, these experiences will be designed to encourage longer visitor stays, increased yield for service providers and further investment in the region.

Central to the region’s success is a clear understanding of the dynamics involved in delivering an enriching and memorable visitor experience. Today’s travellers wish to learn more, to interact with the community and to appreciate a destination from a deeper perspective. In 2002, Tourism Tasmania created, The Tasmanian Experience Strategy which remains the centrepiece for its current planning and states:

Connection with place, quality infrastructure and personalised service are vital to the success of any holiday, but it is interpretation and engagement that make the difference between a pleasant break and an unforgettable experience.10

The ‘Hobart and surrounds’ zone proposition offers ‘a menu of inspiring experiences’.

10 The Tasmanian Experience Strategy, p.1

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 13 of 65 v4 public review draft 13 February 2009 The Huon Valley Regional Tourism Strategy represents a new approach to strategic planning at a regional level. It is based on two key propositions:

Sustainable tourism development in the Huon Valley will depend on the region’s ability to move from a generic destination to one that is based on immersive, brand-aligned experiences.

Its strong experiential focus reflects The Tasmanian Experience Strategy, the recently introduced Zone Marketing, the latest visitor research and Tourism Tasmania’s broader, core objectives including those articulated in the recently revised Tourism 21.

1.2.1Methodology

The Strategy has been informed by a range of other major strategies and plans prepared by or on behalf of the Huon Valley Council. Principally, it reiterates and connects the commonality of themes and recommendations from the following:

Huon Valley Economic Development Strategy (working draft, Dec. 2008) Events and Cultural Development Strategy 2007-2010 Land Use and Development Strategy (2007) Natural Resource Management Strategy (draft, Nov. 2006) Huon Valley Township Walking Track Strategy (2007) Township Plans (2003-2004) Huon River Foreshore Master Plan (2007) Huon Valley Interpretation Plan 2008-2011 (2008) Huon Valley 2020 Community Plan (2008).

The Strategy also acknowledges the input from several community workshops that examined tourism issues in the region.

The Huon Valley Regional Tourism Strategy consists of four major components:

1. Market research and trends including visitor movement patterns and observations

2. Product /experience audits, mapping and analysis

3. Development/investment opportunities*

4. Action framework.

* These are mostly articulated in sections 4.3.4 and 5. with some guiding principles in section 6.

Each component is integrated accordingly:

1. Market research and trends provides the framework in which the regional tourism strategy is developed; this section represents a holistic overview of the current consumer climate. At a regional level, it also provides some touring data which confirms the ‘hot spots’ or natural concentration of visitors.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 14 of 65 v4 public review draft 13 February 2009 2. The product/experiences audit, mapping and analysis examines the key products and experiences in the Huon Valley including their geographical coverage. This is the first step towards identifying the opportunities for experience development including product bundling and the potential for improvement and expansion of existing products and experiences in order to build a richer visitor engagement.

See Appendix One for mapping documents

3. Recommendations for tourism development and investment opportunities are informed by the findings of 1.and 2. By merging the ‘hot spots’ and visitor demands with known gaps in product and experiences, a template emerges for more sustainable, market-led tourism development. It is understood that any potential investment concepts or sites must be guided by the Huon Valley Council’s Land Use and Development Strategy.

4. The action framework (and accompanying Worksheets) provide a practical way forward to achieve the Strategy’s identified recommendations and priorities.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 15 of 65 v4 public review draft 13 February 2009 2. THE GLOBAL ENVIRONMENT

As noted in the Preamble, the tourism industry is heading into very uncertain times and the ‘bigger picture’ requires a strategic response at every level. Tourism Industry Council Tasmania (TICT) conducted a ‘Global Financial Crisis Forum’ in November 2008 to discuss ‘the implications of the global financial crisis on the Tasmanian tourism industry’. The Forum generated strong discussion regarding the best way forward and while acknowledging some significant threats, a series of key opportunities were also identified:

A weaker Australian dollar will provide an incentive for those previously looking offshore to holiday domestically Tasmania continues to offer strong value at all scales of the holiday spectrum – ie. from budget to luxury The Tasmanian people own and have control over the key access mechanisms through the Spirit of Tasmania Tasmania can continue to retain strong air access by stimulating demand from markets with direct flights Destination marketing can achieve greater ‘cut through at this time and will be very effective if it is more tactical, targeted and focused on conversion Tasmania remains a highly desirable destination There may be an opportunity to focus on younger affluent travellers as they will be less effected by the global financial crisis, in terms of their propensity to travel Particular components of the Tasmanian experience may grow in desirability including our wilderness and nature, heritage, and arts and culture Tasmania is a relaxing place where people can escape the stress of life.

The Forum also stated some steps for industry to take in the current economic climate:

All operators must get into the online environment by having an effective website, distributing product online, and becoming e-commerce enabled Support Tourism Tasmania marketing efforts by implementing tactical, conversion activities in key markets Suspend sectoral or localized parochialism and unite behind the push to increase Tasmania’s market share of travel taken by Australians Work to achieve sustainable yields while still providing value for visitors Reprioritize broad industry strategies contained in Tourism 21 Continue to actively promote individual products and the destination Collaborate with colleagues to package and bundle experiences for visitors Work to interest more Tasmanians in holidaying within their own state.11

Clearly, Tasmania’s regional visitor destinations, including the Huon Valley are reliant on the resilience of the broader tourism industry to ensure their own future success.

11 TICT Global Financial Crisis Forum Outcomes, Nov. 2008, pp. 3-4

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 16 of 65 v4 public review draft 13 February 2009 3. MARKET OVERVIEW

3.1 Tasmanian tourism

According to Tourism Tasmania’s Tasmania Visitor Survey (TVS), the State hosted a total of 849,700 visitors in the year ending June 2008, representing an increase of 2.7% in comparison with the same period in the previous year. Of that 849,700, 631,100 were leisure visitors, up 1% on June 2007. The total number of international arrivals remained stable down 1% to 155,900. Domestic visitation was still dominated by Victoria, followed by New South Wales and Queensland.

These statistics should be viewed within the context of several other important factors:

- average leisure visitor length of stay was 8.7 nights previously 9.0 nights - average leisure visitor spend per night was $371.00 previously $350.00 - average leisure visitor spend per trip was $3,256.00 previously $3,119.00 - holiday touring market (4+ nights) increased by 1.7% to 260,900 - holiday short break market (1-3 nights) increased by 29.5% to 64,700.

Leisure visitors include those on holidays and those visiting friends and relatives (VFR). Where possible, the Strategy’s data refers to that segment, however in a few instances the TVS only refers to holiday visitors and they have been noted accordingly.

Seasonal and sampling issues have a greater influence on quarterly results than annual results. Tourism Tasmania advises that care should be taken in comparing changes between two quarters.

While total expenditure has continued to rise, albeit over fewer nights, the VFR (visiting friends and relatives) market also remains very strong at 22% of total visitation.

‘Getaways’ or single region visits have now eclipsed the short break and although they currently represent less than 10% of the total holiday market, they are indicating rapid and substantial growth.

Tourism Tasmania’s new regional marketing focus will enrich the visitor’s awareness and understanding of our various ‘zones’. The latest predictions suggest that, ‘it is likely that length of stay will decrease from the current seven-day average to shorter single destination selections such as hub and spoke touring of Hobart and Launceston and surrounds’.12

Relatively speaking, preference for travelling to Tasmania has remained healthy compared with very soft national trends – eg. preference grew from the September 2007 quarter to 16% to peak in March to 17.3%. The latest results for June 2008 show a slight decrease to 16.7%.

12 Tourism Tasmania, Our Environment, November 2008, p.21

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 17 of 65 v4 public review draft 13 February 2009 Repeat visitation is showing some further improvement with more visitors returning to Tasmania, albeit for fewer nights. This pattern may change given the domestic forecast to at least 2010.

Interest in a Tasmanian holiday remains relatively high in our key interstate markets, however the challenge to convert interest into action is increasingly important.

International travellers represent 18% of Tasmania’s overall tourism business. Prior to recent global events, Tourism Tasmania was forecasting substantial growth in the inbound market to over 20% of total visitation within the next five years. Inevitably the short term outlook must now be considered ‘soft’ at best, although ultimately, long haul travellers, who stay longer and spend more, will return as an important component of the State’s tourism business.

Overall, Tasmanian tourism has enjoyed an extraordinary period of growth since June 2001, and as interstate and international markets enter a period of instability, the opportunities to stimulate intrastate travel come to the fore.

The local market offers considerable capacity with Tasmanians spending $642m on intrastate trips.13 Tourism Tasmania’s business strategy document, New Directions for Our Island (2006) had already highlighted a new focus on Tasmanians holidaying within their own state which is likely to gain additional momentum under the current economic circumstances.

3.2 National trends

Tasmania will continue to reflect broader patterns. At a national level, various social and economic factors had already resulted in a relatively flat domestic leisure market prior to the international financial crisis. Research conducted by Tourism Tasmania and Tourism Research Australia has identified some key issues that will continue to impact on the State’s tourism outlook:

a highly competitive domestic tourism environment with a greater reliance on Australians holidaying at home; low cost air fares and better access combined with huge promotional campaigns for targeted destinations; an increasing share of leisure travel taken as VFR, rather than holiday travel the continuing accumulation of annual leave; and a strong contraction in overall consumer spending during uncertain times.

At a more positive level and as noted at the TICT Forum, the Australian dollar has fallen considerably which ‘improves the competitiveness of Australian inbound tourism against other destinations, and the competitiveness of domestic tourism against outbound travel’14. The recent decrease in fuel prices should also encourage a return to drive tourism stimulating both day and overnight expenditure, and lower interest rates and the recent economic stimulus package may serve as a counterpoint to some negative trends. The Australian economy is considered relatively resilient and is ‘expected to outperform nearly all developed economies in 2009’.15

13 Tourism 21 Strategic Business Plan 2007-2010, p.6 14 Tourism Research Australia, Tourism Forecasting Committee’s Forecast 2008, Issue 2, p.6 15 ibid, p.15

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 18 of 65 v4 public review draft 13 February 2009 Inevitably, opportunities will always occur within particular visitor segments eg. the younger, affluent group mentioned earlier and whose desire to travel is funded on the basis of income rather than accumulated wealth.

3.3 Market summary

Less optimistic predictions for Australian domestic tourism were circulating well before the economic downturn, however to date, visitation to Tasmania has continued to increase on an annual basis.

Tasmania currently attracts just over 4% of the domestic market. Tourism Industry Council Chief Executive, Daniel Hanna has stated that the State ‘would only need to win an extra half a per cent [of market share] for the industry to continue growing in 2009…’16

In the last twelve months or so, Tourism Tasmania has undertaken significant new research into consumer perceptions, which is now informing fresh, distinctive and innovative marketing. Regardless of the current instabilities, the State must continue to drive industry growth, repositioning Tasmania as a visitor destination, strengthening our appeal with core markets and activating emerging opportunities.

3.4 Huon Trail profile

Data specific to the Huon Valley is limited, however touring route statistics provide the most reliable source.

The following data is based on information from the Tasmanian Visitor Survey (TVS). Considerable caution should be exercised in its interpretation as the sample size is small. The tables below represent a snapshot regarding visitation to the Huon Valley region.

16 The Examiner, 31 Dec., 2008, p.3

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 19 of 65 v4 public review draft 13 February 2009 Table 3.4.1 Huon Trail Visitation and Comparative Data

% Year ending June 05 June 06 June 07 Change Market June share*

Total Tasmania 757,559 812,514 827,050 +1.8% -

Total Huon Trail (HT) 229,369 233,282 217,514 - 6.8% 26.3%

Visitors who stayed 39,213 42,003 32,088 -23.6% 3.9% overnight on HT

Total nights for HT 135,785 161,215 210,390 +30.5% 7.0%

Source: TVS *HT market share compared with all other Tasmanian touring routes (10). June 2008 data not available.

Table 3.4.2 Huon Trail Holiday Visitation by Town June 07/08

Stopped and Town* Passed through Stayed 1+ nights looked around (not stopping) (not overnight)

Geeveston 6,600 or 6% of all 54,100 48,900 leisure visitors to (59,300 in 06/07) 109,600 (38,900 in 06/07) Geeveston stayed (103,300 in 06/07) 1+ nights +30.6%

Huonville 13,800 or 8.5% of 70,500 79,000 all leisure visitors to 163,300 (47,900 in 06/07) (88,600 in 06/07) Huonville stayed (147,600 in 06/07) 1+ nights +24.2%

Source: TVS *Geeveston and Huonville are the only HV towns about which data has been consistently collected.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 20 of 65 v4 public review draft 13 February 2009 3.5 Regional trends: data

The following summary of broader trends is based on the TVS data, year ending June 2008:

Overnight stays have risen at a higher proportion than holiday visitation; the no. of holiday visitors spending 1+ nights on the Huon Trail has increased for the first time since 2003 to 34,300 The average no. of nights spent on the Huon Trail to YE 6/08 = 4.4 Total holiday nights spent on the Huon Trail to 6/08 = 202,100 The overall statistics for the Huon Trail show a marked trend towards fewer visitors spending more nights There is considerable capacity for growth – eg. conversion of the high numbers that simply pass through the major towns without stopping, illustrated in Table 3.4.2.

Due to a change in TVS reporting procedures, no comparative trend data is available for the Huon Trail between YE June 07 and YE June 08.

3.5.1Regional trends: visitor movements and ‘hot spots’

The following visitor information for some Huon Trail towns refers to interstate and international visitors only. It does not include intrastate visitation. However, visitor data for attractions is assumed to include intrastate patrons.

The identification of regional ‘hot spots’ or tourism clusters are critical to the Huon Valley strategy. The various levels of visitation data provide important indicators which in turn will be meshed with a Product and Experience Audit later in the document. The Audit (in conjunction with the mapping graphics) will not only serve to establish key locations for existing products, but will ultimately provide an informed reference point to guide future growth and investment throughout the region.

Information available through the TVS and local operators substantiates some clear visitor patterns; other conclusions are inevitably subjective, in the absence of quantifiable data:

The two main towns featured in the TVS – Huonville and Geeveston, both recorded a rise in visitation to YE June 08; 6% and 10% respectively. (See Table 3.4.2.)

Visitation to two of the ‘Big Four’ attractions – the Tahune AirWalk, Hastings Caves and Thermal Springs, Peppermint Bay and Bruny Island Charters, has increased. This could be due to the fewer regional visitors supporting more attractions – which also connects with the shift towards longer stays. Visitation to Hastings Caves and Thermal Springs decreased 11% to YE June 08, or 4,700 people. The Parks and Wildlife Service suggests that the coming year will see an increase in visitation as a refurbished visitor centre, and a new fee structure and ticketing procedures come on line.

Table 3.5.1 reveals the substantial visitation to the ‘Big Four’, all of which are likely to remain a major influence on visitor movement in the foreseeable future.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 21 of 65 v4 public review draft 13 February 2009 The data below has been provided by the respective operators (with the exception of the AirWalk which has been sourced through TVS); visitor numbers are based on a count of tickets sold, or meals sold, in the case of Peppermint Bay.

Table 3.5.1 the ‘Big Four’ Visitor Numbers

Hasting Peppermint Tahune Caves and Bruny Island Year Bay AirWalk Thermal Charters Restaurant Springs

48,700 2005/2006 105,200 40,500 13,500

2006/2007 99,300 40,900 54,500 17,900

2007/2008 110,400 36,200 54,200 19,600

Although the Huon Valley contains only one of the four attractions mentioned above, it plays a major role in the dispersion of visitors to and between the other experiences.

Bruny Island Charters has seen significant growth in the last three years, but it does have limited capacity. The other three attractions while not unlimited, have a far more flexible capacity and therefore are in a more responsive position to meet growing demand.

Bruny Island Charters and Peppermint Bay present challenges in terms of actually increasing visitation to the Huon Trail, as both provide a direct service transferring visitors from Hobart. Consequently a proportion of their visitors are unable to experience other attractions and towns along the Trail without making a separate trip.

Understandably, visitation to towns and attractions decreases further south from Hobart. This is a more sparsely populated area with fewer visitor options. The AirWalk captures the greatest share of visitors; more than double for Hastings Caves and Thermal Springs. It is possible that visitors either travel the Huon Valley or the Channel but not both, therefore not following the Trail circuit. The geography of the ‘south of Hobart’ region is highly conducive to flexible visitor movement with interlacing roads offering multiple options – eg. at Cygnet and Huonville, travellers can choose a number of different directions.

The TVS is inevitably restrictive, given the incomplete nature of its scope for any particular region. In relation to the Huon Trail, Dover was replaced by Cockle Creek in 06/07, but has now been reinstated - being the gateway to the Far South and providing a critical mass of accommodation for the area. More importantly for this Strategy, Franklin is omitted, although its waterfront position and general town amenity indicate considerable potential as a major visitor zone.

In summary, the ‘Big Four’ attractions will continue to draw visitors into their respective areas and thus provide considerable opportunities for existing and prospective businesses to leverage off their popularity.

Additionally, it is logical to continue building capacity at Huonville, Geeveston, Franklin and Cygnet.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 22 of 65 v4 public review draft 13 February 2009 Each town has interesting and distinctive characteristics and therefore significant potential to increase visitation and yield through a series of differentiating experiences:

Huonville, the apple industry and heritage; Geeveston, forestry and timber; Cygnet, the arts; and Franklin, water and maritime connections.

These themes are supported in the Huon Valley Interpretation Plan17 and other Council documents.

Importantly the Valley’s four major settlements also have:

A sufficient number of services and amenities to attract those already touring the region The required infrastructure for further development – ie. water, sewage and electricity supplies.

As Cygnet is situated between the two ‘sides’ of the region, it is recommended that some focus is given to visitor experiences that have the capacity to link the Huon Valley and the Channel.

There is a more substantial challenge in building visitor interest in lesser known parts of the region; inevitably, market forces will prevail and ultimate success will be dependent on the Huon Valley’s ability to effectively compete in the market place.

3.6 Other challenges and opportunities

3.6.1 Regional visitation

Much of regional Australia is experiencing major challenges in attracting visitor share, with state-based tourism supported by a few high profile experiences and locations. In a crowded, aggressive and increasingly budget-oriented market place, low cost Asian destinations may appear more exotic and better value than a Tasmanian holiday; competition certainly exceeds other Australian cities and regions.

The Huon Valley’s regional location is also typically problematic, particularly for those from interstate who provide the majority of Tasmania’s leisure visitors. It has the significant benefit of being close to a capital city which has good air access, however Hobart’s higher visitor recognition and its critical mass of attractions, activities and accommodation currently provide a good reason for travellers to ‘stay put’ or simply relegate the Huon Valley and other surrounding areas to a day visit.

Nevertheless, Hobart does still offer significant opportunities for increased visitation to the Huon Valley region. The city holds the key in driving both visitors and locals to the region; it is the major gateway for most market segments and continues to perform relatively well. With a stronger, strategic presence in the market place supported by a range of distinctive and engaging visitor experiences, the Huon Valley will attract a much greater share of Hobart’s 600,000+ interstate and international visitors per annum.

17 Anna Housego, Huon Valley Interpretation Plan 2008-2011, p. 5-6

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 23 of 65 v4 public review draft 13 February 2009 The city also provides a local population of approximately 200,000 Tasmanians living ‘on the doorstep’ of the Huon Valley. Additionally:

The ‘Getaway’ holiday market is showing a preference for multiple nights in a single region which offers potential benefits for the Huon Valley The new Zone Marketing strategy will assist the region’s profile.

3.6.2 Consumer perceptions

While the Huon Valley region has traditionally been a popular day trip for southern Tasmanians – and for some interstate visitors, broader market penetration is necessary if the area is to enjoy a vibrant and sustainable tourism industry. In late 2004, Quantum Market Research found that:

Tourism Tasmania’s ‘Lighthouse Report One’ reveals a more recent finding:

‘Interstate travellers have a limited perception of what Tasmania has to offer as a holiday destination and an even more limited perception of Tasmania’s regions…people are unable to verbalise experiences available outside of Hobart, Launceston, Port Arthur or Cradle Mountain…’19

The region’s tourism future lies in its ability to continue building and refreshing brand-aligned experiences that communicate a clear and distinctive message to the market; otherwise it will be overshadowed by its competitors and remain a largely generic proposition for potential visitors.

18 Quantum Market Research, Huon Valley Interstate & Intrastate Development; Qualitative Research Report, October 2004, p.42 19 Tourism Tasmania Lighthouse Report One, p.6

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 24 of 65 v4 public review draft 13 February 2009 4. REGIONAL AUDITS and ANALYSES

The audit section consists of several, different layers:

1. An inventory of all tourism businesses in the Huon Valley region listed by location and broadly-based category descriptor 2. An accommodation audit and analysis 3. A detailed product and experiences audit.

Information contained in all the audits has been collated from a number of sources including Tourism Tasmania’s TigerTOUR database, Travelways, the Huon Valley Council’s database and operator web sites.

Note: A series of maps are currently being designed to support the information in the audits.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 25 of 65 v4 public review draft 13 February 2009 4.1 Industry overview

The following table provides an industry overview, and signifies the balance of accommodation, attractions, activities and other related tourism businesses in the region. This list comprises approximately 90% of relevant businesses and is considered to be representative of the industry base in the Huon Valley. Some more generic activities, such as golf have been excluded from the audit.

Table 4.1.1 List of Tourism Businesses by Location and Category

Business Name Location Category

Camellia Cottage At Maple Hill Castle Forbes Bay Accommodation Castle Forbes Bay House Castle Forbes Bay Accommodation Donalea Bed & Breakfast Tasmania Castle Forbes Bay Accommodation Huon Valley Backpackers Cradoc Accommodation Bellabunka Cygnet Accommodation 2 C's Bed And Breakfast Cygnet Accommodation Cherryview Cygnet Accommodation Cygnet Bay Waterfront Retreat Cygnet Accommodation Cygnet Holiday Park Cygnet Accommodation Cygnet Art Hotel Cygnet Accommodation Fair Light Tasmania Cygnet Accommodation Green Gables B&B Cygnet Accommodation Villa Talia Cygnet Accommodation Deep Bay Waters Deep Bay Accommodation Niche - Southern Tasmanian Yoga Retreat Centre Deep Bay Accommodation Paradise Lodge Deep Bay Accommodation Huon Charm Waterfront Cottage Desolation Bay Accommodation Cottage On Main Franklin Accommodation Franklin Lodge Franklin Accommodation

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 26 of 65 v4 public review draft 13 February 2009 Business Name Location Category

Huon Franklin Cottage Franklin Accommodation Kay Creek Cottage Franklin Accommodation Whispering Spirit Holiday Cottage and Miniature Pony Stud Franklin Accommodation Hartzview Vineyard Homestead Gardners Bay Accommodation Talune Host Farm Gardners Bay Accommodation Bears Went Over the Mountain Geeveston Accommodation Cambridge House Geeveston Accommodation Geeveston Forest House Geeveston Accommodation Lightwood Lodge Geeveston Accommodation Lilly’s Loft Bed & Breakfast Geeveston Accommodation Arundel Cottage Glaziers Bay Accommodation Riverside, Glaziers Bay Glaziers Bay Accommodation Shetland Rest Glaziers Bay Accommodation Spa Karma Glen Huon Accommodation Crabtree River Cottages Grove Accommodation Huonville Guesthouse Huonville Accommodation Huonville Grand Hotel Huonville Accommodation Huon Valley Bed & Breakfast Huonville Accommodation Matildas of Ranelagh Huonville Accommodation Walton House B & B Huonville Accommodation Horse Haven Farmstay Judbury Accommodation Stringy Bark Holiday Accommodation Judbury Accommodation Beaupre Cottage Lymington Accommodation Kermandie Hotel Port Huon Accommodation Kermandie Lodge Port Huon Accommodation Port Huon Cottages Port Huon Accommodation Huon Bush Retreats Ranelagh Accommodation Enchanted Woods Castle Forbes Bay Attraction Panorama Vineyard Cradoc Attraction Cygnet Living History Museum Cygnet Attraction Englert Gallery Cygnet Attraction Doepel Gallery Cygnet Attraction Gingernutt Gallery Cygnet Attraction Home and Body Shop Cygnet Attraction Jill Miller Watercolour Studio Cygnet Attraction Lovett Gallery Cygnet Attraction

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 27 of 65 v4 public review draft 13 February 2009 Business Name Location Category

Molly Murphy’s Cygnet Attraction Near and Far Cygnet Attraction Niche - Southern Tasmanian Yoga Retreat Centre Cygnet Attraction Phoenix Creations (Eagle House Gallery) Cygnet Attraction Sheena Lowe Ceramics Cygnet Attraction Stanley’s Gallery Cygnet Attraction Sue Thain Pottery Cygnet Attraction Welcome Swallow Cyderworks Cygnet Attraction Whispering Tree Gallery, The Cygnet Attraction Wooden Boat Centre - Tasmania Franklin Attraction Garden Island Elysium Gardens and Nursery Creek Attraction Hartzview Vineyard and Pickers’ Hut Village Gardners Bay Attraction Forest and Heritage Centre Geeveston Attraction Southern Design Centre Geeveston Attraction Tahune Forest AirWalk and Visitor Centre Geeveston Attraction Elsewhere Vineyard Glaziers Bay Attraction Scented Rose, The Glaziers Bay Attraction No Regrets Vineyard Glaziers Bay Attraction Tas-Saff Glaziers Bay Attraction Glen Huon Model Village Glen Huon Attraction Huon Valley Mushrooms Glen Huon Attraction Studio Karma Glen Huon Attraction Apple and Heritage Museum Grove Attraction Stonehouse Gardens, The Grove Attraction Huonville Parks Shop Huonville Attraction Panorama Providore Huonville Attraction Treasures Old and New Huonville Attraction Woodfired Pottery Huonville Attraction Chakaya Alpacas Judbury Attraction Tassie Blue Blueberries Lymington Attraction Tru-Blu Berries Lymington Attraction Aboriginal Living History Museum Nicholls Rivulet Attraction Huon Choice Organic Blueberries and Petcheys Bay Vineyard Organic Fruit Wines Petcheys Bay Attraction Port Huon Trading Post Port Huon Attraction Commercial Hotel Cygnet Dining

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 28 of 65 v4 public review draft 13 February 2009 Business Name Location Category

Conservatory, The Cygnet Dining Cygnet Art Hotel Cygnet Dining Cygnet Central Hotel Cygnet Dining Divigne Café Cygnet Dining Red Velvet Lounge Cygnet Dining School House Coffee Shop Cygnet Dining Lotus Eaters Café Cygnet Dining AquaGrill Franklin Dining Franklin Gallery Café Franklin Dining Franklin Tavern Franklin Dining Franklin Wood-fired Pizza Franklin Dining Huon’s Little Treasure Bistro Franklin Dining Lady Franklin Hotel Bistro Franklin Dining Petty Sessions Café Franklin Dining Tas. Private Realty Coffee Shop Geeveston Dining Boat House Café Huonville Dining Boatshed Café Huonville Dining Ebony’s Coffee Shop Huonville Dining Happy Huon Coffee Shop Huonville Dining Huon Manor Restaurant Huonville Dining Huonville Grand Hotel Huonville Dining Home Hill Vineyard & Winery Restaurant Ranelagh Dining Eagle Hang Gliding Geeveston Tour Huon Jet Huonville Tour Huon River Pedal Boats Huonville Tour M.V. Southern Contessa Huonville Tour TasForest Tours Huonville Tour Huon Valley Horsetrekking Judbury Tour Rod and Fly Tasmania Mountain River Tour Port Huon Boat Charters Port Huon Tour Source: Tourism Tasmania’s TigerTOUR and Huon Trail databases

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 29 of 65 v4 public review draft 13 February 2009 4.1.2 Summary comment

Table 4.1.1 confirms the dominance of accommodation over visitor experiences which is typical throughout Tasmania’s regions. It is rare however for accommodation businesses to drive visitation to a particular location.

4.2 Accommodation audit

The accommodation audit signifies current locations, capacity and type. It will assist in identifying visitor zones or ‘hotspots’ and illustrate the locations where visitor experiences can be supported and enhanced by an overnight stay. The accommodation analysis will include the sector’s strengths and weaknesses at a local level.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 30 of 65 v4 public review draft 13 February 2009 Table 4.2.1 Accommodation Audit – Huon Valley

Huon Valley

Huonville Glen Huon, Grove, Huonville, Judbury, Ranelagh

Business name Location Type Rooms Beds price price Region min $ max $

Spa Karma Glen Huon BB 1 4 480 480 HV Crabtree River Cottages Grove SC 4 9 140 170 HV Matilda's of Ranelagh Huonville BB 3 6 175 205 HV Walton House B & B Huonville BB 3 8 120 135 HV Huonville Grand Hotel Huonville HO 17 40 30 50 HV Huonville Guesthouse Huonville BB 1 1 95 135 HV Huon Valley Bed and Breakfast Huonville BB 2 3 120 135 HV Stringy Bark Holiday Accommodation Judbury SC 2 12 125 125 HV Horse Haven Farmstay Judbury BB 1 4 100 140 HV Huon Bush Retreats - CABINS Ranelagh SC 3 12 195 195 HV Huon Bush Retreats - SITES Ranelagh CC 5 15 25 25 HV

42 114

Cygnet Cradoc, Cygnet, Deep Bay, Gardners Bay, Glaziers Bay, Lymington Business name Location Type Rooms Beds price price Region min $ max $ Huon Valley Backpackers Cradoc BA 10 20 20 50 HV 2 C's Bed and Breakfast Cygnet BB 1 4 70 120 HV Bellabunka Cygnet BB 1 4 90 180 HV Cherryview Cygnet SC 1 1 120 140 HV Cygnet Bay Waterfront Retreat Cygnet BB 5 12 100 150 HV Cygnet Holiday Park Cygnet CC 31 93 15 20 HV Cygnet Art Hotel Cygnet HO 7 19 60 95 HV Fair Light Tasmania Cygnet SC 1 4 150 210 HV Green Gables B&B Cygnet SC 1 2 100 150 HV Villa Talia Cygnet SC 1 2 400 450 HV Deep Bay Waters Deep Bay SC 1 5 100 140 HV Niche - Southern Tasmanian Deep Bay BB 4 4 85 120 HV Yoga Retreat Centre Paradise Lodge Deep Bay SC 1 5 80 140 HV Gardners Hartzview Vineyard Homestead SC 3 6 140 180 HV Bay Gardners Talune Host Farm SC 3 15 60 60 HV Bay Glaziers Arundel Cottage SC 1 4 110 110 HV Bay Glaziers Riverside, Glaziers Bay SC 1 6 210 210 HV Bay Glaziers Shetland Rest SC 1 3 170 200 HV Bay Beaupre Cottage Lymington SC 1 2 210 210 HV 75 211

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 31 of 65 v4 public review draft 13 February 2009 Huon Valley

Geeveston Castle Forbes Bay, Desolation Bay, Geeveston, Port Huon Location Type Rooms Beds price price Region Business name min $ max $ Castle Camellia Cottage At Maple Hill BB 1 2 100 100 HV Forbes Bay Castle Castle Forbes Bay House BB 2 45080HV Forbes Bay Donalea Bed and Breakfast Castle BB 2 4 100 130 HV Tasmania Forbes Bay Huon Charm Waterfront Desolation SC 2 6 115 135 HV Cottage Bay Geeveston Forest House Geeveston BA 8 16 20 40 HV Bears Went Over the Mountain Geeveston BB 3 6 115 130 HV Cambridge House Geeveston BB 4 10 75 130 HV Lilly’s Loft Bed and Breakfast Geeveston BB 1 3 100 145 HV Lightwood Lodge Geeveston SC 1 8 120 120 HV Kermandie Hotel Port Huon HO 11 19 80 115 HV Kermandie Lodge Port Huon SC 26 79 90 106 HV Port Huon Cottages Port Huon SC 9 24 105 150 HV 70 181 Franklin Franklin

Location Type Rooms Beds Price Price Region Business name min $ max $ Franklin Lodge Franklin BB 4 10 120 170 HV Huon Franklin Cottage Franklin BB 2 4 90 145 HV Cottage On Main Franklin SC 1 6 110 150 HV Kay Creek Cottage Franklin SC 1 2 110 110 HV Whispering Spirit Holiday Cottage and Miniature Pony Franklin SC 1 27593HV Stud 9 24 Excluding camp sites NOTES: Huon Valley Estab Beds Estab Beds Beds Beds Estab Estab Huonville - Huon Establishment + % of % of % of % of Bush Retreats = Beds (Capacity) total total total total two accom. types, one business. Huonville 8 107 21% 21% 92 23% 10 22% Cygnet 14 199 36% 40% 106 27% 18 40% Cygnet - beds data Geeveston 12 172 31% 34% 172 44% 12 27% inflated by Cygnet Franklin 5 24 13% 5% 24 6% 5 11% Holiday Park 93 SITES not 'ready TOTAL 39 502 394 45 to use' beds. Huon Valley Accommodation type BA BB CC HO SC BA Backpackers Huonville 4 1 1 3 9 Cygnet 1311 8 14 BB Bed & Breakfast Geeveston 1 6 5 12 CC Caravan Franklin 2 3 5 Park/Campground TOTAL 2 15 2 2 19 40 % of total HV accom. 4% 38% 4% 6% 47% HO Hotel Beds 36 93 108 78 203 518 SC Self contained

% of total beds in the HV 7% 18% 21% 15% 39%

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 32 of 65 v4 public review draft 13 February 2009 4.2 Accommodation audit - continued

The following graphs indicate the ratio of establishments and beds within each town and accommodation type.

*Town groupings:

Huonville: Huonville, Grove, Ranelagh, Glen Huon, Judbury

Cygnet: Cygnet, Cradoc, Lymington, Gardeners Bay, Glaziers Bay, Deep Bay

Geeveston: Geeveston, Port Huon, Castle Forbes Bay, Desolation Bay Franklin: Franklin only

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 33 of 65 v4 public review draft 13 February 2009 Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 34 of 65 v4 public review draft 13 February 2009 4.3 Accommodation analysis

4.3.1Establishments and beds

While Cygnet has the most accommodation establishments in the Huon Valley (9) and appears to have the greatest capacity, it must be noted that of the 211 bed capacity, 93 are counted as being caravan and camping sites – capacity that can only be used if a visitor has their own caravan or tent. With this taken into account, Huonville has a similar capacity to accommodate ‘walk-in’ visitors in this area (114 beds).

Within the scope of this audit, the current significant clusters of accommodation are around Cygnet and Huonville.

The main choice of accommodation across the Huon Valley is in self contained houses, cabins, cottages or retreats (47%), followed by Bed and Breakfasts (38%). Fifty five per cent of the self contained accommodation is located in greater Cygnet (12 establishments).

With the inclusion of caravan and camp site capacities, there are potentially over 500 available ‘beds’ on average each night within the Huon Valley. Over the course of a year, this means there is capacity to accommodate just over 193,000 visitor nights. As of the year ending June 2008, only 80,300 nights were spent by visitors between Geeveston and Huonville combined, indicating that some establishments must experience low occupancy levels.

Conversely, accommodation providers participating in a Huon Trail workshop in December 2006 reported significantly high annual average occupancy rates – some as high as 70%. This strategy endorses the view ‘that there [needs] to be a better understanding and some monitoring of regional occupancy rates if the region was to consider a specific, consistently applied and singular message relating to staying one or more nights’.20

4.3.2 Tariffs

The average tariff is distorted by several accommodation providers whose rates are substantially higher than the others. Based on the maximum tariff across the region, $144.00 represents the average; based on the minimum tariff, that figure reduces to $118.00 per night for two people. If the two more expensive properties are removed, the average maximum tariff across the region becomes $130.00; the minimum, $102.00. There is a considerable choice of rates within the minimum/maximum range.

4.3.3 Accommodation summary

The Huon Valley has four major clusters of accommodation; Huonville, Cygnet, Geeveston and Franklin The majority of accommodation is self-contained A significant percentage of accommodation is provided by camp sites and caravan parks There is no signature accommodation experience in the Huon Valley There is no single site that can accommodate coach groups or larger conference groups.

20 Report on the Huon Trail Workshop, December, 2006

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 35 of 65 v4 public review draft 13 February 2009 4.4 Key accommodation investment

The draft Huon Valley Economic Development Strategy states that ‘an urgent shortage of tourist accommodation has been recognised in the Huon Valley and this needs to be addressed to take advantage of a growing tourism industry’.21

The region already enjoys a relatively high number of day visitors. Its current offerings suggest that it is also a multi-day destination and its appeal will certainly increase as new and revitalised visitor experiences are developed. While market forces will inevitably determine investment choices, it is clear that if the region wishes to increase the conversion from day visitors to overnight stays, encourage further touring and hold more visitors for longer, the issue of accommodation capacity becomes paramount.

The following recommendations are based on the regional accommodation audit as well as input from Huon Valley Council representatives and local tourism operators. Their business viability has not been scrutinised in any way:

1. A ‘budget luxury’ motel22 at Geeveston would assist in building capacity in and around an area that already has two significant attractions – Tahune AirWalk and Hastings Caves and Thermal Springs. Depending on room numbers and configurations, it may also diversify the region’s target markets, encouraging coach groups and larger conference groups into the area. The Huon Valley Council has identified council-owned land adjoining Heritage Park at Geeveston has a potential development site.

Anecdotal evidence suggests there is unmet demand for budget and family accommodation throughout the region however these markets are unlikely to grow in the near future and any related development should be particularly mindful of market trends.

2. A signature ecotourism venture could draw a more affluent visitor mix deeper into the region and showcase the Valley’s extraordinary natural attributes. Such a property should focus on a strong ‘sense of place’. The proposed resort at Cockle Creek is well placed to help meet this need should it proceed. Forestry Tasmania has been considering accommodation facilities at the Tahune AirWalk for some time and will be revisiting the concept in the near future.

3. Although the current inventory of caravan/campervan/camping sites may appear substantial, the location of these facilities in Dover, Snug, Cygnet and Southport suggests that a potential site for a new caravan park in Huonville may have some merit.

The Council’s Land Use and Development Strategy also supports the need for additional caravan, motorhome and camping facilities in the region citing a demonstrated demand.23 The Tasmanian Visitor Survey indicates that this market is increasing; for example, interstate spend has risen from $265m to $316m since 2004.

21 HVEDS (working draft), p.66 22 The recently constructed, ‘Motel Strahan’ on the West Coast is an excellent example of this new ‘budget luxury’ trend 23 HVLUDS, 2007, p.98

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 36 of 65 v4 public review draft 13 February 2009 Conversely, the development of recreational vehicle (RV) - friendly camping sites could offer a way of improving facilities and avoid the significant capital investment required in the development of a caravan park.

Tourism Tasmania is undertaking a desktop assessment of the caravan and holiday park sector which will be completed by June 2009. This should assist in informing the Council and potential investors regarding the way forward.

The Huonville Foreshore Development Plan has identified council-owned land opposite the foreshore as a potential development site. It is currently leased to a garden and gravel business. There is another site on the opposite side of the river which offers good, open space and may be suitable.

4. Seasonal accommodation demand has not been measured to date, although approximately 500 fruit pickers are employed in the Huon Valley between December and April each year. Their requirements should be considered as part of the overall accommodation mix.

The Huon Valley Economic Development Strategy (working draft) recommends the establishment of ‘three separate five-star tourist facilities giving priority for those facilities to be established at Cockle Creek, Franklin and either Tahune or Cygnet…and one 3 star tourism facility in the Port Huon/ Geeveston area’.24

It is recommended that latent demand modelling and analysis should be used to test the veracity of all the assumptions noted above. Once that testing is completed, the Council may consider developing a prospectus to actively encourage appropriate investment.

The Huon Valley must work towards an appropriate balance of accommodation and experiences in order to build a sustainable tourism destination.

4.5 Product and experiences audit

…destinations are delivering their offerings based on one or more sets or groupings of themed experiences.

Source: Tourism Tasmania

The product and experiences audit identifies the current range of visitor experiences in the region and categorises each of them according to the key regional themes that are expressed through the Huon Valley brand; food and wine, art and creativity, nature, waterways and associated attributes. These themes should provide a focus for the holistic development and delivery of engaging and meaningful visitor experiences that build on the region’s strengths and strongly reflect a sense of place.

24 HVEDS (working draft) December 2008, p.7 The themes relating to nature and waterways are similar in their focus on nature-based, soft adventure and for the purposes of this Strategy, they may ultimately be considered together.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 37 of 65 v4 public review draft 13 February 2009 The product and experiences audit also pinpoints the locations where a critical mass of tourism businesses already occur; it can provide a guide to the potential for appropriate product bundling, extending existing operations and developing new experiences. These should be viewed within the context of both the ‘Big Four’ and the major towns, with their respective ability to provide a sub-regional focus around which smaller, niche experiences can be nurtured and expanded.

Each themed audit will be followed by a number of top-line proposals and observations regarding key experience development; these have been informed by the audit, discussions with Huon Valley Council representatives and the views of local operators. They are neither rigorous nor definitive, but are intended to provide the starting point for an on-going dialogue between current and future stakeholders.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 38 of 65 v4 public review draft 13 February 2009 Table 4.5.1 Huon Valley Visitor Experiences by Category

The following is not a complete list of all food outlets in the region. There are approximately ten additional boutique wine producers; many do not have cellar doors, but there may be opportunities for local tastings and product outlets.

Food + Wine + Dining & Producers Business Name Location Experiences

Panorama Vineyard Cradoc Wine producer; cellar door Welcome Swallow Apple cider producer; cellar Cygnet Cyderworks door Bush Tucker Garden Cygnet Bush food (SETAC) Conservatory, The Cygnet Cafe

Red Velvet Lounge Cygnet Café/restaurant specialises in health food Lotus Eaters Café Cygnet Health food cafe Commercial Hotel Cygnet Pub Cygnet Art Hotel Cygnet Pub Cygnet Central Hotel Cygnet Pub Divigne Café Cygnet Cafe School House Coffee Shop Cygnet Coffee and cake

Tas Valley Orchards Cygnet Cherry grower; open to public Major salmon producer; not Huon Aquaculture Dover open to the public Franklin Gallery Café Franklin Gallery and cafe AquaGrill Franklin Seafood restaurant Franklin Tavern Franklin Pub Franklin Wood-fired Pizza Franklin Pizza cafe Huon’s Little Treasures Franklin Bistro/restaurant Bistro Lady Franklin Hotel Bistro Franklin Pub Petty Sessions Café Franklin Restaurant in waterfront setting Gardners Wine producer; cellar door; Hartzview Vineyard Bay attraction; providore; tastings Tahune Forest AirWalk and Geeveston Attraction; restaurant Visitor Centre cafe Tas. Private Realty Coffee Geeveston Cafe Shop Tas-Saff Glaziers Bay Saffron producer Mushroom producer; group Huon Valley Mushrooms Glen Huon tours Panorama Providore Grove Café/restaurant and tastings Major salmon producer; retail Tassal Grove outlet in Salamanca Square Distributed through many retail Hartz Hartz Mineral Water outlets; water from the Hartz Mountains Mountains

Producers

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 39 of 65 v4 public review draft 13 February 2009 Food + Wine + Dining & Producers continued Business Name Location Experiences

Boat House Café Huonville Fish punt on the Huon River

Boatshed Cafe Huonville Café at Huon Jet

Ebony’s Cafe Huonville Cafe

Happy Huon Coffee Shop Huonville Cafe

Huon Manor Restaurant Huonville Seafood specialists

Huonville Grand Hotel Huonville Pub

Lucaston Apple Juice Lucaston Fresh juice; roadside stall Blueberry farm; producer; Tassie Blue Blueberries Lymington sales+ pick your own Tru-Blu Berries Lymington Berry producer; sales Nicholls Rivulet Organic Nicholls Farm gate organic produce Food Farm Rivulet Huon Choice Organic Blueberries and Petcheys Petcheys Blueberry farm and fruit wine Bay Vineyard Organic Bay producer Fruit Wines Kermandie Hotel Port Huon Pub

Port Huon Trading Post Port Huon Cafe Home Hill Vineyard and Wine producer; cellar door; Ranelagh Winery Restaurant restaurant A Taste of the Huon Ranelagh Annual event Orchardists (apple, All over the Main agricultural staple of the cherry, pear) HV area; roadside stalls

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 40 of 65 v4 public review draft 13 February 2009 Producers Only Business Name Location Experiences Panorama Vineyard Cradoc Wine producer; cellar door; attraction; providore; tastings Tas Valley Orchards Cygnet Cherry growing; open to public

Welcome Cyderworks Cygnet Apple cider producer; cellar door Hartzview Vineyard Gardners Wine producer; cellar door; Bay attraction; providore; tastings Elsewhere Vineyard Glaziers Bay Wine producer

No Regrets Vineyard Glaziers Bay Wine producer

Tas-Saff Glaziers Bay Saffron producer

Huon Valley Mushrooms Glen Huon Mushroom producer; group tours

Tassal Grove Major salmon producer; retail outlet in Salamanca Square Hartz Mineral Water Hartz Distributed through many retail Mountains outlets; water from the Hartz Mountains Lucaston Apple Juice Lucaston Fresh juice; roadside stall

Tassie Blue Blueberries Lymington Blueberry farm; producer; sales+ pick your own Tru-Blu Berries Lymington Berry producer; sales

Nicholls Rivulet Organic Nicholls Farm gate organic produce Food Farm Rivulet Huon Choice Organic Petcheys Blueberry farm and fruit wine Blueberries and Petcheys Bay Bay producer Vineyard Organic Fruit Wines Home Hill Vineyard & Ranelagh Wine producer; cellar door; Winery Restaurant restaurant A Taste of the Huon Ranelagh Annual event

Orchardists (apple, cherry, All over the Main agricultural staple of the area; pear) HV roadside stalls

Producer with own outlet and/ore visitor experience; generally, ‘meet the maker’.

Producer with no visitor experience or easy local access to product; generally for export market.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 41 of 65 v4 public review draft 13 February 2009 Arts & Crafts + Gardens & Creativity + Innovation Business Name Location Experiences Castle Forbes Wood work; crafts; gifts; wood turner Enchanted Woods Bay on site Balfour House Cygnet Studios and gallery for various artists Cygnet Art Hotel Cygnet Gallery within hotel Furniture, sculptures and art objects Doepel Gallery Cygnet made from recycled material Englert Gallery Cygnet Artist/designers studio and gallery Showcasing and retailing quality Gingernutt Gallery Cygnet Tasmanian arts and crafts Lovett Gallery Cygnet Gallery; open studio Jill Miller Watercolour Studio Cygnet Gallery; open studio Sustainable gifts sourced locally and Near and Far Cygnet overseas Sells trinkets; second hand crafts and Molly Murphy’s Cygnet craft supplies Gallery; open studio and Phoenix Creations (Eagle Cygnet furniture/home wares made from House Gallery) recycled material Stanley Gallery Cygnet Gallery; open studio and gifts Sue Thain Pottery Cygnet Open studio Ceramic and mosaic artist; open Whispering Tree, The Cygnet studio Handmade body products (soaps, Home and Body Shop Cygnet lotions etc); natural ingredients Sheena Lowe Ceramics Cygnet Ceramic artist; open studio Southern Tasmanian Yoga Cygnet Yoga centre Retreat Centre Cygnet Folk Festival Cygnet Event Southern Exposure Cygnet Event Exhibition Watermark exhibition Cygnet Event Solstice lantern parade Cygnet Event Bollywood festival Cygnet Event Marine heritage, boat building skills; Wooden Boat Centre Franklin innovation, training Elysium Gardens and Garden Island Park-like open garden and nursery Nursery Creek Forest interpretation; gallery; working Forest and Heritage Centre Geeveston wood turner Unique furniture made from native Southern Design Centre Geeveston timbers, materials, local artists’ works Scented Rose, The Glaziers Bay Garden, ‘David Austin’ English roses Studio Karma Glen Huon Watercolour artist’s studio and house

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 42 of 65 v4 public review draft 13 February 2009 Arts & Crafts + Gardens & Creativity + Innovation continued Business Name Location Experiences

Glen Huon Model Village Glen Huon Apple heritage, model village Apple and Heritage Museum Grove Apple and settler history; local arts, Stonehouse Gardens, The Grove Heritage home and gardens Woodfired Pottery Huonville John Martin's potter studio Treasures Old and New Huonville Antiques; collectables Alpaca farm and products made from Chakaya Alpacas Judbury Alpaca wool Aboriginal Living History Nicholls Aboriginal art classes Museum Rivulet

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 43 of 65 v4 public review draft 13 February 2009 Nature + Wilderness + Forests + Timber-Based Activities Business Name Location Experiences Elysium Gardens and Nursery Garden Garden Island Creek Forest and Heritage Centre Geeveston Forestry; timber heritage

Tahune Forest AirWalk and Geeveston AirWalk; swing bridges walk; Huon Visitor Centre Pine walk; and other forest walks Eagle Hang Gliding Geeveston Cable hang gliding through the forest at Tahune AirWalk site

Scented Rose, The Glaziers Bay Garden, ‘David Austin’ English roses

Stonehouse Gardens, The Grove Garden and heritage

TasForest Tours Huonville One-day, high-end forest walks

Huon Valley Horsetrekking Judbury Horse riding tour

Red Tag Trout Tours Kingston Trout fishing (region-wide)

Rod and Fly Tasmania Mountain Guided trout fishing River Huon Bush Retreats Ranelagh Nature-based accommodation; walking tracks; wildlife Pedal Tours Hobart Cycling tours in HV region

Waterways + Coastline + Water-Based Activities

Business Name Location Experiences

Wooden Boat Centre Franklin Marine heritage; boat building skills

Huon River Jet Boats Huonville Jet boating

Huon River Pedal Boats Huonville Tour; aqua bikes; family activity

Morning tea cruise from Huonville to M.V. Southern Contessa Huonville Wooden Boat Centre

Port Huon Boat Charters Port Huon Cruising

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 44 of 65 v4 public review draft 13 February 2009 5. EXPERIENCE DEVELOPMENT

The trend in Australia and internationally is seeing a shift from marketing of destinations towards marketing of experiences… Source: http:/industry.touristasmania.com.au/bve/index

5.1 A ‘best practice’ tourism experience

Generally, visitor accommodation is a ‘given’; visitor experiences require a more complex evaluation as they are the real destination drivers. If the Huon Valley is to develop a range of desirable, high yield experiences, the proponents must understand current market aspirations.

There are many different ways to describe a quality visitor experience; Tourism Tasmania provides the following:

Experiences…spark the imagination, engage the senses, stimulate the intellect, invoke an emotive response and enliven the spirit25

The Tasmanian Experience Strategy refers to four distinct layers that form an experience – place, infrastructure, service and interpretation. When the holistic delivery of these components meets the visitors’ needs, they deliver a true experience.26

Ultimately, an immersive and powerful visitor experience is one that evokes deep connection with people and place.

5.2 The ‘Experience Seeker’

Tourism experiences are generated by people met, places visited, activities participated in and memories created from travel, particularly through watching, tasting, smelling listening to and being part of a lifestyle that is distinctly different from everyday life. For the Experience Seeker it extends beyond a single activity and is a combination of experiences that reach an individual’s deeper needs and desires. Source: Tourism Australia

While the Quantum research tells us that a blend of brand-aligned, distinctive and market-led visitor experiences can present the Huon Valley region as an exciting and accessible destination, a recent paper produced by Tourism Australia, ‘The Experience Seeker’ enables another, more specific layer of knowledge regarding the latest needs and expectations of the 21st century traveller. Although it is connected to an international campaign, its research findings have a broader application.

The ‘Experience Seeker’ profile includes the following characteristics:

These people seek out and enjoy authentic personal experiences they can talk about (the ‘braggability’ factor) They involve themselves in holiday activities, are sociable and enjoy engaging with the locals

25 www.industry.tourismtasmania.com.au/bve 26 ibid

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 45 of 65 v4 public review draft 13 February 2009 They are active in their pursuits and come away having learnt something

They are somewhat adventurous and enjoy a variety of experiences on any single trip (product bundling) They place a high importance on value and therefore critically balance benefits with costs They place a high value on experiences that contrast with their day-to-day lives.27

Critically, Tourism Australia has identified that ‘Experience Seekers’ stay longer, spend more and travel beyond the major gateways three times as much as the average tourist.

5.3 Priority destination drivers

Tourism Tasmania’s, ‘Perceptions Study’ identified some important experiential opportunities for our ‘island of inspiration’ and these are of direct relevance to the Huon Valley. Water rated as the strongest consumer driver, including the coast and beaches, wine and food destinations were prominent, as were adventure- oriented experiences and those broadly described as ‘heritage and culture’.

At one level, there is a strong synergy between the region’s offerings and the visitors’ desire; this was also evident in the Quantum research where ‘south of Hobart’ related to the expectations of both young and old – expressed as beautiful scenery, wilderness and nature, gourmet experiences, and history and culture, including boat-building and arts and crafts - however it will be the industry’s ability to convert more attributes into more experiences that will define the way forward and build a truly aspirational (‘must see’) destination.

For example, the region is renowned for some of the most stunningly beautiful, pristine and navigable waterways in Australia, but unless the visitor can interact with them in a way that is both meaningful and enjoyable, they remain a passive observation, inaccessible and psychologically distant.

The success of Bruny Island Charters provides an excellent role model, but the continuing development of consumer-centric, water-based experiences will be vital in presenting the region with fresh appeal.

5.4 Building the Huon Valley experience

The Huon Valley Regional Tourism Strategy has identified four themed opportunities and priorities for further tourism development within the region:

1. Maximise visitor access to the region’s fresh, local produce 2. Expand the existing focus on the arts and other creative elements in and around Cygnet and link with other similar experiences across the region 3. Extend the range of engaging nature-based experiences 4. Increase ‘whole of region’ water access including water-based visitor experiences.

27www.tourism.australia.com/content/aussie_experiences/2007/experience_seekers.pdf; Tourism Australia, A Uniquely Australian Invitation; ‘The Experience Seeker’

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 46 of 65 v4 public review draft 13 February 2009 The themed opportunities are informed by the Strategy’s underlying propositions:

Sustainable tourism development in the Huon Valley will depend on the region’s ability to move from a generic destination to one that is based on immersive, brand-aligned experiences.

These strategies are recommended for their ability to:

They are supported by:

An extensive audit of current products and experiences in the region The acknowledged and respective strengths of the region’s major settlements The Huon Valley Interpretation Plan.

5.4.1 Soft infrastructure

Clearly the provision of clean toilets, pleasant picnic locations, attractive recreational spaces, scenic viewing platforms, signage and other services and amenities form an important component of the overall visitor experience.

The Council’s Community Services area is responsible for the development of a range of soft infrastructure strategies and asset management plans. This work will provide a basis for the formulation of future Council budgets. The HVRTS recommends that development supports key visitor locations and ‘hot spots’.

Ideas noted in the following sections are provided sound, practical examples and certainly do not represent a definitive list of possibilities.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 47 of 65 v4 public review draft 13 February 2009 Food + Wine + Dining + Producers

Concept Maximise visitor access to the region’s fresh, local produce.

…the word on everyone’s lips is ‘locavore’. It means eating seasonal, locally produced food to benefit the environment (through reduced carbon miles), our farmers (reduced profits for corporate middle-men) and, ultimately ourselves (better nutritional value and taste).

Source: The Herald Sun Sunday magazine 20 December 2008, p.52

Rationale (Strengths)

Central to the Tasmanian tourism There is a renewed, strategic focus on brand and the Huon Valley brand Tasmanian food and wine with the The region already has a profile for release of the Tasmanian Food and its high quality produce; there are Beverage Industry Strategy 2008-2011 internationally significant salmon, and the ‘Tasmanian Fruits Farm Gate mushroom, fruit and oyster Guide’ (Dec. 2008) producers and suppliers The Sustainable Tourism Cooperative Some existing producers offer a Research Centre has recently released a ‘meet the maker’ experience and significant paper, ‘Food and Wine there is potential for more to do so Tourism in Australia’ which over time acknowledges the increasing The region has a historical and importance of this industry sector. cultural connection as an area of Synergy with Huon Valley Economic primary producers, beginning with Development Strategy’s objective ‘to the apple industry promote the Huon Valley region and its Food and wine is a key destination high quality produce to the world driver (‘lifestyle tourism’) which market’.28 would effectively overlay the region’s other brand attributes The audit indicates that food producers and experiences are located widely across the region; the Discerning travellers are trail would assist in visitor dispersal increasingly interested in the and encourage longer stays. provenance of their food and wine. Tell the ‘farm to fork’ story, for example!

28 HVEDS, p.11

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 48 of 65 v4 public review draft 13 February 2009 Food + Wine + Dining + Producers continued

Opportunities (Experiences) Assist the further development Food and wine producers to provide and interpretation of SETAC’ s an interactive experience for visitors bush tucker garden on site, wherever possible Develop and maintain a fully The ability to buy produce from the inclusive electronic database of source – direct, fresh and ‘raw’, as local producers, providores, opposed to pre-prepared third party suppliers etc. Extend the Huon Bush Retreats food accessible to regional trail pilot project operators Cross-promotion of produce between Produce a cost-effective visitor suppliers – eg. local cafes and guide - eg. a tear-off map, restaurants showcasing food and electronic brochure from the wine that is sourced from the region database. Upmarket café/restaurant at Huonville that becomes the centre for the food brand – capitalise on the increasing interest in ‘food miles’ Value-add to existing produce to boost sales in the ‘off season’ – eg. Christmas Hills raspberries are While the development of the included in chocolates, sauces, jams food and wine concept holds and other retail items that are considerable potential, it is available for purchase all year round not unique to the HV. Layer the key concept with incidentals like a regular Farmers’ It is the innovative fusion of Market, picnic packs of local produce regional attributes that will Pursue the possibility of a tangible provide a true competitive connection with the Henry Jones Art advantage. Hotel; all the fruit for IXL jam was produced in the Huon and their restaurant uses Huon Valley produce Support the continuation of the Taste of the Huon as a major showcase for authentic regional produce.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 49 of 65 v4 public review draft 13 February 2009 Food + Wine + Dining + Producers continued

Current Issues

While the audit might suggest that the There are considerable restaurant, café and dining sector opportunities to increase ‘Farm seems to be substantial, there are Gate’ and personalised, ‘meet the several common issues throughout the maker’ experiences. The Land Use region; some are of particular and Development Strategy (Tourism importance in relation to the successful section, page 98, paras. 5 & 6) development of a food brand: suggests it might be possible to build more flexibility into the new An authentic regional food brand planning scheme regarding rural needs to be developed, and zoning, enabling primary producers underpinned by agreed quality to diversify their income through control criteria tourism. This specifically mentions The brand should be driven by a Farm Stay, but would also apply to committed local industry group Farm Gate. The Apple Factory (eg. Yarra Valley Regional Food experience is a good example. Group, Adelaide Hills Food The further south, the fewer Network, Food Barossa) including restaurants and cafes the major producers Beyond Huonville, some eating Many eating places use local places do not have regular or produce but most do not market reliable opening hours their menu accordingly ‘Taste of the Huon’ requires There are no visible linkages for continuous Council support. visitors between the restaurants and local producers except where the producer also has their own restaurant or café, eg. Home Hill Winery Restaurant and Hartzview See Vineyard Other producers have cellar doors www.yarravalleyfood.com.au or farm gate experiences but do not combine regional produce with for a useful model. a prepared menu There is no consistent marketing of For more inspiration and ideas: produce from this region www.foodtourismscotland.com There are some world class products but many are difficult to purchase in the region, and if they are available, they are often not marketed as ‘local’; (Tassal’s retail outlet in Salamanca Square is a good example where the focus is ‘Tasmanian’ however this site also may offer excellent opportunities to showcase the Huon Valley best produce).

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 50 of 65 v4 public review draft 13 February 2009 Arts + Crafts + Creativity + Innovation

Concept Expand the existing focus on the arts and other creative elements in and around Cygnet and link with other similar experiences across the region

As more and more tourists seek authentic, high quality and interactive tourism experiences, the arts and cultural sector has an enormous potential to enrich and add value to visitors’ experience.

Source: Government of Western Australia Dept. of Culture and the Arts

Rationale (Strengths) Opportunities (Experiences)

Cygnet has a significant number of Progress the development of a high artists and artisans living locally and quality arts/culture trail; incorporate with open studios ‘galleries, artists, crafts, fine food, The sense of communal creativity, wine, shops, history museums…’ 29as innovation and spirit has come well as personalised interactions with through strongly in several the artists and artisans workshops held in Cygnet Good accommodation inventory The culture of creativity is strongly would enable related niche connected to the landscapes of the experiences that build on the trail – region eg. weekend art courses, possibly The area already has a profile incorporated with healing/health regarding the arts focus that is also a community There are numerous, related, year- strength and interest round events and exhibitions A potential connection with the Henry This theme strongly connects with Jones Art Hotel (see also ‘Food’ local community groups, particularly theme) by way of performance art, theatre, Use the profile and visitation of the music etc. Cygnet Folk Festival and other events The arts offers a point of difference to promote authentic, local for Cygnet and surrounds experiences The town provides an important Introduce an evening arts and crafts geographical link around the region summer market to encourage and can assist in broader visitor overnight visitation. The market dispersal should focus on the range of Tasmania is gaining international complementary local and regional recognition in the arts with the focus attributes eg. music, food and on the re-development of both the wellness-related products. Tasmanian Museum and Art Gallery and the Museum of Old and New Art at Moorilla Estate.

See ‘Cygnet Cultural Experience Workshop’ notes in Attachments

29 Cygnet Cultural Experience Tourism Workshop notes, 7 Dec. 2006.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 51 of 65 v4 public review draft 13 February 2009 Arts + Crafts + Creativity + Innovation continued

Current Issues

All related businesses are very small Some studios are difficult to find, as they are tucked away in the hills and forests Local workshop participants have indicated that the trail should be restricted to Cygnet, however a regional focus is the only way to ensure a critical mass sufficient to attract visitor attention and interest. Cygnet could provide the model with references to other locations and opportunities – eg. Geeveston Seasonal operation of businesses and artists and the availability of artisans to meet required visitation hours Neither the level of local commitment to the trail concept nor ‘on the ground’ capacity is very clear.

It is recommended that the strategic development of arts and cultural tourism in the Cygnet area is based on the type of conceptual framework outlined in, Nat Trimarchi & Frank Panucci, A Community – Centred Model for Tourism

www.culturaldevelopment.net.au/downloads/ FPS_ConferenceRpt/23.pdf

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 52 of 65 v4 public review draft 13 February 2009 Nature + Wilderness + Forests + Timber-Based Activities

Concept Extend the range of engaging nature-based experiences including dawn and dusk activities

Source: Tourism Tasmania, Lighthouse Report One 2008, p.7

Rationale (Strengths) Opportunities (Experiences)

Nature is central to the Tasmanian Guided star-gazing; connection with brand and the region has some the French expedition’s discovery of exceptional natural attributes. (It will geo-magnetism while at Cockle not, however, differentiate the Huon Creek…related to star navigation Trail, but should be perceived as part Hot-air ballooning at dawn of a suite of attractive options.) Interaction with wildlife; Huon Bush The region has several nature-based Retreats and the AirWalk may signature experiences which could be consider enhanced opportunities complemented by additional, smaller including nocturnal activities tailored activities; these experiences The AirWalk could become a more may offer much-needed evening diversified experience, value-adding activities to further boost overnight to its existing nature-based product stays. and profile Walking tracks in the Hartz Mountains area Encourage a more personalised connection with the region’s stunning The proposed Regional Tourist placescapes through the Trail Network from Hobart to development of a major multi- Dover offers significant purpose recreational track within opportunities to connect visitors each town as well as inter-township with a range of cultural, scenic trails – eg. the Huon River Walk and community assets. between Huonville and Franklin. See Huon Valley Township Walking Track See ‘Channel’ tourism strategy. Strategy (March 2007) Consider further opportunities to link It also presents a focus for the nature and industry – eg. Huonville development of new experiences apple orchards, Geeveston’s forest en route. and timber heritage. A ‘state-of-the-art’ wildlife park

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 53 of 65 v4 public review draft 13 February 2009 Nature + Wilderness + Forests

+ Timber-Based Activities continued

Current Issues

High incidence of ‘road-kill’ throughout the Huon Valley region affects visitors and the promotion of wildlife as a valued local asset Some existing operations have limited or irregular departures Public and operator access into some areas of forest is limited through private or closed roads Ongoing issues relating to contemporary forest management practices (ie. regeneration burns). The Huon Valley region ‘has large tracts of natural wilderness and areas which although no longer “wilderness” do consist of more natural than man-made elements. This characteristic overlays it with an additional appeal, which while still relatively common in Tasmania, is unfortunately a diminishing resource world- wide, and even here’.

Barwick & Assoc., ‘Landscape, Environment and the Coast’, Huon Valley Background report, 1997, p. 16

As the world moves towards an increasingly urbanized society, natural areas assume a greater value as places of retreat, reflection and recreation.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 54 of 65 v4 public review draft 13 February 2009 Waterways + Coastline + Water-Based Activities

Concept Increase ‘whole of region’ water access including water-based visitor experiences

… some of the key attractions are the Huon Valley’s natural wonders, including the extensive and relatively unspoilt coastline, network of estuarine waterways…and river systems.

Source: Huon Valley Natural Resource Management Strategy (draft), 2006, p. 4-4

Rationale (Strengths) Enhance the visitor experience at the Water, coastlines and beaches are Wooden Boat Centre at Franklin highly appealing to potential Encourage boat hire opportunities – visitors are a key component of the eg. the Boat Centre could provide small Huon Trail brand craft for visitors to row down to Petty Sessions café; or around the The region is largely defined by its ecologically significant, Egg Island (no ‘wild coastlines and sheltered landing); build the local theme by waterways’ which are currently including a podcast of the town’s under-utilised maritime history Foreshore redevelopment at Huonville The HVEDS already recognises the and Franklin region’s ‘world class waterways’ Innovative and appealing water-based and the opportunity to improve adventures their utilisation.30 Anglers Access Program Link Recherche Bay and Huon River products; demand for Recherche Bay Opportunities (Experiences) and Huon River cruises has been winter schedule Proven with the popularity of the A strategy to encourage cruise visitors Hobart Cruises Huon Valley Council from Hobart to stay overnight and to continue negotiations with return a different way private developers regarding Touring and guiding in this category several new marinas (Dover, Port offer the best opportunity for Huon, Franklin and Cygnet) and personalised relate foreshore developments interpretation/commentary/interaction; which will encourage waterfront existing and future product should experiences include these elements. Further develop smaller scale waterway infrastructure for community and visitor benefit as noted in the HVEDS Both existing and potential Combine water and food events should be revisited in the experiences context of this document’s key More accessible and diverse cruising, concepts, and the Council’s, kayaking and sailing Events and Cultural Development Signature café/restaurant on the Strategy. water.

30 HVEDS (working draft), p.5

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 55 of 65 v4 public review draft 13 February 2009 Waterways + Coastline + Water-Based

Activities continued

Current Issues

• Appropriate infrastructure needed in some areas with potential; requirements to be funded as part of private development • Infrastructure dependent on the completion of the foreshore development plans and adherence to those plans • Potential longer-term impact as a result of climate change.

The juxtaposition of the region’s waterways and wilderness is its unique asset.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 56 of 65 v4 public review draft 13 February 2009 6. INVESTMENT OPPORTUNITIES – SOME GUIDING PRINCIPLES

Ultimately, tourism investment will be driven by private enterprise, however the Huon Valley Council can play an important role in facilitating appropriate and sustainable development.

The Council has recently undertaken a strategic review of all its land holdings. The review has considered appropriate land use and development potential vis-a- vis the Council’s strategic objectives associated with economic development, including tourism.

The Council’s draft Huon Valley Economic Development Strategy (HVEDS) has focussed on increasing tourist accommodation and has documented a series of related strategies and actions to encourage investment in this area.31

The accommodation audit undertaken as part of this strategy also suggests some shortcomings in the region’s accommodation inventory and these are documented in section 4.3.4. However, as noted earlier the HVRTS strongly supports the need ‘to undertake an analysis to quantify tourist accommodation needs…32. At the same time, it is very important the Council recognises that the demand for accommodation will largely be driven by the range of attractive and appropriate visitor experiences.

To facilitate sustainable tourism development, it will be important for the Council to consider these broadly-based principles:

Actively promote and support brand development opportunities, rather than adopting a more prescriptive position Keep in mind that the ‘investment-ready’ approach is not always attractive to private enterprise Work from a consumer-centric, rather than a supply-centric model; focus on well-researched, market-led opportunities that reflect visitors’ needs and expectations Encourage an appropriate balance between accommodation development and the experiential products that are the real attractors.

Tourism Tasmania is currently developing a holistic approach towards investment throughout the State.

In the short term, investment is likely to slow. As Tourism Tasmania has noted,’ the tightening of credit conditions due to higher funding costs and more cautious lending may lead to a scarcity of capital for private sector infrastructure investment…and Tasmania as a regional economy is likely to be more affected than major cities interstate.33

31 HVEDS (working draft), pp.6-7 32 ibid, p.6 33 Our Environment, p.6

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 57 of 65 v4 public review draft 13 February 2009 7. ACTION FRAMEWORK for Experience Development

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 58 of 65 v4 public review draft 13 February 2009 Food +

Concept Maximise visitor access to the region’s fresh, local produce

Actions The bush tucker garden in Cygnet has the potential to Establish a strong and committed local offer an interesting and food and wine industry group (eg. different food experience that Yarra Valley Regional Food Group, reflects the local Aboriginal Adelaide Hills Food Network, Food culture Barossa) which includes the major producers

Develop an authentic regional food brand, based on sound quality assurance Consider the viability of a café/restaurant at Huonville that Develop a regional food and becomes the centre for the food wine trail: brand; capitalise on the increasing interest in ‘food miles’ work towards a critical mass of Pursue the possibility of a tangible food and wine producers connection with the Henry Jones providing an interactive Art Hotel; all the fruit for IXL jam experience for visitors on site, was produced in the Huon and wherever possible their restaurant uses Huon Valley encourage more buying produce opportunities from the source – Support the continuation of the direct, fresh and ‘raw’, as Taste of the Huon as a major opposed to pre-prepared showcase for authentic regional extend the Huon Bush Retreats produce food trail pilot project Develop and maintain a fully value-add to existing produce inclusive computerised database of to boost sales in the ‘off local producers, providores, third season’ – eg. Christmas Hills party suppliers etc. accessible to raspberries are included in regional operators chocolates, sauces, jams and Produce a cost-effective visitor other retail items that are guide – eg. an electronic brochure available for purchase all year or a tear-off map. round layer the key concept with incidentals like a regular Farmers’ Market, picnic packs Priority of local produce cross-promote produce A strong and committed local between suppliers – eg. local food and wine industry group to cafes and restaurants lead the development of the showcasing food and wine that region’s reputation as an iconic, is sourced from the region. ‘producer to palate’ destination

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 59 of 65 v4 public review draft 13 February 2009 Food + continued

Responsibility

Initially, the Huon Valley Council will facilitate the food and wine experience development by assisting the formation of a regional food and wine network.

It is envisaged the Council will continue to provide support, however the industry group should be encouraged to take increased responsibility.

The levels of responsibility and the related timeframes will be subject to negotiation between the Council and the industry group.

Huon Valley Council and SETAC to confirm management responsibility for the bush tucker garden.

Some references to the Council under ‘Responsibility’ may be interchangeable with the Huon Valley Kingborough Tourism Steering Committee

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 60 of 65 v4 public review draft 13 February 2009 Arts +

Concept Expand the existing focus on the arts in and around Cygnet and link with other similar experiences across the region

Actions Priority Establish a small ‘concept project group 34 or steering committee to A small steering committee progress the key opportunities working in conjunction with Progress the development of a high the Council to progress the quality arts/culture trail; incorporate arts theme. ‘galleries, artists, crafts, fine food, wine, shops, history museums 35 as well as personalised interactions with the artists and artisans Link the trail with related experiences across the region – eg. the Southern Design Centre, temporary art exhibitions etc. Build related niche experiences that Responsibility connect with the trail – eg. weekend art courses, possibly incorporated with healing/health focus that is also Although the arts/culture a community strength and interest theme has already been Pursue a potential connection with explored through two local the Henry Jones Art Hotel (see also workshops, it is anticipated ‘Food’ theme) that the Council will need to Use the profile and visitation of the take a lead role and provide Cygnet Folk Festival and other further, ongoing assistance, events to promote authentic, local preferably to a small, locally- experiences based steering committee. Introduce an evening arts and crafts Issues related to the scope of summer market to encourage a ‘cultural’ trail, the seasonal overnight visitation. operation of businesses and the capacity and commitment The summer evening market should of the Cygnet arts community focus on the range of will require sensitive complementary local/regional discussion. attributes - music, food and wellness-related products for example.

34 Cygnet Cultural Experience Tourism Workshop notes, 7 Dec. 2006. 35 ibid

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 61 of 65 v4 public review draft 13 February 2009 Nature +

Concept Extend the range of engaging nature-based experiences including dawn and dusk activities

Actions

Investigate guided star-gazing in spectacular natural locations Priority Explore hot-air ballooning at dawn Increase opportunities to interact Approach the region’s with wildlife signature experiences Encourage Forestry Tasmania and operators – ie. Forestry Parks and Wildlife Service to Tasmania and Parks and diversify their respective signature Wildlife Service with a view to experiences, value-adding to their developing dawn and dusk existing nature-based product and activities. profile Liaise with PWS regarding walking tracks in the Hartz Mountains area Encourage a more personalised connection with the region’s stunning placescapes through the Responsibility development of a major multi- purpose recreational track within each town as well as inter-township The Council to adopt a pro- trails – eg. the Huon River Walk active stance in approaching between Huonville and Franklin. See existing and potential Huon Valley Township Walking businesses regarding Track Strategy (March 2007) potential nature-based Continue working with Kingborough opportunities. Council in the first instance to examine the viability of the Responsibility for the Regional Tourist Trail Network proposed Regional Tourist Consider further opportunities to Trail Network from Kingston link nature and industry – eg. involves both the Huon Valley Huonville apple orchards, and Kingborough Councils as Geeveston’s forest and timber well as the Hobart City heritage. Council.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 62 of 65 v4 public review draft 13 February 2009 Waterways +

Concept Increase ‘whole of region’ water access including water-based experiences

Actions

Huon Valley Council to continue Priority negotiations with private developers regarding several new marinas (Dover, Actively seek out both Port Huon, Franklin and Cygnet) and existing and potential related foreshore developments which operators who are able to will encourage waterfront experiences build experiences that Further develop smaller scale waterway enable visitors to engage infrastructure for community and visitor with the region’s unique benefit as noted in the HVEDS and spectacular Combine water and food experiences waterways. Build more accessible and diverse cruising, kayaking and sailing Signature café/restaurant on the water Enhance the visitor experience at the Wooden Boat Centre at Franklin Encourage boat hire opportunities – eg the Boat Centre could provide small craft Responsibility for visitors to row down to Petty Sessions café; or around the ecologically The Huon Valley Council to significant, Egg Island (no landing); build continue its lead role in the local theme by including a podcast of facilitating marina the town’s maritime history developments in the region; Continue foreshore redevelopment plans ultimately the marinas will at Huonville and Franklin lead to an increase in Establish innovative and appealing water- foreshore and water-based based adventures activity. Liaise with Anglers Access Program for additional recreational opportunities The Council to seek more Link Recherche Bay (Hobart Cruises) and immediate progress through Huon River cruising experiences an approach to existing Develop a strategy to encourage cruise businesses that already have visitors from Hobart to stay overnight and the potential to enhance return by road. water-related experiences – eg. the Wooden Boat School Touring and guiding in this category and Hobart Cruises. offer the best opportunity for personalised interpretation/commentary/interaction; existing and future product should include these elements.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 63 of 65 v4 public review draft 13 February 2009 8. EVALUATION

The Huon Valley Regional Tourism Strategy is a ‘living’, evolving document, and as such it should be subjected to regular performance measurement and review. Ideally this should occur at least every twelve months. To ensure that it is not shelved in favour of more immediate tasks, it is recommended that a strategic evaluation is linked to other annual Council activities. Ultimately the Strategy is about achieving real and positive outcomes for the region’s tourism industry.

See Appendix Three for Action Worksheets to assist with progressive and tangible implementation of the Strategy

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 64 of 65 v4 public review draft 13 February 2009 9. APPENDICES

1. MAPPING OF EXISTING REGIONAL PRODUCTS AND EXPERIENCES

2. ACTION WORKSHEETS

Additional attachments

Huon Trail Workshop notes, December 2006 Cygnet Cultural Experience Tourism Workshop notes, December 2006.

Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 65 of 65 v4 public review draft 13 February 2009