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Huon Valley Regional Tourism Strategy V4 Draft 13 Feb 09

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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
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