Destination Management Plan 2017
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GWYDIR SHIRE DESTINATION MANAGEMENT PLAN 2017 1 CONTENTS 1. INTRODUCTION 1 2. STRATEGIC CONTEXT 3 3. OUR DESTINATION 7 4. VISITATION 19 5. TRENDS IN THE MARKETPLACE 26 6. PRODUCT DEVELOPMENT 34 7. FOSSICKING 37 8. TOURING ROUTES, SCENIC DRIVES AND TRAILS 41 9. LANDFORMS AND LANDSCAPES 51 10. GWYDIR PRODUCERS AND PROVEDORES – FOOD and PRODUCE 56 11. THE LIVING CLASSROOM 59 12. EVENTS 63 13. INFRASTRUCTURE, FACILITIES and SERVICES TO SUPPORT THE VISITOR 65 ECONOMY 14. MARKETING AND PROMOTION 71 15. DIRECTIONS AND PRIORITIES 75 16. STRATEGIES AND ACTIONS 79 REFERENCES 94 PHOTOGRAPHS USED IN THIS REPORT 95 APPENDICES A1. FOSSICKERS WAY - FOSSICKING PRODUCT 99 A2. KEY ATTRACTIONS AND ACTIVITIES - GWYDIR HIGHWAY CORRIDOR 100 GWYDIR SHIRE COUNCIL www.gwydirshire.com Email: [email protected] Telephone: (02) 6724 2000 Locked Bag 5, Bingara NSW 2404 Bingara Office: 33 Maitland Street, Bingara, NSW 2404 Warialda Office: 52 Hope Street, Warialda, NSW 2402 Disclaimer: GWYDIR SHIRE DESTINATION MANAGEMENT PLAN Any representation, statement, opinion or advice, expressed or implied, in this document is made in good faith, on the basis that Jenny Rand and Associates, Gwydir Shire Council or its employees are not liable Prepared by: (whether by reason of negligence, lack of care or otherwise) to any person or organisation for any damage JENNY RAND and ASSOCIATES or loss whatsoever, which has occurred or may occur in relation to that person or organisation taking action in respect to any representation, statement or advice referred to in the Gwydir Shire Destination www.jennyrand.com.au Management Plan. 2 1. INTRODUCTION 1.1 Background The Visitor Economy (Tourism) is a significant economic sector for Gwydir Shire. The Visitor Economy is a broader concept than the tourism industry, incorporating all businesses and activities that benefit, both directly and indirectly, from money spent by travellers. The Visitor Economy is recognised as major driver of economic growth, with growth in the Visitor Economy a strategic priority at both Federal and State Government levels. Locally, the Visitor Economy contributes an estimated $14.676 million to Gwydir Shire’s output1. Visitors consume a range of goods and services, which injects ‘new’ dollars into the local economy, contributing to the viability of local businesses. Expenditure by visitors generates employment across a range of industry sectors. Tourism also adds to the vibrancy of the area, and is a source of new residents for the Shire, with some visitors deciding to settle in the area, attracted by the setting (scenery), lifestyle, affordability and services available. On-going development of the Visitor Economy is a core priority of Gwydir Shire Council, recognised in both Council’s Community Strategic Plan and the Gwydir Shire Economic Development Strategy. Gwydir Shire’s economy is highly dependent on, and exposed to, agriculture, with the performance of the agricultural sector impacting directly on most other sectors. This in turn impacts on employment and population. Tourism is not influenced by the performance of the agricultural sector, generating additional income for the Shire, providing cashflow year-round, and reducing exposure and risk for local businesses. Gwydir Shire Council is a key driver of, and stakeholder in, the Visitor Economy. Council owns the Bingara, Warialda and North Star Caravan Parks, operates the Bingara and Warialda Visitor Information Centres, provides a range of tourist attractions and venues including the Roxy Theatre and The Living Classroom, has a significant investment in the infrastructure and facilities that underpin visitation, supports a range of events and activities, and markets and promotes the Shire. Council is also the regulatory authority in areas such as planning, development and food safety. In accordance with Federal and State Government policy, Gwydir Shire Council is adopting a ‘destination management’ approach to developing the visitor economy. 1 Source: REMPLAN Regional Economic Data – Tourism Sector 1 1.2 Destination Management Destination management introduces a ‘holistic’ approach to the development, management and marketing of tourist destinations. The approach requires that all tiers of Government, the tourism industry and business and community leaders work together to develop and manage destinations to ensure that tourism adds value to the economy and social fabric of the area, is sustainable into the future, is resilient to external shocks and is responsive to changes in both the marketplace and competitive environment. It involves formulating a strong vision for the future of the destination and putting in place the framework and resources to ‘deliver’ this vision. Destination Management Plans (DMPs) are one of the tools introduced by the Federal and State Government, to identify the product and infrastructure needed to support and facilitate growth in visitation and to set the directions and priorities. A DMP is a pre-requisite for accessing the Regional Tourism Fund and will assist in accessing a range of Federal and State Government grant programs. 1.3 Purpose of the Gwydir Shire Destination Management Plan (DMP) The purpose of the Gwydir Shire DMP is to provide the direction and framework for taking Shire’s visitor economy forward over the next five years. The primary goal of this Plan is to increase visitor expenditure within the Shire, with resultant economic and social benefits for the Shire community. To achieve this, the Plan focuses on: • Identifying opportunities to strengthen and grow the Shire’s market base to deliver visitation year-round. • Understanding the needs and expectations of visitors and ensuring that the infrastructure, facilities and services are in place within the Shire to meet these. • Encouraging and facilitating the development of tourist attractions, activities, experiences, accommodation, events and infrastructure within the Shire. • Setting the directions for marketing and promoting the Shire. • Identifying priorities to ensure the most effective use of limited funds and resources. 1.4 Outcomes being Sought The main outcomes being sought from the Gwydir Shire DMP are: • To deliver on Council’s Strategic Objectives as articulated in the Gwydir Shire Community Strategic Plan and Economic Development Strategy, enhancing lifestyle and complementing and strengthening other economic sectors. • A growing visitor economy that is economically, socially and environmentally sustainable. • Increased appeal and competitiveness of Gwydir Shire as a service centre and destination – in particular to build the Shire’s attraction and activity base. • Higher profile / increased awareness of Gwydir Shire - from both a tourism and economic development perspective. • Retention and protection of the lifestyle, heritage, cultural, landscape and environmental assets that form the basis for tourism within the Shire. • Increased public and private sector investment in appropriate and sustainable tourism products and facilities within the Shire. • Increased skills and professionalism within the tourism sector, including improved customer service, more packaging and value-adding, and widespread adoption of web- based and digital technology for information dissemination and sales and marketing 2 1.5 Implementation The DMP is the starting point for consolidating and growing the visitor economy within Gwydir Shire over the next five years. It will however take time, resources and commitment to implement the strategies and actions incorporated in this Plan. Given the limited resources available to Council, actions need to be prioritised. There are a number of relatively simple, cost effective actions that can be undertaken in the short- term that will result in growth in visitation. Sustaining visitation in the medium to longer term will only be achieved if the Shire’s tourism product and infrastructure base continues to be improved and expanded. This will require a strong partnership between Council and the Shire communities, strategic relationships with surrounding LGAs and regional organisations, and support from tourism and business operators. Several of projects and actions in this Plan are ‘aspirational’ and are well beyond Council’s financial capacity to implement in their entirety at this time. These projects are however included in-case funding opportunities arise in the future. The fact that the projects have been identified and documented as important for the development of the local and/or regional visitor economy, should assist in securing funding. To be effective, the DMP must be a living document that is constantly evolving. The recommended actions need to be implemented and the results evaluated. Periodically the DMP will need to be revised, building on what has been achieved, so that Gwydir Shire can continue to move forward. 1.6 Abbreviations Used in this Plan ABS Australian Bureau of Statistics DMP Destination Management Plan DNSW Destination NSW LGA Local Government Area MTB Mountain Bike NE-NW New England – North West Region NPWS National Parks and Wildlife Service RMS Roads and Maritime Services RTO Regional Tourism Organisation RV Recreational Vehicle (eg motorhome, campervan) TLC The Living Classroom TRA Tourism Research Australia VEAP Visitor Economy Action Plan VFR Visiting Friends and Relatives VIC Visitor Information Centre 3 2. STRATEGIC CONTEXT The Gwydir Shire Tourism Destination Management Plan (DMP) was prepared within the framework set by Federal and State Government policies for the