FAR SOUTH Destination Action Plan 2017-2019 August 2017 Acknowledgments
Total Page:16
File Type:pdf, Size:1020Kb
FAR SOUTH Destination Action Plan 2017-2019 August 2017 Acknowledgments The development of the Far South Destination Action Plan has been facilitated by Destination Southern Tasmania (DST) with the support of the Department of State Growth. The process brought together representatives from stakeholder groups that benefit from the visitor economy; local government, state government agencies, industry and the community to develop a plan. This Plan seeks to identify the challenges and opportunities facing the Far South region and to establish achievable affordable priorities that if delivered would increase the destination’s competitiveness. This is an action focused plan that identifies specific priorities and actions that if cooperatively acted on by stakeholders will contribute to the achievement of agreed objectives in the short term (rolling three years). As such, the Plan does not purport to be a comprehensive strategic plan but is deliberately focused on identifying the key challenges and opportunities facing the destination and to establish achievable and affordable priorities and actions to address them. It should be a ‘bottom-up’ plan driven by the Far South businesses that benefit from visitors and the local community, while acknowledging State and regional strategic plans and programs. Destination Southern Tasmania would like to thank all who participated in the plan development process: FACILITATOR Malcolm Wells DESTINATION ACTION PLAN WORKSHOP PARTICIPANTS Gary Ashdown Emma Sproule Rachael Trueman Ashdowns of Dover Tahune Airwalk Driftwood Cottages Barbara Glaus Ken Studley Beth Russell Southern Forest The Geeves Effect Hastings Caves Accommodation Meg Thornton Martin Wohlgemuth Eleanor Laud Ida Bay Railway Bakehouse Distillery Huon Valley Council Images used within this document are courtesy of Tourism Tasmania, Dan Fellow, Rob Burnett, Geoffrey Lea, Graham Freeman, Matthew Newton, Roaring 40’s Ocean Kayaking, Mountain Peak Photography, Nick Osborne, Forestry Tasmania, Richard Bennett, William McCallum, Dennis Harding. 2 Introduction This Destination Action Plan (DAP) for the Far South (FS) identifies priority strategies and actions that if implemented over three years will establish the district’s position as one of Tasmania’s most desirable tourism destinations, resulting in increased overnight stays. DAPs are an implementation initiative of the Tasmanian Visitor Economy Strategy 2015-2020 (T21), Priority #4: Building capability, capacity and community. This DAP has been prepared through a facilitated workshop process involving business and community representatives who considered and reached consensus on tourism development, marketing and management opportunities and challenges. The group then identified and agreed on the key priorities and actions that would make a positive difference to the growth and sustainability of the Far South visitor economy and experience. THE FAR SOUTH REGION Tasmania’s Far South, as its name suggests, is the island’s southern-most area. Flanked to the west by the rugged world of the South-West National Park, and quiet bays and beaches along its east, the Far South is where the mountains and forest meet the Great Southern Ocean. With Geeveston as its gateway, the other main settlement in the region is the beachside town of Dover, located on the head of Port Esperance. 3 The visitor economy The primary objective of this Plan is to maximise the visitor experience and increase For interest, Huonville, had 166,893 visitors (up 2.2%), but 63,168, or 38%, just passed through, visitor satisfaction. This will in turn result in more visitors, increased dispersal of those presumably to the Far South. Cockle Creek received 33,587 international/interstate visitors (up 19% visitors across the region, increased length of stay and visitor expenditure. on previous year) but of these visitors 14,687, or 44%, passed through and those who camped overnight represented 16,164 visitor nights, an increase of 78%. Visitors to the Far South regions are substantial contributors to the local economy. Visitors include leisure tourists (intrastate, interstate and international), visitors to INTRASTATE VISITORS friends and relatives, business visitors, students and day trippers. Their expenditure is Total township visitation (day and overnight) ‘new money’ contributed to the local economy which supports jobs, real estate value § Geeveston/Dover: 111,000 (up 34% on 2015) and the provision of services, facilities and activities in the community. § Huonville/Franklin: 191,000 (up 61% on 2015) INTERSTATE AND INTERNATIONAL VISITORS Total overnight visitation The Tasmanian Visitors survey (TVS) only collects data on visitors to Dover, Cockle § Geeveston/Dover: 14,000 visitors stayed 31,000 nights (down 3% on 2015) Creek, Cygnet and Huonville. For the year ending March 2017, total visitation to these § Huonville/Franklin: 6,000 visitors stayed 13,000 nights (down 28% on 2015) destinations was 218,029, (up 15.7% on the previous year). NB: The National Visitors Survey (NVS) data used for Intrastate figures use a very small sample size for Tasmania and caution is advised when using these figures. TABLE 1: INTERSTATE & INTERNATIONAL VISITORS YEAR ENDING MARCH, 2014 -2017 DOVER March March March March % Change 2014 2015 2016 2017 2016-2017 Passed through 18,467 23,193 26,066 33,932 +30% Looked around 13,218 12,478 16,968 13,444 -21% Stayed overnight 8,408 7,982 10,704 11,286 +5% Total visitors 40,093 34,453 53,738 68,662 +28% Total nights 26,662 17,203 34,854 64,474 +85% Source: Tasmanian Visitor Survey, March 2017 Objectives The common objectives for tourism are to increase the yield from visitors by increasing: § Visitor satisfaction The visitor economy cont. § Visitor length of stay § Visitor expenditure EMPLOYMENT § Visitor dispersal (geographically and The tourism industry in Southern Tasmania provides the most significant contribution to the State’s tourism seasonally) sector in terms of output, employment, wages and salaries and other economic indicators (Economic Impact § Visitor numbers. Analysis in Southern Tasmania 2013): The primary objective of this plan is to maximise the § Tourism sector represents 7.1% of total employment in Southern Tasmania (approximately 6,800 jobs) visitor experience and increase visitor satisfaction. This § Tourism in the south is estimated to generate $973.4 million in economic output will in turn result in more visitors, increased dispersal of those visitors across the region, increased length of § Major tourism related industries are accommodation and food services. stay and visitor expenditure. Tourism contributes $1,849.5 million to the Southern Tasmanian region, accounting for nearly 13,000 jobs. Source: Tasmanian Visitor Survey year ending March 2017, Economic Impact Analysis in Tasmania’s South 2013, Remplan. 5 DIAGNOSTIC RATING Industry research indicates that the following factors are present in successful destinations that are achieving their objectives. A focus on continuous improvement of all these factors will contribute to the growth and sustainability of the visitor economy of Far South. (Note that average rating for both Cooperative Marketing and Risk Management was affected by some participants rating those characteristics as ‘5’ indicating that they did not know. Success factors Characteristics Rating Comments 1. Supportive communities which understand and appreciate the value of tourism. 4.89 Opportunity for improvement, look for opportunities to better engage with the wider community. 2. Strong network of local tourism businesses focused on their core role of visitor 7.00 Capitalise on your strong industry network and relationship with DST to achieve better community support; servicing and working in collaboration with the Regional Tourism Organisation. improve collaboration and referrals; and provide strong, decisive leadership and direction. 3. Strong regional organisations focused on their core role of regional marketing 8.22 DAP should provide opportunity to build stronger communication and engagement with local businesses and and development and working cooperatively with local tourism businesses Council, supported by the Southern Trove Industry Group and DST. and local government. 4. Support from Local Government for visitor servicing, destination development 5.89 Need to work on this relationship through active and regular engagement. and infrastructure. 5. Strong, consistent and effective leadership by individuals or organisations. 6.78 Maintain and strengthen existing industry-based leadership group. 6. Strategic planning for the region with economic, social, environmental and 5.00 DAP should provide blueprint to move forward. cultural objectives supported by local destination plans. 7. Excellence in visitor services that leads to satisfied visitors, positive word-of- 5.22 Significant opportunity to increase effectiveness, particularly in wayfinding and information distribution through mouth promotion and repeat visitation. traditional & digital channels. 8. A breadth and depth of tourism infrastructure, experiences and events matched 7.00 Need for an iconic new development(s) to provide renewed focus on FS and assist in increasing interest and to market demand. length of stay. 9. Research-driven cooperative marketing which contributes to and maximises 4.63 This can only be effectively addressed through collaboration between industry operators and LTA. the effectiveness of industry and government contributions. 10. Risk management plans in place that