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Great Ocean Road World Class Tourism Investment Study

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Great Ocean Road World Class Tourism Investment Study [TYPE TEXT] Great Ocean Road World Class Tourism Investment Study A Product Gap Audit Investment and Regulatory Reform Working Group [TYPE TEXT] GREAT OCEAN ROAD WORLD CLASS TOURISM INVESTMENT STUDY A Product Gap Audit Investment and Regulatory Reform Working Group Author Mike Ruzzene Contributors Kate Bailey Jo Jo Chen Shashi Karunanethy Reviewed by Matt Ainsaar © Copyright, Urban Enterprise Pty Ltd, September 2011 This work is copyright. Apart from any use as permitted under Copyright Act 1963, no part may be reproduced without written permission of Urban Enterprise Pty Ltd. Document Information Filename: Great Ocean Road Product Audit Draft Report 4th October 2011 Last Saved: 26 November 2011 6:09 PM Last Printed: 26 November 2011 6:09 PM File Size: 8179 kb Disclaimer Neither Urban Enterprise Pty. Ltd. nor any member or employee of Urban Enterprise Pty. Ltd. takes responsibility in any way whatsoever to any person or organisation (other than that for which this report has been prepared) in respect of the information set out in this report, including any errors or omissions therein. In the course of our preparation of this report, projections have been prepared on the basis of assumptions and methodology which have been described in the report. It is possible that some of the assumptions underlying the projections may change. Nevertheless, the professional judgement of the members and employees of Urban Enterprise Pty. Ltd. have been applied in making these assumptions, such that they constitute an understandable basis for estimates and projections. Beyond this, to the extent that the assumptions do not materialise, the estimates and projections of achievable results may vary. CONTENTS 1. INTRODUCTION 2 1.1. PROJECT BACKGROUND 2 1.2. PROJECT PURPOSE 2 1.3. METHODOLOGY 2 1.4. CONSULTATION 3 1.5. GREAT OCEAN ROAD REGION 3 2. STRATEGIC POLICY CONTEXT 6 2.1. INTRODUCTION 6 2.2. FINDINGS 6 2.3. POLICY DIRECTION 8 2.4. PRODUCT DEVELOPMENT PRIORITIES 9 2.5. INFRASTRUCTURE DEVELOPMENT OPPORTUNITIES 10 3. GREAT OCEAN ROAD VISITATION TRENDS 14 3.1. INTRODUCTION 14 3.2. KEY FINDINGS 14 3.3. VISITATION 15 3.4. YIELD 16 4. MARKET SEGMENTATION ANALYSIS 19 4.1. INTRODUCTION 19 4.2. KEY FINDINGS 19 4.3. INTERNATIONAL MARKET SEGMENTS 22 4.4. DOMESTIC VISITOR SEGMENTS 36 5.1. INTRODUCTION 44 5.2. KEY FINDINGS 44 GREAT OCEAN ROAD WORLD CLASS TOURISM URBAN ENTERPRISE INVESTMENT STUDY NOVEMBER 2011 INVESTMENT AND REGULATORY REFORM WORKING GROUP 5.3. METHODOLOGY 47 5.4. FORECASTS SCENARIOS 2010-2030 48 5.5. INTERNATIONAL EXPERIENCE SEEKERS PROJECTIONS 2010-2020 50 5.6. DOMESTIC EXPERIENCE SEEKERS 50 5.7. 2020 TOURISM INDUSTRY POTENTIAL 51 5.8. FORECAST DEMAND FOR ACCOMMODATION 52 5.9. FORECAST DEMAND FOR TRANSPORT 54 5.10. FORECAST DEMAND FOR VISITOR ATTRACTIONS 55 6. EXPERIENCE AUDIT OF THE GREAT OCEAN ROAD REGION 57 6.1. INTRODUCTION 57 6.2. KEY FINDINGS 57 6.3. MARKETED ICONIC EXPERIENCES 59 6.4. INVENTORY OF GREAT OCEAN ROAD EXPERIENCES 60 6.5. EXPERIENCE SEEKER PREFERENCES MATCHED WITH REGIONAL EXPERIENTIAL STRENGTHS 62 7. PRODUCT AND INFRASTRUCTURE AUDIT 68 7.1. INTRODUCTION 68 7.2. METHODOLOGY OF AUDIT 68 7.3. FINDINGS 69 7.4. PRODUCT AUDIT 74 7.5. GOLF 76 7.6. INFRASTRUCTURE 77 7.7. ACCOMMODATION 83 8. BARRIERS TO INVESTMENT 87 9. POTENTIAL PROJECTS 92 9.1. INTRODUCTION 92 9.2. PRODUCT DEVELOPMENT PROJECTS 92 GREAT OCEAN ROAD WORLD CLASS TOURISM URBAN ENTERPRISE INVESTMENT STUDY NOVEMBER 2011 INVESTMENT AND REGULATORY REFORM WORKING GROUP 9.3. TOURISM INFRASTRUCTURE PROJECTS 94 10. PROJECT PRIORITISATION 98 11. PRIORITY PROJECTS 106 11.1. INTRODUCTION 106 11.2. PORT CAMPBELL PRECINCT AND LOCH ARD INTERPRETIVE CENTRE 106 11.3. GREAT OCEAN WALK 108 11.4. GREAT OCEAN ROAD SIGNATURE ACCOMMODATION, MOONLIGHT HEAD 109 11.5. LAKE CONDAH/ BUDJ BIM NATIONAL HERITAGE LANDSCAPE 110 11.6. AVALON AIRPORT UPGRADE 112 11.7. GREAT OCEAN ROAD UPGRADE 113 11.8. GREAT OCEAN ROAD INTEGRATED RESORT, PORT CAMPBELL AREA 115 11.9. GEELONG CONVENTION AND EXHIBITION CENTRE 116 12. ECONOMIC IMPACT ANALYSIS 118 12.4. THE PROJECTS – OVERVIEW OF ECONOMIC IMPACT ANALYSIS RESULTS 122 GREAT OCEAN ROAD WORLD CLASS TOURISM URBAN ENTERPRISE INVESTMENT STUDY NOVEMBER 2011 INVESTMENT AND REGULATORY REFORM WORKING GROUP GLOSSARY Tourism Product and Private and public infrastructure, facilities, services and activities which contribute to the experience of Infrastructure a visitor to a region, such as utilities and roads, attractions, accommodation, assisted and unassisted interpretative and recreational activities, transport, provision of food and beverages, etc. Visitor Experience This includes: - Social interactions; - Meeting and interacting with the locals; - Experiencing something different from their normal day-to-day life; - Understanding and learning about different lifestyles and cultures; - Participating in the lifestyle and experiencing it, rather than observing it; - Challenging themselves – physically, emotionally and/or mentally; - Visiting authentic destinations that may not be part of the tourist route; - Exposure to unique and compelling experiences. Experience Seekers Experience seekers are visitors who: - Are experienced international travellers; - Seek out and enjoy authentic personal experiences they can talk about; - Involve themselves in holiday activities, are sociable and enjoy engaging with the locals; - Are active in their pursuits and come away having learnt something; - Are somewhat adventurous and enjoy a variety of experiences on any single trip; - Place high importance on value and hence critically balance benefits with costs; - Place high value on contrasting experiences (i.e. different from their day-to-day lives). Great Ocean Road (GOR) This area includes the municipalities of Geelong, Surf Coast, Queenscliffe, Colac –Otway, Golden Region Plains, Corangamite, Moyne, Warrnambool and Glenelg. Country Victoria This refers to all Tourism Regions outside Melbourne as defined by the ABS. ABS Australian Bureau of Statistics, responsible for national statistics relating to population and industry. TRA Tourism Research Australia NVS National Visitor Survey – An Australian wide phone survey of more than 80,000 respondents per year. IVS International Visitor Survey – A survey of international visitors to Australia conducted in international airport departure lounges Australia wide. Overnight Visitor In the NVS an Overnight Visitor is someone who is taking a trip involving a stay away from home for at least one night, at a place at least 40km from home. Visitor Nights Visitor Nights refer to the number of nights spent away from home in association with individual visits. Daytrip visitors Daytrip visitors are those who travel for a round trip distance of at least 50 kilometres, are away from home for at least 4 hours, and who do not spend a night away from home as part of their travel. International Visitors International Visitors are those who are visiting Australia, and staying away from their home country for less than 12 months. Average Length of Stay Average length of stay is expressed in numbers of days and calculated by dividing guest nights by guest arrivals. GREAT OCEAN ROAD WORLD CLASS TOURISM i URBAN ENTERPRISE PTY LTD INVESTMENT STUDY NOVEMBER 2011 INVESTMENT AND REGULATORY REFORM WORKING GROUP Bed Spaces Three quarter beds are counted as one bed space; double beds as two bed spaces. Cots are excluded. Capacity Capacity in terms of Guest Rooms/Units or Bed Spaces is the maximum number available to accommodate paying guests during the survey period. Accommodation The number of Hotels, Motels, Guest Houses and Serviced Apartments within a given area Establishments Guest Arrivals The total number of paying guests counted on the first night they stayed in the accommodation establishment. Guest Rooms The total number of rooms available at each establishment at the end of the survey period for accommodating short term paying guests. Units and apartments within serviced apartments are treated as rooms in these survey results. Occupancy Occupancy in terms of room nights refers to the total number of nights each paying guest stayed during the survey period. Occupancy Rate Occupancy Rates represents Occupancy expressed as a percentage of total capacity available during the survey period. Room Occupancy rate (%) = Room Nights Occupied / [(Guest Rooms)*(Room Nights Available)] Persons Employed The total number of persons working at each accommodation establishment at the end of the survey period. Room Nights Number of rooms physically occupied. Guest Nights The number of guests physically staying in the accommodation facility for the particular quarter. Room Nights Available The number of Guest Rooms/Units available multiplied by the number of days for which they were available during the survey period. For establishments closing (other than for seasonal reasons) or opening during this period, operating periods only are included. Small Accommodation Accommodation establishments with 5 to 14 rooms. Establishments Large Accommodation Accommodation establishments with 15 rooms or more. Establishments Takings from Accommodation Gross revenue from the provision of accommodation, including bed taxes. Takings from meals are excluded. Takings from accommodation for each month generally represent the takings received during that month. Where payments are received in advance of, or after, the provision of accommodation to guests, the monthly figure for takings from accommodation may not necessarily bear direct relationship to the number of guests accommodated
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