2017/2018 Annual Report welcome

The 2017/2018 financial year saw Destination Southern (DST) celebrate its sixth year of operation as southern Tasmania’s Regional Tourism Organisation (RTO).

Covering a large region, incorporating 11 of Tasmania’s 29 local government areas. Our goals are to build the capacity of industry to respond to visitor demand, deliver quality experiences and to ensure the benefits of the visitor economy flow throughout the region. Key to achieving this is: the development of a strong membership base; a digital marketing marketing program; partnerships; industry education; and regional advocacy. DST has received continued growth in membership and has enjoyed high levels of industry engagement, evidenced by over 1555 attendees across all DST industry events throughout the year – over 80% more than the previous year. It is with much pleasure that DST presents its 2018 Annual Report. We trust that it will communicate the passion and energy that our organisation brings to the tourism community in southern Tasmania. Cover ⊲ Top row Port Arthur Lavender Supplied Courtesy of Port Arthur Lavender Willie Smiths Organic Apple Cider Photography Nick Osborne MA Cq01 Photography Adam Gibson ⊲ Middle row Dark Mofo Photography Lusy Productions Petty Sessions Cafe and Gallery Photography Rob Burnett Curringa Farm Photography Wai Nang Poon ⊲ Bottom row Salamanca Market Photography Alastair Bett (courtesy City of ) Bruny Island Cruises – Breathing Rock Photography Glen Gibson Dark Mofo: Dark Park Photography Adam Gibson

All images supplied courtesy of Tourism Tasmania Taste of Tasmania 2017-18 Photography Alastair Bett (courtesy City of Hobart)

contents 2 from the chairman 4 from the ceo 7 partnerships 9 membership 10 members 11 spotlight on destination action plans 13 looking ahead 14 the board 16 financial snapshots 18 notes to and forming part of the financial statements 20 auditor's report

Destination Southern Tasmania | Annual Report 2017/2018 1 from the chairman

Yesterday I enjoyed a spontaneous interaction with DST is strongly placed to continue playing a key several groups of travellers visiting our beautiful role in shaping the future. I would like to thank our state. One group was from Sydney and the other inaugural Chairman, Vin Barron, for his commitment outback Queensland and they were all on their first to the industry and the leadership role he has visit to Tasmania. played over many years in building DST into a strong and vibrant regional tourism organisation. They each spoke of how wonderful their time here Vin’s continued support and guidance on the board had been and how impressed they were with our is valued. Toni Kibbey and Dave Gunton have been beautiful scenery, the visitor experiences on offer valued directors of the board, however they are not and just how friendly the people were. Whilst this is seeking re-election and I would like to thank them typical, it does remind us all of those attributes that for their contribution. are the foundations of a great holiday to Tasmania. I would also like to acknowledge and thank Equally, it highlights the critical discussion that Melinda Anderson for the excellent job she did in has been played out over the past year about our her role as CEO. Melinda is a brilliant networker need to manage visitor growth in a sustainable and her facilitation and linking role throughout the way. Whilst much of the media hype has been region and across the sector is now a core strength around a booming visitor economy, the reality is of DST. Alex has transitioned into the role quickly that over the past 10 years holiday visitation has and brings a great range of qualities and insights. grown in the southern region at about 5% per His appointment has been roundly supported by annum. This year we have seen record visitation our membership and throughout the industry. My to southern Tasmania, with over 1.04 million thanks also go to the DST team of Kate, Anne and interstate and overseas visitors, an increase of Natalie for their continued hard work. 2% from the previous year. Strong growth came from domestic holiday visitors and traditional Finally I would like to thank our members and international markets including UK and USA and our partners for their commitment and support emerging Asian markets. Just over 80% of all to DST. All of our industry based functions are visitors to Tasmania visit southern Tasmania. The well attended and the atmosphere is collegial southern region also received 2.6 million intrastate and positive. The ongoing support of the State overnight and day trip visitors year ending March Government and its ongoing commitment to 2017/2018. We are committed to keeping this regional tourism is vital. debate in perspective through consultation and Through our active and engaged membership, the engagement with our industry. board and our team all have a key role to ensure Much of this growth has been off the back of we build and create a strong and vibrant visitor significant investments by both industry and destination, that continues to welcome travellers to government (at all levels) in the visitor economy. our shores. Importantly this investment has been in products I would like to thank the State Government for its and experiences that are on brand. Investment in support, and for its support of the regional tourism revitalising existing products and services, and the structure through Tourism Tasmania and the development of new visitor experiences is critical Department of State Growth. to managing the growth of the visitor economy in a sustainable manner.

STUART LENNOX Chairman

2 Annual Report 2017/2018 | Destination Southern Tasmania ▲ Picnic in the Huon Valley Photography Samuel Shelley ⊳ Willie Smiths Organic Apple Cider William Smiths & Sons, Ali Nasseri

Destination Southern Tasmania | Annual Report 2017/2018 3 from the ceo

Now in its sixth year, DST has continued its position as an important stakeholder in Tasmania’s tourism industry. Our small team of industry professionals has worked hard to progress our three organisational pillars of regional dispersal including marketing, industry development and advocacy. We have worked within our resource limitations to ensure the sustainability of the organisation whilst maximising output. It is with great pleasure that I can present a snapshot of our achievements this year.

Marketing and regional dispersal Our public facing brand, Hobart and Beyond, has become an established digital reference point Our marketing efforts are focussed on the for information about southern Tasmania, with intrastate and on-ground visitors, whilst supporting the website receiving 253,833 page views from Tourism Tasmania’s interstate and international 89,373 users. The website is also featuring highly activities through the provision of regional content. in key search terms on Google. Our job is to facilitate interest in the southern Tasmanian region and support operators to drive Significant work has been undertaken to visitation to their own businesses. To do this, streamline the Hobart and Beyond website we have continued to focus on creative digital bringing in membership data from the Australian marketing channels and facilitation of partnerships Tourism Data Warehouse and optimising speed to leverage opportunities for industry. Regional and usability of the site. dispersal is integral to all of our pillars, marketing DST has been dedicated to content generation activations include: and leveraging social media this year, with our Instagram account topping 35,135 Instagram Visitor Map followers (up 40% on previous year) and Facebook In 2016, we launched the Explore Tasmania's 21, 758 Facebook fans (up 21% on previous year). South map. Now in its third printing, it is designed More importantly, community engagement with our to showcase the brand strengths of the region and social media is impressive, with our Facebook page highlight how accessible our diverse experiences generally reaching more than 210,000 people each are. The map is hand illustrated to provide an month. Instagram is performing well, generating interesting and attractive tool for visitors that will over 160,000 impressions each month as well. complement other information sources. In terms of content generation by DST, we had The map was well received by visitors with a print excellent interaction with our Southern Exposure run of 150,000 distributed throughout the state blog, which saw over 49,388 page views (4% during 2017/2018 via major gateways, Spirit of increase on previous year) and our articles and Tasmania, Visitor Information Centres and industry blogs were seen by in excess of one million operators. Larger billboard versions of the map people on Facebook. The average time spent on featured at the , Tasmanian Travel site enjoying the blogs is 4:15 minutes indicating and Information Centre and Mac2 Cruise Terminal. readers value the content. We partnered with Tourism Tasmania and Dark Digital Mofo to host an Instameet at the opening of Dark Our marketing program focussed heavily on Park in June 2018. Participants were provided with digital media engagement, digital content exclusive access to the premium laser exhibition acquisition and generation, as well as social Leviathan, and there was a prize offering to media channel development through our incentivise content delivery via Instagram. This Hobart and Beyond platforms. We continue to had the mutual benefit of rewarding our Instagram develop unique stories to boost search engine ambassador community as well as providing optimisation across our website and generate additional content and front loading the new social media traffic. We also work to encourage #PTTR2018 hashtag. ambassadors for our region through third party content via coordination of Instameets.

4 Annual Report 2017/2018 | Destination Southern Tasmania Industry development Industry Excellence and capacity building We were delighted to deliver the Southern Stars of Tourism that brings the southern Tasmanian Membership operators together to celebrate our industry. This year’s event was held at the in As an industry membership organisation, DST is May 2018, the event awarded five Southern stars, focussed on developing a relevant and high value comprising of three business and two individual membership proposition for industry. Membership awards. The Stars recognises innovation, brand continues to grow and currently sits at 202. During excellence, new business, community contribution 2017-18, we welcomed many new and developing and young achievement. The event will continue businesses as members. to be an annual celebration of the southern Tasmanian tourism industry. Connections We continue to communicate and inform members Industry Connections through our Highlands to Harbours newsletter and Our Tips and Tipples initiative, a regular series regular email updates. We continue engagement of free member networking events, continued to in a closed Facebook page for operators where encourage members to learn from each other on members can share events, updates and news topical themes. DST held seven Tips and Tipples with their industry colleagues. events this year, attracting over 650 attendees. Topics included Reaching the Media, Taste of Education Tasmania, New Developments (including Maydena A key achievement this year was to build Bike Park, Frogmore Creek City and the Cape our industry education program, with strong Raoul Track), Meet Hobart Airport CEO Sarah attendances at our industry events testament to Renner, Mona update, Meet Parks and Wildlife our success. We coordinated the third Destination Service General Manager Jason Jacobi, and winter Southern Tasmania Tourism Summit in August research findings from Tourism Tasmania. 2017 at Blundstone Arena, attracting 190 industry DST’s AGM in September attracted 100 attendees participants (up more than 10% from previous year). and included a networking event which showcased The Summit received an 80% satisfaction rating, the food and beverages of DST producer with 92% intending to attend future summits. members. The summit is complemented by the Tips and Tipples member networking and development Destination Action Plans program which runs in Hobart from February to DST has continued to facilitate Destination Action November. This year, we also took the Tips and Plan implementation groups for Bruny Island, Tipples concept to the regions, and ran a number Tasman Peninsula, Coal River Valley, Derwent of these events outside of greater Hobart. Valley, Central Highlands, Far South, Huon We were delighted to work with Consumer Valley and in conjunction with Tourism Northern Insights expert Katy Cooper to host five regional Tasmania, the Heritage Highway. These plans workshops, helping operators to more efficiently provide the opportunity for local visitor economy gather and utilise customer data. These were priorities to be identified and worked towards. conducted in the Derwent Valley/Central Highlands, Tasman, Bruny Island, Huon Valley and Representation Hobart with 74 attendees across the workshops. Participation on industry and stakeholder We worked with Tourism Tasmania to deliver committees and working groups is another their industry roadshow in April with an way DST contributes to industry development. attendance of 139. This year, groups included the Hobart Airport Community Stakeholder Forum, Derwent Valley This year we further expanded our industry Economic Growth Special Committee, UTAS information toolkit for members, provided via risk management interview, Taste of Tasmania www.southerntasmania.com.au. This provides Advisory Group and City of Hobart Events an A - Z of useful information to support those Assessment Panels. working in the tourism industry.

Destination Southern Tasmania | Annual Report 2017/2018 5 Regional advocacy With thanks Advocacy for regional issues is an ongoing, long- DST is a small team and is grateful for the support term strategy. The Destination Action Plans have it receives from its Board members: Stuart Lennox assisted in identifying local issues and during (Chair), Tom Wootton (Deputy Chair), Vin Barron, the past financial year DST provided letters of Anne Hardy, Toni Kibbey, David Gunton, Tim support for grant applications and assisted with Parsons, Tim Short, Cr. Martyn Evans, Ken Stronach submissions for funding programs. and Dan Aitken. DST has also been a voice for a number of We would also like to thank our industry industry issues, including infrastructure priorities representatives on our Marketing and Membership throughout the southern region, for example and Industry Development Committees: Kylie supporting the Far South local tourism industry Scolyer, Maree Davies, Tory Ross, Jen Fry, Tim with their objection to the Southwood Fibre Hodgkinson. Thank you also to our corporate woodchip proposal. partners: Qantas, Southern Cross Austereo, Hobart Airport and The Mercury. DST has a strong public relations program designed to raise community awareness of DST’s DST has operated with four full time equivalent staff activities of the value of tourism to Tasmania. for most of 2017/2018. It has achieved a significant Media commentary during 2017/2018 has program of activities with limited resources, which incorporated the following topics: is testament to the hard work of its team Natalie Hayes, Anne Menegat and Kate McCarthy. • Cruise season • DST Summit Destination Southern Tasmania would like to • Industry leadership acknowledge and thank the outgoing CEO Melinda • Visitation statistics Anderson for her contribution to the success of • Destination Action Plans DST since her appointment in August 2014. • Tourism investment We thank our members for their continued support. • Experience development We are proud to represent our membership base • Visitor Engagement Strategy and are excited about the upcoming year. We have • Winter festivals a clear direction, ensuring we deliver on our goals to • Southern Stars of Tourism drive regional dispersal and build industry capacity • Paint the Town Red campaign to maximise tourism benefits to local communities • Castray Point  Tasmanian Seafood and increase visitor yield. Seduction – Pennicott • Tasmanian Whisky Week Wilderness Journeys • Hobart airport investment Photography Poon Wai Nang • Coal River Valley brand launch

Huon Pine Walk – Tahune Adventures ALEX HEROYS Courtesy Tahune Adventures Tasmania Chief Executive Officer

6 Annual Report 2017/2018 | Destination Southern Tasmania partnerships

Partnerships are key to maximising DST’s and the Hobart Airport industry’s resources, as well as being critical for We were delighted to work closely with Hobart us to achieve our goals of regional dispersal and Airport, featuring our Explore Tasmania's South industry development. Below is a snapshot of map at Tasmania’s major airline gateway. some of our partnerships: Cruise Tourism Tasmania DST partnered with TasPorts, City of Hobart We continued our regular industry presentations and Tasmanian Travel and Information Centre to to Tourism Tasmania staff from DST members to provide promotion of member businesses and keep our State Tourism Organisation informed of industry to passengers arriving on 59 cruise ships developments within our region. We are delighted into Hobart. Poster displays were provided in the to assist in the generation of content for their Mac 02 terminal and tour operators were able social media program through the coordination to purchase parking permits on Hunter Street, of Instameets. We also provide advice to support from which they could sell tours and experiences Tourism Tasmania’s campaign development and are directly to cruise passengers. key partners on the development of the Western Wilds Journey program, as well as contributing to Regional Events the Tasmanian cruise stakeholder group. DST works closely with event organisers and other Department of State Growth industry stakeholders to disperse information about their events and encourage collaboration DST works closely with the Tourism and with appropriate tourism partners. We promote Hospitality Supply Side Unit within the Department regional dispersal for attendees. For example, we of State Growth (DSG), as well as with Events worked with Dark Mofo, Huon Valley Mid-Winter Tasmania. DSG is a key partner in the delivery of Festival and Festival of Voices to encourage the DAPs, journeys and in leveraging partnerships operator involvement and regional dispersal. for regional events. Southern Cross Local Tourism Associations and Networks DST maintains a corporate partnership with DST continued to work with the local tourism Southern Cross Austereo which has enabled us to associations (LTA) and networks to build industry facilitate seasonal cooperative television and radio capacity and ensure tourism benefits flowed on campaigns for industry. to local communities. For example, this year DST managed the Heritage Highway annual social Mona / Dark Mofo media program, the Port Arthur and Tasman Tourism Association (PATTA) gala dinner ticketing We are proud to continue our work with Mona to and networking events in all LTA regions. provide opportunities for industry to partner with one of Tasmania’s major attractions. This included Tourism Industry Council of Tasmania the 12 month Mona Industry Campaign, providing operators the opportunity to list their business on DST works closely with the TICT to identify and the Mona website, and Paint the Town Red, a DST- raise regional advocacy issues The DST Chair led initiative encouraging industry to incorporate holds a position on the TICT board. We also red lighting and add vibrancy to Hobart’s Dark support the annual tourism award judging program, Mofo winter event. communicate TICT events to our members, and support these events through attendance. Mercury Brooke Street Pier The Mercury is a corporate partner of DST and supported the Southern Stars of Tourism event Working in conjunction with Brooke Street Pier, as well as the annual Summit. The Mercury DST continued its cooperative program to feature partnered with DST to host a ‘People’s Poll’ member brochures by displaying them throughout to allow the community to decide the winner this high traffic site. 45 operators are participating of the #PTTR18 photo competition. They also this year. We thank Red Decker for its support in provided editorial and several advertisements to partnering with DST to ensure the brochure racks communicate the hashtag. remain well stocked during high peak periods and at weekends.

Destination Southern Tasmania | Annual Report 2017/2018 7 Local Government Collaborative marketing DST is proud to work in collaboration with DST works hard to develop partnerships that its 11 Council partners, providing marketing provide cost effective marketing opportunities to advice and assistance where appropriate. This industry that may otherwise be inaccessible. This year, we project managed marketing activities year we developed promotional programs that for Huon Valley Council and Kingborough enabled operators to participate at varying levels: Council under the cooperative Southern Trove • 71 advertisers participated in the advertising program. We assisted development of an program at Brooke Street Pier with brochures augmented reality project involving Clarence, displayed across five advertising screens. Brighton, Derwent Valley and Southern Midlands Council and attended many working • 90 businesses participated in Paint the Town groups across all 11 councils. Red, lighting up their business red to support Dark Mofo and participate in DST’s social TasTAFE media program. DST has developed a strong partnership with • The Mercury supported DST's Paint the Town TasTAFE Drysdale, welcoming students to Red campaign through editorial, advertising participate in DST events throughout the year. and the "People's Poll". This has provided students with invaluable practical experience in event hosting alongside • There were an unprecedented 942 posts to the training, networking and educational benefits. Paint the Town Red hashtag compared to 339 during the previous year. We have also welcomed Certificate IV students to complete work experience in our office. • 12 operators participated in a three-month program of cooperative advertising across radio and television featuring Hobart and Beyond branded television commercials. • 43 participants signed up for 2017/2018 Mona industry campaign. • 7 operators signed up for the independent tour operator cruise program operating from Hunter Street, outside the cruise terminal. Another 11 operators took up poster display advertising in the terminal, facilitated by DST.

Willie Smith's Apple Shed  Huon Valley Mid-Winter Fest Photography Samuel Shelley Photography Kate Berry

8 Annual Report 2017/2018 | Destination Southern Tasmania membership

DST is truly an industry led organisation, with 202 members from across southern Tasmania. We were delighted to welcome new members this year as we continue to grow and evolve to meet industry needs.

2018 DST Member Survey DST Member Distribution 144 responses representing more than 109 member businesses (over 50%) participated in our 2018 Membership Survey in January, giving us a clear snapshot of how we are tracking in terms of responding to industry needs. The survey results revealed an overall satisfaction rating of 4.01 out of 5 and a 90% likelihood of membership renewal in 2018. The survey also revealed that the main reasons for joining DST were as follows: • being part of the peak regional 12.9% tourism body (85%), 2.6% • to support the tourism industry (79%), and

• business networking came in next at 67.5%. Central Highlands Southern Midlands Furthermore, the most valuable membership 10.5% benefits were shown to be: 55.6% Brighton • access to key industry stakeholders (81%), Derwent Valley Sorell Glenorchy Clarence • networking opportunities (80%), Hobart • DST facilitated workshops (80%). 18.4% Kingborough Tasman

Huon Valley

 Wooden Boat Centre Tasmania Photography Nick Osborne

■ Greater Hobart

■ Heritage Highway

■ Huon Valley/Kingborough

■ Tasman Peninsula

■ Derwent Valley and Central Highlands

Destination Southern Tasmania | Annual Report 2017/2018 9 members at 30 june 2018

28 Gates Derwent Valley Council Ida Bay Railway Pennicott Wilderness Tasmanian Jet Ski Ageing Barrel Tours Discovery Holiday Parks Industrylink Journeys Adventures Ambience on Huon Bed Domaine A Stoney Innkeepers Tasmania Peppermint Bay Cruises Tasmanian Museum & Art & Breakfast Vineyard Inverawe Native Gardens Pooley Wines Gallery Art Farm Birchs Bay Driftwood Cottages Island Scenic Flights Port Arthur Historic Sites Tasmanian Symphony Orchestra Ashdowns of Dover Bed Eaglehawk Dive Centre Islington Hotel Port Arthur Holiday Park Tasmanian Walking & Breakfast Evolo Room Escape Jackson's Emporium Port Arthur Lavender Company At Eleven, la petite Experience Tasmania Jenatt at Salamanca Farm Tassie Bound Adventure maison Tours and Charters Apartments Port Arthur Villas Tours Australasian Golf Farm Gate Market Kermandie Hotel & Puddleduck Vineyard Tassie Motor Shacks Museum Fat Pig Farm Marina Tasmania TasTafe-Drysdale Avis Australia Federal Group Kingborough Council Pumphouse Point The Agrarian Kitchen Bangor Vineyard Shed Federation Chocolate Lark Distillery Qantas Airways Eatery Barilla Bay Seafoods Fountainside Hotel Lenna of Hobart (QantasLink) The Corinda Collection Barron Associates Fox and Hounds Let's Show you Tasmania RACT The Falls Music & Arts Bellehaven Tasmania Frank's Cider Bar & Cafe Tours Rathmore Festival Best Western Hobart Frogmore Creek Library House Ratho Farm The Henry Jones Art Blue Hills Motel Love Tasmania Tours Richmond & Coal River Geeveston Visitor Centre Hotel Bonorong Wildlife Lufra Hotel Valley Promotions Group Glenorchy City Council The Kingdom Gallery at Sanctuary Riverfront Motel & Villas Gourmania Food Tours MACq01 Hotel Glen Clyde House Brighton Council Roaring 40s Kayaking Tasmania Macquarie Point The Mercury Bruny Island Cheese Co. Development Rotorlift Aviation Grandvewe Cheeses The Old Woolstore Bruny Island Coastal Corporation Roxburgh House Hadley's Orient Hotel Apartment Hotel Retreats Mantra Collins Hotel Apartments Hamilton Inn The Possum Shed Bruny Island Honey Margate Marina Royal Tasmanian Harrison Group The Red Decker Company Botanical Gardens (Wherewot Division Marrawah Hospitality (The Company Bruny Island Premium GlassHouse / Brooke Sailtas and Waterside The Wooden Boat Centre Wines Accommodation) Street Larder) Salamanca Arts Centre Three Capes Gear and Bruny Island Safaris / Mawson's Huts Replica Salamanca Inn Harrison Grove Guest Gourmet Bruny Island Lighthouse Houses Museum Salamanca Wharf Hotel Tourism Brochure Tours Maydena Bike Park Hawthorn Lodge Salters Hire Exchange Budget Rent-a-Car Mayfair on Cavell Heimat Chalets Shene Estate & Distillery Tours around Tasmania Business Events Heritage Horse Drawn Mayfair Plaza Motel Shutterbug Walkabouts Tasmania Truffle Lodge Carriages McHenry Distillery Smugglers Rest Candy Ab Two Bud Spur Vineyard Heritage Sailing Tasmania Meadowbank Wines Snug Beach Cabin & Captain Cook Holiday Tynwald Restaurant & Highland Cabins & Mona Caravan Park Park Historic Accommodation Cottages at Bronte Park Mona Roma (Navigators) Somerset on the Pier Co Under Down Under Hobart Central YHA Motel 429 Sorell Council Central Highlands Walk on Wellington Hobart Chamber of Mount Wellington Southern Cross Austereo Council Walton House B&B Commerce Cableway Company Southern Lights Hotel Channel Museum Waterfalls Cafe & Gallery Hobart City Council Mures Tasmania Southern Midlands City View Motel Whispering Spirit Holiday Hobart Historic Cruises National Trust of Australia Council Clarence City Council Cottages and Miniature Hobart Historic Tours (Tasmania) St Ives Hotel Pony Stud Coal River Farm Hobart International Old Kempton Distillery Stewarts Bay Lodge Wild Pedder Coral Expeditions Airport Ondine Boat Hire Stuart Lennox Willie Smith's Cricket Tasmania Hobart Yachts Osborne Heli Tours Women in Tourism & Cruisin Motorhomes Home Hill Winery Overdrive Car Hire Apartments Hospitality Tasmania Curringa Farm Hotel Bruny Oyster Cove Chalet Tahune Adventures Woodbridge Derwent Bridge Chalets Hotel Grand Chancellor Pagan Cider Tasman Council Smokehouse & Studios Huon River Jet Boats Par Avion Wilderness Tasmania Tour Guide Wrest Point Hotel & Derwent Bridge Huon Valley Council Tours Tasmanian Boat Charters Casino Wilderness Hotel Huon Valley Escapes Parks and Wildlife Service Tasmanian Devil Unzoo Yukon Tours Derwent Sailing Hydro Tasmania Pedder Wilderness Zero Davey Boutique Squadron Tasmanian Ebike Ibis Styles Hobart Lodge Adventures Apartments

10 Annual Report 2017/2018 | Destination Southern Tasmania spotlight on destination action plans

As part of the implementation of the Tasmanian Visitor Economy Strategy 2015–2020 and with the support of the Department of State Growth, DST has developed nine Destination Action Plans (DAPs) throughout southern Tasmania. The purpose of the DAPs is to identify priority actions that can make a difference and achieve the aspirations of key visitor destinations.

DAPs are community and industry driven plans DAP projects snapshot: that identify achievable priorities and actions. The Plans are based on the principles that visitors are Derwent Valley Tasmania attracted to destinations and experiences rather The Derwent Valley DAP process in 2016-17 than regions, that the visitor experience of the identified the need to develop a strong central destination is a critical success factor and local voice to facilitate the messages of the destination. communities know their destination best. The Plans Derwent Valley industry stakeholders established seek to identify the challenges and opportunities a social media cooperative, called Derwent Valley facing the region and to establish achievable Tasmania which has developed a new regional affordable priorities that if delivered, would website and an ongoing professionally curated increase the destination’s competitiveness. social media campaign to promote the region In 2017-18, DST facilitated the development of and the experiences it offers. The group DAPs in Tasmania’s Far South, and also in the Huon continues to grow and thrive, showing itself to Valley. DAPs for Greater Hobart, Bruny Island, be a great example of industry-led collaborative Tasman, Derwent Valley, Central Highlands, Coal marketing activity. River Valley and Heritage Highway (in conjunction with Tourism Northern Tasmania) had been completed prior to this financial year, so ongoing facilitation of the implementation of those seven Plans has also taken place throughout 2017-18. Each DAP outlines priorities and actions as a guide for stakeholders to collaboratively and cooperatively implement the Plan. Once the DAP has been completed for a region, an Implementation Leadership Group (ILG) is established to facilitate action. A key consideration for the group is the availability and securing of resources to progress the implementation of the Plan in a timely manner. DST has undertaken to support each ILG for a minimum of 12 months after completion of the DAP, to facilitate regular meetings and reporting. The Agrarian Kitchen Photography Peter Whyte

Destination Southern Tasmania | Annual Report 2015/2016 11 Bruny Island Infrastructure Coal River Valley A key priority for the Bruny Island DAP was The Coal River Valley DAP identified the improved visitor infrastructure to enhance the opportunity to become one of Australia’s premier visitor experience. A $150,000 infrastructure fund wine regions. To that end, the group has focussed has been established with support from Pennicott on developing a more coordinated approach to its Wilderness Journeys, Kingborough Council and marketing, messaging and storytelling. In 2017-18, State Government for projects that are important to the following projects have been undertaken: the visitor experience but not currently funded. • The Wine Wall has been launched (this is During 2017-18, the following projects were a public interpretive installation which was completed and funded by this infrastructure fund: developed independently of the DAP, but support with the execution of its launch, as • Grass Point and Fluted Cape walking track: well as industry and public engagement was track upgrade and maintenance, facilitated by the DAP ILG). • Dennes Point Heritage Trail: construction, • Clarence City Council has elected to compilation and installation of interpretation participate in the above-mentioned panels, Augmented Reality Project alongside • Hanssons Beach and Two Tree Beach car Brighton, Derwent Valley and Southern parks: upgraded and resurfaced, and Midlands Councils. • Barnes Bay: installation of picnic furniture • A new brand has been developed for the and an historic interpretation sign. Coal River Valley, giving the region a more contemporary and inclusive identity. Beacon Technology/Augmented Reality Pilot The DAP process has seen a number of regions Heritage Highway identify the need and opportunity to use Storytelling was one of the strongest objectives contemporary interpretation tools to bring to life for the Heritage Highway DAP. To that end, the the rich stories of the region. group is also coordinating an augmented reality project in Ross that will sit alongside and run off the This has resulted in a collaboration between same application as the others being implemented Clarence, Brighton, Southern Midlands and around southern Tasmania. Derwent Valley Councils on an interpretation project which uses beacon technology and augmented reality to tell the stories of the region and engage visitors through their digital devices. This project will see this cutting edge technology utilised in a new context, that if successful, could be applied across Tasmania. During 2017-18, much work has been done around developing content and refining the technology, and the first of these augmented reality experiences are expected to be launched in Spring 2018 in New Norfolk, Brighton, Richmond and Oatlands.

Oast House Photography Geoff Murray

12 Annual Report 2017/2018 | Destination Southern Tasmania looking ahead

As we look forward to 2018/2019 the DST team of staff and Board of Directors are committed to our drivers of regional dispersal, industry development, capacity building and regional advocacy whilst maintaining the sustainability of DST. This year will see an increased focus from the state government on regional dispersal and increasing yield. We do have limited financial and human resources and must work strategically, and with partnerships, to be able to maximise our impact for industry.

Marketing Membership and Partnerships We will continue to focus our marketing efforts We aim to enhance and strengthen the relationship on the intrastate market and on-ground visitors. with our 11 local government partners and Whilst much of our attention will centre on creative industry stakeholders. We will continue to build digital marketing channels, we will concentrate and strengthen our membership base. It is vitally on ensuring maximum dispersal of the Explore important that DST continues to be representative Tasmania's South map to support awareness of our of our industry and responsive to its needs. This regional experiences and brand strengths. drives our advocacy agenda. Our annual membership survey is an important Building Industry Capacity tool to gather feedback to ensure our With the support of Department of State Growth, membership proposition is relevant and provides Destination Action Plans (DAPs) will continue to value for money. be a key priority for DST as we work with local communities to implement the plans and address key priorities to improve the visitor experience. A common thread through DAPs across the state is the facilitation of industry leadership. We will look at opportunities to leverage existing leadership programs and research development of a tailored program through DST. We will work closely with State Government and other RTOs to implement the Tasmanian Visitor Engagement Strategy to assist in providing a seamless and coordinated visitor experience throughout the state. Key priorities include identification and development of Tasmanian journeys, enhanced wayfinding and signage, including use of digital technology. The Western Wilds journey, and others that touch into southern Tasmania, will be a strong focus for Willie Smith's Apple Shed Photography Samuel Shelley 2018/2019. We are also excited to deliver the annual DST Tourism Summit, Southern Stars of Tourism event and the comprehensive Tips and Tipples program, as these become signature industry events for the southern Tasmanian tourism industry.

Destination Southern Tasmania | Annual Report 2017/2018 13 the board

Stuart Lennox Daniel Aitken Martyn Evans Elected Director Elected Director Nominated by Southern – Chairman Daniel Aitken is the Tasmanian Councils Stuart is an experiential Marketing Manager for Authority educator who has spent the Museum of Old and Martyn Evans will attain a years encouraging the old and young New Art. Daniel’s role across the Mona milestone in 2017 – a decade of service alike to enjoy Tasmania’s outdoors. organisation extends from the Museum to the Derwent Valley as Mayor. During He loved working as a teacher, then to Moorilla Winery, and across Mona his tenure in the role, Mayor Evans’ in Sport and Recreation Tasmania Foma and Dark Mofo festivals. His passion for supporting young people, before spending many exciting years experience and skills centre around education and introduction of new as a nature-based tourism consultant strategic planning, creative business technologies into schools, has included and marketing manager with Tourism solutions, brand development and the establishment of the Derwent Valley Tasmania. research/data-driven marketing. Scholarship Fund, which has supported interstate travel for young creative He recently resigned from the Parks As a Tasmanian-born marketer, Daniel is artists and sport players. and Wildlife Service as Director Visitor passionate about the Tasmanian tourism Services. Stuart spent ten years industry and bringing more people A life-long northern suburbs dweller, working on the development of the to experience what our state offers. Mayor Evans is strongly connected Three Capes Track as a key regional Through his time with Mona, dating back him to his community with a deep tourism project. He has previously to before it’s opening, he has seen the understanding of the social issues been actively involved with the Cradle shape of the Tourism industry change facing the region. Recently hosting Coast Tourism Executive and as a board dramatically from within Tasmania’s an overseas delegation visiting group member of Ecotourism Australia. He largest draw card and is passionate from China, Mayor Evans hopes to end convened Australia’s first wildlife tourism about helping to build the industry by his tenure in 2018 by continuing the conference. When he is very lucky he working together with other tourism and path towards a formal Friendship City gets to ride his longboard at his home business operators and leveraging from relationship with Guan‘An Province. break, Mays Point. When the seas are each other’s experience and skills. quiet he rides, walks, dives and climbs David Gunton anywhere the mood takes him. Stuart is Vincent Barron Elected Director a passionate and proud Tasmanian. Elected Director Dave has always had Vin Barron was Chief hospitality in his blood, Tom Wootton Executive of the Tasmanian carrying his first restaurant Elected Director Convention Bureau (TCB) from 1993 plate at 14 years old Quigley’s in – Deputy Chair until 2008. He was previously Executive Launceston. In 1993, he worked for Tom is a Tasmanian-born Director of the Hobart Chamber of the Sheraton Corporation after leaving marketing professional, Commerce and State Director of the school but it was not long before he having worked across various facets Tasmanian Chamber of Commerce for owned his own business. He ran his first of Tasmania’s Tourism Industry. He is eight years. hotel as licensee at the age of 20 and qualified lawyer, but opted for a ‘less purchased his first hotel in 1999. In May 2011, he became the convenor/ boring’ career in marketing and has since chairman of various industry working Dave’s passion for the tourism sector worked in London and Melbourne with groups having as their objective saw him move to Bruny Island in 2005 some of the biggest brands in the world. the establishment of a new regional where he developed the award-winning Tom returned to his home state in 2014, tourism organisation for Southern Explorers Cottages. He purchased intent on marketing a product he feels Tasmania. He was a founding Director Hotel Bruny in 2011, with the restaurant most passionately about: Tasmania. of the Tourism Industry Council of expanding to a thriving hub for visitors He has worked with a range of tourism Tasmania and currently represents and local community members. businesses including Pumphouse Point, DST on the TICT Board. Dave has most recently developed Tourism Industry Council Tasmania and Vin is a Director of Cricket Tasmania Bruny Island Cider, the first and only RACT Destinations, but is now the Sales with committee responsibilities commercial cider to showcase Bruny and Marketing Manager for Federal which include marketing, promoting Island apples. His Bruny Island Café Group’s tourism portfolio. major events, Blundstone Arena opened in late July and he soon to venue operations and the Tasmanian launch Bruny Island Lodge. Cricket Museum.

14 Annual Report 2017/2018 | Destination Southern Tasmania Anne Hardy Tim Parsons Tim Short Appointed Director Appointed Director Nominated by Southern Dr. Anne Hardy is a Senior Tim Parsons is a sixth- Tasmanian Councils Lecturer at the University generation Tasmanian Authority of Tasmania and the farmer and owner of Tim is the Group Manager Director of the Tourism Research and Curringa Farm – a beautiful 750 acre Executive and Economic Development Education Network (TRENd). She is a sheep and cropping farm at Hamilton in with the City of Hobart. He has been specialist in tribal marketing, the drive Tasmania’s Derwent Valley. with the City of Hobart for 16 years, tourism and recreational vehicle market building up a unique understanding In recent years Tim and his wife Jane and issues related to sustainability. of how the City operates. He has have become significant players in the responsibility for the areas of Economic Her research has been conducted both Tasmanian tourism industry, offering Development, City Strategy and in Australia and overseas, including in hosted accommodation and farm tours Performance, International Relations and Canada, the United Kingdom and New which are extremely popular with the Office of the Lord Mayor. Zealand. Anne is particularly interested visitors from South East Asia, partly as in collaborative research that forms two- a result of Tim’s extensive travels to Tim started his professional career as way linkages between the university Asia over the past eight years. In 2016, lawyer in Hobart before moving to the and the broader tourism industry. Curringa has added five new luxury West Coast of Tasmania to work for a cottages and a new visitors reception community organisation focussed on Toni Kibbey centre is underway to cope with the small business start-up and economic growing demand. development. It was here that Tim first Elected Director developed an understanding of Tourism Toni is a marketing Tim is passionate about tourism and its importance to communities and professional with 20 in Tasmania and his 20 years of the State as a whole. years’ experience in experience in the industry enables Australia and overseas. The last him to contribute to issues at state and During his time at Council, Tim oversaw eight years have been in the tourism regional levels to provide outcomes for the transition of the Tasmanian Travel industry with Tourism Tasmania, local communities. and Information Centre into Council’s Hobart Airport and now as Head of operation and continues to have Marketing with Lark Distillery. Ken Stronach an active role in the City’s Tourism strategies. She has a strong background in Appointed Director the development and delivery of Ken brings a wealth of Tim is a former director of the Australian new brands and is highly skilled experience to the DST Cruise Association, as well as Director in developing communication and board, having been in and past President of the Rotary Club of marketing strategies. the tourism industry for more than 35 Hobart. years. Ken has a strong history in hotel Toni is passionate about Tasmania and management having owned, developed the growth of tourism and development operated and managed a huge variety and hopes to contribute to that growth of hotels both in Tasmania and mainland by helping drive Destination Southern Australia. Tasmania. Ken maintains private interests in hotels around Tasmania. Ken is currently the owner of Tahune Adventures.

Destination Southern Tasmania | Annual Report 2017/2018 15 financial snapshots

Directors’ declaration Directors’ report In accordance with a resolution of the directors Your directors present their report on the company of Destination Southern Tasmania Limited, the for the financial year ended 30 June 2018. directors have determined that the company is not a reporting entity and that this special purpose The names of the directors in office at the date of financial report should be prepared in accordance this report are: with the accounting policies described in Note 1 to the financial statements. Stuart Lennox Vincent Barron The financial statements and notes, as set out in Kenneth Stronach this report: Daniel Aitken (a) c omply with Accounting Standards and the Martyn Evans Corporations Act 2001; and David Gunton Toni Kibbey (b) g ive a true and fair view of the company’s financial position as at 30 June 2018 and of its performance Tim Parsons for the year ended on that date in accordance with Tim Short the accounting policies described in Note 1 to the Tom Wootton financial statements. Anne Hardy In the directors’ opinion there are reasonable The profit/(loss) of the company Destination grounds to believe that the company will be able Southern Tasmania Limited for the financial year to pay its debts as and when they become due amounted to $45547. and payable. The company’s operations are not regulated by This declaration is made in accordance with a any significant environmental regulation under a resolution of the Board of Directors. law of the Commonwealth or of a State or Territory. The company is a non-profit organisation and since the end of the previous financial year, no Directors of the company have received or become entitled STUART LENNOX to receive a dividend. Chairman Insurance premiums have been paid, during or since the end of the financial year, for professional and management liability for who is, or has been, an officer and manager of the company. No indemnities have been given or insurance premiums paid, during or since the end of the financial year, for any person who is, or has been, an auditor of the company. Signed in accordance with a resolution of the Board of Directors,

STUART LENNOX Chairman

16 Annual Report 2017/2018 | Destination Southern Tasmania Statement of financial performance Statement of financial position

Classification of expenses Note 2018 2017 Note 2018 2017 by nature $ $ $ $ Revenues from ordinary 2 847,067 910,160 Current Assets activities Employee benefits expense (333,694) (372,165) Cash 3 641,491 790,163 Depreciation and amortisation Pre Payments 0 0 (5,513) (7,137) expenses Receivables 4 1,841 963 Other expenses from ordinary (462,313) (515,996) activities Total Current Assets 643,332 791,125 Profit / (loss) from ordinary activities before income tax 45,547 14,862 Non Current Assets expense Computer Equipment 5 2,460 3,588 Income tax expense relating 1(a) 0 0 to ordinary activities Motor Vehicle 5 4,283 5,710

Profit/(loss) from ordinary Office Equipment 5 437 545 activities after income tax 45,547 14,862 expense Borrowing Expenses 0 127 New increase (decrease) in reserves Total Non Current Assets 7,180 9,971

Total changes in equity 45,547 14,862 TOTAL ASSETS 650,512 801,096

Current Liabilities

Statement of cash flows Accounts payable 6 204,991 266,847

2018 2017 Prepaid Subscriptions/ 307,102 431,444 $ $ Revenue in Advance Cash flow from operating activities Provision for Annual Leave 16,112 19,834 Receipts from customers 721,848 1,239,422 Asset Purchase 0 6,212 Payments to suppliers and (860,803) (735,191) employees Total Current Liabilities 528,206 724,336 Net cash provided by (used in) (138,956) 504,231 Non Current Liabilities operating activities Cash flow from investing activities Asset Purchase 0 0 Payment for Plant & Equipment (2,850) (3,875) Total Non Current Liabilities 0 0

Net cash provided by (used in) (2,850) (3,875) TOTAL LIABILITIES 528,206 724,336 investing activities Cash flow from financing activities NET ASSETS 122,307 76,760 Repayment of borrowings (6,866) (6,960) EQUITY 7

Net cash provided by (used in) (6,866) (6,960) Issued Capital 0 0 financing activities Retained profits 76,760 61,898 Net increase (decrease) in cash held (148,672) 493,396 Cash at beginning of year 790,163 296,767 Current Profit/(Loss) 45,547 14,862

Cash at end of year 641,491 790,163 TOTAL EQUITY 122,307 76,760

Destination Southern Tasmania | Annual Report 2017/2018 17 notes to and forming part of the financial statements

Note 1: Statement of significant Property, Plant and Equipment accounting policies Property, plant and equipment are brought to The financial report is a general purpose financial account at cost or at independent or directors’ report that has been prepared in accordance valuation, less where applicable, any accumulated with Accounting Standards and other mandatory depreciation or amortisation. The carrying amount professional reporting requirements and the of property, plant and equipment is reviewed Corporations Act 2001. The financial report has annually by directors to ensure it is not in excess been prepared on an accruals basis and is based of the recoverable amount from those assets. The on historical costs and does not take into account recoverable amount is assessed on the basis of changing money values or, except where stated, the expected net cash flows which will be received current valuations of non-current assets. from the assets employment and subsequent disposal. The expected net cash flows have not Cost is based on the fair values of the been discounted to present values in determining consideration given in exchange for assets. The recoverable amounts. The depreciable amount of accounting policies have been consistently applied, all fixed assets including buildings and capitalised unless otherwise stated. leased assets, but excluding freehold land, are The following is a summary of the material depreciated on a diminishing value basis over their accounting policies adopted by the company in the estimated useful lives to the entity commencing preparation of the financial report. from the time the asset is held ready for use.

Income Tax The company is exempt from income tax under section 50-40 of the Income Tax Assessment Act 1997 in that the association is not carried on for the purposes of profit or gain to the individual members thereof and was established for the purpose of promoting the development of Tourism.

18 Annual Report 2017/2018 | Destination Southern Tasmania Note 2: Operating Profit Note 4: Receivables

2018 2017 2018 2017 Current $ $ $ $

Revenue GST Refundable 0 0

Tasmanian Government Grant 340,200 335,000 Total 0 0

Other Government Grants 1,025 30,000 Note 5: Non Current Assets DST Membership 186,986 158,704 The following is a summary of the cost of the owned assets and & Partnership Fees accumulated depreciation calculated on a basis of Diminishing Value annually for Motor Vehicles, Office & Computer Equipment Marketing 142,560 248,463 respectively:

Corporate Partnerships 97,801 96,862 Motor Office Computer Vehicles Equipment Equipment Business Events 33,802 33,837 Cost Price 29,200 2,815 16,815 Interest 11,516 6,409 Accumulated (24,917) (2,378) (14,355) Other 33,179 886 Depreciation

Total Revenue 847,067 910,160 Written Down Value 4,283 437 2,460 Expenditure Note 6: Accounts Payable Operating activities 2018 2017 General & Administrative Expenses 142,102 171,660 $ $

LTA Expenses 0 2,873 Accrued Expenses 145,796 173,377

Marketing Expenses 275,526 334,268 Trade Creditors 1,000 5,990

Employment Expenses 333,694 372,165 GST Payable 48,825 74,091

Occupancy Expenses 20,198 16,437 Superannuation Payable 9,236 10,378

Prior Year Items 30,000 (2,105) PAYGW Payable 134 3,010

Total Expenditure 801,520 895,298 Total 204,991 266,847

Note 3: Cash Note 7: Members’ Guarantee 2018 2017 The company is limited by guarantee. If the company is wound up, $ $ the constitution states that each member is required to contribute a maximum of $10 each towards meeting any outstanding obligations Cash at Bank $641,491 790,163 of the company. At 30 June 2018 the number of members was 203 (2017 – 200). Total $641,491 790,163

Destination Southern Tasmania | Annual Report 2017/2018 19 auditor’s report

Independent auditor’s report to members of Destination Southern Tasmania Limited

I have audited the financial report comprising the Independence Income Statement, Balance Sheet, Statements of To the best of my knowledge and belief, there has Cash Flows and Changes in Equity, and Notes to been no contravention of auditor independence Accounts, of Destination Southern Tasmania Limited and any applicable code of professional conduct in for the year ended 30 June 20I8. relation to the audit.

Directors' Responsibility for the Financial Report IFRS Compliance The Company's management committee is I declare that the company has met IFRS compliance responsible for preparation and fair presentation requirements. of the financial report and information contained therein. This responsibility includes establishing and Audit Opinion maintaining internal controls relevant to preparation and fair presentation of the financial report that is In my opinion, the financial report of Destination free from material misstatement, whether due to Southern Tasmania Limited presents fairly in fraud or error; selecting and applying appropriate accordance with applicable Accounting Standards accounting policies; and making accounting and other mandatory professional repo1ting estimates that are reasonable in the circumstances. requirements in Australia the financial position of the Company as at 30 June 2018 and the results of its operations and its cash flows for the year then ended. Auditor's Responsibility My responsibility is to express an opinion on the financial report based on my audit. I have Max Peck & Associates conducted my audit in accordance with Australian Auditing Standards to provide reasonable assurance as to whether the accounts are free of material misstatement. My procedures Rendell W. Ridge included examination, on a test basis, of evidence 9 September 2018 supporting amounts and other disclosures in the accounts, and the evaluation of accounting policies and significant accounting estimates. These procedures have been undertaken to form an opinion as to whether, in all material respects, the financial statements are presented fairly in accordance with Australian Accounting Concepts and Standards and other mandatory professional repo1ting requirements (Urgent Issues Group Consensus Views) (where applicable), and statutory requirements so as to present a view which is consistent with my understanding of the Company's financial position and the results of its operations and cash flows. The audit opinion in this report has been formed on the above basis.

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20 Annual Report 2017/2018 | Destination Southern Tasmania Auditor’s Independence Declaration under Section 307C of the Corporations Act 2001

To the Directors of Destination Southern Tasmania Limited I declare that, to the best of my knowledge and belief, during the year ended 30 June 2018 there have been no contraventions of the auditor independence requirements as set out in the Corporations Act 2001 in relation to the audit or any applicable code of professional conduct.

Max Peck & Associates

Rendell W. Ridge 9 September 2018

Destination Southern Tasmania | Annual Report 2017/2018 21 Level 2, 13-17 Castray Esplanade Hobart Tasmania 7000 PO Box 184, Battery Point 7004 Phone (03) 6223 5650 [email protected] www.southerntasmania.com.au