Snowy Monaro Destination Management Plan 2019 ACKNOWLEDGEMENTS The Snowy Monaro Destination Management Plan has been prepared by TRC Tourism Pty Ltd for Snowy Monaro Regional Council. We would like to acknowledge the traditional owners of the land that the geographic scope of this Plan covers and Elders past and present. DISCLAIMER Any representation, statement, opinion or advice, expressed or implied in this document is made in good faith but on the basis that TRC Tourism Pty Ltd is not liable to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking action in respect of any representation, statement or advice referred to in this document. PHOTO CREDITS Images used in this document have been supplied with permission by Destination NSW and Tourism Snowy Mountains. SNOWY MONARO DESTINATION MANAGEMENT PLAN 2019 1 Contents ACRONYMS SMRC Snowy Monaro Regional Council Introduction 4 DNSW Destination New South Wales The Region 7 DSNSW Destination Southern New South Wales Partnerships, Governance And Support 9 TSM Tourism Snowy Mountains The Visitor Economy 11 DMP Destination Management Plan Target Markets 14 LGA Local Government Area The Visitor Offer 18 TRA Tourism Research Australia Vision For The Region 20 KNP Kosciuszko National Park VIC Visitor Information Centre Strategic Priorities And Projects 21 Game Changer Experience Development 38 Actions 61 Supporting Documentation 66 SNOWY MONARO DESTINATION MANAGEMENT PLAN 2019 2 SNOWY MONARO DESTINATION MANAGEMENT PLAN 2019 3 Introduction Destination management is an ongoing process in which tourism, industry, Government and community leaders plan and manage a destination. Tourism is an economic driver, generating jobs and contributing lifestyle This plan draws on the comprehensive foundation of strategic and benefits to communities. Equally, tourism needs to be managed to ensure statutory reports and documents that have guided tourism in the Snowy that it leaves a positive legacy for current and future generations. This Monaro region in recent years: destination management approach identifies the products or experiences • NSW Department of Planning & Environment SE and Tablelands available, understands the visitor and engages broadly with community Regional Plan–2036 and other industry sectors and then markets the offering. The tourism sector needs to ensure that it is considered in the broader context of • Destination Southern NSW Destination Management Plan 2018-2020 regional development and that it is recognised for its overall contribution • Snowy Mountains Destination Management Plan–2013 and economic value to the region.1 • Snowy River Shire Council Strategic Tourism Development Plan–2016 The Snowy Monaro Regional Council (SMRC), in partnership with Regional • Cooma-Monaro Destination Management Plan –2013 NSW commissioned a Destination Management Plan (DMP) for the newly • Bombala Destination Management Plan–2014 formed Snowy Monaro Local Government Area. The plan has a local focus, • Snowy Monaro Community Strategic Plan–2040 though aligns with the Destination Southern NSW DMP and Destination NSW tourism objectives. The process of destination management doesn’t • Snowy Mountains Regional Economic Development Blueprint–2016 happen in isolation. It involves a range of sectors, stakeholder groups and • Australian Alps National Landscape Tourism Strategy–2010 delivery partners — such as Government agencies, communities and business groups — working collaboratively to deliver their part of the tourism picture.2 2 1 Tourism 2020 www.austrade.gov.au Tourism 2020 Best Practice Destination Management SNOWY MONARO DESTINATION MANAGEMENT PLAN 2019 4 SMRC sought to build on this foundation to create one inclusive tourism Most of the products and experiences articulated in this DMP have common Destination Management Plan for the region. The Snowy Monaro DMP is built components based around the experience development themes: on effective consultation including workshops sessions, in-person interviews, submissions and community feedback — crystallising the priority actions, initiatives, precincts and experiences that will enable the region to achieve its and the State’s tourism and community goals for 2020, and beyond. Objective: This plan provides an inspiring and effective approach to grow the visitor economy of the Snowy Monaro region and create meaningful Theme 1. Theme 2 Theme 3. Theme 4. connections between place, community and Challenge Yourself Remarkable Our Heritage Savour the in Nature Journeys Snowies businesses, with the visitors to the region. Great experiences don’t have to be complicated to deliver or sell, but they These themes link to the DSNSW DMP and Destination NSW planning. The make all the difference to visitors. This DMP looks at ways of encouraging visitor experiences on offer in the Snowy Monaro region bring to life the tourism, both from a demand perspective – how the region is marketed, and destination positioning. They are heavily nature oriented (walking tracks, supply perspective – what infrastructure, what new products and what new outdoor active, wilderness and national parks) and are strengthened by the experiences does the region have to develop to entice the visiting public. towns and villages, local produce and cultural heritage. The more quality experiences a visitor has, the better their overall impression of the destination will be. They will also be more likely to return and recommend the destination to friends. This DMP aims to build on the recent successes and current initiatives in place across the Snowy Monaro region. The intention is to enhance and build on existing partnerships, initiatives and event calendars to continue the region’s success in tourism planning and development. SNOWY MONARO DESTINATION MANAGEMENT PLAN 2019 5 SNOWY MONARO DESTINATION MANAGEMENT PLAN 2019 6 The Region The Snowy Monaro Regional Council was formed in 2016 and encompasses the former Bombala, Cooma-Monaro and Snowy River LGAs. The region is in south-eastern New South Wales, about 50 kilometres south of the Canberra CBD and 400 kilometres south-west of the Sydney CBD. It is on land traditionally home to the Ngarigo, Walgalu, Bidawal and Southern Ngunnawal people and covers a diverse geographic area with a varied social and economic profile. The Snowy Monaro Regional Council Local Government Area covers 15,158 square kilometres and has an approximate population of 20,713.4 The Snowy Monaro region is a significant tourism destination that attracts large numbers of visitors each year for recreation and relaxation activities and to explore the rich history and diverse landscapes. The region is most well known as a snow holiday destination and it is the winter tourist market that has the largest economic impact on our regional communities. Outside of winter, there are significant tourism opportunities that have capacity for growth. Tourism is the most important sector of the regional economy. In 2016/17, the total tourism and hospitality sales in Snowy Monaro Regional Council area were $740.0m. It is the largest source of employment in the region.5 The visitor economy assets for the region range from the sweeping Monaro plains, the iconic Snowy River, pristine lakes and waterways, Kosciuszko National Park, ski resorts, events and festivals, the Snowy Hydro scheme, country shows, quaint villages and regional centres, to outdoor active adventures such as bushwalking, mountain bike riding and horseback trail rides. 4 www.economy.id.com.au/snowy-monaro 5 www.economy.id.com.au/snowy-monaro/tourism-value SNOWY MONARO DESTINATION MANAGEMENT PLAN 2019 7 SNOWY MONARO DESTINATION MANAGEMENT PLAN 2019 8 Partnerships, Governance and Support Implementation and success of the Snowy Monaro DMP will be achieved through strong partnerships with the tourism industry, community, TSM, DNSW, DSNSW and SMRC. • TOURISM AUSTRALIA • TOURISM SNOWY MOUNTAINS is responsible for international marketing of Australia and national aims to achieve tourism growth by developing opportunities for the tourism strategies. AUSTRADE is also actively involved in several projects Snowy Mountains region specifically, and by promoting the brand ‘Snowy in the Snowy Monaro region. Mountains’ and with responsibility for advocacy, lobbying industry, new • DESTINATION NSW product development, planning and is a resource for potential new is the lead Government agency for the New South Wales tourism and investors in the region. It reports to a Board of local stakeholders. major events sectors. While DNSW’s resources are focused predominantly • SNOWY MONARO REGIONAL COUNCIL on events, domestic and international marketing, it supports regional and is responsible for destination marketing within the region, tourism local tourism via the new regional destination networks, and funding infrastructure and funding, and is actively involved in the local tourism support via the Regional Tourism Fund and the Regional Flagship Events industry by way of Visitor Information Centre management in Cooma and program. Bombala. This includes compiling a regional event calendar and supporting • DESTINATION SOUTHERN NSW some events. Council is responsible for directional sign posting, town is one of six new Destination Networks across NSW. The Snowy Monaro is beautification and is establishing a Tourism Committee to assist with DMP located within Destination Southern NSW. DSNSW’s regional tourism implementation. priorities are to: increase visitation, grow physical