2019/2020 Annual Report Welcome
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2019/2020 Annual Report welcome The 2019/2020 financial year saw Destination Southern Tasmania’s (DST) eighth year of operation as southern Tasmania’s Regional Tourism Organisation (RTO) and arguably, its most challenging to date for our members. Covering a large geographical region, and 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 ensure the benefits of the visitor economy flow throughout the southern region. Our key activities to achieve this in 2019/2020 included: a strong industry membership base, digital marketing, partnerships, industry development, and regional advocacy and media. DST has received continued growth in membership and has achieved higher levels of industry engagement than ever before, evidenced by around 2000 attendees across all DST industry events throughout the year, a 21 per cent increase from the previous year. We respectfully present our 2019/2020 Annual Report to our members. We trust that it will communicate the passion, energy and commitment that our organisation brings to the tourism community in southern Tasmania. Cover ⊲ Top row: Sydney to Hobart Yacht Race Photography Alastair Bett Sweet Sassafras Photography Osborne Images The Agrarian Kitchen Eatery & Store Photography Stu Gibson ⊲ Middle row: Cockle Creek Photography Jess Bonde The Royal Tasmanian Botanical Gardens Photography Chelsea Bell The Proud and The Punished — Cascades Female Factory Historic SIte Photography Alastair Bett ⊲ Bottom row: Russell Falls Photography Jason Charles Hill Woodturning in Geeveston Photography Chelsea Bell Australian Wooden Boat Festival Photography Samuel Shelley All images supplied courtesy of Tourism Tasmania Cape Hauy Photography Luke Tscharke contents from the chair 2 from the ceo 3 partnerships 7 membership 9 members 10 spotlight on covid-19 11 looking ahead 13 the board 14 financial snapshots 16 notes to and forming part of the financial statements 18 auditor's report 20 Destination Southern Tasmania | Annual Report 2019/2020 1 from the chair Tasmanians are strong and resilient people, with I look forward to the day we can safely reopen our our deep history and our remote and beautiful borders to the domestic market, or to various states island located at the bottom of the world. We feel and territories deemed safe and with low or no lucky to breathe the cleanest air in the world and community transmission. At this time and with the we strive to make our welcome one that is genuine ever increasing spread of the virus overseas, it's and friendly. It is important to remember and hard to imagine our international borders opening recognise that the last two quarters of 2019 and anytime soon. Clearly when they do, it's going to the first quarter of 2020 were strong, industry was be to a small number of destinations and visitor abuzz and we welcomed many happy visitors. flows will be low and slow. I attended DST’s largest ever Tips and Tipples event I would like to thank all of the Directors of the at the Old Woolstore in late February and the vibe Board of DST who have been actively engaged in was intoxicating. It was a magic evening and all managing the broad range of risks and strategic those attending were energised and positive. Just issues faced during the year. Each of them give of the day prior, I represented Destination Southern their time, expertise and intelligence to support the Tasmania at a Tourism Industry Council Tasmania organisation, for the benefit of our members. The function at the old woodchip mill site at Triabunna. staff at DST have been amazing during this difficult, The guest speaker was the CEO of Tourism Australia, complex and ever changing landscape. They who spoke about the impact of the devastating have stayed strong and focussed and are totally fire season in Australia on overseas and domestic committed to servicing the needs of the sector. markets. Despite the development of the pandemic Our events throughout the pandemic continued to at that time, no one could foresee the Coronavirus be both high quality and very well supported. I'd bomb that was about to be dropped on our shores. like to recognise the commitment and dedication of I commend the Australian and Tasmanian our CEO, Alex Heroys, who has stayed positive and governments, through the national cabinet, for their shown great leadership during the past year and speedy decision-making to contain the spread of the especially during the early pandemic shutdown. virus and to provide support to the community and Our state government partners, Department of State industry during the early phases of the pandemic. Growth and Tourism Tasmania, have been pillars These support programs have essentially provided during the year and have pivoted quickly to ensure some breathing space for industry to survive and for our sector receives the support it needs. Our local operators to adjust their business and operational government partners have also played a key role in models in the short term. The team at Destination keeping our communities safe and informed. Moving Southern Tasmania has played a key role in keeping forward, the role and leadership of both state and the lines of communication with travellers, industry, a local government is going to be critical to ensure our wide range of Tasmanian Government agencies and cities, towns, visitors attractions and public spaces our corporate partners open. are safe and welcoming. The ongoing border issues have been and The future is unknown and uncertain. We have to, continue to be problematic for both government as Tasmanians, draw on our strategic and tactical and industry. Encouraging Tasmanians to holiday at strengths, our resilience, and our ability to innovate home has been positive, however it will not replace in order to put our best foot forward, one step at a the value of the domestic and international markets time. The journey ahead will be challenging, beyond that have been so vital in the resurgence of the anything any of us have ever experienced. If we Tasmanian economy. Through it all, our industry stay connected, stay strong, stay committed and continues to be positive and proactive. The recent continue to support each other, we will eventually release of the T21 Visitor Economy Action Plan find the way forward to prosper and grow. is testament to our ability to collaborate with the government and to put our shoulder to the wheel. Thank you, I expect to see continued focus and growth of the intrastate market, and I've been humbled by the support shown by Tasmanians towards the industry. Those in the sector that have been able to reopen and those that have redefined and reshaped their products and experiences have STUART LENNOX been well supported. Chair 2 Annual Report 2019/2020 | Destination Southern Tasmania from the ceo Now in its eighth year, DST has maintained 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 marketing, industry development and advocacy to increase regional dispersal and yield, coupled with a strong focus on the crisis management and recovery work as a result of COVID-19. 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 Visitor Map In 2019/2020, Destination Southern Tasmania In 2016, we launched the Explore Southern developed and implemented a Destination Marketing Tasmania Map. This year, we have made the Strategy. This strategy was timely as 2019 and 2020 decision not to reprint the map, but to maximise have presented many challenges for marketing, its distribution until the end of the 2020 calendar in one of the most tumultuous landscapes in year. The map is hand illustrated to provide an many years: Tasmanian bushfire recovery efforts interesting and attractive tool for visitors that will (Autumn - Winter 2019), followed by the Australian complement other information sources. The Map Bushfires (December 2019 - February 2020) and then was well received by visitors this financial year, Coronavirus. When the global pandemic hit Australia’s with a print run of 100,000 distributed throughout shores and the Tasmanian Government took the the state via major gateways, Spirit of Tasmania, difficult decision to effectively close the borders Visitor Information Centres and industry operators. towards the end of March 2020 to protect the health Larger billboard versions of the map featured at the and wellbeing of Tasmanians, tourism came to a Hobart Airport, Tasmanian Travel and Information grinding halt overnight. This was reflected heavily Centre and Mac2 Cruise Terminal. throughout the final four months of the financial year with consumer engagement and sentiment Digital Marketing Program significantly impacting digital marketing effectiveness. Our digital marketing program this year focused heavily on consumer centric tactics, with Our marketing efforts are focussed on the engagement, content acquisition and content interstate, intrastate and on-ground visitors, whilst generation at the core focus for our social media supporting Tourism Tasmania’s intrastate, interstate channels and website. We continue to develop and international activities through the provision of unique stories to boost search engine optimisation regional content. across our website and generate social media traffic. Our job has been to facilitate interest in the Highlights include: southern Tasmanian region and support operators to drive visitation to their own businesses. To do • A 12 per cent increase in followers on this, we have continued to focus on creative digital Instagram marketing channels and facilitation of partnerships • Maintained a reach of 3 000 000 individuals to leverage opportunities for industry.