Macleay Valley Coast Destination Management Plan, 2019-2029 / Executive Summary
Total Page:16
File Type:pdf, Size:1020Kb
Macleay Valley Coast Destination Management Plan, 2019-2029 This Destination Management Plan has been prepared by: SC Lennon & Associates Pty Ltd ACN 109 471 936 ABN 74 716 136 132 PO Box 45 The Gap Queensland 4061 p: (07) 3312 2375 e: [email protected] w: www.sashalennon.com.au Offices in Brisbane and Melbourne It has been prepared on behalf of: 22 Tozer Street / PO Box 3078 West Kempsey NSW 2440 p: (02) 6566 3200 e: [email protected] w: www.kempsey.nsw.gov.au This project is co-funded with the support of the Australian Government – Building Better Regions Fund – Community Investment Stream. Acknowledgement of Country We acknowledge the Dunghutti People as the Traditional Owners and custodians of the land within the Macleay Valley Coast and we pay respect to their Elders past, present and emerging. Disclaimer This report has been prepared by SC Lennon & Associates Pty Ltd on behalf of Kempsey Shire Council. It has been prepared on the understanding that users exercise their own skill and care with respect to its use and interpretation. Any representation, statement, opinion or advice expressed or implied in this publication is made in good faith. SC Lennon & Associates Pty Ltd and the individual authors of this report are not liable to any person or entity taking or not taking action in respect of any representation, statement, opinion or advice referred to above. TABLE OF CONTENTS Executive Summary ..............................................................................................................i The Macleay Valley Coast ...................................................................................................................... i Macleay Valley Coast Tourism ............................................................................................................... i A Ten-Year Plan ..................................................................................................................................... ii The Vision for a Vibrant Visitor Economy ............................................................................................. ii Game-Changer Projects ...................................................................................................................... iii Next Tier Tourism Initiatives ................................................................................................................ iii Determining Priorities for Action Implementation .............................................................................. v Realising a Vibrant Visitor Economy - What Our Future Will Look Like ............................................... vi Continuing Collaborative Regional Partnerships for Effective Implementation .................................. vi 1. Introduction ................................................................................................................. 1 The Macleay Valley Coast ..................................................................................................................... 1 The Destination Management Plan ...................................................................................................... 1 A Framework for Action ....................................................................................................................... 1 2. The Macleay Valley Coast: Locational Context ............................................................... 2 Location, Access and Connections ....................................................................................................... 2 Key Features ......................................................................................................................................... 2 The Wider North Coast Region............................................................................................................. 3 3. The Visitor Economy ..................................................................................................... 3 Visitor Numbers ................................................................................................................................... 3 Visitation Trends ................................................................................................................................... 3 Visitor Profile ........................................................................................................................................ 3 Accommodation ................................................................................................................................... 4 Activities Sought ................................................................................................................................... 4 Visitor Information Centres .................................................................................................................. 5 Climate and Seasonality ....................................................................................................................... 5 Tourism Industry Products and Services .............................................................................................. 5 Tourism Industry Business Dynamics ................................................................................................... 6 Prospects for Tourism Industry Growth ............................................................................................... 6 The Enablers of a Vibrant Visitor Economy .......................................................................................... 6 4. Tourism Policy Framework ............................................................................................ 7 Federal Government Tourism Policy .................................................................................................... 7 State Government Tourism Policy ........................................................................................................ 7 5. Visitor Experience Product Profile ................................................................................. 9 The Macleay Valley Coast Tourism Offer .............................................................................................. 9 Infrastructure Assets ............................................................................................................................ 9 6. Tourism Service Delivery ............................................................................................. 10 Council Services.................................................................................................................................. 10 Tourism Training in the North Coast Region ....................................................................................... 10 Web-based Visitor Information .......................................................................................................... 10 Visitor Information Centres (VICs) ...................................................................................................... 11 Wayfinding ......................................................................................................................................... 12 7. Competition and Challenges ....................................................................................... 13 Competition ....................................................................................................................................... 13 Challenges .......................................................................................................................................... 13 8. Opportunities and a Vision for Prosperity .................................................................... 14 Strengths and Attributes .................................................................................................................... 14 The Vision ........................................................................................................................................... 15 Game-Changers .................................................................................................................................. 15 Next Tier Tourism Initiatives and Projects .......................................................................................... 18 9. The Enablers of a Vibrant Visitor Economy .................................................................. 19 A Conducive Environment .................................................................................................................. 19 Quality Infrastructure and Services .................................................................................................... 19 Effective Information Management ................................................................................................... 19 Collaborative Governance .................................................................................................................. 20 10. Implementation Action Plan ....................................................................................... 20 Building on the Region’s Success ....................................................................................................... 20 A Strategic Project-focussed Approach .............................................................................................. 21 Resourcing Effective Destination Management ................................................................................. 21 Setting Priorities