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Vibrant Tourism in Victoria's High Country

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Vibrant Tourism in Victoria's High Country VIBRANT TOURISM IN VICTORIA’S HIGH COUNTRY SUBMISSION TO PARLIAMENTARY INQUIRY INTO HERITAGE AND ECO TOURISM TOURISM NORTH EAST | JULY 2013 Executive Summary Tourism North East (North East Victoria Tourism Board Incorporated) is an independent non‐profit organisation that took over the role as the peak regional tourism body in Victoria’s High Country on 1 July 2011. Local government, alpine resorts, Tourism Victoria and Parks Victoria are financial stakeholders in the organisation, providing structural funding to underpin its operations. During the preparation of this submission Tourism North East has consulted with in region local government, alpine resort management and tourism industry operators. Three key information sources were used to prepare the submission ‐ travel trend research, the North East Product Gap Analysis quantitative research (n=500+) and a Tourism North East industry survey (n=80). Industry, local government and the peak tourism organisation in North East Victoria believe that both eco and heritage tourism are vitally important to the local economy and community social fabric with eco‐tourism also providing opportunities to deliver strong environmental conservation outcomes. The industry is enabled to grow in both areas. Growth in both these areas is and must continue to be sustainable, viable and mutually beneficial to tourism and eco/heritage conservation. Numerous opportunities exist to grow both tourism segments. Opportunities centre around the need to invest in further facilitating the nature and eco‐tourism experience for visitors to deliver a rich and immersive tourism offer that generates significant economic impact to regional communities. The rich nature based and cultural heritage fabric of North East Victoria is widely recognised by the tourism industry as under capitalised on. Authentic and highly relevant cultural heritage stories are not being told in a visitor centric manner. Nature based tourism opportunities frequently rely on the visitor self‐facilitating their journey. Key barriers to growth of eco and heritage tourism are: ‐ Lack of funds to invest in comprehensive marketing communication of regional tourism offerings in the cultural and eco‐tourism space; ‐ Lack of funds to maintain heritage assets; ‐ Issues with access to public land; ‐ Attracting ongoing public sector infrastructure funds behind game changing projects; ‐ Challenges associated with creating an appealing investor environment, reducing the barriers to invest at all steps of the process. TOURISM NORTH EAST SUBMISSION | PARLIAMENTARY INQUIRY INTO ECO AND HERITAGE TOURISM 2 | PAGE Table of Contents Page Executive Summary 2 Submission Body 1. Tourism North East Overview 4 2. Submission Evidence Base 5 a. Traveller Trend Research b. North East Gap Analysis c. Industry Survey 3. Tourism in Victoria’s High Country 12 a. Tourism Growth Potential b. Nature Based Tourism c. Cultural Heritage Tourism Definitions and Contacts 16 TOURISM NORTH EAST SUBMISSION | PARLIAMENTARY INQUIRY INTO ECO AND HERITAGE TOURISM 3 | PAGE Tourism North East Overview Tourism North East (North East Victoria Tourism Board Incorporated) is an independent non‐profit organisation that took over the role as the peak regional tourism body in Victoria’s High Country on 1 July 2011. Local government, alpine resorts, Tourism Victoria and Parks Victoria are financial stakeholders in the organisation, providing structural funding to underpin its operations. The organisation is governed by a stakeholder and skills based Board of Directors and supported by a small and dedicated management team based in Beechworth. The shareholder organisations are: ‐ Alpine Shire; ‐ Benalla Rural City; ‐ Indigo Shire; ‐ Mansfield Shire; ‐ Rural City of Wangaratta; ‐ Towong Shire; ‐ Falls Creek Resort Management Board; ‐ Mt Buller Resort Management Board; ‐ Mt Hotham Resort Management Board; ‐ Parks Victoria; ‐ Tourism Victoria. Our Vision The vision of the organisation is: Collaboratively and sustainably driving the development and promotion of innovative and ever evolving Victoria’s High Country tourism experiences. Our Mission 1. To act as the peak Regional Tourism Board for the North East Victoria marketing region focusing on the development and growth of the tourism industry in the region, strategic tourism development and advocacy for the region. 2. To consolidate the strategic direction of the tourism industry for the entire North East Victoria region and communicate with key partners such as Local Government, Tourism Victoria, the Alpine Resorts and other relevant tourism industry stakeholders. 3. To perform the following functions for the North East Victoria region: tourism industry development, tourism product development, regional marketing, strong advocacy and united voice for the region, effective coordination and communication, skills training, leadership and mentoring, networking, identifying investment/infrastructure opportunities, and managing tourism sustainability. Strategic Priorities 2013/2014 – 2015/2016 In line with its mandate, there are five key goals for Tourism North East to develop strategies to address: - Increase year round visitation through a focus on visitation conversion; - Drive repeat visitation and advocacy through enhancing the visitor experience; - Grow yield through visitor services development; - Ensure a sustainable industry; - Adopt a destination management planning approach and maintain a vibrant peak tourism organisation. TOURISM NORTH EAST SUBMISSION | PARLIAMENTARY INQUIRY INTO ECO AND HERITAGE TOURISM 4 | PAGE 2.0 Submission Evidence Base During the preparation of this submission Tourism North East has consulted with in region local government, alpine resort management and tourism industry operators. Three key information sources are tabled: 1. Travel trend research 2. The key evidence base was drawn from the North East Product Gap Analysis. 3. Tourism North East conducted a focused industry survey in the lead up to preparation of the submission to ensure industry views are clearly presented. - 80 industry submissions were presented to Tourism North East; - Six local government tourism and economic development departments were consulted; - Three alpine resort management boards were consulted. 2.1 Traveller Trend Analysis For time poor individuals, travel with family and friends remains a critical reconnection focus for those that can prioritise the investment in it. Many seek to get away from built up urban areas and may look to rural Australia as an accessible and often nostalgic holiday destination. Immersive, authentic, behind the scenes experiences that are highly personal are on trend and actively sought by key target markets. Though with the accessibility of international travel, the increase in petrol prices and the rise of low cost domestic airfares intrastate holiday destinations need to be incredibly motivating offerings to ensure they remain competitive. Tourism North East engaged The Future Laboratory to research and present their Leisure and Hospitality Futures report at the 2013 Tourism North East Industry Conference and tailor this information to the High Country. The Future Laboratory presented the following themes for the region that strongly supported the major tourism trends from their report and tie into the areas of nature based tourism and heritage tourism: a. Use the beauty of the location to create awe & wonder. Key Trend: Contemplative Culture – information overload and stuffocation means consumers want a psychological as well as physical space. They are finding this in extreme, unique and isolated retreats. Key Trend: Paradise Pods/Unique Accommodation – consumers are wanting a sense of isolation & privacy, but luxury and everything at their fingertips. Key Trend: Star-gazing – the final frontier in consumer escapism is star & galaxy-gazing from your accommodation. b. Bring farming and foraging to the table Key Trend: Rurbanism & Farm to Fork TOURISM NORTH EAST SUBMISSION | PARLIAMENTARY INQUIRY INTO ECO AND HERITAGE TOURISM 5 | PAGE Key Trend: Far-flung foragers – Rurban enthusiasts are keen to expand their knowledge of horticulture, foraging takes nature tourism one step further letting visitors interact with the land. Give classes & experiences by experts. c. Cycling is not just for the serious, create playful and stylish options Key Trend: Pedal Power – the cycling culture has become mainstream, cycle retail is exploding and tourist bike rental is blossoming. 2.2 North East Product Gap Analysis: Tourism North East also conducted the North East Product Gap Analysis1 in mid‐2012 involving stakeholder consultation and traveller research (quantitative study n=500+). This research provided an evidence based approach to prioritise investment into new tourism product within the region. Six key perceived gaps were identified by travellers and tourism stakeholders with five of them particularly relevant to this inquiry: Unique Accommodation in Sympathy with Nature Visitors seek accommodation that is more than a functional requirement but adds richness to their stay. Accommodation that helps them to feel closer to nature is seen as a fit for the region. Operators that are able to deliver a quality experience among the unique forested environments, near water or showcasing the night sky should be rewarded with strong custom. Nature Based Facilitation The changing nature of the visitor to the North East means that a traditionally self‐guided or facilitated nature experience in the region now calls for assistance
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