Australia’s Green Cauldron
Draft Experience Development Strategy PO Box 837 Jindabyne NSW 2627 Prepared for: Australia
Australia’s Green Cauldron Steering Committee P: (61) 02 64562722 F: (61) 02 64562422 March 2012 E: [email protected] i | Page www.trctourism.com
Executive Summary Australia’s Green Cauldron is an eclectic mix of communities and vibrant local cultures, noted for their local food production (both traditional and organic), Australia’s Green Cauldron art, craft, music, spirituality and a healthy lifestyle, with a commitment to future sustainability and eco-tourism. The Rainbow Region around Nimbin is Australia’s Green Cauldron is one of Australia’s thirteen National Landscapes the recognised centre of Australia’s alternative lifestyle movement and a – spectacular natural and cultural areas that have been identified as colourful visitor destination. The region’s Indigenous communities have a rich compelling destinations for Australia’s target international visitor market, the culture expressed in the landscape, such as the significant and sacred Experience Seekers. The Australia’s Green Cauldron National Landscape spans Wollumbin. south east Queensland and northern New South Wales – extending from the Gold Coast to Byron Bay and inland to Tamborine Mountain, Lamington The qualities of Australia’s Green Cauldron are recognised in the brand National Park and the Scenic Rim region of Queensland and from the NSW promise for the region Immerse Yourself in a Mysterious Melting Pot. coast north of Byron Bay into the Tweed Valley, Wollumbin Mt Warning, the Delivery of that Brand promise has been an important guide in AGS Border Ranges, Kyogle and the Nimbin area. It includes a number of development. established tourism hubs, though international visitation is centred at the Method ‘fun’ destination of the Gold Coast. Potential for growing international visitors exists in relation to the 2018 Commonwealth Games. The National Landscapes Program is a partnership between tourism and conservation, and local State and Commonwealth governments. It aims to Australia’s Green Cauldron is a distinctive natural and cultural landscape enhance the global competitiveness of National Landscapes through a consisting of the remnants of the world’s second largest shield volcano, cooperative approach within a region and investment in product clothed by relic subtropical and warm temperate rainforest from the ancient development, infrastructure, marketing and workforce development. southern supercontinent Gondwana, and bounded by a globally recognised coastline and world-class surf breaks. It is a renowned hotspot of This Experience Development Strategy (EDS) has been developed to guide biodiversity, protected in numerous national parks and recognised in the the development of central experiences in Australia’s Green Cauldron and inscription of the region’s rainforest on the World Heritage List as part of the associated products, infrastructure, marketing and the workforce, while Gondwana Rainforests of Australia. The rainforest-clothed volcanic remnants balancing the long term economic community benefits and protection of the provide spectacular scenic mountains and viewpoints, symbolised by region’s conservation values. The EDS (a planning requirement for all Wollumbin-Mt Warning, an ancient volcanic plug in the centre of the Tweed National Landscapes) was developed in a cooperative process involving an Valley. AGC Steering Committee of Government, Indigenous and industry representatives.
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Stakeholders developed a Vision for Australia’s Green Cauldron to guide the However, as a destination, it has a limited profile and lacks a critical mass of delivery of the promise of Australia’s Green Cauldron as a National unique and compelling propositions to attract Experience Seekers and to Landscape. supplement iconic destinations of the Gold Coast and Byron Bay and attract visitors further afield. It faces challenges in developing of a compelling suite Over the next 10 to 15 years, Australia’s Green Cauldron will become one of of offerings across a region that encompasses two States and six local the finest examples of partnerships between conservation and tourism in government areas, while ensuring that the region’s natural and cultural Australia that will result in dispersal of visitors across the landscape. values are conserved. Australia’s Green Cauldron will achieve that status by having a discernible The Australia’s Green Cauldron experience assessment process identified two impact on: hero experiences – or standout themes characterising the unique qualities of The Gondwana World Heritage Rainforests: funding allocations will an area – to provide a focus for differentiating Australia’s Green Cauldron increase, visitor facilities and experiences will improve from other destinations and developing compelling offerings. The two hero experiences are: Public awareness and support: local communities will be active supporters engaging in more conservation activities than ever before Encounters with creative, spiritual and sustainable communities Indigenous empowerment: Aboriginal communities will be integrated Immersive Journeys between coast and canopy throughout Green Cauldron experiences Regional and State collaboration: the level of joint venture funding and cooperation will increase dramatically on 2012 levels International visitors: Experience Seekers from overseas will start to choose the Green Cauldron over other alternatives within Australia. Key Findings Australia’s Green Cauldron has a strong mix of established tourism destinations and developed or potential visitor offerings in the coast and the hinterland, with a strong creative component and community commitment to protection of its natural and cultural values. Its rainforests are highly accessible (both in terms of road and walking access) compared with other Australian rainforest destinations. It also has a strong potential for integration of Indigenous stories in the visitor experience.
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Encounters with creative, spiritual and sustainable communities developments. A range of priority opportunities were identified to deliver Encounters with spiritual, creative communities: The unique selling point of this experience draws on the palpable spirit of the region’s eclectic communities, cultures, lifestyle, art and commitment to Reinvigoration of the Rainforest Way sustainability and protection of its natural and cultural values. Establishment of a Creative Arts and Wellbeing Hub It builds upon the region’s characteristic stories, which would provide themes Enhancement of the Drumley Walk to draw together and interpret experiences attractive to Experience Seekers throughout the AGC: Development of an Annual Green Cauldron Festival. Pioneering individuals who strengthened the cause for rainforest Immersive Journeys between coast and canopy protection in the region The ultimate point of difference in this hero experience is the package of Alternative lifestyles - the migration of East Coast city dwellers to the coast and hinterland experiences that offer insights into both the rainforest region in search of a better way of life, spiritual renewal and a more and the calderas – the sum of its parts offers the most compelling offer to natural environment to live in – this influenced much of the social fabric Experience Seekers compared with other destinations. There are few places seen today in Australia where a visitor can see a range of coastal and rainforest experiences in one day – for example, see whales in the morning and walk in The history and present day array of cottage and creative industries rainforest in the afternoon; see platypus in the wild and go swimming with The Indigenous cultural and spiritual significance of Wollumbin and its dolphins; ride a bike through country lands and visit the rainforest and coast place in clan lore, initiation and spiritual education. in one or two days. It also builds on current visitor products such as the diverse range of drive Packaging up the coastal and hinterland attributes into immersive, fun, routes, art trails, galleries, organic farms and markets, wineries, exciting and rewarding experiences can also be integrated through the big accommodation, festivals, health and wellbeing retreats, Indigenous stories of: performance and the attractions of the Rainbow Region. Gondwanan rainforest and volcanic origins – why it’s special Current opportunities and products in the region were assessed according to Wildlife – the iconic and lesser-known species their ability to drive conservation and tourism partnerships; extent to which they convey Australia’s Green Cauldron stories and distinctiveness for Conservation success stories – Terania Creek, wildlife recovery and Australia’s Green Cauldron and Australia. Improvements necessary to build captive breeding. compelling experiences (e.g. in the product, infrastructure, interpretation) were also assessed, in addition to local and regional priorities for tourism
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Assessment of current opportunities and products identified the following high priority opportunities to deliver Journeys between coast and canopy: Developing the Wollumbin Day Walk Track Establishing the Australia’s Green Cauldron Top 10 Walks, Rides and Lookouts Developing a new Wildlife Tour Investigating opportunities for an exclusive adventure from the busy coast into a remote location Establishing a Coast to Canopy Challenge Multi Sport Event. Recommendations Australia’s Green Cauldron requires several cross-cutting initiatives to establish its identity and ensure there is appropriate infrastructure, business and workforce capacity to deliver on the hero experiences. It is recommended that a process for coordination among the multiple government, industry and community stakeholders be established to assist implementation of the EDS. It is recommended that a contract for services or staff unit within an existing agency be established. It could report to the Australia’s Green Cauldron Steering Committee via a Project Management Group of 4 Steering Committee members appointed to support, direct and manage the Secretariat / contractor. The suggested timing, lead agencies and indicative funding for priority projects and initiatives are as follows.
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Implementation Schedule – Encounters with Spiritual, Creative and Sustainable Communities
Project and Rationale Timing Suggested Lead
Reinvigorate The Rainforest Way (builds on existing infrastructure and progress to date and consistent with 2013 - 2017 Australia’s Green Cauldron the Green Cauldron experience proposition) Secretariat Establish the Creative Arts and Wellbeing Hub (consistent with Tweed, Byron / Northern Rivers, Lismore – 2013 - 2018 Queensland or NSW Economic / Nimbin and Scenic Rim tourism plans) Industry Development Agencies Drumley Walk Enhancement (consistent with aspirations of the Indigenous people and desire to raise 2014 - 2018 Yugambeh Centre with Queensland aboriginal engagement in cultural activities in the region) Regional Development Australia Annual Australia’s Green Cauldron Festival (links with Tweed, Byron, Scenic Rim and Gold Coast RTO plans) 2014 - 2015 Queensland or NSW Economic /Industry Development Agencies
Implementation Schedule – Immersive Journeys Between Coast and Canopy Project and Rationale Timing Lead
Develop the Wollumbin Day Walk Track (consistent with NSW Parks and Wildlife Service strategic directions 2015 - 2018 Wollumbin Consultative and the Tweed tourism plan, although higher priority is given to this project in this EDS) Committee with NSW Parks and Wildlife Service Establish the Australia’s Green Cauldron Top 10 Walks, Rides and Lookouts (consistent with Queensland and 2013 - 2014 Australia’s Green Cauldron NSW Parks and Wildlife Service strategic directions) Secretariat New Wildlife Tour (consistent with Australia’s Green Cauldron experience proposition building on the 2013 - 2016 Queensland or NSW Economic / presence of existing operators) Industry Development Agencies Investigate opportunities for an exclusive adventure from the busy coast into a remote location (a potential 2014 - 2016 Queensland or NSW Economic / catalytic product consistent with Gold Coast Tourism strategic directions and builds on presence of existing Industry Development Agencies operators) Establish the Coast to Canopy Challenge Multi Sport Event 2014 - 2016 Queensland or NSW Economic / (a potential catalytic product consistent with Australia’s Green Cauldron and Gold Coast brands) Industry Development Agencies
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Implementation Schedule – Cross Cutting Projects
Project and Rationale Timing Lead
Establish an Australia’s Green Cauldron Secretariat (essential to coordinate multiple stakeholder activities) 2012 Steering Committee Visual Identity (essential in order to help bring the brand to life and show presence in all media) 2012 - 2013 Australia’s Green Cauldron Secretariat Industry and Community Workshops and Activities to Bring the Brand To Life (high priority to drive 2012 - 2013 Australia’s Green Cauldron stakeholder ownership of the Australia’s Green Cauldron proposition) Secretariat Gateway Projects (high priority in the short to medium term to define Australia’s Green Cauldron boundaries 2013 - 2016 Australia’s Green Cauldron and orientate visitors to the region) Secretariat Sign System (important short to medium term action to welcome, orientate and direct visitors to and through 2013 - 2015 Australia’s Green Cauldron Australia’s Green Cauldron) Secretariat Indigenous Tour Guide and Small Business Training (important component for Australia’s Green Cauldron 2013 - 2015 Yugambeh Centre experiences is to have stronger presence of aboriginal personnel) Wildlife Volunteer Program (this medium to long-term priority helps to build stronger tourism and 2014 - 2016 Australia’s Green Cauldron conservation partnerships and convey key Australia’s Green Cauldron stories to a wider audience) Secretariat Marketing and Communications (short-term and ongoing priority to raise profile and impact of Australia’s 2012 ongoing Australia’s Green Cauldron Green Cauldron) Secretariat
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Table of Contents
1. Introduction ...... 1 1.1. Background ...... 1 1.2. What is this document about? ...... 1 1.3. How was it put together? ...... 1 2. Australia’s Green Cauldron ...... 2 2.1. Overview of the destination ...... 2 2.2. Future directions ...... 5 2.3. International market performance ...... 6 2.4. Summary...... 6 3. Strengths, Weaknesses, Opportunities and Threats ...... 7 4. Character and Experience Proposition of Australia’s Green Cauldron ...... 8 4.1. Character ...... 8 4.2. Experience Proposition ...... 9 5. Vision ...... 12 5.1. Guiding Principles ...... 13 6. Green Cauldron Experiences ...... 14 6.1. Overview ...... 14 6.2. What are experiences? ...... 14 6.3. The hero experiences ...... 15 6.4. Encounters with spiritual, creative communities ...... 15 6.5 Journeys between coast and canopy ...... 19
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7. Assessment of Current Experiences ...... 24 8. Priority Projects ...... 36 8.1. Developing the priority projects – Encounters with spiritual, creative communities ...... 36 8.2. Developing the priority projects – Journeys between Coast and Canopy ...... 43 9. Implementation ...... 56
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1. Introduction 1.2. What is this document about? A requirement for all National Landscapes is to have an Experience 1.1. Background Development Strategy (EDS). The EDS outlines the key experiences that will Australia’s National Landscapes represent some of the country’s most appeal to Australia’s target market – the Experience Seeker. The principle aim spectacular natural and cultural areas. They have been established to make of the EDS is to balance long-term economic benefits of tourism with the Australia a more compelling destination to visit for international travellers, community and conservation values of the region. The EDS provides a especially those wanting to immerse themselves in outstanding natural and platform for achieving that balance. cultural settings. 1.3. How was it put together? Thirteen National Landscapes have been established so far and include: Australia’s Red Centre, Kakadu, Australia’s Green Cauldron, Greater Blue A nine-step process was agreed to and guided by a Project Steering Mountains, Australia’s Coastal Wilderness, Sydney Harbour, Australian Alps, Committee (refer Figure 1). Government, Aboriginal and industry Great Ocean Road, Flinders Ranges, the Kimberley, Kangaroo Island, Great representatives from Queensland and New South Wales made up the Southwest Edge and Ningaloo-Shark Bay. Steering Committee. These are listed in Appendix 1. Established in 2005, the National Landscapes Program is a partnership between tourism and conservation managed by Tourism Australia and Parks Australia. The Program aims to enhance the global competitiveness of National Landscapes through investment in product development, infrastructure, marketing and workforce development. Australia’s Green Cauldron was accepted into the National Landscapes Program due to its volcanic origins extending from inland to the coast and ancient World Heritage listed rainforest. An eclectic mix of communities including high levels of cultural significance for Indigenous people complete the picture of what is now being referred to as a ‘mysterious melting pot’ of nature and culture. Australia’s Green Cauldron has been selected by the National Landscapes Reference Committee (comprising well regarded leaders of Australia’s tourism and conservation sectors) for its great potential to grow its appeal to the Experience Seeker market through focused product development and Figure 1. The EDS Planning Process marketing activity, using the region’s existing natural and cultural features and tourism products as a strong base.
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Consultation was undertaken with stakeholders across the region via group meetings and presentations and one-on-one interviews. An online feedback web page www.australiasgreencauldron.wordpress.com enabled an open forum for stakeholders to respond to an initial Concept Paper and to this draft of the EDS. In terms of analysis, the consultants: (i) visited a wide range of natural and cultural attractions in the region over a total of 15 person days, (ii) gathered anecdotal information and secondary data from industry, Aboriginal and government sources, (iii) compared the international market- ready products and services of Australia’s Green Cauldron with other National Landscapes and other relevant destinations and (iv) had in-depth discussion with Tourism Australia and Parks Australia over how Australia’s Green Cauldron could be positioned in the international arena. This draft EDS has been influenced by a combination of data analysis, input from the Project Steering Committee, stakeholder consultation and the consultants’ experience from other competing destinations within Australia and overseas.
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2. Australia’s Green Cauldron of tourist traffic travelling north south and east west connecting the interior with the Gold Coast and Byron Bay. Relatively minor visitor flows occur 2.1. Overview of the destination between Beaudesert – Boonah and Rathdowney – Kyogle – Nimbin.
Location A number of hubs and activity nodes make up the region and these are illustrated in Figure 4. The Gold Coast is Australia’s major coastal destination Australia’s Green Cauldron is one of the most accessible National Landscapes with established international and domestic markets. Its focus is coastal in the country. Encompassing the hinterland to the west of the Gold Coast activities, theme parks and fun although there appears to be increasing day and Byron Bay, it extends north to Tamborine Mountain and west towards visitation to towns and parks inland from the coast (such as the Tweed Valley Warwick taking in the volcanic semi-circle of the Scenic Rim region. The and Tamborine Mountain). Currumbin and Burleigh Heads have nationally Cauldron is bordered by Border Ranges National Park to the west, Lamington significant wildlife attractions and conservation programs and walks linking and Springbrook National Parks to the north with Wollumbin - Mt Warning the coast with the hinterland. Currumbin and Burleigh Heads are important National Park in the centre. The Landscape spans South East Queensland and experiential gateways to Australia’s Green Cauldron, providing many visitors Northern New South Wales and takes in seven local council areas and five their first and only taste of what Australia’s Green Cauldron has to offer. Regional Tourism Organisations (RTOs) (refer Figure 2). The RTOs include Gold Coast Tourism, Scenic Rim, Destination Tweed, Northern Rivers Tourism Figure 2. Location of Australia’s Green Cauldron and Lismore and Nimbin Tourism. Tourism Flows Tourism flows in Australia’s Green Cauldron are generated by three major gateways – Brisbane, Gold Coast and Byron Bay. Brisbane and the Gold Coast provide two international airports for the region. Byron Bay acts as a significant destination from which visitors disperse mainly on day trips to other parts of Australia’s Green Cauldron. Figure 3 illustrates the approximate flow of visitors and travel patterns through the region. Major attractions and visitor flows occur along the Gold Coast and at Byron Bay. Located within an hour’s drive of Brisbane, the central part of Australia’s Green Cauldron experiences almost year-round visitation from Brisbane and surrounding cities. Other entry points to Australia’s Green Cauldron are available by road from the south and west. These are used by lower volumes
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Figure 3: Visitor flows through Australia’s Green Cauldron
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Figure 4: Hubs and activity nodes within Australia’s Green Cauldron
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One of Australia’s iconic destinations, Byron Bay provides another visitor hub 2.2. Future directions for exploring Australia’s Green Cauldron, including the alternative lifestyle Rainbow Region around Nimbin. Byron Bay has gained international The outlook for the next 10 to 15 years suggests that existing flows through recognition for creative industries and lifestyle, funky culture, music (Byron Australia’s Green Cauldron will intensify, mainly through the Brisbane and Bay Blues Festival), surfing, health and wellbeing retreats. Coolangatta gateways and along the current road and rail transport corridors such as the Pacific Coast Highway. By 2025, it is estimated that one The Scenic Rim is often referred to as ‘Brisbane’s playground’ and is growing quarter of Australia’s population will live between northern New South in popularity as a self-drive, weekend destination and is also popular for day Wales (especially the Northern Rivers Region) and South East Queensland. and overnight walking, camping and rural retreats. Eco-lodge style This will surely lead to increased visitation from nearby centres of accommodation is increasing in this part of the region, building on the population and potentially for those visiting friends and relatives from other success of internationally recognised Binna Burra and O’Reilly’s resorts in states. Lamington National Park. Local councils associated with Australia’s Green Cauldron know that The Tweed Valley, Kyogle and Nimbin encompass market gardens, quaint projected growth in population and visitor arrivals will drive further villages and alternative lifestyles that demonstrate a strong affiliation to the investment in transport networks (especially rail and upgraded roads), land through art, design, festivals and other events. visitor infrastructure and facilities. The Queensland Government’s SEQ Wollumbin (Mt Warning National Park) is the iconic peak in the centre of the Regional Plan aims to manage the anticipated high population growth in the Tweed Valley and the ancient volcanic caldera, encapsulating the Indigenous region in a sustainable manner, protecting the environment and enhancing and natural significance of the region. An obvious visitor drawcard, its visitor quality of life. Landscape and biodiversity is to be enhanced, including the potential is underutilised. The current summit walk is against the wishes of Tamborine Mountain escarpment, the Springbrook and Lamington plateaux, the Bundjalung people. the Scenic Rim and ‘rural, nature-based and ecotourism destinations’. In relation to Australia’s Green Cauldron, the Gold Coast’s priorities are to The national parks of the region provide accessible ways to explore the build nature-based and outdoor activity tourism in the Gold Coast region’s significant geology, rainforests and wildlife, as well as spectacular Hinterland, including several nominated projects for tourism development views from the rim of the ancient caldera. Lamington, Border Ranges, related to World Heritage and rainforest areas in the Lamington, Mt Burleigh Heads, Springbrook, Tamborine Mountain and Nightcap National Tamborine and Springbrook areas (refer Appendix 2 for more details). The Parks along with Cape Byron Marine Park, receive the highest levels of park Scenic Rim Region sees its priorities as developing its natural assets and visitation. Day walks and lookouts are key draw cards for Springbrook, strengthening the rural and small town character of the region. Byron Shire Tamborine Mountain, Lamington and Border Ranges National Parks. aims to improve the town of Byron Bay as a key gateway and to protect the Four of Australia’s leading spa resorts are located in Australia’s Green unique character of towns and villages throughout the Shire. Destination Cauldron – one at Byron Bay, two at the Gold Coast and one at Kingscliff. Tweed’s priorities include events, linking the coast to the hinterland, food Many more health and well-being establishments are located across the and sports tourism, more use of the rivers, cycle tourism, village and region. ecotourism. On a similar theme, Casino, Lismore, Nimbin and Kyogle have
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priorities to strengthen events, their towns and particularly the transport annum (with the exception of arrivals from China). The Gold Coast linkages to the Pacific Coast Highway, Brisbane and other major corridors. Commonwealth Games in 2018 will provide a boost in international arrivals and Australia’s Green Cauldron is well placed to capitalise on that with The agencies responsible for management of the national parks within increased profile and day and overnight trips from the coast to the Australia’s Green Cauldron, the Queensland Parks and Wildlife Service and hinterland. the NSW National Parks and Wildlife Service, both have policies supporting the development of sustainable nature based tourism in national parks for The proportion of international Experience Seekers visiting Australia’s Green its benefits to State and local communities and as a way to gain public Cauldron is largely unknown. A fair assumption (given their interests) is that a education and support for conservation. Both agencies also support few are drawn to the Gold Coast but most would be exploring other parts of appropriate partnerships with the community, Indigenous people and the region – notably Byron Bay, the Scenic Rim, Springbrook, Nightcap, commercial operators in developing tourism opportunities. Lamington and Border Ranges National Parks, Tweed Valley and Tamborine Mountain. 2.3. International market performance 2.4. Summary Excluding the Gold Coast and Byron Bay, international visitors would make up approximately 10% or less of total visitors to Australia’s Green Cauldron.1 The The future will see Australia’s Green Cauldron region becoming increasingly dominant markets are domestic day and overnight visitors from Brisbane, populated. Day trip and 1 to 3 night stays will dominate the flow of Sydney, the Mid North Coast and Northern Rivers. Not surprisingly, most visitation. Domestic visitors will be critical to growing the product businesses used to dealing with international visitors are located in the development and positioning of the region. The majority of visitors to coastal destinations, with a small number of backpacker to high-end resorts Australia’s Green Cauldron will come from Northern New South Wales, spread throughout the rest of the region attracting overseas guests. Brisbane and South East Queensland. Visitors from other states and overseas will make up the rest. Little growth is expected from international Over the last 3 to 5 years, international markets have remained steady or markets in the short-term although the Commonwealth Games will provide declined. Arrivals from New Zealand, Japan, UK, Western Europe and the US a boost in arrivals in 2018. have shown decreases while China continues to grow at around 10% - 15% p.a. Average annual occupancy rates for commercial accommodation (15 In broad terms, the tourism and conservation plans of local government, rooms or more) are generally between 35% and 60%, although there are Regional and State Tourism Organisations and State parks agencies align isolated exceptions above 70%. For the next 5 years, forecast growth in total with the intent of Australia’s Green Cauldron National Landscape. international arrivals to Australia’s Green Cauldron area is less than 5% per
1 Data on market trends for Australia’s Green Cauldron are not recorded for the region. A composite picture has to be used instead based on the sub-regions that make up the Green Cauldron. The Gold Coast and Byron Bay receive between 10% – 30% visitation from international markets.
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3. Strengths, Weaknesses, Opportunities and Threats
Strengths Weaknesses
Close proximity to major gateways and established tourism Lack of profile of Australia’s Green Cauldron in key international markets destinations and only limited profile in the Australian market Opportunity to package coastal and hinterland experiences to suit Lack of a critical mass of unique and compelling propositions in the one day or multi-day itineraries hinterland to supplement the existing iconic attractions found on the Gold Compact offering of creative arts, local produce, World Heritage Coast and at Byron Bay rainforest and eclectic communities Multiple political, local government and tourism jurisdictions with Communities with a strong commitment and belief in sustainable established destination brands (Gold Coast, Scenic Rim, Tweed, Byron Bay) management of the environment continue to limit collective action in support of Australia’s Green Cauldron Communities with a passionate belief in social justice and protection of cultural values
Opportunities Threats
Each local government / Regional Tourism Organisation finds a Lack of regional collaboration way to leverage off Australia’s Green Cauldron concept Competition from other regions Stronger connections between the coast and hinterland through Increasing pressure for development in or near some of the more pristine tours, activities, attractions, infrastructure, signs, interpretation and outstanding areas within the National Landscape and facilities Planning restrictions, policy provisions and funding constraints associated Integration of Aboriginal stories throughout Green Cauldron with the national parks within Australia’s Green Cauldron experiences
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4. Character and Experience Proposition of The landscape, culture and community of the region are inextricably Australia’s Green Cauldron intertwined, adding to its distinctiveness. The area was a rich landscape for the local Indigenous people providing an abundance of food, medicine and 4.1. Character other material. It continues to hold great cultural and spiritual significance for its Indigenous communities. Wollumbin (Mt Warning) - the towering, The region is a distinctive natural and cultural landscape consisting of the cone-shaped mountain in the middle of the ancient volcanic caldera and an remnants of the world’s second largest shield volcano, clothed by relic iconic feature visible from many parts of the region - is a sacred place of clan subtropical and warm temperate rainforest from the ancient southern lore, initiation and spiritual education for local Indigenous people. supercontinent Gondwana, bounded by a globally recognised coastline and world-class surf breaks. A hotspot of biodiversity, the area is celebrated for Today, the region supports an eclectic mix of towns, quaint villages, and more than 1,700 species of flowering plants, 500 species of vertebrate alternative lifestyle, farming, surfing and artistic communities - drawn to animals, thousands of invertebrate species and many rare and threatened lifestyles based upon the region’s unique character, fertile soils, equable species conserved in several national parks. The area has the highest climate and relaxed, unhurried and healthy atmosphere. It has vibrant local concentration of frog, snake, bird and marsupial species in Australia. It is also cultures expressed in art, craft, music, spirituality and alternative home to many of Australia’s iconic wildlife – such as platypus, koala, philosophies and holistic healing, as well as in numerous local markets and kangaroo, wallaby and Albert’s Lyrebird. Dolphins, Humpback Whales and festivals, quirky places and characters. It is also noted for its fresh local other marine wildlife are seen along the coastline. produce (grown by both traditional and organic methods) – including macadamia nuts, exotic fruits, coffee, organic fruit and vegetables, vineyards The region’s rainforest is inscribed on the World Heritage List as part of the and more traditional sugarcane, dairy and beef farms. Gondwana Rainforests of Australia, a series of subtropical, warm temperate and cool temperate rainforest areas stretching from south - east Queensland A commitment to sustainable living and conserving the environment can be to Barrington Tops in New South Wales. This rainforest provides living links seen throughout the region and adds to its distinctiveness. It is the heartland with the plant communities of the ancient continent of Gondwanaland over of Australia’s modern alternative lifestyle movement, especially the so-called 100 million years ago before it broke into the current continents of the Rainbow Region near Nimbin and Lismore, which began to be settled by southern hemisphere. people seeking a small-scale, sustainable lifestyle in the 1960s and 1970s. People of the region were also pioneers in conservation of the rainforest The region is also special because of the accessibility of its natural wonders. (such as the famous blockage against logging at what is now Nightcap Close to the major centres of the Gold Coast and Brisbane and traversed by National Park) and in eco-tourism (such as the historic O’Reilly’s guesthouse the Pacific Highway, it is more easily visited than many other rainforest in Lamington National Park). locations in more remote regions. The open nature of the rainforest and the subtropical/warm temperate climate also create a landscape that it more accessible for walking and wildlife viewing than dense tropical rainforest.
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2 Today, the emphasis on sustainability can be seen in many different Work began in 2008 to clarify the region’s proposition to Experience Seekers communities and their endeavours – including in the development of eco- Initially, the National Landscape boundary was confined to the Wollumbin – tourism, rural retreats and lifestyle products and accommodation. In keeping Warning caldera and greater Tweed Valley, later expanding to include the with this sustainability emphasis, the establishment of a Sustainability Centre Scenic Rim, Gold Coast, Byron Bay, Kyogle, Lismore and Casino. (which would be a leader in green technologies, research, design, innovation Figure 5 illustrates the brand and experience proposition, endorsed by the and education) has also been mooted for Nerang on the Gold Coast. National Landscape Steering Committee. Despite its proximity to the major population centres of the Gold Coast and
Brisbane, Australia’s Green Cauldron region has maintained its distinctive unspoilt natural character and cultural identity, providing a very appealing Immerse Yourself in a Mysterious Melting Pot destination for visitors seeking authentic experiences. Immerse yourself conveys the engaging nature of the destination to Experience Seekers through natural and cultural diversity (including the 4.2. Experience Proposition Aboriginal cultural dimension). Experience Seekers, the target market for National Landscapes, are a varied Mysterious suggests a sense of discovery and refers to the mystique of the market differing by age, country of origin and spending power, but united by destination – the natural phenomenon, the phenomenal nature and values, attitudes and motivations. They are typically well educated, ’colourful‘ towns and communities and provides an opportunity to include a motivated by opportunities for personal growth, fulfilment and learning, and significant Aboriginal component. discerning about experiences, especially the presentation of natural and Melting pot represents the eclectic nature of the destination – the coming cultural heritage. together of diverse elements that whilst retaining their individual character provide a dynamic mix. Experience Seekers are looking for:
(i) Authenticity of experience (ii) interaction with, and immersion in, people, culture and places (iii) points of difference (iv) challenges and (v) learning Figure 5: Australia’s Green Cauldron Experience Proposition opportunities. Source: Calais Consultants, 2008 Feedback from the tourism industry suggests that the Experience Seekers visiting Australia’s Green Cauldron range fairly evenly from those who are budget conscious to mid and upper-range spenders. They seek quality activities (non-guided, commercially guided and self-drive) and value for money. They may have limited time and want clarity about what is best to do during a short stay. 2 Calais Consultants and Associates (2008), Brand Development and Product Audit for the International Experience Seeker Market.
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The proposition to Experience Seekers is grounded in three dimensions: A well-preserved volcanic caldera enveloped by rainforests (many of which are World Heritage listed) An ancient volcanic hotspot, now a living Gondwanan rainforest A globally recognised marine environment
Diverse and ‘culturally rich’ communities Ancient refers to the region’s turbulent, volcanic beginnings millions of years ago that created the Caldera, a massive erosion cavity. Together with the Australia’s Green Cauldron brand encapsulates the region’s distinctive word “living”, it conveys the timeless nature of the destination. integration of ancient geology and rainforests, stunning scenery and beaches, Living also signifies the flora, fauna, marine life and human habitation that and eclectic, quirky contemporary communities with their characteristic local have survived through millennia. cultures, creativity, spirituality, lifestyles and celebration of their natural Now is about the present and suggests the passage of time. environment. Volcanic hotspot represents the source of hot lava flows that led to the formation of the Caldera, the rich marine system and fertile soils that The brand promise – Immerse Yourself in a Mysterious Melting Pot - continue to sustain life on land, in the air and under water. describes the experience that is to be delivered to the Experience Seeker The prefix Gondwanan lends the rainforests their pristine status and a link through this strategy (explained further in Figure 6). The hero experiences with Australia even in the absence of an explicit World Heritage label that is recommended later have been identified to deliver on this promise. more unwieldy to include in marketing speak. It adds a sense of heritage and
The destination’s appeal and diversity encapsulate its geology and ecology, mystique to the region’s natural assets. its geography (hinterland to coast), history (Indigenous to today), topography Gondwanan rainforests might also suggest that these rainforests are (from city skylines, to mountains, steep escarpments, hidden valleys, rural different from those found in the Amazon or other parts of the world. landscapes, ocean headlands and idyllic beaches), atmosphere (changing seasons and moods), creativity (arts, craft and music), culture/lifestyle Figure 6: Meaning of Australia’s Green Cauldron Brand Position (traditional to alternative, including alternative philosophies, spirituality and Source: Calais Consultants, 2008 healing) and communities (rural, semi urban and alternative). Because of this diversity, there is potential for Australia’s Green Cauldron to link to and leverage off the existing positioning for tourism in the various parts of the region - the Gold Coast, the Scenic Rim, Byron Bay and Northern Rivers. Figure 7 shows the relationship that can be developed between just some of the other brand positioning for the region.
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Gold Coast Northern Rivers food famous for FUN
The Rainforest Beaches Way Hinterland Theme parks Entertainment
Byron Bay and beyond Authentic holiday NSW National experiences Parks
Forever Ours
Legendary Pacific Coast - Immerse See where it takes you yourself in a Queensland Parks Classic Aussie road trip & Wildlife Serivce Pristine beaches Mysterious TBC National parks Melting Pot
Figure 7. Brand linkages
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5. Vision they want to develop as a destination and how they wish to be seen in the world:3 A vision for Australia’s Green Cauldron emerged during the consultation phase for the EDS. This is stated here so that stakeholders can discuss and We want to be front-of-mind for nature based experiences in Australia refine it further. It is critical that we are known for the right things-conservation, our Over the next 10 to 15 years, Australia’s Green Cauldron will become one of cultural connections, environmental ethic the finest examples of partnerships between conservation and tourism in We do not want to see inappropriate development wreck our Australia that will result in dispersal of visitors across the landscape. landscape and our future – we want to see the environment improved Australia’s Green Cauldron will achieve this vision by having a discernible We want a balanced approach between tourism, lifestyle and impact on: conservation The Gondwana World Heritage Rainforests: funding allocations will We want to retain our lifestyle, our character and our sense of place increase, visitor facilities and experiences will improve The whole destination needs to offer high quality, seamless experiences Public awareness and support: local communities will be active and consistent customer services supporters engaging in more conservation activities than ever before We need the whole community to understand Australia’s Green Indigenous empowerment: Aboriginal communities will be integrated Cauldron and what it offers for visitors and be committed to it. throughout Green Cauldron experiences
Regional and State collaboration: the level of joint venture funding and cooperation will increase dramatically on 2012 levels International visitors: Experience Seekers from Australia and overseas will start to choose Australia’s Green Cauldron over other alternatives within Australia. Generally, the communities, government agencies, Indigenous people and industry stakeholders in Australia’s Green Cauldron are very clear about how
3 This list was drawn from community and industry workshops undertaken during the EDS planning process
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5.1. Guiding Principles The following Guiding Principles have been adopted for development of Authentic Indigenous experiences visitor experiences in Australia’s Green Cauldron. Aboriginal stories of Australia’s Green Cauldron are told by local A Visitor experience perspective Indigenous people. High quality, seamless experiences and consistent customer services are Local Indigenous people have opportunities to be engaged in the tourism the basis of the tourism offering. industry through training, employment and business support. Sustainability Quality Conservation of natural and cultural values is paramount to the visitor All visitor experiences and products are high quality regardless of the experience. price point at which they are delivered. Visitor experiences and associated infrastructure and services are environmentally, socially, culturally and financial sustainable. Development of new tourism product focuses on low volume, high yield opportunities that are consistent with the landscape and long-term sustainability of the destination. Community benefit Growth in tourism provides social, environmental and economic benefits to the community including improved income, employment and investment in community assets. Any additional development is consistent with the community desire to retain lifestyle, community character and sense of place. New visitor experiences support the community goals of improved conservation and environmental protection.
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6. Green Cauldron Experiences way. They represent the key ingredients and can be managed and changed creating better or new experiences. 6.1. Overview Visitors create the other half of the interaction. This includes expectations, motivations, special interests, prior experience, itineraries and other socio- Brand Australia identifies seven different experience pillars that have the psychological dimensions. Ultimately, the visitor decides what type of most potential to encourage international travellers to visit Australia: experience they have had. Outback Australia Aussie Coastal Lifestyle To deliver a quality experience means finding the best match between what Nature in Australia Food & Wine is on offer and what the visitor desires. High quality experiences do not necessarily mean high prices, as quality to one visitor is not the same to Australian Major Cities Australian Journeys another. Figure 8 illustrates that the whole experience – people, place, infrastructure, services and storytelling – equals the sum of its parts. Aboriginal Australia
Recent research has revealed that Nature in Australia and Australian Journeys are the two experience types that are the most motivating to international travellers. Nature and Journeys are also ranked as the most infrastructure appealing, exciting and relevant. It is well known that experiences suited to people the needs of international visitors will also be attractive to domestic visitors. activities Australia’s Green Cauldron can readily deliver on Nature in Australia, Aussie Coastal Lifestyle and Australian Journeys. Aboriginal Australia, Food and Experiences Wine are emerging experiences in the region.
6.2. What are experiences? Place stories Experiences are generated by an interaction between visitors, places and people. One half of the interaction comes from the area, and can include service activities (guided and self-guided), the natural or cultural setting, storytelling or interpretation, information (before, during and after the visit), infrastructure and facilities, and the customer service received along the
Figure 8: Supply-side components to visitor experiences
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6.3. The hero experiences villages and interesting communities. The Gold Coast – as one distinct part of this National Landscape – has international pulling power but the hinterland Hero experiences are the standout experiences for a destination. They help relies on its close proximity to the Gold Coast. Only when all the components define the place and its people. Hero experiences also provide a focus for are packaged together, does Australia’s Green Cauldron offer a more marketing the region and differentiating it from other destinations. These substantial proposition to Experience Seekers. The concept of creating types of experiences tend to be few in number but rich in quality. Some experiences linking the coast and the hinterland is gaining traction with some examples are: visitors to the Gold Coast and Byron Bay. A small number of tour operators Surfing on the Gold Coast have already developed products based on this opportunity and see further potential for growth. Driving the Gibb River Road, The Kimberley The two hero experiences and their associated product potential are Staying on an Outback station in the Flinders Ranges explained in more detail in the following sections, which describe their key Sunrise and sunset views of Uluru, Ayres Rock features, current delivery and future possibilities. Swimming with the whale sharks at Ningaloo Shark Bay 6.4. Encounters with creative, spiritual, and sustainable Walking the Overland, Great Ocean, Milford and Routeburn Tracks communities
Bungy jumping, rafting and jet boat rides in Queenstown, New Zealand Unique Selling Point Diving the Great Barrier Reef Australia’s Green Cauldron’s concentration of communities embracing Trekking in the Annapurna, Everest and Langtang regions, Nepal alternative lifestyles, sustainable living, care of the land and sea, holistic health and wellbeing, spirituality and artistic expression is not found For Australia’s Green Cauldron there are two standout hero experiences anywhere else in Australia. Less obvious but equally important, is the under which products can be developed, packaged and promoted: spiritual connection to country by local Indigenous people. Australia’s Green Encounters with creative, spiritual and sustainable communities Cauldron has a palpable spirit expressed through local art, music, organic products, festivals and events, lifestyle and the commitment of communities Immersive Journeys between coast and canopy towards conservation programs, wildlife recovery and cultural, Both hero experiences are intertwined. Visitors can experience the coast, environmental and economic sustainability. seaside resorts, rainforest, an ancient volcanic landscape, quaint villages and The big stories that characterise the region’s communities include: connections with culture and communities all in one day. The coast – hinterland linkages are critical to showcase Australia’s Green Cauldron’s Pioneering individuals who strengthened the cause for rainforest individual components of World Heritage listed rainforest and quaint rural protection in the region
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Alternative lifestyles - the migration of East Coast city dwellers to the The Big Stories region in search of a better way of life, spiritual renewal and a more natural environment to live in – this influenced much of the social fabric seen today Pioneering individuals
The history and present day array of cottage and creative industries Australia’s Green Cauldron region is renowned for the pioneering efforts of local The Indigenous cultural and spiritual significance of Wollumbin and its people to protect the rainforest and share it with visitors. Australia’s second place in clan lore, initiation and spiritual education. national park, for instance, was established at Tamborine Mountain in Queensland through the efforts of local Councillors, Sydney Curtis and Joseph Some of these, such as the Indigenous connection with Wollumbin and their Delpratt. other connections with country, should not be seen as commodities. While opportunities exist to tell some of the Indigenous stories through community One of the celebrated stories is Lamington National Park, which was formed in elders, special events or approved tour guides, Indigenous connection to 1915 after a decades-long campaign to protect the rainforest environments of country – as a concept - is ‘not for sale’. It is up to the relevant Indigenous the McPherson Ranges from logging for red cedar and clearing for agriculture. people whether to tell their stories and how they should be presented to One of Australia’s first conservation campaigns, it was spearheaded by local visitors. identity Robert Collins in the late 1870s and joined by Romeo Lahey from Canungra in 1911, eventually resulting in declaration of the national park.4
Visitation to the remote and rugged national park was pioneered in 1926 by the O’Reillys (a local farming family who established a guesthouse at Green Mountain on the boundary of the park) and in 1933 by Romeo Lahey and another local, Arthur Groom (with another guesthouse at Binna Burra). The operators of these two establishments played a significant role in early park management and track cutting, while they and other local residents were active in protecting the park from adverse impacts after World War II. Bernard O’Reilly gained national hero status in 1937 through his celebrated bush rescue of the survivors of the Stinson aircraft crash in the remote ranges. Both these establishments continue today, providing eco-tourism experiences for a range of visitors.
4 Information on Tamborine and Lamington National Parks sourced from www.visitscenicrim.com.au and www.derm.qld.gov.au/parks_and_forests.
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Alternative lifestyles The region has long been home to many creative artists who gained inspiration from Evocative of the spiritual and creative ethos of Australia’s Green Cauldron is the its landscapes, lifestyle, spirit and fellow artists. Tamborine Mountain, for instance, Rainbow Region around Nimbin, the largest alternative lifestyle concentration in has been home to, or an inspiration to, several famous Australian writers such as Australia. Influenced by the 1960s counterculture, anti-war and environmental Mabel Forrest, Judith Wright, Janet Turner Hospital and Raymond Curtis. The famous movements, the Nimbin area was settled in the early 1970s by young people leaving early to mid-20th century filmmaker, Charles Chauvel, was born in the region and the cities to seek self-sufficient, sustainable lifestyles. Initially attracted by cheap land one of his films was inspired by the O’Reilly family story. resulting from a slump in the dairy industry and an equable climate, the movement Today, the region has a high and increasing concentration of people in the art and to the area gained impetus with the 1973 Aquarius Festival in Nimbin. creative industries – including the visual arts, music, performing arts, writing and The result was an eclectic and creative society of idealists, spiritualists, publishing, film and television, design, fashion, audio visual and digital technologies environmentalists, organic farmers and artists who established an alternative and and Indigenous art. The arts and artists of the region are accessible to visitors self-sufficient ways of living. Ahead of today’s concerns with sustainable living, the through the regions numerous festivals, workshops, performances, craft markets, area became a centre of innovation. Alternative energy sources and building galleries and activities such as the Scenic Rim Open Studios program. materials were utilised and local produce, art and craft was marketed locally (e.g. at Wollumbin now renowned Channon Market. Legal history was made with the development of The spectacular, solitary peak of Wollumbin in the centre of the Tweed Valley, the the first land-sharing cooperatives in Australia, while acknowledgement of first place in Australia to catch the sun’s rays, has great past and present significance Indigenous communities traditional ownership was pioneered with possibly the first for the Indigenous people of the Australia’s Green Cauldron region. It was one of the formal Welcome to Country ceremony at an Australian event at the Aquarius centres of cultural and spiritual activity in a region rich in natural resources and Festival. traversed by interconnecting pathways and social and economic linkages. Forty years later, the Rainbow Region is recognised as an Australian cultural icon. It The mountain, variously referred to as ‘Cloud Catcher’ or ‘Weather Maker’, features maintains a strong, diverse community of people who practice alternative lifestyles, in many traditional Dreaming stories. In one story, Wollumbin was a giant bird sustainable living methods and spirituality. A mecca for New Age and alternative speared by a warrior whose spear is still visible on the summit. In others, the thunder lifestyle travellers, it is also a drawcard for many other visitors. and lightning on the mountain are signs of fighting warriors. Under Bundjalung Cottage and creative industries traditional law, Wollumbin is a place for lawmaking, initiation and spiritual education Australia’s Green Cauldron is a melting pot for creative activities and innovative and can only be ascended by certain people. boutique producers in areas as diverse as organic fruit and vegetables, macadamia The Wollumbin story symbolises the deep connection between the Indigenous nuts, wine, breweries and distilleries, coffee, chocolates, cheese, clothing and health community and country, where every feature of the landscape had its place in products. This has been spurred by its attractiveness over many years as a lifestyle cultural and spiritual life. It celebrates the continuing cohesion of Indigenous culture destination or retreat, the 1970s creation of the Rainbow Region and more recent and connections in the region, also marked in the annual Drumley Walk pilgrimage in influx of sea and tree changers throughout the region. Queensland.
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Current opportunities That said, engaging with Indigenous culture is possible at Currumbin Wildlife Sanctuary’s Yanguwah evening performance; on the annual Drumley Walk With a few exceptions, the spirit of regional communities is not ‘on show’ or between Beaudesert and Southport, Gold Coast; at the Yugambeh Language commercialised to any great extent. Rather, it is part of everyday life and is and Heritage Research Centre; and the Minjungbal Aboriginal Cultural as much for residents as it is for visitors. This is a key attraction of the region Centre, Tweed. Other Indigenous tourism businesses are emerging. Recent for Experience Seekers, as it provides opportunities for authentic experiences discussions with Indigenous people in the region indicate a strong desire by of the local people, culture and activities. some to establish Indigenous owned and run businesses as well as to achieve For Experience Seekers, the key opportunities are centred on: more employment throughout the tourism sector. Both objectives would add a hugely appealing dimension for Experience Seekers. Tweed Valley – self-drive and guided day trips amongst the towns, villages, art galleries (for instance, the Tweed River Gallery in Future possibilities Murwillumbah), pubs, organic farms and monthly markets and festivals To harness the potential of existing experiences and provide a framework for of Murwillimbah, Uki, Tyalgum, and Tumbulgum new product opportunities, reinvesting in the Rainforest Way should be seen Byron Bay and Bangalow – the Byron Bay Blues Festival and town as a priority for attracting both domestic and international day and overnight character self-drive visitors. It has the potential to provide high quality journeys linking the collective appeal of Australia’s Green Cauldron communities and key Nimbin– the hippy capital of Australia, and the rainbow country experiences and products. Lismore art trail – linked with Nimbin artists To engage further with Indigenous culture, a priority would be to enable The foothills and valleys of the Scenic Rim and Mount Tamborine with a more employment throughout the industry and particularly on tours, at diverse mix of wineries, galleries, shops and accommodation. events and through storytelling. A second priority would be to strengthen existing activities such as the Drumley Walk to help build profile. This is These opportunities are easily accessible for self-drive visitors on flexible already a signature event for the Indigenous community. A strategic plan for itineraries. The Rainforest Way, which as the name suggests offers rainforest this event could be helpful to assess growth potential and leverage funding experiences, is the main touring route in the region for both cultural and and employment opportunities. An annual Australia’s Green Cauldron natural experiences. Currently, it is not working as well as planned and is in Festival could also raise the profile of the Cauldron’s community spirit and need of reinvestment and a focus on fewer ‘must do’ attractions. lifestyle. The concept would be to attract visitors to the region and move Opportunities are currently limited for Experience Seekers to connect with them around from town to town taking in, for example, Boonah and Indigenous people. The region is not perceived by international visitors to Rathdowney, Murwillumbah, Tyalgum, Chillingham, Nimbin, Byron Bay and have strengths in this offering and most visitors and tour operators Bangalow. Comparable examples would be festivals held in the wine regions acknowledge the Kimberley and Northern Territory as the key places to go. such as the Barossa, Clare Valley, and Hawkes Bay and Martinborough in
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New Zealand (where visitors travel between vineyards and small settlements See whales in the morning and walk through World Heritage rainforest in over one or two days). the afternoon There may also be opportunities for local people (such as artists, Take a morning drive through rainforest and an ancient volcanic craftspeople, organic producers, alternative lifestylers, local industries, landscape to a stunning lookout and go surfing in the afternoon or health and wellbeing practitioners) to develop boutique ‘behind the scenes’ evening experiences where visitors live and learn about, or undertake training in, the Stay at a health or wellness retreat and combine that with lessons in particular way of life and expertise. A creative arts and wellbeing hub or Stand Up Paddling or go snorkelling and surfing cluster could build on the many artisans and wellbeing retreats in the region and grow this into an even stronger hero experience through the See platypus in the wild one day and go swimming with dolphins on development of more or better events, awards, galleries, publications (such another day as the planned Art of Australia’s Green Cauldron by Caldera Art), joint Go kayaking, bush walking and take in the delights of rural villages and venture marketing campaigns, small business development, workshops / art galleries all in one day experiential learning programs and so on. To some extent, this is already occurring in places like Byron Bay, which is a centre for yoga workshops and Ride a bike through country lanes, meet local people, stay in cottages teacher training. Such participative creative tourism is an increasing trend surrounded by rainforest and return to the coast in the space of one, two amongst Experience Seekers. Visitors immerse themselves in a local way of or more days life or activity through learning skills (e.g crafts, cooking, dancing, organic Get to know local artists and experience how Australia’s Green Cauldron farming) while often also staying in the local community or institution and influences their art and life participating in the local way of life. While the arts and wellbeing sectors are not unique, it is their position and attachment to Australia’s Green Cauldron Walk along the beach one day, walk amongst the canopy of forest giants landscape that offers a strong selling point. the next 6.5 Immersive Journeys between coast and canopy Stroll from built up coastal areas and be surrounded by peaceful forest and streams within an hour. Unique Selling Point Its volcanic origins and World Heritage listed rainforest underpin the One of the important attributes of Australia’s Green Cauldron is its package designation of this National Landscape, although these offer limited scope to of coastal and hinterland experiences. The sum of its parts offers a develop into hero experiences on their own. In terms of being a volcanic compelling proposition for Experience Seekers although there is much more attraction, there are simply more impressive examples in Vanuatu (Yasur), that can be done to strengthen the coastal – hinterland linkages and sell this New Zealand (Rotorua, Tongariro – Central Plateau, Taranaki), the Philippines to international markets. There are few places in Australia where visitors can: (Mayon, Taal and Pinatubo), Indonesia (Gunung Rinjani), Chile and Argentina.
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As with visitor perceptions of where best to see Indigenous culture, most The Big Stories would not be thinking of this part of Australia as a place to see volcanoes.
Although appealing for international and domestic visitors, rainforest is not Gondwanan rainforest and volcanic origins unique to Australia’s Green Cauldron and, in Australia, is found from far The rainforests and volcanic landscapes of the Australia’s Green Cauldron north Queensland to Western Tasmania. Nor is its World Heritage status are a living link to the evolution of the world, with species links to the alone a sufficient drawcard – much of Australia’s rainforest is inscribed on supercontinent of Gondwanaland that began to break up into the present the World Heritage List. Similarly, the Gondwanan rainforest and associated continents about 130 million years ago. It has one of the highest biological hotspot, while an important part of the story for visitors, is not concentrations on earth of plants and animals that are relatively necessarily the hook that will pull Experience Seekers’ attention to this part of unchanged from the fossil record, including some of the oldest fern and Australia. conifer families and primitive plant families linked to the development of Packaging up the coastal and hinterland attributes into immersive, fun, flowering plants. exciting and rewarding experiences also involves telling the big stories of The modern landscape is the remnant of the gigantic Tweed, Focal Peak Australia’s Green Cauldron. These include: and Main Range shield volcanoes that were active in the region 20 million Gondwanan rainforest and volcanic origins – why it’s special years ago. The Tweed Caldera (with its characteristic steep escarpment along the Queensland/NSW border and the remnant volcanic plug of Wildlife – the iconic and lesser-known species Wollumbin) is the remnant of the world’s second largest shield volcano Conservation success stories – Terania Creek, wildlife recovery and and one of the best preserved. The rich volcanic soils (in contrast to the captive breeding. poor soils of much of the Australian continent) have provided a refuge for rainforest, including the most extensive surviving area of subtropical
rainforest in the world. The erosion of the volcanic landscape has provided a diversity of habitats (altitude, aspects, peaks, valleys and rainfall regimes) in which are found a wide diversity of rainforest communities and species. Due to the accessibility of the region, visitors can easily experience such contrasting environments as vine forests, forest with emergent spectacular Hoop Pine (one of the world’s oldest conifers), higher altitudes characterised by misty forest of Antarctic Beech, stands of giant pink trunked Brush Box and heath communities on rocky outcrops.
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Wildlife The biodiversity hotspot of the Green Cauldron contains Australia’s highest The conservation story has been at times a dramatic one, no more so than concentration of bird, marsupial, frog and snake species. It has 500 species of the ‘Battle for Terania Creek’, when local counterculture residents near vertebrate animals and thousands of invertebrate species. Many of Nimbin in NSW instituted a 5 year campaign (from 1974 to 1979) to prevent Australia’s iconic wildlife (such as kangaroos, wallabies, koalas, platypus and logging old growth forest at Terania Creek (now in Nightcap National Park) 1. varied birdlife) are accessible to the visitor, either in national parks, on Gaining wide support throughout Australia and from the Indigenous wildlife tours or at the Currumbin Wildlife Sanctuary or the David Fleay community, this was the first direct action forest protest in Australia and a Wildlife Park (both of which house animals from throughout Australia). Along watershed event in gaining protection of forests throughout Australia. It the coast, visitors may see migratory birds, White-bellied Sea Eagles, dolphins featured dramatic civil disobedience activities and arrest of protestors and (in winter and spring) Humpback Whales. televised throughout Australia. One of the waterfalls on Terania Creek in Nightcap National Park has been named Protestor Falls in memory of the The Green Cauldron contains many species of wildlife that are rare and protest that eventually led to establishment of the park. threatened or endemic to small areas and found nowhere else in the world. Examples are the Eastern Bristlebird (of which there are less than 50 birds in Today, with much of the remaining rainforest protected, attention has the wild), the elusive Albert’s Lyrebird (which has a spectacular vocal focussed on protection of threatened species through activities such as mimicking ability), the Spotted-tail Quoll (a mammal which was once rainforest regeneration, habitat protection and captive breeding programs, widespread in Eastern Australia), Fleay’s Barred Frog and the Richmond often in partnership with local communities and organisations. Rainforest on Birdwing Butterfly (with a wingspan of 13 cm to 16 cm). the Springbrook Plateau is being regenerated in a partnership between the Queensland Government, the Australian Rainforest Protection Society and Less obvious, but fascinating, are invertebrate species with links to the volunteers. Members of Local Natural History Societies at Mount Tamborine prehistoric Gondwanan fauna – such as trapdoor spiders and the unusual and Lamington participate in recording occurrences of Albert’s Lyrebird to velvet worm. Glow-worms, the larval stage of a small fly, are another assist in research on its protection. Gondwanan remnant. They can be seen emitting a brilliant blue-green light at natural Bridge in Springbrook National Park. David Fleay’s Wildlife Park, now operated by the Queensland Parks and Wildlife Service, was established in 1952 by the internationally famous Conservation success stories conservationist, David Fleay (the first person to successfully breed the Travelling through the rainforest regions of the Green Cauldron, the visitor is platypus in captivity). The wildlife park now runs research and captive constantly in areas that have remained as rainforest through successful breeding programs for Australian wildlife, including local species. conservation efforts, often through local efforts such as for Lamington National Park.
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Current opportunities a range of activities and accommodation at Binna Burra Mountain Lodge With so much choice and so many activities currently on offer, the hero Tamborine Skywalk. experiences are largely hidden. Apart from surfing on the Gold Coast, an More niche opportunities involve climbs of Mounts Barney, Lindesay, French, Experience Seeker would be hard-pressed to know what else is a must do Maroon and Edwards. experience, given the clutter of products in the market. There is a lack of high profile experiences in the international market that specifically showcase The region is also ideally suited for small group cycle touring as evidenced by Australia’s Green Cauldron landforms, rainforest, wildlife, and associated the popularity of weekend riding groups from Brisbane, the Gold Coast and stories. elsewhere. Cycle touring in Australia’s Green Cauldron has yet to attract a critical mass of international visitors but the potential is there. Growth in this Some of the leading opportunities for Experience Seekers currently are: activity is being seen for both independent riding and supported tours viewing the landscape from a range of spectacular lookouts, either as particularly in New Zealand, Vietnam, Laos, Bolivia and Victoria, Australia part of a short walk or a road journey on the Rainforest Way – e.g. More guidance for visitors over concerns from Indigenous people about Springbrook National Park, Mt Tamborine, Greenhills Road in the Scenic climbing Wollumbin Mt Warning is required. There are strong similarities Rim, Burleigh Heads National Park, Cunningham’s Gap, Border Ranges between this situation and that for Uluru Kata Tjuta. Dialogue between the National Park respective park agencies and Traditional Owners for Wollumbin and Uluru viewing the landscape from the air – hot air balloon rides and helicopter may be helpful in reaching a liveable solution. scenic flights from Ipswich and the Gold Coast In summary, there is no lack of choice for linking the coast with the guided national park tours with the likes of International Park Tours hinterland. The issue is one of careful selection and management of those opportunities most suited to the Experience Seeker market. In that regard, wildlife encounters at Currumbin Wildlife Sanctuary and David Fleay’s many of the opportunities listed above have issues in need of attention: Wildlife Park Many lookouts are not easy to find for Experience Seekers and require expansive views of land and sea from Cape Byron, the most easterly upgrades before positioning as must do’s in the international market point in Australia – which can be combined with heritage experiences place. Generally, viewpoints in Australia’s Green Cauldron (access roads, adventures in the coastal environment – e.g. learning to surf, kayaking parking space, facility design, site aesthetics and on-site interpretation) Cape Byron, diving and snorkelling Cook Island would be out-competed by those found in the Blue Mountains, on the Great Ocean Road, the Grampians and at Uluru Kata Tjuta. climbing Wollumbin (Mt Warning) – although the Indigenous community does not support climbing the mountain due to its spiritual significance Many of the region’s walking trails are in need of repair and maintenance at a better standard to attract middle-aged and some younger Experience accommodation and a range of activities associated with O’Reilly’s Seekers. Rainforest Retreat and Tree Top Walk
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Future possibilities in the longer term. There appears little appetite amongst stakeholders for this kind of investment at this stage. This concept aligns with the Gold Coast A working assumption for these possibilities is that most Experience Seekers and Hinterland Tourism Opportunity Plan 2009-2018 that recommends an want active engagement with the landscape. This can vary from short walks extension to the Gold Coast Hinterland Walk between Springbrook and the to lookouts and water-based activities through to longer and more coast. The brand development and product audit report (Calais Consultants, challenging experiences such as multi-day walks or cycle touring. 2008) also recommends development of iconic walking trails for the Assuming reinvestment in the Rainforest Way will be treated as a priority, destination. then consideration should be given to those points along the way that offer Small group cycle touring in Australia’s Green Cauldron could be explored by spectacular lookouts where visitors can see as much of the Cauldron developing a Rainforest Way cycle itinerary. This adds value to an existing landform as possible. One or two spectacular sites are perhaps better than concept and is environmentally friendly. If agreed to as a priority, then a trial six mediocre lookouts. period could be established by partnering with an experienced cycle tour The plethora of short walks could be enhanced by: (i) upgrading trails and on- operator. Successful examples elsewhere typically provide packages site interpretation of Australia’s Green Cauldron and (ii) packaging the (everything provided, support van, stay in local village accommodation) from Cauldron’s ‘Top Ten Short Walks, Rides and Lookouts’ more clearly into 3 to 5 days through to 3 or 4 weeks. international markets. One or two iconic day walks that have potential to With relevance to the Gold Coast, a remote adventure such as heli-hiking achieve brand recognition like New Zealand’s Tongariro Alpine Crossing could trips to appropriate remote parts of the region (where helicopters are be achievable (eg a Border Crossing and the Wollumbin Base walk). The Lyre already operating) could offer spectacular short walks to mountain tops or Bird Track within Mt Warning National Park could be a flagship rainforest similar. With good food and guiding this could target the upper end of walk if it was realigned and extended to be a loop track perhaps Experience Seeker markets and be attractive to people staying on the coast, incorporating swing bridges over chasms and streams and a dramatic lookout especially affluent small groups from China, Singapore, Hong Kong and up to Wollumbin Mt Warning. Korea. Calais Consultants’ brand development and product audit (2008) also In terms of linking the coast with the mountains, the option of creating a raised the importance of spectacular scenic flights for the destination. one-day combined land and water - based tour should be explored. The aim A multi-sport event linking the coast and hinterland - such as a ‘Coast to is to become the ‘best little day trip’ on the Gold Coast: starting in the Canopy Challenge’ involving a water sport, cycle inland and trail running back Currumbin Valley going to Springbrook (walking or cycling) then returning via to the coast – could be a relatively low-cost, high impact way of raising the kayak/boat/raft to Burleigh Heads on the Tallebudgera Creek with stories profile of what Australia’s Green Cauldron has to offer. This could be grown focused on volcanic origins, wildlife, aboriginal heritage and rainforest. into an international event. The existing Kokoda Challenge takes place within In terms of an iconic multi-day walk to rival others such as the Larapinta Trail Australia’s Green Cauldron and is aimed at youth development in memory of and Overland Track, a ‘Great Scenic Rim Walk’ – a commercial 3 night / 4 day the Kokoda Track campaign of 1942 in Papua New Guinea. Any new event hike between Lamington and Springbrook National Parks could be explored should differentiate itself from the Kokoda Challenge.
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7. Assessment of Current Experiences Visitor Impact relates to what effect the suggested improvement would have on Experience Seeker markets. High = will appeal to international and An assessment of current experiences that are in some way linked to domestic markets and generate new demand in the short, medium or long- Australia’s Green Cauldron proposition and Experience Seeker profile was term; Medium = will appeal to mostly domestic markets adding value to the undertaken for the EDS. This is presented in Table 1. It is structured around visitor experience. Over the medium to long-term it will reach international conventional tourism categories of Attractions, Activities and markets with more impact. These markets will be coming to the region Accommodation. Some of the Activities, Attractions and Accommodation anyway and not as a direct result of the improvement; Low = would reach have been treated individually while others are clustered. This is for practical both domestic and international visitors once in the region, adding value to reasons as it is well beyond the scope of this EDS to assess each and every the experience but with little ability to drive future visitation. Timing is track, accommodation unit or other product. ranked as: Short = 1 to 2 years; Medium = 2 to 5 years; Long = 5 years+ Table 1 evaluates each experience in terms of three significant National
Landscape criteria:
(1) Ability to drive conservation and tourism partnerships (2) Extent to which it currently conveys key Green Cauldron stories (3) Distinctiveness of the product for Australia’s Green Cauldron and for Australia. These criteria are applied to the experiences (delivered via Attractions, Activities and Accommodation) as it is now, prior to any suggested improvement. The ranking = strongest match with criteria and = weakest match with criteria.
The other half of the table then makes a preliminary assessment of the impact of the suggested improvement. This is described in terms of Cost, Visitor Impact and Timing. Together, these criteria give an idea of how achievable the improvement is and when the effects would be seen. The costs scales are ranked as follows: Low - less than $50,000, Medium $50,000 - $250,000 and High $250,000+.
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Table 1: Assessment of Green Cauldron Experiences, Products and Services
Opportunities Description and examples Suggested improvements Cost:- Impact:- Timing:- and product Low High Short suited to Medium Medium Medium
Experience High Low Long
Partnership s Current of reach Stories AGC of Level Distinction Seekers & C T ATTRACTIONS
Binna Burra Binna Burra is a long-standing and well- None recommended na na na Mountain recognised hub for accommodation and Lodge and activities within the rainforest of the AGC. In Campsite addition to a range of walking tracks, guided activities and programs, the property is currently developing additional new accommodation. It is recognised as one of Australia’s best environmentally sustainable properties.
O’Reilly’s O’Reillys is a long-standing and well-recognised None recommended na na na Rainforest hub for accommodation and activities. In Retreat addition to walking tracks and guided programs/activities, the property has a rainforest canopy walk/climb. O’Reilly’s Lost World Spa has recently opened offering a high level health/wellbeing product.
Tamborine A privately owned 300 metre canopy sky walk None recommended na na na Mountain in rainforests with excellent interpretation of Rainforest the natural and cultural values of the AGC. Skywalk
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Opportunities Description and examples Suggested improvements Cost:- Impact:- Timing:- and product Low High Short suited to Medium Medium Medium
Experience High Low Long
Partnerships Current of AGC reach Stories of Level Distinction Seekers & C T Gondwanan Complex of national parks in NSW and Link WHA brand with AGC brand and promotion. Low Medium Short Rainforest Queensland with a series of day visitor nodes at Continue program of upgrading visitor facilities key sites (such as waterfalls), campsites, Medium- High Medium World and interpretation to match market needs. walking tracks and drive routes offering High – Long Heritage Area Investigate opportunities for volunteer in park opportunities for immersion in the values of programs. Low Short- AGC, the WHA and interpretation about the High important stories. Share interpretive material and stories with all Medium low stakeholders to provide a conservation platform low Some face-to-face interpretation at peak times short allows for more interactive interpretation of for tourism experiences both natural and cultural stories. Other national Other national parks (not in the WHA) also Look at opportunities in other national parks to medium medium medium parks offer opportunities for interpretation and showcase experiences that reflect Australia’s activities within a range of AGC natural settings Green Cauldron brand and landscapes (eg Cape Byron, Jellurgal Continue program of upgrading visitor facilities Burleigh Heads) High Low Medium and interpretation to match market needs Wollumbin/ Wollumbin-Mount Warning is an iconic Develop high quality alternative walking track High High Medium landmark of the Northern Rivers region that that enable views of Wollumbin and provides Mount has traditionally attracted people to climb to its alternative to the summit walk. Warning summit. It is significant to the Indigenous Incorporate face to face Indigenous guiding of people. A short walk is also provided at the foot of the climb. the ”Foot of Mount Warning”
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Opportunities Description and examples Suggested improvements Cost:- Impact:- Timing:- and product Low High Short suited to Medium Medium Medium
Experience High Low Long
Partnerships Current of AGC reach Stories of Level Distinction Seekers & C T Murwillumba The World Heritage Rainforest Centre operated Look at ways to reinvigorate the centre as High Medium Medium h Rainforest by Tweed Tourism is promoted as the source of central AGS interpretation centre with virtual information for the Gondwana Rainforest WHA. Info Centre links to AGC gateways of Byron Bay, Gold Coast, It includes displays, information and booking Currumbin, Beaudesert and Kyogle. services for the region. Incorporate downloadable information and interpretation as well as booking centre for AGC activities/tours. Look at opportunities to partner with Tweed Regional Art Gallery Currumbin Currumbin hosts a broad range of Australian Offer information including downloadable Low – Low – Short Wildlife native wildlife in extensive grounds with interpretation as a Gateway to AGC linked to Medium Medium excellent interpretation. The sanctuary also Sanctuary Murwillumbah. offers a range of adventurous activities and an Low Medium Investigate opportunities to partner with Fleay’s Short- evening Yanguwah Indigenous program offered by Jaran. The sanctuary has a strong to offer integrated programs that complement Medium conservation ethos and actively participates in each other with focus on conservation and
fundraising and species conservation. promotion of flagship species. Investigate opportunities for involvement of Low High Medium volunteers David Fleay David Fleay Wildlife Park is located in a natural Investigate opportunities to partner with Low Medium Medium Wildlife Park setting with walking tracks and displays Currumbin to offer integrated programs that - Long featuring platypus and other native and complement each other with focus on endemic species. The park offers an conservation and promotion of flagship species. educational program primarily for schools Investigate opportunities for involvement of volunteers. Complete the boardwalk walk connecting Jellurgal Burleigh Heads and Fleays Wildlife Park.
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Opportunities Description and examples Suggested improvements Cost:- Impact:- Timing:- and product Low High Short suited to Medium Medium Medium
Experience High Low Long
Partnerships Current of AGC reach Stories of Level Distinction Seekers & C T Explore opportunity to strengthen partnerships with indigenous tourism operators and education to expand the use of facilities at Fleays.
Villages The varied villages of Australia’s Green na Conduct a series of workshops to get Low Medium Short Cauldron offer a range of opportunities for communities involved in Australia’s Green visitors to mix with the local community - Cauldron and to appreciate ways of leveraging including through shops, general stores, cafes, off Australia’s Green Cauldron brand in product pubs, eclectic accommodation and events (e.g. offerings (see Section 8.3, Bringing the brand to Uki – Mount Warning Hotel, Mavis Kitchen, life). Tyalgum, Canungra, Byron Bay, Nimbin, Mount Tamborine, Kyogle). At least one operator offers alternative lifestyle tours (Jims Alternative Tours.) Festivals and A number of Festivals and events occur in the Develop a calendar of events with the goal to Low High Short events region and offer the opportunity for visitors to have one AGC brand aligned event each month. meet with local people and explore/celebrate Establish one significant AGC event that the culture, music and arts of the region. celebrates the communities, creativity and Medium High Medium Examples include Tyalgum Classical Music connections of Australia’s Green Cauldron across – Long Festival, Byron Bay Blues Festival, Drumley the region. Walk, Kokoda Challenge, Swell Sculpture Prepare a feasibility study for the further Low Medium Festival, Bleach development of the Drumley Walk as a key - High Long Indigenous event for the region. Galleries Australia’s Green Cauldron includes many Continue to support galleries to partner with one Low Medium Medium galleries and spaces that showcase the another as a cluster for visitors. - Long extensive creative spirit of the people. Conduct series of workshops to get communities Examples include Tweed River Gallery, Stokers involved in Australia’s Green Cauldron and to Siding pottery, Art & Soul Gallery and many appreciate ways of leveraging off Australia’s local galleries across the region and in its Green Cauldron brand in product offerings (see
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Opportunities Description and examples Suggested improvements Cost:- Impact:- Timing:- and product Low High Short suited to Medium Medium Medium
Experience High Low Long
Partnerships Current of AGC reach Stories of Level Distinction Seekers & C T townships. Section 8.3, Bringing the brand to life). Support operators, artists and galleries to deliver creative arts programs where visitors are encouraged to participate in programs of varying duration (packaged with accommodation). Yugambeh The museum is the keeping place for the Better promotion of the location of the Low High Short Museum Yugambeh people and has excellent displays Yugambeh Museum. and interpretation about the Indigenous history seek opportunities for a higher profile Yugambeh and people of the area. The museum is also the indigenous tourism education and training base centre of the language activities and learning such as Currumbin Wildlife Sanctuary or Jellurgal for the local community. Burleigh Heads/ David Fleays Wildlife Park Markets A large number of markets across Australia’s na Conduct series of workshops to get communities Low Medium Short Green Cauldron offer opportunities for visitors involved in AGC and to appreciate ways of to mix with local people and see aspects of leveraging off Australia’s Green Cauldron brand alternative lifestyles, values and local produce in product offerings (see Section 8.3, Bringing (e.g. The Channon, Nimbin, Bangalow, local the brand to life). Farmers markets and many others). Vineyards and Many vineyards and wineries offer cellar doors na Conduct series of workshops to get communities Low Medium Short wineries across the AGC. Examples include Bunjurgen, involved in AGC and to appreciate ways of Kooroomba Vineyard & Lavender Farm, Albert leveraging off Australia’s Green Cauldron brand River Wines, Cedar Creek Estate & Queensland in product offerings (see Section 8.3, Bringing Wine Centre, Witches Falls Winery, Tamborine the brand to life). Mountain Distillery, O’Reilly’s Canungra Valley Vineyard, Ilnam Estate, Tathian.
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Opportunities Description and examples Suggested improvements Cost:- Impact:- Timing:- and product Low High Short suited to Medium Medium Medium
Experience High Low Long
Partnerships Current of AGC reach Stories of Level Distinction Seekers & C T Lookouts Whilst Australia’s Green Cauldron has a host Promote a series of AGC spectacular lookouts Low - Medium Short of lookouts offering views of the calderas that showcase landscape types across the Medium including on the coast (e.g. Best of all, The region. Pinnacles, Coomera Falls, Bithongabel, Jellurgal Burleigh Heads and Fingal Head), these are not of themselves an attraction. They need to be considered in the context of other activities such as touring routes. ATTRACTIONS
Experiencing Opportunities to appreciate the regional Conduct series of workshops to get communities Low Medium Short local produce produce of Australia’s Green Cauldron include involved in AGC and to appreciate ways of cooking schools (e.g. Classi di Cucina; leveraging off Australia’s Green Cauldron brand Tamborine Mountain and Worendo/Wild in product offerings (see Section 8.3, Bringing Lime Cooking Schools), working farms (eg the brand to life). Majura Tea, Tropical Fruit World, Eltham Valley Pantry, Scenic Rim market gardens), retail outlets (eg Witches Chase Cheese, Banana Cabana) seafood related experiences (Catch a Crab and fishing cruises), roadside produce stalls, Farmers Markets and specific products such as Burleigh beer, Green Cauldron Coffee and Mount Warning water. Nature study A number of operators offer guided Train Indigenous Guides who can be engaged by Low - Medium Medium and guided experiences in Australia’s Green Cauldron, existing operators to add value to interpretation Medium - Long experiences many of them with well-educated and trained with Indigenous stories and cultural connections. staff with a solid knowledge of the natural values of AGC and of the key stories. Examples include EcoSafari Tours, Rock Doctor Geological Tours, Aracauria Tours,
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Opportunities Description and examples Suggested improvements Cost:- Impact:- Timing:- and product Low High Short suited to Medium Medium Medium
Experience High Low Long
Partnerships Current of AGC reach Stories of Level Distinction Seekers & C T Tamborine Tours, Inter National Park Tours, Ethos Foundation, Gondwana Guides, Country Charm Discovery Tour, Nature-bound Australia. Aerial activities Viewing Australia’s Green Cauldron from the Provide aerial operators with information about Low Medium Short air provides the most complete picture of the Australia’s Green Cauldron and the big stories landscape and the three calderas. Current (podcasts, phone apps.) for delivery to clients. opportunities include ballooning, gliding and Promote air activities as an excellent way to Low High Short fixed wing and helicopter scenic flights (e.g. experience the AGC. Floating Images Hot Air Ballooning; Support operators to package aerial products Low- High Short- Pterodactyl Helicopter Tours; Boonah with accommodation (e.g. gliding program). Medium Medium Gliding). Conservation Bartopia Nature Refuge and Mt Barney Establish a data base/cooperative for visitors Low High Short programs Retreat and the Ethos Foundation currently seeking more intensive voluntary activities in offer educational programs focusing on Australia’s Green Cauldron to link with suitable conservation. opportunities such as working on farms, helping in Currumbin wildlife hospital, rehabilitation programs, visiting artists in studio or in field.
Driving – self- There are a number of established journeys Consolidate the delivery of the Rainforest Way Low Medium Medium drive touring being promoted across Australia’s Green focusing the journey on one primary route that Cauldron with the best known and most offers the best opportunities to deliver on brand aligned being the Pacific Touring Route, Australia’s Green Cauldron brand.
Rainforest Way, Connecting Southern Gold Upgrade facilities and ensure effective Coast, Lions Road, Summerland Way plus a interpretation for visitors using the Rainforest High High Medium range of local touring routes. Way. Provide gateway information for Australia’s Green Cauldron from the other significant tourist routes. Medium High Short
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Opportunities Description and examples Suggested improvements Cost:- Impact:- Timing:- and product Low High Short suited to Medium Medium Medium
Experience High Low Long
Partnerships Current of AGC reach Stories of Level Distinction Seekers & C T Walking - short Multiple short walks (less than 30 minutes Promote a series of AGC great short walks that Low Medium Short through to several hours) right across showcase landscape types across the region. Australia’s Green Cauldron offer opportunities to experience the landscape. Walking - long One icon walk, the Gold Coast Hinterland Improvements required to meet target market High Medium Long Great Walk, is available as an independent needs include less long/difficult days, consistent - High activity or with operators. accommodation offer. The 96km Kokoda Challenge event occurs on Investigate link from the Gold Coast Hinterland Gold Coast Hinterland Great Walk The section Great Walk to the Coast. from Binna Burra to O’Reillys is also promoted as the Border Track - a product that can be walked in one day or with camping part way. Water sports – Range of operators offer surfing schools and Encourage operators to cross promote and/or Low Medium Short surfing extensive opportunities for independent package with other AGC activities and participate surfers. in workshops to appreciate ways of leveraging Major surf events occur on the coast off Australia’s Green Cauldron brand. including world championships and nationally Leverage off the Bleach in February festival and important events. Surfworld Gold Coast Museum to create awareness of Australia’s Green Cauldron. Engage major corporate surfing brands (eg Billabong) to raise awareness of Australia’s Green Cauldron. Water sports - Independent opportunities including a range Encourage operators to cross promote and/or Low Medium Short other of sandy white beaches and headlands (Fingal package with other AGC activities and participate Head, Tyagorah Beach etc) are suited to in workshops to appreciate ways of leveraging multiple water based activities. off Australia’s Green Cauldron brand. Sailing on rivers and inland lakes. Wildlife viewing Operators offer diving/snorkelling at locations Encourage operators to cross promote and/or Low Medium Short such as Cook Island Marine Reserve and Julian package with other AGC activities and participate
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Opportunities Description and examples Suggested improvements Cost:- Impact:- Timing:- and product Low High Short suited to Medium Medium Medium
Experience High Low Long
Partnerships Current of AGC reach Stories of Level Distinction Seekers & C T - diving Rocks Nature Reserve (turtles, sharks, range in workshops to appreciate ways of leveraging of marine fish species). off Australia’s Green Cauldron brand.
Wildlife viewing Whale and dolphin watching are offered by Encourage operators to cross promote and/or Low Medium Short - marine several operators with large vessels as well as package with other AGC activities and participate kayaking. in workshops to appreciate ways of leveraging Many land based viewing sites exist for off Australia’s Green Cauldron brand in product independent travellers (e.g. Cape Byron, Point offerings (see Section 8.3, Bringing the brand to Danger, Fingal Head). life). SeaWorld also offers swimming with marine Develop appropriate interpretation and wildlife. information at viewing sites to improve appreciation of Australia’s Green Cauldron stories
Wildlife viewing A number of operators offer bird viewing Encourage operators to cross promote and/or Low - Medium Medium –birds, both as specialised packages from package with other AGC activities and participate Medium - Long mammals, accommodation and as part of tours. These in workshops to appreciate ways of leveraging activities generally interpret a range of off Australia’s Green Cauldron brand in product other animals aspects of biodiversity. offerings (see Section 8.3, Bringing the brand to Currumbin Wildlife Sanctuary and David Fleay life). Wildlife Park offer a range of opportunities Train Indigenous Guides that can be engaged by (identified under Attractions). existing operators to add value to interpretation with Indigenous stories and cultural connections.
Cycling In addition to cycleways on the coast and in Promote a series of AGC great bike rides that Low Medium Short the Scenic Rim, there is a considerable cycling showcase landscape types across the region activity on roadsides. Investigate opportunities for cycling through Low - High Medium Australia’s Green Cauldron (such as the potential Medium - Long Casino-Murwillumbah Rail Trail) and any opportunities for the mountain bike market to
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Opportunities Description and examples Suggested improvements Cost:- Impact:- Timing:- and product Low High Short suited to Medium Medium Medium
Experience High Low Long
Partnerships Current of AGC reach Stories of Level Distinction Seekers & C T explore and sea to mountains connections.
Indigenous There are currently a small number of Seek funding for training programs to ensure a Medium Medium Medium cultural Indigenous guided products generally strong pool of well-trained guides who can add activities associated with national parks guided cultural stories to mainstream tourism products. programs. Establish a tourism business support network Medium- Medium Long Some Indigenous groups are exploring new (business assessment, planning, mentoring) to High tourism product and business ideas. advise those communities and people looking to Yugambeh Museum is training community establish tourism businesses. This might include members in language and sees an important support through staff in local government. role in training local people to offer cultural Establish and communicate an Indigenous Medium programs in mainstream tourism. Guides team that can be engaged in different High Medium parts of other AGC to work with mainstream - Long businesses and add cultural content to tours. ACCOMMODATION
Farmstays, A broad range of farmstays, guest houses and na Encourage operators to cross promote and/or Low Medium Medium guest houses self-contained accommodation offers choice package with other AGC activities and participate and self- of location and experiences across the AGC. in workshops to appreciate ways of leveraging Examples include Mystery Mountain off Australia’s Green Cauldron brand in product contained Farmstay, Clouds on Beechmont, Baggs offerings (see Section 8.3, Bringing the brand to accommodation properties, Cedarcreek lodges, Lisson Grove, life). in natural Pethers Rainforest Retreat, Witches Falls settings cottages, Mt Barney Lodge, Lillydale Farmstay, Crystal Creek, Ripples, Limonwood.
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Opportunities Description and examples Suggested improvements Cost:- Impact:- Timing:- and product Low High Short suited to Medium Medium Medium
Experience High Low Long
Partnerships Current of AGC reach Stories of Level Distinction Seekers & C T Health and Australia’s Green Cauldron boasts several Encourage operators to cross promote and/or Low High Medium wellbeing excellent health/wellbeing retreats that package with other AGC activities and participate - Long retreats attract visitors in their own right. Examples in workshops to appreciate ways of leveraging include Songbirds, Golden Door, The Byron at off Australia’s Green Cauldron brand in product Byron, Gwinganna, Pethers Rainforest offerings (see Section 8.3, Bringing the brand to Retreat. life)
Experiential There are a growing number of Operators need to ensure that there are Low High Medium accommodation accommodation establishments that offer sufficient activities to match market varying products that are targeted at the expectations. This may include offering on-site Experience Seeker market. Examples include activities or packaging with operators to offer Ketchup’s Bank Glamping, Bunyip Scenic Rim programs such as Eco weekend tours, Expedition and Resort Spicer’s Peak Lodge. weeks, Action tours (as recommended in Tweed Tourism Plan).
Coastal There is extensive accommodation on the na na na Encourage operators to cross promote and/or Low High Short- accommodation coast that services a broad range of visitor package with other AGC activities and participate Medium hubs markets. in workshops to appreciate ways of leveraging off Australia’s Green Cauldron brand.
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8. Priority Projects 8.1. Developing the priority projects –Encounters with spiritual, creative and sustainable communities This section identifies and describes priority projects to deliver the two hero experiences and cross-cutting projects which are important to strengthen the range of Australia’s Green Cauldron experiences.
With a range of current products and opportunities to deliver on the two hero experiences, the easier wins will come from strengthening the best existing opportunities that can deliver the brand proposition. New products, services and infrastructure that score well against the evaluation criteria could be undertaken simultaneously or later, subject to available funding.
Figure 9. Project Framework The Rainforest Way Figure 9. Illustrates the structure with which the priority projects – those that Description have the best match with the assessment criteria and impact profile – are The Rainforest Way has been identified as a touring route through the region arranged in the following section. These projects feed into the for several years. It currently leads through the heart of the region linking the Implementation schedule in Section 9. Each project is described and, in towns of Casino, Kyogle, Rathdowney, Beaudesert, Canungra, Nerang, some cases, supported by a relevant national or international case study Murwillumbah, Nimbin and Lismore. Seven side trips are offered off the main example. route in different sections of Australia’s Green Cauldron.
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Whilst collateral has been developed for the Rainforest Way (website, Install contemporary interpretive media including applications that offer brochure, map and interpretive signage at some locations) the product choices for visitors with different interests (e.g. downloadable phone appears to have gained limited traction. This may be related to confusion applications, use of interpretive art at historic sites or other key points of caused by the broad range of choices offered to the consumer, inadequate or interest) non-targeted marketing, and a range of other factors. Promote the drive as part of an integrated Australia’s Green Cauldron Australia’s Green Cauldron needs a hero driving experience. Reinvigorating website and social media package the Rainforest Way is one way to achieve this. Adding highly engaging and Highlight the linkages that the Rainforest Way provides between exciting products plus strong promotion through Australia’s Green Cauldron Brisbane, the Gold Coast, Byron Bay and the World Heritage Gondwanan gateways could also entice new markets from Byron Bay and the Gold Coast. Rainforests in all media and communications. Approach to delivery Further development of the Rainforest Way will require the commitment of The key ways to reinvigorate The Rainforest Way include: the many stakeholders that have been involved in its development to date. Effort needs to be focused on improving the overall journey and attracting Focus the journey on one main route with limited side trips. Link it firmly investment in new product along it - with marketing to be linked to the with the Gold Coast and Byron Bay Australia’s Green Cauldron brand. Establish additional high quality visitor sites including development of a Attracting specific site investment will be the responsibility of the agencies minimum of one iconic lookout that offers spectacular views across the that manage land (for instance, NSW National Parks and Wildlife Service) in caldera partnership with other regional stakeholders. Upgrade camping facilities to better provide for contemporary camping
trends Identify those activities and sites that are must see/must do locations along the journey Assess whether the name Rainforest Way has currency with the Experience Seeker market and consider re-branding if deemed essential Investigate the feasibility and potential for investment in a new product such as a rainforest zipline along the journey Work with investors to leverage character accommodation along the journey - such as tree houses shown here from Hapuku Lodge, New Zealand – that would provide an immersive rainforest experience Hapuku Lodge, Kaikoura, New Zealand Tree House – concept only
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Case Study: The Great Alpine Road
Description Lessons for Australia’s Green Cauldron The Great Alpine Road is a touring journey that traverses the vast and A strategic approach to touring route development with all stakeholders spectacular Victorian Alps from Wangaratta in the north-east to Bairnsdale in committed and involved over an extended period of time is necessary. the east of the state. The route is some 300kms long and has six shorter The strategic plan needs to be the blue print for all agencies to deliver themed loops off it. improvements on their tenure. This journey is one of Victoria’s primary promoted drive journeys. The There needs to be sustained commitment to development and collaborative development was guided by a strategic plan with significant engagement by marketing over many years. stakeholders. including several local governments, competing ski resorts and private operators. Engagement of the private sector in developing product is essential to ensure adequate attraction. The route has been the focus for investment from government and the private sector through an effective steering committee and marketing plan. A number of the loops off the primary journey have become strong destinations in their own rights, including a significant Government investment in sealing one of the secondary routes. Significant funding has been provided to establish brand aligned interpretation and a broad suite of collateral, including website, interactive map, GPS linked waypoint and route guides. Different local government agencies as well as Parks Victoria have invested in their visitor facilities along the journey to ensure the highest standards on all tenure.
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Creative Arts and Well-Being Hub Description Opportunities include single businesses that deliver interactive experiences ‘Creative tourism - tourism that offers visitors a creative pursuit (including on site (at a gallery or accommodation property) as well as packaging arts, crafts and cookery workshops), with the opportunity to stay in quality between accommodation and other artists or operators. accommodation, and to connect with local people in a distinctive destination.’ (Catriona Cambell, UK) Examples of potential products include cooking schools with regional produce, painting and photography programs, yoga retreats (which could be Creative tourism is a recent trend for travellers to explore the world and its focused on Australia’s Green Cauldron brand values such as immersed in diverse cultures. Increasingly, travellers of all ages are no longer content with rainforest), music retreats, learning massage and herbal remedies as well as a superficial spectator view of the countries and regions that they visit. These, specific individual programs such as rainforest painting, scenic rim landscape often sophisticated, travellers are searching for a learning experience that photography. involves them in the day-to-day lives of the peoples in whose countries they are guests. Steps to progress the hub include: Sometimes they will enjoy wine tasting at boutique vineyards or participate in identification of current and potential interested businesses cooking classes that specialise in the cuisine of a region. In the Northern Territory, Indigenous culture is shared through activities such as basket workshops on creative tourism and on Australia’s Green Cauldron brand weaving or traditional ways of finding and using bush medicines. Outback delivery experiences might include learning how to make damper, sleep in swag and establishing a cooperative of participating businesses dig for water on a camping trip to the Red Centre. creating a web and social media presence linked to Green Cauldron The distinctive characteristics of Australia’s Green Cauldron including its marketing creative arts, produce, health and well-being all offer opportunities for participation by Experience Seekers in creative tourism. On-going business support and mentoring. Approach to delivery
There are already several businesses that deliver creative tourism products within the Australia’s Green Cauldron. The recommended goal is to expand the critical mass and impact of this opportunity. This could be achieved by taking a cluster or hub approach involving business support (small grants, advice), joint venture marketing, workshops, new products, events and festivals.
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Case Study: Nelson – Creative Arts Capital of New Zealand
Description Lessons for Australia’s Green Cauldron The Nelson Tasman region is the undisputed creative arts centre of New The art, wellbeing and creative industries can become a hero experience for a Zealand. This is where the World of Wearable Art (WOW) event was born and where the internationally acclaimed Hoglund Art Glass studio has been in region. operation for 30 years. In a daring move, Wellington City Council bought Greater traction can be achieved through having (i) a strategy for growth and WOW and relocated it to Wellington because it had become so successful and management of the sector, (ii) supportive councils, economic development fitted the capital’s brand as the most vibrant events destination in New agencies and State Tourism Organisations, (iii) art associations or cluster Zealand. groups that can attract funding and drive expansion of the creative arts. Nelson has over 300 working artists (painters, sculptors, ceramic artists, potters, glass blowers, jewellers and writers) who draw energy from the spectacular natural environment of Abel Tasman, Kahurangi and Nelson Lakes National Parks. The Nelson Tasman region’s tourism website has this to say about its artists: ‘They're scattered around the lakes, along our rivers, on the beaches, in forest dwellings, high in the hills, low in the valleys and in every little nook and cranny where artists can find artistic, spiritual and creative inspiration. Meet artists, visit their workshops and participate in creating your own art! Learn glass bead making or ceramics. A highly memorable experience is assured when interactive fun is at your fingertips. Enjoy your journey of discovery as you travel around the region.’ Names such as the Suter Art Gallery, McGlashen Pottery, Bronte Art Gallery, Earth Sea Gallery, Wood Pigeon Art Studio, Eyebright – The Country Store and Copper Beech Gallery reflect connections with the landscape, wildlife and community origins. The sector has grown to such an extent that it now has its own Nelson Tasman Regional Arts Strategy 2009 and a Nelson Bays Arts Marketing. Network – both aimed at making a hero experience out of Nelson’s artistic talents.
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Drumley Walk Description The following steps are suggested to grow the product: The Drumley Walk is a successful regional event that celebrates Indigenous Establish a Drumley Walk Advisory Committee with representatives of key culture and people in south-west Queensland. The walk has been established stakeholders for a number of years and is growing as an event that attracts Indigenous people from across Australia over a four-day period. The Scenic Rim Regional Seek funding for a feasibility study to evaluate the best opportunities for Council sees the event as an important link between the Indigenous event growth and development community and tourism and includes support for the event as an ongoing Employ an Event Coordinator and develop Business Plan for continued priority in the Scenic Rim Regional Tourism Strategy 2011-2016. growth The success to date of the Drumley Walk suggests it can continue to grow as a Investigate a Drumley Walk Foundation as a means of attracting signature event for the community and with appeal for Experience Seeker investment in development of the event and spreading the benefits visitors. Ongoing and sustainable growth will require a clear strategic plan across the community. and focused event management. Strategic planning can evaluate the feasibility and viability of adding other components to the event, such as Annual Festival of Australia’s Green Cauldron activities in different communities and tourism packages. It can also evaluate Description the revenue potential and cultural, social and economic contribution to the The diverse character of villages and communities across Australia’s Green regional economy. Event funding could be investigated. Cauldron has been identified as a significant strength. The region’s multiple Expansion of the Drumley Walk has the potential to contribute to a range of small town events, monthly markets, art trails, regional galleries, artist distinctive Indigenous products in the region. While not a catalyst project of studios, musicians and bands are valued highly by residents and domestic itself, it is one of several experiences and products recommended in this EDS visitors and express the unique and eclectic character of local creative to heighten the profile of Indigenous people and culture and the eclectic communities and lifestyles. They also have strong appeal to Experience nature of Australia’s Green Cauldron – see also section 8.2, Wollumbin Day Seekers, most of whom would currently experience these events by chance. Walk and section 8.3, Indigenous training and business support However, very few local events have an international profile that reflects or aligns with Australia’s Green Cauldron brand. Approach to delivery Internationally, the Byron Bay Blues Festival is probably the most well-known The initiation and conduct of the Walk has been undertaken by a small group event from the region that aligns with the spirituality and ‘melting pot’ aspect led by Rory O’Connor. Expansion or changes to the model will require of Australia’s Green Cauldron brand. The Tyalgum Classical Music Festival is discussions within the Indigenous community to ensure new arrangements also recognised with domestic visitors. Some coastal events such as Swell meet the vision and need to be driven by the current management team. Sculpture Festival and Bleach are growing and becoming increasingly important.
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The feasibility of developing an Australia’s Green Cauldron festival or singular Establishing the event would require seed funding for event development and event built around the region’s culture, art, music, lifestyle, food and produce engagement of the communities. Two examples are presented here to would be worth assessing. Discussion with some stakeholders indicates that illustrate the opportunity. the idea (and variations on the theme) has been around for many years. A feasibility assessment would be needed to gauge support for the Festival of While individual town events are appealing, it will be difficult for each of Australia’s Green Cauldron. This would need to test interest from the these to catch the eye of international markets. The recommended festival community, potential major sponsors (such as food producers, supply and format would involve several towns in the region (see example of the manufacturing companies or economic development agencies associated Flavours of Monte Cetona). with Australia’s Green Cauldron) and outline how the festival could be launched, funded and managed. The concept is to attract residents and visitors to the region and move them around from town to town taking in places such as Boonah, Beaudesert, Rathdowney, Murwillumbah, Tyalgum, Chillingham, Nimbin, Byron Bay and Case Study: Isapori del Monte Cetona (The Flavours of Monte Cetona), Bangalow. While the festival may only start with one to three communities, it Siena Province, Italy could be grown from there. The region is well suited to this concept because (i) towns are within close proximity of each other, (ii) there are points of Various events are organized in several towns and villages in the Siena area of difference between each town and (iii) the road network enables round trips Italy (Montepulciano, Chianciano Terme, Celle sul Rigo). or circuits that are more appealing to visitors for an event rather than one- The festival is dedicated to the local products that can be purchased in the way journeys. town squares during the various events organized. This festival is organised by a series of municipalities in the Val di Chiana Senese. In some villages there Approach to delivery are street events, in others restaurants offer special theme menus. All sorts of An annual Australia’s Green Cauldron Festival could start with a two-day local products are on offer – for example, cheese, honey, cured meats, sweets, program celebrating the diversity, art, culture, local produce, sustainable wine and olive oil. lifestyles and eclectic nature of the region. As a starting point a calendar of The interesting thing is that all the products are ‘a km 0’, literally zero- existing festivals and events could be created and each event examined to kilometre products - which means a product comes directly from the identify what aspects could be developed, linked or leveraged across the surrounding area. This has application to Australia’s Green Cauldron in region. promoting it as a place where sustainable living is a core value. Each town would play to its strengths but work together to coordinate activities and promote the event. With the region pulling together and showcasing a cluster of community draw-cards over a short timeframe, there is a greater chance of growing Australia’s Green Cauldron brand and building the reputation of the event.
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Case Study : The Hokitika Wild Foods Festival, New Zealand 8.2. Developing the priority projects – What was started by a local woman with a home brew of gorse flower wine has grown into an annual event attracting over 15,000 people to the small West Coast Immersive Journeys between Coast and Canopy town of Hokitika. The Wildfoods Festival has become an iconic and premier special event in New Zealand, celebrating the wild landscape, food and culture of the West Coast (84% of which is protected as national park or conservation reserve). The first Festival in 1990 attracted a crowd of 1,800 and peaked in 2003 with 22,500 mostly domestic visitors. International visitors to the Festival are increasing. Festival visitor numbers are now capped at 15,000 to maintain a quality and sustainable experience. New wild foods are introduced every year. Wasp larvae ice cream, cucumber fish, sheep milk cheeses and wok-fried clams are some examples. The Festival offers local community groups, individuals and businesses the opportunity to raise funds and profile their products and this now forms an important part of the event. Although involving only one town (due to distance from other towns and the lack of circular driving routes on the West Coast), the Hokitika Wild Foods Festival illustrates the potential of what an event can do to celebrate its landscape and community. Transferring this example to Australia’s Green Cauldron, it is exciting to consider what could be achieved if four or five communities worked together to showcase distinctive or innovative foods, music, art and lifestyle. Lessons for Australia’s Green Cauldron Community festivals can have significant value in promoting a range of messages about a destination Having them across a number of towns allows diversity in the offering, shares the organisational load and offers broader appeal for visitors.
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Wollumbin Day Walk - ‘At the Foot of Wollumbin ‘ Major steps to progress the concept are as follows:
Description Meet with the Wollumbin Steering Committee and seek input/agreement to the concept Wollumbin Mount Warning is a significant feature in Australia’s Green Cauldron and one that many people wish to visit. The mountain has sacred Undertake detailed planning and design with the ongoing involvement of significance to the Indigenous community. Under Bundjalung law, only Wollumbin Steering Committee specifically chosen people are allowed to climb Wollumbin and consequently Seek funding and undertake construction. they would prefer tourists not to climb it. Lessons from other places The current Lyre Bird Track is limited and does not offer a good experience of Wollumbin. It could however be a flagship rainforest walk if it was realigned No single example is appropriate to this project. There are many examples of and extended to be a loop track perhaps incorporating swing bridges over successful icon walks and trail designs to meet landscape and environmental chasms and streams and a dramatic lookout towards Wollumbin Mt Warning. needs. A distinctive walk that is highly attractive will have design features that build on the terrain and allow for high quality interpretation and viewpoints. The walk needs to be a loop track (potentially around Wollumbin Mount It will also incorporate settings that are suited to face to face interpretation Warning) that offers good lookout points to the summit and other interest by the local community. points along the way (such as suspension bridges, canopy walks and careful trail alignment that stimulates interest in the rainforest). Some preliminary The following images are provided as examples of the types of designs that planning was carried out on a new short walk at the foot of Wollumbin Mount have been used elsewhere and are offered only to reflect on the extent of Warning about five years ago. This may provide a starting point. design options that could be considered by a good architect/planner. The location of these images is not important –they are offered as precedents Interpretation of Indigenous values needs to be available, either face to face only. with local guides, or by access to I-Applications, other audio or on-site displays.
Approach to delivery Development of a new walk will require significant investment that will need to be based on a site concept plan and feasibility study undertaken with local Indigenous people. A high profile project such as this could potentially achieve funding from a number of sources. Key responsibility will lie with NSW National Parks and Wildlife Service and the Wollumbin Steering Committee.
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Top Ten Walks, Rides and Lookouts Approach to delivery Description The lead on this project will need to be taken by land management agencies in partnership with the tourism industry. Opportunities to link the The region has an impressive number and diversity of walking tracks as well development of a high quality track with nearby commercial accommodation as many lookouts and opportunities for cycle touring. The extent of choice needs to be explored. The concept of on-track accommodation could also be makes it hard for visitors to decide the best options. Given that Experience considered for investment by the private sector. The following opportunities Seekers generally have limited time in a destination, they have to be directed are put forward as a starting point for selection. towards the ‘must-do’ experiences. Walks Identifying a region’s iconic journeys can play a strong role in reinforcing a At the Foot of Wollumbin – a new day walk destination’s positioning. For example, many of Australia’s great walks are in iconic destinations and have become flagships for them (such as the Overland Border Crossing – a new overnight walk to be developed Track for Tasmania, Larapinta Trail for Central Australia and the Great Ocean Burleigh Heads to Fleays Wildlife Park – connecting gaps between the Walk in Victoria). Some visitors to Tasmania plan their itineraries around the existing trails publication ‘60 Great Short Walks’. New Zealand has also been successful in Gold Coast Hinterland Great Walk – as Australia’s Green Cauldron’s best this regard, with its network of eight Great Walks, including such icons as the multi-day hike Milford, Routeburn, Abel Tasman and Tongariro Crossing tracks. The latter Springbrook – Purlingbrook Falls walk attracts over 60,000 walkers per year and spawned several shuttle and Lookouts guiding companies to transport walkers to and from the track. Best of All, Springbrook National Park Australia’s Green Cauldron region has many lookouts that form part of the driving routes (such as along the Rainforest Way) and within its national Blackbutt Lookout, Border Ranges National Park parks. A visitor can also ride almost anywhere on the rural road network that Cape Byron Lighthouse is ideally suited for cycle touring. Q1 Tower, Gold Coast A guide to the ‘best of the best’ walks, rides and lookouts would make it a lot Jellurgal Burleigh Heads easier for Experience Seekers to select the superlative walks, rides and Fingal Head lookouts that showcase Australia’s Green Cauldron. Bike Rides Attributes to be considered in determining the list include: Gold Coast – Tweed Cycleway Ability to deliver on Australia’s Green Cauldron brand proposition Around Wollumbin Mt Warning Ease of access and linkages to the Gold Coast, Bryon Bay and Scenic Rim Scenic Rim circuit (Beaudesert – Boonah – Rathdowney) Degree of difficulty Lions Road Opportunities for engagement with operators/accommodation Tweed Range Scenic Drive Quality of the infrastructure and capacity for growth.
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Case Study: Tasmania’s 60 Great Short Walks Lessons for Australia’s Green Cauldron With an extensive range of walks across Tasmania on a range of land tenures, Visitors like to be assured of the best walks that they can do in the time a number of years ago Tourism Tasmania invested in identifying the ‘best of available to them. the best’ and collateral to promote these. The Wakatipu Trails Network provides visitors with a package of ‘the best’ Tasmania’s 60 Great Short Walks are a mix of walks across the state in a walks, rides and lookouts for destination Queenstown. diversity of environments. They offer opportunities for people from 30 minutes This is an example of a strategic destination – wide approach, rather than a to a few hours. Each walk is branded with a standard trailhead signage and park-by-park approach. information that is distinctive. A guidebook is available to the walks. The Trails Network is supported by a good website The 60 Great Short Walks has been a successful program that has guided (www.wakatiputrails.co.nz), brochures and maps available through agency investment priorities and has been very successful with consumers. commercial, retail, accommodation and visitor information centre outlets. Case Study: Wakatipu Trails Network, Queenstown, New Zealand The Trails Network includes on-site interpretation, an integrated sign system The Wakatipu Trails Network is a successful model providing walkers and and has strong support from the local community and businesses. bikers with a range of opportunities to explore the high country landscape of Trails pass through or over public and private land providing a seamless the Wakatipu Basin in the vicinity of the popular tourism destination of experience for visitors unaware of land tenure. Queenstown. The Trails Network was developed to link scattered trails and build an integrated network for walking, cycling, mountain biking, horse riding and other non-motorised activities to meet demand in a popular tourism destination. A detailed strategy for trail development has been a key aspect of the Network’s success. The Trail Network links together settlements, food outlets, vineyards, lakes and valleys, historic sites and viewpoints and is widely supported by Queenstown bicycle hire companies. Walking and riding times vary between one hour and overnight. The Wakatipu Trails Trust oversees and raises funds for ongoing development of the Network.
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Wildlife Tours Approach to delivery Description The project relies on packaging of product between a number of operators. This will need to be initiated by the operators of the wildlife properties in A hotspot of biodiversity, Australia’s Green Cauldron is celebrated for more association with existing or potential new tour operators. than 1,700 species of flowering plants, 500 species of vertebrate animals, thousands of invertebrate species and many rare and threatened species conserved in several national parks. The area has the highest concentration of Case Study: Kangaraoo Island Expedition Week frog, snake, bird and marsupial species in Australia. It is also home to many of Australia’s iconic wildlife – such as platypus, koala, kangaroo, wallaby and Description Albert’s Lyrebird. Dolphins, Humpback Whales and other marine wildlife are The well know Southern Ocean Lodge on Kanagroo Island has initiated the seen along the coastline. Kanagaroo Island Expedition (following the success of similar programs on Lord Howe Island). This product is a partnership between the acommodation Many visitors would not know where to look or to see many of the flora and operator and a local well recognised and highly experienced tour operator. fauna species and would not learn of the extensive biodiversity of the area. Staying at the high end lodge, ‘expeditioners’ are engaged in a full week A significant number of visitors to the coast visit the Currumbin Wildlife program of activities that capitalise on the wildife of the island. In addition to Sanctuary and David Fleay Wildlife Park to get a wildlife experience. There is small group and exclusive widlife experiences (sea lions, whales, birds, other potential to build on the visit to these parks and encourage visitors to venture wildlife), there is a program of hiking and natural history lectures. The week is into Australia’s Green Cauldron to seek out fauna in the wild. spent with the guide in an immersive program that is complemented by gourmet food and wine. There are some excellent operators in the region that offer comprehensive guided tours with a focus on various aspects of biodiversity. Lessons for Australia’s Green Cauldron [PART OF CASE STUDY BOX ABOVE] A program such as this could include a contribution towards a flagship species Developing a signature tour - that links the visitor to one of the wildlife parks or endangered fauna. with a one day tour that focuses on the wildlife of Australia’s Green Cauldron in the broader region - has potential to drive dispersal, a greater appreciation Opportunities for exclusive sites add value to a package such as this where there is an opportunity to interact with wildlife in a way that the general of this aspect of the region, and an exciting experience for visitors. public may not be able to do. ‘A Day with the Wildlife’ could meet at Currumbin or Fleays and involve an Experience Seekers are prepared to pay for high quality products that offer introduction to Australia’s Green Cauldron and its biodiversity, followed by engaging interpretation and a range of activities with good accommodation an interactive tour to several sites in the region before returning to the coast. A range of other options could be offered for immersion in the creative arts The day tour could be linked to flagship species and include a component of sector of Australia’s Green Cauldron . the fee dedicated to species conservation.
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Gold Coast Remote Adventure The Weekend Australian article 11-12 February 2012: Description THE things you learn on a luxury getaway. We 20 travellers are two days into an Australia’s Green Cauldron needs a cluster of low volume high profile indulgent week-long escape when we are informed, quite unexpectedly, that the products that can showcase the region internationally and leverage off the male pelican has no penis. high volumes of visitors on the coast. According to Indiana James, the Kangaroo Island artist, teacher and renowned A combination of short intense experiences and multi-day soft adventure expert on all things ‘Pelecanidae’, genital drag would impede the bird's would appeal to some international visitors to the Gold Coast as well as other aerodynamics so it has evolved without one. Pelicans practise something called Experience Seekers. Activities such as an adventure by helicopter from the cloacal mating instead, ‘where you just roll around until the right stuff goes in coast to a suitable remote location in the region where helicopters already the right hole’, James deadpans to his wide-eyed audience. ‘Isn't that the way we operate can help to position a destination - particularly through the use of all did it the first time?’ hero images and strong word of mouth recommendations. Well I never. Of course, the whole point of being here on South Australia's Kangaroo Island is to explore nature's wonders, red in tooth and claw and all A Gold Coast – Canopy remote adventure could start near the high volume that, and to become acquainted with this unique corner of the Australian coastal hubs and build on the ‘fun’ brand to offer a one day adventure backyard. Pelican penises, or the lack thereof, are just one of the surprising involving a scenic helicopter ride, hilltop views and rainforest hike to either a truths we will learn during a week of outdoor education-meets-indoor river boat pick up or helicopter return to the coast. indulgence. Approach to delivery The seven-night expedition kicks off in late July when KI can be wild and windy A recommended approach would be to seek an initial response from one day, calm and sunny the next. But fickle weather is of little consequence responsible helicopter or scenic flight operators. This would provide some when ensconced at Southern Ocean Lodge, one of the nation's new breed of elite preliminary advice on the potential viability. Further assessment of the coastal retreats. feasibility could be undertaken to determine the scale of market demand, The experience is not cheap but guests are guaranteed to be pampered to their potential low impact routes and approvals required. This experience will hearts’ and stomachs' content. Picture unfolding days of slow-cooked Southern involve working with multiple land jurisdictions and agencies. Because of this, Ocean abalone, salty-sweet South Rock lamb ham and local marron (among one of the economic development agencies (e.g. NSW Industry and many other gastronomic treats) washed down with a bottomless selection of Investment or Queensland’s Regional Development Australia) would be best fine SA wines. Regular feasting in the lodge restaurant is offset with worthy to facilitate the process of getting landing, trekking and boating approvals for exercise in the form of bracing hikes, wildlife encounters and even a spot of a qualified, established and committed operator. speleology.
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Case Study: Siberia Experience, South West New Zealand World Heritage Coast to Canopy Challenge Area Description Description The Siberia Experience has become one of the most successful low volume – high yield Multi sports events have a strong following in both domestic and nature based tourism products in New Zealand. This half-day experience draws international markets and generally attract strong media coverage. visitors off a major South Island touring route, the West Coast Highway, and into the A multi sports event that highlights the various elements of Australia’s Green South West New Zealand World Heritage Area – Mount Aspiring National Park. Cauldron landscape could increase awareness of the destination and provide In the space of four hours, visitors can leave their car at Makarora (about one hour economic benefits to communities. from Wanaka, near Queenstown), experience awesome mountain flying, followed by an easy to moderate walk down the beautiful Siberia Valley and an exhilarating jet A suggested race course links the Scenic Rim with the Gold Coast. The event boat ride down the Wilkin River back to their car. Visitors can then continue on their would be aimed at teams and individuals and run over two days. Starting at South Island journey or stay overnight in the Siberia Valley. Pilots and jet boat drivers Boonah, a cycle leg would take competitors via Beaudesert and on into provide interpretation. The experience continues to receive impressive reviews on Trip Advisor. The number of landings and visitors per day is capped under license to the Lamington National Park. Competitors would transition into a run of the Gold Department of Conservation to minimise environmental and social effects. As a result, Coast Hinterland Great Walk ending in an evening camp for competitors and many visitors can enjoy a wilderness experience in a pristine mountainous setting. supporters in the Numinbah Valley. Day two would see a cycling leg via Other valleys nearby do not allow any motorised access or development. Part of the Highway 97 (Numinbah Valley) – Tweed Valley Lookout to Muwillimbah. A tourism license fee goes into maintenance of the Siberia Valley track within Mount transition would occur into down-river racing kayaks for the 20km paddle to Aspiring National Park. Tweed Heads and finish. Lessons for Australia’s Green Cauldron Approach to delivery The Siberia Experience shows how visitors with limited time can have an intense, hero experience in a relatively short space of time. An event like this needs an entrepreneur or highly professional multisport This kind of experience, if priced carefully, could have strong appeal to those visitors events management company to put passion and commitment into making it staying on the Gold Coast or at Byron Bay and for those travelling through the happen. It also needs support from the relevant councils and other agencies region. to provide a transparent, fair and reasonable approvals process for traffic control, environmental compliance and community impact assessment. It has Access into remote areas by helicopters or fixed wing can be managed in a way that the potential to provide local community groups with the chance to raise does not detract from the quality of the experience or national park values. funds for their causes through provision of refreshments, evening camp and food services and voluntary work as traffic marshals and crowd controllers.
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Case Study: Coast-to-Coast Multisport Event, South Island, New Lessons for Australia’s Green Cauldron Zealand An event such as the Coast-to-Coast can be established from scratch or grown Description from an existing event to raise international profile. The Coast-to-Coast is considered one of the world’s best outdoor endurance This is an example of a relatively low cost but high impact investment. events. Traversing the South Island of New Zealand from the Tasman Sea to A partnership between parks and tourism would be an ideal way to showcase Christchurch on the Pacific Ocean, the event can be completed in either two Australia’s Green Cauldron brand values. days (individuals or two person teams) or as a one-day event (individuals Australia’s Green Cauldron lends itself to an event that would link the coast only). Competitors cycle 140km, run 36km (including 33km through Arthur’s with the hinterland and provide enough challenge and excitement to draw Pass National Park) and kayak 67km. international competitors. Starting in 1983 with 79 competitors, the event is now in its 30th year attracting close to 800 competitors, with 100 international participants from 15 countries. It attracts over 10,000 support crew, followers and spectators. The Coast to Coast is the brainchild of event entrepreneur Robin Judkins. The Coast-to-Coast event and Judkins himself have won multiple tourism and events awards. In 2007, the event won the Department of Conservation Award for its contribution towards the endangered Blue Duck recovery programme within Arthur’s Pass National Park. The event is widely recognised for being a smart partnership between conservation and tourism, celebrating the South Island landscape, driving economic benefits and increasing destination profile and putting financial contributions back into maintenance of park tracks, visitor research and wildlife recovery programs. The Coast-to- Coast has huge volunteer support and provides opportunities for local organisations to raise funds by providing accommodation, food and refreshment, equipment hire and other support services.
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8.3 Crosscutting projects The strategy needs to address: Destination visual identity present marketing and promotions and how they are performing gaps in marketing activities and the appropriate contemporary channels Finalisation of the creative elements of the Australia’s Green Cauldron brand to market is integral to many of the actions in this strategy. The Calais and Associates 2008 report outlines the key elements of the destination positioning as a identification of the central collateral piece or call to action basis for the next stage of creative design and planning. This project also monitoring and evaluation system that measures the success of the needs to consider opportunities to leverage off other brands in the region. marketing program and analyses results. The creative design project needs to address website, brand advertising, monitoring of brand health over the next 3 – 5 years compared to other brand messaging, visual cues, creative guidelines and media formats, as well destinations. as guidelines for other programs across the region and application for individual businesses. Bringing the brand to life for existing products The visual identity will need to be reflected at every touch point in the full The destination positioning is not about a logo, nor even the look, feel and range of Australia’s Green Cauldron collateral including, for example: tone of its visual or verbal identity. These do not sell destinations – it is the great experiences that do this. Immerse Yourself in a Mysterious Melting Pot Gateways, signage, information and interpretation is designed to offer opportunities to talk about the emotional journey that Media downloads such as Australia’s Green Cauldron interactive map, visitors can have while travelling in Australia’s Green Cauldron . It is route guides and GPS waypoint and route files something that needs to be expressed at every touchstone within the Marketing and promotional material and messaging. destination. Marketing and communications Bringing the brand to life is the role of everyone who has contact with visitors to Australia’s Green Cauldron – accommodation providers, tour operators, Creating awareness of Australia’s Green Cauldron will require a land managers and retail outlets. In addition, the signs, interpretation, quality comprehensive program of marketing and communication in a collaborative of infrastructure, hospitality and service all need to reflect the positioning and approach between stakeholders in the region, State Tourism Organisations, be of the highest quality. Regional Tourism Organisations and Tourism Australia. While in the short term public relations effort is likely to achieve the greatest return on The message is already getting out in some places – for example, Currumbin investment, it will be necessary to develop a Marketing and Communication Wildlife Sanctuary has an Australia’s Green Cauldron display; Green Cauldron Strategy that focuses on the Experience Seeker market but is integrated with coffee is now available in the region; and Australia’s Green Cauldron is other tactical plans for the region. displayed in the view deck atop Q1, one of the tallest buildings on the Gold Coast.
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There is a range of good quality product currently on offer across the region. These include accommodation, spas, attractions, retail outlets, galleries and Case study: Drive tourism in Provence – an example of a brand so on. All of these have the potential to deliver on Australia’s Green Cauldron brought to life brand in some way. Continuing to consolidate existing good product and to consider packaging small operations and activities to capture the market is Weekends are when the towns' market and antique shops are open (in important. For example, a stunning lookout is unlikely to grow the Experience addition to the artisanal shops, also open on weekdays, that sell regional Seeker market in its own right, but when packaged as part of a bigger fabrics, ceramics, and foods, as well as chunky blocks of purple soap that distil experience or journey, it can provide the added value that Experience Seekers the perfume of area lavender fields). are looking for. Every product in Australia’s Green Cauldron needs to provide Just about every village in Provence boasts its own workshops and boutiques authentic and quality customer service, food and accommodation. dedicated to the local specialty, so a leisurely four-day drive through southern Many other opportunities exist for businesses to tell the story of Australia’s France offers the ultimate souvenir crawl. You can stop and start anywhere Green Cauldron and to advise residents and visitors on the experiences that along the route. While you'll be taking in all the classic craft towns, don't call are unique to the destination. For instance: the circuit a shopping trip. You'll also be sampling a quintessential slice of Provence, as the two-lane rural back roads wind past olive groves, cherry Operators can reflect Australia’s Green Cauldron positioning in their orchards, vineyards, and the stony medieval hilltop towns. Even better, you'll collateral, merchandise and activities be discovering one of the epicentres of authentic European artistry, and you'll There is potential for a range of Australia’s Green Cauldron products be supporting an exuberant cultural legacy that still defines Provence. and produce grown in the region that visitors can take home or that can Lessons for Australia’s Green Cauldron be sold outside the region reflecting brand values Having vibrant range of arts, crafts, produce and retail creates a cluster that Communities can be branded as ‘part of Australia’s Green Cauldron’ or supports brand positioning. ‘an Australia’s Green Cauldron community’ Links to the regional produce at every touch point. Every business can strive to reflect the message of sustainability through Everyday products and services brought to life tell a story of a destination. their activities Accommodation providers can package with operators who offer tours of Australia’s Green Cauldron (whether one, two or three days in length) and walking, riding, driving, bird watching or even volunteering icon programs that offer ways to become immersed in Australia’s Green Cauldron stories. Whatever the price point, Australia’s Green Cauldron operators need to offer a high quality service that reinforces the positioning.
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Gateways Project High quality contemporary interpretive media, as well as orientation and experience and product information The Gateways to Australia’s Green Cauldron are critical to driving visitor growth from other areas in the destination. They are places that will offer Media Download centre offering digital content that provides information strong brand recognition and information about the range of opportunities and interpretation about key Australia’s Green Cauldron themes Australia’s Green Cauldron offers. Ideally there will be potential for booking (rainforest, geology, indigenous values, and wildlife) and journeys with a Australia’s Green Cauldron products. diversity of content. Australia’s Green Cauldron tour operator base and booking systems Gateways to Australia’s Green Cauldron need to be at the Gold Coast, Beaudesert, Currumbin, Byron Bay, Kyogle and Murwillimbah. These Interactive and flexible brand-aligned opportunities, such as art gallery information settings should build on existing visitor interfaces or information space. centres, reflect Australia’s Green Cauldron identity, offer orientation The initial stages of a redevelopment process would require formation of a information and product options for the hero experiences. project working group to oversee preparation of terms of reference for a concept design and feasibility study. Representation from Tweed Council, The Murwillumbah Rainforest Centre is the most well-known of the locations Caldera Art, local industry and local Indigenous people, to name a few, would across Australia’s Green Cauldron where rainforest values are interpreted. It be desirable to steer the project. Significant funding would be required to is central within the region and already positioned as the Wold Heritage establish a contemporary centre with links to Gateways as a central focus for Centre. However, the facility and its offering is not at a standard suited to a Australia’s Green Cauldron and linked to World Heritage Area. The committee central role in Australia’s Green Cauldron information and interpretation. The may also wish to consider the viability of redevelopment of the existing Centre needs significant upgrading if it is to reflect the World Heritage and centre compared with other nearby alternatives. Australia’s Green Cauldron brand. Redevelopment needs to offer a contemporary experience that is linked to the other Australia’s Green Australia’s Green Cauldron brand aligned design themes in the Cauldron Gateways and the Rainforest Way as a primary journey through the redevelopment should be reflected into other Australia’s Green Cauldron region. The need for a world class centre as a focus for the Gondwana World Gateways (and potentially the Nerang Sustainability Centre once established) Heritage Areas has been identified for many years, and this proposal meets as well as potential feeder centres including Brisbane. Downloadable 5 this need but in a broader and more integrated Australia’s Green Cauldron applications would also be available at these other centres . context. Redevelopment of the Murwillumbah Rainforest Centre as a central focus for Australia’s Green Cauldron needs to be a cost effective building refurbishment to allow for:
Orientation of the building to the river, including outdoor space for 5 The Destination Tweed Tourism Marketing Plan states that redevelopment of the operator talks or events Murwillumbah Rainforest Centre is a low priority. By contrast, the Green Cauldron Brand and Integration of local produce and art Product Audit (2008) and the Gold Coast Tourism Opportunity Plan both recommend development of a world-class World Heritage rainforest centre. Australia’s Green Cauldron Experience Development Strategy Prepared for: Australia’s Green Cauldron Steering Committee 53 | Page
Other Gateways would be focused on/co-located with existing visitor facilities at the identified locations but would integrate Australia’s Green Cauldron Case Study: West MacDonnell Ranges Discovery Centre brand, information and messaging. Gateways would offer diversity (depending on the function of the core business – eg Currumbin Wildlife The Discovery Centre, an initiative of Parks and Wildlife Northern Territory, Sanctuary, Kyogle and Gold Coast are quite different visitor facilities) but uses the latest technology to bring the art, culture, history and nature of the integrate Australia’s Green Cauldron orientation information and links to West MacDonnell Ranges to life through digital storytelling. Australia’s Green Cauldron Murwillumbah Rainforest Centre. Each Gateway Stories tell of the natural and cultural values of the region, which visitors can could include download and listen to on their iPhone or iPad while exploring the 'West Macs' and beyond. The content not only showcases the national parks of the Media download centre to access Australia’s Green Cauldron interactive West MacDonnell Ranges and its rich history and culture but also the local map, route guides and GPS waypoint and route files people and their connection to this amazing landscape. Static Orientation map Other resources include a dedicated website, Internet podcasts and Web links to the Murwillumbah Rainforest Centre to book with tour information that can be viewed on large plasma screens operated by touch operators across the region screen kiosks at the centre. Entry to the centre is free of charge and also offers Other interpretation or displays linked to the individual Gateway primary free Wi-Fi access to enable suitable devices to download information. purpose. The digital elements of the project are: iPhone/iPad/iPod touch application Over 200 podcasts on the Internet A media download centre and digital content at the Discovery Centre that can be viewed through large plasmas operated by touch screen kiosks Free Wi-Fi access at the Centre, suitable for devices to download stories and take them on their journey through the West MacDonnell Ranges.
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Integrated sign system for roads and highways including Welcome to Indigenous training and business support Country There is strong support amongst Indigenous people of the region for With limited market exposure, it is essential that an integrated sign system integration of Indigenous stories into interpretation in mainstream products. provides orientation and direction for visitors to Australia’s Green Cauldron. There is also some development of new Indigenous owned and operated product and potential for partnerships between Indigenous people and other Current signage across the region varies from area to area and includes operators. directional signage from the Gold Coast to the ‘Gold Coast Hinterland’ for example. In a destination where route finding is complicated and the The potential to create a central training centre for Indigenous tourism could hinterland profile will be critical to increasing visitors from the coast to be explored further. Graduates would gain employment in Indigenous owned Australia’s Green Cauldron, a high level of investment will be required in and run businesses as well as in other mainstream tourism operations. roadside directional signage. The Yugambeh Museum Language and Heritage Research Centre, provides Opportunities may exist to cost effectively integrate an Australia’s Green programs that encourage Indigenous training and work opportunities, Cauldron brand image into current signage (such as ‘’part of Australia’s Green including in the tourism sector. Expanding this facility with appropriate Cauldron “or “an Australia’s Green Cauldron journey” or “an Australia’s Green funding and inter-governmental partnerships as a base for training and Cauldron community”). business support in the tourism sector should be assessed. This could be at the current location or in partnership with others at an alternate higher Signage would also be integrated with other information for the region such profile site in the region. as the interactive map, route guides and GPS waypoint and route files. Wildlife Volunteer program A design guide and action plan is required that also incorporates dual language “Welcome to Country” for the various Indigenous language groups. With World Heritage rainforests and other conservation areas across the region, the potential for development of a volunteer conservation program in The integration of messages about the destination such as through art partnership between land management agencies, tour operators and a interpretation (as shown in these concept images) would also be valuable. suitable NGO could be explored. The region potentially has many species (including National Landscape flagship species) that offer research and monitoring projects that could well be of interest to Experience Seekers.
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9. Implementation A secretariat could be established with at least 1 to 1.5 staff or contracted The Implementation section provides an outline of the roles and personnel and hosted within one of the member agencies on the Steering responsibilities followed by a schedule of projects and timing for delivery. Committee. The secretariat executive officer / contractor would need to be (i) Indicative levels of funding for each action have also been shown to give an a seasoned tourism professional (ii) a competent technical and process idea of budget implications. The Implementation section will be further manager with exceptional interpersonal and communication skills (iii) familiar refined in the final strategy document. with the National Landscape Program or at least tourism in Northern NSW Priority projects and actions put forward in this section have been scoped out and South East Queensland and (iv) committed to achieving smart within the bounds of the planning process. Further analysis, business plans partnerships between conservation, communities and tourism. and design work will be required for most projects before implementation – such as the proposed Wollumbin day walk, the visual identity for Australia’s 9.2. Rationale Green Cauldron , the two-day Coast to Canopy Challenge multi-sport event Australia’s Green Cauldron is intended to add value to the existing and Gold Coast Remote Adventure. destinations in the region. It is specifically aimed at the international travel trade and consumers to make Australia a more appealing and easier place to 9.1. Coordination book and arrange travel. This growth will be founded on growth in domestic One of the keys to achieving the vision for Australia’s Green Cauldron will be visitors. effective coordination and funding commitment by the lead agencies (local In this respect, Australia’s Green Cauldron is an overlay to existing destination government, State and Commonwealth agencies) in partnership with the brands. The respective destinations, led by their Regional Tourism respective industries and community organisations. Because this National Organisation and industry groupings with support from State Tourism Landscape is made up of multiple jurisdictions, there is a very real risk that Organisations, are effectively in the driving seat when it comes to product fragmentation and competing agendas will undermine success. development, trade and consumer marketing of Australia’s Green Cauldron. In similar situations, such as with the Australian Alps National Landscape, the A coordinated approach is the only way to carry out these actions effectively Savannah Way Touring Route, the Great Ocean Road and the Great New because there is so much overlap between the National Landscape and Zealand Touring Route, the lead stakeholders have had to establish a existing destination brands (refer Figure 10.) secretariat or other contracted service to coordinate project activities involving multiple jurisdictions. This approach has generally been effective and is recommended here for Australia’s Green Cauldron.
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Figure 10: Overlaps between Australia’s Green Cauldron National Landscape and existing destination brands
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9.3. Roles and Responsibilities
The roles and responsibilities for implementing this strategy are outlined in Table 2.
Table 2: Implementation of the Experience Development Strategy ROLE LEADER RESPONSIBILITY LEADERSHIP Australia’s Green Cauldron Steering Committee
Coordination of project Australia’s Green Cauldron Secretariat – a contract for activities, communications, services or staff unit within an existing agency. Reports funding grant applications, to the Steering Committee via Project Management sponsorship, liaison with Group of 4 Steering Committee members appointed to RTOs and STOs, Parks support, direct and manage the Secretariat / Australia, Tourism Australia, contractor other state and regional agencies and industry Trade relations and Regional and State Tourism Organisations working in communications, media close liaison with the Secretariat and Tourism Australia famils, development of Australia’s Green Cauldron itineraries
Consumer marketing Regional and State Tourism Organisations with industry joint ventures – working closely with the Secretariat and Tourism Australia
Product development Coordinated by the Steering Committee but executed by the respective councils, RTOs or economic and trade/industry development agencies
These relationships are illustrated in Figure 11.
Figure11.: Implementation of the Experience Development Strategy
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9.4. Implementation Schedule The following Implementation Schedules (organised under the two hero experiences and cross cutting projects) indicate the highest priority projects for development of the Australia’s Green Cauldron. Suggested timing, organisations with lead responsibility for driving the projects and indicative funding needs are provided as a basis for comment Implementation Schedule – Encounters with Spiritual, Creative and Sustainable Communities Project and Rationale Timing Suggested Lead Indicative Funding
Reinvigorate The Rainforest Way (builds on existing infrastructure and 2013 - 2017 Australia’s Green Cauldron Action Plan: $50,000 progress to date and consistent with Australia’s Green Cauldron Secretariat Implementation: $250,000 - $500,000 experience proposition) Establish the Creative Arts and Wellbeing Hub (consistent with Tweed, 2013 - 2018 Queensland or NSW Economic / Action Plan: $60,000 Byron / Northern Rivers, Lismore – Nimbin and Scenic Rim tourism plans) Industry Development Agencies Implementation: $100,000 - $200,000 annually Drumley Walk Enhancement (consistent with aspirations of the 2014 - 2018 Yugambeh Centre with Feasibility: $30,000 - $40,000 Indigenous people and desire to raise aboriginal engagement in cultural Queensland Regional Implementation: Depends on feasibility study / activities in the region) Development Australia business case Annual Green Cauldron Festival (links with Tweed, Byron, Scenic Rim and 2014 - 2015 Queensland or NSW Economic Festival Business Case: $45,000 Gold Coast RTO plans) /Industry Development Agencies Implementation: Depends on business case Implementation Schedule – Immersive Journeys between Coast and Canopy Project and Rationale Timing Suggested Lead Indicative Funding
Develop the Wollumbin Day Walk Trail (consistent with NSW Parks 2015 - 2018 Wollumbin Consultative Design and Business Case: $100,000 and Wildlife Service strategic directions and the Tweed tourism plan, Committee with NSW Parks and Implementation: $1 - $2 million although higher priority is given to this project in this EDS) Wildlife Service Establish Australia’s Green Cauldron Top 10 Walks, Rides and 2013 - 2014 Australia’s Green Cauldron Action Plan: $50 - $70,000 Lookouts (consistent with Queensland and NSW Parks and Wildlife Secretariat Implementation: Depends on Action Plan as some Service strategic directions) lookouts may need upgrade capital works New Wildlife Tour (consistent with Green Cauldron experience 2013 - 2016 Queensland or NSW Economic / Business Plan: $10 - $15,000 proposition building on the presence of existing operators) Industry Development Agencies Implementation: Depends on business plan Investigate opportunities for an exclusive adventure from the busy 2014 - 2016 Queensland or NSW Economic / Business Plan: $20 - $30,000 coast into a remote location (a potential catalytic product consistent Industry Development Agencies Implementation: Depends on business plan and with Gold Coast Tourism strategic directions and builds on presence of investor existing operators)
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Establish the Coast to Canopy Challenge Multi Sport Event 2014 - 2016 Queensland or NSW Economic/ Business Plan: $30 - $40,000 (a potential catalytic product consistent with Australia’s Green Industry Development Agencies Implementation: Depends on business plan Cauldron and Gold Coast brands)
Implementation Schedule – Cross Cutting Projects
Project and Rationale Timing Suggested Lead Indicative Funding
Establish an Australia’s Green Cauldron Secretariat (essential to 2012 Steering Committee Implementation: $100,000+ annually including staff and coordinate multiple stakeholder activities) operations Visual Identity (essential in order to help bring the brand to life 2012 - 2013 Australia’s Green Cauldron Design and Guidelines: $50,000 and show presence in all media) Secretariat Industry and Community Workshops and Activities to Bring the 2012 - 2013 Australia’s Green Cauldron Implementation: $30,000 annually for 3 – 5 years Brand To Life (high priority to drive stakeholder ownership of Secretariat Australia’s Green Cauldron proposition) Gateway Projects (high priority in the short to medium term to 2013 - 2016 Australia’s Green Cauldron Implementation: $50,000 annually with TQUAL and define Australia’s Green Cauldron boundaries and orientate Secretariat other grants in addition for one-off projects visitors to the region) Sign System (important short to medium term action to welcome, 2013 - 2015 Australia’s Green Cauldron Design and Action Plan: $75,000 orientate and direct visitors to and through Australia’s Green Secretariat Implementation: $500,000 over 2 years Cauldron from its many gateways) Indigenous Tour Guide and Small Business Training (important 2013 - 2015 Yugambeh Centre Implementation: $35 - $50,000 annually for 3 years component for Australia’s Green Cauldron experiences is to have stronger presence of aboriginal personnel) Wildlife Volunteer Program (this medium to long-term priority 2014 - 2016 Australia’s Green Cauldron Implementation: $10 - $20,000 annually to manage helps to build stronger tourism and conservation partnerships and Secretariat program convey key Australia’s Green Cauldron stories to a wider audience) Marketing and Communications (short-term and ongoing priority 2012 ongoing Australia’s Green Cauldron Implementation: $100,000 - $200,000 annually to raise profile and impact of Australia’s Green Cauldron ) Secretariat
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APPENDIX 1: Project Steering Committee
Name Organisation Jonathan Fisher Chair (EDS PMG) Chief Executive Officer, Currumbin Wildlife Sanctuary Shane O’Reilly Managing Director , O'Reilly's Rainforest Retreat Bill Tatchell (EDS PMG) Chief Executive Officer, Destination Tweed Mark Johnston (EDS PMG) Regional Manager, Northern Rivers Region, National Parks & Wildlife Service Mitch Lowe Tourism Services Coordinator, Lismore City Council Russell Mills CEO, Northern Rivers Tourism Susan Tyrrell (EDS PMG) Destination Management Officer Gold Coast Tourism Corporation Nick McGuire (EDS PMG) Acting Manager Community & Culture , Scenic Rim Regional Council Josh Slabb Indigenous Advisor, NSW National Parks & Wildlife Service Rory O’Connor Indigenous Representative, Yugambeh Museum David Morgans Director, Destination Planning & Design, Tourism Queensland Anne Greentree Director, Tourism & Visitor Services, Queensland Parks & Wildlife Service, Dept. of Environment & Resource Management Ray Morrison Director, Gold Coast Centre Department of Employment, Economic Development and Innovation Tricia Howard (Acting) Tourism & Promotions Manager, Tourism Communications & Development Officer, Richmond Valley Council Malcolm Wallis Tourism Economic Development Officer, Kyogle Council Katrina Luckie CEO, Regional Development Australia –Northern Rivers Joanne McMurtry Tourism Officer, Byron Shire Council Trevor Wilson (EDS PMG) Enterprise, Small Business and Regional Development - DTIRIS Wendy Miller Project Coordinator Administration Destination Tweed Inc
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APPENDIX 2 – Links to other plans Gold Coast and Hinterland Tourism Opportunity Plan (TOP) 2009-2018 The Gold Coast and Hinterland TOP provides direction for sustainable South East Queensland (SEQ) Regional Plan 2009-2031 tourism development and infrastructure needs to support forecast significant The Queensland Government’s SEQ Regional Plan aims to manage the increases in international, domestic and day visitors and in visitors pursuing anticipated high population growth in the region in a sustainable manner, outdoor and nature-based activities. The Plan seeks to improve the standard protecting the environment and enhancing quality of life. The Plan is the pre- of experiences in the World Heritage and rainforest areas in the hinterland, eminent planning instrument for the region and must be taken into account nominating several significant tourism and infrastructure projects with the in planning and development decision-making processes – which will include potential to contribute to tourism development in the long and short term: processes in the Queensland area of Australia’s Green Cauldron. Purling Brook Falls Pedestrian Bridge on the Springbrook plateau to The approach in the SEQ Regional Plan has the potential to assist the enhance a popular destination (the Gold Coast Council is also developing a Visioning Plan for Springbrook tourism) landscape amenity, tourism appeal and accessibility of Australia’s Green Cauldron. an ecotourism cluster to support the Tamborine Rainforest Skywalk Future population growth is to be concentrated in compact developments in extension of the Gold Coast Hinterland Great Walk between Springbrook and the coast, and development of off-track walker accommodation and order to protect the landscape, biodiversity and rural production. Further transport options development on the Springbrook plateau will be limited and vegetation connectivity improved through rehabilitation. Beaudesert South is identified establishment of a World Heritage Rainforest Interpretation Centre; as a future area for urban residential growth and as a Principal Rural Activity re-development of Green Mountain Campground at Lamington National Centre with contingent improvements in commercial and service activities, Park to improve the camping and budget accommodation offer infrastructure and public transport. integrated planning for nature based tourism across parks and other tenures in the region. Landscape and biodiversity is to be enhanced, including through mapping of landscape values to be protected – which are intended to include the Tamborine Mountain escarpment, the Springbrook and Lamington plateaux, the Scenic Rim and ‘rural, nature-based and ecotourism destinations’. The SEQ Regional Plan and the Rural Futures Strategy for South East Queensland 2009 aim to expand rural, nature-based and ecotourism and tourism-related enterprises in towns and villages to diversify the rural economy. Under the Rural Futures Strategy, a series of initiatives have commenced to assist tourism development – including Tourism Opportunity Plans, identifying planning and approval impediments, and programs to assist business development.
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Scenic Rim Regional Council, Regional Tourism Strategy 2011-2016 Product Development Strategy, Destination Tweed (Draft Report, August 2011) The Regional Tourism Strategy for the Scenic Rim Region in Queensland is aimed at building up an emerging destination through broadening its market The draft Product Development Strategy for the Tweed Local Government appeal (beyond a focus on weekend visitor markets), and addressing service Area developed by the AECGroup focuses on development of niche products quality, industry communication and infrastructure issues. The Strategy also that will build on the LGA’s existing strengths and potential opportunities to aims to gain leverage from Australia’s Green Cauldron initiatives and has the attract existing and new markets. The aim is to increase the number of potential to contribute to Green Cauldron experiences within the Scenic Rim visitors, increase length of stay and generate higher tourism expenditure. area. Leverage from the niche products is intended to lead to the development of partnerships, attraction of investment and development of new products The Regional Tourism Strategy aims to develop ‘genuine visitor experiences over time. that celebrate the region’s unique and world-class natural assets, rural and small town character and community values’. Product development will The draft Strategy examined a range of key opportunities identified for the concentrate on the area’s strengths – including eco-tourism, nature-based region - including events; linking coast to hinterland through historic pub tourism, recreation and adventure sports, events, food and wine, arts and tours and nature based tours; food tourism; sports tourism; cycling; using the culture, and agri-tourism. Tweed River; exploration holidays, village tourism and ecotourism (such as biodiversity/educational weekend packages linked to the university). The quality of service and experiences will be raised through measures to support tourism operators and raise awareness of markets and market Potential products were assessed according to their capacity to contribute to expectations. This will include programs and incentives for skills and tourism – alignment with support from the community, private sectors and awareness development and encouragement of collaboration and local and State government; target market needs; estimated use rages; partnerships to develop packages. Investment in the region will be development viability; and economic, environmental and social impacts. encouraged and flexibility for nature-based and agri-tourism development Three niche products – Iconic Markets, Sporting Competitions and a Tweed provided in the planning scheme. Festival Season - are chosen, of which the Iconic Markets and Tweed Festival The Strategy also seeks to improve the quality of signage, tourism Season have potential synergies with the hero experience of Encounters with information, touring routes and infrastructure in the area. Spiritual Creative Communities. The Iconic Markets product is envisaged as expanding, diversifying and promoting existing markets, building on a high level of interest expressed in the private sector. The Tweed Festival Season aims to streamline regional festivals and events into one season that would be widely promoted. Combination of or leverage between complementary events would be sought.
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Byron Shire, Tourism Management Plan 2008 to 2018 Byron Shire’s Tourism Management Plan (which was adopted in September 2009) is working towards development of the Shire as a best-practice visitor destination compared with other coastal regions nationally and internationally. A key focus will be improvement of the town of Byron Bay as an iconic destination and regional gateway through development planning, infrastructure, transport, parking, and visitor behaviour issues and appropriate target markets. The Shire aims to position itself as offering uniqueness, a quality natural environment, spiritual and cultural diversity, health and well-being experiences and innovative enterprises. The potential for new or enhanced products and collaborative approaches to deliver experiences will be investigated. It is intended to protect the unique character of the Shire’s towns and promote tourism throughout by encouraging accommodation and experience development. Achieving tourism sustainability is an important goal, and the Strategy aims to develop public and alternative transport links (within Byron Bay and between the Shire’s towns) and to consider promoting itself as an alternative transport destination. This includes investigating village tourism, nature- based and cultural itineraries connected by rail, cycleways, walking tracks, horse riding and road.
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