Central NSW Tourism Destination Management Plan June 2013 NGO non-government organisation Prepared by: Christopher Warren, Director International Centre for Responsible Tourism – Australia. NPWS National Parks & Wildlife Service NVS National Visitors Survey OBC Orange, Blayney, Cabonne RMS Roads & Maritime Services RV recreational vehicle SME small and medium enterprise STCRC Sustainable Tourism Cooperative Research Centre Destination Steering Committee: Lucy White, Executive Officer of Central NSW Tourism; Norm Mann, Chairman of Central NSW Tourism; Monica Morse, Vice T-QUAL Tourism quality programmes run by the Australian Government Chair of Central NSW Tourism; Jenny Bennett, Executive Officer of Centroc; Department of Resources, Energy and Tourism Tony Boland, Director of Central NSW Tourism; Ray Walsh, Director of Central TRA Tourism Research Australia NSW Tourism. TSA Tourism Satellite Accounts Acronyms UNEP United Nations Environment Programme ACT Australian Capital Territory UNESCO United Nations Educational, Scientific & Cultural Organization ADS Approved Destination Status UNWTO United Nations World Tourism Organization AICST Asia-Pacific Economic Cooperation International Centre USP unique selling proposition for Sustainable Tourism VET Visitor Economy Taskforce ARTN Australian Regional Tourism Network VFR visiting friends and relatives Centroc Central NSW Regional Organisation of Councils VIC visitor information centre CCIA Caravan and Camping Industry Association Glossary CNSWT Central NSW Tourism Major stakeholders: government agencies, local government, community DMP Destination Management Plan groups representing a business sector or region. DNSW Destination New South Wales Key stakeholders: financially contributing members of Central NSW Tourism. FIT free independent traveller Tourism: the ‘activities of persons travelling to, and staying in, places outside FEM festivals/events/markets their usual environment for not more than one consecutive year, or leisure, ICOMOS International Council on Monuments and Sites business and other purposes not related to the exercise of an activity IVS International Visitors Survey remunerated from within the place visited.’ ( Australian Bureau of Statistics, LGA local government area 2005). Culture: ... ‘is that complex whole which includes knowledge, belief, art, geological and physiographical formations and precisely delineated areas morals, law, custom, and any other capabilities and habits acquired by man as a which constitute the habitat of threatened species of animals and plants of member of society’. (Edward Burnett Tylor, Primitive Culture, 1871) outstanding universal value from the point of view of science or conservation; Cultural heritage: ... ‘the entire corpus of material signs - either artistic or symbolic - handed on by the past to each culture and, therefore, to the whole natural sites or precisely delineated natural areas of outstanding universal of humankind. As a constituent part of the affirmation and enrichment of value from the point of view of science, conservation or natural beauty. cultural identities, as a legacy belonging to all humankind, the cultural heritage Intangible heritage: intangible culture is the counterpart of culture which is gives each particular place its recognizable features and is the storehouse of tangible or touchable, whereas intangible culture includes song, music, drama, human experience. The preservation and the presentation of the cultural skills, crafts, and the other parts of culture that can be recorded but cannot be heritage are therefore a corner-stone of any cultural policy’. (UNESCO Draft touched and interacted with, without a vehicle for the culture. These cultural Medium-term Plan 1990 – 1995) vehicles are called "Human Treasures" by the UN. According to the 2003 For the purposes of the World Heritage Convention, the following are Convention for the Safeguarding of the Intangible Cultural Heritage, the considered as "cultural heritage": intangible cultural heritage (ICH) – or living heritage – is the mainspring of humanity's cultural diversity and its maintenance a guarantee for continuing monuments: architectural works, works of monumental sculpture and creativity. It is defined as follows: painting, elements or structures of an archaeological nature, inscriptions, cave dwellings and combinations of features, which are of outstanding Intangible cultural heritage means the practices, representations, expressions, universal value from the point of view of history, art or science; knowledge, skills – as well as the instruments, objects, artifacts and cultural spaces associated therewith – that communities, groups and, in some cases, groups of buildings: groups of separate or connected buildings which, individuals recognize as part of their cultural heritage. This intangible cultural because of their architecture, their homogeneity or their place in the heritage, transmitted from generation to generation, is constantly recreated by landscape, are of outstanding universal value from the point of view of communities and groups in response to their environment, their interaction history, art or science; with nature and their history, and provides them with a sense of identity and sites: works of man or the combined works of nature and of man, and areas continuity, thus promoting respect for cultural diversity and human creativity. including archaeological sites which are of outstanding universal value from For the purposes of this Convention, consideration will be given solely to such the historical, aesthetic, ethnological or anthropological points of view. intangible cultural heritage as is compatible with existing international human Natural heritage: For the purposes of the World Heritage Convention, the rights instruments, as well as with the requirements of mutual respect among following are considered as "natural heritage": communities, groups and individuals, and of sustainable development. natural features consisting of physical and biological formations or groups Legacy tourism: involves journeys where visitors make a pilgrimage to see a of such formations, which are of outstanding universal value from the site of great personal value to them, their family, community, religion or aesthetic or scientific point of view; nationality. Contents Executive summary 6 4.8 Visiting friends and relatives 64 4.9 Growing interest in heritage and culture 64 Overview 19 4.10 Tourism provider capacity 66 1 Introduction 24 4.11 Leisure events, sporting and business events 68 2 About the Central NSW Region 26 4.12 Weddings and commitment ceremonies 69 4.13 Nature tourism 70 3 Demand trends – quantitative research 29 3.1 Total visitors – overnight and day trips 30 5 Influences on future tourism trends 72 3.2 Domestic overnight visitors 32 5.1 Changing visitor aspirations 72 3.3 Domestic nights 34 5.2 Changing expectations of quality of experience 73 3.4 CNSWT source markets and trends 38 5.3 Effectiveness of tourism clusters 75 3.5 Purpose for visit 41 5.4 Growing demand for popular culture 76 3.6 Holiday visitors’ travel mindsets 43 5.5 Lower air fares 76 3.7 Domestic day visitors 45 5.6 Changing technology 76 3.8 International visitors 47 5.7 Legacy tourism 77 3.9 International visitor nights and origin 50 5.8 Accessible tourism 77 3.10 International visitor numbers: regional comparison 55 5.9 The focus on China 78 4 Demand – qualitative research 57 6 Key tourism assets 79 4.1 Sports tourism 57 6.1 Popular culture 80 4.2 Discretionary expenditure 59 6.2 Cultural heritage 82 4.3 Awareness of Central NSW 59 6.3 Natural heritage 87 4.4 Main form of transport 60 7 Tourism supply 91 4.5 Caravan and camping holidays 61 7.1 Accommodation segments by city, town, village 91 4.6 Shopping 62 7.2 Seasonality 93 4.7 Food & wine and dining 62 7.3 Conference, meeting and function venues 94 4 Central NSW Tourism: Destination Management Plan 7.4 Sports facilities 95 11 CNSWT market position 125 7.5 100 Mile Diet producers and stockists 97 11.1 Current position 125 7.6 Festivals, events and markets 98 11.2 Key assets 125 7.7 Museums 101 11.3 Assets for tourism development 127 7.8 Art galleries and art events 103 11.4 Key infrastructure 128 7.9 Activity providers 104 11.5 Marketing focus 129 7.10 Experiences of Aboriginal culture 104 11.6 Key source markets and consumer segments 133 7.11 Commercial experiences of Aboriginal culture 106 12 Managing the risks 134 8 Economic value from tourism 107 8.1 Visitor expenditure statistics 107 13 Strategic priorities for Central NSW 139 8.2 Increased visitor spend 110 Advance leadership and motivation 140 8.3 Economic growth 111 Grow physical capacity 143 8.4 Improve visitor experience: quality not quantity 113 Improve visitor experiences 145 8.5 Social benefits 114 Revitalise destinations and celebrate local culture 147 Increase visitor spend and grow local economic benefits 149 9 Marketing communications 115 Raise destination awareness and appeal 151 9.1 Key communication channels 115 Increase overnight visitation 153 9.2 Brand communication assets 117 14 CNSWT resources 155 10 Planning framework and process 118 10.1 Role of CNSWT 118 15 References 156 10.2 Stakeholder consultation 119 Appendix 1: Sustainability indicators A1 10.3 Feeding back outcomes and decisions 121 Appendix 2: Consultation with tourism providers A14 Appendix 3: Major stakeholders A39 Appendix 4: SWOT A43 Central NSW Tourism: Destination Management Plan 5 Executive summary Where are we now? Where do we want to be? How will