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Review and Recommendation for Governance For FINAL REPORT REVIEW AND RECOMMENDATION OF GOVERNANCE MODEL FOR TOURISM IN FAR WEST NSW TABLE OF CONTENTS Introduction 3 Industry Consultation and Engagement 3 Related Research, Plans and Recommendations 5 Visitation 5 Current Structures and Funding 8 Future Structures - A New Way Forward 11 The Role of Local Government 11 Structure Options 12 Model Evaluation 16 TTF Input and Evaluation 17 The Preferred Model 18 Implementation Plan 26 Appendix A - Industry Consultation and Engagement Sessions 28 Appendix B - Summary of Key Discussions from Sessions 30 Authors: Tom Smith - MIA Tourism Disclaimer: Erin Joyce - Lightfoot Marketing Date: Novemeber 2014 Information in this document is current at the time of publication (August 2014) While all professional care has been taken in preparing this document, Lightfoot Marketing Pty Ltd accepts no responsibility for loss or damages incurred as a result on reliance placed on its content. The mention of any company, individual, product or process in this report does not constitute or imply endorsement by Lightfoot Marketing Pty Ltd. INTRODUCTION INDUSTRY CONSULTATION AND ENGAGEMENT The purpose of this report is to provide background information and strategic A total of seven industry consultation and engagement sessions were held in options for the development of a tourism structure, which best serves the needs Broken Hill on 21, 22, 23rd May, 2014 at the Musicians Club in Broken Hill. More of the Broken Hill and Surrounds Tourism Region. than 120 people attended the sessions over the three days, with each session running for between 2.5 and 3 hours and producing high level discussions and a Regional Development Australia (RDA Far West) initiated the commissioning of this general consensus and direction for the future of tourism in Broken Hill. report, after identifying a need to review existing tourism structures in the region. In addition to Broken Hill, RDA Far West undertook sessions in Packsaddle, As part of this review process, the RDA Far West developed a Tourism Taskforce Tibooburra, White Cliffs, Wilcannia and Menindee. 33 people attended five who in turn contracted Lightfoot Marketing to undertake the entire project. sessions over four days in these surrounding areas of Broken Hill. The report has been developed following extensive consultation within Far Far West RDA undertook newspaper and radio advertising to encourage Western NSW and surrounding regions. The consultation phase of the project attendance at the sessions and ensure access for all that were interested and has included industry operators, the general community, Local Government, would be potentially impacted by the recommendations and outcomes. Electronic Destination New South Wales, Outback NSW Tourism and Inland NSW Tourism. direct mail (EDM’s) was also developed and distributed along with flyers that were The paper is designed to identify the future tourism structure and outline a path distributed around Broken Hill. the region can take as it moves towards the preferred tourism governance model. People from the following sections of community and industry were in attendance; In addition to the development of the future structure, the report also looks at local and regional tourism industry operators, representatives from local and current structures and funding, current management and destination plans, regional business organisations, representatives from local, state and federal industry consultation findings and other best practice models. government and interested residents. Far West Tourism Taskforce would like to acknowledge the contribution made by a range of agencies, organisations and communitues in the development of this report. These are; Broken HIll City Council, Inland Tourism, Destination NSW, Outback Regional Tourism, NSW National Parks & Wildlife Service, Central Darling Shire, Broken Hill Chamber of Commerce and RDA Far West. 3 Lightfoot Marketing / MIA Tourism - Governance Model Report Far West NSW - October 2014 KEY FINDINGS The review of related research, plans, industry consultation and engagement The key product strengths of the region have been further identified as; sessions and online surveys aligned thinking during the project with common issues, themes and patterns arising. • History & Heritage - Mining, Heritage Townships, Streetscapes, National Heritage Status (pending). This report has drawn from these in the development of its findings, models and • Arts & Culture – Galleries, Film, Indigenous Culture. recommendations. • Outback – National Parks, Desert Landscapes, Outback Characters and Personalities (proud, independent, resilient). The key findings of the project are: (The TRA Visitor Profile and Satisfaction Report - July 2006 support these findings). • There was unanimous support from industry and government bodies for the development of an industry driven tourism body for Far West NSW region. A summary table of key discussions from consultation and engagement sessions • This body needs to be the peak tourism body for the region and sustainable and Far West Tourism Structures 2014, online survey can be found in Appendix B. over time. • The industry is disengaged and fractured, they do not feel connected to the overarching tourism strategy, plans and implementation activities being delivered at a state, regional or local level. • Industry is looking for solutions they can manage and control that will attract more visitors and increase length of stay in the region and contribute to overall tourism growth. • Transport and access issues are ongoing – limited and expensive airline service routes, reduced train and bus services and non visitor friendly arrival and departure times, • New product revival and redevelopment are high on the agenda along with the creation of new events as a tourism economic driver for the region. • Service levels provided across the region need to be lifted. 4 Lightfoot Marketing / MIA Tourism - Governance Model Report Far West NSW - October 2014 RELATED RESEARCH, PLANS & RECOMMENDATIONS VISITATION Throughout the desktop review phase of this project the following plans and VISITORS TO OUTBACK NSW documents were reviewed: • Broken Hill Strategic Plan 2012 – 2020 (BHCC). Travel to Outback NSW (year ended Dec 2013) *Source NVS YE Dec13 • Outback NSW – Regional Destination Management Plan, October 2013 - In the year ended March 2014, 18.2 million domestic overnight visitors traveled (Inland NSW Tourism). to regional NSW. Outback NSW received 352,000 domestic overnight visitors for • RDA Far West NSW Regional Plan 2013 - 2023. year end Dec 2013– up 24.8% on year end Dec 2012. The region receives 2% of • Far West Regional Action Plan 2012 (NSW State Government). visitors and 1.9% of visitor nights from those traveling to regional NSW. • Community Road Map – Outback NSW Sept 2013 (Inland NSW Tourism). The main purpose of visit to the region is ‘Holiday or Leisure’ at 47.7%, followed by • Community Road Map – Balranald, Broken Hill, Central Darling, Corner ‘Business’ at 21.9% and ‘Visiting Friends and Relatives’ at 20.7%. Not surprisingly Country, Hay, Unincorporated Sept 2013 (Inland NSW Tourism). ‘Holiday and Leisure’ is also the largest purpose of visitor in terms of visitor nights, • SA Outback Destination Action Plan 2012 – 2015 (as updated July 2013). however this is followed by ‘Visiting Friends and Relatives’ at 26.9% and then • Flinders Ranges and Outback SA Region – Integrated Strategic Tourism Plan ‘Business’ at 12.9%. In the past few years Holiday and Leisure and Visiting Friends (2008 - 2014). and Relatives has grown as the purpose of visitor nights. • Proposed Plan for Far West NSW Tourism Task Force. • Far West Regional Economic Updates (RDA Far West). Caravan park or commercial camping grounds are the most popular accommodation at 28.5%, followed by standard hotel or motor inn below 4 star The plans that have been researched and developed for the region in the past at 23.2% and friends and relatives at 22.1%. few years are sound in their content, however we have found through this project that the issue seems to lie in distribution, understanding and implementation of Regional NSW is the largest source market at 38.9%, followed by South Australia these plans. at 17.6% and Queensland at 15.3%. All visitor source markets have increased in A key outcome of the industry consultation and engagement sessions was a the past few years. sense that all are aware of the plans however are unsure who and how they are In terms of visitor nights Regional NSW continues to be the largest source market implemented. If they are being implemented, the progress and status is unclear. at 33.8%, however it declined by 7.8% for the year end Dec 2013, as did Sydney by This further highlighted a need to ensure ongoing and consistent engagement 20%. South Australia and Queensland follow at 19.3% and 16.6% respectively – a and communication around tourism activities being undertaken for and on behalf growth of 137% for South Australia and 132% for Queensland. Victoria produces of industry. 15.9% of the visitor nights which translates to healthy growth of 128% for the year-end Dec 2013. 5 Lightfoot Marketing / MIA Tourism - Governance Model Report Far West NSW - October 2014 Private or company vehicle is the most predominate mode of transport at 76.4% VISITORS TO BROKEN HILL followed by air transport at 7.7% and rented or hire vehicle at 5.1%. 40.1% of visitors stated that eating out at restaurants as the most popular activity followed According to the Broken Hill Visitor Profile and Satisfaction Report (July 2006), by visiting friends and relatives at 31.3% and pubs, clubs, discos at 24.4%. the top two reasons people visit Broken Hill is to visit the city of Broken Hill (76%) and to experience the scenery (48%). More than 65% of these visitors 29.3% of visitors traveled alone followed by 26.7% that traveled as an adult couple expect the opportunity to tour around and explore, experience the nation’s and 21.3% who traveled as a family group. history, have the opportunity to discover something new and experience wide open spaces as well as having a nature based experience.
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