Huon Valley Regional Tourism Strategy 2009 – 2012 FOR PUBLIC REVIEW Draft only Sarah Lebski & Associates 3 Danbury Drive Launceston Tasmania 7250 t 03 6330 2683 f 03 6330 2334 m 0418 134 114 e
[email protected] CONTENTS ACKNOWLEDGEMENTS 3 PREAMBLE 4 EXECUTIVE SUMMARY 5 1. INTRODUCTION 11 2. THE GLOBAL ENVIRONMENT 16 3. MARKET OVERVIEW 17 4. REGIONAL AUDITS and ANALYSES 25 5. EXPERIENCE DEVELOPMENT 45 6. INVESTMENT OPPORTUNITIES – SOME GUIDING PRINCIPLES 56 7. ACTION FRAMEWORK for Experience Development 58 8. EVALUATION 64 9. APPENDICES 65 Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 2 of 65 v4 public review draft 13 February 2009 ACKNOWLEDGEMENTS Sarah Lebski and Associates would like to acknowledge all those who assisted in the development of the Huon Valley Regional Tourism Strategy, particularly: Aletta Macdonald Nick Stowe Glenn Doyle and other Huon Valley Council staff whose contributions provided additional insights. Sarah Lebski & Associates Huon Valley Regional Tourism Strategy 2009-2012 Page 3 of 65 v4 public review draft 13 February 2009 PREAMBLE The tourism industry is facing some profound and unexpected challenges in the wake of the current global financial crisis. Research for the development of the Huon Valley Regional Tourism Strategy was originally completed well before recent events. While much of the ‘Market The Huon Valley is blessed with an Overview’ section remains relevant, some abundance of natural attributes. information has been revised to reflect A combination of magnificent immediate issues and concerns. coastline, sheltered waterways, striking mountain ranges, forests and rolling, It should be remembered however, that fertile pastures ensure an area of the international turmoil continues and any incredible visual amenity.