Inquiry into Heritage Tourism and Ecotourism Tourism Victoria Submission

Tourism Victoria is the Victorian Government’s lead tourism agency and aims to market and grow the State’s tourism industry. In achieving these objectives, Tourism Victoria implements State Government policies as they relate to tourism development in Victoria and contribute to whole of government programs and policy implementation.

Heritage and nature-based tourism are an important part of Victoria’s overall tourism offering and have been the focus of many of Tourism Victoria’s strategies and marketing activity. Tourism Victoria’s overarching Jigsaw campaign, with the slogan ‘You’ll love every piece of Victoria’, promotes the State’s diversity. It identifies Victoria’s product strengths, including natural attractions, skiing, arts, theatre and culture, shopping, food and wine, spa and wellbeing, special events and exhibitions.

This paper sets out Tourism Victoria’s engagement with the heritage tourism and ecotourism sectors and summarises relevant tourism data. It highlights the importance the two sectors in terms of overall visitation and spend in the State.

These sectors are also part of the Victorian Government’s broader tourism strategies and policies to grow the Victorian tourism industry. On 23 July 2013, the Minister for Tourism and Major Events, the Hon Louise Asher MP, released Victoria’s 2020 Tourism Strategy. The Strategy outlines a plan to grow the state’s overnight tourism expenditure to $24.7 billion by 2020, or growth of 6.6 per cent per annum. The Strategy, which was developed in consultation with industry and other stakeholders, identifies the following seven priority action areas:

 Digital Excellence – improving the state’s capabilities across all digital platforms and encouraging local tourism operators to adopt capabilities such as online bookings.

 International Marketing – investing in activities that raise brand awareness in key growth markets, including marketing campaigns in China, India and South East Asia, as well as direct engagement through Government-led trade missions.

 Domestic Marketing – continuing to position Melbourne as a creative and authentic destination, and developing and implementing campaigns that promote regional Victoria to interstate and intrastate visitors.

 Major Events and Business Events – continuing to attract major events and business events.

 Air Services Attraction – increasing direct air services from key growth markets, particularly China, India and South East Asia.

 Investment Attraction and Infrastructure Support – supporting investment, services and products that align with the needs and aspirations of consumers in key markets, including Asia.

 Skills and Workforce Development – attracting more people to the industry in occupations that have historically had persistent shortfalls, such as chefs, housekeeping and front office staff.

On 23 August 2012, the Victorian Government also announced its response to the Victorian Competition and Efficiency Commission inquiry into the tourism industry. The Government response agreed to a range of reforms to help grow the tourism sector, including allowing a wider range of tourism uses in regional planning zones and enabling appropriate and sensitive tourism products in areas of high natural amenity.

These broader activities underpin and support specific tourism sectors, such as heritage tourism and ecotourism.

HERITAGE TOURISM

Heritage forms a key part of the cultural tourism offering in Victoria and is considered one of the State’s tourism strengths. It includes a broad range of attractions and can encompass the heritage aspects relating to townships, aboriginal tourism, architecture, art and culture. Examples of key heritage tourism offerings in Victoria include those associated with the gold rush, bush rangers, Chinese history, maritime history and Aboriginal heritage.

Domestic and International Visitation for Visitors Participating in Cultural Tourism

The following data relates to the cultural tourism visitation. Cultural visitors are defined as those who attended a theatre performance, a concert or other performing arts, a cultural festival, fair or event; or an Aboriginal performance and/or visited a museum, art gallery, art or craft workshop an Aboriginal site or community; or a history or heritage site while on their trip to Australia.

International Visitation

Almost 2.8 million international overnight cultural tourism visitors travelled to Australia in the year ending December 2012, accounting for 130.8 million nights. Of these visitors, 38.6% visited Victoria during this period.

1.1 million international overnight cultural tourism visitors to Australia travelled to Victoria on their trip in the year ending December 2012, accounting for 29.3 million nights. Cultural tourism visitors represent 59% of all international overnight visitors to the State.

The average length of stay for international overnight cultural tourism visitors in Australia was 47.1 nights, compared to an average length of stay of 27.3 nights for international overnight cultural tourism visitors in Victoria.

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Year ending December AAG** % 2008 2011 2012 08-12 change International Visitors (000s) Victoria 923 1,045 1,072 +3.8% p.a. 2.6% Australia 2,703 2,681 2,779 +0.7% p.a. 3.6% Vic's Share* 34.1% 39.0% 38.6% International Visitor Night (000s) Victoria 23,268 28,608 29,273 +5.9% p.a. 2.3% Australia 114,753 123,973 130,847 +3.3% p.a. 5.5% Vic's Market Share 20.3% 23.1% 22.4% * Note: The proportion of visitors to / within Australia who visited Victoria can visit more than one state ** Average Annual Growth

There was an increase in international cultural tourism visitors who visited Victoria (+2.6%) and Australia (+3.6%) in December 2012 compared to the previous year. Since 2008, there was an average annual increase of 3.8% for Victoria and 0.7% for Australia.

In the period year ending December 2012, there was an increase in international visitor nights to Victoria (+2.3%) and Australia (+5.5%) from international cultural tourism visitors compared to the previous year. The average annual growth rate since 2008 was 5.9% for international cultural visitor nights to Victoria, compared to 3.3% to Australia.

In 2012, 38.6% of international cultural tourism visitors to Australia visited Victoria, representing an increase of 4.4 percentage points since 2008.

Domestic Overnight Visitation

Australia received almost 11.3 million domestic overnight cultural visitors for the year ending December 2012, accounting for approximately 59.8 million domestic visitor nights. The average length of stay was 5.3 nights.

During the same period Victoria received more than 2.6 million domestic overnight cultural visitors, accounting for an estimated 9.5 million visitor nights. The average length of stay for domestic overnight cultural visitors to Victoria was 3.6 nights.

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Year ending December AAG** % 2008 2011 2012 08-12 change Domestic Visitors (000s) Victoria 2,517 2,917 2,643 +1.2% p.a. -9.4% Australia 9,834 10,814 11,283 +3.5% p.a. 4.3% Vic's Share* 25.6% 27.0% 23.4% Domestic Visitor Nights (000s) Victoria 9,275 10,244 9,524 +0.7% p.a. -7.0% Australia 55,170 55,101 59,845 +2.1% p.a. 8.6% Vic's Market Share 16.8% 18.6% 15.9% Domestic Daytrips (000s) Victoria 2,495 3,538 3,321 +7.4% p.a. -6.1% Australia 8,645 11,007 11,463 +7.3% p.a. 4.1% Vic's Share* 28.9% 32.1% 29.0% * Note: The proportion of visitors to / within Australia who visited Victoria can visit more than one state ** Average Annual Growth

Compared to the previous year, Victoria experienced a decrease in domestic overnight cultural visitors (-9.4%) and visitor nights (-7.0%). In contrast, Australia experienced an increase in domestic overnight cultural visitors (+4.3%) and visitor nights (+8.6%) over the same period.

Since the year ending December 2008, there has been an average annual increase of 1.2% for domestic overnight cultural visitors to Victoria (compared to an increase of 3.5% per annum for Australia), and an increase of 0.7% per annum for visitor nights spent by these visitors in Victoria (compared to an increase of 2.1% per annum for Australia).

Victoria’s share of domestic overnight cultural visitors has decreased (-2.2 percentage points) since the year ending December 2008, to 23.4% in the year ending December 2012. Over the same period the market share of nights spent by this segment in Victoria decreased by 2.7 percentage points to 15.9%.

Engagement with the Sector

Tourism Victoria’s engagement with the cultural tourism and heritage tourism sector dates back many years. Heritage provides the backdrop of much of Tourism Victoria’s promotion of the State. Images of heritage buildings and townships are often used in Tourism Victoria’s marketing campaigns, as they are visually appealing and create a sense of intimacy and interest.

Melbourne is home to important heritage tourism attractions, many of which have been promoted in Tourism Victoria’s Melbourne marketing campaigns. Attractions include the historic features found in many of the CBD laneways, the World Heritage listed Royal Exhibition Building, historic theatres and art collections.

Tourism Victoria’s promotion of many of the State’s regions incorporates heritage tourism, including:

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 the goldfields region, which includes the key destinations of Ballarat and Bendigo, as well as the many villages including Castlemaine, Maldon and Heathcote. The region is promoted as a rewarding contemporary, cultural experience set against a heritage backdrop;  the Daylesford region, which boasts the largest concentration of mineral springs in Australia and has a rich heritage of spa and wellbeing;  the Geelong and the Bellarine region, which features historic seaside villages;  the High Country region; and  the Murray River region.

Heritage tourism, such as Aboriginal heritage and Chinese history, is also included in Tourism Victoria’s international marketing campaigns.

In February 2010, the Victorian Government released the Arts, Theatre & Cultural Heritage Tourism Action Plan 2010-14. The Plan identifies a number of actions to strengthen and market cultural tourism in the State and increase visitation and yield for cultural visitors, including:

 Positioning Victoria to ensure that that the State remains competitive in the face of rising competition from other destinations. Activities under this action include marketing Melbourne’s arts and cultural products to markets such as Sydney, Brisbane and Adelaide and marketing major cultural tourism products;  Distribution and Conversion, to ensure that the most effective channels of communication are being utilised. Activities under this action include improving online booking capacity;  Attracting and Leveraging Events, including the hosting of blockbuster and middle- tier events in order to affirm Melbourne’s position as Australia’s leading event capital;  Product Development to ensure that Victoria continues to provide high quality and innovative tourism experiences. Activities under this action include assisting businesses to become tourism ready and improving the visibility and awareness of arts and cultural experiences in regional Victoria.

Tourism Victoria is in the process of drafting Victoria’s Aboriginal Tourism Development Plan 2013-2023, which updates Victoria’s Aboriginal Tourism Development Plan 2006- 2009. The plan is expected to be released in coming months and to focus on four key directions as follows:

 Position Melbourne as the destination recognised as having a contemporary, urban Aboriginal experience;  Leverage Melbourne’s positioning as a gateway to regional Aboriginal experiences;  Develop and grow the industry capabilities of Aboriginal tourism; and  Market and distribute Aboriginal product and experiences to a global market.

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ECOTOURISM

Ecotourism is a subset of nature-based tourism and encompasses tourism products which place a focus on sustainability, protection and interpretation of the natural environment. Victoria is home to world-class natural attractions and nature-based tourism is a key priority for the Victorian Government.

Domestic and International Visitation for Visitors Participating in Nature-Based Tourism Activities

The following data relates to nature-based tourism. Nature-based visitors are defined as those who visited a national or state park, a wildlife park, zoo or aquarium or a botanic or public garden, and/or went bushwalking, whale or dolphin watching or participated in snorkelling or scuba diving while on their trip to Australia.1

International Visitation

Around 3.5 million international overnight nature-based tourism visitors travelled to Australia in the year ending December 2012, accounting for 156.5 million nights. Of these visitors, 35.1% visited Victoria during this period.

Around 1.2 million international overnight nature-based tourism visitors to Australia travelled to Victoria on their trip in the year ending December 2012, accounting for 33.2 million nights. Nature-based tourism visitors represent 68% of all international overnight visitors to the State.

The average length of stay for international overnight nature-based tourism visitors in Australia was 44.3 nights, compared to an average length of stay of 26.8 nights for international overnight nature-based tourism visitors in Victoria.

Year ending December AAG** % cha nge 2008 2011 2012 08-12 11/12 International Visitors (000s) Victoria 1,023 1,176 1,240 +4.9% p.a. 5.4% Australia 3,355 3,302 3,532 +1.3% p.a. 7.0% Vic's Share* 30.5% 35.6% 35.1% International Visitor Night (000s) Victoria 25,317 31,591 33,237 +7.0% p.a. 5.2% Australia 131,308 143,671 156,531 +4.5% p.a. 9.0% Vic's Market Share 19.3% 22.0% 21.2% * Note: The proportion of visitors to / within Australia who visited Victoria can visit more than one state ** Average Annual Growth

1 Note: there was a recent change in the nature‐based tourism definition. The above definition is the new version and is used in this fact sheet. It applies to International and Domestic visitors. The old definition of nature‐based tourism used in previous fact sheets additionally included ’Go to the beach’, ‘Go fishing’, ‘Other outdoor activities’, ‘Water activities or sports’, ‘Surfing’, ‘Picnics & BBQs’ (not in International) and ‘Visit the reef’ (not in International) and did not include ‘Visit wildlife parks, zoos or aquariums’.

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Compared to year ending December 2011, international overnight nature-based tourism visitors to Victoria have increased by 5.4% for visitors and by 5.2% for visitor nights.

Domestic Overnight Visitation

Australia received an estimated 14.2 million domestic overnight nature-based visitors for the year ending December 2012, accounting for 77.7 million visitor nights. The average length of stay was 4.5 nights.

During the same period Victoria received almost 3.3 million domestic overnight nature-based visitors, accounting for approximately 11.9 million visitor nights. The average length of stay for nature-based visitors in Victoria was 5.5 nights.

Year ending December AAG** % cha nge 2008 2011 2012 08-12 11/12 Domestic Visitors (000s) Victoria 2,945 2,976 3,284 +2.8% p.a. 10.3% Australia 13,271 13,126 14,220 +1.7% p.a. 8.3% Vic's Share* 22.2% 22.7% 23.1% Domestic Visitor Nights (000s) Victoria 11,440 11,158 11,911 +1.0% p.a. 6.7% Australia 74,448 71,606 77,705 +1.1% p.a. 8.5% Vic's Market Share 15.4% 15.6% 15.3% Domestic Daytrips (000s) Victoria 3,597 3,623 3,785 +1.3% p.a. 4.5% Australia 12,730 12,618 14,563 +3.4% p.a. 15.4% Vic's Share* 28.3% 28.7% 26.0% * Note: The proportion of visitors to / within Australia who visited Victoria can visit more than one state ** Average Annual Growth

Compared to the previous year, Victoria experienced an increase in domestic overnight nature-based visitors (+10.3%) and visitor nights (+6.7%). Over the same period, Australia also saw an increase in nature based domestic overnight visitors (+8.3) and visitor nights (+8.5%).

Victoria’s share of the domestic overnight nature-based visitors has increased by 0.4 percentage points since the previous year, to 23.1% in the year ending December 2012. Over this period the market share of nights spent by this segment in Victoria remained relatively stable, down 0.3 percentage points to 15.3%.

Engagement with the Sector

Tourism Victoria’s engagement with the nature-based tourism and ecotourism sector dates back many years. Tourism Victoria works with other government departments, such as Parks Victoria, and tourism operators to develop and market nature-based tourism experiences.

Tourism Victoria’s promotion of many of the State’s regions features nature–based tourism, including:

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 the Grampians National Park and the surrounding state parks;  Phillip Island’s wide range of wildlife experiences in natural habitats and nature- based activities; and  the Gippsland region’s diverse natural experiences.

Tourism Victoria’s international marketing also promotes nature-based tourism. Ecotourism accreditation is considered an effective marketing and professional development tool. From the mid-1990s, Tourism Victoria was actively involved with other jurisdictions and Eco Tourism Australia in the development and implementation of a national ecotourism accreditation program (later known as the Ecotourism Certification Program), a program which identifies genuine ecotourism operators. Tourism Victoria is no longer actively involved but provides a link to the Eco Tourism Australia website on its corporate website. Tourism Victoria also provides information for visitors on ecotourism operators on its consumer website. Tourism Victoria also previously provided funding to Parks Victoria for the provision of subsidies for operators to obtain ecotourism accreditation.

Victoria’s natural assets are also a critical part of broader tourism segments. Activities such as cycling and fishing are not traditionally considered an ecotourism experience, but are dependent on their environment to deliver a valued experience for participants. In this context, Tourism Victoria promotes Victoria’s environment as part of many visitor activities. For example, in 2011 the Victorian Government released Victoria’s Cycle Tourism Action Plan 2011-2015. The Plan notes Victoria’s strengths in unique natural landscapes, quaint villages within close proximity to each other and complementary tourism products, accessibility to numerous trails and a climate and terrain that is conducive to a variety of cycling activities. Key objectives of the plan include:

 Strengthening the supply of cycle tourism experiences;  Building consumer demand for cycle tourism experiences; and  Attracting and leveraging events.

The Victorian Government previously released the Victoria’s Nature Based Tourism Strategy 2008-2012. The Strategy noted that nature- based tourism was one of the fastest growing tourism sectors internationally but identified several impediments to growth in the Victorian industry. The Strategy provides five strategic directions, as follows:

 Creating supportive frameworks and partnerships, including greater coordination across government to improve the profile of nature based tourism within government, increase investor confidence and facilitate public private partnerships.  Planning and managing sustainable destinations, to encourage sustainable practices in the industry, respond to the effects of climate change and maintain the integrity of the natural environment through environmentally sustainable planning, development and management.  Developing authentic, memorable experiences, to fill identified product gaps. This includes increasing high yield product offerings to cater to the international market. It also includes addressing product gaps around natural attractions to address issues such as lack of engaging nature-based tourism experiences around natural attractions and low yield associated with nature based tourism.

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 Facilitating viable and innovative businesses, including increasing the triple bottom line sustainability of businesses and improving the tourism skills of land managers; and  Marketing Victoria to improve Victoria’s competitive position in this sector.

More recently, nature-based tourism has been the focus of significant policy change. The Victorian Competition and Efficiency Commission (VCEC) released its final report Unlocking Victorian Tourism: An Inquiry into Victoria’s Tourism Industry in June 2011. VCEC found based on the experience of other States and Territories, that private investment in national parks can be allowed and still be sensitive to the environment. The Victorian Government supported several of the VCEC’s recommendations, including allowing private investment opportunities in areas of high amenity, such as national parks.

The Minister for Environment and Climate Change, the Hon. Ryan Smith MP, subsequently released the Tourism Investment Opportunities of Significance in National Parks Guidelines on 31 March 2013. These guidelines outline the principles which will be applied when considering tourism investment proposals for national parks and provide a five stage approval process. The guidelines support tourism investment proposals which are consistent with the purpose of national parks, are sensitive to their surroundings and which deliver the greatest public benefit in terms of environmental, social and economic outcomes.

The Victorian Government has also introduced supporting legislation to facilitate private investment opportunities in national parks. On 28 May 2013, the Minister for Environment and Climate Change introduced the National Parks Amendment (Leasing Powers and Other Matters) Bill 2013 to Parliament, which will extend maximum lease terms for private operators in national parks to 99 years.

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VICTORIA’S 2020 TOURISM STRATEGY July 2013

Contents

PREMIER’S FOREWORD 4

MINISTER’S FOREWORD 5

INTRODUCTION 6

ACHIEVING OUR VISION 7

Challenge of Regional Tourism 7

IMPORTANCE OF TOURISM TO THE STATE 8

Defining tourism 8

Economic impact of tourism 8

Growth of a services economy 8

FUTURE INFLUENCES 9

BUILDING THE TOURISM SECTOR 11

Priority 1: Digital Excellence 11

Priority 2: International Marketing 13

Priority 3: Domestic Marketing 15

Priority 4: Major Events and Business Events 18

Priority 5: Air Services Attraction 20

Priority 6: Investment Attraction and Infrastructure Support 21

Priority 7: Skills and Workforce Development 23

STAKEHOLDER PARTNERSHIPS 24

EVALUATION AND REPORTING 25

Victoria’s 2020 Tourism Strategy | page 3 Premier’s Foreword

Victoria is recognised for its diverse multicultural heritage, unique and world renowned sporting events, scenic beauty and cosmopolitan lifestyle.

The tourism industry in Victoria has thrived in recent years, delivering major economic benefits for the State. We are committed to grow the industry and increase visitors from across Australia and internationally. Victoria provides world class experiences to local and international holiday makers, international students and business travellers.

Our multicultural lifestyle, diversity of attractions and a reputation for providing high quality cultural and sporting experiences are Victoria’s strengths. We are able to showcase the best of a sophisticated urban lifestyle, as well as a range of regional experiences.

Victoria’s 2020 Tourism Strategy provides a new vision, setting out long term priorities and to guide marketing and investment decisions. We are committed to working with industry stakeholders, Regional Tourism Boards, all levels of Government and tourism operators to grow the industry and address its challenges.

I look forward to working with all parts of the industry to develop and preserve our tourism assets for the benefit of Victorians and our domestic and international visitors.

The Hon Dr Denis Napthine MP Premier of Victoria

page 4 | Victoria’s 2020 Tourism Strategy Minister’s Foreword

Victoria boasts an enviable collection of tourism, major event and business event experiences that attracts a significant number of domestic and international visitors to the State, and with a changing economic environment, increases in importance every year.

The tourism industry continues to be an important economic driver for Victoria. In 2011-12, tourism was estimated to be worth $19.1 billion to the economy and generated employment of more than 200,000 people (including both direct and indirect impacts).

Consistent with the long term national tourism strategy that aimed to grow tourism from $70 billion in 2009 to $140 billion in 2020 in Australia, our aim is to grow overnight tourism expenditure to $24.7 billion by 2020. This represents an annual growth of 6.6 per cent from 2009 to 2020.

Victoria’s 2020 Tourism Strategy provides a clear vision about how the tourism industry can increase its economic and social contribution to the State.

Through seven priority areas, Victoria’s 2020 Tourism Strategy outlines how Tourism Victoria, working with key stakeholders, will implement identified actions to realise the potential in the tourism industry.

The major directions identified in the Strategy are: increasing our focus on growth markets, such as China, India, Malaysia and Indonesia; building stronger collaboration between the Victorian Government and regions to ensure growth in visitation; increasing the tourism benefits of major and business events; and identifying and realising key tourism investments.

During the development of this Strategy there was consultation with a number of government agencies and industry that will be involved in implementing the actions to advance the growth of the tourism industry in Victoria.

I am delighted to present Victoria’s 2020 Tourism Strategy and I look forward to working with the industry to implement the actions identified.

The Hon Louise Asher MP Minister for Tourism and Major Events

Victoria’s 2020 Tourism Strategy | page 5 Introduction

Victoria’s 2020 Tourism Strategy (the Strategy) is a whole- Opportunities exist in inbound (international tourism) and of-government document providing a clear vision for how domestic tourism markets, within the business events, the tourism industry can increase its economic and social visiting friends and relatives (VFR), and holiday market contributions to the State. This vision is for: segments. There will be an emphasis on realising the potential of fast growing markets, particularly in Asia, >> Victoria to be a leading tourism destination in the Asia which are experiencing substantial economic growth and Pacific region; a burgeoning middle class. Further, a major opportunity >> tourism to be a leading contributor to the Victorian is the development of regional tourism and dispersal of economy; and visitors to regional Victoria. >> Victoria to provide a range of experiences and an environment that supports the aspirations and culture The realisation of the actions outlined in this Strategy of strong growth economies such as China, India and are dependent upon the involvement of a number of Indonesia. stakeholders, including State Government agencies, Federal and Local Government, peak industry bodies and To achieve this vision, the Strategy provides: the tourism industry’s. >> a long term framework that takes into account current and emerging trends; Consistent with the long term national tourism strategy, Victoria’s aim is to grow overnight tourism expenditure to >> a blueprint for actions to be included in medium and $24.7 billion by 2020. short term plans undertaken by Tourism Victoria; >> clear direction to industry and other stakeholders about Reaching this goal would have a significant impact on the Victorian Government priorities; and Victorian economy. By 2020-21 it is estimated that tourism >> a whole-of-government approach to tourism. will contribute approximately $34 billion to Victoria’s Gross State Product (both direct and indirect impacts) and This Strategy aims to realise the potential in the tourism generate an estimated 310,000 (direct and indirect) jobs.1 industry, whilst acknowledging the trends and issues that are now a part of business, such as the increased number While ambitious, realising the directions of the Strategy of crisis events, including floods, fires and insect plagues. will contribute to achieving the potential of the tourism Success depends upon action on both the supply and sector. demand sides of the tourism equation.

1 Source: Modelling undertaken for Tourism Victoria by Deloitte Access Economics, 2012

page 6 | Victoria’s 2020 Tourism Strategy Achieving our vision

The Victorian Government is committed to the sustainable Challenge of Regional Tourism growth of the tourism industry sector. The success of this Strategy is underpinned by: Ensuring the benefits of tourism are spread across the State is a fundamental goal of the Victorian Government >> increasing our focus on growth markets such as China and an overarching priority in the Strategy. in the short to medium term and India, Malaysia and Indonesia in the medium to long term; Consistent with regional Australia, Victoria’s regional >> building stronger collaboration between the Victorian tourism industry faces a number of ongoing challenges, Government and the regions to ensure State wide including: low international visitor dispersal; low priorities are met, whilst actively supporting the awareness of regional experiences in the domestic visitor regional tourism industry to address local issues; market; a growing preference for international travel; a >> increasing the tourism benefits of major and business lack of investment in regional areas; and the distance and events; and travel time from the city to a regional destination. The increase in the availability of low cost airfares and strong >> identifying and realising key tourism investments. Australian dollar has also impacted upon regional tourism. To achieve the above, the Strategy identifies the following seven priority areas, each with aligned actions: Visitation to regional Victoria has been relatively stagnant. For example, during the period 2000 to 2012, domestic 1 Digital Excellence overnight visitors to regional Victoria declined at a rate 2 International Marketing of 0.5 per cent per annum. Distant regions, located more than 2.5 hours from Melbourne, have experienced sharper 3 Domestic Marketing declines in visitation than regions surrounding Melbourne. 4 Major and Business Events The Victorian Government is aware of the challenges 5 Air Services Attraction faced by regions and is committed to working with the 6 Investment Attraction and Infrastructure Development regional tourism sector and Regional Tourism Boards to 7 Skills and Workforce Development address local issues impacting on tourism. Actions have been separated into three categories: short to medium term (1-3 years), long term (4-7 years) and ongoing.

As regional tourism is relevant to all priority areas in this document, key actions relating to regions have been incorporated throughout the Strategy.

Victoria’s 2020 Tourism Strategy | page 7 Importance of tourism to the State

Defining tourism Tourism jobs are distributed across a number of Victorian industries. Cafés, restaurants and takeaway food services The Victorian Competition and Efficiency Commission’s (27 per cent) accounted for the largest share of direct (VCEC) inquiry into Victoria’s Tourism Industry defines tourism employment, followed by retail trade (19 per cent) tourism as: and accommodation (13 per cent).

“…the activities of persons travelling to and staying If we achieve our vision of total overnight spend of in places outside their usual environment for not $24.7 billion by 2020, the tourism industry will have a more than one consecutive year for leisure, business significant impact on the Victorian economy. By 2020-21, and other purposes not related to the exercise of an it is estimated that tourism will contribute approximately activity remunerated from within the place visited”. $34 billion to Victoria’s Gross State Product (both direct Tourism is made up of a number of important segments and indirect impacts) and generate an estimated 310,000 3 including domestic and international tourism, major and (direct and indirect) jobs. business events, visiting friends and relatives (VFR) and non-leisure, such as international education. Victoria’s Growth of a services economy strength in this industry is that it is not dependent on one or two of these segments. The strength of the Australian dollar has had a significant impact on sectors such as tourism, housing, In Victoria, events play a major role in its tourism offering, manufacturing and retail within the State. both in Melbourne and increasingly in the State’s regions; for example, the Grace Kelly Style Icon Exhibition in Over the medium to long term, the services sector still Bendigo, the Australian Motorcycle Grand Prix on Phillip presents the greatest opportunity for growth. Tourism Island, and the Falls Festival in Lorne. remains a key sector in realising this growth opportunity. There are also flow on effects to the international Economic impact of tourism education market, including the VFR market. In 2012, 31 per cent of all international visitors to Australia who Historically, tourism has rarely been seen as an listed VFR as their main purpose of visit, stayed overnight industry in the same way as traditional sectors, such in Victoria. as manufacturing. However, tourism is an important economic driver for Victoria.

In 2011-12, the direct and indirect contribution of the tourism industry to the Victorian economy was estimated at $19.1 billion and generated employment of more than 200,000 people. The total contribution of tourism accounted for approximately 5.8 per cent of Victoria’s Gross State Product.2

2 Source: 2011-12 State Tourism Satellite Account by Tourism 3 Source: Estimates based on modelling undertaken for Tourism Research Australia, release in July 2013 Victoria by Deloitte Access Economics

page 8 | Victoria’s 2020 Tourism Strategy Future influences

A number of important trends have been taken into account in developing the Strategy and to determine appropriate actions across all priority areas.

These are summarised in the tables below:

Trend/Issue Current situation Future (likely) scenario Commentary

Global financial A volatile economic There is likely to be The composition of Victoria’s key environment environment and the high continued economic international source markets is forecast to Australian dollar has had an uncertainty in traditional change in the medium to long term. In light of impact on travel as reflected markets such as Europe and this forecast, Tourism Victoria will manage a by: North America. Although balanced portfolio of international markets, the Eastern markets provide which will increase focus on key emerging >> Australians increasing opportunity, their future Eastern markets, whilst maintaining a their savings and growth for Victoria will presence in the traditional markets. reducing discretionary be subject to increased spending. Although predicted visitation/yield growth competition and the largely originates from Eastern markets, >> Australians displaying maturing of these markets. such as China and India, it is imperative to an increased propensity continue to maintain activities in traditional to travel overseas. Western markets, as they are more inclined to contribute to regional dispersal in the short to medium term.

Increased number It is becoming increasingly By definition, crisis events There will be an increasing need for the of crisis events common for the tourism are difficult to predict. industry to consider crises as a normal part sector to be adversely As there is an increasing of business. This will need to be factored into affected by natural disasters frequency of crises their business model, with a strong focus on such as: worldwide, it is likely that preparedness and adaptation. crisis events will continue >> bushfires Due to the vulnerability of the tourism sector to be a factor which impacts to the impacts of natural and man-made >> floods the tourism industry. disasters and events, there is a crucial need >> drought to build capacity in the tourism industry to >> blue green algae better prepare and respond to such events. outbreaks >> locust plagues Traditionally an initial severe decline in visitation levels occurs as a result of a natural disaster. However, this recovers over the medium to long term.

Consumer trend Current situation Future (likely) scenario Commentary

What experiences will As international travel As international travel There will be a focus on developing and the consumer want/or becomes more accessible, becomes more prevalent, promoting unique experiences on offer demand? travellers are increasingly consumers will increasingly in Victoria, to both the international and seeking unique and desire different and unique domestic markets. (International travel) authentic experiences. experiences. Overseas destinations continue to outperform domestic holidays on both a rational and emotional basis (TNS Travel & Leisure Domesticate Study 2010).

Victoria’s 2020 Tourism Strategy | page 9 Consumer trend Current situation Future (likely) scenario Commentary

What experiences will Domestic travel within Domestic holidays have There will be a focus on developing and the consumer want/or Australia is now a short already seen a significant promoting unique experiences on offer demand? break prospect, rather decline in perceived value in Victoria, to both the international and than an extended holiday. for money and subsequently domestic markets. (Domestic travel) Australians are seeking length of stay has declined. a return to stability and Domestic travel within familiarity for their domestic Victoria is more likely to be holidays. They want to a short trip, rather than a reconnect with loved ones. longer holiday. Therefore domestic travel is primarily motivated by positive experiences with people rather than by attractions in the destinations.

How will the consumer Seventy-one per cent of The trend for increased Continued focus will be on building the access information? international overnight usage of the internet, social State’s social media presence through visitors in 2012 used the media adoption and mobile various channels to promote Victoria’s key internet for research and devices is anticipated to strengths and to encourage advocacy. 53 per cent booked at least continue, though the pace Further enhancements to visitvictoria.com are one component of their trip of change is difficult to required to update language variants for key online.4 estimate. international markets, along with ensuring all Australians are also Consumers no longer want website variants are mobile enabled. increasingly using mobile to simply view information. To be internationally competitive there will technology to access They want to interact and be a need to provide free internet access at information. share their experiences priority visitor destinations. through social media. Consumers are increasingly This trend is likely to engaging in social media, continue which will result such as Facebook, Twitter in less focus on destination and Pinterest. websites and more emphasis in interacting with the social media community.

What will be the future Although traditional media The current trend will Government and industry will place a media landscape? forms such as television continue in the short to greater reliance on online marketing, both in and print continue to medium term, with the response to consumer behaviour and the cost hold a significant market need to communicate effectiveness of marketing online. share within the media through both traditional landscape, their importance forms of media and new is decreasing as consumers technologies. However, place greater reliance on marketing through the accessing information internet and various forms of online. social media are anticipated to increase.

4 Source: International Visitor Survey, December 2012, Tourism Research Australia, Canberra.

page 10 | Victoria’s 2020 Tourism Strategy Building the tourism sector

Priority 1: Digital Excellence

FIGURE 1 > PERCENTAGE OF INTERNATIONAL OVERNIGHT VISITORS TO VICTORIA WHO USE THE INTERNET FOR PLANNING AND BOOKING

International 80 overnight visitors to Victoria 70 71% (per cent) 60 50 53% 40 30 20 10 0 Year ending 2004 2005 2006 2007 2008 2009 2010 2011 2012 December

Used internet as information source Used internet for booking

The tourism industry is witnessing significant growth in Forty-five per cent of mobile phone users utilise their visitors’ use of the internet, including social media, for phone for navigation, 34 per cent access social networking information gathering and booking purposes (See Figure 1). and the propensity of people to provide recommendations and reviews is growing.6 In 2012, 71 per cent of international overnight visitors used the internet for research and 53 per cent booked at Victorian operators are highly represented on least one component of their trip online.5 visitvictoria.com, with around 4,314 operators listed on the site. However, only 48 per cent of operators have New consumer channels are playing a significant role online booking capability with instant confirmation in the marketing, planning, purchase and on-ground available for consumers. Guidance and leadership will be experience of travel destinations by Victoria’s visitors. provided to the Victorian tourism industry to ensure they It is now part of visitors’ expectations that mobile are equipped to maximise the potential of the growing applications are available to access content and share trend towards online research and booking. their experiences with friends while on holiday, using social media.

5 International Visitor Survey, Tourism Research Australia, December 6 TNS Thought Leadership Omnibus. Digital Travel July 2010, part of 2012, Canberra the ‘TNS Travel & Leisure Domesticate Study 2010’

Victoria’s 2020 Tourism Strategy | page 11 Implement key actions in digital media

Short to Medium Term >> Develop and promote mobile phone and tablet applications/websites. >> Expand online video content and online video distribution. >> Develop market leading features for visitvictoria.com to appeal to both domestic and international visitors. >> Upgrade all international website variants to the new platform to ensure consistency in branding and messaging to key international markets. Ongoing >> Maximise the potential of the new visitvictoria.com website technology platform, as a portal for Tourism Victoria, the Victorian tourism industry and community content. >> Develop a strong website and social media capability in China. >> Encourage Victorian tourism operators to adopt private sector online booking systems and online distribution of their inventory. >> Provide training and education to industry operators and Regional Tourism Boards.

Implement key actions in social media

Short to Medium Term >> Build Tourism Victoria’s social media presence on Facebook, Twitter, Sina Weibo, YouTube and TripAdvisor. >> Integrate the ‘voice of the consumer’ into Tourism Victoria’s marketing. >> Develop copy, photos and video for distribution in social media channels.

page 12 | Victoria’s 2020 Tourism Strategy Priority 2: International Marketing potential of fast growing Asian markets, particularly China, Singapore, Malaysia and Indonesia, which The contribution from international markets is predicted to are experiencing substantial economic growth and a grow from 30 per cent of overnight tourism expenditure in burgeoning middle class. The Victorian Government 2012 to 37 per cent by 2020-21. has allocated funding for international marketing Engagement with international growth markets is activities and air service attraction that will assist in the important to the performance of the Victorian economy. development of partnerships with airlines to maintain This is strongly supported by the Victorian Government and attract new aviation services. through the International Trade Mission Program and In addition, through Victoria’s China Tourism Strategy, the Victorian International Engagement Strategy. launched in 2012, funding has been allocated to enable A tourism sector delegation was included as part of the the Victorian Government and tourism industry to build Super Trade Mission to India in March 2013. The visit on the momentum in the China market and achieve included the launch of Phase 2 of Tourism Victoria’s greater success in attracting Chinese visitors. A key part MelbourneNow! campaign, while the delegation met of this Strategy, the State’s first dedicated tourism brand with trade partners in Delhi and Mumbai. campaign to the China market, was launched as part of the Victorian Government’s China Super Trade Mission in Between 2013 and 2021, it is expected that September 2012. The China Super Trade Mission included approximately two-thirds of the growth in tourism representatives of 30 Victorian tourism operators. This has spend will come from international markets. To support been supported by activities such as marketing directly to this growth, there will be an emphasis on realising the the China market during the Australian Tennis Open.

FIGURE 2 > EXPENDITURE AND VISITOR VOLUME TO 2020-21 – INTERNATIONAL MARKETS CURRENT REGIONAL DISPERSAL

Expenditure $m @TFC 2020-21 (Bubble-size), Current Regional Dispersal (Horizontal axis) and TFC Visitor Growth 2020-21 (Vertical axis)

TFC 14 Expenditure Growth AAG to 2020-21 12 (per cent) India, 566 10 Gulf*, 143

8 China, 1697 France, 105 6 Malaysia, 436 Thailand, 114 Indonesia, 234 Canada, 108 4

Germany, 123 Hong Kong, USA, 243 2 194 Singapore, 339 Korea, 163 New UK, 339 0 Japan, 92 Zealand, 398 -2 0 5 10 15 20 25 30

Regional Dispersal (percentage of nights) Strong Growth Markets Core Markets Rest of World

Source: International Visitor Survey, Tourism Research Australia December 2012; Population 15 years or older. TFC Forecast 2013 Issue 1. *Gulf figures are estimates based on Overseas Arrivals and Departures data, aged 15+. Australian Bureau of Statistics

Victoria’s 2020 Tourism Strategy | page 13 Implement key recommendations of Victoria’s China Tourism Strategy

Short to Medium Term >> Continue to roll out our Open Up to More campaign. >> Build on Victoria’s strong education, migrant and business links by working across Government and industry to promote the State’s tourism strengths to the local Chinese and other ethnic communities.

Implement international marketing activities

Short to Medium Term >> Develop and launch a significant co-operative trade marketing campaign in emerging markets, such as India. >> Market the collective calendar of Victorian events in international markets. >> Implement the public relations and marketing activities associated with The Best Job in the World campaign. >> Continue to roll out the India campaign MelbourneNOW!. >> Develop an international digital and social media strategy. Long Term >> Develop and launch a major brand campaign in emerging markets, including India. >> Improve visitor access by working with the Commonwealth Government to simplify the visa application process.

Increase trade activities in emerging global markets

Short to Medium Term >> Increase trade engagement in markets such as Malaysia, Indonesia and the Middle East, through participation in trade missions. >> Continue to engage with and encourage visitation from traditional markets such as Europe, the United Kingdom, New Zealand and the United States of America.

page 14 | Victoria’s 2020 Tourism Strategy Priority 3: Domestic Marketing Intrastate Intrastate and interstate markets are important components The figure below highlights the importance of intrastate in Victoria’s tourism industry, with Melbourne being the overnight visitation, particularly to regional Victoria. In driver of visitation to the State. Melbourne will continue 2012, intrastate overnight visitors spent an estimated to be positioned as a cutting edge, creative, authentic $5 billion in Victoria. destination, and as the gateway to regional Victoria. Despite modest growth in intrastate overnight visitation Domestic marketing campaigns, such as the successful within Victoria since 2008, visitor numbers are yet to Jigsaw campaign, have an important role in raising the exceed levels experienced in 2000. profile and encouraging domestic visitors to Melbourne Intrastate visitation to regional Victoria has performed and regional Victoria. better recently, up 1.4 per cent year-on-year to 9.7 million Since the 1990s, Victoria has consistently branded itself (year ending December 2012). This is an improvement through the Jigsaw campaign, one of the longest running on the longer term performance of intrastate visitation destination campaigns in Australia and possibly the world. to regional Victoria which has increased at an average In June 2011, phase 10 of this campaign Play Melbourne annual rate of 1.0 per cent per annum (2008-2012). was launched, targeting visitors from key interstate Intrastate visitation to Melbourne has also recovered markets to ‘take a chance, roll the dice and see where it recently, up 14.2 per cent year-on-year to 2.8 million leads you’ in experiencing what Melbourne has to offer. (year ending December 2012). This is an improvement on From a State perspective, there is still a need to raise the longer term performance of intrastate visitation to awareness of regional destinations, experiences and Melbourne which increased at an average annual rate of attractions. In addition to having a focus on food and 3.9 per cent per annum over the period 2008-2012. wine, art and culture, nature based tourism, and spa and wellbeing, there will be an increased emphasis on marketing events.

FIGURE 3 > INTRASTATE OVERNIGHT VISITATION TO MELBOURNE AND THE REGIONS

Intrastate 14000 AAG '08-12: +1.7% p.a. overnight visitors to 12000 Victoria AAG '08-12: +1.0% p.a. ('000) 10000

8000

6000

4000 AAG '08-12: +3.9% p.a.

2000

0 Year ending 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 December

Melbourne Regional Vic Total

Source: National Visitors Survey, Tourism Research Australia, December 2012, Canberra

Victoria’s 2020 Tourism Strategy | page 15 Interstate Interstate overnight visitor numbers nationally have declined at an average annual rate of -0.5 per cent over the Figure 4 shows the increase in interstate visitation growth period 2008–2012, whereas Victoria experienced interstate in Victoria since 2000 driven by growth in Melbourne. visitor growth of 0.2 per cent over the same period. Despite a recent decline, Melbourne continues to attract interstate overnight visitors, ahead of all other Australian Reflective of changes in visitor numbers, interstate visitor capital cities, with 4.2 million interstate visitors in the year expenditure7 nationally has declined at an average annual ending December 2012. rate of -0.1 per cent per annum over the period 2008–2012, whereas interstate visitor expenditure for Victoria has grown at 1.6 per cent per annum to $5.3 billion in 2012.

7 Destination expenditure only

FIGURE 4 > INTERSTATE OVERNIGHT VISITATION TO MELBOURNE AND THE REGIONS

Interstate 7000 overnight AAG '08 -12: +0.2% p.a. visitors to 6000 Victoria ('000) 5000 AAG '08 -12: +0.1% p.a. 4000

3000 AAG '08 -12: +0.0% p.a. 2000

1000

0 Year ending 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 December

Melbourne Regional Vic Total

Source: National Visitors Survey, Tourism Research Australia, December 2012, Canberra

page 16 | Victoria’s 2020 Tourism Strategy Raise awareness of key regional destinations and experiences in interstate and intrastate markets

Short to Medium Term >> Introduce and expand the Regional Tourism Partnership Program. Initially this will bring together the Regional Marketing, Tourism Excellence, Digital Excellence and Regional Tourism Board Support programs. >> Meet current and future consumer demand of high yielding consumers for spa and wellbeing, food and wine, nature based and art and cultural experiences. >> Build on work previously undertaken for Yarra Valley (food and wine), Daylesford (spa and wellbeing), and the Great Ocean Road (nature based) campaigns. Long Term >> Develop and roll out an intrastate campaign over an extended period (5-6 years) that aims to attract Melburnians to regional destinations across the State, with a focus on regions beyond Melbourne surrounds. Ongoing >> Continue to roll out major campaigns in interstate and intrastate markets that highlight the State’s strengths and showcases regional destinations.

Position Melbourne as a cutting edge, creative and authentic destination

Short to Medium Term >> Launch Stage Two of the Play Melbourne campaign to encourage visitors ‘to take a chance’ and experience one of the city’s many treasures. >> Increase the focus on marketing the major events calendar as a driver for attracting visitors. Ongoing >> Continue to position Melbourne as a cutting edge, creative and authentic destination.

Victoria’s 2020 Tourism Strategy | page 17 Priority 4: Major Events Business events also provide significant economic and and Business Events branding opportunities through the attraction of high yielding visitors. Business events deliver an economic Events are a significant part of Victoria’s tourism offering impact to Victoria of approximately $1.2 billion each year and will continue to be supported by the Victorian and provide 22,600 jobs.9 The Victorian Government’s Government in Melbourne and regional Victoria. commitment to business events is reflected in its support for the Melbourne Convention Bureau and the Melbourne Victoria’s long standing policy of attracting major events Convention and Exhibition Centre. There is an opportunity and investing in venue development has resulted in an to increase the tourism benefits of business events through enviable calendar of events that are Victoria’s ‘icons’, promoting broader tourism experiences to delegates. positioning Victoria globally and attracting purpose driven interstate and international visitation. Figure 5 illustrates international overnight business event visitors to Victoria, and interstate overnight business event As tourism is seasonal and visitation stronger in autumn, visitors to Victoria, from the year ending December 2008 spring and summer, events have helped Victoria maintain to December 2012. International overnight business a consistent visitation rate throughout the year, especially event visitors increased at an average annual rate of during winter when visitation rates would normally 13.9 per cent, while interstate overnight business event decrease. visitors increased at an average annual rate of 16.8 per Major events deliver an economic impact to Victoria cent for the same period. of approximately $1.4 billion each year.8 Increased The attraction of business events to regional Victoria competition in the attraction and marketing of major creates economic benefit for the destination. The Victorian events requires Victoria to remain focused and committed Government supports regional dispersal in this sector to attracting and delivering world-class events and through the funding of a regional business events program. ensuring that their tourism potential is maximised.

8 Source: An Eventful Year: Economic Impact of the Victorian Major Events Calendar, Ernst & Young/Victorian Major Events Company 9 Source: The National Business Events Study (2005) in Sustainable joint research project, November 2010 Tourism, CRC

FIGURE 5 > BUSINESS EVENT VISITORS TO VICTORIA

Overnight 160 Business Event Visitors to 140 Victoria (000s) 120 100 80 60 40 20 0 Dec 2008 Jun 2009 Dec 2009 Jun 2010 Dec 2010 Jun 2011 Dec 2011 Jun 2012 Dec 2012 Year Ending

International Overnight Business Event Visitors Interstate Overnight Business Event Visitors

Source: Sources: National Visitor Survey, December 2012, Tourism Research Australia, Canberra. International Visitor Survey, December 2012, Tourism Research Australia, Canberra.

page 18 | Victoria’s 2020 Tourism Strategy Build on Victoria’s position as a leading event state

Short to Medium Term >> Focus on enhancing the current Victorian events calendar through funding of strategic major events. >> Focus on enhancing the current Victorian business events calendar through funding of strategic business events. >> Increase destination exposure through international event broadcasts and online. >> Work to attract and build events in regional Victoria.

Leverage the tourism potential of business events

Short to Medium Term >> Leverage off the success of major events to attract business events, e.g. fashion industry opportunities from the Fashion Festival.

Ongoing >> Support the expansion of the Melbourne Convention and Exhibition Centre, subject to funding becoming available. >> Support the Melbourne Convention Bureau in attracting and leveraging the value of business events.

Victoria’s 2020 Tourism Strategy | page 19 Priority 5: Air Services Attraction Recent increases in aviation capacity have included new international flights to Melbourne through Sichuan The Victorian Government recognises the fundamental Airlines and Qantas, and increased services and additional link between improving direct air services from key seats through airlines such as Singapore Airlines, international markets to Victoria and growing the State’s AirAsiaX, Garuda Indonesia, Etihad Airways, Jetstar export sectors, including tourism. Direct air services are and Emirates. These initiatives have been supported by critical to growing Victoria’s export sectors, particularly funding provided for air services attraction included in the tourism. Approximately 65 per cent of Victoria’s tourism 2012-13 State Budget ($2.6 million over four years) and expenditure growth to June 2020-21 is forecast to come international marketing funding included in the 2013-14 from international markets. State Budget ($8 million over four years).

Tourism Victoria works closely with Melbourne Airport The Victorian Government is committed to realising and Avalon Airport to attract more flights and seats to the international airport status for Avalon, and infrastructure State. This approach is focused on destinations identified support such as the airport rail link, further reflect the as key tourism, international education, business and importance of this area. There is also the opportunity investment markets. Year-on-year to 2012, there has to leverage the continual improvements taking place at been solid growth in aviation capacity and international Melbourne Airport, e.g signage, increased retail space and passenger movements which increased 3.5 per cent and the competitive advantage of having a curfew free airport. 6 per cent, respectively, and three year average annual growth of 10 per cent and 11 per cent, respectively.

Attract and improve air services from Victoria to key international markets

Short to Medium Term >> Increase air access from priority international markets. Initial focus to be on China, India and South East Asia. >> Develop a strong partnership with an international airline that promotes Melbourne Airport as its Australian hub. >> Further increase capacity from emerging markets such as Malaysia, Indonesia and the Middle East. >> Improve the visitor experience and initial impression of Victoria at Melbourne and Avalon airports, e.g. signage, visitor services. Long Term >> Ensure the long term sustainability of Melbourne Airport as an international airport through the support of long term master planning. >> Support Avalon Airport in becoming an international airport through long term master planning. Ongoing >> Strengthen airline attraction strategies and develop a structured Victorian Government package (e.g. including airline maintenance) to encourage airlines to use Melbourne airports as a connection hub.

page 20 | Victoria’s 2020 Tourism Strategy Priority 6: Investment Attraction and Additionally, the Victorian Government supports the key Infrastructure Support recommendations outlined in the Victorian Competition and Efficiency Commission (VCEC)’sUnlocking Victorian Appropriate tourism products, services and infrastructure Tourism report released in 2011. The Victorian are critical to delivering a positive visitor experience, Government is committed to: which in turn generates higher visitor expenditure and >> improving coordination and planning for tourism in increased visitor numbers. This is particularly important regional areas; with the growth of new markets in the Asian region, which require revitalised products and services aligned >> providing greater flexibility in Green Wedge, Farming and Rural Conservation Zones for tourism with their preferences. New investment and infrastructure developments; is required to realise these products and services, and to help achieve the State’s tourism potential. >> removing prohibitions on private sector development in national parks and extending maximum lease terms; Regional Tourism Boards have a role in providing advice and and guidance on regionally significant investment >> streamlining approval processes on private and priorities. In this context, the recently released Great public land. Ocean Road Product Gap Audit highlighted the Notable statements and developments directly relevant to importance of attracting tourism investment to the the Victorian Government’s response have already been region, acting as a blueprint for other regions and a key made, including: step in destination planning. >> a policy change allowing private investment to be The Victorian Government is also committed to considered in National Parks; further developing nature based tourism and supports the Victorian Trails Coordinating Committee in its >> the release of a planning zone reform package for public comment, allowing greater flexibility for tourism role as a coordination and advisory body, focusing development proposals, particularly in rural, Green on identifying trails across Victoria that have the Wedge and rural conservation zones; potential to drive tourism visitation to the State. This Committee, comprising representatives from Tourism >> the release of guidelines for sustainable tourism Victoria, the Department of Environment and Primary investment in national parks, Tourism Investment Opportunities of Significance in National Parks: Industries, Department of Transport, Planning and Guidelines (the Guidelines); Local Infrastructure, Sports and Recreation Victoria and Regional Development Victoria, is also responsible for the >> announcing in early 2012 that the Victorian Government structured prioritisation of these significant tourism trails. will reform Victoria’s environmental impact assessment processes to provide certainty about procedures, considerations and timeframes; >> responding to a Victorian Planning System Ministerial Advisory Committee report, the Victorian Government outlined a number of initiatives to streamline the Victorian planning system; and >> responding to the VCEC inquiry into streamlining Local Government regulation, the Victorian Government committed to work with the Municipal Association of Victoria (MAV) and other stakeholders of the planning system to develop best practice guidance on the planning assessment process.

Victoria’s 2020 Tourism Strategy | page 21 Facilitate and support priority investment projects

Short to Medium Term >> Increase yield by supporting major investment in priority regions, with an initial focus on the Great Ocean Road. >> Support investment in experiences aligned with the priorities of growth markets, such as China. >> Support and identify changes to planning and other regulations across Local, State and Commonwealth Governments and remove unnecessary barriers to investment, and approval processes to reduce unnecessary costs and provide certainty. >> Release the Victorian Trails Strategy that will provide for the development of Victoria’s cycling, walking and multi-use off-road trails to drive visitation and establish key directions for trails planning, development, management and marketing. Long Term >> Support investment in infrastructure to enhance existing strengths in food and wine and spa and wellbeing. >> Support the upgrade of major tourism attractions to ensure they are recognised as internationally acclaimed experiences. >> Support investments which enhance the State’s nature based tourism products, such as completing high end walking experiences and associated accommodation development. >> Support the upgrade of tourism port infrastructure (e.g. marinas and ferry infrastructure), to take advantage of the increase in cruise shipping and tourism boating opportunities. Ongoing >> Support the establishment of infrastructure (e.g. roads, transport, signage) to meet the needs of an increase in visitor numbers with a focus on markets with diverse language and cultural needs. >> Increase appropriate hotel development in Melbourne to meet the forecast rise in visitation. >> Support the development of regional destination management plans to help realise identified investment priorities.

page 22 | Victoria’s 2020 Tourism Strategy Priority 7: Skills and Through the Workforce Plan, Tourism Victoria is Workforce Development implementing actions to address these issues, including increasing the industry’s share of the labour market. From a The achievement of 2020 targets will require employment policy perspective, Tourism Victoria will play a more active in the industry to increase to 310,000 jobs by 2020-21.10 role in influencing Government agencies and industry bodies who have a more general responsibility for workforce Tourism Victoria, through Victoria’s Workforce Development development, to have a greater focus on tourism. Plan (the Workforce Plan), has identified labour and skills development as a challenge to the tourism industry. The Victorian Government has a number of programs The challenge will not only be to increase the number that support small and medium size businesses. These employed in tourism, but to attract people to occupations include tourism specific initiatives such as the Tourism where there have been persistent shortages such as cooks, Excellence Program. The next stage of Tourism Excellence service staff, kitchen hands, front office and housekeeping. will involve greater use of evolving technology and provide These shortages are more pronounced in regional areas. It tools for the industry to adapt to a changing economic will also be necessary to attract people with the language environment. These initiatives have been well received and cultural skills to meet the needs of growth markets, by the industry and have a focus on skills development. such as China and India. Addressing long term labour shortages will require a greater focus on policy development and negotiation across government jurisdictions. 10 Source: Estimates based on modelling undertaken for Tourism Victoria by Deloitte Access Economics

Addressing labour and skills shortages in the industry

Short to Medium Term >> Maintain a long term commitment to the Tourism Excellence Program, ensuring that the program is responsive to evolving industry needs. >> Enhance the quality of the visitor experience by working with the tourism industry to increase Chinese language and cultural services. >> Assist regions to address their staff shortages, including promoting tourism as a career of choice and encourage training providers to meet industry needs. Ongoing >> Provide incentives to encourage mature age people to enter the industry, e.g. funding support to attain qualifications. >> Increase policy role in addressing long term labour and skills shortages in the industry, e.g. structured programs attached to Working Holiday Visas that specifically relate to tourism and hospitality.

Victoria’s 2020 Tourism Strategy | page 23 Stakeholder Partnerships

While the Strategy focuses on how the Victorian Local Government Government, through Tourism Victoria, will grow the >> Encourage support of Regional Tourism Boards. tourism industry, this will only be achieved through >> Work with Local Government on specific activities, working in partnership with a number of key private and e.g. investment attraction, marketing. public stakeholders. Regional Tourism Boards (RTBs) (includes Destination Identified private and public stakeholders are listed Melbourne Limited) below, along with how the Victorian Government, through Tourism Victoria, will engage with them. >> Work with and support RTBs to become core regional tourism bodies, addressing supply and demand issues Commonwealth Government in respective regions. >> Take an active role in the development of strategy and Victorian Tourism Industry Council (VTIC) and policy relating to the tourism industry or impacting Victoria Events Industry Council (VEIC) upon it, and its implementation at a national level. >> Work with VTIC and VEIC as peak sector organisations >> Leverage Tourism Australia activities in international in the State, in respect to issues impacting on the markets to ensure Victoria gets its share of tourism sector in Victoria. These organisations also act international visitor growth. as a conduit for working with the Victorian Employers >> Take an increasing role in negotiating policy positions Chamber of Commerce and Industry (VECCI). critical to the growth of the tourism industry, Victorian Major Events Company (VMEC) e.g. aviation, visas. >> Continue to take an active role with the VMEC to attract >> Support the Tourism Ministers Meeting and the major events to Victoria. Australian Standing Committee on Tourism. Melbourne Convention Bureau (MCB) State Government >> Continue to take an active role with the MCB to attract >> Work with other State Government Agencies including business events to Victoria. the Department of State Development, Business and Innovation, the Department of Transport, Planning Victorian Airports and Local Infrastructure, and the Department of >> Continue to work with Melbourne and Avalon airports Environment and Primary Industries on a range of issues to attract and grow opportunities in aviation services, that influence the tourism industry, e.g. investment tourism and allied activities. attraction, skills and labour shortages, transport access. >> Continue to work with and/or develop relationships with regional airports.

page 24 | Victoria’s 2020 Tourism Strategy Evaluation and Reporting

An implementation and evaluation plan will be completed for the Strategy. This will include an annual review being undertaken and a major review of the Strategy to be completed every three years.

Victoria’s 2020 Tourism Strategy | page 25

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report August 2012

Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry

The Secretary Department of Treasury and Finance 1 Treasury Place Melbourne Victoria 3002 Australia Telephone: +61 3 9651 5111 Facsimile: +61 3 9651 5298 www.dtf.vic.gov.au

© Copyright State of Victoria 2012 This book is copyright. No part may be reproduced by any process except in accordance with the provisions of the Copyright Act 1968. ISBN 978-1-922045-81-2 Published August 2012.

If you would like to receive this publication in an accessible format please telephone 9651 0909 or email mailto:[email protected] This document is also available in PDF format at www.dtf.vic.gov.au

Contents

Foreword ...... ii

Attachment: Response to VCEC recommendations ...... 1 Recommendation 3 – Land-use planning regulation ...... 1 Recommendation 4 – Public land regulation ...... 4 Recommendation 5 – Aviation policy ...... 7 Recommendation 6 – Other issues ...... 8 Recommendation 7 – Cooperation and coordination ...... 11

i

Foreword

The Victorian Government welcomes Unlocking Victorian Tourism, the final report of the Victorian Competition and Efficiency Commission’s (VCEC) Inquiry into the Victorian tourism industry.

The tourism industry makes a valuable contribution to employment and the economy in Victoria. Tourism has grown in Victoria over the past decade, as has Victoria’s share of the total Australian tourism market. There is a need, however, to better support tourism growth in regional Victoria.

Most forecasts indicate that Asia, and most notably China, will drive future tourism growth in Victoria. Traditionally, tourists from Asia spend most of their time in Melbourne. These factors combined are likely to place greater pressure on the regional tourism sector.

Regulatory impediments to the supply of tourism services can inhibit the industry’s capacity to respond and adapt to this highly competitive market. Increasing Victoria’s competitiveness and economic prosperity will require an ongoing effort to ensure that regulation is not unnecessarily stifling the sector. The VCEC concluded that the current regulatory setting for the management of public and private land is constraining regional Victoria’s response to the challenges it faces.

The Victorian Government will make changes to the land-use planning system and the management of public lands to ensure the tourism sector can respond and grow in an appropriate way. The Government supports the key recommendations from the VCEC report, including all of the land-use planning and the management and use of public lands recommendations. The Government’s response supports 10 recommendations in full, four in principle, one in part, refers one recommendation to the Taxi Industry Inquiry for its consideration, and notes that one recommendation has been superseded.

KIM WELLS MP Treasurer

ii

Attachment: Response to VCEC recommendations

Recommendation 3 – Land-use planning regulation Recommendation 3.1 That the Victorian Government revise its objectives for tourism development and incorporate them in the State Planning Policy Framework. The Victorian Government’s role is to clearly indicate the outcomes it expects from the administration of land-use planning regulation for the tourism industry, such as the facilitation of tourism investment in particular areas of the State and/or particular types of product (such as nature-based tourism). Local government is accountable for ensuring that their planning schemes are capable of delivering the State’s objectives for tourism through approaches that have regard to the objectives of the communities they represent. Response Support The Victorian Government will consider how to most effectively incorporate tourism development objectives within the planning system, in the context of wider planning reviews.

Recommendation 3.2 That the Victorian Government implement a strategic approach to land-use planning for tourism, so as to: address tourism issues in developing regional land-use plans; engage the tourism industry in the development of regional strategic land-use plans; ensure local planning objectives are clarified and consistent with the State’s objectives revise the application of land-use controls and approval processes to identify opportunities to proactively rezone land; and indicate the circumstances and processes whereby the State will intervene to ensure that local councils’ planning schemes are capable of delivering the State’s objectives. Response Support This recommendation is supported in the context of the Government’s commitment to Regional Growth Plans (RGP). In eight sub-regions across Victoria, RGPs will provide land-use planning responses to directions established in Regional Strategic Plans. They will identify key regional environmental, cultural, recreational, economic, tourism and natural resources of value which will be preserved, maintained or developed. Each RGP will provide land-use planning direction for accommodating urban growth. These include residential, commercial, industrial and community activity, as well as agriculture, tourism and associated rural activities. RGPs are a partnership between state and local government and key agencies to ensure alignment between policy at a regional and State level. RGPs will be developed by each region with extensive consultation with the public. Implementation of RGPs will be achieved through State and Council planning scheme amendments at the local level. Where locations for potential tourism and related facilities are identified in the RGP, these opportunities can be included in local policy and rezoning.

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012 1

The Victorian Planning System Ministerial Advisory Committee is currently consulting with the community and industry to consider the whole planning system, including provisions of the Planning and Environment Act 1987 and its operation; State and local policy provisions; the operation of zones and overlays; the use of incorporated and reference documents; and the way permit applications and rezoning requests are dealt with. A planning study into possible nature-based tourism provisions has identified potential short-term changes to the Rural Conservation Zone and the Strategic Assessment Guidelines, together with the introduction of a Planning Practice Note, to help facilitate nature- based tourism investment.

Recommendation 3.3 That by 1 July 2012, the Victorian Government provide more flexibility for tourism investment in the Farming Zone, the Rural Conservation Zone and the Green Wedge Zones by: expanding the purpose of the zones to recognise the potential compatibility of tourism uses with a zone’s agricultural and environmental purposes; removing the requirement that tourism activities are undertaken ‘in conjunction with’ agricultural and other activities; and allowing a wider range and scale of activities in the zone. Response Support in part The Government supports increasing flexibility for tourism investment in the Farming Zone and the Rural Conservation Zone by: expanding the purpose of the zones to recognise the potential compatibility of tourism uses with a zone’s agricultural and environmental purposes; allowing a wider range and scale of activities in the zone; and removing the requirement that tourism activities are undertaken ‘in conjunction with’ agricultural and other activities. The Government believes that the existing land-use framework can be further refined to more appropriately manage competing land-uses. Rather than imposing significant restrictions on tourism investment on the basis that it is in conflict with other land uses, the Government believes in a more flexible system where potential conflicts are managed by: regional strategic land-use plans; identifying areas where tourism uses are to be facilitated or discouraged; and using the planning permission process of local councils to allow individual applications of permit conditions managing issues such as noise and odour, to be considered on their merits. The Government will review the current permit requirements for developments in the Farming Zone and the Rural Conservation Zone. This will identify where current limits on beds and patrons can be expanded and prohibition of certain types of facilities can be removed. The Government will remove the requirement that certain tourist activities be undertaken in conjunction with agricultural and other activities in the Farming and Rural Conservation Zones. The Government will also remove any restrictions that prevent farmers from selling value added primary produce from the surrounding region. This will facilitate regional branding and promotion, while also assisting farmers to access alternative sources of income.

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report 2 Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012

Local governments will be required to assess local policies to ensure that they are not inhibiting potential projects by requiring applicants to justify a gap in the tourist market or limiting new facilities to established town centres. Projects should be assessed on their individual merits and costs associated with location/dispersal should be managed through the planning approval process (permit conditions and development charges), rather than through blanket restrictions. These changes will also make it easier to establish tourist facilities on land adjacent to national parks, as most of this land is currently zoned for farming and rural conservation. The Government will consider changes to the Green Wedge Zone as part of the Green Wedge Audit. Section 518 of the Residential Tenancies Act 1997 (RTA) states that a planning scheme or permit cannot limit the duration of residency in a caravan park. This has resulted in older tourist parks becoming ad-hoc and unplanned residential areas in unserviced and isolated locations. It has also created a barrier to market entry for new caravan parks. A review of the RTA may also assist in introducing greater flexibility in a range of zones in regional Victoria. Consideration will be given to amending the RTA so that planning schemes can differentiate lengths of occupancy allowed in caravan parks.

Recommendation 3.4 That the Department of Planning and Community Development, in giving effect to recommendation 3.3, encourage a consistent approach to administering the new zones, by providing guidance and other support for councils to effectively and consistently implement the modified zones. This guidance may include the information required in an application, as well as model conditions. Response Support Support in the context of comments provided at 3.3. Any changes to the planning scheme zones would involve the preparation of Practice Notes and would link to guidelines and other supporting information.

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012 3

Recommendation 4 – Public land regulation Recommendation 4.1 That the Victorian Government remove regulatory obstacles to private sector investment in tourism infrastructure in Victoria’s national parks so that from 1 January 2012 private sector investment is permitted and businesses are allowed to: propose sensible and sensitive developments in national parks provided they complement environmental, heritage and other values and generate a net public benefit; and lease land within a national park for this development, provided they meet a set of guidelines and agree to a standard operating contract that includes incentives for the conservation and biodiversity protection of the national park (see recommendation 4.2). The Victorian Government should publicly announce this new policy approach. Response Support The Government supports the recommendation and will reform current policy to allow the Minister responsible for national parks to consider appropriate, environmentally sensitive, private sector tourism investment in national parks. Jurisdictions in Australia and internationally, have moved to allow ecologically sustainable development in line with the natural and cultural values of the land. This includes in New South Wales, which has opened up opportunities for sustainable visitor use and enjoyment in their National Parks, and in Queensland, which has sought private sector partners to deliver eco-friendly accommodation under tight environmental controls. Investment in these areas would seek to improve the experience of visitors to Victoria’s world class natural assets through contemporary visitor infrastructure which complements natural asset values. This in turn helps to make a positive contribution towards the conservation of environmental and cultural values of natural areas. In considering any investment proposal, the Minister responsible for national parks will have regard to: consistency with the relevant park management plans and joint management plans; the net impact of the tourism investment on the environment and other values of the park in which it is proposed; and management of the future financial risks and liabilities to government. The Government will develop guidelines on the approval process, as well as standard terms and conditions for a lease in a national park. Lease conditions will ensure that any approved proposals are consistent with the principles of ecologically sustainable development. No investment proposal will be considered in areas under the National Parks Act 1975 classified as Wilderness Parks’, ‘Wilderness Zones’, ‘Reference Areas’, and ‘Remote And Natural Areas’.

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report 4 Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012

Recommendation 4.2 That the Victorian Government: increase the maximum duration of leases on land managed under the National Parks Act, based on an appropriate incentive scheme; identify and address any provisions in public land leasing requirements and practice that undermine commercial interests without also delivering substantial offsetting benefits to land managers; identify and address any other regulatory barriers that exist in land use planning and public land regulation that may be inconsistent with private investment. Response Support The Government supports the recommendation and will reform the leasing policy for national parks. The policy reform will include amendments to the National Parks Act 1975 that will allow the responsible Minister to grant leases in national parks of up to 99 years. Leases will include any necessary conditions required to manage risks to the environment. Once granted, a lease may only be sold to another party following and subject to appropriate approvals. Longer lease terms will provide greater certainty for private investment, and potential conditions on leases will help to stimulate investment that will provide enhanced visitor experiences. The Minister will be required to publicly advise of an intention to grant any lease in a national park, and the proposed terms and conditions of that lease. The policy reform will include clear criteria and measures for consideration of proposals for leases. This will ensure transparency of the decision of the length of the lease, while providing an acceptable level of certainty to proponents. Leases will continue to be excluded from ‘Wilderness Parks’, ‘Wilderness Zones’, ‘Reference Areas’, and ‘Remote And Natural Areas’. The Government will also review the application of the Public Conservation and Resource Zone to ensure that its objectives are compatible with leases granted in national parks to establish tourist facilities.

Recommendation 4.3 That the Victorian Government introduce a streamlined development approval process for public land, which: progressively reduces uncertainty about the overall outcome, and sharpens the focus on key issues of uncertainty; separates responsibility for developing policy and administering the approval process; provides more certain timeframes for assessment, such as binding or negotiated time limits, and public reporting against these limits; and provides a more integrated decision making process. Also, that the Department of Sustainability and Environment release revised guidelines that identify: the steps involved in any revised development approval process; the relevant contacts at each stage of the development approval process; and criteria for assessing proposals.

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012 5

Response Support The Government supports the recommendation and will develop and release revised guidelines and assessment criteria for tourism investment on public land. These will consider the values of the respective public land categories, planning requirements relating to bushfire risk, extreme weather events, climate variability and implications of native title and joint management of public land areas where relevant.

Recommendation 4.4 That the Victorian Government clarify the roles and responsibilities of the Department of Sustainability and Environment in developing and administering public land regulation. The Department would take the lead on: advising the Minister on policy and regulation for private tourism investment in facilities and operations on public land, in consultation with other bodies such as Parks Victoria; developing processes and guidance for assessing proposals to develop private facilities on public land (associated with recommendation 4.3); and monitoring the administration of the development approvals and licensed tour operator systems. Responsibility for regulating private sector investment on public land should rest with Parks Victoria and, where relevant, with Committees of Management. Response Support The Government supports the recommendation, noting that the Department of Sustainability and Environment (DSE) will lead government policy and strategy as it relates to tourism activities on public land, and will monitor the administration of investment approvals and the licensed tour operator system. DSE will also represent its portfolio agencies on government committees and groups relevant to tourism policy, strategy and regulation on public land and will oversee and monitor the activities and performance of its portfolio agencies.

Recommendation 4.5 That the Victorian Government clarify the roles and responsibilities of Parks Victoria for the administration of relevant public land regulation and private sector access to national parks. Parks Victoria’s role as a sophisticated landlord for the parks would be extended to take the lead on: supporting private business to identify opportunities for private investment in tourist facilities in national parks; facilitating the assessment of applications to develop private tourist facilities in national parks through the approvals process ; and regulating private activities on public land to ensure compliance with the Licensed Tour Operator system and leasing policy. As part of these changes, Parks Victoria would divest its own commercial operations and focus on providing facilities where there is an identified gap in the offerings of the private sector. Response Support Joint response for recommendations 4.4 and 4.5.

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report 6 Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012

Recommendation 5 – Aviation policy Recommendation 5.1 That the Victorian Government seek agreement from the Commonwealth Government that, in the lead-up to future air service negotiations, the Commonwealth would develop estimates of the potential costs and benefits of potential outcomes and test these in discussions with stakeholders (including state governments) through existing consultation mechanisms. This would ensure that negotiations for more liberalised air services are driven by a full understanding of the relative net benefits of preferred negotiated outcomes. Response Support Victoria will continue to advocate for a more liberalised approach to international air services, including the following: Commonwealth support for the development of Avalon as an international airport; greater engagement in the development of regional multilateral air services agreements; and improved outcomes in terms of ensuring that capacity under bilateral air services agreements is available ahead of demand. Victoria will also advocate for the development and publication of cost benefit analyses of liberalisation of key routes to and from Australia.

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012 7

Recommendation 6 – Other issues Recommendation 6.1 That the Department of Transport conduct a twelve-month trial to evaluate the impact of freeing up zoning restrictions that prevent Melbourne-based taxi drivers from accepting fares (that have not been pre-booked) from Avalon Airport. Response This recommendation has been referred to the Taxi Industry Inquiry for its consideration.

Recommendation 6.2 That the Department of Planning and Community Development, in consultation with the accommodation industry, evaluate the accessibility ratio standards. The evaluation would assess the costs and benefits of the standards, and their impact on hotel supply. This evaluation should inform Victoria’s position on the accessibility ratios and a decision to pursue potential changes to the accessibility ratios nationally. Response This recommendation is superseded by recent Victorian legislative changes. The National Construction Code Series 2011 (NCC) access requirements have been revised for Class 3 buildings (residential part of a hotel) and were applied to all short term accommodation on 1 May 2011 by the Commonwealth Government. The new access requirements also apply to Class 2 apartment buildings. Victoria legislated to give effect to these new access requirements in the NCC in April 2011 (the Building Amendment Act 2011 The new access requirements in the NCC were developed following extensive public consultation involving industry groups and the disability sector over an extended period, including through: release of the draft national consultation Regulation Impact Statement (RIS) in February 2004; hearings and public submissions received during the House of Representatives Standing Committee on Legal and Constitutional Affairs (HRSCLCA) inquiry into the draft Disability (Access to Premises - Buildings) Standards (December 2008-June 2009); and release of the final national RIS decisionby the Australian Building Codes Board (ABCB) in March 2010. The Commonwealth will review the new access requirements in the NCC. Victoria will advocate changes to NCC accessibility ratios within this process.

Recommendation 6.3 That the Department of Planning and Community Development evaluate the operation of fire safety standards for sprinkler systems in shared accommodation buildings, ensuring that information gaps in the regulatory impact statement are addressed in the evaluation. The evaluation would consult with the relevant stakeholders and be released with recommendations on appropriate fire safety standards for backpacker hostels within 12 months.

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report 8 Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012

Response Support in principle The Government supports the recommendation. The Department of Planning and Community Development will consult with stakeholders in the backpacker accommodation industry on the costs and benefits of the fire sprinkler system requirements in the Building Regulations 2006 for backpacker accommodation. The Department will evaluate the compliance costs and benefits, and report to the Minister for Planning on reform options.

Recommendation 6.4 To better target non-compliant operators, that the Victorian Government require councils to adopt a risk-based inspection program, whilst maintaining the current system of registration. In determining the risk profile of accommodation providers, regulators should draw on star rating and other accreditation schemes administered by recognised ratings and accreditation bodies, and concentrate their attention on those areas that are of high risk. Response Support in principle Enforcement of the Public Health and Wellbeing Act 2008 (PHWA) is the responsibility of local government. The scheme of the PHWA in monitoring compliance with public health standards in prescribed accommodation, as well as a range of other areas, is risk-based rather than prescriptive. Recognised ratings and accreditation schemes are one factor that may be taken into account by Council authorities. The Government will ensure that Councils are provided with information about recognised schemes and their procedures for assessing health and hygiene standards.

Recommendation 6.5 That the Department of Planning and Community Development review the Residential Tenancies (Caravan Parks and Movable Dwellings Registration and Standards) Regulations 2010 (Vic) to reassess the costs and benefits of fire safety standards required by regulations 20 and 21. That the Country Fire Authority establish an internal review process for decisions about compliance with regulations 20 and 21 of Residential Tenancies (Caravan Parks and Movable Dwellings Registration and Standards) Regulations 2010 (Vic) and referenced Country Fire Authority Caravan Park Fire Safety Guidelines. This would allow caravan park owners to request that adverse findings about compliance with fire safety standards, be reviewed against the performance measures contained in the CFA Guidelines. Response Support in principle The Department of Planning and Community Development (DPCD) has worked actively to address issues raised by industry relating to updated fire safety requirements in the regulations. Amendments were made to the regulations in March 2011 to clarify that the fire separation requirements do not apply to existing caravan parks. With the assistance of the Victorian Caravan Parks Association, Municipal Association of Victoria and Country Fire Authority (CFA), DPCD has developed a Guide to the Regulations and a Practice Note covering the fire safety requirements to assist industry and councils. These have been agreed to by all stakeholders.

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012 9

The CFA, in consultation with DPCD, has reviewed and clarified its internal practices for assessing compliance with the requirements of the CFA Guidelines, and updated the report template. These changes will better enable assessment against the guidelines where this approach is selected by the caravan park owner to achieve compliance. It is the role of the relevant local council to determine compliance with regulations 20 and 21 based on the report of the relevant fire authority. The relevant fire authority is responsible for assessing and reporting on compliance with the CFA Caravan Park Fire Safety Guideline. The Residential Tenancies Act 1997 provides for an appeal process through the Building Appeals Board where a caravan park owner disputes a decision of the council.

Recommendation 6.6 That WorkSafe, in consultation with the events industry, advocate for national guidelines for events that address the underlying occupational, health and safety issues in an effective and proportional way. If the development of national guidance for the events sector has not been progressed within one year of harmonisation, discussions between the industry and WorkSafe on the development of such guidance in Victoria should recommence. Response Support in principle The Government supports the development of best practice guidance material for the events industry. However, in keeping with the Government’s occupational, health and safety policy, any agreement to move to national standards will be dependent on the extent of net benefits to Victoria.

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report 10 Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012

Recommendation 7 – Cooperation and coordination Recommendation 7.1 That Tourism Victoria undertake and publish an evaluation, by 2014, of: the performance and impact of the Regional Tourism Boards (RTBs) established in Victoria; and the performance and impact of the Destination Management Plans (DMPs) developed and implemented in different Victorian tourism destinations or regions. This evaluation would: determine the extent to which the intended benefits from these reforms were achieved, including: an integrated tourism experience, coordinated approach to tourism, minimisation of research duplication, clear roles, better value for money from local council tourism investment, a representative and coordinated voice on tourism issues, and regional ownership; consider the impact of RTBs and DMPs on key demand indicators (such as, visitor numbers, nights, and expenditure, return visits) and supply side indicators (for example, investment in tourism infrastructure, new attractions and supporting coordination mechanisms) in the relevant destination or region; highlight case examples of where cooperation and coordination have added value to the overall tourism offering at the destination; identify any persisting coordination failures and opportunities for stronger cooperation and/or coordination mechanisms to improve the competitiveness of the destination in domestic and global tourism markets. Response Support As noted in the final VCEC report, Regional Tourism Boards are being rolled out progressively across regional Victoria, with six now in operation and four in the process of being established. As the shift towards Regional Tourism Boards represents a new initiative in regional coordination and cooperation, their performance will be monitored on an ongoing basis. Through this process, Tourism Victoria will work with the Boards to assess opportunities to improve their performance and enhance their effectiveness. Destination Management Planning, in the Victorian context, has been trialled through a product gap analysis of the Great Ocean Road region. The analysis, an initiative of the Commonwealth’s National Long Term Tourism Strategy, was released in November 2011 and was undertaken in partnership with key regional tourism bodies. It provides an overview of the accommodation, products and infrastructure required to accommodate future visitor needs. The analysis provides local authorities with information to better plan for anticipated growth in their tourism sector. While there is no specific program to roll out Destination Management Plans for tourism across the State, Tourism Victoria will seek opportunities to undertake similar activities in partnership with Commonwealth, State and local authorities.

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012 11

www.dtf.vic.gov.au

Victorian Government response to the Victorian Competition and Efficiency Commission’s Final Report 12 Unlocking Victorian Tourism: An inquiry into Victoria’s tourism industry, August 2012

VICTORIA’S ARTS, THEATRE & CULTURAL HERITAGE TOURISM ACTION PLAN

2010–2014 Flinders Lane Gallery. Photographer: Ben King

2 Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 TABLE OF CONTENTS

Minister’s foreword 4 Chief Executive’s message 5 Strategic context 6 Market overview 8

Initiatives to address State-wide issues 12

1. BUILDING CONSUMER DEMAND FOR CULTURAL TOURISM EXPERIENCES 12 Positioning Victoria 13 Distribution and conversion 14

2. GROWING THE COMPETITIVE ADVANTAGE OF THE SECTOR 16 Attracting and leveraging events 17 Product development 19

3. IMPROVING INDUSTRY COORDINATION TO SUPPORT TOURISM GROWTH 20 Industry development 21 Government collaboration 22

Evaluation and reporting 23

Cover Image: Federation Square. Photography: John Gollings. Published by the Victorian Government, Melbourne, Victoria © Tourism Victoria 2010 This publication is copyright. No part may be reproduced by any process except in accordance with the provisions of the Copyright Act 1968. Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 3 MESSAGE FROM THE MINISTER

“ Melbourne has a spectacular year-round events calendar celebrating its cultural strengths through film, dance, design, theatre, comedy, music and visual arts. ”

Victoria has long been regarded as one of Australia’s most culturally rich States and Melbourne as the ‘Cultural Capital’ of Australia. I am pleased to present Victoria’s Arts, Theatre and Cultural Heritage Tourism Action Plan 2010–2014 which will help our State capitalise on this reputation and build awareness of our cultural offerings. The Plan highlights key actions to strengthen and market cultural tourism and increase both visitation and yield from cultural visitors. Victoria’s strong cultural positioning has been fostered through State Government investment in our cultural precincts, activities and events. In Melbourne, key investments include the Melbourne Recital Centre, support for the Melbourne Winter Masterpieces and $5 million for the Southbank Cultural Precinct redevelopment. Melbourne has a spectacular year-round events calendar celebrating its cultural strengths through fi lm, dance, design, theatre, comedy, music and visual arts. The city’s theatre credentials in particular continue to draw premier shows to Victoria such as The Lion King, WICKED, and Jersey Boys. These productions attract thousands of visitors to our State each year. This Plan aims to assist regional Victoria to leverage off Melbourne’s success and to continue building strong consumer demand for cultural tourism experiences. The Plan’s actions will drive visitation to the State’s unique cultural attractions. The State Government continues to support and market Victoria’s cultural tourism attributes. This Plan plays an integral role in the future development of this growing sector which will strengthen tourism throughout our great State.

TIM HOLDING MP Minister for Tourism and Major Events

4 Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 MESSAGE FROM THE CHIEF EXECUTIVE

“ Highlighting Victoria’s rich tapestry of artistic, theatrical and cultural events and activities is crucial in an increasingly competitive and innovative tourism trade. ”

Cultural and heritage tourism is a worldwide trend. It is big business and it’s good business. We promote Victoria as a destination for diverse cultural experiences. From blockbuster theatre productions to eye-opening heritage sites, our vibrant arts and cultural scene is a hub for entertainment, sophistication and inspiration. Victoria’s Arts, Theatre and Cultural Heritage Tourism Action Plan 2010–2014 articulates government and industry’s vision to further emphasise the state’s cultural offering – a key brand strength in which Victoria already holds a distinct competitive advantage. Highlighting Victoria’s rich tapestry of artistic, theatrical and cultural events and activities is crucial in an increasingly competitive and innovative tourism trade. The Plan outlines key strategies and recommendations to stimulate visitation, economic impact and length of stay. It sets out the direction to capitalise on our existing signature attributes within this segment, ensuring that Victoria maintains its widespread perception as Australia’s hero cultural tourism destination. The Plan involves a coordinated effort to secure and promote blockbuster theatrical shows, market the highly successful Melbourne Winter Masterpieces series interstate and internationally, and integrate arts and cultural heritage into destination marketing, particularly in Melbourne and key regions. With growing consumer demand for value-added travel packages, we will also focus on strengthening our relationships with trade partners to develop tactical marketing campaigns. Victoria’s Arts, Theatre and Cultural Heritage Tourism Action Plan 2010–2014 is the result of extensive collaboration between government and industry to ensure we continue to attract a steady fl ow of tourists, keeping our hotels occupied, and our industry thriving. This Plan is an important step to consolidate Victoria’s strength in this valuable segment. It identifi es new opportunities to motivate Victorians and visitors to discover the depth, quality, diversity and authenticity of our unique artistic, culture and heritage experiences.

GREGORY HYWOOD Chief Executive

Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 5 STRATEGIC CONTEXT

STRATEGY OVERVIEW The release of the 10 Year Strategy These documents contain a number of The tourism industry makes a substantial created a new framework for tourism objectives that guide the way in which contribution to the economic and social development across the State. The Tourism Victoria seeks to evolve key wellbeing of Victorian communities, Tourism Victoria Business Plan 2008– tourism segments, including arts, theatre currently employing 179,000 people and 2011 was developed as the fi rst plank and cultural heritage. Importantly, these injecting approximately $15.1 billion to in fulfi lling the commitments of the strategies provide a clear context in the State’s economy. 10 Year Strategy. More recently, Tourism which Tourism Victoria can focus its The Victorian Government released its Victoria released the Regional Tourism activities and direct resources toward 10 Year Tourism and Events Industry Strategy Action Plan 2009–2012 which has further developing priority segments. in late 2006 which set an ambitious vision further refi ned the strategies required to expand the contribution of the tourism to overcome key challenges impacting industry to $18 billion, employing 225,000 the industry over the medium term and people by 2016. accelerate the development of tourism in regional areas (refer to fi gure 1).

FIGURE 1 KEY GOVERNMENT PLAN’S FOR VICTORIA’S TOURISM SECTOR

10 YEAR TOURISM & EVENTS INDUSTRY STRATEGY

10 Year Tourism and Events Industry Strategy October 2006

TOURISM VICTORIA REGIONAL TOURISM BUBUSINESS PLAN ACTION PLANN G:<>DC6AIDJG>HB68I>DCEA6C EA6C'%%-½'%&& H >C:HH '%%9½'%&' IDJG>H BK>8IDG>67J 22008 – 2011 2009 – 2012

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VICTORIA'S SPA & VICTORIA'S NATURE- WELLNESS TOURISM BASED TOURISM STRATEGY ACTION PLAN 2008 – 2012 2005 – 2010

VICTORIA'S ARTS, THEATRE VICTORIA'S FOOD & WINE AND CULTURAL HERITAGE TOURISM ACTION PLAN TOURISM ACTION PLAN (UNDER DEVELOPMENT) 2010 – 2014 Victoria’s Arts, Theatre & Cultural Heritage Tourism Victoria has forged strong • Victoria faces increased competition Tourism Action Plan focuses on the strategies relationships with industry and trade from other domestic and overseas and activities that Tourism Victoria will partners to build the reputation for destinations which are becoming deliver on behalf of Government to the Victoria and particularly Melbourne, more innovative and aggressive industry and community over the medium as Australia’s hero cultural destination in the way that they market and term. The Plan articulates Tourism Victoria’s and it is contingent on Victoria to develop their tourism offerings. role in developing and marketing the maintain this reputation into the future. • Air travel is now more accessible segment; the outcomes it aims to achieve In recognition of a rapidly changing to a broader range of consumers and how it will engage with industry and external environment and increasing with signifi cant increases in aviation Government partners to meet these competition, Tourism Victoria needs seat capacity to major airports outcomes. to reassess and review the direction including Melbourne airport and Over the last decade, Victoria has of this segment to consolidate the greater competition amongst established itself as Australia’s leading competitive positioning and identify airlines. This presents a challenge for cultural destination and has enjoyed new opportunities moving forward. regional centres that are not in close increasing visitation from domestic Some of the key drivers of change which proximity to a major airport. and international tourists participating have been considered in the development • Signifi cant shifts within Australia’s in signature cultural activities such as of this Plan and recommended strategies population are driving the demand attending arts and cultural events, going are outlined below. for new and exciting travel experiences, particularly with the to the theatre, as well as visiting heritage • The global fi nancial crisis has slowed Baby Boomer generation entering buildings, museums and art galleries. consumer spending and impacted into retirement. This market has Melbourne’s tourism infrastructure both domestic and international the time, money and good health which includes the Melbourne Museum, tourism visitation and expenditure in to travel and will create greater National Gallery of Victoria at Federation the short term and is expected to demand for more appropriate and Square and the NGV International, the continue into the medium term. tailored experiences. Australian Centre for Moving Image and • Domestic tourism has failed to • Skills labour is critical to the delivery the unique theatre precinct, caters for keep pace with the growth of the of quality tourism experiences. a wide range of tourism activities and international tourism sector with Labour and skills shortages in visitors. Regional Victoria which is rich more Australians increasing their the industry have been due to in history and heritage experiences spending on outbound travel. While competition for labour and diffi culties also boasts some of the fi nest regional this trend is likely to shift over in retaining staff. A failure to address galleries in Australia and is home to a the short to medium term with this issue threatens the ability of the number of internationally signifi cant art fl uctuations in value of the Australian industry to maximise its’ economic, collections. dollar, the challenge to convert social and environmental potential. Tourism Victoria has heroed the State’s Australians to domestic travel arts, theatre and cultural heritage itineraries remains a focus. strengths for many years through • The emergence of new media and the Jigsaw marketing campaign and increased access to information has specifi cally through the focus on made consumers more demanding Melbourne marketing. The campaign when selecting destinations and has positioned Melbourne as a stylish, travel experiences. Fuelled by the sophisticated, romantic and creative city growth in user generated websites and has made Melbourne synonymous and blogs, consumers today are able with cultural tourism experiences in to seek advice and support from a Australia. Additionally, cultural tourism range of sources when making travel experiences in regional Victoria have decisions. been promoted through specifi c regional campaigns as well as in partnership with industry groups such as the Cultural Tourism Industry Group (CTIG).

Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 7 MARKET OVERVIEW

Research plays an integral role in the Cultural visitor trends Visitation by international cultural development of strategies that seek Cultural tourism is a major drawcard for tourists to Victoria over the past 10 to strengthen Victoria’s competitive both domestic and international visitors to years has maintained steady growth, position. As such a range of analysis has Victoria however, Victoria’s cultural tourism particularly from Asian markets which been undertaken to better understand market is predominately domestic visitors. now represent 38 per cent of total the cultural tourism segment and the In 2008, Victoria received 2.5 million international cultural visitors to the opportunities it presents and challenges domestic overnight cultural visitors who State. Other markets which have to be faced. accounted for 9.1 million nights and, demonstrated a propensity to engage From a research perspective, cultural 900,000 international cultural tourism in cultural tourism activities include tourism is best understood as a type visitors accounting for 22.9 million nights. New Zealand, United Kingdom and Europe. of activity that refl ects art, theatre There have been a number of fl uctuations or cultural heritage experiences that in domestic visitation over the last decade, Value of cultural tourism connect people to a destination. including peaks in 1999, 2004 and 2007 International and domestic cultural Cultural visitors are subsequently and more recently, a decline in visitors, visitors typically stay at a destination defi ned as those who have attended nights and daytrips. Over time however, for a longer period of time and have a a theatre performance, a concert or the segment has maintained positive higher average spend per visitor than other performing arts, a cultural festival, growth (+0.2% average annual growth) non-cultural visitors. fair or event, visited a museum, art and as shown in fi gure two below, these In 2008, combined domestic and gallery, or a history or heritage site or fl uctuations are consistent with the international cultural visitors to Victoria participated in a craft workshop while national trend. accounted for almost $4.8 billion in 1 on their trip. Despite recent declines in domestic tourism expenditure . On average, For the purposes of this Plan, cultural visitors (-5.5%) nights (-1.3%) and international cultural visitors stayed in participation in activities relating daytrips (-11.5%), over time Victoria has Victoria for 25 nights and domestic to Aboriginal sites or communities improved market share (+1.4%) for total cultural visitors stayed for four nights, has been excluded as a dedicated nights spent by domestic cultural visitors this is almost double that of non-cultural Aboriginal Tourism Development Plan and, held onto 26 per cent market share of visitors. 2006–2009 exists. total domestic cultural visitors to Australia. Travel behaviour of cultural tourists The top two cultural tourism activities for both domestic and international visitors to Victoria in 2008 were visiting FIGURE 2 heritage buildings, sites or monuments DOMESTIC OVERNIGHT VISITOR GROWTH and visiting museums and art galleries. VICTORIA AUSTRALIA . The number of international cultural DOMESTIC VISITORS TO AUSTRALIA ( 12,000 tourists who visited Victoria and went to heritage buildings, sites or

10,000 monuments has grown at an average annual rate of +4.0 per cent since 1999, while visiting museums and art galleries 8,000 has grown by +5.5 per cent over the same period. Both types of cultural 000’S 6,000 tourism activities however, experienced ) declines (museums -4.2%; heritage

4,000 -0.3%) in 2008. During this period there was a substantial increase in the number of international visitors attending 2,000 festivals or cultural events (shown in fi gure three). 0 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

Source: National Visitor Survey, 1998–2008, Tourism Research Australia 1 This is a total of domestic overnight and daytrip visitors and international overnight visitors for the year ending December 2008.

8 Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 Over time, the number of domestic FIGURE 3 cultural tourists to Victoria visiting INTERNATIONAL CULTURAL VISITORS TO VICTORIA – CULTURAL ACTIVITIES heritage buildings, sites or monuments INTERNATIONAL VISITORS TO VICTORIA ( 800 has declined at an average annual rate of -4.8 per cent, and more signifi cantly in 2008 it decreased by -15.9 per cent 600 (shown in fi gure four). Conversely, visitation to museums and art galleries has grown at an average annual rate 400 of +3.3 per cent since 1999. In 2008, however, visiting museums and art 000’S 200 galleries declined by -6.7 per cent, which ) is consistent with a national decline in overall domestic travel. Attending the 0 theatre, concerts or performing arts has 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 continued positive growth during this Attend theatre, concerts or other performing arts Attend festivals / fairs or cultural events period, despite declines in other cultural Visit museums or art galleries Visit history, heritage buidings, sites or monuments Visit art / craft workshops / studios tourism activities.

Shifts in participation of cultural tourism Source: International Visitor Survey, years ending December 1999–2008, Tourism Research Australia. activities by domestic cultural tourists are partly attributable to the increasing FIGURE 4 proportion of younger travelers DOMESTIC CULTURAL VISITORS TO VICTORIA – CULTURAL ACTIVITIES engaging in cultural tourism activities. DOMESTIC VISITORS TO VICTORIA ( 1,200 Domestic cultural visitors aged 25-44 years now account for 34 per cent of all 1,000 domestic cultural visitors. It is expected that the share of this demographic will 800 continue to grow as activities such as 600 attending theatre shows and cultural 000’S festivals increase in popularity and 400 ) product becomes more accessible. Over 50 per cent of domestic cultural 200 visitors to Victoria in 2008 were from within the State and of the interstate 0 visitors, 40 per cent were from New 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 South Wales. The high appeal from Attend theatre, concerts or other performing arts Attend festivals / fairs or cultural events Visit museums or art galleries Visit history, heritage buidings, sites or monuments New South Wales is predominately Visit art / craft workshops / studios attributed to an increasing number of major theatre productions and exclusive Source: National Visitor Survey, years ending December 1999–2008, Tourism Research Australia. blockbuster exhibitions opening in Melbourne. Attracting international cultural activities. Of the other key international Looking ahead, participation in cultural visitors will be more challenging into source markets, New Zealand which tourism activities by domestic visitors is the future. Asian markets currently currently represents 11% of total positive, with long-term growth forecast account for the greatest share of total international cultural visitation is nation-wide. Growth is expected to international cultural visitors, and this is forecast to increase by 1.5% per annum be fuelled by increasing interest in set to continue. However, high growth over the next ten years. cultural tourism activities from younger emerging markets such as China and visitors and even stronger participation India typically have lower levels of from the Baby Boomer market and participation in cultural and heritage Generation X.

Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 9 MARKET OVERVIEW (CONTINUED)

Competitive positioning FIGURE 5 Recent research shows that Melbourne INTERSTATE RESPONDENTS TO QUESTION is widely recognised as the cultural 1999 2002 2005 2008 capital of Australia. According to the 2008 Brand Personality Survey, Melbourne ‘Which one capital city do you associate most strongly with the word cultural?’

continues to hold consumer perceptions PERCENTAGE (%) 50 as the cultural capital ahead of Adelaide 45 and Darwin (refer to fi gure fi ve). 40 The recent 2009 Brand Health Survey, 35 administered by Roy Morgan Research, showed that Melbourne is also 30 perceived as the leading capital city 25

for theatre and international cultural 20

events (in addition to sporting events). 15 Melbourne has dominated leadership 10 of these attributes since the mid 1990s 5 and has more recently increased the lead from key competitor Sydney. 0 Sydney Adelaide Melbourne Brisbane Canberra Darwin Hobart Perth

Victoria’s reputation as a destination Base: Interstate respondents that offers the opportunity to discover

unique history and heritage has also Source: Brand Personality Survey, Roy Morgan Research, 1999, 2002, 2005 & 2008 increased in recent years. As highlighted in the 2009 Brand Health Survey Target market The Creative Opinion Leaders Values undertaken by Roy Morgan research, Cultural tourism is appealing to a wide Segment are identifi ed as being creative Victoria is now regarded as the third range of domestic travellers, particularly both in terms of their involvement in most reputable destination behind New activities such as attending the theatre or cultural and creative pursuits and their South Wales and the Northern Territory. performing arts which cater for a large openness to risks, new experiences proportion of Australia’s population. and new ideas. Their extensive social However, to make informed, consistent networks and extroverted nature decisions about how to best market means that once they’ve visited a cultural tourism products and destination, they will generate positive experiences, Tourism Victoria focuses word of mouth among their friends primarily on the interstate market. and family. Through target market profi ling, the key These consumers represent the segments within the interstate market highest yielding cultural travellers who that Tourism Victoria concentrates on are have either holidayed in Melbourne consumers who are identifi ed as Socially previously, or have Melbourne on their Aware and Creative Opinion Leaders wish list and they intend to travel in the within the defi nitions provided by Roy next 12 months. This market engages Morgan Research2 and outlined below. in purpose driven travel and they will The Socially Aware Values Segment generally participate in a specifi c activity has long been the core target for such as attending an event or festival. Melbourne interstate markets. They are primarily defi ned by their community- minded, idealistic and progressive mindset. Human vacuum cleaners, they don’t make decisions lightly but end up buying the latest anyway – just because they have to have it.

2 Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of the Horizons Network.

10 Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 FUTURE DIRECTIONS Craft Craft Chew Victoria. Mark Photographer:

Tourism Victoria has identifi ed three A number of initiatives are planned for • Work in partnership with the priority areas for particular focus over 2010–2014 to stimulate Victoria’s arts, Victorian Major Events Company the next fi ve years: theatre and cultural heritage tourism to identify and attract major • Building consumer demand for sector. cultural events to Victoria that cultural tourism experiences Tourism Victoria’s key initiatives are to: generate tourism visitation and feature Victoria’s cultural • Growing the competitivie advantage • Strengthen Melbourne’s position as infrastructure. of the sector Australia’s theatre capital through the • Develop and retain a signature • Improving industry coordination promotion of an integrated brand cultural event for Victoria’s to support tourism growth strategy for the Theatre Precinct. Goldfi elds. • Utilise digital technology to engage • Expand Tourism Victoria’s Market potential cultural tourists and drive Ready Program to include a cultural conversion. tourism module. • Increase the distribution of cultural product by further developing relationships with airline and trade partners.

Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 11

1. BUILDING CONSUMER DEMAND FOR CULTURAL TOURISM EXPERIENCES McClelland Gallery & Sculpture Garden.McClelland Gallery Photographer: David Mitchener

12 Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 POSITIONING VICTORIA

Why is this issue important? stylish, sophisticated and romantic, campaign that highlights the rich artistic For many years, Melbourne has been and introduced the new element of culture of Victoria’s Goldfi elds. recognised as the cultural capital creativity to help differentiate the What will we do in the future? of Australia. The depth, quality and city from key competitor, Sydney. The Tourism Victoria will market authenticity of the cultural tourism campaign highlights Melbourne’s arts, Melbourne’s unique arts and cultural offering in the city has helped to shape theatre and cultural strengths to key offering to core domestic markets and grow this leadership position markets and has helped to move the Sydney, Brisbane and Adelaide and will for more than a decade, however destination beyond simply being on the focus international marketing activities competition from other destinations ‘wish list’ toward motivating consumers towards consumers in New Zealand. is now on the rise and protecting this to book a visit and explore the city. Through the Melbourne in Winter position will require a new focus. The acquisition of major cultural events campaign, Tourism Victoria will establish In order to ensure that Victoria is a including annual Melbourne Winter Melbourne’s position as Australia’s competitive tourist destination, a clear Masterpieces and Australian premiere premier cultural holiday destination and consistent proposition about the theatre productions has provided a during the winter months. State needs to be communicated. The core point of difference for marketing Melbourne’s healthy brand positioning evolution of the Jigsaw campaign has communications and has helped to as Australia’s theatre capital will be enabled this to occur and importantly strengthen the appeal of Melbourne in strengthened with a new brand and helped to establish an understanding of key domestic markets and international communications strategy which will seek Melbourne that is built around the city’s markets including New Zealand. to position Melbourne’s unique theatre strengths of arts, theatre and culture. The successful event-led marketing infrastructure. What have we already done? strategy for Melbourne was recently In order to maintain Victoria’s reputation Tourism Victoria profi les Melbourne’s applied to Victoria’s Goldfi elds region as the cultural capital of Australia, Tourism unique cultural tourism offerings which is rich in arts, culture, history Victoria will market major cultural through a suite of integrated marketing and heritage related experiences. tourism products, such as blockbuster strategies delivered as a part of the A blockbuster exhibition series in theatre shows and exhibitions, and will Melbourne Marketing campaign. Bendigo was the focus of extensive also highlight the unique cultural offerings The campaign has built on the city’s cooperative marketing support which available to visitors through destination long-standing reputation as being complemented the region’s new brand marketing campaigns.

BUILDING CONSUMER DEMAND FOR CULTURAL TOURISM EXPERIENCES POSITIONING VICTORIA

ACTION TIMING Develop an innovative communications and public relations plan for the cultural tourism segment, focusing on Victoria’s 2010 cultural experiences, events, attractions and identities. Consolidate Melbourne’s positioning as Australia’s theatre capital through the promotion of an integrated brand strategy 2010–2011 for the Theatre Precinct. Further establish Melbourne’s reputation as the creative capital of Australia by raising the profi le of Melbourne’s arts, live 2010–2014 music, contemporary craft, design and performing arts scenes. Investigate opportunities to profi le Victoria’s innovative arts and culture scene through non-traditional partnerships with 2010–2014 suitable brands across sectors such as fashion and automotive. Ensure cultural product is integrated in all of Tourism Victoria’s seasonal campaigns. 2010–2014 Increase Public Relations and consumer marketing activities in New Zealand to highlight Melbourne’s contemporary 2010–2014 cultural tourism offering. Develop a stronger understanding of cities worldwide that market themselves on their arts, theatre and cultural heritage 2010–2014 attributes in order to benchmark against worldwide best practice standards. Maximise opportunities to leverage international exposure of Victoria’s arts and cultural strengths through touring 2010–2014 Victorian companies such as the Australian Ballet, Chunky Move and Melbourne Symphony Orchestra including utilisation of the Brand Victoria brandmark and messages.

Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 13 DISTRIBUTION & CONVERSION Someday Gallery. Chew Mark Photographer:

Why is this issue important? Increasing distribution and extending What have we already done? As the distribution environment continues reach through the domestic and Tourism Victoria undertakes a range to evolve, Tourism Victoria’s marketing international travel trade is a key of activities with domestic and strategies need to be refi ned to ensure strategy in driving conversion. While international distribution partners that the most effective channels of Tourism Victoria has relationships with including airlines, wholesalers, travel communication are being utilised. established travel trade partners, the agency groups and other organisations, While Tourism Victoria places great landscape is highly competitive and new to increase the visibility and range of effort to developing consumer and emerging players are entering this Victorian products in the marketing awareness, preference and intention fi eld which can assist in driving visitation programs of key trade players. New to visit the State, the organisation to the State through innovative, cooperative marketing activities with also plays a role in supplementing product-led distribution strategies. national trade partners, including Virgin the tourism industry’s involvement in The challenge for Victoria is to better Blue Holidays and Qantas Holidays, converting consumer intention. This role match compelling and competitive cultural has provided a tactical component is critical given the varied ability of many based tourism experiences with consumer to cultural marketing campaigns, tourism businesses to effectively market demand through partnerships with a range encouraging conversion. their offerings, and now more than ever, of trade and industry stakeholders. This Melbourne’s strong events based offer the way in which technology has altered challenge is compounded by the disparate has been the focus of tactical marketing the traditional purchase cycle. nature of cultural tourism businesses campaigns targeting interstate markets and experiences which vary from small, and New Zealand. Theatre productions regional or locally based experiences which like WICKED and Jersey Boys have are often free of charge, to mass-appeal, proven to be successful elements to commissionable exhibitions and events. campaigns delivered in partnership with domestic travel trade and stakeholders.

14 Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 The Melbourne Winter Masterpieces cultural products and has been one series has also featured as the hero of Tourism Victoria’s most successful experience within destination marketing e-marketing campaigns. activities to attract visitation outside What will we do in the future? of Melbourne and Victoria. Packages Tourism Victoria will seek to enhance for both theatre productions and the visitation year-round to cultural Melbourne Winter Masterpieces series attractions and experiences through have delivered increased ticket sales cross-promotion and packaging that and visitation to Melbourne from key refl ects the current economic climate markets, New South Wales, Queensland and relative affordability of cultural and South Australia. experiences. Lost and Found was fi rst developed in Tourism Victoria will improve online 2006 to underpin the launch of Tourism booking capacity to ensure the Victoria’s Lose Yourself in Melbourne consumer’s path to purchase for campaign. Lost and Found targets a niche Victorian events is seamless, and that consumer segment interested in cultural consumer interest is converted into activities through electronic direct mail actual bookings. and online advertising. Lost and Found profi les Victoria’s cutting edge arts and

BUILDING CONSUMER DEMAND FOR CULTURAL TOURISM EXPERIENCES DISTRIBUTION & CONVERSION

ACTION TIMING Further develop the Lost & Found e-marketing campaign by: 2010 • integrating Lost & Found into the broader Melbourne Marketing campaign • developing a strategy for conversion; and • increasing the audience to new markets including Perth and New Zealand. Identify emerging strategies in ticketing and yield management that could be applied in Victoria. 2010 Audit the current suite of cultural tourism collateral to ensure that products and attractions are better promoted within 2010 the context of broader tourism advertising. Utilise digital technology to engage potential cultural tourists: 2010–2014 • Increase content within arts and lifestyle blogs • Investigate innovative partnerships with complementary brands eg. Louis Vuitton Soundwalk, Adidas urban art guide • Expand the current mobile phone “Melbourne Insiders Guide” to include Identities walking tours, guide to galleries and theatres and what’s on tonight etc. Increase online videos and interactive content (eg. behind-the-scenes footage and virtual galleries) on visitvictoria.com in 2010–2014 order to enrich the consumer experience of cultural product and drive conversion. Further develop relationships with airline and trade partners to increase the availability of cultural product tickets through 2010–2014 airline, wholesalers and hotel marketing activities, such as websites and e-newsletters. For example, book a fl ight- buy an art exhibition ticket. Investigate opportunities to promote regional cultural events with trade partners. 2010–2014 Identify niche trade partners to expand the distribution of Victoria’s cultural tourism offering. 2010–2014 Facilitate cross-promotion and packaging opportunities for relevant cultural tourism products. 2010–2014 Explore opportunities for tactical campaigns with non-traditional brands and industries. 2010–2014 Work with the Melbourne Convention and Visitors Bureau on ticketing strategies for Melbourne conference delegates to 2010–2014 increase attendance at cultural products. Investigate online ticketing aggregation opportunities to enable ticketed events to be booked on a central website. 2011

Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 15 Bendigo Art Gallery. Bendigo Art

16 Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 ATTRACTING AND LEVERAGING EVENTS Regent Chew Theatre. Mark Photographer:

Why is this issue important? theatre productions, Melbourne is With competition on the rise, it is critical Victoria is famous for its impressive home to a year-round calendar of that the Victorian Government ensures events calendar which boasts regular quality events that is unmatched by any that the benefi ts of major cultural events celebrations of the State’s vibrant arts other Australian destination. and festivals are realised throughout the and culture scene. State. Currently regional Victoria is not While other States and Territories reaping the same benefi ts from event The Government’s 10 Year Tourism have their own arts, literature or fi lm visitation as Melbourne. Many cultural and Events Industry Strategy recognises festivals, Victoria has been the fi rst events and festivals that are staged in that major events and festivals are a to truly capitalise on the tourism regional areas are in need of refreshing catalyst for tourism, bringing visitors to opportunities associated with these to better meet the needs of tourists and Melbourne and regional Victoria who events through extensive marketing to return social and economic benefi ts may not otherwise visit. Major cultural and leveraging agreements. However to the area in which they are held. events including blockbuster exhibitions, in recent years, Queensland and internationally celebrated festivals and New South Wales in particular have What have we already done? premier theatre events, generate a become more aggressive in their bid Tourism Victoria has worked with the substantial economic impact for the to diversify their respective events Victorian Major Events Company (VMEC) State as well as boost the profi le calendars through the acquisition and Arts Victoria to enhance Melbourne’s of the destination. of internationally renowned cultural calendar of cultural events through With noteworthy cultural events exhibitions and events. In addition, establishment of the Melbourne Winter and festivals including Melbourne South Australia, Tasmania and the West Masterpieces series and acquisition of International Arts Festival, Melbourne Australian Governments are increasing premiere theatre productions. These International Film Festival, Melbourne their investments in infrastructure and events increase visitation from key International Comedy Festival, the creating stronger partnerships with interstate and international markets and Melbourne Winter Masterpieces series cultural institutions and increasing their enhance branding and opportunities for and an enviable list of blockbuster events offering. the destination.

Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 17 ATTRACTING AND LEVERAGING EVENTS (CONTINUED)

By working with major cultural events, ACMI – Centre for the MovingAustralian Image. Paul Clifton Photographer: exhibitions and theatre productions, Tourism Victoria has created additional tourism opportunities such as packaging events, leveraging sponsorship arrangements and additional destination branding. Tourism Victoria has provided ongoing support for many cultural festivals in regional Victoria to assist event development and tourism marketing. What will we do in the future? Victoria must re-focus its efforts in order to maintain it’s lead in this segment and continue to re-invigorate existing events and attract new cultural events, exhibitions and productions that can help to grow the State’s share of tourism. major cultural events to enhance generate positive economic outcomes To affi rm Melbourne’s positioning as the tourism benefi ts as well as investigate for the State, with additional event cultural and event capital of Australia, opportunities to support and develop development and marketing assistance. there will need to be a consistent delivery middle-tier events. Tourism Victoria will seek opportunities of both blockbuster and middle-tier Middle tier events are recognised as to work with VMEC and the Goldfi elds events including theatrical productions, those events which primarily target the to develop signifi cant cultural events for exhibitions and cultural festivals. Melbourne and regional Victoria market this region, based on the success of The Tourism Victoria will work with but also have the capacity to attract Golden Age of Couture Exhibition that blockbuster theatre productions and some interstate visitation and would was held in Bendigo in 2008.

GROWING THE COMPETITIVE ADVANTAGE OF THE CULTURAL TOURISM SECTOR ATTRACTING AND LEVERAGING EVENTS

ACTION TIMING Develop a prioritisation model to inform the level of support provided to cultural events and festivals. 2010

Develop and retain a signature cultural event for Victoria’s Goldfi elds. 2010 Undertake pilot studies to determine the value of destination exposure through broadcast of cultural events online. 2010–2011 Work in partnership with the Victorian Major Events Company to identify and attract major cultural events to Victoria 2010–2014 that generate tourism visitation and feature Victoria’s cultural infrastructure. Seek expanded tourism leverage funding for major cultural events. 2010–2014 Work with cultural institutions, events and theatre companies to market major exhibitions, events and theatre shows to 2010–2014 interstate and New Zealand audiences. Promote cultural product with complementary major events. 2010–2014 Enhance the international and interstate reputation of Melbourne’s international standard cultural events (eg. Melbourne 2010–2014 International Comedy Festival, Melbourne International Arts Festival). Provide additional tourism marketing support and direction to middle-tier events that enhance Melbourne’s positioning as 2010–2014 the cultural capital. Explore opportunities for regions to leverage major cultural events such as the Melbourne Winter Masterpieces. 2010–2014 Negotiate broadcast rights with event organisers to ensure that footage of Government supported cultural events is able 2010–2014 to be widely distributed online, including visitvictoria.com.

18 Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 PRODUCT DEVELOPMENT

Why is this issue important? in utilising digital technology to further knowledge and skills of tourism Victoria’s reputation as the cultural develop products and to enhance product across Victoria. heart of Australia relies on the marketing and distribution activities. What will we do in the future? continued capacity of industry and The role of Government agencies Victoria’s depth of cultural tourism Government to deliver high quality, including Tourism Victoria, Arts Victoria offerings is well regarded, however innovative tourism experiences. It is and Heritage Victoria, in educating and there remain gaps across the industry essential that industry, with the support supporting the development of cultural in terms of businesses being tourism of Government, continue to invest in tourism products needs to continue to ready or understanding the benefits of existing cultural products and develop be coordinated and focused. tourism. Many operators do not provide new innovative experiences consistent What have we already done? bookable product and are consequently with consumer demand. Tourism Victoria provides a range of unable to take advantage of appropriate Rejuvenating existing products through services to new and existing tourism distribution channels. To address these new investment in infrastructure, service businesses to assist them in developing and other gaps, Tourism Victoria will delivery and product innovation is and promoting their offerings to domestic apply the market ready program to critical. Successful destinations around and international markets. As tourism the arts and cultural segment. the globe are rapidly diversifying their businesses increasingly recognise the To improve the visibility and awareness cultural tourism offerings by matching importance of product rejuvenation as a of arts and cultural experiences in complementary tourism products and competitive advantage, the demand for regional Victoria, a new focus to bring activities such as food and wine to expand product development advice and support local artisans and creative industries the appeal of existing experiences. There has increased considerably. In response, to the ‘surface’ of regional towns is an opportunity particularly in regional Tourism Victoria has redirected resources and villages will be taken. To assist Victoria, to better connect arts and cultural toward its Product Development the regional tourism industry in experiences with quality food and wine Program to ensure timely advice and further developing arts and cultural attractions, as well as events and festivals. support can be provided to a broad experiences, Tourism Victoria will The way in which consumers understand range of tourism businesses including work with relevant associations to and engage with cultural tourism products cultural tourism operators. communicate the value of cultural and experiences has altered as a result An expanded Tourism Excellence tourism and support industry growth. of digital technology. For many cultural Program was launched late 2008 and tourism products, the key challenge is has been designed to accelerate the

GROWING THE COMPETITIVE ADVANTAGE OF THE CULTURAL TOURISM SECTOR PRODUCT DEVELOPMENT

ACTION TIMING Maximise opportunities through the Villages of Victoria and Identities initiatives to highlight cultural products and local 2010–2014 artisans of regional towns and integrate cultural experiences with complementary tourism products and services throughout a village. Expand Tourism Victoria’s Market Ready Program to include a cultural tourism module. Module to explore: 2010–2014 • product development opportunities for cultural product • existing success stories and examples • packaging regional and Melbourne product • packaging cultural product with complementary segments such as food and wine and spa and well-being • provide professional development opportunities on Digital Marketing to enhance the capabilities of cultural product to increase their use online technologies for marketing to tourists. Work with key cultural institutions to develop behind-the-scenes tours appropriate for domestic and international 2010–2014 markets. Advocate for Melbourne-based cultural institutions to increase opening hours including evenings. 2010–2014 Encourage the investment and development of appropriate regional product that is competitive within national and 2010–2014 international markets.

Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 19 Australian Centre for Contemporary Australian Centre for Contemporary (ACCA).Art Photographer: Peter Dumphy.

20 Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 INDUSTRY LEADERSHIP Melbourne Melbourne Theatre Company Theatre and Recital Centre. Peter Photographer: Major Projects Glenane Photography Victoria

Why is this issue important? What have we already done? What will we do in the future? The cultural tourism sector is complex Tourism Victoria has promoted Tourism Victoria supports the partnership by its defi nition and encompasses a wide professionalism and excellence within the of CTIG and VTIC on matters range of business groups from large industry through the management of the regardingpolicy advocacy and industry Melbourne-based institutions to regional Victorian Tourism Awards program and representation. VTIC is recognised as and local volunteer based businesses. Tourism Excellence Program. the peak policy council for tourism A sector specifi c association exists in the The role of CTIG in supporting industry businesses in Victoria and has the capacity Cultural Tourism Industry Group (CTIG); growth was recognised as a part of to represent the interests of tourism however the businesses and attractions the 2002–2006 Industry Plan. Tourism businesses to Government and the which make up the cultural tourism Victoria has continued to support the private sector through a united approach. sector also seek broad representation Group in the delivery of activities and Tourism Victoria will utilise the Victorian through regional and state-wide support to industry. In 2008, Tourism Tourism Awards to recognise individuals advocacy bodies such as Tourism Alliance Victoria supported CTIG’s Cultural who make a signifi cant contribution to Victoria and the Victoria Tourism Industry Tourism Development Strategic Review. the cultural tourism sector and encourage Council (VTIC). greater participation by cultural tourism businesses in the Awards the program.

GROWING THE COMPETITIVE ADVANTAGE OF THE CULTURAL TOURISM SECTOR INDUSTRY LEADERSHIP

ACTION TIMING Encourage cultural product and organisations to participate in the Victorian Tourism Awards and mentoring program. 2010–2014

Work with the Cultural Tourism Industry Group to evolve their advocacy role as part of the Victoria Tourism Industry 2010 Council & through the Victorian Employer’s Chamber of Commerce and Industry.

Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 21 GOVERNMENT COLLABORATION

Why is this issue important? Shark Teeth Beach – Geelong. – Eastern Ken Stepnell Photographer: Victoria’s cultural tourism sector draws support from a range of Government agencies and jurisdictions. Within State Government, agencies including Arts Victoria, Heritage Victoria and Tourism Victoria support the development of the sector to ensure that the State’s diverse and vibrant cultural base continues to be celebrated and is able to generate positive economic and social returns for the Victorian community. To ensure that Victoria’s competitive positioning is retained in light of growing competition, a coordinated approach to investment attraction, strategy development and support for marketing and product development across Government must be maintained. What have we already done? Tourism Victoria works closely with Tourism Victoria will lead and participate Since the release of the Government’s City of Melbourne and Arts Victoria in regular consultation with all 10 Year Tourism and Events Industry to facilitate a holistic approach to Government stakeholders to address Strategy in late 2006, Tourism Victoria destination marketing and reduce key challenges facing the industry and has maintained a broad focus duplication of effort. support growth opportunities. to increase coordination across What will we do in the future? Through Regional Tourism Boards, Government and where possible The Southbank Cultural Precinct Tourism Victoria will enhance facilitate a whole-of-government Project, which has commenced with the communication of tourism priorities approach to tourism development. redevelopment of the internationally with relevant local Governments to As a part of Victoria’s major events renowned Hamer Hall, will further ensure that the development of cultural strategy, Tourism Victoria and Arts establish Melbourne’s reputation as it tourism is facilitated across the State. Victoria have jointly supported the will transform and open up the St Kilda development of annual Melbourne Road arts precinct to the Yarra River. Winter Masterpieces and coordinated Tourism Victoria will work with other marketing strategies and leveraging government agencies to ensure that the opportunities to maximise the benefi ts tourism opportunities associated with the of the event to the State. redevelopment are maximised.

GROWING THE COMPETITIVE ADVANTAGE OF THE CULTURAL TOURISM SECTOR GOVERNMENT COLLABORATION

ACTION TIMING Collaborate with Arts Victoria and the City of Melbourne to ensure the Southbank Cultural Precinct Project considers 2010–2011 tourism implications and opportunities. Work with Arts Victoria on the Melbourne Winter Masterpieces series and other major cultural events. 2010–2014 Work with Arts Victoria to capitalise on UNESCO’s City of Literature recognition to gain further exposure of the arts, 2010–2014 theatre and cultural heritage of Victoria. Work with Design Victoria to promote the State of Design festival to domestic markets and raise the profi le of Victoria’s 2010–2014 design reputation internationally.

22 Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 EVALUATION & REPORTING

How will we measure our success? What targets will we use to assess The targets have taken into account Tourism Victoria will implement a Victoria’s positioning as a leading TFC predictions for signifi cant falls in monitoring and evaluation program arts, theatre and cultural heritage both inbound and domestic overnight to assess changing environmental destination? visitors to Australia in the short term. conditions and performance that may Tourism Victoria has identifi ed a range While the TFC expects inbound tourist impact the directions of this Plan. of performance measures that will be arrivals to rebound and return to A key element of the monitoring used to monitor progress. Performance growth over the long term, the outlook program will be the delivery of an targets have been set for the life of this for domestic overnight visitation will annual report card on how we are Plan and are based on recent Tourism remain fl at which will continue to tracking in achieving the key milestones Forecast Council (TFC) projections impact expenditure in Victoria. that are detailed within this Plan. The which consider the short term Specifi c campaign and program targets report card will be made available to forecast fl uctuations in both domestic will be set on an annual basis by stakeholders. and international tourism visitation Tourism Victoria senior management in and expenditure. In addition to TFC cooperation with industry stakeholders predictions, the performance targets where relevant. have considered the resources that will be applied to marketing and developing Victoria’s cultural tourism assets over the medium term.

GROWING THE COMPETITIVE ADVANTAGE OF THE CULTURAL TOURISM SECTOR EVALUATION & REPORTING

PERFORMANCE INDICATOR MEASURE 2010 2011 2012 2013 2014 Cultural tourism visitor expenditure in $billion 2.3 - 2.6 2.3 - 2.6 2.3 - 2.7 2.3 - 2.7 2.3 - 2.7 Victoria (domestic) Cultural tourism visitor expenditure in $billion 2.3 - 2.7 2.5 - 2.9 2.6 - 3.0 2.7 - 3.2 2.9 - 3.3 Victoria (international) Cultural tourism visitation in Victoria Number 4,800 - 5,500 4,900 - 5,600 5,000 - 5,700 5,100 - 5,800 5,200 - 6,000 (domestic) (000s) Cultural tourism visitation in Victoria Number 840 - 980 900 - 1,000 900 - 1,000 1,000 - 1,200 1,000 - 1,200 (international) (000s) Brand health position on key attributes: • A great city for theatre Extend lead Extend lead Extend lead Extend lead Extend lead (2009 ranking #1 Lead by 19% pts) • Hosting major international sporting Extend lead Extend lead Extend lead Extend lead Extend lead and cultural events (2009 ranking #1 Lead by 21% pts) • Offers unique history and Ranking Increase Increase Increase Increase Increase heritage experiences and % change ranking by ranking by ranking by ranking by ranking by (2009 ranking #3 2-4% 2-4% 2-4% 2-4% 2-4% Behind leader by 6% pts)

Victoria’s Arts, Theatre & Cultural Heritage Tourism Action Plan 2010–2014 23 VICTORIA’S CYCLE TOURISM ACTION PLAN 2011 – 2015

TABLE OF CONTENTS

MESSAGE FROM THE MINISTER ...... 2

EXECUTIVE SUMMARY ...... 3

INTRODUCTION...... 5

STRATEGIC CONTEXT ...... 8

MARKET OVERVIEW...... 9

COMPETITIVE POSITIONING ...... 11 ’ VICTORIA S PRODUCT STRENGTHS AND TARGET MARKETS...... 11

DIRECTION ONE: STRENGTHENING THE SUPPLY OF CYCLE TOURISM EXPERIENCES...... 14

DIRECTION TWO: BUILDING CONSUMER DEMAND FOR CYCLE TOURISM EXPERIENCES.... 16

DIRECTION THREE: ATTRACTING AND LEVERAGING EVENTS ...... 18

REPORTING ...... 20

’ Victoria s Cycle Tourism Action Plan 2011-2015 1

MESSAGE FROM THE MINISTER

’ Cycling makes an important contribution towards Victoria s tourist attractions.

’ Victoria s Cycle Tourism Action Plan 2011-2015 has been developed by Tourism Victoria to position Victoria as the leading state for cycle tourism, as well as to outline how the Government will leverage and enhance opportunities in cycle tourism.

The first of its kind for Victoria, its development comes at a time when participation in cycle tourism is growing domestically and internationally. Tourists are increasingly seeking to improve their health and wellbeing and to experience environmentally sustainable tourism.

– ‘ ’ – Cycle tourism is a natural fit for Victoria with Melbourne awarded the title of Bike City in 2011 one of the key actions of this plan. All year round the state hosts a number of major cycling events. Next year Victoria will host the UCI Track Cycling World Championships.

’ Victoria s strong cycling culture is also on display in regional Victoria with a host of regional cycling events including the Australian Open Road Cycling Championships in Buninyong, the Audax Alpine ’ Classic and Terra Australis in Victoria s High Country and the Shipwreck Coast Cycling Classic along the spectacular Great Ocean Road.

Whether it be road cycling, mountain biking or enjoying a leisurely ride on one of the magnificent rail ‘ ’ trails we have throughout Victoria, I encourage everyone to get on their bike .

HON LOUISE ASHER MP MINISTER FOR TOURISM AND MAJOR EVENTS

’ Victoria s Cycle Tourism Action Plan 2011-2015 2

EXECUTIVE SUMMARY

’ Victoria s Cycle Tourism Action Plan 2011-2015 is the first of its kind for Victoria. Its development comes at a time when participation in cycle tourism is growing domestically and internationally. Tourists are increasingly seeking to improve their health and wellbeing and to undertake environmentally sustainable tourism experiences and modes of transport.

This plan is designed to:  ’ outline Victoria s current position in relation to cycle tourism  provide an overview of current visitation and segmentation  propose a number of directions and actions to increase awareness and visitation to Victoria by consumers seeking a cycle tourism experience.

Cycle tourism is a niche market with considerable potential growth. The total estimated expenditure for the year ending December 2010 by domestic overnight, daytrip and international overnight visitors* that participated in cycling in Victoria is $362 million1. The estimated total expenditure of cycle tourists in Australia is approximately $2.4 billion (including domestic overnight, daytrip and international overnight visitors that participated in cycling as an activity).

’ Victoria s cycle tourism sector differs from the rest of Australia. Victoria offers tourists an array of cycling experiences including mountain biking, tracks and trails, road cycling and events, which ’ enhance the State s position as a premium cycle tourism destination. Our points of difference include our comprehensive cycle tourism product offerings sitting alongside captivating and unique natural landscapes, quaint villages within close proximity to each other and complementary tourism products, accessibility to numerous trails and a climate and terrain that is conducive to a variety of cycling ’ ’ activities. This plan aims to assist Victoria s cycle tourism industry to leverage Victoria s Nature-based Tourism Strategy and continue to build strong consumer demand for cycle tourism experiences.

’ One of the challenges facing Victoria s cycle tourism sector is the lack of economic analysis and research. However, available research demonstrates that cycle tourism has the potential to deliver tourism growth for regional Victoria and to stimulate regional and rural economies, particularly as cycle tourists stay longer and do more when travelling.

’ Victoria s Cycle Tourism Action Plan 2011-2015 outlines a range of initiatives aimed at growing cycle tourism in Victoria. The key objectives of the plan are:  Strengthening the supply of cycle tourism experiences  Building consumer demand for cycle tourism experiences  Attracting and leveraging events.

Developing cycle tourism experiences is critical to the future growth of the sector. Rail trail development has taken place in Victoria for many years, with projects such as the Lilydale to Warburton Rail Trail enticing visitors to the Yarra Valley region, leading to the development of complementary tourism experiences. Further development to complete other rail trails and cycle tourism projects is required to ensure that there is adequate supply of cycle tourism products.

The High Country is identified as the region with the strongest cycle tourism credentials across all major cycle tourism segments. It will feature as the hero destination for marketing activities in the future.

’ With Melbourne s extensive network of cycle paths and bike hire scheme the Victorian Government is seeking to have the city recognised as a UCI Bike City. If successful Melbourne would become only the second city to secure the prestigious honour. Copenhagen is the only other registered UCI Bike City.

* Visitors that are captured as cycle participants in this estimate are not unique to this segment and may also be counted in other segment expenditure estimates for Victoria. 1 ‘ ’ International Visitor Survey, Tourism Research Australia, Canberra (this data identifies visitors that go cycling as an activity on a trip, year ending December 2010).

’ Victoria s Cycle Tourism Action Plan 2011-2015 3

Melbourne has an international status as a major events capital and in 2010 played host to major national and international cycling events, including the UCI Track Cycling World Cup and the UCI ’ World Road Cycling Championships. To build on Victoria s events credentials, the Victorian Government will support the development of Jayco Herald Sun Classic as a leading annual road cycling event in Australia.

’ Victoria s Cycle Tourism Action Plan 2011-2015 4

INTRODUCTION

Participation in cycle tourism is a growing trend domestically and internationally, as tourists are increasingly seeking environmentally sustainable tourism experiences and modes of transport2. A record number of Australians are now making purchasing and lifestyle choices that reflect their concerns about the health and wellbeing of the environment along with increasing interest in their own holistic health and wellbeing. Many destinations in Australia have identified this trend and are ’ developing and promoting cycle tourism. This plan aims to enhance Victoria s competitive positioning as a cycle tourism destination.

Victoria boasts captivating and unique natural landscapes, quaint villages within close proximity to each other and complementary tourism products, accessibility to numerous trails and a climate and terrain that is conducive to a variety of cycling activities. Victoria has a competitive edge over other states and territories as it offers tourists an array of cycling experiences including mountain biking, tracks and trails, road cycling and events. By building on these strengths over the next four years, Victoria will be positioned as the leading destination in the following cycle segments: mountain biking, trails, road cycling and major cycling events.

Melbourne has an international status as the major events capital and in 2010 played host to major national and international cycling events, including the Union Cycliste Internationale (UCI) Track ’ Cycling World Cup and the UCI World Road Cycling Championships. Victoria s events reputation gives the state strong potential to attract and retain major cycling events. The sporting and events culture of Melbourne, together with the diverse terrain and natural beauty of regional Victoria, enhance ’ the state s position as a premium cycle tourism destination.

Our vision is for Melbourne and Victoria to be the premier cycling destination in Australia. We will achieve this vision by:  Attracting major cycling events to Melbourne and regional Victoria.  Capitalising on our existing strengths of diverse experiences, captivating and unique natural landscapes, creative villages within close proximity to each other, access to numerous trails and a climate and terrain that is conducive to a variety of cycling activities  Facilitating investment in mountain biking infrastructure and events  Positioning Melbourne as the cycling capital of Australia and the gateway to regional Victoria’s cycling experiences  Positioning regional Victoria as the premier destination for cycling trails and road cycling.

2 ’ Tourism Victoria s Environmentally Sustainable Tourism Strategic Plan 2009-2012, page 6

’ Victoria s Cycle Tourism Action Plan 2011-2015 5

’ Since 2002, the Economist Intelligence Unit, the world s leading research and advisory company, has named Melbourne the Most Liveable City three times and has placed Melbourne in the top three ’ World s Most Liveable Cities every year. In addition, in a world study that evaluated cities on their efforts to improve sustainability including transportation, economy, environment, health, arts, recreation and innovation, Melbourne ranked among the top 10 sustainable cities and was the only Australian city ranked3. Melbourne introduced the Melbourne Bike Share in 2010, a city bicycle rental system which provides sustainable transport options and city tourism experiences for residents and tourists.

’ To enhance Melbourne s current position as an ideal place for cycling, we are currently seeking to ’ become the world s second designated UCI Bike City after Copenhagen. The awarding of the label is based on criteria including the international standing of the city and its active commitment to develop ’ ’ cycling. The UCI Bike City label will further enhance Melbourne s brand positioning as Australia s premier cycling city.

The Brand Health Survey 2010 conducted by Roy Morgan Research found that Victoria was identified by 22 per cent of respondents as an ideal place for cycling and mountain biking. Victoria placed four points ahead of New South Wales (at 18 per cent) and 10 points ahead of Queensland (at 12 per cent)4. Victoria was the highest ranked state for this attribute, reinforcing the strength of our competitive positioning as a cycle destination.

’ ’ Every region in Victoria offers cycle tourism experiences, enhancing the state s position as Australia s ’ premier cycle tourism destination. This plan identifies Victoria s High Country as our leading cycle tourism region. The region has a diverse terrain suitable for road cycling, mountain biking and rail ’ trails. Victoria s High Country also has an events program which strengthens its position as a cycling destination.

’ The table below summarises Victoria s product strengths and further demonstrates the breadth of key ’ cycle tourism product in Victoria s High Country.

’ Figure 1. Victoria s regions and cycle product strengths

g n

i g g k i n n i i b l l

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n d i y y h P e a c t i c t s f A

i g r t n s t d T l n o n i u j n a e e R a o a e r

o r v t d Priority cycle tourism experiences in Victoria n R M T M e I s i  ▲  Daylesford and the Macedon Ranges   ▲ Gippsland   ▲ ▲  Goldfields  ▲   Grampians  ▲  ▲ Great Ocean Road   ▲ ▲ Melbourne  Mornington Peninsula   The Murray   Phillip Island ▲ ▲ ▲ ▲  Victoria's High Country ▲ ▲ ▲  Yarra Valley and the Dandenong Ranges ▲  Primary strength Secondary strength

3 Ethisphere 2008 4 Brand Health Survey 2010, Roy Morgan Research

’ Victoria s Cycle Tourism Action Plan 2011-2015 6

Road cycling: Riding on sealed roads, using road cycles, including cycle touring

Mountain biking: Riding mainly off-road and on dirt trails, including cross country, downhill, free riding, dirt jumping

Trails: Purpose built cycle trails, including rail trails (disused railway line converted into cycling and walking tracks)

Major cycling event: Event that attracts a large number of participants and/or spectators

’ ’ This plan aims to assist Victoria s cycle tourism industry to leverage the state s comprehensive Nature-Based Tourism Strategy and continue to build strong consumer demand for cycle tourism ’ experiences. The plan s actions aim to increase the supply of cycle tourism product and raise awareness of the high quality, diverse cycling experiences available in Melbourne and regional Victoria.

’ Victoria s Cycle Tourism Action Plan 2011-2015 7

STRATEGIC CONTEXT

Tourism is a major driver of economic growth in Victoria. The industry employs approximately 193,200 ’ 5 people and injects approximately $15.2 billion to the state s economy .

Regional Tourism Action Plan 2009-2012 (RTAP)

The RTAP identifies strategies required to overcome key challenges impacting the industry over the medium term and accelerate the development of tourism in regional areas. The table below outlines ’ the priority investments identified in the RTAP that are relevant to enhancing the state s cycle tourism product.

Region Action identified in RTAP Goldfields Tourism infrastructure and product to support the Goldfields Track, including accommodation. Grampians Nature-based and adventure tourism infrastructure and product including walking ’ and bicycle trails to capitalise on the region s natural assets. Great Ocean Nature-based tourism infrastructure and product including the development of ’ Road iconic trails to support the region s natural assets such as the Great Otway National Park. ’ Victoria s High Completion of key rail trail and cycle tourism projects including the Murray to Country Mountains Rail Trail. Nature-based infrastructure and investment product linked to adventure tourism product. Yarra Valley and Nature-based and adventure tourism infrastructure and product including walking ’ the Dandenong and bicycle trails to capitalise on the region s natural assets. Ranges

’ Victoria s Nature-based Tourism Strategy 2008 - 2012

’ Victoria s Nature-based Tourism Strategy 2008-2012 was developed by Tourism Victoria, Parks Victoria and the Department of Sustainability and Environment. The strategy recommends a long-term approach to destination planning and development. Major infrastructure initiatives outlined in ’ the plan include positioning Victoria as Australia s premier mountain biking destination by establishing ’ tracks linked to appropriate accommodation in the Otways, the Grampians and Victoria s High Country. The promotion of cycle tourism experiences will be integrated into future marketing activity underpinning the Nature-based Tourism Strategy.

Environmentally Sustainable Tourism Strategic Plan 2009 - 2012

The Environmentally Sustainable Tourism Strategic Plan 2009-2012 recognises that cycle tourism plays a key role in offering sustainable transport and tourism experience options to visitors to and within the state. The plan states that Tourism Victoria will continue to work with tourism planners and businesses, where appropriate, to promote a modal shift towards the use of more environmentally friendly forms of transport for tourism (train, buses, bicycles, foot) both to and within tourist destinations.

’ The City of Melbourne s Bicycle Plan 2007 - 2011

’ The City of Melbourne s Bicycle Plan aims to make Melbourne a first class cycling city by creating a road environment that is well signed, has accessible secure storage and parking facilities, is safe and provides separation from motor vehicles wherever possible, and has on-road and off-road paths and bicycle lanes that connect to a municipal bicycle network and the broader metropolitan area.

5 Direct and indirect effects. Tourism Satellite Accounts 2008.09: Summary Spreadsheets. The Economic Contribution of Tourism to Australian States & Territories, Centre for Economics and Policy, June 2011.

’ Victoria s Cycle Tourism Action Plan 2011-2015 8

’ Victoria s Cycle Tourism Action Plan 2011-2015 supports the aforementioned plans and aims to complement the work that is currently taking place in the cycle tourism sector by other government agencies and the tourism industry.

MARKET OVERVIEW

Cycle tourism is a growing market within the Australian tourism sector, particularly within the nature- based tourism segment. Available research demonstrates that cycle tourism has the potential to make an active contribution towards the economic revitalisation of regional Australia as well as improve quality of life for its residents6. Cycling tourism is an ecologically sustainable product, which is expected to continue to grow in popularity.

’ Bicycle sales can be seen as a reflection of Australians interest in cycling. Annual bikes sales in Australia have increased from $131 million in 2002-2003 to $240 million in 2008-097, outselling motor vehicles for the ninth consecutive year in numbers. General cycling was rated as the fourth most popular activity in Australia in 2010, with an estimated 2.1 million participants, an increase of 45 per cent over the period 2001-20108.

It is estimated that 45.2 million trips on the EuroVelo network (the European cycle route network) each € 9 year generate approx 5 billion of direct revenue per annum . In New Zealand, a 2009 study found that if cycle tourism is developed correctly, tourists' spending in this segment could double to $640 million per year10.

A number of identified key drivers have led to an increase in the demand for cycle tourism, including:  Consumer interest in holistic health and wellbeing  More Australians than ever are making purchasing and lifestyle choices that reflect their concerns about health and wellbeing, the environment and sustainability11  Consumer driven response to sustainable tourism  Government promotion of sustainable tourism.

’ One of the challenges facing Victoria s cycle tourism segment is the lack of economic analysis and research. Whilst economic impact studies exist for specific events and rail trails, there is currently no research at a whole of state level. The research outlined below is based on results of the National Visitor Survey and International Visitor Survey (Tourism Research Australia).

Domestic visitation results12

In 2010, approximately 1 million domestic overnight visitors in Australia participated in cycling during their trip. These visitors spent over 5.7 million nights in Australia.

In 2010, 280,000 domestic overnight visitors participated in cycling in Victoria. These visitors spent approximately 1.5 million nights in the state. Victoria received an estimated 27 per cent share of domestic overnight cycle visitors in Australia behind New South Wales (35 per cent) and followed by Queensland (17 per cent).

Approximately 141,000 daytrips were undertaken by domestic visitors participating in cycling in Victoria during the year ending December 2010.

6 Bicycle Federation of Australia 7 Australian Bureau of Statistics, Sports and Physical Recreation: A Statistical Overview, Australia, October 2010. 8 Standing committee on Recreation and Sport (20010). Participation in Exercise, Recreation and Sport Survey 2010 Annual Report. 9 The Economic Impact of Cycle Tourism, presentation by Prof. Leslie Lumsdon from the Institute of Transport and Tourism at the Cycle Tourism Conference, Costa Brava, October 2009. 10 – New Zealand Cycleway Market Research Report, September 2009. 11 http://www.lohas.com.au/latest-study-results. 12 ‘ ’ National Visitor Survey, Tourism Research Australia, Canberra (this data identifies visitors that go cycling as an activity on a trip, year ending December 2010).

’ Victoria s Cycle Tourism Action Plan 2011-2015 9

In the year ending December 2010, domestic overnight visitors to Victoria that participated in cycling were predominantly from intrastate, comprising 84 per cent of the market. Melbourne visitors accounted for 45 per cent of the market, with the remaining 38 per cent from regional Victoria. Among interstate markets, New South Wales accounted for 9 per cent of domestic overnight cycle visitors to Victoria, followed by Queensland at 6 per cent.

Domestic overnight visitors to Victoria that participated in cycling on their trip stayed longer and did more while on holiday when compared with other tourists, making them a stronger source of income for regional economies. The average length of stay for domestic overnight cycle visitors to Victoria was 5.3 nights, higher than the average overnight visitor to Victoria at 3.1 nights. Domestic overnight cycle tourists to Victoria engaged in an average of 5.3 activities during a trip, compared with an average of 3.3 activities for total domestic overnight visitors.

International visitation results13

In 2010, Australia recorded approximately 258,000 international overnight visitors who participated in cycling. Of these overnight visitors to Australia, approximately 100,000 travelled to Victoria.

International cycle visitors to Australia who travelled to Victoria in 2010 were predominantly from Europe (27 per cent), the United Kingdom (20 per cent) and North America (11 per cent).

– Total expenditure estimate year ending December 2010 cycle participants in Victoria

The total estimated expenditure for the year ending December 2010 by domestic overnight, daytrip and international overnight visitors* that participated in cycling in Victoria is $362 million 14. The estimated total expenditure of cycle tourists in Australia is approximately $2.4 billion (including domestic overnight, daytrip and international overnight visitors that participated in cycling as an activity).

13* Due to survey limitations, estimates of international visitors and nights that participated in cycling whilst in Victoria are based on the segment trend at the national level and applied to the Victorian results using the most recent three years of data. 13 ‘ ’ International Visitor Survey, Tourism Research Australia, Canberra (this data identifies visitors that go cycling as an activity on a trip, year ending December 2010). 14 Visitors that are captured as cycle participants in this estimate are not unique to this segment and may also be counted in other segment expenditure estimates for Victoria.

’ Victoria s Cycle Tourism Action Plan 2011-2015 10

COMPETITIVE POSITIONING

South Australia was the first state in Australia to develop a state-wide cycle tourism plan, with the release of the South Australian Tourism Commission Cycle Tourism Strategy 2005-2009. Each year, ’ South Australia hosts the Jacob s Creek Tour Down Under, a high profile premier world cycling event. South Australia possesses a highly developed product offering, including rail trails and mountain bike tracks and a number of cycle friendly businesses. Cycle friendly businesses are typically businesses that encourage cycle tourists by offering safe bicycle storage, providing water and are able to inform the cyclist on tracks and trails as well as maintenance and support services.

New Zealand is a strong competitor, particularly in mountain biking and cycle trails. Renowned cycling products in New Zealand include the Otago Rail Trail and the Whakarewarewa Forest in the district of Rotorua, recognised as a world-class mountain biking destination.

While South Australia and New Zealand are the strongest competitors in terms of developing the cycling tourism segment, the Australian Capital Territory (ACT), Western Australia (WA), New South Wales (NSW), Queensland and Tasmania also have existing and emerging cycle tourism product.

A strong mountain biking culture exists in the ACT, WA and NSW, with cycling experiences including Stromlo Forest Park (ACT), Munda Biddi Trail (WA) and the Bondi State Forest and Sydney Olympic Park Track in NSW.

Tasmania offers visitors extensive road cycling experiences and has an emerging strength in mountain biking, for example the Dismal Swamp area. In Queensland the Sunshine Coast Hinterland is renowned for an array of nature-based activities including mountain biking, horse riding and walking.

’ Victoria s point of difference is its compact diversity and ability to offer tourists a varierty of major cycling experiences, from mountain biking and trails to road cycling and events. Not only does Victoria offer visitors high quality products within easy access to complementary experiences, it also offers a premier city cycling experience. Melbourne is widely recognised internationally as the major events capital of Australia and in 2010 hosted major national and international cycling events. Melbourne also has an extensive network of bike paths and a bike hire scheme.

’ VICTORIA S PRODUCT STRENGTHS AND TARGET MARKETS

’ Victoria s cycle tourism sector is dominated by the intrastate market. In the year ending December 2010, 84 per cent of domestic overnight visitors to Victoria that participated in cycling were intrastate visitors. Intrastate visitors will continue to be the dominant market in the short to medium term. Marketing and development initiatives undertaken at a regional and destination level need to be maintained and expanded to meet market demands. At a state level, there is considerable potential to grow the interstate market. This will be the priority market for development in this plan.

’ Victoria s cycle tourism product appeals to a wide range of consumers, as explored in further detail below.

Tracks and trails

’ Melbourne is a bike-friendly city, with the Metropolitan Trail Network linking Melbourne s significant open space areas with local trails, recreational precincts, other interesting destinations and public transport. The network comprises existing and proposed trails totalling approximately 1,200 kilometres.

’ There are numerous rail trails in Victoria, linking the state s unique villages and tourism experiences, ’ including local food and wine. Regions with a comprehensive trail network include Victoria s High Country, Gippsland, Goldfields, Yarra Valley and the Dandenong Ranges and Melbourne.

’ Victoria s Cycle Tourism Action Plan 2011-2015 11

Point Nepean National Park has a well established cycle trail network that will become increasingly important as further tourism investment occurs.

The priority tourism trails are outlined below. These trails have been selected on the basis of their potential to attract interstate and intrastate visitation and increase length of stay:

 Murray to the Mountains Rail Trail (Wangaratta to Bright)  Lilydale to Warburton Rail Trail  Goulburn River High Country Rail Trail (The Goulburn River High Country Rail Trail will be a shared pathway for cyclist, walkers and horses. The rail trail will follow the disused rail line for 134km from Tallarook through Yea to Mansfield with a link between Cathkin and Alexandra.)  Great Southern Rail Trail (Leongatha to Foster)  Bellarine Peninsula Rail Trail (South Geelong to Queenscliff)  Ballarat Skipton Rail Trail

Target market

’ Victoria s trail infrastructure appeals predominantly to couples aged fifty plus and families with children, who seek an experience that allows them to spend quality time with friends and family. This ’ market is interested in complementary experiences, such as food and wine and exploring Victoria s villages. Currently these visitors are predominantly intrastate travellers, with the interstate market ’ offering considerable potential due to Victoria s unique product offering, including quality boutique accommodation, food and wine and other complementary experiences.

Mountain biking

’ Victoria s Nature-based Tourism Strategy 2008-2012 identifies the vision for Victoria to become the premier mountain biking state by establishing tracks linked to appropriate accommodation in the Otways, the Grampians and Alpine Resorts.

The Great Otway National Park has over 40 kilometres of purpose-built mountain bike tracks, which take cyclists through scenic bush terrain at Forrest. The You Yangs Regional Park also has a purpose-built mountain biking park.

The Goldfields Track, a 210 kilometre walking and cycling trail that connects the towns of Ballarat and Bendigo via scenic villages such as Castlemaine, Hepburn, Daylesford and Creswick, was identified as a priority for infrastructure development, including accommodation, in the RTAP.

Lysterfield Mountain Bike Park in the Yarra Valley offers exciting and environmentally sustainable trails that cater for riders of all ages and ability.

Target market

’ Victoria s mountain bike experiences, including events, mainly attract males aged 30-39 years, who are well educated professionals with high disposable incomes. This segment consider mountain biking a personal challenge and their motivation for riding is health and fitness, as well as spending time with like-minded people. This market engages in purpose driven travel and will generally participate in a specific activity, such as a mountain bike event. Victoria is recognised for its mountain bike infrastructure and events and as such there are opportunities to attract interstate participants and visitors.

Road cycling and events

’ Victoria s diverse terrain and tourism experiences enable the state to host a variety of cycling events. The diverse scenery and terrain, sealed roads, close proximity of villages and towns and existing tourism infrastructure in Victoria also gives the state a competitive advantage for road cycling.

’ Victoria s Cycle Tourism Action Plan 2011-2015 12

The sealing of the Bogong High Plains Road between Falls Creek and the Omeo Highway in 2009 means that cyclists can now ride along the spectacular Alpine Loop from Falls Creek, through Omeo, Mt Hotham, then back to Falls Creek via Mt Beauty. This is arguably one of the most challenging and rewarding cycling experiences in Australia and has created the opportunity to develop the 3 Peaks ’ Challenge, one of Victoria s major road cycling events.

’ The 3 Peaks Challenge is a European-style road cycling event held in Victoria s stunning alpine region. The 230 kilometre route starts and finishes at Falls Creek and traverses the alpine region including Tawonga Gap and Mt Hotham. There are four ride options, meaning riders can choose to complete the ultimate 230 kilometre challenge, or enjoy the scenery and ride one of the 115 kilometre routes.

Target market

Cycling events attract both spectators and participants. Professional cycling events bring a high number of spectators and non-professional events interest mainly participants. This segment is mainly comprised of males aged 40-54 years, who are working professionals, well educated and have a high disposable income. This market appreciates the health and fitness benefits of cycling.

Some cycling events, both professional and non-professional, currently attract a high percentage of interstate visitors, especially from NSW and the ACT.

’ Victoria s Cycle Tourism Action Plan 2011-2015 13

DIRECTION ONE: STRENGTHENING THE SUPPLY OF CYCLE TOURISM EXPERIENCES

Why is this issue important?

To stimulate demand for cycle tourism, it is essential that Victoria further develops its product offering. This includes identifying and addressing major product gaps, developing cycling infrastructure and complementary products, including cycle friendly accommodation and touring product.

The diversity of rail trails, mountain biking terrain and cycle tourism assets have the potential to act as an economic catalyst for new accommodation and tourism businesses. One of the barriers to investment in cycle tourism facilities is the lack of research into product demand prior to establishing infrastructure and the perception of potential barriers to entry into the market. Investment in cycling infrastructure and tourism services is needed to create iconic experiences, attract new markets, better meet the needs of existing visitors and grow yield and regional jobs.

Parks Victoria has led the development of the Public Land Tourism Investment Case (Natural Icons). This case focuses on the need for government investment to improve, develop and promote our natural attractions, and to assist in stimulating private investment in complementary services and ’ facilities. Consistent with Victoria s Nature-Based Tourism Strategy 2008-2012, the case addresses the need for Victorian public lands to have contemporary infrastructure and services in the right locations, to enhance our inspirational natural and cultural experiences, create complementary private investment opportunities and strengthen regional tourism. Tourism Victoria supports the implementation of mountain biking and cycling projects identified by Parks Victoria within the Public Land Tourism Investment Case.

The capacity to carry bikes on public transport in Victoria is limited. The opportunity exists for Tourism Victoria to explore innovative ways to increase the accessibility of cycle tourism experiences, in partnership with relevant government agencies and public transport operators.

This plan aims to facilitate the research and development needed to attract public and private investment into new and existing cycle tourism infrastructure, including the relevant projects identified by Parks Victoria within the Public Land Tourism Investment Case. This includes the need for research into the size and economic benefit of the interstate cycle tourism to Victoria.

What have we already done?

Victoria has developed cycling infrastructure. This includes rail trails in regional Victoria along with mountain bike facilities, particularly in the Otway region.

Both Parks Victoria and VicRoads have funded the development and construction of the Metropolitan Trail Network with existing and proposed trails totalling approximately 1,200 kilometres.

A number of cycling strategies have been developed by local governments to further support the development of cycle tourism across the state.

Product development activities have been undertaken with a number of cycle friendly operators to increase the market ready product offering and attract cycle tourists.

’ Victoria s Cycle Tourism Action Plan 2011-2015 14

What will we do in the future?

Mountain biking is instrumental in supporting all season visitation. The Board of Alpine Resorts Tourism (BART), Parks Victoria, the Department of Sustainability and Environment, Invest Victoria and Tourism Victoria have provided funding to undertake a feasibility study to explore the establishment of ’ the Mt Buller Razorback Spur Mountain Bike Ride as Australia s first epic ride. The epic label is awarded by the International Mountain Biking Association (IMBA). Currently no Australian mountain biking product has this label.

Tourism Victoria supports further investment opportunities in cycle trail infrastructure, including priority tracks and trails.

Major infrastructure initiatives for consideration focus on the priorities identified in the RTAP and Nature-based Tourism Strategy, including:  Demountable bike barn accommodation along the tracks in the Great Otway National Park, Grampians National Park and other priority locations  Mountain biking attractions of an international standard, including facilitating investment in ’ suitable tracks in Victoria s Alpine Resorts  Completion of key rail trail and cycle tourism projects including the Murray to Mountains Rail Trail.

Tourism Victoria will work in partnership with relevant government agencies and public transport operators to increase the accessibility of cycle tourism experiences, particularly in relation to increasing capacity to carry bikes on public transport.

Action Timing ’ Establish a Victorian Trails Committee to oversee the development of Victoria s 2011 - 2012 trail network.

Complete priority rail trail and cycle tourism projects, including the Murray to 2011 - 2015 Mountains Rail Trail project. ’ Contribute to Parks Victoria s development of a holistic Mountain Bike Plan for 2011 - 2015 Victoria.

Facilitate international standard investment in priority mountain bike tracks, 2011 - 2015 ’ particularly in Victoria s High Country.

Undertake research into the size and performance of cycle tourism segments, the 2011 - 2013 contribution of cycle tourism to the Victorian economy and investment opportunities, including private sector accommodation. ’ Establish the Mt Buller Razorback Spur Mountain Bike Ride as Australia s first 2011 - 2015 epic ride, as classified by the IMBA. Fast track appropriate cycle tourism operators export readiness through Tourism 2011 - 2015 ’ Victoria s Market Ready program. Develop demountable bike barn accommodation in the Great Otway National 2011 - 2015 Park, Grampians National Park and other priority locations. Partner with public transport operators and the Department of Transport to 2011 - 2012 explore opportunities to increase the capacity of public transport to accommodate bicycles. Support the implementation of cycle tourism projects identified by Parks Victoria 2011 - 2015 within the Public Land Tourism Infrastructure Case (Natural Icons).

’ Victoria s Cycle Tourism Action Plan 2011-2015 15

DIRECTION TWO: BUILDING CONSUMER DEMAND FOR CYCLE TOURISM EXPERIENCES

Why is this issue important?

To ensure Victoria is a competitive cycling destination, a clear and consistent proposition about the ’ state s cycle tourism experiences needs to be communicated.

’ The evolution of Tourism Victoria s nature-based tourism campaign has created a platform for promoting our nature-based tourism experiences to key interstate markets, including the promotion of mountain biking and iconic cycling trails.

What have we already done?

Victoria hosts an impressive calendar of cycle tourism events and promotions. 7 Peaks - The Alpine ’ Ascent Challenge, is an event in Victoria s High Country and challenges visitors to ride four of seven climbs in the region, including:  Mt Baw Baw Alpine Resort  Mount Buffalo National Park  Mt Buller Alpine Resort  Dinner Plain Alpine Village  Falls Creek Alpine Resort  Hotham Alpine Resort  Lake Mountain Alpine Resort

’ Victoria s High Country currently promotes the Pedal to Produce initiative which encourages people to cycle to local produce stores and farm gates. This key initiative will continue to be promoted.

What will we do in the future?

’ To build consumer demand, cycling-based marketing activities will support Tourism Victoria s existing ’ regional marketing campaigns. In particular, cycle tourism will be promoted as a subset of Victoria s ’ interstate nature-based campaign; Victoria's High Country s Adventures Happen campaign and Summer in the High Country.

Tourism Victoria will continue to support regional tourism campaigns that focus on cycle tourism and build on the Victorian brand positioning for nature-based tourism.

’ Victoria s High Country will be promoted interstate as the lead region for cycle tourism experiences. ’ The region has a diverse terrain suitable for road cycling, mountain biking and rail trails. Victoria s High Country is also developing events to further strengthen its position as a cycling destination.

To attract high yield visitors a collaborative approach needs to be adopted regarding the provision of maps and information to encourage the use of cycling infrastructure. Currently there is no central portal of cycling information for tourists. This plan aims to further enhance the relationship between government and industry and identify actions to ensure the delivery of consistent information to cycle tourists.

An application for a UCI Bike City label for Melbourne has been submitted. This label is designed for internationally renowned cities developing and promoting cycling (from competition to sport for all) as an environmentally friendly leisure sport and gentle means of transport. The accolade of the UCI Bike ’ ’ City label will further enhance Melbourne s brand positioning as Australia s premier cycling city and ensure the city is recognised world-wide for its cycling experiences.

A focus of cycle tourism promotion will be online marketing through visitvictoria.com. Tourism Victoria will develop an integrated and comprehensive online portal for cycle tourism, including accessibility information, maps for tracks and trails and information regarding cycle friendly businesses. This action will be undertaken in collaboration with key industry partners, including Bicycle Victoria.

’ Victoria s Cycle Tourism Action Plan 2011-2015 16

A high quality image library will be developed to ensure consistent branding of cycle tourism across events and relevant marketing activities

Action Timing

Establish the High Country as the leading destination for cycle tourism in Victoria 2011 - 2015 ’ through the development of marketing activities that hero the region s cycle tourism experiences. Apply for the UCI Bike City label for Melbourne. 2011 - 2012

Work with key industry and government partners to build an online portal for cycle 2011 - 2012 tourism including information on cycle friendly tourism products, maps and an events calendar. Promote cycle tourism as a sustainable option for visitors to the state through the 2011 - 2015 sustainable section of visitvictoria.com. Ensure Regional Tourism Boards (including Melbourne) promote priority cycle tourism 2011 - 2015 destinations and experiences to the intrastate market. Promote commissionable cycle tourism products to key international travel trade through 2011 - 2015 trade shows and in-market promotions. Develop a brand toolkit for cycle tourism, including a high quality image library and 2011 - 2012 brand guidelines for cycle tourism in relation to events and broadcast opportunities. Identify and encourage the industry to develop tourism packages that combine trails, 2011 - 2015 transport, tours, accommodation and attractions. Promote the Melbourne Bike Share scheme on visitvictoria.com. 2011 - 2015

’ Victoria s Cycle Tourism Action Plan 2011-2015 17

DIRECTION THREE: ATTRACTING AND LEVERAGING EVENTS

Why is this issue important?

Cycling events are a key economic driver and generate extensive media coverage throughout the world. Events attract competitors, officials and spectators (both overnight and day visitors) and have been acknowledged as providing tourism revenue for destinations.

Victoria and Melbourne have gained extensive international recognition through the staging of major sporting and cultural events.

’ Melbourne is widely regarded as the sporting events capital of Australia. Melbourne s reputation, ’ partnered with Victoria s strong event culture, gives the state a competitive advantage in attracting high profile sporting events.

’ Victoria s cycle tourism industry is strong, with a number of local and regional cycle tourism associations in existence and strong partnerships between relevant government agencies and industry. There are a number of industry bodies working together to attract and leverage cycle tourism events to the state.

Bicycle Victoria provides a strong voice for the cycle industry. Bicycle Victoria organises successful events such as the Great Victorian Bike Ride and Around the Bay in a Day, which drive participation from recreational cyclists, many Melbourne-based. These events are growing in popularity and an opportunity may exist to grow participation from interstate visitors.

What have we already done?

Tourism Victoria has a strong working relationship with the Victorian Major Events Company (VMEC) to attract cycling events with international relevance to Melbourne and regional Victoria.

Tourism Victoria works with major event organisers to promote events and profile the state to domestic and international markets through event broadcasts and media exposure. Tourism Victoria also assists with the development of a skilled and professional events industry by providing strategic advice regarding calendar management and event development.

The Victorian Government has supported a number of major cycling events including the Jayco Herald Sun Tour, the UCI Track Cycling World Cup, the UCI Track Cycling World Championships and the UCI World Road Cycling Championships.

Victoria was in the international spotlight when it hosted the 2010 UCI World Road Cycling Championships. The UCI Road World Championships are the pinnacle of the world cycling calendar, ranking alongside the Tour de France as one of the most coveted prizes in cycling. This event raised ’ Victoria s profile as a leading events cycling destination and through broadcasting showcased our cycle tourism offerings to key international markets.

The Bendigo International Madison is one of the biggest cycling and athletic events in Australia and has a long standing association with Bendigo. The event is held at the world-class Tom Flood Sports Centre during March.

Major regional cycling events such as the Bendigo International Madison, the Jayco Herald Sun Tour and the Australian Open Road Cycling Championships provide invaluable opportunities to showcase ’ Victoria s quaint villages, local food and wine and stunning nature-based experiences.

’ Victoria s Cycle Tourism Action Plan 2011-2015 18

What will we do in the future?

To maximise the benefits of hosting cycling events, Tourism Victoria will continue to build relationships with cycling event promoters and relevant agencies including VMEC, Sport and Recreation Victoria, and local government agencies. Tourism Victoria will work to increase the exposure of the state through the broadcasting of major cycling events and event marketing.

Tourism Victoria will continue to work with relevant Regional Tourism Boards, local government and event organisers to identify cycling events that drive visitation through participation and are suitable for support through the Tourism Victoria Events Program.

Tourism Victoria will support the development of priority mountain biking events, with the potential to attract interstate and intrastate visitation, including:  Otway Odyssey, Forrest  Dirt Works 100km Classic VIC, Woodend  Terra Australis MTB Epic, North East Victorian Alpine and High Country region  The Forrest 6 hour Mountain Bike Event - Forrest  Bike Buller MTB Festival - Mt Buller  Jeep 24hr - Forrest

Tourism Victoria will continue to liaise with Bicycle Victoria regarding their events which have the capacity to attract interstate and international visitors.

Tourism Victoria will provide support to relevant regional cycling events that have the capacity to attract visitors. Initially, the focus will be on events held in the High Country.

Action Timing Support the development of the Jayco Herald Sun Classic to become a leading 2011 - 2015 annual road cycling event in Australia. Provide support to relevant regional cycling events that have the capacity to attract 2011 - 2015 visitors to the regions. Identify and prioritise mountain biking events that have the potential to attract visitors 2011 - 2015 to the State, including developing a hero event, potentially the Otway Odyssey. Promote the UCI Track Cycling World Championship and associated World Cup track 2011 - 2015 cycling events and leverage branding opportunities for Melbourne and Victoria as a cycling destination. Work with VMEC and relevant partners to attract international cycling events. 2011 - 2015 Support the tourism marketing of the Australian Open Road Cycling Championships 2011 - 2012 held in Ballarat. ’ Support Melbourne s bid to host the international cycle planning conference, Velocity 2011 - 2012 Global in 2014

’ Victoria s Cycle Tourism Action Plan 2011-2015 19

REPORTING

How will we measure our success?

Tourism Victoria will implement a monitoring and evaluation program to assess changing environmental conditions and performance that may impact the directions of this plan.

A key element of the monitoring program will be the delivery of an annual report card on how Tourism Victoria are tracking in achieving the key milestones that are identified in this plan. The report card will be made available to stakeholders on an annual basis.

’ Victoria s Cycle Tourism Action Plan 2011-2015 20

victoria’s nature-based tourism strategy

2008–2012 First published 2008

Published by Tourism Victoria, State Government of Victoria

© Tourism Victoria, Victoria 2008 This work is copyright. Apart from fair dealing for the purposes of private study, research, criticism or review as permitted under the Copyright Act 1968; any process without written permission may reproduce no part.

This resource booklet has been produced by Tourism Victoria. For further information on this and other resources contact Tourism Victoria 03 9653 9777.

Disclaimer This publication may be of assistance to you but the State Government of Victoria and its employees do not guarantee that the publication is without flaw of any kind or is wholly appropriate for your particular purposes and therefore disclaims all liability for any error, loss or other consequence which may arise from you relying on any information in this publication. MINISTERS’ FOREWORDS 2 table of contents Victoria’s Nature-based Tourism Strategy EXECUTIVE SUMMARY 4 2008–2012

INTRODUCTION 10

RESEARCH 14

NATURE-BASED TOURISM MARKETS 24

DESTINATION PLANNING, DEVELOPMENT AND MANAGEMENT 30

STRATEGIC DIRECTIONS 34

DIRECTION 1 – Creating supportive frameworks and partnerships 36

Direction 2 – Planning and managing sustainable destinations 45

Direction 3 – Developing authentic, memorable experiences 54

Direction 4 – Facilitating viable and innovative businesses 63

Direction 5 – Effective marketing 68

IMPLEMENTING THE STRATEGY 74

APPENDICES 76

Appendix 1 – Types of nature-based tourism 76

APpendix 2 – Glossary of terms, acronyms and abbreviations 77

Appendix 3 – Other plans, strategies, legislation and policies 79

References 80

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Nature-based tourism is one of This strategy aims to make sustainability

Minister’s Foreword the fastest growing tourism sectors the backbone of the industry and

internationally, and with its diverse increase the supply of high yield visitor natural attractions Victoria is well experiences, as opposed to simply placed to capitalise on this growth. encouraging large increases in visitor numbers. Victoria boasts one of the most accessible coastlines in the world It draws on the Victorian Government’s and a well-developed system of land tourism and environment policies and and marine parks. Visitors can enjoy outlines a range of opportunities for high profile natural attractions such tourism and conservation outcomes as Port Campbell National Park, the which ensure both a financially viable Grampians, Wilson’s Promontory, nature-based tourism industry and a Croajingolong National Park, Mt Buffalo healthy environment. It also examines and the Alpine region. how to encourage the nature-based tourism industry to become more Natural assets such as these provide sustainable and adopt carbon reduction a wonderful opportunity for Victoria initiatives to limit the industry’s impact TIM HOLDING MP to lead in this sector. There are on climate change. Minister for Tourism and Major Events also challenges, most notably in facilitating investment in the types The strategy has been developed of accommodation, amenities and following extensive consultation activities that today’s discerning with the tourism industry, local visitors expect. government and key environmental and conservation groups throughout In order to be recognised as a world Victoria. The consultation process class destination and to cater for the provided valuable feedback which has forecast growth in international visitors been incorporated into the Strategy. to Victoria, we must address these issues. I am pleased to present Victoria’s As well as being reliant on the natural Nature-based Tourism Strategy 2008– environment, nature-based tourism 2012, which will help to ensure the must also play a role in maintaining and sustainable and prosperous growth of sustaining its health. Victoria’s nature-based tourism industry.

2 tourismvictoria.com.au/naturebasedtourism Victoria’s climate is changing. The strategy recommends sustainable

practices and suitable carbon reduction Minister’s Foreword Nature-based tourism is considered initiatives to constrain the nature-based particularly sensitive to this change and tourism industry’s impacts on climate its consequences because nature-based change and communicate these tourism relies on natural ecosystems. measures to Victorians. That’s one of many reasons why The strategy aims to manage visitor protecting our environment is vital impact, promote the sustainability and for the future of all Victorians and growth of Victoria’s natural assets our visitors. and mitigate the associated risks by Climate change is anticipated to have integrating existing environmental and profound implications that could tourism policies. fundamentally transform aspects of the The Victorian Government is tourism sector here in Victoria – just as committed to the health and growth it will in many other parts of the world. GAVIN JENNINGS MLC of Victoria’s tourism industry and Minister for Environment Victorians are progressively more the Nature-based Tourism Strategy and Climate Change aware of their contribution to climate 2008–2012 is a milestone document. change and are starting to pursue I look forward to reviewing the travel destinations that minimise their strategy’s outcomes over the impact on the environment. forthcoming years and share Minister The tourism sector needs to prepare Holding’s view that this important and actively engage in efforts to piece of work will contribute to reduce greenhouse gas emissions Victoria’s reputation as a world- and adapt to minimise the impacts of class travel destination, as well as climate change and take advantage demonstrate Victoria’s commitment of any opportunities that may arise. and extensive contribution to Nature-based tourism in particular can, environmental sustainability. and must, play a significant role I would like to also commend the in addressing climate change if it is extensive work undertaken by all those to be sustainable. involved with the development and The Department of Sustainability and production of this strategy. This work Environment, Parks Victoria and Tourism has resulted in a robust and integrated Victoria have developed the Nature- vision for the future of nature-based based Tourism Strategy 2008–2012 after tourism in Victoria. extensive consultation with the tourism industry and other stakeholders.

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executive summary BACKGROUND Victoria’s tourism industry Growth in international Victoria’s tourism industry is nature-based tourism visitation The focus of this strategy is on a coordinated approach The Nature-based Tourism Strategy worth an estimated $10.9 billion For Victoria, the strongest nature-based to policy, planning, sustainable development 2008–2012 is Victoria’s first major and accounts for almost 160,000 jobs. tourism growth from 2006 to 2016 and marketing of the nature-based tourism sector. interagency strategy for nature-based The Victorian Government’s 10 Year is forecast to come from international tourism. It was jointly funded and Tourism and Events Strategy identifies markets. Visitation is expected to guided by Tourism Victoria, Parks natural attractions as one of Victoria’s grow from 1.11 million nature-based Victoria and the Department of key tourism product strengths. tourism visitors in 2006 to 1.61 million Sustainability and Environment and in 2016, with China being the largest will provide a long-term, coordinated Domestic and international source market. approach to policy, planning, sustainable nature-based tourism visitors development and marketing of the A nature-based tourism visitor is nature-based tourism sector. defined as a visitor who undertakes at least one nature-based tourism activity The strategy aims to stimulate during their visit. The most popular and grow nature-based tourism by: activities are going to the beach, • addressing barriers to growth to bushwalking or rainforest walks, and attract public and private investment visiting national parks or state parks. • increasing the sustainability and viability of the nature-based For year ending June 2007, 37 per cent tourism industry of domestic overnight visitors and 77 • encouraging the industry to limit per cent of international overnight its carbon footprint visitors to Victoria undertook at least • raising visitor expenditure and one nature-based tourism activity tourism yield for provincial Victoria during their trip. This included 8.1 • heightening nature-based tourism million domestic day trips, 6.3 million consumer awareness of Victoria domestic overnight and 1.13 million • maintaining the principle of international nature-based tourism equity of access to public land visitors. Natural attractions influence • contributing to a healthy 56 per cent of all international visitors Grampians National Park environment. to visit Australia. Nature-based tourism is tourism that relies on experiences directly related to natural attractions. The five types of identified nature-based tourism are ecotourism, adventure tourism, extractive tourism (e.g. fishing), wildlife tourism and nature retreats.

4 tourismvictoria.com.au/naturebasedtourism CONTEXT • high yield ‘hero’ product and The importance of triple infrastructure gaps surrounding bottom line sustainability For Victoria to develop successful key natural attractions Sustainable nature-based tourism nature-based tourism destinations • undersupply of experiences growth must be assessed against and experiences, gaps in the five A’s to cater to international markets indicators for environmental, economic, – attractions, access, activities, amenities • low visitor expenditure in regional social and cultural outcomes: and accommodation – must be filled. Victoria • Environmental outcomes This strategy focuses on growing • financial viability of existing businesses – the integrity of the natural Victoria’s offerings of nature-based • industry fragmentation and environment, including biodiversity, tourism experiences that will attract lack of an industry voice must be maintained and sustained. high yielding visitors. For example, • financial sustainability of • Economic outcomes – the industry Victoria’s key natural attractions have public land infrastructure assets must be financially viable. opportunities for self-reliant nature- • low significance placed on nature- • Social and cultural outcomes based tourism visitors, but have limited based tourism by some communities. – cultural vitality and community experiences for high yield visitors. engagement lead to vibrant, liveable Impact of climate change and sustainable communities. Issues hindering growth There is growing and compelling Industry research identified that key evidence indicating that global issues hindering nature-based tourism climate has changed compared to growth are: the pre-industrial era and is anticipated • lack of an integrated policy to change over the 21st century and planning framework to and beyond. enable private investment We can expect Victoria to have a (‘enabling environment’) hotter and drier climate in the future, • low consumer awareness and coupled with rising sea levels and perception of Victoria as a increasingly frequent and more severe nature-based tourism destination weather events. These changes will • limited coordination and focus intensify over time, particularly under on sustainable destination planning, higher carbon emissions scenarios. development and management of key nature-based tourism destinations For nature-based tourism, visitors • climatic events affecting travel are now seeking experiences and behaviour and industry viability destinations that are actively reducing • lack of a unique brand to position their impacts on climate change and Victoria in a competitive marketplace the size of their carbon footprint. • failure of Victoria’s national parks Nature-based tourism, in particular, to capture yield, despite high can and must play a significant role in visitor numbers addressing climate change. Red Gum, South Gippsland

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Grampians National Park

6 tourismvictoria.com.au/naturebasedtourism STRATEGIC DIRECTIONS Victoria’s nature-based DIRECTION 1 DIRECTION 2 tourism vision The Nature-based Tourism Strategy Creating supportive frameworks Planning and managing sustainable Recognising the importance of 2008–2012 proposes a partnership and partnerships destinations sustainability in nature-based tourism between industry and government products and destinations, our vision is: This direction will create an ‘enabling This direction will foster sustainable that will: environment’ to attract nature-based practices including carbon reduction • provide a long-term approach to Victoria will be recognised as the tourism investment and maintain the initiatives and strategies to maintain a destination planning, development leading sustainable nature-based integrity of the natural environment. healthy environment. and management by focusing on key tourism destination in Australia Initiatives include: nature-based tourism destinations renowned for its diverse and • providing for longer-term leases The strategy recommends a long- • ensure the nature-based tourism accessible natural attractions. of up to 65 years that match tenure term approach to destination planning, sector is the industry benchmark in The five directions identified to to return on investment, excluding development and management by environmental sustainability, including achieve this vision are: national parks focusing on key regional nature-based adopting carbon reduction initiatives • investigating planning mechanisms tourism destinations, to work with • generate an ‘enabling environment’ five directions to facilitate nature-based tourism local governments and communities for sustainable investment infrastructure development on to reduce barriers to growth, make • seek significant private and 1. Creating supportive private land significant competitive improvements, public investment frameworks and partnerships • increasing maximum licence terms increase the uptake of sustainable • increase tourism yield in preference 2. Planning and managing to 10 years for tour operators on practices, position each destination and to large increases in visitor numbers sustainable destinations public land trigger visitation to regional Victoria. • contribute to vibrant and sustainable 3. Developing authentic, • creating a sustainable model The phases and destinations are: communities memorable experiences for private investment into • Phase 1 – Great Ocean Road • improve the industry’s capacity, 4. Facilitating viable and public land infrastructure and Grampians professionalism and excellence innovative businesses • developing investment guidelines • Phase 2 – Phillip Island and Gippsland • develop experiences to cater 5. Effective marketing. for nature-based tourism • Phase 3 – Victoria’s High Country. for the forecast growth in • investigating new funding models for international visitation Other major initiatives include: Parks Victoria and the Department • strengthen consumer awareness • producing design guidelines for of Sustainability and Environment and perception of Victoria as a nature-based tourism infrastructure • establishing a nature-based tourism nature-based tourism destination development industry advisory group. • create stronger links with • developing a sustainable nature- Aboriginal tourism. based tourism protocol with peak conservation group/s • developing and implementing a consistent approach for reducing visitor impacts on public land • increasing involvement with Aboriginal communities.

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DIRECTION 3 Weedy Seadragon, courtesy of Gary Grant Echidna Developing authentic, memorable experiences This direction will fill identified access, activity, amenity and accommodation gaps through public and private investment. Major infrastructure initiatives for consideration include: • Projects to improve experiences at Victoria’s most internationally recognised and visited natural attractions, including: – Port Campbell National Park - developing a nationally DIRECTION 4 DIRECTION 5 Implementing the strategy significant precinct and Some specific actions in directions Facilitating viable and innovative Effective marketing interpretative centre 1, 2, 4 and 5 will be delivered by businesses – Phillip Island Nature Parks This direction will enhance the government commitments and from - upgrading the Penguin Parade This direction will seek to increase the competitive positioning of Victoria as existing resources. visitor centre. triple bottom line sustainability of the a destination with world-class natural Most of the infrastructure initiatives • Other infrastructure industry through initiatives including: attractions, through initiatives including: contained in direction 3 are unfunded. initiatives include: • improving the professionalism and • developing the brand positioning These initiatives represent a range – encouraging private investment excellence of existing and potential of nature-based tourism for Victoria of options to be considered by into sustainable nature-based operators through training • supporting regional campaigns that government and the private sector tourism accommodation projects • increasing opportunities for focus on nature-based tourism over the life of the strategy. in the Otways, Great Ocean Road, business skills mentoring programs • expanding marketing efforts, Grampians and East Gippsland • continuing to improve the tourism including cooperative marketing by – establishing the Wild Walks knowledge and skills of land managers Tourism Victoria and Parks Victoria  of Victoria with a high yield and tourism partners through training. • developing thematic collateral commercially-run walking including ‘Top 10’ experiences component with demountable • increasing access to nature-based standing camps/accommodation tourism information online, including – positioning Victoria as the development of a Parks Victoria Australia’s premier mountain online booking system biking destination • ensuring high quality nature-based – developing world-class visitor tourism images and new media are experiences at key national parks. obtained for promotional use and used consistently across government.

8 tourismvictoria.com.au/naturebasedtourism Ultimate Penguin Tour, Phillip Island Nature Park

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INTRODUCTION Nature-based tourism is any type of Nature-based tourism in Victoria The natural environment tourism that relies on experiences Victoria’s tourism industry Victoria has a wealth of diverse and Victoria will be recognised as the leading sustainable nature-based directly related to natural attractions. Victoria’s tourism industry is worth accessible natural environments, found tourism destination in Australia renowned for its diverse and There are five types of nature-based an estimated $10.9 billion and accounts in landscapes ranging from desert to accessible natural attractions. tourism, including: for almost 160,000 jobs. The Victorian alpine, coastal and forest. Victoria also Government’s 10 Year Tourism and has the greatest biodiversity, relative to 1. ecotourism Events Strategy identifies natural land size in Australia, sustaining a large (guided nature interpretation attractions as one of Victoria’s key number of ecosystems with special and Aboriginal cultural heritage tourism strengths. flora and fauna. Most of Victoria’s in nature) significant natural environments are 2. adventure tourism Although tourism is a major economic located within Victoria’s public land (horse riding and kayaking) driver for the State, growth is not being estate (Figure 1.1). 3. extractive tourism realised equally for all tourism sectors. (fishing, gold panning and fossicking) Consumers perceive Victoria to be The Victorian Government is 4. wildlife tourism (native wildlife the leading destination in Australia for responsible for managing eight million viewing and whale watching) regional food and wine, touring and hectares of public land (33 per cent 5. nature retreats (eco-lodges). events; however, the perception of of Victoria), which includes protected Victoria as having world-class natural areas (40 national parks, 27 state parks, (See Appendix 1. Types of nature- attractions is low. 3 wilderness parks, 24 marine national based tourism.)

Ecotourism differs from other types of Figure 1.1 Spectrum of environments on Victoria’s public land estate nature-based tourism as it is based on an ethos of environmental and cultural Highly-natural environments Highly-modified environments education, appreciation, and conservation. Victoria has significant natural assets and a wealth of opportunity to expand nature-based tourism. This strategy explores the sector’s potential, identifies Wilderness Parks State Forests Metropolitan Parks Historic Places challenges and opportunities, and National Parks Coastal Waters Foreshore Reserves & Gardens proposes directions to ensure the (including Marine) Foreshore Reserves in Towns and Cities Public Purpose sustainable and prosperous growth of State Parks on the Open Coast Reserves Victoria’s nature-based tourism industry. Lighthouse Reserves Alpine Resorts

Source: Sustainable Recreation and Tourism on Victoria’s Public Land Policy

10 tourismvictoria.com.au/naturebasedtourism parks and sanctuaries, and other Victoria’s key natural attractions It aims to stimulate and grow nature- Sustainability should be evident protected area reserves), state forests, for nature-based tourism include based tourism sustainably by: in nature-based tourism products coastal foreshore reserves, metropolitan national parks such as Port Campbell, • addressing barriers to growth to and destinations. Consumers are parks, alpine resorts, and other reserved Grampians, Wilsons Promontory, attract public and private investment increasingly aware of issues such as and unreserved Crown land. Croajingolong, Mt Buffalo and Alpine, • increasing the sustainability and climate change and reduced water as well as native wildlife tourism viability of the nature-based resources, and expect sustainability Visitation to Victoria’s public land estate attractions like Phillip Island Nature tourism industry to be incorporated into tourism Since 1999, there have been several Parks and Healesville Sanctuary. • encouraging the industry to limit experiences. The nature-based studies on the economic value of Currently, these attractions have a its carbon footprint tourism sector is in a position to public land use by visitors to Victoria, wealth of opportunities for self-reliant • raising visitor expenditure and demonstrate the tourism industry’s both directly and indirectly, through nature-based tourism visitors but tourism yield for provincial Victoria active contribution to a healthy visitor expenditure and employment. limited experiences for high yield • heightening nature-based tourism environment. Recognising these issues These studies have indicated the nature-based tourism visitors, including consumer awareness of Victoria and expectations, our vision is: annual economic value of: accommodation, activities • maintaining the principle of • three high-profile national parks – Victoria will be recognised as the and amenities. equity of access to public land Wilsons Promontory, Port Campbell • contributing to a healthy leading sustainable nature-based and the Grampians is $481 million Inreasing yield environment. tourism destination in Australia • state forests is between Increasing yield is about creating renowned for its diverse and $12.8 million and $39.9 million products and building destinations that This is Victoria’s first major interagency accessible natural attractions. • winter and non-winter use will enhance visitor spend through strategy for nature-based tourism. It has of Victoria’s alpine resorts is length of stay, as well as creating better been funded and guided by Tourism Five directions have been designed $505 million experiences overall in preference Victoria, Parks Victoria and the to achieve the nature-based • visiting beaches and coastline is to yield through large increases in Department of Sustainability and tourism vision: $734 million. visitor numbers. High yield products Environment. five directions do not necessarily have to include The potential for growth in A framework for success infrastructure and can include guided 1. Creating supportive nature-based tourism This strategy states the shared vision for activities, packaging different types frameworks and partnerships Growth in nature-based tourism Victoria over the next five years, outlines of tourism products, better pricing 2. Planning and managing can boost the State and regional objectives and government and industry structures or products with sustainable destinations economies. This strategy focuses on actions to accomplish these objectives. customised servicing. 3. Developing authentic, growing Victoria’s offerings of nature- Victoria’s vision for nature-based tourism memorable experiences based tourism experiences that will About this strategy Victoria’s vision for nature-based 4. Facilitating viable and attract high yielding nature-based The Nature-based Tourism Strategy tourism is founded on sustainability, innovative businesses tourism visitors. Currently, Victoria is 2008–2012 provides a long-term, attracting public and private investment 5. Effective marketing lagging behind other destinations in coordinated approach to policy, into high yield products, integrating Australia and overseas in the creation planning, sustainable development government and industry effort, and of these high yield experiences. and marketing of the nature-based focusing on experiences that offer high tourism sector. levels of visitor engagement.

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The climate change challenge challenge, particularly with international This strategy complements the core • involving more Aboriginal people Concern about climate change is visitors. Several groups have emerged aims of Victoria’s Environmental in land and resource management increasing. The Intergovernmental Panel in the UK and Europe (and now Sustainability Framework, including: and tourism. on Climate Change (IPCC) in its Fourth Australia) urging people to stop flying • maintaining and restoring our Policy and planning framework Assessment Report (2007), has stated longhaul. natural assets This strategy provides a statewide that ‘warming of the atmosphere is now • using our resources more efficiently The tourism sector needs to prepare framework for the coordination, unequivocal’ and ‘is very likely due to • reducing our everyday and actively engage on efforts to both management and growth of Victoria’s the observed increase in anthropogenic environmental impacts. reduce greenhouse gas emissions nature-based tourism industry. It seeks (human-induced) greenhouse gas and adapt to minimise the impacts of Economic outcomes to complement, add value to and concentrations in the atmosphere’. climate change and take advantage of A successful nature-based tourism enhance the following strategies. There is growing and compelling any opportunities that may arise. industry must be financially viable. State evidence indicating global climate The strategy seeks to improve For nature-based tourism, visitors In growing nature-based tourism, has changed compared to the pre- economic viability through an increase are now seeking experiences and the partnership between industry industrial era and is anticipated to in visitor expenditure and length of stay destinations that are actively reducing and government will contribute change over the 21st century and rather than large increases in visitor their impacts on climate change and to Growing Victoria Together, the beyond. Consequently, climate change numbers. A healthy environment is the size of their carbon footprint. Victorian Government’s vision for is anticipated to have profound critical to a successful nature-based Nature-based tourism, in particular, growing Victoria to 2010 and beyond, implications that could fundamentally tourism industry as a degraded can and must play a significant role in particularly a ‘thriving economy and transform aspects of the tourism sector environment undermines the potential addressing climate change. healthy environment’. both here in Victoria and in other parts for nature-based tourism to be of the world. The importance of triple attractive to visitors. The 10 Year Tourism and Events Industry bottom line sustainability Strategy was developed in partnership We can expect Victoria to have a Social and cultural outcomes Sustainable nature-based tourism growth with the tourism industry to create a hotter and drier climate in the future, With the support and involvement of must be assessed against indicators for vision, set a new direction and guide coupled with rising sea levels and the tourism industry and the broader environmental, economic, social and marketing and investment decisions increasingly frequent and more severe community, nature-based tourism can cultural outcomes. These outcomes to help the tourism industry grow. weather events. These changes will contribute to the creation of vibrant, should minimise potential negative The strategic tourism responses include: intensify over time, particularly under liveable and sustainable communities impacts and maximise nature-based • building on existing strengths higher carbon emissions scenarios. in Victoria, through: tourism’s conservation of natural and • developing new strengths • a growth in job and The impacts of climate change on cultural heritage, contribute to regional • focusing on long-term growth skills training opportunities the tourism sector will be both direct economies and improve the quality of opportunities • increasing community and indirect. Australia is also heavily life for local communities and visitors. • strengthening the partnership cohesiveness and pride dependent on air travel with the between government and industry. Environmental outcomes • improving visitor facilities, livelihood of the tourism industry The integrity of the natural environment, benefiting visitors and locals reliant on aviation. Visitor attitudes including biodiversity, must be maintained • promoting, maintaining and protecting towards aviation and its impact on and sustained. Victoria’s heritage for future climate change present a growing generations

12 tourismvictoria.com.au/naturebasedtourism Moving Forward: Making Provincial Victoria National the Best Place to Live, Work and Invest The Australian Government’s Tourism recognises that tourism is a major White Paper – A Medium to Long Term contributor to provincial Victoria’s Strategy for Tourism outlines a range of economy, with tourism growing by measures, underpinned by structural 30 per cent over the past five years. reform and additional resources, to Tourism is a fast growing source of position Australia as a world leader jobs and a key platform of the State in tourism goods and services. In Government’s business agenda. regards to nature-based tourism, the paper highlighted: Our Environment Our Future - • the importance of Australia’s unique Environmental Sustainability Framework natural and cultural environment as and Sustainability Action Statement a major attraction for visitors 2006 will guide sustainable nature- • protection of Australia’s natural and based tourism development, including cultural assets as a cornerstone of maximising future economic growth, sustainable tourism development maintaining a high quality of life, and • the need to increase industry take- protecting Victoria’s environment. up of environmental best practice Following on from the action strategies and provide benefits to statement, the Victorian Government is the industry. developing a White Paper on Land and The forthcoming Tourism Action Plan on Biodiversity at a time of Climate Change, Climate Change will assess the impact due for release in 2009. of climate on the tourism industry, Victoria’s Aboriginal Tourism Development review best practice in Australia Plan 2006–2009 will provide a clear and abroad and develop adaptation pathway to business success for strategies. A taskforce comprised of Indigenous cultural tourism attractions. State and Commonwealth government Aboriginal tourism in the natural and industry representatives has been environment overlaps with nature- appointed under the auspices of a based tourism and many of Victoria’s Council of Australian Governments natural attractions have a rich Aboriginal (COAG) to develop this action plan. cultural heritage. This strategy seeks to link, integrate and raise the profile of Aboriginal tourism in the natural environment. (See Appendix 3 for other state plans, strategies, legislation and policies.) Yarra Ranges National Park

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research Key research findings Nature-based tourism – global and Australia Nature-based tourism is one of the fastest growing Nature-based tourism is growing tourism sectors globally and research shows Current worldwide at an estimated rate of the potential for significant growth in Victoria. • Year ending June 2007, Victoria received: 10–30 per cent per annum. In 1999, – 8.1 million domestic day trip nature-based tourism visitors the World Travel and Tourism Council – 6.3 million domestic overnight nature-based tourism visitors estimated nature-based tourism was – 1.13 million international nature-based tourism visitors. accounting for 10–15 per cent of all • Total nature-based tourism visitor nights for domestic and international international travel expenditure. nature-based tourism visitors are 21.9 and 26.8 million respectively. • International nature-based tourism visitors from western hemisphere Nature-based tourism provides markets are more likely to stay overnight in regional Victoria. significant benefits to Australia’s • China is currently a day trip market and key nature-based tourism economy. Domestic and international attractions are Phillip Island Nature Parks and the Twelve Apostles. visitors undertaking at least one • The most popular nature-based tourism activities for all visitors are going nature-based tourism activity in to the beach, bushwalking or rainforest walks, and visiting national parks Australia spent $19.1 billion – or state parks. $8.28 billion for international visitors, • International visitors are twice as likely to undertake a nature-based $10.05 billion for domestic visitors, tourism activity than domestic visitors. and $818 million for domestic day • Natural attractions motivate 56 per cent of all international visitors trip visitors. to visit Australia. The natural environment is a key Forecasts motivator for international visitors to • The strongest forecast growth for Victoria is from international markets travel to Australia, with 56 per cent and by 2016: being influenced to visit based on – Victoria will receive 493,000 more nature-based tourism visitors their intent to visit a natural area. – China is predicted to be the largest international nature-based tourism Australia has the largest number source market of endemic mammal species of – North America, Europe and the United Kingdom will also grow any country (209), the second significantly and will remain key nature-based tourism markets largest number of endemic birds – international nature-based tourism visitors will account for 66 per cent (351, second to Indonesia with of all nature-based tourism visitor nights. 356) and the third largest number • Domestic nature-based tourism visitation is forecast to remain stable. of endemic plants (13,000 which is exceeded by China and Indonesia). This biodiversity affords Victoria a competitive wildlife advantage, as the native wildlife experience influences 19 per cent of international visitors to come to Australia.

14 tourismvictoria.com.au/naturebasedtourism The anchor of the ‘Fiji’, Great Otway National Park

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Domestic nature-based Origin of domestic overnight tourism – Victoria nature-based tourism visitors Domestic visitor markets The majority of visitors to and within Results from the National Visitor Victoria for nature-based tourism Survey show that in the year ending were from Melbourne (59 per cent), June 2007 there were 6.3 million followed by regional Victoria (22 per domestic overnight nature-based cent) and interstate visitors (20 per tourism visitors in Victoria. This cent). New South Wales (9 per cent) represented an increase of 0.8 per cent was the major source of interstate per annum since 2000 (Figure 2.1), visitors followed by South Australia compared to 1.6 per cent increase (4 per cent) and Queensland per annum at the national level. (3 per cent) (Figure 2.3). The survey shows that Victoria received 8.1 million nature-based tourism domestic day trip visitors in the year ending June 2007, representing a decrease of 2.6 per cent per annum since 2000, compared to a decrease of 1.3 per cent per annum at the national level. For the year ending June 2007, Victoria’s market share of domestic overnight nature-based tourism visitors was 20.0 per cent (a decrease of 1.2 percentage points since 2000). In comparison, New South Wales has a 32.6 per cent market share of domestic overnight nature-based tourism visitors (+0.1 percentage points from 2000), and Queensland has a 26.3 per cent share (+0.7 percentage points from 2000) (see Figure 2.2).

Croajingolong National Park

16 tourismvictoria.com.au/naturebasedtourism Figure 2.1 Domestic overnight and day trip nature-based tourism visitors to Victoria Figure 2.3 Origin of domestic overnight nature-based visitors – year ending June 2007

10,000

9,000 Melbourne (58%) 8,000

Visitors (000’s) 7,000

6,000 Intrastate (80%) 2000 2001 2002 2003 2004 2005 2006 2007

Day trips Overnight visitors Regional Victoria Figure 2.2 Market share of domestic overnight nature-based tourism visitors (22%) by destination – year ending June 2007 Interstate (20%)

35 33% 30 26% ACT (4%) NSW (48%) 25 NT (1%) QLD (16%) 20% 20 TAS (5%) SA (18%) WA (8%) 15 Percentage 10% 10 Source: National and International Visitor Surveys, Tourism Research Australia, year ending June 2007 7% 3% 5 2% 1% 0 victoria tasmania australian queensland south australia capital territory capital new south wales western australia northern northern territory

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International nature-based From June 2006 to 2007 there was a tourism – Victoria 6.0 per cent increase in international International visitor markets nature-based tourism visitors to In the International Visitor Survey, Victoria (Figure 2.4), and a 7.1 per cent nature-based tourism visitors are increase in international visitor nights defined as those who undertook a spent in Victoria. nature-based tourism activity while For the year ending June 2007, on their trip to Australia. The survey Victoria’s market share of international does not capture in which state or nature-based tourism visitors reached territory the nature-based tourism 28.7 per cent (up 4.2 percentage activity was undertaken. points since 2000). In comparison, Approximately 1.1 million international NSW has a 56.7 per cent market share nature-based tourism visitors travelled (-3.7 percentage points from 2000), to Victoria during the year ending and Queensland has a 48.3 per cent June 2007, accounting for 26.8 share (-4.1 percentage points from million nights. Nature-based tourism 2000) (see Figure 2.5). visitors represent 77 per cent of all Origin of visitors international visitors to the State. The largest international source During this same period, 29 per cent markets for nature-based tourism of all nature-based tourism visitors to visitors to Victoria for the year ending Australia visited Victoria. The average June 2007 were the United Kingdom, length of stay for nature-based tourism North America, China, New Zealand visitors to Australia was 35.5 nights, and Germany (Figure 2.6). compared to 23.7 nights for nature- based tourism visitors to Victoria.

Manja Shelter, Gariwerd (Grampians National Park)

18 tourismvictoria.com.au/naturebasedtourism Figure 2.4 International nature-based tourism visitors to Victoria – year ending Figure 2.6 Origin of international overnight nature-based visitors to Victoria June 2007

1,200 CHINA (12%) 1,100 GERMANY (4%) UNITED KINGDOM (19%) HONG KONG (2%) SINGAPORE (4%) 1,000 JAPAN (4%) 900 Visitors (000’s) 800

700 2000 2001 2002 2003 2004 2005 2006 2007

Figure 2.5 Market share of international overnight nature-based tourism visitors by destination – year ending June 2007

60 57%

50 48%

40

30 29% MALAYSIA (3%) NEW ZEALAND (11%) OTHER COUNTRIES (30%) 20 NORTH AMERICA (11%) Percentage 13% 10 8% 8% 3% 3% 0 Source: International Visitor Survey, Tourism Research Australia, year ending June 2007 victoria tasmania australian queensland south australia capital territory capital new south wales western australia northern northern territory

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Nature-based tourism activities Table 2.1 Domestic and international nature-based tourism activities Going to the beach is the most popular nature-based activity across Year ending June 2007 % of nature-based tourism visitors all types of visitors. Bushwalking or rainforest walks, and visiting national Nature-based activities Domestic overnight visitors Domestic day trip visitors International visitors parks or state parks are also popular. Go to the beach (including swimming) 51% 46% 79% Overall, international visitors have a higher propensity to undertake Bushwalking or rainforest walks 27% 16% 41% nature-based tourism activities while Visit national or state parks 22% 18% 69% on their trip, with 77 per cent of all international visitors undertaking at Go fishing 13% 6% 6% least one nature-based tourism activity Visit botanical or other public gardens 11% 11% 60% compared to 37 per cent of domestic visitors to Victoria (Table 2.1). Other outdoor activities 8% 6% 10%

Water activities or sports 8% 4% 9%

Surfing 5% 5% 8%

Snow sports 2% 1% 1%

Go whale or dolphin watching 1% 1% 13%

Snorkelling 1% 0% 18%

Scuba diving 0% 0% 7%

Source: International Visitor Survey and National Visitor Survey – year ending June 2007

20 tourismvictoria.com.au/naturebasedtourism Visitation to the public land estate Table 2.2 Mix of domestic and international visitors to key national parks and the alpine resorts Victoria’s public land estate receives 130 million visit days annually. Location Total visitor days % Victoria % Interstate % International National parks managed by Parks Victoria are the most visited parks in Mornington Peninsula National Park 2,989,543 88.4 6.2 5.3 Australia with 28.6 million visits during Port Campbell National Park 1,955,025 33.8 34.9 31.3 the 2004–2005 financial year, followed closely by New South Wales. All other Dandenong Ranges National Park 1,882,303 92.2 2.4 5.5 states and territories have a much Grampians National Park 1,505,428 53.5 19.8 26.7 lower number of visitors. A majority of visits to national and state parks Alpine Resorts – Winter 1,301,045+ 70.9 27.9 1.2 are concentrated in less than 30 parks. Great Otway National Park 1,164,269* 93.0 5.0 2.0 Victoria’s national and state parks and the alpine resorts also attract different Alpine Resorts – Summer 722,268± 62.8 no data available mixes of domestic and international Yarra Ranges National Park 714,967 91.3 7.5 1.3 visitors (Table 2.2). Wilsons Promontory National Park 398,470 78.6 7.7 13.7 Visitation to significant nature-based tourism attractions Gippsland Lakes Coastal Park 368,238 no data available These attractions have high levels of Alpine National Park 304,201 78.7 18.8 2.5 visitation and are significant regional nature-based tourism drawcards for Croajingolong National Park 268,992 no data available international visitors (Table 2.3). Mt Buffalo National Park 183,943 77.0 20.7 2.3

Mt Arapiles -Toan State Park 124,848 38.0 43.0 19.0

Parks Victoria Visitor Survey, 2001; *Great Otway National Park Visitor Vehicle Monitoring Project, 2007; +Economic Significance of the Australian Alpine Resorts, July 2006, Alpine Resorts Co-ordinating Council; ± Victorian Alpine Resorts Economic Significance Study 2000, July 2001, Alpine Resorts Co-ordinating Council. After 2001, Parks Victoria’s annual measurement of Visitation by individual park ceased in favour of measurements of the broader estate.

Table 2.3 Mix of domestic and international visitors to significant nature-based tourism attractions

Attraction Total visitor days % Victoria % Interstate % International

Phillip Island Nature Park 688,621+ 37.2 14.1 48.7

Healesville Sanctuary 302,826 51 19 30

Otway Fly 170,000* 53.8 19.5 26.7

Source: Visitation data has been supplied by each attraction for the year ending June 2007 + Total paying visitors. This visitation does not include visitors to free attractions, including The Nobbies, Cape Woolamai Pinnacle Walk and Rhyll Nature Walk. Total visitation to all attractions is approximately 1.1 million visitors. *Source: Since September 2003, visitation has averaged 160,000 to 170,000 per annum.

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Horse riding, High Country

22 tourismvictoria.com.au/naturebasedtourism Nature-based tourism Table 2.4 International overnight nature-based tourism (NBT) visitors to Victoria 2006 and 2016 growth projections The strongest tourism growth for Key NBT international markets for Victoria Actual NBT visitors Forecast NBT visitors Victoria from 2006 to 2016 is forecast by country of origin 2006 2016 to come from international markets. International visitation to Victoria is United Kingdom 215,000 281,000 forecast to grow from 1.11 million China 124,000 409,000 nature-based tourism visitors in 2006 to 1.61 million by 2016 (Table North America 139,000 192,000 2.4). China is expected to overtake New Zealand 114,000 142,000 the United Kingdom in 2016 as the largest source market for nature-based Germany 51,000 73,000 tourism visitors. The United Kingdom All international markets 1,113,000 1,606,000 and North America are also showing strong growth and will remain core Source: International Visitor Survey, Tourism Research Australia 2006. nature-based tourism source markets. 2016 forecast is an estimate based on Tourism Forecasts June 2007, Tourism Forecast Committee, and data from the International Visitor Survey produced by Tourism Research Australia. However, realising or exceeding this projected growth depends upon addressing the issues identified in Figure 2.7 Domestic and international share of nature-based tourism this strategy. visitor nights in Victoria 100 Currently, international visitors account for 56 per cent of the share 90 of domestic and international nature- 80 (34%) based tourism visitor nights. In 2016, (44%) 70 international visitors are estimated to account for 66 per cent of visitor 60 nights in Victoria (Figure 2.7). Western 50 hemisphere markets (Europe, North 40 America and New Zealand) account Percentage 30 (66%) for 45 per cent of all international (56%) nature-based tourism visitor nights 20 in regional Victoria. 10 0 2006 2016

International Market Domestic Market Source: National and International Visitor Survey, Tourism Research Australia 2006; and Tourism Forecasts June 2007, Tourism Forecast Committee

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NATURE-BASED Nature-based tourism trends Awareness of Victoria’s attractions TOURISM MARKETS Roy Morgan’s Brand Health Survey • There is growing concern related to the carbon emissions produced by Consumers are seeking more experiences in unique locations, measures the current strength or long haul air travel in some international markets (UK and Europe). that are more memorable, engaging, intimate and highly personal. health of Tourism Victoria’s brand and • Consumers are seeking environmentally sustainable experiences that Victoria’s positioning as a destination protect biodiversity and take steps to limit their carbon footprint. offering world-class natural attractions. • Short break stays of 2–4 days are increasing, with consumers undertaking The latest results show that only one or two smaller breaks in favour of one long holiday. 8 per cent of those participating in the • Consumers are seeking more experiences in unique locations, that are Brand Health Survey believed Victoria more memorable, engaging, intimate and highly personal. had world-class natural attractions • Travellers are increasingly interested in more socio-culturally acceptable (Figure 3.1). tourism products, particularly local Indigenous cultures. • Climatic events, natural disasters and international disruptions will affect It is unclear if this refers to a low travel behaviour and industry viability. perception of Victoria’s natural attractions or if this refers to Figure 3.1 Which of Australia’s states and territories has world-class natural associated tourism facilities. For attractions? example, in 1996 the survey question was ‘unspoilt natural attractions’ and 35 Tasmania was second only to the Northern Territory. 30 Victoria’s regions associated with 25 natural attractions, adventure activities 20 and wildlife The Regional Awareness and Perceptions 15 Percentage Survey is a study undertaken to test 10 the awareness of holiday destinations in Victoria. The most recent results 5 show a relatively consistent level of 0 awareness in the association of nature- based tourism with Victoria’s regions including natural attractions, adventure south capital capital victoria western tasmania territory territory australia australia

northern activities and wildlife (Figures 3.2 to 3.4). australian australian queensland new south wales

2001 2002 2003 2004 2005 2006 2007

Source: Roy Morgan Brand Health Survey 2001–2007.

24 tourismvictoria.com.au/naturebasedtourism Maits Rest, Great Otway National Park

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Natural attractions Figure 3.2 Which places in regional Victoria do you associate with natural attractions? In 2007, 31.3 per cent of respondents to the Regional Awareness and 45 41.6% 40.4% Perceptions Survey could not name a 40 39.3% destination in Victoria associated with 35 32.2% 32.5% a natural attraction. The key campaign 31.3% 30 regions associated with natural 25 attractions are the Great Ocean Road (40.4 per cent), Grampians 20 15.2% Percentage 14.5%

(10.9 per cent) and Victoria’s High 15 13.5% 11.0% 10.9% 10.4% 11.0% 10.5% 9.9% 9.1% 7.7% 8.1% 7.6% 7.8% 10 7.2%

Country (9.9 per cent)(see Figure 3.2). 6.5% 5.2% 3.4% 4.6% 4.3% 4.8% 3.2% 2.1% 5 3.0% 3.0% 2.2% 2.3% 2.0% Adventure activities 2.3% 0 In 2007, 71.6 per cent of respondents high

to the Regional Awareness and great none/ ranges ranges country can’t say victoria’s victoria’s peninsula Perceptions Survey could not name a gippsland grampians goldfields daylesford daylesford the murray ocean road yarra valley valley yarra mornington mornington destination in Victoria associated with phillip island & dandenong & dandenong adventure activities. The key campaign macedon the & regions associated with adventure 2003 2005 2007 Source: Regional Awareness and Perceptions Survey 2003, 2005, 2007 Roy Morgan Research. activities are the Grampians (9.7 per cent) and Victoria’s High Country (6.6 per cent) (Figure 3.3). Figure 3.3 Which places in regional Victoria do you associate with adventure activities?

90 80 71.6% 70.5% 70 68.4% 60 50 40 Percentage 30 20 6.6% 10.5% 10.0% 9.7% 11.0% 12.0%

10 6.0% 5.2% 5.4% 3.1% 3.0% 2.0% 3.2% 2.5% 2.3% 2.4% 3.3% 2.4% 2.3% 0.7% 0.9% 0.2% 2.3% 0.7% 0.2% 1.7% 0.8% 0.7% 1.5% 0.6% 0 1.3%

high great none/ ranges ranges country can’t say victoria’s victoria’s peninsula gippsland grampians goldfields daylesford daylesford the murray ocean road yarra valley valley yarra mornington mornington phillip island & dandenong & dandenong & the macedon macedon the &

2003 2005 2007 Source: Regional Awareness and Perceptions Survey 2003, 2005, 2007 Roy Morgan Research.

26 tourismvictoria.com.au/naturebasedtourism Wildlife In 2007, 50.3 per cent of respondents to the Regional Awareness and Perceptions Survey could not name a destination in Victoria associated with wildlife. The key campaign regions associated with wildlife are Yarra Valley and Dandenong Ranges (18.4 per cent), Phillip Island (11.7 per cent) and Grampians (8.0 per cent) (Figure 3.4).

Koala Conservation Centre, Phillip Island The Nobbies, Phillip Island

Figure 3.4 Which places in regional Victoria do you associate with wildlife?

60 51.5% 48.7% 50.3% 50

40

30 20.5% 20.3% Percentage 20 18.4% 13.3% 11.1% 11.7% 8.0% 9.2% 7.9% 7.9% 8.3%

10 4.4% 4.6% 4.3% 5.5% 2.3% 5.1% 4.1% 3.4% 3.0% 3.6% 2.7% 2.0% 1.9% 0.5% 1.0% 0.6% 1.4% 0.6% 0.9% 0

high great none/ ranges ranges country can’t say victoria’s victoria’s peninsula gippsland grampians goldfields daylesford daylesford the murray ocean road yarra valley valley yarra mornington mornington phillip island & dandenong & dandenong & the macedon macedon the &

2003 2005 2007 Source: Regional Awareness and Perceptions Survey 2003, 2005, 2007 Roy Morgan Research.

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Identifying target markets Table 3.1 Roy Morgan Values Segments™ for nature-based tourism Nature-based tourism activities are diverse, with some requiring specialised Roy Morgan values segments Characteristics Nature-based product match skills and equipment. No single nature- based tourism experience can be all Socially Aware • Social issues orientated • Ecotourism (19%) things to all people. 14% Australian population • 35-49 years of age • Adventure tourism (20%) 18% Visitors to Victoria • Politically/community active • Extractive tourism (8%) Target markets are the portion of the 18% Visitors to regional Victoria • Upmarket professionals • Snow skiing / Snowboarding (28%) prospective total market of visitors • Wealth managers • Native Wildlife (14%) to Victoria that are more likely to be interested in nature-based tourism Visible Achievement • Success and career driven • Ecotourism (25%) experiences. The use of target markets 21% Australian population • 35-49 years of age • Adventure tourism (20%) is not a means to exclude other 25% Visitors to Victoria • Recognition and status seekers • Extractive tourism (30%) groups. Target markets help focus the 24% Visitors to regional Victoria • Good family living • Snow skiing / Snowboarding (20%) efforts of government and industry to • Wealth creators • Native Wildlife (28%) grow nature-based tourism experiences that will cater to the forecast growth Traditional Family Life • Retired middle Australia • Ecotourism (18%) in visitation, boost visitor satisfaction, 21% Australian population • 50+ years of age • Adventure tourism (14%) and provide the maximum economic 18% Visitors to Victoria • Family focused lives • Extractive tourism (16%) returns for Victoria. 19% Visitors to regional Victoria • Cautious of new things • Snow skiing / Snowboarding (2%) Nature-based tourism visitor segments • Passive income earners • Native Wildlife (15%) Roy Morgan Values Segments™ is a framework for looking at the Australian Young Optimism • Young and progressive • Ecotourism (11%) population in groups or segments 8% Australian population • 18-25 years of age • Adventure tourism (12%) according to similar preferences, needs 9% Visitors to Victoria • Experimental lifestyle • Extractive tourism (4%) or motivations. Roy Morgan Values 8% Visitors to regional Victoria • Seek new and different things • Snow skiing / Snowboarding (16%) Segments™ provides insight into how • Trend setters • Native Wildlife (9%) people think, what motivates them to act, how they perceive themselves (at Source: Roy Morgan Values Segments™ developed in conjunction with Colin Benjamin of the Horizons Network. Nature retreats cannot be easily defined using the Holiday Tracking Survey data. Year ending June 2006, except ‘Snow Skiing/Snowboarding’ which are for April 2000 – June 2007 work/at home), the self-image they due to sample size. want to project, what they seek in life and their aspirations, what type Table 3.1 lists the four values segments of communication is likely to identified as nature-based tourism motivate them, and what channels visitor target markets and their of communication can effectively propensity to undertake different types reach them. of nature-based tourism products.

28 tourismvictoria.com.au/naturebasedtourism Types of nature-based tourism participants Figure 3.5 Roy Morgan Values Segments™ by comfort and skilled in nature participants Nature-based tourism participants can be divided into two types: ‘skilled in nature’ and ‘comfort in nature’. Skilled in nature Basic needs Skilled in nature nature-based tourism Fairer deal participants tend to have a high level of Traditional family life interest and knowledge of the activity, Conventional family life seek out hard physical challenges, are ‘Look at me’ Comfort in nature prepared to stay in more remote Something better locations with limited or no facilities, Real conservatism will travel to destinations solely to Young optimism undertake the activity, and are more Visible achievement likely to be self-guided. Skilled in nature Socially aware 0 20 40 60 80 100 participants represent 15 per cent Percentage of nature-based tourism visitors and overall are lower yield. Source: Holiday Tracking Survey, Roy Morgan Research, year ending June 2006 (latest available) Comfort in nature nature-based tourism participants have a more Skilled in nature and comfort in nature The following traits identify the For nature-based tourism, Tourism casual interest but do seek out participants represent a different mix experience seeker target market: Australia will be targeting the ‘Nature in immersive experiences in the natural of the Roy Morgan Values Segments™ • seeking authentic personal Australia’ experience seeker as part of environment that provide learning (Figure 3.5). experiences their Australian Experiences Campaign. opportunities. These participants • engaging with the locals Nature in Australia experiences are Tourism Australia’s experience seeker will undertake activities for shorter • active learning those that are easily accessed and offer target market also mirrors this approach durations, many lack the skills to • adventurous the consumer the chance to learn by focusing on higher yielding target undertake the activities without • variety of experiences on any about plants and wildlife that cannot be markets. a guide, they require appropriate single trip found anywhere else in the world. accommodation and facilities, and Tourism Australia has identified the • contrasting experiences compared Victoria’s Nature-based Tourism Strategy make up a large proportion (85 per experience seeker as the ideal target with their day-to-day lives. 2008–2012 will complement this cent) of the market for nature-based market, which has a greater propensity campaign by targeting this market. tourism. They seek out a broader to enjoy what Australia offers. range of tourism experiences, including This segment constitutes 30 to 50 per food and wine and cultural heritage cent of all potential long haul outbound Comfort in nature participants are a travellers from key source markets. higher yielding market.

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DESTINATION P l a n n i n g , The 10 Year Tourism and Events Industry in distinct and separate locations to • evidence of a ‘return’ to the Strategy recognised the importance ensure the satisfaction of all visitors. environment through sustainable d e v e l o P m e n t a n d of improving engagement and practices and adopting appropriate The five A’s of a destination partnerships by all levels of government carbon reduction initiatives MANAGEMENT For Victoria to develop successful with communities and the industry • environmentally sustainable design Successful nature-based tourism destinations exemplify nature-based tourism destinations and in relation to destination planning, • creating ‘a sense of place’ which collaborative planning, resulting in the management and experiences, gaps in the five A’s or development and management. This is a unique connection to the delivery of holistic experiences. critical parts of a destination must be is critical for nature-based tourism as destination’s natural and cultural taken into account (see Figure 4.1). the industry relies on a mix of public environment built into products The five A’s are: natural attractions (such as national and infrastructure • attractions parks) and small-scale private businesses • interacting with locals • access (such as bushwalking activities). • offering value added products • activities • linking nature-based tourism Sustainable destination planning, • amenities experiences with other development and management of • accommodation. tourism sectors. nature-based tourism destinations Victoria is well endowed with natural should go beyond individual national For example, the bed is not the attractions; however, there are parks or iconic natural attractions ‘point of appeal’ for nature-based many access, activity, amenity and and adopt a landscape approach. tourism accommodation, but instead accommodation gaps around natural This approach will encourage greater the appeal is the experience on offer attractions. Any attempts to grow collaboration between all stakeholders with the accommodation. Victoria as a competitive nature-based that govern, preserve and promote the tourism destination will be hindered ‘The most important thing of an entire destination. if these gaps are not addressed, no eco-lodge is that it is not the most Planning for a range of visitors matter how great the natural attraction. important thing.’ Hector Ceballos- A holistic landscape approach will Lascurian, who in 1983 coined Creating engaging nature-based also balance the provision of access, the term ‘ecotourism’. tourism experiences activities, amenities and accommodation Linking and Visitors are demanding more engaging for a range of tourism, education and integrating experiences nature-based tourism experiences recreational visitors against natural and Linking and integrating nature-based based on a destination’s natural and cultural conservation outcomes. The tourism with Victoria’s tourism product cultural heritage. The five A’s of a siting of higher yield facilities should strengths of food and wine, history and destination lay the foundations for also take other visitors to the area heritage, events and touring is a way to creating these experiences. into account. For instance, demarcating incorporate value added products into high and low yield products from one Critical components of engaging nature-based tourism experiences and another in order to prevent some nature-based tourism experiences further extend Victoria’s competitive visitors feeling like ‘second class citizens’. include: positioning. Figure 4.2 shows how Planning for a range of visitors will • high quality hospitality and services nature-based tourism experiences can recognise the opportunity to create • high levels of guided and be linked and integrated with other a range of facilities which may be signed interpretation tourism sectors.

30 tourismvictoria.com.au/naturebasedtourism Figure 4.1 Five A’s of a destination – the foundations for creating engaging nature-based tourism experiences Figure 4.2 Linking and integrating experiences

attractions (Primarily public) Twelve Apostles, Phillip Island Nature Parks, Grampians National Park.

Most are on Victoria’s public lands and with the highest valued attractions protected within national parks. a c c e s s a m e n i t i e s (Primarily public) (Private and public) Airports, roads, tracks, and trails Food and visitor services, park visitor both to and within the destination information and interpretive centres, and to the attraction. public toilets, transport. Creating Engaging There is good air access to Melbourne Amenities are limited around Airport and some conflicting access Experiences natural attractions. issues on tracks and trails. through Interpretation, Service, Infrastructure, Sense of Place connected to the Five A’s

a c t i v i t i e s accommodation (Primarily private) (Private and public) Bushwalking, nature observation, native wildlife viewing, guided interpretation.

Wilsons Promontory NP (236 beds) is the largest. A handful of small Most nature-based tourism businesses privately run (4 or less units), in Victoria are activity providers. e.g. Aquila Eco-lodges.

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Strengths, weaknesses, Table 4.1 SWOT Analysis of nature-based tourism (NBT) in Victoria opportunities and threats (SWOT) analysis STRENGTHS WEAKNESSES An analysis of Victoria’s nature-based tourism industry identifies the • The quality and diversity of Victoria’s ecosystems • High yield initiatives of past NBT and/or related plans and strategies have not been completed strengths of the industry, weaknesses • The accessibility of Victoria’s natural environments • Lack of brand awareness and low consumer perceptions of NBT creating barriers for growth, industry • Victoria’s range of national parks and public lands (33 per cent of the State) within a compact • Low yield products and low international visitor expenditure in provincial Victoria opportunities and potential external and easily toured state • A fragmented NBT industry threats (Table 4.1). • Projected growth rates and economic value of NBT • Lack of coordination between the tiers of government, industry, and communities • The product strength of bushwalking and the existing network of 2,000 trails • Limited private investment due to a range of factors, with significant barriers including the lack of of 8,000 kilometres in length tenure matched to return on investment and barriers to public-private partnerships on public lands • Key government stakeholders, Tourism Victoria, Parks Victoria, and the Department of Sustainability • Lack of competitive destinations meeting all of the 5 A’s, particularly NBT accommodation in and Environment (DSE), working in collaboration to grow, manage and facilitate NBT sustainably spectacular natural environment settings • Melbourne is an international gateway to Australia, second only to Sydney • Lack of ongoing funding to maintain and upgrade public visitor infrastructure and assets • Internationally known icons and high international visitation, such as: • Lack of products to cater for ‘comfort in nature’ visitors Phillip Island Nature Parks, Port Campbell NP and Grampians NP. • Price sensitivities and appropriate accommodation for certain international markets, for example, China • Capacity issues at existing national park roofed accommodation For example, a 76 per cent occupancy rate at Tidal River (Wilsons Promontory NP) primarily by repeat intrastate visitors.

OPPORTUNITIES THREATS

• Increasing the take-up of sustainable practices and carbon reduction initiatives by operators • Potential international visitors are being discouraged to fly to long haul destinations like Australia and communities due to the impact of the carbon emissions produced by air travel • Increasing communication to potential visitor markets on initiatives adopted by the NBT industry • Visitors will go to other destinations where NBT experiences meet market demands to minimise its impact on climate change and protect biodiversity • Worldwide competition from other NBT destinations that have high quality sustainable facilities • ‘Land Bank’ of sites to be identified for potential government and private sector investment – in spectacular natural environments Moving Forward Provincial Victoria Statement • Low investor confidence in NBT in Victoria • Increasing native wildlife tourism products across Victoria • Low cost carriers for air travel • Linking and integrating experiences with Victoria’s tourism strengths • Great Ocean Walk and its potential to become one of Australia’s premier flagship walks • Victoria is prone to climatic events including drought, bushfire and floods with complementary roofed accommodation • Environmental advocacy groups may see NBT as commercialising Victoria’s public land estate • Increasing guided interpretation offerings by Parks Victoria and commercial operators and impeding on the equity of access for Victorians • Increasing the financial sustainability of existing operators • Time needed to develop infrastructure and products • Increasing partnerships with Aboriginal communities • The value of tourism remaining low with regional communities • NBT complementing Victoria’s environmental sustainability framework, Our Environment Our Future • Lifestyle properties due to the ‘sea change/tree change’ migration out of urban centres putting • Developing a small suite of high yielding products in spectacular settings pressure on Victoria’s natural environments outside existing settlements. • Increasing conservation and volunteer tourism products across Victoria.

32 tourismvictoria.com.au/naturebasedtourism Table 4.2 Diversity of Victoria’s nature-based tourism (NBT) assets Victoria’s nature-based tourism assets Table 4.2 highlights the diversity of Tourism region Attractions and activities Types of NBT Key public lands nature-based tourism assets in Victoria, Great Ocean Road Twelve Apostles, Otway rainforest, Great Ocean Extractive (fishing)*, Ecotourism (including Port Campbell National Park*, Great Otway supporting the potential for growth in Regional hubs - Lavers Hill, Port Campbell* Walk, Otway Fly, coastal scenery, whales, Great Aboriginal cultural heritage)*, Adventure National Park*, Bay of Islands Coastal Park*, Southwest Walk, Lower Glenelg River canoeing, Nature retreats Twelve Apostles Marine National Park*, this tourism sector. bird watching at Point Danger (Portland), seals Discovery Bay Coastal Park*, Tower Hill State (Cape Bridgewater), whale watching (Portland Game Reserve*, Mount Eccles National Park/ and Warrnambool), Worn Gundidj (native wildlife Lake Condah, Bell’s Beach, Johanna Beach, Cape and Aboriginal cultural heritage), mountain biking Bridgewater (Otways), surfing Grampians Flora and fauna, Aboriginal cultural heritage, Ecotourism (including Aboriginal cultural Grampians National Park*, Regional hubs - Grampians National Park* Brambuk, scenic mountain landscape, bushwalking, heritage)*, Adventure*, Nature retreats* Mt Arapiles -Toan State Park* (Halls Gap and Dunkeld) climbing, 4WD, mountain biking, spring wildflowers, native wildlife, land-based adventure, rock climbing Phillip Island Wildlife - penguins, seals, koalas, bird life, surfing Ecotourism, Adventure, Phillip Island Nature Parks*, Cape Woolamai Native wildlife parks and gardens Gippsland Bird watching, wilderness, rainforest, Gippsland Extractive (fishing)*, Ecotourism (including Croajingolong National Park*, Wilsons Regional hubs - Mallacoota*, Wilsons Promontory*, Lakes, native flora and fauna, Krowathunkooloong Aboriginal cultural heritage)*, Adventure* Promontory National Park*, Baw Baw National Gippsland Lakes*, Erica/Rawson/Walhalla, Omeo Keeping Place, water-based adventure, Prom Nature retreats* Park (Alpine Resort)*, Alpine National Park, Tarra Circuit (Lighthouse) Walk, Great Walhalla Alpine Bulga National Park, Cape Conran Coastal Park*, Trail, Wilderness Coast Walk, Rail Trails, Mt Baw Buchan Caves*, Gippsland Lakes Coastal Park, Baw, Deddick Trail (4WD), Snowy River and Mitta Ninety Mile Beach Mitta River Victoria’s High Country Alpine and adventure, alpine wilderness, ski Adventure*, Extractive (fishing)*, Alpine National Park*, Alpine Resorts*, Regional hubs - Bright* and Mansfield touring, skiing, abseiling/climbing, horse riding, Nature retreats* Mt Buffalo National Park* mountain biking, bushwalking, Mt. Buffalo, Australian Alps Walking Track, white water rafting Goulburn and King rivers Yarra Valley and Dandenong Ranges Wildlife, Healesville Sanctuary, Puffing Billy steam Extractive (fishing), Native wildlife parks and Yarra Ranges National Park, Dandenong Ranges Regional hub - Warburton/Marysville* train*, Lilydale-Warburton Rail Trail, wineries, gardens, Nature retreats National Park, Healesville Sanctuary* hilltop gardens, boutique facilities, Skywalk, cross country skiing, walking Mornington Peninsula Marine activity, maritime heritage, surfing, Royal Water-based adventure, Port Phillip Heads Marine National Park, Port Regional hub - Sorrento/Portsea Botanic Gardens Cranbourne, dolphin swimming, Native wildlife parks and gardens Phillip Bay foreshore, Mornington Peninsula scuba diving, Cape Schanck lighthouse, Two Bays Walk National Park, Point Nepean National Park The Murray Victoria’s Outback, Murray River, Aboriginal Water-based adventure*, 4WD, Ecotourism Mungo National Park (NSW)*, Barmah State Regional hubs - Mildura and Barmah cultural heritage, Ned’s Corner - private (including Bird watching and Aboriginal cultural Park*, Barmah State Forest (including Dharnya conservation land, Red gum wetlands, bird heritage)*, Extractive tourism (fishing) and Centre), Murray River Reserve, Nyah and Vinifera watching in the Northwest Nature retreats State Forests* Goldfields Pioneer heritage, gold panning Extractive tourism (gold panning and fossicking) Great Dividing Trail, Box-Ironbark National and Regional hub - Castlemaine State Parks Melbourne and Surrounds Melbourne gateway city, bird watching near Water-based ecotourism Port Phillip Heads Marine National Park, Port Regional hub - Queenscliff and Daylesford Werribee, dolphin swimming, scuba diving, fishing Phillip Bay and foreshore, Great Dividing Trail

* Identified in Regional Tourism Development Plans

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STRATEGIC DIRECTIONS Five directions have been identified • Victoria’s national parks attract the Key directions and action plans to achieve Victoria’s vision for nature- highest park visitor numbers in Five key directions and action plans Steps to achieve the vision based tourism. These directions require Australia (28.6 million to protected have been developed following a strong collaborative approach from area parks in 2004–2005) but are preliminary consultations, reference government, industry and community. failing to capture yield group meetings, and internal • high yield product gaps including government consultations. Key nature-based tourism issues accommodation, activities and Following extensive research and amenities surrounding key consultation, a number of top-line issues Five directions natural attractions that are impeding nature-based tourism • undersupply of experiences to 1. Creating supportive frameworks growth were identified. These include: cater to current and emerging and partnerships • lack of a fully integrated policy international nature-based 2. Planning and managing and planning framework to enable tourism markets sustainable destinations private nature-based tourism • low visitor expenditure in regional 3. Developing authentic, investment (‘enabling environment’) Victoria, particularly international memorable experiences • low consumer awareness and visitor expenditure, which averages 4. Facilitating viable and innovative perception of Victoria as a nature- $742 per visitor (although this businesses based tourism destination varies significantly across regions) 5. Effective marketing • limited coordination and focus on compared to Melbourne at $1,972 sustainable destination planning, per visitor development and management Each direction has an action plan • the financial viability of existing of key nature-based tourism that lists recommended actions in businesses destinations, in parks and order of priority and represents the • industry fragmentation and lack outside parks core process towards implementing of an industry voice within and • lack of a unique brand to position this strategy. Clear and measurable to government Victoria in a competitive marketplace responsibilities will ensure accountability • the financial sustainability for the delivery of individual actions. of Victoria’s public land Actions have been assigned to a range infrastructure assets of stakeholders. • a low significance placed on nature-based tourism by some communities.

34 tourismvictoria.com.au/naturebasedtourism Ballooning, Mansfield. Photographer: Rob Blackburn.

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DIRECTION 1 Objectives Issues Lack of an enabling environment to attract private investment Creating supportive frameworks The objectives for this direction are to: The main areas requiring action under Improvements to Victoria’s current and partnerships • raise the profile of nature-based Creating supportive frameworks and policy and land use planning framework tourism within government partnerships in this strategy are: The 10 Year Tourism and Events Industry will advance opportunities for the • set clear parameters around • lack of an enabling environment Strategy draws attention to the need creation of a small number of high nature-based tourism development to attract private investment for greater coordination across yield, quality, nature-based tourism • establish commercial frameworks • limited tenure on public land leases government to enable and attract facilities, including flagship walks with to facilitate private investment that and tour operator licences tourism investment. A coordinated roofed accommodation, eco-lodges provides returns to government, • policy barriers for the creation government approach is needed to and park visitor facilities around communities and the environment of new public-private partnerships provide suitable commercial investment Victoria’s natural attractions. • increase nature-based tourism in parks frameworks for nature-based tourism. investor confidence • planning provisions An ongoing concern has been that Direction 1 – Creating supportive • increase the financial sustainability • fragmented industry with a lack key actions in past plans and strategies frameworks and partnerships will create of parks of voice to government have not been implemented, including an ‘enabling environment’ using a range • facilitate public-private partnerships* • nature-based tourism businesses flagship walks, nature-based tourism of policy and planning tools to attract • enhance the equity of access to enhancing the equity of access accommodation and public-private private investment and maintain the Victoria’s public lands. to parks partnerships for visitor facilities integrity of the natural environment. • insufficient resources due to low associated with parks. Currently, Victoria Any developments supported under visitor entry revenue and lack of is facing competition from other this strategy in parks will be regulated direct reinvestment opportunities destinations, particularly those which under the National Parks Act 1975 and for parks. are developing high quality tourism

will be required to adhere to the * Public-private partnerships, as it is used in this strategy facilities in national parks (Table 5.1). objectives of the Act. refers to facilitated private investment on public land.

Table 5.1 Destinations with high yield nature-based tourism facilities in parks

Western Victoria Tasmania Australia New Zealand

High yield roofed accommodation walks No Yes No Yes

High profile nature-based tourism accommodation No Yes Yes Yes

36 tourismvictoria.com.au/naturebasedtourism Nature-based tourism facilities must Nature-based tourism facility the park (for example, the Wilderness Limited tenure has been identified as a provide a ‘connection’ to Victoria’s development needs to be seamless Coast Walk at Croajingolong National significant issue for Australia particularly natural attractions, with many of the on and around Victoria’s public lands Park or the Australian Alps Walking in national parks in the National Tourism most significant located in national as the boundary of a national park is Track in the Alpine National Park). Investment Strategy and the Tourism parks. The first vital step is siting the less significant to visitors than providing Environmental impacts for all projects and Transport Forum’s Natural Tourism facility with a view of, or over, the them with a ‘sense of place’. in parks will be assessed with rigour Partnerships Initiative. Table 5.3 provides attraction that does not impinge on For instance, multi-day walking and will follow policy and development a comparison of land tenure in national the natural environment. A ‘sense of activities with supporting roofed guidelines related to the design, siting parks by state/territory/country. place’ for visitors is a combination of accommodation are more difficult and style of the proposed facility. Victoria is progressing legislative this connection and the design of a to site outside of parks as many of Private investment into any new amendment and policy guidelines to facility specific to the natural and cultural Victoria’s high profile walks are located large scale facility, particularly increase maximum lease terms to 65 features of the attraction (Case study 1). at a distance from the boundary of accommodation other than adaptive years under the Crown Land (Reserves) re-use of existing infrastructure, should Act 1978 and the Forests Act 1958. CASE STUDY 1: Creating a ‘sense of place’ be sited outside of the park. Supporting policy principles will guide the length of lease appropriate to the Brambuk – the National Park and Cultural Centre Limited tenure on level of sustainable development and public land leases investment. A significant factor contributing to low investor confidence in nature-based Tour operator licences tourism is the perception that Victoria The current maximum licence term does not provide sufficient lease terms for a tour operator on public land to facilitate private investment in public is three years. The Directions Paper land projects or to match lease terms for the Public Land Tour Operator and to return on investment. Nature-based Activity Provider Licence Reform Project tourism investors are concerned about supported increasing the maximum the return on investment due to licence term in order to improve infrastructure costs in isolated opportunities for industry investment, locations, seasonality, and attracting provide greater business security, and accommodating the right staff. enable licensees to forward sell into the international marketplace and to In Victoria, lease terms are generally provide a benefit for operators with between seven and 21 years on certification. reserved public land. An outline of The partnership between Parks Victoria and five Koori Aboriginal communities Victoria’s current leasing provisions is Victoria is progressing legislative creates a distinctive and unique theme and ‘sense of place’ for visitors to the included in Table 5.2. amendment and policy guidelines to Grampians National Park blending the natural environment and Koori heritage. increase licence terms for operators to Brambuk-the National Park and Cultural Centre building design is based on a a maximum of 10 years linked to triple Cockatoo, providing both a natural and cultural connection to the Grampians bottom line certification. for visitors.

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Table 5.2 Victoria’s public land policy and legislative framework

Public land % of base Visitor no. Acts and objectives Leasing provisions Protected areas 46% 11% National Parks Act 1975 to preserve, protect and The Minister for Environment may grant a lease for: responsibly manage the natural condition of the land, (a) a period of up to 20 years for use as a kiosk, cafe or 40 national parks, 27 state parks, 3 wilderness Indigenous flora and fauna and cultural features as well store or for scientific research or for a ski tow parks, 24 marine national parks and sanctuaries, as public access for the study of ecology, geology, botany, (b) a period of up to seven years for a camping ground or and other protected area reserves zoology and other sciences relating to the conservation building in the park. of the natural environment. (c) Specific leasing provisions apply for: • Cape Otway Lighthouse (S29B - 21 years) • Mt Buffalo (S 31AA - 21 years) • O’Shannassy Lodge (S 31 AB - 21 years) • Arthur’s Seat Chairlift (S32CA -20 years)

State forests 43% 3% Forests Act 1958 to manage for multiple use including The maximum lease terms available under the Forests Act sustainable timber harvesting, resource extraction, vary from 21 to 75 years. Most leases under the Forests conservation, water production, and a range of tourism Act are restricted to a maximum term of 21 years. and recreation uses. Alpine resorts 1.3% 1% Alpine Resorts (Management) Act 1997 to manage Victoria’s Board, with approval of the Minister for Environment, can six alpine resorts. lease up to 50 years. Coastal foreshore reserves 1% 70% Coastal Management Act 1995 to protect coastal values, There are nine separate leasing provisions under the facilitate public access to and along the coast and allow for Crown Land (Reserves) Act. Most leases are restricted to a appropriate use and development along the coast. maximum term of 21 years

Unreserved Crown land 6.5% n/a Land Act 1978 relates to the sale and occupation Leases may be issued for up to 21 years for any purpose, of Crown lands. up to 50 years for commercial or industrial purpose, and up to 99 years for buildings of a substantial nature (either existing or erected under the lease) for commercial or industrial purpose.

This table does not include metropolitan parks and some classes of reserved Crown land, such as Mechanic’s Institutes, cemeteries and schools. Source: Sustainable Recreation and Tourism on Victoria’s Public Land Policy 2002 and National Parks Act Annual Report 2007

Table 5.3 A snapshot of current maximum tenure in national parks by jurisdiction

Victoria New Zealand Parks Australia Tasmania Western Australia South Australia Queensland

20 years* No maximum No maximum 99 years 42 years (21+21)+ No maximum 99 years

*While there is provision for longer lease terms in other jurisdictions, they are usually on a case-by-case basis, are subject to specific criteria and have to be consistent with the management plan for the area. + The Western Australia government is considering removing this cap on tenure.

38 tourismvictoria.com.au/naturebasedtourism Barriers for the creation of new includes that the use: Planning provisions The establishment of larger scale public-private partnerships in • accords with the legislative objectives New rural zones were introduced to tourism uses or a more diverse mix of national parks under which the land is reserved the Victoria Planning Provisions in 2004, tourism and recreational uses is best The current policy framework guiding • is consistent with ecologically recognising the importance of farming achieved through the Rural Activity Zone. tourism facilities in national parks and sustainable development objectives to the State as an industry and to This zone can specifically provide for other public land is the Sustainable and principles provide greater protection for productive nature-based tourism attractions where Recreation and Tourism on Victoria’s • can demonstrate a need and strategic agricultural land. The former Rural Zone appropriately located and designed. Public Land Policy (2002). imperative has now been replaced by the Farming The Government has funded the Rural Policy Statement 3.6 states: • provides a net public benefit Zone and the Environmental Rural Zone Land-Use Planning Program so that • has community and stakeholder by the Rural Conservation Zone. ‘Major new tourism facilities to service councils can advance necessary strategic support. visitors to national parks and other The transition to the new zones has planning work to better apply the new areas managed under the National Allowing a small, finite number of presented a barrier to private investment rural zones, and hence facilitate nature- Parks Act 1975 will be sited outside high quality nature-based tourism into nature-based tourism experiences on based tourism developments. Guidance is the parks except where the ‘principles’ activity providers to develop products land adjacent to national parks, as most provided in the Victoria Planning Provisions are met and there is community and with purpose built demountable private land around Victoria’s key nature- Practice Note ‘Applying the Rural Zones’ to stakeholder support. Any such facilities accommodation and/or standing camps based tourism attractions is primarily encourage tourism and recreation uses, within national parks will be owned in or adjacent to parks will create a Farming Zone, providing mostly for while having regard to environmental, and developed by the Government.’ significant competitive advantage for farming and conservation of natural values. landscape and cultural values of an area. Victoria. Tasmania, New Zealand and This policy is limiting public-private Western Australia have excelled at Landowners within the Farming Zone and The Rural Land-Use Planning Program partnerships within parks as any level creating high yield experiences in the Rural Conservation Zone may apply will need to more effectively respond of private investment into new tourism protected areas, such as multi-day for a permit for a range of small to medium to nature-based tourism issues and facilities is essentially discouraged. Also, bushwalks with roofed accommodation sized farming-related tourism uses, such as priorities, including in providing guidance a tourism facility is not defined in the (Bay of Fires, Tasmania) and demountable farm-stays, restaurants, taverns, farm produce about what constitutes ‘appropriate areas’ policy, leaving it unclear that a tourism eco-lodges (Ningaloo Reef Retreat, sales and small-scale tourist accommodation in order to make strategic decisions facility includes accommodation. Western Australia). These experiences, with up to six self-contained dwellings. that balance agricultural production and nature-based tourism activities. Under the new strategy it is though small in scale, have dramatically It is important that the planning framework recommended that current policy raised the profile of their destinations, fosters the development of a diverse Fragmented industry lacks be reviewed to better enable the have consistently attracted high profile scale of nature-based tourism attractions voice to government siting of tourism facilities in or media attention, and serve as ‘hero shots’ and products. Around the world, nature- Government acknowledges the nature- adjacent to national parks and to in national and state tourism campaigns. based tourism accommodation has been based tourism industry should have a incorporate clear guidelines regarding Common themes for successful public- developed, providing for differing levels of voice within government and that the appropriateness, size and style. The private partnerships is that they result in need, with up to 30 dwellings, including industry is fragmented. This strategy strategy recommends that any new some public good, including enhancing a central amenity/restaurant area, in seeks to increase the voice of the ‘principles’, such as facilitating public- conservation, providing economic and some places, such as Silky Oaks Lodge industry within government in relation private partnerships, are aligned to the socials benefits, diversifying revenue in Queensland, Longitude 131 in the to policy issues that affect the viability Sustainable Recreation and Tourism on streams to the park, and recognising Northern Territory and Maho Bay in the of the industry, and to improve industry Victoria’s Public Land Policy, which traditional owners. US Virgin Islands, USA. representation to government.

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Enhancing the equity management agencies in Australia aim Table 5.4 Direct reinvestment mechanisms in national parks of access to parks for at least partial recovery of costs, Although the prime role of public lands particularly for special facilities and States and Territories Revenue retained by Consolidated under the National Parks Act 1975 is to services for visitors in their national parks. park service or park revenue protect the natural environment, the Victoria and the Northern Territory Victoria ✔ Act provides opportunities for all to are the only state and territory without access and enjoy parks. This strategy direct reinvestment opportunities for Tasmania ✔ will maintain the principle of equity of managing their national parks (Table 5.4) South Australia ✔ access and national parks will remain and visitor entry revenue collected by open and accessible to everyone. Parks Victoria is the second lowest in the New South Wales ✔ country at $0.18 per visitor (Table 5.5). Nature-based tourism can improve Western Australia ✔ the equity of access to Victoria’s public A number of key stakeholders believe Australian Capital Territory ✔ lands for those who do not have the that funding for the core activities of necessary skills, physical fitness or conservation and natural resource Northern Territory* ✔ age to safely undertake nature-based management remain a community Parks Australia ✔ tourism activities without a skilled guide. service obligation and that this funding As well, some nature-based tourism should continue to come from * Parks Australia manages Kakadu National Park and Uluru – Kata Tjuta National Park. In Victoria, revenue can be retained consolidated revenue. Revenue where the land is managed by Parks Victoria or Committees of Management and where the land is reserved under the experiences can also be developed Crown Land Reserves Act. to support the core role of the Act; generated from visitor services, for example, Conservation Volunteers however, could be retained for: Australia Mammal Monitoring Program • managing visitor impacts and in the Grampians National Park. monitoring compliance • funding ecologically sustainable The references in this strategy to visitor infrastructure exclusive and/or limited access only • enhancing the conservation goals applies to access for commercial of the protected area. operators. All product and infrastructure development initiatives contained in this Table 5.5 High visitation and low visitor entry revenue* strategy will not limit public access and will be consistent with park zoning and Visitation and revenue generated (2001-2002) legislation. State NT+ VIC WA NSW QLD TAS SA Low visitor entry revenue and reinvestment opportunities Visitation (millions) 5.2 27.0 9.8 22.0 13.0 1.3 2.2 Globally, resources for national parks Revenue ($ millions) $0 $5.0 $3.21 $12.50 $7.96 $2.10 $6.55 sourced solely from consolidated revenue are constantly at risk and most Revenue per visitor $0 $0.18 $0.33 $0.57 $0.61 $1.62 $2.98 park agencies are looking at alternative *Note: Figures may not be directly comparable due to differences in data sources. Source: Buckley et al, 2003 and DITR, 2003. ways to augment funding. Most land +The Northern Territory does not collect entry fees.

40 tourismvictoria.com.au/naturebasedtourism Mountain biking, Silvan Forest

41 DIRECTION 1 – Creating supportive frameworks and partnerships No. Action Rationale Responsibility Milestone Priority 1 1 Create an enabling policy framework for nature-based tourism (NBT), There is a need within government to clarify policies to enable more including: diverse and high yielding tourism facilities leading to increased certainty, sustainability and competitive neutrality. 1a • Review current policies to better enable the development of appropriate This would include defining ‘tourism facilities’, the appropriate size, style Lead – DSE 2008–2010 tourism facilities including accommodation in or adjacent to national and scale of facilities based on location, length of tenure and eliminating Support – PV, TV parks and on other public land barriers to public-private partnerships on all public lands. 1b • Clarify acceptable and preferred public-private partnerships in natural This will better enable appropriate partnerships on public land. Lead – DSE 2008–2010 areas, including size, style and location of facilities Support – PV, TV 1c • Consider options for competitive allocation of leases and licences for Increase the competitiveness of the NBT industry by allowing a limited Lead – DSE 2008–2010 small-scale products with exclusive commercial access, such as products number of commercial operators to offer higher yielding products while Support – PV with standing camps not impeding public access. 2 Create a sustainable investment model for private investment into public Return on investment takes time and the length of land tenure is not Lead – DSE 2008–2009 land NBT infrastructure, including: currently based on the required investment. This is deterring NBT Support – PV, TV • Increase tenure that provides for longer lease terms of up to 65 years that investment. matches tenure to return on investment and the values of the public land asset for public lands managed under the Forests Act 1958 and Crown Land (Reserves) Act 1978. • Maintain existing mechanisms for site-specific legislation to facilitate NBT developments beyond current lease terms for public lands managed under the National Parks Act 1975. Note: That the granting of tenure and the length of tenure will continue to be determined on a case-by-case basis against robust approval processes and performance obligations. 3 Investigate the most appropriate mechanisms in the Victorian Planning The new rural zones need to be better applied to provide for Lead – DPCD, by 2010 Provisions for facilitating NBT infrastructure development on private land, nature-based tourism. In particular more use needs to be made of LG, TV particularly abutting and adjacent to protected areas. the Rural Activity Zone in places where larger scale nature-based Support – DSE, RDV tourism development is appropriate, beyond the level and type of accommodation provided under the Farming Zone. 4 Incorporate identified and potential nature-based tourism projects into Increase NBT planning at a regional level to facilitate investment which Lead – LG, RTO, By 2011 regional and local strategic plans, municipal strategic statements and local includes strategic reviews of local planning schemes and identifying DPCD planning schemes in key NBT destinations. appropriate areas for applying the Rural Activity Zone. Support – RDV, TV 5 Investigate new funding models for Parks Victoria and DSE for revenue The need to improve the ongoing financial sustainability and Lead – PV by 2010 raising and revenue retention at key visitor sites. continuation of key visitor assets.

6 Increase maximum licence terms for tour operators on public land To encourage investment, provide greater business security, raise standards, Lead – DSE 2008–2009 to 10 years. attract skilled workers, facilitate licence transferability, improve compliance Support – PV, TV mechanisms and provide a benefit for operators with certification.

42 tourismvictoria.com.au/naturebasedtourism DIRECTION 1 – Creating supportive frameworks and partnerships (continued…) No. Action Rationale Responsibility Milestone 7 Develop ongoing governance and consultation mechanisms to better Victoria needs to maintain a coordinated approach between policy Lead – TV Ongoing integrate the management, development and marketing of NBT amongst makers, land managers, marketing and product development of NBT. Support – DPCD, government agencies, including: DSE, DIIRD, PV 7a • High level executive tourism working group (Tourism Task Group – DPCD, DSE, DIIRD and Parks Victoria) 7b • Interagency NBT committee – DSE, TV and PV 7c • Non-government NBT advisory group Advisory group will have broad representation with potential members Support – LG, RTO, including TO, VTIC, TAV, RTO, LG, VNPA, BV. TAV, VTIC 7d • Investigate the appointment of a person with tourism experience to Tourism is a key driver within regional communities and warrants Lead – DSE, PV 2010 the National Parks Advisory Council. representation on the council. 8 Produce investment guidelines for NBT, including principles for investment A whole-of-government approach is critical as the process for investing Lead – PV, TV, DSE 2008–2009 facilitation. in NBT is confusing and there is confusion for investors regarding which Support – LG, RTO government agency and level of government to approach. 9 Identify and establish a prioritised ‘Land Bank’ of sites for a variety of NBT The 2005 Provincial Statement Moving Forward - Ecotourism in Lead – DSE by 2010 infrastructure on public land, excluding national parks. Victoria’s Forests initiative. Support – TV, PV, ROV 10 Create an investor-ready portfolio of prioritised NBT product and Lead – TV 2008–2012 infrastructure investment opportunities on public and private land, Support – DSE, PV, including: RDV, LG, RTO 10a • State forest and other Crown land 10b • National Parks 10c • Private land adjacent to key natural attractions 11 Improve transport options to and within key NBT destinations, including: Work with existing and new transport providers to facilitate better access to and within key NBT destinations for visitors. 11a • Transport to key destinations Lead – TV by 2011 Support – DOT, V/Line, TO 11b • Transport offering pick up points along key tracks and trails Lead – PV By 2011 Support – DOT 11c • Public transport/shuttle services within key national parks Lead – PV By 2011 Support – DOT Priority 2 12 Review existing fees for visitor services, tours and accommodation (roofed Government has made a significant investment in providing park tourism Lead – PV 2009–2010 and camping) within the guidelines of the National Competition Policy services. Where use of fees applies, the pricing of these services often Note: This policy ensures that government businesses do not enjoy does not reflect the level of investment, the cost of delivery, market competitive advantages over private sector competitors simply by virtue of rates or customer value. They are a result of historic incremental price public ownership. increases.

Abbreviations BV – Bushwalking Victoria; DIIRD – Department of Innovation, Industry and Regional Development; DOT – Department of Transport; DPCD – Department of Planning and Community Development; DSE – Department of Sustainability and Environment; LG – local government; NBT – nature-based tourism; PV – Parks Victoria; RDV – Regional Development Victoria; RTO – Regional Tourism Organisation; TAV – Tourism Alliance Victoria; TO – Nature-based Tourism Operators; TV – Tourism Victoria; VNPA – Victorian National Parks Association; VTIC – Victoria Tourism Industry Council

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Marengo Beach, Apollo Bay

44 tourismvictoria.com.au/naturebasedtourism DIRECTION 2 Objectives Issues sustainable practices, such as renewable energy and providing interpretation to Planning and managing sustainable The objectives for this direction are to: The main areas requiring action visitors on the effects of climate change. destinations • respond to climate change as part of this direction include: It will be critical for the nature-based • focus and phase resource allocation • minimising and managing impacts Victoria’s Environmental Sustainability tourism industry in Victoria to lead in on key nature-based tourism on the environment and climate Framework, Our Environment Our environmental sustainability and adopt destinations to create a critical mass change Future, will guide future sustainable sustainable practices and appropriate of significant improvements • taking a long-term approach to nature-based tourism destination carbon reduction initiatives to limit the • maintain the integrity of the sustainable destination planning, development. The 10 Year Tourism industry’s impact on climate change and natural environment through development and management Industry and Events Strategy recognised inform visitors of the steps being taken. environmentally sustainable planning, by focusing on key nature-based the convergence of tourism and development and management tourism destinations A long-term approach to environmental sustainability with • increase tourism yield in preference • fostering tourism and conservation sustainable destination planning, future consumers more likely to to large increases in visitor numbers partnerships development and management regard tourism as a clean, green and • work with the tourism industry to • guidance on appropriate This strategy recommends a long- sustainable product. Nature-based ensure delivery of best practice nature-based tourism infrastructure term approach to destination planning, tourism can be successful, sensitive sustainable activities when operating • lack of a perceived value of development and management by and sustainable, and lead the way for and interacting with the environment nature-based tourism for focusing on key nature-based tourism the rest of Victoria’s tourism industry. • ensure nature-based tourism Victorian communities. destinations to grow the industry Direction 2 – Planning and managing contributes to conveying park values sustainably and make significant sustainable destinations will foster Responding to climate change • develop better mechanisms for competitive improvements. These key sustainable practices with the industry Globally, the impacts of climate managing visitor impact at high nature-based tourism destinations can and communities in key destinations change on the natural environment use sites then be promoted to the market and and includes strategies to maintain are increasing at a fast rate and public • deliver strong and sustainable trigger visitation to Victoria. The phases a healthy environment and limit the awareness of these impacts is high, economic growth, social cohesion and destinations are: industry’s impact on climate change. including: and wellbeing, and employment • Phase 1 – Great Ocean Road • global warming • contribute to vibrant, liveable, and Grampians • increased occurrences of drought, authentic and sustainable nature- • Phase 2 – Phillip Island bushfires and floods based tourism destinations and Gippsland • loss of biodiversity • raise the perception of Victoria’s • Phase 3 – Victoria’s High Country • rising sea levels natural and cultural environment. The phased approach has been • carbon emissions. developed according to tourism For nature-based tourism, visitors regions’ current levels of nature-based are now seeking experiences and tourism visitation, national parks with destinations that are actively reducing high ‘levels of service’, awareness and their impacts on climate change. perception of natural attractions, Visitors now look for destinations potential to link with other tourism and products offering carbon offset sectors and the current range of schemes, biodiversity conservation, visitor services.

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Phase 1 will focus on two regions 5. increasing involvement with local with the greatest immediate potential government to ensure the value to trigger increased visitation and of tourism is recognised increase tourism yield for provincial 6. linking and integrating activities Victoria – the Great Ocean Road and 7. creating a sense of community and Grampians. They are also linked by heightening the visitor’s experience the Great Southern Touring Route 8. providing economies of scale in and can be connected with Aboriginal the provision of accommodation, tourism experiences in the south-west activities, amenities and access of Victoria. 9. enhancing the sustainability of Victoria’s natural attractions by This approach is critical to allocate holistically managing visitor impacts. limited resources to create, in the long term, a critical mass of significant This approach does not mean that improvements to key nature-based nature-based tourism activity is tourism destinations and increase excluded from other parts of the Victoria’s overall nature-based tourism State and this strategy will not change competitiveness. A scattered approach the current core service delivery and to growing nature-based tourism, based business activities of Tourism Victoria, on short-term outcomes or lacking Parks Victoria and the Department focus, has little chance to increase of Sustainability and Environment. All visitor expenditure or grow the industry three agencies still have a commitment sustainably and viably over time. to service the entire State. For instance, infrastructure projects will be reviewed Advantages of focusing on specific case-by-case, based on merit outside destinations includes: this approach. This approach will not 1. working with local government to impact on marketing activities such as facilitate and plan for nature-based the ‘Inspired by Gippsland’ campaign tourism investment or the cooperative adventure tourism 2. incorporating nature-based tourism marketing campaign and these will into local and regional planning continue as before. 3. increasing the take-up of sustainable practices and the adoption of All destinations in Victoria are appropriate carbon reduction encouraged to grow their nature-based initiatives by communities and tourism experience opportunities tourism operators and implement this strategy at a 4. educating local communities and regional level at a faster pace than businesses on nature-based tourism the statewide focusing and phasing and its value approach. Norm Stanley, Narana Creations

46 tourismvictoria.com.au/naturebasedtourism National Landscapes initiative This initiative is proposing going ‘beyond the park boundary’ and Fostering tourism and – a ‘Landscape Approach’ approximately 15 landscapes across incorporating local communities and conservation partnerships Tourism Australia and Parks Australia Australia, with three candidate land management agencies. In Victoria, the tourism and conservation are leading the National Landscapes landscapes identified in Victoria – sectors have not worked in partnership. The strategy recommends a landscape initiative which is a partnership the Great Ocean Road, Australian This has increased distrust of the tourism approach to destination planning, between the tourism and conservation Alps with NSW and the ACT, and sector and created strong sentiment management and development of management sectors. This initiative aims South East Coastal Wilderness. against nature-based tourism products nature-based tourism destinations, to capture and promote the best of and experiences, particularly in national Improving sustainability which includes planning and managing Australia to achieve conservation, parks. The strategy seeks to create through destination planning, for a range of education, recreation and social and economic outcomes for mutual tourism and conservation management and development tourism visitors. Australia and its regions. outcomes for environmental advocacy Strengthening destination planning, There is increasing recognition of groups and nature-based tourism This initiative will identify areas with development and management the key role of local communities businesses. natural and cultural experiences frameworks around Victoria’s natural in delivering to visitors appropriate distinctive to Australia and sought assets can improve environmental The first step is to formulate a nature- messages, information and experiences after by Tourism Australia’s experience practices, reduce impacts on natural based tourism protocol similar to the relating to parks. This integration seeker target market. A landscape goes areas, and increase visitor satisfaction sustainable tourism protocol between will allow land managers, commercial beyond individual national parks or through healthy environments. the Australian Conservation Foundation operators, local government and local iconic visitor attractions. It also is not Nature-based tourism has a vested and the Tourism and Transport Forum. communities to develop shared visions about municipal or state boundaries. interest in conservation of the natural The goal is to achieve mutual tourism and planning around protected areas. Instead, it is united by its topography, environment as it is the basis for and conservation outcomes for Victoria’s Developing a vision and plan for a environmental or cultural significance. current and future business. The natural attractions. nature-based tourism destination with nature-based tourism industry can This approach will encourage greater a national park as a prime attraction provide the sustainability benchmark collaboration between the parties will foster: for the rest of the tourism industry. that govern, preserve and promote • a ‘landscape approach’ The sustainability of nature-based each national landscape. In identifying • engagement between all tourism relies on healthy parks and Australia’s quintessential landscapes, the stakeholders waterways. aim is to encourage regional planning, • a seamless approach to the overall including appropriate commercial The connection between protected visitor experience access and infrastructure in balance areas and activities that happen on the • better conservation and visitor with natural and cultural conservation periphery or ‘buffer zone’ has a direct management for protected areas outcomes. effect on the long-term sustainability • biodiversity conservation of the park itself. The bulk of visitor • holistic destination planning. activity in Victoria occurs in or near the buffer zone and planning for nature-based tourism must become more integrated at a regional level,

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Minimising and managing Often visitor management is reactive impacts on the environment rather than proactive, with protected The Victorian Government has played areas receiving unsustainable levels of a crucial role in setting the sustainability visitation, then developing mechanisms framework, Our Environment Our Future, to define and manage appropriate and encouraging sustainable practices. activities and levels of use. Some of Sustainable practices include the use Victoria’s destinations are suffering of renewable energy (solar and wind), from capacity issues in the summer. carbon neutrality and offsets, better Improving visitor services, such as water use and rainwater collection, guided interpretation, is a tool to environmentally friendly waste educate visitors on park values and treatment (such as composting toilets), help lessen their potential impact on recycling, plastic bag free initiatives, the natural environment. ecologically sustainable design and using Growth in international visitation renewable building materials. will also be managed by focusing on Victoria can set a benchmark for the high yield visitors who can contribute rest of Australia by creating incentives revenue growth to be fed back to and building sustainable practices into park management costs. all nature-based tourism infrastructure This strategy recommends further and destinations. Visitors are also willing developing and implementing visitor to pay more for nature-based tourism impact management frameworks to experiences employing environmental maintain the integrity of Victoria’s high- good practice. The industry can reduce use parks and forests. A framework its environmental impact by adopting will ensure a consistent approach for and implementing the sustainable establishing and monitoring carrying practices outlined above. capacity/impact indicators and All Victoria’s national parks and executing appropriate responses. protected areas have some level of visitor use, varying from just a few visitors to over a million a year. On public lands, tourism and recreation visitors share the same resources, use the same facilities, compete for the same consumer dollar, and exert similar impacts when the same activity is undertaken. Management of tourism and recreation activities is integrated Shipwreck Creek, Croajingolong National Park for Victoria’s public land estate.

48 tourismvictoria.com.au/naturebasedtourism adjacent to a park, and sited and A variety of visitor management CASE STUDY 2: Good design and the principals of ecological sustainability techniques are employed in areas of constructed in such a way as to be high use, including the use of ballots. compatible with the conservation Office of the Victorian Government Architect Ballots can present difficulties for objectives of the adjoining park. The Good Design publication series nature-based tourism businesses, Raising the significance of produced by the Office of the which need to be able to guarantee nature-based tourism for Victorian Government Architect tour departures in advance. In some Victorian communities aims to promote awareness of the countries and states a proportion Tourism contributes to the principles and benefits of good design. of available visitation is allocated to development of regional communities commercial businesses. These options Issue 02 in the series, Good Design by building partnerships between local need to be explored in Victoria at + Ecological Sustainability, focuses people, local organisations and local relevant locations. on designing for sustainability as an businesses. Tourism also provides intrinsic part of good design. The Guidance on appropriate nature- indirect economic stimulus across publication is a reference document based tourism infrastructure many industry sectors and, with the to current thinking by a range of Victoria would benefit from guidelines movement of visitors to provincial organisations in support of a more on what is an appropriate nature-based Victoria, these benefits are dispersed sustainable built environment. It tourism facility in relation to style, size across the State. is an introductory resource that and design. Currently there are only While many rural and regional aims to provide a brief overview guidelines around the basic principles communities understand the of the fundamental principles of of sustainability. Other destinations importance of tourism, particularly ecologically sustainable design, as well have produced guidelines, for example, in the aftermath of natural disasters, as encourage increased application of parks in British Columbia, Canada, have they can be resistant to tourism these principles across all sectors. developed guidelines for facilities, based development if it affects their own on their location in the park, including access to natural assets either from an design, style and size. Design guidelines economic perspective, such as logging, for nature-based tourism infrastructure fishing and mining or socially when the will complement the policy and development comes from outside the planning framework and clearly identify community. There is a need to harness for the industry what is considered local communities in key nature-based appropriate on private and public land. tourism destinations in order to raise Appropriate nature-based tourism the perception of the value of nature- infrastructure needs to respect an based tourism. area’s ecological integrity, manage impacts vigilantly and, most importantly, allow concentration of major visitor activities to areas where impacts can be contained. In general, significant built infrastructure should be located

49 DIRECTION 2 – Planning and managing sustainable destinations No. Action Rationale Responsibility Milestone Priority 1 1 Initially focus and phase resources for NBT on the following tourism Optimise the use of resources to make significant improvements to key Lead – TV, DSE, PV Implement in phases campaign regions: NBT destinations. Support – LG, RTO, between 2008–2012 Phase 1: Great Ocean Road and Grampians TO Phase 2: Phillip Island and Gippsland Phase 3: Victoria’s High Country 2 Encourage destinations to commence planning, development and This will allow regions to implement this strategy at a faster pace than Lead – LG, RTO 2008–2012 management of nature-based tourism at a regional level within the the statewide focusing and phasing approach. Support – TV, DSE, framework of this strategy. PV 3 Increase and encourage the use of sustainable practices It is critical for the NBT sector and key NBT destinations to ensure Lead – DSE, RDV by 2012 and the adoption of appropriate carbon reduction initiatives by the NBT tourism reliant on the natural environment is the industry benchmark in Support – LG sector and key NBT destinations to limit the sector’s impact on climate adopting sustainable practices which limit or offset the industry’s carbon change and loss of biodiversity, including: footprint.

3a • Produce industry design guidelines that include case studies for There is a lack of understanding at a state and local planning level and Lead – DPCD, 2008–2009 environmentally sustainable NBT infrastructure development on private within the industry of appropriate environmentally sustainable NBT DSE, TV and public land. infrastructure. Support – SV, PV 3b • Increase visitor information, interpretation and marketing of activities It is becoming increasingly important for land managers and tour Lead – TV, PV 2008–2012 to visitors on the impacts of climate change and the use of sustainable operators to communicate to visitors the impacts of climate change and Support – SV, DSE, practices and the adoption of carbon reduction initiatives to reduce actions taken to reduce impacts. LG, RTO, TO impacts. 3c • Continue to improve education and communication mechanisms on the Lead – PV, TV, DSE Ongoing recovery process from climatic events. 3d • Ensure new public visitor infrastructure that incorporates the use of Lead – PV, DSE, TV 2008–2009 & sustainable practices. Support – SV 2010–2011 3e • Consider a tourism rebate scheme for the take-up of sustainable practices. Lead – SV by 2011 Support – DSE 3f • Encourage the creation of biodiversity conservation corridors associated Lead – DPCD, PV, with nature-based tourism products on private land. DSE Support – TV, LG, RTO, TO 3g • Increase engagement by Sustainability Victoria with the NBT sector. Lead – PV, DSE, TV Ongoing Support – SV 3h • Review the impact of climate change on NBT and identify areas of This will assess the potential risk exposure of key NBT destinations and Lead – DSE, PV, TV Ongoing vulnerability to climate change and priority adaptation responses. activities to climate change impacts and identify opportunities. Support – LG, RTO

50 tourismvictoria.com.au/naturebasedtourism DIRECTION 2 – Planning and managing sustainable destinations (continued…) No. Action Rationale Responsibility Milestone Priority 1 (continued…) 4 Establish better mechanisms for dialogue and working relationships There is a lack of dialogue between key NBT stakeholders at a state and Lead – TV Ongoing between all government and industry stakeholders, including: local level. Support – RTO, LTA, TAV, VNPA 4a • Link and raise the profile of NBT at existing tourism meetings, exchanges and forums, and tourism conferences at a local and state level. 4b • Investigate opportunities for Aboriginal partnerships Lead – PV with protected area managers. 4c • Investigate the potential of a yearly forum for NBT as a mechanism for Lead – TV dialogue between land managers, operators, environmental advocacy Support – TAV groups, government, and community stakeholders. 4d • Increase regional land manager adoption and use of communication tools Regional land manager adoption and use of communication tools with Lead – PV with commercial operators. commercial operators could be more effective and efficient if it is a Support – TAV two-way process. 5 Develop a sustainable NBT protocol with peak conservation groups. Pursue common goals to sustain the natural environment. Lead – TV 2008–2009 Support – DSE, PV, VNPA 6 To maintain the integrity of Victoria’s high-use parks and forests: Establish better mechanisms for visitor management to ensure the long- term sustainability of Victoria’s natural assets. 6a • develop a consistent approach for establishing and monitoring Lead – PV 2008–2009 & carrying capacity/impact indicators and executing appropriate Support – DSE 2009–2010 management responses. 6b • implement a consistent approach for establishing and monitoring Lead – PV 2009–2010 & carrying capacity/impact indicators and executing appropriate Support – DSE 2010–2011 management responses. 7 Target opportunities and increase involvement and consultation with Victoria has a rich Aboriginal history that in some regions is not well Lead – DSE, PV, TV Ongoing Aboriginal communities across Victoria in relation to NBT. developed in the NBT experience. Support – AAV, KBN

DIRECTION 2 – Planning and managing sustainable destinations (continued overleaf…) 51 DIRECTION 2 – Planning and managing sustainable destinations (continued…) No. Action Rationale Responsibility Milestone Priority 2 8 Promote and encourage the take-up of sustainable practices to local Encourage and foster the adoption of sustainable practices. governments and communities in NBT destinations in the targeted regions, including: 8a • Increase the take-up of the GREEN GLOBE 21 Community Standard. Lead – TV 2009–10 & Support – SV, LG, 2010–2011 RTOs 8b • Conduct training sessions with councils and communities about Lead – SV, TV by 2011 sustainability and sustainable practices. Support – DSE 9 Establish greater voluntary financial and in-kind support of national parks Increase the NBT industry contribution towards conserving by the NBT industry: the natural environment. 9a • Establish a tourism project with conservation outcomes, which is linked Lead – PV by 2011 to the People and Parks Foundation. Support – CVA 9b • Increase in-kind support by the NBT industry to support land managers For example, flora and fauna monitoring, track maintenance, signage, Lead – PV by 2011 with custodianship of the natural environment. visitor management, weed control, land manager/operator staff swaps. Support – CVA, VNPA Priority 3 10 Investigate the feasibility of establishing a world-class research/ Turning environmental conservation into a tourism experience as Lead – DSE, PV, TV by 2012 conservation centre with engaging ‘hands on’ learning experiences. tourism of the future will rely on engagement and involvement, for example, Alpine climate change, Southern Ocean whale research, Phillip Island Nature Parks.

Abbreviations AAV – Aboriginal Affairs Victoria; CVA – Conservation Volunteers Australia; DPCD – Department of Planning and Community Development; DSE – Department of Sustainability and Environment; KBN – Koori Business Network; LG – local government; LTA – local tourism association; NBT – nature-based tourism; PV – Parks Victoria; RTO – Regional Tourism Organisation; SV – Sustainability Victoria; TAV – Tourism Alliance Victoria; TO – Nature-based Tourism Operators; TV – Tourism Victoria; VNPA – Victorian National Parks Association.

52 tourismvictoria.com.au/naturebasedtourism Wilsons Promontory National Park

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DIRECTION 3 Issues Lack of engaging experiences Low nature-based tourism around natural attractions yield and high visitation Developing authentic, memorable The main areas requiring action Victoria is facing worldwide competition Victoria’s national parks attract experiences for Developing authentic, memorable from destinations that have, or are the highest park visitor numbers in experiences are: Direction 3 – Developing authentic, developing, high quality nature-based Australia (28.6 million to protected • lack of engaging nature-based memorable experiences will fill tourism facilities and experiences in area parks in 2004–2005) but are tourism experiences around identified gaps at key nature-based spectacular settings, many of which are failing to capture yield, especially from natural attractions tourism destinations surrounding located in national parks. Iconic nature- international visitors. Increased visitor • low nature-based tourism yield Victoria’s natural attractions to increase based tourism product will clearly expenditure is essential to ensure the and high visitation the amount of engaging nature-based make a difference to the competitive financial sustainability of the nature- • engaging visitors through tourism experiences on offer. positioning of Victoria, particularly based tourism industry. International interpretation nature-based tourism accommodation visitor expenditure in key nature-based Objectives • authentic nature-based tourism to service nature-based experiences. tourism destinations in provincial experiences and innovative products The objectives for this direction are to: Iconic experiences do not have to be Victoria is comparatively low and to enhance visitor servicing. • increase visitor expenditure and of a large scale, but do require a high averages $742 per visitor (although satisfaction through high yield level of tailored service. Small-scale this varies significantly across regions) products that incorporate the experiences can significantly increase compared to Melbourne at $1,972 components of creating engaging the competitiveness of a destination, per visitor (Table 5.6). experiences for example, Ningaloo Reef Retreat • build successful destinations by in Western Australia or Bay of Fires addressing access, accommodation, in Tasmania. amenity and activity gaps around key natural attractions Table 5.6 Overall international visitor expenditure to targeted regions • capitalise on the existing network of tracks and trails to create high Region Regional market Total expenditure Per visitor yield experiences share (%) ($mil) • increase high yield product offerings that cater to international markets Melbourne 94% $2,757 $1,972 • promote a ‘landscape approach’ to Regional Victoria 20% $223 $742 assessing and creating nature-based tourism experiences. Source: International Visitors Survey, Tourism Research Australia, year ending June 2007. Travel Expenditure by domestic and international visitors in Australia’s regions year ending June 2007, Tourism Research Australia.

54 tourismvictoria.com.au/naturebasedtourism Phillip Island Nature Parks and Port Engaging visitors CASE STUDY 3: Increasing yield – small steps count Campbell National Park (Twelve through interpretation Apostles) are important nature-based Consumers are increasingly looking to Phillip Island Nature Parks tourism attractions for Victoria, have experience something unique. Unique high consumer awareness levels, nature-based tourism experiences and receive high visitation. Both of offer higher levels of experiential these attractions have limited scope learning of the natural and cultural to capture yield and raise visitor environment specific to a destination. expenditure without the addition of Experiential learning is delivered supporting amenities, accommodation, through interpretation, both actively access and diversified activities. This (guided) and passively (signage, is severely limiting the economic guidebooks and maps). For instance, benefits from nature-based tourism the international market demands for these provincial destinations and Aboriginal tourism experiences and failing to disperse the economic spend an essential component of these on other products and services at or experiences is interpretation of the surrounding the destination. natural and cultural environment by traditional Aboriginal owners. In addition, Victoria has a wealth of existing tracks and trails, but lacks The delivery of passive and guided associated high yielding experiences. interpretation by Parks Victoria The Victorian Trails Strategy 2005–2010 rangers is also critical, particularly Phillip Island Nature Parks (PINP) is an important nature-based tourism has been developed to ensure the for international visitors. There are attraction for Victoria, particularly for Eastern Hemisphere markets including development of an integrated and currently limited opportunities for China. Overall visitation to PINP has fallen but visitor yield has increased. sustainable trail network that meets all visitors to engage with Parks Victoria Small steps have made a difference for PINP. visitor, community and trail user needs, rangers. Ranger interaction with visitors while uniting the community with a helps to communicate park values and For example, by offering premium penguin viewing products, PINP has shared vision of Victoria as a premier enhances existing visitor management concurrently expanded its appeal to European visitor markets and increased trail destination. The focus for nature- strategies. Nature-based tourism yield. The addition of a photography unit has also increased yield through based tourism is to create high yield operators and Visitor Information the in-house production of PINP postcards, key rings, magnets and visitor nature-based tourism experiences on Centres can also support national photographs with a penguin. Visitors can purchase a photograph with a tracks and trails, such as flagship walks parks and other protected areas by digitally imposed penguin through the use of a ‘greenscreen’. PINP is now with demountable accommodation, and targeting information and education selling over 10,000 of these photographs per annum. PINP is also committed contribute to Victoria’s positioning as a to ensure biodiversity conservation to having a high standard of product by certifying all of their products to premier trail destination by offering a messages are conveyed to visitors Advanced Ecotourism, the highest level of ecotourism certification available diversity of experiences. and users. from Ecotourism Australia. To date, Phillip Island as a destination has had limited opportunities to extract higher yield from most of the 688,621 visitors, as many PINP visitors do not stay on the island overnight.

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Authentic nature-based On public lands, reinvigorating Product development initiatives destination by establishing tourism experiences and infrastructure and improving visitor This strategy seeks to attract significant tracks linked to appropriate innovative products services at key natural attractions leads public and private investment into accommodation in the Otways, Tourism is a service industry and the to higher levels of visitor satisfaction new and existing infrastructure. Grampians and Alpine Resorts role that people play is critical in the and attracting new visitor markets. Major infrastructure initiatives for – Parks Victoria to further develop delivery of a quality visitor experience. Parks Victoria recently introduced consideration include: world-class visitor experiences Authenticity is important as built-up unique camping experiences that • Two major projects to improve at Port Campbell, Grampians, Mt destinations are increasingly being will reinvigorate and refresh visitor experiences at Victoria’s most Buffalo/Alpine and Croajingolong rejected in favour of ‘real’ nature-based services at Buchan Caves and Cape internationally recognised and national parks. tourism experiences. Victoria has a Conran Coastal Park. The Wilderness visited natural attractions, including: This strategy does not recommend lack of real experiential nature-based Retreats offer visitors the opportunity – Port Campbell National Park that all nature-based tourism facilities tourism experiences offering high levels to immerse themselves in nature - a staged development of a be sited in national parks and facilities of interpretation, high quality service while staying in contemporary and nationally significant precinct and in national parks will be subject to and accommodation that engage comfortable demountable safari-style interpretative centre the National Parks Act 1975 and consumers and connect them with tents that include furniture made – Phillip Island Nature Parks policy requirements. It recommends a the natural environment. by a local craftsman. - an upgrade to the Penguin ‘landscape approach’ for nature-based Parade visitor centre. tourism across all public and private • Other infrastructure initiatives CASE STUDY 4: Increasing yield – low visitor numbers work land. Product development initiatives include: where consideration for siting in Ultimate Hikes hut-based Milford Track walk in New Zealand – encouraging private investment national parks is considered are clearly into five benchmark sustainable noted on Map 1. nature-based tourism accommodation projects in spectacular locations in the Otways, Great Ocean Road, Grampians, East Gippsland and Victoria’s High Country – further establishing four Wild Walks of Victoria with a high yield commercially-run walking Ultimate Hikes runs the Milford Track Walk, which is a 5 day/4 night hut-based component with demountable bushwalking product in New Zealand. Ultimate Hikes has the sole commercial standing camps/accommodation licence from the Department of Conservation (DOC) to operate this walk which does not limit public commercially. In 2004, Ultimate Hikes took 6,000 bushwalkers or 45 per cent access, including the Great of all bushwalkers on the Milford Track. The cost of the walk with Ultimate Ocean Walk, Wild Grampians Hikes is NZ$1750 per person equating to gross revenue of roughly Walk, Wild Alpine Walk and NZ$10.5 million for 6,000 commercial bushwalkers. Ultimate Hikes must Wild East Gippsland Walk also pay 5 per cent of its gross revenue to DOC as well as paying for partial – positioning Victoria as Australia’s management costs incurred by DOC to maintain the Milford Track. premier mountain biking

56 tourismvictoria.com.au/naturebasedtourism Map 1 Project phases and product development initiatives#

Great Ocean Road cluster 1 Gippsland cluster 5 MAJOR PROJECTS Major projects Phase 2 PHASE 1 Projects & Activities • Staged development of a parks precinct • Wild East Gippsland Walk with demountable and interpretative centre at the Twelve PHASE 2 Projects & Activities accommodation* Apostles / Loch Ard Gorge PHASE 3 Projects & Activities • East Gippsland nature-based tourism (Port Campbell National Park)* accommodation and activity hubs • Croajingolong and Wilsons Promontory Phillip Island cluster 2 National Parks interpretive centres with a tourism/customer service approach* Major projects • Gippsland Hinterland all-wheel drive touring route • Phillip Island Nature Parks: • Gippsland lakes boating infrastructure upgrade visitor centre • Adventure zip trail near Walhalla

Great Ocean Road cluster 3 Victoria’s High Country cluster 6 Phase 1 Phase 3

• Otways and Great Ocean Road nature-based • Feasibility study for public-private partnership tourism accommodation and activity hubs infrastructure upgrade at Mt Buffalo Chalet* • Great Ocean Walk with demountable • Wild Alpine Walk with demountable accommodation 6 accommodation, potentially linked to the • Otways mountain biking with demountable 4 Alpine Resorts* bike barn accommodation* • Identify new and existing Alpine Resorts accommodation suitable for attracting Grampians cluster 4 5 5 summer nature-based tourism visitors. Phase 1 • Alpine National Parks interpretive centre with a tourism/customer service approach* • Nature-based tourism accommodation • High Country/Alpine Resorts adrenalin and day walks activity hub mountain biking • Grampians mountain biking with 2 • Feasibility study to develop a world-class demountable bike barn accommodation* 1 3 adrenalin activity centre in the Alpine Resorts • Wild Grampians Walk with demountable including mountain biking, bungy jumping, accommodation* zorbing and other activities. 5

# These initiatives are a range of options for consideration by government in the context of the normal budget processes. It does not imply a commitment by the State Government to fund these proposals. Further feasibility work will need to be undertaken prior to these initiatives proceeding. *Consideration may be given to site infrastructure within national parks. This map is not an exhaustive list of initiatives in Direction 3 – Developing authentic memorable experiences

tourismvictoria.com.au/naturebasedtourism 57 DIRECTION 3 – Developing authentic, memorable experiences No. Action Rationale Responsibility Milestone Priority 1 1 Develop a small range of identified experiences with a focus on those These visitor experiences will significantly change the awareness and matched to international market demands in key NBT destinations, perception of Victoria as a NBT destination. including: 1a • Parks Victoria to further develop world-class visitor experiences at: Enhance, develop and increase visitor facilities, services, and increased Lead – PV by 2011 Port Campbell, Grampians, Wilsons Promontory, Alpine, Croajingolong visitor engagement with staff. National Parks. Note: The development of new facilities is dependent on self–funding mechanisms for the ongoing viability of facilities and services. 1b • Phillip Island Nature Parks public reinvestment to upgrade facilities. Reinvigorate Phillip Island Nature Parks’ facilities and products. Lead – DSE, PINP by 2012 Support – TV 1c • Explore developing an Adrenalin Activity Centre in Victoria’s Increase the offering of summer products in the High Country which Lead – DSE, AR by 2011 High Country. will increase summer visitation to the Alpine Resorts. Support – TV 1d • Gippsland hinterland all-wheel drive touring route. Lead – DSE 2008–2010 Support – PV, LG 1e • Identify and upgrade key short walks and viewing platforms and increase Lead – PV, DSE by 2011 NBT products linked to high profile touring routes, such as a day/night Support – LG, tour in the Otways. RTO, AR 1f • Identify, improve and develop Aboriginal tourism products in the natural Victoria has a rich natural and cultural heritage and there is a need to Lead – TV, PV Ongoing environment in the Great Ocean Road, Grampians, Gippsland, Victoria’s increase Aboriginal tourism product offerings. Support – KBN, ATV, High Country and the Murray. AAV 2 Facilitate environmentally sustainable infrastructure development to create Development of these facilities will be guided by the development of experiences especially for visitors seeking comfort in nature, including: policy and industry design guidelines for environmentally sustainable nature-based tourism infrastructure development. 2a • Encourage benchmark sustainable NBT accommodation projects in Establish high yielding internationally ready NBT-specific accommodation Lead – DSE, TV by 2011 spectacular locations (through private investment): around key natural attractions. Accommodation should include Support – PV – Grampians environmentally sustainable design and create a ‘sense of place’. – Otways, Great Ocean Road, East Gippsland at Tulloch Ard Gorge and by 2011 adjacent to Lake Tyers Forest Park 2b • Identify existing and new accommodation in the Alpine Resorts that will Lead – DSE, AR by 2011 be suitable and attractive to summer nature-based tourism visitors to Support – PV Victoria’s High Country. 2c • Further establish the Wild Walks of Victoria with demountable standing Establish the Wild Walks of Victoria. Walking products should be Lead – PV, DSE, AR 2008–2012 camps/accommodation with a public component and a high yield distinct multi-day walks based on a variety of styles with a variety of Support – TV commercially-run walking component: demountable accommodation. For example, central facilities with day – Great Ocean Walk walks, loops, and one way walks extending out from a central complex – Wild Grampians Walk or walks linking various Alpine Resorts. – Wild East Gippsland Walk – Wild Alpine Walk

58 tourismvictoria.com.au/naturebasedtourism DIRECTION 3 – Developing authentic, memorable experiences (continued…) No. Action Rationale Responsibility Milestone Priority 1 (continued…) 2d • Further establish high yielding mountain biking attractions with Position Victoria as Australia’s premier mountain biking destination. by 2011 demountable bike barn accommodation along the tracks in: – Touring – Great Otway NP Lead – PV Support – DSE – Touring – Grampians NP Lead – PV 2e • Further establish mountain biking attractions of an international standard, Lead – DSE, AR including the design, siting and sustainability of tracks in Victoria’s Alpine Resorts. 2f • Further establish high profile mountain biking events in Victoria, Lead – TV, PV, AR Ongoing for example, Lysterfield Park. Support – RTO, LG 2g • A feasibility study for public-private infrastructure upgrade Public investment into critical infrastructure, services and leasing Lead – PV by 2011 for Mt Buffalo Chalet. considerations necessary to create a more attractive investor Support – TV, DSE proposition for a public-private partnership. 2h • A feasibility study for public-private investment into an eco-fishing lodge Lead – TV by 2010 in Victoria’s High Country. 2i • Gippsland Lakes boating infrastructure. Increase water-based nature-based tourism activities and fishing products Lead – DSE by 2010 on the Gippsland Lakes within the framework of the Gippsland Boating Support – PV, TV Coastal Action Plan. 2j • Facilitate, establish and promote internationally ready walking products Lead – GDTA, PV, by 2010 for the: AR, FGSWW – Great Southwest Walk Support – TV – Great Walhalla Alpine Trail – Prom Circuit (Lighthouse) Walk – Great Dividing Trail (Castlemaine – Daylesford section) 2k • A feasibility study for a themed climbing hostel which includes a Lead – TV by 2011 bouldering wall in Natimuk Township. Support – PV, DSE 2l • Facilitate investment into an adventure zipline trail near Walhalla. Lead – LG, RTO by 2009 Support – TV, PV, DSE 2m • Prioritise existing public land NBT infrastructure with public-private Lead – PV by 2009 partnerships for reinvigoration including lighthouses and other amenity Support – DSE, TV and accommodation products. 2n • Champion 1 or 2 alpine resorts for non-winter visitation that offer a Converting resort visitation to non-winter visitation is a long-term process. Lead – DSE, AR by 2011 range of guided and non-guided NBT products and infrastructure. Support – TV

DIRECTION 3 – Developing authentic, memorable experiences (continued overleaf…) 59 DIRECTION 3 – Developing authentic, memorable experiences (continued…) No. Action Rationale Responsibility Milestone Priority 1 3 Provide high yielding commercial opportunities for a number of sites in Increase the economic sustainability of commercial operators and allow Lead – DSE, PV Ongoing Victoria that currently have high consumer awareness, including: a small number of high quality operators to supply high profile high yield product that does not impede on the equity of access for Victorians. 3a • A limited number of commercial licences free of peak season ballot systems in national parks, for example, Wilsons Promontory National Park. 3b • Competitive allocation of leases/licences for a small number of overnight commercial products with demountable standing camps for trade ready land-based and water-based NBT products. 3c • Limited commercial licensing for operators on specific high profile walking tracks. 4 Increase the focus on the planning and delivery of interpretation in key Increase engagement with visitors through the use of active (guided) NBT destinations, including: and passive (boards and displays) interpretation in key tourism parks in all primary NBT clusters/hubs. 4a • Develop interpretation messages specific to each region’s strength/s. Lead – PV Ongoing Support – DSE, TV, LG, AR 4b • Increase visitor engagement with Parks Victoria staff. An opportunity exists for Victoria to provide engaging world-class visitor Lead – PV Ongoing services and experiences in our high profile national parks. 4c • Encourage Parks Victoria staff to be on hand at accredited Visitor Lead – PV Ongoing Information Centres in key NBT destinations during the peak season. 4d • Continually improve interpretation programs Lead – PV Ongoing (including online and mobile technology content). Support – TV 4e • Consider the potential for the Parks brand to be carried over to private Lead – PV operators with concessions in parks. 4f • Facilitate partnerships with Aboriginal communities to increase Lead – PV, TV, DSE engagement between traditional owners and visitors. 4g • Increase the number of tourism and conservation partnerships products Lead – PV Ongoing with land managers. Support – CVA 4h • Regularly review and update passive interpretation in visitor centres and Lead – PV Ongoing on boards. Support – DSE, AR

4i • Integrate park, forest and other public land information into regional Lead – PV, DSE Ongoing collateral and visitor information centres/services. Support – TAV 5 Parks Victoria to have a tourism and customer service liaison manager Provide world-class visitor engagement programs at key national parks. Lead – PV Ongoing at key national parks, including: Support – DSE, AR Grampians, Port Campbell, Mt Buffalo, Alpine, Wilsons Promontory and Croajingolong national parks.

60 tourismvictoria.com.au/naturebasedtourism DIRECTION 3 – Developing authentic, memorable experiences (continued…) No. Action Rationale Responsibility Milestone Priority 2 6 Sponsor high profile events in primary NBT regions. High profile events centred on Victoria’s natural attractions can value Lead – TV Ongoing add to the awareness and perception of Victoria. Support – PV, DSE, AR 7 Develop a range of value added ‘for fee’ services to enhance the visitor Lead – PV Ongoing experience on public lands, such as merchandising, food and beverage, and tourism parks passes. 8 Improve road signing to and within key NBT destinations including signing There is a lack of knowledge and orientation for visitors around Lead – VicRoads by 2011 to key parks and other public lands. Victoria’s natural attractions. Support – TV 9 Improve orientation signing within parks and other public lands in key Lead – PV, DSE by 2011 NBT destinations. For example, walking tracks. 10 Undertake product development activities to build a competitive suite of Special interest NBT products will attract high yield international visitors. Lead – TV by 2011 high yield special interest NBT products. For example, bird watching, marine research and wildlife recovery products. Support – PV 11 Increase camping products in high profile parks, reserves or forests to Lead – PV, DSE Ongoing increase non-summer visitation, for example, wilderness retreats in a variety of locations. Priority 3 12 Consider the development of a statewide NBT guiding brand linked to Develop a network of professional tour guides with a collective Lead – PV by 2011 training and certification. in–depth knowledge of Victoria’s natural and cultural assets. This Support – TV, DSE, approach has worked well in the Northern Territory (Savannah Guides). TAV

Abbreviations AAV – Aboriginal Affairs Victoria; AR – Alpine Resorts; CVA – Conservation Volunteers Australia; DSE – Department of Sustainability and Environment; FGSWW – Friends of the Great South West Walk; GDTA – Great Dividing Trail Association; LG – local government; MTBB – Mount Baw Baw Alpine Resort; NBT – nature-based tourism; PV – Parks Victoria; RTO – Regional Tourism Organisation; TAV – Tourism Alliance Victoria; TV – Tourism Victoria.

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Falls Creek and the Alpine National Park

62 tourismvictoria.com.au/naturebasedtourism Objectives DIRECTION 4 CASE STUDY 5: Knowledge for tour guides, Kakadu National Park The objectives for this direction are to: Facilitating viable and innovative • increase the triple bottom line Parks Australia’s Online Tour Guide Training Course businesses sustainability of nature-based Online training courses can be a The Victorian Government recognises tourism businesses cost effective mechanism to train the significant risks associated with • foster entrepreneurship

commercial businesses about nature-based tourism businesses reliant • strengthen the tourism skills

the natural and cultural values of on public assets. It acknowledges that of land managers protected areas, how to operate increasing the viability and sustainability • improve the professionalism safely, about the park, and the role of of the industry is paramount and and excellence of the industry land managers in the management of will support industry by providing • encourage the reinvigoration of the protected area. Completion of the means to attain nationally and existing experiences to match this training course is a requirement internationally recognised business market trends for licensing in Kakadu National Park. acumen. Direction 4 – Facilitating viable • increase the flow of economic and innovative businesses will seek benefits to regional communities to increase the triple bottom line from successful nature-based sustainability of the industry through a businesses. suite of training initiatives. Issues The main areas requiring action are: • financial viability of nature-based tourism businesses must be addressed first Financial viability of nature-based Nature-based tourism activity providers • nature-based tourism activities tourism businesses must be have varying levels of professionalism are in need of reinvigoration addressed first and expertise and many businesses • enhancing the tourism skills Most privately run nature-based tourism fail. Financial viability is the first step of land managers businesses in Victoria are small lifestyle towards increasing the triple bottom • increasing the take-up businesses of four or less employees, line sustainability of the industry. of business certification. providing nature-based tourism activities. Financial sustainability significantly Around 70–80 per cent of these increases the propensity of the business businesses have licences or leases to to operate in an environmentally and operate activities commercially on socially sustainable manner. Victoria’s public lands. These activity providers play a key role in facilitating access to Victoria’s natural attractions, which are primarily on public lands.

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Nature-based tourism businesses in Many lifestyle businesses are not Victoria are often run by owner/ interested in reinvigorating their current operators who have no formal business product offerings. For Victoria to grow or marketing background and many as a competitive destination, it is critical have no prior experience in the to reinvigorate a collection of existing tourism industry. There is a significant products and attract investment into need to increase the business acumen new high yielding nature-based tourism of nature-based tourism businesses in products, particularly in key nature- Victoria through structured training based tourism destinations. and education programs, including Enhancing the tourism business planning, marketing, website skills of land managers development, product development, The quality and standard of customer packaging and clustering product, service and tourism management product pricing, tourism distribution in many of Victoria’s key attractions systems, and utilising market research. and public land assets needs to be Tourism product suppliers and addressed. Many high profile parks operators are not currently maximising have insufficient numbers of staff with the potential benefits of working expertise in tourism, marketing and together to link their products through service quality. The level of expertise strategic packaging, referral, on-selling, must be upgraded to develop vibrant Parks Victoria Wilderness Retreats, Cape Conran Coastal Park marketing and product delivery. There visitor experiences that can compete is still a lack of partnerships with other with other destinations. tourism market segments. Operators Increasing the take-up For instance, the Department of Increasing staff competencies in tourism are still failing to see the benefits of of business certification Sustainability and Environment’s Public management and customer service will linking products to create all-inclusive, The Australian Government’s Land Tour Operator and Activity Provider raise the overall quality of the visitor trade-ready products/packages. Tourism White Paper highlighted the Licence Reform Project proposed longer experience and is a powerful tool to importance of increasing the take-up of licence term benefits for operators Reinvigorating nature-based enhance visitor management strategies. environmental best practice strategies with triple bottom line certification. tourism activities Victoria needs to take a more by small businesses. A limited number An increasing percentage of nature- proactive role in educating and training of public and private commercial based tourism products are near visitor services staff in parks on tourism nature-based tourism businesses in the end of their product life cycle. management and customer service Victoria have undertaken certification, Currently, Victoria has an oversupply and appointing specialist tourism liaison with roughly 20 per cent achieving of nature-based tourism products officers at high profile parks. Better Business certification and matched to low yield markets and an 5 per cent Ecotourism Australia’s triple undersupply of high yield products for bottom line ECO certification. It is domestic and international markets. also recognised that certification must deliver tangible benefits to operators.

64 tourismvictoria.com.au/naturebasedtourism DIRECTION 4 – Facilitating viable and innovative businesses No. Action Rationale Responsibility Milestone Priority 1

1 Improve the professionalism and excellence of existing and potential There is a need to improve the business skills and triple bottom line nature-based tourism (NBT) operators through training opportunities, sustainability of Victoria’s NBT operators as they are primarily small including: lifestyle businesses with four or less employees.

1a A specialised ‘Starting up in NBT’ and ‘Staying in NBT’ series of workshops Note: Some training modules could be delivered online and potentially Lead – TV Ongoing that include a module on the role of land managers in the conservation and be developed in conjunction with the CRC Sustainable Tourism. Support – TAV, PV management of natural and cultural heritage.

1b Business Skills Training that includes: Lead – TV Ongoing • developing business and marketing plans Support – TAV • introduction to marketing including online marketing • clustering, packaging and value-adding products • product pricing, commissions and being trade ready • forums for businesses to share their experiences.

1c Implement an online training course for licensing operators to work in Lead – PV Ongoing protected areas and other public lands, including: Support – DSE, • the roles and responsibilities of operators and land managers ORC • skills in natural and cultural environment interpretation • communicating park values to visitors • Adventure Activity Standards (AAS) • Leave No Trace practices (now a component of the AAS). 1d Increase opportunities for business skills mentoring for NBT businesses. Lead – TV Ongoing Support – SBCS

2 Continue to improve the tourism knowledge and tourism business skills of Increase the performance of publicly run tourism assets and the Lead – PV Ongoing land managers and significant tourism partners, particularly those operating interaction between regional land managers and commercial operators. Support – DSE ‘commercial’ tourism attractions and services. Priority 2 3 Increase product development activities, including workshops and mentoring There is a lack of quality NBT products to sell internationally. Lead – TV Ongoing programs to develop high quality internationally ready NBT products.

4 Develop capacity-building initiatives in key NBT destinations, including: There is a need to harness support for and increase the perception of Lead – TV Implement in phases • mentoring and coaching the value of NBT within local communities and local government. Support – from 2008–2012 • resource sharing and clustering TAV, DSE, PV • networking and communication • leadership development • customer service excellence training • working with communities to foster a sense of pride and engaging with visitors.

65 DIRECTION 4 – Facilitating viable and innovative businesses (continued…) No. Action Rationale Responsibility Milestone Priority 2 (continued…) 5 Encourage existing accreditation programs to incorporate triple bottom Lead – TV By 2010 line modules into their programs for nature-based tourism. Support – PV, SSV, TAV

6 Increase the uptake of triple bottom line certification by NBT operators The Australian Government’s Tourism White Paper acknowledges Lead – PV Ongoing by offering more incentives and more promotion of environmentally that certification must deliver tangible benefits to operators, including Support – EA sustainable certification (such as Ecotourism Australia’s ECO certification preferential admission to national parks, due to higher environmental program) including: standards achieved, and exclusive access to government marketing activities. • raise NBT profile on visitvictoria.com, within Tourism Victoria, and in Lead – TV marketing campaigns • use of sustainable certification logos in print and online marketing Lead – TV

• packaging opportunities and linking eco-certified products Lead – TV

• maintain the integrity of the term ‘ecotourism’ by allowing only genuine Lead – TV ecotourism businesses benchmarked against a standard to use the term Support – PV, DSE ‘ecotourism’ in government marketing and promotion.

7 Recognise and reward outstanding practice including: Only 5 per cent of Victoria’s NBT operators have certification that has Lead – TV 2009 onwards • investigate a new tourism award category to raise the awareness and an environmentally sustainable component. importance of tourism contributing to conservation - the Victorian Tourism Award for Tourism and Conservation. • raise the profile of commercial operators committed to outstanding practice. • provide benefits through the public land licensing system for quality operators.

Priority 3 8 • Encourage NBT businesses involved in international marketing to apply Lead – DITR Ongoing for the Export Marketing Development Grant or any similar funding Support – TV, TAV available at a state level.

Abbreviations DITR – Department of Industry Tourism and Resources (Commonwealth Department); DSE – Department of Sustainability and Environment; EA – Ecotourism Australia; LG – local government; NBT – nature-based tourism; ORC – Outdoor Recreation Centre; PV – Parks Victoria; SBCS – Small Business Counselling Service; SSV – Service Skills Victoria; TAV – Tourism Alliance Victoria; TV – Tourism Victoria.

66 tourismvictoria.com.au/naturebasedtourism Great Ocean Walk, Port Campbell National Park

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Issues CASE STUDY 6 Direction 5 Effective marketing The main areas requiring action New Zealand’s ‘100% Pure’ Brand Campaign under this direction include: Direction 5 – Effective marketing will Research by Tourism New Zealand • nature-based tourism competition enhance the competitive positioning has shown that natural landscapes are from other states and territories of Victoria both domestically and a key motivator for travel to New • low consumer perception and internationally as a destination to visit Zealand. The core images within the regional awareness of nature-based for its world-class natural attractions. ‘100% Pure New Zealand’ campaign, tourism in Victoria highlight visitor interaction with these Objectives • natural attractions lacking engaging landscapes. Since the launch of the nature-based tourism experiences The objectives for this direction are to: campaign in 1999, the country’s to position Victoria • strengthen the nature-based tourism foreign exchange earnings from • quality and accessibility of brand positioning of Victoria tourism, as well as visitor arrivals, have visitor information. • increase the awareness and grown to record numbers. By infusing perception of Victoria as a Nature-based tourism the ‘100% Pure New Zealand’ brand nature-based tourism destination competition from other through all its marketing activity, • position key experiences states and territories Tourism New Zealand has created a surrounding natural attractions after Nature-based tourism is now recognised compelling and consistent message addressing accommodation, amenity, by most states and territories as an about what New Zealand has to activity and access gaps essential sector to be targeted for offer – 100% Pure New Zealand • convert consumer awareness and tourism growth. South Australia, New experiences. Research shows a high interest in Victoria as a destination South Wales, Tasmania, Queensland and awareness of the brand in Tourism New Zealand’s key markets, as well as high into visits Western Australia are implementing satisfaction levels for travellers to New Zealand. Over 97% of visitors report • trigger visitation, improve yield, and nature-based tourism strategies and being ‘highly satisfied’ with their trip, highlighting that ‘100% Pure New Zealand’ facilitate greater dispersal plans, branding nature-based tourism, delivers on its promise of unique experiences in an exceptional environment. • expand market research to provide and enabling the development of greater insights nature-based tourism products and • increase yield and growth by experiences. To remain competitive, focusing on international markets Victoria must develop its brand • increase geographic and seasonal positioning for nature-based tourism, dispersal through targeted create an enabling environment and marketing activities. implement broader actions within this strategy. Integrating marketing activities across government will ensure consistency of messaging and promoting nature-based tourism for Victoria. A coordinated marketing effort will expedite the

68 tourismvictoria.com.au/naturebasedtourism process for raising the perception Quality and accessibility Brambuk – the National Park and Cultural Centre, Grampians National Park and awareness of Victoria through of visitor information consistent messaging and imagery The emergence of new media and the for nature-based tourism. increased access to global information has increased consumer awareness Low consumer perception of destinations and made consumers and regional awareness more informed and discerning. The Consumer research indicates that quality of images, video and editorial Victoria is not perceived as a highly must entice prospective visitors to desirable domestic destination for visit, as online media is likely to be natural attractions, compared to the first representation of Victoria for other states and territories, and that international consumers. consumer association of Victoria’s regions with natural attractions is still To capture consumer bookings, relatively low. The Great Ocean Road there is a need to increase access is the only region to show a high level to eCommerce booking facilities of consumer awareness as a destination that link private and public nature- with world-class natural attractions. based tourism products. Increasing In Victoria, a significant proportion of cooperative arrangements between consumers cannot associate a region visitor information centres and Parks or destination with any nature-based Victoria booking services is essential tourism attribute. for seamless visitor experiences and For instance, many of Victoria’s publicly increasing visitor satisfaction. Natural attractions lack run tourism products are booked engaging nature-based tourism An online booking service for publicly- out months ahead of time by repeat experiences run products in national parks can intrastate visitors, have little room Victoria is yet to establish a unique help prevent overcrowding, enhance for nature-based tourism visitors point of difference. Victoria is well protection of the environment, enable from overseas and no ability to pre- endowed with a diversity of natural more enjoyable visitor experiences book prior to arrival in Australia. For attractions but lacks associated and improve access to these products example, roofed accommodation at accommodation, amenities and by interstate and international visitors. Tidal River in Wilsons Promontory activities to create engaging nature- Online visitor booking services require National Park runs at 76 per cent based tourism experiences to market less resourcing, are available 24 hours occupancy year round. to high yield visitors. For instance, a a day, can be accessed worldwide, high yield, multi-day bushwalk with and the cost of implementing can be roofed accommodation immersed with quickly recovered. the park experience, would propel the Great Ocean Walk forward to be one of Australia’s premier walks.

69 DIRECTION 5 – Effective marketing No. Action Rationale Responsibility Milestone Priority 1 1 Develop the brand positioning of nature-based tourism (NBT) for Victoria. Increase the NBT brand awareness of Victoria. Lead – TV 2008–2009 2 Continue to support Tourism Victoria regional campaigns that focus on Nature-based tourism is the key brand positioning Lead – TV 2008–2012 nature-based tourism. for a number of regions. 3 Support marketing initiatives linked to the National Landscapes initiative. Lead – PA, TA 2008–2012 Support – TV, DSE, PV, LG, RTO, TO 4 Expand NBT marketing efforts generally through improved integration, Increase perception and awareness of Victoria as a NBT destination Lead – TV, PV including: through a suite of interagency marketing initiatives. 4a • foster and formalise an ongoing partnership to develop an integrated Lead – TV, PV 2008–2012 planning guide and map for NBT in Victoria 4b • adopt an integrated approach for the promotion of NBT and ‘icon’ parks Ensure consistency of NBT promotion at a state, regional, Lead – TV, PV 2008–2012 in messaging, publications and campaigns, as well as support for this and local level. An integrated approach needs to be clear and easily Support – RTCC, integration at a regional level communicated to public relations companies as well as Tourism Victoria’s RTOs, and LTAs international offices. 4c • continue the cooperative adventure tourism marketing campaign Lead – TV 2008–2012 4d • better incorporate appropriate and accurate NBT into Jigsaw campaigns Lead – TV 2008–2012 4e • integrate primary NBT hubs, destinations and themed experiences into Lead – TV, PV 2008–2012 key touring routes across the State 4f • increase intrastate awareness through campaigns targeting Melbourne Lead – TV, PV 2008–2012 4g • develop activities as part of core campaign activities to focus on experiences in key parks located in key NBT regions 4h • eMarketing Lead – TV 2008–2012 4i • explore leveraging marketing partnerships with a range of tourism and Lead – TV, PV 2008–2012 non-tourism partners 4j • investigate the feasibility of Parks Victoria offering commissionable products. Lead – PV By 2009 5 Complement integrated marketing with thematic collateral and campaigns Create better linkages for comfort in nature experiences. including: 5a • in destination campaigns develop better packages for combined comfort Lead – TV 2008–2012 in nature, food and wine, Aboriginal tourism, and arts and heritage Support – RTCC experiences 5b • package and market high quality ‘Top 10’ themed experiences as they Package and promote ‘best of’ NBT experiences. This is working well Lead – TV 2008–2012 become market ready. For example, wild walks, short walks, native elsewhere. For example, Tasmania’s Great Walks which is currently being Support PV, DSE, wildlife, marine, adventure, Aboriginal, ecotourism, and cultural heritage in expanded. RTCC the natural environment.

70 tourismvictoria.com.au/naturebasedtourism DIRECTION 5 – Effective marketing (continued…) No. Action Rationale Responsibility Milestone 6 Commence marketing of high yield NBT experiences in Lead – TV 2010–2012 key international markets 7 Increase accessibility to NBT online, including: Facilitate better access and availability of booking services for visitors especially interstate and international visitors that will ultimately lead to better visitor experiences and improve visitor management without increasing staffing overheads. 7a • implement a central online booking service for Parks Victoria and DSE Lead – PV 2009–2012 accommodation and activities that is linked to services and activity Support – TV, DSE providers on the periphery of the public land estate. For example, Tourism Accredited Visitor Information Centre Booking Service

7b • continue to grow www.visitvictoria.com into a fully integrated and Lead – TV 2008–2012 comprehensive online portal for NBT, including increasing NBT business Support – DSE participation, accessible information, notes, and maps for all parks, state and PV forests, and other relevant public lands 7c • increase the quality of online promotion, including increased use of Lead – TV 2008–2012 new media and better links between all online collateral for NBT on Support – PV and government and operator websites Operators 7d • continue to invest in www.parkweb.vic.gov.au as a source of detailed Lead – PV 2008–2012 and timely visitor information and Tour Operator Management System enhancements. 8 Ensure high quality NBT images, moving images and new media are There is a lack of high quality imagery depicting experiences, especially obtained for promotional use and used consistently across all government with people undertaking activities (including appropriate outdoor agencies incorporating and highlighting attractions, activities, amenities, clothing and high quality equipment) in the natural environment. The native wildlife and accommodation: correct imagery for use across all media and government agencies is critical including consultation on what to include, what talent to feature, activities and products to highlight. • digital images Lead – TV 2008–2009 & 2010–2011 • moving images and new media Support – PV July 2009 onwards • new generation technology, such as webcams, google earth models, Lead – TV July 2009 onwards interactive TV, etc. Support – PV

9 Increase the focus on media and public relations for key NBT regions and Supplement positioning of Victoria’s NBT regions through targeted Lead – TV, PV 2008–20012 key tourism parks as well as integrating NBT further into mainstream media and public relations campaigns. communications.

DIRECTION 5 – Effective marketing (continued overleaf…) 71 DIRECTION 5 – Effective marketing (continued…) No. Action Rationale Responsibility Milestone Priority 2

10 Promote a small suite of high quality private sector products highlighting Joint approach to promoting Victoria’s product strengths to the trade. Lead – TV, PV 2008–2012 the strengths of key NBT destinations at the Australian Tourism Exchange and other international trade shows and missions. Priority 3 11 Improve the consistency, distribution and quality of market research Currently, there is a high standard of Tourism Victoria and Parks Victoria Lead – TV, PV, DSE 2009–2012 for NBT across all government agencies, including: data addressing community perceptions, visitor numbers and market • market research to segment and identify demand for international, segmentation, however there is a need to address a consistent approach interstate and intrastate markets for all types of NBT experiences and expand shared use across all key government agencies. • improve research related to the economic benefits of nature-based Develop a process for disseminating research to the industry. tourism and subsets • improve research which measures NBT sustainability impacts and actions to address • better channels to disseminate research to industry. 12 Increase the relationships across government linking health and wellbeing NBT can value add to existing health and wellbeing campaigns targeting Lead – PV, SRV Ongoing promotions with NBT experiences, including: Victorians, including the flow on of benefits to NBT operators offering Support – DVC, • ‘Go for your life’ - Victorian Government initiative guided activities. DSE • ‘Healthy Parks Healthy People’ - Parks Victoria Priority 4 13 Seek World Heritage Listing of a high profile attraction of outstanding An additional one or more World Heritage listed natural and/or cultural Lead – DSE by 2012 universal value. attraction would increase Victoria’s international profile. Support – HV

Abbreviations DSE – Department of Sustainability and Environment; DVC – Department for Victorian Communities; HV – Heritage Victoria; LG – Local Government; PA – Parks Australia; PV – Parks Victoria; RTO – Regional Tourism Organisation; TA – Tourism Australia; TO – Nature-based Tourism Operators; TV – Tourism Victoria.

72 tourismvictoria.com.au/naturebasedtourism Rock climbing, Mount Buffalo National Park

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i m P l e m e n t i n g t h e The success of the strategy depends Worn Gundidj, Tower Hill on the adoption of an ongoing STRATEGY collaborative approach by a diverse range of industry, community and government stakeholders. It is also heavily dependent on participation by industry and other stakeholders in provincial Victoria. Tourism Victoria, Parks Victoria and the Department of Sustainability and Environment will manage the process of implementing the strategy. Some specific actions in Directions 1, 2, 4 and 5 will be delivered from existing government commitments and resources. Most of the infrastructure initiatives contained in Direction 3 are unfunded and it is hoped that future commitments are made to fund specific initiatives. At present, these initiatives are aspirational and represent The outcomes of government • Strong, diverse, provincial a range of options for consideration by and industry implementing a economies by increasing government in the context of normal successful strategy are: employment and providing budget processes and by the private • A healthy environment by economic growth in key nature- sector. The private sector has a role to contributing to the long-term based tourism destinations. play in delivering quality infrastructure conservation of Victoria’s natural and visitor experiences. environment, including maintaining and sustaining biodiversity. • A successful industry by creating world-class visitor experiences, increasing consumer perceptions of Victoria, providing high levels of visitor satisfaction and raising the viability of the industry.

74 tourismvictoria.com.au/naturebasedtourism Performance indicators and targets

Outcome Indicator 2012 target Data source

Healthy environment No overall reduction in water, soil, vegetation Establish baseline monitoring projects at State of the Parks and fauna quality at major park visitor key visitor assets destinations

Percentage of the nature-based tourism 15 per cent of the industry Accreditation providers (NBT) industry with Ecotourism Australia’s ECO-certification

Number of communities benchmarked with Five Green Globe GREEN GLOBE 21 Community Standard

Successful industry Domestic consumer awareness and Increase brand health from Brand Health Survey, perception of Victoria having world-class 7 to 12 per cent Roy Morgan Research natural attractions compared to other states/ territories

Triple bottom line private investment Victoria’s forest – $15 million DSE and Parks Victoria into major NBT infrastructure public/ National parks – $15 million private partnerships in Victoria’s forests and protected areas

Number of positioning products of Four Tourism Victoria statewide significance available for inclusion in Tourism Australia’s international marketing campaigns

Strong, diverse provincial economies Regional tourism employment Increase employment by 3–7 per cent Tourism Victoria estimate based on Access Economics data. Please note forecast target assumes historical growth rate for the period 1997–1998 to 2003–2004 is maintained and does not factor in broader economic trends.

International visitor expenditure to regions Increase by $28 million per annum Tourism Victoria estimate based on where NBT is the primary product strength, visitation and expenditure data sourced including Great Ocean Road, Grampians, from Tourism Research Australia. Gippsland, Phillip Island and Victoria’s High Country.

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Notes • For coach tours/bus tours/motorcycle tour Appendix 1 – Types of nature-based tourism activities to be classified as NBT, they must be taken in conjunction with an NBT activity TYPES DEFINITION ACTIVITY EXAMPLES listed above. • Some activities contain elements of more than Ecotourism Ecotourism Australia defines ecotourism to be Aboriginal tourism in nature, bushwalking, nature one type of NBT. For instance swimming with ‘ecologically sustainable tourism with a primary observation including by air, nature photography, dolphins/seals has elements of both adventure focus on experiencing natural areas that fosters outdoor education, outdoor research, spotlight/ tourism and wildlife tourism. environmental and cultural understanding, night tours, star gazing, conservation-based • Downhill resort skiing has strategies and plans appreciation and conservation’. volunteer tourism. developed specifically for the sector including The following features of ecotourism the Alpine Resort 2020 Strategy. differentiate it from other types of NBT: • a conservation ethos • elements of environmental education and interpretation • emphasis on ecological sustainability and minimising potential impacts.

Adventure tourism+ Adventure tourism can be distinguished from Abseiling, ballooning, cycling, camel trekking, other types of NBT based on three factors: canoeing/kayaking, caving, climbing, four- • an element or perception of risk in the wheel driving, horse riding, mountain biking, tourism experience mountaineering, paragliding, sea kayaking, • higher levels of physical exertion sailing, scuba diving, skiing, skydiving, snorkelling, by the participant snowboarding, snow sports, surfing, trail bike • a need for certain specialised skills tours, tree climbing, trekking, rafting, sailing and to participate successfully and safely boat tours, windsurfing. in the activity. The natural environment may serve only as the setting to undertake the activity.++

Extractive tourism Activities where tangible products are extracted Fishing, fossicking, gold panning. from the natural environment.

Wildlife tourism (native) Observation of native wildlife in the natural Healesville Sanctuary, whale watching, environment or in some circumstances in a spotlighting, bird watching, swimming with captive setting, particularly those with Australian dolphins/seals. endemic (native) marine and terrestrial fauna.

Nature retreats Accommodation in the natural environment is Eco-lodges, rustic cabins, safari tent-based camps, usually low density, dispersed units and designed in demountable accommodation, wilderness lodges. a vernacular style creating a ‘sense of place’ to the natural and cultural environment. Nature retreat characteristics include the use of sustainable building design and materials, renewable energy and waste technologies. Connection and view to/ over the natural environment is critical.

+ Some adventure tourism activities are not dependent on the natural environment, for example, indoor rock climbing. ++ When education and the appreciation of the natural environment become the core focus of an activity then the activity would be deemed an ecotourism activity.

76 tourismvictoria.com.au/naturebasedtourism APPENDIX 2 – conforms to specified requirements ECO certification – Ecotourism experience and encouraging more GLOSSARY OF TERMS, and norms. A certification/awarding Australia’s Eco Certification Program sustainable behaviour. Interpretation is acronyms and body gives written assurance to the accredits products not businesses. the communication path that connects abbreviations consumer and the industry in general. Three types of nature tourism or visitors with the resources. ecotourism product may be accredited: Accreditation – A procedure Commercial operator – An individual Land managers – An individual, tours, attractions and accommodation. by which an authoritative body or organisation that conducts a tourism corporation or agency (whether public The certification program offers formally recognises that a certifier or activity (for example, guided tour, or private) responsible for the planning, three levels of certification based certification program is competent to special event or facility) that results in management and/or operation of on the businesses’ triple bottom line carry out specific tasks (e.g. it certifies some degree of commercial return. protected areas. sustainability including nature tourism, the certifier or demonstrates they are Conservation – The protection, ecotourism and advanced ecotourism. Landscape approach – A holistic doing the job properly). maintenance, management, sustainable approach to nature-based tourism Green Globe Community Standard – Best practice – High operational use, restoration and enhancement of destinations where entire regions The principal objective of the Green standards considered the most effective the natural environment. are the unit for analysis and action Globe Community/Destination and efficient means of achieving desired for infrastructure development Demountable accommodation – Standard is to facilitate responsible and outcomes, such as environmental (accommodation, activities, amenities Buildings that can be dismantled and sustainable environmental and social sustainability. and access) irrespective of private re-erected elsewhere. Demountable outcomes for communities. GREEN or public land classification. A Biodiversity – Biodiversity or biological accommodation characteristics include GLOBE 21 is the global benchmarking, critical component to the landscape diversity is the variation of taxonomic building on posts or poles, having certification and improvement system approach is planning for the long-term life forms within a given ecosystem, minimal fixture points into the ground, for travel and tourism. It is based on maintenance of natural environment biome or for the entire Earth. use of lightweight materials, and can be the Agenda 21 principles for sustainable and for maximising a ‘sense of place’ Biodiversity is often a measure of the deconstructed within 24 hours. development endorsed by 182 Heads for visitors. health of biological systems to indicate of State at the United Nations Rio De Ecologically Sustainable Development the degree to which the aggregate Janeiro Earth Summit. Levels of service (Parks Victoria) – (ESD) – Using, conserving and of historical species is viable versus A principal tool for the strategic enhancing the community’s resources International Visitors Survey – extinct. management of visitor services across so that ecological processes, on which The International Visitors Survey the Parks Victoria network. It provides Carrying capacity – The maximum life depends, are maintained and the is a destination-based face-to-face a statewide context for the number of people who can use an area total quality of life, now and in the interview administered by Tourism establishment and delivery of services without an acceptable alteration in the future, can be increased. Research Australia. About 40,000 and infrastructure to meet the needs physical environment and a decline interviews are conducted each year at Ecosystem – A dynamic complex of of visitors and provides guidance to the in the quality of the experience. The the international departure terminals plant, animal, fungal and micro-organism management of a sustainable and term refers to physical and biological of Australian airports. communities, and the associated non- diverse network. factors and to social issues. living environment interacting as an Interpretation – Revealing the Certification – A voluntary procedure ecological unit. significance and meanings of natural that sets, assesses, monitors and gives and associated cultural phenomena written assurance that a product, to visitors, usually with the intent process, service or management system of providing a satisfying learning

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National Visitors Survey – The National Product – The product for the nature- Setting – A term used to describe use the same facilities, compete for Visitors Survey is an origin-based national based tourist is the complete experience the character of a place, which takes the same consumer dollar, and exert telephone survey produced by Tourism resulting from the packaged tour or into account its physical, social and similar impacts when the same activity Research Australia. Around 120,000 travel facility purchased, from the time managerial features. is undertaken. A tourist is defined interviews are conducted each year. The they leave home until their return. as a visitor who stays at least 40 Sustainable development – survey records information on domestic Ecotourism Australia delivers the ECO kilometres away from home for one Development carried out in such a overnight visitors and domestic day trip Certification program to the industry. This or more nights, to the extent that way as to meet the needs of the visitors, including the number of visitors program certifies three different products: their behaviour involves a search present without compromising the who undertook activities associated with accommodation, tours and attractions. for leisure/recreation experiences ability of future generations to meet nature-based tourism on their trip. from interactions with features and Protected area – A protected area is their own needs. characteristics of places they choose Natural environment – Areas that exist defined by the International Union for Sustainable tourism – Tourism that to visit. Management of tourism and in, or are formed by, nature, that is not Conservation of Nature (1994) as ‘an area meets the needs of present generations recreation activities is integrated for artificial; incorporates cultural aspects. of land and/or sea especially dedicated without compromising the needs of Victoria’s public land estate. The term to the protection and maintenance of Nature-based tourism visitor – is future generations. More commonly ‘visitor’ refers holistically to all tourism biological diversity, and of natural and defined as a visitor who undertakes at perceived as tourism that does not and recreational users of Victoria’s other cultural resources, and managed least one nature-based tourism activity negatively impact the environment, public land estate. through legal and effective means’. An during their visit. economy, culture and society of a example of a protected area is a Trade-ready – Refers to a tourism particular destination; ecotourism is a Nature-based tourism facility national park. business being a member of form of sustainable tourism. – is defined as any facility that a recognised national industry Public-private partnerships – Refers enables visitors to enjoy a range Target markets/market segmentation – organisation, and/or member of a to facilitated private investment on of opportunities around natural The division of a larger consumer local or regional tourism association. public land. attractions including (but not market into smaller, homogeneous The business must also incorporate limited to): amenities (e.g. visitor Renewable energy – Energy sources that groups on the basis of geographical, structured commissions into their and information centres), roofed are practically inexhaustible. Alternatives socio-demographic, psychographic and/ product (up to 30 per cent), offer year accommodation (e.g. ecolodges and to non-renewable fossil fuels (such as or behavioural characteristics, in order round, seven days a week availability standing camps), camping areas, tracks coal and oil), including solar, hydro and to better affect target marketing and for bookings, and have a dedicated fax and walkways, bridges, roads, car parks, wind energy. management strategies. service and email address. toilets, signage and interpretation Sense of place – Is a characteristic that Tour Operator Management System panels, viewing platforms, wharves and some geographic places have and some (TOMS) – A computerised system, boat ramps. do not. It is often defined as those administered by Parks Victoria, used Visitor management – Management of characteristics that make a place special to manage tour operators licensed visitor impacts and behaviour on-site, or unique, as well as those that foster a to operate on public land. through the use of signs, formed tracks sense of authentic human connection. The Tourism and recreation visitors – or boardwalks, barriers and the physical characteristics of a natural environment On public lands, tourism and recreation presence of management staff. often take into account the natural and visitors share the same resources, cultural features of the landscape.

78 tourismvictoria.com.au/naturebasedtourism APPENDIX 3 – Sunrise over Mount Baw Baw. Photographer: James Lauritz. OTHER PLANS, STRATEGIES, LEGISLATION AND POLICIES Other relevant plans, strategies, legislation and policies that the strategy seeks to complement, add value to and enhance include: • Aboriginal Land and Economic Development Program • Department of Sustainability and Environment’s Indigenous Partnership Framework (draft) • Forest Management Plans • Growing Victoria Together. A Vision for Victoria to 2010 and Beyond • Parks Victoria Management Plans • Parks Victoria’s Indigenous Partnerships Strategy • Regional Tourism Development Plans • The policy and planning framework for Victoria’s public lands, including: – National Parks Act 1975, Forests Act 1958, Crown Land (Reserves) Act 1978 – Sustainable Recreation and Tourism on Victoria’s Public Lands Policy – Planning and Environment Act 1987 • Tourism Victoria, Parks Victoria and Department of Sustainability and Environment business plans • Victorian Coastal Strategy • Victoria’s State of the Parks 2007, Parks Victoria • Victorian Trails Strategy 2005–2010.

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References • Alpine Resorts Co-ordinating Council, 2004. • Department of Sustainability and Environment, • Parks Victoria, 2007. Parks Victoria Annual Report - • Tourism Research Australia, 2007. National and Alpine Resorts 2020 Strategy. State Government of 2006. Our Environment, Our Future - Sustainability Summary. Parks Victoria: Melbourne. International Visitor Surveys - Year Ending June 2007. Victoria: Melbourne. Action Statement 2006. State Government of • Parks Victoria, 2007. State of the Parks. Parks Australian Government: Canberra. • Alpine Resort Co-ordinating Council, 2006. Victoria: Melbourne. Victoria: Melbourne. • Tourism Research Australia, 2007. Travel Economic Significance of the Australian Alpine • Eagles, P., 2001. International Trends in Park Tourism. • Queensland Parks and Wildlife, 2000. Expenditure by Domestic and International Visitors Resorts. State Government of Victoria: Melbourne. EUROPARC 2001: Hohe Tauern National Park, Benchmarking and Best Practice Program User- in Australia’s Regions. Australian Government: • Alpine Resorts Co-ordinating Council, 2001. Matrei, Austria. Pays Revenue (Updated from a report originally Canberra. Victorian Alpine Resorts Economic Significance Study • Higham, J.E.S., Carr, A. M. and Gale, S., 2001. published in September 1996), in A Report to the • Tourism Victoria, 2000. Nature-based tourism 2000. State Government of Victoria: Melbourne. Profiling visitors to New Zealand Ecotourism ANZECC Working Group on National Park and Directions and Opportunities for Victoria 2000-2003. • Australian Government, 2003. Tourism White Operations. Research Paper Number 10. Protected Area Management. Queensland Parks State Government of Victoria: Melbourne. Paper: A Medium to Long Term Strategy for Tourism. Department of Tourism, University of Otago: New and Wildlife Service: Brisbane. • Tourism Victoria, 2006. Victoria’s International Australian Government: Canberra. Zealand. • Regional Development Victoria, 2005. Moving Tourism Yield Strategy. State Government of • Black, R. and Crabtree, A., Editors, 2007. Glossary • Higham, J.E.S., Kearsley, G.W. and Kliskey, A.D., Forward: Making Provincial Victoria the Best Place Victoria: Melbourne. in Quality Assurance and Certification in Ecotourism. 2000. Multiple wilderness recreation management: to Live, Work, and Invest. State Government of • Tourism Victoria, 2002. Victoria’s Tourism Industry CABI Publishing: Oxfordshire, United Kingdom. Sustaining wilderness values – maximising wilderness Victoria: Melbourne. Strategic Plan 2002-2006. State Government of • Blarney, R. and Hatch, D., 1998 BTR Occasional experiences. Department of Conservation, • Read Sturgess, 1999. Economic Assessment Victoria: Melbourne. Paper Number 25, in Profiles and Motivations of Wilderness Management Review: New Zealand. of Recreational Values of Victorian Parks. Reed • The Wilderness Society, 1999. Tourism in Natural Nature-Based Visitors to Australia. Bureau of Tourism • Intergovernmental Panel on Climate Sturgess: Melbourne. Areas Policy. The Wilderness Society: Australia. Research: Canberra. Change, 2007. Climate Change 2007 – The • Price Waterhouse Coopers, 2003. The Value of • United Nations Environment Programme and • British Columbia Parks, 2006. Fixed Roof Intergovernmental Panel on Climate Change 4th Parks. Price Waterhouse Coopers: Melbourne. World Tourism Organisation, 2005. Making Tourism Accommodation Development Guidelines. British Assessment Report. Cambridge University Press: • Research Services, 2005. Characteristics of the More Sustainable - A Guide for Policy Makers. United Columbia Parks: British Columbia, Canada. United Kingdom. Commercial Nature-Based Tourism Industry in British Nations Environment Programme and World • Buckley, R., Witting, N. and Guest, M., 2003. Visitor • KPMG Management Consulting, 2000. Victorian Columbia. Tourism British Columbia: Canada. Tourism Organisation. Fees, Tour Permits and Asset Risk Management by Alpine Resorts - Economic Significance Study. KPMG • Richardson, J. and Fluker, M., 2004. Understanding • Victorian Government, 2006. 10 Year Tourism and Park Agencies: Australian Case Study, in Nature- Management Consulting: Melbourne. and Managing Tourism. Pearson Education Australia: Events Industry Strategy. State Government of Based Tourism, Environment, and Land Management, • KPMG Management Consulting, 1997. The Bays Frenchs Forest, New South Wales. Victoria: Melbourne. R. Buckley, C. Pickering, and D. Weaver, Editors. Asset Management Study. KPMG Management • Roy Morgan Research, 2007. Brand Health Survey • Western Australian Tourism Commission, 2000. CABI Publishing: Oxon, United Kingdom. Consulting: Melbourne. 1996-2007. Roy Morgan Research: Melbourne. Designing Tourism Naturally - A Review of World • Ceballos-Lascurian, H., 1999. North West Cape • Marsden Jacob Associates, 2004. Economic Analysis • Roy Morgan Research, 2005. Regional Awareness Best Practice in Wilderness Lodges and Tented Safari Ecolodge Project. Western Australian Tourist of the Value of Public Land in Victoria. Marsden and Perceptions Survey of Victoria. Roy Morgan Camps. State Government of Western Australia: Commission: Perth. Jacob Associates: Melbourne. Research: Melbourne. Perth. • Department of Conservation and Environment, • McKercher, B. and Robbins, B., 1998. Business • Steffen, C., 2004. Parks and Tourism Partnerships: • Weaver, D., Faulkner, B. and Lawton, L., 1999. 1992. Ecotourism - a Natural Strength for Victoria. Development Issues Affecting Nature-based Tourism An Industry Perspective, in Tourism in Parks. Nature-based tourism in Australia and Beyond: State Government of Victoria: Melbourne. Operators in Australia. Journal of Sustainable International Centre for Ecotourism Research: A Preliminary Investigation, in Work-in-progress • Denman, R., 2005. Ecotourism challenges within Tourism, 6(2): p. 173-188. Griffith University, Queensland. report series. Sustainable Tourism Cooperative a sustainable development agenda in Quality • McKercher, B., 1996. Differences between Tourism • Tourism Tasmania, Tasmanian Parks and Wildlife Research Centre. Ecotourism Experiences. Monash University: and Recreation in Parks. Annals of Tourism Service, Tourism Council of Australia, Tasmania and • Weaver, D., 2001. Ecotourism. John Wiley & Son: Melbourne. Research, 23(3): p. 563-575. Department of Industry, Science and Resources, Sydney. • Department of Industry, Tourism and Resources, • MFS Living and Leisure Group, 2007. 2007 Annual 1999. Nature: The leading edge for Regional Australia. 2003. Pursuing Common Goals - Opportunities for Report. MFS Living and Leisure Group. State Government of Tasmania: Hobart. Tourism and Conservation. Australian Government: • Missing Link Tourism Consultancy, 2005. Tourism • Tourism Australia, 2006. The Experience Seeker. Canberra. Plan for Public Land in the Otway Hinterland. Australian Government: Canberra. • Department of Natural Resources and Department of Sustainability and Environment: • Tourism New Zealand, 2006. Implementing Environment, 2002. Sustainable Recreation & Melbourne. the Strategy - New Zealand Tourism Strategy Tourism on Victoria’s Public Land Policy. State • Office of the Victorian Government Architect, 2010 [cited; Available from: http://www. Government of Victoria: Melbourne. 2007. Issue 02 Good Design + Ecological tourism.govt.nz/strategy/str-update-2003/str- • Department of Premier and Cabinet, 2001. Sustainability. State Government of Victoria: stratupdateimplementation.html]. Growing Victoria Together: Innovative State. Caring Melbourne. • Tourism Research Australia, 2005. Nature-based Communities. State Government of Victoria: • Orams, M.B., 2003. Types of Ecotourism, in The tourism in Australia - Niche Market Snapshot. Melbourne. Encyclopedia of Ecotourism, D. Weaver, Editor. CABI Australian Government: Canberra. Publishing: Oxon, United Kingdom.

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tourismvictoria.com.au/naturebasedtourism Tourism Investment Opportunities of Significance in National Parks Guidelines Published by the Victorian Government Department of Sustainability and Environment Melbourne April 2013. © The State of Victoria Department of Sustainability and Environment 2012 This publication is copyright. No part may be reproduced by any process except in accordance with the provisions of the Copyright Act 1968. Authorised by the Victorian Government, 8 Nicholson Street, East Melbourne. ISBN 9781-1-74287-803-4 (online) For more information contact the DSE Customer Service Centre 136 186 Disclaimer This publication may be of assistance to you but the State of Victoria and its employees do not guarantee that the publication is without flaw of any kind or is wholly appropriate for your particular purposes and therefore disclaims all liability for any error, loss or other consequence which may arise from you relying on any information in this publication. Accessibility If you would like to receive this publication in an accessible format, such as large print or audio, please telephone 136 186, or email [email protected] Deaf, hearing impaired or speech impaired? Call us via the National Relay Service on 133 677 or visit www.relayservice.com.au This document is also available in PDF format on the internet at www.dse.vic.gov.au Contents

Minister’s foreword ii

1. Introduction and scope 1

1.1 Introduction 1 1.2 Background 1 1.3 Scope 2 1.4 Application 2 1.5 Implementation 2

2. Guiding principles 3

3. Approval process 4

Stage 1: Pre-proposal Information 4 Stage 2: Preliminary Concept Assessment 5 Stage 3: Public Notification and In Principle Approval 6 Stage 4: Full Proposal 7 Stage 5: Lease Negotiation and Preparation 7

Tourism Investment Opportunities of Significance in National Parks Guidelines i Minister’s foreword

Victorians are extremely fortunate to have so many beautiful national parks and other public land at our doorstep.

These unique places provide enormous environmental, social, cultural and economic benefits and memorable experiences to those who visit them. The Victorian Government is working to unlock the tourism potential of Victoria’s world class natural assets. We are supporting efforts to attract more visitors to our great state while maintaining important environmental safeguards. The Guidelines for Tourism Investment Opportunities of Significance in National Parksoutline a set of principles for the consideration of investment proposals and a clear process for prospective investors and other parties. These guidelines make it clear that investment proposals must demonstrate high environmental standards. Proposals will require a detailed environmental management plan supported by an independent environmental risk assessment and auditing of the plan. There is to be proper community consultation and projects must generate a net public benefit for the community use of the park. They are a key part of our efforts to enable investment in our regions and provide significant tourism opportunities to make the most of this state’s remarkable natural assets. This plan to boost eco-tourism in Victoria will enable us to better compete with similar attractions in Australia and overseas and will provide people the opportunity to experience, appreciate and care for their natural environment. We will be supporting sensible and sensitive investment in national parks that complements local environmental, heritage and other values. Our national parks are much loved and are enormously valuable to our state. By investing in these areas we will help to strengthen their future. We want more people to visit and enjoy our internationally-acclaimed national parks. These guidelines will help to show investors how to realise these opportunities in an appropriate and sustainable way.

The Hon Ryan Smith MP Minister for Environment and Climate Change

ii Tourism Investment Opportunities of Significance in National Parks Guidelines Introduction and scope 1 1.1 Introduction 1.2 Background In Australia there has been a growing interest in, and On 23 August 2012 the Victorian Government announced recognition of the benefits of, developing and investing in its response to the Victorian Competition and Efficiency high quality sustainable tourism investment opportunities in Commission’s (VCEC) report Unlocking Victorian Tourism: national parks. An Inquiry into Victoria’s Tourism Industry. The report recommends the Victorian Government introduce a The aim of these tourism investment opportunities is to streamlined approval process for investment opportunities provide contemporary visitor infrastructure that is of a on public land which: high environmental standard and can be established and managed to complement the values of national parks. • progressively reduces uncertainty about the overall These investment opportunities are intended to provide outcome, and sharpens the focus on key issues of experiences which enhance visitor satisfaction and appeal to uncertainty national and international tourists. It is anticipated that these • separates responsibility for developing policy and investment opportunities will provide benefits for regions and administrative processes local communities, and make positive contributions towards the conservation of the environmental and Aboriginal and • provides more certain timeframes for assessment, such historic cultural values of national parks. as binding or negotiated time limits, and public reporting against these limits, and Most Australian states and the Northern Territory governments allow some level of private tourism • provides a more integrated decision making process. investment such as commercial accommodation and other That report makes recommendations specific to public land infrastructure-intensive tourism experiences to be developed that the Victorian Government: in and around national parks. • allow appropriate private investment opportunities in Recognising that some tourism investment opportunities Victoria’s national parks, provided they complement can complement natural values and enhance visitor environmental, Aboriginal and historic cultural heritage and experiences the Victorian Government has decided to other values, and generate a net public benefit allow appropriate and environmentally sensitive investment opportunities in national parks. Proposals will be considered • make appropriate lease terms available for tourism on a case-by-case basis in order to safeguard our national investment opportunities in national parks. parks for present and future generations. The report recommends that the Department of Sustainability and Environment (DSE) release guidelines that identify and clarify: • the steps involved in the proposal approval process • the relevant contacts at each stage of the approval process • criteria for assessing proposals. The government has accepted the above recommendations and in its response stated that it will: “propose sensible and sensitive developments in national parks provided they complement environmental, heritage and other values and generate a net public benefit.” (Page 4 of government response).

Tourism Investment Opportunities of Significance in National Parks Guidelines 1 1.3 Scope 1.4 Application The following guidelines are designed to provide clear and The guidelines are structured to respond to developer transparent advice and a streamlined process for assessing initiated approaches for significant, large scale proposals to proposals for high quality tourism investment opportunities government rather than government initiated proposals. of regional and/or state significance in national parks. A framework for allocation of rights on public land will Tourism investment opportunities are defined as any facilities support the implementation of the guidelines and apply to a which are primarily intended to be used by visitors to the broader range of tourism investment opportunities on public region in which the national park is located. land. Consistent with the government response, no Government initiated proposals will be dealt with via a investment proposals will be considered in areas competitive process, and will specify the site, conditions, classified as wilderness parks, wilderness zones and rental and lease duration prior to going to market. remote and natural areas under the National Parks Act 1975 or reference areas under the Reference Areas The guidelines will be reviewed as required. Act 1978. The guidelines will be used in conjunction with the Leasing 1.5 Implementation Policy for Crown Land in Victoria 2010. The Secretary to DSE is responsible for coordinating the The Leasing Policy for Crown Land in Victoria 2010 provides assessment of tourism investment opportunities proposals in a framework to guide tenure management decision-making. accordance with the guidelines, prior to their consideration There are three principles: for approval by the Minister for Environment and Climate Change. 1. Provide benefits to the public through leasing. Benefits to the community of granting exclusive Depending on the scale, nature and location of the project, occupation must be justified taking into account social, statutory approvals may be required under a range of economic and environmental considerations Victorian and Commonwealth legislation. Local governments play an important role in the approval of tourism investment 2. Ensure consistency and transparency in leasing. proposals, in line with their administrative responsibilities for Leasing processes must be fair, open and impartial the planning scheme under the Planning and Environment whether the lease is allocated through a competitive Act 1987, and in providing other services such as process or through direct negotiations maintenance of local roads, and waste collection. 3. Manage leased Crown land in an ecologically Other departments and agencies will also have a role in the sustainable manner. The economic, social and cultural assessment and/or approval of investment opportunities as benefits the community derives from Crown land depend required. on long term sustainable management. The Secretary to DSE shall ensure that relevant government These guidelines will support decision makers in determining departments and agencies are appropriately involved in the whether assessment of investment opportunities. This includes Parks • investment proposals in national parks are appropriate in Victoria, which in addition to providing land management that they complement environmental, heritage and other services to the Secretary, provides advice of the Minister values; and and the Secretary about the operational elements of management of national parks. • investment proposal in national parks will generate a net public benefit. The guidelines will support decision makers in determining appropriate lease durations and conditions for tourism investment opportunities in national parks. The guidelines will inform potential developers and investors on how key decision makers will assess a proposal and when decisions will be made. The guidelines will inform the broader community on the process for assessing investment proposals and determining lease durations for such proposals.

2 Tourism Investment Opportunities of Significance in National Parks Guidelines Guiding principles 2

In considering proposals for tourism investment • Principle 3: Investment opportunities must be consistent opportunities in national parks, the following high level with the legislative objectives and purpose of national principles will be applied: parks and have regard to applicable management plans. • Principle 1: Tourism investment opportunities will be • Principle 4: Investment opportunities must take allowed which are sensible and sensitive to their setting account of associated risks and give regard to any risk and which support broader visitor enjoyment of national management plans for the proposed settings, for example parks. bushfire and climate variability. • Principle 2: Tourism investment opportunities must be • Principle 5: Tourism facilities must be established and determined as the highest and best use of the area of managed in an ecologically sustainable manner, must national park proposed for use. That is, proposals must minimise impact on Aboriginal cultural and historic provide the greatest public benefit. The greatest net public heritage and must contribute to the maintenance and benefit will be determined by considering: enhancement of national park values. – Environmental outcomes - the primary purpose of • Principle 6: Access to national parks by Aboriginal national parks is the preservation and protection of the enterprises for tourism operations should be encouraged. natural environment (a legislative objective) • Principle 7: Lease durations granted for private tourism – Social outcomes - parks are also for the use and investment proposals will be commensurate to the level of enjoyment of the public (a legislative objective), requiring capital investment, rate of return on investment and level appropriately managed access and facilities in specific of environmental and social outcomes delivered. areas • Principle 8: The approval process should not – Economic outcomes - proposals may include broader compromise the intellectual property of the proponent. economic benefits for the region, which may have an Demonstrating compliance with these principles is an impact on determining the greatest benefit. integral part of the approval process for investment and in securing ministerial approval.

Tourism Investment Opportunities of Significance in National Parks Guidelines 3 Approval process 3 The five stage approval process is outlined below. Stage 1: Pre-proposal Information Stage 1: Pre-proposal Information The Pre-proposal Information stage is where the initial • The provision of preliminary information to the proponent information is provided to the proponent by the assessment to assist in the development of a preliminary concept agency. The aim is to inform the proponent about the proposal. proposal development and assessment process. Information will include: Stage 2: Preliminary Concept Assessment • The broad types of tourism investment opportunities • An initial assessment of the proposed concept against the that are likely to be successful in terms of national park Guiding Principles. management objectives, sustainability and enhancing the visitor offer Stage 3: Public Notification and In Principle Approval by Minister • The legislative, planning and policy requirements affecting • Consideration by the Minister for Environment and Climate tourism investment opportunities and operations Change (the Minister) • Advice on relevant contacts within state and local • A public notification period of the proposal (including government and their relationship / role within the overall information on the proposed location, lease duration, etc) process • Subject to the outcomes of the public notification period, • Information about the assessment process including provision of the Minister’s In Principle Approval criteria that will be used at all decision points • Existing risk management plans for the proposed settings, Stage 4: Full Proposal and any other risk considerations • The development of a full proposal by the proponent for assessment and the development of appropriate leasing • Lease durations and criteria. conditions, including lease duration. This information will assist the proponent in developing a preliminary concept proposal for assessment (Stage 2). Stage 5: Lease Negotiation and Preparation • Issuing of the lease with appropriate lease conditions, including lease duration. The approach, requirements for the proponent and relevant assessment criteria for each stage are detailed on the following pages.

4 Tourism Investment Opportunities of Significance in National Parks Guidelines Stage 2: Preliminary Concept Assessment satisfaction and experience. The investment opportunity must complement and enhance the visitor enjoyment of The preliminary concept assessment stage requires the the national park proponent to develop a preliminary concept proposal about the use of the site. The preliminary concept proposal, • The level of benefits and costs of the investment guided by the information gathered in Stage 1, will include: opportunity to the land and the community. There must be a net public benefit of the investment opportunity • A concept plan about the use of the site and visitor experience(s) • The opportunities for Aboriginal Victorians consistent with government strategy • Descriptions of how the investment opportunity will contribute to the environmental, social and economic • The alignment of the facility footprint with previously outcomes of the park and the region disturbed areas. In order to minimise environmental impacts, it is desirable that infrastructure development • An assessment of compatibility with all legislative occur on land that has previously been significantly requirements disturbed and has reduced environmental values • An assessment of the likely environmental impacts and • The adequacy of the facility footprint to meet all current how these impacts will be managed. This assessment and future infrastructure requirements. It is important that should be undertaken by a consultant with relevant and the initial proposal identifies a site sufficient to meet the recognised accreditation. The Environmental Assessment future needs of the proposal, reducing the need for site process and guidelines developed by the Department of expansion in the future Planning and Community Development will be used for reference when undertaking the assessment • The appropriate lease duration and conditions • Where appropriate, an assessment against cultural • Potential risks associated with the project proposal heritage requirements. This assessment should be including potential community issues undertaken by a consultant with relevant and recognised • Developer’s/operator’s track record, capacity to deliver accreditation. The Aboriginal cultural heritage guides, triple bottom line values and environmental accreditation. forms and practice notes and non Aboriginal historic A significant track record in delivering and managing heritage guides, forms and practice notes developed by facilities in environmentally sensitive areas will be the Department of Planning and Community Development beneficial. will be used for reference when undertaking the assessment Following receipt of all information a detailed assessment will be submitted for consideration by the Minister. • An assessment of the benefits and costs of the investment opportunity to the local community After considering an application, the Minister will as soon as practicable (normally within 28 days) approve the proposal • The developer’s track record in delivering similar to go to public notification, request further information, or proposals. refuse the application. The notification will specify whether a In assessing whether the preliminary concept is consistent lease term longer than 21 years is contemplated. with the guiding principles, the following criteria will be If not satisfied, the Minister will not approve the proposal considered: and provide a statement which sets out the reasons for • Compatibility of proposal with legislative requirements for non-approval. The proponent may then submit an amended the national park and respective values investment proposal for consideration by the Minister. • The nature and level of environmental impacts. All residual predicted environmental impacts after relevant mitigations must be local, acceptable and manageable over time. Proposals with significant environmental impacts will not proceed further. • The contribution of the investment opportunity to visitor

Tourism Investment Opportunities of Significance in National Parks Guidelines 5 Stage 3: Public Notification and Following the public notification, and subject to further advice from the proponent or the department, the Minister In Principle Approval will advise the proponent of their decision, normally within The Public Notification and In Principle Approval stage 28 days. If the decision of the Minister is to support the requires advising the community of the In Principle Approval investment opportunity the proponent will be advised to of the proposal and seeking public feedback. The public prepare a full proposal. notification process will consist of: The In Principle Approval will advise that the investment • The Minister will issue a public notice of the proposed opportunity, subject to any specified matters, is in principle investment opportunity. This notice will be in a newspaper consistent with the Guiding Principles. The In Principle that circulates throughout Victoria and the relevant local Approval will specify any matters to be addressed in newspaper. It will also be placed on Parks Victoria’s developing the full proposal including any communication website. activities and actions to ensure benefits are realised. The approval will also specify the expected lease terms and • The public notice will call for specific comment from conditions, subject to final lease negotiation. individuals, businesses or groups on elements of the proposal that affect them. The public notification period The In Principle Approval will also provide the basis for the will be 28 days. proponent to commence other relevant statutory approvals. Depending on the scale, nature and location of the project, • The public notice will include a request for comments on: statutory approvals may be required under a range of a. The interaction of the proposed investment opportunity Commonwealth and Victorian legislation, particularly relevant with local values and the local economy to the role of State and Local Government. DSE will provide guidance on statutory approval requirements and relevant b. The interaction of the proposed investment opportunity contacts. The proponent will be responsible for identifying with localised Aboriginal cultural and historic heritage and ensuring all statutory approvals are obtained before the c. The interaction of the proposed investment opportunity full proposal is agreed. with existing public access and use. If not approved, the Minister will provide the proponent Following the close of the public notification process with a statement of the reasons for non-approval. The feedback will be analysed and then considered by the proponent may submit an amended investment proposal for Minister. At this stage, the Minister may request the consideration by the Minister and consideration at Stage 2. proponent undertake a formal, targeted engagement process and report on the outcomes of that process. Following consideration of the issues raised through the public notification and any engagement processes conducted by the proponent, the Minister, if satisfied, will announce In Principle Approval to grant a lease for the tourism investment opportunity.

6 Tourism Investment Opportunities of Significance in National Parks Guidelines Stage 4: Full Proposal Stage 5: Lease Negotiation and This stage calls for the proponent to develop a full proposal Preparation for the development and operation of the site. The full In addition to standard lease conditions regarding rent, proposal, informed by stages 1–3 will include: reporting and procedural matters, the lease for a tourism • A full business case that meets the business case investment opportunity in national parks will incorporate guidelines of the Department of Treasury and Finance measures which meet both the government and developer/ investor outcomes. • A site master plan detailing site layout and function Lease duration and conditions will be the primary means • A detailed environmental management plan supported by which to achieve government and investor outcomes. by independent environmental risk assessment, including Expectations regarding lease duration and conditions will be processes for auditing the implementation of, and discussed at each stage of the approval process. compliance with, the environmental management plan • Consideration of, and regard to existing risk management 5.1 Lease Durations plans or identified risks, including planning provisions The commercial viability of the tourism investment with respect to Bushfire Prone Areas and Bushfire opportunities, for both government and investor, will Management Overlays be strongly linked to a lease duration that enables an appropriate and fair return on the investment. The duration • Where relevant, details of ancillary commercial uses of the of the lease also affects the ability to secure finance and investment opportunity (e.g. tour guiding operations that make ongoing improvements to infrastructure and services. will be based at the facility and will operate beyond the building footprint) The determination of the lease duration for tourism investment opportunities will follow the leasing principles • Where relevant, a detailed cultural heritage management as set out in the Leasing Policy for Crown Land in Victoria plan including oversight and auditing arrangements 2010. • A statement of compliance with all statutory approvals. Any lease lengths beyond 65 years will need to demonstrate Following receipt of all information a detailed assessment will regional and/or state significance. It is anticipated these be submitted for consideration by the Minister. opportunities will generally be government initiated.

In assessing the non-financial components of the full 5.2 Lease Conditions proposal, and in having regard to the guiding principles, the Lease conditions are a key regulatory and legal tool for following criteria will be applied: ensuring the tourism proposal achieves and complies with • Compatibility of the investment opportunity with relevant environmental, social and economic outcomes on or near national park and public land legislation the site. The lease also holds the lessee accountable for delivering outcomes that were agreed on with government. • Effectiveness of the environmental management plan In general, lease conditions will relate to demonstrated • Where relevant, effectiveness of the cultural heritage compliance with the approved environmental management management plan plan, cultural heritage management plan (where relevant), • Measures to manage impacts and relations with other and operational plans. The lease will specify penalties for visitors and national park users, including the activities non-compliance. of ancillary users of the facility such as licensed tour The lease will also clarify the management responsibilities operators and positive obligations of the public land manager and • Measures to ensure the delivery of a net public benefit. lessee. If satisfied, the Minister will advise the proponent of their Once agreement is reached on lease duration and decision, normally within 28 days. The agreement may conditions, the draft leases will be submitted for specify matters to be addressed as part of operational plans consideration by the Minister. If satisfied, the Minister will in order to ensure the delivery of a net public benefit. If issue the lease, normally within 14 days. approved, lease negotiation and preparation will commence. If not satisfied the Minister will issue a statement of reasons If not approved, the Minister will provide the proponent with for not issuing the lease and provide the proponent an a statement of the reasons for non-approval. The proponent opportunity to address the reasons. may submit an amended investment proposal for the consideration of the Minister.

Tourism Investment Opportunities of Significance in National Parks Guidelines 7 For more information call the Customer Service Centre 136 186

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