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Attachment 8. East Gippsland Shire Tourism Policy

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Attachment 8. East Gippsland Shire Tourism Policy Submission no.64 Submission no.64 Submission no.64 Submission no.64 Submission no.64 Submission no.64 Submission no.64 Submission no.64 Submission no.64 Submission no.64 Submission no.64 East Gippsland Strategic Tourism Plan Report 2006 – 2011 Part A: Strategic Tourism Plan This report has been supported by the following organisations EAST GIPPSLAND STRATEGIC TOURISM PLAN 2006 – 2011. Submission no.64 PART A: STRATEGIC TOURISM PLAN TABLE OF CONTENTS CHAPTER 1. EXECUTIVE SUMMARY...............3 4.6.3 Structure ................................53 CHAPTER 2. BACKGROUND, OBJECTIVES & 4.7 SWOT analysis .............................55 VISION........................................................7 4.7.1 Analysis linked to strategic 2.1 Background.....................................7 directions ........................................56 2.2 Objectives.......................................8 CHAPTER 5. STRATEGY OVERVIEW .............57 2.3 Vision..............................................8 ATTACHMENT 1: SUMMARIES OF RELEVANT CHAPTER 3. PROJECT METHODOLOGY ..........9 REPORTS & STUDIES .................................59 CHAPTER 4. SITUATION ANALYSIS..............10 State level strategies...........................59 4.1 Demand ........................................10 Regional level strategies.....................62 4.1.1 Visitor numbers......................11 Local level strategies ..........................75 4.1.2 Types of visitors.....................12 ATTACHMENT 2: SHIRE DATA ON CURRENT 4.1.3 Patterns of visitation ..............14 INFRASTRUCTURE PROJECTS & 4.1.4 Economic & employment impact OPPORTUNITIES ........................................77 of tourism........................................15 ATTACHMENT 3: ANALYSIS OF EAST 4.1.5 Visitor needs & trends............15 GIPPSLAND PRODUCT SEGMENTS...............79 4.2 Supply...........................................17 Nature based attractions.....................79 4.3 Marketing......................................19 Adventure ...........................................79 4.3.1 Marketing...............................19 Food & wine........................................80 4.3.2 Brand considerations.............23 Key activity themes.............................80 4.3.3 Brand – summary findings.....25 Accommodation ..................................81 4.4 Infrastructure & product Support services .................................81 development .......................................27 ATTACHMENT 4: SUMMARIES – COMMUNITY & 4.4.1 Public infrastructure...............27 STAKEHOLDER WORKSHOPS......................82 4.4.2 Private investment .................34 ATTACHMENT 5. REFERENCES....................84 4.4.3 Product & industry development ATTACHMENT 6. ROY MORGAN VALUE .......................................................35 SEGMENTS................................................87 4.5 Links to existing policies & strategies ATTACHMENT 7. EAST GIPPSLAND ECONOMIC ............................................................42 DEVELOPMENT & TOURISM UNIT STRUCTURE 4.6 Structure, management & resources ................................................................88 ............................................................44 ATTACHMENT 8. EAST GIPPSLAND SHIRE 4.6.1 Management..........................44 TOURISM POLICY.......................................89 4.6.2 Resources .............................51 Prepared by Tourism Destination Management Pty Ltd & Page 1 Quercus Marketing EAST GIPPSLAND STRATEGIC TOURISM PLAN 2006 – 2011. Submission no.64 PART A: STRATEGIC TOURISM PLAN TABLES Table 1: Hub and spoke focus for East Gippsland.......................................................5 Table 2: Overview of Settlement Futures in East Gippsland & Wellington Shires .....10 Table 3: East Gippsland visitor data, 1999 – 2005 ....................................................11 Table 4: Priority types of holidays & source markets for East Gippsland cross referenced with Roy Morgan Value Segments...................................................12 Table 5: Seasonality of visitors to East Gippsland compared with Regional Victoria 14 Table 6: Ranking of East Gippsland tourism product segment strengths ..................17 Table 7: Marketing status & analysis .........................................................................19 Table 8: East Gippsland short, medium & long term marketing opportunities ...........23 Table 9: Comparison of brand name options for East Gippsland ..............................24 Table 10: East Gippsland infrastructure analysis and priorities .................................28 Table 11: Evaluation and priorities of product & industry development opportunities35 Table 12: Relationship between State, regional, local tourism & other policies affecting the development of tourism in East Gippsland ....................................43 Table 13: Regional tourism structure .........................................................................53 Table 14: East Gippsland tourism structure ...............................................................54 Table 15: SWOT matrix..............................................................................................55 Disclaimer Any representation, statement, opinion or advice, expressed or implied in this document is made in good faith but on the basis that Tourism Destination Management Pty Ltd and Quercus Marketing are not liable (whether by reason of negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any representation, statement or advice referred to here. Prepared by Tourism Destination Management Pty Ltd & Page 1 Quercus Marketing EAST GIPPSLAND STRATEGIC TOURISM PLAN 2006 – 2011. Submission no.64 PART A: STRATEGIC TOURISM PLAN GLOSSARY OF TERMS ABS Australian Bureau of Statistics BRPA Bemm River Progress Association BTA Business & Tourism Association CFL Conventional Family Life CVEP Country Victoria Events Program DIIRD Department of Industry Innovation Research & Development DGI Destination Gippsland Inc DSE Department of Sustainability & Environment EGCMA East Gippsland Catchment Management Authority EGRBTA East Gippsland Regional Business & Tourism Association EGS East Gippsland Shire GAR Great Alpine Road GCB Gippsland Coastal Board (Gippsland Lakes and Coasts Regional Coastal Board) GP Gippsland Ports GSTP Gippsland Sustainable Tourism Project IVS National Visitor Survey LEBTA Lakes Entrance Business & Tourism Association LEFCOL Lakes Entrance Fishing Cooperative Limited MBTA Metung Business & Tourism Association NP National Park NPWS New South Wales Parks & Wildlife Service NVS National Visitor Survey OBTA Orbost Business & Tourism Association PBTA Paynesville Business & Tourism Association PV Parks Victoria RAPS Regional Awareness & perceptions Survey RDV Regional Development Victoria (part of DIIRD) RTA NSW Roads & Traffic Authority SA Socially Aware SMCD Sydney Melbourne Coastal Drive SWOT Strengths Weaknesses Opportunities Threats TAB Tourism Advisory Board TAFE Technical & Further Education TAV Tourism Alliance Victoria TFL Traditional Family Life The Plan East Gippsland Shire Strategic Tourism Plan TSTA Tri State Touring Alliance Inc. TVic Tourism Victoria VA Visible Achievers YO Young Optimists Prepared by Tourism Destination Management Pty Ltd & Page 2 Quercus Marketing EAST GIPPSLAND STRATEGIC TOURISM PLAN 2006 – 2011. Submission no.64 PART A: STRATEGIC TOURISM PLAN CHAPTER 1. EXECUTIVE SUMMARY This Plan is a highly integrated tourism strategy that covers the East Gippsland Shire for the five years 2006 to 2011. Part B of the Plan details 96 specific strategies and associated actions. The Plan also provides direction and detail for maximising alignment and partnerships with over 30 groups/organisations within and outside East Gippsland. This Plan integrates with the plans and policies of these groups and organisations such as the Gippsland Regional Tourism Development Plan 2006 Review and the Shire Council’s policies and plans to provide a high level of efficiency and effectiveness in the development of sustainable tourism.1 The Plan objective is to generate increased visitation, yield, length of stay and visitor dispersal (geographic and seasonal) driven by strong industry leadership and commitment from across the region. The vision for tourism is that: “The East Gippsland region will be increasingly recognised amongst targeted domestic and international market segments as a highly appealing visitor destination. The recognition will be based on its competitive advantages in natural attributes, water-based activities, supporting infrastructure and a strong culture of providing excellent customer service. Tourism will create sustainable growth and be a major contributor to East Gippsland’s economy”. Domestic overnight visitor numbers to Gippsland have shown modest growth over the past six years of around 1% pa, although this average masks some wide fluctuations in the yearly figures.2 More recently we are seeing major domestic market competitive pressures including a shift to short breaks and budget air travel. National visitor arrivals data indicates that international visitor numbers are growing by 4–6% pa3, a figure that is believed to reasonably reflect the inbound visitor growth being experienced in Sydney–Melbourne touring and supported by the planned Tri- State strategy to stimulate Sydney–Melbourne touring.
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