Snowy Monaro Destination Management Plan 2019 FINAL DRAFT | 25 January 2019 SMRC Snowy Monaro Regional Council DNSW Destination New South Wales DSNSW Destination Southern New South Wales TSM Tourism Snowy Mountains DMP Destination Management Plan LGA Local Government Area TRA Tourism Research Australia KNP Kosciuszko National Park VIC Visitor Information Centre Photo Credits Images used in this document have been supplied with permission by Destination NSW and Tourism Snowy Mountains. Acknowledgements We would like to acknowledge the traditional owners of the land that the geographic scope of this Plan covers and elders past and present. Disclaimer The Snowy Monaro Destination Management Plan has been prepared by TRC Tourism Pty Ltd for Snowy Monaro Regional Council. Any representation, statement, opinion or advice, expressed or implied in this document is made in good faith but on the basis that TRC Tourism is not liable to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking action in respect of any representation, statement or advice referred to in this document. Snowy Monaro Destination Management Plan 2019 |FINAL DRAFT | 25 January 2019 2 Contents Introduction 4 The Region 7 Partnerships, Governance and Support 9 The Visitor Economy 11 Target Markets 16 The Visitor Offer 21 Vision for the Region 24 Strategic Priorities and Projects 26 Game Changer Experience Development 43 Actions 68 Supporting Documentation 74 Snowy Monaro Destination Management Plan 2019 | FINAL DRAFT | 25 January 2019 3 Introduction Snowy Monaro Destination Management Plan 2019 | FINAL DRAFT | 25 January 2019 4 Destination management is an ongoing process in which tourism, industry, Government and community leaders plan and manage a destination. Tourism is an economic driver, generating jobs and contributing The Snowy Monaro Regional Council (SMRC), in partnership with the lifestyle benefits to communities. Equally, tourism needs to be NSW Department of Premier and Cabinet commissioned a Destination managed to ensure that it leaves a positive legacy for current and Management Plan (DMP) for the newly formed Snowy Monaro Local future generations. This destination management approach identifies Government Area. The plan has a local focus, though aligns with the the products or experiences available, understands the visitor and Destination Southern NSW DMP and Destination NSW tourism engages broadly with community and other industry sectors and then objectives. The process of destination management doesn’t happen in markets the offering. The tourism sector needs to ensure that it is isolation. It involves a range of sectors, stakeholder groups and considered in the broader context of regional development and that it delivery partners — such as Government agencies, communities and is recognised for its overall contribution and economic value to the business groups — working collaboratively to deliver their part of the 1 region. tourism picture2. This plan draws on the comprehensive foundation of strategic and statutory reports and documents that have guided tourism in the Snowy Monaro region in recent years: Snowy Destination Snowy River Cooma- Mountains Australian Alps NSW Department of Planning Southern NSW Snowy Shire Council Bombala Snowy Monaro Monaro Regional National & Environment SE and Destination Mountains Strategic Destination Community Destination Economic Landscape Tablelands Regional Plan– Management Destination Tourism Management Strategic Plan– Management Development Tourism 2036 Plan 2018- Management Development Plan–2014 2040 Plan –2013 Blueprint– Strategy–2010 2020 Plan–2013 Plan–2016 2016 2 1 Tourism 2020 www.austrade.gov.au Tourism 2020 Best Practice Destination Management Snowy Monaro Destination Management Plan 2019 | FINAL DRAFT | 25 January 2019 5 SMRC sought to build on this foundation to create one inclusive Most of the products and experiences tourism Destination Management Plan for the region. The Snowy Monaro DMP is built on effective consultation including workshops articulated in this DMP have common sessions, in-person interviews, submissions and additional forms of components based around the themes: community feedback — crystallising the priority actions, initiatives, precincts and experiences that will enable the region to achieve its and the State’s tourism and community goals for 2020, and beyond. This plan provides an inspiring and effective •Theme: Challenge •Theme: •Theme: Our •Theme: Savour approach to grow the visitor economy of the Yourself in Nature Remarkable Heritage Past the Snowies Snowy Monaro region and create meaningful Journeys Experience Development Themes connections between place, community and businesses, with the visitors to the region. These themes link to the DSNSW DMP and Destination NSW planning. The visitor experiences on offer in the Snowy Monaro region bring to Great experiences don’t have to be complicated to deliver or sell, but life the destination positioning. They are heavily nature oriented they make all the difference to visitors. This DMP looks at ways of (walking tracks, outdoor active, wilderness and national parks) and are encouraging tourism, both from a demand perspective – how the strengthened by the towns and villages, local produce and cultural region is marketed, and supply perspective – what infrastructure, what heritage. The more quality experiences a visitor has, the better their new products and what new experiences does the region have to overall impression of the destination will be. They will also be more develop to entice the visiting public. likely to return and recommend the destination to friends. This DMP aims to build on the recent successes and current initiatives in place across the Snowy Monaro region. The intention is to enhance and build on existing partnerships, initiatives and event calendars to continue the region’s success in tourism planning and development. Snowy Monaro Destination Management Plan 2019 | FINAL DRAFT | 25 January 2019 6 The Region Snowy Monaro Destination Management Plan 2019 | FINAL DRAFT | 25 January 2019 7 The Snowy Monaro Regional Council was formed in 2016 and encompasses the former Bombala, Cooma-Monaro and Snowy River LGAs. The region is in south-eastern New South Wales, about 100 kilometres south of the Canberra CBD and 400 kilometres south-west of the Sydney CBD. It is on land traditionally home to the Ngarigo, Walgalu, Bidawal and Southern Ngunnawal people and covers a diverse geographic area with a varied social and economic profile. The Snowy Monaro Regional Council Local Government Area covers 15,158 square kilometres and has an approximate population of 20,713.3 The Snowy Monaro region is a significant tourism destination that attracts large numbers of visitors each year for recreation and relaxation activities and to explore the rich history and diverse landscapes. The region is most well known as a snow holiday destination although its other tourism assets have the most capacity for growth and can have the largest impact on regional communities. Tourism is the most important sector of the regional economy. In 2016/17, the total tourism and hospitality sales in Snowy Monaro Regional Council area were $740.0m. It is the largest source of employment in the region.4 The visitor economy assets for the region range from the sweeping Monaro Plains, the iconic Snowy River, pristine lakes and waterways, Kosciuszko National Park, ski resorts, events and festivals, the Snowy Hydro scheme, country shows, quaint villages and regional centres, to outdoor active adventures such as bushwalking, mountain bike riding and horseback trail rides. 3 www.economy.id.com.au/snowy-monaro 4 www.economy.id.com.au/snowy-monaro/tourism-value Snowy Monaro Destination Management Plan 2019 | FINAL DRAFT | 25 January 2019 8 Partnerships, Governance and Support Snowy Monaro Destination Management Plan 2019 | FINAL DRAFT | 25 January 2019 9 Implementation and success of the Snowy Monaro DMP will be achieved through strong partnerships with the tourism industry, community, TSM, DNSW, DSNSW and SMRC. SNOWY MONARO REGIONAL COUNCIL DESTINATION NSW TOURISM SNOWY MOUNTAINS DESTINATION SOUTHERN NSW is responsible for destination is the lead government agency aims to achieve tourism growth is one of six new Destination marketing within the region, for the New South Wales tourism by developing opportunities for Networks across NSW. The tourism infrastructure and TOURISM AUSTRALIA and major events sectors. While the Snowy Mountains region Snowy Monaro is located within funding, and is actively involved is responsible for international DNSW’s resources are focused specifically, and by promoting the Destination Southern NSW. in the local tourism industry by marketing of Australia and predominantly on events and brand ‘Snowy Mountains’ and DSNSW’s regional tourism way of Visitor Information Centre national tourism strategies. domestic and international with responsibiity for advocacy, priorities are to: increase management in Cooma and AUSTRADE is also actively marketing, it supports regional lobbying for industry, new visitation, grow physical capacity, Bombala. This includes compiling involved in several projects in the and local tourism via the new product development, planning renew and revitalise destinations, a regional event calendar and Snowy Monaro Region regional destination networks, and is a resource for potential improve the visitor experience, supporting some events. Council