Sydney Harbour A guidebook to making the most of your Landscape Positioning AUSTRALIA’S NATIONAL LANDSCAPES PROGRAM Contents SECTION 1 3 SECTION 3 13 Introduction 4 Building your business on Sydney Harbour’s Sydney Harbour map 5 competitive position 14 SECTION 2 9 SECTION 4 20 What makes the Sydney Harbour Landscape Maximising your communications with unique in our world, not just Australia? 9 Sydney Harbour’s competitive position 20 The Landscape Positioning for The language of Sydney Harbour 21 Sydney Harbour 11 SECTION 5 27 More Information 27 Think of Sydney Harbour as your land of opportunity! OPPORTUNITY 1 It’s one of 16 iconic Australian National Landscapes marketed worldwide by Tourism Australia. OPPORTUNITY 2 That marketing is aimed at Experience Seekers: high yield, long-stay visitors looking for authentic and memorable experiences. OPPORTUNITY 3 A lot of research has already been done to identify Sydney Harbour’s point-of-difference and unique experiences. OPPORTUNITY 4 Designing and delivering quality experiences (either within your own business or in partnership with others) can improve and diversify your tourism offering. OPPORTUNITY 5 World-class experiences will not only attract international visitors, but also more Australian visitors. There are plenty of Australian Experience Seekers. The aim of this guide is to provide ideas and inspiration to help you deliver the best experiences for your visitors and to help you prosper. This guidebook has been created for everyone involved in providing or facilitating visitor services or who shares a common interest in this landscape, including: > tour operators > accommodation and/or hospitality establishments > retail businesses > tourism or discovery centres > Aboriginal groups and/or businesses > local councils > state and/or federal government agencies > environment groups and/or protected area managers In addition to the information supplied in this guidebook, there are a number of worksheets available to download throughout the book which will assist you with implementing ideas into your own organisation. Sydney Harbour 2 Section 1 Australia’s National Landscapes Nature motivates people to travel to Australia more than any other experience. Based on research conducted by Tourism Australia in 2010 AUSTRALIA’S TIMELESS NORTH GREAT BARRIER REEF THE KIMBERLEY WET TROPICS AUSTRALIA’S RED CENTRE NINGALOO – SHARK BAY AUSTRALIA’S GREEN CAULDRON FLINDERS RANGES GREATER BLUE MOUNTAINS AUSTRALIAN SYDNEY GREAT SOUTH KANGAROO ALPS HARBOUR WEST EDGE ISLAND GREAT OCEAN ROAD AUSTRALIA’S COASTAL WILDERNESS TASMANIA’S ISLAND HERITAGE Get on board and help show the world why there’s nothing like Australia What’S it ALL About? Status Of ThE Program Research conducted by Tourism Australia found that nature Tourism Australia and Parks Australia partnered in 2005 to motivates people to travel to Australia more than any other develop Australia’s National Landscapes Program. Since experience. Australia therefore has the opportunity to be at the then, 16 areas have joined the program, completing the forefront of the global nature-based tourism industry. collection. Australia’s National Landscapes are shown above. Australia’s National Landscapes Program is a partnership between In order to become a National Landscape, each area tourism and conservation, which aims to: had to undertake an extensive application process. > promote Australia’s world-class, high quality visitor experiences National Landscapes accepted into the program are > increase the value of tourism to regional economies expected to participate in a range of activities, such as Landscape Positioning and regional planning to underpin > enhance the role of protected areas in those economies regional success. > build support for protecting our natural and cultural assets. The program has identified Australia’s iconic natural and cultural for further information visit www.tourism.australia.com/nl destinations and now aims to improve the delivery of quality visitor To learn more about the National Landscapes Program experiences within them. click here to download the flyer. Sydney Harbour 4 Sydney Harbour National Landscape Muogamarra NR Barrenjoey AR !Palm Beach Berowra Valley NP Ku-ring-gai Chase NP Rouse Hill Berowra Valley RP Hornsby Dural ! Narrabeen AR Garigal NP Dalrymple- Hay NR Long Reef AR Lane Cove NP Parramatta Park Prospect Old Gov't House and Domain ! Wallumatta Parramatta NR Newington Manly Beach NR ! Cabbage Tree Bay AR North Sydney Harbour AR Cockatoo Island Sydney Harbour NP Port! Jackson Sydney Opera House Hyde Park Barracks ! Bondi Beach Bronte-Coogee AR ! Location Georges River NP Malabar Roads Headland NP National Landscape Area ! Botany Bay Parks Towra Point NR Cape Banks AR Aquatic Reserves Towra Point AR Kamay Botany World Heritage Areas Bay NP Local Government Areas Boat Harbour AR Map produced by: Environmental Resource Information Network (ERIN), © Commonwealth of Australia, Department of Shiprock AR Sustainability, Environment, Water, Population & Communities, January 2013. Albers Equal Area projection on the GDA94 Datum. N:\Parks\terrestrial\all_parks ational_landscapes\mxd\guidebook_maps Heathcote NP Royal NP ational landscapes - sydney harbour.mxd ! Waterfall Garawarra SCA !Otford Sydney Harbour National Landscape Muogamarra NR Barrenjoey AR !Palm Beach Berowra Valley NP Ku-ring-gai Chase NP Rouse Hill Berowra Valley RP How will this benefit tourism in Sydney Harbour? Hornsby Dural ! Narrabeen AR Garigal NP Dalrymple- Hay NR Long Reef AR Lane Cove NP Parramatta Park Prospect Old Gov't House and Domain ! Wallumatta Let’s rephrase that question: Why should you align your business with Sydney Parramatta NR Newington Manly Beach Harbour and Australia’s National Landscapes Program? NR ! Cabbage Tree Bay AR North Sydney Harbour AR There are plenty of benefits. Here are some: Cockatoo Island Sydney Harbour NP Port! Jackson Sydney Opera House 1. Generate more income by responding to growing 8. Potential to develop partnerships that improve the international and local demand for experiential effectiveness of your marketing dollar. Hyde Park Barracks tourism – longer stay, higher yielding customers. 9. Opportunity to tap into potential partners and ! Bondi 2. Gain an edge on your competitors – by aligning your suppliers who work with you to create fantastic Beach business offering with your National Landscapes global experiences for your guests. point-of-difference. Bronte-Coogee AR 10. Potential to attract strategic investment or partnership 3. Achieve higher yields by shifting to value-based pricing opportunities for your business. ! Location – because experience-based tourism is worth more than goods or services. 11. Opportunity to motivate and bring together members of your local businesses community to help create an Georges River NP Malabar Roads 4. Earn a much greater return on investment – all-encompassing experience for your visitors. Headland NP National Landscape Area because experience-based tourism isn’t about large ! investments in capital infrastructure. 12. Global marketing support for Sydney Harbour Botany Bay Parks experiences through Tourism Australia’s PR and 5. Excite and inspire your employees – by developing and marketing activities. Towra Point NR Cape Banks AR Aquatic Reserves delivering innovative, original tourism experiences that Towra Point AR Kamay Botany World Heritage Areas capture your customers’ emotions. Bay NP Local Government Areas 6. See happy customers become online and word-of- Boat Harbour AR Map produced by: mouth advocates for your business. Environmental Resource Information Network (ERIN), © Commonwealth of Australia, Department of Shiprock AR Sustainability, Environment, Water, Population & 7. See the changes in your business as your visitors stay Communities, January 2013. longer and spend more – because of an enhanced Albers Equal Area projection on the GDA94 Datum. experience offering. N:\Parks\terrestrial\all_parks ational_landscapes\mxd\guidebook_maps Heathcote NP Royal NP ational landscapes - sydney harbour.mxd ! Waterfall Garawarra SCA Otford ! Sydney Harbour 6 Did you know: Recent research from Teletext Holidays revealed that more than 25% of Britons were moved to book an exotic holiday after seeing a Facebook friend’s holiday snaps online. Almost one fifth of those people also admitted to booking an identical trip. 7 The Great South West Edge Meet your best customer: The Experience Seeker Experience Seekers can be ThEY WANT: found in any age group, > something different and unique income range, stage > natural, untouched environments of life and come from > opportunities for life-changing experiences many different countries, > to understand and experience including Australia. local culture They are adventurous > to discover something new and self motivated, love > to see the real Australia the outdoors, and are > to gain knowledge ecologically minded. > ‘bragging rights’ > value for money They are opinion leaders and advocates within their social circle. They share their holiday experiences with peers, colleagues, friends and family. Their influence and positive word-of-mouth can secure you a return stream of like- minded visitors into the future. Experience Seekers from around the world tell us that they want to experience something unique and different. Australia promises them that this is the place where they can fulfil their dreams. Memorable, engaging visitor experiences bring your Landscape positioning to life. They help make Sydney Harbour