Limestone Coast Tourism Region Destination Situation Analysis Version 1.2 As at July 2020 Prepared for Limestone Coast Local Government Association LIMESTONE COAST TOURISM REGION - SITUATION ANALYSIS, JULY 2020 | P A G E 1 This Report has been prepared by Tourism eSchool between January and July 2020 Tourism eSchool Paige Rowett + Rebecca White 55 Light River Road, Marrabel, SA 5413 +61 408 085262 tourismeschool.com © Copyright, Tourism eSchool, 2020 This work is copyright. Apart from any uses permitted under Copyright Act 1963, no part may be reproduced without written permission of Tourism eSchool Disclaimer The information contained in this report is intended only to inform and it is expected that all recommendations should be analysed, and appropriate due diligence undertaken prior to making any investment decisions. In the course of our preparation of the document, recommendations have been made on the basis of assumptions, methodology and information provided by many sources through the consultation process (See Acknowledgements). Whilst every effort was made to report on the most accurate data and information available, Tourism eSchool accept no responsibility or liability for any changes in operation/regional circumstance, errors, omissions, or resultant consequences including any loss or damage arising from reliance on the information contained in this report. LIMESTONE COAST TOURISM REGION - SITUATION ANALYSIS, JULY 2020 | P A G E 2 Statement of Acknowledgement Limestone Coast Local Government Association acknowledge the Limestone Coast is the traditional lands for the Boandik and Ngarrindjeri people and that we respect their spiritual relationship with their country. We also acknowledge the Boandik and Ngarrindjeri people as the custodians of the Limestone Coast Region and that their cultural and heritage beliefs are still as important to the living Boandik and Ngarrindjeri people today. LIMESTONE COAST TOURISM REGION - SITUATION ANALYSIS, JULY 2020 | P A G E 3 Contents Index of Figures ...................................................................................................................... 6 Index of Tables ....................................................................................................................... 7 Glossary ................................................................................................................................. 8 Introduction ........................................................................................................................... 9 1. The Visitor Economy .............................................................................................................. 11 1.1 Why does a thriving visitor economy matter to the Limestone Coast? .................................................. 11 1.2 How is the Value of the Visitor Economy Measured? ............................................................................. 12 1.3 What a successful visitor economy looks like in the Limestone Coast .................................................... 12 2. Setting the Scene ................................................................................................................... 14 2.1 The Global Visitor Economy..................................................................................................................... 14 2.2 The Australian Visitor Economy ............................................................................................................... 18 2.3 The South Australian Visitor Economy .................................................................................................... 21 3. Limestone Coast Visitor Economy Insights .............................................................................. 24 3.1 Total Regional Visitation .......................................................................................................................... 25 3.2 Market Segments .................................................................................................................................... 27 3.3 Visitor Sentiment ..................................................................................................................................... 31 3.4 South Australian Regional Visitation ....................................................................................................... 32 3.5 Economic Contribution ............................................................................................................................ 33 3.4 Forecasts .................................................................................................................................................. 41 4. Limestone Coast Visitor Economy Governance ........................................................................ 45 4.1 Regional Tourism Governance Background ............................................................................................. 46 4.2 Limestone Coast LGA ............................................................................................................................... 47 4.3 Local Government ................................................................................................................................... 48 4.4 Regional Tourism Leadership .................................................................................................................. 53 5. Visitor Experiences ................................................................................................................ 54 5.1 Region Overview ...................................................................................................................................... 55 5.2 Experience Themes + Product Alignment ................................................................................................ 57 5.3 Experience Development ........................................................................................................................ 62 5.4 Accommodation ...................................................................................................................................... 68 5.5 Indigenous Culture + Experiences ........................................................................................................... 72 5.6 Food Producers ........................................................................................................................................ 74 5.7 Tour Operators ........................................................................................................................................ 74 6. Events ................................................................................................................................... 76 6.1 Major Tourism Events .............................................................................................................................. 77 6.2 One-off Major Tourism Events ................................................................................................................ 80 6.3 Future Event Development Ideas ........................................................................................................... 81 6.4 Event, Sport and Function Venues .......................................................................................................... 82 6.5 Event Infrastructure Projects ................................................................................................................... 84 6.6 Corporate and Business Events – Meetings, Incentives, Conventions, Exhibition (MICE) ...................... 85 6.7 Sporting Events ........................................................................................................................................ 85 6.8 Resourcing Events .................................................................................................................................... 86 LIMESTONE COAST TOURISM REGION - SITUATION ANALYSIS, JULY 2020 | P A G E 4 7. Access + Infrastructure ........................................................................................................... 88 7.1 Access ...................................................................................................................................................... 89 7.2 Infrastructure........................................................................................................................................... 95 8. Industry Engagement + Collaboration ..................................................................................... 99 8.1 Industry Communications........................................................................................................................ 99 8.2 Industry Development ........................................................................................................................... 100 8.3 Industry Collaboration ........................................................................................................................... 101 8.4 Resourcing Industry Engagement and Collaboration ............................................................................ 102 9. Brand and Marketing ........................................................................................................... 104 9.1 Visitor Personas ..................................................................................................................................... 105 9.2 Branding Strategy .................................................................................................................................