t SYDNEY OFFICE A. Stafford & Associates Pty Ltd Suite 3.02, 46a Macleay Street Potts Point NSW 2011, Australia T +61 2 9331 6222 F +61 2 9331 6166 E [email protected] ACN 079 055 100 ABN 34 565 120 454 BRISBANE OFFICE A. Stafford & Associates Pty Ltd PO Box 265 Sandgate, QLD 4017, Australia M +61 (0) 417721342 E [email protected] Copyright © A. Stafford & Associates Pty Ltd ABN 34 565 120 454 All Rights Reserved. No material may be reproduced without prior permission. While we have tried to ensure the accuracy of the information in this publication, the Publisher accepts no responsibility or liability for any errors, omissions or resultant consequences including any loss or damage arising from reliance in information in this publication. THE STAFFORD GROUP www.thestaffordgroup.com.au TABLE OF CONTENTS 1. EXECUTIVE SUMMARY ......................................................................................................................................... 7 1.1. OVERVIEW.........................................................................................................................................................................................................................................7 1.2. CONTEXT ...........................................................................................................................................................................................................................................7 1.3. KEY ISSUES .......................................................................................................................................................................................................................................8 1.4. MAIN FINDINGS ...............................................................................................................................................................................................................................10 1.5. OPPORTUNITIES / RECOMMENDATIONS .......................................................................................................................................................................................11 1.6. CREATION OF TOURISM HUBS/NODES .........................................................................................................................................................................................13 1.7. GOING FORWARD ...........................................................................................................................................................................................................................14 1.8. SUMMARY........................................................................................................................................................................................................................................15 2. INTRODUCTION................................................................................................................................................... 17 2.1. METHODOLOGY ..............................................................................................................................................................................................................................17 2.2. ABOUT DESTINATION MANAGEMENT PLANNING .........................................................................................................................................................................18 3. SITUATION ANALYSIS ........................................................................................................................................ 20 3.1. THE EAST COAST REGION .............................................................................................................................................................................................................20 3.2. THE IMPORTANCE OF TOURISM FOR THE EAST COAST REGION ...............................................................................................................................................21 3.3. TASMANIAN GOVERNMENT’S ECONOMIC DEVELOPMENT PLAN ................................................................................................................................................23 3.4. COMPETITOR MATRIX ....................................................................................................................................................................................................................25 3.5. SWOT ANALYSIS .............................................................................................................................................................................................................................26 3.6. THE EAST COAST POPULATION.....................................................................................................................................................................................................27 3.7. AGE STRUCTURE OF THE EAST COAST POPULATION .................................................................................................................................................................28 3.8. EMPLOYMENT STATUS ...................................................................................................................................................................................................................30 3.9. INCOME ...........................................................................................................................................................................................................................................32 3.10. HIGHER EDUCATION .......................................................................................................................................................................................................................32 3.11. INDIGENOUS INDIVIDUALS .............................................................................................................................................................................................................34 3.12. TASMANIA’S TARGET AUDIENCE AND MARKET SEGMENTS........................................................................................................................................................35 3.13. NEW PRODUCTS, SERVICES AND INFRASTRUCTURE REQUIRED ..............................................................................................................................................37 3.14. COMMUNITY DESIRES AND CONCERNS .......................................................................................................................................................................................38 4. DEMAND AND SUPPLY ANALYSIS..................................................................................................................... 40 4.1. HISTORIC VISITATION TO THE REGION .........................................................................................................................................................................................40 4.2. FORECASTED VISITATION ..............................................................................................................................................................................................................44 4.3. EAST COAST AVERAGE LENGTH OF STAY....................................................................................................................................................................................47 4.4. EAST COAST MOTIVATION FOR TRAVEL .......................................................................................................................................................................................49 4.5. EAST COAST ESTIMATED VISITOR MARKETS ...............................................................................................................................................................................50 4.6. EAST COAST ESTIMATED GUEST NIGHTS ....................................................................................................................................................................................51 4.7. EAST COAST ORIGIN OF VISITORS ................................................................................................................................................................................................52 4.8. EAST COAST REPEAT VISITATION .................................................................................................................................................................................................54 4.9. EAST COAST ACCOMMODATION TYPE UTILISED .........................................................................................................................................................................55 4.10. EAST COAST TRAVEL PARTY - INTERSTATE AND INTERNATIONAL VISITORS ...........................................................................................................................56 4.11. EAST COAST MODE OF TRAVEL – INTERSTATE AND INTERNATIONAL VISITORS ......................................................................................................................57 4.12. EAST COAST PRODUCT AUDIT ......................................................................................................................................................................................................59