Table of Contents , 1. EXECUTIVE SUMMARY ............................................................................................................................. 1 1.1. KEY FINDINGS ................................................................................................................................................................................................ 1 1.2. CHALLENGES ................................................................................................................................................................................................. 2 1.3. OPPORTUNITIES ............................................................................................................................................................................................. 3 1.4. PLACE MAKING ENHANCEMENTS ................................................................................................................................................................ 5 1.5. SUMMARY ...................................................................................................................................................................................................... 8 2. INTRODUCTION ...................................................................................................................................... 10 2.1. OVERVIEW .................................................................................................................................................................................................... 10 2.2. METHODOLOGY ........................................................................................................................................................................................... 10 3. SITUATION ANALYSIS ............................................................................................................................ 13 3.1. SUTHERLAND SHIRE .................................................................................................................................................................................... 13 3.2. POPULATION ................................................................................................................................................................................................ 14 3.3. VISITATION TO THE SHIRE .......................................................................................................................................................................... 15 3.4. REGIONAL, STATE AND NATIONAL TRENDS .............................................................................................................................................. 16 3.5. SWOT ANALYSIS .......................................................................................................................................................................................... 22 4. PRODUCT AUDIT ..................................................................................................................................... 24 4.1. ACCOMMODATION AUDIT ........................................................................................................................................................................... 24 4.2. ATTRACTIONS AUDIT................................................................................................................................................................................... 25 4.3. FOOD & BEVERAGE....................................................................................................................................................................................... 25 4.4. PRODUCT GAP ANALYSIS ............................................................................................................................................................................ 26 5. IDENTIFIED CHALLENGES ....................................................................................................................... 28 6. THE OPPORTUNITIES FOR THE SHIRE .................................................................................................... 31 6.1. TOURISM PRODUCT DEVELOPMENT .......................................................................................................................................................... 31 6.2. MARKETING & PROMOTION ........................................................................................................................................................................ 41 6.3. INDUSTRY SUPPORT AND PARTNERSHIPS ................................................................................................................................................ 45 6.4. VISITOR SERVICING ..................................................................................................................................................................................... 46 6.5. OPPORTUNITIES MATRICES ........................................................................................................................................................................ 51 7. TOURISM PRECINCT ASSESSMENT........................................................................................................ 57 7.1. BUNDEENA ................................................................................................................................................................................................... 57 7.2. CRONULLA .................................................................................................................................................................................................... 61 7.3. GYMEA .......................................................................................................................................................................................................... 64 7.4. KURNELL ....................................................................................................................................................................................................... 68 7.5. COMO ............................................................................................................................................................................................................ 72 7.6. CARINGBAH .................................................................................................................................................................................................. 72 7.7. SUTHERLAND ............................................................................................................................................................................................... 72 7.8. MIRANDA ...................................................................................................................................................................................................... 73 7.9. LOFTUS ......................................................................................................................................................................................................... 74 8. ECONOMIC IMPACT ASSESSMENT ........................................................................................................ 76 8.1. ASSESSMENT OF THE NET ECONOMIC BENEFIT....................................................................................................................................... 76 8.2. VISITOR SPEND ............................................................................................................................................................................................ 78 8.3. TOURISM MULTIPLIERS ............................................................................................................................................................................... 78 9. IMPLEMENTATION PLAN ........................................................................................................................ 83 10. SUPPORTING DOCUMENTATION ............................................................................................................ 92 10.1. PRODUCT AUDIT – FULL RESULTS ............................................................................................................................................................. 92 Sutherland Shire DMP i List of Tables & Figures TABLE 1: OPPORTUNITIES FOR THE SHIRE ............................................................................................................................................................................................ 3 TABLE 2: SWOT ANALYSIS ...................................................................................................................................................................................................................... 22 TABLE 3: ACCOMMODATION AUDIT - SUMMARY ................................................................................................................................................................................ 24 TABLE 4: ATTRACTIONS AUDIT SUMMARY .......................................................................................................................................................................................... 25 TABLE 5: F&B AUDIT SUMMARY ............................................................................................................................................................................................................