Australia’s Green Cauldron Draft Experience Development Strategy PO Box 837 Jindabyne NSW 2627 Prepared for: Australia Australia’s Green Cauldron Steering Committee P: (61) 02 64562722 F: (61) 02 64562422 March 2012 E: [email protected] i | Page www.trctourism.com Executive Summary Australia’s Green Cauldron is an eclectic mix of communities and vibrant local cultures, noted for their local food production (both traditional and organic), Australia’s Green Cauldron art, craft, music, spirituality and a healthy lifestyle, with a commitment to future sustainability and eco-tourism. The Rainbow Region around Nimbin is Australia’s Green Cauldron is one of Australia’s thirteen National Landscapes the recognised centre of Australia’s alternative lifestyle movement and a – spectacular natural and cultural areas that have been identified as colourful visitor destination. The region’s Indigenous communities have a rich compelling destinations for Australia’s target international visitor market, the culture expressed in the landscape, such as the significant and sacred Experience Seekers. The Australia’s Green Cauldron National Landscape spans Wollumbin. south east Queensland and northern New South Wales – extending from the Gold Coast to Byron Bay and inland to Tamborine Mountain, Lamington The qualities of Australia’s Green Cauldron are recognised in the brand National Park and the Scenic Rim region of Queensland and from the NSW promise for the region Immerse Yourself in a Mysterious Melting Pot. coast north of Byron Bay into the Tweed Valley, Wollumbin Mt Warning, the Delivery of that Brand promise has been an important guide in AGS Border Ranges, Kyogle and the Nimbin area. It includes a number of development. established tourism hubs, though international visitation is centred at the Method ‘fun’ destination of the Gold Coast. Potential for growing international visitors exists in relation to the 2018 Commonwealth Games. The National Landscapes Program is a partnership between tourism and conservation, and local State and Commonwealth governments. It aims to Australia’s Green Cauldron is a distinctive natural and cultural landscape enhance the global competitiveness of National Landscapes through a consisting of the remnants of the world’s second largest shield volcano, cooperative approach within a region and investment in product clothed by relic subtropical and warm temperate rainforest from the ancient development, infrastructure, marketing and workforce development. southern supercontinent Gondwana, and bounded by a globally recognised coastline and world-class surf breaks. It is a renowned hotspot of This Experience Development Strategy (EDS) has been developed to guide biodiversity, protected in numerous national parks and recognised in the the development of central experiences in Australia’s Green Cauldron and inscription of the region’s rainforest on the World Heritage List as part of the associated products, infrastructure, marketing and the workforce, while Gondwana Rainforests of Australia. The rainforest-clothed volcanic remnants balancing the long term economic community benefits and protection of the provide spectacular scenic mountains and viewpoints, symbolised by region’s conservation values. The EDS (a planning requirement for all Wollumbin-Mt Warning, an ancient volcanic plug in the centre of the Tweed National Landscapes) was developed in a cooperative process involving an Valley. AGC Steering Committee of Government, Indigenous and industry representatives. Australia’s Green Cauldron Experience Development Strategy Prepared for: Australia’s Green Cauldron Steering Committee i | Page Stakeholders developed a Vision for Australia’s Green Cauldron to guide the However, as a destination, it has a limited profile and lacks a critical mass of delivery of the promise of Australia’s Green Cauldron as a National unique and compelling propositions to attract Experience Seekers and to Landscape. supplement iconic destinations of the Gold Coast and Byron Bay and attract visitors further afield. It faces challenges in developing of a compelling suite Over the next 10 to 15 years, Australia’s Green Cauldron will become one of of offerings across a region that encompasses two States and six local the finest examples of partnerships between conservation and tourism in government areas, while ensuring that the region’s natural and cultural Australia that will result in dispersal of visitors across the landscape. values are conserved. Australia’s Green Cauldron will achieve that status by having a discernible The Australia’s Green Cauldron experience assessment process identified two impact on: hero experiences – or standout themes characterising the unique qualities of The Gondwana World Heritage Rainforests: funding allocations will an area – to provide a focus for differentiating Australia’s Green Cauldron increase, visitor facilities and experiences will improve from other destinations and developing compelling offerings. The two hero experiences are: Public awareness and support: local communities will be active supporters engaging in more conservation activities than ever before Encounters with creative, spiritual and sustainable communities Indigenous empowerment: Aboriginal communities will be integrated Immersive Journeys between coast and canopy throughout Green Cauldron experiences Regional and State collaboration: the level of joint venture funding and cooperation will increase dramatically on 2012 levels International visitors: Experience Seekers from overseas will start to choose the Green Cauldron over other alternatives within Australia. Key Findings Australia’s Green Cauldron has a strong mix of established tourism destinations and developed or potential visitor offerings in the coast and the hinterland, with a strong creative component and community commitment to protection of its natural and cultural values. Its rainforests are highly accessible (both in terms of road and walking access) compared with other Australian rainforest destinations. It also has a strong potential for integration of Indigenous stories in the visitor experience. Australia’s Green Cauldron Experience Development Strategy Prepared for: Australia’s Green Cauldron Steering Committee ii | Page Encounters with creative, spiritual and sustainable communities developments. A range of priority opportunities were identified to deliver Encounters with spiritual, creative communities: The unique selling point of this experience draws on the palpable spirit of the region’s eclectic communities, cultures, lifestyle, art and commitment to Reinvigoration of the Rainforest Way sustainability and protection of its natural and cultural values. Establishment of a Creative Arts and Wellbeing Hub It builds upon the region’s characteristic stories, which would provide themes Enhancement of the Drumley Walk to draw together and interpret experiences attractive to Experience Seekers throughout the AGC: Development of an Annual Green Cauldron Festival. Pioneering individuals who strengthened the cause for rainforest Immersive Journeys between coast and canopy protection in the region The ultimate point of difference in this hero experience is the package of Alternative lifestyles - the migration of East Coast city dwellers to the coast and hinterland experiences that offer insights into both the rainforest region in search of a better way of life, spiritual renewal and a more and the calderas – the sum of its parts offers the most compelling offer to natural environment to live in – this influenced much of the social fabric Experience Seekers compared with other destinations. There are few places seen today in Australia where a visitor can see a range of coastal and rainforest experiences in one day – for example, see whales in the morning and walk in The history and present day array of cottage and creative industries rainforest in the afternoon; see platypus in the wild and go swimming with The Indigenous cultural and spiritual significance of Wollumbin and its dolphins; ride a bike through country lands and visit the rainforest and coast place in clan lore, initiation and spiritual education. in one or two days. It also builds on current visitor products such as the diverse range of drive Packaging up the coastal and hinterland attributes into immersive, fun, routes, art trails, galleries, organic farms and markets, wineries, exciting and rewarding experiences can also be integrated through the big accommodation, festivals, health and wellbeing retreats, Indigenous stories of: performance and the attractions of the Rainbow Region. Gondwanan rainforest and volcanic origins – why it’s special Current opportunities and products in the region were assessed according to Wildlife – the iconic and lesser-known species their ability to drive conservation and tourism partnerships; extent to which they convey Australia’s Green Cauldron stories and distinctiveness for Conservation success stories – Terania Creek, wildlife recovery and Australia’s Green Cauldron and Australia. Improvements necessary to build captive breeding. compelling experiences (e.g. in the product, infrastructure, interpretation) were also assessed, in addition to local and regional priorities for tourism Australia’s Green Cauldron Experience Development Strategy Prepared for: Australia’s Green Cauldron Steering Committee iii | Page Assessment of current opportunities and products identified the following high priority opportunities to deliver Journeys between coast