This DMP has been produced by Stafford Strategy on behalf of visitALBURYWODONGA. visitALBURYWODONGA is a collaboration between AlburyCity and Wodonga Council to promote and position the two cities as one destination. Last edited: 22/11/2018 EXECUTIVE SUMMARY ................................................................................................................ 1 Introduction ................................................................................................................................................................................. 1 Definitions.....................................................................................................................................................................................2 The Region’s Visitor Economy .................................................................................................................................................3 Potential Barriers to Growing the Region’s Visitor Economy ..........................................................................................5 The Vision .................................................................................................................................................................................... 6 Opportunities for Activating the Region’s Visitor Economy............................................................................................7 Summary ...................................................................................................................................................................................... 8 CONTEXT .................................................................................................................................... 10 About the DMP .......................................................................................................................................................................... 10 Methodology for Completing the DMP ................................................................................................................................ 10 About Albury Wodonga ........................................................................................................................................................... 11 Demographic and economic analysis .................................................................................................................................. 13 Survey Findings ......................................................................................................................................................................... 17 Strategic Context ...................................................................................................................................................................... 19 Activation of the previous DMPs ......................................................................................................................................... 20 VISITOR ECONOMY ANALYSIS ................................................................................................ 33 Methodology ............................................................................................................................................................................. 33 Visitation to the Region ......................................................................................................................................................... 34 The Value of the Region’s Visitor Economy ...................................................................................................................... 37 Destination SWOT Analysis ................................................................................................................................................... 39 ACCOMMODATION & PRODUCT AUDIT ................................................................................. 41 Accommodation audit ............................................................................................................................................................. 41 Attractions and Experiences Audit ..................................................................................................................................... 45 BARRIERS TO GROWTH AS A DESTINATION ........................................................................50 Product & Supporting Infrastructure Barriers ................................................................................................................... 50 Marketing & Destination Awareness Barriers .................................................................................................................... 52 Governance, Industry Collaboration and Development Barriers ................................................................................. 54 Other Barriers ........................................................................................................................................................................... 54 THE VISION & ACTIVATION AREAS ........................................................................................ 56 ACTIVATING THE VISITOR ECONOMY ................................................................................... 58 Activation Area 1: Diversification of the Region’s Accommodation Offer ................................................................. 58 Activation Area 2: Growing the Region’s Tourism Product Offer & Infrastructure ................................................. 64 Activation Area 3: Focusing on Destination Events ........................................................................................................ 83 Activation Area 4: Aligning Destination Marketing & Visitor Servicing with Emerging Trends ........................... 86 Activation Area 5: Supporting Industry Development .................................................................................................... 91 Alignment with Plans/Strategies ......................................................................................................................................... 93 PRIORITISATION OF PROJECTS .............................................................................................. 96 Methodology ............................................................................................................................................................................. 96 Project Ranking Matrix ........................................................................................................................................................... 97 The Projects Ranked ............................................................................................................................................................... 99 Visitor Forecasts .................................................................................................................................................................... 100 IMPLEMENTATION PLAN ........................................................................................................ 102 SUPPORTING DOCUMENTATION ........................................................................................... 117 Full Survey Results ....................................................................................................................118 Strategic Context .................................................................................................................... 122 Product audit ............................................................................................................................ 139 Project Ranking ....................................................................................................................... 144 Figure 1: Key objectives of the DMP ................................................................................................................................................................... 1 Figure 2: The region’s visitor economy ............................................................................................................................................................ 4 Figure 3: The region’s destination vision and activation areas .............................................................................................................. 6 Figure 4: DMP methodology ............................................................................................................................................................................... 10 Figure 5: Map of Albury and Wodonga LGAs .............................................................................................................................................. 12 Figure 6: Albury and Wodonga's Population Growth (2007-2016) ................................................................................................... 13 Figure 7: Albury and Wodonga Population Forecasts to 2036 ............................................................................................................ 14 Figure 8: Age Profile of the region compared with Regional NSW and Victoria (2016) ........................................................... 15 Figure 9: Nominal GRP Growth in Albury and Wodonga (2013-2017) .............................................................................................. 16 Figure 10: Question 1 results ................................................................................................................................................................................