bunbury wellington and boyup brook tourism development strategy workshop
TRANSCRIPT
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BUNBURY WELLINGTON AND BOYUP BROOK TOURISM DEVELOPMENT STRATEGY
WORKSHOP
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Bunbury Wellington & Boyup Brook Tourism Development Strategy
THE REGION
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Bunbury Wellington & Boyup Brook Tourism Development Strategy
THE REGION VIS-A-VIS COMPETITORS
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Bunbury Wellington & Boyup Brook Tourism Development Strategy
THE REGION VIS-A-VIS COMPETITORS
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Evolution on the tourism lifecycle requires:
1. Regional branding & targeted marketing
2. Quality assurance & tourism accreditation >>>> Professionalism
3. Sub Regional Tourism Organisation (governance)
4. Coordinated development of infrastructure & product
5. Partnerships with travel agents & wholesalers; Gov’t & Groups
The region has ‘gaps’ in these areas, slowing its evolution.
Bunbury Wellington & Boyup Brook Tourism Development Strategy
THE REGION VIS-A-VIS COMPETITORS
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Bunbury Wellington & Boyup Brook Tourism Development Strategy
BACKGROUND PAPER KEY FINDINGS (1 of 7)
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Tourism in the region.....
• Major attractions: Dolphin Discovery Centre, Ferguson Valley, Wellington NP, Logue Brook Dam, Bunbury township, beaches-waterways, Gnomesville, Apple Fun Park,
• Major events, Groovin’ the Moo, BB’s Country Music Festival, Donnybrook’s Apple and Food & Wine Festivals, Dardanup’s Bull & Barrel Festival, to name a few.
• In 2013. Daytrips (1,429,000p.a.) are trending upwards; domestic overnight visits (369,000p.a.) are trending downwards; and international visits steady (27,000p.a.);
• In 2013 domestic overnight visitors stayed 891,000 nights, below 4-yr average 1,061,000; International visitors stayed 347,000 nights, below the 4-yr average of 531,000 nights;
• Domestic & international visitor nights have decreased 22% & 16% respectively since 2010.
• Region’s market share of all WA visitors has held steady at 8.5% in 2010 to 8.3% in 2013, whilst day trips increased significantly during this period!
Bunbury Wellington & Boyup Brook Tourism Development Strategy
BACKGROUND PAPER KEY FINDINGS (2 of 7)
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Tourism in the region.....• A diverse mix of attractions, activities, accommodation & information options.
• Over 315 attractions, wine-hospitality, heritage, ‘other’ (parks & picnic sites), recreation & beach.
• Over 300 activities, shopping-markets, walk-bike trails, recreation-adventure, heritage, aquatic-marine.
• Over 187 accommodation facilities, mostly Farmstays + B&B’s, Holiday Homes, Cabins / Chalets, and less Hotels / Motels/ Pubs and campgrounds. Approx. 2700 bed spaces.
• Over 75 information options for visitors including brochures/maps, websites & information bays; with duplication as well as gaps & oversights!
• Primary markets (visitor types): Grey Nomads, Family Holidaymakers, Extended Travellers, International Explorers, Weekend Warriors, and Business & Corporate. Some visitor types have strong growth potential.
• Major Strengths & Advantages:
• Close to Perth; Bunbury - City amenities; train Per-Bun; Forrest & SW Highway access;
• Large range of landscapes (valleys, rivers, coast, forest);
• Network of towns in close proximity, ideal for self-drive visitors.
• Popular visitor ‘nodes’ conveniently spread across the region.
• Visitors to the ‘Capes’ must pass through, making for a convenient stopover.
Bunbury Wellington & Boyup Brook Tourism Development Strategy
BACKGROUND PAPER KEY FINDINGS (3 of 7)
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Bunbury Wellington & Boyup Brook Tourism Development Strategy
BACKGROUND PAPER KEY FINDINGS (4 of 7)
78%
20%
2%
BUNBURY & SURROUNDS VIS-ITORS 2013
Daytrip Domestic International
43%
39%
13%5%
BUNBURY & SURROUNDS PURPOSE OF VISIT 2011-13
Holiday or leisure Visiting friends and relatives
Business Other
58%30%
12%
BUNBURY & SURROUNDS ACCOMMODATION USED
2011-13
Friends or relatives propertyHotel, resort, motel or motor InnCaravan park or camping
28%
32%
20%
19%5%
BUNBURY & SURROUNDS TRAVEL PARTY 2011-13
Adult couple Travelling AloneFamily group Friends / RelativesOther
IMPLICATIONS
• Day visits are the biggest visitor group.
• Business visitors small, but important.
• Many Hol-Leis&VFR stay Friends & Rel
• 12% C-Van / Camp; State avg. 11%.
• 60% Adults & Trav. Alone (Nomads).
• Int’nl & Interstate stay comm. accom.
• Family Groups & Nomads, stay C & C.
• Travelling alone, a growing segment.
• Gaps include Conf-Funct facility MICE; low cost stopovers Nomads; camping options families & travellers; MB & Canoe trails; Qlty way-finding tools;
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Bunbury Wellington & Boyup Brook Tourism Development Strategy
BACKGROUND PAPER KEY FINDINGS (7 of 7)
Opportunities
• Targeting self-drive visitors, promoting a wider choice of drive & experience options.
• Targeting RV’s, improved short-stay camping & 24hr stay options.
• Leveraging winery, hospitality & food experiences on key routes & drive trails.
• Creating links between popular sites / drives and established events.
• Stronger promotion of itineraries, drive routes & short-stay holiday options.
• A regional holiday planner showcasing all towns.
• A regional tourism website.
• Stronger ‘regional’ social media presence.
• Stronger representation on Google Maps.
• Integrate stakeholders via an online ‘community’ for tourism projects & marketing, etc.
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Major Gaps & Weaknesses:
• Town-centric focus, towns as ‘destinations’; Shire’s are the drivers of tourism.
• Undeveloped drive routes and half/full day itineraries.
• Limited sites for ‘freedom camping’ & 24hr stopovers;
• Limited range of hire / rental providers and limited tour operators.
• ‘Blackspots’ in the mobile phone network.
• No ‘icon’ to attract visitors vis-a-vis competitors.
• Not all universal access amenities are listed-promoted.
• No regional brand-identity.
• Varying quality-service standards & operating hours;.
• Visitor Centre websites only list financial members, limiting visitors choice;
• Existing maps, brochures & signage are patchy way-finding tools.
Bunbury Wellington & Boyup Brook Tourism Development Strategy
BACKGROUND PAPER KEY FINDINGS (6 of 7)
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LGA-BASED TOURISM (i.e. as at 2015):• 7 competing Shires, some pro-tourism. • 5 different town themes/brands (LGA-based). • 5 Tourism groups / associations including 2 tourism
promotion groups (incorporated).• 12 websites including 5 tourism-specific.• 2 Holiday Planners (excl. ASW’s).• 30+ Brochures & Maps.• 8 visitor centres incl. 4 volunteer / seasonal centres.• 8+ self-drive routes, mostly short, town-based.• 6 major events, LGA-based.• $516,000p.a. allocated to 8 visitor centres by LGA’s.• $40,000p.a. allocated to area promotion by LGA’s• $13,000p.a. allocated to ‘other’ tourism by LGA’s. • $569,000 total (approx.)• Excludes CoB’s $284,000 destination marketing &
strategic tourism budget (making $853,000 total).
REGIONAL TOURISM. OPTIONS• One regional brand with one slogan & one website.• One regional holiday planner inclusive of all towns,
operators, facilities, amenities, drive routes & itineraries• 6-8 activity-based maps e.g. mountain biking; hiking –
walking; nature; wine-food; aquatic-marine; heritage; art-culture; shopping; extending across 7 LGA’s.
• 2-3 accredited visitor centres; 2-3 collocated visitor centres; tourism information nodes across each town;
• One regional tourism group, association or privatised venture to promote the region, manage tourism initiatives; and/or responsible for...............
• Planning, research, visitor services, product development, training, events, grants, advocacy, etc
• Pooled regional funding; pro-rata LGA funding based on % of population / rate-base + sponsorships + grants + memberships + user-pays fees + donations + ......??
WHY REGIONALISE TOURISM? Regionalising tourism is about collaborating to grow & compete! Benefits include economies of scale; reduce administration & operating costs; leverage regional strengths & leadership; better use of limited funds & resources; create a regional identity; pooling & leveraging the region’s capability; greater strength in pursuing partnerships & alliances; heightened focus on regional priorities; stronger capability to compete as a regional destination.
Bunbury Wellington & Boyup Brook Tourism Development Strategy
REGIONAL TOURISM
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WHAT MIGHT REGIONAL TOURISM AIM TO ACHIEVE?Examples.......• Working closer with ASW to help build capacity and promote the region;
• Establish a pooled marketing fund, and with help from ASW, better promote the region.
• Encourage broader distribution of better quality information for visitors.
• Rebrand the region.
• Create a wider range of scenic drive routes.
• A heightened focus on becoming a self-drive friendly destination.
• Create a network of trails linking natural features, heritage, scenery, etc;
• Heightened adoption of quality assurance & tourism accreditation;
• Events that link neighbouring towns & surrounding areas.
Bunbury Wellington & Boyup Brook Tourism Development Strategy
REGIONAL TOURISM
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Who are the stakeholders to form & drive the SRTO? What roles should the SRTO focus on initially? What immediate changes can be made to visitor servicing, signage, print promotion, etc?
Bunbury Wellington & Boyup Brook Tourism Development Strategy
REGIONAL TOURISM2015LGA-based TourismTowns & LGA’s as destinationsLGA-focused Visitor CentresLimited Funds & MarketingDuplication & FragmentationMinimal Collaboration
2016 – 2019...
Regional Tourism.Sub-Regional Tourism Organisation.Regional Tourism Development.Collaborative Regional Funding.Collaborative Regional Marketing.Regional Brand & Destination.Planning, Research,Training, Events, Advocacy, VC’s, Partnerships, etc..
The Steps Going ForwardEngage Community & Industry & LGA’s.Adopt the Action Plan.Decide SRTO’s role & model. Draft Constitution.Form Group / Entity.LGA’s enter an MOU.Phase out ‘old ways’.Phase in ‘new ways’.
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• Long term trends impacting on tourism include owning a home on wheels, ageing population, experience economy, sharing economy, changing spending patterns, Asia-Pacific tourism, and mobile technology. Expect more Nomads & RV’s; more tech-savvy visitors; more demanding visitors; steady increase in Chinese / Asian visitors (i.e. ‘explorers’); more niche places to stay;
• WA’s Caravanning & Camping Action Plan, Parks for People Program, Nature-based Parks Legislation and amendments to the Caravan and Camping Act; changes are afoot to help self-contained / camping travellers across WA; e.g. upgrades to Lake Brockman & Potters Gorge campgrounds, improved visitor facilities at Wellington NP; expect more privately-run Nature-based parks and possibly more RV / 24hr stopover sites.
• More Favourable Outlook 2015-2019. Australia: lower GDP & employment growth & interest rates & A$ & fuel prices; household discretionary spending will remain tight; higher cost of overseas holidays; comparatively high cost of domestic holidays; increase in RV’s, Chinese visitors, nature/food/event tourism; stronger competition in cruise ship & airline sectors; Australia’s international visitors increasing 40% from 6.6M in 2013 to 9.3M in 2023, 60+% return visitation;
• Australia’s inbound and domestic tourism is expected to increase and Australia’s outbound tourism is expected to grow at a reduced rate; expect an increase in daytrips & overnight stays.
Bunbury Wellington & Boyup Brook Tourism Development Strategy
THE FUTURE
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* Low Scenario is based on TRA’s Tourism Forecasts dated June 2014, using five-year average annual growth rates 2012/13 to 2017/18. Medium & High scenarios assume regional tourism generates ‘above-trend’ visitation.
Bunbury Wellington & Boyup Brook Tourism Development Strategy
FUTURE SCENARIOS*
2013 2014 2015 2016 2017 2018 2019 1,700
1,800
1,900
2,000
BUNBURY WELLINGTON & BOYUP BROOK VISITOR SCENARIOS
TOTAL VISITORS High 2.2% AAGR
TOTAL VISITORS Medium 1.7% AAGR
TOTAL VISITORS Low 1.4% AAGR
TOTAL VISITORS No Change - Status Quo
Vis
ito
rs '0
00
2013 2014 2015 2016 2017 2018 2019 1,200
1,300
1,400
1,500
1,600
1,700
1,800
1,900
BUNBURY WELLINGTON & BOYUP BROOK VISITOR NIGHTS SCENARIOS
TOTAL VISITOR NIGHTS High 7.0% AAGR
TOTAL VISITOR NIGHTS Medium 6.7% AAGR
TOTAL VISITOR NIGHTS Low 6.5% AAGR
TOTAL VISITOR NIGHTS No Change - Status Quo
Nig
hts
'000
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Bunbury Wellington & Boyup Brook Tourism Development Strategy
VALUE OF TOURISM - REGIONALLY
2013 2014 2015 2016 2017 2018 2019$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
BUNBURY WELLINGTON & BOYUP BROOK VIS-ITOR EXPENDITURE
TOTAL EXPENDITURE $ '000
Daytrip Expenditure Low
Domestic Overnight Visitor Expenditure Low
International Visitor Expenditure Low
$ '0
00
What is the Region’s Tourism worth?• Approx. $328,000,000* annual expenditure by
visitors (est. 2014).• Generates employment for approx. 2,952 FTE
staff or approx. $164,000,000p.a. paid in wages & salaries.
• Over 340 establishments involved with tourism.• Tourism’s flow-on effect into the regional economy
is approx. $475,000,000p.a.• A 5% increase in visitors over 4 years could add
$16,000,000p.a in expenditure, create around 148 additional jobs, $23,000,000 additional flow-on into the regional economy, and potentially add 14 new ventures to the local economy.
• Social benefits can include an increase in training & skills; increase in community participation; enhanced quality of life, increase pride; inspire new outlooks & opportunities; and bring new amenities / facilities into the local area.
* These estimates are based on industry benchmarks, which are approximations, not extracts from Tourism Satellite Accounts. For indicative purposes only, discretion is required.
Daytrippers $115/day; Domestic $126 / night; International $83/night
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• REGIONAL MARKETING – OPTIONS / EXAMPLES
• A regional holiday planner, regional maps themed on experiences, a regional tourism website, a regional presence on popular social media sites, a regional event calendar / program, region-wide listing on Google Maps.
• Collaborative marketing with ASW to get representation at ‘selected’ forums/events/programs.
• A regional name, brand and slogan, capturing the region’s core experiences.
• An ongoing, annual program to upgrade directional signage.
• Tourist radio linked drive routes.
• An App for smart devices using GPS & mobile network.
• Wi-fi in regional towns.
Bunbury Wellington & Boyup Brook Tourism Development Strategy
TOURISM DEVELOPMENT PRIORITIES
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Where does the region want to be in 10 years time?
What can the region achieve in the next ten years?
The leading destination for wine, food, nature and recreation 2-3hrs drive from Perth.
The best place for visitors to discover hospitality, wine, nature and adventure.
Valleys of secrets that surprise, excite & inspire visitors like no other.
Where visitors indulge their passions surrounded by nature & hospitality.
Rivers and valleys that inspire visitors to return again and again.
Bunbury Wellington & Boyup Brook Tourism Development Strategy
A VISION FOR REGIONAL TOURISM
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• Draft Strategy & Plan for review mid-May, feedback by late May.
• Final report early-June.
• Emphasis on priority tourism initiatives, governance, marketing & action plan; .
• Emphasis on regional tourism via action at Shire-level and via a regional Group/Body.
• Identifying key challenges & opportunities.
• 5-year plan to commence ‘regionalisation’ and help grow as a regional destination.
• Focusing on marketing, packaging & promotion, assurance & accreditation, product development and governance – administration.
• Growing events, indigenous, adventure, food-wine and RV / self-drive tourism.
Bunbury Wellington & Boyup Brook Tourism Development Strategy
THE WAY FORWARD......