destination management planning · 2018. 6. 22. · destination management plans: • key visitor...
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Destination
Management
Planning
12 March 2013
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DMP: A VET priority
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Destination Management Plans:
• Key visitor destinations across the State need a Destination
Management Plan
• To provide a means of understanding their visitor economy and
product and service gaps
• In order to be able to revitalise and intensify the appeal of their
destinations to visitors
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DMP: A Definition
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A Destination Management Plan is essentially a
collaborative roadmap for building and managing
a destination’s visitor economy
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DMP: The importance for Destination NSW
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Ensure NSW Government funding for the regional visitor
economy is as effectively and efficiently utilised as possible
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DMP: The importance for destinations
The world has changed and so have your visitors
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The world has changed
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1. The largest music retailer in the world is a computer
company – Apple
2. The largest camera manufacturers in the world are mobile
phone companies
3. The fastest growing media company in the world is a
search engine - Google
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Some changes to consider for the visitor economy
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1. The growing importance of the East
2. More Australians are travelling overseas
3. International holiday market is expected to rise while the
domestic is expected to fall
4. Greater competition for a share of people’s wallet but the
biggest hurdle is competing for people’s time
5. Customers are harder and more expensive to reach
6. Visitors’ expectations have rapidly evolved as a result of
overseas travel
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DMP: What Destination NSW is looking for
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INFORMATION COLLABORATION
CLARITY REALITY
Identification and
evaluation of
destination assets
Evidence of
consultation with
key delivery partners
Understanding what
visitor economy
your destination is in
Priorities based on
available resources
and your visitor’s
perspective
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DMP: The starting point
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1. Defining your destination:
• Cluster of council areas
• Geographic attribute
• Recognised geographic area
• Touring route
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Defining your destination – The V factor
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Visitor volume and value
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DMP: The next steps
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1. Defining your destination footprint
2. Determining the key stakeholders to engage
3. Collecting the relevant information
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DMP: Destination assets
HIRE
Four Wheel Drives
Bicycles
Boats
Kayak
Campervans
and Motorhomes
Cars
Equipment
Houseboats
Minibuses & Coaches
Motorcycles
Yachts
Airplane
Helicopter
ACCOMMODATION
Apartments
Backpackers & Hostels
Bed and Breakfasts
Cabins and Cottages
Farms Stays
Lodge
Holiday Houses
Hotel / Motel
Residential College
Resorts
Spa and Retreats
Wilderness Safari Retreat
Self-Contained
Caravan and Camping
Serviced Apartments
Luxury
Home Hosting Program
ATTRACTION
Amusement and Theme Parks
Aboriginal
Animal
Aquariums & Wildlife Parks
Building and Structure
Classes, Lessons & Workshops Including cooking, arts, etc
Entertainment
Food and Wine
Farming, Food, & Produce
Galleries, Museums &
Collections
Gaming
Historical Sites and Heritage
Locations
Landmarks & Buildings
Maritime
Mining and Industry
Natural Attractions
National Parks & Gardens
including Botanic
Public Art works e.g. sculpture
Observatories and Planetariums
Scenic Drive & Walks
Science & Technology
Shopping, Markets, Boutiques
Spas and Retreats
Sports & Recreation
Wineries, Vineyards, Breweries
Zoos, Sanctuaries,
CONVENTION
Event Hosting Track Record
Conference/Exhibition
Facilities
Meeting Rooms
A.V. Service Available
Catering Services Available
DESTINATION INFORMATION
Dining / Eating Out
Entertainment
Retail
Parking (Public)
Dump Point
Service Station
Motor Mechanic
Volunteer Network
Major Banks
Accredited Visitor
Information Centres
Transport
Digital Marketing Assets
Sporting Facilities
Major Industry
Awards
Education/Training
Facilities/Academics
Medical Services
Disability Services
Sporting Events
Animal Viewing
Art & Craft Making
Art Painting
Astronomy
Ballooning
Bird Watching
Bridge Climbing
Bush Tucker
Bushwalking
Camel Riding
Camping
Canoeing
Canyoning
Caving
City Sightseeing
Crabbing
Cruising
Cycling
Dinner Cruise
Dolphin Watching
Farm/Station activity
Fishing - Beach
Fishing - Deep Sea
Fishing - Fly
Fishing - Game
Fishing - rivers, estuaries
and lakes
Flora
Fossicking
Fruit Picking
Gliding / Hang Gliding
Go Karting
Gold Prospecting
Golfing
Grass Skiing
Guided Walks
Hang Gliding
Hiking/Trekking
TOUR
Lunch Cruise
Abseiling
Animal Riding
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A DMP Framework
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1. Focus
2. Vision
3. Mission
4. Goals and Objectives
5. Action Plan
6. Requirements
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DMP: A key benefit
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Use the DMP to inform your decision-making
This includes developing investment proposals which contribute to
doubling overnight visitor expenditure.
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DMP: One last consideration
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Destination Management is an ongoing process . . . .
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