National Heritage Tourism Discussion Paper Burra, 26 th & 27 th April 2018
1. Role of Discussion Paper 2. Tourism as an opportunity 3. Understanding visitor market needs and motivations 4. A new language and a new direction 5. Vision 6. Guiding Principles 7. A Strategic Framework for Action 1. Create a strong voice through National leadership 2. Demonstrate economic and social significance 3. Storytelling and experience development 4. National Heritage Tourism Strategy
ROLE OF DISCUSSION PAPER 1. To inform and drive a national discussion on the untapped potential of heritage tourism in Australia 2. To advocate for strategic action to drive the next stage in the development of heritage tourism
2. TOURISM AS AN OPPORTUNITY
CONSISTENT GROWTH
TOURISM IS GROWING Aus Visitation • Domestic Day visitation has 250,000,000 grown by 2.8% p.a. over the past 10 years (149.5M to ↑2.8% 191.9M) – and accounts for 200,000,000 64.6% of visitors • Domestic overnight 150,000,000 visitation has grown by 3.1% p.a. over the past 10 ↑3.1% years (74.5M to 97.2m) – p.a 100,000,000 and accounts for 32.7% • International visitation has grown by 5.8% p.a. over the 50,000,000 past 10 years (5.1M to ↑5.8% 8.1M) – and accounts for p.a 3.0% - 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Domestic Day Dom ON International
TOURISM IS GROWING Aus Visitation 450,000,000 • Overall Visitation is 400,000,000 expected to grow from 350,000,000 297.2M to 424.2M by 2030 300,000,000 – a simple annual growth of 250,000,000 3.3% 200,000,000 150,000,000 100,000,000 50,000,000 • International visitation will - grow from 3.0 of the total visitor market to 3.9% Historic Natural Growth
3. UNDERSTANDING VISITOR MARKETS AND MOTIVATIONS
NEW AND CHANGING MARKETS
GROWING MARKET SECTORS What activities visitors to Australia connect with…. Heritage Visiting history/ heritage buildings, sites or Combined Activity Participation across all monuments markets Culture 20.0% 19% Attend theatre, concerts or other performing arts 18.0% Visit museums or art galleries 16.0% Visit art/ craft workshops/ studios 14.0% 11% Attend festivals/ fairs or cultural events 12.0% Experience Aboriginal art/ craft and cultural displays 10.0% Visit an Aboriginal site/ community 8.0% 6.0% 5% 4.0% Nature 2.0% Go whale or dolphin watching 0.0% Visit a national parks/ state parks Heritage Visitors Cultural Visitors Nature Based Visitors Visiting botanical or other public gardens Bushwalking /rainforest walking
GROWING MARKET SECTORS Growth of Activity Market (5yr trend) 70 +9% Number of Activities Per Category (millions) 60 +8.5% 50 +7.5% 40 30 +11.2% 20 10 - Nature Activities Culture Activities Heritage Activities Heritage & Cultural Act
THE OPPORTUNITY 90,000,000 +25M visitors 80,000,000 70,000,000 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 - 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030 Combined Cultural and Heritage Visitors Shift Share
WHAT VISITORS WANT Personal experiences Authentic & Uncrowded Dining experiences Digital enhancement New luxury = Stories Tour & activities Source: Skift, 2017
THE EXPERIENCE ECONOMY • Storytelling, experience delivery, engagement, meaning and connection • Heritage needs to develop its capabilities in capturing, sharing stories in ways which resonate and connect with new visitor markets
THE EXPERIENCE SPECTRUM
The most desirable and memorable destination Earth Tourism Australia ‘ invites the world to visit’ with five key brand messages and therein lies an opportunity for heritage to be incorporated into these five platforms through: • Transformation: giving a fresh perspective on the Australian story; • Immersion: a new participative approach, not just observing; • Adventure: journeys of discovery and surprise moments; • Nature: the stories of the people behind the places; and • Welcoming: a welcoming destination partner Heritage tourism can underpin the Tourism Australia strategy and niche programs – by developing integrated experiences and story lines
4. A NEW LANGUAGE AND A NEW DIRECTION
DEFINITION & VISION Definition: Travel to experience stories, places and traditions embodied in natural, built and cultural heritage. Vision: World class heritage experiences showcasing and conserving Australia’s unique historic, cultural and natural places and their stories
GUIDING PRINCIPLES Successful Heritage Tourism creates an environment where: • Significance of places can be conserved and protected by investing in people and place; • Heritage can drive and strengthen the tourism story; • Mutually beneficial partnerships can be fostered and grown; • Enjoyable and enriching visitor experiences can be delivered through story telling; • Customers are embraced at all levels as the greatest ambassadors; • Commercially robust products, services and sustainable business models are established.
STRATEGIC FRAMEWORK FOR ACTION CREATE A STRONG VOICE DEMONSTRATE THE THROUGH NATIONAL SIGNIFICANCE OF ALLIANCES AND HERITAGE TOURISM PARTNERSHIPS DEVELOP A NATIONAL BECOME A LEADER IN HERITAGE TOURISM STORYTELLING STRATEGY
CREATE A STRONG VOICE THROUGH NATIONAL ALLIANCES AND PARTNERSHIPS • Creation of a National working group on heritage tourism • National Heritage Tourism Conference • National Policy Plan and Agenda
DEMONSTRATE THE SIGNIFICANCE OF HERITAGE TOURISM • Create a dedicated research program • Prepare an annual economic impact statement
BECOME THE LEADERS IN STORYTELLING • Create a storytelling toolkit and visitor experience development workbook • Align heritage stories to destination planning and management • Share stories locally
PREPARE A NATIONAL HERITAGE TOURISM STRATEGY • Prepare TOR for a National Tourism Heritage Strategy • Align to state and territory tourism strategies
GROUP 1: CREATE A STRONG VOICE THROUGH NATIONAL ALLIANCES AND PARTNERSHIPS Team Leader: Therese Phillips • Please appoint a scribe • You have 30 minutes to discuss and review this strategy area • Provide recommendations on what actions would be needed to take this initiative forward • Identify who would need to be involved and what roles they would need to take if appropriate • Set aside 10 minutes to review and provide comments on the draft definition, vision and guiding principles.
GROUP 2: DEMONSTRATE THE SIGNIFICANCE OF HERITAGE TOURISM Team Leader: Donovan Rypkema • Please appoint a scribe • You have 30 minutes to discuss and review this strategy area • Provide recommendations on what actions would be needed to take this initiative forward • Identify who would need to be involved and what roles they would need to take if appropriate • Set aside 10 minutes to review and provide comments on the draft definition, vision and guiding principles.
GROUP 3: BECOME A LEADER IN STORYTELLING Team Leader: Sharon Veale • Please appoint a scribe • You have 30 minutes to discuss and review this strategy area • Provide recommendations on what actions would be needed to take this initiative forward • Identify who would need to be involved and what roles they would need to take if appropriate • Set aside 10 minutes to review and provide comments on the draft definition, vision and guiding principles.
GROUP 4: DEVELOP A NATIONAL HERITAGE TOURISM STRATEGY Team Leader: Daniel Gschwind • Please appoint a scribe • You have 30 minutes to discuss and review this strategy area • Provide recommendations on what actions would be needed to take this initiative forward • Identify who would need to be involved and what roles they would need to take if appropriate • Set aside 10 minutes to review and provide comments on the draft definition, vision and guiding principles.
1. NEXT STEPS
WORLD CAFÉ DISCUSSION
WORLD CAFÉ DISCUSSION SESSION 85 minutes - Please break into four discussion groups. Colour codes will be marked on your name tags. Yellow : Create a Strong Voice through National Alliances and Partnerships Team Leader: Therese Phillips Blue : Demonstrate the Significance of Heritage Tourism Team Leader: Donovan Rypkema Green : Become a Leader in Storytelling Team Leader: Sharon Veale Red : Develop a National Heritage Tourism Strategy Team Leader: Daniel Gschwind
WORLD CAFÉ DISCUSSION SESSION Each group has 30 minutes to review the strategy areas and provide three recommendations on what actions are needed to take the initiative forward. Hand out sheets will be provided. Each group will also review the working definition, vision and guiding principles. Each group has 10 minutes to present their recommendation followed by 10 minutes of discussion. Groups 1 and 2 will present first.
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