National Heritage Tourism Discussion Paper Burra, 26 th & 27 th - - PowerPoint PPT Presentation

National Heritage Tourism Discussion Paper

Burra, 26th & 27th 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

• Domestic Day visitation has

grown by 2.8% p.a. over the past 10 years (149.5M to 191.9M) – and accounts for 64.6% of visitors

• Domestic overnight

visitation has grown by 3.1% p.a. over the past 10 years (74.5M to 97.2m) – and accounts for 32.7%

• International visitation has

grown by 5.8% p.a. over the past 10 years (5.1M to 8.1M) – and accounts for 3.0%

• 50,000,000

100,000,000 150,000,000 200,000,000 250,000,000 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017

Aus Visitation

Domestic Day Dom ON International

↑2.8% ↑3.1% p.a ↑5.8% p.a

TOURISM IS GROWING

• Overall Visitation is

expected to grow from 297.2M to 424.2M by 2030 – a simple annual growth of 3.3%

• International visitation will

grow from 3.0 of the total visitor market to 3.9%

• 50,000,000

100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 400,000,000 450,000,000

Aus Visitation Historic Natural Growth

TOURISM IS GROWING

3. UNDERSTANDING VISITOR MARKETS AND MOTIVATIONS

NEW AND CHANGING MARKETS

What activities visitors to Australia connect with….

GROWING MARKET SECTORS

5% 11% 19% 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Heritage Visitors Cultural Visitors Nature Based Visitors

Combined Activity Participation across all markets Heritage Visiting history/ heritage buildings, sites or monuments Culture Attend theatre, concerts or other performing arts Visit museums or art galleries Visit art/ craft workshops/ studios Attend festivals/ fairs or cultural events Experience Aboriginal art/ craft and cultural displays Visit an Aboriginal site/ community Nature Go whale or dolphin watching Visit a national parks/ state parks Visiting botanical or other public gardens Bushwalking /rainforest walking

GROWING MARKET SECTORS

• 10

20 30 40 50 60 70

Number of Activities Per Category (millions)

Growth of Activity Market (5yr trend)

Nature Activities Culture Activities Heritage Activities Heritage & Cultural Act

+9% +8.5% +7.5% +11.2%

• 10,000,000

20,000,000 30,000,000 40,000,000 50,000,000 60,000,000 70,000,000 80,000,000 90,000,000 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

+25M visitors

THE OPPORTUNITY

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

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

The most desirable and memorable destination Earth 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 THROUGH NATIONAL ALLIANCES AND PARTNERSHIPS BECOME A LEADER IN STORYTELLING DEVELOP A NATIONAL HERITAGE TOURISM STRATEGY DEMONSTRATE THE SIGNIFICANCE OF HERITAGE TOURISM

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

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

• f discussion.

Groups 1 and 2 will present first.

WORLD CAFÉ DISCUSSION SESSION

• 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.

WORLD CAFÉ DISCUSSION SESSION