Program Update Kakadu Status of Great Barrier Reef the program - - PowerPoint PPT Presentation

Program Update

Status of the program

Announced Progressing Candidacy Potential/Discussion

The Kimberley Great South West Edge Tasmania Ningaloo – Shark Bay Great Barrier Reef Red Centre Flinders Ranges Kangaroo Is Great Ocean Rd Green Cauldron Coastal Wilderness Australian Alps Greater Blue Mountains Kakadu

Wet Tropics Sydney Harbour

Brand Australia Uniquely Australian invitation

Kakadu Australia’s Red Centre Flinders Ranges Kangaroo Island The Great Ocean Road Australia’s Green Cauldron Greater Blue Mountains Australian Alps Australia’s Coastal Wilderness Connection Enriched Revealing Concentrated Drama Mysterious Freedom Challenge Immersion

All the landscapes offer a uniquely Australian experience… no matter which one is considered.

Epic The Kimberley Great South West Edge Diversity Ningaloo – Shark Bay Uninhibited Great Barrier Reef TBC Tasmania TBC Wet Tropics TBC

Expressions of Interest to join the program

The program’s priorities at this time are to consolidate outcomes for the current suite of landscapes, focusing on tourism quality, economic, environmental and social benefits. It is important all Landscapes deliver world class high quality visitor experiences and demonstrate support for the conservation of Australia’s distinctive natural and cultural assets. Consideration of new applications is suspended until November 2012.

National Landscapes Reference Committee

FUTURE DIRECTION: Focus on implementation

• 1. Strengthening program

governance

• 2. Advancing Experience

Development Strategies

• 3. Improving practical

environmental outcomes

National Landscapes Direction

“ ‘Nature in Australia’ and ‘Australian journeys’ are the two experiences most motivating to international visitors.”

Promotion of the National Landscapes Integrated into TA’s campaign and current marketing activities

New look stakeholder Newsletter

Coming soon….

• New look e‐newsletter
• Stakeholder focus
• Close to 700 subscribers
• Ability to track interactions

Corporate Site

Updates:

• NLRC communiqué
• Marketing & EDS guide
• Image guide

www.tourism.austalia.com/nl

Consumer Site

NL digital consumer site

• New Indigenous experiences

content

• New imagery added
• 12.5 minutes per visit per person
• 45,000 unique visitors to site over

12 months

www.australia.com/nl

Media e‐Newsletter

Updates:

• 1 x media e‐Newsletter per month
• 6 x editions circulated to date
• Opportunity for each NL to have 1 x

story Media Centre also hosts:

• Copy right free feature stories on each

Landscapes

• Fact sheet on each landscape

www.media.australia.com

Internal Communications

Incorporating National Landscapes into current marketing activities

• Consistent communications
• Increased understanding

Steering Committee Guidelines

National Landscapes Structure

Program Managers

(Parks Australia and Tourism Australia)

Program Managers

(Parks Australia and Tourism Australia)

National Landscapes Reference Committee National Landscapes Reference Committee Local Steering Committees Local Steering Committees

• Candidate

assessment

• Oversight Experience

Development Strategies

• Positioning development

and oversight

• Marketing
• Conservation outcomes

Kakadu Flinders Ranges Kangaroo Island The Great Ocean Road Australia’s Green Cauldron Australian Alps Australia’s Coastal Wilderness The Kimberley

Steering Committee Role

Steering Committee Conservation agencies Indigenous Communities Tourism

• rganisations

Local Councils

Guideline Terms of Reference

Steering Committee Composition Organisation

• Regional and or State Tourism

Organisations

• Non-government conservation groups
• Land management agencies
• Indigenous groups or Indigenous

tourism operators

• Local tourism operators
• Local councils
• Regional development organisations
• Relevant community organisations

Guideline Terms of Reference

Responsibilities:

• 1. Provide regional tourism and conservation leadership
• 2. Champion the destination positioning
• 3. Participate fully in the NL program
• 4. Work in partnership with the program managers

Experience Development Strategies

Australia’s National Landscapes

Aims of the program

• Promote world class high quality visitor experiences
• Enhance the value of tourism to regional economies
• Increase the role of protected areas in those economies
• Build support for protecting our natural and cultural assets

A long term strategic approach to tourism & conservation

What’s the process?

Declare regional interest and form local Steering Committee Application Assessment by Reference Committee Destination positioning, in partnership with Tourism Australia Launched as a National Landscape

Experience Development Strategies EXPERIENCE DELIVERY AND IMPLEMENTATION

Experience Development Strategies

DEFINITION An Experience Development Strategy is a tool for focused destination management planning, driven by the National Landscape destination positioning, to improve the stock of world class experiences and their delivery to the global Experience Seeker market.

National Long‐Term Tourism Strategy

The Destination Management planning Working Group have allocated Australian Government matching funding of up to $50 000 for two projects to progress an Experience Development Strategy (EDS) in the Flinders Ranges and for the urban centres of Cairns and Townsville.

Contents

PURPOSE OF THIS DOCUMENT FOUNDATIONS

• Australia’s National Landscapes
• The process
• The Experience Seeker target market
• National Landscape brand position
• Experience boundaries

EXPERIENCE DEVELOPMENT STRATEGIES

• Definition
• Rationale
• Function
• Stages in the experience development process

ATTACHMENTS

• Template – statement of requirements
• Case study – Early outcomes from the

Australian Alps and Australia’s Coastal Wilderness

“An ancient volcanic hotspot, now a living Gondwanan rainforest”

“An ancient volcanic hotspot, now a living Gondwanan rainforest”

National Landscapes Reference Committee EDS Appraisal Process

1. Agreement from National Landscape Steering Committee 2. Feedback from state tourism and protected area agencies 3. Appraisal by the National Landscape Reference Committee

Essential Requirements

Benchmarks the region against international competitor destinations

for world class experiences that deliver on the positioning to the Experience Seeker.

Essential Requirements

Provides an aspirational statement that captures an agreed sense of

where the destination will be in ten years time

Australia’s Coastal Wilderness

What will the region be known for?

An accessible yet remote coastal destination where you can stand

• n the beach with no else’s footsteps but your own!

Essential Requirements

Identifies iconic experiences, and for each experience identifies

actions to support economic, environmental, social and cultural

sustainability of the experience

Australia’s Coastal Wilderness

Encourage the development of the Light to Light walk as a world class guided and independent walking experience including feasibility investigations into eco-sensitive accommodation

Essential Requirements

Identifies opportunities to develop hero or signature products that showcase the experience and projects that will deliver improvements to the experiences on offer

Australian Alps

Essential Requirements

Provides an agreed implementation plan that set out priorities for experience delivery/upgrade and responsibilities for delivery

“Get the message right for the few ideal visitors and the rest will respond – always….”

George Whitfield

FOCUS FOCUS FOCUS

Want more…

For program information: www.tourism.australia.com

• r contact:

Ingrid Johnson ph: 02 9361 1239 ijohnson@tourism.australia.com

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