Visitor Economy VET, DMP, RTO, .. Overview of The New World Order - - PowerPoint PPT Presentation

Today’s Presentation

Tourism and the Visitor Economy: a Port Stephens perspective

Visitor Economy

VET, DMP, RTO, ………..

Overview of The New World Order

• Federal:

Tourism Australia: Promotes brand Australia and stimulates domestic travel

• State

Destination NSW

• Regional

North Coast Regional Tourism Office (Sydney Surrounds and Hunter Tourism)

• Local (LTA or LGA)

Port Stephens Tourism (Newcastle, Hunter Valley, Great Lakes)

OVERVIEW TOURISM MARKETING ORGANISATIONS

• Confusion in the role of RTO’s
• Creation of empires
• Focus on process, politics and funding: not on consumer,

host or marketing outcomes.

• Add the fact that tourism generally not recognised as an

industry, resulting parochialism and poor integration in the wider ED sphere: Industry credibility.

PROBLEM WITH THE STRUCTURE

Structure is administrative and does not necessarily reflect a marketing approach /

• solution. This has resulted in:

END RESULT NSW tourism performance declining in real terms AND market share. “Current structures for Government funding and development of regional

tourism in NSW are inconsistent and dysfunctional and that significant reform was needed if there was to be any improvement” (VET Report 2012)

SOMETHING HAS TO CHANGE

Tourism Australia 2020 “Central to this plan is the 2020 Tourism Industry Potential – a new strategic approach looking at scenarios to increase overnight expenditure for Australia’s tourism industry, from $70 billion to between $115 billion and $140 billion by 2020”

(Tourism Australia Corporate Plan 2010-2014. p.6)

NSW Government

• responded with NSW establishment of Visitor Economy Taskforce

(VET) to prepare a 2021 vision as part of NSW 2021.

• VET Report released to Minister 2012 with 7 strategic imperatives, 48

recommendations and 171 actions. Accepted Dec 2012 (some omissions)

• Bottom line: 7.1 % annual increase required

PORT STEPHENS TOURISM BACKGROUND (1)

• History of tourism promotion in the area.
• Organised promotion started in 60’s led to creation of T.O.P.S
• Port Stephens was an active player in state campaigns esp

from late 80’s and participated in a number of regions.

• Attractions activity grew 90’s with dolphin watching, sand

dunes and product development.

• Joined HRTO 1995 as an admin region

however quickly forced as a destination

PORT STEPHENS TOURISM BACKGROUND (2)

• TOPS to Port Stephens Tourism (PSTL) 1997.
• Member based and heavily supported by Port Stephens Council.
• Hunter marriage failed with an industry referendum deciding to

join MNCRTO in approx 2000. (Key issue was branding and secondary was costs: 1999

HEDC/HVRF omnibus study showed only 1.07% respondents associated Hunter with Beaches/Coast: 3.4% Newcastle)

• Joined Mid North Coast Tourism however continued to work

with other regions.

• Port Stephens was

always seen as the “problem child” in terms

• f fit to a region resulting

in many “unofficial” solutions.

2000 – 2010 a period of great change

• Technology and effects on member organisations
• Perceived declining role of VIC’s / LTA’s by businesses
• Administrative
• Regional definitions
• Marketing methods, funding and industry participation all had

to be “rethought”

• Politically on a local level restructure was necessary

CHANGES IN THE TOURISM INDUSTRY

2011 saw the dissolution of the Joint Venture with PSC and a new structure. Key elements:

• 3 year timeframe
• Separation of Visitor Services
• Greater industry autonomy

2010 saw the launch of “PS I Love You” campaign 2011 saw a new approach to marketing with less emphasis on co-op funding and a greater emphasis on digital (esp social media) 2012 saw the launch of new web sites and rules

Outcome for Port Stephens Tourism

Basis is the Visitor Economy:

“..includes both the direct contribution of tourism activities, along with indirect effects (via the supply chain), the impact of capital investment and collective Government expenditure in relation to the visitor economy” Approach accounts for the full value chain of the Visitor economy.

Back to the VET Report: Definitions 1

Destination Management Plan or DMP “A means of understanding the product and service gaps and revitalising and intensifying the appeal of destinations to visitors” A blueprint for the development and enhancement of a

• destination. The Plan aligns businesses, Local, State and

Commonwealth Governments and other stakeholders in a destination, particularly in respect to funding and investment in visitor-related development and programs Essentially the tool / process to co-ordinate and drive the Visitor Economy

Back to the VET Report: Definitions 2

Destination “A cluster of activities, sets of experiences and transactions that are created in the minds and through the activities of tourists, residents, operators, policy-makers and politicians.”

Back to the VET Report: Definitions 3

Is Port Stephens a destination?

The facts:

Brand Health Tracking (Prompted: n=5500 @ 110 per week ongoing)

Is Port Stephens a destination?

11 28 65 4 31 29 26 34 36 45 46 56 67 72

6 24 27 23 36 37 39 46 56 59 70

31 27 36 36 38 56 59

0% 20% 40% 60% 80% 100%

None Newcastle Hawkesbury Barrington Tops Southern Highlands Lake Macquarie Illawarra Central Coast Port Stephens Blue Mountains Hunter Valley June qtr 12 Mar qtr 12 June qtr 11

Q Which of the following places do you think of as somewhere you could go to for a short break or getaway?

The facts:

UTS study on Port Stephens branding. (Unprompted: Study 2012: Gen Y Sydney: n=177

Is Port Stephens a destination?

Q1 . Thinking of a short-break holiday within a 2-3 hour drive from Sydney, which are the first 5 destinations that come to mind? Please list. Q 2. Have you heard of Port Stephens?

Q 2. Yes: 91% No 9%

The facts:

PSBHP Study (Study 2010: n= 4446, NSW n=2352: unprompted)

Is Port Stephens a destination?

• Q. When thinking of a holiday or short break within a 3 hour drive or 2 hour flight from your home,

name the destinations that come to mind. 1033 Sydney respondents 2352 NSW respondents

The facts:

HVRF Omnibus Survey (Study 2000/2002: n=3391: prompted)

Is Port Stephens a destination?

2000 2002

The facts:

F/Y 2012 we had

• 1.861 million visitor nights (BM 1.718 mil)
• 633,000 domestic overnight visitors (BM 747 k)
• 761,000 domestic day trips
• 96,000 International visitor nights
• International day trips??????
• VFR ?????
• Direct spend in our local economy…. Nearly $400million
• Employment 2,300 direct tourism jobs / 1,800 indirect

Plus?

Q.

Clearly…….. The answer is

Is Port Stephens a destination?

In the eyes of consumers, Port Stephens is a key NSW destination with an extremely strong brand awareness and a highly desirable place to visit

Where to Start

Port Stephens Tourism approach:

• LGA first
• Work with surrounding areas (Newcastle, Hunter

Valley, Maitland, Great Lakes, Gloucester to identify synergies and opportunities

• Literature and plan reviews
• Extensive consultation with stakeholders (no public meetings at

this stage)

• Draft to form basis for collaboration / discussion with other

areas and with stakeholders.

• Group / cluster DMP’s whatever form this will take.

Steps

Competitive bidding for dollars

• Hunter bottom up approach
• North Coast Top down approach
• Regional Tourism Organisations are back?

The Uncertainty Continues Every day is a new day

Q.

The process will continue no matter what

• The history is history
• A universal enthusiasm
• A shared value approach
• A sense of place
• A desire for Port Stephens branding
• Ideas / process too conceptual so far
• Transport, infrastructure, customer service, product

development

• A clearer understanding of tourism
• Environmental sustainability

What’s emerging so far from stakeholders

INFRASTRUCTURE

• Transport: Roads, ferries, NTL routes/services, rail
• Product: Walking and cycling trails, mountain bike facilities, car

event facilities, dolphin / whale interp centre

• Soft: Uniform and increased Interpretative signage, signposted

touring routes, area / locality signage

• Free WiFi

What’s emerging in the DMP so far (1)

MARKETING

• Develop branding style manual to cover localities and sectors
• Legendary Pacific Coast
• Further develop and promote regional touring routes
• Develop experience clusters (eg Great Lakes / Gloucester / Port

Stephens adventures)

• Develop major unique signature events
• Joint international efforts
• Interstate campaigns (esp NTL serviced routes and grey nomads)
• Lift Holiday Letting and Holiday Park involvement
• Improved visitor information dissemination
• Better integration with NPWS campaigns
• Greater utilisation of sporting facilities and sports

marketing

What’s emerging in the DMP so far (2)

CO-OPERATION

• Clearer identification of roles and improved working

relationships.

• Region Tourism role to provide services (lobbying, training,

product development etc)

• Ongoing role and relationship with PS Council post June 2014
• Engagement of “non tourism” businesses: large and small
• Mentoring programs
• Collection of stats and better research

What’s emerging in the DMP so far (3)

RESIDENTS

• Develop sense of place
• VFR campaigns
• Education / awareness campaigns.
• Engender a sense of pride and ownership in the brand…. Brand

ambassadors

• How does tourism fit with residents outside the Tomaree

Peninsula?

What’s emerging in the DMP so far (4)

• The devil is in the detail and we don’t have the details
• Resolve of the Board of Port Stephens Tourism PLUS support of

Council PLUS brand strength PLUS general enthusiasm put us in a good position

Will it Work?

Any questions?