Today’s Presentation Tourism and the Visitor Economy: a Port Stephens perspective Visitor Economy VET, DMP, RTO, ………..
Overview of The New World Order
OVERVIEW TOURISM MARKETING ORGANISATIONS 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)
PROBLEM WITH THE STRUCTURE Structure is administrative and does not necessarily reflect a marketing approach / solution. This has resulted in: • 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.
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 of fit to a region resulting in many “unofficial” solutions.
CHANGES IN THE TOURISM INDUSTRY 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
Outcome for Port Stephens Tourism 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
Back to the VET Report: Definitions 1 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 2 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 3 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.” Is Port Stephens a destination?
Is Port Stephens a destination? The facts: Brand Health Tracking (Prompted: n=5500 @ 110 per week ongoing) 70 Hunter Valley 72 65 59 Blue Mountains 67 59 56 Port Stephens 56 56 46 Central Coast 46 39 Illawarra 45 June qtr 12 38 37 Lake Macquarie Mar qtr 12 36 36 June qtr 11 36 Southern Highlands 34 36 23 Barrington Tops 26 27 27 Hawkesbury 29 28 24 Newcastle 31 31 6 None 4 11 0% 20% 40% 60% 80% 100% Q Which of the following places do you think of as somewhere you could go to for a short break or getaway?
Is Port Stephens a destination? The facts: UTS study on Port Stephens branding. (Unprompted: Study 2012: Gen Y Sydney: n=177 Q 2. Yes : 91% No 9% 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?
Is Port Stephens a destination? The facts: PSBHP Study (Study 2010: n= 4446, NSW n=2352: unprompted) 1033 Sydney respondents 2352 NSW respondents 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.
Is Port Stephens a destination? The facts: HVRF Omnibus Survey (Study 2000/2002: n=3391: prompted) 2000 2002
Plus? 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 Q.
Is Port Stephens a destination? Clearly…….. The answer is 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
Steps • 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. Competitive bidding for dollars
The Uncertainty Continues Every day is a new day • Hunter bottom up approach • North Coast Top down approach • Regional Tourism Organisations are back? Q.
The process will continue no matter what
What’s emerging so far from stakeholders • 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 in the DMP so far (1) 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 (2) 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 (3) 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
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