BUNBURY WELLINGTON AND BOYUP BROOK TOURISM DEVELOPMENT STRATEGY WORKSHOP.

BUNBURY WELLINGTON AND BOYUP BROOK TOURISM DEVELOPMENT STRATEGY

WORKSHOP

Bunbury Wellington & Boyup Brook Tourism Development Strategy

THE REGION


THE REGION VIS-A-VIS COMPETITORS

Evolution on the tourism lifecycle requires:

1. Regional branding & targeted marketing

2. Quality assurance & tourism accreditation >>>> Professionalism

3. Sub Regional Tourism Organisation (governance)

4. Coordinated development of infrastructure & product

5. Partnerships with travel agents & wholesalers; Gov’t & Groups

The region has ‘gaps’ in these areas, slowing its evolution.


THE REGION VIS-A-VIS COMPETITORS


BACKGROUND PAPER KEY FINDINGS (1 of 7)

Tourism in the region.....

• Major attractions: Dolphin Discovery Centre, Ferguson Valley, Wellington NP, Logue Brook Dam, Bunbury township, beaches-waterways, Gnomesville, Apple Fun Park,

• Major events, Groovin’ the Moo, BB’s Country Music Festival, Donnybrook’s Apple and Food & Wine Festivals, Dardanup’s Bull & Barrel Festival, to name a few.

• In 2013. Daytrips (1,429,000p.a.) are trending upwards; domestic overnight visits (369,000p.a.) are trending downwards; and international visits steady (27,000p.a.);

• In 2013 domestic overnight visitors stayed 891,000 nights, below 4-yr average 1,061,000; International visitors stayed 347,000 nights, below the 4-yr average of 531,000 nights;

• Domestic & international visitor nights have decreased 22% & 16% respectively since 2010.

• Region’s market share of all WA visitors has held steady at 8.5% in 2010 to 8.3% in 2013, whilst day trips increased significantly during this period!



Tourism in the region.....• A diverse mix of attractions, activities, accommodation & information options.

• Over 315 attractions, wine-hospitality, heritage, ‘other’ (parks & picnic sites), recreation & beach.

• Over 300 activities, shopping-markets, walk-bike trails, recreation-adventure, heritage, aquatic-marine.

• Over 187 accommodation facilities, mostly Farmstays + B&B’s, Holiday Homes, Cabins / Chalets, and less Hotels / Motels/ Pubs and campgrounds. Approx. 2700 bed spaces.

• Over 75 information options for visitors including brochures/maps, websites & information bays; with duplication as well as gaps & oversights!

• Primary markets (visitor types): Grey Nomads, Family Holidaymakers, Extended Travellers, International Explorers, Weekend Warriors, and Business & Corporate. Some visitor types have strong growth potential.

• Major Strengths & Advantages:

• Close to Perth; Bunbury - City amenities; train Per-Bun; Forrest & SW Highway access;

• Large range of landscapes (valleys, rivers, coast, forest);

• Network of towns in close proximity, ideal for self-drive visitors.

• Popular visitor ‘nodes’ conveniently spread across the region.

• Visitors to the ‘Capes’ must pass through, making for a convenient stopover.





78%

20%

2%

BUNBURY & SURROUNDS VIS-ITORS 2013

Daytrip Domestic International

43%

39%

13%5%

BUNBURY & SURROUNDS PURPOSE OF VISIT 2011-13

Holiday or leisure Visiting friends and relatives

Business Other

58%30%

12%

BUNBURY & SURROUNDS ACCOMMODATION USED

2011-13

Friends or relatives propertyHotel, resort, motel or motor InnCaravan park or camping

28%

32%

20%

19%5%

BUNBURY & SURROUNDS TRAVEL PARTY 2011-13

Adult couple Travelling AloneFamily group Friends / RelativesOther

IMPLICATIONS

• Day visits are the biggest visitor group.

• Business visitors small, but important.

• Many Hol-Leis&VFR stay Friends & Rel

• 12% C-Van / Camp; State avg. 11%.

• 60% Adults & Trav. Alone (Nomads).

• Int’nl & Interstate stay comm. accom.

• Family Groups & Nomads, stay C & C.

• Travelling alone, a growing segment.

• Gaps include Conf-Funct facility MICE; low cost stopovers Nomads; camping options families & travellers; MB & Canoe trails; Qlty way-finding tools;



Opportunities

• Targeting self-drive visitors, promoting a wider choice of drive & experience options.

• Targeting RV’s, improved short-stay camping & 24hr stay options.

• Leveraging winery, hospitality & food experiences on key routes & drive trails.

• Creating links between popular sites / drives and established events.

• Stronger promotion of itineraries, drive routes & short-stay holiday options.

• A regional holiday planner showcasing all towns.

• A regional tourism website.

• Stronger ‘regional’ social media presence.

• Stronger representation on Google Maps.

• Integrate stakeholders via an online ‘community’ for tourism projects & marketing, etc.

Major Gaps & Weaknesses:

• Town-centric focus, towns as ‘destinations’; Shire’s are the drivers of tourism.

• Undeveloped drive routes and half/full day itineraries.

• Limited sites for ‘freedom camping’ & 24hr stopovers;

• Limited range of hire / rental providers and limited tour operators.

• ‘Blackspots’ in the mobile phone network.

• No ‘icon’ to attract visitors vis-a-vis competitors.

• Not all universal access amenities are listed-promoted.

• No regional brand-identity.

• Varying quality-service standards & operating hours;.

• Visitor Centre websites only list financial members, limiting visitors choice;

• Existing maps, brochures & signage are patchy way-finding tools.



LGA-BASED TOURISM (i.e. as at 2015):• 7 competing Shires, some pro-tourism. • 5 different town themes/brands (LGA-based). • 5 Tourism groups / associations including 2 tourism

promotion groups (incorporated).• 12 websites including 5 tourism-specific.• 2 Holiday Planners (excl. ASW’s).• 30+ Brochures & Maps.• 8 visitor centres incl. 4 volunteer / seasonal centres.• 8+ self-drive routes, mostly short, town-based.• 6 major events, LGA-based.• $516,000p.a. allocated to 8 visitor centres by LGA’s.• $40,000p.a. allocated to area promotion by LGA’s• $13,000p.a. allocated to ‘other’ tourism by LGA’s. • $569,000 total (approx.)• Excludes CoB’s $284,000 destination marketing &

strategic tourism budget (making $853,000 total).

REGIONAL TOURISM. OPTIONS• One regional brand with one slogan & one website.• One regional holiday planner inclusive of all towns,

operators, facilities, amenities, drive routes & itineraries• 6-8 activity-based maps e.g. mountain biking; hiking –

walking; nature; wine-food; aquatic-marine; heritage; art-culture; shopping; extending across 7 LGA’s.

• 2-3 accredited visitor centres; 2-3 collocated visitor centres; tourism information nodes across each town;

• One regional tourism group, association or privatised venture to promote the region, manage tourism initiatives; and/or responsible for...............

• Planning, research, visitor services, product development, training, events, grants, advocacy, etc

• Pooled regional funding; pro-rata LGA funding based on % of population / rate-base + sponsorships + grants + memberships + user-pays fees + donations + ......??

WHY REGIONALISE TOURISM? Regionalising tourism is about collaborating to grow & compete! Benefits include economies of scale; reduce administration & operating costs; leverage regional strengths & leadership; better use of limited funds & resources; create a regional identity; pooling & leveraging the region’s capability; greater strength in pursuing partnerships & alliances; heightened focus on regional priorities; stronger capability to compete as a regional destination.


REGIONAL TOURISM

WHAT MIGHT REGIONAL TOURISM AIM TO ACHIEVE?Examples.......• Working closer with ASW to help build capacity and promote the region;

• Establish a pooled marketing fund, and with help from ASW, better promote the region.

• Encourage broader distribution of better quality information for visitors.

• Rebrand the region.

• Create a wider range of scenic drive routes.

• A heightened focus on becoming a self-drive friendly destination.

• Create a network of trails linking natural features, heritage, scenery, etc;

• Heightened adoption of quality assurance & tourism accreditation;

• Events that link neighbouring towns & surrounding areas.


REGIONAL TOURISM

Who are the stakeholders to form & drive the SRTO? What roles should the SRTO focus on initially? What immediate changes can be made to visitor servicing, signage, print promotion, etc?


REGIONAL TOURISM2015LGA-based TourismTowns & LGA’s as destinationsLGA-focused Visitor CentresLimited Funds & MarketingDuplication & FragmentationMinimal Collaboration

2016 – 2019...

Regional Tourism.Sub-Regional Tourism Organisation.Regional Tourism Development.Collaborative Regional Funding.Collaborative Regional Marketing.Regional Brand & Destination.Planning, Research,Training, Events, Advocacy, VC’s, Partnerships, etc..

The Steps Going ForwardEngage Community & Industry & LGA’s.Adopt the Action Plan.Decide SRTO’s role & model. Draft Constitution.Form Group / Entity.LGA’s enter an MOU.Phase out ‘old ways’.Phase in ‘new ways’.

• Long term trends impacting on tourism include owning a home on wheels, ageing population, experience economy, sharing economy, changing spending patterns, Asia-Pacific tourism, and mobile technology. Expect more Nomads & RV’s; more tech-savvy visitors; more demanding visitors; steady increase in Chinese / Asian visitors (i.e. ‘explorers’); more niche places to stay;

• WA’s Caravanning & Camping Action Plan, Parks for People Program, Nature-based Parks Legislation and amendments to the Caravan and Camping Act; changes are afoot to help self-contained / camping travellers across WA; e.g. upgrades to Lake Brockman & Potters Gorge campgrounds, improved visitor facilities at Wellington NP; expect more privately-run Nature-based parks and possibly more RV / 24hr stopover sites.

• More Favourable Outlook 2015-2019. Australia: lower GDP & employment growth & interest rates & A$ & fuel prices; household discretionary spending will remain tight; higher cost of overseas holidays; comparatively high cost of domestic holidays; increase in RV’s, Chinese visitors, nature/food/event tourism; stronger competition in cruise ship & airline sectors; Australia’s international visitors increasing 40% from 6.6M in 2013 to 9.3M in 2023, 60+% return visitation;

• Australia’s inbound and domestic tourism is expected to increase and Australia’s outbound tourism is expected to grow at a reduced rate; expect an increase in daytrips & overnight stays.


THE FUTURE

* Low Scenario is based on TRA’s Tourism Forecasts dated June 2014, using five-year average annual growth rates 2012/13 to 2017/18. Medium & High scenarios assume regional tourism generates ‘above-trend’ visitation.


FUTURE SCENARIOS*

2013 2014 2015 2016 2017 2018 2019 1,700

1,800

1,900

2,000

BUNBURY WELLINGTON & BOYUP BROOK VISITOR SCENARIOS

TOTAL VISITORS High 2.2% AAGR

TOTAL VISITORS Medium 1.7% AAGR

TOTAL VISITORS Low 1.4% AAGR

TOTAL VISITORS No Change - Status Quo

Vis

ito

rs '0

00

2013 2014 2015 2016 2017 2018 2019 1,200

1,300

1,400

1,500

1,600

1,700

1,800

1,900

BUNBURY WELLINGTON & BOYUP BROOK VISITOR NIGHTS SCENARIOS

TOTAL VISITOR NIGHTS High 7.0% AAGR

TOTAL VISITOR NIGHTS Medium 6.7% AAGR

TOTAL VISITOR NIGHTS Low 6.5% AAGR

TOTAL VISITOR NIGHTS No Change - Status Quo

Nig

hts

'000


VALUE OF TOURISM - REGIONALLY

2013 2014 2015 2016 2017 2018 2019$0

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

BUNBURY WELLINGTON & BOYUP BROOK VIS-ITOR EXPENDITURE

TOTAL EXPENDITURE $ '000

Daytrip Expenditure Low

Domestic Overnight Visitor Expenditure Low

International Visitor Expenditure Low

$ '0

00

What is the Region’s Tourism worth?• Approx. $328,000,000* annual expenditure by

visitors (est. 2014).• Generates employment for approx. 2,952 FTE

staff or approx. $164,000,000p.a. paid in wages & salaries.

• Over 340 establishments involved with tourism.• Tourism’s flow-on effect into the regional economy

is approx. $475,000,000p.a.• A 5% increase in visitors over 4 years could add

$16,000,000p.a in expenditure, create around 148 additional jobs, $23,000,000 additional flow-on into the regional economy, and potentially add 14 new ventures to the local economy.

• Social benefits can include an increase in training & skills; increase in community participation; enhanced quality of life, increase pride; inspire new outlooks & opportunities; and bring new amenities / facilities into the local area.

* These estimates are based on industry benchmarks, which are approximations, not extracts from Tourism Satellite Accounts. For indicative purposes only, discretion is required.

Daytrippers $115/day; Domestic $126 / night; International $83/night

• REGIONAL MARKETING – OPTIONS / EXAMPLES

• A regional holiday planner, regional maps themed on experiences, a regional tourism website, a regional presence on popular social media sites, a regional event calendar / program, region-wide listing on Google Maps.

• Collaborative marketing with ASW to get representation at ‘selected’ forums/events/programs.

• A regional name, brand and slogan, capturing the region’s core experiences.

• An ongoing, annual program to upgrade directional signage.

• Tourist radio linked drive routes.

• An App for smart devices using GPS & mobile network.

• Wi-fi in regional towns.


TOURISM DEVELOPMENT PRIORITIES

Where does the region want to be in 10 years time?

What can the region achieve in the next ten years?

The leading destination for wine, food, nature and recreation 2-3hrs drive from Perth.

The best place for visitors to discover hospitality, wine, nature and adventure.

Valleys of secrets that surprise, excite & inspire visitors like no other.

Where visitors indulge their passions surrounded by nature & hospitality.

Rivers and valleys that inspire visitors to return again and again.


A VISION FOR REGIONAL TOURISM

• Draft Strategy & Plan for review mid-May, feedback by late May.

• Final report early-June.

• Emphasis on priority tourism initiatives, governance, marketing & action plan; .

• Emphasis on regional tourism via action at Shire-level and via a regional Group/Body.

• Identifying key challenges & opportunities.

• 5-year plan to commence ‘regionalisation’ and help grow as a regional destination.

• Focusing on marketing, packaging & promotion, assurance & accreditation, product development and governance – administration.

• Growing events, indigenous, adventure, food-wine and RV / self-drive tourism.


THE WAY FORWARD......

BUNBURY WELLINGTON AND BOYUP BROOK TOURISM DEVELOPMENT STRATEGY WORKSHOP.

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Transcript of BUNBURY WELLINGTON AND BOYUP BROOK TOURISM DEVELOPMENT STRATEGY WORKSHOP.