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Enquiries: Judy Dixon Telephone: (03) 5775 8586 Our Ref: E668
28 August, 2013 Dr Greg Gardiner Executive Officer Environment and Natural Resources Committee Parliament of Victoria EAST MELBOURNE VIC 3002
Dear Mr Gardiner,
SUBMISSION TO INQUIRY INTO HERITAGE TOURISM AND ECOTOURISM IN VICTORIA Mansfield Shire Council has prepared this submission in support of residents, ratepayers and visitors who value the contribution made by heritage tourism and ecotourism to our destination’s sustainability. Numerous opportunities exist to grow the heritage and ecotourism offer for socio economic benefit with environmental and conservation outcomes in the Mansfield Shire. Development of environmentally appropriate, small scale, luxury style lodges on public land within the Alpine National Park is seen as a priority. Public infrastructure and planning investment is required to deliver ‘game changing’ projects. Please find attached our submission to the Inquiry. We thank you for the opportunity to comment on the terms of reference and we would be very pleased to host the Committee in Mansfield when it undertakes regional and rural consultation.
David Roff Chief Executive Officer
Heritage Tourism & Ecotourism in Mansfield Shire Submission to Parliamentary Inquiry into Heritage Tourism and Ecotourism in Victoria
Mansfield Shire Council
ABSTRACT
Mansfield Shire Council has prepared this submission in support of residents, ratepayers and visitors who value the contribution made by heritage tourism and ecotourism to our destination’s sustainability.
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 2
Table of Contents
Table of Contents ....................................................................................................... 2
Executive Summary ................................................................................................... 3
Recommendations ..................................................................................................... 4
Definitions .................................................................................................................. 5
Ecotourism .......................................................................................................... 5
Heritage Tourism ................................................................................................. 5
Mansfield Shire – a snapshot of our local economy ................................................... 6
The current scope of ecotourism and heritage tourism in Victoria .............................. 7
Best practice in ecotourism and heritage tourism ....................................................... 8
Potential for the development of ecotourism and heritage tourism in Victoria ............ 9
Environmental and heritage issues associated with large scale tourism .................. 12
Determining whether the local industry is sufficiently advanced to manage increased tourism and any obstacles to this. ............................................................................ 13
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 3
Executive Summary
Heritage tourism and ecotourism are established sectors of Mansfield Shire’s
considerable tourism industry. Small to medium sized businesses populate the
industry sector that yields $322 million to the local economy and a number of
them are delivering world class heritage and ecotourism experiences to the
domestic and international visitor.
Numerous opportunities exist to grow the heritage and ecotourism offer for
socio economic benefit with environmental and conservation outcomes.
Our mountain cattlemen heritage, as so ably portrayed in the Man from
Snowy River movies to international appeal, bushranger (Ned Kelly),
indigenous and gold heritage are authentic and the stories are set within a
natural landscape that is unique and dominated by vast tracts of public
land.
Development of environmentally appropriate, small scale, luxury style lodges
on public land within the Alpine National Park is seen as a priority. The High
Country of the Australian Alps around Mansfield and beyond can deliver on
an internationally renowned iconic tourism experience but the connections
for multi day trips in park– whether they be for bushwalking, horseriding, four
wheel driving or fishing must meet visitor expectations in line with best
practice. Licensed private helicopter access could also be managed to
deliver high end product with minimal environmental or user group impacts.
Public infrastructure and planning investment is required to deliver ‘game
changing’ projects. While many tourism businesses are prepared to invest in
their business future, the magnitude of significant start up development in
park is beyond the capacity of small and owner operated businesses.
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 4
Recommendations
1. Establish a regional funding stream targeted toward public investment
on public land to progress development of tourism investment
opportunities of significance in Alpine National Park.
2. Increase public land management resources (labor and capital) on
the ground, at the local level, in recognition of the considerable
ecotourism and heritage tourism values of the land.
3. Consider positive and negative tourism impacts from a whole of
destination viewpoint when determining public land resource, access
and work priorities.
4. Establish a pilot program for Mansfield local tourism operators (LTOs)
that delivers greater LTO access to Alpine National Park management
tracks balanced with an increased level of LTO involvement in track
planning, maintenance and visitor interpretation/education.
5. A commitment by State Government to advocate for and where
possible, deliver on telecommunications in Mansfield Shire at
comparable performance levels to Melbourne and regional cities.
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 5
Definitions
Ecotourism
The definition of ecotourism as adopted by Ecotourism Australia is:
“Ecotourism is ecologically sustainable tourism with a primary focus on
experiencing natural areas that fosters environmental and cultural
understanding, appreciation and conservation.”1
Heritage Tourism
The National Trust’s definition of cultural heritage tourism is “traveling to
experience the places and activities that authentically represent the stories
and people of the past and present. It includes historic, cultural and natural
resources."2
1 http://www.ecotourism.org.au/eco_certification.asp 2 http://www.culturalheritagetourism.org/howtogetstarted.htm
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 6
Mansfield Shire – a snapshot of our local economy
Mansfield Shire is a vibrant and growing, rural lifestyle shire. Tourism, farming
and lifestyle living are the backbone to a healthy local economy, supported
by significant retail and service sectors.
Situated in North East Victoria, the Shire acts as a hub for nature based
tourism, being the gateway to Lake Eildon, Mt Buller/Mt Stirling and Alpine
National Park. The region’s rural amenity is an intrinsic part of the Shire’s
economic success. Tourism, livestock farming, holiday home investment and
now professional service sector workers are attracted or leverage off the
landscape and natural features of the region.
Industry output for the Shire is $372.215m and over 50% of our retail trade is
attributed to our visitors.3
Visitors
Almost 1.2 million people visit Mansfield Shire per annum and the bulk of them
stay at least one night. They contribute $322 million per annum. Mansfield
Shire’s natural landscape and nature based tourism are key to the appeal of
the area.
Mansfield’s recent visitor profile (survey n= 635) indicates a high level of
repeat visitation with the High Country and mountains including Mt Buller a
key association. Around 24% of visitors bushwalk and 18% visit national/state
parks.4
Snapshot
1000 + businesses
All industry sector output $372.215 million per annum
Unemployment rate well below the state average
50% of businesses located in Mansfield township
50% in other towns, villages and rural-based enterprises
Employment base of around 3,700
Over 1.18 million visitors (bulk overnight visitors) per annum
Approx 2/3 visitors attracted to Mansfield Shire and 1/3 to Mt Buller Alpine
Region
Visitor spend $322m per annum
52% retail trade attributed to tourism
Mansfield residents are becoming more affluent, better educated and
both older couples and young families are being attracted to the shire.5
3 Mansfield Shire Economic Profile, February 2013 4 A profile of visitors to the Mansfield Shire, August 2013 5 Mansfield Shire Economic Profile, February 2013
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 7
The current scope of ecotourism and heritage tourism in Victoria
Mansfield Shire is a region blessed with nature based tourism advantages.
The mountains, rivers, valleys and lakes, combined with our rural amenity and
proximity to Melbourne mean we are attractive and accessible.
Our visitors are critical to our economy and we are perfectly positioned to
appeal to the short break, Melbourne based market. International visitation is
increasing, albeit off a low base, with immersive, experiential, high yield,
nature based eco tourism and heritage tourism being at the forefront of the
growth.
The vast majority of visitors to Mansfield are free, independent travelers (FITs).
Most self guide and utilize a wide range of collateral from maps, brochures,
guide books that are increasingly sourced on line. Around 20 businesses
operate locally to provide activity based product with a considerable value
add. The expert commentary and interpretation takes an activity and
propels it firmly into the realm of eco tourism and heritage tourism.
Mansfield Shire is rich in indigenous, gold, bushranger, logging, ski pioneer
and mountain cattlemen heritage. Fifth generation mountain cattleman
Charlie Lovick has spent decades taking visitors into the mountains on
horseback and interpreting, sharing and educating visitors in the process.
Others share Charlie’s passion and operate in the heritage and eco tourism
space across horseriding, helicopter rides, mountain biking, fishing, four wheel
driving, snow shoeing and outdoor camping activities.
The school market is particularly strong in Mansfield Shire with year round mid
week programs designed to educate young people in the natural and
outdoor environment. The Shire also boasts the established campuses such
as Geelong Grammar’s Timbertop and Lauriston Girl’s Grammar Howqua
campus.
International school camps are an emerging market with schools travelling
from Hong Kong and Singapore to experience the eco and heritage nature
based tourism. A number of operators are having considerable success in
the high yield, international visitor space with wildlife and natural landscape
combined with the heritage appeal evoked by the Man from Snowy River
movies as a key catalyst. Adventure Victoria is a collective of small and
micro businesses that are international ready and active.6
6 Adventure Victoria www.adventurevictoria.com.au
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 8
Best practice in ecotourism and heritage tourism
In 2009, Charlie Lovick of Lovick Trail Rides7 was successful in receiving a
Churchill Fellowship that enabled him to travel overseas to explore how the
rest of the world were tackling eco and heritage tourism, with a particular
reference to horse trail riding.
He visited dozens of operators across United States, Canada, United Kingdom
and Europe. What he found was unexpected and in his own words, “We are
very close to world’s best practice, especially in relation to heritage and
tradition, but also in regards to safety, customer satisfaction and animal
welfare.”
“The heritage and eco tourism product we offer is authentic because we are
living the experience. There hasn’t been a break in continuity.”
“So many thought it was incredible that the Man from Snowy River movie was
populated not with actors but with locals demonstrating their comfort on the
back of a horse and in the mountains. And that visitors could ride the same
terrain with those locals, with the views enhanced by stories that demonstrate
their love and knowledge of the mountains,” he said.
While there are many domestic and international examples of best practice
heritage and eco tourism, we should not be shy to claim that space locally.
What is at the heart of best practice is surely in the outcomes for the visitor –
what they have learnt and experienced, the connections they have made,
conversations had and life lessons absorbed for future application.
The key advantage held by overseas operators, as identified by Mr Lovick on
his best practice study tour, was in relation to the plethora of established
lodges to suit a variety of markets, in situ, in the wilderness and park areas.
7 www.lovicks.com.au
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 9
Potential for the development of ecotourism and heritage tourism in Victoria
Mansfield Shire has significant potential to develop ecotourism and heritage
tourism beyond its existing offer in harmony with its landscape and heritage
values. In part this relies upon public investment in park to facilitate private
investment and product development.
The barriers to tourism investment in National Parks have been substantially
reduced following the Victorian Competition and Efficiency Commission’s
‘Unlocking Victorian Tourism’ Report recommendations, the subsequent
Government Response and Department of Sustainability and Environment’s
Guide to ‘Tourism Investment Opportunities of Significance in National Parks’.
“Recognising that some tourism investment opportunities can complement
natural values and enhance visitor experiences the Victorian Government
has decided to allow appropriate and environmentally sensitive investment
opportunities in national parks. Proposals will be considered on a case-by-
case basis in order to safeguard our national parks for present and future
generations.”8
Tourism North East (North East Victoria Tourism Board) as the peak regional
tourism body in Victoria’s High Country undertook a North East Product Gap
Analysis9 in mid 2012 that involved stakeholder consultation and traveller
research (quantitative study n=500). This research provided an evidence
based approach to prioritise investment into new tourism product within the
region.
Six perceived gaps were identified by travellers and tourism stakeholders with
the following of relevance to this inquiry:
Unique accommodation in sympathy with nature
Nature based facilitation
Experiential cultural heritage
Transport connectivity – intra state and intra regional
8 Tourism Investment Opportunities of Significance in National Parks p.1 Department of
Sustainability and Environment 9 North East Product Gap Analysis, SGS Economics and Planning and Quantum Market
Research, 2012
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 10
The Future Laboratory in their Leisure and Hospitality Futures report identified
a number of key tourism trends that relate to the above perceived gaps and
have particular relevance to the High Country region.
Use the beauty of the location to create awe and wonder – consumers
want psychological as well as physical space and are increasingly
seeking to find this in extreme, unique and isolated retreats where they
can stargaze.
Bring farming and foraging to the table – enabling consumers to
engage with the production and process of food from paddock to
plate including foraging.
Reformed rural zones will be introduced into the Victoria Planning Provisions
and all planning schemes in September. Among other things, they will
provide flexibility for farmers, by allowing for the sale of farm produce without
the need for a planning permit and removing restrictions on the sale of
processed produce, for example an olive farmer can sell bottled olive oil to
complement the sale of fresh olives. By adding interpretation and hands-on
experiences at the farm gate, these changes have the potential to add to
the local and regional ecotourism and heritage tourism offer.
The National Landscapes program was developed as a partnership between
Tourism Australia and Parks Australia to identify a limited number of unique
and significant landscapes around Australia that would combine tourism,
conservation and land management values in a way that connects with
local communities and delivers high quality tourism product for the
international and domestic experience seekers.
The Australian Alps National Landscape is one of the recognised landscapes
and its Experience Development Strategy (EDS) identifies the market
potential for eco tourism and heritage tourism across the landscape and the
need for additional hero product to deliver on the potential.
As the 2010 Tourism Research Australia State of the Industry10 report indicates
Australians do not regard domestic travel as compelling. The forecasts for
domestic tourism are worrying for a region reliant on tourism, compounded
by the fact that growth is forecast from internationals; particularly from
Asia/China – yet their dispersal rate into the regions is poor.
10 Tourism Research Australia, Department of Resources Energy and Tourism, 2010, State of
the Industry 2010, http://www.ret.gov.au/tourism/documents/tmc/stateofindustry.pdf
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 11
In the nature based and adventure tourism area, that underpins our heritage
tourism and ecotourism offer, we lack the infrastructure base on which to
develop iconic product in park to compete with more pro-active
competitors in New Zealand, Tasmania, British Columbia and South Africa.
We are keen to build on existing authentic high country, mountain
experiences to develop appropriate, unique and environmentally sensitive
luxury lodge’ style accommodation in the Alpine National Park, that will
support the delivery of world renowned must-do experiences.
Helicopter access would also enable development of visitor product to
appeal to the high yield, time poor domestic and international experience
seeker. Appropriately controlled, helicopter access could reduce on ground
environmental impacts, costs associated with on-ground time and transport
and deliver world class standards of access to key locations and for
packaging of on ground product.
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 12
Environmental and heritage issues associated with large scale tourism
Mansfield Shire Council initiated a destination sustainability project that
involved getting senior representatives of key land and water managers and
business together in the one room to agree on a set of collective principles.
The shared core asset is recognised as the natural environment. Key
principles include commitments to: participate and engage in public policy
and legislative frameworks, collaborate with key destination stakeholders,
coordinate our risk management, strengthen our winter and non-winter
experience in response to climate change, approach product development
in a strategic and innovative way and preserve culture and enrich
community amenity.
Signatories include Mansfield Shire Council, Department of Environment and
Sustainability (now DEPI), Parks Victoria, Mt Buller Mt Stirling Alpine Resort
Management, Goulburn Murray Water, Tourism Victoria, Goulburn Broken
Catchment Management Authority, VicForests, Buller Ski Lifts and Adventure
Victoria.
Implicit in the project was the acknowledgement by all destination partners
that growth is not an objective of its own. We must protect what it is that
makes us special and provide access with a focus on yield within the
framework of our social and environmental capacity to cope and sustain.
Without a definition of ‘large scale’, it is difficult to comment on the
associated issues. Large scale may relate to infrastructure, footprint, visitor
numbers or some other measure. In Mansfield Shire, there are around 5000
commercial beds, excluding the Mt Buller offer. Very few businesses in
tourism in Mansfield would be considered large scale. Much of the tourism
offer is low yield involving camping and self guided touring.
Mansfield Shire Council, its Economic Development Advisory Committee and
Destination Sustainability Partners, (as referenced above) believe there is
considerable potential in small scale, high yield, environmentally appropriate
tourism development on public land that would enable further development
of our nature based eco tourism and heritage tourism offer.
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 13
Determining whether the local industry is sufficiently advanced to manage increased tourism and any obstacles to this.
While the tourism contribution to the local economy is significant at
approximately 60% gross domestic product, the industry itself comprises
predominantly small to medium sized businesses. Individual businesses rely
heavily on partnerships and collaborations to achieve destination brand
awareness and to complement and complete their visitor experience offer.
There is a wide range of variability in the businesses that contribute to the
tourism offer, from the most experienced and sophisticated with exceptional
product and service delivery backed up by a live on line booking system and
customer service that targets the complete research, purchase, deliver and
share cycle to the more humble and sometimes ‘fringe’ tourism business.
Tourism in Mansfield as a sector is big business. 1.2million visitors per annum,
with a high level of repeat visitation means we are getting it right and we
want to continue to do so without being complacent. Increased tourism is
desirable and achievable within the context of destination sustainability.
It is critical that Government, across all levels, work together to create an
appealing investment environment. Reducing red tape barriers to invest,
making the process clear and timely assist. But for the ‘game changing’
improvements, particularly where public land is concerned, public sector
infrastructure investment is needed to lay the foundations for the micro, small
and medium sized business investment to follow.
The Great Victorian Rail Trail, 134 km of shared pathway from Mansfield to
Tallarook with a spur to Alexandra is a great example of such a ‘game
changing’ project. The Epic Mountain Bike Trail will be another. Both
projects, predominantly funded by federal and state government have
already stimulated targeted and destination desirable private sector
investment and development and will continue to do so.
The alpine resort of Mt Buller has seen strong public sector investment and
planning via the Mt Buller Master Plan deliver significant private sector
investment in recent years, with Buller Central a prime example.
Recent tourism and regional economic development inquiries demonstrate
the keen interest in the ‘investor environment’ and a range of policy and
regulations changes have resulted. To great effect, a number of state and
local grant programs also successfully target private sector tourism
investment.
Public transport to and within the regions is limited and not by its nature
compatible with the needs of tourists. Transport is a critical supply issue for
Mansfield Shire Council, Submission to the Inquiry into Heritage Tourism & Ecotourism in Victoria, August 2013 14
tourism, particularly given the desire to find solutions for dispersal into the
regions. Growth in tourism is tipped to come from the international market
that is typically not self drive.
Inadequate year round transportation was identified in Council’s Product
Development: A Business Case 2010, as a particular retardant to the growth
of tourism and business development in the region.
Genuine interest from commercial operators exists to invest in a transport
‘hop on, hop off adventure bus’ along a Melbourne to Albury and on to
Sydney via the High Country. A shared risk or start up scenario would trigger
a solution to assist in the start up phase toward a critical long term solution.
Resourcing the management of State assets is increasingly challenging in an
environment of fiscal restraint, however increased tourism in public land
necessarily involves not only public infrastructure investment but also
maintenance and management. Access to tracks and trails can be
reduced because of a lack of resource to keep them open. This can lead to
reclamation by stealth – where established tracks now overgrown can
eventually be lost to the user network. The requirements of the native
vegetation act make it very difficult to create new tracks and trails so it
becomes even more important to keep open and maintain what we have.
Dispersal of visitation is also critical to avoid overuse and hotspots that impact
negatively on the environment and visitor experience.
Given the local knowledge and expertise at the public land local level,
Council advocates a trend away from centralisation and to increasing
discretion at the local and regional level where management decisions and
priorities, especially as they relate to visitors and tourism, can be informed
with local stakeholder input.
The lack of equitable telecommunication services throughout the shire and
lack of comparative equity with major regional centres and metropolitan
cities is a significant impediment to our business (and tourism) sector. It not
only impacts e-business but also has occupational health and safety
ramifications. Many of our tourism businesses operate with sub standard or
no access to accepted levels of telecommunications. The importance of
securing our digital future has seen the formation of a Mansfield
Telecommunications Advocacy Group.
“Put simply, Mansfield Shire is seeking an effective telecommunications
environment that will permit our residents and ratepayers to enjoy a
reasonable quality of life, safety in times of risk and to conduct their
businesses on a competitive basis,” Russell Bate, Mayor, Mansfield Shire
Council.11
11 Securing our Digital Future, Mansfield Shire Council, 2013
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