NQUIRY INTO ERITAGE OURISM AND ICTORIA€¦ · an internationally renowned iconic tourism experience but the connections for multi day trips in park– whether they be for bushwalking,

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

ktaylor

Typewritten Text

Submission no. 45 Received 28 August 2013

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


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.


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.


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 – 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


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


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


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


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


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.


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.


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


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

Documents

NQUIRY INTO ERITAGE OURISM AND ICTORIA€¦ · an internationally renowned iconic tourism experience but the connections for multi day trips in park– whether they be for bushwalking,