Towards 2030 Gippsland Destination Management Plan · 2019. 11. 26. · Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 3 APPENDIX A – GLOSSARY Term Meaning

Towards 2030 Gippsland Destination Management Plan

APPENDIX

APPENDIX

Towards 2030 Gippsland Destination Management Plan | APPENDIX | August 2019 2

Contents

Appendix A – Glossary 3

Appendix B – AEC Relevant Strategic and Planning Policy Frameworks 4

Appendix C – AEC Accommodation Analysis Snapshot 2018 5

Appendix D – Investment Commitments Across Gippsland 6

Appendix E – Drive Touring Routes 8

Appendix F – AEC Summary of Product Assessment 2018 9

Appendix G – Travel Trends 11

Appendix H – Gippsland Existing Target Market Summary 14

Appendix I – Marketing Direction – proposed roles and responsibilities 17

Appendix J – Proposed Allocation of Responsibilities 18

Appendix K – Aspirational Case Studies 19

Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 3

APPENDIX A – GLOSSARY Term Meaning Average Daily Rate (ADR) Takings from accommodation / Room nights sold

DAP Destination Action Plan

Domestic Day Visitor Day visitors (or same day visitors) are those domestic residents who travel at least 50 kilometres away from home (round trip), are away from home for at least 4 hours, but do not spend a night away from home as part of their travel

DELWP The Department of Environment, Land, Water and Planning in Victoria

DGL Destination Gippsland Limited (DGL) is the Regional Tourism Board and the peak tourism organisation for the region in eastern Victoria. DGL was established in 2008 with the support of Tourism Victoria, Parks Victoria and the six member councils of the GLGN. DGL is a not for profit public company governed by a skills-based board

DMP Destination Management Plan

Domestic Interstate Overnight Visitor

A person is a domestic interstate visitor when they visit a location and stay for one or more nights other than the State or Territory in which they reside

GLaWAC Gunaikurnai Land and Water Corporation

GLGN Gippsland Local Government Network (GLGN) is an alliance of six local governments from Victoria's Gippsland region comprising Bass Coast Shire, Baw Baw Shire, East Gippsland Shire, Latrobe City, South Gippsland Shire and Wellington Shire. The alliance was formed to progress the development of the region and advocate to the State and Federal Governments

GTR Gippsland Tourism Region (GTR)is defined by Victorian Government as comprising the following SA2s:

• Gippsland: Alps –West, Churchill, Drouin, Foster, Korumburra, Leongatha, Longford -Loch Sport, Maffra, Moe – Newborough, Morwell, Mount Baw Baw Region, Rosedale, Sale, Trafalgar, Traralgon, Warragul, Wilsons Promontory, Yallourn North –Glengarry, Yarram

• Lakes: Alps –East, Bairnsdale, Bruthen –Omeo, Lake King, Lakes Entrance, Orbost, Paynesville

GG Greater Gippsland (GG) is the geographical area covered by DGL. It is defined as the GTR plus the Wonthaggi-Inverloch SA2. This SA2 is the mainland part of Bass Coast Shire. References to Gippsland in the DMP refer to Greater Gippsland

GRP Gross regional product (GRP) is the market value of all final goods and services produced by a regional economy in a period.

HMSA Hotel, motel and serviced apartment accommodation (HMSA)

LDAP Local Destination Action Plan

LGA Local government area (LGA) is an administrative division of a state that a local government is responsible for

LTO Local Tourism Organisation

Occupancy Rate Room nights sold (occupied) / Room nights available

PV Parks Victoria

PITR Phillip Island Tourism Region is defined by Victorian Government as comprising the following SA2s:

• French Island, Phillip Island, Wonthaggi-Inverloch

• Destination Phillip Island Incorporated (DPI) Phillip Island and San Remo Visitor Economy Strategy 2035 (PISRVES2035)

RevPAR Revenue per available room

RPT Regular Passenger Transport -Air services operated by airlines that are scheduled to occur on a regular basis at fixed times or frequencies and on fixed routes.

RTB Regional Tourism Board

RTO Regional Tourism Organisation

RevRAR Revenue per Available Room - Takings from accommodation / room nights available

SA2 Statistical Areas Level 2 defines each tourism region using geographical building blocks called Statistical Areas Level 2 (SA2s), developed by the Australian Bureau of Statistics. SA2s are designed to reflect functional areas that represent a community that interacts together socially and economically. SA2s generally have a population range of 3,000 to 25,000 persons and have an average population of about 10,000 persons. In rural areas, SA2s are named for the gazetted localities that comprise them, or the towns, city, or region with which they are associated. SA2s do not precisely align with the boundaries of Local Government Areas (LGAs)

STO State Tourism Organisation

TRA Tourism Research Australia (TRA) is a branch of Austrade responsible for delivering tourism statistics and intelligence across both domestic and international markets

Visitor Economy The Visitor Economy is a term used to refer to the production of good and services for consumption by visitors

VV Visit Victoria


APPENDIX B – AEC RELEVANT STRATEGIC AND PLANNING POLICY FRAMEWORKS

STATE

TOURISM SPECIFIC STRATEGIES, PLANS & POLICIES TOURISM RELATED

• Victorian Visitor Economy Strategy

• Victoria’s Aboriginal Tourism Development: 2013-2023

• Parks Victoria: Shaping our Future: 2013

• Victorian Wine Industry Development Strategy: 2017-2021

• Target One Million (Plan for Recreational Fishing)

REGIONAL

TOURISM SPECIFIC REGION-WIDE

• Gippsland Tourism Strategic Direction: 2013-2018

• Destination Gippsland Strategic Plan: 2015-2017

• Gippsland Accessible Tourism Plan: 2016-2019

• Gippsland Agritourism Consumer Strategy

• Sydney Melbourne Touring Strategic Plan: 2019-21

• Gippsland Regional Plan: 2010-2020

• Gippsland Lakes Sustainable Boating Plan

• Gippsland Regional Coastal Plan: 2015-2020

• Central Gippsland Public Land Strategy 2019

LOCAL

BASS COAST BAW BAW EAST GIPPSLAND

• Bass Coast Towards 2030

• Economic Development Strategy: 2016-2021

• Phillip Island & San Remo Visitor Economy Strategy

• Bass Coast Events Policy

• Draft Economic Development Strategy: 2018-2021

• Yarragon & Surrounds Destination Action Plan: 2018

• Noojee & Surrounds Destination Action Plan: 2018

• Walhalla Destination Action Plan: 2018

• Council Plan: 2011-2021

• Growing East Gippsland: East Gippsland Shire Economic Development Strategy: 2014-2018

• East Gippsland International Tourism Action Plan: 2016-2018

LATROBE SOUTH GIPPSLAND WELLINGTON

• Latrobe City Council Plan: 2017-2021


• Latrobe: Tracks, Trails & Paths Strategy Implementation Plan: 2016-2021

• Arts Strategy & Action Plan: 2012021

• Latrobe City Events & Tourism Strategy: 2018-22


• Economic Development & Tourism Strategy: 2018-2020

• Paths & Trails Strategy: 2018

• Art, Culture & Creative Industry Strategy: 2017-2021

• Port Welshpool Marine Precinct Plan

• Wellington 2030



• Arts & Culture Strategy 2016


APPENDIX C – AEC ACCOMMODATION ANALYSIS SNAPSHOT 2018 There is stronger preference for visitors to stay in private accommodation over commercial accommodation. However, it is important to note that this may be more a function of the higher availability of private properties for commercial use and a lack of high quality internationally branded and boutique accommodation offerings rather than a preference for private accommodation.

• During YEM 2018, 3.7 million nights were spent in commercial accommodation and 4.8 million nights were spent in private accommodation, with average lengths of stay of 2.7 nights and 2.9 nights respectively.

• The domestic market accounts for around 90% of all visitor nights generated in the Region and has also recorded the highest levels of growth averaging 7% p.a. over the last three years.

• Caravan parks were the most common type of commercial accommodation used by visitors to Gippsland during YEM 2018, accounting for 33% of all visitor nights. Holiday apartments came second at 29%. Hotels (including premium and standard hotels) collectively accounted for 28% of all nights spent in commercial accommodation. In growth terms however, demand for serviced apartments has been the greatest, recording an average growth of 143% over the last three years. However, this usage is probably a result of the accommodation supply on offer rather a reflection of consumers accommodation demand – in fact it seems likely that consumers with a desire for higher quality and more diverse styles of accommodation may not be visiting Gippsland at all.

• International visitors show a high preference for holiday apartments, with 49% of all foreign commercial visitor nights being spent in this type of accommodation.

• Staying with friends and relatives was the most popular type of private accommodation used, accounting for almost 60% of all visitor nights during YEM 2018. 20% of visitor nights were spent at visitor’s own properties, suggesting that there is a high number of second-home ownership in the Region. Neither of these accommodation segments make strong contribution to the visitor economy.


APPENDIX D – INVESTMENT COMMITMENTS ACROSS GIPPSLAND Project Identified

investment Description What is happening

Bunurong Coastal Park and George Bass Coastal Walk

$19.6 million • Connection of the existing Bunurong Marine Park and Bunurong Coastal Reserve, Punchbowl Reserve and the Kilcunda-Harmers Haven Coastal Reserve – dotted along 40 km of coastline between San Remo and Inverloch

• Development of the George Bass Coastal Walk into a signature trail for Gippsland including the development of campgrounds and walking track extensions.

• Investment in public facilities – walking, camping, interpretation, water access including land purchases

• The plan aims to extend the George Bass Coastal Walk, making it possible to walk from San Remo to Inverloch and open the area up to campers for the first time (Included in the DMP)

Sea to Summit trail

$1.5 million • Investment in a feasibility study for an iconic nature walk from the Errinundra Plateau to the Bemm River, creating a world-class multi-day walk using existing and proposed new trails with the potential for accommodation.

• Feasibility study / planning (Included in the DMP)

National and State Park improvements across the State

$10.5 million • Investment to upgrade Victoria’s seven iconic 4WD Adventures including the Snowy River Drive

• Removal of camping fees at 500 basic sites over 70 campgrounds in 19 parks, across regional Victoria

• Halving all remaining fees in State and National Parks

• Improving the icon 4WD tracks of which Gippsland has 3

• Making holidays, getaways with mates, and school camps much more affordable (Elements included in this DMP)

Lakes Entrance – the town and Marine precinct

• East Gippsland Shire Council, with support from the Victorian Government, is preparing a strategic plan for growth and adaptation in Lakes Entrance. The strategy will provide a framework for ensuring Lakes Entrance can grow positively into the future, support the needs of residents, and adapt to any challenges that it may face, because of change brought about by growth or climate pressures

• Strategic Plan (Referenced in the DMP)

• Development of the Lakes Entrance Fisherman’s Co-operative as a result of the buy-out of Lakes fishing licences

Phillip Island Nature Parks

$58 million • Phillip Island’s iconic Penguin Parade, one of Victoria’s most popular tourist attractions, is in the process of receiving an upgrade, boosting jobs and tourism in regional Victoria

• $48.2 million in the 2016/17 Victorian Budget for a major redevelopment of the attraction’s Visitor Centre, replacing the outdated 1988 facility with a larger and better equipped centre that has a smaller environmental footprint. Phillip Island Nature Parks will add $10 million to the project for a total cost of $58.2 million

• Phillip Island Nature Parks currently supports 1,350 full time jobs

• Phillip Island Nature Parks is one of Australia’s most popular wildlife attractions with over 600,000 visitors per year to the Penguin Parade, and almost 1.3 million visitors per year to all the Nature Parks’ attractions. This project will potentially increase visitation to the Penguin Parade by more than 20 per cent over ten years

• This investment has been made through the Regional Tourism Infrastructure Fund (Implementing the Phillip Island Visitor Economy Strategy is the Umbrella Recommendation in this DMP)

Aboriginal Tourism

$220,000 • GLAWAC are spending $220k on a project to do feasibility work on a range of project ideas

• Feasibility study (referenced in the DMP)

Omeo Mountain Bike Park

$4.02million • The project will boost the Omeo region economy and attract international events and ensure Omeo is an adventure destination into the future

• East Gippsland Shire Council has awarded the contract for the Omeo MTB Trail Masterplan

Bullock Island On Water Cafe

$1.5million • The Victorian Government has confirmed as part of its 2019/20 State Budget announcement it will provide $1.5 million in funding

• In partnership with Lakes Entrance’s Fisherman’s Co-Operative (LEFCOL), to build a new on-water café at Bullock Island.


Projects proceeding with private sector investment

Project Identified investment

Description What is happening

Pennicott Wilderness Tours

$3.5 million Wilsons Promontory Cruises from Tidal River in Victoria. These world class wilderness cruises will allow visitors to explore the spectacular waterways, history, culture, flora and fauna of the Wilsons Promontory Marine National Park. In the first year, the operation will employ a team of 16 Victorians from the local region, expected to grow to over 30 staff after 5 years. The $3.5 million venture is expected to generate $9.7 million in economic benefit for the local community p.a. and will directly contribute to the ongoing conservation of Wilsons Promontory. Three ground-breaking 32-seat vessels have been custom-built for the operation. The project has been made possible in part by a $650,000 grant from the Australian Government’s Tourism Demand Driver Infrastructure program.

Commencing in 2019 (Referenced DMP)

Metung Hot Springs

$40 million Metung Hot Springs Master Plan: The Peninsula Hot Springs Group (PHS) has plans to bring its Mornington Peninsula tourism reinvention to Metung through the development of a geothermal mineral springs experience. This attraction will provide year round, high yield visitation to Gippsland. Planning approvals are in place for the project and it is subject to finance. The demand profile is expected to commence with 65.000 visitors in year 1 reaching 150,000 visitors by year 5. Talks are already underway with Victoria University to develop collaborative training and employment opportunities, which would see Metung Hot Springs as a site for an accredited training provider.

Peninsula Hot Springs (PHS) has applied for the recent round of federal government Regional Growth Fund Grants which, if approved, would provide dollar-for-dollar capital to achieve two of the three construction stages. Planning approvals are already in place. (Elements referenced DMP)

Seacombe West - Nunduk

$100 million There are plans for the development of a 6-star luxury hotel at Seacombe West, on the southern shore of Lake Wellington, approximately 12km from Loch Sport. The spa hotel and retreat will be powered by renewable energy and highlight traditional Aboriginal culture.

Proposed to be located on a 2480-hectare sheep farm and target the wealthy international luxury market, with rooms expected to cost about $1500 a night. Three leading tourism companies – Six Senses, Goco Spa and Banyan Tree Spa – are interested in the project, which will consist of 36 luxury rooms in the main hotel, 45 rooms in villa units, plus restaurants, spas, treatment rooms and galleries. (Referenced DMP)

Gumbuya World (sitting outside of the Gippsland Tourism Region)

$50 million The owners of the park say the reinvention will turn it into the “Disneyland of Victoria” and see its workforce jump from just 56 employees to more than 500, with a focus on hiring ex-auto workers. Future plans for Gumbuya World include 50 new attractions (it will soon be home to the state’s most impressive wave pool), onsite accommodation, cafés, shops, a chocolate factory and microbrewery. Indigenous, dinosaur and woolshed precincts will also be constructed for educational programs.

Gumbuya World is currently undergoing a three-year redevelopment and expansion which will see it double in size

Haunted Hills Bike Park

$976,000 Gippsland mountain bike association, has received $976,950 for its Haunted Hills Bike Park project at Hernes Oak, creating four construction jobs and eight ongoing positions.

(Referenced DMP)


APPENDIX E – DRIVE TOURING ROUTES Currently advertised through Visit Melbourne and Parks Victoria

Driving Route Description

Melbourne to Sydney Coastal Drive

• 1380 km, approx. 18 hours

• Hit the road and experience the beauty of the coastline between Melbourne and Sydney firsthand. Wander through national parks, see native wildlife, and cool off at white sandy beaches. Tempt the tastebuds with seafood straight out of the ocean and savour local wines to match.

• Includes touring options in Victoria through South Gippsland or through Walhalla.

The Great Alpine Road

• 339 km, about 5 hours

• Wind your way along Victoria's Great Alpine Road, from Wangaratta in the north-east right across to Metung on the jaw-droppingly beautiful Gippsland Lakes

• The 339-kilometre adventure along Australia's highest year-round accessible sealed road takes you right up close to Victoria's diverse landscapes. Travel through lofty mountain ranges, down plunging valleys, into lush forests, and past rolling vineyards along the way to the sparkling waterways on Gippsland's coast.

Gippsland Coastal Discovery Touring Route

• 880 km, approx. 11.5 hours - Allow 5 to 6 days

• Experience the wilderness of Australia's southern coastline with this journey through Gippsland. Walk on untouched beaches, go sailing on Australia's largest inland lake network, and meet wombats, penguins, kangaroos, koalas and emus as you go.

West Gippsland Hinterland Drive

• 229.5 km, approx. 5 hours

• A burgeoning foodie scene and a sense of adventure

• Wind your way through the diverse landscapes of West Gippsland on this unique scenic drive. Discover historic villages, stop in at wineries and restaurants heroing local produce, and unwind amid the stunning natural beauty of the hinterland region.

Valley to Sea Touring Route

• 140.4 km, approx. 2 hours

• From the heart of Latrobe to a maritime past - uncover the hidden gems in and beyond Latrobe City (Moe, Morwell and Traralgon)

• The busy Princes Freeway leads into the major regional centres of Morwell and Traralgon. Take a side trip to the latter for fine food and fine wine before moving south into the pretty Morwell River Valley and the quaint town of Yinnar. Across country is Churchill, an education hub for the region and an unexpected fishing hotspot.

Penguins to Prom Touring Route

• 210 km, approx. 3 hours

• Famous animals and sacred spaces - journey between two of Victoria's most loved tourist attractions - the Penguin Parade on Phillip Island and Wilsons Promontory National Park at the southernmost tip of mainland Australia.

Gippsland Wilderness Escape

• 1240kms, allow 5 days.

• Escape to Gippsland’s spectacular wilderness on this five day road trip taking in Gipsy Point, Croajingolong National Park, Cape Conran, the Gippsland Lakes, Tarra Bulga National Park and Wilsons Promontory.

The Country Drive

• 112 km, approx. 1.5 hours

• A meandering drive through postcard-perfect scenery

• Set out from Traralgon for a memorable drive through some lush Victorian scenery. First stop as you head north is Glengarry, known for Narkoojee Winery, preserved historic buildings and its butter factory. The Country Drive route then winds through the townships of Toongabbie, Cowwarr, Heyfield, Tinamba and Maffra, with the Baw Baw National Park towering over the classic rural landscapes. A rail trail follows this route, so take your bike with you to explore at a different pace on some easy trails.

Gippsland Coastal Discovery Touring Route

• 880 km, approx. 11.5 hours. Allow 5 to 6 days

• Experience the wilderness of Australia's southern coastline with this journey through Gippsland. Walk on untouched beaches, go sailing on Australia's largest inland lake network, and meet wombats, penguins, kangaroos, koalas and emus as you go.

Snowy Iconic 4WD Route (Parks Victoria)

• 600kms. Allow2-3 days

• The Snowy Iconic 4WD Route passes through the Snowy River National Park and is a 2-3 day drive which includes opportunities for camping, walking swimming and canoeing along the way. While much of this route follows formed gravel roads, the northern part of the route involves four-driving along a section of the Deddick Trail, Bowen Track, Monkeytop Track and Waratah Flat Rd.


APPENDIX F – AEC SUMMARY OF PRODUCT ASSESSMENT 2018 AEC Tourism Theme - Mountains, Nature & Outdoors

Gippsland has a greater diversity of natural resources than any other region in Victoria encompassing alpine areas, rivers and wetlands, large areas of public space –including iconic national and state parks.

The Gippsland region is unique in Victoria with approximately three-quarters of the region being forested public lands and national parks – including Wilsons Promontory, Mount Baw Baw and the Alpine, Cape Conran, Morwell, Croajingolong and Tarra Bulga National Parks - natural watercourses and floodplains. Many of the region’s natural attractions -including the Gippsland Lakes - are world-class standard.

Nature-based activities & experiences include:

• Cycling & Mountain biking: There are several options available for all riders, with trails suitable for mountain bikes and some hybrids. Experienced bikers frequent the popular mountain bike parks in in Erica, Nowa Nowa and Blores Hill, as well as the extensive network of trails around Mt Baw Baw, Bairnsdale (Mt Taylor and Colquhoun Forest) and Foster. There are several rail trails throughout the Region including the Grand Ridge Rail Trail, East Gippsland Rail Trail, Gippsland Plains Rail Trail, Great Southern Rail Trail and Walhalla Goldfields Rail Trail, which are suitable for most ages and fitness levels.

• Road cycling: Largely due to the extensive network of high quality roads necessary to transport milk tankers throughout the Region, the surface for road cycling is very good. It is also extremely picturesque. Distances vary from 36km to 121km, with most routes servicing Grade 3 riders.

• Walking & Hiking: Walking and hiking trails of all terrain types – from coastal to ancient rainforests, gorges, rivers and alpine environments –are available in Gippsland. One of Australia’s most iconic walks – Great Alpine Walk – which takes in part of the Australian Alps Walking Track, starts in Walhalla. Other, equally impressive walks include the Grand Strzelecki Track which takes in the Tarra Bulga National Park, the Genoa Peak Walk which rewards walkers with views over the Croajingolong wilderness, the Mt Oberon Summit Walk, Great Prom Walk, George Bass Coastal Walk, Toorongo & Amphitheatre Falls Loop Walk and the Cape Conran Nature Trail.

• 4WD: Gippsland is a popular four-wheel driving destination with many challenging unsealed roads and tracks throughout its forests, fern gullies and mountain ranges. Wonnangatta Valley trail in East Gippsland is probably the most well-known 4WD driving destination in Victoria. Alpine National Park and surrounding high country are great for spectacular scenery and challenging terrain, as is Mt Baw Baw National Park near Walhalla and the Aberfeldy Track, north of Erica. The Deddick Trail through the Snowy River National Park in East Gippsland provides a challenging experience for more experienced drivers.

• Skiing & snowboarding: Located 2.5 hours from Melbourne, Mt Baw Baw Resort offers snowboarding, downhill and cross-country skiing and, tobogganing. Located at the north-east end of the Baw Baw National Park, Mt St Gwinear offers both cross-country trails and toboggan slopes.

AEC Tourism Theme - Coast, Lakes & Waterways

Gippsland is endowed with both nationally and internationally recognised coastal assets including, amongst others, Wilsons Promontory Marine National Park, Bunurong Marine National Park, Ninety Mile Beach, Gippsland Lakes Coastal Park, Cape Conran Coastal Park and Croajingolong National Park (a UNESCO designated World Biosphere Reserve) which form part of the Region’s 700km coastline. The Gippsland Lakes and adjoining wetlands occupy approximately 600km2 in a catchment that comprises almost 10% of the land area of Victoria (GRP, 2015) and represent the largest inland lake system in the southern hemisphere. The Region boasts the highest waterfall in Victoria (Agnes Falls), three designated Ramsar wetlands and the endemic Gippsland Lakes Burrunan Dolphin.

Water-based activities & experiences include:

• Canoeing, kayaking and paddleboarding on the Snowy River near Orbost, the Mitchell River near Bairnsdale, Gippsland Lakes, Mallacoota Inlet, Genoa and Wallagaraugh rivers which lead into the Mallacoota Inlet and the Thurra and Mueller rivers in the Croajingolong National Park.

• White water rafting (grade 3 & 4 rapids) on the Mitta Mitta

• Scuba diving and snorkelling in Bunurong Marine Park in South Gippsland (notably from Eagles Nest, Shack Bay, Cape Paterson, Flat Rocks and Inverloch) and Cape Conran Coastal Park in East Gippsland (around West Cape Beach and Salmon Rocks).

• Surfing is popular along much of the Region’s coastline. World-class beach breaks can be found along the coast at Cape Paterson, Venus Bay and Waratah Bay as well as Red Bluff at Lake Tyers Beach, Salmon Rocks at West Cape Beach in the Cape Conran Coastal Park and Bastion Point Beach in Mallacoota.

• Swimming during the summer months is popular at Cape Paterson, Inverloch, Venue Bay, Sandy Bay, Seaspray, Woodside and Lakes Entrance.

• Windsurfing is popular at Shallow Inlet and Sandy Point near Waratah Bay in South Gippsland.

• Water-skiing and other towed water sports such as wakeboarding, discing and tubing are popular throughout Gippsland, with Metung, Lakes Entrance and Paynesville being popular coastal destinations. Lake Glenmaggie near Heyfield and Lake Narracan at Moe in Central Gippsland are popular inland destinations.

• Sailing, including yacht charter is available throughout the Region. Boxes Creek, close to Metung and Duck Arm near Paynesville all offer all-weather moorings.

• Recreational fishing is available throughout the Region.


AEC Tourism Theme - Arts, Culture & Heritage

Gippsland has a thriving arts and cultural scene, including the Latrobe Regional Gallery in Morwell, the Gippsland Art Gallery in Sale, the Great Alpine Gallery in Swifts Creek and wood art at the Orbost Exhibition Centre on the Snowy. The small villages dotted across the Region each take on their own personality and add character and creative buzz. Yarragon, Fish Creek, Metung and Nowa are just a few examples. There is also a variety of live theatre and music venues in Warragul, Traralgon and Sale.

Arts, culture & heritage activities & experiences include:

• Latrobe Regional Gallery: Established in 1971, the Gallery is one of the largest public galleries in eastern Victoria, Australia, and is a member of the Public Galleries Association of Victoria. Housing seven gallery spaces and a sculpture courtyard, the gallery presents exhibitions and curated projects across contemporary art and design, experimental and interdisciplinary practices, curated collections of note, works by regional artists and national touring exhibitions.

• Coal Creek Community Park & Museum is a living history museum, recreating the time of settlement and the story of the coal miners from South Gippsland.

• Krowathunkooloong Keeping Place in Bairnsdale is a museum housing a vast collection of artefacts, art and information where visitors can learn about the history, heritage and culture of Aboriginal East Gippsland.

• Old Gippstown Gippsland's Heritage Park in Moe is a complete historical township filled with authentic buildings. Old Gippstown is also renowned for its Coach house which contains one of Victoria's best collections of horse drawn vehicles.

• State Coal Mine is the only historic coal mine experience in the Southern Hemisphere, offering interactive fun and interest for the whole family both above and below ground.

• Bataluk Cultural Trail extends from Sale through Mitchell River National Park, Bairnsdale, and Orbost to Cape Conran. It follows the trails and trading routes of pre-colonial days and focuses on elements of Koorie history and culture

AEC Tourism Theme - Food & Farming

Gippsland is one of Australia's longest established food tourism destinations, which offers a highly diverse range of cheeses, fine free-range meats, locally caught seafood, organic fruits and vegetables and increasingly, speciality foods such as garlic and saffron.

Gippsland has over 100 vineyards and more than 40 wineries. Restaurants and cafes are located across the Region providing visitors with highly varied dining options.

Food, wine & farming activities & experiences include:

• Prom Country Cheese is an award-winning business which serves cheese tastings, platters and lunches featuring handmade specialty cheeses and local farm produce. The modern cellar door is surrounded by pastures and animals on a sheep dairy farm in the picturesque Moyarra Valley.

• Gippsland Food Adventures takes visitors off the beaten track to give them a true taste of Gippsland which features many farms producing free-range beef and lamb, olive oil and cool climate wines.

• Gippsland Dairy Trail is a 27km trail which takes in Caldermeade Farm & Café, a commercial dairy which allows visitors to view milking, then to Bassine Speciality Cheese and to Udder and Hoe in Kilcunda which showcases small-batch local produce, The Local (coffee) in Koonwarra and the Koonwarra Food & Wine Store, Prom Country Cheese , Gippsland Food & Wine emporium and the String & Salt foodstore in Warragul which also runs cooking classes.

AEC Tourism Theme - Events

Gippsland has a highly diverse events calendar including racing days, music festivals, art exhibitions, food & wine festivals and agricultural shows.

Lardner Park is Gippsland’s largest event venue and hosts around 120 events annually. The venue is best known as host to Victoria premier agricultural event –Farm World and Australia’s longest running and only grass-based Steer Trials. It is also home to one of Australia’s top New Year’s Eve music and camping festivals –Beyond the Valley.

• Other major events & festivals include: Meeniyan Garlic Festival in February, Tinamba Food & Wine Festival in April, Come and play all of May art festival in May, Mirboo North Arty Gras, Loch Village Food & Wine Festival in June, Bruthen Blues Festival, Mossvale Park Music Festival in Foster, Paynesville & Inverloch Jazz Festivals, Boolarra Folk Festival in March, Hills are Alive Festival near Loch Village, Inverloch Sounds of Summer Festival, Mt Baw Baw Cycling Classic.

AEC Tourism Theme - Shopping

Gippsland boast the largest number of farmers' markets in Victoria. Monthly farmers' markets are held at Maffra, Metung, Inverloch, Koonwarra, Drouin, Traralgon, Sale and Bairnsdale, as well as at numerous smaller towns across the region. There are also countless village shops selling antiques, crafts and collectibles, with Yarragon Village, Stratford on the Avon River and Loch village being the most popular.


APPENDIX G – TRAVEL TRENDS

Growth Market Opportunities

There are several market segments where significant growth is expected to continue both within Australia and around the world, including:

• Continuing rise in the numbers of contemporary female travellers, who are more likely to have a higher disposable income and to travel either on their own or in small groups of friends. They are also key influencers in family travel. This market is seeking new experiences that immerse them into the destination and the local culture.

• The fifties are the new demographic for travel – more people are choosing to travel earlier than retirement to enjoy the more active or immersive experiences that destinations have to offer. Globally, the 55 + market has the highest disposable income and are seeking new destinations to add to their bucket list. Domestically, this market is travelling within Australia as well as overseas. They are as equally excited about an Australian holiday as they are about an overseas trip. This market is largely misunderstood; they want to engage and be part of the ‘local scene’. They are also much more active and want to be perceived as being ‘young at heart.’ Domestically, they are also looking for short-break escapes and often choose to travel outside of peak periods to avoid the crowds.

• Millennials continue to travel more domestically than previous generations of their age. Coupled with a desire to have short-breaks with loved ones or groups of besties, millennials are very experientially focused in choosing destinations; they are more responsive to an offer with a recommendation from within their peer group. They are also more attracted to different styles or types of accommodation and travel for events.

• Visiting friends and relatives (VFR) continues to be an important reason for travel, both domestically and internationally. Increasingly, the VFR market are choosing to stay in commercial accommodation, participate in local tours, activities and experiences and will often travel outside of peak periods to immerse themselves in the destination.

Experiences over Destinations

Whether it’s a regional or global destination, experiences are the primary motivation for picking one destination over another.

• Interest in tours and activities has been on the rise over the last few years. The focus is on small-scale, immersive and locally-curated activities. The market is seeking a more personal touch and want to feel that they are spending time with a local and not part of a group tour. These types of experiences work well and can drive yield. A summary of growing experience categories globally is provided in Graph 1. These trends are consistent with domestic trends identified by Kantar TNS in the 2018 Domesticate study.

• Another key growth area is transformative travel, which is about creating or facilitating memorable moments. Transformative travel is deeply personal and may be about moments shared with loved ones, realising new achievements or finding one’s confidence. It is incredibly important for growing the appeal of a destination or demand for an experience. Transformative travel is influenced by a range of factors, as outlined in Graph 2.

• New luxury is defined by small brands with big stories. This is driven largely by the opportunity for genuine engagement and interaction with local people, nature, heritage and arts and culture. The story of the place, its people and their ‘craft’ is increasingly critical to the success of the experience, from artists and artisans to local sporting heroes.

• A major growth sector and opportunity is the well-being sector. The market is seeking destinations and experiences that support and promote well-being, active and healthy lifestyles or moments of serendipity; it’s more holistic than a day-spa moment. Likewise, there is an opportunity to tap directly into the market’s desire to maintain their well-being while travelling through access to supporting activities and facilities.

• Experiences are also about great events, from festivals to local markets. Importantly, they contribute to vibrant communities, which is a significant drawcard for attracting visitors as well as business travellers. The ‘festivalisation’ of meetings and events continues; festivals and local events add to the excitement of a destination and its appeal to conference organisers.

• Food tourism or experiences are becoming a critical element in the choice of one destination over another. This trend is no longer just about the ’super-star’ (or multiple-hatted) restaurants. Instead, it is about ‘local heroes’ who create immersive, curated and/or unique experiences rather than standard, expected service. Good quality fish and chips on the beach is as equally as important as a five-star restaurant experience.

• In Australia, getting away from crowds is more important than ever before. While the key motivators for domestic holidays include ‘to relax’ and ‘to try something new’, ‘getting away from crowds’ has become more important for both intrastate and interstate travellers.

Service, Sustainability and Social Responsibility

There is a clear and growing desire of travellers to seek destinations and experiences that support and adopt environmentally sustainable and socially responsible practices – this is no longer a so-called niche market; it appeals to broader audiences across demographic groups.

The future of travel is humane and compassionate. Travellers will have a more active role in curating their experiences, breaking down the status-quo in the process. This is important to travellers who want to feel welcomed regardless of their ethnicity or religion. Increasingly, the market is curating their own experience and sharing it with their friends and peer groups.


Key Outtakes for Gippsland

• Develop products and experiences that specifically target women. The female market is one of the fastest growing markets and the younger female market is earning more money than at any other time in history. Safety is an important factor.

• Profile local designers, businesses artisans, chefs and involve local community activities into the Gippsland Beaches story. This will go a long way towards building shoulder and low season and increase spend in the high season - it is about winning hearts and minds.

• Vibrant and engaging communities are more appealing to a visitor. Therefore, having an engaged and supportive community is key to attracting a visitor who wants to stay longer and ‘live like a local’. Critical to this idea is ensuring that events, products, experiences or new tourism opportunities are developed to be accessible and add value to the lifestyle of local residents as well. This has significant implications for growing the VFR market.

• The 55 plus market globally are retiring and hold the majority of the global wealth. Creating bespoke and unique experiences that are meaningful and exclusive is ideal for a segment of this market. Accessibility is an important factor for this market.

• It is increasingly important to create the space for truly memorable moments filled with delight and serendipity. This is an opportunity to leverage the markets’ desire to learn more about a destination and create moments of surprise. It adds to the richness and perceived offering of the destination. Often, engaging the community through a VFR campaign targeting ‘local hosts’ is a way to build content that infuses the essence or character of the destination and value-adds to ‘traditional or commercial products’ promoted in tourism campaigns – providing potential visitors with more reasons to visit and encouraging them to engage more deeply with the experience offer of the region.

• Collaboration is a key to success and destinations have a role to play too. Those who understand their target markets and have a clear and consistent brand strategy will be better able to infuse the character of the place and its people into their products, experiences and accommodation.

• FOMO – create the idea of scarcity to drive interest and demand (and a touch of jealousy).

• Meet the expectations and needs of the Millennials and you will also tap into other target markets, especially the Baby Boomers who have the time to travel, are cashed up and ready to spend and pride themselves on being more active and ‘young at heart’ (adopt an age-agnostic approach).

Global Growth Experiences

Source: TripAdvisor 2017

125%

86%

79%

70%

67%

61%

60%

57%

57%

54%

0% 20% 40% 60% 80% 100% 120% 140%

HISTORICAL & HERITAGE …

SUNSET CRUISES

PRIVATE DAY TRIPS

SNORKELING

KAYAKS & CANOEING

SAILING TRIPS

CATAMARAN TRIPS

COOKING CLASSES

FOOD TOURS

MUSEUM VISITS

FASTEST-GROWING EXPERIENCE CATEGORIES GLOBALLY


Source: Skift report, The Rise of Transformative Travel, 2018

38.8

35.2

34.1

21.9

12.3

8.7

6.3

0 5 10 15 20 25 30 35 40 45

The people on the trip

Spontaneous unexpected adventure

Food, arts, culture or entertainment

Spiritual or wellness activity

None of above

Accommodation I stayed at

Business event or conference

% EXTERNAL FACTORS THAT LEAD TO TRANSFORMATIONAL MOMENTS 2018


APPENDIX H – GIPPSLAND EXISTING TARGET MARKET SUMMARY Market Description

Active 55 + Market

This market is different from the traditional grey nomad market, they for one are more active and see themselves as being younger than they are. They are fit and have more disposable income. They stay longer, travel outside of peak periods they are willing to spend more money on experiences. They respond well to deals if they are seen as a value add, it is not all about the discount. However, once they are within a destination, they will spend more. They will travel overseas, however, they will still travel domestically. They put as much time and excitement into planning a domestic holiday or short break as they do an overseas trip.

This market more than any other market research for their holidays. They will spend hours researching online about a destination or experience. They will seek referrals from their friends and utilise websites and digital platforms such as destination websites, referral sites such as, TripAdvisor and Google Reviews as well as other social media platforms.

Content is king to this market, inspirational as well as informational. They will respond well to user generated content (UGC) especially content that has been created by locals who talk about their places and what they love.

They are very loyal to Australian businesses, therefore, the more direct the online booking can be the happier they are. They like to be able to book direct (online) with the operator or through a destination website. The more difficult it is to make a booking or to have too many websites to search for information the more likely they are to go direct to an Online Travel Agent (OTA) or to another destination that makes it easier to find the information they are seeking. This market is hungry for content and they respond well to email marketing and newsletters. A key growth sector for this market is personalised communications. The more data a destination can collect and personalise the marketing materials sent to this market the greater the opportunity to convert them to a booking and for them to refer your destination to their friends. This market is willing to give you their details as long as they receive relevant information that meets their needs. This market will also book experiences once they are within region and are more likely to book through the mobile phone or on a tablet device. They still like to use the Visitor Information Centre, however, what they are really seeking is a relationship with a local and they want recommendations based on personal local insights not just because the VIC is run by council, they recommend everyone.

KEY OUTTAKES

• Rich content for inspiration is essential to tell the brand story and build anticipation and desire for the destination (Content, being video, images and copy)

• Centralised Destination website that makes it easy for this market to search the relevant information that makes planning their trip easy

• Providing online bookings at either the operator lever or through the destination website will increase conversion

• Personalisation of content and experiences is important to this market

• Meeting and engaging with the locals and have a local’s recommendation is paramount to building an ongoing relationship

• Create itineraries that experiential not just about the tarmac.


Market Description

Young Adults As with the older market not all young adults can be treated the same. The “Real Seeker’ or Leading Lifestyle segment of this market are also keen to get ‘under the hood’ of a destination.

They are seeking experiences that feel like they have uncovered something new about a place. This market relies heavily on their friend’s recommendations about a destination they will do this through face to face conversation or what they have seen on their friends snapchat, Instagram and to a lesser extent Facebook.

This market will travel together as a couple or groups of friends (as will the 55 plus market). This market searches and purchases everything online (mainly using their phones). They have no hesitation to book through an OTA. They will always take the least path of resistance. They respond best to video and can be convert to a purchase with the vide is inspiring. They are least likely to call into a Visitor Centre, unless that visitor centre is an experience within itself

This market is much more spontaneous in their planning and will have a much shorter lead time from dreaming about a trip to taking the trip. They are more likely to take a longer overseas trip while they will; take a number of short breaks domestically, however there is a growing market undertaking the idea of a road trip. This market will travel for events, such as music festivals or cultural events (e.g. Adelaide Fringe Festival). If a friend has recommended a destination or experience, they will not undertake as much research as their older counter parts. They do respond best to a deal and therefore do not spend as much money as the older market. This market also responds to personalised content; but relevance is everything.

They are very influenced by any influencers that they are following. This is not just about travel influencers, this is also about looking at influencers across other industry sectors, for example, a fashion blogger talks about a destination or experience, that will have a huge impact on this younger market. Of growing importance to this market is their interest is in destinations or experiences that are socially and environmentally responsible. This is a competitive advantage a region could look to capitalise on for this market.

KEY OUTTAKES • Much shorter lead times from dream to go

• They respond best to a deal and will book quickly if they are offered up as a deal and they have had a good referral from their friends

• Content, content, content, is everything if it is engaging and inspirational - followed

• Access by mobile phone is important, and they will also make booking once they are in a destination

• Create itineraries that are experiential not just about the tarmac

Visiting Friends and Relatives (VFR)

This is the ‘low hanging fruit’ for any destination. The VFR market is about engaging with the local residence and community and providing them with inspiration to invite their friends and relatives to visit. This market will also travel outside of peak periods and are more likely to have more repeat visitors. The VFR market can work well for areas that do not necessarily have a traditional tourist market, however it is about the locals sharing what they love about where they live. A VFR campaign can also drive local pride and help with generating content to be used for broader marketing.

A VFR campaign within the local communities delivered by the Council is a cost-effective way to drive visitation through non-peak periods. Access and utilising programs such as, Destination Melbourne’s Discover Your Own Back Yard would be a great way to profile local business, build civic pride, create user generated content and drive visits in off-peak periods.

KEY OUTTAKES • VFR are best implemented by local councils and can better match council’s limited budget

• Build civic pride and provide locally produced content to be used by Destination Gippsland for marketing purposes

• The local community become the advocates for the local area and use their own channels e.g. Facebook etc to share their stories about their back yard

• Support local businesses through the local community profiling business they love

• Utilise content created through a VFR campaign for the Destination Gippsland campaign. This will meet the needs and the desires of the broader the market to want to ‘live like a local’.


Market Description

Active Family Market This market already exists and is mainly travelling through school holidays. This market is very ‘kid centric’ so they are seeking things that they can do with children while they are visiting. This is an opportunity to encourage dispersal around the region while they are visiting. It is also about creating content that profiles the more active activities that the family can do while in the destination. This market is definitely rime poor, they have a lot going on in their lives therefore they will research online, and they need as much content about the family experience as they can at their fingertips. They do not want to have to visit a number of websites to fin d what they are looking for.

This market will also look to their friends for ideas and recommendations about a destination. They need to be inspired, however they also need to have practical information too. This market also looks to influencers, Mummy and Family bloggers who have ‘road tested a destination or an experience’ 70 – 80% of all travel decisions are made by the female in a group or family dynamic, understanding and meeting her needs are paramount when communicating with the family group. Easy to purchase packages and are value for money will appeal to this market. Personalise communications is also very important for this market, they need to feel heard and have their needs met. It needs to be easy for them.

Another major consideration for this market (and it is equally important for 55+ market) is the growth in intergenerational travel, that is, the extended family travelling together on a short break or holiday. Creating and offering up experiences and accommodation that cater for this

group is a major opportunity.

KEY OUTTAKES • It is all about the family needs create content that addresses those needs

• Intergenerational family travel is growing providing services and experiences

• Make it easy for this market to search for information, make it easy by providing a central online website. Create experiences and offering that demonstrates what there is for an active family to do in the destination.

The Paid, Owned and Earned Model


APPENDIX I – MARKETING DIRECTION – PROPOSED ROLES AND RESPONSIBILITIES Destination Gippsland LGAs/ STOs

• Set the strategic direction for marketing the region, including the development and implementation of all marketing activities for the destination

• Manage the brand and all content pertaining to the destination brand

• Own and manage the regional website and all destination marketing activities including working with LGAs to develop 12-month marketing plan into which each area within the region buys. Implementation of the marketing campaign

• Work closely with the LGAs to develop industry capacity building programs as well as programs to create packages, bundling and content pertaining to each campaign that DGL implements.

• Develop content strategies including bundling and packaging experiences for the different target markets for distribution through all Destination Gippsland’s channels to market

• Industry capacity and capability building to ensure that the experience offer, and service is of high quality once the visitor has arrived

• Developing and dispersal of information once the visitor is in region including easy access to booking experiences is paramount to increasing conversion and yield

• Visitor services based on market trends and demand. This means re-imagining the role of Visitor Information Centres to better service the expectations of new visitors.

Brand leadership - the focus for DGL

The most successful destinations in Australia are very effective in ensuring that the brand is at the core of all their marketing content and consistent with the positioning of the destination. The marketing effort is coordinated with clear roles and responsibilities and there is one agency appointed to assist with the rollout. Therefore, a singular focused approach to marketing co-ordinated by DGL with the local areas providing relevant content to underpin and deliver on the destination brand is required.

The adoption of the new Gippsland brand underpins the opportunity for strong and effective marketing of the compelling experiences of the destination. However, the projected growth in visitor numbers will only be achieved through a consistent and integrated approach to positioning and rollout of Gippsland’s new brand to market.

The brand will need to underpin ongoing development of marketing content and provide the framework for user generated content (UGC) to reinforce Gippsland’s positioning. It will need to be used for all content development including image, video and stories.

DGL will need to set the strategic direction for marketing the region, including the development and implementation of all marketing activities for the destination. It will need to manage the brand and all content pertaining to the destination brand, own and own and manage the regional website and all destination marketing activities across the region.

Inspiring people to visit, stay longer and become advocates of the destination is done through a range of tactical activities such as public relations, social media engagement, digital and traditional advertising and events. Getting the balance right requires identifying the right channels to reach the target market and leveraging owned channels to that market with paid or earned strategies. This will require consistent focus and leadership by DGL across the region.

One of the most difficult aspects of content marketing for DGL will be the continual development of new content – the products and experiences on offer that will attract visitors to Gippsland. This will be the role of local governments and industry operators.

Product Development – the focus for LGAs and Industry

Content is king and building the industry’s capacity to deliver experiences that meet the market’s needs is at the core of Gippsland’s success in achieving visitor growth. Product (or experience) development will provide more reasons for people to visit or return to Gippsland and to stay longer. It creates new content for digital channels such as the Visit Gippsland website, social media platforms and electronic direct mail (e-DM). It is essential to identify partnerships that facilitate the packaging of experiences and products, create opportunities for new experiences and make the conversion from interest to a booking easier for the market through accessible and interesting itineraries. This is the role of local government and industry operators.

Local government and industry will need to focus on developing content strategies including bundling and packaging experiences for the different target markets for distribution. They will need to work closely to develop new experiences, improve existing product and develop partnerships between operators that reflect the region’s experience pillars and that are attractive to the Lifestyle Leader target market. Equally, industry will need to understand the brand and how they can adopt and use it. DGL will need to work closely with the LGAs to develop industry capacity in this area. The benefits of this approach are outlined in the case study on Mudgee.


APPENDIX J – PROPOSED ALLOCATION OF RESPONSIBILITIES

Governance

The following table provides a recommended approach to the allocation of accountabilities for various functions in Gippsland across the various partners to tourism management and leadership. The intent is to provide functional clarity on who should do what, ensuring that the accountabilities are clear, and the duplication between sectors is minimised.

FUNCTION RTB LGA RTO (or LTO in some circumstances)

Regional Strategy

The RTB, in conjunction with VV and GLGN own the regional tourism strategy and report to stakeholders on its implementation, and the outcomes of implementation.

LGAs contribute to the development of the strategy, and support the RTB in its development of strategy and monitoring of the implementation of the plan. LGAs commit resources to assist the RTB in delivery, and their own resources to implement actions within the strategy.

RTOs contribute to the development of the strategy. RTOs deliver elements of the strategy assigned to them. RTO’s support industry collaboration and understanding of the strategy and its implementation framework.

Marketing The RTB owns the regional brand and positioning. All regional marketing is undertaken or led by the RTB. VV support the development of the brand and its use.

LGAs adopt the branding and marketing of the region, and work with the RTB to selectively apply elements as appropriate and directed by the RTB and the marketing plan. LGAs may have a Council branding or LGA brand which is applied differently to the marketing brand and positioning.

RTOs do not undertake regional marketing activities. RTOs apply the brand to their products and work with the RTB to implement the branding. Sub regional marketing is within the marketing strategy developed and sitting with the RTB.

Visitor Information and Servicing

The RTB takes a lead role and develops strategy for the region. The RTB collaborates across the industry and LGAs in developing the strategy and assigns accountabilities in line with the strategy. Digital visitor information is generally run by the RTB, with support from RTOs.

LGAs generally run the visitor information centres, or reach agreements with operators under a contract of services.

RTOs work with visitor information centres and LGAs to provide content and to work with operators to develop content and packages for visitors.

Product Development

The RTB takes a lead in working with LGAs and RTOs as well as industry in facilitating regionally important products and experiences.

LGAs have a regulatory approval process for many developments that should align with the strategy as much as legislation and planning frameworks permit. LGAs have an economic development agenda and generally implement their economic development strategy’s.

RTOs work with operators to continually improve their product, and provide a link and bridge back into the relevant LGA. RTOs can work with the RTB to help develop thematic products or local products where partnerships are required.

Festivals and Events

The RTB will develop a truly regional events calendar and lead its promotion aligned to the marketing strategy.

LGAs often run events directly, or permit events. Strong alignment to the RTB is critical.

RTOs can support events, or help sponsor and run events in some areas. Alignment to the regional events framework and calendar are essential.

Visitor, Product and Market Research

The RTB will work with VV and the State Government to lead industry and regional research.

The role of LGAs is to support and assist with the research implementation, and contribute priorities to the regional approach.

RTOs will generally contribute to research and may undertake some local research.

Industry Leadership

The RTB is the tourism industry leader for the region. It conducts leadership programs, supports leaders, works with the whole of industry to continue to pursue the implementation of the strategy and the development of new business opportunities, experiences and products, as well as industry capability.

LGAs support and work with their leaders and as shareholders in the RTB, promote and support it as the reginal leader for tourism in the region.

RTOs provide support and direction to local operators including linking them with Council services. RTOs help provide connection to the RTB and assist in developing content and packaging of products.


APPENDIX K – ASPIRATIONAL CASE STUDIES

Case Study: Montague Island South Coast NSW

Montague Island is one of the most popular attractions on the South Coast of NSW, 9kms off the coast of Narooma. The island is classified as a Landscape Conservation Area due to its scenic, historical and scientific significance and known as Barungaba to Yuin Aboriginal people.

For tourists, it offers one of the best wildlife experiences in the world where visitors can snorkel or dive with hundreds of fur seals in crystal-clear waters, whale watch, view nesting birds and visit a colony of little penguins - which can be seen coming ashore at dusk after feeding at sea.

Half day tours are popular, or accommodation on the island is offered in the beautifully refurbished Montague Island Lighthouse Keepers Quarters, built in 1881.

The island has twice been voted Tourism Australia’s top eco-tourism destination and gained membership of NSW Tourism’s Hall of Fame in 2008 for winning three consecutive ecotourism awards.

National Parks and Wildlife Service conducts day and overnight eco tours to the Montague Island Nature Reserve, where visitors can join a volunteer penguin research project during their stay.

Several other operators run snorkelling and diving tours with fishing tours popular as the waters are teeming with fish, including tuna, marlin and kingfish.

Narooma is five hours drive from Sydney and three hours from Canberra. Visitors can also fly from Sydney to Moruya Airport and rent a car for the short drive south. www.narooma.org.au , www.nationalparks.nsw.gov.au , www.visitnsw.com


Case Study: Koala Hospital Port Macquarie NSW

The Koala Hospital established in 1973, is swiftly becoming a popular tourist attraction for Australian and overseas guests. Primarily a hospital to treat sick and injured koalas, it is actively involved in study projects with the University Sydney, University Technology Queensland and the Australian Museum researching koala diseases.

Between 200 and 250 koalas are admitted through the Hospital annually – with up to 100,000 people visiting the centre per year. Of these visitors 40% are from overseas including Europe, UK and USA.

The centre offers:

• A training facility for schools and groups

• Free self-guided tours

• Free guided walk and talk tours daily

• Guided group tours ($5 per adult, $2.50 per child) run by volunteers

• Displays showing habitats and koalas in care.

Through their conservation foundation, the Koala Hospital runs several programs to encourage donations and assistance with planting trees for koala feed. In March 2019 the Forestry Corporation of NSW donated 25,000 koala food trees.

www.koalahospital.org.au


Case Study: South West Coast Path United Kingdom The South West Coast Path is England's longest waymarked long-distance footpath and a National Trail. It stretches for 1,014 km, running from Minehead in Somerset, along the coasts of Devon and Cornwall, to Poole Harbour in Dorset. Lonely Planet in 2012, named it one of the world’s greatest walks.

The Coast Path is enjoyed by millions of residents and visitors to the South West every year for the heritage, wildlife, geology and scenery along the way.

Most people using the Coast Path enjoy a short walk lasting half a day or less, which they can access from the beach or a nearby car park and follow a circular route. Linear routes tend to last a full day and are designed to link in with public transport options for one half of the journey. There are a growing number of themed walks to choose from as well as differing degrees of difficulty – from easy-going walks that are suitable for wheelchair users to more demanding, strenuous walks on uneven ground.

Visitors can have their bags transferred from one B&B to the next, as the path threads its way through several National Nature Reserves and Heritage Coasts, five Areas of Outstanding Natural Beauty, two World Heritage Sites, a UNESCO designated Biosphere reserve and a Geopark, as well as one National Park. There are three milestone markers along the South West Coast Path that represent a significant achievement to those that walk the length of the trail. - they also provide great photo opportunities.

The Path is run by a volunteer led Association that have been able to establish a Youth Project to encourage younger people to enjoy the path to understand the coastal environment. They are committed to ensuring the path stays in excellent condition, increased promotion and high quality information.

www.southwestcoastpath.org.uk


Case Study: Blue Derby Trails North East Tasmania The north-east of Tasmania was going through a difficult time. Traditional industries were suffering, and the labour force was leaving. Its recovery into one of Tourism Australia’s most recommended destinations for 2016 is an example of regional development in action.

Blue Derby is a network of mountain bike trails shared across the two local government areas. The trails are centred on the two rural settlements of Derby and Weldborough. Stage one, comprising 23km of trails at Derby was launched in February 2015. When completed the area offered a full 85km of trails. Building on this success, there are over 200km of further trails planned to connect mountain bikers to the seaside town of St Helens. The project made possible by the Australian Government’s Community Development Grant Programme which allocated $2.45 million. This was matched with $700,000 in funding by a partnership of local stakeholders, making it the largest mountain bike trails project in Australia.

Derby has a mix of trails catering for all skill levels and riding styles, the pristine natural environment enhances the trail experience and sets a benchmark for other destinations to aspire too, attracting approximately 30,000 visitors per year. The town of Derby has seen new businesses open, accommodation beds increase and a wave of residential and commercial real estate acquisitions. Dorset Council General Manager, Tim Watson, estimates the economic impact of mountain biking on the region is between $15 and $18 million dollars. He also states there have been 49 property sales in 18 months, or about $5 million worth of turnover.

Strava data for the first quarter of 2016 shows that the Blue Derby trails and the North South track are the most popular riding trails (amongst strava users) in Tasmania. Derby is one of the tourism icons of Tasmania.

www.ridebluederby.com.au,www.abc.net.au/news, www.rdatasmania.org.au, www.tassietrails.org


Case Study: Underwater Restaurant Norway

Built out in the sometimes-harsh waters at Spangereid in Lindesnes municipality, on Norway's southern tip – this spectacular underwater restaurant and tourist attraction opened in March 2019.

The building itself is an architectural gem. It is reminiscent of a rock formation that is rising out of the sea; almost like a kind of art installation. The award-winning architect firm, Snøhetta, has designed the spectacular building.

The underwater restaurant "Under" will definitively put Southern Norway on the dining map, both in Norway and throughout the world. And there might be stiff competition for a seat in the restaurant. "We aim to become a spearhead in order to have success in the international market. The restaurant will not only enhance Southern Norway's position; it will solidify Norway as a whole. I believe it'll be an attraction that makes that more people consider it exciting to come to Norway and combine a visit here with other things," says Ubostad one of the founders.

Under is the world's largest underwater restaurant with seating capacity for 100 guests. On normal nights it will serve 40 guests.

This wonder at Lindesnes is also the first underwater restaurant in Europe. Several research environments that are focused on the development of knowledge within marine biology are involved so as to provide guests with an enhanced experience.

https://www.visitnorway.com

https://under.no


Case Study: Luxury Wilderness Retreat Nova Scotia

Nestled in UNESCO Southwest Nova Scotia Biosphere Reserve, Trout Point Lodge offers luxury adventure travel, guided stargazing and other ecotourism vacations from its secluded location in the heart of the Tobeatic Wilderness in southwestern Nova Scotia, Canada, just 40 minutes from the Yarmouth International Ferry Terminal.

Guests savour beautiful Nova Scotia river country at the Lodge, a unique refuge offering superb outdoor recreation, outstanding cuisine, & engaging culinary experiences in a spot so wild there is no cell phone coverage. Enjoy canoeing & kayaking, expert-guided star gazing, geo-tours, forest bathing, cooking classes, an outdoor barrel sauna and wood-fired hot tub, swimming refreshing river water, hiking trails, and nature walks amidst wilderness splendour.

Every hotel room, suite, and cottage boast stunning river views. An unparalleled place for relaxation and enjoyment of the outdoors, this 5-star inn's 100 acre wooded estate borders the remote Tobeatic Wilderness Area and the scenic waters of the scenic Tusket and Napier Rivers. Guests enjoy gourmet table d'hôte meals featuring local ingredients.

Trout Point Lodge among "ten of the most innovative, sustainable travel programs around the world" National Geographic Society.

“Trout Point is an intimate, secluded resort with delectable, locally-inspired cuisine and a roster of nature-oriented activities" Montreal Gazette

https://www.troutpoint.com

APPENDIX 25

Documents

Towards 2030 Gippsland Destination Management Plan · 2019. 11. 26. · Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 3 APPENDIX A – GLOSSARY Term Meaning