City of Holdfast Bay Draft Tourism Plan

Transcription

1 City of Holdfast Bay Draft Tourism Plan

2 Our Vision Adelaide s premier seaside destination. Council believes that a thriving tourism industry opens our City to the world, and benefits our local economy through prospering local businesses. We recognise that successful tourism requires strategic planning, where visitor expectations must be balanced with residents and community amenity. Council will continue to provide infrastructure, facilities and services for our residents and community that can also support the City s tourism appeal, and encourage responsible environmental practices to protect and enhance our City s beautiful surroundings. In 2014, our City s foreshore and beaches will provide a range of seaside experiences for our community and visitors. These will include the quieter expanses of Seacliff, to the village atmosphere of Brighton and the popular tourism centre of Glenelg. Seaside appeal will be complemented by a variety of accommodation options, retail activity precincts, restaurants and cafes, together with historical and cultural interests, and attractions. Holdfast Bay will be more widely known for its cultural heritage and as the location of significant events in South Australia s history. Our range of events will attract both local and visiting spectators and participants. They will generate atmosphere and excitement, together with valuable media exposure. Council will seek to increase overall visitor numbers, and broaden the year round appeal of Holdfast Bay through the identification and establishment of new attractions. Council will continue to work in partnership with local tourism groups, the South Australian Tourism Commission and other strategic partners to optimise our City s exposure, and enable Holdfast Bay to seize opportunities to host appropriate events, conferences and further tourism attractions that can appeal to local, interstate and international markets. Deleted: The City of Holdfast Bay is committed to advancing as Inserted: The City of Holdfast Bay is committed to advancing as Adelaide s premier seaside destination. Council believes that a thriving tourism industry opens our City to the world, and benefits our local economy through prospering local businesses. We recognise that successful tourism requires strategic planning, where visitor expectations must be balanced with residents and community amenity. Council will continue to provide infrastructure, facilities and services for our residents and community that can also support the City s tourism appeal, and encourage responsible environmental practices to protect and enhance our City s beautiful surroundings.... [1] Formatted: Font: 14 pt, Bold, Complex Script Font: 14 pt Deleted: range from Deleted: Council believes that a thriving tourism industry opens our City to the world, and benefits our local economy through prospering local businesses. We recognise that successful tourism requires strategic planning where visitor expectations must be balanced with residents and community amenity. Council will continue to provide infrastructure, facilities and services that can support the City s tourism appeal. Deleted: to ensure it remains Adelaide s premier seaside destination 1 Our Vision Our Objectives

3 2 Our Objectives Our Strategies and Actions

4 1. Promoting Our Attractions and Activities The City of Holdfast Bay is blessed with a host of historical and contemporary attractions and activities, which together offer a unique visitor experience. Whilst more can and will be added to the mix, it is important to spread the word now about our truly beautiful location and its outstanding offerings. This can be best achieved by taking a collaborative approach and working from the ground up. If more people within our own community visit our attractions and participate in our activities they will be encouraged to bring others. Furthermore, working in partnership with the South Australian Tourism Commission will help us reach a wider audience, and communicating through the use of modern technology, including the internet, will be the most effective way to deliver our message. 1.1 WEBSITE Redesign the City of Holdfast Bay tourism website to provide an attractive visual marketing and information tool. Include Must See and Do action-driven information. Encourage use of the tourism website as a key reference in planning visits to the Council area. Increase site visits by making the tourism website more search engine friendly. 1.2 BAY DISCOVERY CENTRE Affirm the Bay Discovery Centre s position as a social history museum of significance. Develop and implement a marketing strategy to promote the Bay Discovery Centre. Give consideration to any opportunities which may lead to improved visitor services. Involve the Bay Discovery Centre in promotions and familiarisation visits (famils). Increase visitation by taking history outside to entice people into the Centre. 3 Our Attractions

5 1.3 AWARENESS OF VISITOR ATTRACTIONS Work with individuals and organisations to broaden awareness of visitor attractions, events and activities within Holdfast Bay. Links to SA Tourism Plan Strategy 1 Educate people about the significance of Holdfast Bay s history. Develop and implement a marketing strategy to promote Holdfast Bay as Adelaide s premier seaside destination. Monitor the effectiveness of, and measure the benefits derived from, the marketing strategy. Where possible, support South Australian Tourism Commission marketing initiatives, including use of the SA brand. Where possible, support the image portrayed for marketing purposes by the Jetty Road Mainstreet Management Committee, Marina Pier, Jetty Road Brighton and other areas featuring leisure, shopping and dining. Utilise a unique Council produced product as one method of promoting Holdfast Bay. Formatted: Bullets and Numbering Formatted: Indent: Before: pt, Hanging: 45.1 pt, After: pt, Space Before: 6 pt 1.4 VISITING FRIENDS AND RELATIVES Develop the Visiting Friends and Relatives (VFR) market within Holdfast Bay by actively encouraging the local community to experience visitor attractions, events and activities in their own backyard. Negotiate with operators of local visitor attractions, events and activities to obtain a special offer/discount for a Must See and Do in Your Own Backyard promotion. Promote Must See and Do in Your Own Backyard special offers/discounts to local residents. Work with the tourism industry to establish a rewards program that encourages local residents to invite their friends and relatives to stay in Holdfast Bay. Formatted: Bullets and Numbering 4 Our Attractions

6 2. Realising Our Potential The South Australian Tourism Plan recognises that despite the challenging times ahead, opportunities clearly exist for those willing to identify and embrace tourism trends, and pursue focused, cohesive goals for future growth. Within the City of Holdfast Bay Strategic Plan , Council recognises that successful tourism requires strategic planning where visitor expectations must be balanced with residents and community amenity. A well-considered, collaborative and strategic approach will bring us closer to realising our potential. 2.1 PARTNERSHIPS Build partnerships with key South Australian Government agencies and other tourism-based organisations to grow awareness of Holdfast Bay s tourism industry. Links to SA Tourism Plan Strategy 1 Work with the South Australian Tourism Commission, South Australian Tourism Industry Council, Adelaide Convention Bureau, Australian Tourism Export Council, Glenelg Tourism Forum and Jetty Road Mainstreet Management Committee to promote Holdfast Bay as Adelaide s premier seaside destination. Deleted: Tourism Authority Deleted: and 2.2 LOCAL TOURISM INDUSTRY Work with the local tourism industry to create a spirit of cooperation and shared responsibility for tourism development, promotion and management. Links to SA Tourism Plan Strategy 1 Engage with local tourism stakeholder organisations on a regular basis. Encourage local tourism operators to participate in promotions and familiarisation visits (famils). Encourage operators of visitor attractions and activities to provide information and links to update and enhance Council s tourism website. 5 Our Potential

7 2.3 QUALITY SERVICE Enhance the Holdfast Bay visitor experience through the provision of quality service and promotion of tourism attractions and activities. Links to SA Tourism Plan Strategy 12 Review the function and location of visitor information services. Investigate any opportunities which may lead to improved visitor information services, including an analysis of a combined service offering through Council s corporate structure. Facilitate participation by local tourism operators in tourism industry training and development programs. Deleted: Consider Council s role in the provision Formatted: Indent: Before: 63 pt, Hanging: 45 pt Formatted: Bullets and Numbering Deleted:. 2.4 CONFERENCES Work with conference venue operators and accommodation providers to increase the number of business events held in Glenelg. Links to SA Tourism Plan Strategy 8 Work with peak organisations including the Adelaide Convention Tourism Authority to organise familiarisation visits (famils) for key players within the conference industry. Participate on organising committees to encourage use of local conference venues and accommodation. Ensure a balanced use of, and minimal impact on the Glenelg foreshore to enable more approvals to be granted for selected corporate functions, events and activities. 2.5 ACCESS Improve access for residents and visitors to popular tourist areas within Holdfast Bay. Encourage the use of public transport and alternative modes of travel. Investigate the introduction of incentive schemes to encourage the use of key parking sites. 6 Our Potential Formatted: Outline numbered + Level: 2 + Numbering Style: 1, 2, 3, + Start at: 5 + Alignment: Left + Aligned at: 63 pt + Tab after: 108 pt + Indent at: 108 pt Formatted: Indent: Before: 63 pt Formatted: Indent: Before: 108 pt Formatted: Font: 11 pt, Not Bold, Complex Script Font: 11 pt Formatted: Indent: Hanging: 54 pt, Bulleted + Level: 1 + Aligned at: 99 pt + Tab after: 117 pt + Indent at: 117 pt, Tabs: 108 pt, List tab + Not at 117 pt Formatted: Font: 11 pt, Complex Script Font: 11 pt Formatted: Font: Century Gothic, 11 pt, Font color: Dark Red, Complex Script Font: 11 pt 3. The Importance of Our Visitors

8 3.1 INFORMATION SHARING Facilitate the sharing of knowledge and information to the tourism industry in Holdfast Bay through regular communication and industry briefings. Create and maintain a database of local tourism industry participants, including accommodation, restaurants, cafes, entertainment and leisure activity providers. Establish and use the most effective forms of communication to facilitate a consistent exchange of information including surveys and statistics. 3.2 COMMUNICATION STRATEGY Develop and implement a comprehensive communication strategy to increase awareness within the local community of the value of tourism to: Employment Economic Development Services Infrastructure Social and Cultural Events. Determine the most effective way to reach the local community, giving consideration to existing forms of communication. Consider packaging this information in various ways, not limited to editorial content in publications. Produce and distribute information clarifying the value of tourism. 7 Our Visitors

9 3.3 HOLDFAST BAY BUSINESSES Actively encourage Holdfast Bay businesses to participate in tourism related activities. Support the Events Strategy to promote a high value schedule of events. Identify and/or create tourism opportunities for businesses, including those not directly involved in tourism related activities; e.g. restaurants, cafes and retailers. Where possible, provide incentives for businesses to participate. Encourage businesses to make available and promote incentives for customers when tourist activities are staged. Deleted: In conjunction with Deleted: e Deleted: s Deleted:, Deleted: well planned 8 Our Visitors 4. Our Commitment to Tourism Deleted: The City of Holdfast Bay is committed to remaining Adelaide s premier seaside destination.

10 4.1 ENVIRONMENTAL PRACTICES Improve environmental practices within the local tourism industry to reduce emissions, energy and water use. Encourage education, training and implementation of best practice to reduce emissions and the use of resources. 4.2 GAPS IN VISITOR ATTRACTIONS Identify gaps in Holdfast Bay s visitor attractions and experiences and work with the South Australian Tourism Commission business development team to fill those gaps. Links to SA Tourism Plan Strategy 3 Formatted: Indent: Before: 63 pt, Hanging: 45 pt, Tabs: 108 pt, List tab + Not at 81 pt Formatted: Bullets and Numbering Formatted: Font: 11 pt, Complex Script Font: 11 pt Undertake a gap analysis to compare the existing tourism product with visitor expectations and clarify any key deficiencies. In partnership with the South Australian Tourism Commission business development team, communicate with land owners, investors and developers to encourage the development of world-class visitor experiences in Holdfast Bay and procure new investment for Holdfast Bay with an emphasis on design and sustainability. 4.3 DEVELOPING NEW PRODUCTS Deleted: 2 Create an enabling environment to assist interested parties prepared to invest in developing new products and recreational activities. Links to SA Tourism Plan Strategy 5 Adopt a clear strategy to prioritise events and recreational activities, ensuring compliance, as well as maintaining appropriate standards. 9 Our Commitment

11 Encourage and consider new products for the foreshore areas to increase the quantity and quality of visitor experiences. Identify any planning and/or policy impediments to sustainable tourism development and recommend changes if considered necessary. Formatted: Bullets and Numbering 4.4 DESTINATION MANAGEMENT Work with destination management groups and inbound tour operators to develop the visitor experience. Links to SA Tourism Plan Strategy 7 Deleted: 3 Investigate and consider opportunities to encourage dedicated visitation by: o airline passengers o cruise ship passengers o coachline passengers o tram travellers o business event visitors. 4.5 EXTERNAL FUNDING Seek external funding as a revenue base for tourism projects. Deleted: 4 Formatted: Indent: Before: 99 pt, First line: 9 pt Identify projects and events which require external funding. Prepare and lodge submissions for Government grants, and investigate alternative forms of funding. 4.6 INFRASTRUCTURE Utilise core Council resources to improve our infrastructure. Links to SA Tourism Plan Strategy 3 Deleted: 5 Deleted: visitor Identify and rectify deficiencies with infrastructure for our residents and community, which are also likely to impact adversely on tourism and events. Align the provision of infrastructure with tourism whenever possible (e.g. Coast Park). Define a strategy for upgrading of directional, interpretive and tourism signage, including implementation of meaningful tourism signage policies. Consider opportunities aimed at reducing litter due to increased activities, seasonal factors, litter hotspots and traffic volumes. Facilitate the upgrade and maintenance of public amenities. 10 Our Commitment Formatted: Font: Complex Script Font: Times New Roman Formatted: Bullets and Numbering Formatted: Font: Complex Script Font: Times New Roman Formatted: Font: Complex Script Font: Times New Roman 5. Identifying Our Experience Seekers

12 5.1 TARGET MARKET Identify our target market, understand their primary motivation and respond to their needs. Access data through surveys and research from organisations such as the Australian Bureau of Statistics and Tourism Research Australia. Build a clear visitor profile for tourism planning and marketing purposes. Deleted: from Deleted: including, but not limited to, 5.2 STATISTICS Work with the South Australian Tourism Commission and the local tourism industry to source consistent and accurate visitor statistics to facilitate ongoing analysis, tracking and evaluation. Ensure that regularly updated statistics are provided. Identify trends and consider appropriate actions in future tourism planning. 5.3 RELATIONSHIPS Build relationships with comparable destinations to share knowledge and obtain access to research. Identify destinations with similar characteristics. Establish contact with the appropriate representatives of comparable destinations for the purposes of obtaining and providing tourism related information. Implement a structured approach to the sharing of this information. 11 Our Knowledge

13 Page 2: [1] Inserted basto 22/03/ :40 PM The City of Holdfast Bay is committed to advancing as Adelaide s premier seaside destination. Council believes that a thriving tourism industry opens our City to the world, and benefits our local economy through prospering local businesses. We recognise that successful tourism requires strategic planning, where visitor expectations must be balanced with residents and community amenity. Council will continue to provide infrastructure, facilities and services for our residents and community that can also support the City s tourism appeal, and encourage responsible environmental practices to protect and enhance our City s beautiful surroundings.