DOCKLANDS TOURISM DEVELOPMENT PLAN

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1 Page 1 of 5 DOCKLANDS COORDINATION COMMITTEE REPORT DOCKLANDS TOURISM DEVELOPMENT PLAN Agenda Item April 2008 Division Commerce and Marketing Presenter Helen Hardwick, Program Manager Destination Management Purpose 1. To outline the City of Melbourne s proposed Docklands Tourism Development Plan. Recommendation from Management 2. That the Docklands Coordination Committee endorse the proposed Docklands Tourism Development Plan. Key Issues 3. Delivering on Docklands states that more than 10 million visitors each year are expected to go to Docklands by Based on 2007 estimates, that s an increase of nearly two million visitors a year. 4. The City of Melbourne has been asked to investigate the establishment of visitor information service/s at Docklands. Council s experience is that services contribute to satisfaction with a destination and assist with information and dispersal once a visitor has arrived at the destination; but the availability of services themselves does not attract visitors/tourists to a destination. 5. The City of Melbourne s proposed Docklands Tourism Development Plan will produce a four-year visitor services development plan as a key part of a broader program for attracting tourists to Docklands. 6. The City of Melbourne s Marketing program promotes Docklands as a destination to the local (Melbourne) visitor market. The focus of Council s proposed Docklands Tourism Development Plan (Attachment 1) is people in regional Victoria, across Australia and in international markets. The goal of the plan is to strengthen awareness of Docklands in these tourist markets and strengthen the reasons to travel to the destination. 7. The City of Melbourne Tourism Development Plan has three elements: research; visitor services; and information, product and business development. 8. The City of Melbourne will undertake the work outlined in the Plan in consultation with VicUrban, Tourism Victoria, Melbourne Convention and Exhibition Centre, Melbourne Convention Bureau, the tourism industry and the Docklands Chamber of Commerce.

2 Page 2 of 5 9. Tourist transport services connecting the CBD with the city s major attractions and precincts, of which Docklands is one, is a key issue. Council s Tourism branch will work with Yarra Trams and Parks Victoria to investigate the viability of improved integration of tourist transport services and their coverage of the city. Improving tourist transport services to Docklands will be a priority in this work. 10. An implementation program will be submitted to the Docklands Coordinating Committee s October 2008 meeting. Time Frame 11. The City of Melbourne s Docklands Tourism Development Plan is a four-year plan: Relation to Council Policy 12. The Tourism Development Plan has been developed with reference to the 2007/08 Place Management Plan and Council s Delivering for Docklands strategy. Consultation 13. Preliminary discussions have been held with some stakeholders. An action plan and implementation program will be developed in consultation with VicUrban, Tourism Victoria and other relevant agencies and businesses. Finance 14. $35,000 has been included in the Docklands 2008/09 budget for work outlined in the Tourism Development Plan. 15. Tourism development work in 2009/2010 and beyond will be subject to annual budget bids. Legal 16. Section 27J(d) of the City of Melbourne Act 2001 ( the Act ) provides that the functions of the Docklands Co-ordination Committee include carrying out any function in relation to the monitoring of place management services. Place management services is defined by the Act to include services relating to the marketing and promotion of the docklands area. Sustainability 17. This report proposes a plan for future work. Sustainability issues will be identified as part of the work undertaken. Background 18. The proposed City of Melbourne Tourism Development Plan will target people from outside the Melbourne metropolitan area: visitors to Melbourne and Docklands from regional Victoria, from across Australia and around the world. 19. Increasing Docklands appeal as a destination is an objective in the 2007/08 Place Management Plan and in Council s Delivering for Docklands strategy. In particular, Council is committed to increasing tourism and repeat visits to Docklands by : developing a high quality, accessible and visible network of products and information about Docklands including on-line services and visitor facilities; 2

3 Page 3 of developing themed maps, walking routes and self-guided itineraries, enabling tourists to explore Docklands heritage, public art, waterfront, urban planning and built environment; launching and implementing a signage strategy for Docklands that includes directional, street and impact gateway signage; conducting research to assess information needs in Docklands, with the view to extending current Tourism Melbourne services into Docklands; exploring, with VicUrban, using Harbour Esplanade as a possible site for a tourist information and event booking hub. Attachment: 1. Tourism Development Plan 3

4 Docklands Tourism Development Plan Goal: Increase tourist numbers to Docklands and satisfaction with the destination. Page 4 of 5 Attachment 1 Agenda Item 5.7 Docklands Coordination Committee 8 April Research: Outputs Project Scope Project Partners Timing Understand Docklands tourist market and their requirements. Output: A tourism research program that produces: - a profile of visitors to Docklands; - data to inform development of visitor information, services and infrastructure. 2. Visitor services: Maximise travel to and dispersal within Docklands. Enhance satisfaction with the destination. Output: A four-year plan and implementation program for visitor services in Docklands and /or adjoining areas. 3. Product and business development Ensure the Docklands message and reasons to visit are strategically positioned within tourist markets. Build information and product available to Annual survey of visitors to Docklands - where they come from - reason for visit - where and when visitors sourced information on Docklands - activities and spend while visiting Docklands - satisfaction with the destination, available visitor information and services. An analysis and map of - Docklands visitor attractions and hot spots - key transport modes, entry points and traffic numbers to Docklands - adjoining precincts and traffic flows: Southern Cross Station, Melbourne Convention and Exhibition Centre, Telstra Dome - connections between Docklands and Melbourne s major tourist gateways - visitor accommodation (locations and capacity). Develop a fully costed visitor services plan that incorporates: - staged extension of Council s existing visitor information services to Docklands and the development of new services - integration of Docklands visitor services within Council s expanded visitor program (information, systems and services) - building links between Docklands and Melbourne s tourist gateways eg Southern Cross Station, Melbourne Airport and Avalon Airport - improved integration of the city s tourist transport services and extended coverage to Docklands - a business plan identifying cost of proposed services and infrastructure, levels and sources of (private and public) funding - an implementation program. Benchmark Docklands appeal as a tourist destination including its strengths in - indigenous and maritime heritage - design and environmental innovation Audit the Docklands message - information available on key tourism websites, through Council s visitor services network, in maps, tourist publications and other popular channels 1. City of Melbourne - Tourism Melbourne - Marketing and Communications 2. City of Melbourne - Melbourne City Research - Tourism Melbourne Lead City of Melbourne Partners Victorian Tourism Industry Council VicUrban Yarra Trams Parks Victoria Tourism Victoria Lead City of Melbourne Partners Tourism Victoria ATEC The first annual survey was conducted in March The 2008 survey has been commissioned and will be undertaken in April the report is due in May 2008 The analysis will be complete by July The Plan will be complete by September The resulting four-year services implementation program will be submitted to the Docklands Coordinating Committee s October 2008 meeting. The benchmarking and audit will be completed by end of June The information, product and business development plan will be submitted to the August Docklands Coordinating Committee.

5 Page 5 of 5 the tourism industry. - material and information available to Tourism Victoria and Tourism Australia - material and information available to the industry eg members (inbound operators) of the Australian Tourism Export Council, professional conference organisers and day tour operators - promoting Docklands as a place to stay from which to explore Melbourne. Positioning Docklands - create text in formats suitable for popular tourist information channels (on-line podcasting, brochures, publications, maps ) - develop story ideas and itineraries for media and Tourism Australia s/tourism Victoria s on-line platforms, campaigns and Visiting Journalists program (VJP) - develop self-guided walks, itineraries available through Council s visitor services network. - Identify opportunities to utilise the annual Docklands land and water events program as a catalyst for precinct activation, awareness and the visitor experience Business development - identify opportunities for Docklands businesses to work with tour operators, the Australian Tourism Export Council (ATEC), and the conventions, groups and day tour markets - conduct tourism business development workshops - produce an industry development plan outlining cost, funding sources, partners and timing. Destination Melbourne Ltd Docklands Chamber of Commerce

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