The Clarence Valley a tourism destination on the move

Transcription

1 The Clarence Valley a tourism destination on the move Tourism Futures Conference Destination Management Workshop Presentation by Jenny Massie, Manager Clarence River Tourism

2 Presentation Tourism industry in the Clarence Valley Clarence River Tourism - organisation, role, structure and funding 30 year partnership between Clarence River Tourism and local government New Destination Management Framework Visitor Servicing Destination Marketing Destination Development

3 The Clarence Valley The Clarence Valley is located between Coffs Harbour and Ballina in northern NSW. The Clarence Valley covers 10,440 sq km Approx 51% of the Northern Rivers region of NSW. Population of 50,143 Clarence River 400 kms long with 100 river islands Longest stretch of undeveloped Coastline in NSW Australia's first surfing reserve at Angourie

4 Tourism in the Clarence Valley Economic value of tourism to Clarence Valley $239.4 million Traditional industries estimated value to the Clarence Valley local economy each year: Sugar cane 103 million Commercial fishing 27 million Beef, dairying /farming 30 million Timber production 27.5 million $ million

5 Growth in domestic tourism ,000 domestic visitors ,000 domestic visitors (3-4 year average Tourism Research Australia) June % increase in occupancy rates for hotels, motels and serviced apartments with 5 or more rooms million visitor nights million visitor nights million visitor nights (3-4 year average Tourism Research Australia) 1.7% increase in site occupancy rate for caravan parks

6 Tourism Industry in the Clarence 1,134 tourism and related businesses in the Clarence Valley (Tourism Research Australia) 72% are micro businesses with less than 5 employees Employment - 8% in accommodation and food services (ABS Census 2006)

7 Tourism industry in the Clarence Accommodation Sector Yamba is the principal holiday destination in the Clarence Valley 32 Motels 26 self contained units 25 Caravan Parks 15 B & Bs 7 Farm stays 1 Resort 14 Real Estate Agents 693 holiday properties The city of Grafton is the commercial hub of the Clarence

8 Clarence River Tourism Clarence River Tourism is a non profit incorporated association A Board 10 voluntary directors Clarence River Tourism is unique in NSW Operated effectively for more than 30 years over multiple Local Government Areas The members are every commercial business in the Clarence Valley

9 Clarence River Tourism Constitutional Objectives Provide quality tourism information Increase tourism yield Increase community awareness and appreciation of tourism Collaboratively and cooperatively to market the Clarence Valley Contribute to the development of a sustainable tourism industry

10 Vision Clarence River Tourism Clarence River Tourism is the peak tourism organisation of a vibrant, dynamic tourism industry that is socially, environmentally and economically sustainable benefiting the Clarence Valley community.

11 Clarence River Tourism Mission Clarence River Tourism will lead, promote and support in collaborative and cooperative partnerships, the growth of a sustainable tourism industry by providing: Quality visitor information services and managing professional accredited Visitor Information Centres Effective destination marketing and promotion Destination development including product development and tourism industry support services Strategic alliances

12 Clarence River Tourism Funding Clarence Valley Council approx 53% (per capita rate from general rates) Industry approx 33% (commercial differential rate levy by industry / business) CRT approx 14% (commercial activities including retail & coop marketing) Key Responsibilities Visitor Information Services Destination Marketing Destination Development Corporate Services

13 Clarence River Tourism

14 Summary of Achievements Awards 2005 and 2007 NSW Tourism Award 2008 Rod Murdoch Award 2008 National Trust Heritage Award First strategic plan Developed new branding destination brand for the Clarence Consistently and continuously marketing the destination - $0 Successfully lobbied Council for a 20% increase in funding Launched a new website Developed a flexible service delivery model for visitor servicing New Destination Management Framework

15 Destination Management Framework Why? Council commissioned a consultant to undertake a Clarence Valley Tourism Review and Needs Analysis in 2006 The report identified: a number of issues and challenges facing tourism 3 key areas: visitor servicing, destination marketing and destination development

16 Destination management framework Process There were very strong objections to the recommendations in the report by the Board, the tourism industry and the local community. Clarence River Tourism developed a partnership model as an alternative solution. Put the model to industry and received widespread support Lobbied for 8 months - assisted by TNSW sat down with Council to develop the Destination Management Framework - adopted by Council in Nov 2007

17 Destination management framework Partnership for delivery of tourism services Visitor servicing CRT Destination Marketing CRT Destination Development shared Communication Strategy both partners Reporting requirements both partners Partnership agreement - MOU Destination Development Product development - shared Industry development CRT Industry support services CRT Infrastructure development Council Investment facilitation - Council

18 Visitor Information Services Level 1 Accreditation 145,202 through both centres in average 400 per day 17.6% increase in visitor numbers 75,296 visitors through the Clarence River Visitor Information Centre at Grafton for 07 69,906 visitors through the Clarence Coast Visitor Information Centre at Maclean for 07 Information Outlets Yamba Iluka Maclean Brooms Head Minnie Water Wooli

19 Destination Marketing & Promotion Cooperative Campaign Participated in a $3.4 million campaign with Tourism NSW and Northern Rivers Tourism Result Massive growth in use of website PR Clarence River Tourism generated TV coverage worth $1.6 million watched by 5.5 million Australians Print media worth $305,000 read by 2.9 million Australians Domestic nights up from million to million

20 Website is providing information to an average to 317 on-line customers per day Averaging 10,000 unique visits per month Website growth Launched new website in June 2006 Comprehensive - over 200 pages with every tourism operator listed July to Dec 06 5,500 hits July to Dec ,000 hits Jan to March 07 28,327 hits Jan to March ,225 hits Average 230 hits per hour

21 Clarence River Way - Council Major regional destination development programme Touring routes marine & land Product development Marine Infrastructure Private investment attraction Regional linkages and partnerships Draft for release Sept 08 Supported by funding from the Australian Government under the Australian Tourism Development Programme, NSW Dept of State & Regional Development and Clarence Valley Council

22 Product Development - CRT Grafton Heritage Trail Project The objectives Help preserve our heritage buildings by raising awareness of the value of the heritage architecture in Grafton Link both sides of the Clarence river in Grafton in a heritage trail Add to the cultural tourism experiences on offer in the Clarence Valley by providing a quality heritage trail for Grafton Protect the environment by producing a durable re-usable product.

23 Grafton Heritage Trail Partnership The Grafton Heritage Tail project was a partnership between the Grafton CED program, Clarence River Tourism and Clarence Valley Council. Outcome Clarence River Tourism produced Australia s first re-usable and recyclable tourism booklet for the Grafton Heritage Trail Project. Very innovative product designed as a flip deck of individual cards. Award The Grafton Heritage Trail won a National Trust Heritage Award in April 2008.

24 Investment attraction - Council Targeted Clarence Valley investment attraction program Positioning statement Clarence Valley has all the right moves Market research Clarence investment gateway Relocation assist package Investment attraction collateral Investment ready council environment

25 Tailored marketing and media campaign (in-flight, business, lifestyle and financial publications) Clarence Valley specific as market not looking for generic regional material call to action direct to council

26 Growing a successful partnership Key Factors Stable and financially viable organisations Strong support from industry, business sectors and stakeholders Community involvement Robust debate Innovative solutions Culture that accepts change - constantly evolves in response to changing environments Clearly defined roles and responsibilities Invite elected Councillors and senior staff to industry functions and brow beat them about the value of tourism. Put the fun back into tourism

27 Thank you