Campaspe and Murray Shires infrastructure gap analysis report

Transcription

1 Southern Cross University Southern Cross Business School 2008 Campaspe and Murray Shires infrastructure gap analysis report Nadine E. White Southern Cross University Jeremy Buultjens Southern Cross University Rose Wright Southern Cross University Meredith Lawrence Publication details White, NE, Buultjens, J, Wright, R & Lawrence M 2008, Infrastructure gap analysis: Campaspe and Murray Shires, report to Australian Regional Tourism Research Centre, Lismore, NSW. Report available online at: index.php?option=com_jentlacontent&view=enhanced&id=498807&itemid=3241 epublications@scu is an electronic repository administered by Southern Cross University Library. Its goal is to capture and preserve the intellectual output of Southern Cross University authors and researchers, and to increase visibility and impact through open access to researchers around the world. For further information please contact epubs@scu.edu.au.

2 Campaspe and Murray Shires Infrastructure Gap Analysis Report Developed by for the Shire of Campaspe, Murray Shire and Tourism Victoria January 2008

3 Authors: Nadine White, Jeremy Buultjens, Rose Wright, Meredith Lawrence Copyright,, Tourism Victoria, Shire of Campaspe, Murray Shire, This work is copyright. Apart from any use as permitted under the Copyright Act 1968, no part may be reproduced by any process without prior written permission from Australian Regional Tourism Research Centre, Tourism Victoria, the Shire of Campaspe and Murray Shire. Requests and inquiries concerning reproduction and rights should be addressed to:, School of Tourism and Hospitality Management, Southern Cross University, PO Box 157, Lismore NSW 2480, Australia. Disclaimer: Neither the nor any employee or research associate takes responsibility in any way whatsoever to any person or organisation (other than that for which this report has been prepared) in respect of the information set out in the report, including any errors or omissions. In the course of this report, projections may have been prepared on the basis of assumptions and methodologies that have been described in the report. It is possible that some of the assumptions underlying the projections may change. Nevertheless, the professional judgement of the employees and research associates of the have been applied in making these assumptions, such that they constitute an understandable basis for estimates and projections, Beyond this, to the extent that the assumptions do not materialise, the estimates and projections may vary. School of Tourism and Hospitality Management Southern Cross University PO Box 157 Lismore NSW 2480 Telephone: (02) Facsimile: (02) Web: Further information The ARTRC is a partnership between the Sustainable Tourism Cooperative Research Centre (ST CRC) and Southern Cross University (SCU). The Centre was formed to undertake research and extension activities to assist in the growth of tourism industries which would contribute to sustainable communities in regional Australia. Since its inception, the Centre has undertaken numerous projects, produced various occasional papers as well as industry-relevant kits. 2

4 Acronyms used in this report: ARTRC DPCD IVS LTA NVS Parks Vic RTA ST CRC STMB TA TAC TGR TRA TVIC VIC Department of Planning and Community Development International Visitors Survey Local Tourism Association National Visitors Survey Parks Victoria Regional Tourism Association Sustainable Tourism Cooperative Research Centre Sustainable Tourism Management Board Tourism Australia Tourism Advisory Committee Traveller Generating Region Tourism Research Australia Tourism Victoria Visitor Information Centre 3

5 Contents Page 1.0 Introduction Project purpose Literature review Central Murray Tourism Region and Murray Tourism Region profiles Central Murray Tourism Region, Victoria The Murray Tourism Region, NSW Echuca-Moama visitor profile Tourism in similar and adjoining destinations Visitor Information Centres Situational analysis Identification of infrastructure gaps Conclusion Reference list Appendices 42 Campaspe and Murray Shires Tourism Infrastructure Database Infrastructure Gap Analysis Tool Overview of Sustainable Tourism CRC Tool-Kits Suggestions for Achieving Infrastructure Gap Recommendations 4

6 LIST OF TABLES Table 1 Australia top 10 activities by International Travellers, Jan 2005 to Dec Page Table 2 International visitation to the Murray Tourism Region, Victoria, Table 3 Domestic overnight visitation to the Central Murray Tourism Region, Victoria, Table 4 Central Murray Victoria: Domestic Vis Nights by age, year to Sept Table 5 Domestic Overnight Visitors, Central Murray, Top 10 Activities year to Sept Table 6 Domestic Overnight, Length of stay, Echuca, year to Sept Table 7 Daytrip Visitors, Central Murray, Top 10 Activities year to Sept Table 8 International visitation to the Murray Tourism Region, NSW, Table 9 Domestic overnight visitation to the Murray Tourism Region, NSW, Table 10 Murray NSW: International Visitor Nights by age, year to Sept Table 11 Murray NSW: International Visitor Nights by country of origin, year to Sept Table 12 The Murray NSW Domestic Visitor Nights, Age groups, year to Sept Table 13 Domestic Overnight Visitors, The Murray NSW, Top 10 Activities year to Sept Table 14 Day trip visitors, The Murray NSW Top 10 Activities year to Sept Table 15 What do the visitors to Echuca Moama expect? 20 Table 16 Domestic Visitor nights by tourism region, Year to end of September Table 17 Accommodation in Shire of Campaspe and Murray Shire 28 Table 18 Food outlets in the Shire of Campaspe and Murray Shire 30 LIST OF FIGURES Figure 1: Location of the Central Murray and Murray Tourism Regions 9 (Source ABS 2008) Figure 2: International Visitor Purpose of Visit, Murray Tourism Region, (Source: TRA 2008) 5

7 1.0 Introduction This document constitutes the report for an Infrastructure Gap Analysis for Campaspe Shire together with the Murray Shire Council and Tourism Victoria prepared by the (ARTRC). The ARTRC has prepared an analysis and tool kit which aims to meet the requirements of the two Shires and Tourism Victoria. This report should be used in conjunction with the database (Appendix 1) and toolkit (Appendix 2). 2.0 Project Purpose The purpose of the Infrastructure Gap Analysis is: To identify and provide a current listing of tourism product across both Campaspe and Murray Shires To identify gaps in current tourism product and recommend product development opportunities and investment attraction tools To provide an Infrastructure Gap Analysis tool (or template) for use in other destinations 6

8 3.0 Literature review Tourism makes a substantial contribution to the economies of rural and regional Australia. Direct expenditure by domestic and international visitors in rural and regional Australia in the year to September 2005 amounted to $30 billion (Collins, 2005). In Victoria, regional visitation expenditure amounted to approximately $5.3 billion or 42.5% of all Victorian visitor expenditure (Collins, 2005). Total expenditure by domestic day visitors in regional Victoria was $1.7 billion in year to September, 2005, total expenditure by domestic overnight visitors was $3.3 billion and total expenditure by international visitors was $0.2 billion (Collins, 2005). In NSW, regional visitation expenditure amounted to approximately $9.9 billion or 49.7% of all NSW visitor expenditure (Collins, 2005). Total expenditure by domestic day visitors in regional NSW was $2.5 billion in the year to September, 2005, total expenditure by domestic overnight visitors was $6.9 billion and total expenditure by international visitors was $0.5 billion (Collins, 2005). During the year to September, 2005, there were domestic and international visitors in Australia. These visitors accounted for visitor nights spent in Australian cities and regions. International visitors constituted approximately 32% of all visitor nights. Total visitor nights spent in regional Australia constituted approximately 51% of all visitor nights. In the year to September, 2005, approximately international visitor nights were spent in regional Victoria (approximately 14% of all international visitor nights spent in that state). In addition, approximately domestic visitor nights were spent in regional Victoria (approximately 65% of all domestic visitor nights spent in Victoria). In the same year approximately international visitor nights were spent in regional NSW (approximately 16% of all international visitor nights spent in NSW). In addition, approximately domestic visitor nights were spent in regional NSW (approximately 76% of all domestic visitor nights spent in NSW (Collins, 2005). The most popular activities undertaken in Australia by international travellers over the two year period of 2005 to 2006 are shown in Table 1. 7

9 Table 1: Australia top 10 activities by International Travellers, Jan 2005 to Dec 2006 Rank Activity 1 Eat out 2 Shopping for pleasure 3 Go to the beach 4 Go to markets 5 Visit national/ state parks 6 Pubs, clubs, discos, etc. 7 Visit wildlife parks/zoos/aquariums 8 Visit botanical or other public gardens 9 Charter boat/ cruise/ ferry 10 Visit history/ heritage buildings, sites or monuments (Source, TRA 2008) For the year ending September 2007, total domestic travel expenditure was up 9% ($58 billion) compared to the previous year, with total day trip travel up 13% ($14 billion) and total overnight leisure travel up 7% ($34 billion) (TRA, 2008). For total Australian domestic overnight expenditure in 2006, most expenditure was on food and drink (27%), then accommodation (22%), then airfares (12%), shopping (12%) and fuel (11%) (TRA 2008). For total Australian daytrip expenditure in 2006, most expenditure was on shopping (30%) then food and drink (29%), then fuel (26%) (TRA 2008). Of all touring by car trips, 41% of travellers visited New South Wales, 29% visited Queensland and 24% visited Victoria. The average touring by car traveller is more likely to be 25 to 39 years (24%), 50 to 59 years (21%), 60 to 69 years (17%) (TRA 2008). 8

10 3.1 Central Murray Tourism Region and Murray Tourism Region profiles The Shire of Campaspe lies within the Central Murray Tourism Region of Victoria, and Murray Shire lies within the Murray Tourism Region in NSW (see Figure 1). The official tourism regions in Australia are based on the Australian Bureau of Statistics Tourism Concordance Maps, ASGC 2005 edition, relating to tourism surveys conducted during the 2006 calendar year (ABS, 2008). Figure 1: 2008) Location of the Murray and Central Murray Tourism Regions (Source ABS 9

11 A review of the profiles of international, domestic and daytrip visitors to these regions for the 12 months to the end of September 2007 follows. Unfortunately, the sample sizes of tourism visitation data for the Campaspe and Murray Shires provided by Tourism Research Australia (TRA) are too small to accurately reflect a valid assessment of tourism to the Shires. This indicates a need for visitor surveys to be conducted within Campaspe and Murray Shire boundaries, to attain data that reflects the nature of tourist visitation specific to the two Shires. The recent Echuca-Moama Visitor Profile and Satisfaction Report conducted by Tourism Research Australia (TRA, 2007) is a significant contribution to this data collection and analysis and is outlined in section 3.1.3, however the ARTRC recommends broader research across other regions in the two Shires Central Murray Tourism Region, Victoria: International visitation to the Murray Tourism Region of Victoria (including the Mallee, Murray East, Goulburn and Central Murray tourism regions) for the 2006 calendar year is outlined in Table 2. Table 2: International visitation to the Murray Tourism Region, Victoria, 2006 Total expenditure $25 million Total visitors Total visitor nights Average expenditure per visitor $530 Average expenditure per night $34 Average length of stay (Data sourced from TRA 2008b) 16 nights Domestic overnight visitor expenditure in the Central Murray Tourism region for 2006 (excluding airfares and long distance transport costs) is outlined in Table 3. Table 3: Domestic overnight visitation to the Central Murray Tourism Region, Victoria, 2006 Total expenditure $250 million Total visitors Total visitor nights Average expenditure per visitor $325 Average expenditure per night $111 Average length of stay (Data sourced from TRA 2008d) 3 nights 10

12 The following analysis of visitation to the Central Murray Region for the year ending September 2007 has been assessed from data sourced from Tourism Research Australia (2008). The sample for international visitation is too small to be rigorous (sample size = 110), however is included in this report for information purposes. Total international visitor nights for the year was The year old demographic group was the largest group with nearly visitor nights, followed by the 50 to 54 year old age group with visitor nights. The top countries of origin were New Zealand with visitor nights, United Kingdom: visitor nights, Germany: visitor nights, and Other Europe: visitor nights. Visitor activity statistics are only available for visitors whole trip, not by region. The sample for domestic overnight visitation is large (sample size = 341) allowing for rigorous analysis of data. Visitor nights totaled , with 34% of visitor nights in the first quarter of Visitor age groups are outlined in Table 4. Table 4: Central Murray Victoria: Domestic Visitor Nights by age, year to Sept 2007 Age Visitor Nights (000) years years years years years years years years years years years years or over The top visitor activity was eating out at restaurants, with nearly visitor nights (see Table 5 for top 10 activities) 11

13 Table 5: Domestic Overnight Visitors, Central Murray, Top 10 Activities year to Sept 2007 All destination activities Visitor nights (000) Eat out at restaurants Pubs clubs discos etc Visit friends and relatives General sight seeing Go shopping (pleasure) Water activities or sports 282 Go fishing Go on a daytrip to another place Exercise, gym or swimming at a local pool, river or creek 218 Visit history, heritage buildings sites or monuments In analysing the Traveller Generating Regions (visitors region of origin), Victorian residents overwhelmingly made up the majority with more than visitor nights, then from NSW, from South Australia, from the A.C.T. and from Western Australia. Of the 341 people sampled within the Central Murray Tourism Region by the NVS domestic visitor nights survey, year ending September 2007, 183 were from Echuca, and 42 from the rest of the Shire of Campaspe (22 Rochester, 11 Kyabram and 9 in the South). The other 120 were from Moira. This extrapolates to visitor nights in Echuca and nights in the rest of the Campaspe Shire ( in Rochester, in Kyabram, and in the South). Of the total sample, 105 respondents (31%) spent two nights in the Shire, with the next largest category being 4 to 7 nights, with 80 (23%) respondents. This extrapolates to visitor nights for stays of 4 to 7 nights, and visitor nights for stays of two nights in the Shire of Campaspe. The sample of people who visited Echuca in the domestic visitor nights survey as part of the NVS, is large enough (sample size = 183) to extrapolate further data for the town: visitor nights for a stay of two nights; and visitor nights for a stay of 4 to 7 nights (see Table 6 for complete list). In comparing rolling annual surveys for Echuca for years ending September, visited in 2003, in 2004, in 2005, in 2006 and for This indicates a downward trend in total domestic visitor nights for Echuca from 2005 onwards. 12

14 Table 6: Domestic Overnight, Length of stay, Echuca, year to Sept 2007 Length of stay Vis nights (000) 1 night nights nights to 7 nights to 14 nights to 21 nights or more nights 33.6 Total The sample for daytrip visitation is too small to be rigorous (sample size = 101), however is included in this report for information purposes. Total daytrip visitation for the year was visitors. The largest three age groups were 15 to 19, 65 to 69 and 40 to 44 with around for each age group. The next largest age groups were 70-74, at each. The Traveler Generating Regions consisted of from Victoria, and from NSW. The top activity was Visiting Friends and Relatives ( ), followed by eating out at restaurants ( ). See Table 7 for the top 10 day trip activities Table 7: Daytrip Visitors, Central Murray, Top 10 Activities year to Sept 2007 Day trip activities Day trips (000) Visit friends and relatives Eat out at restaurants General sight seeing Pubs clubs discos etc Go shopping (pleasure) None of these Other 32.4 Attend an organised sporting event 29.2 Play other sports 26.7 Picnics or BBQs

15 3.1.2 The Murray Tourism Region, NSW International visitation to the Murray Tourism Region of NSW for the 2006 calendar year is outlined in Table 8. Table 8: International visitation to the Murray Tourism Region, NSW, 2006 Total expenditure $13 million Total visitors Total visitor nights Average expenditure per visitor $541 Average expenditure per night $86 Average length of stay (Data sourced from TRA 2008a) 6 nights Domestic overnight visitor expenditure in the Central Murray Tourism region for 2006 (excluding airfares and long distance transport costs) is outlined in Table 9. Table 9: Domestic overnight visitation to the Murray Tourism Region, NSW, 2006 Total expenditure $301 million Total visitors Total visitor nights Average expenditure per visitor $315 Average expenditure per night $111 Average length of stay (Data sourced from TRA 2008c) 3 nights The following analysis of visitation to the Murray Region for the year ending September 2007 is assessed from data sourced from Tourism Research Australia (2008). The sample for international visitation is large (sample size = 179) allowing analysis to be rigorous. Total international visitor nights for the year was The 35 to 39 year old demographic group was the largest group with visitor nights, followed by the 60 to 64 year old age group with visitor nights, and the 20 to 24 year old age group with visitor nights (See Table 10 for complete list). 14

16 Table 10: Murray NSW: International Visitor Nights by age, year to Sept 2007 Age group Visitor nights 35 to to to to to to to to to to and over to Total The top countries of origin were United States, New Zealand and United Kingdom (see Table 11 for complete list). Visitor activity statistics are only available for visitors whole trip, not by region. Table 11: Murray NSW: International Visitor Nights by country of origin, year to Sept 2007 Country of Origin Visitor nights Other Countries USA New Zealand United Kingdom Other Europe Germany 9408 Canada 8460 Japan 4975 Thailand 1368 Singapore 1217 Hong Kong 830 Other Asia 560 Taiwan 419 Korea

17 Indonesia 229 Malaysia 217 China 0 Total Additional information can be gleaned from Tourism Research Australia s International Regional Profile for the Murray Tourism Region for the years (TRA 2008). The average annual number of international visitors to the Murray Region for a holiday (12 391) was twice as many as for those visiting friends and relatives (VFR) (6036). However, those visiting friends and relatives accounted for almost double the number of visitor nights (60 758) than those visiting for a holiday ( nights). It is noteworthy that the VFR market made up 27% of all international visitors and 46% of all international visitor nights to the region. This profile included non-leisure visit purpose (refer Figure 2). Unfortunately TRA did not produce a profile for the Central Murray Tourism Region Per cent Visitors Visitor Nights Holiday VFR Business Education Employment Purpose of visit Figure 2: International Visitor Purpose of Visit, Murray Tourism Region, (Source: TRA 2008) The following analysis of domestic visitation to the Murray Region of NSW for the year ending September 2007has been assessed from data sourced from Tourism Research Australia (2008). The sample for domestic overnight visitation is large (sample size = 423) allowing analysis to be rigorous. Visitor nights totaled , with 34% of visitor nights in the first quarter of The 40 to 44, 45 to 49 and 65 to 69 year old demographic groups were the largest with around visitor nights for each group (See Table 12 for complete list). 16

18 Table 12: The Murray NSW Domestic Visitor Nights, Age groups, year to Sept 2007 Age Visitor nights (000) years years years years years years years years years years years years or over 250 Total 2490 The top visitor activity was eating out at restaurants, with visitor nights (see Table 13 for top 10 activities) Table 13: Domestic Overnight Visitors, Murray NSW, Top 10 Activities, year to Sept 2007 All destination activities Visitor nights (000) Eat out at restaurants Visit friends and relatives Pubs clubs discos etc 929 General sight seeing 700 Go shopping (pleasure) 619 Picnics or BBQs 276 Play golf 269 Go fishing 241 Go on a daytrip to another place 224 Bushwalking or rainforest walks (2000 onwards) 216 Traveler Generating Regions were: from Victoria; from NSW; from the ACT; and from South Australia. 17

19 The sample for daytrip visitation is too small to be rigorous (sample size = 117), however is included in this report for information purposes. Total daytrip visitation for the year was visitors. The largest age group was 40 to 44 years old with day trippers. The next largest age groups were 45 to 49, 70 to 74, and 55 to 59 with each. The Traveler Generating Regions consisted of from Victoria, from NSW and 4400 for the ACT. The top activity was eating out at restaurants ( ), followed by Visiting Friends and Relatives ( ). See Table 14 for the top 10 day trip activities Table 14: Day trip visitors, The Murray NSW Top 10 Activities year to Sept 2007 Day trip activities Day trips (000) Eat out at restaurants 243 Visit friends and relatives 221 Go shopping (pleasure) 196 None of these 195 Pubs clubs discos etc 89 General sight seeing 79 Play other sports 66 Attend an organised sporting event 39 Visit museums or art galleries 26 Other outdoor activities (for example horse riding, rock climbing, bungee jumping, four wheel driving, etc.) 18 18

20 3.1.3 Echuca-Moama visitor profile Echuca and Moama are towns on the Murray River approximately 200 kms north of Melbourne. The world s largest fleet of paddle-steamers is based at Echuca-Moama (Junor, 2006) and is arguably one of the central attractions along with the Port of Echuca precinct and the Murray River (TRA, 2007). However visitors can enjoy many other activities including boating, golf, water skiing, bowls, and shopping. The destination is divided by a state boundary and is absorbed into the two larger Tourism Regions for which Tourism Research Data is available, therefore data on visitation is difficult to acquire. The recent Echuca-Moama Visitor Profile and Satisfaction Report by Tourism Research Australia (TRA, 2007) reported on surveys conducted on a sample of 221 people who visited Echuca-Moama during June 2006 as part of the National Destination Visitor Survey Program. From this survey the following visitor profile was defined: Overnight visitors constituted 86% of respondents and day trippers constituted 14%, with approximately 80% being repeat visitors. The visitors were not identified as international or domestic, instead measured as from Melbourne (49%), rest of Victoria (31%) and outside Victoria (20%). Visit purpose was identified mainly as holiday/leisure (67%) and visiting friends and relatives (26%) and Echuca-Moama was most likely to be the primary trip destination. Visitors overwhelmingly used private transport/own vehicle and most likely travelled with their spouse/partner. Average length of stay was identified as 2.3 nights, and 25% of visitors also stayed overnight at another destination. Hotels and motels below four stars constituted the main accommodation for 27% of visitors and caravan parks/commercial camping grounds for 23% of visitors. The average daily expenditure was $ More visitors passed through the Victorian town of Rochester (27%) on their way to Echuca- Moama than any other town however fewer visitors returned via Rochester. Additionally the majority of visitors passed through Rochester without stopping (76%). Interestingly, visitors to Echuca were equally likely to stop during the day (43%) or stay more than one night (46%). However, just 11% were staying for one night only. A visitor s decision to visit Echuca-Moama was typically made between 2 weeks and 3 months prior to departing on their trip, and 76% of visitors did not consider an alternate destination. Most visitors (60%) said that they would most likely make a return visit within the following year. Table 15 lists the expectations of visitors to Echuca-Moama. 19

21 Table 15: What do the visitors to Echuca Moama expect? Visitor Expectation Percentage of visitors Relaxation and rejuvenation 85 % A place to spend quality time with partner/family/friends 83 % To experience the Murray River 78 % An opportunity to tour around and explore 73% An opportunity to experience our Nation s/australia s history 61% A chance to discover or learn something new 54% (Source, TRA 2007) The landmarks of the Port of Echuca and the Murray River were found to be the key reasons for visiting Echuca-Moama. Few visitors cited Echuca-Moama as being part of the The Murray River Touring Route, and TRA argues that this supports the finding that Echuca-Moama was the sole destination of their trip for most visitors. The key activities undertaken by visitors were Just walk or drive around/general sightseeing (78%), Eat out at a hotel/restaurant/clubs (73%), and Go shopping (pleasure) (61%). For day trippers, local food and wine is also a significant factor in the decision to visit. Visitor satisfaction was also measured in the study, and indicated that 85% of visitors were satisfied with their visit overall, with 55% expressing strong satisfaction. The Murray River and Port of Echuca achieved high levels of importance and satisfaction and local attractions and atmosphere also received high satisfaction ratings. According to TRA (2007) no experiences failed to meet visitors expectations, however key areas of improvement were found to be public amenities and signage. Golf courses, tours, local transport, local wineries, and entertainment/nightlife were identified as areas of relatively low importance to visitors. However, further assessment of the data provided by the consultants report indicated 4% were dissatisfied with golf courses, 4% were dissatisfied with food and beverage, and 5 % were dissatisfied with attractions (Snow, 2007). While this may not seem significant, it is relevant to the purpose of this report. 20

22 3.2 Tourism in similar and adjoining destinations The International Visitor Survey (IVS) samples across similar and adjoining regions to the Murray and Central Murray regions for the year ending September 2007 are too small to use for comparative purposes. The ARTRC analysed only those sample sizes that are greater than 150 respondents. Sample sizes of less than 150, in either IVS data or National Visitor Survey (NVS) data, are considered too small to analyse with confidence as the sample may not reflect the true situation. However the National Visitor Survey does have enough significant sample sizes for comparison. Samples for the Spa Country and Murray East Tourism Regions were too small to include in this comparison. Table 16 shows domestic visitor nights for similar and adjoining Tourism Regions. Table 16: Domestic Visitor nights by tourism region, Year to end of September 2007 Tourism Region Visitor nights (000) Mallee (Vic) Includes Swan Hill 2003 Bendigo Loddon (Vic) Includes Bendigo 1591 Goulburn (Vic) Includes Shepparton 1177 Ballarat (Vic) 1293 High Country (Vic) 2672 Riverina (NSW) Includes Wagga Wagga 2259 Outback NSW Includes Broken Hill 1552 Average 1792 Central Murray 2021 (229 above average) The Murray 2490 (698 above average) (Source TRA, 2008) Tourism product offerings in similar and adjoining Tourism Regions are outlined in the following section. Swan Hill in the Mallee Tourism region, Victoria: - Swan Hill Pioneer Settlement with a working Blacksmith s, an old locomotive, old newspaper office and other relics. - Regional Art Gallery - Wineries - Paddle-steamer: the PS Murray River Queen - Six golf courses 21

23 - Reserves and parks - State Forests - Observatory and Planetarium - Waterskiing, fishing, boating on Lake Boga - Museums - Accommodation on working farm properties, houseboats, motels, bed and breakfasts, tourist parks etc. Mildura in the Mallee Tourism region, Victoria and Wentworth in the Outback Tourism Region, NSW: - Red desert, salt lakes - Food and wine high quality fruit - More than six national parks - Tour operators - Houseboats - On river bicycle tours, rowing, waterskiing, fishing, swimming - Film, art and music festivals - Sporting events: paddleboat racing, ski race, balloon festival - Quality sporting facilities: tennis, bowls, golf courses, cricket pitches - Red Perry Sandhills - Old Wentworth Gaol - Rotary museum - Wildlife reserve at Junctional Park - 30 wineries - Wildflowers, birds - Mildura town has over 50 accommodation providers including motels, caravan parks, hotels, houseboats, bed and breakfasts and holiday units. Yarrawonga-Mulwala: - Lake Mulwala - River beaches, - Walking tracks - Wineries - Museums - Animal farm - Amusement park - Cruises 22

24 - Shopping, cafes, restaurants, clubs and hotels Tocumwal: - Tocumwal Golf Club - Big Wheels on Water Adventure Tours - 25 Sandy Beaches - Finley Pioneer Railway Station - Berrigan Heritage Museum - Chrystie s Museum - Log Cabin Museum - Tocumwal Foreshore Country Markets - Trail Rides - WWII Tocumwal Aerodrome - Scenic glider joy flights - Antique, craft and gift stores, woodturning, art studio, gallery - Miniature World of Trains model train display - Four Moira Shire Family Wineries Albury Wodonga in Murray East Tourism Region, Victoria and the Murray region, NSW: - Botanic Gardens - Parks and reserves - Swimming holes - Paddle-steamer: PS Cumberooma - Annual Mungabareena Ngan-Girra Festival - Lake Hume: picnic and camp sites, beaches, fishing, sailing, jet skiing, windsurfing, canoeing. - Museums - Convention facilities - Events and festivals - Wineries - Wetlands - Hothouse Theatre - Broad accommodation range: Motels, resorts, tourist parks, self contained cottages, apartments and bed and breakfasts Bendigo in the Bendigo Loddon Tourism Region, Victoria: - Central Deborah Gold Mine: deep shaft mine experience 23

25 - Vintage Talking Tram Tour - Art gallery - Bendigo Pottery - Discovery Science and Technology Centre - Life Adventure Park - Walking and cycling trails - Golf, water skiing, lawn bowls bushwalking, tennis and fishing - Wineries - Museums - Performing Arts Centre - Nightclubs and pubs - Bendigogold World: Gold fossicking, horse riding, laser skirmish - Campaspe Run Rural Discovery Centre - Ballooning - Tours - Victorian Goldfields Railway - Greater Bendigo National Park - Conference Facilities - Accommodation includes serviced apartments, motels, caravan parks, selfcontained cottages, bed and breakfasts Shepparton in the Goulburn Tourism Region, Victoria: - Golf courses - Food and wine: wineries, range of restaurants and regional produce - Art Gallery - Museums - SPC Ardmona KidsTown one of the largest outdoor playgrounds in Australia - Bangerang Cultural Centre - Skate parks - Wetlands - Studios and galleries - Festivals and events - Conference facilities - Performing arts centre - Accommodation includes bed and breakfasts, apartments, motels, tourist parks, caravan parks, guest houses etc. 24

26 The Ballarat Tourism Region in Victoria: - Sovereign Hill - Eureka Centre - Blood on the Southern Cross: sound and light show - Botanical Gardens - Ballarat Wildlife and Reptile Park - Lake Wendouree - Museums and galleries - Wineries - Ballarat Bird World, Bunniyong Flora and Bird Park - Ballarat Observatory - Gold Rush Golf - National Parks - Ballarat Gold Trail - Working farms - Kryal Castle medieval history - Kirrit Barreet Aboriginal Art and Cultural Centre - Trout farms with fishing - Steamrail Ballarat - Maze, gardens - Accommodation includes bed and breakfasts, self contained apartments, farmstays, motels, boutique hotels, caravan parks, and health retreats Deniliquin in the Murray Tourism region, NSW: - Island Sanctuary: wildlife and history - Waring Gardens - Play on the Plains Festival and World Record Ute Muster - Long Paddock River Walk - Pioneer Garden Centre and Steam Pump Display - Deniliquin town walk - Historic Buildings - Peppin Heritage Centre - Stevens Weir - Forest drives - Golf club, tennis, boat club, swimming centre - Accommodation includes hotels, motels, caravan parks, bed and breakfasts, farm stays, house boats, holiday houses 25

27 Wangaratta and Benalla in the High Country Tourism Region, Vic - Jazz Festival - Wineries - Farm gates: cheese, mustards, wines, breads, olives, berries, honey, jams, pickles and preserves - Museums - Heritage Walk - Blacksmith s shop - White-water rafting - Gardens - Pools, cycling, sports clubs - Golf courses - Aero club - Pottery, galleries, antiques and craft stores - Rail trail - Gold rush township of Eldorado - Glenrowan: Ned Kelly - Festivals, events and function centres - Accommodation includes bed and breakfasts, farm-stays, hotels, motels, caravan parks, self contained accommodation etc. Wagga Wagga in the Riverina Tourism Region, NSW: - Aurora Clydesdale Stud - Heritage Walking Tour - Art galleries - Historical society, museums including Wagga Steam and Vintage Engine Museum - Civic theatre - Aquatic centre - Sport fishing - Lake Albert - Ballooning, Aerial Adventures - Go Karts, Indoor Play Centre - Markets - Golf club - Model railway - Wiradjuri Walking Track 30 kms with 11 access points 26

28 - Bikeways - Wineries and range of restaurants Accommodation includes motels, apartments, bed and breakfasts, hotels, caravan parks, etc. 3.3 Visitor information services As identified in the TRA (2007) study, a high proportion of visitors were very satisfied with local information services, however 24% of visitors felt that more information on attractions and experiences was an area that could be improved. The further development of self-drive touring routes was the top area of improvement to the region, nominated by 27% of visitors. A further 21% of visitors also nominated a wider selection of travel packages as an area that could be improved. 27

29 4.0 Situational analysis The ARTRC collected information relating to all tourism infrastructure in the two shires, including accommodation, food outlets, attractions, function facilities, retail outlets (where tourists were the core market), and boats which was placed in a database (Appendix A). Key findings from the analysis of that data, or a situational analysis, is outlined in the following section. Key findings of the accommodation audit (refer Table 17) include: There are 141 accommodation facilities in the two shires with a total of 4447 beds. Overwhelmingly, motels are the largest provider of beds, with 1779 bed spaces or almost 25% of total bed spaces. 51 facilities are located in Murray Shire NSW, and 90 in Campaspe Shire, Victoria. Most accommodation (76%) is provided in Echuca-Moama with a total of 107 facilities. Echuca has 65 facilities, Moama has 42. Rochester and Kyabram have six accommodation facilities each, five in Mathoura, three in Gunbower, with the remaining localities having two accommodation facilities or less. 58 accommodation facilities are in the 3.5 to 4 star categories, twelve as 4.5 star, 6 as three star and the remainder are unrated. Accommodation Type Table 17: Accommodation in Shire of Campaspe and Murray Shire Number of Establishments Number of Bed Spaces % of total establishments % of total bed spaces Motel Bed and Breakfasts Holiday houses Holiday units Caravan parks Tourist Parks Hotels Apartments Groups only Resort Backpackers TOTAL

30 For the purposes of this accommodation audit, the following categories were used to classify accommodation types (adapted from Warnken, 2002): - Motels, which are premises not licensed to operate a public bar, and which provide accommodation on a room/suite basis, with a bath/shower and toilet in most guest rooms, but which do not have full cooking facilities in most guest rooms. - Caravan parks and camping grounds, which are premises providing cabin accommodation and provide designated spaces for tents and caravans. - Bed & breakfasts, which are premises where guests may share bedroom or bathroom facilities with other guests. - Holiday units, which are premises which provide a fully equipped kitchen, living room area, bathrooms and bedrooms. This category includes studio apartments that provide part-kitchen facilities. - Holiday houses, which are self-contained houses and cottages used for the purpose of visitor accommodation. - Hotels, which are premises named hotel which had a bottle shop attached and which, if serviced room accommodation was provided, did not exceed 50 rooms. - Resorts, which provide accommodation on a room/suite basis, with a bath/shower and toilet in most guest rooms and may have full cooking facilities in guest rooms. - Tourist parks, apartments, backpackers and group accommodation facilities are categorised separately as they appear in the business name. Key findings of the food outlet audit include: There are 90 food outlets in the two shires, with a total seating capacity of over Cafes and a la carte restaurants provide the most number of establishments (37 and 17 respectively), while bistros provide the most seating capacity (31.8%). Most food outlets (67 establishments or 74.4%) are located in Echuca-Moama. Refer to table 18 for detailed analysis. 29

31 Food Type Table 18: Food outlets in the Shire of Campaspe and Murray Shire Number of Establishments Seating capacity % of total establishments % of total seating capacity Cafe A la carte Bistro Takeaway Bakery Pizza/Pasta Chinese Delicatessen Other TOTAL Key findings of the function facilities audit include: There are 34 function facilities in the two shires, with a total seating capacity of over The maximum seating capacity at any one venue is 500 people. Most function facilities (30 establishments or 88%) are located in Echuca-Moama. Key findings of the retail audit include: There are 60 retail outlets with a core tourism market in the two shires Most retail outlets (41 or 68%) are located in Echuca-Moama. Seven are located in Kyabram, five in Rushworth and three in Rochester. The majority of outlets have gifts or arts and crafts as their core retail item, four have camping equipment, and two have sporting goods as their core retail items. Key findings of the attraction audit include: There are 67 attractions in the two shires, with 20 wine related attractions, eight sporting facilities and a number of sport related activities including fishing tours, canoe tours, horse racing, go-karts and more. There are also eight heritage/history related cultural tourism attractions, not including paddle-steamers. Most attractions (49 attractions or 73%) are located in Echuca-Moama, three are located in Kyabram, eleven in other areas and four in unspecified/various locations. 30

32 Key findings of the boat audit include: There are twelve houseboat hire companies with a total of 53 houseboats, with 306 beds. There are seven commercial paddle-steamers, owned by three enterprises, that run regular trips on the Murray River at Echuca-Moama. 5.0 Identification of infrastructure gaps The ARTRC has analysed: the current tourism product offerings in the Shire of Campaspe and Murray Shires; products offered in adjoining and similar tourism regions; and the outcomes of the tourism stakeholder consultation process undertaken by the ARTRC in the Shires in November As a result of this analysis the following primary tourism infrastructure gaps in the Shire of Campaspe and Murray Shire have been identified: SPECIALISED TOURING ROUTES: - FOOD AND WINE TRAIL - BIRD WATCHING AND NATURE BASED TOURISM TRAILS - CULTURAL HERITAGE TRAIL ANIMATED HERITAGE DIRECTIONAL AND INTERPRETIVE SIGNAGE WALKING AND CYCLING TRAILS PUBLIC RECREATION FACILITIES CORPORATE FUNCTIONS CENTRAL EVENT CO-ORDINATION The ARTRC has then considered a range of suggestions that seek to fill these infrastructure gaps (Appendix 4). It is acknowledged that the implementation of all of the recommendations would be reliant upon substantial discretionary funding, which may not be available to the Shire of Campaspe and Murray Shire councils at the present time. Instead, the ARTRC recommends that the Councils prioritise the allocation of resources to filling infrastructure gaps in a manner that is financially prudent. 31

33 SPECIALISED TOURING ROUTES The overwhelming majority of visitors to Echuca-Moama (96%) arrive by private transport/own vehicle. The creation of themed and interesting touring routes that facilitate visitor experiences could create opportunities for economic growth in outer lying areas of the Shires, and attract more visitors to the region. Opportunities exist to create alternate driving routes for tourists from Melbourne which constitute a significant proportion of the market. FOOD AND WINE TRAIL Farm-gate and Beyond the Farm-gate tours are a growth tourism sector in rural and regional Australia. The combination of tasting and sales of quality local produce, farm based experiences and the existing wine industry was identified as an economic development opportunity for commercial farms, hobby farms and the broader region. Development of a food and wine trail facilitates the diversification of agriculture and value-adding for farmers and wineries as well as facilitating a broader range of tourism experiences which may be of value to the region. Recommendation: Cross border development of a Food and Wine Trail between NSW and Victoria 32

34 BIRD WATCHING AND NATURE BASED TOURISM TRAILS Bird watching is a large international tourism market sector, worth $85 billion in 2001 in the United States alone (BirdLife International, 2004). The Murray region has a world class bird watching facility in the Gulpa Creek Reed Beds Bird Observatory near Mathoura in the Tri-Avian corridor. The significance of the observatory is underrepresented by marketing and signage, providing an opportunity for growth to the Mathoura region. Other locations for bird watching exist at Picnic Point, Gunbower, along the Murray and Campaspe Rivers and at lakes, creeks and wetlands across the region. The significant natural attractions of the two shires, including rivers, wetlands, red gum forests, and the Kyabram Fauna Park allow for a cross border Nature Based Tourism Trail. Wildlife attractions appeal across a broad range of travellers. In a study conducted by Ryan (2000) of people who had visited wildlife attractions in the previous three years, no relationship was found between frequency of visitation and demographics such as age or gender. Also wildlife parks and sites for birdlife were among the most frequently visited (Ryan, 2000). The existing drive touring routes through locations such as Gunbower and Kyabram are inadequate, poorly signed and confusing. Appropriate facilities and tourism infrastructure also needs to be developed in areas that tourists would find attractive for nature based activities. Recommendation: Develop a cross border Nature Based Tourism Trail including Gunbower, Picnic Point, the bird observatory, Kyabram Fauna Park and Lake Waranga 33

35 CULTURAL HERITAGE TRAIL Beyond the heritage Port of Echuca precinct, the Rushworth and Whroo region of the Campaspe Shire has significant cultural heritage values. At present this region is underdeveloped as a tourist destination. A cultural heritage trail that links Echuca- Moama, Lockington, Rochester, the existing Gold and Ironbark Trail, Rushworth, and Whroo needs to be supported by the appropriate development of infrastructure. The Crafting Regional Growth Kit, developed by the ARTRC for the Cultural Ministers Council Statistics Working Group, could help the region to assess its cultural assets and develop heritage themes around those assets. The town of Rushworth is in need of interpretation signage, and may benefit from at least one bed and breakfast, an extra café and more antique/gift stores. Importantly, the nearby Whroo goldfields is a significant cultural site that requires interpretive signage and walking paths to enhance visitor experiences and encourage higher levels of visitation. Development of a cultural trail would be likely to increase visitation to the Lockington Living Heritage Centre, the Oppy Museum in Rochester and historical displays in Echuca- Moama. Recommendation: Development of at least one cultural heritage trail incorporating significant pioneering, mining and indigenous cultural sites and museums 34

36 ANIMATED HERITAGE Heritage becomes animated when it is living heritage and is more effective than static displays. Specifically, the Port precinct of Echuca would benefit from operating in the vein of a living museum. The ship-wrights area in Council s Port of Echuca Review, as discussed by tourism stakeholders in the ARTRC s consultation process, appears to be an example of living heritage, as it can be expected to keep traditional boatbuilding skills going. Rebuilding/extending the Port to make room for people to rebuild boats and steamengines can be expected to improve community involvement in the port, increase skills and employment in the region in traditional boatbuilding, woodturning, blacksmithing etc, create new economic drivers and facilitate the legacy of the passing on of skills to the next generation. The following recommendations are also made in regard to the animated heritage in the Port precinct: Recommendation: Development of living heritage that reflects the Capital of Steam theme 35

37 DIRECTIONAL AND INTERPRETIVE SIGNAGE Consistent signage is required throughout the region. Directional signage for drivers is particularly important due to the high number of drive tourists to the Shires. As identified in the Echuca-Moama Visitor Destination Study, 42% of tourists passed through Rochester and 36% passed through Bendigo (Snow, 2007), therefore consistent signage from these two places indicating places to stop along the way to Echuca-Moama is a priority. A significant number of visitors to Echuca Moama are passing through Rochester without stopping (TRA, 2007). Therefore there is opportunity to capture this market with improved signage indicating the tourism products that the town has to offer. Signage that indicates arrival in the main tourist destinations of the region can exhibit civic pride. As an example, Welcome to Echuca-Moama archways for the towns entrances from Melbourne and Canberra may be appropriate to alert visitors that they have arrived at a place that has more paddle-steamers than the Mississippi. Improved signage for walking and cycle trails and to indicate the location of tourist precincts, attractions, information and amenities is also recommended. Recommendation: Improve directional and informational signage WALKING AND CYCLING TRAILS To improve the range of free of charge visitor experiences in the region as well as facilitating improvements for local residents, the following suggestions are made for walking and cycling trails: Recommendation: Upgrade and expand existing walking and cycling trail network PUBLIC RECREATION FACILITIES To improve the range of free of charge visitor experiences in the region as well as facilitating improvements for local residents, the following suggestions are made for public recreation facilities: Recommendation: Enhance public recreation facilities 36

38 CORPORATE FUNCTIONS Echuca-Moama has a significant number of sizeable and quality function facilities, and the recent release of the Echuca-Moama function brochure will assist to attract extra functions business. However, there is an opportunity to increase the MICE (Meetings, Incentives, Conferences and Exhibitions) market, particularly through the packaging of accommodation and function facilities for business groups. While there are several function facilities with large seating capacities, there are many more that are well suited to smaller groups of 30 to 50 people. Smaller meeting and incentive business groups could provide a significant boost in weekday occupancy for accommodation and patronage to function centres and restaurants during the week, as well as to retail outlets and the local economy due to the economic multiplier effect. Paddle-steamers could become more profitable during in the low season with MICE bookings. The nature of the paddle-steamer experience lends itself to the business meetings and incentives market. After the initial 15 minutes of cruising, looking at the engine, and observing the banks of the Murray slip by, the rest of the cruise is left at leisure. Business groups could capitalize on the relaxed ambience of the steam cruise, and the absence of phones, computers and other distractions, to address their employees and create a different and memorable experience. Recommendation: Development of corporate function products 37