ROLES OF TOURISM ORGANISATIONS SUMMARY

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1 ROLES OF TOURISM ORGANISATIONS SUMMARY Organisation Primary Roles & Functions Tourism Victoria State Government lead tourism agency to market and develop Victoria as a competitive tourist destination Regional Peak regional tourism marketing organisation to facilitate Peak Tourism Bodies integrated strategic marketing and branding, and where the Regional Partnership Program funds are channelled Regional Tourism Associations Provide destination marketing, product development, industry development, research and develops partnerships Local Tourism Associations/ Represent local businesses and co-ordinates visitor servicing Business Tourism Associations (e.g. local visitor guides) and networking Tourism Advisory Boards Provides advice to Local Government on tourism related matters associated with the Shire Council Provides support to assist with the ongoing development of tourism (e.g. infrastructure)

2 Fact Sheet Tourism Organisations Who does what? Fact Sheet 01 June 2008 TOURISM VICTORIA Tourism Victoria is an organisation actively marketing Victoria as a premier tourism destination to Australian and international travellers. Tourism Victoria s Jigsaw marketing campaign has been effectively promoting the State to visitors for nearly 15 years. Tourism Victoria plays a key role in industry development, attracting investment in quality tourism infrastructure and improving Victoria s air services. Tourism Victoria is also committed to raising awareness of the importance of the tourism industry in the economic growth of the State. As a State Government statutory authority, Tourism Victoria reports to the Minister for Tourism and Major Events, the Hon Tim Holding MP. Tourism Victoria is part of the Department of Innovation, Industry and Regional Development (DIIRD). The organisation is broken down into four key areas, Marketing; Industry and Investment; Strategy and Policy; and Executive Services. As a Victorian State Government statutory authority, established by the Tourism Victoria Act Tourism Victoria is the vehicle through which the Government participates in the tourism and travel industries. The Act sets out Tourism Victoria s objectives as follows: to market Victoria as a tourist destination for interstate and international travellers; to increase the number of travellers to Victoria; travellers or tourists length of stay at destinations in Victoria; the use of tourist facilities in Victoria; to increase the amount of travel within Victoria and the use of tourist facilities by Victorians; to improve and develop tourist facilities in Victoria; to support and coordinate the provision of tourist facilities in Victoria; and to provide more efficient and effective utilisation of investment in travel and tourism in Victoria. As well, Tourism Victoria s overarching objective is to implement State Government policies as they relate to tourism development in Victoria and contribute to whole-of-government programs and policy implementation. Visit for visitor information. This site provides information on things to see & do, accommodation, events, attractions, maps, touring and general information on all regions of Victoria. For a listing on this site visit the Tourism Victoria Corporate Site Visit this site for State tourism news, marketing information, statistics, tourism research, plans and strategies, and information on the tourism awards, media and tourism online. Tourism Victoria GPO Box 2219T Melbourne VIC 3001 Tel: Facsimile: Websites: and TOURISM ALLIANCE VICTORIA Tourism Alliance Victoria (TAV) is a member-based organisation that provides a range of benefits to its members and contributes to the professionalism of the tourism industry as a whole. TAV s aim is to provide leadership, communication and marketing services to develop a professional and sustainable tourism industry in Victoria. TAV represents tourism organisations and individual businesses working at the forefront of the tourism industry. The membership is both active and diverse encompassing a wide cross section of tourism operations including adventure and nature based operators, accommodation providers, tour operators, regional and local tourism organisations, visitor information centres and local government. TAV is a company limited by guarantee incorporated under the Federal Corporations Act 2001 (Cth). The TAV Board comprises of 9 members (6 elected from the membership, 3 skills based). A further two co-opted Board Fact Sheet 01 Page 1

3 Fact Sheet 01 members can be elected if the Board chooses. Elected members will serve two year terms and elections for three of the 6 elected Director positions will be held annually. The Benefits of Tourism Alliance Victoria Membership The services and functions that TAV provide are designed to help members enhance their tourism businesses. These include: Workshops, including Starting Up in Tourism, Victorian Tourism Conference and the Visitor Information Summit to help build knowledge and understanding of compliance and legislative and licence requirements affecting small businesses Development of practical tools Discounted access to Public Liability Insurance Program TRIP. A specialised and comprehensive program for tourism businesses Access to an industrial relations advisory service with specialist industry knowledge Facilitate business networks Timely information and communication Developing effective local and regional tourism associations that have pragmatic structures and that work to an agreed plan Representing member s concerns directly to state and local government on a range of issues Contact Tourism Alliance Victoria for information on tourism industry news, industry events and conferences, representation regarding issues facing the industry, Visitor Information Centre accreditation, helpful publications relevant to the Victoria tourism industry, tourism jobs, tourism planning including Starting Up In Tourism, networking within the industry and membership information. Tourism Alliance Victoria PO Box 18136, Collins Street East Melbourne VIC 8003 Tel: Facsimile: Website: VECCI The Victorian Employers Chamber of Commerce and Industry (VECCI) is an employer group that services over 15,000 Victorian businesses per annum. An independent, non-government body, VECCI was started by the business community to represent business. The Benefits of VECCI Membership Their membership base is diverse, with involvement from all levels and sectors of industry including: business services, hospitality, manufacturing, retail, tourism and emerging sectors. They are involved in every facet of industry and commerce across the State, and their role is to represent the interests of business at a State level as well as nationally. VECCI acts as a sounding board for government decision-making and as an instrument of active lobbying. They help extend the reach of business expertise, actively represent the needs of employers in a complex regulatory climate, and provide real business value. VECCI membership delivers answers to questions, access to their extensive network of expert people, influence in government and policy making, resources for managing business, and savings to help reduce the operating costs of business. VECCI members can make a contribution to the business affairs of the organisation, shaping policy directions and participating as an elected officer of VECCI. For example, VECCI members can stand for office on the Executive Council, participate in VECCI s internal elections, and be involved in Working Parties, taskforces and forums. Membership also provides direct access to coverage from the various Awards to which VECCI as an organisation registered under the Workplace Relations Act, is respondent. Those awards cover a range of industry areas including building, the restaurant trade, and the business equipment industry. They also extend to occupational categories such as nursing, warehousing, commercial sales and transport. Contact VECCI for information on international trade, apprenticeships, association management, policies, advocacy, representation, leadership and strategic direction in key areas including investment, aviation, infrastructure, skills, sustainability and Government resourcing. VECCI GPO Box 4352 Melbourne VIC 3001 Tel: Facsimile: Website: Fact Sheet 01 Page 2

4 Fact Sheet 01 OTHER TOURISM ORGANISATIONS Tourism Australia - The official site for Australian visitor information. Provides information on things to see & do, accommodation, events, attractions, maps, touring and general information on all states of Australia. Visit this site for national tourism news, research and statistics, marketing resources and business events. Tourism Accreditation - The focus of accreditation is on improving the operations and service delivery of business. Visit this site for information on the Better Business Tourism Accreditation Program and the benefits of becoming accredited. Green Globe 21 Accreditation - Green Globe 21 is the worldwide benchmarking and certification program which facilitates sustainable travel and tourism for consumers, companies and communities. Visit this site for information on becoming Green Globe 21 Accredited. Department of Industry, Tourism & Resources - Visit this site for information on Federal Government s tourism policy and programs and information on industry contacts, publications, research and statistics. Hotel Motel and Accommodation Association - HMAA is recognised as the leading authority in the accommodation sector within Australia. HMAA can provide support to and representation of accommodation businesses. Visit this site for information on employment practices, legislation, HMAA products and services and information regarding membership. Backpacker Operators Alliance of Victoria (BOAV) BOAV is the peak body for backpacker industry operators in Victoria, with the twin objectives to create a professional and cohesive industry in Victoria, and to promote Victoria as an international backpacker destination of choice. This fact sheet is part of a series prepared by Tourism Alliance Victoria to support the development of a professional and sustainable tourism industry. Intellectual Property is held by Tourism Alliance Victoria. Specifically, Tourism Alliance Victoria will maintain rights to use the information within this fact sheet free of charge in perpetuity. Copyright protects this document. Materials may only be copied with the applicable copyright and other notices included. Any other use including the modifications of the content of this fact sheet requires the prior written permission of Tourism Alliance Victoria. Tourism Alliance Victoria have applied due diligence in producing the material contained in this fact sheet. No responsibility or liability is accepted by Tourism Alliance Victoria in the event of any person being subjected to legal proceedings for failure of any statutory or other duty under any Act or Award, whether or not such proceedings arise directly or indirectly from any material contained in this fact sheet. Level 3, 114 Flinders Street Melbourne Victoria 3000 PO Box Collins Street East Melbourne Victoria 8003 Telephone Facsimile Fact Sheet 01 Page 3

5 Fact Sheet Functions of a Local Tourism Association Fact Sheet 06 June 2008 Local Tourism Associations (LTA) represent local tourism businesses and focus their efforts on servicing visitors and ensuring delivery on the promise. LTAs have many roles and they exist to do many things including: Coordination and Representation Coordinate and represent all businesses, organisations and individuals involved and interested in tourism in the local area. Visitor Services Visitor Information Centre (VIC) support or manage and/or assist with the running of a local accredited VIC to ensure visitors have accurate, comprehensive, personally delivered, independent visitor information 7 days a week Produce a local visitor s guide or map under the regional brand Advise local government on ensuring adequate visitor facilities - public toilets, signage etc. Tourism Business Development Conduct industry networking functions Conduct local familiarisation tours for businesses to encourage increased awareness of the local visitor experience and support cross referrals Promote the benefits of accreditation to encourage the growth of quality tourism businesses and experiences Support industry professional development for tourism businesses to: Encourage industry professionalism Engender a service culture Develop packages Tourism Industry Research Undertake research to evaluate and monitor visitor numbers, origin of visitors, visitor needs and the value of tourism to the local community Tourism Industry Development Work with local government on encouraging the development of new tourism attractions and accommodation, scenic routes and supporting infrastructure Facilitate the development of quality tourism events Maintain a detailed database of local tourism businesses, products and services Public Relations and Communication Provide clear communication to the industry regarding activity and achievements of the LTA and any positive outcomes for the tourism industry Provide accurate communication about the LTA and tourism industry to the broader community and stakeholders Partnerships Forge partnerships based on mutual respect and understanding with: Regional Tourism Organisations Local government Tourism Victoria (and other relevant government agencies) Tourism Alliance Victoria Industry associations Chambers of commerce Neigbouring LTAs and regions Critical Success Factors Committee Members with skills and/or knowledge in: The local tourism system Business planning Financial management People management Communication Local tourism marketing Chairing or participating in meetings Governance Local government systems, protocols and procedures Private sector business management Recognition and support from: Tourism industry Tourism Alliance Victoria Local government Regional Tourism Associations Broader community Regional marketing boards (Campaign Committees) A workable LTA business plan inclusive of an evaluation process. Fact Sheet 06 Page 1

6 Fact Sheet 06 SNAPSHOT OF SURF COAST TOURISM Surf Coast Tourism Surf Coast Tourism (SCT) operates within the Surf Coast Shire. The Surf Coast Shire is located south west of Victoria and includes the townships of Torquay, Anglesea, Aireys Inlet, Lorne and Winchelsea, and covers about 1500 km 2. The region includes 55km of coastline and is the official start of the Great Ocean Road - one of Australia s major tourism destinations. The Great Ocean Road is complemented by the rainforests in the Great Otway National Park, making the region a diverse environment. The Shire receives more than 1.3 million visitors each year, based on the latest research, and its location, about 90 minutes from Melbourne, makes it a popular destination for both day and over night visitors. Structure The SCT Board was formed in 1994 and is a Section 86 Committee a separate tourism division of Council with delegated powers. Each of the 5 towns in the Surf Coast Shire are represented on the board by the local tourism and trader groups, one Councillor representative and a number of skills based members. There are 13 members in total. The day to day running of SCT is carried out by a team of 9 people, including 3 full time staff and 6 part time staff, overseen by a Tourism Coordinator. Partnerships / Relationships SCT is a Local Tourism Association (LTA) and along with three other LTAs Otways Tourism, Geelong by the Bay Tourism and Bellarine Tourism, all sit under Geelong Otway Tourism as the Regional Tourism Organisation (RTO). SCT work most closely with Otway tourism in promoting both regions together. A fitting relationship given the two regions share the Great Otway National Park, similar coastline and experiences, and attracts the same sort of visitors. Geelong Otway Tourism, Shipwreck Coast Tourism and Discovery Coast Tourism form the Great Ocean Road Marketing campaign committee. The committee is in charge of the marketing of the Great Ocean Road to key markets in capital cities and interstate. The Surf Coast Tourism Coordinator sits as an observer on the committee. SCT also have a relationship with Rip Curl Pro Bells Beach Surf competition, a hall mark event in the region (coverage covered valued at $4.8million in 2007), in the form of sponsorship and promotion. Funding The SCT board are funded by the Council through the tourism levy collected from all commercially rated businesses. A special charge applied to non-commercially rated businesses was abolished two years ago and a new fee structure consistent across the Geelong Otway region was introduced. The funds collected are directly allocated to maintaining and producing local tourism information, Visitor Information Centres (two accredited centres in Torquay and Lorne in and 2 non-accredited centres in Anglesea and Winchelsea), initiatives and event sponsorship, as well operating costs. Tourism Business Plan SCT is currently operating to its tourism strategy plan. The tourism business plan outlines SCT s vision, mission and values. The vision for tourism is: To be the leading sustainable tourism experience in Australia. Sustainable Tourism As part of working towards this vision, the following processes and programmes have been adopted at this early stage: The Surf Coast Shire was the first community in Australia to achieve Green Globe 21 benchmarked status - a programme used to monitor an organisation s green performance and therefore identify areas that need attention. As part of an ongoing commitment to sustainability and waste reduction, the Visitor Information Centres have become Waste Wise accredited. A programme of research has been established, which explores the economic and environmental impact of visitors to the area. The Surf Coast Shire in partnership with Geelong Otway Tourism and the Cooperative Research Centre for Sustainable Tourism conducted an Australian first pilot study on the social impact of visitors to the area based on resident perceptions, in order to identify and overcome the barriers that tourism represents. A proposal has been submitted to conduct research into determining the effect of climate change in the region and develop strategies to address any identified priorities. More regional initiatives include: Anglesea becoming the first town in Victoria to go plastic bag free, the introduction of a carbon neutral shuttle bus in Torquay and Lorne to reduce traffic congestion, the Lorne Visitor Information Centre built from recycled materials and the introduction of rain water tanks, brochure recycling and other green initiatives. The changing landscape in Surf Coast Shire SCT s focus on sustainable tourism fits well with the changes occurring in the region. The Geelong Bypass extension will bring improved access to the area and reduce travel time from 90 minutes to 60 minutes which will result in an increase in tourists and permanent residents. There is also a prediction of a population growth concentrated on the south side of Geelong, which will see particular growth in Torquay, thus impacting more on the current environment. Sustainable tourism is of particular importance to the region, given that the natural environment is the key attraction. For further information: Surf Coast Tourism link from: or This fact sheet is part of a series prepared by Tourism Alliance Victoria to support the development of a professional and sustainable tourism industry. Intellectual Property is held by Tourism Alliance Victoria. Specifically, Tourism Alliance Victoria will maintain rights to use the information within this fact sheet free of charge in perpetuity. Copyright protects this document. Materials may only be copied with the applicable copyright and other notices included. Any other use including the modifications of the content of this fact sheet requires the prior written permission of Tourism Alliance Victoria. Tourism Alliance Victoria have applied due diligence in producing the material contained in this fact sheet. No responsibility or liability is accepted by Tourism Alliance Victoria in the event of any person being subjected to legal proceedings for failure of any statutory or other duty under any Act or Award, whether or not such proceedings arise directly or indirectly from any material contained in this fact sheet. Level 3, 114 Flinders Street Melbourne Victoria 3000 PO Box Collins Street East Melbourne Victoria 8003 Telephone Facsimile Fact Sheet 06 Page 2

7 Fact Sheet Functions of a Regional Tourism Organisation Fact Sheet 05 June 2008 Regional Tourism Organisations (RTO) are the peak bodies responsible for management and development of sustainable tourism within a region to increase visitation and yield through external marketing. Core functions of an RTO include: Representation Represent Local Tourism Associations (LTAs), industry sectors and/or local government on issues affecting the tourism industry within their region Strategic Planning Develop and implement a strategic business plan to provide a clear direction for the sustainable growth of tourism across the region Evaluate the effectiveness of the plan Marketing Include specific regional tourism marketing objectives within the business plan to build a regional brand, increase awareness, convert awareness to high yielding visitation and disperse visitors across the region and across the seasons. Tourism Industry Development Work with local government and LTAs to identify gaps in the tourism offering. For example: scenic routes, tourism signposting, tourism infrastructure, accommodation and work to bridge the gaps. Tourism Business Development Encourage the growth of quality tourism businesses through: Supporting professional development Championing enthusiastic operators Promoting the benefits of accreditation to encourage the growth of quality tourism businesses and experiences Public Relations and Communication Provide clear communication to the industry regarding issues which affect their businesses Provide accurate communication about the tourism industry to the broader community and stakeholders Research Undertake research to evaluate and monitor: The value of the tourism industry to the region Visitor satisfaction Tourism industry needs and opportunities Partnerships Forge partnerships based on mutual respect and understanding with: Local Tourism Associations Local government Tourism Victoria (and other relevant government agencies) Regional tourism marketing boards (Campaign Committees) Tourism Alliance Victoria Industry associations Local communities Critical Success Factors Committee Members with skills and/or knowledge in: The regional tourism system Business planning Financial management People management Communication Regional tourism marketing Chairing or participating in meetings Governance Government systems, protocols and procedures Private sector business management Recognition and support from Tourism industry Tourism Alliance Victoria Local and state government Local Tourism Associations Broader community Regional marketing boards (Campaign Committees) Workable strategic business plan inclusive of regional marketing objectives and an evaluation process Executive officer with the capacity to operate the RTO as a business Fact Sheet 05 Page 1

8 Fact Sheet 05 Case Study SNAPSHOT OF TOURISM IN THE SWAN HILL REGION Swan Hill Incorporated Swan Hill Incorporated (SHI) operates within the Swan Hill Rural City Council. The Swan Hill region is situated in North West Victoria and includes the major townships of Lake Boga, Nyah, Nyah West, Piangil, Swan Hill and Ultima. Located within the heart of the rich Murray Valley, the Swan Hill Rural City is located in one of Australia s most diverse and productive rural areas. The municipality stretches along the Murray Valley and into the Mallee. The two principal urban centres in the municipality are Swan Hill (9,950 residents) and Robinvale (1,800), both situated on the Murray River, 135 kilometres apart. The Swan Hill region receives 157,000 domestic visitors each year and, based on the latest research, the levels of tourism in the region over the last few years has remained fairly constant. Structure SHI was formed in 1993 as a voluntary organisation. Since 2003, the financial stability and sustainability of the organisation has been secured through a special rate scheme set up with the help of Council. SHI is the commerce andtourism organisation within the region and consists of a board and three industry sector committees including Tourism Hospitality, Retail & Industrial Trade, Professional and Service Industries. Beyond encouraging tourism, the aim of the organisation is to promote the region as a place to invest, live, work, and shop. Partnerships / Relationships SHI have a close working partnership with the Council via the Council s Economic Development Unit (EDU), which is located at the Visitor Information Centre (VIC) in Swan Hill. The EDU is made up of a team of 9 staff who run the VIC and various other projects such as the Skilled Migration Program, which attracts a lot of skilled migrants to the region, helping to fill job vacancies. While there are no LTAs in the region, smaller towns have action groups which have tourism components these include the towns of Lake Boga, Nyah, Nyah West and Ultima. Robinvale (part of the Swan Hill Rural City Council but located 140kms to the north of Swan Hill) collaborate on marketing projects with Euston (part of the Balranald Shire) through the Robinvale Euston Business Association and are looking at introducing a special rate scheme. From a regional perspective, SHI have a strong alliance with the other Tourism Units based on the Murray in Mildura, Echuca, Cobram, Yarrawonga and Albury, and is also part of the Murray Campaign Committee, which is co-funded by Tourism Victoria and Tourism NSW. Outside of the campaign committee and marketing aspects, the RTA also pool their resources and funding together to attend consumer shows throughout the year. This partnership works well, both from a financial and tourism perspective, in that potential visitors who attend the shows are encouraged to explore more than one region on the Murray River. Funding SHI is funded by the special rate scheme collected by Council each year from all businesses in the industrial, commercial and tourism sectors. The payment is then passed on from Council to SHI on a quarterly payment basis. The membership base includes 707 businesses (and 30 volunteers) and raises $280,000 pa, $30,000 of which is used to pay for administration costs with the remaining funds to market the region. Tourism Business Plan The Swan Hill Rural City Council is currently operating to the Council Plan. Tourism strategies include renewing the special rate scheme to The current aim of SHI is to increase awareness of the region, improve visitor yields, and to achieve greater dispersal of visitors across the region and throughout all seasons. This fact sheet is part of a series prepared by Tourism Alliance Victoria to support the development of a professional and sustainable tourism industry. Intellectual Property is held by Tourism Alliance Victoria. Specifically, Tourism Alliance Victoria will maintain rights to use the information within this fact sheet free of charge in perpetuity. Copyright protects this document. Materials may only be copied with the applicable copyright and other notices included. Any other use including the modifications of the content of this fact sheet requires the prior written permission of Tourism Alliance Victoria. Tourism Alliance Victoria have applied due diligence in producing the material contained in this fact sheet. No responsibility or liability is accepted by Tourism Alliance Victoria in the event of any person being subjected to legal proceedings for failure of any statutory or other duty under any Act or Award, whether or not such proceedings arise directly or indirectly from any material contained in this fact sheet. Key Tourism Projects A number of key tourism projects that SHI are currently focusing on include: Working with the community to address the impact of the drought on tourism by promoting the region s other non water based attractions. Encouraging repeat revisitation by maintaining regular communication with key visitor groups: The June Racing Carnival, held over a long weekend, is one of the biggest events in the region and attracts more than 6,000 visitors. As such, the event was used to promote the region with stress balls that complimented the current Swan Hill region marketing campaign and brand with Relax to your Hearts Desire printed on the front and and win a holiday visit printed on the back handed out at the event. Via entering the competition, a database of names and contact details was collected. To encourage re-visitation to the region amongst event and conference visitors. Enhancement and revitalisation of the Pioneer Settlement Museum (which is run by Council) and one of the major attractions in the region. Working with the hospitality and accommodation industries to encourage higher visitation on weekends Unlike other regions, many hotels/ motels in the Swan Hill region are booked out during mid week this is largely due to the number of business travellers who pass through the area from Melbourne Extending the district drive through to Nyah in order to encourage visitation to the area. For further information: Swan Hill region link from: Swan Hill Incorporated link from: Level 3, 114 Flinders Street Melbourne Victoria 3000 PO Box Collins Street East Melbourne Victoria 8003 Telephone Facsimile Fact Sheet 05 Page 2

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