Destination Management Planning

Transcription

1 Destination Management Planning 12 March 2013

2 DMP: A VET priority Destination Management Plans: Key visitor destinations across the State need a Destination Management Plan To provide a means of understanding their visitor economy and product and service gaps In order to be able to revitalise and intensify the appeal of their destinations to visitors 2

3 DMP: A Definition A Destination Management Plan is essentially a collaborative roadmap for building and managing a destination s visitor economy 3

4 DMP: The importance for Destination NSW Ensure NSW Government funding for the regional visitor economy is as effectively and efficiently utilised as possible 4

5 DMP: The importance for destinations The world has changed and so have your visitors 5

6 The world has changed 1. The largest music retailer in the world is a computer company Apple 2. The largest camera manufacturers in the world are mobile phone companies 3. The fastest growing media company in the world is a search engine - Google 6

7 Some changes to consider for the visitor economy 1. The growing importance of the East 2. More Australians are travelling overseas 3. International holiday market is expected to rise while the domestic is expected to fall 4. Greater competition for a share of people s wallet but the biggest hurdle is competing for people s time 5. Customers are harder and more expensive to reach 6. Visitors expectations have rapidly evolved as a result of overseas travel 7

8 DMP: What Destination NSW is looking for Identification and evaluation of destination assets Evidence of consultation with key delivery partners INFORMATION COLLABORATION Priorities based on available resources and your visitor s perspective REALITY CLARITY Understanding what visitor economy your destination is in 8

9 DMP: The starting point 1. Defining your destination: Cluster of council areas Geographic attribute Recognised geographic area Touring route 9

10 Defining your destination The V factor Visitor volume and value 10

11 DMP: The next steps 1. Defining your destination footprint 2. Determining the key stakeholders to engage 3. Collecting the relevant information 11

12 DMP: Destination assets HIRE Four Wheel Drives Bicycles Boats Kayak Campervans and Motorhomes Cars Equipment Houseboats Minibuses & Coaches Motorcycles Yachts Airplane Helicopter ACCOMMODATION Apartments Backpackers & Hostels Bed and Breakfasts Cabins and Cottages Farms Stays Lodge Holiday Houses Hotel / Motel Residential College Resorts Spa and Retreats Wilderness Safari Retreat Self-Contained Caravan and Camping Serviced Apartments Luxury Home Hosting Program ATTRACTION Amusement and Theme Parks Aboriginal Animal Aquariums & Wildlife Parks Building and Structure Classes, Lessons & Workshops Including cooking, arts, etc Entertainment Food and Wine Farming, Food, & Produce Galleries, Museums & Collections Gaming Historical Sites and Heritage Locations Landmarks & Buildings Maritime Mining and Industry Natural Attractions National Parks & Gardens including Botanic Public Art works e.g. sculpture Observatories and Planetariums Scenic Drive & Walks Science & Technology Shopping, Markets, Boutiques Spas and Retreats Sports & Recreation Wineries, Vineyards, Breweries Zoos, Sanctuaries, DESTINATION INFORMATION Dining / Eating Out Entertainment Retail Parking (Public) Dump Point Service Station Motor Mechanic Volunteer Network Major Banks Accredited Visitor Information Centres Transport Digital Marketing Assets Sporting Facilities Major Industry Awards Education/Training Facilities/Academics Medical Services Disability Services Sporting Events CONVENTION Event Hosting Track Record Conference/Exhibition Facilities Meeting Rooms A.V. Service Available Catering Services Available TOUR Lunch Cruise Abseiling Animal Riding Animal Viewing Art & Craft Making Art Painting Astronomy Ballooning Bird Watching Bridge Climbing Bush Tucker Bushwalking Camel Riding Camping Canoeing Canyoning Caving City Sightseeing Crabbing Cruising Cycling Dinner Cruise Dolphin Watching Farm/Station activity Fishing - Beach Fishing - Deep Sea Fishing - Fly Fishing - Game Fishing - rivers, estuaries and lakes Flora Fossicking Fruit Picking Gliding / Hang Gliding Go Karting Gold Prospecting Golfing Grass Skiing Guided Walks Hang Gliding Hiking/Trekking 12

13 A DMP Framework 1. Focus 2. Vision 3. Mission 4. Goals and Objectives 5. Action Plan 6. Requirements 13

14 DMP: A key benefit Use the DMP to inform your decision-making This includes developing investment proposals which contribute to doubling overnight visitor expenditure. 14

15 DMP: One last consideration Destination Management is an ongoing process

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