WHY INVESTING IN TOURISM IS GOOD FOR LOCAL COMMUNITIES May 2018 Wayne Kayler-Thomson - CHAIR GREAT OCEAN ROAD REGIONAL TOURISM LTD
OUTLINE Tourism or the Visitor Economy? Why and How should Councils invest? What is Best Practice?
THE VISITOR ECONOMY What is it? Shared Objectives The Market The Visitor is King
VISITOR ECONOMY STRATEGY- NINE PRIORITIES Target 2025: $36.5 billion spend & 320,700 jobs. More private sector investment Build on the potential of regional and rural Victoria Improved branding and marketing Maximizing the benefits of events Improved experiences for visitors from Asia Better tourism infrastructure Improved access into and around Victoria Skilled and capable sector More effective coordination
WHY AND HOW SHOULD COUNCILS INVEST? Benefits Role and Function Development Marketing Management Advocacy Resourcing (Internal and Cooperative)
BEST PRACTICE Policy and Strategic Planning Environmental Social Governance integration Partnerships (Local and Regional) Resource relative to strategy Community Engagement Measurement
INVESTMENT IN AN AREA
REVITALISATION OF CULTURE
BIG NATURE
VICTORIA S THIRD LARGEST EXPORT TOURISM Other goods and services Digital Technology and Comms* Food and Fibre Medtech & Pharmaceutical Products $6.2bn $11.5bn Transportation services^ Professional Services Transport Equipment $2.4bn $2.6bn $4.6bn $43.8bn (2016) $5bn $7.1bn International Education Other Manufactures Tourism and Business travel Source: ABS, Balance of Payments International Trade Supplementary Information, 2016 International Visitor Expenditure from International Visitor Survey, Tourism Research Australia, Year End Jun 16
THE VISITOR ECONOMY IS THE JOB SOLUTION FOR REGIONAL VICTORIA Murray GRP 6.3% Employment 6.7% The Visitor Economy s impact on GRP is higher for the Regions, with 17.4% for Philip Island compared to 5.4% in Melbourne. Region Visitor Economy as % of GRP Phillip Island 17.4% 22.8% Victoria s High Country 12.6% 13.1% Great Ocean Road 11.4% 13.1% Employment Grampians GRP 6.0% Employment 7.8% Great Ocean Road GRP 11.4% Employment 13.1% Goldfields GRP 4.3% Employment 5.3% Geelong and the Bellarine GRP 4.7% Employment 5.4% Daylesford & MR GRP 9.2% Employment 8.5% Melbourne GRP 5.4% Employment 6.0% High Country GRP 12.6% Employment 13.1% Mornington Peninsula GRP 6.9% Employment 7.8% Yarra Valley and the Dandenong Ranges GRP 6.6% Employment 7.9% Phillip Island GRP 17.4% Employment 22.8% Source: Tourism Research Australia Victorian Regional Tourism Satellite Accounts 2015-16, regional model developed by Deloitte Access Economics for DEDJTR Gippsland GRP 5.4% Employment 6.3% Daylesford and the Macedon Mornington Peninsula Yarra Valley and Dandenong Ranges 9.2% 8.5% 6.9% 7.8% 6.6% 7.9% Murray 6.3% 6.7% Grampians 6.0% 7.8% Gippsland 5.4% 6.3% Melbourne 5.4% 6.0% Geelong and the Bellarine 4.7% 5.4% Goldfields 4.3% 5.3% Regional VIC 6.7% 7.8% Victoria 6.2% 7.0%
INVESTING IN THE VISITOR ECONOMY FOR LOCAL COMMUNITIES Making a place a better place to live, means it is a better place to visit. Partnerships and planning are vital components for success. Stimulating the Visitor Economy can provide jobs and investment. Events and festivals are boosted by community involvement. An active community is a heathier community. Visitors can become residents. A proud and knowledgeable community are the best advocates. New guide launched today.
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