Tourism City of onkaparinga
AUSTRALIA IS FAST BECOMING A MAJOR DESTINATION FOR BUSINESS INVESTMENT AND OFFERS A SECURE AND STABLE ENVIRONMENT FOR TOURISM INVESTORS. OVERVIEW The City of Onkaparinga is SA s largest metropolitan council and home to some of the state s most inspirational and recognisable tourism assets. With world-class McLaren Vale wine, quality local produce, stunning natural attractions including the namesake Onkaparinga River and 31km of spectacular coastline, the City of Onkaparinga offers outstanding visitor experiences. To capitalise on these world-class assets, the City of Onkaparinga is playing a leadership role in delivering a range of tourism services and initiatives. The City of Onkaparinga is focussed on building the capacity of the local tourism industry and facilitating stakeholder cooperation locally and globally to continue to grow Onkaparinga s tourism potential. Introduction The purpose of this prospectus is to provide an overview of the tourism profile in the City of Onkaparinga. Australia is fast becoming a major destination for business investment and offers a secure and stable environment for tourism investors. Significant federal and state government investment has been attracted for the duplication of the Southern Expressway and electrification and extension of the Seaford Railway. This has significantly improved visitor access to the City of Onkaparinga and Fleurieu Peninsula tourism region. Over one million people visit the City of Onkaparinga in South Australia annually. The tourism industry currently contributes $352 million (growing 8% in 2013-14) to the City of Onkaparinga and is projected to grow to $400+ million by 2019. The City of Onkaparinga through our Community Plan 2035 is committed to grow the South as a destination and to foster and encourage dynamic and resilient businesses. A tourism strategic management plan 2013-18 has been adopted and is currently being implemented. Our tourism vision is to create A vibrant, prosperous and economically sustainable tourism sector in the City of Onkaparinga within the Fleurieu Peninsula region which is a first choice Australian destination for great food, wine, art, coastal and water based experiences. How the City of Onkaparinga can assist investment in tourism development Potential support from the City of Onkaparinga includes the following: identification of potential development sites facilitating meetings between developers and investors with state government and private land owners/agents support in applying for state and federal grants where the development is eligible concessions on long term council ground leases incentives for heritage conversion to tourism use supporting upgrades to local infrastructure marketing support. Significant developments have recently been announced for Onkaparinga s tourism sector and include: d Arenberg three storey Rubik s Cube glass building which will feature a cellar door, boardroom, tasting rooms and multi-function office. Investment - $7 million Hardy s Tintara Cellar Door which will feature a new interpretive centre, viewing platform, executive tasting room and an outdoor balcony extending from the executive lounge/bar. Investment - $3 million.
THE CITY OF ONKAPARINGA IS WORKING CLOSELY WITH FLEURIEU PENINSULA TOURISM AND LEVERAGING GROWTH OPPORTUNITIES IDENTIFIED BY THE SATC TO BUILD QUALITY VISITOR EXPERIENCES AND DELIVER A STRONG LOCAL TOURISM ECONOMY. TOURISM OVERVIEW 1,000 800 600 400 200 INTERNATIONAL VISITS/NIGHTS TO SA ( 000s) DEC 2004 300,000 250,000 200,000 150,000 100,000 50,000 AU nights 80,000 60,000 40,000 20,000 AU nights Nights DEC 2005 DEC 2006 DEC 2007 DEC 2008 DOMESTIC VISITOR NIGHTS - AUSTRALIA AND SA MAR 2004 MAR 2005 Australia MAR 2006 MAR 2007 SA MAR 2008 DOMESTIC OVERNIGHT VISITS - AUSTRALIA AND SA MAR 2004 MAR 2005 Australia MAR 2006 MAR 2007 SA MAR 2008 MAR 2009 MAR 2009 DEC 2009 MAR 2010 MAR 2010 DEC 2010 MAR 2011 MAR 2011 DEC 2011 MAR 2012 MAR 2012 DEC 2012 MAR 2013 MAR 2013 DEC 2013 MAR 2014 MAR 2014 12,000 10,000 8,000 6,000 4,000 2,000 Nights 30,000 25,000 20,000 15,000 10,000 5,000 SA nights 8,000 6,000 4,000 2,000 SA nights Tourism in South Australia The recently released South Australian Tourism Plan 2020 by the South Australian Tourism Commission (SATC) indicates tourism expenditure contributes over $5 billion to the state economy and directly employs 31,000 South Australians. The aim of the SATC is to increase the value of tourism from year to year, growing domestic and international visitation and spend. Key achievements supporting the $5 billion South Australian tourism economy include: Adelaide is Australia s fastest growing international airport two new carriers into Adelaide in last 18 months Emirates and Air Asia international flights between 2011 and 2014 have seen a 65% flight increase and 85% seat growth 2014-15 will see 38 cruise vessels visiting Adelaide injecting an estimated $18 million in the tourism economy tourism infrastructure development. SATC are aiming for an $8 billion tourism industry by 2020. Key growth opportunities identified include: driving demand with targeted and connected domestic and international marketing initiatives targeting additional international aviation capacity growing regional dispersal through stronger partnerships with regional tourism organisation (eg Fleurieu Peninsula Tourism) and Local Government Associations (eg City of Onkaparinga) using events (including business events) to grow visitation and regional dispersal. Over recent years, South Australia has steadily grown its domestic and international visitation. South Australia (year ending Sept 2014) now attracts over 5.7 million domestic and international visitors, staying more than 30 million nights and delivers over 11.4 million domestic day trips. 1 Fleurieu Peninsula Tourism Fleurieu Peninsula Tourism is our Regional Tourism Organisation who works in partnership with the SATC to develop and implement strategies to benefit and grow the region s tourism industry results. Fleurieu Peninsula Tourism facilitates marketing, promotion and development of tourism for our region. The Fleurieu Peninsula is the most visited region in South Australia outside of Adelaide. Over the past 10 years, tourism to the Fleurieu Peninsula has increased, with total visitation up 4.5% defying the national and state trends over the same period. 2 SA TOURISM EXPENDITURE IN 2013 Regions 44% Adelaide 56% DESTINATION Total = $5.1b Holiday 51% Business 13% Other (including education) 14% The Fleurieu attracts 642,000 visitors, staying 1.98 million nights, whilst also attracting over 2.4 million day visitors annually. 3 Visitor expenditure in the Fleurieu region contributes $435 million into our regional economy. 4 To further grow Fleurieu Peninsula s tourism economy, an identified opportunity is to leverage visitors travelling to Kangaroo Island and Southern Ocean Lodge, as visitors will travel through the City of Onkaparinga to reach Kangaroo Island via the upgraded Southern Expressway. To maximise this opportunity a new luxury integrated tourism development complex is required. TOURISM EXPENDITURE IN SA $ 5.1b PURPOSE Total = $5.1b VFR 22% Interstate - 31% China $128m Germany $32m UK $82m ORIGIN Total = $5.1b INTERNATIONAL ORIGIN Intrastate - 32% Day trips - 23% International - 14% France $12m Malaysia $49m USA $37m New Zealand $44m Other $343m South Australian Accommodation Profile The national outlook for hotel performance overall is one of demand growing at nearly twice the pace of supply over the next three years and occupancy rates being propelled further into record territory as a result. 5 Adelaide has achieved steady 75.4% hotel occupancy. Whilst corporate travel has been declining, this has been offset by increased leisure numbers. 6 Additional quality hotel stock will be added to Adelaide, including the new Ibis Hotel (opened July 2014), Mayfair and Casino Hotel. It is expected that occupancies will increase modestly, reaching 75.7% for the year to December 2016. 6 1 Source South Australian Tourism Commission Tourism Research Visits to South Australian Regions. 2 Source Tourism Research Australia 2011. 3 Source: South Australian Tourism Commission Tourism Research Visits to South Australian Regions, year ending June 2014. 4 Source: Tourism Region Profile 2013-14, Fleurieu Peninsula, South Australia. 5 Source: Deloitte Access Economics 2014 Tourism and Hotel Market Outlook. 6 Source: Deloitte Access Economics 2014 Tourism and Hotel Market Outlook.
AS MORE AND MORE PEOPLE RETURN, HAVING HAD POSITIVE EXPERIENCES, WORD OF MOUTH WILL CONTINUE TO PROVIDE AN EFFECTIVE STRATEGY TO BOOST RETURNS TO HIGHER LEVELS. INTEGRATED TOURISM DEVELOPMENT The McLaren Vale Wine Region, situated in the heart of the City of Onkaparinga attracts in excess of one million visitors annually. A small portion of these visitors stay overnight. The opportunity to capture this segment of the market has been limited due to lack of the right mix of luxury accommodation supported by meeting and conference facilities, as well as onsite restaurant. This is further supported by the 2014 Fleurieu Peninsula Product Audit identifying the need to establish a luxury retreat that will attract high yielding international and interstate visitors, further enhancing the visitor experience. Complimentary supporting facilities could include a day spa, gallery, wine appreciation centre or cellar door and culinary cooking school. Seasonal Visitation Trends Peak Season Shoulder Season Low Season December to February and Easter March to Map and September to November June to August Market Supply As at January 2014 the accommodation properties listed on the Australian Tourism Data Warehouse are as follows: Accommodation Type City of Onkaparinga Apartments, Flats and Units 5 15 Backpackers, Hostels 0 4 Bed and Breakfast 55 64 Caravan and Camping 6 19 Farm Stay 0 14 Guest house, Retreat 2 6 Holiday House 170 991 Hotels, Motels, Resorts 6 15 TOTAL 244 1128 Rest of Fleurieu Region Market Performance Analysis The Fleurieu Peninsula accommodation sector (15 rooms+) has achieved strong, consistent occupancy and returns over the past 8 years, despite the global economic financial crisis. The Fleurieu region achieves an average of 6500 room nights per month across 455 accommodation properties with 15+ rooms. 7 A 2014 Product Audit for the Fleurieu Peninsula has identified an accommodation gap which would further enhance the visitor experience. The audit recommends establishing a luxury retreat that will attract high yielding international and interstate visitors. An integrated tourism development could command accommodation market share and take a leading position as a major provider of luxury accommodation; conferences and functions; and food and wine experiences to compliment the increasing population and tourism interest in the world renowned wine region of McLaren Vale. 70% 60% 50% 40% 30% 20% 10% 0% 9,000 6,000 3,000 0 FLEURIEU PENINSULA (TR) OCCUPANCY % 12 per. Mov. Avg. (%) 2006 2007 2008 2009 2010 2011 2012 2013 FLEURIEU PENINSULA (TR) ROOM NIGHTS OCCUPIED % 12 per. Mov. Avg. (%) 2006 2007 2008 2009 2010 2011 2012 2013 $1.2m FLEURIEU PENINSULA (TR) TAKINGS 2006 2007 2008 2009 2010 2011 2012 2013 $1.0m $0.8m $0.6m $0.4m 7 Source: ABS Survey of Tourist Accommodation Fleurieu Region Jan 2006 - March 2013. $0.2m 0 % 12 per. Mov. Avg. (%)
BRANDING AND POSITIONING Tourism in South Australia Tourism is a key driver of the South Australian economy and is vital to our continued success and future growth, with Adelaide being the primary hub and gateway. Our state offers the best of Australia in unspoilt nature, premium food and wine, a relaxed way of life and friendly people. Family and Friends Contentment Balance Relaxed/ Easy going/ Accessible Quality Education Networks Commmunity As part of the SATC Tourism Plan 2020, efforts in the coming years will be focussed on increasing visitors from South Australia s traditional markets including the United Kingdom, Americas and New Zealand, as well as targeting emerging Asian markets of China and India. Domestically, there will be a strong interstate marketing approach to drive visitation to South Australia, as well as continuing to encourage South Australians to explore their own state. Time to think Creative/ Innovative/ Industrious Opportunity Arts/ Festivals and Events Food/ Wine Moderate Climate/ Seasons Safe Regions/ Adelaide Tourism in Fleurieu Peninsula and Onkaparinga The Fleurieu is one of the closest regions to Adelaide and this is reflected in the region being the most visited outside of Adelaide. Onkaparinga is one of the first Fleurieu destinations you reach when travelling from Adelaide. Access to Onkaparinga and the Fleurieu has been significantly improved with the recent duplication of the Southern Expressway. Onkaparinga will be working with Fleurieu Peninsula Tourism to attract visitation from key international markets including the United Kingdom, Americas, Germany, France, Malaysia and Singapore, whilst also targeting the developing markets of China and India. Domestically we will be targeting Queensland, New South Wales, Victoria and Adelaide. We will also be leveraging visitation to Kangaroo Island and the Adelaide Hills, as these regions border the Fleurieu. Our key visitor experiences showcase our clean, green and sustainable lifestyle and include: food and wine art and culture coastal and nature escapes active adventure festivals and events Business South Australian Business The South Australian government is committed to attracting more business and investment, ultimately delivering increased prosperity for all. Our state has more than $109 billion in major projects underway or in the pipeline: a record level providing enormous potential for investment, business and jobs growth. There has never been a better time to live, work or invest in South Australia. 8 South Australia is creative, innovative and industrious. Through creativity, we can see a new way. Through innovation, we can develop the tools to pursue it. Through industriousness, we have the energy and determination to make it happen. 9 City of Onkaparinga ON Business Onkaparinga s economy is diverse, adaptable and built on innovation. To further harness the entrepreneurial energy, the City of Onkaparinga has developed a new business brand. This is to assist business and industry to successfully promote new sales and investment opportunities to the region, both nationally and internationally. By taking a leadership support position, backed by a marketing toolkit, Onkaparinga can further leverage Brand South Australia opportunities and engagement with government. ON Business Logo 8 Source: Economic Development Board of SA. 9 Source: Brand South Australia e-book. Beaches, Coasts, Flinders, Parklands, Vineyeards Diversity Heritage Space/ Freedom/ Unspoilt Environment Australia Authentic Fairness/ Honesty/ Tolerance Significant attributes for attracting business to South Australia
THE FLEURIEU PENINSULA IS THE MOST VISITED REGION IN SOUTH AUSTRALIA OUTSIDE OF ADELAIDE. FLEURIEU PENINSULA REGIONAL TOURISM PROFILE 2013-14 Overall Visitation to Fleurieu Peninsula Expenditure Nights Average Stay Domestic Day $208 million 2,480,000 Domestic Overnight $216 million 621,000 1,830,000 3 nights International Overnight $11 million 21,000 156,000 7 nights TOTAL $435 million 3,122,000 1,986,000 3 nights Note: Over 3 million domestic and international visitors drive to the Fleurieu Peninsula. Accommodation Spend Average commercial accommodation spend per night International Domestic $155 $158 Top Fleurieu Experiences Food and Wine 1,556,000 Nature Based 510,000 Cultural and Heritage 102,000* *= international and domestic overnight information measured only 2013-14 Domestic Visitor Profile 10 Purpose of Visit Travel Party Type Nights Holiday 415,000 1,197,000 Visiting Friends and Relatives 176,000 525,000 Business Unaccompanied 88,000 Adult Couple 220,000 Family Group 153,000 Friends or Relatives travelling together 150,000 2013-14 International Visitor Profile 10 Purpose of Visit Travel Party Type Unaccompanied 7,000 Adult Couple 10,000 Friends or Relatives Nights Holiday 16,000 54000 Visiting Friends and Relatives Business 10 Visitor profile and regional expenditure source: Tourism Research Australia, 2014, National Visitor. Survey and International Visitor Survey year ending June 2014, Tourism Research Australia Canberra.
CITY OF ONKAPARINGA TOURISM PROFILE 2013-14 Overall Visitation to City of Onkaparinga Expenditure Nights Average Stay Domestic Day $50.3 million 844,000 Domestic Overnight $53.6 million 155,300 511,300 3 nights International Overnight $14 million 10,200 295,700 28 nights TOTAL $117 million 1,009,500 807,000 4.9 nights Accommodation Spend Average commercial accommodation spend per night International Domestic $99 $193 2013-14 Domestic Visitor Profile 10 Purpose of Visit Overnight Day Holiday 63,300 437,500 Visiting Friends and Relatives 68,100 313,000 Other 23,300 93,500 Travel Party Type Overnight Unaccompanied 34,400 Adult Couple 48,200 Friends or Relatives travelling together 69,800 2013-14 International Visitor Profile 10 Purpose of Visit Holiday 2,700 Visiting Friends and Relatives 7,100 Other Travel Party Type Unaccompanied 4,500 Adult Couple 4,200 Friends or Relatives 10 Visitor profile and regional expenditure source: Tourism Research Australia, 2014, National Visitor. Survey and International Visitor Survey year ending June 2014, Tourism Research Australia Canberra. Disclaimer: Although every care has been taken in preparing this proposal, the City of Onkaparinga does not verify its accuracy. Information, opinions and forecasts in this proposal depend on the accuracy of any information and assumptions on which they are based, and on prevailing market conditions, for which the City of Onkaparinga does not accept responsibility. No representations or warranties of any nature whatsoever are given, intended or implied about this proposal,any information, opinions and forecasts contained within this proposal or the accuracy or enforceability of any documents referred to in this proposal. The City of Onkaparinga will not be liable for any omissions or errors. The City of Onkaparinga will not be liable, including for negligence, for any direct, indirect, special, incidental or consequential losses or damages arising out of or in any way connected with use of or reliance on anything in this proposal. This proposal does not form part of or constitute an offer or contract. Recipients of this proposal should rely on their own enquiries about its accuracy. All images are only for illustrative purposes.
VICTOR HARBOR ROAD SOUTH ROAD! HOLDFAST BAY MITCHAM ADELAIDE HILLS MARION ABERFOYLE PARK OLD REYNELLA SHERRIFFS ROAD PORT STANVAC LONSDALE SOUTHERN CLARENDON EXPRESSWAY MORPHET VALE BEACH ROAD NOARLUNGA CENTRE Kangarilla MOUNT BARKER HACKHAM SOUTH EAST MCLAREN VALE AND FLEURIEU VISITOR INFORMATION CENTRE SEAFORD CENTRE ONKAPARINGA MCLAREN VALE WINE REGION MCLAREN VALE GRAPE WINE AND TOURISM ASSOCIATION SEAFORD HEIGHTS McLAREN FLAT McLAREN VALE TATACHILLA ROAD BOWERING HILL ALDINGA BISCAY ROAD WILLUNGA ALEXANDRINA SELLICKS BEACH CONTACT YANKALILLA Mount Compass If you have any further queries and would like to find out more, please direct your enquiries to: growingbusiness@onkaparinga.sa.gov.au or visit onkaparingacity.com/ongrowingbusiness