DAYLESFORD & MACEDON RANGES TOURISM Industry Briefing 7 tember, 2016 Baringo Food & Wine Co. New Gisborne
Special thanks to Baringo Food & Wine Co.
Industry Engagement Structure DMR Tourism BOARD Local Government Forum Representatives from the Shires of Hepburn, Macedon Ranges, Moorabool and Mitchell, and Hume and Melton City Councils. Representatives to be Economic Development/ Tourism Managers. Convened and facilitated by DMR Tourism (General Manager). Meet quarterly, or more frequently if required. Agenda to include local government matters that relate to Product Development Planning, Industry Development Planning, keting and Promotion, and broad strategy development and planning. Industry Engagement Quarterly industry engagement events open to all tourism operators in the region. One of the quarterly events to be run as the regional tourism conference. Bi-annual engagement events for all DMR Industry Partners Destination Management Forum Comprehensive Industry representation drawn from region s primary sector associations, LTAs, and others as determined. Convened and facilitated by DMR Tourism (General Manager). Meet quarterly. Agenda to focus on a region-wide Tourism Action Plan, including Industry matters that relate to Product Development Planning, Industry Development Planning, keting and Promotion, and broad strategy development and planning.
Change of Tourism Victoria to Visit Victoria Visit Victoria commenced opera/ons on 1 July 2016 Visit Victoria is Victoria's tourism and events company, responsible for marke&ng to visitors from within the state, across Australia and around the world and a@rac/ng more spor/ng, cultural and business events to Victoria's world-class events calendar. Visit Victoria is the body responsible for funding to the 11 Regional Tourism Boards in the State. New Chief Execu/ve: Peter Bingeman
Victorian Visitor Economy Strategy In July 2016, the Minister for Tourism and Major Events launched the long-awaited Victorian Visitor Economy Strategy. The Strategy sets out ambi/ous plans to increase visitor expenditure in the State from $23.1b (2015) to $36.5b (2025).
Victorian Visitor Economy Strategy The key priori/es to achieve this aim are: More private sector investment Build on the poten/al of regional and rural Victoria Improved branding and marke/ng Maximise the benefits of events Improved experiences for Visitors from Asia Be@er tourism infrastructure Improved access into and around Victoria A skilled and capable sector More effec/ve coordina/on A copy of the Victorian Visitor Economy Strategy is available at economicdevelopment.vic.gov.au
Victorian Visitor Economy Strategy Visit Victoria has a primary responsibility to achieve the ambi/ous growth in visitor expenditure. Visit Victoria s focus is to grow tourism in regional Victoria, because it has the capacity for growth. Regional Victoria is seen as being the key to achieving Government s growth targets. Melbourne is the largest source market for visitor growth in regional Victoria, and therefore is the primary focus for Visit Victoria marke/ng focus The Wander Victoria campaign launched in February 2016 is designed to target Melburnians to visit region a Victoria.
Melburnians s/ll largest source market for regional Vic Origin of domestic overnight holiday visitors to regional VIC YE 2015 Queensland, 95, South Australia, 225, 3% 1% Other, 119, 2% New South Wales, 502, 7% Origin of holiday daytrippers to regional VIC YE 2015 Interstate, 440, 3% Regional Victoria, 2,011, 29% Melbourne, 4,094, 58% Regional Victoria, 6,244, 41% Melbourne, 8,511, 56% Total: 7.0 million [Visitors ( 000s)] Total: 15.2 million [Visitors ( 000s)] Melbourne remains the largest source market for both domestic overnight and daytrip visitation (when it comes to the holiday segment), accounting for over half of these travellers. Regional Victorians account for the second largest source market. Source: National Visitor Survey, Tourism Research Australia, YE 2015, Released ch 2016 Please note methodology change in Jan 2014 8
Changing Victoria & Melbourne popula/on Fastest growing State and capital city Victoria s population grew by 1.9% in ember 2014-15 (higher than other states and national average 1.4%). Melbourne s population grew by 2.1% (higher than other capital cities) Strong growth in net overseas migration Strong growth in net interstate migration Net overseas migration is the major contributor to population change in VIC, NSW, SA and Tas while natural increase was the major contributor in all other states and territories. Victoria s net overseas migration grew by 6.6% (higher than other states). 54,100 migrants from overseas migrated to Victoria between 2014-15. Victoria s net interstate migration grew by 13,000 people (the highest increase out of all of the states) between 2014-15. Melbourne had the highest net internal migration Net internal migration is the movement of people from one region to another within Australia (both interstate and intrastate). Melbourne had the highest net internal migration out of all of the capital cities in 2014-15 (particularly those aged 15-24 years and 25-44 years). Most came from regional Victoria and Sydney. Source: Australian Bureau of Statistics, 3218.0 Regional Population Growth, Australia, 2014-15 Australian Bureau of Statistics, 3412.0 Migration Australia, 2014-15 9
Volume of visita/on to regional Vic is from daytrips and intrastate market Domestic visitors to regional VIC ('000s) 21,000 18,000 15,000 12,000 9,000 6,000 3,000 0 Domestic visitors to regional Victoria 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 Daytrippers to/within regional VIC ('000s) 29,917,000 visitors AAG* 2010-15: +3.5% p.a. YOY** 2014-15:+7.3% 11,551,000 visitors AAG* 2010-15: +5.7% p.a. YOY** 2014-15: +3.5% 2,232,000 visitors AAG* 2010-15: +3.5% p.a. YOY** 2014-15: +13.3% 19992000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Year ending results Interstate Overnight Visitors Intrastate Overnight Visitors Daytrips Source: National Visitor Survey, Tourism Research Australia, YE 2015, Released ch 2016 The highlighted box contains a transition between methodologies from 100% landlines to a combination of landline and mobile phones AAG*: Average annual growth, YOY**: Year on year growth 10
The importance of the intrastate market to regional Victoria 100% Visitors and Expenditure in Regional Victoria Year ending ember 2015 90% Daytrips 80% 33% 70% 60% 68% Intrastate 50% 40% 47% Interstate 30% 20% 26% 10% 14% international 0% 5% Visitors 1% 5% Expenditure Source: National and International Visitor Survey, Tourism Research Australia, YE 2015, Released ch 2016 11
Where do Melburnians travel (holiday purpose segment)? Domestic overnight holiday visitors ('000s) YE 2011 YE 2015 % Change Interstate New South Wales 650 601-7.5% Queensland 412 534 29.6% South Australia 173 167-3.5% Tasmania 125 189 51.2% Other 70 82 17.1% Intrastate DMR 161 212 31.7% Geelong and the Bellarine 303 301-0.7% Gippsland 453 526 16.1% Goldfields 226 195-13.7% GOR 555 687 23.8% Grampians 83 155 86.7% Melbourne 84 77-8.3% High Country 406 465 14.5% YVDR 168 234 39.3% Peninsula 474 632 33.3% Murray 276 338 22.5% Phillip Island 300 419 39.7% Melbourne surrounds 1618 1986 22.7% Distant regions 1762 2140 21.5% Holiday daytrip visitors ('000s) YE 2011 YE 2015 % Change DMR 494 793 60.5% Geelong and the Bellarine 937 929-0.9% Gippsland 336 486 44.6% Goldfields 669 556-16.9% Grampians 37 69 86.5% GOR 480 759 58.1% Melbourne 2,196 2258 2.8% High Country 326 227-30.4% YVDR 1,454 2074 42.6% Peninsula 1,562 1757 12.5% Murray 232 252 8.6% Phillip Island 535 609 13.8% Melbourne surrounds 5,650 6718 18.9% Distant regions 1,411 1794 27.1% Source: National Visitor Survey, Tourism Research Australia, YE 2015, Released ch 2016 Please note methodology change in Jan 2014 12
VISIT VICTORIA Melbourne is a compelling brand, with na/onal brand ownership across key a@ributes: ü Quality food and wine ü Sport and events ü Cafes bars and nightclubs ü Cultural City ü Streets and precincts ü Theatre ü Shopping
What will drive visita/on des/na/on dis/nc/on Need to be focussed to drive visita/on Be truly consumer centric Define our dis/nc/veness and compe//ve advantage Pick and hero our champions Des/na/on marke/ng Define the core challenge we are trying to address i.e. Visita/on, awareness, midweek, dispersal, summer/winter
Early observa/ons Our brands need to be more dis/nc/ve & single minded Focus on the products/experiences that will make a difference move the needle to drive visita/on Inform both demand and supply strategies
A Framework for discussion REGION CURRENT BRAND ESSENCE * Many require review CORE CHALLENGE SOURCE OF VISITORS BRAND DINSTINCTION REASON TO VISIT INVESTMENT/ INFRASTRUCTURE PRIORITIES Yarra Valley and Dandenong Ranges Daylesford Macedon Ranges Mornington Peninsula Phillip Island In#mate hideaway full of delights Naturally rejuvena#ng Melbourne s Peninsula Playground Naturally Playful Geelong and the Bellarine The Goldfields Grampians Gippsland Great Ocean Road Victoria s High Country The Murray The original seachange A wealth of enriching experiences Big Nature (gives me the space and perspec#ve I need) Inspired by nature Where untamed spirits create inspira#onal wonder A natural High Alive with legendary river stories
NETWORKING Kerry Clarke Business Development Manager DMR Tourism