Ordinary Meeting of Council 01 July 2015 2.1 TOURISM DEVELOPMENT STRATEGY 2015-2020 Ward: (All Wards) (Commercial and Economic Development) Disclosure of Interest: Nil Authorised Officer: (Executive Manager Stakeholder Relations) KEY ISSUES • The City of Swan Tourism Development Strategy 2015-2020 was prepared to build on the City of Swan’s achievements to date and set the five-year direction for City of Swan’s role in tourism with the outcome of a 1% increase in visitor market share of the Perth Region by 2020. Reaching this target will result in 120,000 additional visitors, $132.4M additional visitor expenditure and support for up to 1,600 new jobs. • A project team consisting of EarthCheck Consulting and including TRC Tourism and Destination Marketing Store was engaged to prepare the strategy. • The strategy outlines a clear tourism vision and aspiration, identifies goals, target markets and game changer/catalyst projects. • The strategy is supported by an action plan that prioritises strategies and actions by City of Swan service areas and place. Key performance indicators, budget and resourcing over the five years is also identified. • The strategy process included consultation with key City of Swan and Western Australian tourism stakeholder organisations. Feedback was sought from local industry through a workshop and discussion paper. City of Swan management and staff involved in the delivery of tourism related projects and services were also consulted. • The draft Tourism Development Strategy 2015-2020 was presented by Earthcheck at briefing meetings held with the City of Swan Executive 6 May 2015 and Councillors 27 May 2015. It is recommended that the Council endorse the Tourism Development Strategy 2015- 2020. Page 1
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Ordinary Meeting of Council 01 July 2015
2.1 TOURISM DEVELOPMENT STRATEGY 2015-2020
Ward: (All Wards) (Commercial and Economic Development)
• The City of Swan Tourism Development Strategy 2015-2020 was prepared to build on the City of Swan’s achievements to date and set the five-year direction for City of Swan’s role in tourism with the outcome of a 1% increase in visitor market share of the Perth Region by 2020. Reaching this target will result in 120,000 additional visitors, $132.4M additional visitor expenditure and support for up to 1,600 new jobs.
• A project team consisting of EarthCheck Consulting and including TRC Tourism and Destination Marketing Store was engaged to prepare the strategy.
• The strategy outlines a clear tourism vision and aspiration, identifies goals, target markets and game changer/catalyst projects.
• The strategy is supported by an action plan that prioritises strategies and actions by City of Swan service areas and place. Key performance indicators, budget and resourcing over the five years is also identified.
• The strategy process included consultation with key City of Swan and Western Australian tourism stakeholder organisations. Feedback was sought from local industry through a workshop and discussion paper. City of Swan management and staff involved in the delivery of tourism related projects and services were also consulted.
• The draft Tourism Development Strategy 2015-2020 was presented by Earthcheck at briefing meetings held with the City of Swan Executive 6 May 2015 and Councillors 27 May 2015.
It is recommended that the Council endorse the Tourism Development Strategy 2015-2020.
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Ordinary Meeting of Council 01 July 2015
BACKGROUND
Tourism is an important focal point for the City of Swan and its community. Since 2002, the City of Swan has committed to implement the Adding Value Through Tourism program through the provision of visitor servicing integrated with regional marketing, interpretive infrastructure and product development that has earned it a reputation as a leading local government in tourism development locally and nationally.
The City of Swan has won the local government award (2013) and the Swan Valley Visitor Centre achieved silver in the visitor and information services category (2012) in the prestigious Qantas Australian Tourism Awards. Additionally, the City of Swan and the Swan Valley Visitor Centre have been awarded Hall of Fame in the local government (2014) and visitor and information services (2012) categories of the Western Australian Tourism Awards.
The City of Swan Tourism Development Strategy 2015-2020 was prepared to build on the City of Swan’s achievements to date and set the five-year direction for City of Swan’s role in tourism.
A project team consisting of EarthCheck Consulting and including TRC Tourism and Destination Marketing Store was engaged to prepare the strategy.
DETAILS
The preparation of the City of Swan Tourism Development Strategy 2015-2020 included:
• Familiarisation visit to introduce the key tourism products and related issues in the City of Swan;
• Policy Review - review of existing strategic framework at local, regional and state levels;
• Visitor Market Review - analysis of City of Swan's visitor market/demand drivers;
• Comparator destination review, focusing on Australian wine regions;
• Tourism Product Review - on the ground review and supporting data analysis;
• Review of branding and visitor experience;
• Stakeholder Consultation - program of face-to-face and telephone consultation sessions with key local, regional and state stakeholders;
• Consultation with identified internal City of Swan officers including Economic Development, Marketing and Planning teams;
• Industry Consultation Workshop (25th March);
• Internal City of Swan Marketing Workshop (26th March);
• Preparation of an interim findings report(1st April 2015);
• Preparation and distribution of a discussion paper (13th April) as the basis for additional consultation with industry;
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Ordinary Meeting of Council 01 July 2015
• Preparation of Draft Tourism Development Strategy document (30th April 2015);
• Presentation of Draft to Executive Meeting (6th May 2015); and
• Presentation of Draft to Council Briefing Meeting (27th May 2015).
The Tourism Development Strategy 2015-2020 outlines a clear tourism vision and aspiration, identifies goals, target markets and game changer/catalyst projects.
The strategy is supported by an action plan that prioritises strategies and actions by City of Swan service areas (Stakeholder Engagement, Marketing, Business Support and Development, Investment Attraction and Infrastructure, Visitor Servicing) and identifies place specific recommendations (Guildford, Midland, Bullsbrook. Gidgegannup and the Swan Valley).
Key performance indicators, budget and resourcing over the five years are also included.
Key Strategy Outcomes
Vision: One City - Diverse Places and Endless Experiences
The City of Swan will be one of Western Australia’s premier visitor destinations. A destination that is famed for its gourmet food and beverage, and is alive with events and experiences that characterise its unique heritage, people and places.
Our Aspiration:
We will be the destination of choice for our target markets - Perth day visitor and overnight stays plus a growing share of international visitors by aspiring to be one of the four great experiences for visitors to Perth. We will also generate growth in awareness of the region through the events market. We will aspire to generate above average growth in our target sectors to grow City of Swan’s market share.
Destination Goals:
1. Increase the value of the visitor economy in the City Of Swan, supporting local jobs and building a sustainable and diverse economy through growing our share of the Perth Region’s day, overnight and international visitor markets by 1%. Reaching this target will result in 120,000 additional visitors, $132.4M additional visitor expenditure and support for up to 1,600 new jobs.
2. Develop a seven day visitor economy, focusing investment and initiatives on developing overnight visitation (particularly mid-week) with targeted marketing and investment attraction, and
3. Lift brand awareness and preference for the Swan Valley (as City of Swan’s key visitor attractor).
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Ordinary Meeting of Council 01 July 2015
Game Changer/Catalyst Projects:
1. Industry to take the lead role in branding and marketing - Create a lead co-ordinating body that provides ‘one voice’ for tourism and is supported by sustainable funding streams.
2. Leverage our partners at Experience Perth and on the emerging Destination Perth agenda, to get our story told by Tourism Western Australia and Tourism Australia - with fellow local government areas, work with Experience Perth to shape the Destination Perth agenda – providing the vehicle to profile City of Swan to target markets.
3. Targeted marketing that differentiates the Swan Valley and surrounds from other tourism regions based on our promise of personally engaging experiences - adopt a multi-layered marketing approach to grow a number of markets with targeted messaging which reflects City of Swan’s diverse products and experiences.
4. Support development of new products and experiences that reinforce the brand message of personally engaging experiences - as part of an overall development program, establish an experience development framework, which identifies and implements signature City of Swan experiences – supporting businesses from product development and marketing perspectives.
5. Establish an investment attraction policy and further develop an investment support program to facilitate new boutique accommodation in the Swan Valley, potentially including a call for Expressions of Interest (EOIs) - work with the Swan Valley Planning Committee and WA Planning Commission to establish a Swan Valley Development Plan which meets the long term sustainable development needs of the tourism sector.
CONSULTATION
The strategy process included consultation with key City of Swan and Western Australian tourism stakeholder organisations.
Feedback was sought from local industry through an industry consultation workshop held on 25th March 2015 and distribution of a discussion paper.
City of Swan management and staff involved in the delivery of tourism related projects and services were consulted. This included a marketing workshop.
The draft Tourism Development Strategy 2015-2020 has been presented by Earthcheck General Manager at briefing meetings held with the City of Swan Executive and Councillors.
ATTACHMENTS
City of Swan Tourism Development Strategy 2015-2020
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Ordinary Meeting of Council 01 July 2015
STRATEGIC IMPLICATIONS
Strategic Community Plan 2012-2022
KRA - Economic
E1.1 Attract business and investment opportunities
E1.2 Actively support and develop local and new business
E3.1 Strengthen the capacity and integration of the tourism industry
STATUTORY IMPLICATIONS
Nil
FINANCIAL IMPLICATIONS
The strategy identifies strategies and actions by City service area and place that will be prioritised through the City of Swan’s business planning processes with resulting impacts on work plans and budget.
VOTING REQUIREMENTS
Simple majority
RECOMMENDATION
That the Council resolve to:
1) Endorse the Tourism Development Strategy 2015-2020.
CARRIED
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CITY OF SWAN
Tourism Development
Strategy
2015-2020
CITY OF SWAN| Tourism Development Strategy 2
Acknowledgements
The Tourism Development Strategy has been prepared by EarthCheck Pty Ltd for City of
Swan. On behalf of the EarthCheck project team (EarthCheck, TRC and Destination Marketing
Store); we would like to thank City of Swan for the opportunity to work with you in preparing
the City of Swan Tourism Development Strategy.
Images used throughout this Strategy are courtesy of City of Swan or Tourism Western
Australia unless otherwise noted.
Disclaimer
Any representation, statement, opinion or advice, expressed or implied in this document is
made in good faith but on the basis that EarthCheck is not liable (whether by reason of
negligence, lack of care or otherwise) to any person for any damage or loss whatsoever
which has occurred or may occur in relation to that person taking or not taking (as the case
may be) action in respect of any representation, statement or advice referred to in this
document.
City of Swan Cnr Morrison Rd and Old Great Northern Hwy,