Future directions in tourism - presented by South West Development Commission

Future directions in tourism
presented by
         South West Development Commission
October 2010

SWDC vision and objectives
Vision:
The South West of Western Australia will be recognised
  worldwide as a region of excellence.
Our aim is to ……
“Develop the region’s economy and enhance those qualities
  which make the South West the best place to live, work
  and invest”.
To achieve this we invest in three key areas:
   People
   Infrastructure and Place
   Knowledge, Enterprise and Innovation
  Tourism can assist in delivering on all of these.

South West tourism in 2010
 Estimated visitor expenditure - $620m (2009)
 Average length of stay only 3.8 nights (Kimberley = 9 nights,
  Perth = 8.4 nights)
 Labour intensive sector = employment opportunities
 Feedback from tourism sector is numbers are falling,
  the accommodation sector is struggling in many areas
  and the sector is underperforming.
 Over reliance on
  intrastate travel

SWDC tourism objectives
 As part of the restructure of Tourism WA, SWDC now has a
  mandate to focus on investment in tourism infrastructure,
  and events.
 SWDC will continue to work with Tourism WA e.g. support
  marketing (via Aust. SW RTO), events, etc.
 To deliver tourism benefits to the region, SWDC will focus
  on developing activities and attractions that have the
  ability to increase:

  1. The number of visitors
  2. Their length of stay
  3. How much they spend

Who can assist tourism regionally
   Marketing        www.australiassouthwest.com
                    Local Government (shire level) and
    Planning        www.swdc.wa.gov.au (regional level)
    Product
  development       www.smallbusiness.wa.gov.au

 Visitor centres    www.vcawa.com.au
                    www.swdc.wa.gov.au and Eventscorp
  Major Events      (www.tourism.wa.gov.au)

    Research        www.swdc.wa.gov.au
  Attractions &
  infrastructure    www.swdc.wa.gov.au

 Regional events    www.swdc.wa.gov.au

  Not for profits   www.swdc.wa.gov.au

 New investment     www.swdc.wa.gov.au

Your local SWDC contact    Regional Coordinators

                                       Alan Cross             Richard Oades
                                       Shires of Harvey,      Shires of Collie,
                                       Dardanup and the       Donnybrook-
                                       City of Bunbury        Balingup, Capel
                                       0428 577 298           0427 388 645

                                       Jane Manning           Deanna Giumelli
                                       Shires of Busselton,   Shires of Manjimup,
                                       Augusta-Margaret       Nannup, Boyup
                                       River                  Brook, Bridgetown-
                                                              Greenbushes
                                       0407 997 543
Regional Coordinators boundaries map                          0408 903 263

Tourism funding to the region
Historically, tourism development funding to the South
   West region has been provided mainly through:
   Local Government
   Lotterywest
   Tourism WA
   SWDC – via Royalties for Regions, Events Grants
   Other government agencies
…… with SWDC funding tourism projects for:

    1. Access and infrastructure
    2. Packaging and trail development
    3. Events

SWDC achievements in tourism
Access & Infrastructure Projects include:
  Swan Dive Wreck (Dunsborough) and Lena Dive Wreck (Bunbury)
  Walk trails such as Greenbushes Pool Boardwalk, Cape to Cape Trail
  Town upgrades and landscaping , eg Collie, Balingup, Manjimup, etc
  Busselton Interpretive Centre and Underwater Observatory
  Margaret River Caves redevelopment
  Bunbury Big Swamp Wildlife Park
  Munda Biddi Off-road Cycle Trail
  Collie Motor Sports Complex
  Cape Naturaliste Lighthouse
  Dolphin Discovery Centre
  Cruise Ship Initiative
  Lake Kepwari, Collie

SWDC achievements in tourism
Packaging & Trail Development Projects include:
  Wine and food trails
  Industrial heritage trails
  Nature-based trails
  “Escape for a While” Harvey promotion

Events include:
  Groovin the Moo
  Trade Events eg International Wine
   and Food (Austrade partnership)
  Margaret River Surfing Masters
  Anaconda Adventure Race
  Iron Man Busselton
  Manjimup Cherry Harmony Festival
  South West Events Program

SWDC
achievements
in tourism

SW Events
Program -
40% increase,
now $100,000 in
2010/11

Tourism in 2010
 In the past
The tourism approach to improve the
“attractiveness” of a destination has been to
develop/improve:
 Access
 Accommodation
 Awareness (via marketing)
 Amenities (general facilities)
 Attractions
 Activities (including events)
Future tourism focus will be on
   Attractions/Activities
       Access is a region wide priority for all sectors.

Tourism in 2020
 To stimulate demand, our Future Direction will have
  an increased focus on:
  1. Infrastructure development
  2. Events
  3. Packaging – complement ASW RTO and Austrade activities

 We need to consider tourism infrastructure needs ….
 1.   Major infrastructure opportunities,
 2.   Their financial viability, and
 3.   How they complement regional development
      objectives.

Tourism Funding Priorities
Will consider …
 Developing major activity-based
  attractions that have the ability to attract
  visitors from outside the region,
  especially eastern states and
  international.
 Employment opportunities.
 Creating unique experiences that
  complement the region’s natural assets –
  cultural, heritage, environmental.
 Building cooperative partnerships outside
  the region, nationally and internationally,
  eg. through marketing or packaging
  opportunities.

Successful infrastructure projects

                                                               Bunbury Dolphin
                                                               Discovery Centre

Jewel Cave Margaret River

                            Munda Biddi Off-Road Cycle Trail

Other potential attractors?
 Mammoth Cave “Mega Fauna Centre”, Margaret River
 Commercial jetties at Dunsborough and Augusta (whale
  watching facilities)
 Big Swamp “wetlands sanctuary” Bunbury
 Munda Biddi Trail (next stage)
 Technology-based attractors (PDA applications, Google-
  based Apps etc)
 Business incubators to assist in developing activity based
  attractors
 Major events

What else?

Where to from here ...
 Build upon existing tourism relationships (via Regional
  Coordinators) and work together to increase tourism
  opportunities.
 Seek feedback on barriers to successful tourism, and potential
  new infrastructure and event attractors.
 Seek feedback on opportunities for development and funding
  priorities.
 Potential for a SWDC Board subcommittee, with tourism
  expertise, to provide tourism advisory role.
 SWDC funding of tourism infrastructure, packaging and events
  is identified as a priority for economic and social development.

Please provide feedback and suggestions on opportunities to
   develop the tourism sector in the region.

Photographs from SWDC and Tourism WA Image Libraries

For further information contact:
Mark Exeter mark.exeter@swdc.wa.gov.au
               www.swdc.wa.gov.au
                  9792 2000 l 0419 021 999

 www.swdc.wa.gov.au