R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania

 
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R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H

             R E I M AGI N I NG
             O U R R EGION S
                              TASMAN IA’S FAR SOUTH

   Mt Beattie, Southwest National Park
   Roaring 40s Kayaking
   © Graham Freeman
R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R N
                                                                   SOOU
                                                                      R TT H
                                                                           H WEST

Contents
1.     Reimagining our Regions                1         8.    Priority Concepts                     15
                                                        8.1   Cockle Creek visitor experience
2.     About the far south region             3               and amplify the southernmost status    16
2.1.   Visitor profile                        3         8.2   Hastings Caves: road upgrade and
                                                              reimagined visitor experience          17
3.     Market and consumer trends             5         8.3   Franklin foreshore
                                                              – masterplanned as a hub for
4.     Tourism strategy context               7               lost trades, local food and wine       19
                                                        8.4   Greater Regional Collaboration         21
5.     Enablers to growth                     8
                                                        8.5   Touring Itineraries and Drive Journeys 23
5.1    Spirits of Tasmania capacity expansion 8
                                                        8.6   Touring itineraries and journeys      24
5.2    Touring Holidays & Drive Journeys      9
                                                        8.7   Nature-based soft adventure           23
5.3    Hastings Caves road upgrade            9
5.4    Technology and data                    9
                                                        9.    Quick wins & low hanging fruit 25
5.5    Project X                              9
5.6    Tahune Airwalk Reopening              10         Appendix 1:                                 26
5.7    New consumer brand and
                                                        Participants & field trip itinerary
       segmentation                          10         Participants                                26
5.8    Timeline of enablers on market                   Itinerary                                   27
       impact for the far south              10
                                                        Appendix 2:                                 28
6.     Emerging points of difference         12         2019 Caravan and Camping
       for the far south region                         Audit for the far south
6.1    Southernmost                          12
6.2    For the Love of Craft                 12
6.3    The Edge                              13
6.4    Balance (sustainability)              13

7.     Regional product                      14
       development: a framework
R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H                                          1

1. Reimagining our Regions
Reimagining our Regions is an initiative of the T21          expenditure; increase visitor dispersal (geographically
2015-2020 Tasmanian Visitor Economy Strategy.                and seasonally); increase visitor satisfaction, and
Improving dispersal of visitors to regional communities      consequently, increase the social and economic
and the need for bold innovation and new product             contribution of tourism to the region. Importantly, a key
development, especially in regional areas, was identified    part of this process is identifying what differentiates the
as a high priority at the mid-term review of the Strategy,   far south from other parts of Tasmania, Australia and
undertaken in July 2017. These priorities reflect the        the rest of the world.
view of the T21 government and industry partners that
                                                             Reimagining our Regions far south was designed in two
the benefits of Tasmania’s successful visitor economy
                                                             stages. In addition, if the value proposition of ideas
can be spread more evenly throughout the state or
                                                             demonstrate merit, business cases may be developed
within local communities. It also acknowledges that
                                                             for private investment opportunities as a follow-up to
regional dispersal is a key measure of success of
                                                             Reimagining our Regions.
Tasmania’s current and future visitor economy.
                                                             The insights identified by the field trip group have been
At the time of the release of this report, the Tasmanian
                                                             reviewed and informed by a regional reference group,
tourism industry and the Tasmanian economy and
                                                             including:
community are facing unprecedented impacts from
the COVID-19 emergency. It is unknown at this point          Huon Valley Council – Mayor Bec Enders;
in time what the future state will be post this crisis.      Councillor Paul Gibson; Emilio Reale GM; Michelle
Insights such as from Reimagining our Regions, will be       Gledhill, Economic Development Coordinator
valuable in recovery and rebuild.                            Far South Local Tourism Association – Gary Ashdown,
                                                             Rachael Trueman
The far south of Tasmania was selected for Reimagining
                                                             Destination Southern Tasmania – Alex Heroys, CEO
Our Regions as it was identified as having potential to
                                                             Parks and Wildlife Service – Ash Rushton, Regional
develop its tourism offering, especially considering its
                                                             Manager
proximity to several demand generating projects in the
pipeline, including:                                                                       TOU R I S M O PPO RTU N IT Y
                                                                     FIELD TRIP            PLAN
–––––   Project X, the Hastings Caves Road upgrade
        and reopening of Tahune Airwalk,                       ––– Immerse a group           ––– Synthesize field
                                                                   of tourism experts            trip outcomes with
–––––   The new Spirit of Tasmania vessels                         in the region                 relevant strategies,
                                                                                                 consumer insights
–––––   Tasmanian Drive Journeys and associated                ––– Generate new                  and market
        marketing programs.                                        ideas for tourism             intelligence
                                                                   experiences and
                                                                   identify potential        ––– Identify shortlist
TThe primary objective of Reimagining our Regions is to
                                                                   barriers to growth            based on criteria
generate ideas for tourism development opportunities –
                                                                                             ––– Ground truth with
blue sky thinking about future possibilities - by a group      ––– Identify enablers
                                                                   of growth and                 local stakeholders
of tourism leaders, with proven demonstrated expertise
                                                                   constraints of            ––– Identify ‘enabler’
and success in tourism ventures and marketing, casting
                                                                   growth                        concepts that offer
a fresh set of eyes on the region.
                                                                                                 maximum impact
The concepts and insights identified aim to increase
first-time and repeat visitation to the target region;
increase the average length of stay; increase visitor
R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H

KERMANDIE
© GRANT HUNT
R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H                                                        3

 sitor Profile    2. About the far south region
manian Visitor Survey YE December 2018
                                                                                                  South Cape Bay, Cockle Creek. Image: Geoffrey Lea

                  The far south tourism region ranges from Geeveston to
 Regions project  area
             Cockle    reaches
                     Creek,     from Geeveston
                             including           to Cockle
                                       Hartz Mountains      Creek,Park
                                                         National
stralia’s mostand
               southerly point, South  East Cape. This area
                  parts of the Southwest National Park (bothsitsincluded
                                                                  within                                        HOBART
e major population   hub is Huonville to the north. In January 2019 the
             in the Tasmanian Wilderness World Heritage Area). The                            TAHUNE
 affected by bushfires, which impacted tourism in the area.                                                   HUONVILLE
           Reimagining the Far South project focusses on the south
 VS) measures visitation
           region,       to two
                    but the     towns
                            project alsoand two attractions
                                         considers          for the Far
                                                   the surrounding
                                                                                                                   CYGNET
           areas south of Huonville and D’Entrecasteaux Channel,                               GEEVESTON
           including Franklin.
hermal Springs| Tahune Forest Airwalk                                                       HASTINGS                  DOVER
             Huonville is just 30 minutes’ drive from Hobart, while
 tation to Tasmania,
             the end of the Southern
                          the          tourismCreek
                              road at Cockle    regionisand    the Far
                                                         still only    South
                                                                    2 hours                  CAVES
a. The Far South   figure represents  visitors to at least one
             from the centre of Hobart. The majority of this area two
                                                                 of the
nce if more than
             falls one town
                   within the was
                              Huonvisited.
                                    Valley local government area.                                               COCKLE CREEK
             The Huon Valley region experiences both benefits and
             challenges from its close proximity to Hobart, receiving
                                                                                      Recovery funds provided some initial marketing boost.
             a relatively high proportion of day visitors, with visitation
                                       TA S M A N I A                                 The far south region was identified for Reimagining
             decreasing south and east of Huonville.
                                                SOUTHERN                              Our Regions to support post bush fire recovery in
                  According to Tasmanian Visitor Survey data, Huonville               terms of identification of destination development
                                          FA Rof Sapproximately
                  received an annual average         O U T H 165,000                  opportunities and to enable the consideration key
                  interstate and international visitors in Huonville in the           pipeline projects with the potential to impact visitor
                  four years 2015 – 2018. Moving further south and east in            numbers significantly. These pipeline projects included
                  the Huon Valley, CygnetTA    S M Aapproximately
                                            receives    NIA            96,000         at Average
                                                                                         the time oflength   of stayour
                                                                                                     the Reimagining   8 .Regions
                                                                                                                           2 nights
                                                                                                                                  field trip:
                  annual visitors; Dover 52,000 and Cockle Creek 28,000.
                                         SOUTHERN                                     –––––                          8 . 6newnights
                                                                                               Increased capacity on the       Spirit of
                  While visitation to Huonville, Cygnet, Dover and Cockle                      Tasmania vessels
                                         FA R S O U T H                                                                            1.0 night
              Creek grew by 10 per cent or more in the three years                    –––––    Sealing of the road to Hastings Caves
              ending December 2015 – 2017, visitor numbers dropped                    –––––    Investment in Tasmanian Drive Journeys
            TA14 Sper
                    Mcent
                       A NorI Amore in each location inSthe
                                                         O year
                                                             UTH     ERN
                                                                   ending
                                                                                      –––––
                                                                                                         FA R S O U T H
                                                                                               Tahune Airwalk Reopening
              December 2018. From December 2018 through March
                                                                     22%              –––––    Installation 78      15%X outdoor artwork
                                                                                                            of%Project
                49% major bushfires further impacted the 54
              2019,                                         Huon
                                                               %    Valley
                        26 %                               Holiday
               Holiday
              and   particularly the far south region causing the closure             –––––    Improved Holiday
                                                                                                        marketing by Tourism Tasmania
                        VFR                                          VFR                                            VFR
              of Tahune Airwalk, a major attraction in the Far South,                          embracing new target markets and new
         LEISURE (HOLIDAY + VFR) 75%                       LEISURE 77%                                      LEISURE 93%
              as well as impacting national park and reserve     sites in                      technologies.
                        13% 16%                                     14%    18%                        21%                 20%      17%
         36% the region.
                    23%                              33% 23%                                              27%
                                                                                     These projects, termed in this report as “enablers” will
          VIC     The  far south
                     NSW    QLD was
                                  INTL selected for this project
                                                          VIC    because
                                                                NSW    QLD      INTL be explored in more
                                                                                                    VIC  detail
                                                                                                          NSW later
                                                                                                                 QLD in the
                                                                                                                         INTLreport.
                  of the potential for greater dispersal of visitors and
                  increasing overnight
                                11%      stays throughout the region. In 12%          2 .1 . V I S I T O R P R O F I L E
                      85%                                      85%                                              59%
                  the Air
                       wake of the 2018-19 bushfire season, the Air need to
                                                                                                                            36%
                                 Sea                                      Sea                           Air
                                                                                For the year ending December     2018, 158,500 interstate
                  identify new demand driving opportunities has become                                         Sea visiting Huonville,
                                                                                and international visitors reported
                  a greater priority for this region and its communities.
                                                                                the population hub of the Huon Valley Council. The
                         2%     1% 11%                       12% 1% 0.4% 12%                        7% 0.5% 0%
      57%         In 2018-19 devasting bushfires in the
                                                     72%far south impacted      town has experienced
                                                                                             52%         an average annual growth in total
                   25%                                 72%                                                           36%
      HBA                                            HBA
                  tourist attractions and access to parts of the region. It                  HBA
                                                                                visitors of 2.5% over the past 5 years, compared to the
                    LST DPO BWT SPIRIT                       LST DPO BWT SPIRIT                      LST DPO BWT SPIRIT
                  would take over a year before major attractions such as       state average of 5.4%. These visitors stayed a total of
         9%       the Tahune Airwalk10to
                                       %
                                         reopen.      10%                   10%153,900 nights22in% the town.           21%
                        40%                                         40%                                               38%
     Camper          Car - rented   Car - own       Camper       Car - rented   Car - own        Camper           Car - rented     Car - own
    Own/rented                                     Own/rented                                   Own/rented
     Campervan,                                     Campervan,                                   Campervan,
R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania
the Spirit of Tasmania, travel via camper, stay longer and
                                                                                                                            are an older demographic than the average visitor to                                ATDW LISTINGS FROM SOUT
                                                                                                                            Tasmania.                                                                           WITHIN THE HUON VALLEY C
                                                                                                                       The chance to ‘self drive/ tour around’ were strong influences
                                                                                                                       for visitation to Tasmania amongst those to the Far South.
                                                                                                                                                                                                                      22*                         9
                                                                                                                                                                                                                ACCOMMODATION              ATTRACTIO
R E I M A G I N I N G O U R R E G I O N S : T A S M A N I A ’ S F A R‘ s eSl f O
                                                                               - d rU
                                                                                    i v eT/ H
                                                                                            tour                                                       around’ influence                                           PROVIDERS
                                                                        63%                                                                                            FA R S O U T H                           The Australian Tourism Data Warehouse
                                                                                                                                                                                                                data, providing content for tourism ope
                                                                        36%                                                                                         SOUTHERN                                    on an annual basis; the above figures re

                                                                                                                            32%                          TA S M A N I A                                         * This represents a conservative estima
                                                                                                                                                                                                                further accommodation listings on AirB

The Tasmanian Visitor Survey (TVS) measures visitation                                    PAST VISITATION | 10 YEARS | TOTAL & HOLIDAY
                                                                                              1,400
to two towns in the Far South area: Dover and Cockle                                                                                                                    1,318
                                                                                                                                                                              TAS total
Creek. The far south area, as measured by visitors to                                         1,200                                                                                                                               TAS Total
both of these towns, received a total of 55,000 visitors                                                                                                               1,048 Southern
                                                                                                                                                                                                                                  TAS Holiday
     Far South                    Visitor   2018. Profile                                                                                                                     total
for the year ending December                        Visitors stayed a                         1,000

                                                                                                                                                                                                                                  Southern Total
totalResearch
      of 54,000       nights in
                  & Insights       the towns,Visitor
                                | Tasmanian       with the      average
                                                           Survey     YE December 2018 800
                                                                                                                                                                                                                                  Southern
                                                                                                                                         South Cape Bay, Cockle Creek. Image: Geoffrey Lea
length of stay in the region 1.0 night. Visitors to the far

                                                                                                                Thousands
                                                                                                                                                                          641                                                     Holiday
                                                                                                                                                                               TAS holiday
    About
south   stayed thisanprofile
                       average of 21.1 nights in Tasmania, well                                 600
                                                                                                                                                                               Southern
                                                                                                                                                                                                                                  FS Total

    The Far                                                                                                                                                               569 holiday
above    theSouth  Re-imagining
              average       lengthourofRegions
                                         stay ofproject
                                                   8.2 area
                                                         nightsreaches
                                                                    for from
                                                                         all Geeveston to Cockle Creek,                                                                                                                           FS Holiday
    which is walking distance to Australia’s most southerly point, South East Cape. This area   400 sits within
                                                                                                                                                     HOBART
visitors  to the
    the Huon  Valleystate.   Ofwhose
                      Council,    these    visitors
                                        major        to the
                                               population   hubfar   south, to the north. In January 2019 the
                                                                 is Huonville                                                     TAHUNE                                                                                           Purpose of visit refe
                                                                                                                                                                                                                                   specific to the regio
    Huoncent
78 per    Valleywere
                  Councilinregion  was affected
                             Tasmania           by bushfires,
                                           for holiday     andwhich    impacted tourism in the 200
                                                                   15 per                       area.                                             HUONVILLE

    The Tasmanian    Visitor Survey  (TVS) measures   visitation  to two  towns and two attractions   for the   Far                                                       55                                                       78% of visitors
cent were visiting friends and relatives. Only 5 per cent                                                                                                CYGNET                 FS total
                                                                                                                                                                                                                                   for holiday; hi
    South area:                                                                                   0                                  GEEVESTON                             43 FS holiday
of visitors took a short break of 1-3 nights, compared                                                YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec
                                                                                                                                                                                                                                   tourism region
    Towns: Dover | Cockle Creek                                                                        2009 2010 2011 2012 2013 2014 2015 2016 2017 2018                                                                           (49%) .
withAttractions:
      28 per cent       and
                 Hastings      30&per
                            Caves        centSprings|
                                    Thermal     respectively        for Airwalk
                                                        Tahune Forest                                                          HASTINGS                     DOVER
Southern
    The belowTasmania        and Tasmania
                figures compare    visitation to as a whole.
                                                 Tasmania,    the Southern tourism region and the Far South                       CAVES
                                                                                       infrastructure development pertaining to quality and
     ‘Re-imagining our Regions’ area. The Far South figure represents visitors to at least one of the two
Visitors
    towns,find  their
           and only   waythem
                    counts to the
                               oncefar  south
                                    if more thaneither from
                                                 one town was visited.      width of roads, traffic management, COCKLE
                                                                                                                    parking CREEK
                                                                                                                             (volume &
Hobart arriving by air (52%) or arriving by sea on the                      RV parking) and shared road use between tourists and
     Visitors                                                               industry.
Spirit of Tasmania (36%). A small number of visitors
    1.32m                                                          TA S M A N I A
arrive via Launceston airport (7%), private charter boat
    1.05m
arrivals and cruise ships.                                         S O U T HThe
                                                                             E R Ndestination appeals to a mature audience with
         55k                                                       FA R S Omore
                                                                             U T H than 70 per cent of visitors aged 45 or older. The
Driving either rental cars (38%), camper vans (22%)                         older 65+ market can be aligned with RV, campervans
    Nights
or in their own car (21%), the vast majority of visitors                    and coach tours. The lack of suitable group
      0 . 8 m in single vehicles1. This is likely to remainTA S M Aaccommodation
are1self-drive                                                               NIA                     Average
                                                                                                currently     length
                                                                                                          means      of stay
                                                                                                                 coach        8 . 2are
                                                                                                                         groups     nights
the9blue
      . 0 4 print
            m for the next decade creating a flag for S O U T Hlikely                                                         8 . 6 nights
                                                                             E R N to be visiting the destination as a day trip.
        54k                                                        FA R S O U T H                                               1.0 night

                                                           TA S M A N I A                                           SOUTHERN                                                 FA R S O U T H
                                                                                                                                          22%                                                      15%
     Purpose of visit                                           49%
                                                                            26%
                                                                                                                              54%
                                                                                                                            Holiday
                                                                                                                                                                                   78%
                                                                                                                                                                                  Holiday
                                                               Holiday
     to Tasmania                                                                                                                                                                                   VFR
                                                                              VFR                                                         VFR
     *VFR visiting friends or relatives
                                                      LEISURE (HOLIDAY + VFR) 75%                                            LEISURE 77%                                               LEISURE 93%
                                                                            13%          16%                                          14%         18%                      21%                     20%      17%
     Origin of visitors                                36%       23%                                          33%             23%                                                      27%
                                                       VIC       NSW        QLD          INTL                 VIC            NSW      QLD         INTL                      VIC        NSW         QLD      INTL

                                                                                                                                           12%
     Air / Sea                                                    85%                11%                                    85%                                                        59%
                                                                                                                                                                                                   36%
     access to Tasmania                                           Air                                                        Air                                                       Air
                                                                                     Sea                                                   Sea
                                                                                                                                                                                                    Sea

                                                                         2%         1%     11%                              12% 1%         0.4% 12%                               7%      0.5%      0%
     Port of entry                                57%          25%                                       72%
                                                                                                          72%                                                        52%                                    36%
     into Tasmania                                HBA                                                    HBA                                                         HBA
                                                                LST    DPO BWT SPIRIT                                       LST     DPO BWT SPIRIT                                 LST       DPO    BWT SPIRIT

                                                      9%                                    10%           10%                                          10%                22%                                   21%
     Main transport used                                               40%                                                          40%                                                      38%
     while in Tasmania: this is not              Camper           Car - rented            Car - own     Camper                 Car - rented       Car - own          Camper              Car - rented       Car - own
     region specific                            Own/rented                                             Own/rented                                                   Own/rented
                                                 Campervan,                                             Campervan,                                                   Campervan,
                                                motorhome or                                           motorhome or                                                 motorhome or
                                                   caravan                                                caravan                                                      caravan

     Age                                        7%      18%      14% 20%             23%         17%    7%      19%            14% 20%           23%     17%         5%      13%         10% 21%          27%      23%
     The TVS includes visitors
     over 14 years
R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H                                        5

3. Market and consumer trends
In order to develop a new vision for tourism and the
visitor economy in the far south and to test the validity
of ideas and insights, it is first essential to understand
the major market and consumer trends and challenges
influencing tourism in Tasmania.

T R E N DS I N TO U R I S M
AG R ITO U R I S M

Evolving from a marketing tool to an industry sector,
agritourism is estimated to be a US$54B global tourism
sector by 2023, growing at a cumulative average growth
rate of 18%, more than double the tourism growth rate
forecast for the same period of 8%2 and 4½ times the
historical ten year growth of tourism in Tasmania (3.8%
p.a.). Agritourism describes any tourism venture that
actively seeks to bring visitors to a farm, farm gate or
agricultural premises with the purposes to diversify          Hastings Caves
                                                              © Grant Hunt
income and visitor experiences.

The Tasmania Draft Agritourism Strategy (2016) sets
                                                             Adventure and nature-based tourism is forecast to
a base context for farmers to increasingly engage
                                                             become a $1.3T global tourism segment by 2023,
with tourism and for tourism organisations and event
                                                             according to the US based Adventure Travel Trade
planners to increase the number of activities theming
                                                             Association.1 Nature based tourism sectors gathering
and using agritourism as the premise for visitor
                                                             traction with audiences include:
experiences.
                                                             –––––   Glamping and luxury tented accommodation
Tasmania and the far south are well placed to include
                                                                     in unique and spectacular locations
agritourism as one of its experience pillars.
                                                             –––––   Repurposing of heritage, industrial and
                                                                     buildings and farm sheds
                                                             –––––   Short walks and interpretive experiences
                                                             –––––   Cycling, mountain biking in nature, and
                                                             –––––   Wellness experiences that speak to the
                                                                     improvement of mind, body and spirit.

                                                             Nature-based and adventure travel represents
                                                             a spectrum of experiences categorised by their
                                                             perceived level of risk in participation. Adventure
                                                             travellers are seeking experiences that deliver to
                                                             an increasingly higher level of expectation. Beyond
                                                             experiential, customers are now seeking transformative
                                                             travel that offers deeper connection with land,
    Woodbridge
    © Grant Hunt
                                                             community and improvement of the mind and delivers a
                                                             greater sense of self and learning.

2
    2019, Technavio Global Agritourism Market Research Report 2019-2023
R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H

T R E N D S I N C A R AVA N A N D                           20% more than other visitors3. A survey of 69 countries
CAMPING                                                     by the United Nations World Tourism Organisation is
                                                            2018 found that cultural tourism has grown 23% over
According to the Caravan Industry Association of
                                                            the past 5 years compared to total global tourism
Australia at year ending 30 June 2019, domestic
                                                            growth of 19%. The overall growth in tourism was much
caravan and camping has grown at 7.8 per cent per
                                                            larger for those countries that specifically feature
annum and the industry is valued at $7.9B in visitor
                                                            cultural tourism in their marketing program4.
expenditure.2
                                                            The Museum of Old and New Art (Mona) has
All customer segments have grown and for the first
                                                            demonstrated Tasmania’s capability to create a
time, young/midlife couples with no children has
                                                            cultural icon that visitors travel for and residents
over taken the family demographic as the largest
                                                            embrace. Project X and the unique opportunities
sector of users, boding well for Tasmania and the
                                                            for Aboriginal interpretation have the potential to
core brand audiences. Tasmania has seen good
                                                            become cultural icons.
growth in domestic caravan and camping travellers
with 6 per cent growth in nights. International caravan
and camping visitors represents 15 per cent of the          T R E N D S I N S I G N AT U R E
total market segment with international visitors            EXPERIENCE AND “ HERO”
growing by 3.4 per cent to year ending 30 June 2019.        P R O D U C T D E V E LO P M E N T
International visitors experienced a reduction of 5.5
                                                            Since 2013, Tourism Australia have developed a
per cent in visitor nights, indicating more visitors are
                                                            program to elevate unique product categories in
staying shorter amounts of time. More detail on the
                                                            Australia to “signature experience” category. The
caravan and camping segment performance for year
                                                            program seeks to connect with travellers seeking
ending 30 June 2019 can be found in Appendix 2.
                                                            memorable experiences and encourages regions
                                                            and private operators to develop key products to fit
C U LT U R A L T O U R I S M                                with aspirational customer expectations, elevating
According to the international visitor survey (IVS)         experience above destination reputation and creating
cultural visitors to Australia stay 25% longer and spend    a halo effect for the other operators around it.

     Geeveston
     © GRant Hunt

3
    International Visitor Survey, Tourism Research Australia 2019
4
    Culture and Tourism Synergies, UNWTO, 2018.
R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H                                            7

4. Destination context
         T21 Visitor Economy Strategy priorities
         and 2030 forecast tourism demand

     Cockle Creek
     © Grant Hunt

The tourism policy and strategy environment for              segment than between 2008 to 2018, where the
Tasmania positions visitor dispersal into regions as a       interstate holiday segment grew at 3.1 per cent CAGR.
key area of focus for government and industry. A range
                                                             The other visitor segment worthy of note in relation
of demand and supply initiatives are geared to drive
                                                             to the far south is the 2030 forecast for the intrastate
visitation to regions. Work has commenced on the
                                                             market, Tasmanians exploring Tasmania. The holiday
development of the T21 2030 Visitor Economy Strategy
                                                             segment of the intrastate segment is expected to grow
and industry consultation for this work identifies the
                                                             at 3.6 per cent CAGR, maintaining the longer term
need to continue this focus to ensure that Tasmania has
                                                             historical growth rate of 3.9 per cent CAGR.
a depth of visitor experience and the tourism benefits
are more evenly distributed across communities.              The Deloitte Access Economics demand and supply
                                                             forecasting was conducted prior to the COVID-19
With a view to understanding future tourism demand
                                                             public health emergency which has had unprecedented
growth in Tasmania over the next decade, Tourism
                                                             global impacts on tourism. At the point in time of
Tasmania engaged Deloitte Access Economics to
                                                             release of this report the full impact on Tasmanian
undertake forecasting of Tasmania tourism demand. A
                                                             tourism demand is unknown. The Deloitte Access
summary of the forecasting can be found at
                                                             Economics model is an unconstrained econometric
www.t21.net.au.
                                                             demand model based on changes to the underlying
In light of the current far south visitor profile being      determinants of tourism demand. The econometric
predominantly interstate visitation, forecasting of          analysis takes into account macroeconomic factors in
significance for this region indicates that the interstate   Tasmania and visitor source markets, including Gross
holiday segment is expected to grow at a Compound            State Product (GSP) or Gross Domestic Product (GDP),
Annual Growth Rate (CAGR) of 3.9 per cent per annum          relative prices and inflation, population growth, changes
out to 2030. This is a more rapid growth rate for this       in oil prices, and fluctuations in exchange rates.
R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H

5. Enablers to growth
There are a number of state-wide tourism initiatives that   C H A R T 5 .1 .1 A R R I VA L S T O TA S M A N I A B Y S O U R C E ,
are identified as potentially impacting positively on the   T O U R I S M TA S M A N I A Y E A R E N D J U N E 2 0 1 9

far south:

–––––   The new Spirit of Tasmania vessels that will
        provide increased capacity for passenger and
        vehicles
–––––   The Drive Journeys program to position
        Tasmania in the consumer market as the lead
        touring destination in Australia
–––––   The upgrade of the road to Hastings Caves
–––––   Advanced use of technology and data in               • Of these, around 18,000 travel ‘open jaw’ – 12%. The majority of
                                                             these left by Hobart airport, but arrived by Devonport airport.
        tourism marketing
                                                             • People who travel on the Spirits stay longer, spend more and
–––––   Project X                                            disperse further.
–––––   Tahune Airwalk reopening                             Data source: Tourism TasmaniaTasmanian Visitor Survey YE June 2019.

–––––   New customer segments for Tourism Tasmania
                                                            C H A R T 5 .1 . 2 PA S S E N G E R A N D V E H I C L E D E M A N D

5 .1 S P I R I T S O F TA S M A N I A
      C A PA C I T Y E X PA N S I O N
At the time of this report TT-Line was in negotiations
with the ship builder with targeted delivery dates of
late 2022 for hull one and 2023 for hull two. The new
ships will accommodate around 1,800 passengers
and 600 vehicles, compared to current published
capacity of 1,400 passengers and 500 vehicles.
This will have an immediate impact on the region’s
visitation. Preparedness to cater for these visitors in              Data source: Client data; Spirit of Tasmania; Deloitte Access Economics

accommodation, food and beverage and things to do is                 NOTE: delivery dates for the new vessels has shifted

a key strategic imperative for the region.
                                                            Visitors arriving by the Spirit of Tasmania are a unique
The new vessels provide additional opportunities            subset of Tasmanian visitor. Visitors arriving by car stay
including:                                                  longer, an average of 18.5 nights compared with 7.0
–––––   Increased procurement of Tasmanian food,            nights for those visitors arriving by air. Seventy per cent
        beverage and produce                                of all Spirit of Tasmania arrivals are for leisure and on
–––––   Increased space for RV and caravan and              average, their visitor spend is 86% more per trip than
        camping vehicles, that are underserviced by         air arrivals. Only 7% of Spirit of Tasmania arrivals are
        the current ship configuration                      international. The insight for the Far South? An increase
–––––   New marketing opportunities for touring             in the capacity of the Spirit of Tasmania creates an
        routes and drive product to a greater captive       immediate tourism benefit with more experience driven,
        on board audience.                                  self-drive exploring visitors arriving every day.
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H                                                        9

5.2       T O U R I N G H O L I D AY S &                       C H A R T 5 . 2 .1 : F I V E D R I V E J O U R N E Y R E G I O N S
                                                               F O R TA S M A N I A
          D R I V E J O U R N E YS
Whether arriving by air or sea, touring is a strong
motivator, along with nature/wilderness and culture/
history for visiting Tasmania. The far south visitors come
to region as part of some of the longest holidays people
take of Tasmania, with visitors to the region staying on
average 21 nights in Tasmania in total, two and a half
times the state average.5

With five official touring routes being rolled out to divide
the state into consumable touring regions, the far south
will be aligned with a touring route that incorporates
the region and its key themes. Opportunities include
marketing, signage and storytelling, plus additional more
localised themed drives.

5 . 3 H A S T I N G S C AV E S R O A D
      UPGRADE
THastings Caves Road, the main access road into
Hastings Caves has been sealed, allowing for improved
access and safety for visitors. Previously off limits
to those in hire cars (38% of far south visitors) due
to conditions of rental, sealed access will become a
selling point with international and interstate visitors.
The desirability of the caves experience as a natural
attraction will also grow.
                                                               5.5 PROJ ECT X
Road upgrade works were completed in late December             Initially launched as a bushfire recovery tactic using
2019.                                                          art developed for Dark Mofo, Project X is a series of
                                                               outdoor art installations designed to create attractors
5 . 4 T E C H N O LO GY A N D D ATA                            that rise above destination and draw visitors into the
A range of other market factors may impact the far             region. The quality of the art and the calibre of the
south tourism demand and provide greater marketing             artists are intended to appeal to a cultural market who
and demand generating opportunities including:                 will travel for the uniqueness and prestige of seeing an
                                                               artist’s work in situ.
–––––     Tourism Tasmania’s strengthening capability in
          visitor research providing aggregated travel data    Special events and signature attractions can generate
–––––     Increasing number of specialty data platforms        high volumes of visitors. The goal of Tourism Tasmania
          and emerging tourism and wellness Apps               in launching Project X is to support a permanent
          creating new partnership opportunities in the        installation of works acting as a foundation for a drive
          digital space.                                       touring circuit or route and encouraging overnight stays.

5
    Tasmania Visitor Survey Financial Year 2018/19 prepared by Tourism Tasmania.
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H

                                                            This audience continues to be a focus, but now
                                                            becomes a subset of the two new audience segments:

                                                            T H E R AW U R B A N I T E S : seek connection through
                                                            their experiences, actively engage with product
                                                            that deliver escape, a back to basics approach and
                                                            reconnection with self, nature and others.

                                                            E R U D I T E S : are inspired by knowledge and culture,
                                                            seek out learning experiences and those that challenge.
                                                            They seek to step back and reflect, refresh and renew
    Visitor Centre and Cafe                                 their own view of self and the world.
    © Tahune Adventures Tasmania
                                                            A more detailed description of the two segments can
                                                            be found in table 5.5.1.
5 . 6 TA H U N E A I R W A L K R E O P E N I N G
Badly damaged by bushfires in Summer 2018/19, Tahune        5.8 TI M ELI N E OF ENAB LERS ON
Airwalk has been stabilised, reconstructed and is               M A R K E T I M PA C T F O R T H E FA R
planned to reopen in early 2020.                                SOUTH
Originally generating close to 70,000 visitors per          P R E PA R I N G F O R T H E E N A B L E R S
annum, numbers had been climbing in peak season.
The Tahune Airwalk is setting a plan to target 80,000       An insight of the group was the preparedness of the
visitors per annum to the local economy.                    operators for the enablers on the cusp of impacting
                                                            their region. An opportunity exists to:

5 .7 N E W C O N S U M E R B R A N D A N D                  –––––     Prepare an enabler response plan, particularly
     S E G M E N TAT I O N                                            focused on the Spirit of Tasmania, Drive
                                                                      Journeys and the sub-impact of the increase
Tourism Tasmania’s new consumer brand provides an
                                                                      in caravan and camping visitors to the far
opportunity to build depth in digital content and brand
                                                                      south of Tasmania.
storytelling. Broadening the state’s target audience
to include segments that make up 33 per cent of the         –––––     Undertake a demand impact study to quantify
Australian travelling public, up from the previous 14 per             the increase in visitors of the key enablers
cent, will result in an uplift in the state’s destination             as a base level of growth to the far south of
awareness and appeal nationally. The previous                         Tasmania.
consumer segments focussed on, Life Long Learners,
represented 14 per cent of the Australian travelling
public and was made up of couples 40+ and couples
25-39 years old seeking touring experiences and
short breaks with a focus on continuous learning and
education through experiences.

                                                               Camping by the D’Entrecasteaux Channel
                                                               © Andrew McIntosh, Ocean Photography
3
  Tasmanian Visitor Survey year ending June 2019,
Tourism Tasmania.
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H                                                                      11

TA B L E 5 . 5 .1 D E TA I L E D D E S C R I P T I O N S O F T H E T O U R I S M TA S M A N I A E X PA N D E D M A R K E T S E G M E N TAT I O N

                                                                                       ERUDITES
                 RAW URBANITES
                                                                                       Knowledgeable and cultured, clear and
                 Nurturing and sensitive, honest and real.
                                                                                       composed.
Holiday habits More likely to take a longer holiday, and as a result spend more.       Pre-planners, squeezing in as much activity as they can.
               Seeking down days as well as fun things to do, completely turn off,     High yielding and become destination advocates. More
               happy to be (mostly) disconnected. Anxiety high in planning stages      inclined to share their travels on social media. Fear of
               of journey.                                                             missing out so seek information before and during holiday.
Predisposition More likely to ‘go off the beaten track’. They often have too much      Less inclined to disperse; they are ‘pulled’ to destinations
to travel      annual leave or suffering work stress so may be prompted to take        by product innovations and events, and will actively engage
               holidays by their workplace. Longer period between returning and        with the destination when there. Very little gap between
               starting to dream for the next holiday.                                 returning and starting to dream about the next holiday.
                                                                                       Trigger to travel is the pull of exploring a destination.
Age*             Spread across spectrum, however skew older 50+ age group.             Spread across the spectrum, no skews.
Location         More likely NSW and VIC than other states. Predominantly metro, More heavily metro-based than RU, and more likely to be
                 though RU are more likely than Erudites to live outside Sydney and in Sydney or Melbourne.
                 Melbourne.
Life stage*      Any life stage, but skew to empty nesters (30%) and slightly skew to Any life stage, slightly over indexing as empty nesters or
                 older families.                                                      single.
Spending         Earn marginally less than Erudites, but they are willing to spend a   Not afraid to ‘splash out’ and like a little luxury in their
habits           longer time on holidays, to relax and reconnect with their loved      travel.
                 ones.
What they        Interactions that are engaged, honest, pure and real, without         Holidays for Erudites are about switching on rather than
seek and why     cynicism or hidden agenda. Their communal nature seeks an             switching off. Unique experiences with rich culture, deep
they travel      outward connection with others, as well as the natural environment.   heritage, innovation and intrigue. Their self-contained
                 The counter structure to the hectic, busy daily lives they lead is    nature seeks enrichment through reflection, discovery,
                 serious inner peace and finding themselves through being away         contemplation and self-expression. The acquisition of
                 from materialism, and unnecessary technology. Seek opportunities      knowledge and need to be a cultural pioneer is central
                 to switch off, refresh and rejuvenate through nature and rebuild      to their travel motivations, and expressing themselves is
                 connections. They need ‘mindful moments’ in holidays which allow      paramount
                 them to be present, in order to return to everyday life refreshed.
Experiences      Seeking moments of peace, connection, inspiration and                 Seek stimulation and enrichment. Types of experiences
they value       captivation. Types of experiences they value (in order of             they value (in order of importance) are:
                 importance) are:                                                      1. Cultural immersion
                 1. Natural experiences                                                2. Gourmet dining
                 2. Australian product                                                 3. Natural experiences
                 3. Return to basics                                                   4. Australian product
                 4. Local immersion
Previous visits Approximately 13% report visiting TAS in the last year.                Approximately 15% report visiting TAS in the last year.

TIMELINES OF THE ENABLERS                                                                                                   * Although demographics
                                                                                                                            are not part of the
                                                                                                                            segmentation, they can
                          DEC                     JUNE   DEC    JUN        DEC         JUN          DEC
                                                                                                                            assist in contextualising
                          2019                    2020   2020   2021       2021        2022         2022                    and imagining the
                                                                                                                            segments. As they are
              2030 plan                                                                                                     based on travel needs,
                                                                                                                            the segments are actually
       Hastings Caves                                                                                                       distributed across ages,
         Road Sealing                                                                                                       income, gender, and
       Drive Journeys                                                                                                       household composition.
                           First Pilot Projects                                                                             Also, as cultural trends
              Project X                                                                                                     emerge and events occur
    Spirit of Tasmania                                                                                                      across the nation, travel
            New Ships                                                                                                       needs will change. As
                                                                                                                            groups of people may
   Product Business                                                                                                         then join the travel need
  Case & New DMP’s                                                                                                          group, the demographics
                                                                                                                            might also change.
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H

6. Emerging points of difference
for the far south region
Insights from the field trip identified the region could      FO R TH E LOV E O F C R A F T
be better served by bringing together the experiences
                                                              The Huon Valley is well known for its fresh produce
of the far south under a series of points of difference,
                                                              and cottage industries. The region has a long history
ideally ones that are unique to this region. The points
                                                              of apple-growing and increasing contemporary cider
of difference give focus for product development,
                                                              production. Growing awareness of the region has also
marketing storytelling and encourage travellers to
                                                              come from farmed salmon, exported across Australia
continue to disperse into the region, unpacking the
                                                              and internationally. There is a high density of roadside
experience further and further as they go. These points
                                                              stalls with honesty boxes, where visitors and locals can
of difference also assist operators to improve their
                                                              pick up fruit, vegetables, juices and preserves straight
product and interpretation guided by an overarching
                                                              from the farm gate.
direction that’s regionally cohesive.

SOUTHERNMOST
                                                              This southernmost region is home to a growing
                                                              population of artists and artisans, especially around
The primary theme that imbued the region is its               towns like Cygnet with its Folk Festival, studios and
geography: the Southernmost point, yet accessible.            galleries. More than the products of the region
                                                              themselves, however; the craft involved in their
The Huon Valley Council is the southernmost
                                                              production stood out more, for the field trip participants.
municipality in Australia; Cockle Creek is the
                                                              Similarly, the act of making or doing appeared more
southernmost point of Australia accessible by road,
                                                              important than the final product or sale among most
and South East Cape, south of Cockle Creek on foot,
                                                              of the craftspeople and artisans encountered during
is the southernmost point of (mainland) Tasmania, the
                                                              the field trip. Those with a craft frequently articulated
southernmost state in Australia. As a singular region,
                                                              an ethos of restricted production or operating hours in
the Huon Valley and far south could extract greater
                                                              order to enhance and maintain their own control and
leverage from this superlative – the attraction of visiting
                                                              enjoyment of their craft and associated lifestyle within
the ‘southernmost…’. The opportunity is to juxtapose
                                                              the southern communities and natural environment.
this against the northernmost point of Australia in far
north Queensland. Increasing awareness of this region’s       This sense of craft encompasses all products, whether
southernmost yet accessible location could enhance            they are made for aesthetic enjoyment, function, or
its position as a distinct destination from Hobart and        consumption. It also cuts across the skills involved
could assist in shifting travel patterns towards increasing   in making both products and experiences; it applies
numbers choosing to fly and drive straight into the           equally to both the craft of the wooden boat maker and
region for overnight stays.                                   the craft of the sailor.

                                                              Access to the region’s crafts and craftspeople is
                                                              based largely around the site of production rather than
                                                              separate shops or galleries. Authentic and individualised
                                                              visitor experiences develop from pervasive
                                                              opportunities to meet the maker and see or hear about
                                                              their craft in situ. Many of those with a craft also offer
                                                              opportunities to share in their love of their craft and the
   Huon Valley Apple and Heritage Museum
   © Adrian Cook                                              act of making, including hands-on pickling or pottery
                                                              workshops, or the chance to practice skills such as
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H                                     13

                                                               the vast south-west wilderness; it allows for relaxed
                                                               discovery and connection with approachable locals
                                                               and accessible wilderness.

                                                               Exposed points and sheltered bays along rivers and
                                                               coasts; views of mountains and gentle rolling hills;
                                                               underground caves and pools in World Heritage-listed
                                                               wilderness, and dark skies all offer opportunities to get
                                                               out into nature, on-land and through waterways, without
                                                               necessarily straying too far from home comforts or
                                                               one’s own comfort zone.

                                                               B A L A N C E ( S U S TA I N A B I L I T Y )

    Cygnet Folk Festival                                       In the southernmost region, the environment is green
    © Steven Pearce
                                                               and lush; water is clean, fresh and plentiful. There is an
                                                               understated sense of sustainability or ‘balance’ in local
 those involved in fossicking, paddling or sailing. These      lifestyles and production – an antidote to busyness and
 experiences and increased appreciation of the craft           excess, a model for how to live.
 also enhance visitors’ enjoyment of local products,           Craft products are small batch, limited. Wooden boats
 encouraging further expenditure.                              are made slowly, to last, to travel on an even keel.
 THE EDGE
                                                               Regional flavours are seasonal, local, unassuming but
                                                               sophisticated in their simplicity; refined but not overly
 At the southernmost extreme of the great southern             processed. Ingredients are sourced direct from the
 land, there is a certain humility and respect for             grower or artisan - from backyards, market gardens,
 traditional crafts and skills, juxtaposed with a rebellious   smallholdings, local shops and through community
 and innovative streak born of this peripheral position.       connections.
 This ‘edginess’ refers to both a sense of being at the
                                                               Opening hours and availability reflect and respect the
 edge of wild and at the edges of western ‘civilisation’.
                                                               needs of the product and the producer for quality over
 On the edge, it is possible to be simultaneously close        quantity – the time it takes to grow, source, make and
 and far – southernmost yet accessible; experience             sell; the time it takes to live: work, rest and play.
 the familiar yet original – through crafts, produce and
                                                               Although not necessarily ‘self-sufficient’, there is a
 heritage; be sheltered while exposed – through varied
                                                               nostalgic ethos of sufficiency and a quiet confidence
 natural landscapes and soft adventure experiences.
                                                               in knowing and saying when ‘that’s enough’. In turn, this
 Both natural inspiration and an attendant                     reinforces a more mindful approach to resources (low
 resourcefulness from living on the edge encourage a           waste, organic, shared); living in balance with nature and
 certain originality and experimentation evident in the        the seasons. It enhances an awareness of time and the
 people, products and stories of this region.                  benefits of taking time over instant gratification.

 This southernmost region allows for an easy escape            An openness to spending time and living in balance
 and disconnection from busyness and routine with its          also benefits an appreciation and understanding of the
 proximity and quietude, between a regional city and           region’s rich Aboriginal heritage and continuing culture.
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H

7. Regional product
development: a framework
Depth of product, rather than one big attraction, serves                    services, signage, maps, guidance technology, WIFI
a wider variety of audiences and holds greater promise                      and mobile phone coverage and access to quality
for sustainable growth in visitor demand. Destination                       toilets, food, beverage and coffee outlets at reasonable
development can be understood against a ‘Product                            distances. Whether it’s a caravan and camping
Hierarchy’ model6 which provides a framework to                             customer or international high value travellers, having
consider the elements for the foundation of sustainable                     these services market ready is vital. Growing the
tourism growth.                                                             destination across all tiers of product promises to
                                                                            deliver a range of economic and social benefits to the
The big hero experience is often what destinations will
                                                                            communities in the far north west and strengthen the
seek to develop and while signature experiences are
                                                                            visitor economy, including:
important as a drawcard for a destination, they must be
                                                                            –––––    local employment and business opportunities
supported by other visitor experiences and foundation
                                                                                     in construction, hospitality and tourism,
services to meet basic needs and expectations of
visitors and extend stay.                                                   –––––    improved transport connections to the
                                                                                     mainland and west coast; improved public
It is vital that a region wide approach to improvement                               facilities and more options for recreation and
of the ancillary goods, services and products that serve                             dining.
as the foundation for tourism in region, be undertaken
to ensure growth that is coming occurs on a solid
foundation. These basics include visitor information

7.1 .1 : R E G I O N A L P R O D U C T D E V E LO P M E N T
– PRODUCT H I E R ARCHY’:                                                                  Signature Experiences
                                                                               People, place and product execution combine
Any tourism region requires strong                                        to create unique must do, transformational experiences.
                                                                           Speaks to soft adventure, ‘transformational, wellness,
tourism foundations, with growth                              HERO                  cultural and agritourism experiential.
requiring development of the
supporting and hero product                                                            Supporting Visitor Experiences
                                                                              Cultural product, guided/self guided walks, cycling,
to create step change                                SUPPORTING               4WD wildlife experiences, activity based. Farmgate,
increases in visitors.                                PRODUCT                   agritourism, restaurants, cruises. Volume based.
                                                                               Product differentiated by systems and service with
                                                                                     an opportunity to scale and open 7 days.

                                                                                         Ancillary Goods, Services & Products
                                                       TOU R I S M                     Visitor information centres, tourism signage,
                                                   F O U N D AT I O N S                  maps, tech, retail outlets, local produce,
                                                                                                variety of dining experiences.

                              6
                                Tourism Product Hierarchy adapted from the Australian National Landscapes Tourism
                              Experience Development Framework 2011 p8 found at http://www.environment.gov.au/system/
                              files/pages/f5e06426-5374-43cd-9873-fa321355ce9e/files/experience-development.pdf
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H                                                15

8. Priority concepts
The field trip generated a range of experience and                 5 . N AT U R E - B A S E D S O F T A D V E N T U R E :
product development ideas which have been loosely                  Region wide, the far south and Huon Valley are
grouped in the following priority concepts.                        already a burgeoning soft adventure playground.
1 . COC KLE C R E E K VI S ITO R E XPE R I E N C E :               Offering depth and breadth, the region makes it
                                                                   possible for visitors to sample many activities, delve
Taking ownership of the Southernmost location,
                                                                   deeper into one or a combination of them all.
Cockle Creek shares life on the edge, the interface
of two cultures and where the wild Southern Ocean                  FOCUS O N STO RY TE LLI N G :
meets world heritage forests. The Cockle Creek
                                                                   Visitors are connecting and making their decisions to
visitor experience has the opportunity to be iconic; a
                                                                   travel based on stories and their connectedness to
destination for those Australians who aspire to visit the
                                                                   the way people and place are portrayed. Aboriginal,
Southernmost tip of the country.
                                                                   colonial, natural, maritime, conservation or modern;
2 . H A S T I N G S C AV E S A N D T H E R M A L S P R I N G S :   well told stories of the people and place or the
                                                                   southernmost place, combined with contemporary
Renowned for its globally significant caving system, the
                                                                   marketing strategies provide many opportunities to
precinct takes visitors on a journey of discovery. With
                                                                   connect with future visitors.
a future focus on experience development and the
addition of overnight stays, after dark forest experiences,        The field trip group considered that no single
small group adventure caving and revitalised hot springs           idea was more important than the others, and
and visitor centre, this is a hero in waiting.                     concepts are not presented in a hierarchy or order
3. FRANKLIN FORESHORE:                                             of importance. The implementation of some or all
                                                                   simultaneously, along with the opportunity presented
A gateway to the Far South, the Franklin Foreshore could
                                                                   by the enablers detailed in section 5.0 present
become a globally significant lost trades hub showcasing
                                                                   a unique meshing of opportunity over time that
boat building with accommodation, jetty, marine tourism,
                                                                   strengthens the overall impact on far south visitor
an expanded wooden boat centre, rare and lost trades
                                                                   growth.
training and local food and wine experiences.
                                                                   This report describes the tourism concepts and
4 . R E G I O N A L C O L L A B O R AT I O N O N P R O D U C T
OF THE HUON:
                                                                   experiences in terms of their ability to grow the right
                                                                   audiences, sustainably, provide a sense of “wow” for
At most cafes, bars and restaurants visitors try local             the region and differentiate it from the other parts of
produce, local drinks and a distinctly Tasmanian style             the state.
of hospitality. There is an opportunity for produce
collaboration under the Huon Valley brand which
could extend further into retail and point of sale.
Making the products more accessible to customers
particularly on days when cellar doors and farm gates
are closed would be advantageous.

The far south and Huon Valley have some emerging
soft adventure experiences, land and water-based.
The geography of the region makes it possible for
visitors to sample many activities, delve deeper into
                                                                     Franklin
some adventure (for example walks in the TWWHA) or                   © Grant Hunt
to try a soft adventure experience.
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H

8 .1 C O C K L E C R E E K V I S I T O R                                   for visitors. Segments of the caravan and camping
     EXPERIENCE AND AMPLIF Y                                               market are renowned for being bucket list tourists, and
     T H E S O U T H E R N M O S T S TAT U S                               the growth in capacity of the new Spirits of Tasmania
                                                                           vessels will increase the number of visitors completing
POINT OF                                                                   the north, south, east and west quadrella.
D I F F E R E N C E southernmost
L O C AT I O N        Cockle Creek                                         Improving the visitor experience at Cockle Creek
                                                                           creates purposeful dispersal into the region.
HUB                   Cockle Creek; Dover; Southport
VISION                Taking ownership of the
                      southernmost location, Cockle
                      Creek shares life on the edge, the
                      interface of two cultures and where
                      the wild southern ocean meets world
                      heritage wilderness.

Cockle Creek is a site of state, national and
international significance. Its location at the southern
end of the Tasmanian Wilderness World Heritage Area
                                                                                 Cockle Creek
(TWWHA) and gateway to the southernmost point of                                 © Grant Hunt
Australia means it is already becoming a focal point

C A S E S T U DY E X A M P L E – S T O N E H E N G E V I S I T O R C E N T R E

     In 2013, World heritage listed Stonehenge reimagined                Replacing driving to the site with shuttle buses
     the visitor experience of the iconic cultural and                   reduces the traffic and site degradation making for a
     tourist attraction. Relocation of the visitor centre                more sustainable attraction overall.
     1.3miles before the monument, sunken into the hills
                                                                         Ancillary experiences such as accommodation and
     creating a low key building that is sensitive to the
                                                                         camping, retail and food and beverage have been
     environment. More than that, a curated customer
                                                                         masterplanned to provide a balance of commercial
     experience now builds anticipation, creates a sense of
                                                                         and public facilities.
     story and interpretation of the site and makes for a ore
     connected and peaceful visitor experience.

                              © Peter Cook, Denton Corker Marshall
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H                                   17

   Southern Ranges                                             South Cape Bay
   © Grant Hunt                                                © Geoffrey Lea

Improving facilities for soft adventure visitors and        –––––    The proposal for the palawa lugganah track
caravan and camping visitors will increase yield and                 provides a range of walking and cycling
overnight stays. Making camping pre-bookable online                  opportunities linking the towns of Huonville,
aligns with the behaviours of audiences in other                     Geeveston, Dover and Southport will appeal
locations and on mainland Australia.                                 to a soft adventure customer that has the
                                                                     time to explore.
Parts of the Cockle Creek experience are located
within the TWWHA, adding a layer of complexity to
planning and development. Cockle Creek is managed           8 . 2 H A S T I N G S C AV E S : R O A D
by the Parks and Wildlife Service and some upgrades               U PG R AD E AN D RE I MAG I N ED
are already planned.                                              V I S ITO R E X PE R I E N C E

The insights identified the following opportunities:        L O C AT I O N Hastings Caves

–––––   Cockle Creek is a destination at the end            HUB            Dover; Southport
        of the road: have a greater sense of arrival –      VISION         Renowned for its globally significant
        marker or photo opportunity at South                               caving system, the precinct takes visitors
        Cape Bay                                                           on a journey of discovery. With overnight
–––––   Augmented reality experience at South Cape                         stays, after dark forest experiences, small
        Bay to ‘stand at’ the true southernmost point                      group adventure caving and revitalised
        (South East Cape)                                                  hot springs and visitor precinct, this is a
                                                                           hero experience of the future.
–––––   Increased cover / facilities for walkers on the
        South Cape Bay part of the South Coast Track        This globally significant caving system has existing,
–––––   Overnight hut-walk to South Cape Bay (hut on        albeit dated infrastructure, that provides for a strong
        route or at Cockle Creek)                           nature-based experience for nearly 40,000 visitors
–––––   Cockle Creek improvements / visitor node            a year. The sealing of the road to Hastings Caves
        – commercial camping, RV sites, cabins and          makes the cave drive accessible to those visitors
        providing campers with safer access to              in rental and hire cars. Rental conditions normally
        the beach                                           restrict visitors from taking their car on dirt roads.
                                                            This destination is poised to attract interstate and
–––––   Seal the road to Cockle Creek
                                                            international visitors in greater numbers through sheer
–––––   Opportunities for the Aboriginal community to
                                                            word of mouth alone.
        share their cultural stories
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H

                                                                            to be valued at US$4.2T and wellness tourism
                                                                            estimated at US$5.4B7
                                                                            Upgrades to the thermal pools through more natural
                                                                            landscaping, boosting the natural temperature of the
                                                                            spring water and providing some interpretation of the
                                                                            mineral properties of the waters would improve visitor
                                                                            experience and engagement.
                                                                            Catering for visitors all year round and extending trading
     Newdegate Cave, Hastings Cave
     © Grant Hunt                                                           hours in the summer time to spread the crowds makes
                                                                            sense. As a destination at the end of a road, there
                                                                            is a visitor expectation and a captive opportunity to
In the past, nearly half of the visitors to Hastings
                                                                            enhance the retail food and beverage experience.
Caves have included the Tahune Airwalk in the same
visit. The closure of the Airwalk due to fire damage in                     Insights for opportunities include:
early 2019 has reduced visitors to Hastings Caves in                        –––––      Review the business model and operations
2019, but also provided a window for the road to be                                    of the visitor centre, food and beverage and
sealed. The reopening of the Airwalk in early 2020 will                                tours to identify an approach that is more
again provide two attractions that work collectively to                                commercially focussed and has a customer-
extend stay an improve visitor spend in the region.                                    centre approach to experience and service.
The future visitor experience of Hastings Caves                             –––––      Masterplan the precinct with reference to
could be one of world class adventure and geology                                      the two distinct precincts of thermal pools/
experiences. The connectivity to the thermal spring                                    wellness and adventure type visitors;
water story can be amplified and the sense of place of                      –––––      Develop a new tourism masterplan for
the pool (s) be naturalised into the stunning backdrop                                 Hastings Caves, recognise caves as key asset
of the TWWHA. According to the Global Wellness                                         while managing growth with expanded eco-
Institute, the global wellness economy was estimated                                   tourism product around the site;

C A S E S T U DY E X A M P L E – P E N I N S U L A H O T S P R I N G S , M O R N I N G T O N P E N I N S U L A

      Founded in the late 1990’s by businessman
      Charles Davidson, Peninsula Hot Springs
      has grown from modest beginnings to
      welcoming more than 440,000 people per
      annum and growing. Constantly evolving
      the business is based on the Japanese
      onsen bathing culture with uniquely
      Australian thermal pools dotted across
      acres of Australian bush vegetated land.
      Capable of having up to 300 people on
      site at one time, the property draws water
      from aquifers underground, treats and heat
      them to a variety of temperatures.
      This is one 23 properties in Australia with                                                          © Peninsula Hot Springs
      the industry still considered boutique.

7
    2019 Global Wellness Institute, Global Wellness Economy industry update
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H                                     19

–––––   Provide multilingual interpretation;                   8.3 FR AN KLIN FORESHORE –
–––––   Redesign visitor centre layout / ticketing                 MASTERPL ANNED AS A HUB
        experience (separate from food and beverage                F O R LO S T T R A D E S , LO C A L
        counter);                                                  FOOD AND WINE
–––––   Improve journey between the visitor centre/            HUB           Franklin
        thermal pool and the cave site;
                                                               VISION        Gateway to the south, the Franklin
–––––   Increase arts/cultural events in caves and                           foreshore can become a globally
        around cave site;                                                    significant lost trade’s hub for boat
–––––   Expand thermal pools and surrounds –                                 building with accommodation, jetty,
        restyle/re-sculpt main pool to increase                              marine tourism, wooden boat centre,
        capacity while enhancing integration with                            rare and lost trades training and local
        surrounding environment;                                             food and wine showcase.
        –––––    Increase temperature of pool/s;               Visitors are drawn to the rare, the lost and the unique.
        –––––    Add value through spa and massage             Franklin has the potential to be all of these. Growing
                 facilities/services;                          demand for experiences that preserve lost crafts,
        –––––    Increase food and beverage options;           arts, trades and skills are seeing centres of excellence
                                                               aligned with unique visitor experiences thrive the
–––––   Convert chalet for commercial                          world over.
        accommodation or day spa experience
        usually aligned with thermal spring locations;         With an existing development application planned
                                                               for the ‘evaporator sheds’ component of the
–––––   Develop adventure tours departing from visitor
                                                               precinct, including boutique accommodation, dining
        centre into less visited or off limit locations e.g.
                                                               and premium produce retail hub, the design and
        caving tours into Mystery Creek Cave
                                                               experience needs to be aligned with the broader jetty,
–––––   Promote Hastings Caves to major touring                wooden boat and café experiences.
        companies for inclusion on Tasmanian
        itineraries (e.g. Inspiring Journeys; Outback          The wooden boat centre’s humble façade belies the
        Spirit), particularly those of smaller group           incredible talents and excellence within. Booked out
        sizes and small vehicles.                              months in advance for craft courses, boat making and
–––––   Parking will become an issue. Shuttle buses            months long sabbatical programs, this unique centre
        may be required in peak times to cater for             is Australia’s best, and one of the best in the world.
        crowds.

   Wooden Boat Centre                                            Boat slip yards
   © Grant Hunt                                                  © Grant Hunt
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