TOURISM UPDATE Cinde Fisher, Steve Harrison, Sharna Kearney Joint CEO's 25 March 2019 - Margaret River
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TOURISM UPDATE
Cinde Fisher, Steve Harrison, Sharna Kearney
Joint CEO’s
25 March 2019
welcome
Our PURPOSE as an organisation is set by our constitution: • Protect the assets (natural & heritage) in our care • Attract visitors to our region and service their needs so that they have the best experience • Operate commercial tourism businesses to provide visitor experience and generate funds to support the first two aims • Whilst doing the above, to bear in mind the interests of our members
Key Result Areas
Sustainable Business
Custodianship Customers & Markets Operations
Protecting, preserving & Destination of choice; High quality tourism
maintaining natural assets matching experiences to operations for visitors’
for future generations visitors’ interests experiences and to fund
activities
Stakeholder Value &
Benefits Governance & Culture
Contributing to members Good leadership and
and the social, economic strong, positive culture
and environmental
viability of the region
How Does MRBTA Operate ?
Income Sources: Not-for-profit
Attractions 75% Organisation
Retail 9% Income stays
within the
Ground Handling BMRA 5% organisation and
Booking Commissions 4% the region
Membership Fees 4% Reinvest $400k in
Local Govt. Funding (CoB) 2% capital projects
MRBTA Joint CEOs
Sharna Kearney Cinde Fisher Steve Harrison
Marketing Corporate Services Operations
o Destination o Finance o Caves
Marketing o Legal o Lighthouses
o Visitor Servicing o HR o Forest Adventures
o Membership o OHS o Airport Ground
Services Handling
o Retail
AGENDA
This afternoon we would like to
discuss:
• Regional visitation
• Attractions performance &
current/future projects
• Evolving visitor servicing
• Booking strategy review
• Marketing initiatives
• Holiday homes position
Regional Visitation
3 year
YE Sep-16 YE Sep-17 YE Sep-18 % Change
AAGR^
International
136,800 122,800 132,800 7.7% -1.7%
Overnight Visitors
Interstate Overnight
136,000 130,000 159,000 22.3% 8.1%
Visitors
Intrastate Overnight
1,339,000 1,282,000 1,368,000 6.7% 1.1%
Visitors
Intrastate Daytrip
1,026,000 1,161,000 1,053,000 -9.3% 1.3%
Visitors
Member Survey: Visitation (Feb 19) • 40% of businesses reported increases in visitation • 30% had increases of up to 10% • 10% had increases of more than 10% • 16% of businesses reported visitation similar to Feb 18 • 44% of businesses reported decreases in visitation • 17% had decreases of up to 10% • 27% had decreases of more than 10%
Member Survey: Spend (Feb 19) • 42% of businesses reported increases in spend • 26% had increases of up to 10% • 16% had increases of more than 10% • 26% of businesses reported spend similar to Feb 18 • 32% of businesses reported decreases in spend • 14% had decreases of up to 10% • 18% had decreases of more than 10%
Visitor Centre Visitation
Attractions Visitation
Attractions Performance • As a tourism operator, we are impacted by the same factors as members • Performance of our attractions not as strong as previous years due to reduction in visitation • Continual need for reinvestment in our attractions • MRBTA increased investment in environmental and heritage conservation
Forest Adventures • FASW outperforming expectations. • Provided an additional revenue stream to help offset rising operational costs. • Allows MRBTA to continue to invest in marketing and visitor servicing activities.
Attractions improvements • New entry building at Mammoth Cave • New lighting installed at Lake Cave • Lighthouse Exhibition space complete by December
Ngilgi Cave Modernisation Project
New visitor servicing model
Booking strategy review
• Acknowledge the current
booking software doesn’t
adequately meet the needs of
visitors or members.
• Holistic review of MRBTA’s
role in the booking process.
– How do we assist visitors to
choose YMRR & increase yield?
– How do we support members to
increase their exposure through
our channels, and global
distribution networks?Holiday Homes Advocacy 1. Level playing field All accommodation should be required to meet the same government regulation & pay rates and taxes consistent with the commercial nature of their operation. 2. Compliance Any operator offering accommodation without the required approvals should be able to prosecuted, and relevant authorities need to provide sufficient resources to undertake compliance to be effective in deterring illegal operators.
Expedia Campaign
• Target Audience: Singaporeans.
• Objectives:
• position the Margaret River region as the quintessential mid-year getaway
for Singaporeans.
• build awareness of the diversity of wine tourism experiences available.
• convert travel research & consideration into bookings.
• Spend: $100,000.
• Duration: 13 March to 7 May targeting travel from 1 June to 31 August.
• Partners: ASW, MRWA & SWDC.Rediscover Campaign
• Target Audience: Intrastate Market
• Objectives:
• Encourage visitors to ‘rediscover’ the region by showcasing the unique
personalities of each of the main regional towns.
• Build on the connection that West Australian’s already feel for the region.
• Reinforce the region’s five brand pillars as core elements that unite the
region, while the style and pace of each video set the towns apart.
• Spend: $60,000.
• Duration: March & April.
• Partners: CoB & AMRS.Rediscover campaign
Thank you
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