Program Update Kakadu Status of Great Barrier Reef the program - PowerPoint PPT Presentation

Program Update

Kakadu Status of Great Barrier Reef the program Wet The Kimberley Tropics Red Centre Ningaloo – Shark Bay Green Flinders Cauldron Ranges Greater Blue Mountains Great South Sydney West Edge Harbour Australian Alps Kangaroo Is Announced Coastal Great Ocean Rd Wilderness Progressing Candidacy Potential/Discussion Tasmania

All the landscapes offer a uniquely Australian experience… no matter which one is considered. TBC Epic Enriched Diversity Uninhibited TBC TBC Wet Tropics The Kimberley Australia’s Red Centre Great South Ningaloo – Great Barrier Reef Tasmania West Edge Shark Bay Brand Australia Uniquely Australian invitation Flinders Kangaroo The Great Australia’s Coastal Australia’s Green Australian Alps Greater Blue Kakadu Ranges Island Ocean Road Wilderness Cauldron Mountains Connection Revealing Concentrated Drama Mysterious Challenge Freedom Immersion

Expressions of Interest to join the program The program’s priorities at this time are to consolidate outcomes for the current suite of landscapes, focusing on tourism quality, economic, environmental and social benefits. It is important all Landscapes deliver world class high quality visitor experiences and demonstrate support for the conservation of Australia’s distinctive natural and cultural assets. Consideration of new applications is suspended until November 2012.

National Landscapes Reference Committee FUTURE DIRECTION: Focus on implementation 1. Strengthening program governance 2. Advancing Experience Development Strategies 3. Improving practical environmental outcomes

Landscapes National Direction

“ ‘ Nature in Australia’ and ‘Australian journeys’ are the two experiences most motivating to international visitors. ”

Promotion of the National Landscapes Integrated into TA’s campaign and current marketing activities

New look stakeholder Newsletter Coming soon…. • New look e ‐ newsletter • Stakeholder focus • Close to 700 subscribers • Ability to track interactions

Corporate Site Updates: • NLRC communiqué • Marketing & EDS guide • Image guide www.tourism.austalia.com/nl

Consumer Site NL digital consumer site • New Indigenous experiences content • New imagery added • 12.5 minutes per visit per person • 45,000 unique visitors to site over 12 months www.australia.com/nl

Media e ‐ Newsletter Updates: • 1 x media e ‐ Newsletter per month • 6 x editions circulated to date • Opportunity for each NL to have 1 x story Media Centre also hosts: • Copy right free feature stories on each Landscapes • Fact sheet on each landscape www.media.australia.com

Internal Communications Incorporating National Landscapes into current marketing activities • Consistent communications • Increased understanding

Steering Committee Guidelines

National Landscapes Structure National Landscapes Reference Committee National Landscapes Reference Committee • Candidate • Positioning development Program Managers Program Managers assessment and oversight (Parks Australia and Tourism Australia) (Parks Australia and Tourism Australia) • Oversight Experience • Marketing Development Strategies • Conservation outcomes Local Steering Committees Local Steering Committees Flinders Kangaroo The Great Australia’s Coastal Australia’s Green Australian Alps The Kimberley Kakadu Ranges Island Ocean Road Wilderness Cauldron

Steering Committee Role Local Councils Conservation agencies Steering Committee Tourism organisations Indigenous Communities

Guideline Terms of Reference Steering Committee Composition Organisation • Regional and or State Tourism Organisations • Non-government conservation groups • Land management agencies • Indigenous groups or Indigenous tourism operators • Local tourism operators • Local councils • Regional development organisations • Relevant community organisations

Guideline Terms of Reference Responsibilities: 1. Provide regional tourism and conservation leadership 2. Champion the destination positioning 3. Participate fully in the NL program 4. Work in partnership with the program managers

Experience Development Strategies

Australia’s National Landscapes Aims of the program • Promote world class high quality visitor experiences • Enhance the value of tourism to regional economies • Increase the role of protected areas in those economies • Build support for protecting our natural and cultural assets A long term strategic approach to tourism & conservation

What’s the process? Declare regional interest and form local Steering Committee Application Assessment by Reference Committee Destination positioning, in partnership with Tourism Australia Launched as a National Landscape Experience Development Strategies EXPERIENCE DELIVERY AND IMPLEMENTATION

Experience Development Strategies DEFINITION An Experience Development Strategy is a tool for focused destination management planning, driven by the National Landscape destination positioning, to improve the stock of world class experiences and their delivery to the global Experience Seeker market.

National Long ‐ Term Tourism Strategy The Destination Management planning Working Group have allocated Australian Government matching funding of up to $50 000 for two projects to progress an Experience Development Strategy (EDS) in the Flinders Ranges and for the urban centres of Cairns and Townsville .

Contents PURPOSE OF THIS DOCUMENT FOUNDATIONS • Australia’s National Landscapes • The process • The Experience Seeker target market • National Landscape brand position • Experience boundaries EXPERIENCE DEVELOPMENT STRATEGIES • Definition • Rationale • Function • Stages in the experience development process ATTACHMENTS • Template – statement of requirements • Case study – Early outcomes from the Australian Alps and Australia’s Coastal Wilderness

“An ancient volcanic hotspot, now a living Gondwanan rainforest”

“An ancient volcanic hotspot, now a living Gondwanan rainforest”

National Landscapes Reference Committee EDS Appraisal Process 1. Agreement from National Landscape Steering Committee 2. Feedback from state tourism and protected area agencies 3. Appraisal by the National Landscape Reference Committee

Essential Requirements Benchmarks the region against international competitor destinations for world class experiences that deliver on the positioning to the Experience Seeker.

Essential Requirements Provides an aspirational statement that captures an agreed sense of where the destination will be in ten years time What will the region be known for? Australia’s Coastal Wilderness An accessible yet remote coastal destination where you can stand on the beach with no else’s footsteps but your own!

Essential Requirements Identifies iconic experiences , and for each experience identifies actions to support economic, environmental, social and cultural sustainability of the experience Australia’s Coastal Wilderness Encourage the development of the Light to Light walk as a world class guided and independent walking experience including feasibility investigations into eco-sensitive accommodation

Essential Requirements Identifies opportunities to develop hero or signature products that showcase the experience and projects that will deliver improvements to the experiences on offer Australian Alps

Essential Requirements Provides an agreed implementation plan that set out priorities for experience delivery/upgrade and responsibilities for delivery

FOCUS FOCUS FOCUS “Get the message right for the few ideal visitors and the rest will respond – always….” George Whitfield

Want more… For program information: www.tourism.australia.com or contact: Ingrid Johnson ph: 02 9361 1239 ijohnson@tourism.australia.com

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