Draft Tourism Strategy 2013-2018 (PDF - 2.9MB) - City of Whittlesea

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The value of tourismThe economic benefits of tourism to the communityare extensive, with increased employment, increasedspending in the local area, economic diversification andinfrastructure being the most significant 4 .In 2011-12 the Victoriantourism industry accounted forapproximately $16.7 billion(or 5.5 per cent) of the State’seconomy and generatedapproximately 201,000 jobs 5 .Tourism also provides a variety of social, cultural andenvironmental benefits to the local community, including:• Increased community pride and social inclusion• Improved engagement between, and awareness andunderstanding of different social groups and cultures• Recognition and appreciation of cultural identity• Protection and preservation of local heritage• Increased awareness of local issues• Increased awareness of and investment in areasof significance• Improved infrastructure.4Tourism Queensland, 2010, How Tourism Benefits Communities, accessed30 August 2012 5Tourism Victoria, 2013, Economic Contribution of Tourism to Victoria 2011-12Hawkstowe Music Festival4 Tourism Queensland, 2010, How Tourism Benefits Communities, accessed30 August 2012 5 Tourism Victoria, 2012, Economic Contribution of Tourism to Victoria 2010-1112
Tourism in theCity of WhittleseaThe 2002 Tourism Strategy estimated that visitoractivity in the City of Whittlesea generates in the orderof $14 million annually in visitor expenditure andprovides approximately 210 jobs.Since the publication of the 2002 Tourism Strategy, theCity of Whittlesea has changed dramatically. As one ofMelbourne’s fastest growing municipalities, the populationhas increased from approximately 120,403 in 2002, withan estimated growth rate of 1.8 per cent per annum, toapproximately 163,539 in 2011, with a 2.94 per cent annualgrowth rate to 2031 6 .Accommodation and food services are the largest sectors ofthe tourism industry in Australia, accounting for 33 per centof total tourism income, followed by air, water and othertransport services, retail trade and education and training 7 .In the 2002 Annual Household Survey conducted by the Cityof Whittlesea, accommodation and food services accountedfor 4.4 per cent of employment in the City of Whittlesea.By 2012, accommodation and food services employmentincreased to 6.2 per cent 8 . Considering the substantialgrowth in population size during this time, the significanceof the industry is clear.The Whittlesea Courthouse Visitor Information Centreis currently the only Visitor Information Centre in themunicipality. Managed and operated by a committed teamof volunteers, the Centre is the main point of contact forvisitors to Whittlesea Township and surrounds. Since 2008,visitor numbers have increased significantly and withthe continued growth of the Whittlesea Courthouse asa community and exhibition space, it is expected thatvisitation will continue to grow.It must be noted that since the study was undertaken forthe 2002 Tourism Strategy, minimal research has beendone into visitor statistics and behaviour within the Cityof Whittlesea. Visitation and enquiry numbers are recordedthrough the Whittlesea Courthouse Visitor InformationCentre and can be used to give an indication of tourismwithin the municipality, but this information should beused as a guide only.As figure 1 indicates, visitation to the Visitor InformationCentre has increased significantly since 2008, when therewere 1955 visitors. By 2011, this figure had increasedto 3660, or by 87 per cent. These figures include peoplecontacting the Visitor Information Centre by telephone.Figure 1Visitor numbers to the Whittlesea CourthouseVisitor Information Centre 2008-2011Visitor Numbers4000350030002500200015001000500020082009 2010 2011These visitor numbers do not take into account repeatvisitors, visitors to areas other than Whittlesea Township orthose who are familiar with the municipality and thereforedo not visit the Visitor Information Centre. To give a widerscope of visitor behaviour and source, statistics of visitationto Funfields Amusement Park over a month-long period in2012 have also been provided.Processes for more accurate and comprehensiverecording of tourist visitation and demographic data willbe implemented as a priority of this strategy.6Essential Economics, 2002, City of Whittlesea Tourism Development Strategy7Tourism Research Australia, 2012, Tourism’s Contribution to the AustralianEconomy, 1997-98 to 2010-2011, p.78City of Whittlesea, 2012, Annual Household Survey, pp 24-35City of Whittlesea | Tourism Strategy 2014-2019 13
Page 1 and 2: TourismStrategy2014-2019
Page 3 and 4: Monteleone Restaurant, DonnybrookCo
Page 5 and 6: Australia’s oldest operating Luth
Page 7 and 8: ForewordTourism is an important con
Page 9 and 10: The study approachTo accurately rev
Page 11: What is tourism?Tourism is “trave
Page 15 and 16: The currentindustry - snapshotThe t
Page 17 and 18: Strengths• Council commitment to
Page 19 and 20: Yan Yean ReservoirCity of Whittlese
Page 21 and 22: VisionBased on consideration of the
Page 24 and 25: PrioritiesTo create a knowledgeable
Page 26 and 27: Two Beans and a Farm, MerndaImpleme
Page 28 and 29: Industry developmentTo create a kno
Page 30 and 31: Strategy 1.5Improve the visitor exp
Page 32 and 33: Strategy 2.3Develop opportunities f
Page 34 and 35: Greater coordination and stakeholde
Page 36 and 37: Product developmentTo increase the
Page 38 and 39: Industry engagement and cooperation
Page 40 and 41: Growling Frog Golf Course, Yan Yean
Page 42 and 43: River Redgum, near Lyndarum EstateA
Page 44: 25 Ferres Boulevard, South Morang V

Draft Tourism Strategy 2013-2018 (PDF - 2.9MB) - City of Whittlesea

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