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

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SWOT analysisThe strengths, weaknesses, opportunities and threats outlined have been developed following analysis of the local andglobal economy, the current direction of relevant government policies and feedback provided by local tourism businessesand stakeholders. This SWOT analysis was conducted at the Tourism Industry Forum in 2011 with input from all industrystakeholders in attendance. It has since been updated to ensure that it accurately represents the current tourism industryin the City of Whittlesea.Plenty Ranges Arts & Convention Centre (PRACC), South Morang16
Strengths• Council commitment to the growth and developmentof tourism and recognition of the value of tourism• Proximity to metropolitan Melbourne• Proximity to Melbourne Airport• Extension of train system to South Morang• Increase in resident numbers within the municipalityand surrounding areas• Australian wildlife in natural settings• Funfields as a major drawcard• Home to two large established events, theWhittlesea Country Music Festival and the WhittleseaAgricultural Show• The City of Whittlesea’s Cultural Heritage Program,offering a plethora of historic and culturally significantevents/ activities• Closely positioned to other tourism regions (e.g.Murrindindi, Nillumbik, Hume and Mitchell Shire), somewith complementary tourism product and experiences• Unique tourism products that heavily self-promotetheir business and the destination (e.g. Funfields)• Two well-known and established golf courses,Growling Frog Golf Course and Whittlesea Golf Course• A number of established local produce providers thathave cellar door facilities• Extensive parks and gardens and waterways thatprovide walking and cycling trails throughout theCity of Whittlesea• The start and finish line for the Genovese Kinglake BikeRide which attracts more than 3,000 riders annually• Reputation amongst the local cycling community• The scenic views and country landscape throughoutthe City of Whittlesea• A Tourism Association that represents tourismoperators at local and surrounding area events• High quality conference, meeting and weddingspaces offering unique features (historic buildings,country landscapes)• Established Council Events team that havedemonstrated capacity to facilitate and host majorcommunity events, including City of WhittleseaCommunity Festival and Carols by Candlelight• Recent investment in restoring historic sites in themunicipality (Carome Homestead, Farm Vigano)• Culturally diverse community• Landscape and natural environment with a high levelof environmental significance and ecological diversity• Proximity to Kinglake National Park which prior to2009 bushfires received 200,000 visitors per year• Council emphasis on balancing the municipalities’rapid growth with protecting the natural environment.Weaknesses• Limited signage for product visibility• Poor gateway and directional signage• Lack of awareness amongst visitors and residentsof Whittlesea tourism experiences outside of majorattractions such as Funfields• Lack of awareness amongst residents of the tourismexperiences available throughout the City of Whittlesea• Lack of awareness of residents in surrounding suburbsas to the experiences available throughout the Cityof Whittlesea• Relatively small amount of traditional tourism product• Insufficient levels of accommodation particularly inthe north of the municipality• Lack of caravan/camping style accommodation withinproximity to major events• Insufficient major rail and road networks, particularlyin the north• Insufficient year-round experiences and activities meansthat the municipality experiences seasonal fluctuations• Lack of local tourism operator involvement in the TourismAssociation and activities outlined by the committee• Lack of high quality marketing collateral and a significantweb presence• The standard of visitor servicing varies across the Cityof Whittlesea (Whittlesea township is the only locationto offer a Visitor Information Centre)• As the Tourism Association is predominantly madeup of volunteers, tourism leadership and cooperativemarketing activities are not its primary functions• Changes to tourism businesses are not effectivelycommunicated throughout the industry• Tourism products are generally not accessible sevendays a week• Website content is not updated regularly and causesconsumer confusion• Some marketing activities undertaken by tourismbusinesses are not measured• Lack of awareness from businesses that do not realisethat they operate in the tourism industry• State zoning regulations limit some tourism activityin the City of Whittlesea• Limited cooperation between tourism businesses(e.g. packaging products)• Lack of pedestrian, equestrian and bicycle trailconnectivity to link the municipality and its tourismproducts (e.g. Mernda-Whittlesea Rail Trail)• Limited promotion of the City of Whittlesea as acycling destination• Reliance on volunteers• Limited range and varying quality of tourism product• Limited transport options to support visitation• Limited interpretive signage specifically at natural assets,historical features and water management areas• Difficulty in providing a streamlined standard of tourismservices across the public and private sector• Industry does not effectively manage the competingexpectations of its many stakeholders.City of Whittlesea | Tourism Strategy 2014-2019 17
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 and 12: What is tourism?Tourism is “trave
Page 13 and 14: Tourism in theCity of WhittleseaThe
Page 15: The currentindustry - snapshotThe t
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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