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

Opportunities• Re-examine the main role of the Tourism Association withthe aim to assist with linkages between the WhittleseaCourthouse Association and the Whittlesea and PlentyValley Tourism Association• Target tourism marketing activity towards local andsurrounding residents to capture more of the VFR market• Build the events sector by increasing the number of smallevents throughout the year• Potential to produce cluster tours with existing tourismproduct (e.g. historical site tours or produce provider tours)• Potential to build niche experiences from existing tourismproducts based on the increasing popularity of foodpreparation and cooking• Provide more training and development opportunities fortourism businesses• Capitalise on fluctuating global economic conditions andpeople choosing to travel closer to home• Improve online content and investigate the benefits ofsocial media• Collaborate with surrounding municipalities to showcasethe north to intrastate, interstate and international visitors.This could be a stand-alone brochure or advertising in theMelbourne Visitors Guide• Utilise the potential of the Whittlesea Tourism website toincrease the profile of the area• Enhance and expand on the nature-based experiences andactivities available for visitors• Raise the profile of the Visitor Information Centre whileincreasing the scope of what the Centre can offer visitors• Extend visitor stays with greater accommodation options• Support a strategic and targeted approach to destinationmarketing, promotion and industry development• Improve tourism signage throughout the City (includinggateways)• Investigate opportunities to engage industry in destinationmarketing activities• Capitalise on the growth in domestic tourism in Australia• Support investment in ecotourism and agri-tourismopportunities within the Green Wedge zones• Implementation of satellite VIC’s (key locations wherevisitors expect information to be) throughout themunicipality to strengthen visitor dispersal• State Government changes to zoning and land use couldattract investment in tourism and accommodation.Threats• Climate change and natural disasters can affect theaccessibility of some of the area’s major attractions andcould affect the local produce providers that are active inthe tourism industry• Global financial conditions could result in peaks andtroughs in visitation• Strong competition from surrounding regions that areinvesting heavily in tourism promotion and facilities• Closure of tourism related businesses due to currenteconomic conditions• Increasing limitations to accessing and travelling throughthe region as the population grows and traffic congestionincreases• Potential impact of urban growth on regional areas andnature-based tourism activity.18