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

Target marketsThe 2002 Tourism Strategy identified five key visitormarkets, based on anecdotal information provided bylocal operators. These visitor markets were Families,Seniors Groups, Motorcycle/Bicycle Riders, Culturaland Arts Enthusiasts and Potential New Residents.The main purpose of tourism visitation in 2002 was fornature-based activities and only 18 per cent of visitors wereresidents of the City of Whittlesea. With the constant urbansprawl and population growth within the municipality,the tourism landscape within the City of Whittlesea haschanged significantly over the past ten years. Although themunicipality is still home to a number of parks, gardensand historic natural sites, there are a growing number ofrestaurants, cafés, art exhibitions, local producers andcultural events.In light of the changing landscape of tourism withinthe City of Whittlesea, four target markets have beenidentified for the purposes of this strategy. They are LocalResidents, Visiting Friends and Relatives (VFR), Day Trippersand Cyclists. A detailed outline of each target market isprovided below.Local ResidentsConsidering the rapidly growing population in the City ofWhittlesea, the primary target market for tourism withinthe municipality is local residents. With ease of access totourism sites, the local community can not only experiencethe many attractions and experiences on offer in the localarea, but they can also benefit from investment in theirlocal community, improved social inclusion and increasedinteraction with their community.Results from the 2012 Annual Household Survey indicatethat approximately 14.4 per cent of the population is agedover 65 years and approximately 19.2 per cent are childrenunder 15 years, which form the two largest segments ofthe population. These statistics are in line with the rangeof tourism products on offer within the municipality,which are generally targeted to families and older residents.However, when considering household types, coupleswithout children is the fastest growing group, accountingfor 29 per cent of households in 2012.It is essential that local residents, including those whohave recently moved into the municipality, remain a toppriority for the promotion of the City of Whittlesea, as theyare most likely to participate, promote and benefit fromtourism activity within the region.Visiting Friends and Relatives (VFR)Closely connected to local residents, a major visitorsector for the City of Whittlesea is the VFR market, whichaccounted for 47 per cent of visitation to Melbourne’snorth * in 2011 9 . VFR is defined as “a form of travel involvinga visit whereby either (or both) the purpose of the trip orthe type of accommodation involves visiting friends and / orrelatives”. 10Considerable research has been conducted into this marketand its potential for Melbourne’s outer municipalities.In 2011, VFR visitors spent an estimated $2.8 billion acrossMelbourne and stayed for 16.4 million nights. For the sameperiod the ‘north’ sub-region * was reported to have thehighest proportion of visiting relatives, up by 6.5 per centon the previous year 11 .Targeting the VFR market can be seen as an extension ofthe current Council Live Local, Buy Local program, whichencourages residents to support local manufacturersand producers. By extending this program to the tourismindustry and encouraging residents and their visitors toexplore their own local area before travelling further afield,the benefits to the local community and opportunities foreconomic recirculation and growth will be enhanced.9Data Insights, 2012, VFR Travel to Melbourne year ended December 201110Backer, E, 2007, VFR Travel – An examination of the expenditures of VFRtravellers and their hosts. Current Issues in Tourism 10 (4) 366-377.11Data Insights, 2012, VFR Travel to Melbourne year ended December 2011* The North sub-region includes Banyule, Darebin, Hume, Moreland andWhittlesea.22