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

More documents

Recommendations

Info

Strategy 1.5Improve the visitor experience and the quality of information available to visitorsRef Action Priority Responsibility Resources Measure1.5.1 Audit existing Visitor InformationCentre (VIC) customer servicestandards and evaluate the currentmodel.1.5.2 Investigate best practice customerservice systems and implementwhere possible.1.5.3 Hold annual training events forCourthouse volunteers.1.5.4 Organise site visits/familiarisationtours of new tourism sites andevents within the municipality forCourthouse volunteers, TourismAssociation members and localoperators.1.5.5 Create guidelines for industryfamiliarisation events.1.5.6 Undertake usability testingof the website and identify prioritiesfor website change/re-design.1.5.7 Develop and maintain a websiteto promote tourism in the City ofWhittlesea to residents, aimed atgrowing the VFR market.MediumMediumHighLowCouncil andWhittleseaCourthouseAssociationCouncil andWhittleseaCourthouseAssociationCouncil andWhittleseaCourthouseAssociationCouncil, TourismAssociation andlocal operatorsSomeadditionalresourcesrequiredSomeadditionalresourcesrequiredWithin existingresourcesWithin existingresourcesLow Council Within existingresourcesMedium Council SomeadditionalresourcesneededHighCouncil andstakeholdergroupsSomeadditionalresourcesneededThe customer service model is reviewedand opportunities for improvement areidentified.Guidelines are produced on customerservice best practice, for industry use.Annual training event is attended byvolunteers, providing updates on industry,customer service and visitor recording.Annual volunteer familiarisation tourheld in September/October. New sitefamiliarisations conducted as required.Guidelines available for local operatorsplanning a familiarisation event for industrystakeholders.Usability testing completed and keyfindings and recommendations identified toguide future development of the website,resulting in an annual increase in websitetraffic.New/re-designed website launched withemphasis on tourism experiences andattracting the VFR market.Strategy 1.6Implement a process to accurately measure tourism activity and trendswithin the City of WhittleseaRef Action Priority Responsibility Resources Measure1.6.1 Undertake a review of existing datacollecting processes.1.6.2 Establish a straightforward andstreamlined process for VIC datacollection.1.6.3 Identify and work with industryleaders to encourage data collectionacross a range of key locations withinthe municipality.1.6.4 Conduct annual review of visitortrends and processes.High Council Within existingresourcesHigh Council Within existingresourcesMedium Council Within existingresourcesMedium Council Within existingresourcesAnalysis of current data collectingprocesses has been undertaken and areasfor improvement have been identified.Visitor data requirements are identified andnew processes implemented.Several key locations across themunicipality become core locations forvisitor data collection. Data collection isstreamlined across the industry.Annual report distributed to stakeholdersoutlining visitor statistics, trends andchanges.30
Marketing and CommunicationsTo increase awareness of, and demand for, tourism experiences from both localresidents and visitors to the area, while promoting the municipality as a desirableand accessible country-style destination within the Melbourne metropolitan area.High (1-2 years), Medium (2-4 years) or Low (4-5 years)Strategy 2.1Identify opportunities for involvement in industry research and developmentRef Action Priority Responsibility Resources Measure2.1.1 Source and utilise market research tosupport future marketing activity.2.1.2 Identify opportunities forinvolvement in state or local researchby the City of Whittlesea and tourismoperators.Medium– HighMedium– HighCouncilCouncilSomeadditionalresourcesneededWithin existingresourcesFuture marketing activities are supportedby industry research.The City of Whittlesea is involved in thedevelopment of future destination researchand regional marketing initiatives.Strategy 2.2Provide opportunities for tourism businesses to collectively market their business aspart of a destinationRef Action Priority Responsibility Resources Measure2.2.1 Identify industry sectors that couldbenefit from collaborative marketingactivities.2.2.2 Create packages and suggesteditineraries for promotion on tourismwebsite and through tourismoperators.2.2.3 Promote and support cross-sellingby tourism operators and industrystakeholders.Medium Council Within existingresourcesLowMediumTourismAssociationCouncil andTourismAssociationWithin existingresourcesWithin existingresourcesThe tourism survey (1.1.1) identifiesoperators who rely on, or who couldbenefit from, collaborative marketingopportunities.At least three packages or itineraries arepromoted on the tourism website andthrough the Visitor Information Centre.When conducting a site visit ensurelocal operators are aware of potentialopportunities for cross selling through onlinepromotions, website links and packaging.City of Whittlesea | Tourism Strategy 2014-2019 31
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 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 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

Create successful ePaper yourself

Delete template?

Save as template?