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

Executive summaryThis Tourism Strategy outlines the framework for thedevelopment of tourism in the City of Whittlesea overa five year period, 2014-2019. Building on the previousTourism Strategy created in 2002, this plan indicates shortto intermediate and long-term actions to be implementedby Council in collaboration with key stakeholders.The purpose of this revisedstrategy is to develop an extensionof the 2002 Tourism Strategy andprovide clear direction for tourismdevelopment and growth withinthe City of Whittlesea, with theprimary objective of increasingtourism visitation, length of stayand spend.The City of Whittlesea Tourism Strategy 2014-2019 outlinesfive objectives aimed to increase visitation to and within theCity of Whittlesea, while building a unified, cooperative andsuccessful tourism industry that fosters tourism growth andmeets the needs of its stakeholders.These objectives are:To create a knowledgeable and well-informed tourismindustry characterised by consistent, strong customerservice, high standards of business best practice andopen communication between industry stakeholders.To increase awareness of and demand for, tourismexperiences from both local residents and visitorsto the area, while promoting the municipality as adesirable and accessible country-style destinationwithin the Melbourne metropolitan area.To create a unified and coordinated tourism industrythat provides industry stakeholders with a collectivevoice to Council and within the Victorian tourismindustry.To increase the range, quality and diversity of existingand new tourism features and events within the Cityof Whittlesea and to improve the visitor experience,encouraging visitor dispersal and retention, whilediversifying the experiences on offer within themunicipality.To work cooperatively with other industries withinthe City of Whittlesea and their related Councildepartments, to build a stronger and better connectedtourism industry.The Strategy will be viewed as a flexible document thatrecognises the need for participation and partnerships inorder to achieve the desired outcomes. A review process isoutlined to ensure that the strategy remains relevant andmeasurable in the dynamic tourism environment.4