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

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BackgroundThe 2002 Tourism Strategy undertook an investigationinto the existing tourism businesses, patterns ofvisitor activity, population growth and industry andstakeholder involvement in the City of Whittlesea.The output of the study was the development of 54key actions requiring implementation by stakeholdersin the municipality including Council, regional groups,local industries and operators.When the 2002 Tourism Strategy was developed, Councildid not have a dedicated Tourism Officer and this wasa major limitation to the growth of tourism. In 2010,the industry’s contribution to the prosperity of the Cityof Whittlesea was acknowledged through the appointmentof a Tourism Services Officer (TSO) within Council’sEconomic Development team.Since then, greater recognition has been given to thevalue of tourism to the City of Whittlesea’s social, cultural,environmental and economic standing and in furtheracknowledging this value, the 2014-2019 Tourism Strategyhas been developed.This Strategy has been preparedby Council, with input fromlocal tourism operators, tourismassociations and representativesfrom the Victorian tourism sector.8Community Festival
The study approachTo accurately review the outcomes of the 2002 TourismStrategy and assess its relevance to the tourism industryin the City of Whittlesea, the following industry researchwas undertaken:• A focus group discussion with twenty key industrystakeholders• One-on-one discussions with industry representatives• Input from internal Council departments affectedor contributing to the tourism industry• Research into tourism activity and planning insurrounding municipalities and other metropolitangrowth areas• Review of industry research, case studiesand publications.A Tourism Industry Forum was held by the City of Whittleseain 2011, bringing together twenty industry stakeholdersfrom various sectors, including accommodation, events,food/beverage, attractions, arts and culture, conferencing,entertainment and heritage.The purpose of the forum was to review the achievementsof the 2002 Tourism Strategy and to collaboratively identifythe priorities for tourism growth in the City of Whittleseaover the next three to five years. Upon conclusion of theforum, Council had:• Gained an understanding of stakeholder views andperspectives in relation to the current state of tourism• Gained an understanding of the industry’s aspirationsfor the future of tourism in the City of Whittlesea• Determined the five main priorities for tourism inthe City of Whittlesea• Explored potential ways to achieve these priorities.The review of the 2002 strategy concluded that, in general,the directions of the strategy remain relevant. Someadjustments are required to respond to the changingexternal environment and to achieve future growthpotential, particularly in relation to current resourcesand ongoing innovation.As a result of the review, the following recommendationshave been considered for the 2014-2019 Tourism Strategy:• Increase measurement and review throughout theimplementation stage to ensure parties are informedand on track• Increase emphasis on visitor research to informnew and existing businesses• Increase sector and product development• Improve industry standards to ensure greatervisitor satisfaction• Attract new investment in accommodation• Utilise digital media as a marketing tool in responseto consumer trends• Support the development of the events sector acrossthe municipality.City of Whittlesea | Tourism Strategy 2014-2019 9
Page 1 and 2: TourismStrategy2014-2019
Page 3 and 4: Monteleone Restaurant, DonnybrookCo
Page 5 and 6: Australia’s oldest operating Luth
Page 7: ForewordTourism is an important con
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 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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