tapping into tourism - Destination Melbourne

Contents4 Introduction7 Melbourne the Destination8 Key Tourism Organisations12 Communicating the Valueof Tourism13 Becoming part of theTourism Industry14 Local Tourism16 The Regional TourismOrganisation forMelbourne19 Starting up in Tourism20 Case Study -Wyndham City - CollectiveLeadership26 Case Study -City of Melbourne28 Co-operative Marketing30 Case Study -Chapel St Precinct32 Visiting Friends & Relatives- The Golden Opportunity34 Case Study -Frankston City Council -VFR Campaign38 Tourism Excellence40 Sustainable Tourism42 Ten Tips for Treading Lightly44 Useful Numbers22 Understanding the Market25 Visitor Servicing

Key Organisations forTourism in MelbourneCity of MelbourneTakes a lead role as the capital city local government, shapingMelbourne’s local and international reputation. They providea range of visitor information services to ensure touristsexperience everything Melbourne has to offer.www.melbourne.vic.gov.auTourism AustraliaKey role is to promote Australia as a tourism destinationinternationally and domestically through campaigns such as‘There’s Nothing Like Australia’ and ‘No Leave, No Life.’www.tourism.australia.comTourism VictoriaKey role is to actively market Victoria as a premier tourismdestination both domestically and internationally throughcampaigns such as ‘Lose Yourself in Melbourne’.www.tourism.vic.gov.auDestination MelbourneThe Regional Tourism Organisation for the Greater MelbourneRegion. They provide successful co-operative marketingopportunities, leadership and industry development.www.destinationmelbourne.com.auMelbourne Convention +Visitors BureauMarkets Melbourne and Victoria nationally and internationally asone of the world’s best destinations for hosting Business Events.www.mcvb.com.auVictorian Major Events CompanyResponsible for bringing world class events that inspire, exciteand bond people, promoting and enriching Melbourne andVictoria.www.vmec.com.auVictoria Tourism Industry CouncilThe peak industry body advocating for and supporting thedevelopment of a professional and sustainable tourism industryacross Victoria.www.vtic.com.au8 Tapping into Tourism Tapping into Tourism 9

Key Organisations forTourism in MelbourneThe tourism industry inMelbourne is remarkablycohesive. However manypeople find the number ofdifferent organisations slightlyperplexing. Following is abasic overview that describesthe roles of key tourismorganisations. The criticalelement of any successfultourism structure is a welldefined connection to thevisitor.Destination MelbourneDestination Melbourne Ltd is Melbourne’sRegional Tourism Organisation; they provideleadership, industry development andsuccessful co-operative marketing of GreaterMelbourne by working in partnershipwith the tourism industry. They work withbusiness, community and government tohelp Melbourne and Victoria grow as anoutstanding global destination.Destination Melbourne was established in2001 as a not for profit company overseenby a skills based board of directors.Their vision is to inspire industry to growMelbourne as an outstanding global visitorexperience.Core activities are:• Developing integrated co-operativemarketing opportunities for industry andpartners to encourage greater demand,yield and visitor dispersal.• Partnering with industry, governmentand community to support the strategicdevelopment of Melbourne as adestination.• Providing leadership for industry in thedelivery of outstanding visitor experiences.www.destinationmelbourne.com.auTourism VictoriaTourism Victoria’s primary role is to activelymarket Victoria as a premier tourismdestination to Australian and internationaltravellers. Tourism Victoria works with theindustry to: “Maximise employment and thelong-term economic benefits of tourism toVictoria by developing and marketing theState as a competitive tourism destination.”Tourism Victoria’s strategic direction is basedon four broad goals:• Marketing. Increase visitor numbers,length of stay and visitor expenditure byimplementing innovative and effectivemarketing strategies to position Victoriaas a distinct and competitive touristdestination.• Leadership. Take a leadership role in thetourism industry, encourage professionalstandards and the development ofcooperative arrangements which maximiseindustry effectiveness.• Infrastructure. Improve the tourism assetsof Victoria by identifying infrastructureopportunities and facilitating developmentprojects.• Management. Maximise the effective useof resources by conducting the businessof Tourism Victoria in accordance withprofessional commercial managementprinciples.www.visitvictoria.com.auwww.tourism.vic.gov.auCity of MelbourneThe City of Melbourne takes a lead role,as a capital city local government, shapingMelbourne’s local and internationalreputation as a friendly, welcoming andculturally diverse city.The municipality encompasses the centralcity, Docklands, Carlton, East Melbourne,Jolimont, Kensington, North Melbourne,Parkville, Southbank, St Kilda Road, WestMelbourne and parts of South Yarra,Flemington and Port Melbourne.The City of Melbourne delivers events, citypromotions and tourism services gearedtoward increasing visitation and activating thecity and delivering information, services andinfrastructure for city visitors. These servicesbuild Melbourne’s reputation and help localbusinesses and the community engage withthe tourism market.The City of Melbourne also funds anddelivers major events such as Moomba, NewYear’s Eve celebrations and Melbourne SpringFashion Week.www.melbourne.vic.gov.auMelbourne Convention + Visitors BureauMelbourne Convention + Visitors Bureau(MCVB) is a not for profit organisation whichmarkets Melbourne and Victoria nationallyand internationally as one of the world’s bestdestinations for Business Events - meetings,incentive travel, conferences and events.In order to promote Victoria for BusinessEvents, MCVB builds strong relationshipswith a range of partners: Governmentbodies; strategic industry partners; industrystakeholders, and its members.MCVB also partners with luminaries withinprofessional fields, including medicine,science, technology and business to attractconventions to Victoria. MCVB offers manyservices and tools to make organising eventssimple, including the Melbourne Meetings+ Events Service (MM+ES). Australia’s onlyall-inclusive event planning service, MM+ESis a free referral service providing advice andquotes on venues, accommodation, cateringand entertainment.MCVB, a member of the BestCities GlobalAlliance, offers Lloyds Register QualityAssurance certified customer service.MCVB is dedicated to providing membershipopportunities and benefits, includingcooperative marketing, tradeshows, businessleads and market briefings.www.mcvb.com.auVictorian Major Events CompanyThe Victorian Major Events Company(VMEC) is a world leading event acquisitiongroup which has created an exceptional andunrivalled calendar of international majorevents for Melbourne and Victoria.VMEC was formed in 1991, as part of aVictorian Government initiative to acquireinternational cultural and sporting eventswhich complement the State’s worldclass and state-of-the-art facilities andinfrastructure and provide a strong platformfor Victoria’s tourism and marketing activities.Major events give visitors from Australia andoverseas more great reasons to come toMelbourne and Victoria.www.vmec.com.au10 Tapping into Tourism Tapping into Tourism 11

Communicating theValue of TourismBecoming part of thetourism industryAs an industry we know how significanttourism is in terms of its value to businessand communities.Top line - tourism employs approximately160,000 people and generates more than$11 billion per annum in Melbourne alone.These numbers are so big, that many peoplefind them hard to comprehend. These keymessages may help people recognise thebenefits:• Tourism creates jobs close to communities• Tourism generates cashflow like no otherindustry• Tourism encourages smart governmentsto invest in community infrastructure likeroads, rail, parks that benefit visitors andresidents• Tourism increases the choice ofrecreational and leisure activities forresidents• Tourism builds community prideSo let’s get back to basics - Tourism growswhen business, community and governmentwork together. It is not rocket science.There are three simple things we can allwork on to improve tourism in Melbourne:1. Encourage people to get out in their ownbackyard and have a good time.2. Improve the quality of the visitorexperience.3. Ensure that the value of tourism is wellcommunicated.The tourism industry in Melbourne is builton vibrant networks, collaboration and the‘Good Neighbour Principle’. There is strengthin unity.By actively participating in tourism forumsand joining a relevant tourism organisationyou give yourself more chance of success.Tourism is a people orientated industry fullof optimists and entrepreneurs. You can forgegreat networks if you invest the time andenergy in cultivating them.Tourism Industry BodiesThere are a number of membershipbased organisations in Victoria that play animportant role in building tourism.By joining a tourism industry association youwill get:• Industry updates delivered directly to yourinbox.• Opportunities to connect with theindustry through various events,conferences and unique tourism functions.• A collective voice for tourism industryissues.• Access to industry resources to connectyou to the right person, association, agencyor government.• Independent advice and consultation onissues that may be affecting your businessor destination.• An opportunity to be engaged and makea difference.Depending on your sector, you maybe a member of a number of differentassociations, or just one key body.Tourism industry bodies in Victoria include:Tourism Alliance VictoriaTourism Alliance Victoria has a strong anddiverse membership base that gives theorganisation a statewide perspective on allissues affecting Victorian tourism. It’s charterincludes promoting the development oftourism in Victoria. It provides a unique rangeof services for businesses and regions specialinterest groups and representation for a650+ strong member network.www.tourismalliance.com.auVictoria Tourism Industry Council (VTIC)The Victoria Tourism Industry Council (VTIC)is the peak policy council for the Victoriantourism industry. It represents key industryassociations, operators and governmentagencies, providing one united industry voice.www.vtic.com.auHotel, Motel & AccommodationAssociation (HMAA)HMAA aims to protect and advance theinterests of its accommodation members atlocal, state and federal government levels aswell as on issues relating to the operationalneeds of the accommodation industry.www.hmaavictoria.com.auBackpacker Operators Association ofVictoria (BOAV)BOAV is committed to assisting its memberswith their ‘bottom line’ through advocacyand representation, industry developmentand is committed to enhancing the State’sreputation as a competitive, quality drivenbackpacker destination.www.boav.com.auVictoria Events Industry Council (VEIC)The Victoria Events Industry Council(VEIC) is a peak industry policy councilof associations, corporate businesses andgovernment agencies representing eventorganisers, venues, suppliers and serviceproviders for Melbourne and regionalVictoria.www.veic.com.au12 Tapping into Tourism Tapping into Tourism 13

The Regional TourismOrganisation For MelbourneUnlike other Regional Tourism Organisations,Destination Melbourne is not a membershipbased organisation. If you advertise with us,attend our industry events, call us for adviceor read our newsletters you are part of theDML family.We work on the ‘strength in unity’ and ‘payingit forward’ principles. By working closelywith all three levels of government, industryassociations and our customers, we willdeliver an even better visitor experience.There are a number of simple ways you canconnect with DML:E News NetworkEvery 6 weeks Destination Melbourne sendsout an industry e-newsletter to let peopleknow what is happening at the grassroots ofthe Melbourne Tourism Industry. We featurecurrent marketing opportunities, industrynews, issue updates, event information andtourism product updates. If you have newsfor the industry, send it through toinfo@destinationmelbourne.com.au. If youwould like to receive our e-newsletter, pleaseregister online at:www.destinationmelbourne.com.auFacebookDestination Melbourne has a Facebook page.By becoming a fan of DML, you can keepup-to-date with the latest news, social eventsphotos and updates. The page is updatedregularly and is a great way of seeing whatthe team at Destination Melbourne has beenup to and what industry events or updatesare available. Find us at:www.facebook.comDestination Melbourne BlogThe Destination Melbourne blog sitesupports open conversations, encouragesnew thinking and provides opportunitiesfor greater engagement. We share postson industry events, profile people whoare making a difference to the tourismindustry, test new thinking and commenton developments that are relevant to theindustry. Get involved; be engaged; connectto Destination Melbourne and your industry.To visit our blog go to:www.destinationmelbourne.com.au/blogIndustry EventsDestination Melbourne run a series ofindustry events throughout the year designedto support the growth of networks andeducate the industry about new productsand services that are coming on line inMelbourne. We also promote tourismindustry events across Melbourne throughwww.destinationmelbourne.com.au/events16 Tapping into Tourism Tapping into Tourism 17

Starting up in TourismIf you’ve just started a tourism business, oryou’re planning to and would like to knowmore about who to talk to, what stepsto take and how to go about it, then thisworkshop is a great place to start.Tourism Alliance Victoria, Small BusinessVictoria, Tourism Victoria and the OAMPSInsurance Brokers, have combined theirexpertise and resources to develop thisintroduction to the tourism industry fornew and potential businesses. The aim is toprovide a strategic insight across a rangeof essential business practices and improveoverall business acumen and planning.Workshop notes and a comprehensiveresource kit, including industry publicationswill be provided, as well as relevant industrycontacts and networking opportunities foryou to follow-up.The following topics are covered in thethree hour workshop:Setting up a Tourism Business• Licenses & insurance• Health & safety• Risk management• Business and marketing planningTourism Industry Overview• Tourism industry structure• Research• Networks and resources available tohelp youFor more information go towww.tourismalliance.com.au18 Tapping into TourismTapping into Tourism19

CASE STUDYWyndham City - Collective Leadership, Working With LTA’sWyndham City and the Wyndham TourismAssociation recently embarked upon a processof increasing the benefits of tourism to the localcommunity and local businesses by adopting a‘collective leadership’ model aimed at embracing andmarshalling common resources to deliver ownershipover a range of sustained and systemic outcomes.As is sometimes the case between differentorganisations, there was an initial level of apprehensionabout such an approach - this was based on thelack of a clear understanding of each organisation’sgoals and objectives. The first step in the processwas to build trust between the organisations.Extensive dialogue revealed the commonality of eachorganisation’s goals and objectives and served asthe pathway for cementing the trusted relationshipsnecessary to move forward as an effective, collectivegroup.The next step in the process was ‘co-constructing’ aproject that embodied a broader need as identifiedby the partners. The project agreed by the partnerswas the creation of an integrated destination websitefor Wyndham City. While each organisation had theirown specific website at the time, they were judged‘tired’ in addition to being confusing from a consumerperspective.With a project reflective of the partners’ needs, itwas important to ensure concrete ground rules wereestablished from a planning and implementationperspective. Critical to the success of the projectin general, and the collective leadership model inparticular, were:• clearly defined and frequently articulated roles andresponsibilities;• transparent distribution of resources;• defined expectations that held each memberaccountable to one another and the project goal/s;• celebrating successes together as a team; and• open (and frequent) communication.The development phase of the new website wentsmoothly with extensive buy-in, and participation, fromlocal operators culminating in the successful launch ofthe new Wyndham City destination website,www.visitwyndham.com.au.As with any technology-based project there wereminor teething troubles. However, the projectpartners ensured these were easily overcome in thespirit of cooperation and in the context of deliveringon a common project goal.The success of the collective leadership approachemployed by Wyndham City and the WyndhamTourism Association came about because the groupbecame ‘the leader’ rather than a specific individual ororganisation. This could only have happened throughthe establishment of trusted relationships allowing anunencumbered focus on an agreed goal.Importantly, all project partners involved agree thatthis style of engagement is cyclical; it does not happenonce and then end. In this vein, the next project iseven more ambitious - the development of WyndhamCity’s Tourism & Events Strategy.For further information contact Diane Barrera on(03) 9742 0905 or diane.barrera@wyndham.vic.gov.au20 Tapping into Tourism Tapping into Tourism 21

Visitor Servicing - The Hallmark of SuccessSuccessful tourism marketing strategiesincrease the awareness of a destination,motivate visitation and deliver conversion.The best laid marketing plans will fail if thepromise does not meet expectations.While online has revolutionised the waypeople research and plan their holidays, oncepeople are in the destination the primarysource of information is either through wordof mouth, or visitor publications.Great visitor servicing is a hallmark of everysuccessful destination. The quality of thevisitor experience is one of the critical factorsin Melbourne’s success as a destination. Ifpeople have a good time, they will comeback again. They will also tell their friends andfamily about their experience.Research shows that effective visitor servicingplays a significant role in enriching thevisitors’ experience, contributes to dispersaland often increases visitor spend and thelength of stay in a destination. If visitors areable to find out more about a destination,are provided with good service, they’ll staylonger and spend more.Accredited Visitor Information Centres(VICs) are one of the success stories ofVictorian Tourism.Open seven days a week, they are staffed byfriendly, professional and trained people withextensive local knowledge. They offer a broadrange of services from accommodation andtour booking services, to local product salesand event ticketing.They are a great first step to finding out howyour destination is promoted and a chanceto get out and about in your own backyard.However not all towns require a VIC.The demand for a VIC in a destination willdepend on the depth and diversity of itstourism product, and the regions capacity tosupport it both in financial terms and withappropriate infrastructure.Good visitor servicing is about more thanbuilding a VIC, other important elementsinclude:• High quality customer service within abusiness• First-rate way finding signage• Accessible tourism publications• Effective online platforms egwww.visitvictoria.com• Familiarisations for small businessoperatorsThere is also growing understandingabout the role of residents as a sourceof information for visitors. As the layer ofgovernment closest to community, councilsshould seriously consider building communitypride by educating residents about the valueof tourism and support the developmentof attractions and experiences in theirmunicipality.“...People adore visiting the City of Yarra as it is such a vibrant,eclectic and cultural destination which offers diverse experiencesacross all areas; including food & beverage, retail and heritage.With the highest saturation of galleries of any area in Melbourne,Yarra offers a multiplicity of astonishing cultural action too.Maggie MaguireCEO, Abbotsford Convent Foundation“24 Tapping into TourismTapping into Tourism25

CASE STUDYCity of Melbourne - Visitor ServicesThe City of Melbourne takes a lead role as a capitalcity government shaping Melbourne’s local andinternational reputation as a friendly, welcoming andculturally diverse city.In 2009, 20 million international and domestic touristsvisited Melbourne. The City of Melbourne is a primaryprovider of personalised visitor information to thismarket and during 2009 Council’s visitor servicesnetwork recorded two million customer contacts.City of Melbourne’s visitor services include:• Melbourne Visitor Centre at Federation Square• Melbourne Visitor Booth at Bourke Street Mall• City Ambassador Program• Cruise Ship Program• Melbourne Greeter Service• Melbourne Town Hall Tours• Melbourne City Tourist Shuttle• Electronic tourist informationAbout the visitor service users:• 39 per cent from overseas• 36 per cent from interstate• 4 per cent from regional Victoria• 21 per cent locally from MelbourneThe majority of visitors are generally free independenttravellers (FIT). Visitors often access services morethan once during their stay.Promoting tourism businessesThe City of Melbourne provides display andpromotional opportunities for tourism businesses andregional destinations to directly communicate withinternational and domestic visitors to Melbourne.Opportunities at the Melbourne Visitor Centreinclude:• standard brochure display (free)• feature brochure display• super banners and light boxes• large floor display space• multimedia displays• reception desk rental for information/ticket sales• opportunity for major events to ‘wrap’ theMelbourne Visitor Centre• light box poster displays at the Melbourne VisitorBoothFor more information, please visit:www.melbourne.vic.gov.au/tourismpartnershipsEducate our volunteers and staffEncouraging visitors to stay longer and spend moreis important to the success of local businesses andcontributes to Melbourne’s reputation as the nationalcapital and one of the best places to visit in Australia.The volunteers and staff take on the added roleof promoting attractions throughout metropolitanMelbourne and regional Victoria.With more than 300 people working across ourtourism services, our volunteers are well placed tohelp communicate your message to visitors.For more information on how you can tap into ourvolunteer network including presentations to thevolunteers, product familiarisations and newsletterupdates please contact the Professional DevelopmentCoordinator on (03) 9658 9949 or emailtourism@melbourne.vic.gov.au“I love volunteering and helping visitors experience everythingMelbourne has to offer. I get a buzz out of sharing informationwith them about Melbourne’s secrets such as our laneways andarcades, and making sure they get the most out of this beautifuland vibrant city. Visitors are always extremely thankful for theservice we provide which is a reward in itself.Barbara OlneyCity Ambassador Program volunteer for 5 years“26 Tapping into TourismTapping into Tourism27

Co-operative marketingSo you have the makings of a tourismindustry in your area, the product is stackingup and people are working on enhancing thevisitor experience. It is time to share yourstory and get the word out. One of the triedand true methods is through co-operativemarketing. Tourism is traditionally dominatedby small business. The only way to get thestory out to consumers is to work togetherand share the costs.The more people know about a destination,the more they see, the more they spend andthe more they tell their friends about it.Destination Melbourne provide a costeffective range of tools and tactics to helpyou promote your product to Victorian,interstate and international visitor marketsat their place of origin and on arrival inMelbourne.The opportunities reflect our commitmentto developing integrated marketingcampaigns that cut through and deliverbusiness for our partners across Melbourne.Visitor PublicationsMelbourne Official Visitors Guide is theMelbourne tourism industry’s flagshippublication. It is a practical tool that givesvisitors to Melbourne a comprehensiveoverview of things to do while in Melbourne.The guide is produced quarterly andshowcases the experiences on offer inMelbourne during each season. (1,000,000copies per annum) A Chinese version of theguide is also produced (200,000 copies perannum).Melbourne Style Magazine is an informationalpiece that motivates regional Victorians tovisit Melbourne. It is a cost effective way ofreaching regional Victoria. Produced quarterly,each edition focuses on the key themes ofthe season providing the consumer withtimely information for visiting or planningtheir next trip to Melbourne (1,000,000copies per annum).Insiders Guide to Melbourne is a user friendlyguide to shopping, dining and cultural pursuitsin the city and surrounding areas. Melbourneis the leading destination for style, world classfood and wine and sophistication (200,000copies per annum).Melbourne Accommodation Guide is a highquality publication that showcases the rangeof accommodation available in Melbourne.It includes comprehensive information onkey features of each property, approximateprice ranges and any accreditations and starratings. Distribution of the guide ensuresthat it captures both the business and leisuremarket (50,000 copies per annum).Melbourne Official Visitors Map - InnerMelbourne provides a comprehensiveoverview of how to get around Melbourne.The map covers the inner city and immediatesurrounds, detailing Melbourne’s train andtram services and providing grid referencesto accommodation around Melbourne. Itis used by visitors to Melbourne as a keyreference tool.The Inner Melbourne Map features keyattractions within the Melbourne CBD andcity fringe areas (200,000 copies per annum).Greater Melbourne Official Visitors Map -Greater Melbourne provides an overviewof how to get around Melbourne and itssurrounding regions. The Greater MelbourneMap highlights the key regional attractionsand regions within a 90 minute radius ofMelbourne and it is a perfect guide for thosewanting to explore greater Melbourne. Itfeatures key attractions in Melbourne andregional Victoria (200,000 copies per annum).CampaignsFamily CampaignDestination Melbourne delivers a televisionand print campaign into Regional Victoriathemed “You can’t do this at home”. Thecampaign encourages families to visitMelbourne’s attractions throughout theschool holidays.Seasonal CampaignsDestination Melbourne delivers interstatecampaigns that leverage off Melbourne’skey seasonal themes and branding. Recentcampaigns have focused on food andwine, arts, culture and blockbuster theatreproductions.Online PromotionVisit Victoriawww.visitvictoria.com is Victoria’s officialconsumer website. The website received over6.7 million visits and 26.9 million page viewsfrom consumers over the last 12 months,year ending June 2010. Visitvictoria.com isalso one of Australia’s most visited statetourism websites, receiving over 500,000visits per month.For business products listed on visitvictoria.com, this means greater online exposure andintegration with Tourism Victoria marketingactivities. Improved search engine rankings,online booking and distribution to over 40websites, including www.australia.comDestination Melbourne & Tourism VictoriaDestination Melbourne works in partnershipwith Tourism Victoria to develop cooperativeonline marketing initiatives.Tourism Victoria are currently redevelopingvisitvictoria.com, allowing for more onlinemarketing opportunities in the future.The new site is due to launch in 2011.For more information contact John McGawor Lisa Newman on (03) 9869 2444.28 Tapping into Tourism Tapping into Tourism 29

CASE STUDYChapel St PrecinctStreets Ahead Promotions Inc (SAPI) is a non-profitretail association that develops and implementsretail marketing strategies on behalf of the Chapel StPrecinct. Over 1,000 members are covered by theSAPI rateable area, which stretches from DandenongRoad in the south to Toorak Road in the north.The precinct’s allied industries including tourism, retail,hospitality and services all play a fundamental role indelivering social, environmental and economic benefitsto the City of Stonnington, Melbourne and Victoria.As a designated Victorian tourist destination, thediversity of retail stores available in the precinct tolocal, national and international visitors alike is exciting,stimulating and impressive. Within the precinct, thereare also core strengths of difference and diversity witha clear sense of personality that will increasingly appealto tomorrow’s consumer.SAPI also has an overall responsibility for the ChapelSt Precinct destination product. It welcomes thechallenges associated with providing leadership in thedevelopment of innovative products and creation ofpartnerships and aims for the delivery of a seamlessexperience for its visitors.Targeting the right market with the right messageat the right time is always difficult, especially for aretail association marketing a destination with limitedfinancial and staff resources.One invaluable resource for the association since2003 has been our partnership with DestinationMelbourne. This has enabled our destination toenhance it’s competitiveness by increasing our visibility,reducing costs and insuring well developed andsuitable destination marketing mixes are delivered tothe appropriate target markets.Essentially our initial interest in working withDestination Melbourne was to utilise its marketingcollateral as a tool to raise the profile of the Chapel StPrecinct and attract more visitors.Over the years our partnership has also evolvedas a mechanism to facilitate tourism developmentobjectives for not only our precinct but the City ofStonnington who recently became a DestinationMelbourne partner. This in turn will boost tourismin our city and ensure the strategic objectives of ourdestination are achieved.The tourism industry is becoming an increasinglycompetitive marketplace where only the bestmanageddestinations are likely to prosper.New-sophisticated consumers are also willing to paya premium for authentic and unique experiences, butonly if the product is significantly better than that ofcompetitors.While SAPI can influence and assist many factors thataffect the success of retail in the Precinct, ultimatelyit is the offer and the experience provided by ourmembers that will contribute to our success as atourism destination.www.chapelstreet.com.au30 Tapping into Tourism Tapping into Tourism 31

Visiting Friends and Relatives- the Golden OpportunityDestination Melbourne has been workingin partnership with 28 Local Governmentsacross Melbourne to see how these Councilscan leverage off Melbourne’s growth as aglobal visitor destination.The Visiting Friends and Relatives Marketis worth $2.6 billion to Melbourne and hastraditionally been a tough nut to crack. Thecritical success factor is the mindset andbehaviour of the host - if we can educatelocals to act as effective hosts, we caninfluence the visitor behaviour to maximiseyield and dispersal.Destination Melbourne undertook researchinto the behaviour and characteristics of theVisiting Friends and Relatives Market withsupport from datainsights.This research provided the basis forconversation and dialogue in a series ofworkshops with council officers from acrossMelbourne.Destination Melbourne was inspired andmotivated by the quality of thinking andenthusiasm generated through the process.We recognise that Local Government plays apivotal role in generating civic pride and hasthe capacity to positively influence residents.By creating ownership of tourism withinthe community in partnership with LocalGovernment, Destination Melbourne believesMelbourne can make serious in roads on amarket that has been largely ignored up untilnow.Destination Melbourne is now committed tochampioning the delivery of three projectsin partnership with Local Government on aprogressive basis.These are:• ‘Discovering Your Own Backyard’ -Develop and deliver a communityengagement strategy to educate andinform hosts.• ‘Educating Your Traders and CouncilRepresentatives’ - A communicationstrategy to promote the benefits ofVisiting Friends and Relatives Market.• ‘Familiarising our overseas students andtheir visiting families’ - Research into travelpatterns and behaviour of InternationalStudents that will help inform Councils andHosts.This ‘Tapping into Tourism’ guide is a keydeliverable from the project. For moreinformation on VFR and this project callDenise Castro on 9869 2444 or to accessthe research on Visiting Friends and RelativesMarket go to:www.destinationmelbourne.com.au/vfrDestination Melbourne acknowledges thesupport of Tourism Victoria and City ofMelbourne for their financial support of thisproject.Tourism is an important business in our community - especiallythe VFR market. The value that visitors bring to the local economyis enormous and it creates a high level of employment across arange of sectors...Maggie Maguire“CEO, Abbotsford Convent Foundation“32 Tapping into Tourism Tapping into Tourism 33

www.visitfrankston.comwww.frankston.vic.gov.auPlease note that your personal information will be used solely for the purposes of entering the Frankston City Award and informing you of relevant information and events within Frankston City if indicated. Information will not be passed onto any other party. For informationregarding Frankston City Council’s privacy policy please call 1300 322 322 or visit www.frankston.vic.gov.auCASE STUDY CONTINUED...Frankston City CouncilStage 2The following year, council went one step further bydeveloping a photography competition targeting localresidents to “show us” what they are proud of - Focusof Frankston. The competition aimed to:• Create a tailored campaign to inform residentsvia their preferred communication method andto steer them to the Frankston visitor informationwebsite www.visitfrankston.com• Capture resident’s creativity• Provide recognition and instil pride by providingexposure to participants work• Increase awareness of Frankston’s iconic images• Increase council’s photo database for futurepromotion• Provide the community with ownership of thepromotion and positioning of FrankstonPhotos were uploaded onto visitfrankston.com andlocal residents were invited to vote for the People’sChoice Award. This campaign helped produce acommunity “owned” tourism promotion and gavecouncil the tools to continue promotion of the citywith the ownership of residents.The Destination Frankston survey was repeated againin 2009 via local papers and the Focus on FrankstonPhotography promotion was conducted in 2009 -2010 with more than 1300 entrants.For the season 2010 - 2011, Council and FrankstonTourism are packaging up as many summer activitiesand attractions as possible and producing a 3 monthpromotional calendar that will be distributed widelyacross the municipality.Focus on Frankston Photography competition is backonce again for 2010 - 2011 and will span the majorevents season from October to March.For more information please contact Maxine Sandoon (03) 9784 1988.Feedback from the Destination Frankston survey told us that you want moredaytime, affordable and accessible community events and also love going towineries on the Mornington Peninsula with visiting friends and family.I II II Love Frankston Cup CompetitionFor your chance to WIN one of three family passes to the Love Frankston Cup and a $50 Love Frankston hamper please complete this entry form and return it toFrankston City Council, Civic Centre, Davey Street, Frankston VIC 3199 by Friday, 8 February 2008.Name: Address: Postcode:E-mail Address: Phone: Mobile:□ Yes, would like to join the Frankston City Council events database □ Yes, Tourism E-newsletterwould like to receive the FrankstonFocus on FrankstonPhotography CompetitionOver $10,000worth of prizesDestination….Frankston and beyond‘I am so proud and happy to live in such a vibrant,progressive community. I love Frankston’ - ResidentIn response, we invite you to take a closerlook at the not-to-be missed NEW activities,as listed below, taking place over summer.Proudly hosted byChampion JockeySimon Marshall andsupported by FrankstonChampions, Dee Dee(Gold 104.3FM) andRobert Harvey(St Kilda Football Club)did you knowthat all adultsattending the I LoveFrankston Cup willreceive a two for onepass to visit sandsculpting australia –Fairytales at Fablesexhibition at theFrankston Waterfront?IF you Love a great day out at the raCes, you’LL Love the I Love Frankston CupSunday, 10 February at Cranbourne Turf Club (Melway Ref: 133 J6)Tickets available at the gate. Gates open at 10:30am - Adults $12 - Under 18 Free - Free kids’ rides - Sand Sculpting Australia activities - Fillies on the Field competition.For further information phone 5996 1300 or visit www.cranbourneturfclub.com.au or www.visitfrankston.comWInery tour on the MornIngton penInsuLa - $110 per person Saturday, 23 February and Saturday, 1 March10:30am Depart Frankston Visitor Information Centre 12:30pm Depart Winery3:30pm Arrive Arthurs Seat and Hotel11:00am Arrive Jones Road Estate1:00pm Arrive Box Stallion Estate 4:30pm Depart Venue11:30am Depart Winery(lunch and tasting)5:30pm Arrive at Frankston Visitor12:00pm Arrive 5 Sons Estate3:15pm Depart WineryInformation CentreInclusions: transport, tasting fees and meals. Itinerary subject to change.For further information on what activities and attractions our city has to offer contact the Frankston Visitor Information Centre on1300 322 842 or visit www.visitfrankston.comThe Focus on FrankstonPhotography Competitionis back – bigger than ever!The competition is open NOW and you cansend entries in throughout the summerholidays until Friday, 29 January 2010.Open to residents and visitors the Focus onFrankston Photography Competition is yourperfect opportunity to show us what youlove about Frankston City and share yourfavourite memories.Whether it's meandering along Seafordforeshore, jogging through LangwarrinFlora and Fauna Reserve or playing golfat Sandhurst, you can capture yourexperience within Frankston City.Frankston City Council acknowledges the support of:GOOD LIFEpeninsula styleThis year, the competition has beenexpanded to include 10 category prizesalong with the major prizes and aPeople’s Choice Award. Go to www.visitfrankston.com or phone 1300322 322 for more information andto enter your favourite photo ofFrankston.36 Tapping into Tourism Tapping into Tourism 37

Tourism ExcellenceOne of Destination Melbourne’s key goals issupporting the development of the tourismindustry. We understand that by helping ourindustry evolve and adapt we will see:• An improved visitor experience• Stronger industry leadership• Greater industry collaborationIf you are thinking it’s time to get morestrategic and are looking for ways to developyourself and your business why not give usa call. If you want to do some research first,here are some good places to start.The Tourism Excellence ProgramDestination Melbourne actively supportsthe state-wide Tourism Excellence Program.We work in partnership with organisationssuch as Tourism Victoria, VECCI, Service SkillsVictoria, Victorian Tourism Awards Unit andTourism Alliance Victoria to facilitate industrydevelopment opportunities that will addvalue to operators and small business.Tourism Excellence has been designed tohelp tourism businesses and destinationsget the best from their workforce, deliverthe best possible visitor experience, growtourism by working together, and ensure asustainable industry.Seven modules have been developedthat are delivered by expert facilitators incustomised workshops. These include:• Understanding visitor needs andexpectations• People Excellence• Business Excellence• Growing Destinations• Industry Participation• Fostering Innovation• Sustainability in TourismFor more information on the TourismExcellence program visitwww.tourismexcellence.com.au“Walk to Art travels through Melbourne’s remarkable back streetsand laneways to discover the quirky art and hidden art spaces thatmakes Melbourne so special. Tourism has provided Walk to Art witha greater audience and I am very proud to be able to un-veil andeducate Australians about the very long journey a creative personundertakes.Bernadette AlibrandoWalk to Art Tours“Victorian Tourism AwardsThe awards are a great way for serioustourism operators to benchmark themselvesagainst others and work on their businessat the same time. Destination Melbournesponsors the awards and work withTourism Alliance Victoria to facilitate awardsworkshops in greater Melbourne.We understand that nominating for theawards is the first step in a long andsometimes challenging process. It alsorequires a measure of courage. Over theyears, many Victorian tourism businesses havehad to swallow a bitter pill when they didnot make the cut on awards night. There arealso some great stories of celebration.There are some thoughts that are worthholding onto as you work through theprocess of putting together your nomination.• Your business will be stronger as a resultof having a go, whether you feature in thewinners list or not.• The awards ceremony is a great night outand there is nothing quite like the feelingyou get being there and knowing that youare in the hunt for a trophy.• The big night is also an opportunity to gettogether with the industry and celebrateall the best things about tourism in thisgreat state.• If you win, you’ve earned it.www.victoriantourismwards.com.auAustralian Tourism Accreditation ProgramThe Australian Tourism AccreditationProgram addresses many of the issues thatare covered in the development of a businessplan and focuses on those key elements thatare part of the day to day function of anytourism operation.When Destination Melbourne completedthe accreditation process we found itprovided us with a very effective businessimprovement framework.The requirements of the accreditationprocess are neatly aligned with VictorianTourism Awards submission criteria. Thismeans that while you are working on yourbusiness through the accreditation process,you are also creating the basis for an awardnomination.Councils or trader groups interestedin helping a number of businesses getaccredited at the same time can contactDestination Melbourne, who can helpfacilitate group training and support.For more information visit:www.atap.net.auACCREDITEDTOURISMBUSINESSVictoria Tourism WeekVictoria Tourism Week (VTW) is a groundbreakingproject that will help peopleunderstand the social and economiccontribution the tourism industry brings tothe community. It was created by a groundswell of interest from the tourism industry.It is an opportunity to get together andcelebrate the best things about tourism.Unlike many competing destinations, tourismin Victoria is about the whole experiencenot just seeing the sights but immersing thevisitor in Victorian life.Destination Melbourne is delighted to be thelead partner in delivery of Victoria TourismWeek in partnership with VTIC and thetourism industry.For more information on Victoria TourismWeek please call 8662 5333 or visit:www.victoriatourismweek.com.auMelbourne Tourism Industry LeadershipProgram (MTILP)The Destination Melbourne, MelbourneTourism Industry Leadership Program(MTILP), was launched in Melbourne in2009. MTILP is a thoughtfully constructedand professionally delivered training andeducation program, created specifically fordeveloping leadership in Victoria’s tourismindustry.MTILP is an education program that isinspiring and innovative, and fulfils a nichefor specialised training of Victorian tourismindustry employees with demonstratedleadership potential.The MTILP is run by Destination Melbournewith the support of Melbourne Airport,Tourism Victoria, the City of Melbourne andTourism Alliance Victoria.For further information please call9869 2444 or visit:www.destinationmelbourne.com.auA U S T R A L I A38 Tapping into Tourism Tapping into Tourism 39

Sustainable TourismThe debate whether we are facing dramaticchanges in our physical environment due toclimate change is just about over. We are alsoseeing a fundamental shift in the value sets ofpeople living in our key source markets.Even if you don’t believe that climate changewill have an impact on our environment,our customers do. People will stop comingto destinations (even ones as cool asMelbourne) if they think we are lacking duecare and diligence for our planet.Recognising the need to act is one thing,knowing what to do is another thing alltogether. It’s time for us to stop waitingfor someone else to lead and make somepositive decisions for ourselves.Small business is well placed to make adifference. We can cut consumption ofenvironmentally unfriendly products andservices. We can also provide positiveleadership within our communities throughour people.Study after study shows that when businessesimprove their environmental performancethey save money. This thinking also applies tohouseholds. Hmmm let’s think about this...save money and do your bit to tread lessheavily on the planet.If you are a business contemplating taking thefuture in your hands, you may want to checkout this site: www.growmethemoney.com.auWorking in the tourism industry we have anopportunity to influence people to be moreenvironmentally sustainable. DestinationMelbourne has put together ‘10 Tips forTreading Lightly’ for visitors to Melbourneto have a green stay. We encourage youto spread the message through your ownmarketing channels.Other useful websites:www.carboncompass.com.auwww.earthcheck.orgwww.monash.edu.au/research/sustainability40 Tapping into Tourism Tapping into Tourism 41

10 Tips for Treading Lightly1. Step into Melbourne’s SecretsWith its hidden laneways and arcades,Melbourne is best discovered on foot.The Melbourne Walks series of guides areavailable online at thatsmelbourne.com.au/walks where you can also download manyof them as podcasts. There are eight walksranging from parks and gardens, arcades andlaneways to architecture and design.2. Take a Light Ride inMelbourne has an excellent transportnetwork such as trams (including windpoweredtrams), trains and buses which offera great alternative to taking the car. Viclinkcan bring you directly into Melbourne fromregional Victoria by either coach, train orbus. If you’ve flown into Melbourne, why notoff-set your flight through one of the manycarbon offset programs. While you are in thecity, travel on the free Melbourne City TouristShuttle or the free City Circle Tram.3. Rediscover a Good Set of WheelsEver explored a city by bike? Melbourne hasa network of riverside and urban bike pathsthat can help you explore the city further.Not only is it great for the environment but itis great exercise as well! Pick up a copy of theTravelSmart bike map from the MelbourneVisitor Centre at Federation Square, whereyou can also find out where and how to hirebikes in the city.4. Visit our Local MarketsReduce the carbon footprint of the food youeat by sourcing local produce. Melbournehas some great markets, so why not samplesome of our fresh fruit, vegetables, cheeses,wines and meats at the Queen VictoriaMarket? Local produce is perfect for a picnicby the Yarra River in one of Melbourne’sstunning parks or gardens.5. Savour the AromaMelbourne has a reputation for greatcoffee. So why not sit down and take in theambience. A take-away coffee in a disposablecup is never as good and disposable cupssignificantly contribute to land fill when notrecycled. So sit down, relax and enjoy thebreak.6. Support our Green StarsLook out for accommodation operators thatparticipate in accreditation programs such asthe Australian Tourism Accreditation Program,EarthCheck or AAA Tourism’s Green STARAccreditation. The Green STAR logo will helpyou find properties that have earned thisaccreditation based on their energy efficiency,waste management and water minimisation.For more information go towww.atap.net.auwww.earthcheck.orgwww.aaatourism.com.au7. Get your hands GreenGet into the nature vibe and make an activecontribution to conserving our beautifulnatural environment. Spend a day ormore in Melbourne’s great outdoors withConservation Volunteers! Find out morewww.conservationvolunteers.com.au8. Check out Melbourne’s Green BuildingCredentialsVisit Melbourne’s green buildings to get afeel for the future of our city. Pick up a copyof Melbourne’s Sustainable Buildings map atthe Melbourne Visitors Centre at FederationSquare, and discover more about the city’sunique and sustainable buildings.9. Let’s Keep it ShortWhile on holidays it’s nice to have a littleluxury but the days of long showers arebehind us, so make sure your showers arekept short. Whether on holidays or at home,remember water is precious.10. Take what you needConsider the number of brochures youtake and where possible, download visitorinformation and podcasts online at www.thatsmelbourne.com.au/melbournebrochures.The Melbourne Visitor Centre at FederationSquare provides face-to-face travel adviceand has recently gained Green Globeaccreditation.42 Tapping into TourismTapping into Tourism43

Useful NumbersAustralian Tourism Accreditation Program www.atap.net.au (03) 9620 4199Australian Hotels Association www.ahavic.com.au (03) 9654 7100Australian Tourism Export Council www.atec.net.au (02) 8262 5500City of Melbourne www.melbourne.vic.gov.au (03) 9658 9658Melbourne Convention and Visitors Bureau www.mcvb.com.au (03) 9693 3333Parks Victoria www.parkweb.vic.gov.au (03) 8627 4699Business Events Victoria www.businesseventsvictoria.com.au (03) 9650 8399Restaurant and Catering Victoria www.restaurantcatervic.asn.au (03) 9654 5866Tourism Alliance Victoria www.tourismalliance.com.au (03) 9650 8399Tourism Australia www.tourism.australia.com (02) 9360 1111Tourism Victoria www.tourism.vic.gov.au (03) 9653 9777Travellers Aid www.travellersaid.org.au (03) 9654 2600Victorian Major Events Company www.vmec.com.au (03) 9868 4600Victorian Tourism Industry Council www.vtic.com.au (03) 8662 5333Young Tourism Network www.youngtourismnetwork.com (03) 9650 839944 Tapping into TourismPhotographer: Ben King

Level 3, Block Court 290 Collins Street,Melbourne VIC 3000(03) 9869 2444www.destinationmelbourne.com.auinfo@destinationmelbourne.com.au