Tourism Involvement at Surf Coast Shire - PowerPoint PPT Presentation

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Tourism Involvement at Surf Coast Shire

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  1. Tourism Involvement at Surf Coast Shire Cr. Nelson English Cr Nelson English, Surf Coast Shire Council

  2. Importance of Tourism to Surf Coast Economy • 51 percent of Surf Coast Economy • 90 percent of Lorne Economy • 3060 tourism-related jobs in Shire • 1850 indirectly generated jobs elsewhere • 2.2m visitors spend $287.4m annually • 1,000,000 stay overnight • 900,000 in Lorne alone – spend $74m annually Cr Nelson English, Surf Coast Shire Council

  3. What the Council Plan Says • Promote strategic response to threats to environment, lifestyle and amenity • Sustainable Tourism Practices with GOT • Focus: Encourage a Sustainable Tourism Industry • Improve Visitor Information Centres • Marketing effort (website, maps, brochures, etc) • Limited Sponsorships and Awards • A few key projects, e.g. Park and Ride at Lorne Cr Nelson English, Surf Coast Shire Council

  4. What This Means in Practice • Help the Industry Help Themselves • Collect a Tax on Commercial and accommodation properties (as requested) • Extend with Research and Infrastructure Grants • Coordinate Local Association Activity • Contain Risk to the Community • Emphasis on Sustainable Tourism • Mitigate Impact of Major Events (New Year, Pier-to-Pub Day, Rip Curl Pro, Schoolies Week) Cr Nelson English, Surf Coast Shire Council

  5. Relevant Council Structures • Surf Coast Tourism Board • Section 86 Committee Established 1994 • Members: Local Associations, Industry, Councillor • Triennial Business Plan – VICs, research, projects • Makes Annual Budget Bid – basis for tourism tax • Other Relevant Advisory Committees: • Community Impact, Economic Development, Environment. Cr Nelson English, Surf Coast Shire Council

  6. Surf Coast Tourism Business Strategy • Increase Yield, Manage Visitor Numbers • Integrated Network of Visitor Information Centres • Reduce Seasonality, Maximise Sustainability • Extend into Hinterland and Rural Tourism • Market Focus • Encourage Operator Accreditation, Excellence • Increase duration of stay of visitors • Off-peak options – reduce seasonal variation Cr Nelson English, Surf Coast Shire Council

  7. Scope of Economic Research • Economic Significance Studies • Economic Significance of Tourism (1996) • Overview of Visitor Numbers, Spending and Employment (2002) • Economic Aspects of Lorne Strategy Review (in progress) • Visitor Activity at Surfworld Museum (2002) Cr Nelson English, Surf Coast Shire Council

  8. Purpose of Economic Research • Compare performance with strategic goals • Estimate Visitor Activity and Spending • Estimate Tourism-related Employment • Provide an Information Base • Inventory of Attractions and Accommodation • Provide a Basis for Forecasting • Understand Tourism’s Role in the Community Cr Nelson English, Surf Coast Shire Council

  9. An Imperfect Methodology • Data Limitations: • Data Bases based on Small Samples >> Errors • Survey costs are high due to seasonality • Limited Assessment of Flow-on Effect • Complexity excludes precise measurement • Few Social or Environmental Studies • Estimate from National and Regional Studies Cr Nelson English, Surf Coast Shire Council

  10. 2002 - Accommodation • Surf Coast is evolving from a traditional holiday destination, with nearly 15,000 beds • 11,000 of these are in caravan parks • ¾ of visitor establishments are in Lorne (65), Torquay (46) and Anglesea (26) • 3000 holiday homes that contribute to the Tourism Special Charge Cr Nelson English, Surf Coast Shire Council

  11. 2002 – Retail Establishments • 218 establishments in town centres • Provide 32,400 sq.m. floor space – high on a per resident basis • 50 percent is tourism related: take-away, restaurants and specialty shops • Torquay and Lorne contain 70 percent retail facilities but only 43 percent resident population Cr Nelson English, Surf Coast Shire Council

  12. 2001 – Visitation Levels • 25 percent of Great Ocean Road market • 55 percent Day-trippers (1.2m persons) • 60 percent overnight visitors (609,000) stay with friends or in holiday homes • Overnight visitors average 3.2 nights Cr Nelson English, Surf Coast Shire Council

  13. 2002 – Revenue Estimates • Accommodation - $120.8m • Meals - $99.5m • Shopping - $31.3m • Transport, other - $35.8m Cr Nelson English, Surf Coast Shire Council

  14. 2002 - Spend per Visitor • Overnight visitors - $244 • Day visitors - $43.4 Cr Nelson English, Surf Coast Shire Council

  15. Some Comparisons 1996:2002 Cr Nelson English, Surf Coast Shire Council

  16. Conclusion: • Goals relating to yield and duration of stay are on track • Day Visitors do not contribute to yield. May not even cover the cost of cleanup • Visitor spending enhances the range of goods and services available to residents Cr Nelson English, Surf Coast Shire Council

  17. Next Steps Include… • Target Niche Markets, Conferences • Convert day-trippers to overnighters • Develop hinterland and eco-tourism • Containment of Risk • Research Requirements • Sustainability programs (e.g. Green Globe) • Low Cost Accommodation • Improve Interface among Economic Sectors Cr Nelson English, Surf Coast Shire Council