2013/14 Annual Report · Report. We trust that in the pages which follow, you will see evidence of...

2013/14 Annual Report

2 Annual Report 2014 | Destination Southern Tasmanian

contents2 from the chairman4 from the ceo8 key outcomes 10 looking ahead12 word from our local

tourism associations16 the board 20 financialsnapshots26 auditor’sreport28 members

TourismisvitallyimportanttotheSouthernTasmanian economy and contributes significantlytothewayoflifeofourcommunities,particularlyinregionalareas.

welcome

< Tasman Peninsula Coastline Photography Garry Moore

> Cover images clockwise from topleft Redlands Estate, PhotographyNickOsborne Mt Field NationalPark, PhotographyAlastairBetts HunterStreet,Hobart, Photography Kathryn Leahy BrunyIslandNeckGame Reserve, Bruny Island, Photography Darren Longbottom Diving, Tasman Peninsula Photography MarkSpencer Callington Mill Photography StevenFrench Wine, Farm Gate Markets Photography NickOsborne

ThissecondfinancialyearofoperationhasseentheorganisationaccomplishanumberofkeyprojectsandactivitiesthatsupportDestinationSouthernTasmania’stourismvision.Wehavefocusedonour3pillarsofoperationbyprovidingmarketing,industrydevelopmentand advocacy for our members and industry in southernTasmania.

ItiswithmuchpleasurethatDestinationSouthernTasmaniapresentsits2014AnnualReport.Wetrustthatinthepageswhichfollow,youwillseeevidenceofadynamic,progressiveand engaged organisation committed to increasingvisitation,yieldandregionaldispersalinsouthernTasmania.

AllimagesthroughthisdocumentarecourtesyTourismTasmania

1 Destination Southern Tasmanian | Annual Report 2014


AmajorachievementforDestinationSouthernTasmaniainthesecondyearofitsoperationhasbeenfacilitatingthedevelopmentofacomprehensiveDestinationManagementPlan(DMP)fortheregion.

TheDMPwillhelpdeterminethebestwaysforDSTtosupportdevelopmentoftheindustrythroughattractingprivateinvestment,improvingservicedeliveryandencouragingpublicinfrastructure investment that will increase thecontributionfromtourismtotheSouthernTasmanianeconomy.

The DMP also highlights the challenges we face ifwearetomaximisethebenefitsoftourismforthewholecommunity.Thesebenefitsincludeincreasedbusiness resilience in towns and villages, obtaining a greater dividend from infrastructure and extending thescaleofbuiltattractionsandhospitalitythatwillbeavailabletolocals.

Implementingtherecommendedactionsfromthe DMP will require a concerted and collaborative effortfromstakeholders,includinglocaltourism-relatedbusinesses,CouncilsandtheStateGovernment through Tourism Tasmania and the DepartmentofStateGrowth.TheDMPpresentsapathwaytopositionSouthernTasmaniaas‘theplacetovisit’inacompetitivetourismmarketandwe encourage all businesses and organisations to acquaintthemselveswiththisopportunity.

Iwouldliketothankrepresentativesfromindustry,LocalandStateGovernmentfortheircontributiontothedevelopmentoftheDMP.

UndertheleadershipofChiefExecutiveOfficerBenTargett,DSThasmadesignificant

progressinitsmarketingofSouthernTasmaniaparticularlythroughdigitalandsocialmedia.

Seasonalcampaignsandvariousco-operativeactivitieshavereceivedgoodindustrysupportandhavedeliveredtangibleconsumerresponses.

AftertwoyearsinthepositionBenrecentlyacceptedapositionasaSeniorAdvisertothePremier and Minister for Tourism the Honourable WillHodgmanMP.Duringhistenure,BenhaseffectivelybuiltanewentityandestablishedDSTasaninfluentialregionalbodywhichisprovidingleadershipandcoordinationtothediversetourisminterestsintheregion.

On behalf of the Board and members, I would like to thank Ben for his energy and enthusiasm in embracing the challenges of a new organisation and congratulate him on his achievements in establishingthefoundationsandsettingDSTonthepathofbeingasuccessfulandeffectiveregionalbody.

FollowingBen’sdeparturetheDSTteam,ledby Karen Fraser maintained the momentum during acriticalperiod,conductingbrandinganddigitalmediaworkshopsinlocalareasandlaunchingtheSpring/Summercampaignprospectus.TheBoardacknowledges and thanks Karen, Laraine Dunn andNickCourtney.

Ialsoacknowledgetheon-goingsupportfromTourismTasmania,particularlyCEOJohn

from the chairman

Fitzgerald, and our industry colleagues at Tourism IndustryCouncilofTasmania.

I acknowledge and thank my fellow Directors for their valuable contributions to the developmentofDST.InparticularIthankDeputyChairman Malcolm Wells for his commitment to the role of Chair of the Marketing Committee and forcontributinghisextensiveexperienceandwisecounsel.

TheBoardreflectsacrosssectionoftheindustry,LocalTourismAssociationsandLocalGovernment,anditincludesrepresentationfromTourismTasmania.ItiswellplacedtoprovidetheleadershiptoenableDSTtocoordinatethediverseinterestsoftourism-relatedbusinessesinsouthernTasmaniafortheultimatebenefitofall.To achieve this will require each local community and their Councils to work together to identify theircomparativestrengths,thecompellingreasonforpeopletovisitandthenprovidingthebestpossibleexperienceforvisitors.

DestinationSouthernTasmaniaiscommittedtoextendingthebenefitsofincreasedvisitationtoallpartsoftheregion.

Vincent Barron Chairman

> Russell Falls TourismAustralia Photography Graham Freeman

3 Destination Southern Tasmanian | AnnualReport 2014


PhotographyScottSporleder,Matador

PhotographyKathrynLeahy

PhotographyNickOsborne



ThesecondfinancialyearofoperationforDestinationSouthernTasmania(DST)hasseentherealisationofanumberofkeyprojectsthatwillcontributetothedevelopmentofourregionasthepremierevisitordestinationinTasmaniaandalsoourdevelopmentasavibrantregionaltourismorganisationwithafirmfocusonincreasingvisitation,yieldandregionaldispersal.

from the ceo

Thishasalltakenplaceatatimeofsignificantstructural change within the tourism environment intheState,withTourismTasmaniabecominganindependentauthority,purelyfocussedonmarketingTasmania.Whilethisfocusiswelcome,it has resulted in increased demands on regional tourismbodieslikeDSTtotakeonmanyoftheindustrydevelopmentfunctions.

MostsignificanttothefutureoftourisminsouthernTasmaniawasthecompletionofourDestinationManagementPlan(DMP),whichestablishes a framework to manage the destination usingacollaborativeandevidence-basedapproachtopositioningSouthernTasmaniaas’theplacetovisit’.TheDMPwillhelpdeterminethebestwaysforDSTtosupportprivateinvestment,servicedeliveryandpublicinfrastructureinvestmentto enable an increased contribution by tourism totheSouthernTasmanianeconomy.Thekeystrategiesoutlinedintheplanreflectachangethat is emerging globally for regional tourism bodies,ashiftfrompredominatelymarketingtoindustrydevelopmentandwhathasbeentermed‘place-building’.However,ifthesestrategiesaretobeimplemented,itisessentialthatDSTsecuresincreasedstakeholdersupport.

Duringthe2013/14financialyear,DST’smarketing was strongly focussed towards digital media engagement; digital content acquisition and generation; as well as social media channel development.Ourconsumerfacingwebsitewww.hobartandbeyond.com.auwentliveinthefirstweekofSeptember2013,asdidtheDSTconsumerFacebookandTwitteraccounts.WelaunchedthefirsteditionofourHobartandBeyonde-Magazinewhichwasavailableasaflip-bookfromtheconsumerwebsiteorasafreedownloadableiTunesapp.

DSTundertookaspringcampaignwithWotif.comandGoDo.comtogenerateawarenessandconversion through a large online travel agent to generate bookings for southern Tasmanian accommodationandexperiences.TheWotifcampaigndelivered1,937bookingsandatotalof3,903roomnightsacrosstheregion.

Ourmarketingandadvertisingprospectusformembersandindustryprovidedarangeofco-operativeactivitiesacrossarangeofpricepointsthat included website advertising, social media engagementandamplificationaswellasvarioussizedadvertisementsinthee-Magazinethatprovidedacalltoactiontotheadvertiser’swebsite.

<Clockwisefromtop Farm Gate Markets PortArthur Farm Gate Markets Tasman Island Cruises MONARomabus



Overthesummer,DSTpartneredwithTasportsandtheTasmanianVisitorInformationCentretoprovidepromotionofmembersandindustrytothecruiseshippassengerswhowerenotpre-bookedonshoreexcursionsorprivatelyarrangedtours.PosterdisplayopportunitieswereprovidedforoperatorsintheMac02terminalandonalargescreenintheHobartVisitorCentre.OperatorswereabletopurchaseparkingpermitsattheendoftheMacquarieWharf1,tooffertheirtoursandexperiencesdirectlytounstructuredcruisepassengers.

OurAutumn/WintercampaignfocusedonleveragingthewintereventsofDerwentValleyAutumnFestival,DarkMofo,FestivaloftheVoicesandtheHuonValleyWinterFestival.Our distribution was once again with Wotif, and thefocusofcooperativeactivitieswasthroughdigitalmedia,onlineandsocialmedia.Thecampaignresultedin1,683bookingsand3,241roomnightsforsouthernTasmania.AlsoaspartoftheAutumn/Wintercampaign,DSTundertookacooperativedigitalcampaignleveragingTourism Tasmania’s digital media buy to divert trafficfromNewsLtdandFairfaxdigitalmediasitestowww.hobartandbeyond.com.auandtheLocalTourismAssociations(LTA’s)presenceonthatsite.ThiswassupportedwithsocialmediaamplificationviaHobartandBeyondFacebookpage.Thecampaigngeneratedsubstantialtraffic

andexceededdigitalmediabenchmarks.The Hobart and Beyond website and social

mediachannelsareintheirdevelopmentalstagesandthereisstillmuchtodotodrivetraffic.Thesemediumswillcontinuetoformavaluablepartofourfutureengagement.

DestinationSouthernTasmaniaworkedcloselywithTourismTasmaniainthedevelopmentof the brand for our region and it’s execution throughitspersonality,language,andcolourpalette.WealsoworkedcloselywithTourismTasmaniaandindustrytorepresenttheregionontheTravelIndustryRoadShowtoMelbourne,SydneyandBrisbaneaswellassupportingfamiliarisationsandfacilitatingprizesforretailtravelagents.

DSThostedanumberofnetworkingfunctionsinourregion,eitheroffthebackofourBoardorLTAmeetings,includingtheRiversRunvisitbyTourismTasmaniaCEO,JohnFitzgerald.DSTcontinuestocommunicateandinformourmembers through our newsletters Highlands to Harboursandourregularemailupdates.Ourcorporatewebsitewww.southerntasmania.com.auispopulatedwithnews,industryupdatesandrelevantresearch.Continuingtofacilitateopportunitiesforourmembersandindustrytogaincontemporaryindustryintelligenceandknowledgewillbeanongoingfocus.WeconductedtheworkshopsonLuxuryTravel,Social

> Left to right SalamancaArtsCentre Redlands Estate PortArthurHistoricSite:ParanormalInvestigation Experience

PhotographyKathrynLeahy PhotographyJonathanWherrettPhotographyKathrynLeahy

Media,Cruisetourism,andBrandworkshopsineachoftheLTA’s.

AsapartofourDMPandwiththehelpofsomeadditionalfunding,DSTundertookaVisitorInformationServicesReviewthatfocussedontheprovisionofbestpracticevisitorinformationserviceswithparticularemphasisontheroleofthe Tasmanian Travel and Information Centre inHobart.Thisworkprovidesaglimpseintothe future for our industry and I trust it will be aresourcethatcapturestheimaginationofdecision-makers.

Our commitment to industry advocacy is ongoing.DuringthepastfinancialyearDSTprovidedlettersofsupportfor12TIRFGrantapplicationsacrossourregionandsupportedanumberofmemberswithtenderapplications.DSThasalsobeenavoiceforanumberofmembers requiring assistance on infrastructure issues, including road works for the Hastings Cave road, signage for Ida Bay Railway, and supportfortheBrunyIslandFerryservices.DSTwillcontinuetoworkwithotherstateandregional stakeholders and industry to ensure educationandengagementopportunitiesareprovidedtotheTasmanianindustry.

That this has all been achieved with very modest resources, and as the only RTO with amembership-basedmodelintheState,istestimonytoourthreepart-time,hardworkingstaff

andthesupportofDirectors.KarenFraserhascontinuedtoprofessionallymanageourmarketingactivitieswhileNickCourtneyhasinjectedmuchneededvigourintoourmembershipservicesandLaraineDunnhasensuredtheeffectiveadministrationoftheorganisation.ThesupportofRitaWarrenerasourliaisonpersonwithTourismTasmania has been invaluable and individual boardmembershaveagainplayedasupportiveandhands-onroleinthedeliveryofservices,ablyledbyourChairman,VinBarron.

IleaveDSTaftertwoveryfullyears.Duringthistimethesupportofmanyacrossindustryand various levels of Government has been greatlyappreciatedbyourteam.Buildinganorganisation from scratch is certainly a challenge anditwouldnothavebeenpossiblewithouttheencouragementandvisionofallwhohavehelpedusonourway.TheseareexcitingtimesforourindustryandIwisheveryoneaveryprosperousandfulfillingfuture.

Ben TargettChief Executive Officer1July,2014

> Left to right Bruny Island ProducerSignageHighland Cattle at The Lodge at Tarraleah Farm Gate Market

PhotographyNickOsborne Courtesy The Lodge at Tarraleah PhotographyNickOsborne



key outcomes

Destination Management Plan (DMP)TheDMPhasbeendevelopedusingaframeworkandmodelthatidentifiestheneedtoconsidertourism in a holistic and integrated manner and as asignificantcontributortotheregionaleconomy.TheDMPwasdevelopedincloseconsultationwithlocaltourismindustryandkeystakeholders.Thisplanincludes:

• Research and analysis; • VisitorSatisfaction;• GovernanceandrelationswithLTAs;• ProductandExperienceDevelopment;• IndustryDevelopment;• Destination Marketing; • Destination Performance and Performance

Monitoring; • RiskManagement.

The DMP has been communicated to the CouncilsandindustryineachLTA;andanImplementationCommitteehasbeenestablishedand37keyimplementationactionshavebeenidentified,prioritisedandintegratedintotheDSTOperationPlan.

ItisimportanttoacknowledgethattoachievetheactionsitwillrequireacollaborativeeffortfromallstakeholdersforDSTtopositionSouthernTasmaniaas‘theplacetovisit’inthecompetitivetourismenvironment.

Duringoursecondfinancialyearofoperationwehavesuccessfullycompletedouridentifiedpriorities.

Digital Marketing Our consumer focused website www.hobartandbeyond.com.au went live inSeptember2013alongwithsocialmediasitesFacebookandTwitter.Thefocusofour2seasonalcampaignshasbeenondigitalmediaengagementwiththeobjectivetodrivetraffictoourwebsiteandFacebook.OurGoogleandFacebook analytics indicate increased activity duringourin-marketcampaignpresenceandthatwe now have over 4,000 likes of our Facebook page.AudienceengagementonFacebookincreasesaswearelearningtopostcontentthatappealstoourtargetaudience.DST,throughcollaboration with Tourism Tasmania, undertook aco-operativedigitalmarketingcampaignwithourLTApartnersduringMarch.Thecampaigndelivered results that were above industry standardsandassistedinthedevelopmentofourFacebookaudience.

ThisisanongoingprojectandDSTrequiresassistance from our members and the industry in sharingtheirdigitalcontentwithus.

Digital Content Generation StrategyPartly funded by our Council Partners this initiative waskickstartedwithaTVcommercialproducedandairedbySouthernCross.Theobjectivewasto encourage the southern Tasmania community to go onto our social media channels and Love Us throughLikingandSharingcontentthroughtheirsocialmediacommunities.ItalsoprovidedacalltoactionforindustrytojoinDestinationSouthernTasmania.Todatesupportfromtheindustryand

communityinprovidingdigitalcontenthasbeenslowanddisappointing.

InSeptember2013,DSThostedaSocialMediaworkshopthatwaswellattendedbyourindustrywithexpertsonsocialmedia,includingInstagramandBlogging,sharingtheir‘howto’knowledge.

DSThasengagedanonlinecontentgenerator‘LikedbyDesign’whouploadcontentontoFacebook daily to ensure engagement with our audience.SocialmediachannelpostinghasalsobeenafeatureofourmarketingcampaignswithDSTprovidingpostbootstotargetedaudiences,thishasdefinitelyassistedindrivingtraffictoourpartnersandDSTsocialmediachannelsforarelativelylowcostinvestment.

InMayDSTappointedJimmyEmms,awell-knownupandcomingHobartphotographer,toincreaseourimagelibrarycontent.WenowhaveasubstantialcollectionofimagesfromeachoftheLTAregionsandwillcontinuegrowingthis.Jimmy’sstyleiscontemporaryandappealingtoourtargetmarketsandhisimageswhenpostedonFacebookhavebeenLikedandSharedbyouraudience.

SouthernTasmania’sbrandasbeendevelopedin concert with Tourism Tasmania and our personality,language,colourpaletteandattributesareincludedintheTourismTasmaniaBrandBook.DSThasalsoconductedworkshopsinregionwithLTAstoassistinthearticulationanddefinitionofeachregion’suniqueattributes.

Touring Routes & Road SignageDuringthepast12monthsDSThassupportedmembers with issues of signage, Ida Bay Railway,

androadworksfortheHastingsCaveRoad.DSTworked with DIER and Councils to ensure members hadavoicetotheappropriateorganisations.DSThas also worked closely with Tourism Tasmania, DIER and the industry with regard to a review of the TouringRoutes,thisremainsandongoingproject.DSTwillcontinuetoworkwiththenewDepartmentofStateGrowthtoensureweprovideadvocacyforourmembersandindustrywherenecessary.

Cruise TourismDST,throughanMOUwithTourismTasmania,iscoordinatingaCruiseStakeholdergroupandwilldeliver on agreed KPIs to increase cruise and expeditionshipvisitstoallportsandanchoragesinTasmania.KarenFraser,whohasextensiveknowledgeandexperienceinthissector,attendedtheCruiseDownUnder(CDU)conferenceonbehalfofTourismTasmaniaandDST,andprovidedaliaisonpointfortheShoreExcursionoperatorsandcruiseships.ShealsoconsultedtoaluxuryexpeditionaryshipcompanyLePonant;itsshipL’Australwillbevisitinganumberofportsandanchoragesduringthe2014/15season.Duringthe2013/14cruiseseasonHobartreceived70,495cruisepassengersand29,947crew;and,PortArthur12,792Passengersand29,947crew.

DSTworkedwithTasportsattheMac02cruisearrivalterminaltoprovideparkingpermitsforoperatorswhowantedtoattractthebusinessofpassingcruisepassengers.Thisprovidedadditionalpromotionalactivityforourmembersandindustryaswellasamoreprofessionalwelcometocruiseshippassengersandcrew.



looking ahead

A New CEO for DSTMelindaAndersonreplacesinauguralCEOBenTargett,whohaslefttotakeuptheroleofSeniorAdvisortothePremierandMinisterforTourism,HospitalityandEventsandSportandRecreation,theHonourableWillHodgmanMP.

TheChairmanofDestinationSouthernTasmania(DST)VinBarronandtheBoardarepleasedtowelcomeanexperiencedtourismindustry executive with a background in regional tourisminthreestates.

MsAndersonwaspreviouslyTourismManager for the Launceston City Council with responsibilitieswhichincludedtheTravelCentre

Destination Management Plan – Southern Tasmania, January 2014 18

DST Framework

DST Tourism VisionFor tourism to be a sustainable, appealing and profitable industry; contributing strongly to the communities of Southern Tasmania

A c

olla

bora

tive

an

d evidence-based approach to positioning Southern Tasmania as ‘the place to visit’

A collaborative and evidence-based approach to positioning Southern Tasmania as ‘

the

plac

e to

vis

it’

DST TOURISM

VISION

Sustainable Natural EnvironmentNatural assets, attractions and ecosystems that are respected, protected and utilised to present as an example to the world

Leading and managing with quality information, contemporary process and inclusion of key partners

Sustainably utilising natural attractions, resources and infrastructure

Identifying new market opportunities and products, and improving distribution models

Positioning & promotion

Encouraging and facilitating investment

Facilitating skill development, creativity and innovation

Productive People & AssetsA skilled, productive tourism & hospitality workforce utilising local assets and applying effort, knowledge and skills to deliver a positive, hospitable and profitable visitor experience

Competitive Product & Service MixA quality and diverse tourism and hospitality experience reflective of the regional brand, that continuously attracts visitation and converts to high revenue and yield

Community Wellbeing & LiveabilityTourism making a strong contribution to the wellbeing, culture and prosperity of Southern Tasmanian communities

DST’s Profile, Characteristics and Interdependencies

DST’s Policy & Strategy Mix

DST’s Tourism Mission (Outcomes)

DST’s Tourism Vision

DST’s Tourism Mission StatementWe will be respectful of our natural environment, competitive in the way we develop and market our advantages, committed to the people who work in our industry and embraced by the community in which we live and operate.

Hos

pita

lity

DST &

LT

A Gove

rnance

Access Infrastructure & Transport

Waterways

Wilderness &

Wildlife

Food, Beverage & Agritourism

Recreation

Arts & Culture

Herita

ge &

His

tory

It is important to note that this framework can also inform decision-making by considering the effect of the inner circles upon those outside.

© Copyright, creating Preferred Futures, January 2014

anddevelopmentandimplementationoftheLauncestonDestinationManagementPlan.HermostrecentpositionhasbeenasBusinessDevelopmentandOperationsManagerattheVictoriaTourismIndustryCouncil.

Destination Management PlanDSTnowmovestoaphaseofimplementingtheDestinationManagementPlan,applyingtheDSTFramework to the ongoing management of the destinationincludinghelpingtodeterminethebestwaysforDSTtosupportprivateinvestment,servicedeliveryandpublicinfrastructureinvestment to enable an increased contribution by tourismtotheSouthernTasmanianeconomy.

The challenge going forward is to gain financialsupporttoenabletheimplementationoftheactionplan;inparticular,toenableDSTtoundertakeIndustryDevelopmentactivities.Thereare37actionpointsthathavebeenprioritisedforimplementation.

Tasmanian Tourism Industry Directions Statement (TTIDS)The Tasmanian Government and the Tasmania tourism industry have set an exciting new goal toattract1.5mvisitorstoTasmaniaeachyearby2020.TheTasmaniantourismindustrybelievesthat this target is only achievable if government andindustryworktogetherandadoptawholeofgovernmentandindustryapproachtogrowingtourismasakeypillaroftheTasmanianeconomy.

AssuchDSThasworkedcollaboratively

with the TICT, the 3 other RTOs and Tourism Tasmaniatodeterminethestrategicprioritiesandcriticalissuesonthe‘supplyside’ofindustrydevelopmentandsupport.

TheTTDISbuildsoffDST’sDMPandthoseof the other RTOs by identifying the areas of commonality across the 4 regions, the issues that requireastate-wideapproach,andaligningthetourismindustry’sprioritieswithotherindustrysectorsandTasmaniangovernmentagencies.

To take this forward, a Tourism Industry DevelopmentTaskForcewillbeestablishedwhichwillincludenominatedrepresentativesfromtheTICT,THA,RTOsandappropriaterepresentativesoftheDepartmentofStateGrowth,OfficeroftheCoordinatorgeneralandTourismTasmania.

TheWorkingGroupwillcommittomeetthreetimesayear.

MarketingDSTwillcontinuetofocusitsmarketingandpromotioneffortsinthedigitalspace.Digitalmediacampaigns,onlineengagementwithourmembers,thetourismindustryandvisitors.Content is king in the digital world and our Digital ContentGenerationStrategywillremainourfocusaswefurtherdevelopwww.hobartandbeyond.com.auandoursocialmediachannels.Goingforwardwewillcontinuetopopulateoursocialmediachannelswithcontent,offerourmembersandindustrysocialmediamarketingoptionsandfurtherengageourvisitorstoSharetheirstories,

images and videos through a Hobart and Beyond blogpage,GooglePlus,InstagramandYouTube.

ThesouthernTasmanianbrand,personality,languageandcolourpalettewillremainasisfortheexecutionofourcreativeworkandcontent.WewillcontinuetoworkwiththeLTAsonthedevelopmentoftheirdifferentiationanduniqueattributes.WewillalsoconsultwithTourismTasmaniaonseasonalcampaignstoensureweareabletooptimiseanyopportunitiesandleveragetheirin-marketactivity.

Cruise Tourism ThepopularityofacruiseholidayisgrowingexponentiallywithourtargetmarketsandthisisreapingbenefitsforsouthernTasmania.Thecruiseseasonfor2014/15willsee38cruiseshipvisitstoHobartand9visitstoPortArthur.Wewillcontinue to work with the Tasmanian stakeholders toensurethatcruiseshipshoreexcursionitinerariesarecontemporaryandshowcasethebestofTasmanianexperiencesandthatcruiseshipcompaniesareencouragedtoexploreourdeepwateranchoragesandportsandlengthentheirstayinHobartandsouthernTasmania.

DSTwillalsoworkwithkeystakeholderstoensureourmembersandindustryhascontemporaryindustry intelligence and knowledge of the cruise passengerrequirementsandhowtobesttargettheindependentpassengers.



Central Highlands

Derwent Valley

HuonValley

Kingborough Tasman

Sorell

Brighton

ClarenceHobart

Glenorchy

SouthernMidlands

word from our local tourism associations

HuonValleyKingboroughTourismAssociationInc.John Allport, President

The 2013 – 2014 year has seen a number of changes fortheHVKTAwithanewcommitteecomingonboard at the start of the year and giving the organizationamoremarketingfocus.

The organization has also brought its secretarial servicesinhouseandisintheprocessofdoingthe same with its accounting services, this freeing upvaluablefundswhichcannowbedirectedtomarketingactivities.

Membershipthroughouttheyearhasnotbeen strong and I feel this may be related to the perceivedpoorperformanceoftheorganizationinrecentyearsbyoperatorsandalsoconfusionastomembershipstatusandrolesoftheHVKTA,DSTandtheFarSouthOrganization.Betterco-

ordinationforinvoicingofannualsubscriptionswillhopefullyrectifythelatterproblem.

TheHuonValleyKingboroughTourismSteeringCommitteefailedtoofferatieredcostingstructuretooperatorsadvertisingintheHuonTrailbrochureandthisalsohadadrasticeffectonourabilitytogainmembership.

TheorganizationhassupportedDSTwhereverpossibleoverthepastyearandwiththefailureoftheHuonValleyKingboroughTourismSteeringCommitteetosupporttheDSTAutumn/WinterDigitalMarketingCampaign,theAssociationcontributedfundstoensuretheHuonTrailhadapresence.

FormerDSTCEOBenTargetthasprovidedvaluablesupportandassistancetotheAssociationthroughout the year, and for this we as an industry are extremelygrateful.

TheHVKTAhasconductedanumberofmarketingactivitiesoverthepastyear,attendingtheTallShipseventatPrincesWharf,TheTasteofHuon,Agfest,manningtheHobartVisitorCentreovera1weekperiodandarecurrentlyintheprocessofproducinga3minutepromotionalvideooftheregion,hostedbyMyKitchenRulespersonality,MickNewell.

IhopetheeffortsoftheHVKTAcommitteeoverthepastyearhasbuiltconfidencewithintheindustryandwillbuildmembershipandourrelationshipwithDSTcancontinueinacooperativemannerinthefuture.

> Left to right WillieSmithsOrganicAppleCider}Photography NickOsborne

PortArthurandTasmanTouristAssociation(PATTA) Roger Self, President

The last year has seen a continued consolidation ofPATTAasthelocaltourismassociationworkingcloselywithDestinationSouthernTasmaniaonvariousmarketingandmembershipinitiatives.

AgreatstepforwardinproductdevelopmentfortheTasmanhasbeenthepromotionofthearea‘onethroughtothreedayitineraries’viatheDSTandHobartandBeyonddigitalspacesaswellaspromotingthesamethroughtheperiodicTravelwaysTouristNewspaper.

ThisconceptoftheextendedstayonthePeninsula is not new, however it is gaining new relevance with greater visitor activities now and into the future with the advent of the new Taranna HeritageMuseum,agri-tourismbusinessessuchasthePortArthurLavenderFarmandtheBangorFarmproducecentreopeninginthecomingyear.WehavealsoseentheopeningoftheMcHenryBondStoreaspartofthepopularanddevelopingTasmanianWhiskeyTrail.

PortArthurisgoingthroughitsownongoingdevelopmentwiththePenitentiaryrestorationproject,theopeningofnewberthingfacilitiesandcontinualre-interpretationofthePortArthurexperienceformanythousandsofvisitorseachyear.

Our road infrastructure is also undergoing renewalwithsizablepartsoftheArthurHighwayundergoingupgradesandblackspotremovalofmanytightcorners.Whilethishasbeenanimpost

on day to day travel to and fro throughout the region,wecanseeforwardtomuchimprovedsafetyforvisitorsandresidentsalike.

We continue to see local events that add to the attractionoftheTasmanasnotjustaplacetovisitAustralia’sconvictpast.EventsthatrunregularlysuchastheEaglehawkAnnualFair,AustralianBluefinChampionships,Heritageweekend,TasmanRegattaandTaste,BreamCreekShowandmonthlyBreamCreekMarket,aswellastheNubennaandEaglehawk markets are all great reasons to engage ourvisitorsintrulylocaleventexperiences.OthereventssuchasthenewGarlicFestival,periodicsurfingandfishingevent,andthepotentialtobuild new events and activities around the keenly anticipatedopeningoftheThreeCapesexperiencegivegreatdirectiontobuildon.Againforemostinmind,thewellestablishedreputationforsuperbcoastal and easily accessible rainforest walks in this area which is a unique mix of agricultural, heritage andvibrantnaturalhistory.

PATTAlooksforwardtoourcontinuingmissionofestablishingtheareaasthe‘Essenceof Tasmania’ in the minds of travel referees, visitorsandthewholeTasmanianpeople.WewillsucceedinthiswiththesupportofourdedicatedExecutivewhodirecttheactivitiesofPATTA,thesupportofourmembervisitorbusinesses,andmostimportantlythesupportofthevisitingpublic.

> Left to right Tom & Bev’s Funny Farm Tasmania & Ghost Tours-PortArthurHistoricSite

PhotographyAlastairBettsPhotographyKathrynLeahy



SincethelastAGMtheRRTAhasextendedthegoodrebuildingworkofthepreviousyearby:

• continuing to demonstrate our commitment to the entire Rivers Run area by holding our monthly committee meetings

• increasingormembershipoverthepast 12 months

• communicating to members and friends through regular distribution of a newsletter to letthemknowwhattheRRTAwasdoing,whatthe current issues were and what was being discussedatourmeetings.Wehavealsobeen

abletopassonadhocinformationprovidedbyotherssuchasDestinationSouthernTasmania(DST)orTourismTasmaniathatmightbeofinterest to members

• continuingtodistributetheRiversRunmapthroughthemajorairports,TTLineandanumberofotherdistributionpointsthroughouttheState.Distributionrepresentsasignificantcosttotheorganisation,beingover$300permonth,andtakesupasubstantialamountofourmembershipfees.Wehavedecidedtostopthisasourbrochurenumbershavedepletedandwecannotaffordtoreplaceatthemoment

• continuingtosupporttheRiversRunwebsite,while acknowledging that it is in need of a significantreview

• attendedmeetingwithotherLTAsandDSTtoformalisetherolesandresponsibilitiesoftheLTAsandeachtoidentifykeytasksfortheongoingmarketing.Theneedtoidentifykeyattractionsinourspecificarea.Tocontinueto the current focus on Hobart to include the“Surrounds”.Thecurrentpositionisveryfocused on Hobart often to the detriment of the “Surrounds”

• harrassingeveryoneIcouldregardingStateGovernmentspendingsomelongtermcommonsense money by donating some signageandspacedowninSalamanca–PierAreaforTasman,HuonTrail,RiversRun,ConvictTrailetctodisplayitssellingpoints,travellingtimes,busroutestimes,departurepointsetc.GivetheRegionalareassomespacetotrytocapturesomeoftherecordbreakingvisitornumberstoHobart.Longtermgain…littlecost.

RiversRunTourismAssociationTim Last, President

> Dixon’s Hut, Walls ofJerusalemExperienceWalk– Tasmanian Expeditions

The Heritage Highway Tourism Region Associationhasbeenthepeaktourismbodyforthe midlands of Tasmania from Pontville to Perth since1998.Theregionishometosignificantheritage attractions including Woolmers, Brickendon, Ross Bridge, Callington Mill and Shene.Naturalandculturallandscapesprovidefurtherattractionsforvisitorstothearea.

The association is funded by three Tasmanian councils–NorthernMidlands,SouthernMidlandsandBrighton.Aboardconsistingofrepresentativesacrossthethreelocalgovernmentareasmanagestheoperationsof theorganisation.

Throughout2014theAssociationcontinuedto market the Heritage Highway region and its productsacrossanumberofmediachannels.

Significantresourceshavebeenappliedtoreviewing marketing activities, and investing in webandappproducts.ContinuingpartnershipswithorganisationssuchasNorthernMidlandsBusinessAssociationwerestrengthenedwithanumberofco-operativeinitiativesandprojects.

AhighlightoftheyearwasthepublicationandlaunchoftheAssociation’s“TheEssentialDoggyGuide for all dogs travelling Tasmania’s Heritage HighwayRegionwiththeirhumans”.Theguideprovidesvisitorinformationregardingdog-friendlyattractions and services along the heritage highway.LauncheswereheldinatSheneinthesouthandBrickendoninthenorth.

Heritage Highway Tourism RegionAssociationAlex Green, Chairman

• continuing to invite all members to attend committeemeetings,andmakingitapracticeto treat everybody at the meetings as if they are committee members, giving everyone theopportunitytohaveaninput.Evenwhenthe committee members have been required to take a formal vote everyone has had the opportunityforasaybeforehand,andwehavegenerallybeenabletoachieveconsensus.

TheRRTAhasbeenstronglysupportedbyDestinationSouthernTasmania(DST)duringtheyearandwehavehadanumberofopportunitiestoworktogether.

This year we aimed to undertake a number of projectsinadditiontothebasicactivitiesmentionedearlier in order to add further value to our members’ businesses, however a lack of both human and financialresourcesmeantthatmanyofthemwerenotabletobeachieved.

WehavesubmittedfundingapplicationstobothCentralHighlandsandDerwentValleyCouncils.Wearestillwaitingtohearfromthosesubmissions.

TheDerwentValleyCouncil,havebeenstronglysupportiveoftourismingeneralandtheRRTAinparticular,withboththeircouncillorandofficerrepresentativesplayingaveryactiverole.

Ourmembershiphasdoubledoverthepastyearandnowsitsat24members,stillonlyapindropoftheeligiblebusinessesofthearea.

Iwouldparticularlyliketothanktheactivemembersofthecommitteeforalloftheireffortsandcontributionovertheyear.Manythanksfortheircontinuedhelpduringtheyear.Wehavebeenasmallgrouptryingtogetthingsdone.TheRRTAhascomea fair way, but there is still a long way to go before we can say that we are doing all that our members would likeustodo.

PhotographyMiaGlastonbury

> Bonorong Wildlife Sanctuary


>SouthportLagoon Tasmanian Wilderness &FishingAdventures www.tasmaniawildernessfishing.com.au

16 AnnualReport 2014 | Destination Southern Tasmanian

Vincent BarronChairmanVinBarronwasChiefExecutive of the Tasmanian ConventionBureau(TCB)from1993until2008.HewaspreviouslyExecutiveDirectorof the Hobart Chamber of CommerceandStateDirectorof the Tasmanian Chamber ofCommercefor8years.He was a former President oftheAssociationAustralianConventionBureaux.In May 2011 he became the convenor/chairmanofvariousindustryworkinggroupshavingastheirobjective the establishment of a new regional tourism organisation forSouthernTasmania.He was a founding Director of the Tourism Industry Council of Tasmania and currently representsDSTontheTICTBoard.VinisaDirectorof Cricket Tasmania with committeeresponsibilitieswhich include marketing, promotingmajorevents,BlundstoneArenavenueoperationsandtheTasmanianCricketMuseum.

Malcolm WellsDeputy ChairmanMalcolm is currently AdjunctProfessorintheFaculty of Business at the University of Tasmania and principalofhisownprojectmanagementconsultancy.HeisalsoCo-chairoftheNationalParksandWildlifeAdvisoryCouncil.Malcolm had thirteen years with Tourism Tasmania, nineasDeputyChiefExecutive.HeisaFellowoftheAustralianInstituteofCompanyDirectors.Malcolm was an architect of the Brand Tasmania initiativeandakeyplayerinthedevelopmentofTargaTasmania, the Three Peaks Race, Ten Days on the Islandandthe1990WorldRowingChampionships.He received acknowledgement for his services to Tasmanian tourism when he was awarded the Premier’s AwardfortheOutstandingContribution to Tasmanian Tourism at the 2003 TourismAwards.

the board



the board

Alderman Stuart Slade (Mayor of Glenorchy City Council) Nominee of Think SouthAldermanStuartSladeisthe current Mayor of the GlenorchyCityCouncil.He has been an elected member for 23 years includingnineasaDeputyMayor.StuartisalsotheImmediate Past President andChairofRACTLimited,aDirectorofRACTInsuranceandRACTTravel.In addition he is the Founder andPrincipalConsultantof the Business Continuity InstituteofAustralia.StuarthasObtainedpostgraduatequalificationsinhealth science and risk management.HeisaFellowoftheAustralianInstituteofCompanyDirectors,a Member of the Risk Management Institution of Australasia,aCharteredProfessional Member of the SafetyInstituteofAustraliaandaRegisteredSafetyProfessional(Aust).

Frank PearceNominee of Local Tourism AssociationsFrank Pearce recently completedatenureoftenyears as General Manager of GlenorchyCityCouncil.HeisaCPAandhasaBachelorofArtsmajoringinEconomicsplusaMasterofBusinessAdministrationdegree.Frank has extensive local governmentexperiencein addition to his role at Glenorchy,Frankhad7yearsin senior management roles at the City of Fremantle in WA.Priortothat,hemanagedthe internal audit and treasury functionsforTransperth,Perth’spublictransportprovider.Hepreviouslyworked for a variety of Commonwealth Government agencies in Western Australia,gainingextensiveexperienceinaccounting,performanceauditing,general administration and management.Frank is the former President of the Rivers Run Tourism Associationandisanactivemember of the Derwent ValleyRotaryClub.

Anne McVillyElected DirectorAnnehasover20yearsofexperienceintourismand 10 in Information TechnologyasaSystemsAnalyst/Programmer.Shecommenced in her role as DirectorTourismOperations,PortArthurHistoricSiteinApril2013.InherpreviousrolewiththeTasmanian Travel Centre, Hobart,Annehasformedstrong statewide industry relationshipsinthattimeand combined with her IT background has extensive knowledge of online bookingsanddistribution.Shehasacomprehensiveunderstanding of visitor needs,expectationsandactivities undertaken by tourists whilst in Tasmania andanin-depthknowledgeof the cruise sector including keysectorrelationshipsin both domestic and internationalmarkets.Anneispassionateaboutquality assurance and has attainedISOaccreditationfororganisationaldevelopment,environment and safety management.Sheis

amemberoftheTVINReferenceGroup;SkalInternational Hobart and hasbeenanationaljudgeinAustralianTourismAwardsonthreeoccasions.

Simon StubbsElected DirectorSimonStubbshasowned,operatedandworkedatvarious tourism businesses inTasmania.Heispresentlythe Managing Director of Hobart Paddle and sits as amemberoftheNationalParksAdvisoryCouncilforNationalParksTasmania.SimonandhiswifeAlisonhave recently moved on from the nationally recognised tourism business they founded, Freycinet Adventures,toconcentrateonHobartPaddle.SimonholdsaDiplomainbothOutdoor Recreation andEntrepreneurialManagement.

Brenton WestCEO, Think South (formerly Southern Tasmanian Councils Authority)Brenton West is the Chief ExecutiveOfficerofthe

event management, media relations and industry advocacy.Holdingadoubledegree in Marketing and International Business andGeographyandEnvironmentalStudies(Hons),Willispassionateabout Tasmania’s tourism industry and excited to contribute to the growth ofDestinationSouthernTasmania.

Alex GreenChairman, Heritage Highway Tourism Region AssociationAlexGreenisaCouncillorontheSouthernMidlandsCouncil.Hehasover10yearsexperienceinthe tourism industry as a professionaltourguide.Alexhas served on the Heritage Highway Tourism Region Associationboardforover10 years, and is currently the Chairman.In addition to his tourism experience,Alexpreviouslyworkedinthefinancesector.Hecurrentlyserves as Chairman of the SouthernWasteStrategyAuthority,ajointauthority

owned by 11 southern Tasmaniancouncils.HealsochairsRestart,anot-for-profitre-trainingretiredthoroughbredracehorses.AlexlivesonaworkingfarmintheCoalRiverValleyandbelieves that tourism has avitalroletoplaygrowingjobsandincreasingwealthinregionalTasmania.

Michael HigginsNominee of the Local Tourism AssociationsMichael Higgins has owned,operatedandworked at various tourism and service businesses inTasmania.HecurrentlyownsandoperatesHuon Bush Retreats and HuonValleyEscapesand until recently, was presidentofHVKTAandarepresentativeontheHuonTrailSteeringcommittee.Activeinvariouscommunityorganisations and long termHuonValleyresidentheispassionateabouttheopportunitiesaRegionalbodycanofferoperatorsandvisitorstoSouthernTasmania.

SouthernTasmanianCouncilsAuthority(STCA),thepeakbodyrepresentingthe12southerncouncils.Brentonhaspreviouslyworkedasaseniorpoliticaladviser for a federal senator undertaking media, policyandparliamentaryduties.Brentonholdsacombined Bachelor of ArtsandBusinessdegree,majoringinPoliticalScienceand Human Resource Management and is an affiliateoftheAustralianInstituteofCompanyDirectors(AAICD).

Will BarbourMarketing & Sales Manager, Tasmanian Air AdventuresWill Barbour returned to Tasmaniaafterspendingsome time overseas and commenced his current roleasMarketingandSalesManager for Tasmanian AirAdventures.Will’spreviousrolewasintourismmarketing for a Destination Marketing Organisation in the British Columbian Rockies and included involvementinpromotions,

Rita WarrenerRegional Tourism Coordinator – Southern TasmaniaTourism TasmaniaRita has over twenty years’ experienceinthetourismindustry.Afterinitiallyworkingin local government in southern Tasmania, a move toMelbourneprovidedRitawithexperienceinretailtravel, sales & marketing and publicrelationswithTourismTasmania – managing relationshipswithretailandwholesaletravelpartnersin Melbourne and regional Victoria.SincereturningtoHobart,Ritahas worked in various roles with Tourism Tasmania across bothindustrydevelopmentandmarketing.AsregionalTourism Coordinator – South,RitaisresponsibleforprovidingastronglinktoindustrythroughtheprovisionofliaisonandsupporttoDestinationSouthernTasmania.RitastronglybelievesinthepotentialoftheTasmanian tourism industry, particularlyinrelationtothefarreachingbenefitsitprovidestoregionalcommunities.



financial snapshots

Statement of financial performance

Classification of expenses by nature Note 2014

$2013

$

Revenues from ordinary activities 2 754,152 587,974

Employeebenefitsexpense (232,946) (189,535)

Depreciationandamortisationexpenses (7,936) (7,841)

Otherexpensesfromordinary activities (509,695) (398,355)

Profit/(loss)fromordinary activities before incometaxexpense

3,575 (7,757)

Incometaxexpenserelating to ordinary activities

1(a) 0 0

Profit / (loss) from ordinary activities after income tax expense

0 (7,757)

Newincrease(decrease)in reserves 0 0

Total Changes in equity 3,575 (7,757)

Theaccompanyingnotesformpartofthesefinancialstatements.

Directors’ reportYourdirectorspresenttheirreportonthecompanyforthefinancialyearended30June2014.

Thenamesofthedirectorsinofficeatthedateofthisreportare:-

Mr. Vincent J BarronMr. Malcolm W WellsMr. Stuart E SladeMr. Simon J StubbsMr. Michael J HigginsMr. Frank C PearceMs. Elaine A McVillyMr. Brenton M West Mr. William A BarbourMr. Alexander O Green

Theprofit/(loss)ofthecompanyDestination SouthernTasmaniaLimitedforthefinancialyearamountedto$3,575.

Thecompany’soperationsarenotregulatedbyanysignificantenvironmentalregulationunderalawoftheCommonwealthorofaStateorTerritory.

Thecompanyisanon-profitorganisationandsincetheendofthepreviousfinancialyear,noDirectorsofthecompanyhavereceivedorbecomeentitledtoreceiveadividend.

Insurancepremiumshavebeenpaid,duringorsincetheendofthefinancialyear,forprofessionaland management liability for who is, or has been, an officerandmanagerofthecompany.

Noindemnitieshavebeengivenorinsurancepremiumspaid,duringorsincetheendofthefinancialyear,foranypersonwhois,orhasbeen,anauditorofthecompany.

Signed in accordance with a resolution of the Board of Directors,

Vincent Barron Chairman11August2014

PhotographyStevenFrenchPhotographyNickOsborne PhotographyJoeShemesh

>Clockwisefromtop TahuneAirwalk TheNeck, Bruny Island Callington Mill Bruny Island Signage

PhotographyBluescopeSteel

21

Annual Report 2014 | Destination Southern Tasmanian22

<Clockwisefromtop Bonorong Wildlife Park Tree fern in Mt Field NationalPark SalamancaArtsCentre:ACommonGround TasmanianAirAdventures-BrunyIsland Long Weekend

PhotographyKathrynLeahyPhotographyAliceHansen PhotographyGrahamFreeman

PhotographyPoonWaiNang

Statement of financial position

Note 2014 $

2013 $

Current Assets

Cash 3 190,989 86,699

PrepaidInsurance 3,445 3,273

Receivables 4 5,210 15,371

Total Current Assets 199,644 71,347

Non Current Assets

ComputerEquipment 5 950 2,850

MotorVehicle 5 17,307 23,076

OfficeEquipment 5 1,066 1,333

BorrowingExpenses 402 773

TotalNonCurrentAssets 19,725 28,032

Total assets 219,369 133,375

Current Liabilities

Accountspayable 6 144,048 49,810

Provision for AnnualLeave 1(c) 4,747 11,004

AssetPurchase 5,659 5,659

Total Current Liabilities 154,454 66,473

Non Current Liabilities

AssetPurchase 17,015 22,673

TotalNonCurrentLiabilities 17,015 22,673

Total liabilities 171,469 89,146

Net assets 47,900 44,229

Note 2014 $

2013 $

Equity 7

IssuedCapital 0 0

Retainedprofits 44,229 51.986

Adjustment2013 96 0

CurrentProfit/(Loss) 3,575 (7,757)

Total equity 47,900 44,229

Statement of cash flows

2014 $

2013 $

Cash flow from operating activities

Receiptsfromcustomers 848,921 651,551

Paymentstosuppliersandemployees (736,913) (600,160)

Net cash provided by (used in) operating activities 112,008 51,391

Cash flow from investing activities

PaymentforPlant&Equipment 0 (6,475)

Net cash provided by (used in) investing activities 0 (6,475)

Cash flow from financing activities

Repaymentofborrowings (7,718) (6,431)

Netcashprovidedby(usedin)financingactivities (7,718) (6,431)

Netincrease(decrease)incashheld 104,290 38,485

Cash at beginning of year 86,699 48,214

Cash at end of year 190,989 86,699

Theaccompanyingnotesformpartofthesefinancialstatements.



Note 1: Statement of significant accounting policiesThefinancialreportisageneralpurposefinancialreportthathasbeenpreparedinaccordancewithAccountingStandardsandothermandatoryprofessionalreportingrequirementsandtheCorporationsAct2001.Thefinancialreporthasbeenpreparedonanaccrualsbasisandisbasedon historical costs and does not take into account changingmoneyvaluesor,exceptwherestated,currentvaluationsofnon-currentassets.

Cost is based on the fair values of the considerationgiveninexchangeforassets.Theaccountingpolicieshavebeenconsistentlyapplied,unlessotherwisestated.

The following is a summary of the material accountingpoliciesadoptedbythecompanyinthepreparationofthefinancialreport.

(a) Income TaxThecompanyisexemptfromincometaxundersection50-40oftheIncomeTaxAssessment Act1997inthattheassociationisnotcarriedonforthepurposesofprofitorgaintotheindividualmembers thereof and was established for the purposeofpromotingthedevelopmentofTourism.

(b) Property, Plant and EquipmentProperty,plantandequipmentarebroughttoaccountatcostoratindependentordirectors’valuation,lesswhereapplicable,anyaccumulateddepreciationoramortisation.Thecarryingamountofproperty,plantandequipmentisreviewedannually by directors to ensure it is not in excess oftherecoverableamountfromthoseassets.The recoverable amount is assessed on the

basisoftheexpectednetcashflowswhichwillbereceivedfromtheassetsemploymentandsubsequentdisposal.Theexpectednetcashflowshavenotbeendiscountedtopresentvaluesindeterminingrecoverableamounts.Thedepreciableamountofallfixedassetsincludingbuildingsandcapitalisedleasedassets,butexcludingfreeholdland,aredepreciatedonadiminishing value basis over their estimated useful lives to the entity commencing from the time the assetisheldreadyforuse.

(c) Employment BenefitsProvisionismadeforthecompany’sliabilityforemployeebenefitsarisingfromservicesrenderedbyemployeestobalancedate.Employeeentitlementsexpectedtobesettledwithinoneyeartogetherwithbenefitsarisingfromwagesandsalaries,annualleave,andsuperannuation,havebeenmeasuredattheamountsexpectedtobepaidwhentheliabilityissettled.

Contributionsaremadebythecompanytoanemployeesuperannuationfundandarechargedasexpenseswhenincurred.

(d) CashForthepurposeofthestatementofcashflows,cashincludescashonhandandatcalldepositswithbanksorfinancialinstitutions,investmentsinmoney market instruments maturing within less thantwomonthsandnetofbankoverdrafts.

Notestoandformingpartofthefinancialstatements

Note 2: Operating Profit

2014 $

2013 $

Revenue Operating activities

Tourism Tasmania Grant 296,100 260,000

Other Government Grants 88,872 51,414

DSTMembership&PartnershipFees 142,536 114,885

Marketing 217,509 76,336

CorporatePartnerships 2,146 0

Business Events 2,077 30

TotallySouthFunds 995 59,000

Interest 3,917 0

Residual Regional Marketing Funds 0 26,309

Total Revenue 754,152 587,974

Expenditure Operating activities

General&AdministrativeExpenses 151,789 149,394

LTAExpenses 7,682 40,597

MarketingExpenses 332,364 184,985

EmploymentExpenses 232,946 189,535

OccupancyExpenses 25,796 31,220

Total Expenditure 750,577 595,731

Net profit / (loss) 3,575 ($7,757)

Note 3: Cash

2014 $

2013 $

Cash at Bank 190,989 86,699

190,989 86,699

Note 4: Receivables

2014 $

2013 $

Current

TotallySouthFunds 0 9,000

GSTRefundable 5,210 6,371

5,210 15,371

Note 5: Non Current AssetsThe following is a summary of the cost of the owned assets and accumulateddepreciationcalculatedonabasisofDiminishingValueannuallyforMotorVehicles,Office&ComputerEquipmentrespectively:

Motor Vehicles

Office Equipment

Computer Equipment

Cost Price 28,625 1,500 4,975

AccumulatedDepreciation (11,318) (434) (4,025)

Written Down Value 17,307 1,066 950

Note 6: Accounts Payable

2014 $

2013 $

Current

AccruedExpenses 32,133 44,095

Trade Creditors 109,550 970

SuperannuationPayable 468 1,073

PAYGWPayable 1,897 3,672

144,048 49,810

Note 7: Members’ GuaranteeThecompanyislimitedbyguarantee.Ifthecompanyiswoundup,theconstitutionstatesthateachmemberisrequiredtocontribute a maximum of $10 each towards meeting any outstandingobligationsofthecompany.At30June2014thenumberofmemberswas160.



IhaveauditedthefinancialreportcomprisingtheIncomeStatement,BalanceSheet,StatementsofCashFlowsandChangesinEquity,andNotestoAccounts,ofDestinationSouthernTasmaniaLimitedfortheyearended30June2014.

Directors’ Responsibility for the Financial ReportTheCompany’smanagementcommitteeisresponsibleforpreparationandfairpresentationofthefinancialreportandinformationcontainedtherein.Thisresponsibilityincludesestablishingand maintaining internal controls relevant to preparationandfairpresentationofthefinancialreportthatisfreefrommaterialmisstatement,whether due to fraud or error; selecting and applyingappropriateaccountingpolicies;andmaking accounting estimates that are reasonable inthecircumstances.

Auditor’s ResponsibilityMyresponsibilityistoexpressanopiniononthefinancialreportbasedonmyaudit.IhaveconductedmyauditinaccordancewithAustralianAuditingStandardstoprovidereasonableassurance as to whether the accounts are free of materialmisstatement.Myproceduresincludedexamination,onatestbasis,ofevidencesupportingamounts and other disclosures in the accounts, and theevaluationofaccountingpoliciesandsignificantaccountingestimates.Theseprocedureshavebeenundertakentoformanopinionastowhether,inallmaterialrespects,thefinancialstatements

arepresentedfairlyinaccordancewithAustralianAccountingConceptsandStandardsandothermandatoryprofessionalreportingrequirements(UrgentIssuesGroupConsensusViews)(whereapplicable),andstatutoryrequirementssoastopresentaviewwhichisconsistentwithmyunderstandingoftheCompany’sfinancialpositionandtheresultsofitsoperationsandcashflows.

Theauditopinioninthisreporthasbeenformedontheabovebasis.

IndependenceTo the best of my knowledge and belief, there has beennocontraventionofauditorindependenceandanyapplicablecodeofprofessionalconductinrelationtotheaudit.

IFRS ComplianceIdeclarethatthecompanyhasmetIFRScompliancerequirements.

Audit OpinionInmyopinion,thefinancialreportofDestinationSouthernTasmaniaLimitedpresentsfairlyinaccordancewithapplicableAccountingStandardsandothermandatoryprofessionalreportingrequirementsinAustraliathefinancialpositionoftheCompanyasat30June2014andtheresults ofitsoperationsanditscashflowsfortheyearthenended.

Max Peck & Associates

Rendell W. Ridge12August2014

auditor’s reportIndependentauditor’sreporttomembers ofDestinationSouthernTasmaniaLimited

PhotographyGrahamFreeman

CourtesyTasmanianExpeditions

PhotographyNickOsborne


>Fromtop,lefttoright Bruny Island Long Weekend Redlands LakeSalome,WallsofJerusalemExperienceWalk-TasmanianExpeditions Mawson Pavilion, Mawson Place Constitution Dock, Hobart

Auditor’sIndependenceDeclarationunderSection307C oftheCorporationsAct2001

To the Directors of Destination Southern Tasmania Limited (ABN 29 156 395 970)I declare that, to the best of my knowledge andbelief,duringtheyearended30June2014 there have been no contraventions of theauditorindependencerequirementsassetoutintheCorporationsAct2001inrelationto the audit or any contraventions of any applicablecodeofprofessionalconductinrelation to theaudit.

Max Peck & Associates

Rendell W. Ridge12August2014



members at 30 June, 2014

28 Gates

43 Degrees Bruny Island

7HOFM

AirlinesofTasmaniaP/L

AtEleven,lapetitemaison

AvisAustralia

Bargain Car Rentals

BarillaBaySeafoods

Barilla Holiday Park

BarronAssociates

Beachview Bellerive

Best Western Balmoral Motor Inn

Best Western Hobart

Blue Hills Motel

BonorongWildlifeSanctuary

Boutique Wine Tours Tasmania

BrunyIslandAccommodationServices

BrunyIslandSmokehouse & Whisky Bar

BrunyVistaCabin

BudgetRent-a-Car

BullBayArtistResidencies

Callington Mill

Cambridge House Bed & Breakfast

Casaveen Knitwear

CastrayEsplanadeFood and Wine

CityViewMotel

CoalValleyVineyard

ColonialAccommodation @ Undine

Cricket Tasmania

Cruisin Motorhomes

Curringa Farm

Customs House Hotel

Cygnet Holiday Park

Derwent Bridge Chalets & Studios

Derwent Bridge Wilderness Hotel

DerwentSailingSquadron

DoctorSyntax

DomaineAStoneyVineyard

Driftwood Cottages

Dunalley Waterfront Cafe

EntourageSailing

ExperienceTasmaniaToursandChartersP/L

FederalGroup

Fountainside Hotel

FourSeasonsHolidayCottages

Fox & Hounds Inn

Giants’ Table and Cottages

Gourmania Food Tours Tasmania

GreatExpeditionsPty.Ltd.

HadleysPty.Ltd.

Hastings Caves & Thermal Springs

Heimat Chalets

Highland Cabins & Cottages at Bronte Park

HobartAdventures

Hobart Water Taxis

HobartYachts

Hobart’sAccommodation & Hostel

Home Hill Winery

Hotel Collins

Hotel Grand Chancellor

HuonRiverJetBoats

HuonValleyEscapes

Ida Bay Railway

ImpressiveTasmania

Industrylink

InnkeepersTasmania

Islington Hotel

JunLinMassage

Kermandie Hotel & Marina

Lake Peddar Chalet

Lark Distillery

Lenna of Hobart

Let’sShowyouTasmaniaTours

Love Tasmania Tours

Lufra Hotel

MakersonChurchStreet

Maura Bedloe Communications

Mermaid Cafe

Mona

Montacute Boutique Bunkhouse

Motel429

Motel Mayfair on Cavell

Old Hobart Town Historic Model

PhotographyEllenorArgyropoulos PhotographyNickOsborne

Pancakes by the Pond

Patchwork Cafe

PennicottWildernessJourneys

PeppermintBayCruises

PortArthurHistoricSites

PortArthur Lavender Farm

Port Huon Cottages & Franklin Eco Cruises

Quality Hobart Midcity Hotel

QuestSavoy

Quest Trinity House

Quest waterfront

RACT

Redbanks Fish & Field

Redlands Estate

Richmond Park Boathouse

Roaring 40s Ocean Kayaking

RosefieldBed&Breakfast

RotorliftAviation

SalamancaArtsCentre

SalamancaInn

SalamancaWharfHotel

SandyBayChalet

SegwayTasmania

SheneTasmania

ShipwrightsArmsHotel

ShutterbugWalkabouts

SmugglersRest

SomersetonthePier

SorellFruitFarm

SouthernCrossAustereo

SouthernIsleCharters

SouthernLightsHotel

St.IvesHotel

StewartsBayLodge

SullivansCoveApartments

TahuneAirwalk/EaglesEyrie

TasmaniaEnjoy

Tasmania Tour Guide

TasmanianAirAdventures

Tasmanian Devil Conservation Park

Tasmanian Insight Tours

Tasmanian Whisky Distillery Tours

TassieMotorShacks

TasVacations

The Bruny Island Long Weekend

TheJunctionMotel

TheLadyNelson

TheLastVilla

The Maria Island Walk

TheOldWoolstoreApartmentHotel

ThePossumShed

The Wall in the Wilderness

TourismAuditServicesAustralia

Tourism Brochure Exchange

Travelodge Hobart

TravelodgeHobartAirport

Tynwald Restaurant & Historic Accommodation

Under Down Under

Underwater AdventuresTas.

VibeTasmania

VillaHowden

VIPToursTasmania

Waterfalls Cafe & Gallery

WatersideAccommodation

White Beach Tourist Park

William McHenry &SonsDistillery

WilliamSmith&Sons

Woodbridge Hill Hideaway

Wrest Point Hotel & Casino

YukonTours

Zenica Hairdressing

Local GovernmentBrighton Council

Central Highlands Council

Clarence City Council

DerwentValleyCouncil

Glenorchy City Council

Hobart City Council

HuonValleyCouncil

Kingborough Council

SorellCouncil

SouthernMidlandsCouncil

Tasman Council

PhotographyPoonWaiNangPhotographyStevenFrench

>Oppositepage,leftto right Crayfish-TasmanianSeafoodSeduction Farm Gate Markets StPetersChurch,Oatlands Farm Gate Markets


Level1,13-17CastrayEsplanade,HobartTAS7000GPOBox179,HobartTAS7001

www.southerntasmania.com.au

Thank you for your support

ABN 29 156 395 970

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