+

Bathurst Region Destination Management Plan

Bathurst Regional Council – DMP Presentation 22 June 2015

+Agenda 1.  Process/methodology

2.  Key findings 1.  Who is Bathurst now 2.  What do visitors think 3.  What does the market

know 4.  Who does Bathurst

region want to be

3.  Communication channels

4.  Brand essence

5.  Market segments

6.  Key strategies

7.  Close

+Project background

The Destination Management Plan addresses short, medium and long term initiatives to grow the tourism sector in the region and aligns with the Council’s strategic, planning and budgeting cycles.

It also takes into account and aligns with the primary objectives of the Central NSW Tourism (CNSWT) Destination Management Plan.

Pillars are:

n  Marketing

n  Product development

n  Infrastructure

n  Processes (industry support)

Destination management

an ongoing process in which tourism, industry,

government and community leaders plan

for the future and manage a destination.

+Methodology

Milestone   Date  

1. Inception & project planning   Week 1  

2. Consultation planning/stakeholder identification/communication roles  

Week 3  

3. Strategic analysis:  •  Desktop research  

•  Industry benchmarking  

•  Stakeholder consultation  

•  Visitor survey (in Bathurst)  

•  Market survey (Sydney, Melbourne, Central Coast & Central NSW)  

Week 12  

4. Draft plan   Week 15  

5. Final plan for Council consultation   Council workshop July 14  

6. Consultation, consultation, consultation > refinement Oct – Dec 2014

7 Strategy finalisation Jan – Feb 2015

+Methodology

Desktop Research

Stakeholder & Community Consultation

Visitor Survey

Market Research

• Included a review of relevant plans, destination data, published trends in tourism and an audit of the destination its product

• Included: workshops, one-on-one interviews and on-line forums

• An onsite survey undertaken across Bathurst over a two week period. 300 visitors were interviewed

• On online survey undertaken by a independent research company of 800 people in Melbourne, Sydney, Central Coast and Central NSW to understand perceptions, as well as barriers and incentives

+Methodology

n  During the project, a Project Reference Group was also established.

n  The Project Reference Group included a cross section of industry representatives.

n  The role of the Project Reference Group was to review work undertaken and provide advice throughout the project.

n  The Project Reference Group also provided input into the development of the final DMP and assisted with the refinement of the vision for the destination

+Bathurst now…

Day trippers

Domestic overnight travellers

International travellers

Holiday VFR Business Other

Sydney Regional NSW Interstate

1. Where your visitors come from:

2. Purpose of travel:

3. Type of visitors:

Key data:

+Bathurst now….

Bathurst now?

Car racing V8 supercars Mount Panorama

Bathurst 1000 Gold University Beautiful Friendly Heritage and culture

+What do visitors think? Key findings:

n  Bathurst is a stop-over

n  Growing origin regions – SA & Vic

n  Huge growth in digital as a source of information

n  Good loyalty

n  Holiday travellers increased

n  Friendliness of locals rated well (PRG note that friendliness does not always equate to customer service)

n  Travel by car, has increased

n  BEAUTIFUL

n  The role of Mount Panorama was reinforced

n  Strategy issues: n  Information

n  Need to link with other destinations (i.e. Dubbo)

n  Leverage loyalty

n  Need for a digital strategy n  Use white space on Mount

Panorama (between races to promote the region and its assets)

+What does the market know Results from the 800 survey

+Market research

Key findings

n  Awareness:

n  Racing, Mount Panorama, Bathurst 1000, V8 Super cars

n  University

n  Gold n  History

n  Viewed as a day trip

n  But is appealing

9%

6%

16%

20%

22%

26%

0% 10% 20% 30%

Other

Never heard of it

Too far to travel

Don't like motor racing

Its on my to-do list

Don't know what is there

+Snapshot

Barriers: Knowledge of destination

Knowledge of destination assets Seen as motor racing only

Need a reason to travel Distance - need to get people past the Blue Mountains

Easy to get lost within the destination (lack of signage)

Incentives: Mount Panorama

Discovery Friendly people

History Australian Mineral and Fossil Museum

Relaxing short break Visiting friends and relatives

Events Experience Australia's 1st inland European settlement

Ince

ntiv

es

Barriers

+Bathurst region in the future?

Who do we want to be?

Known Historic Cultured Beautiful Inclusive Active

Primary Markets: (this should be the focus) Leisure: Cultural visitors who are travelling for short breaks, specifically from the markets of:

•  Sydney short breaks •  Regional NSW short breaks

  Travel for a purpose:

•  Sporting and business events •  Visiting friends and relatives •  Discovery/nature based

 

+Market segments n  Beautiful Bathurst/Get Cultured

n  Family time

n  Action Lover

n  Lets Learn

+Communication Channels

Wishing and planning - Search engines

- Websites

- Travel & trade shows

- Word of mouth

Travelling and arriving

- Guide books - VIC

- Frontline staff - Signage

- Touring maps

Visiting and post visit - Social media

- Friends and family

+Brand essence n  Need to separate Corporate

Brand from Place Brand:

Young at heart, the Bathurst region is an authentic historic country experience

in Australia’s first inland European settlement and region; offering visitors a friendly environment with easy access to

scenic country and unique Australian culture.

Personality: Young heart,

old soul

Values: Historic, natural, beautiful (scenic), family, respect for our past and

our environment, adventure

Feelings: Exciting, respect (for our past), relaxed, inspired, connected; daring,

achievement

Rewards: Experience an Australian icon,

See and understand Australia's past Share the thrill of a win (sport, gold panning)

Attributes: Mount Panorama, musuems, art galleries, University & Boarding Schools, retail services, villages, wineries, restuarants, Gold

Fields and Hill End, sporting facilities, markets and events

+Vision

n  Located in Wiradjuri country, the Bathurst Region, Australia’s first inland European settlement, is recognised as a premier regional tourism destination. Compelling visitor experiences that take strategic advantage of the world famous Mount Panorama and the region’s unique history and beauty support a growing destination profile.

+Key Strategies

n  Broad objectives

Be known: Develop and improve brand awareness and preferences through targeted marketing activities.   Think like a visitor: Increase the level of development of sustainable product that meets market needs.   Local love: Improve access, dispersal and participation in the Bathurst (Region) destination tourism experience.   Community commitment: Through improved communication and coordination, people will work together to grow the tourism industry.   Leading success: Council will enable growth by leveraging its assets.

+Priority Actions

1.  Form a tourism reference group

2.  Develop and implement a destination brand

3.  Publish an image library

4.  Develop and implement an 18 month marketing plan for the destination

5.  Review the structure of tourism within the Council

6.  Develop masterplan/business plans that address the immediate needs around interpretation and promotion of Council assets

+In closing

n  Tourism is more than the VIC

n  Key council tourism assets need masterplans and stronger promotions, to help drive visitation to the region

n  Council has a leadership role of setting direction, facilitating industry collaboration and championing growth.

n  The internal structure and resource allocation for driving the growth of the sector and Bathurst needs to be reviewed

n  A collaborative approach to tourism development and destination promotion is essential for success

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www.bathurstdmp.com.au

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Dubbo NSW 2830

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