Tourism Priorities

State Election 2014

Our Purpose

Tourism Industry Council Tasmania (TICT) is the peak body that represents

and acts for the Tasmanian tourism industry.

The TICT plays an important role in the changing tourism landscape;

• promoting the value of tourism and industry priorities to government

and the community

• providing a strategic direction and strong voice for the sustainable

development and growth of the Tasmanian tourism industry

Our Vision

Our vision is a world class tourism industry in Tasmania

• generating sustainable economic and employment

opportunities for the Tasmanian community;

• working with government and the community to develop

quality products, services and experiences for our visitors.

Our Council

HOSTED ACCOMMODATION

AUSTRALIA (HAA)

Margaret Morgan (President)

BUSINESS EVENTS TASMANIA (BET)

Stuart Nettlefold (CEO)

TOURISM ACCOMMODATION

AUSTRALIA (TAA)

John Dabner (Chairman)

GREAT WALKS OF TASMANIA GROUP

Ian Johnstone (Chairman)

TASMANIAN HOSPITALITY

ASSOCIAITION (THA)

Stephen Old (CEO)

CARAVAN, RV ACOOMODATION

(CRVA)

Stuart Lamont (CEO)

HOBART INTERNATIONAL AIRPORT

Melinda Percival (Business

Development Manager)

LAUNCESTON AIRPORT

Pamela Graham (CEO)

QANTAS

Stephen Farquar (State Manager)

SPIRIT OF TASMANIA

Charles Griplas (CEO)

CRADLE COAST AUTHORITY

TOURISM EXECUTIVE

Rod Stendrup (Chairman)

TOURISM NORTHERN TASMANIA

James McKee (Chairman

EAST COAST REGIONAL TOURISM

ORGANISATION

David Reed (Chairman)

DESTINATION SOUTHERN TASMANIA

Vincent Barron (Chairman)

LENNA OF HOBART

Lloyd Clark (Director)

KRITIKOS NOMINEES

James Cretan (Director)

STANLEY SEAVIEW INN

Clint Walker (Managing Director)

HOBART AIRPORT HOTEL &

TRAVEL PARK

Ken Stronach (General Manager)

FEDERAL GROUP

Bernard Dwyer (Director of

Tourism)

INNKEEPERS TASMANIA

Ian Rankine (CEO)

SIMON CURRANT & ASSOCIATES

Simon Currant (Proprietor)

MONA

Mark Wilsdon (Business Manager)

TasVACATIONS

Cameron Brett (Managing Director)

PENNICOTT WILDERNESS JOURNEYS

Robert Pennicott (Managing Director)

ASSOCIATIONS

6 REPS

TRANSPORT

4 REPS

REGIONAL TOURISM

ORGANISATIONS

4 REPS

ACCOMODATION & HOSPITALITY

OPERATORS

6 REPS

EXPERIENCES, ATTRACTIONS &SPECIALIST

TOURISM SERVICES’ OPERATORS

4 REPS

Representing industry & sectorial

associations in the tourism industry

Representing the transport industry

including both external carriers (air

& sea) and internal carriers (taxis,

car rentals and coaches)

Representing the four regional

tourism associations and their

constituents

Representing individual operators

of accommodation and hospitality

based business.

Representing individual operators of

Visitor Based Experiences, Attractions

& Specialist Tourism Services

Our Platform

To secure a commitment from Tasmania’s major political parties

to prioritise in the next term of government the key policy

reforms and investments needed to achieve the Tourism 21 goal

of a $2.1 billion in visitor spending in the Tasmanian tourism

industry by 2021.

Our Priorities

Priority 1 – Political Leadership for TourismTourism rightly holds high status in the community, as one of the most positive and valuable aspects of Tasmania’s economy.

Over 35,000 Tasmanians are reliant on the economic activity generated by tourism; all five Tasmanian electorates feature in the top 15

most tourism dependent electorates in Australia. For Tasmania’s tourism industry to achieve its full potential, all areas of government and

industry that contribute to tourism need to be engaged in the industry. This requires strong political leadership from the Tasmanian

government.

Tourism Industry Council Tasmania calls for

• a ‘Premier for Tourism’, leading and championing tourism within Government

& the Tasmanian Community

• A whole of government approach to Tourism, through a dedicated cabinet

sub-committee focussed on tourism issues and strategies

• a joint whole of government and industry plan for Tourism, to achieve the

new Tourism 21 Goal, through all relevant government agencies and industry

sectors contributing to agreed priorities for industry development.

Our Priorities

Priority 2 – Tourism Tasmania’s Structure and Role The original intent of the Tourism Tasmania Act 1996 was an independent industry-based Board, directing an organisation for the benefits of

industry, free from the constraints of government bureaucracy.

TICT is seeking a commitment from a future Tasmanian Government to re-establish Tourism Tasmania as a truly independent marketing

organisation for the State, responding to market forces and not departmental restraints.

Tourism Industry Council Tasmania calls for

• an independent Tourism Tasmania structure, with the CEO reporting to the

Board, and the board reporting directly to the Minister, not through another

agency

• a destination marketing focussed Tourism Tasmania, with provision for

industry support and policy advisory services within the broader public sector

• a commitment to the original intent of the Tourism Tasmania Act 1996

providing a clear framework for a market driven Tourism Tasmania

Our Priorities

Priority 3 – Funding Support for Tourism TasmaniaEvery $1 million invested in Tourism Tasmania’s Destination Marketing activities generates between $6 and $19 million of additional

economic activity, and supports between 25 and 40 new jobs.

The Tasmanian Government has significantly underinvested in Tourism Tasmania as a proportion of total expenditure over the last decade

or more. Funding for Tourism Tasmania, and in particular its marketing budget, falls far behind the expenditure of other State Tourism

Organisations in both relative and absolute terms, and comparable Tasmanian Government investment in other industries and sectors.

Tourism Industry Council Tasmania calls for

• an immediate injection of $4 million funding for Tourism Tasmania in the

2014/15 State Budget, restoring cuts to Tourism Tasmania’s budget.

• a goal of $20 million destination marketing expenditure within the next term

of government, to be achieved through additional funding and resources, and

the reallocation of funds and efficiencies within the organisation.

Our Priorities

Priority 4 – Funding for EventsEvents are an important and effective demand generating activity for Tasmanian tourism, underpinning Tasmania’s culturally vibrant brand

and easing the impacts of seasonality.

The Tasmanian Government has a critical role to play in supporting the staging of major events in Tasmania through grants and other

assistance. Tasmania needs a well-funded, strategic events program,

Tourism Industry Council Tasmania calls for

• a single, competitive funding pool for major events, incorporating all

Tasmanian Government funding for major events

• greater industry involvement in decision making, by returning Events Tasmania

to Tourism Tasmania and establishment of a Major Events Committee including

industry representatives to contribute to the assessment process

• a strategic approach to public events funding focussed on seasonality ,

regional dispersal achieving measurable economic & cultural returns, and

transparency in the application and assessment process.

Our Priorities

Priority 5 – Tourism Activity in Parks, Reserves and Natural AreasTourism is considered one of the world’s most sustainable industries. Parks, reserves and natural areas are core components of Tasmania’s

Tourism brand, attracting high yielding visitors seeking quality wilderness experiences.

Visitors and the Tasmanian community should be able assured access and the ability to experience areas of extraordinary natural beauty

through sustainable tourism activity.

Tourism Industry Council Tasmania calls for

• support for low-impact commercial tourism in the reserve system, including

private capital investment.

• additional resources for Parks and reserve management, to appropriately

manage existing major state-owned wilderness attractions and visitor services

• A proactive approach to encouraging iconic visitor experiences in the reserve

system, by providing policy and planning support for private and public sector

investment in tourism product and visitor infrastructure within the reserve

system.

Our Priorities

Priority 6 –Passenger AccessIncreases to the availability and affordability of sea and air passenger transport across Tasmania result in significant, proven benefits to our

tourism industry, the wider economy and local community.

In a competitive visitor market, ensuring access to Tasmania is critically important. Air travel delivers the majority of passengers to our

state, but sea visitors stay longer, spend more and travel further.

Tourism Industry Council Tasmania calls for

• a whole of government approach to air access, working to maintain capacity

and affordability in the market and developing business cases to attract airline

investment to the State.

• A Government strategy and business plan to double sea passenger arrivals

to Tasmania, within a decade, through increased visitor demand on the Spirit

of Tasmania

Our Priorities

Priority 7 – Major Tourism Infrastructure Continuing to invest in major public visitor infrastructure that encourage visitation into regional areas and leverage private investment.

Government has a critical role to play in the development of tourism through investment in public visitor infrastructure and experiences

that attract new visitor market markets and stimulate private sector investment.

Tourism Industry Council Tasmania calls for

• completion of the Three Capes Track project as Tasmania’s world leading walk

• upgrading the South West Track to a ‘great walks of Australia’ standard

• investment in the North-East Rail Trail project

• completing the upgrade of the West Coast Wilderness Railway and restoring

the full Queenstown-Strahan experience

• a clear timeframe and vision for the redevelopment of the Macquarie Point

Railyards site into a major multi-use precinct for Hobart.

• Funding to encourage free wifi connections across Tasmania

Our Priorities

The TICT calls on Government, Opposition and Independent members of

parliament to support the key priorities of the Tourism industry.

• Priority 1 – Political Leadership for Tourism

• Priority 2 – Tourism Tasmania’s Structure and Status

• Priority 3 – Funding Support for Tourism Tasmania

• Priority 4 – Funding for Events

• Priority 5 – Tourism Activity in Parks, Reserves and Natural Areas

• Priority 6 – Passenger Access

• Priority 7 – Major Tourism Infrastructure