Tourism Involvement at Surf Coast Shire

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Tourism Involvement at Surf Coast Shire

• Cr. Nelson English

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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

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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

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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)

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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.

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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

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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)

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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 Tourisms Role in the Community

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An Imperfect Methodology

• Data Limitations
• Data Bases based on Small Samples gtgt 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

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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

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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

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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

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2002 Revenue Estimates

• Accommodation - 120.8m
• Meals - 99.5m
• Shopping - 31.3m
• Transport, other - 35.8m

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2002 - Spend per Visitor

• Overnight visitors - 244
• Day visitors - 43.4

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Some Comparisons 19962002
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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

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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