Tourism within Economic Development

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Tourism within Economic Development
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About Nillumbik ..

• Part of Yarra Valley region in Melbournes North
  East
• Green Wedge Shire
• From Eltham to Kinglake, and from the Plenty
  River to St Andrews

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Tourism Product Strengths

• Arts
• Food and wine
• Heritage
• Environment

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Tourism in Nillumbik

• Active local tourism association
• Membership now over 140
• (Up from about 80 in 2000)
• Close partnership with Council

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Presentation topics

• Councils Economic Development Section
• Economic Development Strategy links to tourism
• Tourism as part of Economic Development
• Our successes

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Councils Economic Development Section
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Economic Development Major Projects Section

• 4 programs within this section
• Tourism and Economic Development
• Property Management
• Best Value
• Edendale Farm Community Environment Centre

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Resources - Staff

• Tourism Business Development Coordinator
• Manager (50 share)
• NTA Visitor Services / Admin.
• (New position, part-time)

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Resources - Budget

• NTA Promotions 37,500
• Business Training/Support 8,000
• Regional Tourism Board 20,000
• Projects (e.g. signage) 12,500

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Council Plan

• 5 Goals
• Goal 4 - Tourism and Economic Development
• 4 key themes within this goal

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Key Themes for Economic Development

• 4 Key Themes
• Strategy
• Business Capability
• Marketing
• Partnerships

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Strategy

• Economic Development Strategy
• Business plans for local groups
• Regional tourism strategies
• Strategic planning links
• (e.g. Melbourne 2030)

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Business Capability

• Training accreditation programs
• Information kits for new businesses
• Demographic and statistical data
• Infrastructure in business precincts

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Marketing

• Local co-operative campaigns
• ( for with tourism operators)
• Major events (art, food and wine)
• Tourism signage
• Town centre special rate programs

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Marketing (Regional)

• Branding Project for Yarra Valley (Tourism and
  Agriculture)
• Visitor Information Services Review
• Cross-regional Touring Route

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Industry Partnerships

• Nillumbik Tourism Association
• Local Chambers of Commerce
• Regional Tourism Board
• Regional Agribusiness Forum
• Business training providers

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Tourism and the Economic Development Strategy
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Economic Development - Planning Context

• Green wedge location
• Urban fringe, but mostly rural
• High environmental values
• Limited commercial/industrial land

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Economic Development - Social Context

• Well educated workforce
• High daily movement of residents out of shire to
  work (80)
• Low unemployment rates

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Economic Development - Policy Aims

• More local jobs
• Sustainable townships
• Keep unemployment low

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Economic Development and Tourism

• Tourism has high correlation with planning and
  social issues
• Opportunity to generate jobs within green wedge
• Townships prospects for sustainable growth depend
  on tourism

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Why put Tourism within Economic Development?
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Economic Development and Tourism

• Best strategic fit
• Alignment of policy objectives
• Builds relationship between tourism and townships
• Same client group relationships

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Alternative Structures

• Tourism within Leisure/Culture
• Tourism within Communications/PR
• Disadvantages
• Different policy objectives
• Different work priorities
• Different client groups

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Our Successes
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Our Successes

• Aligned with CVTC perspective
• Strategic direction
• Marketing and events
• Local association growth

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CVTC Perspective

• Presentation to new Council by Bindi Gove (CVTC)
  in early 2002
• Key messages on Council role in tourism

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CVTC Perspective

• Strong Local Tourism Associations have
• A partnership with Council
• Business plan / strategic direction
• Clear understanding of their role

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CVTC Perspective

• Other tourism roles for Council
• Support for regional tourism board
• Support for local events festivals
• Manage tourism signage
• Internal Council liaison

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Our Successes - Strategic Direction

• Annual Business Plan for Nillumbik Tourism
  Association
• Jointly prepared by Council NTA
• Clear objectives, and reporting back against
  performance and budget

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Our Successes -Marketing Events

• Joint funding (Council/business)
• Visitors Guide
• Map and Locality Guide
• Cellar Doors come to Montsalvat
• Open Studios Program

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Our Successes -Local Association Growth

• Membership levels nearly doubled in past 3 years
• Professional approach
• Cited by peak bodies as Best Practice for a local
  tourism association

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Conclusions

• Why put Tourism within Economic Development in
  the Council structure?
• Because that is where it belongs, and that is
  where it works

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Conclusions

• But ...
• Structure itself is not the solution
• Needs a clear strategic direction
• Strong partnership with Council
• Ongoing commitment by Council

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More Information Available ..

• Copies of NTA Business and Marketing Plan
• Copies of Nillumbik Council Plan