Objectives

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TOURISM

• The expansion and enhancement of the tourism
  system through the implementation of a range of
  marketing and industry development initiatives is
  a specific strategy to increase economic activity
  within the City of Greater Geelong.

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• Tourism is an economic strategy with the key
  objectives of
• a) job creation and retention
• b) increased investment (private sector)
• c) increased profits (through increased visitor
  expenditure and increased length of stay, a
  focus on yield not volume)

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• Specific strategies used to increase and enhance
  tourism activity include
• Major events facilitation
• Conference facilitation
• Cruise ship facilitation
• Niche marketing of competitive strengths
• Off peak marketing
• Visitor Information Centre management
• Investment facilitation
• Industry skill enhancement
• Partnership facilitation

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• Partnerships underpin the co-operative model that
  is Geelong Otway Tourism
• Partnerships between Member Municipal Councils
  and the tourism industry via the local
  associations
• Partnerships between Geelong Otway Tourism and
  private sector sponsors
• Partnership between Geelong Otway Tourism and
  State and Federal Government
• Partnership between Geelong Otway Tourism and the
  Travel Trade
• Partnership between Geelong Otway Tourism and
  other Regional Tourism Associations both close
  and far away

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• If tourism is a specific economic strategy then
  performance measures used to determine the
  success or otherwise of the strategy, must be of
  an economic nature and must relate both to the
  key objectives (jobs, investment, yield) and the
  key strategies (events, conferences, cruise
  ships, niche markets etc).

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• Independent research (both qualitative and
  quantitative) must be undertaken on a regular
  basis and must be given serious consideration in
  budgeting and determining staffing roles and
  responsibilities.

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Measuring the Impact

• Research undertaken in Geelong over the past two
  years
• Regional Tourism Employment - A case study
  approach - Bureau of Tourism Research
• Commercial Accommodation - Analysis and Forecast.
  Macro Plan Australia
• Conference Analysis and Forecast. Macro Plan
• Qualitative Social - Galeforce
• Customer Care Audit - Tourism Audit Services
• Niche Market Research/Strategy - Mature Traveller
  - Backpackers - Business
  Travellers
• Tourism Employment casestudy - Sustainable
  Tourism
• Best Practice Review - Members Survey -
  Municipal Survey
• Australian Bureau of Statistics - Small Area
  Accommodation Data

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Geelong Conference Analysis and Forecast Findings

• Geelong Captures29 of regional Victoria day
  meeting market13 of regional Victoria overnight
  meeting market14.5 of the total expenditure of
  MICE
• The total MICE expenditure in Geelong represents
  55.8 Million per annum
• The average expenditure per person for overnight
  meeting is 2,501
• The average day visitor expenditure is 94
• Competitive AdvantagesProximity to Melb
  Airport/MelbourneProximity to world renowned
  Great Ocean RoadEmergence of Geelong
  WaterfrontHigh quality accommodation
• Need1,000 to 1,250 seat banqueting Up to 2,000
  seat theatreUp to 4,000 sq m exhibition space
  Further studies
  in place.

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Regional Tourism Employment - Greater Geelong

• Key Funding
• The region received 3.2 million day visitors, 1.1
  million overnight visitors and 30,000
  international visitors.
• These visitors spend a total of 418 million in
  the region.
• This expenditure is responsible for the
  employment of 3,600 - 4,400 effective full time
  jobs.
• Due to high dependency of day visitors to the
  region, the impact of tourism is spread widely
  across local industries. The largest items for
  expenditure in Geelong were food and drink (33
  of total spend) and shopping (25 of total
  spend). Both of these items were significantly
  above the national average.
• The residents of Geelong act as an important
  attractor of visitors, with 46 of domestic
  overnight and 40 of day visitors visiting
  friends and relatives.
• The core attractions of the region are its
  accessible beaches and seaside towns.
• 63 of all visitors to Geelong live in Greater
  Melbourne.
• A new brief has been forwarded BTR to duplicate
  the study in 2003.
• A draft budget of 40K has been established for
  this research.

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CONCLUSION

• Until we have access to a detailed input output
  model, the City of Greater Geelong and the
  tourism industry will continue to monitor the
  impact of specific tourism strategies and
  initiatives.
• Funding allocated towards each strategy
• ie Major Events 750K
• Conferences 150K
• VICs 234K
• GOT (CoGG) 600K
• must demonstrate a sound return for this
  expenditure - a return measured in employment,
  investment and increased profits through
  increased expenditure levels and increased length
  of stay.
• Tourism should not be considered as a hand out
  or social justice strategy but a sound
  investment.
• Is tourism the right investment strategy for your
  municipality.!?