Hunter Valley Australia

1
HUNTER VALLEY, AUSTRALIA
2
The Hunter at a Glance

• Newcastle is the Capital of the Hunter Region
  with a population in 2001 of 137,307.
• The capital is a 2 hour drive North from Sydney.
• Newcastle is also home to the busiest regional
  airport and port in NSW.
• The Hunter Region is 22,000km² in size with a
  total population of 350,000.
• Hunter is also home to 20 of the worlds largest
  Coal mines, 3 power stations, including
  Australias largest electricity generator.
• The Hunter River drains the largest coastal
  catchment in NSW.

3
Main Tourism Assets/Attractors other than the
local produce

• Hot Air Ballooning
• Lavender Farms
• Art Galleries
• Cycling trails
• Craft Centre
• Hunter Valley Zoo
• Gardens Parks
• Hunter Valley Gardens and Conference Facilities
• Cooking School
• Hunter Valley Resort
• The Vintage Golf Club (Developed by Greg Norman)
• Blue Tongue Brewery

4
Main type of local produce

• Wine The Hunter region is one of Australias
  top wine growing areas, producing around
  31million litres of wine annually valued at more
  than A230million. There are some 80 wineries in
  the Hunter Valley Region.
• Olives There are 10 Olive outlets in the Hunter
  Valley all selling locally produced olives. They
  are also all members of The Olive Trail. There
  are currently 7 olive mills in operation in the
  region.
• Cheese There are 2 cheese producers in the
  region. Hunter Valley cheese company produce
  fine handmade preservative free cheeses and are
  also one of the stop offs on the Pokolbin food
  and wine trail.
• Chocolate There are 2 chocolate producers in
  the region. The Hunter Valley Chocolate Factory
  Bella Fudge Chocolates both producing handmade
  products.

5
Main Brands within the Region

• Lindemans
• Terrence Vale Wines
• Brokenwood Wines
• Rosemount Estate
• Wyndham Estate
• Hunter Valley Cheese Co
• Best Western Hotels
• Accor Hotels

6
Tourism Strategy

• HUNTER REGIONAL TOURISM PLAN 2004/05 2007/08
• Background
• The Hunter Region is now at a crossroads
  suffering from stagnant visitation, a low market
  share, and sitting at the cusp of the product
  life cycle.
• Key Challenges
• A new business model will be proposed, requiring
  mindset changes in the way tourism is being
  managed in the region.
• A new era of increased cooperation and minimal
  parochialism combined with a strategic consumer
  focus.
• Key Objectives
• Marketing
• Development
• Distribution of Sales
• Management Structure

7
Marketing

• Who are the tourism consumers
• How do they think about a holiday
• Develop tourism product to match consumer
  desires
• How do you attract consumers from growing markets

8
(No Transcript)
9
(No Transcript)
10

• The visitor experience in the destination?
• Winery Tours Tasting
• Pokolbin Food Wine Trail
• Quality product/Quality service
• Events such as Lovedale Long Lunch
• (b) What products exist to allow visitors to
  access local produce?
• Wineries, Vineyards Visitor Centres
• Wine Cooking Schools
• Chocolate Cheese Factories
• Local produce retail outlets
• Horse Carriage Vineyards Tours
• Winery Bus Tours
• (c) The marketing and promotion?
• Hunter Valley Wine Country website the site
  advertises all tourism sectors in the region from
  accommodation to activities tours.
• Imagery of natural landscape, quality etc.

11

• Intrastate Markets
• Interstate Markets
• International Markets
• Business Tourism
• Cruise Tourism
• Events

12
Development

• Hunter Valley Wine Centre
• Newcastle Airport
• Customer Service Skills Development

13
Distribution of Sales

• Visitor Information Centre
• Accessible and Integrated Technology

14
Management Structure

• The Hunter Regional Tourism Organisation
  compliments local tourism bodies by acting as
  coordinator and facilitator of major regional
  research, marketing, product development and
  community awareness programs.
• The Hunter Economic Development Corporation are
  responsible for facilitating the implementation
  of economic development strategies for the Region
  and coordinating initiatives with private and
  public sector organisations to identify, assess,
  promote and implement regional economic
  initiatives.
• The Hunter Valley Vineyards Association is
  active in the promotion of  Hunter Valley wines
  in association with wine tourism.
• Tourism NSW have a destination development
  program which is a collaborative program between
  Tourism Organisations, Tourism Managers and local
  Tourism operators.

15
Management Structure Cont
NEW SOUTH WALES TOURISM
HUNTER REGIONAL TOURISM
PRODUCT ZONES
UPPER HUNTER
NEWCASTLE
AUSTRALIAS HUNTER VALLEY
LAKE MACQUARIE
BARRINGTON TOPS
UPPER HUNTER COUNTRY TOURISM (LTA)
HUNTER VALLEY WINE COUNTRY (LTA)
BARRINGTON TOPS TOURISM (LTA)
CITY OF NEWCASTLE (LTA)
550 LOCAL BUSINESS MEMBERS
LTA Local Tourism Association
16
Developing Visitor Experience Destination

• The first step in attracting visitors to a
  destination is ensuring they are aware of the
  destination and what it offers relative to
  competitors
• Consumers travel to geographical destinations,
  and they choose destinations for the experiences
  offered

17
Developing Visitor Experience Destination Cont

• The Visit to a winery is just one of many
  experiences the visitor will
• have in their 48 hour stay in a wine region. Just
  as important will be
• Accommodation
• Dining Experiences, including cafes, takeaways,
  coffee
• Hospitality of Operators and Locals
• Variety, quality and authenticity of attractions
  and activities
• Ease of getting around signage and roads and
  ease of finding information and maps
• Availability and provision of trusted, reliable
  advice on all of the above

18
Key Lessons
Tourism in Hunter is worth 1.4 billion annually
with 1.8 million domestic overnight visitors. The
Hunter region is one of Australias top wine
growing areas, producing around 31million litres
of wine annually valued at more than A230
million. In 2005, Newcastle Airport saw a 65
increase in passenger movements on 2004 figures.
This was seen as a direct result of Marketing
activity in the Hunter, Central and Mid North
Coasts.
19
How is Success Measured?

• Key Performance Indicators (KPIs)
• Consumer awareness of Hunter Region
• Number of visitors
• Spend per visitor
• Tourism employment levels
• Level of new private investment
• Amount of relevant PR coverage
• Implementation of the Tourism plan within
  required time frames
• Hunter Tourism Research Unit in conjunction with
  Hunter Valley Research Foundation will be
  responsible for monitoring and reporting on these
  KPIs.