R EIM AGIN ING OUR REGIONS - TASMANIA'S FAR SOUTH - Tourism Tasmania
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R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H
R E I M AGI N I NG
O U R R EGION S
TASMAN IA’S FAR SOUTH
Mt Beattie, Southwest National Park
Roaring 40s Kayaking
© Graham Freeman
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R N
SOOU
R TT H
H WEST
Contents
1. Reimagining our Regions 1 8. Priority Concepts 15
8.1 Cockle Creek visitor experience
2. About the far south region 3 and amplify the southernmost status 16
2.1. Visitor profile 3 8.2 Hastings Caves: road upgrade and
reimagined visitor experience 17
3. Market and consumer trends 5 8.3 Franklin foreshore
– masterplanned as a hub for
4. Tourism strategy context 7 lost trades, local food and wine 19
8.4 Greater Regional Collaboration 21
5. Enablers to growth 8
8.5 Touring Itineraries and Drive Journeys 23
5.1 Spirits of Tasmania capacity expansion 8
8.6 Touring itineraries and journeys 24
5.2 Touring Holidays & Drive Journeys 9
8.7 Nature-based soft adventure 23
5.3 Hastings Caves road upgrade 9
5.4 Technology and data 9
9. Quick wins & low hanging fruit 25
5.5 Project X 9
5.6 Tahune Airwalk Reopening 10 Appendix 1: 26
5.7 New consumer brand and
Participants & field trip itinerary
segmentation 10 Participants 26
5.8 Timeline of enablers on market Itinerary 27
impact for the far south 10
Appendix 2: 28
6. Emerging points of difference 12 2019 Caravan and Camping
for the far south region Audit for the far south
6.1 Southernmost 12
6.2 For the Love of Craft 12
6.3 The Edge 13
6.4 Balance (sustainability) 13
7. Regional product 14
development: a framework
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H 1
1. Reimagining our Regions
Reimagining our Regions is an initiative of the T21 expenditure; increase visitor dispersal (geographically
2015-2020 Tasmanian Visitor Economy Strategy. and seasonally); increase visitor satisfaction, and
Improving dispersal of visitors to regional communities consequently, increase the social and economic
and the need for bold innovation and new product contribution of tourism to the region. Importantly, a key
development, especially in regional areas, was identified part of this process is identifying what differentiates the
as a high priority at the mid-term review of the Strategy, far south from other parts of Tasmania, Australia and
undertaken in July 2017. These priorities reflect the the rest of the world.
view of the T21 government and industry partners that
Reimagining our Regions far south was designed in two
the benefits of Tasmania’s successful visitor economy
stages. In addition, if the value proposition of ideas
can be spread more evenly throughout the state or
demonstrate merit, business cases may be developed
within local communities. It also acknowledges that
for private investment opportunities as a follow-up to
regional dispersal is a key measure of success of
Reimagining our Regions.
Tasmania’s current and future visitor economy.
The insights identified by the field trip group have been
At the time of the release of this report, the Tasmanian
reviewed and informed by a regional reference group,
tourism industry and the Tasmanian economy and
including:
community are facing unprecedented impacts from
the COVID-19 emergency. It is unknown at this point Huon Valley Council – Mayor Bec Enders;
in time what the future state will be post this crisis. Councillor Paul Gibson; Emilio Reale GM; Michelle
Insights such as from Reimagining our Regions, will be Gledhill, Economic Development Coordinator
valuable in recovery and rebuild. Far South Local Tourism Association – Gary Ashdown,
Rachael Trueman
The far south of Tasmania was selected for Reimagining
Destination Southern Tasmania – Alex Heroys, CEO
Our Regions as it was identified as having potential to
Parks and Wildlife Service – Ash Rushton, Regional
develop its tourism offering, especially considering its
Manager
proximity to several demand generating projects in the
pipeline, including: TOU R I S M O PPO RTU N IT Y
FIELD TRIP PLAN
––––– Project X, the Hastings Caves Road upgrade
and reopening of Tahune Airwalk, ––– Immerse a group ––– Synthesize field
of tourism experts trip outcomes with
––––– The new Spirit of Tasmania vessels in the region relevant strategies,
consumer insights
––––– Tasmanian Drive Journeys and associated ––– Generate new and market
marketing programs. ideas for tourism intelligence
experiences and
identify potential ––– Identify shortlist
TThe primary objective of Reimagining our Regions is to
barriers to growth based on criteria
generate ideas for tourism development opportunities –
––– Ground truth with
blue sky thinking about future possibilities - by a group ––– Identify enablers
of growth and local stakeholders
of tourism leaders, with proven demonstrated expertise
constraints of ––– Identify ‘enabler’
and success in tourism ventures and marketing, casting
growth concepts that offer
a fresh set of eyes on the region.
maximum impact
The concepts and insights identified aim to increase
first-time and repeat visitation to the target region;
increase the average length of stay; increase visitor
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H KERMANDIE © GRANT HUNT
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H 3
sitor Profile 2. About the far south region
manian Visitor Survey YE December 2018
South Cape Bay, Cockle Creek. Image: Geoffrey Lea
The far south tourism region ranges from Geeveston to
Regions project area
Cockle reaches
Creek, from Geeveston
including to Cockle
Hartz Mountains Creek,Park
National
stralia’s mostand
southerly point, South East Cape. This area
parts of the Southwest National Park (bothsitsincluded
within HOBART
e major population hub is Huonville to the north. In January 2019 the
in the Tasmanian Wilderness World Heritage Area). The TAHUNE
affected by bushfires, which impacted tourism in the area. HUONVILLE
Reimagining the Far South project focusses on the south
VS) measures visitation
region, to two
but the towns
project alsoand two attractions
considers for the Far
the surrounding
CYGNET
areas south of Huonville and D’Entrecasteaux Channel, GEEVESTON
including Franklin.
hermal Springs| Tahune Forest Airwalk HASTINGS DOVER
Huonville is just 30 minutes’ drive from Hobart, while
tation to Tasmania,
the end of the Southern
the tourismCreek
road at Cockle regionisand the Far
still only South
2 hours CAVES
a. The Far South figure represents visitors to at least one
from the centre of Hobart. The majority of this area two
of the
nce if more than
falls one town
within the was
Huonvisited.
Valley local government area. COCKLE CREEK
The Huon Valley region experiences both benefits and
challenges from its close proximity to Hobart, receiving
Recovery funds provided some initial marketing boost.
a relatively high proportion of day visitors, with visitation
TA S M A N I A The far south region was identified for Reimagining
decreasing south and east of Huonville.
SOUTHERN Our Regions to support post bush fire recovery in
According to Tasmanian Visitor Survey data, Huonville terms of identification of destination development
FA Rof Sapproximately
received an annual average O U T H 165,000 opportunities and to enable the consideration key
interstate and international visitors in Huonville in the pipeline projects with the potential to impact visitor
four years 2015 – 2018. Moving further south and east in numbers significantly. These pipeline projects included
the Huon Valley, CygnetTA S M Aapproximately
receives NIA 96,000 at Average
the time oflength of stayour
the Reimagining 8 .Regions
2 nights
field trip:
annual visitors; Dover 52,000 and Cockle Creek 28,000.
SOUTHERN ––––– 8 . 6newnights
Increased capacity on the Spirit of
While visitation to Huonville, Cygnet, Dover and Cockle Tasmania vessels
FA R S O U T H 1.0 night
Creek grew by 10 per cent or more in the three years ––––– Sealing of the road to Hastings Caves
ending December 2015 – 2017, visitor numbers dropped ––––– Investment in Tasmanian Drive Journeys
TA14 Sper
Mcent
A NorI Amore in each location inSthe
O year
UTH ERN
ending
–––––
FA R S O U T H
Tahune Airwalk Reopening
December 2018. From December 2018 through March
22% ––––– Installation 78 15%X outdoor artwork
of%Project
49% major bushfires further impacted the 54
2019, Huon
% Valley
26 % Holiday
Holiday
and particularly the far south region causing the closure ––––– Improved Holiday
marketing by Tourism Tasmania
VFR VFR VFR
of Tahune Airwalk, a major attraction in the Far South, embracing new target markets and new
LEISURE (HOLIDAY + VFR) 75% LEISURE 77% LEISURE 93%
as well as impacting national park and reserve sites in technologies.
13% 16% 14% 18% 21% 20% 17%
36% the region.
23% 33% 23% 27%
These projects, termed in this report as “enablers” will
VIC The far south
NSW QLD was
INTL selected for this project
VIC because
NSW QLD INTL be explored in more
VIC detail
NSW later
QLD in the
INTLreport.
of the potential for greater dispersal of visitors and
increasing overnight
11% stays throughout the region. In 12% 2 .1 . V I S I T O R P R O F I L E
85% 85% 59%
the Air
wake of the 2018-19 bushfire season, the Air need to
36%
Sea Sea Air
For the year ending December 2018, 158,500 interstate
identify new demand driving opportunities has become Sea visiting Huonville,
and international visitors reported
a greater priority for this region and its communities.
the population hub of the Huon Valley Council. The
2% 1% 11% 12% 1% 0.4% 12% 7% 0.5% 0%
57% In 2018-19 devasting bushfires in the
72%far south impacted town has experienced
52% an average annual growth in total
25% 72% 36%
HBA HBA
tourist attractions and access to parts of the region. It HBA
visitors of 2.5% over the past 5 years, compared to the
LST DPO BWT SPIRIT LST DPO BWT SPIRIT LST DPO BWT SPIRIT
would take over a year before major attractions such as state average of 5.4%. These visitors stayed a total of
9% the Tahune Airwalk10to
%
reopen. 10% 10%153,900 nights22in% the town. 21%
40% 40% 38%
Camper Car - rented Car - own Camper Car - rented Car - own Camper Car - rented Car - own
Own/rented Own/rented Own/rented
Campervan, Campervan, Campervan,
the Spirit of Tasmania, travel via camper, stay longer and
are an older demographic than the average visitor to ATDW LISTINGS FROM SOUT
Tasmania. WITHIN THE HUON VALLEY C
The chance to ‘self drive/ tour around’ were strong influences
for visitation to Tasmania amongst those to the Far South.
22* 9
ACCOMMODATION ATTRACTIO
R E I M A G I N I N G O U R R E G I O N S : T A S M A N I A ’ S F A R‘ s eSl f O
- d rU
i v eT/ H
tour around’ influence PROVIDERS
63% FA R S O U T H The Australian Tourism Data Warehouse
data, providing content for tourism ope
36% SOUTHERN on an annual basis; the above figures re
32% TA S M A N I A * This represents a conservative estima
further accommodation listings on AirB
The Tasmanian Visitor Survey (TVS) measures visitation PAST VISITATION | 10 YEARS | TOTAL & HOLIDAY
1,400
to two towns in the Far South area: Dover and Cockle 1,318
TAS total
Creek. The far south area, as measured by visitors to 1,200 TAS Total
both of these towns, received a total of 55,000 visitors 1,048 Southern
TAS Holiday
Far South Visitor 2018. Profile total
for the year ending December Visitors stayed a 1,000
Southern Total
totalResearch
of 54,000 nights in
& Insights the towns,Visitor
| Tasmanian with the average
Survey YE December 2018 800
Southern
South Cape Bay, Cockle Creek. Image: Geoffrey Lea
length of stay in the region 1.0 night. Visitors to the far
Thousands
641 Holiday
TAS holiday
About
south stayed thisanprofile
average of 21.1 nights in Tasmania, well 600
Southern
FS Total
The Far 569 holiday
above theSouth Re-imagining
average lengthourofRegions
stay ofproject
8.2 area
nightsreaches
for from
all Geeveston to Cockle Creek, FS Holiday
which is walking distance to Australia’s most southerly point, South East Cape. This area 400 sits within
HOBART
visitors to the
the Huon Valleystate. Ofwhose
Council, these visitors
major to the
population hubfar south, to the north. In January 2019 the
is Huonville TAHUNE Purpose of visit refe
specific to the regio
Huoncent
78 per Valleywere
Councilinregion was affected
Tasmania by bushfires,
for holiday andwhich impacted tourism in the 200
15 per area. HUONVILLE
The Tasmanian Visitor Survey (TVS) measures visitation to two towns and two attractions for the Far 55 78% of visitors
cent were visiting friends and relatives. Only 5 per cent CYGNET FS total
for holiday; hi
South area: 0 GEEVESTON 43 FS holiday
of visitors took a short break of 1-3 nights, compared YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec YE Dec
tourism region
Towns: Dover | Cockle Creek 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 (49%) .
withAttractions:
28 per cent and
Hastings 30&per
Caves centSprings|
Thermal respectively for Airwalk
Tahune Forest HASTINGS DOVER
Southern
The belowTasmania and Tasmania
figures compare visitation to as a whole.
Tasmania, the Southern tourism region and the Far South CAVES
infrastructure development pertaining to quality and
‘Re-imagining our Regions’ area. The Far South figure represents visitors to at least one of the two
Visitors
towns,find their
and only waythem
counts to the
oncefar south
if more thaneither from
one town was visited. width of roads, traffic management, COCKLE
parking CREEK
(volume &
Hobart arriving by air (52%) or arriving by sea on the RV parking) and shared road use between tourists and
Visitors industry.
Spirit of Tasmania (36%). A small number of visitors
1.32m TA S M A N I A
arrive via Launceston airport (7%), private charter boat
1.05m
arrivals and cruise ships. S O U T HThe
E R Ndestination appeals to a mature audience with
55k FA R S Omore
U T H than 70 per cent of visitors aged 45 or older. The
Driving either rental cars (38%), camper vans (22%) older 65+ market can be aligned with RV, campervans
Nights
or in their own car (21%), the vast majority of visitors and coach tours. The lack of suitable group
0 . 8 m in single vehicles1. This is likely to remainTA S M Aaccommodation
are1self-drive NIA Average
currently length
means of stay
coach 8 . 2are
groups nights
the9blue
. 0 4 print
m for the next decade creating a flag for S O U T Hlikely 8 . 6 nights
E R N to be visiting the destination as a day trip.
54k FA R S O U T H 1.0 night
TA S M A N I A SOUTHERN FA R S O U T H
22% 15%
Purpose of visit 49%
26%
54%
Holiday
78%
Holiday
Holiday
to Tasmania VFR
VFR VFR
*VFR visiting friends or relatives
LEISURE (HOLIDAY + VFR) 75% LEISURE 77% LEISURE 93%
13% 16% 14% 18% 21% 20% 17%
Origin of visitors 36% 23% 33% 23% 27%
VIC NSW QLD INTL VIC NSW QLD INTL VIC NSW QLD INTL
12%
Air / Sea 85% 11% 85% 59%
36%
access to Tasmania Air Air Air
Sea Sea
Sea
2% 1% 11% 12% 1% 0.4% 12% 7% 0.5% 0%
Port of entry 57% 25% 72%
72% 52% 36%
into Tasmania HBA HBA HBA
LST DPO BWT SPIRIT LST DPO BWT SPIRIT LST DPO BWT SPIRIT
9% 10% 10% 10% 22% 21%
Main transport used 40% 40% 38%
while in Tasmania: this is not Camper Car - rented Car - own Camper Car - rented Car - own Camper Car - rented Car - own
region specific Own/rented Own/rented Own/rented
Campervan, Campervan, Campervan,
motorhome or motorhome or motorhome or
caravan caravan caravan
Age 7% 18% 14% 20% 23% 17% 7% 19% 14% 20% 23% 17% 5% 13% 10% 21% 27% 23%
The TVS includes visitors
over 14 years
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H 5
3. Market and consumer trends
In order to develop a new vision for tourism and the
visitor economy in the far south and to test the validity
of ideas and insights, it is first essential to understand
the major market and consumer trends and challenges
influencing tourism in Tasmania.
T R E N DS I N TO U R I S M
AG R ITO U R I S M
Evolving from a marketing tool to an industry sector,
agritourism is estimated to be a US$54B global tourism
sector by 2023, growing at a cumulative average growth
rate of 18%, more than double the tourism growth rate
forecast for the same period of 8%2 and 4½ times the
historical ten year growth of tourism in Tasmania (3.8%
p.a.). Agritourism describes any tourism venture that
actively seeks to bring visitors to a farm, farm gate or
agricultural premises with the purposes to diversify Hastings Caves
© Grant Hunt
income and visitor experiences.
The Tasmania Draft Agritourism Strategy (2016) sets
Adventure and nature-based tourism is forecast to
a base context for farmers to increasingly engage
become a $1.3T global tourism segment by 2023,
with tourism and for tourism organisations and event
according to the US based Adventure Travel Trade
planners to increase the number of activities theming
Association.1 Nature based tourism sectors gathering
and using agritourism as the premise for visitor
traction with audiences include:
experiences.
––––– Glamping and luxury tented accommodation
Tasmania and the far south are well placed to include
in unique and spectacular locations
agritourism as one of its experience pillars.
––––– Repurposing of heritage, industrial and
buildings and farm sheds
––––– Short walks and interpretive experiences
––––– Cycling, mountain biking in nature, and
––––– Wellness experiences that speak to the
improvement of mind, body and spirit.
Nature-based and adventure travel represents
a spectrum of experiences categorised by their
perceived level of risk in participation. Adventure
travellers are seeking experiences that deliver to
an increasingly higher level of expectation. Beyond
experiential, customers are now seeking transformative
travel that offers deeper connection with land,
Woodbridge
© Grant Hunt
community and improvement of the mind and delivers a
greater sense of self and learning.
2
2019, Technavio Global Agritourism Market Research Report 2019-2023
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H
T R E N D S I N C A R AVA N A N D 20% more than other visitors3. A survey of 69 countries
CAMPING by the United Nations World Tourism Organisation is
2018 found that cultural tourism has grown 23% over
According to the Caravan Industry Association of
the past 5 years compared to total global tourism
Australia at year ending 30 June 2019, domestic
growth of 19%. The overall growth in tourism was much
caravan and camping has grown at 7.8 per cent per
larger for those countries that specifically feature
annum and the industry is valued at $7.9B in visitor
cultural tourism in their marketing program4.
expenditure.2
The Museum of Old and New Art (Mona) has
All customer segments have grown and for the first
demonstrated Tasmania’s capability to create a
time, young/midlife couples with no children has
cultural icon that visitors travel for and residents
over taken the family demographic as the largest
embrace. Project X and the unique opportunities
sector of users, boding well for Tasmania and the
for Aboriginal interpretation have the potential to
core brand audiences. Tasmania has seen good
become cultural icons.
growth in domestic caravan and camping travellers
with 6 per cent growth in nights. International caravan
and camping visitors represents 15 per cent of the T R E N D S I N S I G N AT U R E
total market segment with international visitors EXPERIENCE AND “ HERO”
growing by 3.4 per cent to year ending 30 June 2019. P R O D U C T D E V E LO P M E N T
International visitors experienced a reduction of 5.5
Since 2013, Tourism Australia have developed a
per cent in visitor nights, indicating more visitors are
program to elevate unique product categories in
staying shorter amounts of time. More detail on the
Australia to “signature experience” category. The
caravan and camping segment performance for year
program seeks to connect with travellers seeking
ending 30 June 2019 can be found in Appendix 2.
memorable experiences and encourages regions
and private operators to develop key products to fit
C U LT U R A L T O U R I S M with aspirational customer expectations, elevating
According to the international visitor survey (IVS) experience above destination reputation and creating
cultural visitors to Australia stay 25% longer and spend a halo effect for the other operators around it.
Geeveston
© GRant Hunt
3
International Visitor Survey, Tourism Research Australia 2019
4
Culture and Tourism Synergies, UNWTO, 2018.
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H 7
4. Destination context
T21 Visitor Economy Strategy priorities
and 2030 forecast tourism demand
Cockle Creek
© Grant Hunt
The tourism policy and strategy environment for segment than between 2008 to 2018, where the
Tasmania positions visitor dispersal into regions as a interstate holiday segment grew at 3.1 per cent CAGR.
key area of focus for government and industry. A range
The other visitor segment worthy of note in relation
of demand and supply initiatives are geared to drive
to the far south is the 2030 forecast for the intrastate
visitation to regions. Work has commenced on the
market, Tasmanians exploring Tasmania. The holiday
development of the T21 2030 Visitor Economy Strategy
segment of the intrastate segment is expected to grow
and industry consultation for this work identifies the
at 3.6 per cent CAGR, maintaining the longer term
need to continue this focus to ensure that Tasmania has
historical growth rate of 3.9 per cent CAGR.
a depth of visitor experience and the tourism benefits
are more evenly distributed across communities. The Deloitte Access Economics demand and supply
forecasting was conducted prior to the COVID-19
With a view to understanding future tourism demand
public health emergency which has had unprecedented
growth in Tasmania over the next decade, Tourism
global impacts on tourism. At the point in time of
Tasmania engaged Deloitte Access Economics to
release of this report the full impact on Tasmanian
undertake forecasting of Tasmania tourism demand. A
tourism demand is unknown. The Deloitte Access
summary of the forecasting can be found at
Economics model is an unconstrained econometric
www.t21.net.au.
demand model based on changes to the underlying
In light of the current far south visitor profile being determinants of tourism demand. The econometric
predominantly interstate visitation, forecasting of analysis takes into account macroeconomic factors in
significance for this region indicates that the interstate Tasmania and visitor source markets, including Gross
holiday segment is expected to grow at a Compound State Product (GSP) or Gross Domestic Product (GDP),
Annual Growth Rate (CAGR) of 3.9 per cent per annum relative prices and inflation, population growth, changes
out to 2030. This is a more rapid growth rate for this in oil prices, and fluctuations in exchange rates.
R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H
5. Enablers to growth
There are a number of state-wide tourism initiatives that C H A R T 5 .1 .1 A R R I VA L S T O TA S M A N I A B Y S O U R C E ,
are identified as potentially impacting positively on the T O U R I S M TA S M A N I A Y E A R E N D J U N E 2 0 1 9
far south:
––––– The new Spirit of Tasmania vessels that will
provide increased capacity for passenger and
vehicles
––––– The Drive Journeys program to position
Tasmania in the consumer market as the lead
touring destination in Australia
––––– The upgrade of the road to Hastings Caves
––––– Advanced use of technology and data in • Of these, around 18,000 travel ‘open jaw’ – 12%. The majority of
these left by Hobart airport, but arrived by Devonport airport.
tourism marketing
• People who travel on the Spirits stay longer, spend more and
––––– Project X disperse further.
––––– Tahune Airwalk reopening Data source: Tourism TasmaniaTasmanian Visitor Survey YE June 2019.
––––– New customer segments for Tourism Tasmania
C H A R T 5 .1 . 2 PA S S E N G E R A N D V E H I C L E D E M A N D
5 .1 S P I R I T S O F TA S M A N I A
C A PA C I T Y E X PA N S I O N
At the time of this report TT-Line was in negotiations
with the ship builder with targeted delivery dates of
late 2022 for hull one and 2023 for hull two. The new
ships will accommodate around 1,800 passengers
and 600 vehicles, compared to current published
capacity of 1,400 passengers and 500 vehicles.
This will have an immediate impact on the region’s
visitation. Preparedness to cater for these visitors in Data source: Client data; Spirit of Tasmania; Deloitte Access Economics
accommodation, food and beverage and things to do is NOTE: delivery dates for the new vessels has shifted
a key strategic imperative for the region.
Visitors arriving by the Spirit of Tasmania are a unique
The new vessels provide additional opportunities subset of Tasmanian visitor. Visitors arriving by car stay
including: longer, an average of 18.5 nights compared with 7.0
––––– Increased procurement of Tasmanian food, nights for those visitors arriving by air. Seventy per cent
beverage and produce of all Spirit of Tasmania arrivals are for leisure and on
––––– Increased space for RV and caravan and average, their visitor spend is 86% more per trip than
camping vehicles, that are underserviced by air arrivals. Only 7% of Spirit of Tasmania arrivals are
the current ship configuration international. The insight for the Far South? An increase
––––– New marketing opportunities for touring in the capacity of the Spirit of Tasmania creates an
routes and drive product to a greater captive immediate tourism benefit with more experience driven,
on board audience. self-drive exploring visitors arriving every day.R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H 9
5.2 T O U R I N G H O L I D AY S & C H A R T 5 . 2 .1 : F I V E D R I V E J O U R N E Y R E G I O N S
F O R TA S M A N I A
D R I V E J O U R N E YS
Whether arriving by air or sea, touring is a strong
motivator, along with nature/wilderness and culture/
history for visiting Tasmania. The far south visitors come
to region as part of some of the longest holidays people
take of Tasmania, with visitors to the region staying on
average 21 nights in Tasmania in total, two and a half
times the state average.5
With five official touring routes being rolled out to divide
the state into consumable touring regions, the far south
will be aligned with a touring route that incorporates
the region and its key themes. Opportunities include
marketing, signage and storytelling, plus additional more
localised themed drives.
5 . 3 H A S T I N G S C AV E S R O A D
UPGRADE
THastings Caves Road, the main access road into
Hastings Caves has been sealed, allowing for improved
access and safety for visitors. Previously off limits
to those in hire cars (38% of far south visitors) due
to conditions of rental, sealed access will become a
selling point with international and interstate visitors.
The desirability of the caves experience as a natural
attraction will also grow.
5.5 PROJ ECT X
Road upgrade works were completed in late December Initially launched as a bushfire recovery tactic using
2019. art developed for Dark Mofo, Project X is a series of
outdoor art installations designed to create attractors
5 . 4 T E C H N O LO GY A N D D ATA that rise above destination and draw visitors into the
A range of other market factors may impact the far region. The quality of the art and the calibre of the
south tourism demand and provide greater marketing artists are intended to appeal to a cultural market who
and demand generating opportunities including: will travel for the uniqueness and prestige of seeing an
artist’s work in situ.
––––– Tourism Tasmania’s strengthening capability in
visitor research providing aggregated travel data Special events and signature attractions can generate
––––– Increasing number of specialty data platforms high volumes of visitors. The goal of Tourism Tasmania
and emerging tourism and wellness Apps in launching Project X is to support a permanent
creating new partnership opportunities in the installation of works acting as a foundation for a drive
digital space. touring circuit or route and encouraging overnight stays.
5
Tasmania Visitor Survey Financial Year 2018/19 prepared by Tourism Tasmania.R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H
This audience continues to be a focus, but now
becomes a subset of the two new audience segments:
T H E R AW U R B A N I T E S : seek connection through
their experiences, actively engage with product
that deliver escape, a back to basics approach and
reconnection with self, nature and others.
E R U D I T E S : are inspired by knowledge and culture,
seek out learning experiences and those that challenge.
They seek to step back and reflect, refresh and renew
Visitor Centre and Cafe their own view of self and the world.
© Tahune Adventures Tasmania
A more detailed description of the two segments can
be found in table 5.5.1.
5 . 6 TA H U N E A I R W A L K R E O P E N I N G
Badly damaged by bushfires in Summer 2018/19, Tahune 5.8 TI M ELI N E OF ENAB LERS ON
Airwalk has been stabilised, reconstructed and is M A R K E T I M PA C T F O R T H E FA R
planned to reopen in early 2020. SOUTH
Originally generating close to 70,000 visitors per P R E PA R I N G F O R T H E E N A B L E R S
annum, numbers had been climbing in peak season.
The Tahune Airwalk is setting a plan to target 80,000 An insight of the group was the preparedness of the
visitors per annum to the local economy. operators for the enablers on the cusp of impacting
their region. An opportunity exists to:
5 .7 N E W C O N S U M E R B R A N D A N D ––––– Prepare an enabler response plan, particularly
S E G M E N TAT I O N focused on the Spirit of Tasmania, Drive
Journeys and the sub-impact of the increase
Tourism Tasmania’s new consumer brand provides an
in caravan and camping visitors to the far
opportunity to build depth in digital content and brand
south of Tasmania.
storytelling. Broadening the state’s target audience
to include segments that make up 33 per cent of the ––––– Undertake a demand impact study to quantify
Australian travelling public, up from the previous 14 per the increase in visitors of the key enablers
cent, will result in an uplift in the state’s destination as a base level of growth to the far south of
awareness and appeal nationally. The previous Tasmania.
consumer segments focussed on, Life Long Learners,
represented 14 per cent of the Australian travelling
public and was made up of couples 40+ and couples
25-39 years old seeking touring experiences and
short breaks with a focus on continuous learning and
education through experiences.
Camping by the D’Entrecasteaux Channel
© Andrew McIntosh, Ocean Photography
3
Tasmanian Visitor Survey year ending June 2019,
Tourism Tasmania.R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H 11
TA B L E 5 . 5 .1 D E TA I L E D D E S C R I P T I O N S O F T H E T O U R I S M TA S M A N I A E X PA N D E D M A R K E T S E G M E N TAT I O N
ERUDITES
RAW URBANITES
Knowledgeable and cultured, clear and
Nurturing and sensitive, honest and real.
composed.
Holiday habits More likely to take a longer holiday, and as a result spend more. Pre-planners, squeezing in as much activity as they can.
Seeking down days as well as fun things to do, completely turn off, High yielding and become destination advocates. More
happy to be (mostly) disconnected. Anxiety high in planning stages inclined to share their travels on social media. Fear of
of journey. missing out so seek information before and during holiday.
Predisposition More likely to ‘go off the beaten track’. They often have too much Less inclined to disperse; they are ‘pulled’ to destinations
to travel annual leave or suffering work stress so may be prompted to take by product innovations and events, and will actively engage
holidays by their workplace. Longer period between returning and with the destination when there. Very little gap between
starting to dream for the next holiday. returning and starting to dream about the next holiday.
Trigger to travel is the pull of exploring a destination.
Age* Spread across spectrum, however skew older 50+ age group. Spread across the spectrum, no skews.
Location More likely NSW and VIC than other states. Predominantly metro, More heavily metro-based than RU, and more likely to be
though RU are more likely than Erudites to live outside Sydney and in Sydney or Melbourne.
Melbourne.
Life stage* Any life stage, but skew to empty nesters (30%) and slightly skew to Any life stage, slightly over indexing as empty nesters or
older families. single.
Spending Earn marginally less than Erudites, but they are willing to spend a Not afraid to ‘splash out’ and like a little luxury in their
habits longer time on holidays, to relax and reconnect with their loved travel.
ones.
What they Interactions that are engaged, honest, pure and real, without Holidays for Erudites are about switching on rather than
seek and why cynicism or hidden agenda. Their communal nature seeks an switching off. Unique experiences with rich culture, deep
they travel outward connection with others, as well as the natural environment. heritage, innovation and intrigue. Their self-contained
The counter structure to the hectic, busy daily lives they lead is nature seeks enrichment through reflection, discovery,
serious inner peace and finding themselves through being away contemplation and self-expression. The acquisition of
from materialism, and unnecessary technology. Seek opportunities knowledge and need to be a cultural pioneer is central
to switch off, refresh and rejuvenate through nature and rebuild to their travel motivations, and expressing themselves is
connections. They need ‘mindful moments’ in holidays which allow paramount
them to be present, in order to return to everyday life refreshed.
Experiences Seeking moments of peace, connection, inspiration and Seek stimulation and enrichment. Types of experiences
they value captivation. Types of experiences they value (in order of they value (in order of importance) are:
importance) are: 1. Cultural immersion
1. Natural experiences 2. Gourmet dining
2. Australian product 3. Natural experiences
3. Return to basics 4. Australian product
4. Local immersion
Previous visits Approximately 13% report visiting TAS in the last year. Approximately 15% report visiting TAS in the last year.
TIMELINES OF THE ENABLERS * Although demographics
are not part of the
segmentation, they can
DEC JUNE DEC JUN DEC JUN DEC
assist in contextualising
2019 2020 2020 2021 2021 2022 2022 and imagining the
segments. As they are
2030 plan based on travel needs,
the segments are actually
Hastings Caves distributed across ages,
Road Sealing income, gender, and
Drive Journeys household composition.
First Pilot Projects Also, as cultural trends
Project X emerge and events occur
Spirit of Tasmania across the nation, travel
New Ships needs will change. As
groups of people may
Product Business then join the travel need
Case & New DMP’s group, the demographics
might also change.R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H
6. Emerging points of difference
for the far south region
Insights from the field trip identified the region could FO R TH E LOV E O F C R A F T
be better served by bringing together the experiences
The Huon Valley is well known for its fresh produce
of the far south under a series of points of difference,
and cottage industries. The region has a long history
ideally ones that are unique to this region. The points
of apple-growing and increasing contemporary cider
of difference give focus for product development,
production. Growing awareness of the region has also
marketing storytelling and encourage travellers to
come from farmed salmon, exported across Australia
continue to disperse into the region, unpacking the
and internationally. There is a high density of roadside
experience further and further as they go. These points
stalls with honesty boxes, where visitors and locals can
of difference also assist operators to improve their
pick up fruit, vegetables, juices and preserves straight
product and interpretation guided by an overarching
from the farm gate.
direction that’s regionally cohesive.
SOUTHERNMOST
This southernmost region is home to a growing
population of artists and artisans, especially around
The primary theme that imbued the region is its towns like Cygnet with its Folk Festival, studios and
geography: the Southernmost point, yet accessible. galleries. More than the products of the region
themselves, however; the craft involved in their
The Huon Valley Council is the southernmost
production stood out more, for the field trip participants.
municipality in Australia; Cockle Creek is the
Similarly, the act of making or doing appeared more
southernmost point of Australia accessible by road,
important than the final product or sale among most
and South East Cape, south of Cockle Creek on foot,
of the craftspeople and artisans encountered during
is the southernmost point of (mainland) Tasmania, the
the field trip. Those with a craft frequently articulated
southernmost state in Australia. As a singular region,
an ethos of restricted production or operating hours in
the Huon Valley and far south could extract greater
order to enhance and maintain their own control and
leverage from this superlative – the attraction of visiting
enjoyment of their craft and associated lifestyle within
the ‘southernmost…’. The opportunity is to juxtapose
the southern communities and natural environment.
this against the northernmost point of Australia in far
north Queensland. Increasing awareness of this region’s This sense of craft encompasses all products, whether
southernmost yet accessible location could enhance they are made for aesthetic enjoyment, function, or
its position as a distinct destination from Hobart and consumption. It also cuts across the skills involved
could assist in shifting travel patterns towards increasing in making both products and experiences; it applies
numbers choosing to fly and drive straight into the equally to both the craft of the wooden boat maker and
region for overnight stays. the craft of the sailor.
Access to the region’s crafts and craftspeople is
based largely around the site of production rather than
separate shops or galleries. Authentic and individualised
visitor experiences develop from pervasive
opportunities to meet the maker and see or hear about
their craft in situ. Many of those with a craft also offer
opportunities to share in their love of their craft and the
Huon Valley Apple and Heritage Museum
© Adrian Cook act of making, including hands-on pickling or pottery
workshops, or the chance to practice skills such asR E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H 13
the vast south-west wilderness; it allows for relaxed
discovery and connection with approachable locals
and accessible wilderness.
Exposed points and sheltered bays along rivers and
coasts; views of mountains and gentle rolling hills;
underground caves and pools in World Heritage-listed
wilderness, and dark skies all offer opportunities to get
out into nature, on-land and through waterways, without
necessarily straying too far from home comforts or
one’s own comfort zone.
B A L A N C E ( S U S TA I N A B I L I T Y )
Cygnet Folk Festival In the southernmost region, the environment is green
© Steven Pearce
and lush; water is clean, fresh and plentiful. There is an
understated sense of sustainability or ‘balance’ in local
those involved in fossicking, paddling or sailing. These lifestyles and production – an antidote to busyness and
experiences and increased appreciation of the craft excess, a model for how to live.
also enhance visitors’ enjoyment of local products, Craft products are small batch, limited. Wooden boats
encouraging further expenditure. are made slowly, to last, to travel on an even keel.
THE EDGE
Regional flavours are seasonal, local, unassuming but
sophisticated in their simplicity; refined but not overly
At the southernmost extreme of the great southern processed. Ingredients are sourced direct from the
land, there is a certain humility and respect for grower or artisan - from backyards, market gardens,
traditional crafts and skills, juxtaposed with a rebellious smallholdings, local shops and through community
and innovative streak born of this peripheral position. connections.
This ‘edginess’ refers to both a sense of being at the
Opening hours and availability reflect and respect the
edge of wild and at the edges of western ‘civilisation’.
needs of the product and the producer for quality over
On the edge, it is possible to be simultaneously close quantity – the time it takes to grow, source, make and
and far – southernmost yet accessible; experience sell; the time it takes to live: work, rest and play.
the familiar yet original – through crafts, produce and
Although not necessarily ‘self-sufficient’, there is a
heritage; be sheltered while exposed – through varied
nostalgic ethos of sufficiency and a quiet confidence
natural landscapes and soft adventure experiences.
in knowing and saying when ‘that’s enough’. In turn, this
Both natural inspiration and an attendant reinforces a more mindful approach to resources (low
resourcefulness from living on the edge encourage a waste, organic, shared); living in balance with nature and
certain originality and experimentation evident in the the seasons. It enhances an awareness of time and the
people, products and stories of this region. benefits of taking time over instant gratification.
This southernmost region allows for an easy escape An openness to spending time and living in balance
and disconnection from busyness and routine with its also benefits an appreciation and understanding of the
proximity and quietude, between a regional city and region’s rich Aboriginal heritage and continuing culture.R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H
7. Regional product
development: a framework
Depth of product, rather than one big attraction, serves services, signage, maps, guidance technology, WIFI
a wider variety of audiences and holds greater promise and mobile phone coverage and access to quality
for sustainable growth in visitor demand. Destination toilets, food, beverage and coffee outlets at reasonable
development can be understood against a ‘Product distances. Whether it’s a caravan and camping
Hierarchy’ model6 which provides a framework to customer or international high value travellers, having
consider the elements for the foundation of sustainable these services market ready is vital. Growing the
tourism growth. destination across all tiers of product promises to
deliver a range of economic and social benefits to the
The big hero experience is often what destinations will
communities in the far north west and strengthen the
seek to develop and while signature experiences are
visitor economy, including:
important as a drawcard for a destination, they must be
––––– local employment and business opportunities
supported by other visitor experiences and foundation
in construction, hospitality and tourism,
services to meet basic needs and expectations of
visitors and extend stay. ––––– improved transport connections to the
mainland and west coast; improved public
It is vital that a region wide approach to improvement facilities and more options for recreation and
of the ancillary goods, services and products that serve dining.
as the foundation for tourism in region, be undertaken
to ensure growth that is coming occurs on a solid
foundation. These basics include visitor information
7.1 .1 : R E G I O N A L P R O D U C T D E V E LO P M E N T
– PRODUCT H I E R ARCHY’: Signature Experiences
People, place and product execution combine
Any tourism region requires strong to create unique must do, transformational experiences.
Speaks to soft adventure, ‘transformational, wellness,
tourism foundations, with growth HERO cultural and agritourism experiential.
requiring development of the
supporting and hero product Supporting Visitor Experiences
Cultural product, guided/self guided walks, cycling,
to create step change SUPPORTING 4WD wildlife experiences, activity based. Farmgate,
increases in visitors. PRODUCT agritourism, restaurants, cruises. Volume based.
Product differentiated by systems and service with
an opportunity to scale and open 7 days.
Ancillary Goods, Services & Products
TOU R I S M Visitor information centres, tourism signage,
F O U N D AT I O N S maps, tech, retail outlets, local produce,
variety of dining experiences.
6
Tourism Product Hierarchy adapted from the Australian National Landscapes Tourism
Experience Development Framework 2011 p8 found at http://www.environment.gov.au/system/
files/pages/f5e06426-5374-43cd-9873-fa321355ce9e/files/experience-development.pdfR E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H 15
8. Priority concepts
The field trip generated a range of experience and 5 . N AT U R E - B A S E D S O F T A D V E N T U R E :
product development ideas which have been loosely Region wide, the far south and Huon Valley are
grouped in the following priority concepts. already a burgeoning soft adventure playground.
1 . COC KLE C R E E K VI S ITO R E XPE R I E N C E : Offering depth and breadth, the region makes it
possible for visitors to sample many activities, delve
Taking ownership of the Southernmost location,
deeper into one or a combination of them all.
Cockle Creek shares life on the edge, the interface
of two cultures and where the wild Southern Ocean FOCUS O N STO RY TE LLI N G :
meets world heritage forests. The Cockle Creek
Visitors are connecting and making their decisions to
visitor experience has the opportunity to be iconic; a
travel based on stories and their connectedness to
destination for those Australians who aspire to visit the
the way people and place are portrayed. Aboriginal,
Southernmost tip of the country.
colonial, natural, maritime, conservation or modern;
2 . H A S T I N G S C AV E S A N D T H E R M A L S P R I N G S : well told stories of the people and place or the
southernmost place, combined with contemporary
Renowned for its globally significant caving system, the
marketing strategies provide many opportunities to
precinct takes visitors on a journey of discovery. With
connect with future visitors.
a future focus on experience development and the
addition of overnight stays, after dark forest experiences, The field trip group considered that no single
small group adventure caving and revitalised hot springs idea was more important than the others, and
and visitor centre, this is a hero in waiting. concepts are not presented in a hierarchy or order
3. FRANKLIN FORESHORE: of importance. The implementation of some or all
simultaneously, along with the opportunity presented
A gateway to the Far South, the Franklin Foreshore could
by the enablers detailed in section 5.0 present
become a globally significant lost trades hub showcasing
a unique meshing of opportunity over time that
boat building with accommodation, jetty, marine tourism,
strengthens the overall impact on far south visitor
an expanded wooden boat centre, rare and lost trades
growth.
training and local food and wine experiences.
This report describes the tourism concepts and
4 . R E G I O N A L C O L L A B O R AT I O N O N P R O D U C T
OF THE HUON:
experiences in terms of their ability to grow the right
audiences, sustainably, provide a sense of “wow” for
At most cafes, bars and restaurants visitors try local the region and differentiate it from the other parts of
produce, local drinks and a distinctly Tasmanian style the state.
of hospitality. There is an opportunity for produce
collaboration under the Huon Valley brand which
could extend further into retail and point of sale.
Making the products more accessible to customers
particularly on days when cellar doors and farm gates
are closed would be advantageous.
The far south and Huon Valley have some emerging
soft adventure experiences, land and water-based.
The geography of the region makes it possible for
visitors to sample many activities, delve deeper into
Franklin
some adventure (for example walks in the TWWHA) or © Grant Hunt
to try a soft adventure experience.R E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H
8 .1 C O C K L E C R E E K V I S I T O R for visitors. Segments of the caravan and camping
EXPERIENCE AND AMPLIF Y market are renowned for being bucket list tourists, and
T H E S O U T H E R N M O S T S TAT U S the growth in capacity of the new Spirits of Tasmania
vessels will increase the number of visitors completing
POINT OF the north, south, east and west quadrella.
D I F F E R E N C E southernmost
L O C AT I O N Cockle Creek Improving the visitor experience at Cockle Creek
creates purposeful dispersal into the region.
HUB Cockle Creek; Dover; Southport
VISION Taking ownership of the
southernmost location, Cockle
Creek shares life on the edge, the
interface of two cultures and where
the wild southern ocean meets world
heritage wilderness.
Cockle Creek is a site of state, national and
international significance. Its location at the southern
end of the Tasmanian Wilderness World Heritage Area
Cockle Creek
(TWWHA) and gateway to the southernmost point of © Grant Hunt
Australia means it is already becoming a focal point
C A S E S T U DY E X A M P L E – S T O N E H E N G E V I S I T O R C E N T R E
In 2013, World heritage listed Stonehenge reimagined Replacing driving to the site with shuttle buses
the visitor experience of the iconic cultural and reduces the traffic and site degradation making for a
tourist attraction. Relocation of the visitor centre more sustainable attraction overall.
1.3miles before the monument, sunken into the hills
Ancillary experiences such as accommodation and
creating a low key building that is sensitive to the
camping, retail and food and beverage have been
environment. More than that, a curated customer
masterplanned to provide a balance of commercial
experience now builds anticipation, creates a sense of
and public facilities.
story and interpretation of the site and makes for a ore
connected and peaceful visitor experience.
© Peter Cook, Denton Corker MarshallR E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H 17
Southern Ranges South Cape Bay
© Grant Hunt © Geoffrey Lea
Improving facilities for soft adventure visitors and ––––– The proposal for the palawa lugganah track
caravan and camping visitors will increase yield and provides a range of walking and cycling
overnight stays. Making camping pre-bookable online opportunities linking the towns of Huonville,
aligns with the behaviours of audiences in other Geeveston, Dover and Southport will appeal
locations and on mainland Australia. to a soft adventure customer that has the
time to explore.
Parts of the Cockle Creek experience are located
within the TWWHA, adding a layer of complexity to
planning and development. Cockle Creek is managed 8 . 2 H A S T I N G S C AV E S : R O A D
by the Parks and Wildlife Service and some upgrades U PG R AD E AN D RE I MAG I N ED
are already planned. V I S ITO R E X PE R I E N C E
The insights identified the following opportunities: L O C AT I O N Hastings Caves
––––– Cockle Creek is a destination at the end HUB Dover; Southport
of the road: have a greater sense of arrival – VISION Renowned for its globally significant
marker or photo opportunity at South caving system, the precinct takes visitors
Cape Bay on a journey of discovery. With overnight
––––– Augmented reality experience at South Cape stays, after dark forest experiences, small
Bay to ‘stand at’ the true southernmost point group adventure caving and revitalised
(South East Cape) hot springs and visitor precinct, this is a
hero experience of the future.
––––– Increased cover / facilities for walkers on the
South Cape Bay part of the South Coast Track This globally significant caving system has existing,
––––– Overnight hut-walk to South Cape Bay (hut on albeit dated infrastructure, that provides for a strong
route or at Cockle Creek) nature-based experience for nearly 40,000 visitors
––––– Cockle Creek improvements / visitor node a year. The sealing of the road to Hastings Caves
– commercial camping, RV sites, cabins and makes the cave drive accessible to those visitors
providing campers with safer access to in rental and hire cars. Rental conditions normally
the beach restrict visitors from taking their car on dirt roads.
This destination is poised to attract interstate and
––––– Seal the road to Cockle Creek
international visitors in greater numbers through sheer
––––– Opportunities for the Aboriginal community to
word of mouth alone.
share their cultural storiesR E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H
to be valued at US$4.2T and wellness tourism
estimated at US$5.4B7
Upgrades to the thermal pools through more natural
landscaping, boosting the natural temperature of the
spring water and providing some interpretation of the
mineral properties of the waters would improve visitor
experience and engagement.
Catering for visitors all year round and extending trading
Newdegate Cave, Hastings Cave
© Grant Hunt hours in the summer time to spread the crowds makes
sense. As a destination at the end of a road, there
is a visitor expectation and a captive opportunity to
In the past, nearly half of the visitors to Hastings
enhance the retail food and beverage experience.
Caves have included the Tahune Airwalk in the same
visit. The closure of the Airwalk due to fire damage in Insights for opportunities include:
early 2019 has reduced visitors to Hastings Caves in ––––– Review the business model and operations
2019, but also provided a window for the road to be of the visitor centre, food and beverage and
sealed. The reopening of the Airwalk in early 2020 will tours to identify an approach that is more
again provide two attractions that work collectively to commercially focussed and has a customer-
extend stay an improve visitor spend in the region. centre approach to experience and service.
The future visitor experience of Hastings Caves ––––– Masterplan the precinct with reference to
could be one of world class adventure and geology the two distinct precincts of thermal pools/
experiences. The connectivity to the thermal spring wellness and adventure type visitors;
water story can be amplified and the sense of place of ––––– Develop a new tourism masterplan for
the pool (s) be naturalised into the stunning backdrop Hastings Caves, recognise caves as key asset
of the TWWHA. According to the Global Wellness while managing growth with expanded eco-
Institute, the global wellness economy was estimated tourism product around the site;
C A S E S T U DY E X A M P L E – P E N I N S U L A H O T S P R I N G S , M O R N I N G T O N P E N I N S U L A
Founded in the late 1990’s by businessman
Charles Davidson, Peninsula Hot Springs
has grown from modest beginnings to
welcoming more than 440,000 people per
annum and growing. Constantly evolving
the business is based on the Japanese
onsen bathing culture with uniquely
Australian thermal pools dotted across
acres of Australian bush vegetated land.
Capable of having up to 300 people on
site at one time, the property draws water
from aquifers underground, treats and heat
them to a variety of temperatures.
This is one 23 properties in Australia with © Peninsula Hot Springs
the industry still considered boutique.
7
2019 Global Wellness Institute, Global Wellness Economy industry updateR E I M AG I N I N G O U R R E G I O N S : TA S M A N I A ’ S FA R S O U T H 19
––––– Provide multilingual interpretation; 8.3 FR AN KLIN FORESHORE –
––––– Redesign visitor centre layout / ticketing MASTERPL ANNED AS A HUB
experience (separate from food and beverage F O R LO S T T R A D E S , LO C A L
counter); FOOD AND WINE
––––– Improve journey between the visitor centre/ HUB Franklin
thermal pool and the cave site;
VISION Gateway to the south, the Franklin
––––– Increase arts/cultural events in caves and foreshore can become a globally
around cave site; significant lost trade’s hub for boat
––––– Expand thermal pools and surrounds – building with accommodation, jetty,
restyle/re-sculpt main pool to increase marine tourism, wooden boat centre,
capacity while enhancing integration with rare and lost trades training and local
surrounding environment; food and wine showcase.
––––– Increase temperature of pool/s; Visitors are drawn to the rare, the lost and the unique.
––––– Add value through spa and massage Franklin has the potential to be all of these. Growing
facilities/services; demand for experiences that preserve lost crafts,
––––– Increase food and beverage options; arts, trades and skills are seeing centres of excellence
aligned with unique visitor experiences thrive the
––––– Convert chalet for commercial world over.
accommodation or day spa experience
usually aligned with thermal spring locations; With an existing development application planned
for the ‘evaporator sheds’ component of the
––––– Develop adventure tours departing from visitor
precinct, including boutique accommodation, dining
centre into less visited or off limit locations e.g.
and premium produce retail hub, the design and
caving tours into Mystery Creek Cave
experience needs to be aligned with the broader jetty,
––––– Promote Hastings Caves to major touring wooden boat and café experiences.
companies for inclusion on Tasmanian
itineraries (e.g. Inspiring Journeys; Outback The wooden boat centre’s humble façade belies the
Spirit), particularly those of smaller group incredible talents and excellence within. Booked out
sizes and small vehicles. months in advance for craft courses, boat making and
––––– Parking will become an issue. Shuttle buses months long sabbatical programs, this unique centre
may be required in peak times to cater for is Australia’s best, and one of the best in the world.
crowds.
Wooden Boat Centre Boat slip yards
© Grant Hunt © Grant HuntYou can also read
