Towards 2030 Gippsland Destination Management Plan - APPENDIX - Visit Gippsland
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Towards 2030 Gippsland Destination
Management Plan
APPENDIX
APPENDIX
Contents Appendix A – Glossary 3 Appendix B – AEC Relevant Strategic and Planning Policy Frameworks 4 Appendix C – AEC Accommodation Analysis Snapshot 2018 5 Appendix D – Investment Commitments Across Gippsland 6 Appendix E – Drive Touring Routes 8 Appendix F – AEC Summary of Product Assessment 2018 9 Appendix G – Travel Trends 11 Appendix H – Gippsland Existing Target Market Summary 14 Appendix I – Marketing Direction – proposed roles and responsibilities 17 Appendix J – Proposed Allocation of Responsibilities 18 Appendix K – Aspirational Case Studies 19 Towards 2030 Gippsland Destination Management Plan | APPENDIX | August 2019 2
APPENDIX A – GLOSSARY
Term Meaning
Average Daily Rate (ADR) Takings from accommodation / Room nights sold
DAP Destination Action Plan
Domestic Day Visitor Day visitors (or same day visitors) are those domestic residents who travel at least 50 kilometres
away from home (round trip), are away from home for at least 4 hours, but do not spend a night
away from home as part of their travel
DELWP The Department of Environment, Land, Water and Planning in Victoria
DGL Destination Gippsland Limited (DGL) is the Regional Tourism Board and the peak tourism
organisation for the region in eastern Victoria. DGL was established in 2008 with the support of
Tourism Victoria, Parks Victoria and the six member councils of the GLGN. DGL is a not for profit
public company governed by a skills-based board
DMP Destination Management Plan
Domestic Interstate A person is a domestic interstate visitor when they visit a location and stay for one or more nights
Overnight Visitor other than the State or Territory in which they reside
GLaWAC Gunaikurnai Land and Water Corporation
GLGN Gippsland Local Government Network (GLGN) is an alliance of six local governments from Victoria's
Gippsland region comprising Bass Coast Shire, Baw Baw Shire, East Gippsland Shire, Latrobe City,
South Gippsland Shire and Wellington Shire. The alliance was formed to progress the development
of the region and advocate to the State and Federal Governments
GTR Gippsland Tourism Region (GTR)is defined by Victorian Government as comprising the following
SA2s:
• Gippsland: Alps –West, Churchill, Drouin, Foster, Korumburra, Leongatha, Longford -Loch Sport,
Maffra, Moe – Newborough, Morwell, Mount Baw Baw Region, Rosedale, Sale, Trafalgar,
Traralgon, Warragul, Wilsons Promontory, Yallourn North –Glengarry, Yarram
• Lakes: Alps –East, Bairnsdale, Bruthen –Omeo, Lake King, Lakes Entrance, Orbost, Paynesville
GG Greater Gippsland (GG) is the geographical area covered by DGL. It is defined as the GTR plus the
Wonthaggi-Inverloch SA2. This SA2 is the mainland part of Bass Coast Shire. References to Gippsland
in the DMP refer to Greater Gippsland
GRP Gross regional product (GRP) is the market value of all final goods and services produced by a
regional economy in a period.
HMSA Hotel, motel and serviced apartment accommodation (HMSA)
LDAP Local Destination Action Plan
LGA Local government area (LGA) is an administrative division of a state that a local government is
responsible for
LTO Local Tourism Organisation
Occupancy Rate Room nights sold (occupied) / Room nights available
PV Parks Victoria
PITR Phillip Island Tourism Region is defined by Victorian Government as comprising the following SA2s:
• French Island, Phillip Island, Wonthaggi-Inverloch
• Destination Phillip Island Incorporated (DPI)
Phillip Island and San Remo Visitor Economy Strategy 2035 (PISRVES2035)
RevPAR Revenue per available room
RPT Regular Passenger Transport -Air services operated by airlines that are scheduled to occur on a
regular basis at fixed times or frequencies and on fixed routes.
RTB Regional Tourism Board
RTO Regional Tourism Organisation
RevRAR Revenue per Available Room - Takings from accommodation / room nights available
SA2 Statistical Areas Level 2 defines each tourism region using geographical building blocks called
Statistical Areas Level 2 (SA2s), developed by the Australian Bureau of Statistics. SA2s are designed
to reflect functional areas that represent a community that interacts together socially and
economically. SA2s generally have a population range of 3,000 to 25,000 persons and have an
average population of about 10,000 persons. In rural areas, SA2s are named for the gazetted
localities that comprise them, or the towns, city, or region with which they are associated. SA2s do
not precisely align with the boundaries of Local Government Areas (LGAs)
STO State Tourism Organisation
TRA Tourism Research Australia (TRA) is a branch of Austrade responsible for delivering tourism statistics
and intelligence across both domestic and international markets
Visitor Economy The Visitor Economy is a term used to refer to the production of good and services for consumption
by visitors
VV Visit Victoria
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 3
APPENDIX B – AEC RELEVANT STRATEGIC AND PLANNING POLICY FRAMEWORKS
STATE
TOURISM SPECIFIC STRATEGIES, PLANS & POLICIES TOURISM RELATED
• Victorian Visitor Economy Strategy • Parks Victoria: Shaping our Future: 2013
• Victoria’s Aboriginal Tourism Development: 2013- • Victorian Wine Industry Development Strategy: 2017-2021
2023 • Target One Million (Plan for Recreational Fishing)
REGIONAL
TOURISM SPECIFIC REGION-WIDE
• Gippsland Tourism Strategic Direction: 2013-2018 • Gippsland Regional Plan: 2010-2020
• Destination Gippsland Strategic Plan: 2015-2017 • Gippsland Lakes Sustainable Boating Plan
• Gippsland Accessible Tourism Plan: 2016-2019 • Gippsland Regional Coastal Plan: 2015-2020
• Gippsland Agritourism Consumer Strategy • Central Gippsland Public Land Strategy 2019
• Sydney Melbourne Touring Strategic Plan: 2019-21
LOCAL
BASS COAST BAW BAW EAST GIPPSLAND
• Bass Coast Towards 2030 • Draft Economic Development • Council Plan: 2011-2021
• Economic Development Strategy: 2018-2021 • Growing East Gippsland: East Gippsland
Strategy: 2016-2021 • Yarragon & Surrounds Destination Shire Economic Development Strategy:
• Phillip Island & San Remo Action Plan: 2018 2014-2018
Visitor Economy Strategy • Noojee & Surrounds Destination • East Gippsland International Tourism Action
• Bass Coast Events Policy Action Plan: 2018 Plan: 2016-2018
• Walhalla Destination Action Plan:
2018
LATROBE SOUTH GIPPSLAND WELLINGTON
• Latrobe City Council Plan: • Council Plan: 2017-2021 • Wellington 2030
2017-2021 • Economic Development & Tourism • Council Plan: 2017-2021
• Economic Development Strategy: 2018-2020 • Economic Development Strategy: 2016-
Strategy: 2016-2020 • Paths & Trails Strategy: 2018 2022
• Latrobe: Tracks, Trails & • Art, Culture & Creative Industry • Arts & Culture Strategy 2016
Paths Strategy Strategy: 2017-2021
Implementation Plan: 2016- • Port Welshpool Marine Precinct
2021 Plan
• Arts Strategy & Action Plan:
2012021
• Latrobe City Events &
Tourism Strategy: 2018-22
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 4
APPENDIX C – AEC ACCOMMODATION ANALYSIS SNAPSHOT 2018
There is stronger preference for visitors to stay in private accommodation over commercial accommodation. However, it is important to
note that this may be more a function of the higher availability of private properties for commercial use and a lack of high quality
internationally branded and boutique accommodation offerings rather than a preference for private accommodation.
• During YEM 2018, 3.7 million nights were spent in
commercial accommodation and 4.8 million nights
were spent in private accommodation, with average
lengths of stay of 2.7 nights and 2.9 nights
respectively.
• The domestic market accounts for around 90% of all
visitor nights generated in the Region and has also
recorded the highest levels of growth averaging 7%
p.a. over the last three years.
• Caravan parks were the most common type of
commercial accommodation used by visitors to
Gippsland during YEM 2018, accounting for 33% of all
visitor nights. Holiday apartments came second at
29%. Hotels (including premium and standard hotels)
collectively accounted for 28% of all nights spent in
commercial accommodation. In growth terms
however, demand for serviced apartments has been
the greatest, recording an average growth of 143%
over the last three years. However, this usage is
probably a result of the accommodation supply on
offer rather a reflection of consumers accommodation
demand – in fact it seems likely that consumers with a
desire for higher quality and more diverse styles of
accommodation may not be visiting Gippsland at all.
• International visitors show a high preference for
holiday apartments, with 49% of all foreign
commercial visitor nights being spent in this type of
accommodation.
• Staying with friends and relatives was the most
popular type of private accommodation used,
accounting for almost 60% of all visitor nights during
YEM 2018. 20% of visitor nights were spent at visitor’s
own properties, suggesting that there is a high number
of second-home ownership in the Region. Neither of
these accommodation segments make strong
contribution to the visitor economy.
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 5
APPENDIX D – INVESTMENT COMMITMENTS ACROSS GIPPSLAND
Project Identified Description What is happening
investment
Bunurong $19.6 million • Connection of the existing Bunurong Marine Park and • Investment in public facilities –
Coastal Park Bunurong Coastal Reserve, Punchbowl Reserve and walking, camping, interpretation,
and George the Kilcunda-Harmers Haven Coastal Reserve – dotted water access including land
Bass Coastal along 40 km of coastline between San Remo and purchases
Walk Inverloch • The plan aims to extend the
• Development of the George Bass Coastal Walk into a George Bass Coastal Walk, making
signature trail for Gippsland including the it possible to walk from San Remo
development of campgrounds and walking track to Inverloch and open the area up
extensions. to campers for the first time
(Included in the DMP)
Sea to Summit $1.5 million • Investment in a feasibility study for an iconic nature • Feasibility study / planning
trail walk from the Errinundra Plateau to the Bemm River, (Included in the DMP)
creating a world-class multi-day walk using existing
and proposed new trails with the potential for
accommodation.
National and $10.5 million • Investment to upgrade Victoria’s seven iconic 4WD • Improving the icon 4WD tracks of
State Park Adventures including the Snowy River Drive which Gippsland has 3
improvements • Removal of camping fees at 500 basic sites over 70 • Making holidays, getaways with
across the campgrounds in 19 parks, across regional Victoria mates, and school camps much
State • Halving all remaining fees in State and National Parks more affordable
(Elements included in this DMP)
Lakes • East Gippsland Shire Council, with support from the • Strategic Plan
Entrance – the Victorian Government, is preparing a strategic plan (Referenced in the DMP)
town and for growth and adaptation in Lakes Entrance. The • Development of the Lakes
Marine strategy will provide a framework for ensuring Lakes Entrance Fisherman’s Co-
precinct Entrance can grow positively into the future, support operative as a result of the buy-
the needs of residents, and adapt to any challenges out of Lakes fishing licences
that it may face, because of change brought about by
growth or climate pressures
Phillip Island $58 million • Phillip Island’s iconic Penguin Parade, one of • This investment has been made
Nature Parks Victoria’s most popular tourist attractions, is in the through the Regional Tourism
process of receiving an upgrade, boosting jobs and Infrastructure Fund
tourism in regional Victoria (Implementing the Phillip Island
• $48.2 million in the 2016/17 Victorian Budget for a Visitor Economy Strategy is the
major redevelopment of the attraction’s Visitor Umbrella Recommendation in this
Centre, replacing the outdated 1988 facility with a DMP)
larger and better equipped centre that has a smaller
environmental footprint. Phillip Island Nature Parks
will add $10 million to the project for a total cost of
$58.2 million
• Phillip Island Nature Parks currently supports 1,350
full time jobs
• Phillip Island Nature Parks is one of Australia’s most
popular wildlife attractions with over 600,000 visitors
per year to the Penguin Parade, and almost 1.3
million visitors per year to all the Nature Parks’
attractions. This project will potentially increase
visitation to the Penguin Parade by more than 20 per
cent over ten years
Aboriginal $220,000 • GLAWAC are spending $220k on a project to do • Feasibility study
Tourism feasibility work on a range of project ideas (referenced in the DMP)
Omeo $4.02million • The project will boost the Omeo region economy and • East Gippsland Shire Council has
Mountain attract international events and ensure Omeo is an awarded the contract for the
Bike Park adventure destination into the future Omeo MTB Trail Masterplan
Bullock Island $1.5million • The Victorian Government has confirmed as part of • In partnership with Lakes
On Water its 2019/20 State Budget announcement it will Entrance’s Fisherman’s Co-
Cafe provide $1.5 million in funding Operative (LEFCOL), to build a new
on-water café at Bullock Island.
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 6
Projects proceeding with private sector investment
Project Identified Description What is happening
investment
Pennicott $3.5 million Wilsons Promontory Cruises from Tidal River in Victoria. These Commencing in 2019
Wilderness world class wilderness cruises will allow visitors to explore the (Referenced DMP)
Tours spectacular waterways, history, culture, flora and fauna of the
Wilsons Promontory Marine National Park.
In the first year, the operation will employ a team of 16
Victorians from the local region, expected to grow to over 30
staff after 5 years. The $3.5 million venture is expected to
generate $9.7 million in economic benefit for the local
community p.a. and will directly contribute to the ongoing
conservation of Wilsons Promontory.
Three ground-breaking 32-seat vessels have been custom-built
for the operation.
The project has been made possible in part by a $650,000
grant from the Australian Government’s Tourism Demand
Driver Infrastructure program.
Metung Hot $40 million Metung Hot Springs Master Plan: The Peninsula Hot Springs Peninsula Hot Springs (PHS)
Springs Group (PHS) has plans to bring its Mornington Peninsula has applied for the recent
tourism reinvention to Metung through the development of a round of federal
geothermal mineral springs experience. This attraction will government Regional
provide year round, high yield visitation to Gippsland. Planning Growth Fund Grants which,
approvals are in place for the project and it is subject to if approved, would provide
finance. The demand profile is expected to commence with dollar-for-dollar capital to
65.000 visitors in year 1 reaching 150,000 visitors by year 5. achieve two of the three
Talks are already underway with Victoria University to develop construction stages.
collaborative training and employment opportunities, which Planning approvals are
would see Metung Hot Springs as a site for an accredited already in place.
training provider. (Elements referenced DMP)
Seacombe $100 million There are plans for the development of a 6-star luxury hotel at Proposed to be located on
West - Nunduk Seacombe West, on the southern shore of Lake Wellington, a 2480-hectare sheep farm
approximately 12km from Loch Sport. and target the wealthy
The spa hotel and retreat will be powered by renewable international luxury
energy and highlight traditional Aboriginal culture. market, with rooms
expected to cost about
$1500 a night.
Three leading tourism
companies – Six Senses,
Goco Spa and Banyan Tree
Spa – are interested in the
project, which will consist
of 36 luxury rooms in the
main hotel, 45 rooms in
villa units, plus restaurants,
spas, treatment rooms and
galleries.
(Referenced DMP)
Gumbuya $50 million The owners of the park say the reinvention will turn it into the Gumbuya World is
World (sitting “Disneyland of Victoria” and see its workforce jump from just currently undergoing a
outside of the 56 employees to more than 500, with a focus on hiring ex-auto three-year redevelopment
Gippsland workers. and expansion which will
Tourism Future plans for Gumbuya World include 50 new attractions (it see it double in size
Region) will soon be home to the state’s most impressive wave pool),
onsite accommodation, cafés, shops, a chocolate factory and
microbrewery. Indigenous, dinosaur and woolshed precincts
will also be constructed for educational programs.
Haunted Hills $976,000 Gippsland mountain bike association, has received $976,950 (Referenced DMP)
Bike Park for its Haunted Hills Bike Park project at Hernes Oak, creating
four construction jobs and eight ongoing positions.
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 7
APPENDIX E – DRIVE TOURING ROUTES
Currently advertised through Visit Melbourne and Parks Victoria
Driving Route Description
Melbourne to • 1380 km, approx. 18 hours
Sydney Coastal • Hit the road and experience the beauty of the coastline between Melbourne and Sydney firsthand.
Drive Wander through national parks, see native wildlife, and cool off at white sandy beaches. Tempt the
tastebuds with seafood straight out of the ocean and savour local wines to match.
• Includes touring options in Victoria through South Gippsland or through Walhalla.
The Great Alpine • 339 km, about 5 hours
Road • Wind your way along Victoria's Great Alpine Road, from Wangaratta in the north-east right across to
Metung on the jaw-droppingly beautiful Gippsland Lakes
• The 339-kilometre adventure along Australia's highest year-round accessible sealed road takes you
right up close to Victoria's diverse landscapes. Travel through lofty mountain ranges, down plunging
valleys, into lush forests, and past rolling vineyards along the way to the sparkling waterways on
Gippsland's coast.
Gippsland Coastal • 880 km, approx. 11.5 hours - Allow 5 to 6 days
Discovery Touring • Experience the wilderness of Australia's southern coastline with this journey through Gippsland. Walk
Route on untouched beaches, go sailing on Australia's largest inland lake network, and meet wombats,
penguins, kangaroos, koalas and emus as you go.
West Gippsland • 229.5 km, approx. 5 hours
Hinterland Drive • A burgeoning foodie scene and a sense of adventure
• Wind your way through the diverse landscapes of West Gippsland on this unique scenic drive.
Discover historic villages, stop in at wineries and restaurants heroing local produce, and unwind amid
the stunning natural beauty of the hinterland region.
Valley to Sea • 140.4 km, approx. 2 hours
Touring Route • From the heart of Latrobe to a maritime past - uncover the hidden gems in and beyond Latrobe City
(Moe, Morwell and Traralgon)
• The busy Princes Freeway leads into the major regional centres of Morwell and Traralgon. Take a side
trip to the latter for fine food and fine wine before moving south into the pretty Morwell River Valley
and the quaint town of Yinnar. Across country is Churchill, an education hub for the region and an
unexpected fishing hotspot.
Penguins to Prom • 210 km, approx. 3 hours
Touring Route • Famous animals and sacred spaces - journey between two of Victoria's most loved tourist attractions -
the Penguin Parade on Phillip Island and Wilsons Promontory National Park at the southernmost tip of
mainland Australia.
Gippsland • 1240kms, allow 5 days.
Wilderness • Escape to Gippsland’s spectacular wilderness on this five day road trip taking in Gipsy Point,
Escape Croajingolong National Park, Cape Conran, the Gippsland Lakes, Tarra Bulga National Park and Wilsons
Promontory.
The Country • 112 km, approx. 1.5 hours
Drive • A meandering drive through postcard-perfect scenery
• Set out from Traralgon for a memorable drive through some lush Victorian scenery. First stop as you
head north is Glengarry, known for Narkoojee Winery, preserved historic buildings and its butter
factory. The Country Drive route then winds through the townships of Toongabbie, Cowwarr, Heyfield,
Tinamba and Maffra, with the Baw Baw National Park towering over the classic rural landscapes. A rail
trail follows this route, so take your bike with you to explore at a different pace on some easy trails.
Gippsland Coastal • 880 km, approx. 11.5 hours. Allow 5 to 6 days
Discovery Touring • Experience the wilderness of Australia's southern coastline with this journey through Gippsland. Walk
Route on untouched beaches, go sailing on Australia's largest inland lake network, and meet wombats,
penguins, kangaroos, koalas and emus as you go.
Snowy Iconic • 600kms. Allow2-3 days
4WD Route • The Snowy Iconic 4WD Route passes through the Snowy River National Park and is a 2-3 day drive
(Parks Victoria) which includes opportunities for camping, walking swimming and canoeing along the way. While
much of this route follows formed gravel roads, the northern part of the route involves four-driving
along a section of the Deddick Trail, Bowen Track, Monkeytop Track and Waratah Flat Rd.
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 8
APPENDIX F – AEC SUMMARY OF PRODUCT ASSESSMENT 2018
AEC Tourism Theme -
AEC Tourism Theme -
Mountains, Nature & Outdoors Coast, Lakes & Waterways
Gippsland has a greater diversity of natural resources than any
Gippsland is endowed with both nationally and internationally
other region in Victoria encompassing alpine areas, rivers and
recognised coastal assets including, amongst others, Wilsons
wetlands, large areas of public space –including iconic national
Promontory Marine National Park, Bunurong Marine National
and state parks.
Park, Ninety Mile Beach, Gippsland Lakes Coastal Park, Cape
The Gippsland region is unique in Victoria with approximately Conran Coastal Park and Croajingolong National Park (a UNESCO
three-quarters of the region being forested public lands and designated World Biosphere Reserve) which form part of the
national parks – including Wilsons Promontory, Mount Baw Baw Region’s 700km coastline. The Gippsland Lakes and adjoining
and the Alpine, Cape Conran, Morwell, Croajingolong and Tarra wetlands occupy approximately 600km2 in a catchment that
Bulga National Parks - natural watercourses and floodplains. comprises almost 10% of the land area of Victoria (GRP, 2015)
Many of the region’s natural attractions -including the Gippsland and represent the largest inland lake system in the southern
Lakes - are world-class standard. hemisphere. The Region boasts the highest waterfall in Victoria
(Agnes Falls), three designated Ramsar wetlands and the endemic
Nature-based activities & experiences include: Gippsland Lakes Burrunan Dolphin.
• Cycling & Mountain biking: There are several options Water-based activities & experiences include:
available for all riders, with trails suitable for mountain bikes
and some hybrids. Experienced bikers frequent the popular • Canoeing, kayaking and paddleboarding on the Snowy River
mountain bike parks in in Erica, Nowa Nowa and Blores Hill, near Orbost, the Mitchell River near Bairnsdale, Gippsland
as well as the extensive network of trails around Mt Baw Lakes, Mallacoota Inlet, Genoa and Wallagaraugh rivers
Baw, Bairnsdale (Mt Taylor and Colquhoun Forest) and which lead into the Mallacoota Inlet and the Thurra and
Foster. There are several rail trails throughout the Region Mueller rivers in the Croajingolong National Park.
including the Grand Ridge Rail Trail, East Gippsland Rail Trail, • White water rafting (grade 3 & 4 rapids) on the Mitta Mitta
Gippsland Plains Rail Trail, Great Southern Rail Trail and • Scuba diving and snorkelling in Bunurong Marine Park in
Walhalla Goldfields Rail Trail, which are suitable for most South Gippsland (notably from Eagles Nest, Shack Bay, Cape
ages and fitness levels. Paterson, Flat Rocks and Inverloch) and Cape Conran Coastal
• Road cycling: Largely due to the extensive network of high Park in East Gippsland (around West Cape Beach and Salmon
quality roads necessary to transport milk tankers throughout Rocks).
the Region, the surface for road cycling is very good. It is also • Surfing is popular along much of the Region’s coastline.
extremely picturesque. Distances vary from 36km to 121km, World-class beach breaks can be found along the coast at
with most routes servicing Grade 3 riders. Cape Paterson, Venus Bay and Waratah Bay as well as Red
• Walking & Hiking: Walking and hiking trails of all terrain Bluff at Lake Tyers Beach, Salmon Rocks at West Cape Beach
types – from coastal to ancient rainforests, gorges, rivers in the Cape Conran Coastal Park and Bastion Point Beach in
and alpine environments –are available in Gippsland. One of Mallacoota.
Australia’s most iconic walks – Great Alpine Walk – which • Swimming during the summer months is popular at Cape
takes in part of the Australian Alps Walking Track, starts in Paterson, Inverloch, Venue Bay, Sandy Bay, Seaspray,
Walhalla. Other, equally impressive walks include the Grand Woodside and Lakes Entrance.
Strzelecki Track which takes in the Tarra Bulga National Park, • Windsurfing is popular at Shallow Inlet and Sandy Point near
the Genoa Peak Walk which rewards walkers with views Waratah Bay in South Gippsland.
over the Croajingolong wilderness, the Mt Oberon Summit • Water-skiing and other towed water sports such as
Walk, Great Prom Walk, George Bass Coastal Walk, wakeboarding, discing and tubing are popular throughout
Toorongo & Amphitheatre Falls Loop Walk and the Cape Gippsland, with Metung, Lakes Entrance and Paynesville
Conran Nature Trail. being popular coastal destinations. Lake Glenmaggie near
• 4WD: Gippsland is a popular four-wheel driving destination Heyfield and Lake Narracan at Moe in Central Gippsland are
with many challenging unsealed roads and tracks popular inland destinations.
throughout its forests, fern gullies and mountain ranges. • Sailing, including yacht charter is available throughout the
Wonnangatta Valley trail in East Gippsland is probably the Region. Boxes Creek, close to Metung and Duck Arm near
most well-known 4WD driving destination in Victoria. Alpine Paynesville all offer all-weather moorings.
National Park and surrounding high country are great for • Recreational fishing is available throughout the Region.
spectacular scenery and challenging terrain, as is Mt Baw
Baw National Park near Walhalla and the Aberfeldy Track,
north of Erica. The Deddick Trail through the Snowy River
National Park in East Gippsland provides a challenging
experience for more experienced drivers.
• Skiing & snowboarding: Located 2.5 hours from Melbourne,
Mt Baw Baw Resort offers snowboarding, downhill and
cross-country skiing and, tobogganing. Located at the north-
east end of the Baw Baw National Park, Mt St Gwinear offers
both cross-country trails and toboggan slopes.
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 9
AEC Tourism Theme - AEC Tourism Theme -
Arts, Culture & Heritage Food & Farming
Gippsland has a thriving arts and cultural scene, including the Gippsland is one of Australia's longest established food tourism
Latrobe Regional Gallery in Morwell, the Gippsland Art Gallery in destinations, which offers a highly diverse range of cheeses, fine
Sale, the Great Alpine Gallery in Swifts Creek and wood art at the free-range meats, locally caught seafood, organic fruits and
Orbost Exhibition Centre on the Snowy. The small villages dotted vegetables and increasingly, speciality foods such as garlic and
across the Region each take on their own personality and add saffron.
character and creative buzz. Yarragon, Fish Creek, Metung and
Nowa are just a few examples. There is also a variety of live Gippsland has over 100 vineyards and more than 40 wineries.
theatre and music venues in Warragul, Traralgon and Sale. Restaurants and cafes are located across the Region providing
visitors with highly varied dining options.
Arts, culture & heritage activities & experiences include:
Food, wine & farming activities & experiences include:
• Latrobe Regional Gallery: Established in 1971, the Gallery is
one of the largest public galleries in eastern Victoria, • Prom Country Cheese is an award-winning business which
Australia, and is a member of the Public Galleries serves cheese tastings, platters and lunches featuring
Association of Victoria. Housing seven gallery spaces and a handmade specialty cheeses and local farm produce. The
sculpture courtyard, the gallery presents exhibitions and modern cellar door is surrounded by pastures and animals
curated projects across contemporary art and design, on a sheep dairy farm in the picturesque Moyarra Valley.
experimental and interdisciplinary practices, curated • Gippsland Food Adventures takes visitors off the beaten
collections of note, works by regional artists and national track to give them a true taste of Gippsland which features
touring exhibitions. many farms producing free-range beef and lamb, olive oil
• Coal Creek Community Park & Museum is a living history and cool climate wines.
museum, recreating the time of settlement and the story of • Gippsland Dairy Trail is a 27km trail which takes in
the coal miners from South Gippsland. Caldermeade Farm & Café, a commercial dairy which allows
• Krowathunkooloong Keeping Place in Bairnsdale is a visitors to view milking, then to Bassine Speciality Cheese
museum housing a vast collection of artefacts, art and and to Udder and Hoe in Kilcunda which showcases small-
information where visitors can learn about the history, batch local produce, The Local (coffee) in Koonwarra and the
heritage and culture of Aboriginal East Gippsland. Koonwarra Food & Wine Store, Prom Country Cheese ,
• Old Gippstown Gippsland's Heritage Park in Moe is a Gippsland Food & Wine emporium and the String & Salt
complete historical township filled with authentic buildings. foodstore in Warragul which also runs cooking classes.
Old Gippstown is also renowned for its Coach house which
contains one of Victoria's best collections of horse drawn
AEC Tourism Theme - Events
vehicles. Gippsland has a highly diverse events calendar including racing
• State Coal Mine is the only historic coal mine experience in days, music festivals, art exhibitions, food & wine festivals and
the Southern Hemisphere, offering interactive fun and agricultural shows.
interest for the whole family both above and below ground.
• Bataluk Cultural Trail extends from Sale through Mitchell Lardner Park is Gippsland’s largest event venue and hosts around
River National Park, Bairnsdale, and Orbost to Cape Conran. 120 events annually. The venue is best known as host to Victoria
It follows the trails and trading routes of pre-colonial days premier agricultural event –Farm World and Australia’s longest
and focuses on elements of Koorie history and culture running and only grass-based Steer Trials. It is also home to one
of Australia’s top New Year’s Eve music and camping festivals –
Beyond the Valley.
• Other major events & festivals include: Meeniyan Garlic
Festival in February, Tinamba Food & Wine Festival in April,
Come and play all of May art festival in May, Mirboo North
Arty Gras, Loch Village Food & Wine Festival in June,
Bruthen Blues Festival, Mossvale Park Music Festival in
Foster, Paynesville & Inverloch Jazz Festivals, Boolarra Folk
Festival in March, Hills are Alive Festival near Loch Village,
Inverloch Sounds of Summer Festival, Mt Baw Baw Cycling
Classic.
AEC Tourism Theme - Shopping
Gippsland boast the largest number of farmers' markets in
Victoria. Monthly farmers' markets are held at Maffra, Metung,
Inverloch, Koonwarra, Drouin, Traralgon, Sale and Bairnsdale, as
well as at numerous smaller towns across the region. There are
also countless village shops selling antiques, crafts and
collectibles, with Yarragon Village, Stratford on the Avon River
and Loch village being the most popular.
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 10APPENDIX G – TRAVEL TRENDS
Growth Market Opportunities
There are several market segments where significant growth is expected to continue both within Australia and around the world,
including:
• Continuing rise in the numbers of contemporary female travellers, who are more likely to have a higher disposable income and to
travel either on their own or in small groups of friends. They are also key influencers in family travel. This market is seeking new
experiences that immerse them into the destination and the local culture.
• The fifties are the new demographic for travel – more people are choosing to travel earlier than retirement to enjoy the more
active or immersive experiences that destinations have to offer. Globally, the 55 + market has the highest disposable income and are
seeking new destinations to add to their bucket list. Domestically, this market is travelling within Australia as well as overseas. They
are as equally excited about an Australian holiday as they are about an overseas trip. This market is largely misunderstood; they
want to engage and be part of the ‘local scene’. They are also much more active and want to be perceived as being ‘young at heart.’
Domestically, they are also looking for short-break escapes and often choose to travel outside of peak periods to avoid the crowds.
• Millennials continue to travel more domestically than previous generations of their age. Coupled with a desire to have short-breaks
with loved ones or groups of besties, millennials are very experientially focused in choosing destinations; they are more responsive
to an offer with a recommendation from within their peer group. They are also more attracted to different styles or types of
accommodation and travel for events.
• Visiting friends and relatives (VFR) continues to be an important reason for travel, both domestically and internationally.
Increasingly, the VFR market are choosing to stay in commercial accommodation, participate in local tours, activities and
experiences and will often travel outside of peak periods to immerse themselves in the destination.
Experiences over Destinations
Whether it’s a regional or global destination, experiences are the primary motivation for picking one destination over another.
• Interest in tours and activities has been on the rise over the last few years. The focus is on small-scale, immersive and locally-
curated activities. The market is seeking a more personal touch and want to feel that they are spending time with a local and not
part of a group tour. These types of experiences work well and can drive yield. A summary of growing experience categories globally
is provided in Graph 1. These trends are consistent with domestic trends identified by Kantar TNS in the 2018 Domesticate study.
• Another key growth area is transformative travel, which is about creating or facilitating memorable moments. Transformative
travel is deeply personal and may be about moments shared with loved ones, realising new achievements or finding one’s
confidence. It is incredibly important for growing the appeal of a destination or demand for an experience. Transformative travel is
influenced by a range of factors, as outlined in Graph 2.
• New luxury is defined by small brands with big stories. This is driven largely by the opportunity for genuine engagement and
interaction with local people, nature, heritage and arts and culture. The story of the place, its people and their ‘craft’ is increasingly
critical to the success of the experience, from artists and artisans to local sporting heroes.
• A major growth sector and opportunity is the well-being sector. The market is seeking destinations and experiences that support
and promote well-being, active and healthy lifestyles or moments of serendipity; it’s more holistic than a day-spa moment. Likewise,
there is an opportunity to tap directly into the market’s desire to maintain their well-being while travelling through access to
supporting activities and facilities.
• Experiences are also about great events, from festivals to local markets. Importantly, they contribute to vibrant communities,
which is a significant drawcard for attracting visitors as well as business travellers. The ‘festivalisation’ of meetings and events
continues; festivals and local events add to the excitement of a destination and its appeal to conference organisers.
• Food tourism or experiences are becoming a critical element in the choice of one destination over another. This trend is no longer
just about the ’super-star’ (or multiple-hatted) restaurants. Instead, it is about ‘local heroes’ who create immersive, curated and/or
unique experiences rather than standard, expected service. Good quality fish and chips on the beach is as equally as important as a
five-star restaurant experience.
• In Australia, getting away from crowds is more important than ever before. While the key motivators for domestic holidays include
‘to relax’ and ‘to try something new’, ‘getting away from crowds’ has become more important for both intrastate and interstate
travellers.
Service, Sustainability and Social Responsibility
There is a clear and growing desire of travellers to seek destinations and experiences that support and adopt environmentally sustainable
and socially responsible practices – this is no longer a so-called niche market; it appeals to broader audiences across demographic
groups.
The future of travel is humane and compassionate. Travellers will have a more active role in curating their experiences, breaking down
the status-quo in the process. This is important to travellers who want to feel welcomed regardless of their ethnicity or religion.
Increasingly, the market is curating their own experience and sharing it with their friends and peer groups.
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 11Key Outtakes for Gippsland
• Develop products and experiences that specifically target women. The female market is one of the fastest growing markets and the
younger female market is earning more money than at any other time in history. Safety is an important factor.
• Profile local designers, businesses artisans, chefs and involve local community activities into the Gippsland Beaches story. This will
go a long way towards building shoulder and low season and increase spend in the high season - it is about winning hearts and
minds.
• Vibrant and engaging communities are more appealing to a visitor. Therefore, having an engaged and supportive community is key
to attracting a visitor who wants to stay longer and ‘live like a local’. Critical to this idea is ensuring that events, products,
experiences or new tourism opportunities are developed to be accessible and add value to the lifestyle of local residents as well.
This has significant implications for growing the VFR market.
• The 55 plus market globally are retiring and hold the majority of the global wealth. Creating bespoke and unique experiences that
are meaningful and exclusive is ideal for a segment of this market. Accessibility is an important factor for this market.
• It is increasingly important to create the space for truly memorable moments filled with delight and serendipity. This is an
opportunity to leverage the markets’ desire to learn more about a destination and create moments of surprise. It adds to the
richness and perceived offering of the destination. Often, engaging the community through a VFR campaign targeting ‘local hosts’ is
a way to build content that infuses the essence or character of the destination and value-adds to ‘traditional or commercial
products’ promoted in tourism campaigns – providing potential visitors with more reasons to visit and encouraging them to engage
more deeply with the experience offer of the region.
• Collaboration is a key to success and destinations have a role to play too. Those who understand their target markets and have a
clear and consistent brand strategy will be better able to infuse the character of the place and its people into their products,
experiences and accommodation.
• FOMO – create the idea of scarcity to drive interest and demand (and a touch of jealousy).
• Meet the expectations and needs of the Millennials and you will also tap into other target markets, especially the Baby Boomers
who have the time to travel, are cashed up and ready to spend and pride themselves on being more active and ‘young at heart’
(adopt an age-agnostic approach).
Global Growth Experiences
FASTEST-GROWING EXPERIENCE CATEGORIES GLOBALLY
0% 20% 40% 60% 80% 100% 120% 140%
HISTORICAL & HERITAGE… 125%
SUNSET CRUISES 86%
PRIVATE DAY TRIPS 79%
SNORKELING 70%
KAYAKS & CANOEING 67%
SAILING TRIPS 61%
CATAMARAN TRIPS 60%
COOKING CLASSES 57%
FOOD TOURS 57%
MUSEUM VISITS 54%
Source: TripAdvisor 2017
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 12% EXTERNAL FACTORS THAT LEAD TO TRANSFORMATIONAL MOMENTS 2018
0 5 10 15 20 25 30 35 40 45
The people on the trip 38.8
Spontaneous unexpected adventure 35.2
Food, arts, culture or entertainment 34.1
Spiritual or wellness activity 21.9
None of above 12.3
Accommodation I stayed at 8.7
Business event or conference 6.3
Source: Skift report, The Rise of Transformative Travel, 2018
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 13APPENDIX H – GIPPSLAND EXISTING TARGET MARKET SUMMARY
Market Description
Active 55 + This market is different from the traditional grey nomad market, they for one are more active and see
Market themselves as being younger than they are. They are fit and have more disposable income. They stay longer,
travel outside of peak periods they are willing to spend more money on experiences. They respond well to
deals if they are seen as a value add, it is not all about the discount. However, once they are within a
destination, they will spend more. They will travel overseas, however, they will still travel domestically. They
put as much time and excitement into planning a domestic holiday or short break as they do an overseas trip.
This market more than any other market research for their holidays. They will spend hours researching online
about a destination or experience. They will seek referrals from their friends and utilise websites and digital
platforms such as destination websites, referral sites such as, TripAdvisor and Google Reviews as well as other
social media platforms.
Content is king to this market, inspirational as well as informational. They will respond well to user generated
content (UGC) especially content that has been created by locals who talk about their places and what they
love.
They are very loyal to Australian businesses, therefore, the more direct the online booking can be the happier
they are. They like to be able to book direct (online) with the operator or through a destination website. The
more difficult it is to make a booking or to have too many websites to search for information the more likely
they are to go direct to an Online Travel Agent (OTA) or to another destination that makes it easier to find the
information they are seeking. This market is hungry for content and they respond well to email marketing and
newsletters. A key growth sector for this market is personalised communications. The more data a destination
can collect and personalise the marketing materials sent to this market the greater the opportunity to convert
them to a booking and for them to refer your destination to their friends. This market is willing to give you
their details as long as they receive relevant information that meets their needs. This market will also book
experiences once they are within region and are more likely to book through the mobile phone or on a tablet
device. They still like to use the Visitor Information Centre, however, what they are really seeking is a
relationship with a local and they want recommendations based on personal local insights not just because the
VIC is run by council, they recommend everyone.
KEY • Rich content for inspiration is essential to tell the brand story and build anticipation and desire for the
OUTTAKES destination (Content, being video, images and copy)
• Centralised Destination website that makes it easy for this market to search the relevant information that
makes planning their trip easy
• Providing online bookings at either the operator lever or through the destination website will increase
conversion
• Personalisation of content and experiences is important to this market
• Meeting and engaging with the locals and have a local’s recommendation is paramount to building an
ongoing relationship
• Create itineraries that experiential not just about the tarmac.
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 14Market Description
Young Adults As with the older market not all young adults can be treated the same. The “Real Seeker’ or
Leading Lifestyle segment of this market are also keen to get ‘under the hood’ of a destination.
They are seeking experiences that feel like they have uncovered something new about a place.
This market relies heavily on their friend’s recommendations about a destination they will do
this through face to face conversation or what they have seen on their friends snapchat,
Instagram and to a lesser extent Facebook.
This market will travel together as a couple or groups of friends (as will the 55 plus market).
This market searches and purchases everything online (mainly using their phones). They have
no hesitation to book through an OTA. They will always take the least path of resistance. They
respond best to video and can be convert to a purchase with the vide is inspiring. They are least
likely to call into a Visitor Centre, unless that visitor centre is an experience within itself
This market is much more spontaneous in their planning and will have a much shorter lead time
from dreaming about a trip to taking the trip. They are more likely to take a longer overseas trip
while they will; take a number of short breaks domestically, however there is a growing market
undertaking the idea of a road trip. This market will travel for events, such as music festivals or
cultural events (e.g. Adelaide Fringe Festival). If a friend has recommended a destination or
experience, they will not undertake as much research as their older counter parts. They do
respond best to a deal and therefore do not spend as much money as the older market. This
market also responds to personalised content; but relevance is everything.
They are very influenced by any influencers that they are following. This is not just about travel
influencers, this is also about looking at influencers across other industry sectors, for example,
a fashion blogger talks about a destination or experience, that will have a huge impact on this
younger market. Of growing importance to this market is their interest is in destinations or
experiences that are socially and environmentally responsible. This is a competitive advantage
a region could look to capitalise on for this market.
KEY OUTTAKES • Much shorter lead times from dream to go
• They respond best to a deal and will book quickly if they are offered up as a deal and they
have had a good referral from their friends
• Content, content, content, is everything if it is engaging and inspirational - followed
• Access by mobile phone is important, and they will also make booking once they are in a
destination
• Create itineraries that are experiential not just about the tarmac
Visiting Friends and This is the ‘low hanging fruit’ for any destination. The VFR market is about engaging with the
Relatives (VFR) local residence and community and providing them with inspiration to invite their friends and
relatives to visit. This market will also travel outside of peak periods and are more likely to
have more repeat visitors. The VFR market can work well for areas that do not necessarily
have a traditional tourist market, however it is about the locals sharing what they love about
where they live. A VFR campaign can also drive local pride and help with generating content
to be used for broader marketing.
A VFR campaign within the local communities delivered by the Council is a cost-effective way
to drive visitation through non-peak periods. Access and utilising programs such as,
Destination Melbourne’s Discover Your Own Back Yard would be a great way to profile local
business, build civic pride, create user generated content and drive visits in off-peak periods.
KEY OUTTAKES • VFR are best implemented by local councils and can better match council’s limited
budget
• Build civic pride and provide locally produced content to be used by Destination
Gippsland for marketing purposes
• The local community become the advocates for the local area and use their own
channels e.g. Facebook etc to share their stories about their back yard
• Support local businesses through the local community profiling business they love
• Utilise content created through a VFR campaign for the Destination Gippsland campaign.
This will meet the needs and the desires of the broader the market to want to ‘live like a
local’.
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 15Market Description
Active Family Market This market already exists and is mainly travelling through school holidays. This market is very
‘kid centric’ so they are seeking things that they can do with children while they are visiting.
This is an opportunity to encourage dispersal around the region while they are visiting. It is
also about creating content that profiles the more active activities that the family can do
while in the destination. This market is definitely rime poor, they have a lot going on in their
lives therefore they will research online, and they need as much content about the family
experience as they can at their fingertips. They do not want to have to visit a number of
websites to fin d what they are looking for.
This market will also look to their friends for ideas and recommendations about a destination.
They need to be inspired, however they also need to have practical information too. This
market also looks to influencers, Mummy and Family bloggers who have ‘road tested a
destination or an experience’ 70 – 80% of all travel decisions are made by the female in a
group or family dynamic, understanding and meeting her needs are paramount when
communicating with the family group. Easy to purchase packages and are value for money will
appeal to this market. Personalise communications is also very important for this market,
they need to feel heard and have their needs met. It needs to be easy for them.
Another major consideration for this market (and it is equally important for 55+ market) is the
growth in intergenerational travel, that is, the extended family travelling together on a short
break or holiday. Creating and offering up experiences and accommodation that cater for this
group is a major opportunity.
KEY OUTTAKES • It is all about the family needs create content that addresses those needs
• Intergenerational family travel is growing providing services and experiences
• Make it easy for this market to search for information, make it easy by providing a
central online website. Create experiences and offering that demonstrates what there is
for an active family to do in the destination.
The Paid, Owned and Earned Model
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 16APPENDIX I – MARKETING DIRECTION – PROPOSED ROLES AND RESPONSIBILITIES
Destination Gippsland LGAs/ STOs
• Set the strategic direction for marketing the region, • Develop content strategies including bundling and packaging
including the development and implementation of experiences for the different target markets for distribution
all marketing activities for the destination through all Destination Gippsland’s channels to market
• Manage the brand and all content pertaining to the • Industry capacity and capability building to ensure that the
destination brand experience offer, and service is of high quality once the visitor
• Own and manage the regional website and all has arrived
destination marketing activities including working • Developing and dispersal of information once the visitor is in
with LGAs to develop 12-month marketing plan into region including easy access to booking experiences is
which each area within the region buys. paramount to increasing conversion and yield
Implementation of the marketing campaign • Visitor services based on market trends and demand. This
• Work closely with the LGAs to develop industry means re-imagining the role of Visitor Information Centres to
capacity building programs as well as programs to better service the expectations of new visitors.
create packages, bundling and content pertaining to
each campaign that DGL implements.
Brand leadership - the focus for DGL
The most successful destinations in Australia are very effective in ensuring that the brand is at the core of all their marketing content and
consistent with the positioning of the destination. The marketing effort is coordinated with clear roles and responsibilities and there is
one agency appointed to assist with the rollout. Therefore, a singular focused approach to marketing co-ordinated by DGL with the local
areas providing relevant content to underpin and deliver on the destination brand is required.
The adoption of the new Gippsland brand underpins the opportunity for strong and effective marketing of the compelling experiences of
the destination. However, the projected growth in visitor numbers will only be achieved through a consistent and integrated approach to
positioning and rollout of Gippsland’s new brand to market.
The brand will need to underpin ongoing development of marketing content and provide the framework for user generated content
(UGC) to reinforce Gippsland’s positioning. It will need to be used for all content development including image, video and stories.
DGL will need to set the strategic direction for marketing the region, including the development and implementation of all marketing
activities for the destination. It will need to manage the brand and all content pertaining to the destination brand, own and own and
manage the regional website and all destination marketing activities across the region.
Inspiring people to visit, stay longer and become advocates of the destination is done through a range of tactical activities such as public
relations, social media engagement, digital and traditional advertising and events. Getting the balance right requires identifying the right
channels to reach the target market and leveraging owned channels to that market with paid or earned strategies. This will require
consistent focus and leadership by DGL across the region.
One of the most difficult aspects of content marketing for DGL will be the continual development of new content – the products and
experiences on offer that will attract visitors to Gippsland. This will be the role of local governments and industry operators.
Product Development – the focus for LGAs and Industry
Content is king and building the industry’s capacity to deliver experiences that meet the market’s needs is at the core of Gippsland’s
success in achieving visitor growth. Product (or experience) development will provide more reasons for people to visit or return to
Gippsland and to stay longer. It creates new content for digital channels such as the Visit Gippsland website, social media platforms and
electronic direct mail (e-DM). It is essential to identify partnerships that facilitate the packaging of experiences and products, create
opportunities for new experiences and make the conversion from interest to a booking easier for the market through accessible and
interesting itineraries. This is the role of local government and industry operators.
Local government and industry will need to focus on developing content strategies including bundling and packaging experiences for the
different target markets for distribution. They will need to work closely to develop new experiences, improve existing product and
develop partnerships between operators that reflect the region’s experience pillars and that are attractive to the Lifestyle Leader target
market. Equally, industry will need to understand the brand and how they can adopt and use it. DGL will need to work closely with the
LGAs to develop industry capacity in this area. The benefits of this approach are outlined in the case study on Mudgee.
Towards 2030 Gippsland Destination Management Plan | APPENDIX| August 2019 17You can also read
