Response to Environment and Natural Resources

Inquiry on Heritage Tourism and Ecotourism in Victoria

Environment and Natural Resources Committee

Heritage Tourism and Ecotourism in Victoria

August 2013

Environment and Natural

Heritage Tourism and Ecotourism in Victoria

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Contents Glossary ...................................................................................................................................................... 2

Attachment ................................................................................................................................................ 2

Policy Links ................................................................................................................................................. 2

Submission Summary .................................................................................................................................... 3

Yarra Ranges Council as custodian of this unique place is committed to protecting our natural assets and promoting a vibrant and prosperous economy ............................................................................................. 3

Introduction .................................................................................................................................................. 4

Yarra Ranges Council as custodian of this unique place is committed to protecting our natural assets and promoting a vibrant and prosperous economy ............................................................................................. 4

1: Substantial scope exists for ecotourism and heritage tourism across Yarra Ranges ............................... 7

Council has resources to facilitate heritage tourism promotion ................................................................... 7

Priority actions to foster nature based tourism initiatives in Yarra Ranges .............................................. 7

2: Assets and facilities to facilitate best practice initiatives in eco and heritage tourism ............................ 8

The Yarra Regional Museum: focal point for heritage tourism promotion and innovation ...................... 8

The popular Lilydale to Warburton Rail Trail gives Yarra Ranges a leading role in cycling based tourism. .................................................................................................................................................................... 8

Puffing Billy & Yarra Valley Railway - iconic heritage landmarks of national significance ............................. 9

3: Potential growth in eco and heritage tourism can be fostered through capacity development and investment in existing resources ................................................................................................................ 10

Indigenous history of this region is a substantial cultural asset .............................................................. 10

Melbourne Ranges Walk initiative to significantly boost tourism in the region ..................................... 11

National Trust’s Gulf Station set to add to local heritage tourism. ......................................................... 11

Trails – local assets with enormous potential to develop eco and heritage tourism .................................. 12

Warburton Mountain Bike Centre: world-class facility in the making .................................................... 12

Lilydale to Yarra Glen Rail Trail - a major tourism asset awaiting development ..................................... 12

The Olinda Golf Course for family-friendly activities ............................................................................... 12

4: Issues limiting growth in eco and heritage tourism can be overcome through balanced policy, targeted investment and planning reforms ................................................................................................................ 13

Large scale tourism in Yarra Ranges needs to operate in balance with surrounds ................................. 13

Reforming legacy planning provisions will support nature-based tourism in Yarra Ranges. .................. 13

Challenging management conditions for tourism in the Dandenongs .................................................... 14

Accommodation offering for key segments in Yarra Ranges is limited ................................................... 14

5: Reform and capacity building in the tourism industry is preparing for future growth .......................... 15

Reform of regional marketing will create new structures for future growth .......................................... 15

Clearer planning provisions will assist the tourism and agriculture sectors. ........................................... 16

Conclusion .................................................................................................................................................... 17

Glossary

ACH – Arts, Culture and Heritage DEPI - Department of Environment and Primary IndustriesPV – Parks Victoria YRC – Yarra Ranges Council YRRML – Yarra Ranges Regional Marketing Limited.

Attachment

1. Yarra Ranges Council Economic Development Strategy 2012

Policy Links Cultural Policy and Action Plan http://www.yarraranges.vic.gov.au/files/d6c643adReconciliation Policy and Framework for Action 2013 http://www.yarraranges.vic.gov.au/Council/Reports_Policies/Policies_and_Strategies/ReconciliationDraft Health and Wellbeing Plan 2013-2017http://www.yarraranges.vic.gov.au/News_Directory/Health_and_Wellbeing_Plan

Department of Environment and Primary Industries

Yarra Ranges Regional Marketing Limited.

Yarra Ranges Council Economic Development Strategy 2012-2022

/d6c643ad-5d2a-4d12-965c-9d0900cf8a2f/Cultural_Plan.pdffor Action 2013 – 2023

http://www.yarraranges.vic.gov.au/Council/Reports_Policies/Policies_and_Strategies/Reconciliation2017

ttp://www.yarraranges.vic.gov.au/News_Directory/Health_and_Wellbeing_Plan

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9d0900cf8a2f/Cultural_Plan.pdf

http://www.yarraranges.vic.gov.au/Council/Reports_Policies/Policies_and_Strategies/Reconciliation

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Submission Summary

Yarra Ranges Council as custodian of this unique place is committed to protecting our natural assets and promoting a vibrant and prosperous economy Substantial scope for ecotourism and heritage tourism exists across Yarra Ranges

Council has the resources to facilitate both heritage tourism promotion as well as the capacity to foster nature based tourism initiatives across the region.

Council is the custodian of substantial tracts of internationally significant natural assets like national parks, rural landscapes as well as popular heritage facilities such as two historic railways, the essential elements are in place to facilitate best practice initiatives in eco and heritage tourism.

Assets and facilities are already in place to facilitate best practice initiatives in eco and heritage tourism

Council’s experience in delivering and managing the award-wining Yarra Regional Museum which is focal point for heritage tourism promotion and innovation and the popular Lilydale to Warburton Rail Trail gives Yarra Ranges a strong advantage on nature-based and heritage tourism. Puffing Billy and the soon to be re-developed Yarra Valley Railway our region are two iconic heritage landmarks of national significance.

Indigenous history of this region is a substantial cultural asset with scope for appropriate value-adding to support local indigenous economic development. The long-distance Melbourne Walks initiative which Council has scoped will also significantly boost hiking tourism in the region.

Potential growth in eco and heritage tourism can be fostered through capacity development and investment in existing resources

Other substantial assets that will foster heritage and nature-based tourism include the re-launch of National Trust’s Gulf Station and a project underway to assess the opportunity to create a Warburton Mountain Bike Centre of world class significance. Local assets like the undeveloped Lilydale to Yarra Glen Rail Trail and the eventual reopening of the Olinda Golf Course, ideally with a renewed focus on family friendly recreation will also support tourism asset development in nature based tourism.

The issues that hinder growth in eco and heritage tourism can be overcome through balanced policy, targeted investment and planning reform

Issues such as the difficult management conditions of assets in the Dandenongs, a lack of important accommodation offering in segments like budget accommodation, and planning provision encumbrances that hinder growth in eco and heritage tourism can be overcome. Co-ordinated efforts between local industry, regulatory authorities and the regional marketing body will lead to balanced policy, targeted investment and planning reform.

Through reform and capacity building the tourism industry is preparing for future growth

With these conditions in place and the innovative packaging of new eco and heritage tourism content, constructive commercial partnerships and strategic leadership from the industry the Yarra Ranges will continue to be a premier destination for heritage and nature-based eco tourism in the state and nationally.

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Introduction

This submission has been prepared in response to the Environment and Natural Resources Committee request for information heritage tourism and ecotourism in Victoria.

Yarra Ranges Council’s submission to this Inquiry has considered local perspectives:

• current eco and heritage tourism across the municipality; • local best practice; • potential developments with net benefit to the region and specific examples; • local issues influencing these forms of tourism; and • local capacity to manage increased tourism and potential obstacles.

Yarra Ranges Council as custodian of this unique place is committed to protecting our natural assets and promoting a vibrant and prosperous economy

Tourism in Yarra Ranges supports 2,414 jobs and represents 6.7% of total employment.

Yarra Ranges is part of the Yarra Valley and Dandenong Ranges tourism region, renowned for its local produce and wineries. In 2011 an estimated 3.1 million domestic daytrip visitors, 630,000 domestic overnight visitors and 30,700 international overnight tourists visited Yarra Ranges.

Two of the five strategic objectives that underpin Council’s strategic are directly relevant to our submission:

• a Protected and Enhanced Natural Environment; and • a Vibrant Economy, Agriculture and Tourism.

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Heritage tourism and ecotourism are compatible with Council’s commitment to environmental stewardship and to a strong economy. Sector-specific policy context that supports future initiatives in ecotourism and heritage tourism are present in the following:

Natural Environments

237,000 hectares of Victoria’s Green Wedge land is located within Yarra Ranges. The Green Wedge contains distinct geographic areas, the Yarra Valley and the Dandenong Ranges and represents 95% of the total land of the municipal area.

Yarra Ranges is in effect an essential natural system for Melbourne. It provides rich biodiversity with flora and fauna of regional state and national significance. The climate, soils, rainfall and proximity to markets make it a viable agriculture district. Its landscapes offer significant natural appeal, rural settings and scenic beauty. A significant proportion of Melbourne’s drinking water comes from catchments in the Yarra Ranges.

Council’s Green Wedge Management Plan and forthcoming Environment Strategy offer a framework for managing heritage and ecotourism from an environmental perspective.

Economic Environments

Council defines economic development as improving the wellbeing of a community, through efforts focused on investment attraction and job creation leading to improvements in quality of life. A ten-year Economic Development Strategy (the Strategy) and Policy for the municipality was endorsed in August 2012 (see Attachment 1).

The Strategy outlines Council’s commitment to improving the health and wellbeing of individuals and local communities in Yarra Ranges by supporting and promoting a range of sustainable economic development initiatives and had highlighted tourism initiatives as a target sector of significance capable of driving future job growth.

Social and Cultural Environments

The vision that prefaces Council’s Cultural Policy and Action Plan (see link) captures the profound role that our natural environment, heritage, and sense of place evoke for both local and visiting artists as well as to community identity.

Council is committed to promoting the arts, culture and heritage and invests substantially in these as they promote social connections i.e. social capital, local cultural diversity and ultimately community wellbeing.

In addition Council’s approach to Health and Wellbeing under legislation strongly considers the role of economic and natural environments as determinants of health (see link).

Indigenous Heritage

The Traditional Owners and Custodians of Yarra Ranges, the Wurundjeri People, have a deep connection to this land. This place has been home to Aboriginal Community Elders, past and present, who have been an integral part of nurturing this deep connection. Council’s commitment to strengthening this cultural heritage is a core theme in the Yarra Ranges Reconciliation Framework for Action 2013-2023 (see link).

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A summary of key Council policy that supports the facilitation of tourism in the municipality is presented below:

Council Policy Key Points Yarra Ranges Council Economic Development Strategy 2012-2022

Identifies six priority areas to promote tourism sector innovation.

Tourism Policy and Action Plan Identifies over 40 actions to facilitate growth and support tourism in Yarra Ranges.

Green Wedge Management Plan Identifies latent encumbrances within the Yarra Ranges Planning Scheme that hinder the growth of tourism development in the municipality.

Open Space Strategy Identifies 12 actions to enhance the extensive trail assets across the municipality that support nature-based tourism.

Cultural Policy and Action Plan 2008-2013 Provides direction for arts, culture and heritage over the next five years and includes nine specific actions that promote the link between cultural and heritage marketing and promotion to tourism opportunities.

Hike and Bike Plan 2005 Defines Council’s commitment to establish a bicycle network including Lilydale-to-Warburton Rail trail and future bike trails links such as Lilydale to Healesville.

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1: Substantial scope exists for ecotourism and heritage tourism across Yarra Ranges The natural environment, the human activity that has shaped it - both in built form and to develop local, regional and national economies - and local cultural narratives and stories have combined to create the unique sense of place - Yarra Ranges.

Council has a number of policies and strategies that reflect this sense of place and a vision for tourism that underpins these strategies. Council’s vision for tourism is that:

“Yarra Valley and the Dandenongs are recognised locally and internationally as a tourism icon, with a diverse range of tourism attractions and products. These provide long term sustainable employment opportunities and mutually beneficial co-existence between tourists and residents, whilst ensuring environmental, cultural and heritage values, and the viability of the agricultural sector, are protected and enhanced”.1

Council has resources to facilitate heritage tourism promotion Heritage tourism is linked to the portfolio of Arts, Culture and Heritage and Economic Development. Just over 4% of Council’s operational expenses are dedicated to arts, culture, heritage, civic and library services. About 2% of the budget is allocated to economic development activities and includes funding for regional tourism marketing through Yarra Ranges Regional Marketing (YRRML).

There were 71,557 attendees at 492 events at the Council operated cultural facilities across a range of locations in 2012. There is further scope for greater visitation to the municipality for cultural pursuits. The Economic Development Strategy identifies the priority to “increase visitor numbers in target consumer segments, length of stay and improve experiences.” A strategic action to achieve this will be:

• to develop and deliver cultural programs and services of relevance to visitors.

Heritage tourism will be a core part of enhancing the cultural programs and services offered to visitors. Partnerships between YRRML, Council’s Arts, Culture and Heritage department, local business and community stakeholders are in place to promote local heritage.

There is substantial scope for greater increase in visitation to the municipality to partake in heritage inspired activities, heritage events and heritage places. Celebrating the rich Indigenous narratives that have shaped sense of place in Yarra Ranges is one opportunity for growth and innovation.

Priority actions to foster nature based tourism initiatives in Yarra Ranges Priority area 9.3 of Council’s Economic Development Strategy highlights a commitment to “work with industry to grow nature based tourism opportunities in the region”.

Actions to achieve this are:

• the attraction of appropriate investment in new tourism businesses; and • assisting the sustainable growth of the existing tourism businesses.

1 Yarra Ranges Council Tourism Policy and Action Plan, 2009

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Council’s Tourism Policy and Action Plan has four specific actions around advocacy, investment and business development and open communication between Parks Victoria, Department of Primary Industries and Environment around the opportunity for nature based tourism products.

2: Assets and facilities to facilitate best practice initiatives in eco and heritage tourism

The Yarra Regional Museum: focal point for heritage tourism promotion and innovation Council’s Tourism Policy and Action Plan include “to develop and deliver cultural programs and services of relevance to visitors.” Central to this commitment is its investment in the Yarra Ranges Regional Museum. Opened in 2011, the Museum meets quality benchmarks in terms of facilities, programs, professional staff and its collection of more than 7,000 items including the internationally significant Dame Nellie Melba collection. It is the focal point for more than 17 historical societies and heritage groups across the municipality. Its popularity continues to grow and 87,000 visitors have attended the Museum since its opening. A redevelopment was designed to inspire the continuation, re-interpretation and re-discovery of history and connects the heritage 1889 Shire of Lillydale offices with a contemporary space. A popular cafe, events program and pop-culture accent ensures that patronage and local appeal is strong at the Museum. The Museum won the Cultural Heritage Award at the Keep Australia Beautiful Sustainable Cities Awards; the 2011 Museum’s Australia (Victoria) Awards: the Award for Medium Museums and the Herald Sun People’s Choice Award for the Best Museum Experience.

The popular Lilydale to Warburton Rail Trail gives Yarra Ranges a leading role in cycling based tourism. The Lilydale to Warburton Rail Trail is a 40 kilometre recreation trail for walkers, cyclists and horse riders. The trail follows the path of the historical railway line through the Yarra Valley from Lilydale Railway Station to Warburton. The trail is recognised as a major trail route in Victoria and included in State Government’s Principal Bicycle Network and Metropolitan Trail Network. The most recent Bicycle Network Victoria survey report provides the following contextual information about the rail trail:

“Considered one of Australia’s from the outskirts of the Melbourne suburbopen rural landscape with picturesque views of the Yarra Ranges in the distance.”

Recent significant improvements to the rail trail include opening oflane Maroondah Highway at Lilydale. Patronage of the trail is substantial attractingusers. It contributes to the local economy of townships along the Warburton Highwaythe trail’s biggest users. A range of businessCafe in Seville, and Cog Cafe in Warburton draw users of the trail and enhance the trail riding experience. There is scope for other businesses to locate near the trail.

Puffing Billy & Yarra Valley Railwaysignificance The Yarra Ranges is home to two substantial The Puffing Billy Railway is a major attraction of the largest steam and heritage railways in the worldmunicipalities of Yarra Ranges and Cardinia is 260,000 passengers per year and is run with substantial input from volunteers. The Yarra Valley Railway is another heritage tourism asset now poised, thanks to Development Australia grant, to become a significant Currently serving 20,000 passengers per annum will now extend to Yarra Glen. The link between the towns allow operators to create packages incorporating the two towns and the various attractions in between. There is potential to create a range of themed products for wholesale and retail marketsfood and wine, jazz, photography, weddings, events and estimates the once the track is complete andincrease to 200,000 per annum with spin

best Rail Trails, the Lilydale to Warburton Rail Trail travels from the outskirts of the Melbourne suburbs through a bushy corridor to come out into an open rural landscape with picturesque views of the Yarra Ranges in the distance.”

Recent significant improvements to the rail trail include opening of the "Red Bridge" over the

ge of the trail is substantial attracting annual visitation levels of over 150,000 tocontributes to the local economy of townships along the Warburton Highway

range of businesses such as Morrisons Cafe in Mount Evelyn, Carriage Cafe in Seville, and Cog Cafe in Warburton draw users of the trail and enhance the trail riding experience. There is scope for other businesses to locate near the trail.

Railway - iconic heritage landmarks of national

The Yarra Ranges is home to two substantial heritage railway assets.

is a major attraction in Victoria, a widely recognised tourism iconand heritage railways in the world. Its importance to the Dandenongs and

Yarra Ranges and Cardinia is substantial. It is close to capacity, serving and is run with substantial input from volunteers.

is another heritage tourism asset now poised, thanks to a Region, to become a significant tourism asset on par with Puffing Billy.

per annum on a short link from Healesville to Tarrawarra. The link between the towns and a relatively short travel time will

allow operators to create packages incorporating the two towns and the various attractions in

e a range of themed products for wholesale and retail marketsfood and wine, jazz, photography, weddings, events and a ghost train. Yarra Valley Railway

ce the track is complete and services are fully operational, passenger numbersspin-offs to flow.

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Warburton Rail Trail travels s through a bushy corridor to come out into an

open rural landscape with picturesque views of the Yarra Ranges in the distance.”

"Red Bridge" over the six-

0,000 to 200,000 contributes to the local economy of townships along the Warburton Highway. Cyclists are

es such as Morrisons Cafe in Mount Evelyn, Carriage Cafe in Seville, and Cog Cafe in Warburton draw users of the trail and enhance the trail riding

landmarks of national

in Victoria, a widely recognised tourism icon and one ortance to the Dandenongs and the

serving over

Regional n par with Puffing Billy.

esville to Tarrawarra, it travel time will

allow operators to create packages incorporating the two towns and the various attractions in

e a range of themed products for wholesale and retail markets such as: . Yarra Valley Railway

passenger numbers will

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3: Potential growth in eco and heritage tourism can be fostered through capacity development and investment in existing resources

Indigenous history of this region is a substantial cultural asset The deep connections of the Wurundjeri People to this land, given the centrality of Birrarung (the Yarra River) to their culture, and the importance of the Corandeerk story are profound. The Wurundjeri are the custodians of knowledge of the territory that includes Yarra Ranges and most of the wider Yarra catchment through song lines, trade routes, ceremony and seasonal cycles. This heritage has been nurtured by Aboriginal community Elders, past and present and it is a rich narrative that conveys connections to place, history and the land. This narrative has made its way into national educational curriculum. Students are currently learning about local Wurundjeri heritage and the stories of William Barak and Simon Wonga and their contributions to this culture and to Reconciliation. The opportunity for visitors to understand and appreciate the richness of Wurundjeri culture is significant, though substantial consideration would need to be given to formalise an ongoing, dedicated heritage tourism initiative that celebrates this culture as a commercial enterprise. Important assets that link local Wurundjeri heritage that have been returned or leased to the local Indigenous community include:

• The Worawa Aboriginal College site; • The original Coranderrk Homestead site (controlled by Wandoon Estate Aboriginal

Corporation); • The Bundjel Gallery site and the Toor-Rong site (Galeena Beek Properties Ltd); and • The former Army School of Health site (Wurundjeri Tribe Land Compensation & Cultural

Heritage Council Inc.)

To date there are no local Indigenous owned and operated heritage tourism business linked to these assets. Finding a balance between using these assets, respecting cultural heritage, meeting tourism demand and financial sustainability is complex. Such initiatives would of course require the involvement of the local Indigenous community and their representative bodies. A social enterprise model that uses commercial revenues for social and cultural objective could be one avenue to assess the Indigenous business opportunities that the region offers and is worth further analysis. Funding from State and Federal governments would support this potential.

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Melbourne Ranges Walk initiative to significantly boost tourism in the region Victoria’s nature-based tourism strategy identifies four iconic walks: the Great Ocean Walk, Falls to Hotham Walk, Coastal Wilderness Walk and Grampians Peak Trail. Yarra Ranges Council, YRRML and Parks Victoria have identified a potential Melbourne Ranges Walk as a significant project to boost nature-based tourism in the greater Melbourne area. A multi-day walk or ride that can be packaged in a range of ways, the proposed Melbourne Ranges Walk on the city’s eastern doorstep could leverage the appeal of two National Parks and the renowned Yarra Valley food and wine brand to provide a walking/riding trail of international quality.

The proposed Melbourne Ranges Walk would commence at Upper Ferntree Gully, progress through the 1,000 Steps and Sherbrooke Forest to Mt Dandenong, through the Olinda Valley and Mt Evelyn Aqueduct, along the Lilydale to Warburton Rail Trail and link to the O’Shannassy Aqueduct Trail (approximately 100 kilometres).

Operators who market walking tours around Victoria and Australia have looked at the route and are keen to promote and package the offering. Upfront investment for trail upgrade, seating and signage has been costed at $120,000. The investment could bring a 10 year economic output of $10.4m through 3,000 domestic day visitors, 500 domestic overnight and 500 international visitors.2

National Trust’s Gulf Station set to add to local heritage tourism. Pioneer homestead Gulf Station, is a National Trust managed property on 23 hectares in the Yarra Valley. Built in the 1840s, Gulf Station is one of the oldest and most intact examples of a pioneer homestead and outbuildings in Australia. The property has substantial potential as a venue for family friendly dedicated tourism activities, local partnerships with wineries, key destination sites like the Yarra Valley Chocolaterie and Ice-Creamery, Yarra Valley Railway and neighbouring wineries, as well as for events and functions. Further details on the long-term vision and objectives of Gulf Station and the opportunities that it can explore together with local businesses and Council are being addressed in the National Trust’s separate submission to this Inquiry.

2 Economic analysis software REMPLAN was used to model positive impacts. The average stay for overnight visitors was 1.5 nights.

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Trails – local assets with enormous potential to develop eco and heritage tourism

Warburton Mountain Bike Centre: world-class facility in the making Yarra Ranges Council, with Parks Victoria, the Department of Environment and Primary Industries and community stakeholders, is completing a demand and market feasibility report on establishing internationally significant mountain bike infrastructure in Warburton.

With expert track design, community involvement and proper marketing and packaging, Warburton could quickly become a world class mountain bike trail network. It has excellent terrain including technical vertical runs, which combined with tourism infrastructure and amenities comparable with other international centres like New Zealand’s centre of excellence for mountain biking at Rotarua will attract significant visitors, boosting the local economy. Project managers World Trail have recommended a trail network for all abilities, a range of styles: Cross Country, Downhill and Enduro/All mountains, as well as descending products that are supported by a shuttle service. Initial market demand has been tested and a sample of 1,300 cyclists provided detailed data and indicated strong support for the concept.

Lilydale to Yarra Glen Rail Trail - a major tourism asset awaiting development Council’s 2005 Hike and Bike Plan notes the potential of cycling-based tourism. The existing rail easement from Lilydale to Yarra Glen, following the old railway line through the scenic landscapes of the Yarra Valley, with development could be a major asset as is the Lilydale to Warburton Rail Trail. With the historic rail link between Healesville and Yarra Glen being redeveloped, a bicycle link to the revamped Yarra Glen station could provide a nature-based and heritage cycling and walking experience. This would include the famous wineries, food markets, art galleries and the vibrant townships of Yarra Glen and Healesville.

The Olinda Golf Course for family-friendly activities Enhancing the tourism and economic value of Parks Victoria assets, including the many gardens in the Dandenongs will support the local economy and ensure ongoing viability and sustainability of these assets. Commercial operations in garden and parks that are sensitive to their original objectives assist in generating funds for asset upkeep and renewal. To date significant commercial partnerships for the range of Parks Victoria gardens which help offset their operational costs have not been realised. Parks Victoria manages a range of parks and gardens in the Dandenongs. It seeks to run these sustainably and to encourage patronage and visitation. Currently the Olinda Golf Course is closed and does not have a commercial tenancy or community usage. The Olinda Golf Course is representative of challenges for commercial partnerships around the gardens and parks of the Dandenong Ranges. The golf course is unsustainable as an 18-hole golf course due to lack of water. The hilly terrain limits options to improve the course and elevate it as one of Melbourne’s better public golf courses. More appropriate uses such as mountain bike park/ mini-golf/ and other family-focussed recreational activities should be investigated.

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4: Issues limiting growth in eco and heritage tourism can be overcome through balanced policy, targeted investment and planning reforms

Large scale tourism in Yarra Ranges needs to operate in balance with surrounds Tourism businesses in Yarra Ranges vary in size and scale. Common challenges include having a mainly domestic market with a small number of international visitors and the need to find ways to entice visitors to increase length of stay by offering unique and diverse content at different price points.

Large scale tourism, especially nature based tourism in Yarra Ranges requires a balance between the aims of industry, an appropriate product offering that capitalises the region’s competitive strengths while not compromising the natural systems.

In 2011 an estimated 3.1 million domestic daytrip visitors visited the region and this number will grow. Current nature-based tourism infrastructure, especially secondary roads, the Lilydale to Warburton Rails Trail managed by Council and the public gardens, trails and facilities managed by Parks Victoria in the Dandenongs (especially the 1,000 Steps) are at a tipping point in terms of the quality of these assets and the resources required to maintain their use. Infrastructure such as roads and parking require investment to support these sites into the future.

Reforming legacy planning provisions will support nature-based tourism in Yarra Ranges. At a broad level the Yarra Ranges Planning Scheme is supportive of eco and heritage tourism opportunities. The planning scheme has provided a long term land use and settlement pattern that has provided a setting for the establishment of many successful tourism related activity within the Yarra Valley, Dandenong Ranges and in the green wedge townships. The planning scheme enables a range of development opportunities while ensuring important environmental and landscape features are protected. The planning scheme also has a direct role in recognising and protecting places of heritage significance such as the iconic Warburton Rail Trail, heritage features within towns, including significant buildings that maintain a sense of place and history, which are characteristic of many townships in Yarra Ranges.

The Green Wedge component of the Yarra Ranges Planning Scheme is largely based on the policies in the Upper Yarra Valley and Dandenong Ranges Regional Strategy Plan (RSP) which is a requirement of the Planning and Environment Act 1987. The requirement for the planning scheme to be consistent with the RSP has in part safeguarded against over-development of rural land and urban encroachment but has also resulted in an overly complicated planning scheme which cannot be easily updated or improved in response to emerging issues. While there are additional controls in Yarra Ranges associated with the RSP requirements, the recently released reformed green wedge zone and rural conservation zone will provide more opportunity for eco-based tourism. Council is also working with the State Government on developing localised planning statements for sensitive locations such as the Yarra Valley and the Dandenong Ranges which will provide an opportunity to further improve the current planning framework applying to Yarra Ranges.

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Challenging management conditions for tourism in the Dandenongs The geography, biodiversity and heritage that evoke visitor interest in the natural places and gardens of the Dandenongs attracts over 200,000 visitors annually to gardens and picnic grounds managed by Parks Victoria in Yarra Ranges.

The Parks Victoria Dandenong Ranges Gardens Draft Strategic Management Plan identifies a number of obstacles to amenities and long-term viability of the seven gardens and arboretums in its portfolio. Most of the garden assets and infrastructure, with heritage values, were built in the early to mid 1900s and have received little investment over the past few decades. As a result, much of the infrastructure is in decline, with assets such as buildings, irrigation systems and visitor amenities requiring major renewal or replacement.

The popularity of natural assets like feeding the sulphur-crested cockatoos at Grant’s Picnic Ground (560,000 visitors a year) or unsafe parking near the “1000 Steps” create significant management issues to the Dandenongs. Solutions to mitigate these issues, be it cockatoo over-population or better traffic and parking management in National Parks, are complex and resource intensive for Parks Victoria, DEPI and for Yarra Ranges Council.

A planned and well considered and funded approach to these management issues across the key organisations and levels of government is required to ensure sustainability and amenity of these attractions.

Accommodation offering for key segments in Yarra Ranges is limited A significant opportunity exists for new investment in developing accommodation in Yarra Ranges, especially for budget or backpacker accommodation, premium eco-lodge style accommodation and larger format accommodation.

The region’s vicinity to Melbourne and lack of success by developers to deliver projects has resulted in limited accommodation for large groups. There is no accommodation at the higher end of the market or for family-focussed visitors such as Big4 or similar style accommodation for caravan based tourism.

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5: Reform and capacity building in the tourism industry is preparing for future growth

Reform of regional marketing will create new structures for future growth Yarra Ranges Regional Marketing Ltd (YRRML) has undergone a significant organisational review. This review was necessary as management performance indicators, governance and partnerships with local tourism organisations were not supporting the full potential of the tourism sector.

It is identified that realising the real potential of the region will require significant change, leadership and commitment. A future marketing plan that identifies priorities around enhancing the digital and online presence of a unified regional tourism sector is set to be prepared. Consideration will be given to prioritising its web and digital presence, which to now has been inadequate to effectively promote local tourism. With an enhanced role of digital technology, distinct product packages, itineraries and offering for nature-based tourism and heritage tourism that a visitor can easily source from an online environment are possible initiatives that could arise from YRRML’s strategic repositioning.

Building governance capacity and a Reconciliation framework will support local indigenous economic development Council is committed to Reconciliation in Yarra Ranges. The Council’s Indigenous Advisory Committee success in improving indigenous health and wellbeing and ability to improve access to culturally appropriate services has allowed it to raise awareness of Indigenous history and recognise community strengths. The IAC and Council recognise that strategies to create and strengthen social and economic participation need to be underpinned by a strong cultural framework and led by the Indigenous community.

With frameworks in place there is the capacity for Council, other government agencies and the local Indigenous community to work collaboratively to identify opportunities to enhance the economic participation of the Indigenous community. Nature-based and cultural tourism which respects the protocols of the local Indigenous community and which fosters local-Indigenous enterprises would be an appropriate fit and would connect visitors to the unique sense of place that distinguish this region for the Indigenous community.

Nature-based and heritage tourism initiatives will boost local tourism offering, especially in the family market

The Yarra Valley and the Dandenongs is positioned as the premium food and wine region in the long-running “Every Little Piece” Tourism Victoria campaign.

While the benchmark for meeting visitor expectations across food and wine continues to be met by the many local businesses, the region has been slow in diversifying content and product packaging to appeal to both family-friendly visitor types as well as international visitors. The success of the Yarra Valley Chocolaterie and Ice-Creamery since its opening in December on the outskirts of Yarra Glen is representative of the strong return that family focussed investments can bring.

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Future marketing will need to also consider strategies on improving infrastructure bottlenecks that impact the tourism experience. Each year between 730,000 and 1.1 million day visitors travel to the Dandenong Ranges by car. Increased visitation will lead to significant issues with parking availability and road congestion unless visitor friendly transport options are scoped.

Enhancing natural system management capabilities through partnerships will support nature based tourism

Greater tourist numbers have the potential to exacerbate the challenges local land and asset managers such Council and Parks Victoria face. The local and built environments, especially the hilltop towns and the towns of the Upper Yarra are also impacted by limited public transport and some limits in road infrastructure that are inherent in a large mountainous area.

The future directions that are going to be set by YRRML will need to include strategies to increase value of each visitor (i.e. maximize visitation yield), the geographic spread and dispersal of visitation and also the level of overall satisfaction both with existing public amenities, private facilities and variety of built, quality and rural environments.

Nature based and heritage tourism underpinned by commercial partnerships, that in turn support investment in natural asset and amenity protection, is under developed in Yarra Ranges. There is awareness by agencies like Parks Victoria, the National Trust and Yarra Ranges Council of the merits of sustainable land management. The networks of land-care and environmental groups in the municipality, which are predominantly volunteer-based, have not had the resources to collaborate with tourism investors. However recent reform in the way that they collaborate regionally will enable them to engage part-time coordinators who can begin to liaise with possible commercial partners.

Clearer planning provisions will assist the tourism and agriculture sectors. The current Green Wedge Zones, and the future iterations that will be delivered with forthcoming reform of the Victorian Planning Provisions (VPP), have greatly reduced the need to retain aspects of Clause 53 in the planning scheme. The replacement of Clause 53 provisions with statutory techniques now available under the VPP would greatly enhance the clarity and effectiveness of the Yarra Ranges Planning Scheme and is likely to offer much greater certainty for future tourism investment.

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Conclusion Yarra Ranges has a spectrum of formal to informal heritage and eco tourism attractions. Assets such as natural bushlands and forests ideal for mountain biking, undeveloped rail trails, disconnected hiking trails and heritage properties form the basis for investment which will generate significant economic and community benefit.

There is capacity for new forms of small to medium scale tourism, such as Indigenous cultural heritage experiences. There are also some limited opportunities for larger scale, nature based tourism development; though regional opportunities involving Parks Victoria and other authorities.

Substantial growth in the concentration of day visitors to the most popular nature based attractions is not easily supported by the natural systems and current infrastructure within Yarra Ranges or at Parks Victoria assets. This is an area for careful planning and coordination and requires investment.

Greater visitor dispersal, increasing the length of stay and the diversity of experiences must occur in order to manage the proliferation of visitors to one or two natural assets e.g. Grants Picnic Ground to feed cockatoos or 1,000 Steps which can significantly compromise the quality and integrity of these assets and negatively affect local communities and infrastructure. This is a role for the local tourism board, the tourism sector and can be supported by the levels of government.

A strategic approach to planning between authorities and the industry, community engagement and better strategic marketing from the regional marketing authority will assist to find a balance in fostering balanced nature-based tourism developments in the region as opposed to doing nothing.

Balancing tourism in the context of land-care, forest stewardship, emergency management and realistic versus specialised community interests, is a challenge. With appropriate funding streams, there is capacity in the local industry and within public authorities to work collaboratively to achieve positive outcomes.

There is wide support and commitment to ensuring Yarra Ranges will continue to be the premier destination for heritage and nature based eco tourism in the state and nationally.