Strategic Plan 2013 - 2017

Strategic Plan 2013 - 2017 Daylesford and the Macedon Ranges Regional Tourism

This Strategic Plan was prepared by Daylesford & Macedon

Ranges Regional Tourism Board Inc. It outlines the Board’s

vision and direction for tourism development and

sustainability across the Daylesford and the Macedon

Ranges Tourism Region. This Plan was prepared in

collaboration with our Funding Partners and following

feedback from our tourism stakeholders.

April 2013.

Contents

Our vision for the region 1

Our Mission to deliver this vision 1

Our tourism region 2

Our visitors 4

Our regional brand 5

Strengthening our regional brand 6

Regional themes 7

Who we are 9

Our values 11

Positive impact of tourism 12

Our opportunities as a tourism region 14

Our goals and strategic platforms 16

Industry Engagement 18

Marketing 20

Product Development & Infrastructure 22

Advocacy 24

Organisation 26

Our vision for the region

Daylesford and the Macedon Ranges region is the ultimate destination for

authentic spa and wellbeing experiences.

Our mission to deliver the vision

Daylesford & Macedon Ranges Regional Tourism Board leads the growth and

development of tourism across the greater region by fostering a united and

engaged industry that works with us, and collaborates:

1. To develop the tourism strategy to increase visitation, yield and regional

dispersal.

2. To deliver marketing, industry and product development programs.

3. To enhance our product and visitor experiences.

4. To increase consumer knowledge and understanding of, and build

excitement for, our regional brand.

5. To advocate for, and protect our regional tourism industry.

Page 1

Our tourism region

Page 2

Our tourism region

Daylesford and the Macedon Ranges is a key Victorian tourism region, as symbolised within the

iconic “Jigsaw” brand. Our region is diverse, incorporating the municipalities of Hepburn, Macedon

Ranges, Moorabool, Hume, Melton and Mitchell.

Within our region, and nestled within some of Victoria’s most stunning landscape, are numerous

towns, villages and hamlets that are instrumental in giving Daylesford and the Macedon Ranges its

character and that make it such an exciting destination to visit.

Consumer research identifies that our region is recognised nationally for its spa and wellbeing

experiences and celebrated for its natural spring water, gourmet food, boutique wines, quality

accommodation and beautiful natural trails and parks. Events, retail, arts and culture and historic

experiences give our region added depth and provide Daylesford and the Macedon Ranges with a

diversity of experiences that few other tourism regions can match.

Page 3

Our visitors

The Daylesford and the Macedon Ranges tourism region attracts between 3.0-3.6 million

visitors annually. Typically our visitors can be categorised as:

1. Leisure visitors – they make up around 38% of all visitors to the Daylesford and the

Macedon Ranges region. Leisure visitors are defined as those who arrive for relaxation

and holidays either for the day or overnight.

2. Visiting friends and relatives (VFR) – they make up about 40% of all visitors to the

Daylesford and the Macedon Ranges region. VRF visitors are those who are hosted

privately but who still participate in local experiences.

3. Business visitors – they make up around 11% of all visitors to the Daylesford and the

Macedon Ranges region. Business visitors are those who arrive for conferences,

exhibitions, events or meetings.

4. Another 12% of our regional visitors come for a variety of reasons including personal

appointments, education and employment.

Our domestic overnight visitors are aged on average, between 45–64 and day visitors, 35–64.

The majority of our international overnight visitors are from New Zealand and the United

Kingdom.

Leisure 38%

VFR 40%

Business 11%

Other 12%

Page 4

Our regional brand

Page 5

Strengthening our regional brand

Inspiring visitors to travel to our region, and encouraging them to

spend, is fundamental to a healthy and sustainable tourism region.

Ensuring that we are consistent in what we say about our region is

fundamental to how the Daylesford and the Macedon Ranges

brand is perceived and how consumers react to it. We of course,

want them to be inspired by, and to respond positively to our

brand and the themes on the following pages represent how we

will position the Daylesford and the Macedon Ranges brand to

encourage this reaction.

These themes represent the core regional experiences that set

Daylesford and the Macedon Ranges apart from other tourism

regions and will help to underpin and reinforce our unique selling

proposition. They are not a definitive list as they will be

supplemented from time to time with additional themes that tap

into consumer trends or reflect regional/local experiences. These

themes have been developed with the visitor in mind.

Page 6

Regional themes

1. Daylesford and the Macedon Ranges region is renowned for its natural spring water,

luxurious spas, gourmet food, boutique wines, quality accommodation and beautiful nature

trails and parks.

2. With numerous villages, towns and hamlets to explore and located within an easy drive of

each other, there are always new experiences to discover.

Wellbeing:

1. Our region is naturally rejuvenating, offering:

a) Many places to indulge personal passions and to enrich and energise.

b) A refreshing antidote to city living to relax and unwind in a stunning natural

environment whilst indulging in gourmet food and boutique wines.

c) A place to connect with yourself, friends and family.

2. Our region has abundant mineral waters that infuse the atmosphere bringing an instant

calm.

3. Our region is one where you can do as little or as much as your heart’s desire and its

proximity to Melbourne and regional centres such as Bendigo, Ballarat and Geelong,

means that you can be doing just that in less than an hour.

Spa:

1. Our region is Australia’s premier spa and wellbeing destination.

2. Our region has the largest number of beauty and massage therapists per capita in

Australia.

3. Our therapists offer a wide array of world class spa and relaxation treatments.

Mineral springs:

1. Our region has the largest collection of mineral springs in the southern hemisphere.

2. Our mineral water provides nourishment to our abundant spa treatments and to our

incredible produce.

3. Soaking in our mineral waters provides the ultimate in relaxation.

4. Each of the minerals specific to the waters found in our region offer a health benefit.

Page 7

Regional themes continued

Food and wine:

1. Our producers have a pristine environment, volcanic soil and a land nourished by rich

natural mineral waters to craft their fare, to grow their crops and to raise their

livestock.

2. Our region is a place to take indulgence to another level with wonderfully fresh

seasonal fare and great cool to cold climate wine.

3. Our region offers food so fresh that in the majority of cases, it has come straight from

the paddock to the plate.

4. Our cool to cold climate means that our vignerons create small quantities of high

quality sparkling, red and white varietal wines.

Nature:

1. With its lush bushland, lakes, ranges and rocky outcrops, our region offers a beautiful,

calming natural setting.

2. Our region abounds in walking and cycling tracks.

Heritage:

1. Our region offers authentic mineral water experiences as first recognised by the Swiss

Italians who settled in the area and who started the ritual of bathing and producing

incredible food from the land.

2. Our region allows visitors to walk in the footsteps of Victoria's gold miners and

pioneers through towns whose streetscapes are frozen in time.

3. It is in our region that the Victoria gold rush started.

Events:

1. Our region offers an array of year-round events that celebrate our produce, heritage

and arts and culture.

Page 8

Who we are

Page 9

Who we are

Daylesford & Macedon Ranges Regional Tourism Board Inc (DMRRTB) is the peak tourism

body for the region. We are an independent not-for-profit organisation that was established in

2010 by Tourism Victoria.

DMRRTB is charged with working in collaboration with local government and industry to

stimulate long-term and sustainable growth within the regional tourism industry that benefits

communities through business and jobs creation and the attraction of infrastructure and

investments. This is achieved through the delivery of strategies and programs that drive

visitation, yield and regional dispersal and that protect and promote the regional brand and

unique selling proposition.

Our key strategic platforms for growth are:

1. Industry engagement

2. Product development

3. Advocacy

4. Regional marketing

In delivering our responsibilities, we work across all tourism sectors including

accommodation, food and wine, attractions and touring.

We work collaboratively with our funding partners to seek alignment of tourism planning and

development including: Tourism Victoria, Hepburn Shire Council, Macedon Ranges Shire

Council, Moorabool Shire Council and Hume City Council. We also encourage input and

engagement from Melton City Council and Mitchell Shire Council and open all offers of

program participation to them.

We further ensure a cooperative working relationship with our regionally-based Tourism

Associations so that the strategic direction established at a State and Regional level cascades

down through every level of our tourism industry. Likewise, we cascade upwards key issues

facing our tourism industry to ensure that they are understood at a State level. Page 10

Our values

Respect

We listen and consider the perspectives and contribution of others.

Accountability

We take personal responsibility to achieve what we agreed.

Integrity

We operate in an open and honest way.

Courage

We think big to make a difference.

Page 11

Positive impact of tourism

Page 12

Positive impact of tourism

Tourism is a growth industry that injects millions of dollars into our local

economies.

Hundreds of businesses and jobs in Hepburn, Macedon Ranges, Moorabool

and Hume rely on tourism – from the obvious providers such as

accommodation houses, tour operators, restaurants, wineries and museums

through to the not so obvious such as the market gardener, laundry service,

taxi service, garage, hardware store, and supermarket.

Tourism contributes around 6% of the total gross regional product and

provides employment for 7% of the regional workforce. This is higher than

the national averages and highlights the importance of tourism to our

regional economy.

Our tourism industry must be protected.

Page 13

Our opportunities as a tourism region

Daylesford and the Macedon Ranges has the following strengths which set our tourism

region apart and provides us with a strong competitive advantage:

1. Is the number one destination for spa, health treatments and indulgence experiences in

Australia and in response, has built a strong reputation as a wellbeing destination1.

2. Is unique in that it is home to 85% of Australia’s nature mineral spring water with

mineral springs located the length and breadth of the region.

3. Has benefitted significantly from the $7.3m Daylesford. Lead a double life campaign which

has helped shape our regional point of difference.

4. Is growing in reputation for its quality food and produce, cold climate wine, cultural,

history, nature, retail and events – a mix of experiences that few other regional

destinations can claim.

5. Has a distinct and diverse mixture of small, medium and iconic businesses located in

towns, villages and hamlets that offer their own exceptional visitor experience

6. Is within easy 30-90 minute reach of Melbourne and most major Victorian regional

centres.

7. Is well placed to meet growing consumer trends for indulgent “me-time” short breaks.

8. Benefits annually from the contribution that tourism has on the regional economy and

employment.

Source: Roy Morgan Research, Regional Awareness and Perception Study, 2011

Page 14

Our opportunities as a tourism region continued

In response, Daylesford & Macedon Ranges Regional Tourism Board seeks to:

Work with industry and funding partners to:

1. Grow our industry and increase the positive economic benefit that tourism contributes

to our region through the creation of jobs, businesses and community infrastructure.

2. Amplify the region’s distinct competitive advantage and promote its diversity of

experiences.

3. Implement innovative strategies to increase yield and arrivals.

4. Enhance the region’s ability to respond to consumer and economic trends through

training and knowledge development.

5. Stimulate investment in tourism product and infrastructure.

6. Provide the framework for networking and skills exchange.

7. Stimulate product development through State and National funding programs.

8. Elevate regional tourism issues to key decision makers.

Motivate consumers to:

1. Relax, rejuvenate and unwind by experiencing the region, and its diversity of offerings,

first hand.

2. Generate consumer goodwill and positive word-of-mouth endorsement of the region,

its products and services.

Augment tourism’s community footprint to:

1. Encourage heightened understanding of, and support for the tourism industry.

2. Inspire locals to learn more about their region and to become tourists in their own

backyard.

Page 15

Our goals &

strategic platforms

Page 16

Our goals to achieve our vision

Industry Engagement

Unite our region to realise our vision.

Marketing

Leverage the regions’ unique selling proposition to drive visitation, yield and

dispersal.

Product Development & Infrastructure

Champion growth and development to enhance our vision.

Advocacy

Be the influential voice for tourism.

Organisation

Be an effective and sustainable organisation.

Page 17

Industry Engagement Unite our region to realise our vision.

Our Desired Outcomes 1. Industry champions and aligns with the strategic direction for regional

tourism development, growth and sustainability.

2. Aligned activities and resources minimises duplication.

3. Industry program participation rate targets are met.

4. We celebrate our achievements and successes as a region.

Our strategic platforms

Page 18

Strategy Our measure of success

Industry Engagement

Industry stakeholders are united in their

collective and agreed understanding of issues,

challenges and opportunities affecting our region.

1. Industry positively embrace our vision and strategic direction as

demonstrated by the numbers who wish to work with us to

deliver it.

2. Interactive feedback mechanisms such as forums and workshops

where issues, challenges and opportunities can be raised and

discussed, are delivered throughout the year.

3. Tangible increased traction in the number of tourism operators

seeking to engage and collaborate with DMRRTB.

Relationship Engagement

Engage in collaborative strategic opportunities

with our stakeholders.

1. Memorandums of Understanding are in place with key

stakeholder groups who openly wish to work with us on the

delivery of our vision and Strategic Plan.

Feedback

Actively seek formal and meaningful feedback

from industry and stakeholders.

1. A comprehensive annual regional stakeholder satisfaction survey

is delivered to help shape forward planning.

Industry Engagement

Page 19

Marketing Leverage the region’s unique selling proposition to drive visitation, yield and dispersal.

Our Desired Outcomes 1. Our region is the preferred destination for authentic spa and wellbeing

experiences. 2. Our brand is delivered consistently across the region. 3. Our partnership approach maximises marketing opportunity and reduces

duplication.


Page 20


Brand and campaign framework

Develop a flexible brand framework that is

highly applicable and adaptable across the

region.

1. A regional brand framework is developed, endorsed and brand

elements are widely adopted.

2. Consistent representation of regional framework helps to

strengthen our regional brand values and consumer motivation to

travel to our region.

Drive visitation and dispersal

Implement innovative marketing campaigns that

continue to protect and promote the regions’

spa and wellbeing credentials while heightening

awareness of extended regional offerings.

1. Our marketing programs are delivered via traditional (print) and

new (online and mobile) platforms and our flexible approach

ensures that the right messages reach our target audience through

the right channels.

2. Research highlights that our region retains ownership as Victoria’s

number one spa and wellbeing destination with increased awareness

of the depth of our regional experiences.

3. All municipalities continue to benefit from increases in visitor

numbers and a growth in yield.

Industry collaboration

Deliver an annual innovative marketing program

that energises engagement and aligns with

Tourism Victoria’s strategy.

1. Growing industry participation in our programs demonstrates

awareness of our domestic and international marketing

opportunities and that they are meeting industry expectations.

Visitor servicing strategy

Ensure a collaborative approach to information

delivery.

1. Support for our information sources and channels aligns with

consumer expectations resulting in a reduction in visitor collateral

duplication.

Marketing

Product Development & Infrastructure Champion growth and development to enhance our vision

Our Desired Outcomes 1. Our Destination Management Plan guides product development and

infrastructure investment.

2. We champion development and investment opportunities to key local

and state government stakeholders.

3. Our industry operators are recognised for their service excellence.


Page 22


Destination management

Identify gaps in our product to realise our

vision.

1. A regional product audit, delivered in conjunction with our Partner

Councils, helps us to form the basis of a comprehensive

Destination Management Plan to provide the roadmap for regional

tourism development and investment attraction.

Industry Development

Empower industry to continually improve their

service delivery in line with trends and

consumer expectations.

1. Increased participation in our training and development programs

demonstrates that they are aligned to industry needs.

2. A rise in the understanding of the importance of tourism awards is

resulting in increased participation in such awards on an annual

basis.

3. Our platform for industry networking and skills exchange is

attracting growing participation.

Package and promote

Encourage intra-regional collaboration through

networking and skills development.

1. Annually, the number of industry joining together to package and

promote their offerings, continues to grow.

Product Development & Infrastructure

Page 23

Advocacy Be the influential voice for tourism

Our Desired Outcomes 1. We are viewed by our stakeholders as the effective, authoritative

representative voice.

2. Our priorities are supported by our stakeholders.

3. Tourism value to our regional communities is understood and supported

by our stakeholders.


Page 24


Representative Voice

Represent our regional tourism position and

advocate on issues and opportunities that

matter.

1. We develop, deliver and report against an Advocacy Plan, which will

itself contain project targets.

2. Industry understanding and acknowledgment of our role as the lead

voice on tourism in region increases.

Tourism Value

Build awareness of the value visitors bring to

our regional communities.

1. We develop and implement a tourism awareness kit implemented in

conjunction with stakeholders.

2. Quarterly dissemination of visitor data to stakeholders.

3. Visitor value stories created and disseminated.

Crisis Responsiveness

Respond proactively to minimise impact on the

tourism industry.

1. Crisis management plan developed and communicated.

Advocacy

Page 25

Organisation Be an effective and sustainable organisation

Our Desired Outcomes

1. DMRRTB is recognised as the peak tourism body by our stakeholders.

2. A broader revenue base ensures our financial viability.

3. We demonstrate organisational excellence.

4. We are achievement oriented.


Page 26


Planning

Engage in planning to set our regional strategic

direction.

1. Our Strategic Plan for our tourism region is aligned to Tourism

Victoria Plans and based on consultation with industry.

2. Our Annual Plan identifies key strategic imperatives, becoming the

delivery mechanism for the Strategic Plan. The Annual Plan and key

performance indicators shared with industry.

Structure

Ensure our structure successfully delivers the

strategic direction.

1. Adequately resourced and supported structure.

Governance

Ensure good organisational governance.

1. Compliance with Board Charter.

2. Policy and guidelines framework supports the delivery of the

Operational Plan.

Capability

Build organisational capability.

1. Professional development training opportunities identified and taken

up by the organisation.

Organisation

Page 27

Daylesford & Macedon Ranges Regional Tourism Board Inc

98 Vincent Street

Daylesford Vic 3460

P: 03 5321 6106

E: [email protected]

ABN 63 924 206 247 Reg. No. A0054865P

Documents

Strategic Plan 2013 - 2017