ANNUAL REPORT 2018-19
To Sydney
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Tidal River
Wilsons Promontory National Park
Latrobe Wellington East Gippsland Phillip Island
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DESTINATION GIPPSLAND ANNUAL REPORT 2018-2019
DIRECTORS REPORT 2019 IT’S BEEN ANOTHER RECORD-BREAKING YEAR FOR GIPPSLAND’S TOURISM INDUSTRY. In 2019 we welcomed 7.3 million visitors to Gippsland, an increase of 17.6% on the previous year’s figures. More domestic and international visitors than ever before are enjoying our world class sanctuaries, stunning waterways and boutique villages, and gourmet paddock to plate experiences. All of our key indicators are up once again and it is particularly pleasing to note the strong growth in our domestic visitor nights, up 15.7% to 7.6 million nights. In 2019, tourism in Gippsland supported more than 10,000 local jobs and delivered an economic contribution of $1.1 billion to the region. At a time when the traditional industries that have supported Gippsland are in decline, the visitor economy offers an exciting and prosperous new chapter in Gippsland’s future. The delivery of ‘Tourism 2030’ - the Gippsland Destination Management Plan is a significant achievement for the region. Supported by the Gippsland Regional Partnership and the Gippsland Local Government Network, it provides a strategic road-map and clear vision for long-term, sustainable growth of Gippsland’s visitor economy. We continue to focus on promoting brand Gippsland and were thrilled to partner with Visit Victoria to create a stunning campaign Gippsland – All Kinds of Wonder designed to boost the local economy as we recover from the challenges of bushfires and drought. Launched by the Hon. Martin Pakula MP, Minister for Tourism, Sport and Major Events in March, it is the first dedicated whole-of Gippsland campaign in a decade and we thank Visit Victoria and the State Government for their continued support, and for recognising the important role tourism plays in regional communities.
In addition, our dynamic marketing and public relations team delivered an integrated and high-calibre program of tourism marketing, product support, media and public relations, which spread the story of world-class Gippsland to audiences locally, nationally and internationally, generating the equivalent of $15 million worth of publicity and media.
Sue Smethurst Chairman Destination Gippsland
I’d like to thank the Destination Gippsland team who have worked tirelessly this year to achieve excellent results. Our CEO Terry Robinson brings two-decades of tourism experience to the organisation and continues leading our team; Alison Conroy, David Elder, Janine Hayes and Kelly McCarthy from strength to strength. Destination Gippsland has benefited from an energetic and highly skilled volunteer Board and I thank them for their service to the region over the past twelve months, with particular acknowledgement of the efforts of our company secretary Helen Rose and Chairman of the Finance Committee Richard Longmore who provide additional support and a steady hand. Collaboration is key, and Destination Gippsland’s success is tied to the support of the industry, our six contributing Councils through the Gippsland Local Government Network, the Latrobe Valley Authority, the Gippsland Regional Partnership, Regional Development Victoria, Parks Victoria and Visit Victoria who each share our determined focus on achieving long-lasting benefits to the Gippsland community. I thank them all for their ongoing support. We are a region of abundant of world-class assets and experiences, looking ahead we must continue to work hard together to ensure Gippsland can compete in a dynamic and fast-growing tourism environment – in Victoria, Australia and globally.
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GIPPSLAND’S TOURISM STRUCTURE VISITORS
Tourism businesses, product and experiences, supporting visitor services
Crown Land Managers Parks Victoria, DEWLP, Alpine Resorts
Local Government South Gippsland Shire Council Bass Coast Shire Council East Gippsland Shire Council Baw Baw Shire Council Wellington Shire Council Latrobe City Council Gippsland Local Government Network
Commonwealth and State Government Dept Resources, Energy and Tourism, Regional Development Australia (RDA), Regional Development Victoria (RDV)
Peak Industry Bodies Victoria Tourism Industry Council (VTIC), Business Events Victoria (BEV)
Tourism & Business Associations
Education/ Training
Local and Regional Membership Services Local Networking
Universities,
TAFE, SkillsVictoria
Visitor Information Centres Accommodation and Tour bookings, Local promotion, Membership services
Destination Gippsland (Regional Tourism Board) Strategic direction, governance, marketing, industry and product development, advocacy, destination management planning
Visit Victoria
Victoria’s tourism marketing and event attraction company
Tourism Australia Brand Australia
Direct connection
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DESTINATION GIPPSLAND ANNUAL REPORT 2018-2019
Indirect connection
PERFORMANCE OUTCOMES
Gippsland National and International Visitor Survey Data
2009 base year
2018 previous year
2019 current year
1 year trend
10 year trend
Domestic overnight visitors
1.55m
2.38m
2.64m
+11%
+70%
Domestic visitor nights
4.59m
6.55m
7.58m
+15.7%
+65%
Daytrips
3.11m
3.75m
4.57m
+21.8%
+47%
International overnight visitors
57,000
76,000
89,000
+16.9%
+57%
Total visitors
4.73m
6.20m
7.30m
+17.6%
+54%
Figures are for year ending June 2019 and include all of mainland Gippsland.
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DESTINATION GIPPSLAND STRATEGIC PLAN OUR VISION
Gippsland’s natural beauty and authentic experiences inspire the world to visit
OUR ROLE
Destination Gippsland’s role is to inspire, influence, and lead positive tourism outcomes through partnerships across Gippsland
CORE CHALLENGE
Destination awareness: There is a need to raise the Melbourne consumer’s awareness and understanding of Gippsland’s key destinations and experiences. In 2018-19 we launched our new brand campaign Gippsland – all kinds of wonder and support the Visit Victoria Your Happy Space campaign.
PRIORITY AREAS FOR DESTINATION GIPPSLAND 2018-2019
1. MARKETING
2. INDUSTRY DEVELOPMENT
3. INVESTMENT
What we will do to create consumer awareness and demand
What we will do to improve how our industry delivers visitor experiences
What we will do to encourage public and private sector funding for new visitor experiences
Aim: Potential visitors to Gippsland will be inspired to visit our unique landscapes and be welcomed by vibrant communities • Goal 1: Maximise the reach and impact of the brand by making it central to all marketing activity and cooperative partnerships. • Goal 2: Achieve greater digital marketing capability and effectiveness for Destination Gippsland and our industry.
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Aim: Gippsland will have an effective, engaged and dynamic tourism sector that encourages repeat visits and generates enthusiastic referrals that lead to profitable business outcomes • Goal 1: Provide opportunities for all tourism businesses and partners to engage with us and each other to contribute to a united tourism industry. • Goal 2: Deliver professional development programs to improve the skills and profitability of tourism businesses
• Goal 3: Inform and support the tourism sector by providing media, research, imagery and marketing services to help partners achieve their marketing goals
• Goal 3: Develop a Gippsland Destination Management Plan to provide a long-term strategic direction for the tourism sector
• Goal 4: Plan and implement measurable and lasting marketing outcomes for the Latrobe Valley as part of the Latrobe Valley Economic Transition Project
• Goal 4: Deliver a Latrobe Valley Industry Development Action Plan
DESTINATION GIPPSLAND ANNUAL REPORT 2018-2019
Aim: Gippsland will be a region that attracts tourism investment and innovative businesses that exceeds the expectations of future visitors. • Goal 1: Advocate and encourage political support for major projects. • Goal 2: Provide tourism information, research and services relevant for potential investors.
SUPPORTING FUNCTIONS We will also undertake activities in the following four important areas: • Finance and governance: Ensure we maintain high standards of accountability, governance and responsiveness to the Board, our financial members and the broader tourism industry.
• Advocacy: Be the primary point of contact for government, media and industry. Provide an evidence based, collective voice to influence positive tourism outcomes. • Team development: facilitate the professional development of our staff and Board to deliver effective services and tourism management.
CORPORATE STRUCTURE DESTINATION GIPPSLAND BOARD
DESTINATION GIPPSLAND STAFF
• Sue Smethurst (Chair)
• Terry Robinson Chief Executive Officer
• Richard Longmore (Chair Finance & Governance Committee)
• Alison Conroy Marketing Manager
• Damien Gannon
• Kelly McCarthy Public Relations & Marketing Executive
• Michelle Dickson
• David Elder Manager Latrobe Valley Events and Tourism
• Paul Ashton
• Helen Rose Company Secretary, Finance & Admin Officer
• Janine Hayes Tourism Project Manager
• Cameron Johns (Member of the Finance & Governance Committee) • Nicola Pero • Nick Murray • Neil Travers • Kylie Johnson (Finance and Governance Committee) BOARD OBSERVERS (non-Directors) • Will McCutcheon Parks Victoria • Tim Tamlin Gippsland Local Government Network (replaced by Ali Wastie) • Paul Matthews Visit Victoria • Leigh Kennedy Regional Development Victoria (replaced by Tim McAuliffe)
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MARKETING POTENTIAL VISITORS TO GIPPSLAND WILL BE WELCOMED INTO AND BE INSPIRED TO VISIT ONE OF THE WORLD’S MOST DIVERSE REGIONS; RIPE WITH NATURAL ABUNDANCE, AUTHENTIC EXPERIENCES AND ADVENTUROUS POSSIBILITY. During 2018/19 we: • Implemented the new Gippsland consumer brand into all our consumer messaging • Completed a corporate brand review and refreshed the Destination Gippsland logo and assets to support the new consumer brand • Commenced work on brand toolkits, completing preparatory work to support a consistent brand message for all of Gippsland. The aim is to allow all products, associations and councils to be able to participate in the new Gippsland brand • Designed, developed content and commenced the build of the new consumer website, visitgippsland.com.au • Designed and commenced the build of the new corporate website for Destination Gippsland • Mapped a new image library to support our campaign and digital marketing plans for Gippsland • Commenced working on a Gippsland awareness campaign in partnership with Visit Victoria, launching with large-scale out of home advertising in key locations across Melbourne • In partnership with Visit Victoria, produced a hero 30 second video plus 2 x 15 second cut downs to use throughout 2019/20 in digital marketing activity • Initiated work to implement a customer acquisition strategy to support the campaign, new assets and website
• Provided public relations opportunities for industry which included hosting media visits from a range of partnerships, including digital and print media, International and domestic writers and influencers, bloggers and photographers. Net PR value for the year estimated at $15m • Coordinated and hosted 32 media famils to the region to support the PR strategy • Generated over 1m page views on our existing website, inspiredbygippsland.com.au including over 800k unique views with an average dwell time of over 3 minutes • Made significant impact through our social media platforms: Facebook grew to 27.5k fans, a growth of over 70% year on year. We achieved 2.2m reach (posts seen from unique user accounts). Engagement totalled 133.1k (actions taken) up 1300% from last year. During the financial year we posted 256 times to Facebook, receiving 24.2k likes, 4.2k comments and 4.8k shares • Instagram grew by 5.7k over the year, to a total of 22.8k fans. We have recorded 2.8m impressions (total views) up 200% on the previous financial year. These posts reached 1.8m users (unique views), up 180% on the previous year. • We continued to populate the Visit Victoria Communications Framework document, outlining experiences, products and events in Gippsland, driving content for the Visit Victoria Your Happy Space campaign • We produced a new Official Touring Map for Gippsland, distributed widely across Victoria and southern NSW • Commenced work on the 2nd edition of Eat Drink Gippsland the regional consumer guide to our agritourism business across Gippsland
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DESTINATION GIPPSLAND ANNUAL REPORT 2018-2019
• In partnership with Latrobe City Council, undertook an extensive image library refresh
• In partnership with East Gippsland and Wellington Shires, conducted promotional activity, created new visual assets and supported content across all our marketing channels, as well as through partnership marketing to support positive tourism messaging about the region’s droughtaffected tourism destinations • In partnership with Bass Coast Shire Council, we prepared and delivered an off-season campaign for Inverloch and surrounds to the Melbourne audience, with a net marketing value of $50k • We continued our partnership with Tripadvisor, providing content to populate the Gippsland pages • Continued to support the Business Events sector, working with Business Events Victoria and key in-region partners to deliver outcomes for the meeting and incentive travel industry in Gippsland
• As part of our membership with the Australian Tourism and Export Council, we attended two flagship events aimed at encouraging Australian-based travel trade to better understand how to sell Gippsland to their international clientele • Continued our International travel trade marketing program, attending the Australian Tourism Exchange (ATE) to meet with over 90 international buyers with an interest in Gippsland • Implemented the Real Seeker social media, marketing campaign, aimed at showcasing the regions cornerstone events to the Melbourne audience through a partnership with Influencer Chris Cincotta from Humans In Melbourne • Updated the Broadsheet Out of Town Guides for Central and Southern Gippsland (South Gippsland and Bass Coast). • Developed assets to support cycling tourism marketing • Project managed Gippsland’s attendance at Melbourne event Leisurefest, the premier Caravan and Camping event held each year in Spring • Attended the Melbourne Good Food Show, working in partnership with East Gippsland Marketing and eight regional food and drink suppliers to support food tourism messaging
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There are all kinds of wonder to be found in Gippsland. This includes a plethora of natural curiosities from pristine coasts, to inland lakes, mountains and winter snow, forests, deserted sandy beaches, and lush vineyards. It’s truly breathtaking. Gippsland is unpretentious, humble and grounded. There is something special about its miss-match of experiences and diverse offerings that suit a diverse range of tastes. You’ll find everything you expect and more but with an unexpected twist or quirky point of difference. In Gippsland, you’ll discover unique experiences that will fill you with joy, fascination and wonderment.
THE GIPPSLAND BRAND
Destination Gippsland continues to build the appeal of the region through brand awareness and co-ordinated marketing. The Destination Management Plan identified that a clear, consistent brand and marketing strategy that infuses the character of the region, its people, products, experiences and visitor servicing will be the cornerstone of growth for Gippsland tourism. Destination Gippsland undertook a major review of the brand last year and initiated a new refreshed brand in 2019. The new brand provides an opportunity for Gippsland to represent itself close to consumer wants and needs and moves from the concept of “nature only” to “nature plus”, allowing us to connect our natural assets to food and wine, cultural and event tourism. The new flexible approach was developed after rigorous consumer research and market testing, providing a new road map for Gippsland to present itself with a distinctive competitive advantage over other destinations, and inviting our target audiences to find new ways to discover Gippsland.
Gippsland: All Kinds of Wonder is the result of the brand work. The value proposition for Gippsland and the essence of the brand to be found in our current and future work is best summarised by our manifesto: Gippsland Imagine a land not far to the East. A land as diverse, as it is unique. In its natural wonders. In its melting pot of flavours. In its passionate producers and makers. Come and lose yourself in nature. A region of rock and of roll with ancient honeycomb caves. Explore lake laden lands, with 90 miles of sand. Come and discover a region bursting with new tastes. From award winning wineries and warm country kitchens, to majestic boat to bowl feasts. We invite you to take a breath. Head east to find a place where you’ll be welcomed by a local with a familiar smile. Who will show you beneath the surface. To discover, explore, share. Take time to uncover a world of wonder. Take time to discover, All Kinds of Wonder.
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DESTINATION GIPPSLAND ANNUAL REPORT 2018-2019
DESTINATION MANAGEMENT PLAN DESTINATION GIPPSLAND LAUNCHED AN AMBITIOUS PLAN TO GROW THE GIPPSLAND VISITOR ECONOMY INTO A $1.5B INDUSTRY EMPLOYING 16,000 PEOPLE BY 2030. Attracting higher spending visitors will be the key to generating an extra $400m per year and creating 2,900 new jobs for the Gippsland economy. The ‘Gippsland Destination Management Plan Tourism 2030 - A Blueprint for Growth’ is a 10-year strategy developed with the support of the Gippsland Regional Partnership in consultation with state and local government as well as industry and community groups. Features of the plan include recommendations to develop hero products that will attract new visitor markets to the region. They include: • Ensuring Wilsons Promontory remains one of Australia’s best national parks with an innovative Sanctuary project and improvements to the visitor experience • Investing in the planning and infrastructure at the famous Buchan Caves
Complementing these projects are recommendations to: • Generate more visitor interest by promoting Gippsland with the new ‘Gippsland – all kinds of wonder’ brand campaign and consumer website • Encouraging visitors in the off-peak periods by becoming a leader in regional events with a year-round calendar of events supported by an aggressive acquisition fund • Develop new products and experiences that focus on Gippsland’s strengths in mountain biking and rail trails; food and wine experiences; boating and fishing opportunities; adventure activities and our rich arts and culture offerings. • Focus on seven Destination Hubs for future investment and planning: Bass Coast/South Gippsland Villages; Latrobe Valley; Mt Baw Baw/Walhalla; Gippsland Lakes; Wilsons Promontory; Gippsland’s High Country; and the Wilderness Coast (Point Hicks to Mallacoota) The plan was based on extensive research and identifies clear opportunities for government and the private sector to invest with confidence in Gippsland’s future. It deliberately focuses on experiences that have the potential to be world-class and enable Gippsland to compete on a national and international stage.
• Revitalising the Lakes Entrance Marine Precinct • Attracting a Destination Restaurant – on land or potentially underwater • Creating the Gippsland Lakes Aquatic Trail that would be a unique combination of walking, cycling and paddling experiences • Upgrading access, infrastructure and visitor experiences at Mt Baw Baw Alpine Resort • Positioning the Coastal Wilderness Walk (from Marlo to Pt Hicks) and the George Bass Ocean Walk (that links the towns from Phillip Island to Inverloch) as the next iconic walks in Victoria
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INDUSTRY DEVELOPMENT DURING 2018/19 WE: • Delivered an Industry and Professional Development Program for the Gippsland tourism industry including Gippsland Tourism Forums hosted in Warragul, Maffra and Lakes Entrance with over 180 delegates. • Implemented the fifth year of the Ken Hore Tourism Mentoring Program in partnership with Bass Coast Shire Council and Destination Phillip Island. Seven participants graduated from the program. • Delivered a workshop through the Victorian Tourism Industry Council (VTIC) for 12 entries into the Victorian Tourism Awards – mentored eight entrants - Gippsland had one winner, one silver, one bronze and one finalist. Bass Coast Shire Council was a standout with Silver in the Visitor Services Award and winning the Local Government Award for Tourism. • Assisted in the facilitation of the Gippsland Business Awards • Facilitated business development opportunities with 50 businesses
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DESTINATION GIPPSLAND ANNUAL REPORT 2018-2019
• Facilitated quarterly Tourism Managers meetings for Gippsland • Continued implementation of the 2016-18 Gippsland Accessible Tourism Plan with the Gippsland Accessible Tourism Partnership including the development of a new plan and terms of reference • Developed support for the ‘Growing Agritourism in Gippsland’ project in conjunction with Agribusiness Gippsland • Implemented the 2018/19 Tourism Industry Communications Plan including monthly newsletters, social media posts, blogs on the industry website and crisis preparation and media training
INVESTMENT AIM: GIPPSLAND WILL BE A REGION THAT ATTRACTS TOURISM INVESTMENT AND INNOVATIVE BUSINESSES THAT EXCEEDS THE EXPECTATIONS OF FUTURE VISITORS DURING 2018/19 WE: • Supported the development and launch of Pennicott Wilderness Journeys Wilsons Promontory Boat tours and Phillip Island Penguin Parade Visitor Centre • Also provided support for the Metung Hot Springs, Gumbuya World expansion and Seacombe West (Nunduk) projects and welcomed the funding for Haunted Hills Bike Trail and Lakes Entrance Lookout at Jemmy’s Point. • Significant work was done with the LVA on attracting the Melbourne Food and Wine Festival to Jindivick, Big Bash Cricket to Moe, Ballet under the Stars and Lardner Park infrastructure upgrades. • Completed the Gippsland Destination Management Plan including the identification of new hero experiences ready for investment as well as contribute to the management of the Gippsland Trails and Tracks Feasibility Study
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ACKNOWLEDGEMENTS WE WOULD LIKE TO ACKNOWLEDGE THE IMPORTANCE OF OUR FINANCIAL MEMBERS AND THANK THEM FOR THEIR ONGOING SUPPORT. Thank you: • Bass Coast Shire Council • Baw Baw Shire Council • East Gippsland Shire Council • Gippsland Local Government Network • Latrobe City Council • South Gippsland Shire Council • Wellington Shire Council We also acknowledge and thank our marketing and major project partners who have contributed this year: • Business & Tourism East Gippsland • Business Events Victoria • Department Jobs, Precincts and Regions • Destination Phillip Island • East Gippsland Marketing Inc • Gippsland Regional Partnership • Gippsland Mountain Biking Club • Latrobe City Business Tourism Association • Mt Baw Baw Alpine Resort
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DESTINATION GIPPSLAND ANNUAL REPORT 2018-2019
• Parks Victoria • Prom Country Regional Tourism • Regional Development Victoria • Sydney Melbourne Touring Inc • Tourism Australia • Visit Victoria • Victoria Tourism Industry Council • Central Gippsland Regional Tourism • Wine Gippsland • Food and Fibre Gippsland • Latrobe Valley Authority • Tourism Australia • TRC Tourism • Department Environment, Water, Land and Planning
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Postal: PO Box 203, Mirboo North VIC 3871 Office: 30 Ridgway Street (Old Shire Hall, Strzelecki Hwy) Mirboo North W: www.visitgippsland.com.au P: 03 5668 2141 DESTINATION GIPPSLAND ANNUAL REPORT 2018-2019
ABN: 57 131 138 184 | ACN: 131 138 184