Tara & District Local Tourism Action Plan Western Downs Local Tourism Action Plans DRAFT: January 2016
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CONTENTS 1.
INTRODUCTION ............................................................................................................................. 3
2.
VISITOR MARKET REVIEW........................................................................................................... 4
3.
PRODUCT AND EXPERIENCE REVIEW ...................................................................................... 8
4.
SWOT ANALYSIS ......................................................................................................................... 10
5.
POSITIONING WITHIN THE OVERALL WESTERN DOWNS TOURISM OFFER ...................... 11
6.
ACTION PLAN .............................................................................................................................. 12
7.
APPENDIX – TARA PRODUCT AND EXPERIENCE AUDIT ....................................................... 20
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1. INTRODUCTION This Local Tourism Action Plan has been prepared on the basis of an independent market analysis and review, and the priority projects and tourism development concepts identified by the Tara and district community within the timeframe of the Western Downs Tourism Investment Project. Project development and identification has been guided and led by the Tara and District Local Tourism Action Plan Reference Group.
Purpose of the Local Tourism Action Plan The purpose of the Western Downs Tourism Investment Project is to support economic development by undertaking local tourism planning and tourism related infrastructure development within the Western Downs region. The key objective of the overall program is to deliver tourism related projects, activities and initiatives that support and enhance tourism and economic development in the Western Downs region. The Draft Action Plan includes:
A Tourism Market Review and supporting analysis Tourism Project Proposals which capture projects, activities and initiatives nominated by the Tara and district community A prioritised listing of tourism projects, activities and initiatives that were developed within the available timeframe that are considered eligible for funding under the Western Downs Tourism Investment Project.
The Local Tourism Action Plan is intended to complement existing strategic planning initiatives at local and regional levels and be used as a reference document for both community and Council to guide the delivery of future tourism initiatives. Projects within the Tourism Action Plan will be assessed by the WDRC/ Australia Pacific LNG Tourism Investment Reference Group and considered for funding and implementation over the three year project term.
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The majority of visitors to Western Downs are day visitors (53%).
2. VISITOR MARKET REVIEW The Western Downs Regional Council area received approximately 725,340 visitors in 2015 (approximately 14% of the visitors to the Southern Queensland Country (SQC) tourism 1 region) . Visitation to Western Downs has grown by approximately 2.3% per year since 2010 - higher than the 1.8% per year for Southern Queensland Country as a whole.
The Domestic Overnight market accounted for approximately 45% of all visits to the region. International visitors represent a small 1% of overall visits. Western Downs Visitor Market Mix, June 2015 Int., 1%
Figure 1: Western Downs Visitor Numbers, June 2015 780,000 760,000 740,000 720,000 700,000 680,000 660,000 640,000 620,000 600,000 580,000
Day 53%
Dom. O'night 45%
↑2.3% p.a.
2010
2011
2012
2013
2014
2015 Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Visitors to Western Downs spent approximately 1.4 million nights in 2015 (17% of total visitor nights to SQC), and has grown by 16.3% p.a. since 2010. The average length of stay for domestic overnight visitors was 3.4 nights, while international visitors stayed for an average of 28.3 nights in region. Figure 2: Western Downs Visitor Nights, June 2015 1,600,000
Purpose of Visit The main purpose of visit to Western Downs was for holiday purposes (33%) followed closely by business (32%) and then visiting friends and relatives (VFR) (24%) and other (11%). Figure 4: Main Purpose of Visit to Western Downs, June 2015
1,400,000 1,200,000
Other, 11%
1,000,000 800,000
↑16.3%p.a.
600,000
Holiday, 33%
400,000 200,000
Bus, 32%
2010 2011 2012 2013 2014 2015 Source: Tourism Research Australia; IVS, DVS, year ending June 2015
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Unless otherwise indicated, all visitor data relating to the Western Downs Region and its constituent parts is sourced from Tourism Research Australia’s International Visitor Survey and National Visitor Survey for the Year Ending June 2015. To aid data reliability, all data is based on three-year rolling averages, rather than annual visitor data.
VFR, 24% Source: Tourism Research Australia; IVS, DVS, year ending June 2015
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Since 2010, the business market has seen the highest increase in visitation, increasing by an average of 21.8% p.a. During the same time period, the holiday market has decreased by 4.1% p.a. This performance follows the overall Southern Queensland Country trend since 2010, where the business market has grown by approximately 14.3% p.a. while holiday, VFR and other markets have remained steady. Analysis shows that visiting for business purposes is more dominant in Western Downs than in Southern Queensland Country as a whole – where holiday was the main purpose of visit (29%), followed by VFR (26%) and Business (19%). Age Profile of Visitors to Western Downs The majority of visitors to Western Downs were over the age of 55 years (28%). Strong growth in the 40-44 age bracket also took place since 2010.
Travel Party Domestic overnight visitors mainly travelled alone to Western Downs (32%). Other significant travel party types included adult couples, family groups with children, friends or relatives without children, and business associates travelling without spouses (Figure 6). Figure 6: Major Travel Party Types to Western Downs Sporting/community group Business associates without spouse Business associates with spouse Friends/relatives without children Friends/relatives with children Family group (w/ children) Adult couple Alone
Figure 5: Western Downs Visitor Age Profile
0%
10%
20%
30%
40%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
55+ 50-54
Accommodation Used by Visitors
45-49 40-44
Over half (54%) of domestic visitors stayed in private accommodation (such as friends and relatives’ houses), while 20% stayed in hotels and 19% stayed in other commercial accommodation.
35-39 30-34 25-29 20-24 15-19
Visitor Activities 0%
10%
20%
30%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Visiting friends and relatives was the most popular activity amongst domestic overnight visitors to Western Downs, followed by eating out, going to a pub/club, and sightseeing.
Origin of Western Downs Visitors The majority of domestic overnight visitors to Western Downs were from South East Queensland: Brisbane (32%), Darling Downs (29%), Sunshine Coast (10%) and the Gold Coast (5%). 85% of visitors are from Queensland and 15% from interstate.
Popular activities included; bushwalking, fishing, visiting national/state parks, picnics/BBQs and exercise.
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Figure 7: Main Visitor Activities in Western Downs, June 2015
Western Downs Visitor Profile Summary Approximately 725,340 visitors Visitation has grown by 2.3%p.a. since 2010
Exercise Picnics or BBQs
Approximately 1.4 million visitor nights Nights have grown by 16.3%p.a. since 2010
Visit national /state parks Fishing Shopping
Domestic day visitors accounted for the largest proportion of all visitors (53%)
Bushwalking Sightseeing Pubs, clubs, etc
Older age groups formed the majority of the region’s visitors
Eat out / dine VFR 0%
5%
10%
15%
The majority of domestic overnight visitors travelled alone (32%)
20%
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
Approximately 54% of domestic overnight visitors stayed in private accommodation (e.g. with friends and relatives). Figure 8: Visitation and Expenditure by Local Government Area in the Southern Qld Country Tourism Region, 2013
Domestic Overnight % holiday % VFR % other Average Stay (nights) Spend per Night Domestic Overnight Spend International Spend per Night International Spend Domestic day trip Spend per Trip Day Spend Total Visitor spend
Toowoomba
South Burnett
Southern Downs
Western Downs
Goondiwindi
Balonne
Maranoa
704,600
174,300
317,600
298,400
121,400
68,300
201,900
21% 51% 28% 2.8
36% 39% 25% 3.1
51% 36% 13% 2.4
35% 29% 36% 3.0
34% n/a n/a 2.3
54% n/a n/a 2.8
33% 23% 44% 3.5
$105.50 $205M
$82.60 $45.2M
$124.30 $94.5M
$91.40 $81.8M
$88.10 $24.4M
$76.50 $14.4M
$85.00 $59.9M
22,100 $51.30 $26.2M
3,000 $25.10 $1M
8,700 $35.40 $9.9M
7,900 $38.20 $7.1M
2,500 $29.70 $1.6M
2,200 $46.00 $3.9M
7,000 $31.70 $5.2M
1,894,500
347,800
501,800
450,000
n/a
n/a
n/a
$120.90 $229.1M $460.4M
$83.50 $29M $75.3M
$75.50 $37.9M $142.3M
$90.30 $40.6M $129.5M
n/a n/a n/a
n/a n/a n/a
n/a n/a n/a
Source: Tourism Research Australia Local Government Profiles 2013
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Expenditure
Tara and District Visitor Statistics
Based on data derived from the National and International Visitor Surveys, the visitor economy currently approximately $152.6 million of direct visitor spend into the Western Downs region. This is based on domestic day, domestic overnight and international visitors 2 spending an average of $87.50, $94.30 and $43.60 per night/trip in Western Downs. This estimated spend generated from visitors to the region supports approximately 2,600 direct jobs, and has a flow on effect of $228.9 million supporting approximately 2,300 indirect jobs.
Due to small sample sizes and statistical areas within the tourism survey data, the ability to analyse and interpret national survey data at district level is limited, but it is possible to identify some trend information for Tara and district. In the Year Ending June 2015, approximately 45,000 people visited the Tara district, making up about 6% of all visitors to Western Downs. Visitors to the Tara district have decreased by an average of 6.2% p.a. since 2010. Visitors to Tara and district spent a total of approximately 126,160 visitor nights in the area. Domestic Overnight visitors are the main market to the Tara district, making up approximately 70% of all visitors.
Figure 9: Visitation to Western Downs Districts 2010-2015 500,000 ↓0.7%p.a.
450,000 400,000
Town Visitation
350,000 300,000 250,000 ↑2.3%p.a.
200,000 150,000 100,000 50,000 ↓6.2%p.a.
2010 Chinchilla
2011
2012
2013
Miles/Wandoan
2014 Tara
2015 Jandowae/Dalby
Source: Tourism Research Australia; IVS, DVS, year ending June 2015
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Spend per night estimates are based on Tourism in Local Government Areas 2013 factsheets released by TRA for Western Downs, with CPI included to estimate 2015 average spends. 7
3. PRODUCT AND EXPERIENCE REVIEW This section of the Local Tourism Action Plan provides a summary review of the area’s key tourism products and experiences. A full audit in tabular format can be found in the appendix in section 7. Visitor Accommodation Tara and District benefits from having a range of visitor accommodation located across the area. As a whole, the range of accommodation largely meets the need of the destination at present but subject to ongoing visitor demand, accommodation options would potentially benefit from; Guest accommodation development which reflects the rural nature of area i.e. farmstay, B&B Reviewing the availability and standard of free and good value commercial camping options across the District and ensuring that these meet the needs of visitors. The key consideration for the Tara district from an accommodation perspective is servicing its core visitor market – the touring/drive/caravan sector. As such, the proposed upgrades at the Lagoon Precinct are important. Location The Tara district is located beyond South East Queensland day visitor travelling distance therefore tapping into the long distance touring market is critical. Events provide the key opportunity for attracting short break activity. While not directly on a main touring route, the District has tangible opportunities to tap into this long distance touring market. In this sense, key considerations for the future include; Effective signposting
Establishing and building a clear identity (which incorporates a range of compelling visitor experiences) in target markets. Visitor Attractions and Experiences Tourism thrives on providing reasons to visit, whether for business, holiday or other specific purposes. In other words - the experiences which persuade visitors to choose Tara and district over other destinations with similar attributes. The district benefits from a range of attractors including;
Myall Park Botanical Garden Monty’s Garage Vintage Car Museum Meandarra ANZAC Memorial Museum An active local arts and crafts scene Nature-based activities Touring options.
Opportunities are also available in the form of unique heritage, local stories, local lifestyle etc however packaging/ promotion of product has been limited to date. From an external perspective, the Tara district’s key visitor experiences are not especially well known. Content on the Tara district’s experiences in Southern Queensland Country Tourism’s regional tourism portal is limited, as is TripAdvisor coverage. A priority should be effective promotion and packaging of existing experiences, supplemented with new product development where market opportunities are identified. Farm/business tours were recognised as an area with further potential for investigation/ development. Events Tara and district’s highest profile visitor event is the highly successful Tara Festival of Culture and Camel Races. It is complemented by a range of other locally orientated sporting events, markets and festivals.
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Events form an important part of the area’s overall tourism appeal. Scope exists to further develop the potential of events as drivers of trade via;
Music (folk) events Event programs based around themes i.e. country weekend, culture/arts etc Anzac themed event/trail development Improved event marketing Capacity building, resources and professional support for event development and delivery.
Visitor Servicing The welcome and level of service provided by local people and front line staff play important roles in visitor servicing. Consistently applied and good levels of service and product knowledge, alongside the community acting as ambassadors can also play leading roles in visitor services. This principal extends to raising awareness of the economic benefits generated by tourism. Effective signposting, interpretative information, alongside digital information all also play key roles. Alongside the role played by Moonie Rural Transaction Center which offers visitor information services, the proposal to establish a visitor information function in the new ‘Sunset Centre’ has the potential to add a physical info/servicing focal point. Ideas such as community radio also have the potential to contribute to a visitor services program. More can be done in the area of visitor servicing to offer the warm country welcome visitors expect.
Infrastructure The architecture, design, and general look and feel of a place play a large part in how visitors perceive and use a destination. Many components contribute to this all important sense of place. Streetscape, tidiness, a safe environment, lighting, gateways, public art, building design/local vernacular all play contributing roles in building a unique look and feel. A range of priorities are apparent for Tara and district, including; Gateway and entry point locations Prioritised ‘beautification’ upgrades in Town Centres Investment in key visitor precincts including the Lagoon Trail development Public art. Key Visitor Market Sectors The Tara district’s key visitor markets largely reflect the target markets at a regional level, but its location to the west of the region also has an impact. Key target visitor markets include; Drive holiday touring visitors (Queensland and interstate/ grey nomads) Business (Surat Basin related opportunities) VFR Event-driven visitation (local and South East Queensland). Improved marketing and packaging are important enablers to deliver tourism’s potential as a contributor to the local economy.
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4. SWOT ANALYSIS Strengths
Weaknesses
Successful Festival of Culture/Camel Races Good range of regional services A range of good value accommodation options (camping) Sunset viewing opportunities Good range of attractors including Myall Park Botanical Garden, Montys Garage Vintage Car Museum and Meandarra ANZAC Memorial Museum, Lagoon Precinct Thriving local cultural/arts scene Offers country experience Unique lifestyle.
Negative perception of Tara in some parts The area can improve its RV-friendliness parking, signing, etc Distance from the South East Queensland market (beyond day visitor radius) Limited marketing investment at present Tara experiences and products not extensively distributed via mainstream tourism channels – TEQ, Southern Queensland County Tourism etc Seasonal tourism trade (weather) Not located on a main touring route - a conscious choice required by visitors ‘Packaged tourism experiences are limited.
Opportunities
Threats
Continued investment in the Lagoon precinct as the key visitor hub – environmental habitat upgrade, beautification, and facilities Creation of a new town centre visitor hub – (CWA/Presbyterian Church) - opportunity to house a range of functions including VIC, cultural hub, events space & gallery Prioritised investment in town centre(s) Packaging a drive/touring experience under the ‘Sunset Way’ Banner Prioritise RV-Friendly infrastructure and welcome in all of the District’s towns Marketing investment to target key visitor segments and build identity, working in collaboration with regional partners where appropriate – packaging the district’s range of visitor experiences Targeted investment to capitalise on events – enhancing existing events and developing new events/ themed programs where market demand supports them Developing attractive gateways, improved signage and entry points to Tara and surrounding areas Establishing a farm/business tour program (part of regional initiative) Nature-based tourism/activity opportunities in the surrounding areas Opportunities to tell local stories based around the ANZAC centenary period Opportunities for new farmstay and B&B accommodation subject to identified demand VFR marketing opportunities Self-drive itinerary development/ local drive maps.
Failure to turn around negative perceptions of Tara seen as the key challenge Competition from other destinations who offer similar products and experiences Economic uncertainty Failure to work in partnership will mean benefits are not fully capitalised upon.
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5. POSITIONING WITHIN THE OVERALL WESTERN DOWNS TOURISM OFFER Elements to consider in positioning include;
Location of Tara and district in the west of the region
Addressing negative perceptions
The impact of the post-construction phase in resources sector
Potential to build on successful range of events and unique attributes of Tara
Flagship tourism assets such as Myall Park Botanical Garden, and Meandarra ANZAC Memorial Museum
Developing and packaging the untold stories to build a greater depth of experiences and a distinct identity.
Tourism Vision for Tara and District Maximise tourism’s contribution to Tara and district’s future prosperity and liveability, where visitor expenditure supports thriving businesses and communities. Community, industry and regional partners working together to; Build a positive identity for Tara and district Attract increased number of visitors from its key target visitor market – touring visitors Develop, package and promote experiences which encourage increased average visitor length of stay (and expenditure).
Delivery Roles and Responsibilities To be confirmed to discussion with Tara and district community and Western Downs Regional Council.
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6. ACTION PLAN Table 1 shows a summary of proposed projects and their alignment against Southern Queensland Country Destination Tourism Plan themes.
Summary Table 1: Alignment of Project Proposals with Southern Queensland Country DTP Themes
Preserve the Region’s Nature and Culture
Southern Queensland Country DTP Themes Target a Deliver Quality Building Offer Iconic Balanced Service and Strong Experiences Portfolio of Innovation Partnerships Markets
Growing Investment and Access
APLNG-Eligible Projects The Sunset Centre
The Heart of Tara Project
Sunset Way Tourist Route
Regional APLNG-Eligible Projects Impacting on Tara and District 100 Tourism Messages Project
CBD Wi-Fi Project
Community Radio Signage – Western Downs Greater Western Downs Tourism Marketing Project Community Radio Studios Tara and Wandoan Greater Western Downs Local Tourism Organisation (LTO) - proposal to establish a sustainable tourism network/
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partnership Project Ideas Identified via Community Consultation (which have not yet been developed as projects or proposals) Tara signage and interpretation program to improve visitor orientation and awareness ANZAC stories – potential trail or event telling the ANZAC/Tara story
Marketing and PR program to build positive perceptions of Tara
Digitally-led heritage interpretation project Program to maximise the role and impact of events in Tara
Building infrastructure to ensure Tara is RV-Friendly
Prioritised program to enhance Glenmorgan’s visitor infrastructure
As part of a regional program, investigate the opportunity to estimate to establish a farm/business tour program
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APLNG-Eligible Projects The following projects were identified by the Tara and District Community and via regionally identified/developed initiatives. The projects have been ranked in priority order by the Tara and District Project Reference Group.
Project Description
Lead & Support Delivery Organisations
Timing
KPI / Target Project Output
Local Reference Group Priority Project Ranking
Greater Western Downs Tourism Marketing Project The application of an amount to be determined of current APLNG WDRC committed funds to collect and market Western Downs tourism attractions, opportunities, events, arts and culture, natural history, indigenous and post-settlement history, local produce and cuisine, industry including multifaceted agribusiness and energy extraction and production, heroes, stories and pathways (tourism product) by: Creating a Western Downs tourism identity as a tourism region Identifying and collecting existing Western Downs tourism products Packaging Western Downs tourism products Collaboratively and regionally marketing Western Downs tourism including by way of a website, tourism App and coordinated tourism signage and by electronic and print media
Western Downs Chambers of Commerce/ WDTIP Reference Groups, WDRC/ APLNG
2016
Delivery of one year marketing program – 10 % growth in visitor numbers
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Establish and implement a tourism research program to inform marketing campaigns and activity. The research plan will be development alongside detailed marketing planning and will include Regional Visitor survey to gain an accurate understanding of customer motivations, origins and activities Build a customer database (including via the VICs) to be utilised for marketing and research purposes Business survey to build understanding of business 14
perspectives on customer behaviour/ motivations This Project will operate for a period of one (1) year during the process of establishment of a Western Downs Local Tourism Organisation*. The 6 WDTIP Tourism District Reference Groups anticipate that this work be performed by a dedicated full-time tourism officer expert in publicity engaged by WDRC for the purpose. It is anticipated that this person will then move into the Western Downs local Tourism Organisation upon establishment after membership of a Western Downs local Tourism Organisation establishment steering committee.
2016
 Improve tourism to the towns located on the Surat Developmental Road via a rebranded tourist route with refurbished entrance at Moonie and a co-ordinated signage program
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2016/17
 Improve and enhance the lagoon reserve into a recreational facility that is environmentally sustainable, and is appreciated by visitors and the community
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Sunset Way Tourist Route Development of a tourist route and rebranding of the Surat Developmental Rd to Sunset Way. This is from the Moonie highway turn-off through to Surat encompassing the towns of Tara, The Gums, Meandarra, Glenmorgan and Surat. This will involve improvement to the current turn-off at the Moonie highway along with associated signage along the road and large tourist information in the towns along the way.
Tara Tourism Action Plan Reference Committee
The Heart of Tara Project This project aims to realise the holistic potential of Tara's natural asset - the Lagoon. The Lagoon is seen as the Heart of Tara and is a community icon. Not only does it provide a major part of the town water supply but it is and has a greater potential to be seen as a recreational and natural area for not only the community but to the wider region. The Lagoon reserve has massive tourism, community and environmental potential, such as but not limited to, fishing, kayaking, walking, bike riding, bird watching, swimming and camping and this project aims to improve and enhance the area in order to maximise its potential. It is not anticipated that the Investment project completely fund this entire action plan. We intend to seek alternative funding in
Tara Futures Group/ WDRC
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order to ensure that the 'Heart of Tara' project is completed in its entirety in the future. Community Radio Studios Tara and Wandoan Provide radio studios in Tara and Wandoan to: Enhance local tourist information content on air Provide local and up to date community and charity event information Provide tourists with updates during/ and or after emergency events (i.e. road closures) Where required, utilise the facilities and volunteers to provide tourist information services Provide an additional tourist attraction in these towns.
TBC
Improve the tourism experience by providing up to date community, tourism and event information
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Tara Futures Group/ community volunteers
2016/17
Provide a sustainable multipurpose tourist information centre that will increase tourists in the region by 10% by December 2017 whilst also providing benefit to the wider community
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4ddd Community Radio/ WDRC/
2016/17
Enhanced tourism information by
6
4ddd Community Radio/ WDRC/ community groups/ local chambers
Studios to be located in: Tara in the new Visitor Information building (project driven by Tara Futures Group) Wandoan – unused dressing room in Wandoan Cultural Centre. The Sunset Centre The aim of the “Sunset Centre” is to provide Tara with a hub for the community, youth and tourists. The centre would provide an overall benefit to the community by incorporating a tourist information centre, art gallery, driver reviver site, movie theatre, community hall, corporate meeting room, office premises for not-for-profit groups, community garden and community radio studio in one location. By combining these opportunities in the one location it will bring the community together and give tourists the opportunity to meet the locals and engage in local projects and activities, while gathering information about local attractions and events. The location is ideal being in the main street of town with plenty of space for parking. 100 Tourism Messages Project
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Creation of 100 x 30 seconds tourism messages promoting the benefits of tourism and special tourist attractions (and destinations) in the Western Downs region. These messages will be played throughout the day on 4ddd Community Radio in Dalby, Tara, Wandoan, Meandarra and Moonie and online at www.radio4ddd.com.au
community groups/ local chambers
community radio
Community Radio Signage – Western Downs To provide road sign signage to promote tourism in the Western Downs by providing the radio frequencies for drivers into the towns. To provide signage on each major road into, Dalby, Tara, Wandoan, Meandarra and Moonie with the radio frequencies of community radio in each area.
4ddd Community Radio/ WDRC/ community groups/ local chambers
2016
CBD Wi-Fi Project A program to provide free public Wi-Fi in the CBD areas of Chinchilla, Dalby, Jandowae, Miles, Tara & Wandoan.
Western Downs Regional Council
2016-18
Western Downs Tourism Association/Network - proposal to establish a sustainable tourism network/ partnership The establishment of a regional Western Downs tourism development business unit either as: A Local Tourism Organisation (LTO) operating per SQCT guidelines; An independent self-sustaining not for profit entity; or A business unit of WDRC. Its purpose being: To create a Western Downs tourism identity as a tourism region for each community to create a Town Brand as part of Greater Western Downs To identify and/or collect Western Downs tourism
WDRC, APLNG, WD Chambers of Commerce, WDTIP Reference Groups
2016
Provision of signage
7
Provision of free public wi-fi in CBDs
8
Establish Steering Committee Establish tourism identity and grow Western Downs visitor numbers Development of a business plan for design and operation of a dedicated Western Downs tourism business unit Collation and identification of
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attractions, opportunities, events, arts and culture, natural history, indigenous and post-settlement history, local produce and cuisine, industry including multifaceted agribusiness and energy extraction and production, heroes, stories and pathways (tourism product) To develop a detailed Business Plan for operation of the business unit Employment of qualified tourism staff, for example, a fulltime tourism marketing and publicity, an admin assistant, a researcher to collect our tourism product Engage/contract photography and videography production, graphic design and IT website and App design specialisation To package Western Downs tourism products To collaboratively market Western Downs tourism including by way of a website, tourism App and coordinated tourism signage To asses and determine, coordinate development, seek funding and assist to deliver completion of identified Western Downs tourism projects To create and place coordinated tourism signage (which may have been created per the regional Marketing Project Plan).
Western Downs tourism opportunities and events log Package and market Western Downs tourism events and attractions
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Project Proposals The additional following project proposals were identified by the Tara and District Community: Project Description
Lead & Support Delivery Organisations
Timing
KPI / Target Project Output
Project Ideas Identified via Community Consultation (which have not yet been developed as projects or proposals) Tara signage and interpretation program to improve visitor orientation and awareness
TBC
Improved visitor information provision
TBC
ANZAC stories – potential trail or event telling the ANZAC/Tara story Marketing and PR program to build positive perceptions of Tara Digitally-led heritage interpretation project Establishment of a community radio station as a means of providing information to communities and visitors Program to maximise the role and impact of events in Tara Building infrastructure to ensure Tara is RVFriendly Prioritised program to enhance Glenmorgan’s visitor infrastructure As part of a regional program, investigate the opportunity to estimate to establish a farm/business tour program
TBC TBC TBC TBC TBC TBC TBC TBC
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7. APPENDIX – TARA PRODUCT AND EXPERIENCE AUDIT
A full experience and product audit is currently being prepared.
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