Goulburn River Valley Tourism Annual Report 2013 by Prominent Group

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Mathoura

Murray Barmah State Park

er Riv

Barmah State Park

HWY

Barmah

Cobram

Lake Mulwala

Katunga

Nathalia Moama

HWY

VALLEY

Lower Goulburn National Park

Tongala

r Rive

RAY

River

Kyabram

Shepparton

Mooroopna

Merrigum

asp e

Cam p

Waranga Reservoir

MIDLAND

Kialla

Tatura

Rushworth

Warby Range State Park

Congupna Lemnos

Benalla Violet Town

LB UR

ulb

GO U

Euroa

Strathbogie Ranges

Avenel

Merton

Puckapunyal

Seymour

Beveridge

Gisborne

L VAL

Yea

Kinglake

Yarra Glen

Toolangi State Forest

MELBOURNE

Marysville

Lake Mountain Resort

Narbethong

Yarra Ranges National Park

Healesville

Buxton

Toolangi MELBA

Sunbury

Kinglake National Park

NDAH

Glenburn

Kinglake West

Lilydale

Lake Eildon National Park

Cathedral Range State Park

Y HW

Mt Disappointment State Forest

Eildon Howqua

Thornton

Taggerty Murindindi

Hazeldene Wandong

FW WE

Acheron

Whittlesea

Melton

Alexandra

Molesworth

Flowerdale

Romsey Wallan

Lake Boorolite Eildon

BU RN Tallarook State Forest Strath Creek

HUM

Macedon

FWY

Lancefield Kilmore

Yarck Trawool Kerrisdale

HWY

Broadford

Mansfield

Bonnie Doon

Tallarook

Pyalong

Macedon Regional Park

Whiteheads Creek

MAR OO

Tooborac

Mt Samaria State Park

HWY

Heathcote

Longwood

Tabilk

MIDLAND

Nagambie

Lake Eppalock

Woodend

Reef Hills State Park

RN THE NOR

Murchison

HeathcoteGraytown National Park

Lake Mokoan

HWY

VA LLE Y

MIDLAND N ORTH ERN HW Y

MUR

Rochester

Elmore

Bundalong

Numurkah

Echuca Lockington

Mulwala

Yarrawonga

Upper Yarra Reservoir

Warburton

Goulburn River Valley Tourism will work to strengthen our region as a widely recognised destination. We will achieve this by: ยบ Building a sustainable organisation that is primarily focused on developing relationships with industry, neighbouring regions and other stakeholders, whilst maintaining flexibility that enables us to convert opportunities into increased visitor yield; and

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Providing leadership and inspiration in the heart of Victoria, so that we can explore a business case for establishing Goulburn River Valley as a recognised region

Goulburn Rivery Valley Tourism

Goulburn River Valley Tourism was officially formed by its four member Councils – Greater Shepparton City Council, Mitchell Shire, Murrindindi Shire and Strathbogie Shire in March 2011. Prior to its establishment, there was a sense of disconnect and a lack of product alignment to the numerous regional tourism regions that it borders. This was no fault of our wonderful neighbouring regions, but simply a reality that ‘the Heart of Victoria’ had a sense of commonality and joint purpose that needed to be developed and nurtured. Personally I have been privileged to be part of the establishment of Goulburn River Valley Tourism Limited as an organisation since its inception as the ‘United Approach to Tourism’ back in 2009. To see it develop from a mere concept into delivering on a wide range of initiatives to assist and strengthen the region we represent has been an amazing journey. Goulburn River Valley Tourism has provided all stakeholders with the opportunity to come together in a cohesive manner and develop a strong identity…..and we have not been let down! Industry, local government and visitors have all enthusiastically embraced Goulburn River Valley Tourism or ‘GRVT’ as it is so often affectionately known. In turn this has fostered the development of the industry and grown the visitor economy that is so vital to the region Through a Memorandum of Understanding that provides our core funding, the four municipalities have charged GRVT with the delivery of a number of specific strategic functions including:

º Regional marketing º Industry development º Skills development º Leadership and mentoring º Effective communication º Networking and º Identifying investment opportunities to grow the economic return from tourism with the region. Importantly, Goulburn River Valley Tourism is also enshrined with the responsibility to act as an independent voice and advocate for the regional tourism industry.

As a Board, we are conscious of our responsibility to make and manage decisions that set Goulburn River Valley Tourism up for success. With the commitments we have to fulfil, and in consideration of how we can deliver these priorities within our current resources and realistic timeframes, it is not always easy but I know we are up to the challenge. We clearly understand how our organisation functions. We have an open and honest policy that above all else has provided us with confidence to process the thoughts of our industry stakeholders and Council Members within our GRVT region that we are both representing and supporting. In return their support and confidence has held us in a good position to deliver on our celebrated achievements. The Board’s decision to reduce its total equity by re-investing retained earnings into activities in the 2012-2013 Financial Year was not taken lightly. This decision, while resulting in a decrease in total equity of $71,237 (representing a 6% variance on budget) enabled Goulburn River Valley Tourism to secure the Destination Management Plan project, continue with an extensive PR program vital to embedding the brand and support some of the operational expenses that comes with establishing a new organisation. The 2013-2014 Budget approved by the Board, will see it return to surplus while continuing to deliver on its key objectives and seeking to leverage from grant or other funding streams whenever the opportunity arises. I would like to take this opportunity to formally acknowledge our former Chair Bernard Morris, who stepped down during the year for his contribution to Goulburn River Valley Tourism, particularly in the areas of governance and strategic thinking. Bernard’s contribution was both timely and valuable to our development. Tom Smith (formerly Tourism Victoria), as our first Interim Chair must also be acknowledged for his vision, guidance and support during our early life and transition from ‘United Approach’ to Goulburn River Valley Tourism. We remain indebted to Tom for his contribution. I thank also my fellow members of the Board for their time, wisdom and commitment to the organisation. The blend of experienced Directors and new appointments adds a richness to our Board that we grateful to have. Their willingness to participate so actively in a Board Self-Review process during the year and a facilitated workshop to examine our strategic positioning as a recognised tourism region is to be commended.

However GRVT would be nothing without its small, but extremely dedicated team of staff. To Amanda McCulloch, our Executive Officer and Sarah Casey our Tourism Officer we offer our thanks and congratulations on a job well done, not just over the past year but since our inception. We also wish Amanda well during her maternity leave over the coming months and know that she can enjoy motherhood in the knowledge that she has made a tremendous contribution to the success of Goulburn River Valley Tourism. I would like to commend Wendy Jones our (former) GRVT Strathbogie Skills Base Director for stepping down from the Board and accepting the Acting Executive Officer position at a pivotal time for our organisation. Wendy’s experience and attention to detail to oversee and drive the various activities, planning and operational matters will continue to form a solid foundation for the success of the Goulburn River Valley Tourism organisation. In closing I would also like to acknowledge and thank two of my fellow ‘original’ Board members – Graeme Dove and Bob Elkington who stepped down during the year for their contribution to the organisation. Both Graeme and Bob go back to the ‘United Approach to Tourism’ days and have contributed enormously to the fabric that is Goulburn River Valley Tourism. Both always helped to steady the ship when needed, sail it through the odd storm or two but still manage to be in a position to clearly see, plan and navigate Goulburn River Valley Tourism in a direction that will set it up for continued success over the next few years. Our thanks go to our industry members without whom we could not build and grow our vital ‘visitor economy’. How they have embraced Goulburn River Valley Tourism, what it stands for, and the opportunities it presents is I believe exceptional and something we remain very proud of. I look forward to the coming year with a sense of enthusiasm, not only for the opportunities that it brings, but for the sense of satisfaction of what we collectively can achieve.

Brad Quilliam Acting Chair Goulburn River Valley Tourism

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Graduates 2012 Tourism Industry Leadership Program

• Tourism Industry Leadership Program (TILP) • Partnership with North East Tourism • 2011 - 18 Graduates • 2012 – 22 Graduates • TILP Graduate Activity o Introducing GRVT Project o Driver of Communication Platform o Accessible Tourism o App’s for the Industry o Ongoing Networking/Attendance VTIC Tourism Week Leadership Dinner

Goulburn Rivery Valley Tourism

The 2012-2013 Annual Report provides the perfect opportunity for Goulburn River Valley Tourism to report back to its stakeholders on its achievements since its inception. Having had its beginnings as a result of the ‘United Approach to Tourism’ Study commissioned in 2009, Goulburn River Valley Tourism (GRVT) was formally registered as a company limited by guarantee in March 2011. While busy getting on with what it does best – developing tourism in the Goulburn River Valley region – last year’s Annual General meeting was focussed more on meeting the company’s legal responsibilities than celebrating its successes. This year we are proud to provide a snapshot of our achievements, not only of 2012-2013, but those since our inception. In doing so we are providing an informed and solid foundation upon which we will report in coming years. Starting any new organisation from scratch is not an easy task and the vision of our four member Councils – Greater Shepparton City Council, Mitchell Shire, Murrindindi Shire and Strathbogie Shire is to be commended and something that should be celebrated by our industry stakeholders. We thank them for their support and on-going commitment reflected in the signing of our second Memorandum of Understanding that takes us through until June 2015. Developing a name, a brand and a logo were only the starting points of the GRVT journey. There was to be so much more to come and securing Federal TQUAL funding back in late 2009 provided enormous impetus. The funding allowed the development of the 2011-2016 Tourism Development Strategy that guides our direction and allowed us to set the foundations for our marketing and industry development activities that followed. Importantly it saw the delivery of our first Tourism Industry Leadership Program in 2011 (held in partnership with our friends at North East Tourism) while the support of the Victorian Government’s “Putting Locals First Program” allowed us to again partner to repeat this important initiative in 2012. The challenge is now to build upon these successes to secure a repeat of the program in coming years. Our communication with industry, visitors and other stakeholders continues to mature and prosper. Our seasonal campaign newsletter goes out to nearly 3000 consumers while our Industry newsletter exceeds 800 recipients. Our website www.goulburnrivervalley.com.au receives around 3000 visits a month and our

new Holiday Planner smartphone App launched in July 2013 has proved popular.

welcoming Marysville and Surrounds on board as our partner for the 2013-2014 campaign.

Industry engagement has been a key focus of Goulburn River Valley Tourism since inception. An inaugural tourism conference ‘Empowering Industry’ saw stakeholders across the region come together in 2012. This has been followed up by a series of networking events, industry engagement and professional development opportunities across the region that focussed on both product and industry development.

Importantly Goulburn River Valley Tourism secured funding for the development of a Destination Management Plan in the 20122013 year. This project in total $120,000, funded through the Victorian Government’s “Putting Locals First Program” and GRVT’s investment of $30,000, will not only identify gaps in the current product offering but define clear actions and investment opportunities for the region. Selected as a Best Practice Demonstration project by the Australian Regional Tourism Network, the Destination Management Plan is on track to be launched in March 2014.

A successful function was held with Councillors and CEO’s in late 2011 emphasising the value of tourism and strengthening of partnerships across the region. Another for Local Tourism and Business Associations held in 2012 also helped to develop and nurture relationships across the Goulburn River Valley and we look to build on both of these important initiatives over the coming year. Our Visitor Information Centre (VIC) activities continue to gain momentum each year. This year the annual VIC Summit was held in Shepparton with over 80 attendees making a total of over 300 in the last three years. Bringing together staff and volunteers across the Goulburn River Valley region can only serve to reinforce our sense of identity and encourage visitor dispersal. Quarterly meetings of VIC staff also help to strengthen ties, while the annual ‘Famil’, this year to Alexandra, is always a highlight on the VIC calendar. The Volunteer Privilege Pass is another important initiative that recognises the valuable role that our VIC volunteers fulfil for our industry and encourages their visitation throughout the region. Our flagship publication the Goulburn River Valley Holiday Planner was first released in 2011 and has been positively received by industry and visitors alike. With over 100 participating businesses and distribution of some 50,000 copies demand led to the second Holiday Planner being developed a year before schedule. In turn the new Holiday Planner was launched in July 2013 along with an accompanying smartphone App, a first for GRVT. This year also saw the ‘Ultimate Experience’ campaign run for the third successive year. Conducted through Visitor Information Centres across the region, together with our trade show displays at the Melbourne Caravan, Camping and Touring Supershow and the Bendigo Leisurefest and utilising a strong online presence, the Ultimate Experience campaign provided one lucky family with a mountain of fun for twelve months courtesy of the Lake Mountain Alpine Resort. We look forward to

But none of this could have happened without the hard work and commitment of the staff of Goulburn River Valley Tourism and the energy of a dedicated Board. Bernard Morris, our Chair until his resignation in May 2013 provided wise counsel to the Board during an important phase of our development. Since then, Brad Quilliam, our Murrindindi Skills Based Director, has injected a passion and sense of commitment as our Acting Chair that only Brad is capable of delivering. We now look forward to welcoming a New Chair at the beginning of 2014. The Directors, a mixture of skills based and representative, bring a unique set of skills to the table and combine to produce a very special energy. I thank them for their support both individually and collectively. They give freely of their time and expertise which is appreciated. Our staff team is a great asset to Goulburn River Valley Tourism. Amanda McCulloch Executive Office and Sarah Casey Tourism Officer have lived and breathed GRVT since its inception. Both are talented, dedicated and hardworking and deserve our sincere thanks for their efforts. Importantly they are well connected and well respected throughout our region and our industry. We wish Amanda all the best as she takes up her period of maternity leave over the coming year. It has been a good year for Goulburn River Valley Tourism and I have confidence that in reading our Annual Report you will agree. We thank our industry and our member Councils for their confidence and support and our visitors for coming to ‘the Heart of Victoria’.

Wendy Jones Acting Executive Officer

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Goulburn Rivery Valley Tourism

Corporate identity

Governance

Communications

º ‘Goulburn River Valley’ formed º ‘Heart of Victoria ‘ - Positioning Statement º Logo and Style Guidelines developed

º Company Limited by Guarantee registered

º www.goulburnrivervalley.com.au – 3000+

Funding º Member Councils - 2009-2012 Memorandum of Understanding - 2012-2015 Memorandum of Understanding º Federal TQUAL Funding -$385,000 º Victorian Government ‘Putting Locals First’ – $115,000 º Industry Marketing Buy-In - 2011-2012 – $84,571 - 2012-2013 - $90,769 º Tourism Industry Leadership Program Buyin - $22,000 Industry & Product Development

- Four representative directors - Four skills based directors - Independent Chair º Finance and management systems developed º Board Self Review Process completed º Regional Positioning Workshop held

visits per month

º Website industry communications platform launched

º Seasonal consumer E-newsletter – database of 3000+

º Industry newsletter – business database of 830+

PR Activity

Visitor Information Services

º Public Relations generated for the region -

º Annual Visitor Information Centre (VIC)

º Annual VIC Volunteer ‘Famil’ tours º VIC Network Quarterly Meetings º Volunteer Privilege Pass

º º º º

º 2011-2016 Tourism Development

$1,345,500 in the last two years Great Victorian Bike Ride – generating $1,527,500 economic benefit Emirates Melbourne Cup Tours – PR value $64,320 Hosted 10 visiting journalists Australian Society of Travel Writers Event – 48 journalists VTIC Article – ‘Councils Collaborate to Overcome Regional Tourism Challenges’

Strategy produced

Summit

Networking

º Regional Councillors & CEO’s Tourism Dinner

º Ten Networking evenings and three launches - 460+ attendees

º Destination Management Plan

Marketing

º Local Tourism & Business Association

º Product Audit undertaken º 2011 & 2012 Tourism Industry Leadership

º 2011-2016 Marketing Strategy developed º Consumer Shows – Bendigo Leisurefest &

º Annual Member Council Briefing º Local Tourism Association and Industry

commenced

Program (TILP) – 40 graduates

º On-going TILP Graduate Activity º ‘Empowering Industry’ Conference – 60

participants º Event Management Workshops - 28 events across the region º Training & workshops – 18 workshops with 220+ participants º Quarterly regional tourism data commissioned and distributed

º º º º º º

Melbourne Caravan, Camping & Touring Supershow First Holiday Planner released 2011 Second Holiday Planner launched 2013 Holiday Planner App released 2013 Annual Ultimate Experience Campaign Heart of Victoria Special Offers Flyer Aussie Wine Month Partnership

Dinner – 50+ participants

Functions & Events

º VTIC Regional Forum º Tourism Australia Industry Briefing º Member – Victorian Tourism Industry Council

º Member – Australian Regional Tourism Network

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Holiday Planner

Gou l b u r n r i v e r va l l ey

second edition

Goulburn river valley

Holiday Planner

Proudly supported by:

• Released 2011 • 103 industry partners • Industry Buy-In $84,000+ • 50,000 copies

• Launched July 2013 • 106 industry partners • Industry Buy-In $90,000+ • App developed

• Ultimate Experience Campaign • Entering 3rd Year • Demonstrates strong industry partnerships • Generated 3000+ consumer contacts

Goulburn Rivery Valley Tourism

Domestic Overnight Travel Visitors and Nights Goulburn River Valley received 713,000 domestic overnight visitors – up by 8.0% on YE June 12. Visitors spent nearly 1.7 nights in the region – up by 8.0% on YE June 12.

Visitors and Nights

2000

Visitors stayed an average of 2.4 nights in the region – unchanged on the YE June 12. Market Share The region received 6.3% of visitors and 4.8% of nights in regional Victoria. Compared to YE June 12, the share of visitors was up by 0.6% points and the share of nights was up by 0.3% points. Purpose of Visit ‘Holiday or leisure’ (45.4%) was the largest purpose for visitors to the region, followed by ‘visiting friends and relatives’ (40.1%) and ‘business’ (11.1%). ‘Holiday or leisure (47.0%) was the largest purpose in terms of nights in the region, followed by ‘visiting friends and relatives’ (37.5%) and ‘business’ (10.3%). Activities ‘Visit friends and relatives’ (49.1%) was the most popular activity undertaken by visitors to the region, followed by ‘eating out at restaurants’ (34.6%), ‘general sightseeing (18.8%) and water activities or sports (15.3%). Accommodation ‘Friends or relatives property’ (40.0% was the most popular accommodation type used for nights in the region. ‘Caravan park or commercial camping ground (19.8%) was next, followed by ‘caravan or camping near road or on private property’ (11.0%) and ‘standard hotel, motor inn, below 4 star’ (10.6%).

1,769 1,680

1,618

1500

1,555 1,304

1000 500

628

616

YE Jun 09

660

713

525

Visitors (000)

YE Jun 10

Nights (000)

YE Jun 11

YE Jun 12

Purpose of Visit

Business (11.1%)

Origin of Visitors The region received 83.2% of visitors and 82.0% of nights from intrastate. Compared to YE June 12, intrastate visitors were up by 8.2% and nights were up by 4.6%.

Holiday or leisure (45.4%) Visiting friends & relatives (40.1%)

Interstate contributed 16.7% of visitors and 18% of nights in the region. Compared to YE June 12, interstate visitors were up by 6.3%. Age ’15-24 years’ (22.0%) was the biggest age group of visitors to the region, followed by ’35 to 44’ years (20.3%) and ’45 to 54 years’ (15.8%) Expenditure Visitors spent an estimated $203 million in the region – an average of $121 per night.

Holiday or leisure 45.4%

Visiting friends & relatives 40.1%

Business 11.1%

YE Jun 13

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Domestic Day Travel

Purpose of trip

Trips Goulburn River Valley received over 1.7 million domestic daytrip visitors – down by 14% on YE June 12.

Business (8.1%)

Purpose of Trip ‘Holiday or leisure’ (43.9%) was the largest purpose for visitors to the region, followed by ‘visiting friends and relatives (38.5%) and ‘business’ (8.1%)

Holiday or leisure (43.9%)

Activities ‘Visiting friends and relatives’ (43.1%) was the most popular activity undertaken by visitors to the region, followed by ‘eating out at restaurants’ (36.7%), ‘shopping for pleasure’ (13.4%) and ‘general sightseeing (13.0%).

Visitng friends or relatives (38.5%)

Age ’65 years and over’ (20%) was the biggest age group of visitors to the region, followed by ’35 to 44 years’ (18.7%) and ’45 to 54 years’ (18.6%). Holiday or leisure 45.4%

Expenditure Visitors spend an estimated $168 million in the region –an average of $97 per visitor. Market Share The region received 6.5% of daytrips to regional Victoria. Compared to YE June 12, the share was down by 0.6%.

Visiting friends & relatives 40.1%

Business 11.1%

Activities

50 40

43.1% 36.7%

30 20 International Travel Goulburn River Valley received 16,500 international overnight visitors – up by 12.1% on YE June 12. Visitors stayed for 525,500 nights in the region. The region received 5.2% of visitors and 9.6% of nights in regional Victoria. Compared to YE June 12, the share of visitors was up by 0.7% points. ‘Holiday or pleasure’ (45.7%) was the largest purpose for visitors to the region, followed by ‘visiting friends and relatives’ (34.2% and ‘business’ (14.3%).

10 0

Visit friends and relatives

Eat out at restaurants

13.4%

13%

Shopping for pleasure

General sight seeing

Goulburn Rivery Valley Tourism

2011 VIC Summit at Mitchelton Winery

• Annual Visitor Information Centre (VIC) Summit o o o o

2011 – Mitchelton 2012 - Trawool 2013 - Shepparton 2014 - Marysville

• VIC Volunteer ‘Famil’ Tours o o o o

2010 - Mitchell 2011 - Greater Shepparton 2012 - Murrindindi 2013 – Strathbogie

• VIC Network Quarterly Meetings o Purpose is to foster an active and collaborative relationship between member shire VIC staff and volunteers for the benefit of the GRVT region

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GOULBURN RIVER VALLEY TOURISM LTD ACN: 148 973 095 FINANCIAL REPORT FOR THE YEAR ENDED JUNE 2013

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GOULBURN RIVER VALLEY TOURISM LTD - ACN: 148 973 095

FINANCIAL REPORT FOR THE YEAR ENDED JUNE 2013

Goulburn Rivery Valley Tourism

P 03 5832 9843 E Info@goulburnrivervalley.com.au