2013-16
3 Year Strategic Plan
Working in partnership to strengthen
visitation to our region
Yarra Ranges Tourism
CONTENTS
1.
REGIONAL REVIEW ................................................................................................................2
2.
WHO ARE WE ........................................................................................................................4
3.
OUR REGION .........................................................................................................................5
4.
ISSUES & OPPORTUNITIES .....................................................................................................6
5.
OUR VISITORS .......................................................................................................................8
6.
VISITOR TARGETS TO THE REGION ....................................................................................... 10
7.
OUR PRODUCT PILLARS ....................................................................................................... 11
8.
OUR INDUSTRY ................................................................................................................... 14
9.
OUR PARTNERS ................................................................................................................... 14
10. THE CHANGING DIGITAL PLATFORM AND HOW WE SERVICE THE VISITOR ............................ 15
11. MEASURES OF SUCCESS ....................................................................................................... 17
Strategic priorities 2013/14 - 2015/16 ......................................................................................... 18
1.
REGIONAL REVIEW
Yarra Ranges Tourism exists to partner with local business, government and allied associations to market
the Yarra Valley and the Dandenong Ranges brand strengths of food and wine, agribusiness, art, culture
and tourism to domestic and international markets, resulting in economic prosperity, business growth,
employment creation and sustainable community development for the region.
In 2013 the organisation undertook an extensive review of the region, our organisation and the tourism
and tourism related organisations to establish the best structure for efficient and effective level of
resources in a changing market place.
At the same time Tourism Victoria, recommended Regional Tourism Boards to broaden their roles to
provide leadership of tourism development, marketing, management and advocacy for the region
through:
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industry engagement
improving skills and service standards of industry
delivering strong regional brands and marketing supported by industry
improving regional tourism product and insfrastructure
improving digital capabilities
Tourism Victoria contracted an independent review by Wayne Kayler Thomson, who has a wealth of
experience in senior roles in Government and tourism industry sectors as well as experience in
restructuring other regions in Victoria. His key recommendations adopted by the Board were:
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Change the name of the organisation to Yarra Ranges Tourism (YRT) and broaden the charter for
regional tourism development, marketing and management.
Expand the Board composition to be both skill based and stakeholder respresentation including
nominees from Local Tourism Organisations, Yarra Valley Wine Growers and Yarra Valley Food
Group.
Assume management responsibillity for Visitor Information Centres.
Collect all partnership fees and pay project grants for agreed LTO coordinated projects and
activities.
Determine its staffing organisation structure as part of its Strategic Business planning process.
Appoint Task Groups or Sub Committees to advise, plan or project manage the core operational
functions of Marketing, Industry and Product Development and Visitor Servicing.
OPPORTUNITIES FOR IMPROVEMENT IDENTIFIED BY INDUSTRY AND BOARD
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Need for one body that leads industry engagement and participation
Need for new name and structure of operation
Need for greater communication between peak body and industry
Event marketing works, run by local organisations, ground up ideas
Desire for large scale advertising campaigns targeting intrastate Melbourne market
Desire for product diversity in marketing
2.
WHO ARE WE
Yarra Ranges Tourism is a company established with the sole purpose to improve the visitor experience,
numbers and yield within the Yarra Valley and Dandenong Ranges tourism regions. We operate under a
not-for-profit (NFP) business model where all profits go back into further activities to develop and
promote the region.
Yarra Ranges Tourism is one of eleven Regional Tourism Boards within the state aligned to the identified
campaign regions of Tourism Victoria’s Jigsaw Campaign. More details on the context of this model are
provided under Section 3 – Our Region.
Yarra Ranges Tourism seeks to work collaboratively with Industry and its two key funding partners Yarra
Ranges Council and Tourism Victoria, and we acknowledge their generous support of our region. Tourism
is recognised as a priority industry sector within the local economy for its unique ability to retain and
grow regional business and employment.
Our Board is comprised of skills, industry representatives and delegated appointments. The Board are
supported our by a small but highly effective Executive Team. The Board with its breadth of skills and
representation come together to enhance the region as a collective, in the interests of driving tourism
industry performance and excellence in Yarra Valley and Dandenong Ranges as a whole.
Our Vision is that: The Yarra Valley and the Dandenong Ranges Region will be Victoria’s premier visitor
destination for high value wine, food and indulgent short breaks complemented by nature based, cultural
and village experiences.
Our Mission is that: Yarra Ranges Tourism will provide leadership of tourism marketing, development and
management for the region, characterised by effective industry and community engagement and high
visitor satisfaction.
2.1
ORGANISATIONAL RESOURCES
We have small but effective team consisting of 4.5 equivalent and around 40 dedicated visitor centre
volunteers that supports the Board (including visitor information centres) in delivering a Strategic Plan
that supports the region.
Our staffing structure is primarily funded by our funding partnership with the Yarra Ranges Council. With
project initiatives supported by our funding from Tourism Victoria and Industry partnership buy-in. While
we would always like to do more we must remain realistic about what is achievable within the available
resources. Our goal is that everyone can participate with our organisation to collectively drive visitation to
the region. The more industry can participate the more we can deliver.
2.2
WE VALUE
Our Assets
Our natural beauty, tourism products and fantastic people in the region and need to
preserve them.
Our Brand
We believe in our brand is world class.
2.3
ORGANISATIONAL VALUES
Engagement
We involve, inform and listen to the tourism community
Integrity
We practice honesty, openness, and transparency and do what we promise.
Excellence
We strive for continuous improvement in all we do to inspire more visitation.
3.
OUR REGION
The two regions promoted by Yarra Ranges Tourism are the Yarra Valley and
Dandenong Ranges, which are located less than 60 minutes by car east of the
Melbourne CBD. Both regions form part of Tourism Victoria’s Jigsaw campaign as
one of Australia’s most respected and successful tourism marketing and
advertising campaigns.
The Jigsaw campaign dates back to 1993, when it was created to highlight
Victoria’s product diversity, adopting the slogan ‘You’ll love every piece of Victoria’.
The geographic boundaries of the Yarra Valley and Dandenong Ranges form the basis of the defined data
reported from the National Visitor Survey, the International Visitor Survey and the Survey of Tourist
Accommodation.
The two areas are loosely shown on the following map:
The Yarra Valley is nestled in Melbourne’s east and is bound by
the Valley floor of the Yarra River from Warrandyte to the Upper
Yarra Dam. It includes the hills and valleys surrounding it including
the Great Dividing Range to the north and the Yarra State Forest
to the far east, including the Marysville and surrounds.
The campaign Melbourne’s Yarra Valley ‘You’ll never want to
leave’ positions the region as Victoria’s hero wine and food
destination right on Melbourne’s doorstep.
The integrated campaign promotes the Yarra Valley as a
destination of style, sophistication and romance, whilst
showcasing the Yarra Valley’s key attributes.
The Yarra Valley campaign targets Socially Aware and Visible Achievement Roy Morgan Value Segments™
and a secondary market, Young Optimists, who have a food and wine interest in Sydney, Brisbane and
Victoria
The Dandenong Ranges is situated directly south of the Yarra Valley and is defined by the prominence of
Mt Dandenong and its surrounding villages, by definition it extends east to Gembrook along the
townships along the Puffing Billy railway line and to the top of Western Port Bay. Although much of its
product and activity is focussed in and around Mt Dandenong.
The Dandenong Ranges campaign, ‘Visit Make Believe’, positions the Dandenong Ranges as a secluded,
stylish, fresh, natural haven in which to recharge.
The campaign aims to shift consumer perceptions of the region (from childhood memories of doilies and
old fashioned attractions) by building a positive emotional connection with the target market.
Another key objective is to showcase the modern tourism product in the region that’s on offer.
The creative concept suggests that staying in the Dandenong Ranges is akin to escaping to your own
movie set, highlighting the many cinematic aspects to the region including the towering mountain ash,
lush fern gullies, beautiful log cabins, picturesque boat houses and winding forest roads. The magnificent
setting will fill visitors with wonder and excitement - it’s a place where imagination runs wild.
The ‘Visit Make Believe’ campaign targets Melburnians in the Socially Aware Roy Morgan Value
Segment™.
Both regions have concentrated product and cooperative arrangements that centre around the municipal
boundaries of Yarra Ranges, the west of Manningham and Nillumbik, the south east of Murrindindi and
the north of Cardinia. It is recognised that as an organisation Yarra Ranges Tourism does not currently
have the resources to service this entire area. It does seek to ensure that the areas of intensified product
are of key focus for its promotional activities and industry support. As the organisation and industry
product matures overtime the ability to service will require ongoing revision matched to the level of
industry participation.
4. ISSUES & OPPORTUNITIES
4.1
KEY ISSUES FACING THE INDUSTRY AND REGION
Need for a sustainable organisation showing leadership and strategic direction, united and engaged with
the industry and community. A united industry, focused in the same direction, will create effective
parterships and success.
Industry not keeping up with changing consumer behaviour to digital including mobile responsive
websites, live booking ability and social media interaction. The changing consumer behaviour of how
travel is sourced and booked drives changes in marketing direction.
Diversity of brand within the region – Yarra Valley, Marysville, Dandenong Ranges and Warburton have
different brand strengths requiring independent marketing intiatiaves. Limited dollars generating multiple
campaigns dilutes cut through.
Due to proximity to Melbourne, consumers see region as a day trip – not providing profits to the
majority of the industry being accommodation providers.
Need to promote product diversity ‘wine plus’ – lack of awarness of breadth of accommodation, nature
based products, produce farms, markets, quality food, walking trails, boutique wineries, arts – refresh
brand and attract repeat visitation.
Industry involvement in broader forms of visitor servicing. Historically visitor servicing has focused on
Visitor Information Centres, but with the advancements in technology and the digital platform, consumers
are more reliant on online and smartphone technology and 24 hour access to information and the region
needs to provide the infrastructure to assist the visitor.
4.2
KEY OPPORTUNITIES
We have identified the following key opportunities that will form the purpose of working and engaging
with industry:
 Clear Strategic Plan showing leadership and direction clearly communicated to the industry.
 Connectivity with digital distributors and influencers of booking and information sourcing.
 Power of Social media and referrals.
 Digital platform with interactive itinerary planning, booking functions, google translate for
international markets, and mobile responsive.
 Regional Festivals and Events to drive visitation and create urgency to visit.
 Business Events to drive mid week and overnight yield.
 Service Excellence Support – upgrading of industry skills and servicing.
 Product Diversity – expand nature based product such as walks ‘Melbourne Ranges Walk’, rail –
new rail link, and cycling such as the ‘Warburton hub’.
 Product groups established – already there is a strong Yarra Valley Wine Growers group and Yarra
Valley Food Group but opportunities exist to develop groups with agribusiness, arts.
 Marketing – Access to Melbourne, opportunity to target Melbourne VFR to ‘show off’ to visiting
friends and relatives, Asian market, digital marketing.
4.2
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
Strengths
Weaknesses
• The diversity of product in the region
• Authentic winery experience - well known big
brand wineries and variety of smaller wineries.
• Quality food at wineries
• Picturesque scenery
• Natural settings for walking and riding
• Access to Melbourne – less than one hour’s
drive, public transport to gateways.
• Region seen as place to ‘show off’ to visiting
friends, relatives
• Romantic destination – relaxed and tranquil
• Cool climate
• Passionate industry
•
Opportunities
Threats
• Digital Platform including live booking, mobile
websites, social media, online referrals, Wi Fi
• Diversity of product within the region
• Proximity to Melbourne
• Conference and Events market – drive midweek visitation and overnight yield
• Regional Festivals and Events to provide
urgency to visit
• Service excellence support - upgrading industry
skills and servicing.
• Melbourne Market
• Review of region – opportunity for
united industry
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Not seen as an overnight destination unless for
an event.
Lack of awareness of activities beyond wine ie
nature, farm gate, walking trails
Perceived as being expensive with high quality
offerings
Lack of awareness of diversity of activities
History of bad governance in tourism industry
associations and YRRML.
Industry not keeping up with changing consumer
behaviour to digital
Lack of funds spent on domestic marketing
Due to proximity to Melbourne seen as Day Visit
- not providing value for the majority of industry
(accommodation sector)
Not developing with technology
Potential loss or reduction in
Government/Council funding
Mornington Peninsula – accessibility, brand
positioning and industry positioning and
alignment
Decline in domestic travel in favour of
international
5. OUR VISITORS
The visitor must be the primary focus in all decisions made by Yarra Ranges Tourism. We need to be
informed by evidence and seek to be ahead of the trend curve in the way we use this information to not
only position the region, but to ensure our product is relevant and leads the way in Tourism for the State
and Country. Innovation must be a key to ensuring our industry can capture the Visitors imagination
through the entire Visitor Journey, including:
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Pre-travel
In destination
Post experience
Visitors to the Dandenong Ranges and Yarra Valley are characterised by the following arrivals: Year End
December 2012, the Yarra Valley and Dandenong Ranges attracted 4,672,600 visitors. Domestic travellers
coming to the region for a day trip made up the majority of all visitors (3.7 million visitors) and 307,700
visitors were international daytrip travellers. Fourteen percent all visitors to the region stay overnight 638,000 domestic overnight visitors and 27,900 International visitors.
The majority of visitors to the region are Australians (93%) with International visitors making up 7% of
total visitors to the region.
5.1
DOMESTIC ARRIVALS
The region received 12.9% of daytrips to regional Victoria – an increase of 0.7% from the previous year.
59.3% of the day visitors were holiday visitors, 30.4% visited friends and relatives and 4.3% visited for
business. ‘Parents with youngest child aged 14 or less ‘was the biggest lifecycle grouping of daytrip
visitors (30.6%), followed by ‘older couple’ (23.3%) and ‘young/midlife single’ (16.9%).
Yarra Valley and Dandenong Ranges received 5.6% of domestic overnight visitors and 4.3% of nights in
regional Victoria. The regions market share is lower than day visits market share due to the close
proximity to Melbourne and the ability of the majority to travel back to Melbourne for accommodation.
The majority of domestic overnight visitors were from Intrastate (83.2%) – 48.4% from Melbourne and
34.8% from regional Victoria. 16.8% of overnight visitors came from interstate – 7.4% from NSW, 3.8%
from South Australia and 5.6% from other interstate. The intrastate overnight visitors increased by 6%
from 2011, but the Interstate overnight visitors decreased by 29%. Visitors stayed on average 2.4 nights in
the region.
CONSUMER RESEARCH UNDERTAKEN BY TOURISM VICTORIA 2012
Tourism Victoria conducted consumer research in 2011/2012 for the Yarra Valley. Qualitative
discussion groups were conducted with people who expressed an interest in food and wine with
previous and potential visitors, based in Melbourne, Sydney and Brisbane. Key findings were:
1. Lack of understanding of the breadth and depth of the Yarra Valley offer - Some who have
previously visited the region think they have ‘done’ the Yarra Valley and would benefit
from hearing about the new experiences on offer
2. Yarra Valley’s point of difference is its combined physical and emotional offer –
picturesque scenery, big brand and boutique wineries, opportunity for escape and
romance, hidden surprises and easy access to Melbourne.
3. A strong opportunity exists to increase visitation through meeting the emotional,
physical and rational needs of potential visitors
Drivers and Barriers:
Overnight Stays
Information Gaps
5.2
INTERNATIONAL ARRIVALS
International expenditure is expected to provide almost 65% of growth in overnight tourism expenditure
to Victoria over the next ten years. Due to the proximity to Melbourne and strong brand, the Yarra Valley
and Dandenong Ranges is one of the key regions that will attract international visitation. In 2012 the Yarra
Valley and Dandenong Ranges attracted nearly 28,000 overnight international visitors, 8.8% of all
International visitors in regional Victoria.
The highest performing international markets for overnight visitation were YE DEC 2012:
New Zealand (26%)
USA (10%)
UK (17%)
Malaysia (10%)
Singapore (2.3%)
Note: There is no breakdown of International Day trippers available.
Yarra Valley was the third most popular region for leisure visitors to Victoria. Great Ocean Road
attracted nearly double the visitors and Phillip Island was the second most popular region. Healesville
Sanctuary and Puffing Billy ranked in their own right attracting 4% and 10% of total International
Leisure visitors to Victoria. See chart below
Places Visited in Regional Victoria by International Leisure Visitors YE DEC 2012
Percentage of all Leisure Visitors to Victoria (Overnight or Day Trip Visitors_
ALL
%
14
Yarra Valley
Philip Island –
20
penguin parade
Ballarat – Sovereign
11
Hill
Great Ocean Rd
Mornington Pen
Healesville
Sanctuary
34
8
NZ
%
6
SIN
%
20
MAL
%
20
USA
%
19
UK
%
17
4
27
24
20
19
6
8
5
11
34
13
10
26
8
7
31
8
9
38
16
GERMANY CHINA
%
%
7
HK
%
15
INDIA
%
21
24
23
44
29
12
63
20
37
3
41
17
39
4
7
7
10
4
14
10
8
11
8
Puffing Billy
Source: Tourism Victoria analysis from Tourism Research Australia data
Note: Dandenong Ranges was not identified by consumers in volumes to be included.
5.3
BUSINESS TOURISM STATISTICS
Business Events is one of the highest yielding sectors in Australia’s visitor economy. In 2009, business events
delegate international visitor expenditure was worth $7.9 billion to the Australian economy. By 2020, this
sector has the potential to contribute up to $16 billion annually. In a Regional Victoria Business Events
Research project in July 2012 the economic contribution for Yarra Valley and Dandenongs was $44mil. The
Yarra Valley and Dandenong Ranges are well positioned to increase the conference market due to the close
proximity of Melbourne, the diversity of activities for conference delegates to do while on a conference and
the number of accommodation providers that have significant number of rooms available.
6. VISITOR TARGETS TO THE REGION
15
6.1 DOMESTIC MARKET
Geographic Segments:
Primary:
Secondary:
Lifestyle Segments:
Primary:
Melbourne Day Trip Visitors
Melbourne overnight visitors
Interstate visitors- Sydney
Interstate visitors – Brisbane, Adelaide
International overnight visitors
Food and Wine Lifestylers
Inspired by Nature
Food and Wine Lifestylers
Market Size
666,000 Victoria, 1.8 million Interstate
Age
18-24(16%), 25-34(31%), 35-49(28%), 50-64(18%), 65+(7%)
Education
Year 12(17%), some Uni (14%), tertiary (56%)
Location
Country areas (29%), capital cities (71%)
Profession
Professional (37%), White Collar (24%), skilled (6%),
Unemployed (22%)
Values
Socially Aware (32%), Visible Achievement (22%), family
life (18%), young optimism (15%)
Spending
Big Spenders (66%), Medium spenders (26%),
Light spenders (8%)
Mean Income Household $119K, personal $57K
Value
Cost per person per night on last trip $163, Total value
per person of all trips last 12 months $4,621
Inspired by Nature
Age
18-24(14%), 25-34(25%), 35-49(29%), 50-64(21%),
65+(10%)
Education
Year 12(18%), some Uni (12%), tertiary (53%)
Location
Country areas (34%), capital cities (66%)
Profession
Professional (31%), White Collar (21%), skilled (7%),
Unemployed (28%)
Values
Socially Aware (31%), Visible Achievement (20%), family
life (22%), young optimism (10%)
Spending
Big Spenders (53%), Medium spenders (32%), Light spenders
(15%)
Mean Income Household $103K, personal $53K
Value
Cost per person per night on last trip $155, Total value
per person of all trips last 12 months $3,923
6.2 INTERNATIONAL MARKET
Primary
Secondary
Emerging
7. OUR PRODUCT PILLARS
PRIMARY
Food and Wine
UK, Malaysia, Singapore
Hong Kong, North America, New Zealand
China, India, Indonesia
Premium food and world class wineries with boutique wineries yet to explore in a
picturesque setting so close to Melbourne.
Nature based
Secluded valley and mountain settings so close to Melbourne that offer spaces to play
and indulge – national parks, spectacular mountain ranges, rolling vineyards, tall trees.
The expansiveness of the Yarra Valley, the cosiness of the Dandenong Ranges.
SECONDARY
Spa and Wellbeing
Authentic experiences providing nourishment for the mind, body and soul.
Arts and Culture
A breadth of artistic and cultural experiences that tell the regions stories.
Golf
With the addition of two more golf courses opening by 2015, there are now 4 golf
courses within 3 kilometres of each other.
Product Strengths
Positioning
Key Experiences
Food and Wine
Premium food and world class
wineries with boutique wineries
yet to explore in a picturesque
setting so close to Melbourne
Wine Tours/Trails
Cellar Door visits
Wine and Food Festivals
-
Shortest lunch
Grape Grazing
Shed Fest
Kellybrook Cider Festival
Twilight Cellar Door
Yering Station Sculpture Exhib
DeBortolis Wine Adventure
Gumboot Season
Farmers Markets
PRIMARY
Chilli Festival
Cooking Schools – Bella Vedere
/ DeBortolis/ Wild Oak Cooking
Puffing Billy Dining Events
Cider and Ale Trail
Restaurants / Café’s
Produce Trail
Nature based
Secluded valley and mountain
settings so close to Melbourne
that offer spaces to play and
indulge – national parks,
spectacular mountain ranges,
rolling vineyards, tall trees. The
expansiveness of the Yarra
Valley, the cosiness of the
Dandenong Ranges
Grants picnic grounds
Rhododendron Gardens
National Parks
Alfred Nichols
William Ricketts
Bushwalking
Cycling – road, mountain, trail
Driving
Canoeing
Healesville Sanctuary
Lilydale Lake
Hang Gliding
Yarra River
Peninsula Tunnel
Black Spur – tall trees /
Fernshaw Park
The Ada Tree
Warburton Trail
O’Shannessy Aqueduct Trail
Maroondah Dam
Stevensons Falls
La La Falls
Lake Mountain
Spa and Wellbeing
Authentic experiences providing
nourishment for the mind, body
and soul
Dandenong Ranges Day Spa
Japanese Mountain Retreat
Mineral Springs & Spa
Piaf Day Spa Yarra Valley
Argyles Yarra Valley Day Spa
Heritage Yarra Valley Day Spa
Natskin Spa Retreat
SECONDARY
Arts and Culture
A breadth of artistic and cultural
experiences that tell the regions
stories
TarraWarra Art Gallery
Dame Nellie Melba Museum
Music and arts events
Yering Station Sculptures
Glass Blowing
Yarra Ranges Museum
Open Studios
Monsalvat
Burringja
Healesville - Yarra Glen Railway
Golf
With the addition of two more
golf courses opening by 2015,
there are now 4 golf courses
Yering Meadows (27 holes)
within 3 kilometres of each other
Heritage Golf (36 holes)
Chirnside Park (18 holes)
Eastern (36 holes)
RACV (18 holes)
Warburton (18 holes)
8. OUR INDUSTRY
Tourism is an important industry for the Yarra Ranges region for its role in generating regional
employment and economic prosperity that flow on to other businesses because of the number of
businesses that rely on direct and indirect benefits from tourism.
Tourism encompasses a wide range of businesses, including accommodation, cafes, restaurants,
wineries, breweries, travel agents, tour operators and major tourist attractions such as Puffing Billy,
Healesville Sanctuary, and parks and gardens such as William Ricketts Sanctuary. It also includes a
range of related businesses and activities including retailers, art galleries, bus companies, vehicle
hire, museums, balloon flights, health/spa resorts, hotels, conference centres, caterers, laundries,
nurseries/flower growers, golf courses, state and national parks, and historic properties.
Tourism businesses vary greatly in their size and scale. Common challenges that unite them include
having a mainly domestic market with a small number of international visitors, finding ways to
entice visitors to increase their length of stay, and offering unique and diverse content for visitors at
different price points.
9. OUR PARTNERS
Yarra Ranges Tourism acknowledges the generous support of our two main funding partners Yarra
Ranges Council and Tourism Victoria. Annually we are provided with funding support to help these
organisations deliver on their strategic plans and strategy to support Tourism in the Yarra Valley and
the Dandenong Ranges. The main reference point for Yarra Ranges Council is its Economic
Development Strategy 2012-2022, and for Tourism Victoria its Victoria’s 2020 Tourism Strategy. Both
of these partners also provide extensive in-kind support through their staff time, research projects,
capital works, and general expertise.
Our other key funding partner is Industry, through the participation in the collective marketing
initiatives we deliver aligned to our Strategic Plan. It is Yarra Ranges Tourism’s role to ensure our
offering to Industry targets the identified visitor market segments, levers the products strengths of
the region, while identifying new and emerging product opportunities and packages.
It is equally important that Industry understands the key attributes of the primary and secondary
target market segments of the region. This will ensure industry can tailor their product to meet
visitors’ expectations.
A key success factor of our organisation will be effectively be measured by our ability build and
develop industry participation and buy in to our initiatives and projects.
10. THE CHANGING DIGITAL PLATFORM AND HOW WE
SERVICE THE VISITOR
In 2013 Google reported 90% of travel decisions are made online. They also found that the growth in
search is through mobile devices - 180% growth in search on Tablets, 68% growth on mobile devices
and no growth on desktops. Consumers are searching for information 24 hours a day while on the
move and to assist in servicing the visitor at all stages of their travel cycle, Yarra Ranges Tourism must
prepare a digitial platform consisting of mobile responsive websites for information to be downloaded
on desktops, tablets and smartphones, with Wi Fi Hotspots for visitors to be able to upload their
experiences onto social media platforms and share their photos, videos and experiences with friends
while in the destination.
Yarra Ranges Tourism was granted an Innovation fund by Tourism Victoria to develop Wi Fi Hotspots in
the region which will be in place by December 2013.
In 2012/13 the Victorian Government provided funding to undertake a feasibility study into a tourism
hub in Lilydale which would include a Visitor Information Centre and home for industry and tourism
associations. The findings indicated greater emphasis to be placed on Wi Fi hotspots, street
ambassador programs and mobile visitor centres rather than the development of a new centre.
The way we interact with the consumer through the digital platform will be the singularly most
important mechanism in the future.
11.
MEASURES OF SUCCESS
Yarra Ranges Tourism has adopted a three year Strategic Plan (2013-2016) to guide its actions and
initiatives. This plan requires the input and participation of all our stakeholders if we are to succeed.
The Strategic Plan is the Board’s key governance document used to define our direction, and how we
get there. It is the framework by which we identify priorities and allocate organisational resources. The
Strategic Plan is also the fundamental component against which we measure everything.
The Key Measures for Success are:






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Fully functioning Board and sustainable long term organisation.
An engaged Industry.
Increase in total visitor arrivals by 8% - target of 4.43 million.
Increase in conference overnight visitors to the region by 6%
Increase in visitor expenditure on domestic visitors by 10% - Day visitor spend $85 – Overnight
visitor spend $330
Increase in visitor satisfaction
Increase in industry to deliver digitally
Strategic priorities 2013/14 - 2015/16
1) INDUSTRY AND STAKEHOLDER ENGAGEMENT AND PARTICIPATION – creating a united industry
Goal
To have every tourism business in the region engaged with our organisation
Strategies a)
Identify all tourism businesses in the region.
b)
Invite Industry to jointly work with us under three partnership models including one which is completely free and asks
to ‘Keep In Touch’ only.
c)
Nurture partnership programs that encourage cooperation between members for mutual benefit.
d)
Facilitate regular partner networking events to share market intelligence.
YEAR
MEASURES OF SUCCESS
Annually

Total number of engaged partners
2013/2014



Established database of all businesses in the region
Industry experience groups established: YV Wine Growers, YV Food Group, Arts,
Agribusiness, Business Tourism Group
800 industry engaged with our organisation

1000 industry engaged with our organisation

Industry Survey conducted resulting in 70% satisfaction level

1500 industry engaged with our organisation
2014/2015
2015/2016
2) SUSTAINABLE ORGANISATION – having the funding and resources to provide leadership and direction while acting with integrity, openness and
transparency as a community based organisation.
Goal
To secure the resources for the organisation to be able to provide strategic industry leadership, at a high level of governance and
accountability.
Strategies
a)
Establish 3 year funding arrangements with Tourism Victoria and Yarra Ranges Council.
b)
Establish a 3 Year financial forecast and annual budget, including stakeholder funding and relevant programs for raising capital
from industry and other sources.
c)
Establish a set of relevant plans for the regional that spell out a clear vision for the future. Review the Interim 3 Year Strategic Plan
and develop a Marketing Plan, Tourism Master Plan, Events Strategy and Tourism Destination Plans.
c)
Minimise the impact of realised risks by establishing a risk management system, to be overseen by the Board of Directors –
including Disaster Management Plan.
g)
Establish an Annual Stakeholder Forum to report on performance, research and activities and to facilitate feedback and input to
Strategic Planning and AGM Board elections.
YEAR
2013/2014
2014/2015
2015/2016
MEASURES OF SUCCESS
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3 Year funding contracts in place with Tourism Victoria and Yarra Ranges Council.
Board in place and operational with new Constitution to include wider role.
3 Year Strategic Plan developed in cooperation with industry.
1 Year Marketing Plan developed in cooperation with industry.
Risk Management Plan developed.
Digital Strategy developed.
Events Strategy developed.
Achieve at least $100,000 industry contribution.
Tourism Master Plan developed and shared with industry.
Achieve at least $225,000 industry contribution.
Achieve at least $300,000 industry contribution.
3)
DIGITAL – improving digital capabilities
Goal
To develop an innovative digital platform as a key marketing tool and assist the industry to be able to convert using the digital platform.
Strategies
a)
Develop an innovative digital platform for two websites that delivers on content, booking ability through a variety of channels,
suggested itineraries and interactive itinerary planner.
b)
Optimise search rankings.
c)
Develop social media content calendar.
d)
Focus on increasing content on digital platforms to better service the visitor in the planning and booking process.
e)
Increase the amount of industry video content uploaded onto You Tube
f)
Maximise regions exposure through referrals increasing operator rankings on third party websites such as Tripadvisor.
g)
Assist the industry to be digitally active delivering live booking facilities and active in social media.
YEAR
2013/2014
MEASURES OF SUCCESS
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2014/2015
2015/2016
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Hits on website increased by 12%
Facebook Likes increased from 10,000 to 15,000
At least 50 operators upload You Tube videos of their product.
40 % of accommodation industry offering live bookings online.
At least 45 Operators listed on www.visitvictoria.com with live on line booking ability (June 2013 – 31 Operators TXA, 50 Operators on ATDW).
Improved regional content on third party websites such as Trip Advisor, Booking.com, Last
Minute.com, Wotif.com etc.
Industry promoting opportunities for visitors to review product to increase their rankings.
50 % of accommodation industry offering live bookings online.
Website hits increased by 15%.
At least 60 Operators listed on www.visitvictoria.com with live on line booking ability.
At least 80 Operators listed on www.visitvictoria.com with live on line booking ability.
4)
MARKETING – delivering strong Yarra Valley and Dandenong Ranges brands and marketing supported by industry
Goal
To drive increased visitor numbers, nights and yield to the region through marketing initiatives
Strategies
a) Establish a Marketing Committee.
b)
Develop a Marketing Plan with input from the industry.
Year 1
Focus on the product and ability of industry to be digitally responsive in accepting bookings, active in social media,
increasing reviews and referrals via third party online booking sites to improve preferred status resulting in
improved exposure.
Develop a regional events calendar and utilise public relations for the promotion of regional events.
Use Public Relations to tell the stories of the region showcasing a greater variety of experiences beyond wine.
Undertake a VFR campaign targeting Melbournians who want to showcase their Yarra Valley and Dandenong Ranges
to visiting friends and relatives from interstate, overseas or from the country and provide them with the tools to
make this simple.
Year 2
Conduct a domestic consumer campaign to expand awareness of the wide range of experiences offered in the region
including nature based products and experiences targeting the family market
Year 3
Conduct a major intrastate and interstate consumer campaign focusing on food and wine to hold the regions
position as Victoria’s premier food and wine region.
c)
Work with the industry to package product and promote experiences to attract conferences to the region.
d)
Partnership with Yarra Valley Wine Growers to promote wine experiences in the region.
e)
Partnership with Yarra Valley Food Group to promote Yarra Valley produce and farmers market.
f)
Continue successful relationship with South East Touring Triangle to jointly market internationally focusing on South East Asia and
UK as primary targets.
g)
Develop a market monitoring system that will allow us to gauge our performance.
h)
Develop a marketing management system that ensures we can respond to changing market conditions and capture marketing
opportunities as they rise – this includes regular market monitoring and planning reviews (quarterly at least).
i)
Garner support from local industry to engage in the planning process and participate in the implementation of marketing activities.
YEAR
2013/2014
MEASURES OF SUCCESS
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2014/2015
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2015/2016
Marketing Committee established and working
Marketing Plan developed with input from Industry
Domestic Marketing
Imagery of the region upgraded
Achieve $500,000 value in free publicity
Visiting Friends and Relatives campaign - giving Melbournians tools to ‘showcase their region.
Quarterly product update distributed to domestic trade, media and hotel concierges
Regional Events Calendar established and events promoted
International Marketing
Product update distributed to international media and trade contacts twice per year.
Promotion of South East Touring Triangle to increase overnight visitation.
South East Touring Triangle I Phone App developed & promoted internationally.
Business Events
Established Business Events Group and plan developed to drive mid-week and low season visitation.
Build on the 2013/2014 Domestic and International Marketing Initiatives
Domestic Marketing
Consumer campaign focusing on diversity of products and experiences
Consumer campaign in Melbourne and Sydney targeting inspired by nature segments looking for a
seasonal (winter/autumn) short break experience.
International Marketing
International Product Manual produced
Participate in Tourism Victoria International promotional events in Asia
Utilise South East Touring Route for marketing initiatives in long haul markets
Consumer campaign in Melbourne and Sydney targeting Food and Wine Lifestylers to continue to
position Yarra Valley as Victoria’s food and wine region.
5) PRODUCT DEVELOPMENT – improving regional tourism product and physical insfrastructure
Goal
Strategies
To delight visitors to the region through continually offering new and interesting visitor experiences.
a) Prepare a Product Development Plan including gap analysis for the region.
b)
Work with local industry groups to identify new product opportunities throughout the region.
c)
Identify funding opportunities for investment and development in the region.
d)
Work with Tourism Victoria to identify economic value of regional events and best means of evaluation.
e)
Collaborate with Yarra Ranges Council on infrastructure development, planning approval and investment attraction.
f)
Identify gaps and opportunities to support event development and marketing.
g)
Work with the industry to develop a Food and Wine Festival for Yarra Valley
YEAR
2013/2014
MEASURES OF SUCCESS
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Product Development Plan and Gap Analysis completed.
Destination Plans for destination nodes: Marysville, Warburton, Yarra Glen, Mt Dandenong Villages.
Regional Festival and Events Analysis undertaken and Strategy developed in partnership with Yarra
Ranges Council. Calendar of Regional Events developed – priorities developed.
Review March 2013 YV Food and Wine Festival, gain community involvement in running 2013 Food
and Wine Festival.
Dandenong Ranges Writers Festival – increased recognition Melbourne.
2014/2015
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Destination Plans for destination nodes: Healesville, Belgrave, Mt Evelyn.
New investment projects and major events undertaken in region by industry.
Yarra Valley Food and Wine Festival – prominent feature event gaining Interstate media attention.
2015/2016
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New investment projects and major events undertaken in region by industry.
Yarra Valley Food and Wine Festival – increased awareness.
6)
SERVICE EXCELLENCE – maximising visitor satisfaction
Goal
To maximise satisfaction for every visitor to the Region.
Strategies
a)
Establish a Visitor Services Committee in accord with industry Local Tourism Associations.
b)
Review the Visitor Information Centre service delivery across the Region.
c)
Develop a Visitor Information Services Plan for the region, identifying visitor services during the trip cycle of planning, booking,
visiting, and post visit.
d)
Establish a visitor satisfaction survey to establish a performance benchmark including a mystery shopping program.
e)
Develop and implement a visitor service improvement program for each local destination node.
i. Alternative delivery modes for visitor servicing that retains face-to-face contact, plus new approaches such as digital delivery.
ii. Way finding improvement.
iii. Visitor Guide publications.
iv. Township visitor information signing across the region.
v. Tear off maps across the region for relevant clusters.
vi. Free WIFI spots across the region.
vii. On line travel sites such as Trip Advisor.
viii. Alternative or new sites for information delivery such as libraries, art centres, museum and attractions.
ix. Street ambassadors.
x. Mobile information caravan or pop-up sites.
xi. You Tube way finding for the destination nodes.
f)
Promote the Victoria Tourism Excellence Program for operator education, training and business improvement.
g)
Consider a visitor satisfaction business award program including local media promotion.
YEAR
2013/2014
MEASURES OF SUCCESS
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Visitor Servicing Committee Established and Visitor Services Plan put in place.
Visitor Information Centres well managed, sustainable and located in high traffic areas.
2014/2015
2015/2016
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Website hits increased by 12%.
Delivery of a network of Free Wi Fi Hotspots within the region.
Production of Tear-off printed maps in Dandenong Ranges & Yarra Valley.
Online visitor satisfaction survey developed with 70% satisfaction levels gained.
Township signs with operator listings updated with industry buy in. Increase locations to 25.
Production of Tear-off printed maps in Healesville and Surrounds, Yarra Glen and Surrounds,
Warburton and Surrounds, Dandenong Villages, Belgrave and surrounds.
Website hits increased by 15%.
Operator education in Asian market.
Produce Official Visitors Guide with industry input.
Visitor Services Plan Reviewed.
Visitor Information Centres reviewed – mobile centres investigated.
Yarra Valley and Dandenong Ranges become prominent in Victorian Tourism Awards – at least
10 entries recognised for service excellence.
Visitor Satisfaction Survey conducted with 70% satisfaction.
Visitor Satisfaction Awards Program considered.
7) MARYSVILLE AND SURROUNDS TOURISM EVENTS AND MARKETING PACKAGE 2011-2014 – FIRE RECOVERY
Goal
a)
To increase visitation to the Marysville and surrounds region post push fires, and assist the tourism community to develop
sustainable tourism practices after the grant is complete.
Strategies
a)
Engage the tourism community to work together to promote and build the industry in the region.
b)
Develop a program of major and supporting tourism and business events for Marysville and surrounds, including financial support
for event enhancement, marketing and delivery to drive visitors during low season periods.
c)
Develop a Brand Identity for Marysville and Surrounds and communicate identity to industry.
d)
Manage the region’s website www.marysvilletourism.com including search engine optimisation, content creation and industry
involvement.
e)
Provide support for Marysville Accredited Visitor Information Centre staff and volunteers.
e)
Public relations campaign generating media for the region through key print, television and radio channels.
f)
Marketing Tools developed and distributed for the region including new photography, videos and collateral.
YEAR
2013/2014
MEASURES OF SUCCESS
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Visitor arrivals and yield returning to pre-fire levels.
Marysville visitor services functioning.
Marysville Triangle recognised for events by consumers from outside the region – consumer
research.
Clear market positioning delivered in all consumer marketing.
Quality material to support tourism activity in the region.
Brand awareness and preference returning to pre-bushfire levels.