Victoria's Nature-Based Tourism Strategy 2008-2012

victoria’s nature-based tourism strategy 

2008–2012

First published 2008 

Published by Tourism Victoria, State Government of Victoria 

© Tourism Victoria, Victoria 2008 

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as permitted under the Copyright Act 1968; any process 

without written permission may reproduce no part. 

This resource booklet has been produced by Tourism 

Victoria. For further information on this and other 

resources contact Tourism Victoria 03 9653 9777. 

Disclaimer 

This publication may be of assistance to you but the 

State Government of Victoria and its employees do not 

guarantee that the publication is without flaw of any kind 

or is wholly appropriate for your particular purposes and 

therefore disclaims all liability for any error, loss or other 

consequence which may arise from you relying on any 

information in this publication.

MINISTERS’ FOREWORDS 2 

EXECUTIVE SUMMARY 4 

INTRODUCTION 10 

RESEARCH 14 

NATURE-BASED TOURISM MARKETS 24 

DESTINATION PLANNING, DEVELOPMENT AND MANAGEMENT 30 

STRATEGIC DIRECTIONS 34 

DIRECTION 1 – Creating supportive frameworks and partnerships 36 

DIRECTION 2 – Planning and managing sustainable destinations 45 

DIRECTION 3 – Developing authentic, memorable experiences 54 

DIRECTION 4 – Facilitating viable and innovative businesses 63 

DIRECTION 5 – Effective marketing 68 

IMPLEMENTING THE STRATEGY 74 

APPENDICES 76 

APPENDIX 1 – Types of nature-based tourism 76 

APPENDIX 2 – Glossary of terms, acronyms and abbreviations 77 

APPENDIX 3 – Other plans, strategies, legislation and policies 79 

REFERENCES 80 

table of contents 

Victoria’s Nature-based Tourism Strategy 

2008–2012 

1

minister’s foreword 

TIM HOLDING MP 

Minister for Tourism and Major Events 

2 tourismvictoria.com.au/naturebasedtourism 

Nature-based tourism is one of 

the fastest growing tourism sectors 

internationally, and with its diverse 

natural attractions Victoria is well 

placed to capitalise on this growth. 

Victoria boasts one of the most 

accessible coastlines in the world 

and a well-developed system of land 

and marine parks. Visitors can enjoy 

high profile natural attractions such 

as Port Campbell National Park, the 

Grampians, Wilson’s Promontory, 

Croajingolong National Park, Mt Buffalo 

and the Alpine region. 

Natural assets such as these provide 

a wonderful opportunity for Victoria 

to lead in this sector. There are 

also challenges, most notably in 

facilitating investment in the types 

of accommodation, amenities and 

activities that today’s discerning 

visitors expect. 

In order to be recognised as a world 

class destination and to cater for the 

forecast growth in international visitors 

to Victoria, we must address these issues. 

As well as being reliant on the natural 

environment, nature-based tourism 

must also play a role in maintaining and 

sustaining its health. 

This strategy aims to make sustainability 

the backbone of the industry and 

increase the supply of high yield visitor 

experiences, as opposed to simply 

encouraging large increases in visitor 

numbers. 

It draws on the Victorian Government’s 

tourism and environment policies and 

outlines a range of opportunities for 

tourism and conservation outcomes 

which ensure both a financially viable 

nature-based tourism industry and a 

healthy environment. It also examines 

how to encourage the nature-based 

tourism industry to become more 

sustainable and adopt carbon reduction 

initiatives to limit the industry’s impact 

on climate change. 

The strategy has been developed 

following extensive consultation 

with the tourism industry, local 

government and key environmental 

and conservation groups throughout 

Victoria. The consultation process 

provided valuable feedback which has 

been incorporated into the Strategy. 

I am pleased to present Victoria’s 

Nature-based Tourism Strategy 2008– 

2012, which will help to ensure the 

sustainable and prosperous growth of 

Victoria’s nature-based tourism industry.

GAVIN JENNINGS MLC 

Minister for Environment 

and Climate Change 

Victoria’s climate is changing. 

Nature-based tourism is considered 

particularly sensitive to this change and 

its consequences because nature-based 

tourism relies on natural ecosystems. 

That’s one of many reasons why 

protecting our environment is vital 

for the future of all Victorians and 

our visitors. 

Climate change is anticipated to have 

profound implications that could 

fundamentally transform aspects of the 

tourism sector here in Victoria – just as 

it will in many other parts of the world. 

Victorians are progressively more 

aware of their contribution to climate 

change and are starting to pursue 

travel destinations that minimise their 

impact on the environment. 

The tourism sector needs to prepare 

and actively engage in efforts to 

reduce greenhouse gas emissions 

and adapt to minimise the impacts of 

climate change and take advantage 

of any opportunities that may arise. 

Nature-based tourism in particular can, 

and must, play a significant role 

in addressing climate change if it is 

to be sustainable. 

The Department of Sustainability and 

Environment, Parks Victoria and Tourism 

Victoria have developed the Naturebased 

Tourism Strategy 2008–2012 after 

extensive consultation with the tourism 

industry and other stakeholders. 

The strategy recommends sustainable 

practices and suitable carbon reduction 

initiatives to constrain the nature-based 

tourism industry’s impacts on climate 

change and communicate these 

measures to Victorians. 

The strategy aims to manage visitor 

impact, promote the sustainability and 

growth of Victoria’s natural assets 

and mitigate the associated risks by 

integrating existing environmental and 

tourism policies. 

The Victorian Government is 

committed to the health and growth 

of Victoria’s tourism industry and 

the Nature-based Tourism Strategy 

2008–2012 is a milestone document. 

I look forward to reviewing the 

strategy’s outcomes over the 

forthcoming years and share Minister 

Holding’s view that this important 

piece of work will contribute to 

Victoria’s reputation as a worldclass 

travel destination, as well as 

demonstrate Victoria’s commitment 

and extensive contribution to 

environmental sustainability. 

I would like to also commend the 

extensive work undertaken by all those 

involved with the development and 

production of this strategy. This work 

has resulted in a robust and integrated 

vision for the future of nature-based 

tourism in Victoria. 

minister’s foreword 

3

executive summary 

The focus of this strategy is on a coordinated approach 

to policy, planning, sustainable development 

and marketing of the nature-based tourism sector. 

BACKGROUND 

The Nature-based Tourism Strategy 

2008–2012 is Victoria’s first major 

interagency strategy for nature-based 

tourism. It was jointly funded and 

guided by Tourism Victoria, Parks 

Victoria and the Department of 

Sustainability and Environment and 

will provide a long-term, coordinated 

approach to policy, planning, sustainable 

development and marketing of the 

nature-based tourism sector. 

The strategy aims to stimulate 

and grow nature-based tourism by: 

• addressing barriers to growth to 

attract public and private investment 

• increasing the sustainability and 

viability of the nature-based 

tourism industry 

• encouraging the industry to limit 

its carbon footprint 

• raising visitor expenditure and 

tourism yield for provincial Victoria 

• heightening nature-based tourism 

consumer awareness of Victoria 

• maintaining the principle of 

equity of access to public land 

• contributing to a healthy 

environment. 

Nature-based tourism is tourism that 

relies on experiences directly related 

to natural attractions. The five types 

of identified nature-based tourism 

are ecotourism, adventure tourism, 

extractive tourism (e.g. fishing), wildlife 

tourism and nature retreats. 


Victoria’s tourism industry 

Victoria’s tourism industry is 

worth an estimated $10.9 billion 

and accounts for almost 160,000 jobs. 

The Victorian Government’s 10 Year 

Tourism and Events Strategy identifies 

natural attractions as one of Victoria’s 

key tourism product strengths. 

Domestic and international 

nature-based tourism visitors 

A nature-based tourism visitor is 

defined as a visitor who undertakes at 

least one nature-based tourism activity 

during their visit. The most popular 

activities are going to the beach, 

bushwalking or rainforest walks, and 

visiting national parks or state parks. 

For year ending June 2007, 37 per cent 

of domestic overnight visitors and 77 

per cent of international overnight 

visitors to Victoria undertook at least 

one nature-based tourism activity 

during their trip. This included 8.1 

million domestic day trips, 6.3 million 

domestic overnight and 1.13 million 

international nature-based tourism 

visitors. Natural attractions influence 

56 per cent of all international visitors 

to visit Australia. 

Growth in international 

nature-based tourism visitation 

For Victoria, the strongest nature-based 

tourism growth from 2006 to 2016 

is forecast to come from international 

markets. Visitation is expected to 

grow from 1.11 million nature-based 

tourism visitors in 2006 to 1.61 million 

in 2016, with China being the largest 

source market. 

Grampians National Park

CONTEXT 

For Victoria to develop successful 

nature-based tourism destinations 

and experiences, gaps in the five A’s 

– attractions, access, activities, amenities 

and accommodation – must be filled. 

This strategy focuses on growing 

Victoria’s offerings of nature-based 

tourism experiences that will attract 

high yielding visitors. For example, 

Victoria’s key natural attractions have 

opportunities for self-reliant naturebased 

tourism visitors, but have limited 

experiences for high yield visitors. 

Issues hindering growth 

Industry research identified that key 

issues hindering nature-based tourism 

growth are: 

• lack of an integrated policy 

and planning framework to 

enable private investment 

(‘enabling environment’) 

• low consumer awareness and 

perception of Victoria as a 

nature-based tourism destination 

• limited coordination and focus 

on sustainable destination planning, 

development and management of 

key nature-based tourism destinations 

• climatic events affecting travel 

behaviour and industry viability 

• lack of a unique brand to position 

Victoria in a competitive marketplace 

• failure of Victoria’s national parks 

to capture yield, despite high 

visitor numbers 

• high yield ‘hero’ product and 

infrastructure gaps surrounding 

key natural attractions 

• undersupply of experiences 

to cater to international markets 

• low visitor expenditure in regional 

Victoria 

• financial viability of existing businesses 

• industry fragmentation and 

lack of an industry voice 

• financial sustainability of 

public land infrastructure assets 

• low significance placed on nature- 

based tourism by some communities. 

Impact of climate change 

There is growing and compelling 

evidence indicating that global 

climate has changed compared to 

the pre-industrial era and is anticipated 

to change over the 21st century 

and beyond. 

We can expect Victoria to have a 

hotter and drier climate in the future, 

coupled with rising sea levels and 

increasingly frequent and more severe 

weather events. These changes will 

intensify over time, particularly under 

higher carbon emissions scenarios. 

For nature-based tourism, visitors 

are now seeking experiences and 

destinations that are actively reducing 

their impacts on climate change and 

the size of their carbon footprint. 

Nature-based tourism, in particular, 

can and must play a significant role in 

addressing climate change. 

The importance of triple 

bottom line sustainability 

Sustainable nature-based tourism 

growth must be assessed against 

indicators for environmental, economic, 

social and cultural outcomes: 

• Environmental outcomes 

– the integrity of the natural 

environment, including biodiversity, 

must be maintained and sustained. 

• Economic outcomes – the industry 

must be financially viable. 

• Social and cultural outcomes 

– cultural vitality and community 

engagement lead to vibrant, liveable 

and sustainable communities. 

5 

Red Gum, South Gippsland

Grampians National Park 

6 tourismvictoria.com.au/naturebasedtourism

STRATEGIC DIRECTIONS 


2008–2012 proposes a partnership 

between industry and government 

that will: 

• provide a long-term approach to 

destination planning, development 

and management by focusing on key 


• ensure the nature-based tourism 

sector is the industry benchmark in 

environmental sustainability, including 

adopting carbon reduction initiatives 

• generate an ‘enabling environment’ 

for sustainable investment 

• seek significant private and 

public investment 

• increase tourism yield in preference 

to large increases in visitor numbers 

• contribute to vibrant and sustainable 

communities 

• improve the industry’s capacity, 

professionalism and excellence 

• develop experiences to cater 

for the forecast growth in 

international visitation 

• strengthen consumer awareness 

and perception of Victoria as a 


• create stronger links with 

Aboriginal tourism. 

Victoria’s nature-based 

tourism vision 

Recognising the importance of 

sustainability in nature-based tourism 

products and destinations, our vision is: 

Victoria will be recognised as the 

leading sustainable nature-based 

tourism destination in Australia 

renowned for its diverse and 

accessible natural attractions. 

The five directions identified to 

achieve this vision are: 

fIVE DIRECTIONS 

1. Creating supportive 

frameworks and partnerships 

2. Planning and managing 

sustainable destinations 

3. Developing authentic, 

memorable experiences 

4. Facilitating viable and 

innovative businesses 

5. Effective marketing. 

DIRECTION 1 

Creating supportive frameworks 

and partnerships 

This direction will create an ‘enabling 

environment’ to attract nature-based 

tourism investment and maintain the 

integrity of the natural environment. 

Initiatives include: 

• providing for longer-term leases 

of up to 65 years that match tenure 

to return on investment, excluding 

national parks 

• investigating planning mechanisms 

to facilitate nature-based tourism 

infrastructure development on 

private land 

• increasing maximum licence terms 

to 10 years for tour operators on 

public land 

• creating a sustainable model 

for private investment into 

public land infrastructure 

• developing investment guidelines 

for nature-based tourism 

• investigating new funding models for 

Parks Victoria and the Department 

of Sustainability and Environment 

• establishing a nature-based tourism 

industry advisory group. 

DIRECTION 2 

Planning and managing sustainable 

destinations 

This direction will foster sustainable 

practices including carbon reduction 

initiatives and strategies to maintain a 

healthy environment. 

The strategy recommends a longterm 

approach to destination planning, 

development and management by 

focusing on key regional nature-based 

tourism destinations, to work with 

local governments and communities 

to reduce barriers to growth, make 

significant competitive improvements, 

increase the uptake of sustainable 

practices, position each destination and 

trigger visitation to regional Victoria. 

The phases and destinations are: 

• Phase 1 – Great Ocean Road 

and Grampians 

• Phase 2 – Phillip Island and Gippsland 

• Phase 3 – Victoria’s High Country. 

Other major initiatives include: 

• producing design guidelines for 

nature-based tourism infrastructure 

development 

• developing a sustainable naturebased 

tourism protocol with peak 

conservation group/s 

• developing and implementing a 

consistent approach for reducing 

visitor impacts on public land 

• increasing involvement with 

Aboriginal communities. 

7

DIRECTION 3 

Developing authentic, memorable 

experiences 

This direction will fill identified access, 

activity, amenity and accommodation gaps 

through public and private investment. 

Major infrastructure initiatives 

for consideration include: 

• Projects to improve experiences 

at Victoria’s most internationally 

recognised and visited natural 

attractions, including: 

– Port Campbell National Park 

- developing a nationally 

significant precinct and 

interpretative centre 

– Phillip Island Nature Parks 

- upgrading the Penguin Parade 

visitor centre. 

• Other infrastructure 

initiatives include: 

– encouraging private investment 

into sustainable nature-based 

tourism accommodation projects 

in the Otways, Great Ocean Road, 

Grampians and East Gippsland 

– establishing the Wild Walks 

of Victoria with a high yield 

commercially-run walking 

component with demountable 

standing camps/accommodation 

– positioning Victoria as 

Australia’s premier mountain 

biking destination 

– developing world-class visitor 

experiences at key national parks. 

DIRECTION 4 

Facilitating viable and innovative 

businesses 

This direction will seek to increase the 

triple bottom line sustainability of the 

industry through initiatives including: 

• improving the professionalism and 

excellence of existing and potential 

operators through training 

• increasing opportunities for 

business skills mentoring programs 

• continuing to improve the tourism 

knowledge and skills of land managers 

and tourism partners through training. 


Weedy Seadragon, courtesy of Gary Grant 

DIRECTION 5 

Effective marketing 

This direction will enhance the 

competitive positioning of Victoria as 

a destination with world-class natural 

attractions, through initiatives including: 

• developing the brand positioning 

of nature-based tourism for Victoria 

• supporting regional campaigns that 

focus on nature-based tourism 

• expanding marketing efforts, 

including cooperative marketing by 

Tourism Victoria and Parks Victoria 

• developing thematic collateral 

including ‘Top 10’ experiences 

• increasing access to nature-based 

tourism information online, including 

the development of a Parks Victoria 

online booking system 

• ensuring high quality nature-based 

tourism images and new media are 

obtained for promotional use and 

used consistently across government. 

Echidna 

Implementing the strategy 

Some specific actions in directions 

1, 2, 4 and 5 will be delivered by 

government commitments and from 

existing resources. 

Most of the infrastructure initiatives 

contained in direction 3 are unfunded. 

These initiatives represent a range 

of options to be considered by 

government and the private sector 

over the life of the strategy.

9 

Ultimate Penguin Tour, Phillip Island Nature Park

introduction 

Victoria will be recognised as the leading sustainable nature-based 

tourism destination in Australia renowned for its diverse and 


Nature-based tourism is any type of 

tourism that relies on experiences 

directly related to natural attractions. 

There are five types of nature-based 

tourism, including: 

1. ecotourism 

(guided nature interpretation 

and Aboriginal cultural heritage 

in nature) 

2. adventure tourism 

(horse riding and kayaking) 

3. extractive tourism 

(fishing, gold panning and fossicking) 

4. wildlife tourism (native wildlife 

viewing and whale watching) 

5. nature retreats (eco-lodges). 

(See Appendix 1. Types of naturebased 

tourism.) 

Ecotourism differs from other types of 

nature-based tourism as it is based on 

an ethos of environmental and cultural 

education, appreciation, and conservation. 

Victoria has significant natural assets 

and a wealth of opportunity to expand 

nature-based tourism. This strategy 

explores the sector’s potential, identifies 

challenges and opportunities, and 

proposes directions to ensure the 

sustainable and prosperous growth of 

Victoria’s nature-based tourism industry. 


Nature-based tourism in Victoria 

Victoria’s tourism industry 

Victoria’s tourism industry is worth 

an estimated $10.9 billion and accounts 

for almost 160,000 jobs. The Victorian 

Government’s 10 Year Tourism and 

Events Strategy identifies natural 

attractions as one of Victoria’s key 

tourism strengths. 

Although tourism is a major economic 

driver for the State, growth is not being 

realised equally for all tourism sectors. 

Consumers perceive Victoria to be 

the leading destination in Australia for 

regional food and wine, touring and 

events; however, the perception of 

Victoria as having world-class natural 

attractions is low. 

Figure 1.1 Spectrum of environments on Victoria’s public land estate 

Source: Sustainable Recreation and Tourism on Victoria’s Public Land Policy 

The natural environment 

Victoria has a wealth of diverse and 

accessible natural environments, found 

in landscapes ranging from desert to 

alpine, coastal and forest. Victoria also 

has the greatest biodiversity, relative to 

land size in Australia, sustaining a large 

number of ecosystems with special 

flora and fauna. Most of Victoria’s 

significant natural environments are 

located within Victoria’s public land 

estate (Figure 1.1). 

The Victorian Government is 

responsible for managing eight million 

hectares of public land (33 per cent 

of Victoria), which includes protected 

areas (40 national parks, 27 state parks, 

3 wilderness parks, 24 marine national 

Highly-natural environments Highly-modified environments 

Wilderness Parks State Forests Metropolitan Parks Historic Places 

National Parks Coastal Waters Foreshore Reserves 

& Gardens 

(including Marine) 

State Parks 

Foreshore Reserves 

on the Open Coast 

Lighthouse Reserves 

in Towns and Cities Public Purpose 

Reserves 

Alpine Resorts

parks and sanctuaries, and other 

protected area reserves), state forests, 

coastal foreshore reserves, metropolitan 

parks, alpine resorts, and other reserved 

and unreserved Crown land. 

Visitation to Victoria’s public land estate 

Since 1999, there have been several 

studies on the economic value of 

public land use by visitors to Victoria, 

both directly and indirectly, through 

visitor expenditure and employment. 

These studies have indicated the 

annual economic value of: 

• three high-profile national parks – 

Wilsons Promontory, Port Campbell 

and the Grampians is $481 million 

• state forests is between 

$12.8 million and $39.9 million 

• winter and non-winter use 

of Victoria’s alpine resorts is 

$505 million 

• visiting beaches and coastline is 

$734 million. 

The potential for growth in 

nature-based tourism 

Growth in nature-based tourism 

can boost the State and regional 

economies. This strategy focuses on 

growing Victoria’s offerings of naturebased 

tourism experiences that will 

attract high yielding nature-based 

tourism visitors. Currently, Victoria is 

lagging behind other destinations in 

Australia and overseas in the creation 

of these high yield experiences. 

Victoria’s key natural attractions 

for nature-based tourism include 

national parks such as Port Campbell, 

Grampians, Wilsons Promontory, 

Croajingolong, Mt Buffalo and Alpine, 

as well as native wildlife tourism 

attractions like Phillip Island Nature 

Parks and Healesville Sanctuary. 

Currently, these attractions have a 

wealth of opportunities for self-reliant 

nature-based tourism visitors but 

limited experiences for high yield 

nature-based tourism visitors, including 

accommodation, activities 

and amenities. 

Inreasing yield 

Increasing yield is about creating 

products and building destinations that 

will enhance visitor spend through 

length of stay, as well as creating better 

experiences overall in preference 

to yield through large increases in 

visitor numbers. High yield products 

do not necessarily have to include 

infrastructure and can include guided 

activities, packaging different types 

of tourism products, better pricing 

structures or products with 

customised servicing. 

About this strategy 


2008–2012 provides a long-term, 

coordinated approach to policy, 

planning, sustainable development 

and marketing of the nature-based 

tourism sector. 

It aims to stimulate and grow naturebased 

tourism sustainably by: 

• addressing barriers to growth to 

attract public and private investment 

• increasing the sustainability and 

viability of the nature-based 

tourism industry 

• encouraging the industry to limit 

its carbon footprint 

• raising visitor expenditure and 

tourism yield for provincial Victoria 

• heightening nature-based tourism 

consumer awareness of Victoria 

• maintaining the principle of 

equity of access to public land 

• contributing to a healthy 

environment. 

This is Victoria’s first major interagency 

strategy for nature-based tourism. It has 

been funded and guided by Tourism 

Victoria, Parks Victoria and the 

Department of Sustainability and 

Environment. 

A framework for success 

This strategy states the shared vision for 

Victoria over the next five years, outlines 

objectives and government and industry 

actions to accomplish these objectives. 

Victoria’s vision for nature-based tourism 

Victoria’s vision for nature-based 

tourism is founded on sustainability, 

attracting public and private investment 

into high yield products, integrating 

government and industry effort, and 

focusing on experiences that offer high 

levels of visitor engagement. 

Sustainability should be evident 

in nature-based tourism products 

and destinations. Consumers are 

increasingly aware of issues such as 

climate change and reduced water 

resources, and expect sustainability 

to be incorporated into tourism 

experiences. The nature-based 

tourism sector is in a position to 

demonstrate the tourism industry’s 

active contribution to a healthy 

environment. Recognising these issues 

and expectations, our vision is: 

Victoria will be recognised as the 

leading sustainable nature-based 

tourism destination in Australia 

renowned for its diverse and 


Five directions have been designed 

to achieve the nature-based 

tourism vision: 


1. Creating supportive 

frameworks and partnerships 





4. Facilitating viable and 

innovative businesses 

5. Effective marketing 

11

The climate change challenge 

Concern about climate change is 

increasing. The Intergovernmental Panel 

on Climate Change (IPCC) in its Fourth 

Assessment Report (2007), has stated 

that ‘warming of the atmosphere is now 

unequivocal’ and ‘is very likely due to 

the observed increase in anthropogenic 

(human-induced) greenhouse gas 

concentrations in the atmosphere’. 

There is growing and compelling 

evidence indicating global climate 

has changed compared to the preindustrial 

era and is anticipated to 

change over the 21st century and 

beyond. Consequently, climate change 

is anticipated to have profound 

implications that could fundamentally 

transform aspects of the tourism sector 

both here in Victoria and in other parts 

of the world. 

We can expect Victoria to have a 

hotter and drier climate in the future, 

coupled with rising sea levels and 

increasingly frequent and more severe 

weather events. These changes will 

intensify over time, particularly under 

higher carbon emissions scenarios. 

The impacts of climate change on 

the tourism sector will be both direct 

and indirect. Australia is also heavily 

dependent on air travel with the 

livelihood of the tourism industry 

reliant on aviation. Visitor attitudes 

towards aviation and its impact on 

climate change present a growing 

challenge, particularly with international 

visitors. Several groups have emerged 

in the UK and Europe (and now 

Australia) urging people to stop flying 

longhaul. 

The tourism sector needs to prepare 

and actively engage on efforts to both 

reduce greenhouse gas emissions 

and adapt to minimise the impacts of 

climate change and take advantage of 

any opportunities that may arise. 




their impacts on climate change and 

the size of their carbon footprint. 

Nature-based tourism, in particular, 

can and must play a significant role in 

addressing climate change. 

The importance of triple 

bottom line sustainability 

Sustainable nature-based tourism growth 

must be assessed against indicators for 

environmental, economic, social and 

cultural outcomes. These outcomes 

should minimise potential negative 

impacts and maximise nature-based 

tourism’s conservation of natural and 

cultural heritage, contribute to regional 

economies and improve the quality of 

life for local communities and visitors. 

Environmental outcomes 

The integrity of the natural environment, 

including biodiversity, must be maintained 

and sustained. 


This strategy complements the core 

aims of Victoria’s Environmental 

Sustainability Framework, including: 

• maintaining and restoring our 

natural assets 

• using our resources more efficiently 

• reducing our everyday 

environmental impacts. 

Economic outcomes 

A successful nature-based tourism 

industry must be financially viable. 

The strategy seeks to improve 

economic viability through an increase 

in visitor expenditure and length of stay 

rather than large increases in visitor 

numbers. A healthy environment is 

critical to a successful nature-based 

tourism industry as a degraded 

environment undermines the potential 

for nature-based tourism to be 

attractive to visitors. 

Social and cultural outcomes 

With the support and involvement of 

the tourism industry and the broader 

community, nature-based tourism can 

contribute to the creation of vibrant, 

liveable and sustainable communities 

in Victoria, through: 

• a growth in job and 

skills training opportunities 

• increasing community 

cohesiveness and pride 

• improving visitor facilities, 

benefiting visitors and locals 

• promoting, maintaining and protecting 

Victoria’s heritage for future 

generations 

• involving more Aboriginal people 

in land and resource management 

and tourism. 

Policy and planning framework 

This strategy provides a statewide 

framework for the coordination, 

management and growth of Victoria’s 

nature-based tourism industry. It seeks 

to complement, add value to and 

enhance the following strategies. 

State 

In growing nature-based tourism, 

the partnership between industry 

and government will contribute 

to Growing Victoria Together, the 

Victorian Government’s vision for 

growing Victoria to 2010 and beyond, 

particularly a ‘thriving economy and 

healthy environment’. 

The 10 Year Tourism and Events Industry 

Strategy was developed in partnership 

with the tourism industry to create a 

vision, set a new direction and guide 

marketing and investment decisions 

to help the tourism industry grow. 

The strategic tourism responses include: 

• building on existing strengths 

• developing new strengths 

• focusing on long-term growth 

opportunities 

• strengthening the partnership 

between government and industry.

Moving Forward: Making Provincial Victoria 

the Best Place to Live, Work and Invest 

recognises that tourism is a major 

contributor to provincial Victoria’s 

economy, with tourism growing by 

30 per cent over the past five years. 

Tourism is a fast growing source of 

jobs and a key platform of the State 

Government’s business agenda. 

Our Environment Our Future - 

Environmental Sustainability Framework 

and Sustainability Action Statement 

2006 will guide sustainable naturebased 

tourism development, including 

maximising future economic growth, 

maintaining a high quality of life, and 

protecting Victoria’s environment. 

Following on from the action 

statement, the Victorian Government is 

developing a White Paper on Land and 

Biodiversity at a time of Climate Change, 

due for release in 2009. 

Victoria’s Aboriginal Tourism Development 

Plan 2006–2009 will provide a clear 

pathway to business success for 

Indigenous cultural tourism attractions. 

Aboriginal tourism in the natural 

environment overlaps with naturebased 

tourism and many of Victoria’s 

natural attractions have a rich Aboriginal 

cultural heritage. This strategy seeks 

to link, integrate and raise the profile 

of Aboriginal tourism in the natural 

environment. (See Appendix 3 for 

other state plans, strategies, legislation 

and policies.) 

National 

The Australian Government’s Tourism 

White Paper – A Medium to Long Term 

Strategy for Tourism outlines a range of 

measures, underpinned by structural 

reform and additional resources, to 

position Australia as a world leader 

in tourism goods and services. In 

regards to nature-based tourism, 

the paper highlighted: 

• the importance of Australia’s unique 

natural and cultural environment as 

a major attraction for visitors 

• protection of Australia’s natural and 

cultural assets as a cornerstone of 

sustainable tourism development 

• the need to increase industry takeup 

of environmental best practice 

strategies and provide benefits to 

the industry. 

The forthcoming Tourism Action Plan on 

Climate Change will assess the impact 

of climate on the tourism industry, 

review best practice in Australia 

and abroad and develop adaptation 

strategies. A taskforce comprised of 

State and Commonwealth government 

and industry representatives has been 

appointed under the auspices of a 

Council of Australian Governments 

(COAG) to develop this action plan. 

13 

Yarra Ranges National Park

esearch 

Nature-based tourism is one of the fastest growing 

tourism sectors globally and research shows 

the potential for significant growth in Victoria. 

Key research findings 

Current 

• Year ending June 2007,Victoria received: 

– 8.1 million domestic day trip nature-based tourism visitors 

– 6.3 million domestic overnight nature-based tourism visitors 

– 1.13 million international nature-based tourism visitors. 

• Total nature-based tourism visitor nights for domestic and international 

nature-based tourism visitors are 21.9 and 26.8 million respectively. 

• International nature-based tourism visitors from western hemisphere 

markets are more likely to stay overnight in regional Victoria. 

• China is currently a day trip market and key nature-based tourism 

attractions are Phillip Island Nature Parks and the Twelve Apostles. 

• The most popular nature-based tourism activities for all visitors are going 

to the beach, bushwalking or rainforest walks, and visiting national parks 

or state parks. 

• International visitors are twice as likely to undertake a nature-based 

tourism activity than domestic visitors. 

• Natural attractions motivate 56 per cent of all international visitors 

to visit Australia. 

forecasts 

• The strongest forecast growth for Victoria is from international markets 

and by 2016: 

– Victoria will receive 493,000 more nature-based tourism visitors 

– China is predicted to be the largest international nature-based tourism 

source market 

– North America, Europe and the United Kingdom will also grow 

significantly and will remain key nature-based tourism markets 

– international nature-based tourism visitors will account for 66 per cent 

of all nature-based tourism visitor nights. 

• Domestic nature-based tourism visitation is forecast to remain stable. 


Nature-based tourism 

– global and Australia 

Nature-based tourism is growing 

worldwide at an estimated rate of 

10–30 per cent per annum. In 1999, 

the World Travel and Tourism Council 

estimated nature-based tourism was 

accounting for 10–15 per cent of all 

international travel expenditure. 

Nature-based tourism provides 

significant benefits to Australia’s 

economy. Domestic and international 

visitors undertaking at least one 

nature-based tourism activity in 

Australia spent $19.1 billion – 

$8.28 billion for international visitors, 

$10.05 billion for domestic visitors, 

and $818 million for domestic day 

trip visitors. 

The natural environment is a key 

motivator for international visitors to 

travel to Australia, with 56 per cent 

being influenced to visit based on 

their intent to visit a natural area. 

Australia has the largest number 

of endemic mammal species of 

any country (209), the second 

largest number of endemic birds 

(351, second to Indonesia with 

356) and the third largest number 

of endemic plants (13,000 which is 

exceeded by China and Indonesia). 

This biodiversity affords Victoria a 

competitive wildlife advantage, as the 

native wildlife experience influences 

19 per cent of international visitors 

to come to Australia.

15 

The anchor of the ‘Fiji’, Great Otway National Park

Croajingolong National Park 


Domestic nature-based 

tourism – Victoria 

Domestic visitor markets 

Results from the National Visitor 

Survey show that in the year ending 

June 2007 there were 6.3 million 

domestic overnight nature-based 

tourism visitors in Victoria. This 

represented an increase of 0.8 per cent 

per annum since 2000 (Figure 2.1), 

compared to 1.6 per cent increase 

per annum at the national level. 

The survey shows that Victoria 

received 8.1 million nature-based 

tourism domestic day trip visitors in 

the year ending June 2007, representing 

a decrease of 2.6 per cent per annum 

since 2000, compared to a decrease 

of 1.3 per cent per annum at the 

national level. 

For the year ending June 2007, 

Victoria’s market share of domestic 

overnight nature-based tourism visitors 

was 20.0 per cent (a decrease of 

1.2 percentage points since 2000). 

In comparison, New South Wales 

has a 32.6 per cent market share 

of domestic overnight nature-based 

tourism visitors (+0.1 percentage 

points from 2000), and Queensland has 

a 26.3 per cent share (+0.7 percentage 

points from 2000) (see Figure 2.2). 

Origin of domestic overnight 

nature-based tourism visitors 

The majority of visitors to and within 

Victoria for nature-based tourism 

were from Melbourne (59 per cent), 

followed by regional Victoria (22 per 

cent) and interstate visitors (20 per 

cent). New South Wales (9 per cent) 

was the major source of interstate 

visitors followed by South Australia 

(4 per cent) and Queensland 

(3 per cent) (Figure 2.3).

Figure 2.1 Domestic overnight and day trip nature-based tourism visitors to Victoria 

– year ending June 2007 

Visitors (000’s) 

10,000 

9,000 

8,000 

7,000 

6,000 

2000 2001 2002 2003 2004 2005 2006 2007 

Day trips Overnight visitors 

Figure 2.2 Market share of domestic overnight nature-based tourism visitors 

by destination – year ending June 2007 

Percentage 

35 

30 

25 

20 

15 

10 

5 

0 

20% 

victoria 

33% 

new south wales 

26% 

queensland 

7% 

south australia 

10% 

western australia 

3% 

tasmania 

2% 

northern territory 

1% 

australian 

capital territory 

Figure 2.3 Origin of domestic overnight nature-based visitors 

ACT (4%) 

NT (1%) 

TAS (5%) 

WA (8%) 

Melbourne 

(58%) 

Intrastate 

(80%) 

Interstate 

(20%) 

Regional 

Victoria 

(22%) 

NSW (48%) 

QLD (16%) 

SA (18%) 

Source: National and International Visitor Surveys, Tourism Research Australia, year ending June 2007 

17

Manja Shelter, Gariwerd (Grampians National Park) 


International nature-based 

tourism – Victoria 

International visitor markets 

In the International Visitor Survey, 

nature-based tourism visitors are 

defined as those who undertook a 

nature-based tourism activity while 

on their trip to Australia. The survey 

does not capture in which state or 

territory the nature-based tourism 

activity was undertaken. 

Approximately 1.1 million international 

nature-based tourism visitors travelled 

to Victoria during the year ending 

June 2007, accounting for 26.8 

million nights. Nature-based tourism 

visitors represent 77 per cent of all 

international visitors to the State. 

During this same period, 29 per cent 

of all nature-based tourism visitors to 

Australia visited Victoria. The average 

length of stay for nature-based tourism 

visitors to Australia was 35.5 nights, 

compared to 23.7 nights for naturebased 

tourism visitors to Victoria. 

From June 2006 to 2007 there was a 

6.0 per cent increase in international 

nature-based tourism visitors to 

Victoria (Figure 2.4), and a 7.1 per cent 

increase in international visitor nights 

spent in Victoria. 

For the year ending June 2007, 

Victoria’s market share of international 

nature-based tourism visitors reached 

28.7 per cent (up 4.2 percentage 

points since 2000). In comparison, 

NSW has a 56.7 per cent market share 

(-3.7 percentage points from 2000), 

and Queensland has a 48.3 per cent 

share (-4.1 percentage points from 

2000) (see Figure 2.5). 

Origin of visitors 

The largest international source 

markets for nature-based tourism 

visitors to Victoria for the year ending 

June 2007 were the United Kingdom, 

North America, China, New Zealand 

and Germany (Figure 2.6).

Figure 2.4 International nature-based tourism visitors to Victoria – year ending 

June 2007 

Visitors (000’s) 

1,200 

1,100 

1,000 

900 

800 

700 

Figure 2.5 Market share of international overnight nature-based tourism visitors 

by destination – year ending June 2007 

Percentage 

60 

50 

40 

30 

20 

10 

0 

2000 2001 2002 2003 2004 2005 2006 2007 

29% 

victoria 

57% 


48% 

queensland 

8% 

south australia 

13% 

western australia 

3% 

tasmania 

8% 

northern territory 

3% 

australian 

capital territory 

Figure 2.6 Origin of international overnight nature-based visitors to Victoria 

CHINA (12%) 

GERMANY (4%) 

HONG KONG (2%) 

JAPAN (4%) 

MALAYSIA (3%) 

NEW ZEALAND (11%) 

NORTH AMERICA (11%) 

Source: International Visitor Survey, Tourism Research Australia, year ending June 2007 

UNITED KINGDOM (19%) 

SINGAPORE (4%) 

OTHER COUNTRIES (30%) 

19

Nature-based tourism activities 

Going to the beach is the most 

popular nature-based activity across 

all types of visitors. Bushwalking or 

rainforest walks, and visiting national 

parks or state parks are also popular. 

Overall, international visitors have 

a higher propensity to undertake 

nature-based tourism activities while 

on their trip, with 77 per cent of all 

international visitors undertaking at 


compared to 37 per cent of domestic 

visitors to Victoria (Table 2.1). 

Table 2.1 Domestic and international nature-based tourism activities 

Year ending June 2007 % of nature-based tourism visitors 

Nature-based activities Domestic overnight visitors Domestic day trip visitors International visitors 

Go to the beach (including swimming) 51% 46% 79% 

Bushwalking or rainforest walks 27% 16% 41% 

Visit national or state parks 22% 18% 69% 

Go fishing 13% 6% 6% 

Visit botanical or other public gardens 11% 11% 60% 

Other outdoor activities 8% 6% 10% 

Water activities or sports 8% 4% 9% 

Surfing 5% 5% 8% 

Snow sports 2% 1% 1% 

Go whale or dolphin watching 1% 1% 13% 

Snorkelling 1% 0% 18% 

Scuba diving 0% 0% 7% 

Source: International Visitor Survey and National Visitor Survey – year ending June 2007 


Visitation to the public land estate 

Victoria’s public land estate receives 

130 million visit days annually. 

National parks managed by Parks 

Victoria are the most visited parks in 

Australia with 28.6 million visits during 

the 2004–2005 financial year, followed 

closely by New South Wales. All other 

states and territories have a much 

lower number of visitors. A majority 

of visits to national and state parks 

are concentrated in less than 30 parks. 

Victoria’s national and state parks and 

the alpine resorts also attract different 

mixes of domestic and international 

visitors (Table 2.2). 

Visitation to significant nature-based 

tourism attractions 

These attractions have high levels of 

visitation and are significant regional 

nature-based tourism drawcards for 

international visitors (Table 2.3). 

Table 2.2 Mix of domestic and international visitors to key national parks and the alpine resorts 

Location Total visitor days % Victoria % Interstate % International 

Mornington Peninsula National Park 2,989,543 88.4 6.2 5.3 

Port Campbell National Park 1,955,025 33.8 34.9 31.3 

Dandenong Ranges National Park 1,882,303 92.2 2.4 5.5 

Grampians National Park 1,505,428 53.5 19.8 26.7 

Alpine Resorts – Winter 1,301,045 + 70.9 27.9 1.2 

Great Otway National Park 1,164,269* 93.0 5.0 2.0 

Alpine Resorts – Summer 722,268 ± 62.8 no data available 

Yarra Ranges National Park 714,967 91.3 7.5 1.3 

Wilsons Promontory National Park 398,470 78.6 7.7 13.7 

Gippsland Lakes Coastal Park 368,238 no data available 

Alpine National Park 304,201 78.7 18.8 2.5 

Croajingolong National Park 268,992 no data available 

Mt Buffalo National Park 183,943 77.0 20.7 2.3 

Mt Arapiles -Toan State Park 124,848 38.0 43.0 19.0 

Parks Victoria Visitor Survey, 2001; *Great Otway National Park Visitor Vehicle Monitoring Project, 2007; 

+ Economic Significance of the Australian Alpine Resorts, July 2006, Alpine Resorts Co-ordinating Council; ± Victorian Alpine Resorts Economic Significance Study 2000, July 2001, Alpine Resorts 

Co-ordinating Council. After 2001, Parks Victoria’s annual measurement of Visitation by individual park ceased in favour of measurements of the broader estate. 

Table 2.3 Mix of domestic and international visitors to significant nature-based tourism attractions 

Attraction Total visitor days % Victoria % Interstate % International 

Phillip Island Nature Park 688,621 + 37.2 14.1 48.7 

Healesville Sanctuary 302,826 51 19 30 

Otway Fly 170,000* 53.8 19.5 26.7 

Source: Visitation data has been supplied by each attraction for the year ending June 2007 + Total paying visitors. This visitation does not include visitors to free attractions, 

including The Nobbies, Cape Woolamai Pinnacle Walk and Rhyll Nature Walk. Total visitation to all attractions is approximately 1.1 million visitors. 

*Source: Since September 2003, visitation has averaged 160,000 to 170,000 per annum. 

21

Horse riding, High Country 



growth projections 

The strongest tourism growth for 

Victoria from 2006 to 2016 is forecast 

to come from international markets. 

International visitation to Victoria is 

forecast to grow from 1.11 million 

nature-based tourism visitors in 

2006 to 1.61 million by 2016 (Table 

2.4). China is expected to overtake 

the United Kingdom in 2016 as the 

largest source market for nature-based 

tourism visitors. The United Kingdom 

and North America are also showing 

strong growth and will remain core 

nature-based tourism source markets. 

However, realising or exceeding this 

projected growth depends upon 

addressing the issues identified in 

this strategy. 

Currently, international visitors 

account for 56 per cent of the share 

of domestic and international naturebased 

tourism visitor nights. In 2016, 

international visitors are estimated 

to account for 66 per cent of visitor 

nights in Victoria (Figure 2.7). Western 

hemisphere markets (Europe, North 

America and New Zealand) account 

for 45 per cent of all international 

nature-based tourism visitor nights 

in regional Victoria. 

Table 2.4 International overnight nature-based tourism (NBT) visitors to Victoria 2006 and 2016 

Key NBT international markets for Victoria Actual NBT visitors Forecast NBT visitors 

by country of origin 2006 2016 

United Kingdom 215,000 281,000 

China 124,000 409,000 

North America 139,000 192,000 

New Zealand 114,000 142,000 

Germany 51,000 73,000 

All international markets 1,113,000 1,606,000 

Source: International Visitor Survey, Tourism Research Australia 2006. 

2016 forecast is an estimate based on Tourism Forecasts June 2007, Tourism Forecast Committee, and data from the International Visitor Survey produced by Tourism Research Australia. 

Figure 2.7 Domestic and international share of nature-based tourism 

visitor nights in Victoria 

Percentage 

100 

90 

80 

70 

60 

50 

40 

30 

20 

10 

0 

(44%) 

(56%) 

2006 2016 

International Market Domestic Market 

Source: National and International Visitor Survey, Tourism Research Australia 2006; 

and Tourism Forecasts June 2007, Tourism Forecast Committee 

(34%) 

(66%) 

23

nature-based 

tourism marKets 

Consumers are seeking more experiences in unique locations, 

that are more memorable, engaging, intimate and highly personal. 

Nature-based tourism trends 

• There is growing concern related to the carbon emissions produced by 

long haul air travel in some international markets (UK and Europe). 

• Consumers are seeking environmentally sustainable experiences that 

protect biodiversity and take steps to limit their carbon footprint. 

• Short break stays of 2–4 days are increasing, with consumers undertaking 

one or two smaller breaks in favour of one long holiday. 

• Consumers are seeking more experiences in unique locations, that are 

more memorable, engaging, intimate and highly personal. 

• Travellers are increasingly interested in more socio-culturally acceptable 

tourism products, particularly local Indigenous cultures. 

• Climatic events, natural disasters and international disruptions will affect 

travel behaviour and industry viability. 

Figure 3.1 Which of Australia’s states and territories has world-class natural 

attractions? 

Percentage 


35 

30 

25 

20 

15 

10 

5 

0 

victoria 

northern 

territory 

queensland 


western 

australia 

tasmania 

australian 

capital 

territory 

south 

australia 

2001 2002 2003 2004 2005 2006 2007 

Source: Roy Morgan Brand Health Survey 2001–2007. 

Awareness of 

Victoria’s attractions 

Roy Morgan’s Brand Health Survey 

measures the current strength or 

health of Tourism Victoria’s brand and 

Victoria’s positioning as a destination 

offering world-class natural attractions. 

The latest results show that only 

8 per cent of those participating in the 

Brand Health Survey believed Victoria 

had world-class natural attractions 

(Figure 3.1). 

It is unclear if this refers to a low 

perception of Victoria’s natural 

attractions or if this refers to 

associated tourism facilities. For 

example, in 1996 the survey question 

was ‘unspoilt natural attractions’ and 

Tasmania was second only to the 

Northern Territory. 

Victoria’s regions associated with 

natural attractions, adventure activities 

and wildlife 

The Regional Awareness and Perceptions 

Survey is a study undertaken to test 

the awareness of holiday destinations 

in Victoria. The most recent results 

show a relatively consistent level of 

awareness in the association of naturebased 

tourism with Victoria’s regions 

including natural attractions, adventure 

activities and wildlife (Figures 3.2 to 3.4).

25 

Maits Rest, Great Otway National Park

Natural attractions 

In 2007, 31.3 per cent of respondents 

to the Regional Awareness and 

Perceptions Survey could not name a 

destination in Victoria associated with 

a natural attraction. The key campaign 

regions associated with natural 

attractions are the Great Ocean 

Road (40.4 per cent), Grampians 

(10.9 per cent) and Victoria’s High 

Country (9.9 per cent)(see Figure 3.2). 

Adventure activities 





adventure activities. The key campaign 

regions associated with adventure 

activities are the Grampians 

(9.7 per cent) and Victoria’s High 

Country (6.6 per cent) (Figure 3.3). 

Figure 3.2 Which places in regional Victoria do you associate with natural attractions? 

Percentage 


45 

40 

35 

30 

25 

20 

15 

10 

5 

0 

13.5% 

14.5% 

grampians 

10.9% 

7.7% 

7.2% 

6.5% 

yarra valley 

& dandenong 

ranges 

7.6% 

8.1% 

phillip island 

7.8% 

2003 2005 2007 

10.5% 

11.0% 

gippsland 

9.1% 

15.2% 

10.4% 

9.9% 

victoria’s 

high 

country 

3.0% 

3.0% 

mornington 

peninsula 

Figure 3.3 Which places in regional Victoria do you associate with adventure activities? 

Percentage 

90 

80 

70 

60 

50 

40 

30 

20 

10 

0 

11.0% 

10.5% 

grampians 

9.7% 

2.3% 

2.5% 

2.4% 

yarra valley 

& dandenong 

ranges 

0.6% 

1.3% 


1.7% 

2003 2005 2007 

3.3% 

5.4% 

gippsland 

3.1% 

12.0% 

10.0% 

6.6% 

victoria’s 

high 

country 

mornington 

peninsula 

3.2% 

3.4% 

2.1% 

goldfields 

goldfields 

4.3% 

39.3% 

41.6% 

great 

ocean road 

great 

ocean road 

40.4% 

4.6% 

4.8% 

5.2% 

the murray 

the murray 

2.3% 

2.2% 

2.0% 2.3% 

daylesford 

& the macedon 

ranges 

daylesford 

& the macedon 

ranges 

32.2% 

32.5% 

31.3% 

none/ 

can’t say 

Source: Regional Awareness and Perceptions Survey 2003, 2005, 2007 Roy Morgan Research. 

0.2% 

1.5% 

2.3% 

0.7% 

0.7% 

0.9% 

2.4% 

6.0% 

5.2% 

3.2% 

3.0% 

2.0% 

0.8% 

0.7% 

0.2% 2.3% 

70.5% 

68.4% 

71.6% 

none/ 

can’t say 

Source: Regional Awareness and Perceptions Survey 2003, 2005, 2007 Roy Morgan Research.

Percentage 

60 

50 

40 

30 

20 

10 

0 

Koala Conservation Centre, Phillip Island 

Figure 3.4 Which places in regional Victoria do you associate with wildlife? 

9.2% 

7.9% 

grampians 

8.0% 

20.3% 

20.5% 

18.4% 

yarra valley 

& dandenong 

ranges 

11.1% 

13.3% 


11.7% 

2003 2005 2007 

7.9% 

8.3% 

gippsland 

4.6% 

5.1% 

4.4% 

3.4% 

victoria’s 

high 

country 

0.6% 

0.9% 

mornington 

peninsula 

1.4% 

1.9% 

2.0% 

goldfields 

2.7% 

4.1% 

5.5% 

great 

ocean road 

4.3% 

3.0% 

3.6% 

2.3% 

the murray 

0.5% 

1.0% 

0.6% 

daylesford 

& the macedon 

ranges 

The Nobbies, Phillip Island 

51.5% 

48.7% 

50.3% 

none/ 

can’t say 

Source: Regional Awareness and Perceptions Survey 2003, 2005, 2007 Roy Morgan Research. 

Wildlife 





wildlife. The key campaign regions 

associated with wildlife are Yarra Valley 

and Dandenong Ranges (18.4 per cent), 

Phillip Island (11.7 per cent) and 

Grampians (8.0 per cent) (Figure 3.4). 

27

Identifying target markets 

Nature-based tourism activities are 

diverse, with some requiring specialised 

skills and equipment. No single naturebased 

tourism experience can be all 

things to all people. 

Target markets are the portion of the 

prospective total market of visitors 

to Victoria that are more likely to be 

interested in nature-based tourism 

experiences. The use of target markets 

is not a means to exclude other 

groups. Target markets help focus the 

efforts of government and industry to 

grow nature-based tourism experiences 

that will cater to the forecast growth 

in visitation, boost visitor satisfaction, 

and provide the maximum economic 

returns for Victoria. 

Nature-based tourism visitor segments 

Roy Morgan Values Segments is a 

framework for looking at the Australian 

population in groups or segments 

according to similar preferences, needs 

or motivations. Roy Morgan Values 

Segments provides insight into how 

people think, what motivates them to 

act, how they perceive themselves (at 

work/at home), the self-image they 

want to project, what they seek in 

life and their aspirations, what type 

of communication is likely to 

motivate them, and what channels 

of communication can effectively 

reach them. 

Table 3.1 Roy Morgan Values Segments for nature-based tourism 

Roy Morgan values segments Characteristics Nature-based product match 

Socially Aware 

14% Australian population 

18% Visitors to Victoria 

18% Visitors to regional Victoria 

Visible Achievement 




Traditional Family Life 




Young Optimism 





• Social issues orientated 

• 35-49 years of age 

• Politically/community active 

• Upmarket professionals 

• Wealth managers 

• Success and career driven 


• Recognition and status seekers 

• Good family living 

• Wealth creators 

• Retired middle Australia 

• 50+ years of age 

• Family focused lives 

• Cautious of new things 

• Passive income earners 

• Young and progressive 


• Experimental lifestyle 

• Seek new and different things 

• Trend setters 

• Ecotourism (19%) 

• Adventure tourism (20%) 

• Extractive tourism (8%) 

• Snow skiing / Snowboarding (28%) 

• Native Wildlife (14%) 
















Source: Roy Morgan Values Segments developed in conjunction with Colin Benjamin of the Horizons Network. 

Nature retreats cannot be easily defined using the Holiday Tracking Survey data. Year ending June 2006, except ‘Snow Skiing/Snowboarding’ which are for April 2000 – June 2007 

due to sample size. 

Table 3.1 lists the four values segments 

identified as nature-based tourism 

visitor target markets and their 

propensity to undertake different types 

of nature-based tourism products.

Types of nature-based tourism participants 

Nature-based tourism participants 

can be divided into two types: ‘skilled 

in nature’ and ‘comfort in nature’. 

Skilled in nature nature-based tourism 

participants tend to have a high level of 

interest and knowledge of the activity, 

seek out hard physical challenges, are 

prepared to stay in more remote 

locations with limited or no facilities, 

will travel to destinations solely to 

undertake the activity, and are more 

likely to be self-guided. Skilled in nature 

participants represent 15 per cent 

of nature-based tourism visitors and 

overall are lower yield. 

Comfort in nature nature-based 

tourism participants have a more 

casual interest but do seek out 

immersive experiences in the natural 

environment that provide learning 

opportunities. These participants 

will undertake activities for shorter 

durations, many lack the skills to 

undertake the activities without 

a guide, they require appropriate 

accommodation and facilities, and 

make up a large proportion (85 per 

cent) of the market for nature-based 

tourism. They seek out a broader 

range of tourism experiences, including 

food and wine and cultural heritage 

Comfort in nature participants are a 

higher yielding market. 

Figure 3.5 Roy Morgan Values Segments by comfort and skilled in nature participants 

Skilled in nature 

Comfort in nature 

0 20 40 60 80 100 

Percentage 

Source: Holiday Tracking Survey, Roy Morgan Research, year ending June 2006 (latest available) 

Skilled in nature and comfort in nature 

participants represent a different mix 

of the Roy Morgan Values Segments 

(Figure 3.5). 

Tourism Australia’s experience seeker 

target market also mirrors this approach 

by focusing on higher yielding target 

markets. 

Tourism Australia has identified the 

experience seeker as the ideal target 

market, which has a greater propensity 

to enjoy what Australia offers. 

This segment constitutes 30 to 50 per 

cent of all potential long haul outbound 

travellers from key source markets. 

The following traits identify the 

experience seeker target market: 

• seeking authentic personal 

experiences 

• engaging with the locals 

• active learning 

• adventurous 

• variety of experiences on any 

single trip 

• contrasting experiences compared 

with their day-to-day lives. 

Basic needs 

Fairer deal 

Traditional family life 

Conventional family life 

‘Look at me’ 

Something better 

Real conservatism 

Young optimism 

Visible achievement 

Socially aware 

For nature-based tourism, Tourism 

Australia will be targeting the ‘Nature in 

Australia’ experience seeker as part of 

their Australian Experiences Campaign. 

Nature in Australia experiences are 

those that are easily accessed and offer 

the consumer the chance to learn 

about plants and wildlife that cannot be 

found anywhere else in the world. 

Victoria’s Nature-based Tourism Strategy 

2008–2012 will complement this 

campaign by targeting this market. 

29

d e s t i n a t i o n P l a n n i n g , 

d e v e l o P m e n t a n d 

management 

Successful nature-based tourism destinations exemplify 

collaborative planning, resulting in the management and 

delivery of holistic experiences. 


Strategy recognised the importance 

of improving engagement and 

partnerships by all levels of government 

with communities and the industry 

in relation to destination planning, 

development and management. This 

is critical for nature-based tourism as 

the industry relies on a mix of public 

natural attractions (such as national 

parks) and small-scale private businesses 

(such as bushwalking activities). 

Sustainable destination planning, 

development and management of 


should go beyond individual national 

parks or iconic natural attractions 

and adopt a landscape approach. 

This approach will encourage greater 

collaboration between all stakeholders 

that govern, preserve and promote the 

entire destination. 

Planning for a range of visitors 

A holistic landscape approach will 

also balance the provision of access, 

activities, amenities and accommodation 

for a range of tourism, education and 

recreational visitors against natural and 

cultural conservation outcomes. The 

siting of higher yield facilities should 

also take other visitors to the area 

into account. For instance, demarcating 

high and low yield products from one 

another in order to prevent some 

visitors feeling like ‘second class citizens’. 

Planning for a range of visitors will 

recognise the opportunity to create 

a range of facilities which may be 


in distinct and separate locations to 

ensure the satisfaction of all visitors. 

The five A’s of a destination 

For Victoria to develop successful 

nature-based tourism destinations and 

experiences, gaps in the five A’s or 

critical parts of a destination must be 

taken into account (see Figure 4.1). 

The five A’s are: 

• attractions 

• access 

• activities 

• amenities 

• accommodation. 

Victoria is well endowed with natural 

attractions; however, there are 

many access, activity, amenity and 

accommodation gaps around natural 

attractions. Any attempts to grow 

Victoria as a competitive nature-based 

tourism destination will be hindered 

if these gaps are not addressed, no 

matter how great the natural attraction. 

Creating engaging nature-based 

tourism experiences 

Visitors are demanding more engaging 

nature-based tourism experiences 

based on a destination’s natural and 

cultural heritage. The five A’s of a 

destination lay the foundations for 

creating these experiences. 

Critical components of engaging 


include: 

• high quality hospitality and services 

• high levels of guided and 

signed interpretation 

• evidence of a ‘return’ to the 

environment through sustainable 

practices and adopting appropriate 

carbon reduction initiatives 

• environmentally sustainable design 

• creating ‘a sense of place’ which 

is a unique connection to the 

destination’s natural and cultural 

environment built into products 

and infrastructure 

• interacting with locals 

• offering value added products 

• linking nature-based tourism 

experiences with other 

tourism sectors. 

For example, the bed is not the 

‘point of appeal’ for nature-based 

tourism accommodation, but instead 

the appeal is the experience on offer 

with the accommodation. 

‘The most important thing of an 

eco-lodge is that it is not the most 

important thing.’ Hector Ceballos- 

Lascurian, who in 1983 coined 

the term ‘ecotourism’. 

Linking and 

integrating experiences 

Linking and integrating nature-based 

tourism with Victoria’s tourism product 

strengths of food and wine, history and 

heritage, events and touring is a way to 

incorporate value added products into 

nature-based tourism experiences and 

further extend Victoria’s competitive 

positioning. Figure 4.2 shows how 

nature-based tourism experiences can 

be linked and integrated with other 

tourism sectors.

Figure 4.1 Five A’s of a destination – the foundations for creating engaging nature-based tourism experiences 

a c c e s s 

(Primarily public) 

Airports, roads, tracks, and trails 

both to and within the destination 

and to the attraction. 

There is good air access to Melbourne 

Airport and some conflicting access 

issues on tracks and trails. 

a c c o m m o d at i o n 

(Private and public) 

Wilsons Promontory NP (236 beds) 

is the largest. A handful of small 

privately run (4 or less units), 

e.g. Aquila Eco-lodges. 

at t r ac t i o n s 

(Primarily public) 

Twelve Apostles, Phillip Island Nature 

Parks, Grampians National Park. 

Most are on Victoria’s public lands 

and with the highest valued attractions 

protected within national parks. 

Creating Engaging 

Experiences 

through Interpretation, 

Service, Infrastructure, 

Sense of Place 

connected to the Five A’s 

a m e n i t i e s 

(Private and public) 

Food and visitor services, park visitor 

information and interpretive centres, 

public toilets, transport. 

Amenities are limited around 

natural attractions. 

ac t i v i t i e s 

(Primarily private) 

Bushwalking, nature observation, 

native wildlife viewing, guided interpretation. 

Most nature-based tourism businesses 

in Victoria are activity providers. 

Figure 4.2 Linking and integrating experiences 

31

Strengths, weaknesses, 

opportunities and threats 

(SWOT) analysis 

An analysis of Victoria’s nature-based 

tourism industry identifies the 

strengths of the industry, weaknesses 

creating barriers for growth, industry 

opportunities and potential external 

threats (Table 4.1). 

Table 4.1 SWOT Analysis of nature-based tourism (NBT) in Victoria 

STRENGTHS WEAKNESSES 

• The quality and diversity of Victoria’s ecosystems 

• The accessibility of Victoria’s natural environments 

• Victoria’s range of national parks and public lands (33 per cent of the State) within a compact 

and easily toured state 

• Projected growth rates and economic value of NBT 

• The product strength of bushwalking and the existing network of 2,000 trails 

of 8,000 kilometres in length 

• Key government stakeholders,Tourism Victoria, Parks Victoria, and the Department of Sustainability 

and Environment (DSE), working in collaboration to grow, manage and facilitate NBT sustainably 

• Melbourne is an international gateway to Australia, second only to Sydney 

• Internationally known icons and high international visitation, such as: 

Phillip Island Nature Parks, Port Campbell NP and Grampians NP. 

OPPORTUNITIES THREATS 

• Increasing the take-up of sustainable practices and carbon reduction initiatives by operators 

and communities 

• Increasing communication to potential visitor markets on initiatives adopted by the NBT industry 

to minimise its impact on climate change and protect biodiversity 

• ‘Land Bank’ of sites to be identified for potential government and private sector investment – 

Moving Forward Provincial Victoria Statement 

• Increasing native wildlife tourism products across Victoria 

• Linking and integrating experiences with Victoria’s tourism strengths 

• Great Ocean Walk and its potential to become one of Australia’s premier flagship walks 

with complementary roofed accommodation 

• Increasing guided interpretation offerings by Parks Victoria and commercial operators 

• Increasing the financial sustainability of existing operators 

• Increasing partnerships with Aboriginal communities 

• NBT complementing Victoria’s environmental sustainability framework, Our Environment Our Future 

• Developing a small suite of high yielding products in spectacular settings 

• Increasing conservation and volunteer tourism products across Victoria. 


• High yield initiatives of past NBT and/or related plans and strategies have not been completed 

• Lack of brand awareness and low consumer perceptions of NBT 

• Low yield products and low international visitor expenditure in provincial Victoria 

• A fragmented NBT industry 

• Lack of coordination between the tiers of government, industry, and communities 

• Limited private investment due to a range of factors, with significant barriers including the lack of 

tenure matched to return on investment and barriers to public-private partnerships on public lands 

• Lack of competitive destinations meeting all of the 5 A’s, particularly NBT accommodation in 

spectacular natural environment settings 

• Lack of ongoing funding to maintain and upgrade public visitor infrastructure and assets 

• Lack of products to cater for ‘comfort in nature’ visitors 

• Price sensitivities and appropriate accommodation for certain international markets, 

for example, China 

• Capacity issues at existing national park roofed accommodation 

For example, a 76 per cent occupancy rate at Tidal River (Wilsons Promontory NP) 

primarily by repeat intrastate visitors. 

• Potential international visitors are being discouraged to fly to long haul destinations like Australia 

due to the impact of the carbon emissions produced by air travel 

• Visitors will go to other destinations where NBT experiences meet market demands 

• Worldwide competition from other NBT destinations that have high quality sustainable facilities 

in spectacular natural environments 

• Low investor confidence in NBT in Victoria 

• Low cost carriers for air travel 

• Victoria is prone to climatic events including drought, bushfire and floods 

• Environmental advocacy groups may see NBT as commercialising Victoria’s public land estate 

and impeding on the equity of access for Victorians 

• Time needed to develop infrastructure and products 

• The value of tourism remaining low with regional communities 

• Lifestyle properties due to the ‘sea change/tree change’ migration out of urban centres putting 

pressure on Victoria’s natural environments outside existing settlements.

Table 4.2 Diversity of Victoria’s nature-based tourism (NBT) assets 

Tourism region Attractions and activities Types of NBT Key public lands 

Great Ocean Road 

Regional hubs - Lavers Hill, Port Campbell* 

Grampians 

Regional hubs - Grampians National Park* 

(Halls Gap and Dunkeld) 

Phillip Island 

Gippsland 

Regional hubs - Mallacoota*, Wilsons Promontory*, 

Gippsland Lakes*, Erica/Rawson/Walhalla, Omeo 

Victoria’s High Country 

Regional hubs - Bright* and Mansfield 

Yarra Valley and Dandenong Ranges 

Regional hub - Warburton/Marysville* 

Mornington Peninsula 

Regional hub - Sorrento/Portsea 

The Murray 

Regional hubs - Mildura and Barmah 

Goldfields 

Regional hub - Castlemaine 

Melbourne and Surrounds 

Regional hub - Queenscliff and Daylesford 

* Identified in Regional Tourism Development Plans 

Twelve Apostles, Otway rainforest, Great Ocean 

Walk, Otway Fly, coastal scenery, whales, Great 

Southwest Walk, Lower Glenelg River canoeing, 

bird watching at Point Danger (Portland), seals 

(Cape Bridgewater), whale watching (Portland 

and Warrnambool), Worn Gundidj (native wildlife 

and Aboriginal cultural heritage), mountain biking 

(Otways), surfing 

Flora and fauna, Aboriginal cultural heritage, 

Brambuk, scenic mountain landscape, bushwalking, 

climbing, 4WD, mountain biking, spring wildflowers, 

native wildlife, land-based adventure, rock climbing 

Extractive (fishing)*, Ecotourism (including 

Aboriginal cultural heritage)*, Adventure 

Nature retreats 

Ecotourism (including Aboriginal cultural 

heritage)*, Adventure*, Nature retreats* 

Wildlife - penguins, seals, koalas, bird life, surfing Ecotourism, Adventure, 

Native wildlife parks and gardens 

Bird watching, wilderness, rainforest, Gippsland 

Lakes, native flora and fauna, Krowathunkooloong 

Keeping Place, water-based adventure, Prom 

Circuit (Lighthouse) Walk, Great Walhalla Alpine 

Trail, Wilderness Coast Walk, Rail Trails, Mt Baw 

Baw, Deddick Trail (4WD), Snowy River and Mitta 

Mitta River 

Alpine and adventure, alpine wilderness, ski 

touring, skiing, abseiling/climbing, horse riding, 

mountain biking, bushwalking, Mt. Buffalo, 

Australian Alps Walking Track, white water 

rafting Goulburn and King rivers 

Wildlife, Healesville Sanctuary, Puffing Billy steam 

train*, Lilydale-Warburton Rail Trail, wineries, 

hilltop gardens, boutique facilities, Skywalk, cross 

country skiing, walking 

Marine activity, maritime heritage, surfing, Royal 

Botanic Gardens Cranbourne, dolphin swimming, 

scuba diving, Cape Schanck lighthouse, Two Bays Walk 

Victoria’s Outback, Murray River, Aboriginal 

cultural heritage, Ned’s Corner - private 

conservation land, Red gum wetlands, bird 

watching in the Northwest 

Extractive (fishing)*, Ecotourism (including 

Aboriginal cultural heritage)*, Adventure* 

Nature retreats* 

Adventure*, Extractive (fishing)*, 

Nature retreats* 

Extractive (fishing), Native wildlife parks and 

gardens, Nature retreats 

Water-based adventure, 

Native wildlife parks and gardens 

Water-based adventure*, 4WD, Ecotourism 

(including Bird watching and Aboriginal cultural 

heritage)*, Extractive tourism (fishing) and 

Nature retreats 

Port Campbell National Park*, Great Otway 

National Park*, Bay of Islands Coastal Park*, 

Twelve Apostles Marine National Park*, 

Discovery Bay Coastal Park*, Tower Hill State 

Game Reserve*, Mount Eccles National Park/ 

Lake Condah, Bell’s Beach, Johanna Beach, Cape 

Bridgewater 

Grampians National Park*, 

Mt Arapiles -Toan State Park* 

Phillip Island Nature Parks*, Cape Woolamai 

Croajingolong National Park*, Wilsons 

Promontory National Park*, Baw Baw National 

Park (Alpine Resort)*, Alpine National Park, Tarra 

Bulga National Park, Cape Conran Coastal Park*, 

Buchan Caves*, Gippsland Lakes Coastal Park, 

Ninety Mile Beach 

Alpine National Park*, Alpine Resorts*, 

Mt Buffalo National Park* 

Yarra Ranges National Park, Dandenong Ranges 

National Park, Healesville Sanctuary* 

Port Phillip Heads Marine National Park, Port 

Phillip Bay foreshore, Mornington Peninsula 

National Park, Point Nepean National Park 

Mungo National Park (NSW)*, Barmah State 

Park*, Barmah State Forest (including Dharnya 

Centre), Murray River Reserve, Nyah and Vinifera 

State Forests* 

Pioneer heritage, gold panning Extractive tourism (gold panning and fossicking) Great Dividing Trail, Box-Ironbark National and 

State Parks 

Melbourne gateway city, bird watching near 

Werribee, dolphin swimming, scuba diving, fishing 

Water-based ecotourism Port Phillip Heads Marine National Park, Port 

Phillip Bay and foreshore, Great Dividing Trail 

33 

Victoria’s nature-based 

tourism assets 

Table 4.2 highlights the diversity of 

nature-based tourism assets in Victoria, 

supporting the potential for growth in 

this tourism sector.

strategic directions 

Steps to achieve the vision 

Five directions have been identified 

to achieve Victoria’s vision for naturebased 

tourism. These directions require 

a strong collaborative approach from 

government, industry and community. 

Key nature-based tourism issues 

Following extensive research and 

consultation, a number of top-line issues 

that are impeding nature-based tourism 

growth were identified. These include: 

• lack of a fully integrated policy 

and planning framework to enable 

private nature-based tourism 

investment (‘enabling environment’) 

• low consumer awareness and 

perception of Victoria as a naturebased 

tourism destination 

• limited coordination and focus on 

sustainable destination planning, 

development and management 

of key nature-based tourism 

destinations, in parks and 

outside parks 

• lack of a unique brand to position 

Victoria in a competitive marketplace 


• Victoria’s national parks attract the 

highest park visitor numbers in 

Australia (28.6 million to protected 

area parks in 2004–2005) but are 

failing to capture yield 

• high yield product gaps including 

accommodation, activities and 

amenities surrounding key 

natural attractions 

• undersupply of experiences to 

cater to current and emerging 

international nature-based 

tourism markets 

• low visitor expenditure in regional 

Victoria, particularly international 

visitor expenditure, which averages 

$742 per visitor (although this 

varies significantly across regions) 

compared to Melbourne at $1,972 

per visitor 

• the financial viability of existing 

businesses 

• industry fragmentation and lack 

of an industry voice within and 

to government 

• the financial sustainability 

of Victoria’s public land 

infrastructure assets 

• a low significance placed 

on nature-based tourism by 

some communities. 

Key directions and action plans 

Five key directions and action plans 

have been developed following 

preliminary consultations, reference 

group meetings, and internal 

government consultations. 


1. Creating supportive frameworks 






4. Facilitating viable and innovative 

businesses 

5. Effective marketing 

Each direction has an action plan 

that lists recommended actions in 

order of priority and represents the 

core process towards implementing 

this strategy. Clear and measurable 

responsibilities will ensure accountability 

for the delivery of individual actions. 

Actions have been assigned to a range 

of stakeholders.

35 

Ballooning, Mansfield. Photographer: Rob Blackburn.

DIRECTION 1 

Creating supportive frameworks 



Strategy draws attention to the need 

for greater coordination across 

government to enable and attract 

tourism investment. A coordinated 

government approach is needed to 

provide suitable commercial investment 

frameworks for nature-based tourism. 

Direction 1 – Creating supportive 

frameworks and partnerships will create 

an ‘enabling environment’ using a range 

of policy and planning tools to attract 

private investment and maintain the 

integrity of the natural environment. 

Any developments supported under 

this strategy in parks will be regulated 

under the National Parks Act 1975 and 

will be required to adhere to the 

objectives of the Act. 

OBjECTIVES 

The objectives for this direction are to: 

• raise the profile of nature-based 

tourism within government 

• set clear parameters around 

nature-based tourism development 

• establish commercial frameworks 

to facilitate private investment that 

provides returns to government, 

communities and the environment 

• increase nature-based tourism 

investor confidence 

• increase the financial sustainability 

of parks 

• facilitate public-private partnerships* 

• enhance the equity of access to 

Victoria’s public lands. 

* Public-private partnerships, as it is used in this strategy 

refers to facilitated private investment on public land. 

Table 5.1 Destinations with high yield nature-based tourism facilities in parks 

High yield roofed accommodation walks 


ISSUES 

The main areas requiring action under 

Creating supportive frameworks and 

partnerships in this strategy are: 

• lack of an enabling environment 

to attract private investment 

• limited tenure on public land leases 

and tour operator licences 

• policy barriers for the creation 

of new public-private partnerships 

in parks 

• planning provisions 

• fragmented industry with a lack 

of voice to government 

• nature-based tourism businesses 

enhancing the equity of access 

to parks 

• insufficient resources due to low 

visitor entry revenue and lack of 

direct reinvestment opportunities 

for parks. 

Lack of an enabling environment 

to attract private investment 

Improvements to Victoria’s current 

policy and land use planning framework 

will advance opportunities for the 

creation of a small number of high 

yield, quality, nature-based tourism 

facilities, including flagship walks with 

roofed accommodation, eco-lodges 

and park visitor facilities around 

Victoria’s natural attractions. 

An ongoing concern has been that 

key actions in past plans and strategies 

have not been implemented, including 

flagship walks, nature-based tourism 

accommodation and public-private 

partnerships for visitor facilities 

associated with parks. Currently, Victoria 

is facing competition from other 

destinations, particularly those which 

are developing high quality tourism 

facilities in national parks (Table 5.1). 

Western 

Victoria Tasmania Australia New Zealand 

No Yes No Yes 

High profile nature-based tourism accommodation No Yes Yes Yes

Nature-based tourism facilities must 

provide a ‘connection’ to Victoria’s 

natural attractions, with many of the 

most significant located in national 

parks. The first vital step is siting the 

facility with a view of, or over, the 

attraction that does not impinge on 

the natural environment. A ‘sense of 

place’ for visitors is a combination of 

this connection and the design of a 

facility specific to the natural and cultural 

features of the attraction (Case study 1). 

CASE STUDY 1: Creating a ‘sense of place’ 

Brambuk – the National Park and Cultural Centre 

Nature-based tourism facility 

development needs to be seamless 

on and around Victoria’s public lands 

as the boundary of a national park is 

less significant to visitors than providing 

them with a ‘sense of place’. 

For instance, multi-day walking 

activities with supporting roofed 

accommodation are more difficult 

to site outside of parks as many of 

Victoria’s high profile walks are located 

at a distance from the boundary of 

The partnership between Parks Victoria and five Koori Aboriginal communities 

creates a distinctive and unique theme and ‘sense of place’ for visitors to the 

Grampians National Park blending the natural environment and Koori heritage. 

Brambuk-the National Park and Cultural Centre building design is based on a 

Cockatoo, providing both a natural and cultural connection to the Grampians 

for visitors. 

the park (for example, the Wilderness 

Coast Walk at Croajingolong National 

Park or the Australian Alps Walking 

Track in the Alpine National Park). 

Environmental impacts for all projects 

in parks will be assessed with rigour 

and will follow policy and development 

guidelines related to the design, siting 

and style of the proposed facility. 

Private investment into any new 

large scale facility, particularly 

accommodation other than adaptive 

re-use of existing infrastructure, should 

be sited outside of the park. 

Limited tenure on 

public land leases 

A significant factor contributing to low 

investor confidence in nature-based 

tourism is the perception that Victoria 

does not provide sufficient lease terms 

to facilitate private investment in public 

land projects or to match lease terms 

to return on investment. Nature-based 

tourism investors are concerned about 

the return on investment due to 

infrastructure costs in isolated 

locations, seasonality, and attracting 

and accommodating the right staff. 

In Victoria, lease terms are generally 

between seven and 21 years on 

reserved public land. An outline of 

Victoria’s current leasing provisions is 

included in Table 5.2. 

Limited tenure has been identified as a 

significant issue for Australia particularly 

in national parks in the National Tourism 

Investment Strategy and the Tourism 

and Transport Forum’s Natural Tourism 

Partnerships Initiative. Table 5.3 provides 

a comparison of land tenure in national 

parks by state/territory/country. 

Victoria is progressing legislative 

amendment and policy guidelines to 

increase maximum lease terms to 65 

years under the Crown Land (Reserves) 

Act 1978 and the Forests Act 1958. 

Supporting policy principles will guide 

the length of lease appropriate to the 

level of sustainable development and 

investment. 

Tour operator licences 

The current maximum licence term 

for a tour operator on public land 

is three years. The Directions Paper 

for the Public Land Tour Operator and 

Activity Provider Licence Reform Project 

supported increasing the maximum 

licence term in order to improve 

opportunities for industry investment, 

provide greater business security, 

enable licensees to forward sell into 

the international marketplace and to 

provide a benefit for operators with 

certification. 

Victoria is progressing legislative 

amendment and policy guidelines to 

increase licence terms for operators to 

a maximum of 10 years linked to triple 

bottom line certification. 

37

Table 5.2 Victoria’s public land policy and legislative framework 

Public land % of base Visitor no. Acts and objectives Leasing provisions 

Protected areas 

40 national parks, 27 state parks, 3 wilderness 

parks, 24 marine national parks and sanctuaries, 

and other protected area reserves 

State forests 

Alpine resorts 

Coastal foreshore reserves 

Unreserved Crown land 

46% 11% 

43% 3% 

1.3% 1% 

1% 70% 

6.5% n/a 

This table does not include metropolitan parks and some classes of reserved Crown land, such as Mechanic’s Institutes, cemeteries and schools. 

Source: Sustainable Recreation and Tourism on Victoria’s Public Land Policy 2002 and National Parks Act Annual Report 2007 

Table 5.3 A snapshot of current maximum tenure in national parks by jurisdiction 

Victoria New Zealand Parks Australia Tasmania Western Australia South Australia Queensland 

20 years* No maximum No maximum 99 years 42 years (21+21)+ No maximum 99 years 

*While there is provision for longer lease terms in other jurisdictions, they are usually on a case-by-case basis, are subject to specific criteria and have to be consistent with the management plan for the area. 

+ The Western Australia government is considering removing this cap on tenure. 


National Parks Act 1975 to preserve, protect and 

responsibly manage the natural condition of the land, 

Indigenous flora and fauna and cultural features as well 

as public access for the study of ecology, geology, botany, 

zoology and other sciences relating to the conservation 

of the natural environment. 

Forests Act 1958 to manage for multiple use including 

sustainable timber harvesting, resource extraction, 

conservation, water production, and a range of tourism 

and recreation uses. 

Alpine Resorts (Management) Act 1997 to manage Victoria’s 

six alpine resorts. 

Coastal Management Act 1995 to protect coastal values, 

facilitate public access to and along the coast and allow for 

appropriate use and development along the coast. 

Land Act 1978 relates to the sale and occupation 

of Crown lands. 

The Minister for Environment may grant a lease for: 

(a) a period of up to 20 years for use as a kiosk, cafe or 

store or for scientific research or for a ski tow 

(b) a period of up to seven years for a camping ground or 

building in the park. 

(c) Specific leasing provisions apply for: 

• Cape Otway Lighthouse (S29B - 21 years) 

• Mt Buffalo (S 31AA - 21 years) 

• O’Shannassy Lodge (S 31 AB - 21 years) 

• Arthur’s Seat Chairlift (S32CA -20 years) 

The maximum lease terms available under the Forests Act 

vary from 21 to 75 years. Most leases under the Forests 

Act are restricted to a maximum term of 21 years. 

Board, with approval of the Minister for Environment, can 

lease up to 50 years. 

There are nine separate leasing provisions under the 

Crown Land (Reserves) Act. Most leases are restricted to a 

maximum term of 21 years 

Leases may be issued for up to 21 years for any purpose, 

up to 50 years for commercial or industrial purpose, and 

up to 99 years for buildings of a substantial nature (either 

existing or erected under the lease) for commercial or 

industrial purpose.

Barriers for the creation of new 

public-private partnerships in 

national parks 

The current policy framework guiding 

tourism facilities in national parks and 

other public land is the Sustainable 

Recreation and Tourism on Victoria’s 

Public Land Policy (2002). 

Policy Statement 3.6 states: 

‘Major new tourism facilities to service 

visitors to national parks and other 

areas managed under the National 

Parks Act 1975 will be sited outside 

the parks except where the ‘principles’ 

are met and there is community and 

stakeholder support. Any such facilities 

within national parks will be owned 

and developed by the Government.’ 

This policy is limiting public-private 

partnerships within parks as any level 

of private investment into new tourism 

facilities is essentially discouraged. Also, 

a tourism facility is not defined in the 

policy, leaving it unclear that a tourism 

facility includes accommodation. 

Under the new strategy it is 

recommended that current policy 

be reviewed to better enable the 

siting of tourism facilities in or 

adjacent to national parks and to 

incorporate clear guidelines regarding 

appropriateness, size and style. The 

strategy recommends that any new 

‘principles’, such as facilitating publicprivate 

partnerships, are aligned to the 

Sustainable Recreation and Tourism on 

Victoria’s Public Land Policy, which 

includes that the use: 

• accords with the legislative objectives 

under which the land is reserved 

• is consistent with ecologically 

sustainable development objectives 

and principles 

• can demonstrate a need and strategic 

imperative 

• provides a net public benefit 

• has community and stakeholder 

support. 

Allowing a small, finite number of 

high quality nature-based tourism 

activity providers to develop products 

with purpose built demountable 

accommodation and/or standing camps 

in or adjacent to parks will create a 

significant competitive advantage for 

Victoria. Tasmania, New Zealand and 

Western Australia have excelled at 

creating high yield experiences in 

protected areas, such as multi-day 

bushwalks with roofed accommodation 

(Bay of Fires, Tasmania) and demountable 

eco-lodges (Ningaloo Reef Retreat, 

Western Australia). These experiences, 

though small in scale, have dramatically 

raised the profile of their destinations, 

have consistently attracted high profile 

media attention, and serve as ‘hero shots’ 

in national and state tourism campaigns. 

Common themes for successful publicprivate 

partnerships is that they result in 

some public good, including enhancing 

conservation, providing economic and 

socials benefits, diversifying revenue 

streams to the park, and recognising 

traditional owners. 

Planning provisions 

New rural zones were introduced to 

the Victoria Planning Provisions in 2004, 

recognising the importance of farming 

to the State as an industry and to 

provide greater protection for productive 

agricultural land. The former Rural Zone 

has now been replaced by the Farming 

Zone and the Environmental Rural Zone 

by the Rural Conservation Zone. 

The transition to the new zones has 

presented a barrier to private investment 

into nature-based tourism experiences on 

land adjacent to national parks, as most 

private land around Victoria’s key naturebased 

tourism attractions is primarily 

Farming Zone, providing mostly for 

farming and conservation of natural values. 

Landowners within the Farming Zone and 

the Rural Conservation Zone may apply 

for a permit for a range of small to medium 

sized farming-related tourism uses, such as 

farm-stays, restaurants, taverns, farm produce 

sales and small-scale tourist accommodation 

with up to six self-contained dwellings. 

It is important that the planning framework 

fosters the development of a diverse 

scale of nature-based tourism attractions 

and products. Around the world, naturebased 

tourism accommodation has been 

developed, providing for differing levels of 

need, with up to 30 dwellings, including 

a central amenity/restaurant area, in 

some places, such as Silky Oaks Lodge 

in Queensland, Longitude 131 in the 

Northern Territory and Maho Bay in the 

US Virgin Islands, USA. 

The establishment of larger scale 

tourism uses or a more diverse mix of 

tourism and recreational uses is best 

achieved through the Rural Activity Zone. 

This zone can specifically provide for 

nature-based tourism attractions where 

appropriately located and designed. 

The Government has funded the Rural 

Land-Use Planning Program so that 

councils can advance necessary strategic 

planning work to better apply the new 

rural zones, and hence facilitate naturebased 

tourism developments. Guidance is 

provided in the Victoria Planning Provisions 

Practice Note ‘Applying the Rural Zones’ to 

encourage tourism and recreation uses, 

while having regard to environmental, 

landscape and cultural values of an area. 

The Rural Land-Use Planning Program 

will need to more effectively respond 

to nature-based tourism issues and 

priorities, including in providing guidance 

about what constitutes ‘appropriate areas’ 

in order to make strategic decisions 

that balance agricultural production and 

nature-based tourism activities. 

fragmented industry lacks 

voice to government 

Government acknowledges the naturebased 

tourism industry should have a 

voice within government and that the 

industry is fragmented. This strategy 

seeks to increase the voice of the 

industry within government in relation 

to policy issues that affect the viability 

of the industry, and to improve industry 

representation to government. 

39

Enhancing the equity 

of access to parks 

Although the prime role of public lands 

under the National Parks Act 1975 is to 

protect the natural environment, the 

Act provides opportunities for all to 

access and enjoy parks. This strategy 

will maintain the principle of equity of 

access and national parks will remain 

open and accessible to everyone. 

Nature-based tourism can improve 

the equity of access to Victoria’s public 

lands for those who do not have the 

necessary skills, physical fitness or 

age to safely undertake nature-based 

tourism activities without a skilled guide. 

As well, some nature-based tourism 

experiences can also be developed 

to support the core role of the Act; 

for example, Conservation Volunteers 

Australia Mammal Monitoring Program 

in the Grampians National Park. 

The references in this strategy to 

exclusive and/or limited access only 

applies to access for commercial 

operators. All product and infrastructure 

development initiatives contained in this 

strategy will not limit public access and 

will be consistent with park zoning and 

legislation. 

Low visitor entry revenue and 

reinvestment opportunities 

Globally, resources for national parks 

sourced solely from consolidated 

revenue are constantly at risk and most 

park agencies are looking at alternative 

ways to augment funding. Most land 

management agencies in Australia aim 

for at least partial recovery of costs, 

particularly for special facilities and 

services for visitors in their national parks. 

Victoria and the Northern Territory 

are the only state and territory without 

direct reinvestment opportunities for 

managing their national parks (Table 5.4) 

and visitor entry revenue collected by 

Parks Victoria is the second lowest in the 

country at $0.18 per visitor (Table 5.5). 

A number of key stakeholders believe 

that funding for the core activities of 

conservation and natural resource 

management remain a community 

service obligation and that this funding 

should continue to come from 

consolidated revenue. Revenue 

generated from visitor services, 

however, could be retained for: 

• managing visitor impacts and 

monitoring compliance 

• funding ecologically sustainable 

visitor infrastructure 

• enhancing the conservation goals 

of the protected area. 

Table 5.5 High visitation and low visitor entry revenue* 

Visitation and revenue generated (2001-2002) 


Table 5.4 Direct reinvestment mechanisms in national parks 

States and Territories Revenue retained by Consolidated 

park service or park revenue 

Victoria ✔ 

Tasmania ✔ 

South Australia ✔ 

New South Wales ✔ 

Western Australia ✔ 

Australian Capital Territory ✔ 

Northern Territory* ✔ 

Parks Australia ✔ 

*Note: Figures may not be directly comparable due to differences in data sources. Source: Buckley et al, 2003 and DITR, 2003. 

+ The Northern Territory does not collect entry fees. 

* Parks Australia manages Kakadu National Park and Uluru – Kata Tjuta National Park. In Victoria, revenue can be retained 

where the land is managed by Parks Victoria or Committees of Management and where the land is reserved under the 

Crown Land Reserves Act. 

State NT + VIC WA NSW QLD TAS SA 

Visitation (millions) 5.2 27.0 9.8 22.0 13.0 1.3 2.2 

Revenue ($ millions) $0 $5.0 $3.21 $12.50 $7.96 $2.10 $6.55 

Revenue per visitor $0 $0.18 $0.33 $0.57 $0.61 $1.62 $2.98

41 

Mountain biking, Silvan Forest

DIRECTION 1 – Creating supportive frameworks and partnerships 

No. Action Rationale Responsibility Milestone 

Priority 1 

1 

Create an enabling policy framework for nature-based tourism (NBT), 

including: 

1a • Review current policies to better enable the development of appropriate 

tourism facilities including accommodation in or adjacent to national 

parks and on other public land 

1b • Clarify acceptable and preferred public-private partnerships in natural 

areas, including size, style and location of facilities 

1c • Consider options for competitive allocation of leases and licences for 

small-scale products with exclusive commercial access, such as products 

with standing camps 

2 

3 

4 

5 

6 

Create a sustainable investment model for private investment into public 

land NBT infrastructure, including: 

• Increase tenure that provides for longer lease terms of up to 65 years that 

matches tenure to return on investment and the values of the public land 

asset for public lands managed under the Forests Act 1958 and Crown Land 

(Reserves) Act 1978. 

• Maintain existing mechanisms for site-specific legislation to facilitate 

NBT developments beyond current lease terms for public lands managed 

under the National Parks Act 1975. 

Note: That the granting of tenure and the length of tenure will continue to 

be determined on a case-by-case basis against robust approval processes and 

performance obligations. 

Investigate the most appropriate mechanisms in the Victorian Planning 

Provisions for facilitating NBT infrastructure development on private land, 

particularly abutting and adjacent to protected areas. 

Incorporate identified and potential nature-based tourism projects into 

regional and local strategic plans, municipal strategic statements and local 

planning schemes in key NBT destinations. 

Investigate new funding models for Parks Victoria and DSE for revenue 

raising and revenue retention at key visitor sites. 

Increase maximum licence terms for tour operators on public land 

to 10 years. 


There is a need within government to clarify policies to enable more 

diverse and high yielding tourism facilities leading to increased certainty, 

sustainability and competitive neutrality. 

This would include defining ‘tourism facilities’, the appropriate size, style 

and scale of facilities based on location, length of tenure and eliminating 

barriers to public-private partnerships on all public lands. 

Lead – DSE 

Support – PV, TV 

This will better enable appropriate partnerships on public land. Lead – DSE 


Increase the competitiveness of the NBT industry by allowing a limited 

number of commercial operators to offer higher yielding products while 

not impeding public access. 

Return on investment takes time and the length of land tenure is not 

currently based on the required investment. This is deterring NBT 

investment. 

The new rural zones need to be better applied to provide for 

nature-based tourism. In particular more use needs to be made of 

the Rural Activity Zone in places where larger scale nature-based 

tourism development is appropriate, beyond the level and type of 

accommodation provided under the Farming Zone. 

Increase NBT planning at a regional level to facilitate investment which 

includes strategic reviews of local planning schemes and identifying 

appropriate areas for applying the Rural Activity Zone. 

The need to improve the ongoing financial sustainability and 

continuation of key visitor assets. 

To encourage investment, provide greater business security, raise standards, 

attract skilled workers, facilitate licence transferability, improve compliance 

mechanisms and provide a benefit for operators with certification. 

Lead – DSE 

Support – PV 

Lead – DSE 


Lead – DPCD, 

LG, TV 

Support – DSE, RDV 

Lead – LG, RTO, 

DPCD 

Support – RDV, TV 

2008–2010 




by 2010 

By 2011 

Lead – PV by 2010 

Lead – DSE 


2008–2009

DIRECTION 1 – Creating supportive frameworks and partnerships (continued…) 


7 

Develop ongoing governance and consultation mechanisms to better 

integrate the management, development and marketing of NBT amongst 

government agencies, including: 

Victoria needs to maintain a coordinated approach between policy 

makers, land managers, marketing and product development of NBT. 

7a • High level executive tourism working group 

(Tourism Task Group – DPCD, DSE, DIIRD and Parks Victoria) 

7b • Interagency NBT committee – DSE,TV and PV 

7c • Non-government NBT advisory group Advisory group will have broad representation with potential members 

including TO, VTIC, TAV, RTO, LG, VNPA, BV. 

7d • Investigate the appointment of a person with tourism experience to 

the National Parks Advisory Council. 

8 

Produce investment guidelines for NBT, including principles for investment 

facilitation. 

9 Identify and establish a prioritised ‘Land Bank’ of sites for a variety of NBT 

infrastructure on public land, excluding national parks. 

10 Create an investor-ready portfolio of prioritised NBT product and 

infrastructure investment opportunities on public and private land, 

including: 

10a • State forest and other Crown land 

10b • National Parks 

10c • Private land adjacent to key natural attractions 

Tourism is a key driver within regional communities and warrants 

representation on the council. 

A whole-of-government approach is critical as the process for investing 

in NBT is confusing and there is confusion for investors regarding which 

government agency and level of government to approach. 

The 2005 Provincial Statement Moving Forward - Ecotourism in 

Victoria’s Forests initiative. 

Lead – TV 

Support – DPCD, 

DSE, DIIRD, PV 

Ongoing 

Support – LG, RTO, 

TAV, VTIC 

Lead – DSE, PV 2010 

Lead – PV, TV, DSE 

Support – LG, RTO 

Lead – DSE 

Support – TV, PV, ROV 

Lead – TV 

Support – DSE, PV, 

RDV, LG, RTO 

11 Improve transport options to and within key NBT destinations, including: Work with existing and new transport providers to facilitate better 

access to and within key NBT destinations for visitors. 

11a • Transport to key destinations Lead – TV 

Support – DOT, 

V/Line, TO 

11b • Transport offering pick up points along key tracks and trails Lead – PV 

Support – DOT 

11c • Public transport/shuttle services within key national parks Lead – PV 

Support – DOT 

Priority 2 

12 Review existing fees for visitor services, tours and accommodation (roofed 

and camping) within the guidelines of the National Competition Policy 

Note: This policy ensures that government businesses do not enjoy 

competitive advantages over private sector competitors simply by virtue of 

public ownership. 

Government has made a significant investment in providing park tourism 

services. Where use of fees applies, the pricing of these services often 

does not reflect the level of investment, the cost of delivery, market 

rates or customer value. They are a result of historic incremental price 

increases. 


by 2010 


by 2011 

By 2011 

By 2011 

Lead – PV 2009–2010 

Abbreviations BV – Bushwalking Victoria; DIIRD – Department of Innovation, Industry and Regional Development; DOT – Department of Transport; DPCD – Department of Planning and Community Development; DSE – Department of Sustainability 

and Environment; LG – local government; NBT – nature-based tourism; PV – Parks Victoria; RDV – Regional Development Victoria; RTO – Regional Tourism Organisation; TAV – Tourism Alliance Victoria; TO – Nature-based Tourism Operators; 

TV – Tourism Victoria; VNPA – Victorian National Parks Association; VTIC – Victoria Tourism Industry Council 

43

Marengo Beach, Apollo Bay 


DIRECTION 2 

Planning and managing sustainable 

destinations 

Victoria’s Environmental Sustainability 

Framework, Our Environment Our 

Future, will guide future sustainable 


development. The 10 Year Tourism 

Industry and Events Strategy recognised 

the convergence of tourism and 

environmental sustainability with 

future consumers more likely to 

regard tourism as a clean, green and 

sustainable product. Nature-based 

tourism can be successful, sensitive 

and sustainable, and lead the way for 

the rest of Victoria’s tourism industry. 

Direction 2 – Planning and managing 

sustainable destinations will foster 

sustainable practices with the industry 

and communities in key destinations 

and includes strategies to maintain 

a healthy environment and limit the 

industry’s impact on climate change. 

OBjECTIVES 


• respond to climate change 

• focus and phase resource allocation 

on key nature-based tourism 

destinations to create a critical mass 

of significant improvements 

• maintain the integrity of the 

natural environment through 

environmentally sustainable planning, 


• increase tourism yield in preference 

to large increases in visitor numbers 

• work with the tourism industry to 

ensure delivery of best practice 

sustainable activities when operating 

and interacting with the environment 

• ensure nature-based tourism 

contributes to conveying park values 

• develop better mechanisms for 

managing visitor impact at high 

use sites 

• deliver strong and sustainable 

economic growth, social cohesion 

and wellbeing, and employment 

• contribute to vibrant, liveable, 

authentic and sustainable naturebased 

tourism destinations 

• raise the perception of Victoria’s 

natural and cultural environment. 

ISSUES 

The main areas requiring action 

as part of this direction include: 

• minimising and managing impacts 

on the environment and climate 

change 

• taking a long-term approach to 



by focusing on key nature-based 

tourism destinations 

• fostering tourism and conservation 

partnerships 

• guidance on appropriate 

nature-based tourism infrastructure 

• lack of a perceived value of 

nature-based tourism for 

Victorian communities. 

Responding to climate change 

Globally, the impacts of climate 

change on the natural environment 

are increasing at a fast rate and public 

awareness of these impacts is high, 

including: 

• global warming 

• increased occurrences of drought, 

bushfires and floods 

• loss of biodiversity 

• rising sea levels 

• carbon emissions. 




their impacts on climate change. 

Visitors now look for destinations 

and products offering carbon offset 

schemes, biodiversity conservation, 

sustainable practices, such as renewable 

energy and providing interpretation to 

visitors on the effects of climate change. 

It will be critical for the nature-based 

tourism industry in Victoria to lead in 

environmental sustainability and adopt 

sustainable practices and appropriate 

carbon reduction initiatives to limit the 

industry’s impact on climate change and 

inform visitors of the steps being taken. 

A long-term approach to 



This strategy recommends a longterm 


development and management by 

focusing on key nature-based tourism 

destinations to grow the industry 

sustainably and make significant 

competitive improvements. These key 

nature-based tourism destinations can 

then be promoted to the market and 

trigger visitation to Victoria. The phases 

and destinations are: 

• Phase 1 – Great Ocean Road 

and Grampians 

• Phase 2 – Phillip Island 

and Gippsland 

• Phase 3 – Victoria’s High Country 

The phased approach has been 

developed according to tourism 

regions’ current levels of nature-based 

tourism visitation, national parks with 

high ‘levels of service’, awareness and 

perception of natural attractions, 

potential to link with other tourism 

sectors and the current range of 

visitor services. 

45

Phase 1 will focus on two regions 

with the greatest immediate potential 

to trigger increased visitation and 

increase tourism yield for provincial 

Victoria – the Great Ocean Road and 

Grampians. They are also linked by 

the Great Southern Touring Route 

and can be connected with Aboriginal 

tourism experiences in the south-west 

of Victoria. 

This approach is critical to allocate 

limited resources to create, in the 

long term, a critical mass of significant 

improvements to key nature-based 

tourism destinations and increase 

Victoria’s overall nature-based tourism 

competitiveness. A scattered approach 

to growing nature-based tourism, based 

on short-term outcomes or lacking 

focus, has little chance to increase 

visitor expenditure or grow the industry 

sustainably and viably over time. 

Advantages of focusing on specific 

destinations includes: 

1. working with local government to 

facilitate and plan for nature-based 

tourism investment 

2. incorporating nature-based tourism 

into local and regional planning 

3. increasing the take-up of sustainable 

practices and the adoption of 

appropriate carbon reduction 

initiatives by communities and 

tourism operators 

4. educating local communities and 

businesses on nature-based tourism 

and its value 

5. increasing involvement with local 

government to ensure the value 

of tourism is recognised 

6. linking and integrating activities 

7. creating a sense of community and 

heightening the visitor’s experience 

8. providing economies of scale in 

the provision of accommodation, 

activities, amenities and access 

9. enhancing the sustainability of 

Victoria’s natural attractions by 

holistically managing visitor impacts. 

This approach does not mean that 

nature-based tourism activity is 

excluded from other parts of the 

State and this strategy will not change 

the current core service delivery and 

business activities of Tourism Victoria, 

Parks Victoria and the Department 

of Sustainability and Environment. All 

three agencies still have a commitment 

to service the entire State. For instance, 

infrastructure projects will be reviewed 

case-by-case, based on merit outside 

this approach. This approach will not 

impact on marketing activities such as 

the ‘Inspired by Gippsland’ campaign 

or the cooperative adventure tourism 

marketing campaign and these will 

continue as before. 

All destinations in Victoria are 

encouraged to grow their nature-based 

tourism experience opportunities 

and implement this strategy at a 

regional level at a faster pace than 

the statewide focusing and phasing 

approach. 


Norm Stanley, Narana Creations

National Landscapes initiative 

– a ‘Landscape Approach’ 

Tourism Australia and Parks Australia 

are leading the National Landscapes 

initiative which is a partnership 

between the tourism and conservation 

management sectors. This initiative aims 

to capture and promote the best of 

Australia to achieve conservation, 

social and economic outcomes for 

Australia and its regions. 

This initiative will identify areas with 

natural and cultural experiences 

distinctive to Australia and sought 

after by Tourism Australia’s experience 

seeker target market. A landscape goes 

beyond individual national parks or 

iconic visitor attractions. It also is not 

about municipal or state boundaries. 

Instead, it is united by its topography, 

environmental or cultural significance. 

This approach will encourage greater 

collaboration between the parties 

that govern, preserve and promote 

each national landscape. In identifying 

Australia’s quintessential landscapes, the 

aim is to encourage regional planning, 

including appropriate commercial 

access and infrastructure in balance 

with natural and cultural conservation 

outcomes. 

This initiative is proposing 

approximately 15 landscapes across 

Australia, with three candidate 

landscapes identified in Victoria – 

the Great Ocean Road, Australian 

Alps with NSW and the ACT, and 

South East Coastal Wilderness. 

Improving sustainability 

through destination planning, 

management and development 

Strengthening destination planning, 


frameworks around Victoria’s natural 

assets can improve environmental 

practices, reduce impacts on natural 

areas, and increase visitor satisfaction 

through healthy environments. 

Nature-based tourism has a vested 

interest in conservation of the natural 

environment as it is the basis for 

current and future business. The 

nature-based tourism industry can 

provide the sustainability benchmark 

for the rest of the tourism industry. 

The sustainability of nature-based 

tourism relies on healthy parks and 

waterways. 

The connection between protected 

areas and activities that happen on the 

periphery or ‘buffer zone’ has a direct 

effect on the long-term sustainability 

of the park itself. The bulk of visitor 

activity in Victoria occurs in or near 

the buffer zone and planning for 

nature-based tourism must become 

more integrated at a regional level, 

going ‘beyond the park boundary’ and 

incorporating local communities and 

land management agencies. 

The strategy recommends a landscape 


management and development of 

nature-based tourism destinations, 

which includes planning and managing 

for a range of education, recreation and 

tourism visitors. 

There is increasing recognition of 

the key role of local communities 

in delivering to visitors appropriate 

messages, information and experiences 

relating to parks. This integration 

will allow land managers, commercial 

operators, local government and local 

communities to develop shared visions 

and planning around protected areas. 

Developing a vision and plan for a 

nature-based tourism destination with 

a national park as a prime attraction 

will foster: 

• a ‘landscape approach’ 

• engagement between all 

stakeholders 

• a seamless approach to the overall 

visitor experience 

• better conservation and visitor 

management for protected areas 

• biodiversity conservation 

• holistic destination planning. 

fostering tourism and 

conservation partnerships 

In Victoria, the tourism and conservation 

sectors have not worked in partnership. 

This has increased distrust of the tourism 

sector and created strong sentiment 

against nature-based tourism products 

and experiences, particularly in national 

parks. The strategy seeks to create 

mutual tourism and conservation 

outcomes for environmental advocacy 

groups and nature-based tourism 

businesses. 

The first step is to formulate a naturebased 

tourism protocol similar to the 

sustainable tourism protocol between 

the Australian Conservation Foundation 

and the Tourism and Transport Forum. 

The goal is to achieve mutual tourism 

and conservation outcomes for Victoria’s 

natural attractions. 

47

Shipwreck Creek, Croajingolong National Park 


Minimising and managing 

impacts on the environment 

The Victorian Government has played 

a crucial role in setting the sustainability 

framework, Our Environment Our Future, 

and encouraging sustainable practices. 

Sustainable practices include the use 

of renewable energy (solar and wind), 

carbon neutrality and offsets, better 

water use and rainwater collection, 

environmentally friendly waste 

treatment (such as composting toilets), 

recycling, plastic bag free initiatives, 

ecologically sustainable design and using 

renewable building materials. 

Victoria can set a benchmark for the 

rest of Australia by creating incentives 

and building sustainable practices into 

all nature-based tourism infrastructure 

and destinations. Visitors are also willing 

to pay more for nature-based tourism 

experiences employing environmental 

good practice. The industry can reduce 

its environmental impact by adopting 

and implementing the sustainable 

practices outlined above. 

All Victoria’s national parks and 

protected areas have some level of 

visitor use, varying from just a few 

visitors to over a million a year. On 

public lands, tourism and recreation 

visitors share the same resources, 

use the same facilities, compete for 

the same consumer dollar, and exert 

similar impacts when the same activity 

is undertaken. Management of tourism 

and recreation activities is integrated 

for Victoria’s public land estate. 

Often visitor management is reactive 

rather than proactive, with protected 

areas receiving unsustainable levels of 

visitation, then developing mechanisms 

to define and manage appropriate 

activities and levels of use. Some of 

Victoria’s destinations are suffering 

from capacity issues in the summer. 

Improving visitor services, such as 

guided interpretation, is a tool to 

educate visitors on park values and 

help lessen their potential impact on 

the natural environment. 

Growth in international visitation 

will also be managed by focusing on 

high yield visitors who can contribute 

revenue growth to be fed back to 

park management costs. 

This strategy recommends further 

developing and implementing visitor 

impact management frameworks to 

maintain the integrity of Victoria’s highuse 

parks and forests. A framework 

will ensure a consistent approach for 

establishing and monitoring carrying 

capacity/impact indicators and 

executing appropriate responses.

A variety of visitor management 

techniques are employed in areas of 

high use, including the use of ballots. 

Ballots can present difficulties for 

nature-based tourism businesses, 

which need to be able to guarantee 

tour departures in advance. In some 

countries and states a proportion 

of available visitation is allocated to 

commercial businesses. These options 

need to be explored in Victoria at 

relevant locations. 

Guidance on appropriate naturebased 

tourism infrastructure 

Victoria would benefit from guidelines 

on what is an appropriate nature-based 

tourism facility in relation to style, size 

and design. Currently there are only 

guidelines around the basic principles 

of sustainability. Other destinations 

have produced guidelines, for example, 

parks in British Columbia, Canada, have 

developed guidelines for facilities, based 

on their location in the park, including 

design, style and size. Design guidelines 

for nature-based tourism infrastructure 

will complement the policy and 

planning framework and clearly identify 

for the industry what is considered 

appropriate on private and public land. 

Appropriate nature-based tourism 

infrastructure needs to respect an 

area’s ecological integrity, manage 

impacts vigilantly and, most importantly, 

allow concentration of major visitor 

activities to areas where impacts can 

be contained. In general, significant 

built infrastructure should be located 

adjacent to a park, and sited and 

constructed in such a way as to be 

compatible with the conservation 

objectives of the adjoining park. 

Raising the significance of 

nature-based tourism for 

Victorian communities 

Tourism contributes to the 

development of regional communities 

by building partnerships between local 

people, local organisations and local 

businesses. Tourism also provides 

indirect economic stimulus across 

many industry sectors and, with the 

movement of visitors to provincial 

Victoria, these benefits are dispersed 

across the State. 

While many rural and regional 

communities understand the 

importance of tourism, particularly 

in the aftermath of natural disasters, 

they can be resistant to tourism 

development if it affects their own 

access to natural assets either from an 

economic perspective, such as logging, 

fishing and mining or socially when the 

development comes from outside the 

community. There is a need to harness 

local communities in key nature-based 

tourism destinations in order to raise 

the perception of the value of naturebased 

tourism. 

CASE STUDY 2: Good design and the principals of ecological sustainability 

Office of the Victorian Government Architect 

The Good Design publication series 

produced by the Office of the 

Victorian Government Architect 

aims to promote awareness of the 

principles and benefits of good design. 

Issue 02 in the series, Good Design 

+ Ecological Sustainability, focuses 

on designing for sustainability as an 

intrinsic part of good design. The 

publication is a reference document 

to current thinking by a range of 

organisations in support of a more 

sustainable built environment. It 

is an introductory resource that 

aims to provide a brief overview 

of the fundamental principles of 

ecologically sustainable design, as well 

as encourage increased application of 

these principles across all sectors. 

49

DIRECTION 2 – Planning and managing sustainable destinations 


Priority 1 

1 

2 

3 

Initially focus and phase resources for NBT on the following tourism 

campaign regions: 

Phase 1: Great Ocean Road and Grampians 

Phase 2: Phillip Island and Gippsland 

Phase 3: Victoria’s High Country 

Encourage destinations to commence planning, development and 

management of nature-based tourism at a regional level within the 

framework of this strategy. 

Increase and encourage the use of sustainable practices 

and the adoption of appropriate carbon reduction initiatives by the NBT 

sector and key NBT destinations to limit the sector’s impact on climate 

change and loss of biodiversity, including: 

3a • Produce industry design guidelines that include case studies for 

environmentally sustainable NBT infrastructure development on private 

and public land. 

3b • Increase visitor information, interpretation and marketing of activities 

to visitors on the impacts of climate change and the use of sustainable 

practices and the adoption of carbon reduction initiatives to reduce 

impacts. 

3c • Continue to improve education and communication mechanisms on the 

recovery process from climatic events. 

3d • Ensure new public visitor infrastructure that incorporates the use of 

sustainable practices. 


Optimise the use of resources to make significant improvements to key 

NBT destinations. 

This will allow regions to implement this strategy at a faster pace than 

the statewide focusing and phasing approach. 

It is critical for the NBT sector and key NBT destinations to ensure 

tourism reliant on the natural environment is the industry benchmark in 

adopting sustainable practices which limit or offset the industry’s carbon 

footprint. 

There is a lack of understanding at a state and local planning level and 

within the industry of appropriate environmentally sustainable NBT 

infrastructure. 

It is becoming increasingly important for land managers and tour 

operators to communicate to visitors the impacts of climate change and 

actions taken to reduce impacts. 

Lead – TV, DSE, PV 

Support – LG, RTO, 

TO 

Lead – LG, RTO 

Support – TV, DSE, 

PV 

Lead – DSE, RDV 

Support – LG 

Lead – DPCD, 

DSE, TV 

Support – SV, PV 

Lead – TV, PV 

Support – SV, DSE, 

LG, RTO, TO 

Implement in phases 

between 2008–2012 


by 2012 



Lead – PV, TV, DSE Ongoing 

Lead – PV, DSE, TV 

Support – SV 

3e • Consider a tourism rebate scheme for the take-up of sustainable practices. Lead – SV 

Support – DSE 

3f • Encourage the creation of biodiversity conservation corridors associated 

with nature-based tourism products on private land. 

Lead – DPCD, PV, 

DSE 

Support – TV, LG, 

RTO, TO 

3g • Increase engagement by Sustainability Victoria with the NBT sector. Lead – PV, DSE, TV 

Support – SV 

3h • Review the impact of climate change on NBT and identify areas of 

vulnerability to climate change and priority adaptation responses. 

This will assess the potential risk exposure of key NBT destinations and 

activities to climate change impacts and identify opportunities. 

Lead – DSE, PV, TV 

Support – LG, RTO 

2008–2009 & 

2010–2011 

by 2011 

Ongoing 

Ongoing

DIRECTION 2 – Planning and managing sustainable destinations (continued…) 


Priority 1 (continued…) 

4 

Establish better mechanisms for dialogue and working relationships 

between all government and industry stakeholders, including: 

4a • Link and raise the profile of NBT at existing tourism meetings, exchanges 

and forums, and tourism conferences at a local and state level. 

4b • Investigate opportunities for Aboriginal partnerships 

with protected area managers. 

4c • Investigate the potential of a yearly forum for NBT as a mechanism for 

dialogue between land managers, operators, environmental advocacy 

groups, government, and community stakeholders. 

4d • Increase regional land manager adoption and use of communication tools 

with commercial operators. 

There is a lack of dialogue between key NBT stakeholders at a state and 

local level. 

Regional land manager adoption and use of communication tools with 

commercial operators could be more effective and efficient if it is a 

two-way process. 

Lead – TV 

Support – RTO, LTA, 

TAV, VNPA 

Lead – PV 

Lead – TV 

Support – TAV 

Lead – PV 


5 Develop a sustainable NBT protocol with peak conservation groups. Pursue common goals to sustain the natural environment. Lead – TV 

Support – DSE, PV, 

VNPA 

6 To maintain the integrity of Victoria’s high-use parks and forests: Establish better mechanisms for visitor management to ensure the longterm 

sustainability of Victoria’s natural assets. 

6a • develop a consistent approach for establishing and monitoring 

carrying capacity/impact indicators and executing appropriate 

management responses. 

6b • implement a consistent approach for establishing and monitoring 

carrying capacity/impact indicators and executing appropriate 

management responses. 

7 

Target opportunities and increase involvement and consultation with 

Aboriginal communities across Victoria in relation to NBT. 

DIRECTION 2 – Planning and managing sustainable destinations (continued overleaf…) 

Victoria has a rich Aboriginal history that in some regions is not well 

developed in the NBT experience. 

Lead – PV 


Lead – PV 


Lead – DSE, PV, TV 

Support – AAV, KBN 

Ongoing 


2008–2009 & 

2009–2010 

2009–2010 & 

2010–2011 

Ongoing 

51

DIRECTION 2 – Planning and managing sustainable destinations (continued…) 


Priority 2 

8 Promote and encourage the take-up of sustainable practices to local 

governments and communities in NBT destinations in the targeted regions, 

including: 

Encourage and foster the adoption of sustainable practices. 

8a • Increase the take-up of the GREEN GLOBE 21 Community Standard. Lead – TV 

Support – SV, LG, 

RTOs 

8b • Conduct training sessions with councils and communities about 

sustainability and sustainable practices. 

9 Establish greater voluntary financial and in-kind support of national parks 

by the NBT industry: 

9a • Establish a tourism project with conservation outcomes, which is linked 

to the People and Parks Foundation. 

9b • Increase in-kind support by the NBT industry to support land managers 

with custodianship of the natural environment. 

Priority 3 

10 Investigate the feasibility of establishing a world-class research/ 

conservation centre with engaging ‘hands on’ learning experiences. 


Increase the NBT industry contribution towards conserving 


For example, flora and fauna monitoring, track maintenance, signage, 

visitor management, weed control, land manager/operator staff swaps. 

Turning environmental conservation into a tourism experience as 

tourism of the future will rely on engagement and involvement, for 

example, Alpine climate change, Southern Ocean whale research, Phillip 

Island Nature Parks. 

Lead – SV, TV 


Lead – PV 

Support – CVA 

Lead – PV 

Support – CVA, 

VNPA 

2009–10 & 

2010–2011 

by 2011 

by 2011 

by 2011 

Lead – DSE, PV, TV by 2012 

Abbreviations AAV – Aboriginal Affairs Victoria; CVA – Conservation Volunteers Australia; DPCD – Department of Planning and Community Development; DSE – Department of Sustainability and Environment; KBN – Koori Business Network; 

LG – local government; LTA – local tourism association; NBT – nature-based tourism; PV – Parks Victoria; RTO – Regional Tourism Organisation; SV – Sustainability Victoria; TAV – Tourism Alliance Victoria; TO – Nature-based Tourism Operators; 

TV – Tourism Victoria; VNPA – Victorian National Parks Association.

53 

Wilsons Promontory National Park

DIRECTION 3 

Developing authentic, memorable 

experiences 

Direction 3 – Developing authentic, 

memorable experiences will fill 

identified gaps at key nature-based 

tourism destinations surrounding 

Victoria’s natural attractions to increase 

the amount of engaging nature-based 

tourism experiences on offer. 

OBjECTIVES 


• increase visitor expenditure and 

satisfaction through high yield 

products that incorporate the 

components of creating engaging 

experiences 

• build successful destinations by 

addressing access, accommodation, 

amenity and activity gaps around 

key natural attractions 

• capitalise on the existing network 

of tracks and trails to create high 

yield experiences 

• increase high yield product offerings 

that cater to international markets 

• promote a ‘landscape approach’ to 

assessing and creating nature-based 

tourism experiences. 

ISSUES 


for Developing authentic, memorable 

experiences are: 

• lack of engaging nature-based 

tourism experiences around 

natural attractions 

• low nature-based tourism yield 

and high visitation 

• engaging visitors through 

interpretation 

• authentic nature-based tourism 

experiences and innovative products 

to enhance visitor servicing. 

Table 5.6 Overall international visitor expenditure to targeted regions 

Region Regional market Total expenditure Per visitor 

share (%) ($mil) 

Melbourne 94% $2,757 $1,972 

Regional Victoria 20% $223 $742 


Lack of engaging experiences 

around natural attractions 

Victoria is facing worldwide competition 

from destinations that have, or are 

developing, high quality nature-based 

tourism facilities and experiences in 

spectacular settings, many of which are 

located in national parks. Iconic naturebased 

tourism product will clearly 

make a difference to the competitive 

positioning of Victoria, particularly 

nature-based tourism accommodation 

to service nature-based experiences. 

Iconic experiences do not have to be 

of a large scale, but do require a high 

level of tailored service. Small-scale 

experiences can significantly increase 

the competitiveness of a destination, 

for example, Ningaloo Reef Retreat 

in Western Australia or Bay of Fires 

in Tasmania. 

Low nature-based tourism 

yield and high visitation 

Victoria’s national parks attract 

the highest park visitor numbers in 

Australia (28.6 million to protected 

area parks in 2004–2005) but are 

failing to capture yield, especially from 

international visitors. Increased visitor 

expenditure is essential to ensure the 

financial sustainability of the naturebased 

tourism industry. International 

visitor expenditure in key nature-based 

tourism destinations in provincial 

Victoria is comparatively low and 

averages $742 per visitor (although 

this varies significantly across regions) 

compared to Melbourne at $1,972 

per visitor (Table 5.6). 

Source: International Visitors Survey, Tourism Research Australia, year ending June 2007. Travel Expenditure by domestic and international visitors in Australia’s regions year ending June 2007, 

Tourism Research Australia.

Phillip Island Nature Parks and Port 

Campbell National Park (Twelve 

Apostles) are important nature-based 

tourism attractions for Victoria, have 

high consumer awareness levels, 

and receive high visitation. Both of 

these attractions have limited scope 

to capture yield and raise visitor 

expenditure without the addition of 

supporting amenities, accommodation, 

access and diversified activities. This 

is severely limiting the economic 

benefits from nature-based tourism 

for these provincial destinations and 

failing to disperse the economic spend 

on other products and services at or 

surrounding the destination. 

In addition, Victoria has a wealth of 

existing tracks and trails, but lacks 

associated high yielding experiences. 

The Victorian Trails Strategy 2005–2010 

has been developed to ensure the 

development of an integrated and 

sustainable trail network that meets all 

visitor, community and trail user needs, 

while uniting the community with a 

shared vision of Victoria as a premier 

trail destination. The focus for naturebased 

tourism is to create high yield 

nature-based tourism experiences on 

tracks and trails, such as flagship walks 

with demountable accommodation, and 

contribute to Victoria’s positioning as a 

premier trail destination by offering a 

diversity of experiences. 

Engaging visitors 

through interpretation 

Consumers are increasingly looking to 

experience something unique. Unique 


offer higher levels of experiential 

learning of the natural and cultural 

environment specific to a destination. 

Experiential learning is delivered 

through interpretation, both actively 

(guided) and passively (signage, 

guidebooks and maps). For instance, 

the international market demands 

Aboriginal tourism experiences and 

an essential component of these 

experiences is interpretation of the 

natural and cultural environment by 

traditional Aboriginal owners. 

The delivery of passive and guided 

interpretation by Parks Victoria 

rangers is also critical, particularly 

for international visitors. There are 

currently limited opportunities for 

visitors to engage with Parks Victoria 

rangers. Ranger interaction with visitors 

helps to communicate park values and 

enhances existing visitor management 

strategies. Nature-based tourism 

operators and Visitor Information 

Centres can also support national 

parks and other protected areas by 

targeting information and education 

to ensure biodiversity conservation 

messages are conveyed to visitors 

and users. 

CASE STUDY 3: Increasing yield – small steps count 

Phillip Island Nature Parks 

Phillip Island Nature Parks (PINP) is an important nature-based tourism 

attraction for Victoria, particularly for Eastern Hemisphere markets including 

China. Overall visitation to PINP has fallen but visitor yield has increased. 

Small steps have made a difference for PINP. 

For example, by offering premium penguin viewing products, PINP has 

concurrently expanded its appeal to European visitor markets and increased 

yield. The addition of a photography unit has also increased yield through 

the in-house production of PINP postcards, key rings, magnets and visitor 

photographs with a penguin. Visitors can purchase a photograph with a 

digitally imposed penguin through the use of a ‘greenscreen’. PINP is now 

selling over 10,000 of these photographs per annum. PINP is also committed 

to having a high standard of product by certifying all of their products to 

Advanced Ecotourism, the highest level of ecotourism certification available 

from Ecotourism Australia. 

To date, Phillip Island as a destination has had limited opportunities to extract 

higher yield from most of the 688,621 visitors, as many PINP visitors do not 

stay on the island overnight. 

55

Authentic nature-based 

tourism experiences and 

innovative products 

Tourism is a service industry and the 

role that people play is critical in the 

delivery of a quality visitor experience. 

Authenticity is important as built-up 

destinations are increasingly being 

rejected in favour of ‘real’ nature-based 

tourism experiences. Victoria has a 

lack of real experiential nature-based 

tourism experiences offering high levels 

of interpretation, high quality service 

and accommodation that engage 

consumers and connect them with 


CASE STUDY 4: Increasing yield – low visitor numbers work 

Ultimate Hikes hut-based Milford Track walk in New Zealand 

On public lands, reinvigorating 

infrastructure and improving visitor 

services at key natural attractions leads 

to higher levels of visitor satisfaction 

and attracting new visitor markets. 

Parks Victoria recently introduced 

unique camping experiences that 

will reinvigorate and refresh visitor 

services at Buchan Caves and Cape 

Conran Coastal Park. The Wilderness 

Retreats offer visitors the opportunity 

to immerse themselves in nature 

while staying in contemporary and 

comfortable demountable safari-style 

tents that include furniture made 

by a local craftsman. 

Ultimate Hikes runs the Milford Track Walk, which is a 5 day/4 night hut-based 

bushwalking product in New Zealand. Ultimate Hikes has the sole commercial 

licence from the Department of Conservation (DOC) to operate this walk 

commercially. In 2004, Ultimate Hikes took 6,000 bushwalkers or 45 per cent 

of all bushwalkers on the Milford Track. The cost of the walk with Ultimate 

Hikes is NZ$1750 per person equating to gross revenue of roughly 

NZ$10.5 million for 6,000 commercial bushwalkers. Ultimate Hikes must 

also pay 5 per cent of its gross revenue to DOC as well as paying for partial 

management costs incurred by DOC to maintain the Milford Track. 


Product development initiatives 

This strategy seeks to attract significant 

public and private investment into 

new and existing infrastructure. 

Major infrastructure initiatives for 

consideration include: 

• Two major projects to improve 

experiences at Victoria’s most 

internationally recognised and 

visited natural attractions, including: 

– Port Campbell National Park 

- a staged development of a 

nationally significant precinct and 

interpretative centre 

– Phillip Island Nature Parks 

- an upgrade to the Penguin 

Parade visitor centre. 

• Other infrastructure initiatives 

include: 

– encouraging private investment 

into five benchmark sustainable 

nature-based tourism 

accommodation projects in 

spectacular locations in the 

Otways, Great Ocean Road, 

Grampians, East Gippsland and 

Victoria’s High Country 

– further establishing four Wild 

Walks of Victoria with a high 

yield commercially-run walking 

component with demountable 

standing camps/accommodation 

which does not limit public 

access, including the Great 

Ocean Walk, Wild Grampians 

Walk, Wild Alpine Walk and 

Wild East Gippsland Walk 

– positioning Victoria as Australia’s 

premier mountain biking 

destination by establishing 

tracks linked to appropriate 

accommodation in the Otways, 

Grampians and Alpine Resorts 

– Parks Victoria to further develop 

world-class visitor experiences 

at Port Campbell, Grampians, Mt 

Buffalo/Alpine and Croajingolong 

national parks. 

This strategy does not recommend 

that all nature-based tourism facilities 

be sited in national parks and facilities 

in national parks will be subject to 

the National Parks Act 1975 and 

policy requirements. It recommends a 

‘landscape approach’ for nature-based 

tourism across all public and private 

land. Product development initiatives 

where consideration for siting in 

national parks is considered are clearly 

noted on Map 1.

Map 1 Project phases and product development initiatives # 

Great Ocean Road cluster 

Major projects 

• Staged development of a parks precinct 

and interpretative centre at the Twelve 

Apostles / Loch Ard Gorge 

(Port Campbell National Park)* 

Phillip Island cluster 

Major projects 

• Phillip Island Nature Parks: 

upgrade visitor centre 

Great Ocean Road cluster 

Phase 1 

• Otways and Great Ocean Road nature-based 

tourism accommodation and activity hubs 

• Great Ocean Walk with demountable 

accommodation 

• Otways mountain biking with demountable 

bike barn accommodation* 

Grampians cluster 

Phase 1 

• Nature-based tourism accommodation 

and day walks activity hub 

• Grampians mountain biking with 

demountable bike barn accommodation* 

• Wild Grampians Walk with demountable 

accommodation* 

1 

2 

3 

4 

4 

tourismvictoria.com.au/naturebasedtourism 

1 

3 

2 

5 

MAJOR PROJECTS 

PHASE 1 Projects & Activities 



6 

5 

5 

Gippsland cluster 

Phase 2 

• Wild East Gippsland Walk with demountable 

accommodation* 

• East Gippsland nature-based tourism 

accommodation and activity hubs 

• Croajingolong and Wilsons Promontory 

National Parks interpretive centres with a 

tourism/customer service approach* 

• Gippsland Hinterland all-wheel drive 

touring route 

• Gippsland lakes boating infrastructure 

• Adventure zip trail near Walhalla 

Victoria’s High Country cluster 

Phase 3 

• Feasibility study for public-private partnership 

infrastructure upgrade at Mt Buffalo Chalet* 

• Wild Alpine Walk with demountable 

accommodation, potentially linked to the 

Alpine Resorts* 

• Identify new and existing Alpine Resorts 

accommodation suitable for attracting 

summer nature-based tourism visitors. 

• Alpine National Parks interpretive centre 

with a tourism/customer service approach* 

• High Country/Alpine Resorts adrenalin 

mountain biking 

• Feasibility study to develop a world-class 

adrenalin activity centre in the Alpine Resorts 

including mountain biking, bungy jumping, 

zorbing and other activities. 

# These initiatives are a range of options for consideration by government in the context of the normal budget processes. It does not imply a commitment by the State Government to fund these proposals. Further feasibility work will need to be undertaken prior to these initiatives proceeding. 

*Consideration may be given to site infrastructure within national parks. This map is not an exhaustive list of initiatives in Direction 3 – Developing authentic memorable experiences 

57 

5 

6

DIRECTION 3 – Developing authentic, memorable experiences 


Priority 1 

1 Develop a small range of identified experiences with a focus on those 

matched to international market demands in key NBT destinations, 

including: 

1a • Parks Victoria to further develop world-class visitor experiences at: 

Port Campbell, Grampians, Wilsons Promontory, Alpine, Croajingolong 

National Parks. 


These visitor experiences will significantly change the awareness and 

perception of Victoria as a NBT destination. 

Enhance, develop and increase visitor facilities, services, and increased 

visitor engagement with staff. 

Note: The development of new facilities is dependent on self–funding 

mechanisms for the ongoing viability of facilities and services. 

Lead – PV by 2011 

1b • Phillip Island Nature Parks public reinvestment to upgrade facilities. Reinvigorate Phillip Island Nature Parks’ facilities and products. Lead – DSE, PINP 

Support – TV 

1c • Explore developing an Adrenalin Activity Centre in Victoria’s 

High Country. 

Increase the offering of summer products in the High Country which 

will increase summer visitation to the Alpine Resorts. 

Lead – DSE, AR 


1d • Gippsland hinterland all-wheel drive touring route. Lead – DSE 

Support – PV, LG 

1e • Identify and upgrade key short walks and viewing platforms and increase 

NBT products linked to high profile touring routes, such as a day/night 

tour in the Otways. 

1f • Identify, improve and develop Aboriginal tourism products in the natural 

environment in the Great Ocean Road, Grampians, Gippsland, Victoria’s 

High Country and the Murray. 

2 

Facilitate environmentally sustainable infrastructure development to create 

experiences especially for visitors seeking comfort in nature, including: 

2a • Encourage benchmark sustainable NBT accommodation projects in 

spectacular locations (through private investment): 

– Grampians 

2b • 

– Otways, Great Ocean Road, East Gippsland at Tulloch Ard Gorge and 

adjacent to Lake Tyers Forest Park 

Identify existing and new accommodation in the Alpine Resorts that will 

be suitable and attractive to summer nature-based tourism visitors to 

Victoria’s High Country. 

2c • Further establish the Wild Walks of Victoria with demountable standing 

camps/accommodation with a public component and a high yield 

commercially-run walking component: 

– Great Ocean Walk 

– Wild Grampians Walk 

– Wild East Gippsland Walk 

– Wild Alpine Walk 

Victoria has a rich natural and cultural heritage and there is a need to 

increase Aboriginal tourism product offerings. 

Development of these facilities will be guided by the development of 

policy and industry design guidelines for environmentally sustainable 

nature-based tourism infrastructure development. 

Establish high yielding internationally ready NBT-specific accommodation 

around key natural attractions. Accommodation should include 

environmentally sustainable design and create a ‘sense of place’. 

Establish the Wild Walks of Victoria. Walking products should be 

distinct multi-day walks based on a variety of styles with a variety of 

demountable accommodation. For example, central facilities with day 

walks, loops, and one way walks extending out from a central complex 

or walks linking various Alpine Resorts. 

Lead – PV, DSE 

Support – LG, 

RTO, AR 


Support – KBN, ATV, 

AAV 

Lead – DSE, TV 




Lead – PV, DSE, AR 


by 2012 

by 2011 


by 2011 

Ongoing 

by 2011 

by 2011 

by 2011 

2008–2012

DIRECTION 3 – Developing authentic, memorable experiences (continued…) 



2d • Further establish high yielding mountain biking attractions with 

demountable bike barn accommodation along the tracks in: 

– Touring – Great Otway NP 

2e • 

– Touring – Grampians NP 

Further establish mountain biking attractions of an international standard, 

including the design, siting and sustainability of tracks in Victoria’s Alpine 

Resorts. 

2f • Further establish high profile mountain biking events in Victoria, 

for example, Lysterfield Park. 

2g • A feasibility study for public-private infrastructure upgrade 

for Mt Buffalo Chalet. 

Position Victoria as Australia’s premier mountain biking destination. by 2011 

Public investment into critical infrastructure, services and leasing 

considerations necessary to create a more attractive investor 

proposition for a public-private partnership. 

2h • A feasibility study for public-private investment into an eco-fishing lodge 

in Victoria’s High Country. 

2i • Gippsland Lakes boating infrastructure. Increase water-based nature-based tourism activities and fishing products 

on the Gippsland Lakes within the framework of the Gippsland Boating 

Coastal Action Plan. 

2j • Facilitate, establish and promote internationally ready walking products 

for the: 

– Great Southwest Walk 

– Great Walhalla Alpine Trail 

– Prom Circuit (Lighthouse) Walk 

– Great Dividing Trail (Castlemaine – Daylesford section) 

2k • A feasibility study for a themed climbing hostel which includes a 

bouldering wall in Natimuk Township. 

Lead – PV 


Lead – PV 


Lead – TV, PV, AR 

Support – RTO, LG 

Lead – PV 

Support – TV, DSE 

Ongoing 

by 2011 

Lead – TV by 2010 

Lead – DSE 


Lead – GDTA, PV, 

AR, FGSWW 


Lead – TV 

Support – PV, DSE 

2l • Facilitate investment into an adventure zipline trail near Walhalla. Lead – LG, RTO 

Support – TV, PV, DSE 

2m • Prioritise existing public land NBT infrastructure with public-private 

Lead – PV 

partnerships for reinvigoration including lighthouses and other amenity 

and accommodation products. 

Support – DSE, TV 

2n • Champion 1 or 2 alpine resorts for non-winter visitation that offer a 

range of guided and non-guided NBT products and infrastructure. 

DIRECTION 3 – Developing authentic, memorable experiences (continued overleaf…) 

Converting resort visitation to non-winter visitation is a long-term process. Lead – DSE, AR 


by 2010 

by 2010 

by 2011 

by 2009 

by 2009 

by 2011 

59



Priority 1 

3 

3a 

3b 

3c 

4 

Provide high yielding commercial opportunities for a number of sites in 

Victoria that currently have high consumer awareness, including: 

• A limited number of commercial licences free of peak season ballot 

systems in national parks, for example, Wilsons Promontory National Park. 

• Competitive allocation of leases/licences for a small number of overnight 

commercial products with demountable standing camps for trade ready 

land-based and water-based NBT products. 

• Limited commercial licensing for operators on specific high profile 

walking tracks. 

Increase the focus on the planning and delivery of interpretation in key 

NBT destinations, including: 


Increase the economic sustainability of commercial operators and allow 

a small number of high quality operators to supply high profile high yield 

product that does not impede on the equity of access for Victorians. 

Increase engagement with visitors through the use of active (guided) 

and passive (boards and displays) interpretation in key tourism parks in 

all primary NBT clusters/hubs. 

Lead – DSE, PV Ongoing 

4a • Develop interpretation messages specific to each region’s strength/s. Lead – PV 

Support – DSE, TV, 

LG, AR 

Ongoing 

4b • Increase visitor engagement with Parks Victoria staff. An opportunity exists for Victoria to provide engaging world-class visitor 

services and experiences in our high profile national parks. 

Lead – PV Ongoing 

4c • Encourage Parks Victoria staff to be on hand at accredited Visitor 

Information Centres in key NBT destinations during the peak season. 


4d • Continually improve interpretation programs 

(including online and mobile technology content). 

4e • Consider the potential for the Parks brand to be carried over to private 

operators with concessions in parks. 

4f • Facilitate partnerships with Aboriginal communities to increase 

engagement between traditional owners and visitors. 

4g • Increase the number of tourism and conservation partnerships products 

with land managers. 

4h • Regularly review and update passive interpretation in visitor centres and 

on boards. 

4i • Integrate park, forest and other public land information into regional 

collateral and visitor information centres/services. 

5 

Parks Victoria to have a tourism and customer service liaison manager 

at key national parks, including: 

Grampians, Port Campbell, Mt Buffalo, Alpine, Wilsons Promontory and 

Croajingolong national parks. 

Lead – PV 


Lead – PV 

Lead – PV, TV, DSE 

Lead – PV 

Support – CVA 

Lead – PV 

Support – DSE, AR 

Lead – PV, DSE 


Provide world-class visitor engagement programs at key national parks. Lead – PV 

Support – DSE, AR 

Ongoing 

Ongoing 

Ongoing 

Ongoing 

Ongoing



Priority 2 

6 Sponsor high profile events in primary NBT regions. High profile events centred on Victoria’s natural attractions can value 

add to the awareness and perception of Victoria. 

7 Develop a range of value added ‘for fee’ services to enhance the visitor 

experience on public lands, such as merchandising, food and beverage, and 

tourism parks passes. 

8 Improve road signing to and within key NBT destinations including signing 

to key parks and other public lands. 

9 Improve orientation signing within parks and other public lands in key 

NBT destinations. For example, walking tracks. 

10 Undertake product development activities to build a competitive suite of 

high yield special interest NBT products. 

11 Increase camping products in high profile parks, reserves or forests to 

increase non-summer visitation, for example, wilderness retreats in a 

variety of locations. 

Priority 3 

12 Consider the development of a statewide NBT guiding brand linked to 

training and certification. 

There is a lack of knowledge and orientation for visitors around 

Victoria’s natural attractions. 

Special interest NBT products will attract high yield international visitors. 

For example, bird watching, marine research and wildlife recovery products. 

Develop a network of professional tour guides with a collective 

in–depth knowledge of Victoria’s natural and cultural assets. This 

approach has worked well in the Northern Territory (Savannah Guides). 

Lead – TV 

Support – 

PV, DSE, AR 

Ongoing 


Lead – VicRoads 


by 2011 

Lead – PV, DSE by 2011 

Lead – TV 


by 2011 

Lead – PV, DSE Ongoing 

Lead – PV 


TAV 

Abbreviations AAV – Aboriginal Affairs Victoria; AR – Alpine Resorts; CVA – Conservation Volunteers Australia; DSE – Department of Sustainability and Environment; FGSWW – Friends of the Great South West Walk; GDTA – Great Dividing Trail Association; LG – local 

government; MTBB – Mount Baw Baw Alpine Resort; NBT – nature-based tourism; PV – Parks Victoria; RTO – Regional Tourism Organisation; TAV – Tourism Alliance Victoria; TV – Tourism Victoria. 

by 2011 

61

Falls Creek and the Alpine National Park 


DIRECTION 4 

Facilitating viable and innovative 

businesses 

The Victorian Government recognises 

the significant risks associated with 

nature-based tourism businesses reliant 

on public assets. It acknowledges that 

increasing the viability and sustainability 

of the industry is paramount and 

will support industry by providing 

the means to attain nationally and 

internationally recognised business 

acumen. Direction 4 – Facilitating viable 

and innovative businesses will seek 

to increase the triple bottom line 

sustainability of the industry through a 

suite of training initiatives. 

OBjECTIVES 


• increase the triple bottom line 

sustainability of nature-based 

tourism businesses 

• foster entrepreneurship 

• strengthen the tourism skills 

of land managers 

• improve the professionalism 

and excellence of the industry 

• encourage the reinvigoration of 

existing experiences to match 

market trends 

• increase the flow of economic 

benefits to regional communities 

from successful nature-based 

businesses. 

ISSUES 

The main areas requiring action are: 

• financial viability of nature-based 

tourism businesses must be 

addressed first 

• nature-based tourism activities 

are in need of reinvigoration 

• enhancing the tourism skills 

of land managers 

• increasing the take-up 

of business certification. 

CASE STUDY 5: Knowledge for tour guides, Kakadu National Park 

Parks Australia’s Online Tour Guide Training Course 

Online training courses can be a 

cost effective mechanism to train 

commercial businesses about 

the natural and cultural values of 

protected areas, how to operate 

safely, about the park, and the role of 

land managers in the management of 

the protected area. Completion of 

this training course is a requirement 

for licensing in Kakadu National Park. 

financial viability of nature-based 

tourism businesses must be 

addressed first 

Most privately run nature-based tourism 

businesses in Victoria are small lifestyle 

businesses of four or less employees, 

providing nature-based tourism activities. 

Around 70–80 per cent of these 

businesses have licences or leases to 

operate activities commercially on 

Victoria’s public lands. These activity 

providers play a key role in facilitating 

access to Victoria’s natural attractions, 

which are primarily on public lands. 

Nature-based tourism activity providers 

have varying levels of professionalism 

and expertise and many businesses 

fail. Financial viability is the first step 

towards increasing the triple bottom 

line sustainability of the industry. 

Financial sustainability significantly 

increases the propensity of the business 

to operate in an environmentally and 

socially sustainable manner. 

63

Nature-based tourism businesses in 

Victoria are often run by owner/ 

operators who have no formal business 

or marketing background and many 

have no prior experience in the 

tourism industry. There is a significant 

need to increase the business acumen 

of nature-based tourism businesses in 

Victoria through structured training 

and education programs, including 

business planning, marketing, website 

development, product development, 

packaging and clustering product, 

product pricing, tourism distribution 

systems, and utilising market research. 

Tourism product suppliers and 

operators are not currently maximising 

the potential benefits of working 

together to link their products through 

strategic packaging, referral, on-selling, 

marketing and product delivery. There 

is still a lack of partnerships with other 

tourism market segments. Operators 

are still failing to see the benefits of 

linking products to create all-inclusive, 

trade-ready products/packages. 

Reinvigorating nature-based 

tourism activities 

An increasing percentage of naturebased 

tourism products are near 

the end of their product life cycle. 

Currently, Victoria has an oversupply 

of nature-based tourism products 

matched to low yield markets and an 

undersupply of high yield products for 

domestic and international markets. 

Many lifestyle businesses are not 

interested in reinvigorating their current 

product offerings. For Victoria to grow 

as a competitive destination, it is critical 

to reinvigorate a collection of existing 

products and attract investment into 

new high yielding nature-based tourism 

products, particularly in key naturebased 

tourism destinations. 

Enhancing the tourism 

skills of land managers 

The quality and standard of customer 

service and tourism management 

in many of Victoria’s key attractions 

and public land assets needs to be 

addressed. Many high profile parks 

have insufficient numbers of staff with 

expertise in tourism, marketing and 

service quality. The level of expertise 

must be upgraded to develop vibrant 

visitor experiences that can compete 

with other destinations. 

Increasing staff competencies in tourism 

management and customer service will 

raise the overall quality of the visitor 

experience and is a powerful tool to 

enhance visitor management strategies. 

Victoria needs to take a more 

proactive role in educating and training 

visitor services staff in parks on tourism 

management and customer service 

and appointing specialist tourism liaison 

officers at high profile parks. 


Increasing the take-up 

of business certification 

The Australian Government’s 

Tourism White Paper highlighted the 

importance of increasing the take-up of 

environmental best practice strategies 

by small businesses. A limited number 

of public and private commercial 

nature-based tourism businesses in 

Victoria have undertaken certification, 

with roughly 20 per cent achieving 

Better Business certification and 

5 per cent Ecotourism Australia’s triple 

bottom line ECO certification. It is 

also recognised that certification must 

deliver tangible benefits to operators. 

Parks Victoria Wilderness Retreats, Cape Conran Coastal Park 

For instance, the Department of 

Sustainability and Environment’s Public 

Land Tour Operator and Activity Provider 

Licence Reform Project proposed longer 

licence term benefits for operators 

with triple bottom line certification.

DIRECTION 4 – Facilitating viable and innovative businesses 


Priority 1 

1 Improve the professionalism and excellence of existing and potential 

nature-based tourism (NBT) operators through training opportunities, 

including: 

1a A specialised ‘Starting up in NBT’ and ‘Staying in NBT’ series of workshops 

that include a module on the role of land managers in the conservation and 

management of natural and cultural heritage. 

1b Business Skills Training that includes: 

• developing business and marketing plans 

• introduction to marketing including online marketing 

• clustering, packaging and value-adding products 

• product pricing, commissions and being trade ready 

• forums for businesses to share their experiences. 

1c Implement an online training course for licensing operators to work in 

protected areas and other public lands, including: 

• the roles and responsibilities of operators and land managers 

• skills in natural and cultural environment interpretation 

• communicating park values to visitors 

• Adventure Activity Standards (AAS) 

• Leave No Trace practices (now a component of the AAS). 

There is a need to improve the business skills and triple bottom line 

sustainability of Victoria’s NBT operators as they are primarily small 

lifestyle businesses with four or less employees. 

Note: Some training modules could be delivered online and potentially 

be developed in conjunction with the CRC Sustainable Tourism. 

Lead – TV 

Support – TAV, PV 

Lead – TV 


Lead – PV 

Support – DSE, 

ORC 

1d Increase opportunities for business skills mentoring for NBT businesses. Lead – TV 

Support – SBCS 

2 Continue to improve the tourism knowledge and tourism business skills of Increase the performance of publicly run tourism assets and the Lead – PV 

land managers and significant tourism partners, particularly those operating 

‘commercial’ tourism attractions and services. 

interaction between regional land managers and commercial operators. Support – DSE 

Priority 2 

3 Increase product development activities, including workshops and mentoring 

programs to develop high quality internationally ready NBT products. 

4 Develop capacity-building initiatives in key NBT destinations, including: 

• mentoring and coaching 

• resource sharing and clustering 

• networking and communication 

• leadership development 

• customer service excellence training 

• working with communities to foster a sense of pride and engaging with visitors. 

Ongoing 

Ongoing 

Ongoing 

Ongoing 

Ongoing 

There is a lack of quality NBT products to sell internationally. Lead – TV Ongoing 

There is a need to harness support for and increase the perception of 

the value of NBT within local communities and local government. 

Lead – TV 

Support – 

TAV, DSE, PV 

Implement in phases 

from 2008–2012 

65

DIRECTION 4 – Facilitating viable and innovative businesses (continued…) 



5 

6 

7 

Priority 3 

Encourage existing accreditation programs to incorporate triple bottom 

line modules into their programs for nature-based tourism. 

Increase the uptake of triple bottom line certification by NBT operators 

by offering more incentives and more promotion of environmentally 

sustainable certification (such as Ecotourism Australia’s ECO certification 

program) including: 

• raise NBT profile on visitvictoria.com, within Tourism Victoria, and in 

marketing campaigns 


The Australian Government’s Tourism White Paper acknowledges 

that certification must deliver tangible benefits to operators, including 

preferential admission to national parks, due to higher environmental 

standards achieved, and exclusive access to government marketing 

activities. 

Lead – TV 

Support – PV, SSV, 

TAV 

Lead – PV 

Support – EA 

Lead – TV 

• use of sustainable certification logos in print and online marketing Lead – TV 

• packaging opportunities and linking eco-certified products Lead – TV 

• maintain the integrity of the term ‘ecotourism’ by allowing only genuine 

ecotourism businesses benchmarked against a standard to use the term 

‘ecotourism’ in government marketing and promotion. 

Recognise and reward outstanding practice including: 

• investigate a new tourism award category to raise the awareness and 

importance of tourism contributing to conservation - the Victorian 

Tourism Award for Tourism and Conservation. 

• raise the profile of commercial operators committed to outstanding 

practice. 

• provide benefits through the public land licensing system for quality 

operators. 

8 • Encourage NBT businesses involved in international marketing to apply 

for the Export Marketing Development Grant or any similar funding 

available at a state level. 

Only 5 per cent of Victoria’s NBT operators have certification that has 

an environmentally sustainable component. 

Lead – TV 

Support – PV, DSE 

By 2010 

Ongoing 

Lead – TV 2009 onwards 

Lead – DITR 

Support – TV, TAV 

Abbreviations DITR – Department of Industry Tourism and Resources (Commonwealth Department); DSE – Department of Sustainability and Environment; EA – Ecotourism Australia; LG – local government; NBT – nature-based tourism; 

ORC – Outdoor Recreation Centre; PV – Parks Victoria; SBCS – Small Business Counselling Service; SSV – Service Skills Victoria; TAV – Tourism Alliance Victoria; TV – Tourism Victoria. 

Ongoing

67 

Great Ocean Walk, Port Campbell National Park

CASE STUDY 6 

New Zealand’s ‘100% Pure’ Brand Campaign 

Research by Tourism New Zealand 

has shown that natural landscapes are 

a key motivator for travel to New 

Zealand. The core images within the 

‘100% Pure New Zealand’ campaign, 

highlight visitor interaction with these 

landscapes. Since the launch of the 

campaign in 1999, the country’s 

foreign exchange earnings from 

tourism, as well as visitor arrivals, have 

grown to record numbers. By infusing 

the ‘100% Pure New Zealand’ brand 

through all its marketing activity, 

Tourism New Zealand has created a 

compelling and consistent message 

about what New Zealand has to 

offer – 100% Pure New Zealand 

experiences. Research shows a high 

awareness of the brand in Tourism New Zealand’s key markets, as well as high 

satisfaction levels for travellers to New Zealand. Over 97% of visitors report 

being ‘highly satisfied’ with their trip, highlighting that ‘100% Pure New Zealand’ 

delivers on its promise of unique experiences in an exceptional environment. 


DIRECTION 5 

Effective marketing 

Direction 5 – Effective marketing will 

enhance the competitive positioning 

of Victoria both domestically and 

internationally as a destination to visit 

for its world-class natural attractions. 

OBjECTIVES 


• strengthen the nature-based tourism 

brand positioning of Victoria 

• increase the awareness and 

perception of Victoria as a 


• position key experiences 

surrounding natural attractions after 

addressing accommodation, amenity, 

activity and access gaps 

• convert consumer awareness and 

interest in Victoria as a destination 

into visits 

• trigger visitation, improve yield, and 

facilitate greater dispersal 

• expand market research to provide 

greater insights 

• increase yield and growth by 

focusing on international markets 

• increase geographic and seasonal 

dispersal through targeted 

marketing activities. 

ISSUES 


under this direction include: 

• nature-based tourism competition 

from other states and territories 

• low consumer perception and 

regional awareness of nature-based 

tourism in Victoria 

• natural attractions lacking engaging 


to position Victoria 

• quality and accessibility of 

visitor information. 


competition from other 

states and territories 

Nature-based tourism is now recognised 

by most states and territories as an 

essential sector to be targeted for 

tourism growth. South Australia, New 

South Wales, Tasmania, Queensland and 

Western Australia are implementing 

nature-based tourism strategies and 

plans, branding nature-based tourism, 

and enabling the development of 

nature-based tourism products and 

experiences. To remain competitive, 

Victoria must develop its brand 

positioning for nature-based tourism, 

create an enabling environment and 

implement broader actions within 

this strategy. 

Integrating marketing activities across 

government will ensure consistency of 

messaging and promoting nature-based 

tourism for Victoria. A coordinated 

marketing effort will expedite the

process for raising the perception 

and awareness of Victoria through 

consistent messaging and imagery 

for nature-based tourism. 

Low consumer perception 

and regional awareness 

Consumer research indicates that 

Victoria is not perceived as a highly 

desirable domestic destination for 

natural attractions, compared to 

other states and territories, and that 

consumer association of Victoria’s 

regions with natural attractions is still 

relatively low. The Great Ocean Road 

is the only region to show a high level 

of consumer awareness as a destination 

with world-class natural attractions. 

In Victoria, a significant proportion of 

consumers cannot associate a region 

or destination with any nature-based 

tourism attribute. 

Natural attractions lack 

engaging nature-based tourism 

experiences 

Victoria is yet to establish a unique 

point of difference. Victoria is well 

endowed with a diversity of natural 

attractions but lacks associated 

accommodation, amenities and 

activities to create engaging naturebased 

tourism experiences to market 

to high yield visitors. For instance, a 

high yield, multi-day bushwalk with 

roofed accommodation immersed with 

the park experience, would propel the 

Great Ocean Walk forward to be one 

of Australia’s premier walks. 

Quality and accessibility 

of visitor information 

The emergence of new media and the 

increased access to global information 

has increased consumer awareness 

of destinations and made consumers 

more informed and discerning. The 

quality of images, video and editorial 

must entice prospective visitors to 

visit, as online media is likely to be 

the first representation of Victoria for 

international consumers. 

To capture consumer bookings, 

there is a need to increase access 

to eCommerce booking facilities 

that link private and public naturebased 

tourism products. Increasing 

cooperative arrangements between 

visitor information centres and Parks 

Victoria booking services is essential 

for seamless visitor experiences and 

increasing visitor satisfaction. 

An online booking service for publiclyrun 

products in national parks can 

help prevent overcrowding, enhance 

protection of the environment, enable 

more enjoyable visitor experiences 

and improve access to these products 

by interstate and international visitors. 

Online visitor booking services require 

less resourcing, are available 24 hours 

a day, can be accessed worldwide, 

and the cost of implementing can be 

quickly recovered. 

For instance, many of Victoria’s publicly 

run tourism products are booked 

out months ahead of time by repeat 

intrastate visitors, have little room 

for nature-based tourism visitors 

from overseas and no ability to prebook 

prior to arrival in Australia. For 

example, roofed accommodation at 

Tidal River in Wilsons Promontory 

National Park runs at 76 per cent 

occupancy year round. 

Brambuk – the National Park and Cultural Centre, Grampians National Park 

69

DIRECTION 5 – Effective marketing 


Priority 1 

1 Develop the brand positioning of nature-based tourism (NBT) for Victoria. Increase the NBT brand awareness of Victoria. Lead – TV 2008–2009 

2 

Continue to support Tourism Victoria regional campaigns that focus on 

nature-based tourism. 


Nature-based tourism is the key brand positioning 

for a number of regions. 

Lead – TV 2008–2012 

3 Support marketing initiatives linked to the National Landscapes initiative. Lead – PA, TA 


PV, LG, RTO, TO 

4 Expand NBT marketing efforts generally through improved integration, 

including: 

4a • foster and formalise an ongoing partnership to develop an integrated 

planning guide and map for NBT in Victoria 

4b • adopt an integrated approach for the promotion of NBT and ‘icon’ parks 

in messaging, publications and campaigns, as well as support for this 

integration at a regional level 

Increase perception and awareness of Victoria as a NBT destination 

through a suite of interagency marketing initiatives. 

Ensure consistency of NBT promotion at a state, regional, 

and local level. An integrated approach needs to be clear and easily 

communicated to public relations companies as well as Tourism Victoria’s 

international offices. 



Lead – TV, PV 2008–2012 


Support – RTCC, 

RTOs, and LTAs 


4c • continue the cooperative adventure tourism marketing campaign Lead – TV 2008–2012 

4d • better incorporate appropriate and accurate NBT into Jigsaw campaigns Lead – TV 2008–2012 

4e • integrate primary NBT hubs, destinations and themed experiences into 

key touring routes across the State 


4f • increase intrastate awareness through campaigns targeting Melbourne Lead – TV, PV 2008–2012 

4g • develop activities as part of core campaign activities to focus on 

experiences in key parks located in key NBT regions 

4h • eMarketing Lead – TV 2008–2012 

4i • explore leveraging marketing partnerships with a range of tourism and 

non-tourism partners 


4j • investigate the feasibility of Parks Victoria offering commissionable products. Lead – PV By 2009 

5 Complement integrated marketing with thematic collateral and campaigns 

including: 

Create better linkages for comfort in nature experiences. 

5a • in destination campaigns develop better packages for combined comfort 

Lead – TV 


in nature, food and wine, Aboriginal tourism, and arts and heritage 

experiences 

Support – RTCC 

5b • package and market high quality ‘Top 10’ themed experiences as they Package and promote ‘best of’ NBT experiences. This is working well Lead – TV 


become market ready. For example, wild walks, short walks, native elsewhere. For example, Tasmania’s Great Walks which is currently being Support PV, DSE, 

wildlife, marine, adventure, Aboriginal, ecotourism, and cultural heritage in 


expanded. 

RTCC

DIRECTION 5 – Effective marketing (continued…) 


6 

Commence marketing of high yield NBT experiences in 

key international markets 

7 Increase accessibility to NBT online, including: Facilitate better access and availability of booking services for visitors 

especially interstate and international visitors that will ultimately lead 

to better visitor experiences and improve visitor management without 

increasing staffing overheads. 

7a • implement a central online booking service for Parks Victoria and DSE 

accommodation and activities that is linked to services and activity 

providers on the periphery of the public land estate. For example, 

Tourism Accredited Visitor Information Centre Booking Service 

7b • continue to grow www.visitvictoria.com into a fully integrated and 

comprehensive online portal for NBT, including increasing NBT business 

participation, accessible information, notes, and maps for all parks, state 

forests, and other relevant public lands 

7c • increase the quality of online promotion, including increased use of 

new media and better links between all online collateral for NBT on 

government and operator websites 

7d • continue to invest in www.parkweb.vic.gov.au as a source of detailed 

and timely visitor information and Tour Operator Management System 

enhancements. 

8 

Ensure high quality NBT images, moving images and new media are 

obtained for promotional use and used consistently across all government 

agencies incorporating and highlighting attractions, activities, amenities, 

native wildlife and accommodation: 

• digital images 

• moving images and new media 

• new generation technology, such as webcams, google earth models, 

interactive TV, etc. 

9 Increase the focus on media and public relations for key NBT regions and 

key tourism parks as well as integrating NBT further into mainstream 

communications. 

DIRECTION 5 – Effective marketing (continued overleaf…) 

There is a lack of high quality imagery depicting experiences, especially 

with people undertaking activities (including appropriate outdoor 

clothing and high quality equipment) in the natural environment. The 

correct imagery for use across all media and government agencies is 

critical including consultation on what to include, what talent to feature, 

activities and products to highlight. 

Supplement positioning of Victoria’s NBT regions through targeted 

media and public relations campaigns. 

Lead – TV 2010–2012 

Lead – PV 

Support – TV, DSE 

Lead – TV 


and PV 

Lead – TV 

Support – PV and 

Operators 

2009–2012 



Lead – PV 2008–2012 

Lead – TV 


Lead – TV 


2008–2009 & 2010–2011 

July 2009 onwards 

July 2009 onwards 

Lead – TV, PV 2008–20012 

71

DIRECTION 5 – Effective marketing (continued…) 


Priority 2 

10 Promote a small suite of high quality private sector products highlighting 

the strengths of key NBT destinations at the Australian Tourism Exchange 

and other international trade shows and missions. 

Priority 3 

11 Improve the consistency, distribution and quality of market research 

for NBT across all government agencies, including: 

• market research to segment and identify demand for international, 

interstate and intrastate markets for all types of NBT experiences 

• improve research related to the economic benefits of nature-based 

tourism and subsets 

• improve research which measures NBT sustainability impacts and actions 

to address 

• better channels to disseminate research to industry. 

12 Increase the relationships across government linking health and wellbeing 

promotions with NBT experiences, including: 

• ‘Go for your life’ - Victorian Government initiative 

• ‘Healthy Parks Healthy People’ - Parks Victoria 

Priority 4 

13 Seek World Heritage Listing of a high profile attraction of outstanding 

universal value. 


Joint approach to promoting Victoria’s product strengths to the trade. Lead – TV, PV 2008–2012 

Currently, there is a high standard of Tourism Victoria and Parks Victoria 

data addressing community perceptions, visitor numbers and market 

segmentation, however there is a need to address a consistent approach 

and expand shared use across all key government agencies. 

Develop a process for disseminating research to the industry. 

NBT can value add to existing health and wellbeing campaigns targeting 

Victorians, including the flow on of benefits to NBT operators offering 

guided activities. 

An additional one or more World Heritage listed natural and/or cultural 

attraction would increase Victoria’s international profile. 

Lead – TV, PV, DSE 2009–2012 

Lead – PV, SRV 

Support – DVC, 

DSE 

Lead – DSE 

Support – HV 

Abbreviations DSE – Department of Sustainability and Environment; DVC – Department for Victorian Communities; HV – Heritage Victoria; LG – Local Government; PA – Parks Australia; PV – Parks Victoria; RTO – Regional Tourism Organisation; 

TA – Tourism Australia; TO – Nature-based Tourism Operators; TV – Tourism Victoria. 

Ongoing 

by 2012

73 

Rock climbing, Mount Buffalo National Park

i m P l e m e n t i n g t h e 

strategy 

The success of the strategy depends 

on the adoption of an ongoing 

collaborative approach by a diverse 

range of industry, community and 

government stakeholders. It is also 

heavily dependent on participation 

by industry and other stakeholders 

in provincial Victoria. 

Tourism Victoria, Parks Victoria and 

the Department of Sustainability and 

Environment will manage the process 

of implementing the strategy. 

Some specific actions in Directions 

1, 2, 4 and 5 will be delivered from 

existing government commitments 

and resources. 

Most of the infrastructure initiatives 

contained in Direction 3 are 

unfunded and it is hoped that future 

commitments are made to fund 

specific initiatives. At present, these 

initiatives are aspirational and represent 

a range of options for consideration by 

government in the context of normal 

budget processes and by the private 

sector. The private sector has a role to 

play in delivering quality infrastructure 

and visitor experiences. 


The outcomes of government 

and industry implementing a 

successful strategy are: 

• A healthy environment by 

contributing to the long-term 

conservation of Victoria’s natural 

environment, including maintaining 

and sustaining biodiversity. 

• A successful industry by creating 

world-class visitor experiences, 

increasing consumer perceptions 

of Victoria, providing high levels of 

visitor satisfaction and raising the 

viability of the industry. 

Worn Gundidj, Tower Hill 

• Strong, diverse, provincial 

economies by increasing 

employment and providing 

economic growth in key naturebased 

tourism destinations.

Performance indicators and targets 

Outcome Indicator 2012 target Data source 

Healthy environment 

Successful industry 

Strong, diverse provincial economies 

No overall reduction in water, soil, vegetation 

and fauna quality at major park visitor 

destinations 

Percentage of the nature-based tourism 

(NBT) industry with Ecotourism Australia’s 

ECO-certification 

Number of communities benchmarked with 

GREEN GLOBE 21 Community Standard 

Domestic consumer awareness and 

perception of Victoria having world-class 

natural attractions compared to other states/ 

territories 

Triple bottom line private investment 

into major NBT infrastructure public/ 

private partnerships in Victoria’s forests and 

protected areas 

Number of positioning products of 

statewide significance available for inclusion 

in Tourism Australia’s international marketing 

campaigns 

Regional tourism employment 

International visitor expenditure to regions 

where NBT is the primary product strength, 

including Great Ocean Road, Grampians, 

Gippsland, Phillip Island and Victoria’s 

High Country. 

Establish baseline monitoring projects at 

key visitor assets 

State of the Parks 

15 per cent of the industry Accreditation providers 

Five Green Globe 

Increase brand health from 

7 to 12 per cent 

Victoria’s forest – $15 million 

National parks – $15 million 

Brand Health Survey, 

Roy Morgan Research 

DSE and Parks Victoria 

Four Tourism Victoria 

Increase employment by 3–7 per cent Tourism Victoria estimate based on Access 

Economics data. Please note forecast 

target assumes historical growth rate for 

the period 1997–1998 to 2003–2004 is 

maintained and does not factor in broader 

economic trends. 

Increase by $28 million per annum Tourism Victoria estimate based on 

visitation and expenditure data sourced 

from Tourism Research Australia. 

75

Notes 

• For coach tours/bus tours/motorcycle tour 

activities to be classified as NBT, they must 

be taken in conjunction with an NBT activity 

listed above. 

• Some activities contain elements of more than 

one type of NBT. For instance swimming with 

dolphins/seals has elements of both adventure 

tourism and wildlife tourism. 

• Downhill resort skiing has strategies and plans 

developed specifically for the sector including 

the Alpine Resort 2020 Strategy. 

APPENDIX 1 – TyPES Of NATURE-BASED TOURISM 

TYPES DEFINITION ACTIVITY EXAMPLES 

Ecotourism Ecotourism Australia defines ecotourism to be 

‘ecologically sustainable tourism with a primary 

focus on experiencing natural areas that fosters 

environmental and cultural understanding, 

appreciation and conservation’. 

The following features of ecotourism 

differentiate it from other types of NBT: 

• a conservation ethos 

• elements of environmental education 

and interpretation 

• emphasis on ecological sustainability and 

minimising potential impacts. 

Adventure tourism+ Adventure tourism can be distinguished from 

other types of NBT based on three factors: 

• an element or perception of risk in the 

tourism experience 

• higher levels of physical exertion 

by the participant 

• a need for certain specialised skills 

to participate successfully and safely 

in the activity. 

The natural environment may serve only 

as the setting to undertake the activity.++ 

Extractive tourism Activities where tangible products are extracted 

from the natural environment. 

Wildlife tourism (native) Observation of native wildlife in the natural 

environment or in some circumstances in a 

captive setting, particularly those with Australian 

endemic (native) marine and terrestrial fauna. 

Nature retreats Accommodation in the natural environment is 

usually low density, dispersed units and designed in 

a vernacular style creating a ‘sense of place’ to the 

natural and cultural environment. Nature retreat 

characteristics include the use of sustainable 

building design and materials, renewable energy 

and waste technologies. Connection and view to/ 

over the natural environment is critical. 


Aboriginal tourism in nature, bushwalking, nature 

observation including by air, nature photography, 

outdoor education, outdoor research, spotlight/ 

night tours, star gazing, conservation-based 

volunteer tourism. 

Abseiling, ballooning, cycling, camel trekking, 

canoeing/kayaking, caving, climbing, fourwheel 

driving, horse riding, mountain biking, 

mountaineering, paragliding, sea kayaking, 

sailing, scuba diving, skiing, skydiving, snorkelling, 

snowboarding, snow sports, surfing, trail bike 

tours, tree climbing, trekking, rafting, sailing and 

boat tours, windsurfing. 

Fishing, fossicking, gold panning. 

Healesville Sanctuary, whale watching, 

spotlighting, bird watching, swimming with 

dolphins/seals. 

Eco-lodges, rustic cabins, safari tent-based camps, 

demountable accommodation, wilderness lodges. 

+ Some adventure tourism activities are not dependent on the natural environment, for example, indoor rock climbing. 

++ When education and the appreciation of the natural environment become the core focus of an activity then the activity would be deemed an ecotourism activity.

APPENDIX 2 – 

GLOSSARy Of TERMS, 

ACRONyMS AND 

ABBREVIATIONS 

Accreditation – A procedure 

by which an authoritative body 

formally recognises that a certifier or 

certification program is competent to 

carry out specific tasks (e.g. it certifies 

the certifier or demonstrates they are 

doing the job properly). 

Best practice – High operational 

standards considered the most effective 

and efficient means of achieving desired 

outcomes, such as environmental 

sustainability. 

Biodiversity – Biodiversity or biological 

diversity is the variation of taxonomic 

life forms within a given ecosystem, 

biome or for the entire Earth. 

Biodiversity is often a measure of the 

health of biological systems to indicate 

the degree to which the aggregate 

of historical species is viable versus 

extinct. 

Carrying capacity – The maximum 

number of people who can use an area 

without an acceptable alteration in the 

physical environment and a decline 

in the quality of the experience. The 

term refers to physical and biological 

factors and to social issues. 

Certification – A voluntary procedure 

that sets, assesses, monitors and gives 

written assurance that a product, 

process, service or management system 

conforms to specified requirements 

and norms. A certification/awarding 

body gives written assurance to the 

consumer and the industry in general. 

Commercial operator – An individual 

or organisation that conducts a tourism 

activity (for example, guided tour, 

special event or facility) that results in 

some degree of commercial return. 

Conservation – The protection, 

maintenance, management, sustainable 

use, restoration and enhancement of 


Demountable accommodation – 

Buildings that can be dismantled and 

re-erected elsewhere. Demountable 

accommodation characteristics include 

building on posts or poles, having 

minimal fixture points into the ground, 

use of lightweight materials, and can be 

deconstructed within 24 hours. 

Ecologically Sustainable Development 

(ESD) – Using, conserving and 

enhancing the community’s resources 

so that ecological processes, on which 

life depends, are maintained and the 

total quality of life, now and in the 

future, can be increased. 

Ecosystem – A dynamic complex of 

plant, animal, fungal and micro-organism 

communities, and the associated nonliving 

environment interacting as an 

ecological unit. 

ECO certification – Ecotourism 

Australia’s Eco Certification Program 

accredits products not businesses. 

Three types of nature tourism or 

ecotourism product may be accredited: 

tours, attractions and accommodation. 

The certification program offers 

three levels of certification based 

on the businesses’ triple bottom line 

sustainability including nature tourism, 

ecotourism and advanced ecotourism. 

Green Globe Community Standard – 

The principal objective of the Green 

Globe Community/Destination 

Standard is to facilitate responsible and 

sustainable environmental and social 

outcomes for communities. GREEN 

GLOBE 21 is the global benchmarking, 

certification and improvement system 

for travel and tourism. It is based on 

the Agenda 21 principles for sustainable 

development endorsed by 182 Heads 

of State at the United Nations Rio De 

Janeiro Earth Summit. 

International Visitors Survey – 

The International Visitors Survey 

is a destination-based face-to-face 

interview administered by Tourism 

Research Australia. About 40,000 

interviews are conducted each year at 

the international departure terminals 

of Australian airports. 

Interpretation – Revealing the 

significance and meanings of natural 

and associated cultural phenomena 

to visitors, usually with the intent 

of providing a satisfying learning 

experience and encouraging more 

sustainable behaviour. Interpretation is 

the communication path that connects 

visitors with the resources. 

Land managers – An individual, 

corporation or agency (whether public 

or private) responsible for the planning, 

management and/or operation of 

protected areas. 

Landscape approach – A holistic 

approach to nature-based tourism 

destinations where entire regions 

are the unit for analysis and action 

for infrastructure development 

(accommodation, activities, amenities 

and access) irrespective of private 

or public land classification. A 

critical component to the landscape 

approach is planning for the long-term 

maintenance of natural environment 

and for maximising a ‘sense of place’ 

for visitors. 

Levels of service (Parks Victoria) – 

A principal tool for the strategic 

management of visitor services across 

the Parks Victoria network. It provides 

a statewide context for the 

establishment and delivery of services 

and infrastructure to meet the needs 

of visitors and provides guidance to the 

management of a sustainable and 

diverse network. 

77

National Visitors Survey – The National 

Visitors Survey is an origin-based national 

telephone survey produced by Tourism 

Research Australia. Around 120,000 

interviews are conducted each year. The 

survey records information on domestic 

overnight visitors and domestic day trip 

visitors, including the number of visitors 

who undertook activities associated with 

nature-based tourism on their trip. 

Natural environment – Areas that exist 

in, or are formed by, nature, that is not 

artificial; incorporates cultural aspects. 

Nature-based tourism visitor – is 

defined as a visitor who undertakes at 


during their visit. 

Nature-based tourism facility 

– is defined as any facility that 

enables visitors to enjoy a range 

of opportunities around natural 

attractions including (but not 

limited to): amenities (e.g. visitor 

and information centres), roofed 

accommodation (e.g. ecolodges and 

standing camps), camping areas, tracks 

and walkways, bridges, roads, car parks, 

toilets, signage and interpretation 

panels, viewing platforms, wharves and 

boat ramps. 

Visitor management – Management of 

visitor impacts and behaviour on-site, 

through the use of signs, formed tracks 

or boardwalks, barriers and the physical 

presence of management staff. 

Product – The product for the naturebased 

tourist is the complete experience 

resulting from the packaged tour or 

travel facility purchased, from the time 

they leave home until their return. 

Ecotourism Australia delivers the ECO 

Certification program to the industry. This 

program certifies three different products: 

accommodation, tours and attractions. 

Protected area – A protected area is 

defined by the International Union for 

Conservation of Nature (1994) as ‘an area 

of land and/or sea especially dedicated 

to the protection and maintenance of 

biological diversity, and of natural and 

other cultural resources, and managed 

through legal and effective means’. An 

example of a protected area is a 

national park. 

Public-private partnerships – Refers 

to facilitated private investment on 

public land. 

Renewable energy – Energy sources that 

are practically inexhaustible. Alternatives 

to non-renewable fossil fuels (such as 

coal and oil), including solar, hydro and 

wind energy. 

Sense of place – Is a characteristic that 

some geographic places have and some 

do not. It is often defined as those 

characteristics that make a place special 

or unique, as well as those that foster a 

sense of authentic human connection. The 

characteristics of a natural environment 

often take into account the natural and 

cultural features of the landscape. 


Setting – A term used to describe 

the character of a place, which takes 

into account its physical, social and 

managerial features. 

Sustainable development – 

Development carried out in such a 

way as to meet the needs of the 

present without compromising the 

ability of future generations to meet 

their own needs. 

Sustainable tourism – Tourism that 

meets the needs of present generations 

without compromising the needs of 

future generations. More commonly 

perceived as tourism that does not 

negatively impact the environment, 

economy, culture and society of a 

particular destination; ecotourism is a 

form of sustainable tourism. 

Target markets/market segmentation – 

The division of a larger consumer 

market into smaller, homogeneous 

groups on the basis of geographical, 

socio-demographic, psychographic and/ 

or behavioural characteristics, in order 

to better affect target marketing and 

management strategies. 

Tour Operator Management System 

(TOMS) – A computerised system, 

administered by Parks Victoria, used 

to manage tour operators licensed 

to operate on public land. 

Tourism and recreation visitors – 

On public lands, tourism and recreation 

visitors share the same resources, 

use the same facilities, compete for 

the same consumer dollar, and exert 

similar impacts when the same activity 

is undertaken. A tourist is defined 

as a visitor who stays at least 40 

kilometres away from home for one 

or more nights, to the extent that 

their behaviour involves a search 

for leisure/recreation experiences 

from interactions with features and 

characteristics of places they choose 

to visit. Management of tourism and 

recreation activities is integrated for 

Victoria’s public land estate. The term 

‘visitor’ refers holistically to all tourism 

and recreational users of Victoria’s 

public land estate. 

Trade-ready – Refers to a tourism 

business being a member of 

a recognised national industry 

organisation, and/or member of a 

local or regional tourism association. 

The business must also incorporate 

structured commissions into their 

product (up to 30 per cent), offer year 

round, seven days a week availability 

for bookings, and have a dedicated fax 

service and email address.

APPENDIX 3 – 

OTHER PLANS, STRATEGIES, 

LEGISLATION AND POLICIES 

Other relevant plans, strategies, 

legislation and policies that the strategy 

seeks to complement, add value to and 

enhance include: 

• Aboriginal Land and Economic 

Development Program 

• Department of Sustainability and 

Environment’s Indigenous Partnership 

Framework (draft) 

• Forest Management Plans 

• Growing Victoria Together. A Vision for 

Victoria to 2010 and Beyond 

• Parks Victoria Management Plans 

• Parks Victoria’s Indigenous 

Partnerships Strategy 

• Regional Tourism Development Plans 

• The policy and planning framework 

for Victoria’s public lands, including: 

– National Parks Act 1975, Forests 

Act 1958, Crown Land (Reserves) 

Act 1978 

– Sustainable Recreation and 

Tourism on Victoria’s Public 

Lands Policy 

– Planning and Environment Act 1987 

• Tourism Victoria, Parks Victoria and 

Department of Sustainability and 

Environment business plans 

• Victorian Coastal Strategy 

• Victoria’s State of the Parks 2007, 

Parks Victoria 

• Victorian Trails Strategy 2005–2010. 

Sunrise over Mount Baw Baw. Photographer: James Lauritz. 

79

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Great Ocean Walk, Great Otway National Park

tourismvictoria.com.au 

tourismvictoria.com.au/naturebasedtourism

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