Draft Coffs Harbour Cultural Plan 2013 - 2016 - Coffs Harbour City ...

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Agenda - Ordinary Meeting 22 November 2012 - CITY SERVICES DEPARTMENT REPORTS Attachment 3 such as engineering and health and in many trades. A conservative estimate of labour supply at 2030 identifies a national shortfall of workers of 530,000. 9 Highly skilled people, from both Australia and overseas, will have a large number of choices if they choose to live outside a metropolitan area. Whilst Coffs Harbour has a number of lifestyle factors, such as proximity to beaches and national parks that are attractive to people considering a move, there is also a question of the opportunity for a fully-rounded lifestyle, of which cultural activities comprise an important part: “Lifestyle questions play a role in the pull of individuals to regions. There is a growing body of academic research on the role of consumption, as opposed to productivity factors in migration decisions. Production decisions – can I be more productive and earn more money? – have long dominated thinking about migration patterns, but now consumption factors – how is the weather and what kinds of restaurants can I find? – seem to be playing a larger role … Is there an exciting cultural scene, recreational opportunities? Pleasant climate and attractive physical surroundings? Open and tolerant attitudes towards ethnicity and lifestyles?” 10 From this perspective cultural activities as a whole are integral, both as recreational opportunities and also as a visible expression of a welcoming and open community. Activities such as the Coast Out Festival, Harmony Day and Aboriginal community events are particularly important in this context. 6.2 Culture and Tourism Overwhelmingly the visitors to Coffs Harbour, and the Coffs Coast Region as a whole, are domestic tourists who mainly visit here as families from elsewhere in NSW. They enjoy the beaches and scenery, although their satisfaction with their holiday is greatest if they visited Dorrigo or Bellingen as well. The key source market is other regional NSW with 34% of visitors, although Sydney and Interstate are only slightly less (29% and 28%, respectively). The tourism facilities in Coffs Harbour are now dated. Most of the development and investment in infrastructure such as resort accommodation occurred in the 1980s and 1990s. This lack of new or updated facilities may be contributing to the decline in visitor numbers. 9 Ageing and Work in 2030: In or out of our hands? Louise Rolland, Professor Work and Ageing, Swinburne University of Technology 10 A Tale of Ten Cities: Attracting and Retaining Talent, Michael Luis, prepared for the International Regions Benchmarking Consortium - www.internationalregions.org, 2009 Page 18 1478
Agenda - Ordinary Meeting 22 November 2012 - CITY SERVICES DEPARTMENT REPORTS Attachment 3 There has been a 38% decline in overnight stays in Coffs Harbour since 2003, which is significant. In a recent report for the Council, tourists’ satisfaction with their visit to Coffs Harbour was assessed against both the NSW and as importantly, against the satisfaction at a selection of highly comparable municipalities, some of whom could be considered as competitors, such as Port Macquarie. Surprisingly, despite its substantial natural assets, the municipality was poorly rated against both the state average and the subgroup in benchmarks in nature-based activities like visiting National/State Parks and bushwalking/rainforest walks and going on organized tours. Given the Coffs Coast Aboriginal Discovery tours and the Coffs Coast Ambassadors program, this suggests that visitors are not getting relevant information about local offerings. Coffs Harbour also rated poorly in relation to cultural activities, like visiting history/heritage sites and visiting museums/art galleries. There were some experiences directly related to a cultural policy that scored well below the benchmarks, such as: To discover or learn something new (43%, 17 points below) To experience arts or culture (25%, 13 points below), and To experience our nation’s history (19%, 33 points below). While most of these experiences would generally be expected by non-family visitors, to “discover or learn something new” is an experience that can work particularly well with a family-based market. As a 2010 study indicated, the ACT is an example where 77% of visitors in the family demographic sought this type of experience. Cultural tourism can be difficult concept to define but it is concerned with visitors who make a trip to gather new information and experiences to satisfy their cultural interests. Examples of this include travelling to see an exhibition or to a festival, to learn a language or take a heritage walk. There is considerable evidence to suggest that cultural tourists tend to spend more than average. For maximum benefit to the economy of the region, visitors should generally be encouraged to stay for longer periods of time. Council already supports events such as the Coast Out Festival and hosts the Buskers Festival both of which encourage visitors to stay for multiple nights. When the tourists themselves participate in the creative activities being undertaken, skill development and/or creative challenge can form the basis of active tourist experiences. There Page 19 1479
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