Macleay Valley Coast Tourism Strategic Plan January 2005 ...

Macleay Valley Coast Tourism Strategic Plan January 2005 to December 2009 – Final Draft
__________________________________________________________________________________
6.1 STRATEGY 1 - Adoption of a New Tourism Management
Model
An industry cluster model will be adopted as a new tourism management model for the MVC
and attract a diverse membership base comprising those stakeholders that have a direct or
indirect role to play in tourism.
The central core of the cluster will comprise those commercial operators that receive financial
benefits from cluster activities. These commercial members will pay a membership fee that
assists in funding the ongoing business activities of the cluster ad be expected to take a
driving role in marketing and product development activities of the cluster.
The commercial heart of the cluster will be supported by non-paying members comprising
those stakeholder groups that support the tourism industry yet do not receive financial
benefits from their involvement in tourism. Examples include KSC, protected area
management agencies, economic development agencies, training and business support
services etc.
6.1.1 Desired Outcome
The intended outcome of this strategy is to develop a strong industry cluster that is sufficiently
resourced and possesses the pre-requisite skills base to implement actions contained in this
Five Year Plan. If this new model serves as a powerful economic growth model for the
tourism industry, then it serves as a template that may have application for other industry
sectors of the MVC.
Active participation from a wider set of stakeholders will provide access to a far greater
resource base and reduce the current reliance on Council to be the principle driver of tourism
marketing and development in the MVC.
Industry will be encouraged through progressive development of their skills capabilities and
resources to take a stronger role in marketing and product development for the MVC tourism
network.
The cluster will also actively involve other important agencies through cluster project teams to
assist in tourism planning and development and encourage resource contributions and
investment of skills and effort by these agencies that assist in implementing a wide range of
projects that address tourism industry needs of the MVC.
While Council will continue to play a strong role in facilitating industry growth, its primary
focus will be directed towards buildings the cluster's capabilities and facilitating and
coordinating the implementation of actions contained in this Five Year Plan through managing
and coordinating the Cluster's project teams.
As the cluster's capabilities and membership base progressively increase over time, it may be
possible to develop sub-clusters for discrete tourism sectors such as the arts/crafts sector,
tours/activities sector, accommodation sector, backpacker sector etc. that operate under this
broader overarching cluster model for the tourism industry.
6.1.2 Objectives
The cluster seeks to:
• Consolidate a fragmented industry into a powerful coordinated network and peak body for
MVC tourism;
• Become an industry led planning device that empowers industry to take a lead role in
directing industry marketing and product development directions;
23
__________________________________________________________________________________
ATS Group Pty Ltd
Consulting Solutions