Sustainable - Hobsons Bay

Table of Contents
CHAPTER 1 EXECUTIVE SUMMARY 3
CHAPTER 2 PROJECT BACKGROUND AND OBJECTIVES 5
CHAPTER 3 PROJECT METHODOLOGY 6
CHAPTER 4 SUSTAINABLE TOURISM 7
CHAPTER 5 SITUATION ANALYSIS 9
5.1 Demand 9
5.2 Economic and Employment Impact of Tourism
5.3 Supply 4
5.4 Marketing 7
5.5 Infrastructure Development 9
5.6 Product Development
5.7 Links to Existing Policies and Strategies
5.8 Structure Management and Resources
5.9 SWOT Analysis 5
CHAPTER 6 STRATEGY OVERVIEW 27
6.1 Increasing Visitor Yield, Dispersion and Lessening Seasonality 7
6.2 Framework for Sustainable Tourism 7
6.3 Target Markets 7
6.4 Marketing Strategy Including Destination Image 8
6.5 Events 8
6.6 Visitor Services 8
6.7 Infrastructure Development 8
6.8 Product and Industry Development 9
6.9 Management, Structure and Resources 0
6.10 Business Development, Education and Training 0
6.11 Stakeholder Involvement Communication 0
6.12 Measurement KPI’s and Strategy Review
CHAPTER 7 FIVE YEAR ACTION PLAN 32
APPENDICES
Attachment 1 SWOT Matrix 49
Attachment 2 Literature Review 51
Attachment 3 Draft Accessible Tourism Strategy 77
REFERENCES 79
TABLES
Table 1 Hobsons Bay Key Sustainable development objectives and strategies 8
Table 2 Information requested by visitors to the Hobsons Bay Visitor Information Centre
(Williamstown) for the year ending March 2006
0
Table 3 Visitor activities in Nelson Place 1996
Table 4 Origin of visitors to Hobsons Bay Visitor Information Centre (Williamstown)
for the year ending March 2006
Table 5 Seasonality of visitation to the Hobsons Bay Visitor Information Centre (Williamstown)
for the year ending March 2006
Table 6 Hobsons Bay Key Attractions
5
DISCLAIMER
Any representation, statement, opinion or advice, expressed or implied in this document is made in good faith
but on the basis that Tourism Destination Management Pty Ltd and Quercus Marketing are not liable (whether
by reason of negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has
occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of
any representation, statement or advice referred to here.
GLOSSARY OF TERMS
ABS Australian Bureau of Statistics
HBCC Hobsons Bay City Council
IVS International Visitor Survey
NVS National Visitor Survey
PMA (former) Port of Melbourne Authority
SA Socially Aware
SWOT Strengths Weaknesses Opportunities Threats
TFL Traditional Family Life
TRA Tourism Research Australia
VA Visible Achievers
VIC Visitor Information Centre