Sustainable - Hobsons Bay

Chapter 6
STRATEGY OVERVIEW
6.3 Target markets
• Melbourne; higher yielding day trippers and
special interests markets
» All age segments
» Socially Aware, Visible Achievers, Traditional
Family Life
» Special interest Groups – schools, Probus,
bird watchers etc
» Mid week corporate meetings markets
• Interstate – aligned with the targets of
Destination Melbourne Inc
• Overseas – longer staying and independent
travelling markets: UK, Europe, US, mature Asian
segments.
The following recommended strategic directions are
based on the analysis and presented in summary form.
6.1 Increasing visitor yield,
dispersion and lessening
seasonality
• Focus on city accessibility and local amenity to
potential overnight visitors.
• Promote to markets appreciative of historic and
cultural heritage.
• Promote to markets appreciative of nature-based
tourism.
• Attributes to attract higher yielding visitors with
less fluctuation in numbers across the week and
the seasons.
• Disperse visitors from the Williamstown hub
to the key nodes of Altona Beach/Pier Street and
Newport and via the linear coastal spoke or
corridor (bike path, beaches and the coastal parks
stretching from West Gate Bridge to the
Cheetham Wetlands).
• Develop market segments, events and product
experiences that attract people during off peak
(mid week and low season periods).
6.2 Framework for sustainable
tourism
• Pursue tourism economic development
opportunities that will not impede the ability of
future generations to meet their needs and enjoy
a comparable or better quality of life
and environment.
• Develop tourism that considers cultural factors
and fosters and supports conservation and
ecologically responsible development.
• Adopt tourism planning principles that increase
both visitor satisfaction and improvements to the
community.
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