Flinders Ranges and Outback Integrated Strategic Tourism Plan

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Final Plan Introduction and Purpose of this Plan employment conditions that allow employees to cash in leave entitlements may also reduce the amount of holiday travel. The Tourism Forecasting Committee of Tourism Research Australia has forecast a long-term average annual growth in domestic visitor nights to 2016 of 1.0% per annum and in overseas visitors of 4.8% per annum to reach 8.9 million which is just slightly more than the number of Australians travelling overseas. These figures are considerably more optimistic for domestic travel than they were 2 years ago. Should there be any new ‘shocks’ to the market (ie: terrorism, disease outbreaks, interruptions to oil supply, natural disasters, etc) then there may be an adjustment in the growth prediction between the international market and the domestic market. (Source: Tourism Forecasts, Tourism Research Australia 2007.) 1.5 Regional Barriers to Capitalising on our Tourism Appeal There are also barriers at the regional level which limit the ability of the region to attract new visitors. The first set of barriers relates to image and perception. Many people think they know the Flinders Ranges because they went there with their families on camping holidays in the 60’s and 70’s. They do not associate the Flinders Ranges with high quality accommodation and good food and wine. They are not aware of the way the products and experiences available in the Flinders Ranges have evolved and matured without compromising the natural beauty they remember. The Outback was under the spotlight in 2002, during the Year of the Outback, and since then it appears to have had little focus, particularly in South Australia. Queensland has been extremely proactive developing and promoting Outback Drive Routes, itineraries, building infrastructure and developing new product. It seems timely to bring the spotlight back to the South Australian Outback promoting the links to the adjoining regions and highlighting the features that differentiate our piece of the Outback – the iconic tracks, famous pubs, high quality underground living, inland lakes and rivers. Access to our region also poses a barrier to increasing visitation and this Plan highlights a range of actions to increase air services, optimise rail connections and develop new tour routes for coach and self drive markets. Urban & Regional Planning Solutions d:\frosa region istp\frosa region istp.doc Page 3
Final Plan Introduction and Purpose of this Plan 1.6 Premise for the Plan The primary purpose of this plan is twofold. Firstly, to increase the level of expenditure by those already visiting the region by providing additional and enhanced products and services they will be willing to pay for. Secondly, to increase the number of visitors to the region by addressing current gaps in transport, products and service and targeting marketing initiatives to those markets most likely to find that the Flinders Ranges and Outback SA offers what they are looking for. Underpinning the achievement of our primary purpose is the need to protect and enhance the natural environment and landscapes that provide the source of the region’s appeal to visitors. It is also critical to ensure that rural communities are adequately resourced and supported to manage the impacts of tourism and provide satisfying experiences for visitors. The plan is built on the following six foundational premises: • Be true to who you are • Attract those who respect and value what you have to offer • Build on and strengthen existing quality products to generate immediate returns from current visitors • Focus on new developments – products and infrastructure – that reflect the essential character of the region and can be managed sustainably to deliver experiences your markets will pay for • Support the regional leaders in tourism to maintain their efforts to build the profile and position of the region • Align the rules to reinforce your vision for tourism. 1.7 About the Planning Process The Flinders Ranges and Outback Integrated Regional Strategic Tourism Plan is a partnership between the following organisations: • Flinders Ranges and Outback SA Tourism • Northern Regional Development Board • Southern Flinders Ranges Development Board • District and Regional Councils of the Flinders Ranges and Outback region: - Flinders Ranges Council Urban & Regional Planning Solutions d:\frosa region istp\frosa region istp.doc Page 4
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Flinders Ranges and Outback Integrated Strategic Tourism Plan

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