Flinders Ranges and Outback Integrated Strategic Tourism Plan

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Final Plan Alignment with State and Regional Strategic Directions 2. ALIGNMENT WITH STATE AND REGIONAL STRATEGIC DIRECTIONS Flinders Ranges and Outback SA Tourism Region provides an important opportunity for the State Government to realise its strategic directions. It has many of the experiences and attributes that the State Government has identified as central to achieving its vision for South Australia. 2.1 South Australia’s Strategic Plan: Creating Opportunity Moving Forward Together establishes the following target: “Increase visitor expenditure in South Australia’s tourism industry from $3.7 billion in 2002 to $6.3 billion by 2014 by increasing visitor numbers and length of stay and, more importantly, by increasing visitor spending” This Plan has established targets to increase the yield from tourism i.e. expenditure on tourism products by better matching markets to existing product and by developing products to meet the needs of target markets. The South Australian Tourism Plan 2003 – 2008 is currently being reviewed. The Plan will be informed by the Strategic Intent and Goals of SATC Plan 2008-2009. The Strategic Intent is expressed as follows: • Grow total tourism expenditure in SA to $6.3 billion by 2014, which requires a milestone of $4.9 billion by 2009 • Grow the number of target audience predisposed to SA to 25% by 2014, which requires a milestone of 14% by 2009 • Get more domestic target audience to holiday in SA, 750,000 by 2014, which requires a milestone of 520,000 by 2009 • Grow international tourism expenditure in SA to $750 million by 2014 which requires a milestone of $420 million in 2009. The Goals and Key Performance Indicators for the SATC are: • Goal 1 – Communicate a More Appealing SA of Today Right message, right audience through right medium Key Performance Indicators: In 2008/09 grow to 520,000 domestic visitors and $420m international expenditure • Goal 2 – Get More Planes to Land Grow domestic and international seat capacity Urban & Regional Planning Solutions d:\frosa region istp\frosa region istp.doc Page 7
Final Plan Alignment with State and Regional Strategic Directions Key Performance Indicators: In 2008/09 grow to 77,000 domestic seats and 6,500 international seats • Goal 3 – Develop a More Appealing SA of Tomorrow Events, Experiences and Infrastructure Key Performance Indicators: In 2008/09 achieve $20million in strategic projects and Develop an Events KPI. The Strategies developed to achieve these goals are based around a fourfold approach to plan, develop, activate and communicate. Planning for success will require the translation of the $6.3 billion target into meaningful goals for all industry stakeholders. Creating a positive tourism development environment means influencing positive tourism policy and working to reduce planning barriers. Developing South Australia as a tourism destination means finding out what is appealing about SA to potential visitors, bundling this product and selling it as South Australia’s greatest. The strategies include to “identify and grow SA’s current stock of most outstanding tourism products and regroup and repackage into more appealing holiday experiences”. In addition to “Making the Most of What We Have Got” the SATC also needs to work with its industry partners to “develop a more appealing SA of tomorrow”. This will involve research to understand the gaps in SA’s tourism experiences and identifying holidays that will appeal to higher yielding and longer staying visitors. It will also require being proactive in identifying and targeting investors to consider development opportunities. Events are a key plank in the development approach with a range of strategies for “establishing events as reason to come”. The strategies to Activate the Goals relate to improving our access to and through South Australia, accessing the right distribution channels for our target markets and maximising SA Sales by the trade. Communicating with Impact will require a clear consistent message, wise investment in the best mix of media to reach the higher yielding longer staying customers, picking and promoting the most appealing holiday experiences and recognising the need for a strong online presence. Urban & Regional Planning Solutions d:\frosa region istp\frosa region istp.doc Page 8
Page 1 and 2: Plan • Facilitate • Resolve Fli
Page 3 and 4: Final Plan Contents CONTENTS ACKNOW
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Page 7 and 8: Final Plan List of Definitions LIST
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Final Plan Attachment 3 TOPOGRAPHY
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