Flinders Ranges and Outback Integrated Strategic Tourism Plan

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Final Plan Communicate a More Appealing Flinders Ranges and Outback SA of Today 6.2 What the Flinders Ranges and Outback SA has to offer SA’s Target Market The Flinders Ranges and Outback SA provides a strong match for all of these activities except for visiting wineries and vineyards; however the growing number of cellar door operations in the Southern Flinders Ranges can be seen as an extension of the winery experiences provided by the Clare Valley and Barossa regions. Visitors to our region will be able to: • Enjoy nature whether that be as an active participant walking, cycling or riding or as an observer watching birds, enjoying sunsets or wondering at the stars and planets in the night skies • Meet friendly local people and share some of their stories informally at pubs or as guests in their accommodation or more formally as tour guides and tag-along leaders • Learn about the culture and history of the places they visit, again both passively and incidentally and in more structured interactive settings such as interpretive centres, museums and on guided tours • Be adventurous and engage in activities they would not do at home, perhaps testing themselves to achieve a personal goal or stretch their capabilities • Socialise with others, either those in their travel party of those they meet along the way who share their interests and stories of places to see and things to do • Eat and drink well and stay in places that are well set up to provide the type of accommodation experience they are seeking – whether this is a bush camp or a 4 star underground resort. 6.3 Who is visiting the region? The Progress Report included in the Companion Document as Appendix B provides an analysis of those who visit the Flinders Ranges and Outback SA. Visitors can be categorised by their ages, travel party, the things they like to do, the length of time they stay and where they are from. Statistics on those visiting the region reveal some particular differences between the Flinders Ranges and Outback SA. While this Plan actively supports links between the two parts of the region and promotes ways to encourage people drawn to one area to extend their experience by visiting other areas it will be important to recognise these differences when identifying our target markets. Domestic visitors to the Flinders Ranges are more likely to be travelling as families than those in the Outback, while the Outback has higher proportions of older couples on Urban & Regional Planning Solutions d:\frosa region istp\frosa region istp.doc Page 31
Final Plan Communicate a More Appealing Flinders Ranges and Outback SA of Today long journeys and young people seeking excitement (ie the traditional ‘backpacker’ market of young Australians visiting the icons of their country via Outback SA.) Outback visitors report more interest in visiting heritage buildings and sites, visiting industrial tourism attractions and going on guided tours while visitors to the Flinders Ranges are more interested in bushwalking and visiting national and state parks. While the region is overwhelmingly a self drive destination with over 88% of all visitors travelling by private or company vehicle, more visitors travel by coach to Outback SA than to the Flinders Ranges. Air travel only represents 3% of all forms of transport used by visitors. 6.4 Who do we want to attract to visit out region? Within the broad definition of the Experience Seeker target market there are a number of smaller segments based on particular interests, behaviours and travel needs. These market segments include travellers this project has identified as Activity Seekers, Long Distance Tourers and Excitement Seekers. These submarkets are described below: They are represented in both international and domestic markets. Activity Seekers, especially those in the age range of 45-60 years who may have visited the Flinders Ranges with their families in the past and are now interested in exploring the region further as their children have left home. They are likely to be driving a 4 wheel drive vehicle, on a holiday of 1 to 2 weeks. They are interested in being active and learning while on holiday so will look for bushwalking, cycling, day tours that include something different and personal interpretation. They are looking for good quality accommodation in natural settings and they enjoy good food and wine. They are exactly those being targeted by South Australia as having a high potential to increase the yield from tourism. Long distance tourers many of whom are now so well set up with caravans, camper trailers and motor homes, that they undertake their "journey of a lifetime" in a number of stages. They may return several times to their favourite places. They are often early retirees spending 3-6 months on the road or younger travellers enjoying long service leave or a family experience to remember. While they are reasonably self-contained with respect to accommodation, they are likely to have occasional "reward" nights in Bed and Breakfast, quirky hotel or well set up cabin and caravan park accommodation. They are likely to splash out on a restaurant meal and experiences that are seen as good value for money and that they wouldn't necessarily be able to do themselves. These could include scenic flights and guided tours of industrial, cultural or natural heritage sites where specialised knowledge enhances the experience. They also enjoy occasional rest days from driving. This group includes people in both the affluent and lower income older lifestages identified by BDA Marketing Planning Research. Urban & Regional Planning Solutions d:\frosa region istp\frosa region istp.doc Page 32
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Flinders Ranges and Outback Integrated Strategic Tourism Plan

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