Flinders Ranges and Outback Integrated Strategic Tourism Plan

Final Plan
Develop a More Appealing Flinders Ranges and Outback SA of Tomorrow
7.0 DEVELOP A MORE APPEALING FLINDERS RANGES AND OUTBACK SA
OF TOMORROW
7.1 Matching our Products to the Needs of the Markets
The Product Market Match Matrix in Tables Three and Four highlights the products and
experiences that best meet the needs of the existing and future markets. Table Three
shows existing products, some of which need further development or reinvigoration.
Table Four shows new products that need to be developed. Although a small number
of these opportunities may already exist they are either not of a scale or frequency to
satisfy future market demands. This analysis shows that the markets which have the best
match with our existing products are:
• High income long distance travellers
• Post family lifestage activity seekers
• Independent international travellers
• International travellers on organised tours
• High income families, and
• Excitement Seekers.
These are our target markets. The tables also include low income long distance
travellers, who are the traditional older “grey nomads” usually travelling on a fixed
budget and low income families, who have always been attracted to bush camping
holidays in the Flinders Ranges. Families are also a target market for some tourism
operators such as caravan parks and shearers’ quarters accommodation on pastoral
properties.
By focussing on developing new products that have the best match with the needs of
our target markets we will obtain the best return on investment. These priority products
will act as a catalyst for other products.
Urban & Regional Planning Solutions
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