Part 1 - Shire of Ashburton

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Shire of Ashburton Tourism Strategy January 2011 The Australian dollar experienced substantial changes in 2009 moving from a low of US62c in February to a high of US94c in mid‐November. International visitation levels to Australia are strongly dampened when the Australian dollar is high against other major international currencies and this also encourages outbound travel (Australians to travel overseas). Conversely, when the Australian dollar is lower then overseas visitors have much higher “buying power” and Australia as a destination becomes far more attractive. Although fluctuating enormously in 2009, many economists predict the Australian dollar will enjoy a more stable year in 2010 settling around the US90c, however this is not considered favourable for the Australian tourism industry. 2.3 Economic Development In its simplest form, Economic Development is about achieving a sustainable increase in living standards that delivers increased incomes and improved social well being to the members of the community. Economic Development is not simply about individuals and businesses – it contributes to the well being and prosperity of the whole community – individuals, families, business, industry and Local Government itself. Achieving the positive benefits of economic development takes time and requires a vision and the associated strategic and operational planning. The Shire of Ashburton has recognised this need and already commenced this long term planning process and recently released its “The Ashburton Vision” presentation. The document clearly states its vision of “The Shire of Ashburton will be a vibrant and prosperous place for work, leisure and living”, and highlights a large number of key potential projects for the major townsites of Tom Price, Paraburdoo and Onslow many of which are strongly tourism focused and/or add to the visual and lifestyle amenity of these communities. As a summary, these identified initiatives include; Tom Price ‐ Town Centre revitalisation ‐ Industrial precinct ‐ Child Care Development ‐ Golf Course, Sporting and Recreational precinct ‐ Karratha to Tom Price Highway ‐ Tom Price Airport ‐ Tourism Resort Style Accommodation Paraburdoo ‐ Town Centre revitalisation ‐ Recreational Precinct Upgrade ‐ Child Care Redevelopment ‐ Tourism Precinct and Accommodation Development ‐ Industrial Precinct/ Land Release Onslow ‐ Retail Commercial Precinct Development ‐ Land Development and Urban Planning ‐ Marina Development ‐ Onslow Sporting & Recreational Precinct Development ‐ Industrial Precinct ‐ Tourism Development ‐ Peedamulla Road Upgrade Source: The Ashburton Vision – Shire document Onslow Presentation April 2010 11
Shire of Ashburton Tourism Strategy January 2011 The Shire is to be strongly commendedd on undertaking such an extensive and visionary approach to its longer term planning and economic development vision. In reality some of the identified projects may not eventuate however this should never constrain local support and community consultation for growth and visionary ideas such as those being put forward. Economic development will mean different things to different LGAs depending on what are ultimately the required outcomes. As an example, for smaller LGA’s economic development refers more to “business assistance and development”, however as the LGA increases in size, has additional population and local employment demands, then economic development moves to creating industrial and housing estates and finally attracting large scale private and government infrastructure projects. Regardless of the scale and scope of economic development a LGA undertakes, a critical element is the development of an agreed Economic Development Vision and Strategy. The Shire of Ashburton has already commenced this process with “The Ashburton Vision” document and this tourism strategy is written to complement and assist the Shire in achieving some of these tourism related outcomes. 2. 4 Broader Region Tourism Context Warlu Way & Ningaloo Marine Park – Karijini National Park linkages While the Karijini and surrounding areas possess tremendous natural attributes, geographically remote destinations rarely succeed when developed and promoted in isolation. There is, however, a readily identifiable opportunity to develop a tourist destination of world class thatt encompasses the Ningaloo Marine Park and the Karijini National Park attractions. Linkages between the State’s number one rated visitor icon Ningaloo Marine Park and the equal second rated visitor icon of Karijini offers visitors to the area with experiences unmatched throughout Western Australia. The two major visitor attractions are located relatively close together (in respect to the State’s overall size) and efforts to package and promote these together via a range of predetermined self drive routes and even fly drive itineraries should be implemented. 12
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Location Amenities Tourism Destinat
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Part 1 - Shire of Ashburton

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