Part 1 - Shire of Ashburton

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Shire of Ashburton Tourism Strategy January 2011 3.7 Summary of Visitor Markets to the Shire of Ashburton From the above research, it can be seen that the Shire of Ashburton attracts a diverse range of visitor types reflecting its diverse range of attractions (sleepy coastal assets and lifestyle through to spectacular inland gorges) and its geographical positioning as a “travelling through” destination. Self Drive - Domestic family holidaymakers (stick to main sealed highways) - Domestic grey nomads (older couple no children living at home) - 4WD enthusiasts (more adventurous, will take unsealed trails) - Domestic backpackers (couples or small groups) - International backpackers (couples or small groups) - International hire vehicle (couples or families) Packaged Coach Tour/Group Travel - Domestic retirees utilising group packaged tour operators such as ATP, Scenic Tours etc. - Backpacker group tours (mix of Domestic and International travellers) using group travel operators such as Easyrider Tours, Australian Explorer etc. Fly/Drive (fly into Perth, Exmouth, Paraburdoo, Karratha, Broome – hire vehicle and self drive) - Domestic (high yield, shorter stay holiday maker, most likely couples accessed via Domestic Travel Wholesalers) - International (high yield, shorter stay holiday maker, most likely couples accessed via Inbound Tour Operators) More specialised visitor types 1. Recreational fishing & diving enthusiasts (individuals and groups) 2. Sun chasers (retirees from south of state – extended stay during winter, usually along coastline) 3. Cultural enthusiasts – experience seekers 4. 4WD Adventure tourists (prefer unsealed tracks) – experience seekers 5. Industrial tourism visitors – resource & energy sector 6. Nature lovers – birders, scientific based groups 7. Educational groups (specifically during school holiday periods) 27
Shire of Ashburton Tourism Strategy January 2011 4.0 SHIRE OF ASHBURTON TOURISM VISION 4.1 Summary of Analysis The Shire of Ashburton covers some 105,000sqkm and includes the major towns of Onslow, Tom Price, Paraburdoo and Pannawonica (the last three towns originally created to service the needs of the local mining industry, and Onslow now poised to expand significantly servicing the offshore energy industries). Mining and energy remain the main drivers for economic activity within the Shire and will continue as the major players for many years to come. Tourism, although a much smaller economic contributor, offers the opportunity to diversify the economic base, generate local employment for people outside of mining, and generally improve socio economic and lifestyles for local communities. On a regional level Pilbara tourism has been historically overshadowed by larger resource based industries. While high standards of road and air access throughout the region has been an important bi‐product of these industries other visitor based infrastructure such as the standards of accommodation and food and beverage services are mediocre at best. Local tour product and built visitor attractions catering specifically to the holiday and leisure traveller are small in comparison. Although tourism in the Pilbara must compete directly with the larger mining and industry sectors for services such as accommodation and transport, there are still many opportunities for tourism to take advantage of and leverage off the substantial infrastructure delivered by its neighbouring “big brother” industries. As a sub region tourism destination, the Karijini and surrounding environs have taken the greatest steps forward when compared to the remainder of the Pilbara and this is due almost entirely to the very high standard of the natural visitor attractions of the Karijini National Park. In its current planning strategies Tourism Western Australia rates Karijini as the equal second most important “iconic visitor attraction” within the State ranked behind only Ningaloo Marine Park. Karijini attracts an estimated 100,000 visitors each year and is a highly popular destination amongst both organised group travel operators and self drive holiday and leisure travellers. Current visitor interest in the destination is therefore very high however the major constraint on substantial tourism growth being achieved lies in the undersupply of good quality short stay accommodation options and a more general lack of “experiences” available through local tours and activities for visitors to participate in. Significant market opportunities therefore exist in these areas including indigenous culture, island tourism, adventure tourism and pastoral station stay. Outside of the Karijini and Millstream Chichester National Parks, tourism activity is focused largely on the town centres of Tom Price and Onslow and this is where the Shire directs the majority of its tourism funding in the form of visitor servicing. Whilst Paraburdoo and Pannawonica also offer tourism development opportunity, their major focus is on servicing local resource projects and tourism potential over the next 5 year timeframe for these two towns are considered minimal. This report’s recommendations are therefore heavily weighted towards the tourism destinations of Tom Price and Onslow and what activities the Shire can undertake to enhance the region’s tourism development potential. 28
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Part 1 - Shire of Ashburton

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