Part 1 - Shire of Ashburton

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Shire of Ashburton Tourism Strategy January 2011 7.0 TOURISM DEVELOPMENT STRATEGIES Tourism WA undertakes a range of strategic planning activities for tourism regions within the state. Its most recent planning document relating to the Shire of Ashburton region is the Australia’s North West Tourism Development Priorities 2010 – 2015 (ANW TDP). In this report the strategic planning assessment utilises the “6A’s of tourism development” as a framework to review the Shire of Ashburton’s tourism product namely, 1. Attractions; refers to what will motivate people to visit and encompasses natural and built attractions. 2. Access; includes how visitors will get to the destination and how they can travel within and between locations. 3. Accommodation; the range and standard of commercial accommodation facilities that will be on offer. 4. Activities; what visitors can do when travelling through the region and encompasses local organised tours and the staging of special events. 5. Amenities; what services are provided for visitors including directional and interpretive signage, and visitor information services. 6. Attitudes; how local residents and current tourism operators behave towards visitors and the standard of services and visitor experiences delivered. 7.1 Attractions The quality of the natural attractions in and surrounding the Shire of Ashburton are considered extremely high and are of world standard. Karijini and Millstream Chichester National Parks are considered highly prized natured based visitor attractions and offer tourists the chance to experience spectacular gorges, secluded waterfalls and isolated rivers and billabongs. As noted in the ANW TDP report, “these parks also contain strong indigenous culture and heritage and are considered to be unique sites within the state”. Karijini National Park is a well established, major visitor icon attraction and attracts high visitation each year. Karijini is used extensively in both Australia’s North West and Tourism Western Australia’s external promotional campaigns and is clearly identified in the ANW Destination Development Strategy as a major nature based asset. Australia’s North West – Destination Development Strategy 2007‐2015 49
Shire of Ashburton Tourism Strategy January 2011 In an earlier Tourism WA planning document, each of the State’s attractions were rated in terms of their “iconic significance”. Karijini NP was rated an 8 out of possible 9, equal second to only Ningaloo Marine Park (the only attraction rated 9/9). The matrix detailed above rated Karijini as “extremely” in terms of iconic significance and when written in 2004 rated the “market readiness” in the lower spectrum of “satisfactory”. Since that time Karijini has added the upmarket tourist accommodation operation ‐ Karijini Eco Retreat which has moved its market readiness well into the “good” rating. According to this development matrix attractions with high iconic significance and good market readiness should be “leveraged”, and a heavy focus upon Karijini in terms of destinational marketing and branding is the approach strongly recommended within this report. Millstream Chichester National Park is another major visitor natural attraction yet less well known and visited National Park. Located largely within the Shire of Ashburton’s boundary, the Millstream Chichester NP was rated as displaying “some” iconic significance and with the lower end of “satisfactory” market readiness. The combination of new upmarket eco/tented accommodation within Millstream and the planned sealing of the Karratha – Tom Price road via Millstream NP should see this attraction grow in popularity in the future. The natural coastal assets of the Shire of Ashburton region are also considered outstanding and include the Mackerel Islands (serviced largely from Onslow) and Montebello Islands and these attractions offer visitors world‐class boating, fishing, diving and snorkelling opportunities. The Mackerel Islands Resort has invested significantly in the region and is considered a major holiday and leisure visitor market operator. The Shire should work closely with this operator to maximise market based opportunities. Although other product components such as accommodation and access remain critical factors for success, it is these “iconic attraction elements” of spectacular natural beauty that should remain the core focus of all collective marketing and promotional themes and positioning for the Ashburton region. Recommendation 28: the Shire should “leverage” its iconic and major visitor attractions and utilise them as the cornerstone of all tourism destination branding. 7.2 Access A number of “access” related issues for the Shire have already been detailed within this report and include an historical review of air arrivals via the Paraburdoo airport, along with the review and analysis of the importance of self drive holiday maker to regional destinations such as the Shire of Ashburton. In many respects, tourism within the Shire, and even the broader Pilbara region, has “rode on the coat tails” of the larger mining and energy industry’s massive investment in road and air infrastructure into the region. The quality of road networks built within the Shire of Ashburton is considered a very high standard. Admittedly, the distances between towns and attractions can be vast, and quicker and more direct sealed road networks can open up new potential visitor markets. Upgrades to complete the new road link between Karratha and Tom Price are required. The completion of this Millstream NP link will improve the accessibility for visitors to both Karijini and Millstream National Parks. 50
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Part 1 - Shire of Ashburton

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