Part 1 - Shire of Ashburton

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Shire of Ashburton Tourism Strategy January 2011 - Karijini tours; there are two main local tour operators providing tour product between Tom Price and the Karijini NP and these operators service the current market needs well. As most tourists overnighting in Tom Price have their own vehicle, Karijini largely remains a self drive destination so demand for day tour product is inconsistent. The addition of the Tom Price airport and increased commercial accommodation capacity within the town would see the demand for these type of day tour products increase dramatically. - Indigenous tours; there have been a few attempts by local indigenous residents to operate half and full day cultural tours at Tom Price and within the Karijini National Park, however these attempts have been inconsistent and reliability of service remains an issue especially for booking agents such as the Tom Price Visitor Centre. The potential for delivery of Indigenous tour product is considered very high and is a much sought after “visitor experience” in particular amongst International travellers. - Fishing & Diving tours; the Mackerel Islands are a major tourism asset for the region and Onslow provides a focal point/accommodation base for recreational fishing groups to utilise these offshore assets. The Mackerel Islands Resort is a popular drawing card for visitors to the region. Thevenard Island has a fishing and diving tour operator based at the Island with a permanent divemaster for the busy 3 months each year. The Thevenard based tour operator will pickup passengers from Onslow however minimum numbers are required. No dive and fishing operators is based at the town of Onslow. - Mine tours; currently mine tours are offered at Tom Price and Onslow. The Tom Price (Pilbara Iron mine tour) is a popular local activity and provides the local Tom Price Visitor Centre with important booking commission income. - Pastoral tourism; the region has a strong history of pastoral heritage and the operation of pastoral stations continue today with the opportunity to develop station stay and working station visitor experiences. The development of tour product and other “tourism activities” is typically driven by local industry with Shire input largely confined to a support role. The Shire can add to local activities that are normal community focused services such as providing and maintaining bike and walk trails, supporting local markets, local festivals, operating outdoor community cinemas, and the like. Recommendation 39: the Shire to investigate the development of unique visitor experiences focusing upon; - Mining tourism, mine tours and resource processing facility tours. - Pastoral tourism, station stay and the like. - Indigenous culture based visitor experiences. - Regular passenger shuttle bus service between Tom Price and Karijini (departing TP Visitor Centre, direct transport to Karijini Visitor Centre and Joffre Gorge day use area. Possibility for Tom Price Visitor Centre to sell tickets on commission basis, not a tour but a scheduled bus service) may only run in peak visitor season. 55
Shire of Ashburton Tourism Strategy January 2011 7.5 Amenities The large majority of visitors to the area will remain self drive travellers that will be unfamiliar with the local geography and road networks and creating clear and easy to read signage will be important. Visitor signage within the Shire has been discussed in great detailed under the visitor servicing section of this report. In short, while roadside directional signage within the Shire is considered a very good standard, there is an urgent need to establish a range of appropriately branded entry statements to towns and attractions, better locate visitor roadside information bays, and generally improve visitor interpretation. See Visitor Servicing section of this report. 7.6 Attitudes Tourism attitudes within a tourism destination should always be considered a “two way deal”. As travellers are required to respect local community privacy and access issues, so too local Shire of Ashburton communities that have actively engaged in tourism will also be required to ensure visitors feel welcome. Word of mouth is a powerful promotional tool for any destination or individual operation and can be a major generator of new visitor business as long as visitor expectations are at least met or exceeded. Value of Tourism, Service Standards & Training It is important that local communities understand the value and importance that a successful and vibrant local tourism industry can deliver. To many local residents, the only interaction with tourists may be fighting for a car space at the local town centre, having to wait in line to be served, or observing bins overflowing during peak visitor periods. It is important therefore to educate and communicate the significance and benefits that a strong local visitor industry can deliver and this message needs to be conveyed to the community, business, and local government (both staff and elected representatives). Activities that should be undertaken include; - Develop a Tourism Education and Communication program to educate visitors about the environment, community values, appropriate visitor behaviour and safety and security issues; - Educate the community and local business about sustainable tourism; and - Educate local government employees and Councillors about sustainable tourism and the role of Council in supporting and managing the tourism industry. Recommendation 40: Tourism WA have a “Value of Tourism” program and the Shire should work closely with TWA and ANW to develop an appropriate program for its local communities. Service standards within the local retail, hospitality and tourism operators is generally of a poor standard. This is a common problem throughout much of regional Australia and especially in the more remote locations of the North West. Specific recommendations to improve general tourism, retail and hospitality service standards include: - Education and training for service‐related businesses to improve customer service; - Training to improve workforce skills and quality; and - Development of a Service Excellence Program to ensure the delivery of exceptional and consistent service for all business and tourism operations - Consider establishing a Shire of Ashburton coordinated (corporate sponsorship potential) customer service and local business awards. 56
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CONTENTS 1.0 INTRODUCTION 1 1.1 Rep
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Part 1 - Shire of Ashburton

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