Kingscote Airport Business Case - Kangaroo Island Council - SA ...

Kangaroo Island Airport Upgrade Business Case
1 Executive Summary
1.1 Kangaroo Island – It’s one of Australians Tourism Icons
Kangaroo Island is an Australian international destination recognised worldwide for its
beauty, natural landscapes and wildlife. It is identified internationally as uniquely
Australian alongside Sydney Harbour, The
Great Barrier Reef and Ayres Rock.
Kangaroo Island is simply one of
Australia’s iconic tourism destinations. It
captures Australia’s connection with nature,
the sea and leisure activities in a
surprisingly unspoilt Australian landscape.
Kangaroo Island has been developed into a
critical part of the Australian international
brand. And rightly so – it is uniquely
Australian.
Getting people to this unique destination is critical to ensure continued exploitation of
the icon. It’s good for Kangaroo Island, but it’s great for the Australian tourism
economy as marketing alone does little for the economy without the sales. Getting
people to Kangaroo Island and getting people to Australia allows the Australian
economy to earn the benefits from the significant investment in its icons.
As such, tourist access to Australian icons such as Kangaroo Island is fundamental to
the delivery of the Commonwealth strategy to take international tourism to $140 billion
in the Australian economy by 2020. This is an important target for Australia’s economic
prosperity, and the transport access to Kangaroo Island enables Australia to capitalise
on the investment that Tourism Australia has made in promoting Australia to the world
through the gateway of Kangaroo Island.
South Australia also invests in advertising Kangaroo Island supporting the
Commonwealth as an iconic tourism drawcard supporting the marketing investment
made by the Commonwealth. The ultimate capitalisation of the investment in
marketing this extraordinary destination lies in simple and efficient transport access to
the Island.
As an island, access is limited by the natural barriers that are part of its drawcard.
Whilst the journeys add to its charm it also creates a hurdle, particularly for time poor
tourists who have already invested a significant amount of time just getting to the
Australian shores. Fast and efficient access by air to the Island complements the
access by ferry services to allow time sensitive travellers access to the Island’s natural
wonders, and increases the potential to extend the stay of international tourists in
Australia.
1.2 Changes in airport needs
Southern Ocean Lodge - Considered one of the Top 20
International Hideaways in Andrew Harper’s Hideaway Report,
2011
The current Kangaroo Island airport is functional, but has operational limitations due to
its size and its ability to service a range of potential aircraft that would replace the
current service aircraft which are likely to require changing in the medium term, or
May 2013
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