Australia's National Landscapes Presentation - Tourism Australia

Australia’s National LandscapesWhat’s it all about?

A HistoryIn 2005Tourism Australia &Parks Australia united toform a unique partnership

Jasper National Park Serengeti National Park Yellowstone National ParkAround the world the term ‘National Park’ is aprime brand name for tourismGalapagos National ParkTorres del Paine National ParkKilimanjaro National Park

“National Parks” are few but significant57 41

But in Australia we have…Abercrombie RiverAlexander MorrisonAlice RiverAlpineArcher BendAsbestos RangeBald RockBarrington TopsBarron GorgeBaw BawBeedelupBelairBellenden KerBellinger RiverBen BoydBen LomondBlackdown TablelandBladensburgBlue MountainsBoonoo BoonooBooti BootiBorder RangesBotany BayBouddiBourndaBrindabellaBrisbane RangesBrisbane WaterBroadwaterBudawangBudderooBulleringaBundjalungBunya MountainsBurrowa Pine MtnByfieldCamooweal CavesCania GorgeCanundaCape AridCape Bowling GreenCape Le GrandCape PalmerstonCape RangeCape TribulationCape UpstartCarnarvon GorgeCathedral RockCattaiChaelundiChillagoe Mungana CaveChurchillCocoparraCoffin BayCooloolaCoopracambraCoorongConimblaConjolaConondaleCoolah TopsCradle MountainCroajingolongCrowdy BayCrows Nest FallsCudmirrahCurrawinyaDagmar RangeDaintreeDeepwaterDeuaDharugDipperuDjukbinjDooraganDorrigoDouglas ApsleyDryanderDunggirDunk IslandEdmund KennedyElseyErrinundraEubanangee SwampHull RiverIdaliaInnesIron RangeIsla GorgeJardine RiverJervis BayJohn ForrestJardine RiverKakaduKalbarriKanangra-BoydKarijiniKata TjutaKeep RiverKinchegaKinglakeKings CanyonKings PlainsKondalillaKosciuszkoKuringai ChaseLake BarrineLake BroadwaterLake EachamLake EyreLake GairdnerLake Saint ClairLakefieldLamingtonLane CoveLawn HillLeeuwin-NaturalisteLincolnLindLitchfieldLittle DesertLonesomeLower GlenlegLumholtzMacquarie PassMagnetic IslandEuclaEungellaEuribulaEurobodallaExpeditionFinke GorgeFitzgerald RiverFlinders ChaseFlinders RangeFortis CreekForty Mile ScrubFrank HannFranklin-Lower GordonWild RiversFraser IslandFreycinet PeninsulaGammon RangesGarigalGeikie GorgeGeorges RiverGibraltar RangeGirrawheenGlass House MountainsGoobangGoongarrieGoulburn RiverGraham RangeGrampiansGreat Basalt WallGreat SandyGreen IslandGregoryGurigGuy Fawkes RiverHann TablelandHartz MountainsHat HeadHattah-KulkyneHeathcoteHinchinbrook ChannelHinchinbrook IslandHoley PlainsMain RangeMapleton FallsMaria IslandMarramarraMillstream-ChichesterMimosa RocksMirimaMitchell RiverMootwingeeMoreton BayMortonMorwellMount ArcherMount AugustusMount BarneyMount Baw BawMount BuffaloMount EcclesMount FieldMount HypipameeMount ImlayMount KaputarMount LesueurMount MistakeMount RemarkableMount RichmondMount RoyalMount WilliamMount WarningMungoMurramarangMurray RiverMurray-SunsetMyall LakesNamagiNambungNangarNattaiNew EnglandNightcapNitmilukNoosaNuga NugaNullaborNymboi-BinderayNymboidaOrapinnaOrpheus IslandOtwayOxley Wild RiversPalmerstonPalmgrovePoint NepeanPorcupine GorgePorongorupPort CampbellPrecipicePurnululuQueen Mary FallsRavensbourneRokebyRichmond RangeRocky CapeRoyalShaw IslandScheyvilleSeven Mile BeachSimpson DesertSimpsons GapSnowy RiverSouthSouth East ForestsSouth IslandSouth WestSouthwoodStaaten RiverStirling RangeStockyard GullyStokesStrzeleckiSturtSundownSydney HarbourTarlo RiverTarra BulgaTathraThe GrampiansThirlmere LakesThrushtonTomareeTooloomToonumbarTorndirrupTunnel CreekUluruUndala VolcanoWabba WildernessWadbilligaWallaga LakeWalls Of JerusalemWarrabahWarrenWarrumbungleWashpoolWatarrkaWatherooWeddin MountainsWerrikimbeWest HillWhite MountainsWhitsunday IslandWillandraWilli WilliWilliam BayWilsons PromontoryWindjana GorgeWitjiraWokoWolfe Creek MeteoriteCraterWollemiWyperfeldWyrrabalongYanchepYengoYuraygir600+ out of 9000+ protected areas

National Landscapes DVD

NL Vid

Australia’s National LandscapesA long term strategic approachto tourism & conservationAims of the program• Promote world class, high quality visitor experiences• Enhance the value of tourism to regional economies• Increase the role of protected areas in those economies• Build support for protecting our natural and cultural assets

Where have we been?

Becoming a National Landscape

What’s the process?Declare regional interest and formation of local Steering CommitteeApplication Assessment by National Landscapes Reference CommitteeDestination Branding in partnership with Tourism AustraliaLaunched as a National LandscapeExperience Development StrategiesEXPERIENCE DELIVERY

Where are we now?

Promoting the Landscapes

“Best of Nature”Training moduleon the AussieSpecialist siteAvailable inEnglishGermanChinese

Media:New Content• Fact sheets• Feature Stories• Imagery• Moving footage• Monthly landscapes story angles forjournalist distributed in an e-newslettersTA’s Media WebsiteTA Landscape ImageGallery collectionsavailable for media access– to support stories

Nature Series Footage

Next Steps

‘Best Of’Consumer and Trade Messaging

Identifying thebestdestinations toexperienceAustralia’soutstandingnature andculture

Best of overview• Great Walks• Indigenous/culture• Luxury• Wine• Golf• National Landscapes = NatureEach group is comprised of the ‘best’product within each special interestgroup.Product is determined via selectioncriteria.

CDP ResearchSlide30

Steering Committee Achievements

Highlights:• EDS Completed• 9 % of projects identifiedare now also completed• 62% were underway• STIG Funding• Light to light walk• Geotreat Landscapeinterpretive application

What are the Benefits?Where are we headed?

Program Outcomes

Partnerships: Working together to pursueshared interests“National Landscapesis all aboutpartnerships,and it is thosepartnership that bringtogether truly amazingpeople and remarkableminds to do thingsdifferently”National Landscapes Reference CommitteeProgram Managers(Parks Australia, Tourism Australiawith assistance from RET)National Landscape Steering Committees

2020 strategic directionAchieving the potentialSeeing the results2013Setting the foundationAwareness and Establishment

All 16 Landscapes have been launched,and we are well on the way to havingestablished the foundations -many EDS’ have been (or are nearing)completion.If you take a moment review the longtermtimeline, in many ways we are‘ahead of the game’ - we have alreadycommenced a number of the activitiesin the ‘seeing results’ phase!This is significant and reflects thesuccess that National Landscapesteering committees are having indeveloping world class experiencesthrough effective collaboration withtheir diverse range of stakeholders andpartnerships.It also reflects the value of the NationalLandscape concept as a means toachieve success in a complexenvironment.

Your toolsGuide BookStakeholder newsletter

Where are we going?

Seeing the Results:• Refining the Landscape offer• Continue to work on improving tradeand consumer awareness• Translating the EDS into real live onthe ground experiences for visitors,that reflect the ACW unique point ofdifference.• Profiling the great conservationsuccess• Continuing to inspire stakeholders• Creating employment throughinvestment

The potential of collaboration through Australia’s National Landscapes:A model for Visitor Experience Assessments - Parks AustraliaThe Commonwealth has, in consultation with experts from Canada, recently developed a model forvisitor experience assessments with potential for direct application to National Landscape EDS work.The process is based around Visitor Experience Assessment Workshops bringing together crossfunctionalteams to examine the current state of the visitor from the perspective of the visitor.The results inform how to improve the visitor experience on offer in a region, and:• Identify potential visitor experiences that enhance visitor satisfaction, increase visitation andextended stay consistent with the areas shared vision for tourism• Plan the delivery of these experiences including visitor services, infrastructure and investment.The concept is to understand the various phases that a visitor goes through in planning, experiencingand remembering their visit to appreciate our role in influencing the visitor experience. By doing so,we can actively contribute to making our natural areas more relevant to visitors and enable them toconnect with the natural or cultural environment in which they are visiting.This model has successfully been applied to visitor experience development in Uluru National Parkand Kakadu National Park, is currently being applied to precinct management in Kakadu National Parkand will soon be applied to Christmas Island – it could readily be applied to visitor experienceassessments in National Landscapes.This is one example of the value in working with a Commonwealth Agency who has protected areamanagement and visitor experience as a component of their core business and can provide suchresources to assist National Landscapes in their experience development endeavours. Clearly TourismAustralia brings a wealth of experience and resources to grow international and domestic tourismawareness and destination management.

Mt Buller Mt Stirling EPIC Mountain Bike TrailIn 2010, The Australian Alps National Landscape (AANL), identified the Mt Buller-Razorback Spur Epic MountainBike Ride as one of its Priority A projects (to be developed in the short-medium term) in the EDS “AustralianAlps National Landscape Tourism Strategy for the international Experience Seeker market”.The project:• investigate the scope for integrated marketing of the Australian Alps as the hub for cycling and mountainbike riding in Australia.• Identify key infrastructure priorities required to facilitate mountain bike experiences.The stakeholders included state, regional and local tourism organisations, local government, alpine resorts andtourism operators and it was envisaged as a Medium-term 3 – 5 year project.The AANL applied for STIG funding and in September 2012 a project plan was approved by the Commonwealthfor Stage One of the EPIC Mountain Bike Trail - the planning, assessment, design and part construction of thetrail.The STIG Project budget comprises a Commonwealth Government contribution of $125,000 with matchingcontribution of $125,000 from Mt Buller Mt Stirling Resort Management.Mt Buller Mt Stirling Resort Management is committed to completing Stage Two in summer 2013/14 and willseek additional funding from other partners.On 7 February the EPIC Mountain Bike Trail Project was launched, and based on reports Stage one to date ison track for completion by the end of the year.This is one of an increasing number of examples of complex projects being successfully developed withinNational Landscapes that cross multiple jurisdictions, tenures , council boundaries etc and lend themselves tothe big picture thinking and approach of National Landscapes.This is the type of project that may never succeed without a vehicle such as National Landscapes to progress it.

To highlight the value of NationalLandscapes in developing naturebased tourism in your region -imagine for a moment that you hadnot become one of Australia’s 16National Landscapes…..

• There would be 15 Landscapes elsewhere in the country being promoted anddeveloped as the best natural and cultural destinations in Australia.• There would be no Australia’s Coastal Wilderness Experience DevelopmentStrategy, no Landscape positioning and no unique ACW identity.• ACW Would not be included in the global marketing strategy for promoting thedestinations that offer the best of nature and culture experiences in Australia.• ACW would not have a range of tools created specifically to assist them indeveloping and implementing world class experiences, reflecting their uniquepoint of difference in a highly competitive global market.• ACW would not benefit from an expert Steering Committee to coordinate astrategic view forward for the regions nature based tourism offerings.• Some of the key tourism and conservation partnerships that have developedthrough becoming a National Landscape may not exist.

Happily Australia’s CoastalWilderness is one of Australia’sNational Landscapes

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