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TOURISM EXPERIENCE DEVELOPMENT STRATEGYDISCUSSION PAPERAUSTRALIA’SGREAT SOUTH WEST EDGENational LandscapeMARCH 2012Stirling Range National ParkGreat South West Edge ExperiencePreparedDevelopmentby EC3 Global,StrategyResolveDiscussionGlobalPaperand Parker Travel Collection

CONTENTS1. Background and Objectives2. The GSWE National Landscape Visitors3. The GSWE Experience4. Competitor Analysis5. Next StepsThe Experience Development Strategy is being developed under the direction of a SteeringCommittee with representatives from Tourism WA, Regional and Local Tourism Organisations,Regional Development Commissions, Local Government and the Department of Environmentand Conservation. The project has been made possible through funding support from TourismWA the South West Development Commission, Great Southern Development Commission andGoldfields Esperance Development Commission.About the Project TeamOn behalf of the EC3 Global team, including Resolve Global and Parker Travel Collection, we would liketo thank you for the opportunity to work with you to prepare the Great South West Edge TourismExperience Development Strategy.EC3 is Australia’s longest running dedicated tourism consulting firm, with 25years of experience in destination management and strategic planning fortourism destinations. We have hands-on practical knowledge of theexperience seekers, National Landscapes, Brand and Marketing and TourismProduct Development and Investment.Parker Travel Collection is Australia’s largest and leading tourism marketingcompany established in 1998 with offices in Cairns, Gold Coast, Sydney,Melbourne, Seoul (Korea), Los Angeles (USA) and Guanghzhou (China).Resolve Global is a nature-based tourism and protected area planningconsultancy firm based in Perth with a national and international capability.Resolve Global has exceptional experience, knowledge and skills in tourismplanning specialising in remote area nature based tourism development.Images of the Great South West Edge region used throughout this Discussion Paper are courtesyof Tourism Western Australia and Dolphin Discovery Centre, BunburyGreat South West Edge Experience Development Strategy Discussion Paper2

BACKGROUND &OBJECTIVESHamersley Dunes, Fitzgerald River National ParkGreat South West Edge Experience Development Strategy Discussion Paper3

WHAT IS AN EXPERIENCE DEVELOPMENTSTRATEGY?The development of an Experience Development Strategy (EDS) is one of the final steps towardsbecoming a globally recognised National Landscape. It is a tool for focused destinationmanagement planning, driven by a National Landscape destination brand, to improve the stockof world class experiences and their delivery to the global Experience Seeker market.The Great South West Edge National LandscapeAustralia’s National Landscapes program, a unique partnership between Parks Australia andTourism Australia, provides a long term strategic approach to tourism and conservation in someof Australia’s most iconic natural and cultural environments.National Landscapes aim to achieve partnerships between tourism and conservation to promoteworld class, high quality visitor experiences; enhance the value of tourism to regionaleconomies; increase the role of protected areas in those economies; and build support forprotecting our natural and cultural assets.The Great South West Edge (GSWE) has recently been identified as one of Australia’s NationalLandscapes. Stretching from Bunbury in the west to Cape Arid east of Esperance in the southeast, the GSWE is recognised for its diversity and abundance of attractions and activities thatappeal to Tourism Australia’s ‘experience seeker’ target market. The brand position statementfor GSWE is:An environment concealed and protected by Nature’s whim for millions of years,this globally unique, bio-diverse landscape lays waiting to provide anextraordinary, natural, enriching sensory experience.The Great South West Edge National Landscape boundaryGreat South West Edge Experience Development Strategy Discussion Paper4

PROJECT OBJECTIVESThe aim of the Experience Development Strategy(EDS) is to:identify brand appropriate product andinfrastructure opportunities to createinternational quality iconic experiencesconstructed around a journey across thelandscape from Bunbury to Esperance / CapeArid (and vice versa). These experiences willbe presented as a uniting journey linkingdestinations and precincts along the way.An Experiences Approach• A shift from traditional tourism marketingand development to focus on visitorexperiences and emotional benefits• Identifying ‘hero experiences’ that are mustdo world class experiences• Aligning experiences with the wants andneeds of the ‘experience seeker’ targetmarket• Identifying key consumer messages andmarketing focus based on experiences• Identifying current gaps in the experienceoffering to provide guidance on futuredevelopment prioritiesProject TimelineSFSFStakeholder Identificationand CommunicationIdentification ofExperiences and JourneysDiscussion PaperRegional WorkshopsAnalysis of Key Experiencesand Journeys and IconicExperience OptionsDraft ExperienceDevelopment StrategyStakeholder FeedbackImplementation PlanFinal ExperienceDevelopment StrategyJanuary – March 2012MMApril – May 2012MJune - July 2012SFStakeholderFeedbackMSteering CommitteeMeetingFitzgerald River NPCape Arid NPSwan Dive Wreck, DunsboroughGreat South West Edge Experience Development Strategy Discussion Paper5

ABOUT THE GREAT SOUTH WEST EDGE• 700 kilometres of coastline: between Bunbury (2 hours South of Perth) to Cape Arid National Park(1.5 hours East of Esperance)• Some of the best surfing in Australia• Some of the whitest beaches in the world• Some of the rarest plants, tallest forests and most diverse marine ecosystems on Earth• A region of unspoilt diversity, with 15 National Parks and Wildlife Reserves, including the UNESCOBiosphere Reserve-listed Fitzgerald River National Park• Some of the best diving in Australia• Some of Australia’s emerging ‘must see’ events (surfing, mountain-biking, food and wine)• Contains the spectacular Recherche Archipelago, stretching more than 230 kilometres, over 100islands and 1,200 islets and rocky outcrops• The largest land locked sand dune in the Southern Hemisphere• The coastal limestone caves in Leeuwin-Naturaliste National Park are largest occurrence of eolian(wind-blown) caves in the worldGSWE POSITION“An environment concealed and protected byNature’s whim for millions of years, this globallyunique, bio-diverse landscape lays waiting toprovide an extraordinary, natural, enrichingsensory experience”.GSWE ATTRIBUTESSource: Tourism Australia National Landscapes South Coast Western Australia Positioning Workshop Outcomes, Leap AgencyGreat South West Edge Experience Development Strategy Discussion Paper6

GSWE NATIONALLANDSCAPE VISITORSSwimming with Bottlenose Dolphins, Koombana Bay, BunburyGreat South West Edge Experience Development Strategy Discussion Paper7

GSWE VISITORSThe Great South West Edge includes the ‘Australia’s South West ’(ASW) and the South West corner of the ‘Australia’s GoldenOutback’ (AGO) tourism region. Where possible, data for ASW andRavensthorpe and Esperance (the two AGO towns with visitationstatistics within the GSWE) have been considered.The ASW region received over 1.6M visitors and 7.1M visitornights in the year ending December 2010. Over the same periodEsperance received over 130,000 visitors and 510,400 nights andRavensthorpe received over 21,000 visitors and 97,400 nights.This represents 31% of all visitors and 17% of visitor nights toWestern Australia.The majority of visitors (84% for ASW and 81% for AGO), areintra-state visitors, while the rest are from other states andterritories (9% for ASW and 12% for AGO) and overseas (7% forboth ASW and AGO). While only 7% of visitors are international,overseas visitors represent 19% of visitor nights. In line with statewidetrends, intra-state visitation and nights to the ASW regionhave declined over the from 2002-2010, while internationalvisitation and nights have increased over the same period.On average, international visitors stay for approximately 12 nightsin the ASW region, while intra-state visitors stay 3 nights andinter-state travellers tend to stay approximately 6 nights.In the year ending December 2010 Western Australia receivedapproximately 12.7% of all international visitors to Australia. Themajority (95.7%) of WA’s international visitors go to Perth, withthe second most popular destination being Australia’s South West(17.4% of international visitors), then the Coral Coast (9.1% ofinternational visitors).For the year ending June 2011 the top three international visitormarkets were the United Kingdom (27% of visitors, 17% of nights),New Zealand (11% of visitors, 14% of nights) and Germany (8% ofvisitors, 6% of nights).Source of Visitors and Nights toAustralia’s South WestInternational Visitor DistributionYE December 2010WA’sShare ofAust.Visitors12.7%(1.0%averageannualgrowthfrom 08-10)WA Region’sShare of Visitorsto WAAveragegrowthfor WAregions(08-10)Experience Perth:95.7% 1.0%Australia’s SouthWest:17.4%Australia’s CoralCoast:9.1%Australia’s NorthWest:8.6%Australia’s GoldenOutback:6.3%4.1%-5.0%-1.5%-1.8%Great South West Edge Experience Development Strategy Discussion Paper8

MEET THE EXPERIENCE SEEKERNational Landscapes are destinations identified with the potential to attract moreinternational Experience Seekers, the key aim of an Experience Development Strategy is togrow this market – if we attract Experience Seekers the rest will follow. So here is a littlebackground on the Experience Seeker:• Experienced international travellers• Knowledgeable consumers• Spend more and like to engage with the local people• Significant consumers of non-traditional media• Value other travellers’ opinions• High users of technology• Predisposed to activities that enhance them as individuals• Understand brands and expect a compelling message• Don’t enjoy being sold to - they take the initiative on planning andpurchasing decisions“I want to see the vast,wide-open spaces, thebeaches, the ocean, thestars, the pubs and tomeet the real people”Shannon, Canada“We don’t want tofeel like tourists, wewant to settle in”Brigitte, GermanyResearch has shown that the Experience Seeker has anumber of key ‘wants’ to satisfy their travelexperience:• authentic personal experiences• social interactions, including meeting andinteracting with the locals• experiencing something different from theirnormal day-to-day life• understanding and learning about differentlifestyles and cultures• participating in the lifestyle and experiencing it,rather than observing it• challenging themselves – physically, emotionallyand/or mentally• visiting authentic destinations that are notnecessarily part of the tourist route• exposure to unique and compelling experiences.Great South West Edge Experience Development Strategy Discussion Paper9

WHAT MOTIVATES EXPERIENCE SEEKERS?‘Nature in Australia’ and ‘Australian Journeys’ are the two experience types that are the mostmotivating to international Experience Seekers. Research by Tourism Australia had visitors rankthe experiences most appealing, exciting and relevant. Experiences were put in order and thenvisitors were asked to say which combination of themes would appeal most.MotivatestravelExcitementUnderstandingUniquenessRelevanceLikingBelievabilityConsiderationExcitementUnderstandingConsistencyMotivates travelUniquenessRelevancePerceptionsLikingBelievability75 th percentile or aboveBetween 50 th and 75 thpercentileConsiderationConsistencyPerceptionsA combination of Nature, Journeys and Coastal has the broadest appeal although Cities andAboriginal Australia also rated well in some markets (see below).Source: Tourism Australia: ‘Driving visitation using experience themes’, and ‘Optimising the impact of experiences to drive visitation’Great South West Edge Experience Development Strategy Discussion Paper10

THE GSWE EXPERIENCEDiving the Busselton JettyGreat South West Edge Experience Development Strategy Discussion Paper11

GSWE OFFERS A RANGE OF PRODUCTS…A detailed desk-based product audit has been prepared for this project,identifying 178 accommodation operators, 57 tour operators and 53 attractionsthroughout the region. Outlined below is a overview of the range of tourismproducts identified:• Natural attractions (15National Parks)• Six official wine regions(over 200 vineyards)• Countless gastronomicdelights• Beaches• Whale watching• Coach tours• Guided tours• Bushwalking• Bird watching• Wildflower viewing• Mountain bike riding• Caving• Surfing• Diving/snorkelling• Four wheel driving• Coastal and inlandwalking trails• Rock climbing• Historic towns• Bird watching• Art and cultureattractions• Self drive touring routes• Fishing• Wine tasting• Food and wine tours• Local produce• Water-based activities• View coral 8 metres belowsea level• Accommodation• Gourmet restaurants• Backpackers• Luxury resorts• Farm-stays• Cycling on the foreshore• Sailing cruises• Parasailing• Jet skis• Canoeing• Wind Surfing• Kayaking• Bike hire• Hire services (house boats,kayaks)• Fishing charters• Catamaran trips• River cruise• Sea kayaking• Restaurants in sceniclocations• Tennis• Aboriginal cultural tourism• Photography• Sky Diving• Luxury coach tour withexpert commentary• Lavender Farm• Golf Courses• Scenic aerial tours• Abseiling• Cinema• Attractions e.g. WhaleWorld• Retreats• Caravanning and camping• Forest tours and elevatedwalkwaysGreat South West Edge Experience Development Strategy Discussion Paper12

..BUT CONSUMERS WANT ‘EXPERIENCES’ConsumerExperienceThemesExperiencesProductsThe Experience Development Strategy seeks to link products andexperiences with the consumer needs by:• Identifying key ‘Experience Themes’ for the Great South West Edge• Identifying and agreeing on the ‘experiences’ or ‘activities’ undereach theme• Linking products to the experiences / activities in the ATDW andother product sources• Identify product and experience gaps and hero experiences• Linking them to the Tourism Australia experience themes:This symbol identifies those National Landscapes that contain a World Heritage areaWHAT DO WE HAVE THAT DISTINGUISHES USFROM OTHER DESTINATIONS?Great South West Edge Experience Development Strategy Discussion Paper13

AUSTRALIA HAS SEVEN EXPERIENCE THEMES..Nature inAustraliaCoastalLifestyleFood andWineAboriginalAustraliaAustralianJourneysOutbackAustraliaMajorCitiesExperiencethemesNature inAustraliaAussie CoastalLifestyleFood and WineAboriginalAustraliaAustralianJourneysOutbackAustraliaAustralian MajorCitiesWhat Experience Seekers are looking for...Ethos of conservation and protection, uniquely Australian, includeseducation, interpretation, local people sharing story, in WHA orNational Park, personal interaction, accredited, nature relatedspecial events (e.g. whales), immersed in nature (includingaccommodation)Located on the coast, includes education, learning to (dive, cruise,sail, snorkel), venues for socialising, a combination of naturalfeatures, world recognition, organised beach events, buy localproduce, hinterland, special architecture, access to marine lifeEducational, personalised interpretation, Local people sharingstory, personal interaction with locals, events, outdoor dining,wine regions, buy local produce.Aspects of Indigenous culture, includes education, interpretation,Aboriginal people sharing story (guided), Aboriginal owned andoperated, in WHA or National Park, Personal interaction, onAboriginal Land and sustainably managed and operated.Adequate infrastructure, safe, supported by marketing, insightsinto Aussie lifestyle (not a tourists point of view), activeparticipation of travellers, ‘brag-able’ journey, educationcomponent.Must be located within the Outback RegionInsights into city life, educational, history, cultural insights, nature,active participation, special architecture, beyond the icons,interacting with icons,GSWEDELIVERS ATLEAST 4 or 5To be exploredGreat South West Edge Experience Development Strategy Discussion Paper14

LINKING GSWE EXPERIENCES WITH THE THEMESExperienceGreat South West Edge related Experiences / ActivitiesNature inAustralia• Stroll for 400m in the canopy of massivered tingle trees, some 40m above theforest floor• See some of the biggest trees in the worldin the ‘Valley of the Giants’• Try climbing all three of WA’s tallestclimbing trees – Gloucester Tree (61m),Dave Evans Bicentennial Tree (75m) andDiamond Tree (51m• Swim and interact with wild bottlenosedolphins at Bunbury• Experience a guided tour of MammothCave, the natural underground limestonecaves and the location of one ofAustralia’s first and largestpaleontological sites• Visit the Busselton Jetty UnderwaterObservatory 1.8km from the shore and8m beneath the surface to view theamazing coral and fish life• Learn about WA's venomous snakes, playwith the pythons and gaze at the goannasat Naturaliste Reptile Park• Visit Tuart Forest National Park thelargest remaining pure forest of Tuarts inthe world and habitat to the largest wildpopulation of endangered westernringtail possums• Experience one of six regions in the worldwith a Mediterranean climate (warmsummer conditions and mild winters)• Take a whale watch tour to see aHumpback, Southern Right, Minke andsee the rare Blue Whales in one of thelongest whale watching seasons in theworld• Volunteer to rehabilitate local sites in theMargaret River area through weedcontrol and other initiatives• Visit Whale World and take an interactivejourney through the site of the lastoperating whaling station in Australia• Visit Cape Le Grand National Park toclimb Frenchman’s Peak for amazingviews• Wander through the shade of ancientforests, discover fossils underfoot, see arainbow of famous wildflowers, sit andlisten to a symphony of bird songs• Marvel at the spectacular granite rockformations in the Torndirrup NationalPark• Climb Castle Rock in the Porongurupsand see the Balancing Rock or Tree in aRock, natural coastal granite rockformations• Swim with wild Sea Lions at Esperance• Visit RAMSAR listed wetlands, habitatsfor bird migration, breeding, amphibiansand mollusc• Visit the largest land locked sand dunesystem in the southern hemisphere –the Yeagarup Dune System nearPemberton• Go fishing or take photographs from theCanal Rocks near Yallingup• See a NZ fur seal, Australian sea lion,Cape Barren geese, common andbottlenose Dolphins, white-breasted seaeagles and/or whales whilst aboard acruise near Esperance• Climb Castle Rock and travel over thePorongorups for spectacular views ofthe Stirling Ranges• Enjoy a light bushwalk at Beedalup Falls,then a swim or try fishing or just relax inthe natural surrounds and experience anAussie BBQ Dinner• Bush camping, swimming, fishing,water-skiing and marroning (in season)in the Collie River Valley• Enjoy a spectacular wildflower walk(September – October – check FitzgeraldRiver NP wildflower season)Great South West Edge Experience Development Strategy Discussion Paper15

LINKING EXPERIENCES WITH THE KEY THEMESExperienceThemeGreat South West Edge related experiences / activitiesAussie CoastalLifestyle• Learn to surf on the world famoussurfing beach of Yallingup• Visit Lucky bay “Australia’s WhitestBeach”• Hang out with the kangaroos laying onthe beach, while watching dolphins andwhales playing offshore• Experience Albany’s colonial history asyou step back in time and explore convictjails, old taverns, whaling ships, settler’scottages and grand National Trust homes• Learn a snapshot of the variedapplications of art glass and how sheets ofglass are transformed through differenttechniques• Experience a sheep dog in action and ashearing demonstration on a Sheep Farm• Take a tram ride and tour along one ofAustralia’s most majestical rail lines• Hire a boat at Bremer Bay and go fishingfor a day• See the rugged coastline taking in theNatural Bridge and the Gap beforeheading to Mt Clarence for spectacularviews overlooking Albany• Drive through historical Busselton and seeone of Australia’s longest jetty’sextending out into the Indian• Take a Sunset Kangaroo Safari• Explore the Recherche Archipelago orWoody Island as local guides share theirknowledge and experiences• Climb Augusta’s famous Cape LeeuwinLighthouse and see where the Indian andSouthern Oceans meet• Visit the gallery of Australia’s mostfamous cartoonist, Paul Rigby• See King George Sound and the PrincessRoyal Harbour where the ANZAC’s leftAustralia in 1914 en-route to WWI• Discover Redgate Beach and learn aboutits shipwrecks, take a guided tourthrough the awe inspiring Lake or JewelCave, and admire the scenery as youdrive through the majestic BoranupForest• Take a beginners art class and learn topaint local landscapes• Visit the Dingup Church, the PioneerCairn and the One Tree Bridge for ahistorical experience at Manjimup• Dine at award winning restaurants withbush and coastal views nearDunsborough• Volunteer in Esperance or Albany towork with Carnaby’s white-tailed blackcockatoo or Western Ground Parrot• Scuba dive on the spectacularRecherché Archipelago or the divewrecks in Bunbury, Albany andDunsboroughWineriesGreat South West Edge Experience Development Strategy Discussion Paper16

LINKING EXPERIENCES WITH THE KEY THEMESExperienceGreat South West Edge related Experiences / ActivitiesFood andWineAustralianJourneysAboriginalAustralia• Enjoy a gourmet lunch and aninformative talk by a local wine guide ofthe Margaret Valley• Enjoy personalised wine tastings atsome of Margaret Rivers world classwineries• Spend the day travelling winding countryroads and taste-testing local wines,cheeses, olive oil, venison and fruits• Go on a guided sunset canoe tour on theMargaret River and have canapés and adrink as the sun descends over the IndianOcean• Sample local produce at award winninglocal olive oil farms, and delicious treatsat the chocolate and cheese shops inMargaret River• Experience a range of local produce atthe farm gate• Experience the Bibbulmun Track, one ofthe great long distance walk trailsstretching nearly 1,000km fromKalamunda (Perth Hills) to Albany• Experience one of National Geographic’stop ten cycle routes in the world - theMunda Biddi trail, a 600km (to be1000km) biking trail through anundeveloped natural corridor• Organise your own itinerary when youbook a private tour around the MargaretRiver with an expert guide• The Kinjarling Trail, Albany (planned)• Learn about Aboriginal culture at theWardan Centre in Yallingup• Enjoy wine tasting as you travelthrough sheep and farmingcountryside, see wildflowers(seasonal) and visit a fruit orchard• Experience the best that MargaretRiver has to offer with a guidedwinery, gallery and brewery tour• Drop into one of the restaurants orhotels for a meal and meet somefriendly locals who will always offertheir hints on the 'must do' wineries• Take an early dinner at one of thegourmet restaurants to sample thedeliciously fresh food• Get lost in one of Margaret River’smany man-made mazes• Experience the day-to-day activitieson a farm-stay near Cowaramup• Buy some local venison, emu and/orkangaroo meat at a local farm• Challenge yourself on the Cape toCape Walk or ride following the coastto Cape Leeuwin• Take a 4 wheel drive and camp outunder the stars at Cape Arid or CapeLe Grand National Park• Horse Ride through lush farmland,following winding trails along thewaters edge in Demark or theMargaret River• Take an Aboriginal cultural day tourwith Kepa Kurl in Esperance• Taste some Aboriginal bush tucker inPembertonWhat Experiences are missing?Great South West Edge Experience Development Strategy Discussion Paper17

WHAT ARE THE GSWE HERO EXPERIENCES?Bunbury / BusseltonMargaret River / Augusta• Sample the finestAustralian wines• Dive one of the longestjetties• Follow the BibbulmunTrack or Munda Biddi Trail• Surf a famous beach• Climb one of the tallesttrees in AustraliaWalpole to Bremer Bay• Experience life in thecanopy• See a blue whale• Dive the wrecks inAlbany• Walk Bluff Knoll• Enjoy spectacularwildflowersRavensthorpe / Esperance /Cape Arid• See the whitest sand inAustralia• Dive the RecherchéArchipelago• Interact with sea lions• Volunteer to save wildlife• Camp out under the starsat Cape Arid or Cape LeGrand National ParkARE THESE THE HEROS? WHAT ARE WE MISSING?Identified Development Opportunities• Wildflower World 1• Busselton Wetlandsmountain bike trails 2Observatory 2• Tree house eco-resort 1• Cape to Cape Walk Trail 2 • Extension of the Munda• New dive wrecks 2Biddi Trail 2• Off road cycling and• Kinjarling Trail 3 • Cape Le Grand ecoWhat Packages and Products are needed todeliver our hero experiences?1 Destination Visitor Survey Strategic Regional Research – Western Australia, TRA (2009, 2011)2 Australia’s South West Tourism Development Priorities 2010-2015, Tourism WA (2010)3 The Kinjarling Trail & Stories Strategy Plan, Albany Maritime Foundation (2010)4 Naturebank – Natural Tourism in WA Brochure, Tourism WA (2009)5 Australia’s Golden Outback Tourism Development Priorities 2010-2015, Tourism WA (2010)6 Major Projects Summary, Goldfields Esperance Region, of WA, Jan 2010 GEDCaccommodation 4• Trail linking Bremer Bay andHopetoun through FitzgeraldRiver National Park 5• Hamersley Inlet caravan,camping and cabins 6Great South West Edge Experience Development Strategy Discussion Paper18

MARKETING MESSAGES AND IMAGERYWorld ClassAdventureRelaxExperienceLuxuriousEscapeDiscoverSpectacularTake in theViewsExploreWildernessDOES OUR CURRENT MARKETING FEATURETHE HERO EXPERIENCES?Great South West Edge Experience Development Strategy Discussion Paper19

WHAT CUSTOMERS SAY OF THE EXPERIENCE…‘Fantastic food, wine & atmosphere withstunning relaxing country views’ (BrookwoodEstate, Margaret Valley Region)‘Tantalise your whole body and taste budshere’ (Natural Olive Oil Soap Factory,Wilyabrup)‘Great view of two oceans meeting together.Fun to climb the lighthouse.’ (Cape LeeuwinLighthouse)‘The Tree Top Walk 400m up was a greatexperience but the guided walk through theTingle Trees was really something. What anamazing thing nature is. Be sure to go.’ (Valleyof the Giants)‘Lots of helpful information on walls andnoticeboards...five stars for the staff. Will usethis again if I get the chance to go back again’(Margaret River Visitor Centre)‘The staff are friendly every time and love thejob they VOULNTEER for! If your after aguaranteed dolphin go to Seaworld, if youwant a true experience go to the dolphindiscovery centre.’ (Dolphin Discovery Centre,Bunbury)‘A true eye opener for a non adventuroustraveller… I felt safe at all times and I hadevery confidence in our tour driver/leader.’(Esperance Eco Discovery Tours, Esperance)‘A B&B to remember, run by a caring couplewho have their guests in mind . Great tucker,comfortable and close to everything by footor car (Accommodation, Albany)Source: http://www.tripadvisor.com“The photos you see are beautiful, but for me,there are other places you go to that are justas beautiful, but are closer”“It’s nice when you get there, but there isnothing to do outside Esperance”“I would like a boardwalk along the coastlineto have a drink or a light meal. I would staylonger, relaxing and enjoying the ocean view”“We had to see this – we’ve heard they havethe best beaches in Australia”Source: Consumer feedback, Esperance VisitorResearch Report, 2009WHAT THE TRAVELTRADE INDUSTRY SAY …“We know the area is stunning and hasnumerous really unique offers but it is not abig enough draw card. ”“International standard accommodation andlack of chain hotels makes it hard to sell. Wehave dealt with ‘mom and pop’ establishmentsand have had issues of them notunderstanding the needs of American clientsand how vouchers from ITOs work etc.”“not competitive with rest of Australia due todistance and also it is not promoted well. ”“… we don’t sell this region, we don’t knowwhat the attractions would be, so I think theyneed to get in and train staff like us …”Source: Travel Trade Industry Surveyundertaken by Parker Travel Collection forAustralia’s Great South West Edge, 2011Great South West Edge Experience Development Strategy Discussion Paper20

WHO ARE OURCOMPETITORS?Valley of the Giants Treetop WalkGreat South West Edge Experience Development Strategy Discussion Paper21

VISITATION TO AUSTRALIA’S TOP TENREGIONSRank(based onInt. VisitorNumbersRegionInternationalOvernight VisitorNumbers (YE- Sept2011)Domestic OvernightVisitor Numbers (YE-Sept 2011)1 Sydney (NSW) 2,616,000 7,713,0002 Melbourne (Vic) 1,639,000 6,602,0003 Brisbane (QLD) 920,000 5,203,0004 Gold Coast (QLD) 720,000 3,224,0005 Experience Perth 700,000 2,681,0006Tropical NorthQueensland (QLD)626,000 1,305,0007 Adelaide (SA) 331,000 2,034,0008 Sunshine Coast (QLD 239,000 2,700,0009 Northern Rivers (NSW) 198,000 1,951,00010 Whitsundays (QLD) 173,000 496,00014Australia’s South West(WA) (Excl. AGO)130,000 1,666,000Australia’s South West + Esperance +Ravensthorpe*Approx. 148,400 Approx. 1,800,600*NB. Australia’s South West (YE Sept 2011) + Esperance (YE Dec 2010) + Ravensthorpe (YE Dec 2010)Great South West Edge Experience Development Strategy Discussion Paper22

OUR COMPETITORSWhile ultimately the consumer decides which destinations are competing for their next holidaywith a variety of factors in mind, the following destinations offer a similar experiences orlocations that could be put forward as alternatives or substitutes for the Great South West Edge.WA:NingalooBroomeAlternativeDestinationsAUST:• Other NationalLandscapes• Great Ocean Road• Great Barrier Reef / WetTropics• Gold Coast / Hinterland• Kangaroo Island• TasmaniaInternational:New ZealandCanadaSouth AfricaSouth AmericaUSASubstituteDestinationsNature in Australia:- Coral Coast- Kimberley- Great Barrier Reef /Wet TropicsAustralian Journeys- Great Ocean Road- Red Centre- Australia’s CoastalWildernessFood and Wine- Clare Valley SA- Barossa Valley SA- Hunter Valley NSWSouth Island NZNaper Valley / PacificCoast HighwayKenyaSubstitute ExperiencesBeachesReef / DivingWildlifeWildlife Cruises (Qld)Rainforest (Wet Tropics)Beaches (Qld)Touring (Tas, GOR)Reef / Diving (GBR)VoluntourismWildlife TourismWineriesBeachesTall ForestHOW CAN WE DIFFERENTIATE OURSELVES FOROUR COMPETITORS?Great South West Edge Experience Development Strategy Discussion Paper23

TRAVEL TIMES & DISTANCES TO COMPETITORDESTINATIONSUnderstanding the barriers faced in arriving in the destination is a key to understanding yourcompetitors. As Singapore is a key international gateway hub, it is used as an aviation hub in thisexample to better understand the competitive environment and the comparative travel times (andtherefore costs) of other Australian destinations.Great BarrierReef = 8 hoursNingaloo: Perth + 2.5 hrsPerth = 5.5 hrsKangaroo Island= 8 hrsEsperance: Perth + 1.6hrsBusselton: Perth + 50 minsAlbany: Perth + 1.2 hrsGreat Ocean Road = 11.5 hrsTasmania =12 hrsThe GSWE National Landscape compares favourably in terms of travel time and cost to keycompetitors such as the Great Barrier Reef, Great Ocean Road, or Tasmania. The lack of directinternational services could be perceived as a challenge, however many international destinations(including the Great Ocean Road) succeed without direct international services.Awareness of the region’s attractions, experiences and products needs to improve for the destinationto succeed.Great South West Edge Experience Development Strategy Discussion Paper24

NEXT STEPS• Review this Discussion Paper• Bring your thoughts to the workshops in mid March• Draft Experience Development Strategy available forpublic comment in May 2012• Final to be approved by Great South West Edge NationalLandscape Steering Committee in JulyFor more information or to discuss your feedback,please contact:Mark Olsen, General ManagerEC3 Global ConsultingPhone: 07 3238 1910Email: mark.olsen@ec3global.comView from Mount Barren, Fitzgerald River National ParkGreat South West Edge Experience Development Strategy Discussion Paper25