Maria Island Ecotourism Development Feasibility ... - TRC Tourism

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Australian Experiences can tap into the current need for reassurance. Maria Island is wellplaced to take advantage of this mindset.The ‘trading up, trading down’ is increasingly reflected in their purchase decisions includingfor travel. Whether it be saving on hotel room rates to attend an event, or having the ability topick and choose elements of a package holiday to ‘design’ their own experience, at a price theywant to pay.This is the ideal climate to promote small scale domestic travel such as daytrips, short breaks,add on services which are all suitable for Maria Island.The heartland of Australian domestic travel remains reconnection. The heartland of Australiandomestic travel continues to be about reconnection. When we look back at what Australiansdescribing as an “ideal” Australian holiday as being familiar, nostalgic, a family camping trip,connecting and unwinding, relaxation and the beach, experiencing the known and the familiar,Australian holidays should be built around the central idea of reconnection. Maria Island iswell placed to reconnect visitors, particularly intrastate visitors.Immersion, Experience and Adventure is identified as one of the fastest growing tourismsegments worldwide. Instantaneous Technology - Advice from friends via Facebook and TripAdvisor is increasing in importance. Up to 37% of international travellers accessed socialmedia via their mobile phone and it is considered much higher for domestic travellers. A largepercentage of travellers use smart phones or mobile devices for travel and destinationinformation as well as for booking online.Growing Interest in Culture and Heritage Cultural and heritage activities, for example, willhave the largest growth rate of all visitor activities with an expected growth rate of up to 1.7%per annum by 2020.Maria Island Ecotourism Development Feasibility Study 25
Table 4: Target Markets for Growth - SummaryTargetMarketDomesticVisitorMarketInterstateLife LongLearners /Target MarketSegmentsAffluent OlderCouplesGrowth PotentialLow = 500 new visitors per yearMedium = 500-1500 new visitors peryearHigh = >1500 new visitors per yearHighKey Motivations/TravelPreferencesExperience needsPersonal enrichment anddevelopment, well deservedindulgent breakSupporting StrategiesTourism Australia – DomesticExperience SeekersTourism Tasmania - Primary growthmarket - oolder couples, 40+ExperienceSeekerSeeking a longer stay touring-basedexperience in Tas – possible day and/ or overnight, walking and activepursuitsShorter stay, skew towards culturalinterests. possible day trip toDarlington WHAKey target market in TOMI ReportYoung Couples Medium A hard earned break from the rigoursof work, and to share multitudes ofexperiences with their partner duringprecious leave time. To broadenhorizonsTourism Australia – DomesticExperience SeekersTourism Tasmania - Secondarymarket - Younger couples, 25-39,An opportunity to express personalfreedom and re- assert control in life.Seek challenges and stimulation totest, shape and define personalityAffluent Families Medium For some it is a chance to reengagewith the family and provideeducational experiences. For othersindulgence and reward is theprimary focus.Maria Island Ecotourism Development Feasibility Study 26
Page 1: MitteilungsblattdesVfB Hermsdorf e.
Page 5 and 6: It is estimated that an additional
Page 7 and 8: Appendix 1: Summary of Market Resea
Page 9 and 10: Further market testing was undertak
Page 11 and 12: 2 Maria Island - What’s the Situa
Page 13 and 14: 2.2 The Existing Visitor Experience
Page 15 and 16: 2.4 Branding, Marketing and Promoti
Page 17 and 18: Operator Web Site Activity - Touris
Page 19 and 20: Marine Protected Areas (reserves) h
Page 21 and 22: north-east, is characterised by a h
Page 23: 3 Who Wants a Maria Island Experien
Page 26 and 27: For those who had not visited - the
Page 28 and 29: Hobart) and increase overall length
Page 30 and 31: Visitors 45+ represent Tasmania’s
Page 34 and 35: TargetMarketVisitorMarketIntrastate
Page 36 and 37: Figure 4 illustrates the important
Page 38 and 39: Core ElementStrength of Current Mar
Page 40 and 41: Core ElementStrength of Current Mar
Page 42 and 43: Table 6 summarises the relative app
Page 44 and 45: 6 Priority Actions - Rationale6.1 P
Page 46 and 47: Number of Visitors per financial ye
Page 48 and 49: Summer Timetable October - AprilDep
Page 50 and 51: The risks associated with the prefe
Page 52 and 53: 6.2 Priority 2 - Brand Alignment an
Page 54 and 55: Be drawn into sheltered coves, rive
Page 56 and 57: 6.3 Priority 3 - Product Developmen
Page 58 and 59: Half day and full day sea kayaking
Page 60 and 61: EventsBrand related events will be
Page 62 and 63: 8. Partner with GSB Council for imp
Page 64 and 65: 6.4 Priority 4 - Infrastructure (Wa
Page 66 and 67: The Coastal Road is the main north
Page 68 and 69: 6.5.3.1 Maximising Revenue Potentia
Page 70 and 71: An initial assessment of possible p
Page 72 and 73: An initial assessment of possible p
Page 74 and 75: Capital Cost Estimate - $300,0005 x
Page 76 and 77: 7 An Assessment of the Socio Econom
Page 78 and 79: Additional Expenditure Summary, 201
Page 80 and 81: 8 ConclusionIf Government chooses t
Page 82 and 83:
ActionTransport andAccessProductDev
Page 84 and 85:
ActionAccommodationEstablish a “W
Page 86 and 87:
ReferencesAustralian Convict Sites
Page 88 and 89:
Appendix 1:Summary of Market Resear
Page 90 and 91:
People who had recently visited Mar
Page 92 and 93:
o Easy cycling good particularly if
Page 94 and 95:
31. Local food32. Whaling story33.
Page 96 and 97:
Barriers / Considerations Wildlife
Page 98 and 99:
Appendix 4:Business NameList of Sta
Page 100 and 101:
Appendix 6: Relevant Plan of Manage
Page 102 and 103:
Section inManagement Plan23.3 Visit
Page 104 and 105:
Section inManagement Plan23.6 Visit
Page 106 and 107:
OpportunitiesThreats / Challenges F
Page 108 and 109:
Financial Viability of Proposed New
Page 110 and 111:
Maria Island Ecotourism Development
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Maria Island Ecotourism Development Feasibility ... - TRC Tourism

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