C AROLE R EID C HIEF EXECUTIVE OFFICER S HIPWRECK C OAST T OURISM

S HIPWRECK C OAST T OURISM Regional Tourism Association - Established in 1988 Skills based board from commencement Financially supported by Local Governments since 1988 MOU with Local Governments Tourism Victorian Hall of Fame Winner

WHY? That the tourism industry generally can be parochial, in a positive and negative way That the tourism industry has lacked a cohesive approach The industry has lacked a strategic approach to developing and marketing Has focused too much on marketing Has not been effective in its relationship with all levels of government and has not had a single voice outside of government The lack of understanding of the benefits from tourism socially and economically to local and broader communities by the business and local community and all levels of government

L OCAL G OVERNMENT PARTNERSHIPS – THE BENEFITS Local Government allocates a specific amount with an MOU tied to performance Local Government does not have the overheads of running an organization The organization is industry driven and therefore there is not an unrealistic expectation of the role of local government Operators know that they must contribute financially otherwise local government could withdraw funding The organization can assist with or support relevant initiatives of local government at the consultation, funding or implementation phase of various projects. E.g Strategic planning, land use planning, infrastructure development including enabling infrastructure

R ECENT EXAMPLES OF THESE INITIATIVES ARE : Great Ocean Road World Class Infrastructure Investment Study Great Ocean Road Experience Audit Great Ocean Road Product Audit Corangamite Shire C30 Amendment Origin Energy Gas Exploration on the Coast Warrnambool Airport

W HAT ARE OTHER BENEFITS FROM THE INVESTMENT AND STRUCTURE Visitation - Years The Great Ocean Road Domestic Visitation Visitor nights million increase of 11.5% International million increase of 33% The yield from International Visitors is three times that of Domestic Visitors

STATISTICS ARE AGAINST THE TREND FOR REGIONAL V ICTORIA The Great Ocean Road is the highest visited region in Regional Victoria for both international and domestic markets. Of all international visitors to Regional Victoria 60% visit the Great Ocean Road compared to Phillip Island 12%

E MPLOYMENT AND V ISITOR S PEND Great Ocean Road economy supports 126, 404 jobs Tourism sector employs 7098 jobs or 5.6 percent = $295.2 million annually in wages and salaries. This figure is significantly more that other traditional regional industries (Agriculture $187.6 Million) For every $1million direct expenditure from visitors the flow on to the local economy is and extra $.084million Application of multiplier adds a further 3996 jobs to the economy or an extra $ million The evaluation model does not include jobs in financial, professional,, insurance, energy and water of which the tourism industry is a major contributor

E CONOMIC OUTPUT Tourism Sector generates $1.148 billion in direct annual economic output (Agriculture, Forestry and Fishing ($ Billion) Tourism Value added to the Great Ocean Road Regions Gross Regional Product is estimated at $ Billion

O UR STRATEGY AIMS TO DELIVER Strong and united leadership Significant and profitable growth in industry investment Innovate industry development to meet market demand Targeted and co-operative, strategic and tactical marketing

The initial investment and ongoing financial support from local government Support from Tourism Victoria and Tourism Australia Support from industry Respect and co-operation from all parties Co-operative partnership with Grampians, Ballarat and Great Ocean Road to undertake international marketing through Great Southern Touring Route, established to 1991 An organization managed through a Skills Based Board who understands that Local Government and Industry requires a return on their investment D EVELOPMENT OF THE TOURISM INDUSTRY IN THIS REGION OVER THE LAST 24 YEARS HAS BEEN BUILT ON

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