HUNTER VALLEY, AUSTRALIA The Hunter at a Glance Newcastle is the Capital of the Hunter Region with a population in 2001 of 137,307. The capital is a 2 hour drive North from Sydney. Newcastle is also home to the busiest regional airport and port in NSW. The Hunter Region is 22,000km² in size with a total population of 350,000. Hunter is also home to 20 of the world’s largest Coal mines, 3 power stations, including Australia’s largest electricity generator. The Hunter River drains the largest coastal catchment in NSW. Main Tourism Assets/Attractors other than the local produce Hot Air Ballooning Lavender Farms Art Galleries Cycling trails Craft Centre Hunter Valley Zoo Gardens & Parks Hunter Valley Gardens and Conference Facilities Cooking School Hunter Valley Resort The Vintage Golf Club (Developed by Greg Norman) Blue Tongue Brewery Main type of local produce Wine – The Hunter region is one of Australia’s top wine growing areas, producing around 31million litres of wine annually valued at more than A$230million. There are some 80 wineries in the Hunter Valley Region. Olives – There are 10 Olive outlets in the Hunter Valley all selling locally produced olives. They are also all members of ‘The Olive Trail’. There are currently 7 olive mills in operation in the region. Cheese – There are 2 cheese producers in the region. Hunter Valley cheese company produce fine handmade & preservative free cheeses and are also one of the stop off’s on the Pokolbin food and wine trail. Chocolate – There are 2 chocolate producers in the region. The Hunter Valley Chocolate Factory & Bella Fudge Chocolates both producing handmade products. Main Brands within the Region Lindemans* Terrence Vale Wines Brokenwood Wines Rosemount Estate Wyndham Estate Hunter Valley Cheese Co Best Western Hotels* Accor Hotels* Tourism Strategy HUNTER REGIONAL TOURISM PLAN 2004/05 – 2007/08 Background: The Hunter Region is now at a crossroads – suffering from stagnant visitation, a low market share, and sitting at the cusp of the product life cycle. Key Challenges: A new business model will be proposed, requiring mindset changes in the way tourism is being managed in the region. A new era of increased cooperation and minimal parochialism combined with a strategic consumer focus. Key Objectives: • Marketing • Development • Distribution of Sales • Management Structure Marketing • Who are the tourism consumers • How do they think about a holiday • Develop tourism product to match consumer desires • How do you attract consumers from growing markets Mindset Population % Spend Description Accommodation Transport Services & Activities Segment (Domestic) per day Luxury 21% $172 Up-market; DFY; indulgent; female 5 star Air Pools, retail, fine dining, Travellers skew; white collar/professional Separate from Limo views, wine choice, spas, skew; use o/s travel as a frame of kids salons, 24 hr services, FIT reference; fashion conscious; Suites tours, personal guides, travel in adult couples. cocktail bar, casinos, yachts Family 25% $111 Middle market; female skew; 3 star + self Own Car, Water sports, kids clubs, Travellers wanting DFY but forced to contained cabins, public theme parks, takeaway/fast compromise; family focused; role cottages, villas, transport food, beer gardens, driven; activities focused; budget apartments, cinemas, picnic grounds, conscious; like resorts and don’t motels BBQs, group tours, outdoor like camping. activities, greenery, walking trails. Touring 17% $132 Older skew; adult couples; empty 3-4 star self Own Car, Information centres, maps & Travellers nesters; frequent tourists; off peak contained mobile guide books, local markets, market; keen observers; favour homes, short walking trails with difference; like to potter coach, lookouts, fast photo fly/drive processing, souvenirs, libraries. Adventure 17% $126 Experimental; Adventurous; Trail Camp sites Own Car Maps & Information, trail Travellers blazing; want an in depth Motels 4W drive food, backpacks, guide experience; active; O/s orientation; Mobile books, local history, bush seek difference & challenge. home tucker, sporting equipment, general stores. Peer Group 19% $123 Younger male skew; travel in peer Shared Car, train, Pubs & clubs, night clubs, Travellers groups; DIY; peak period travel; apartments, camp coach, beaches, fast food, strong repeat visitation; want party sites, hostels economy Laundromats, big fridges, time; shared activities and air eskies, cafes reunions; limited budgets. (a) The visitor experience in the destination? Winery Tours & Tasting Pokolbin Food & Wine Trail Quality product/Quality service Events such as Lovedale Long Lunch (b) What products exist to allow visitors to access local produce? Wineries, Vineyards & Visitor Centres Wine & Cooking Schools Chocolate & Cheese Factories Local produce retail outlets Horse & Carriage Vineyards Tours Winery Bus Tours (c) The marketing and promotion? Hunter Valley Wine Country website – the site advertises all tourism sectors in the region from accommodation to activities & tours. Imagery of natural landscape, quality etc. • Intrastate Markets • Interstate Markets • International Markets • Business Tourism • Cruise Tourism • Events Development • Hunter Valley Wine Centre • Newcastle Airport • Customer Service Skills Development Distribution of Sales • Visitor Information Centre • Accessible and Integrated Technology Management Structure The Hunter Regional Tourism Organisation compliments local tourism bodies by acting as coordinator and facilitator of major regional research, marketing, product development and community awareness programs. The Hunter Economic Development Corporation are responsible for facilitating the implementation of economic development strategies for the Region and coordinating initiatives with private and public sector organisations to identify, assess, promote and implement regional economic initiatives. The Hunter Valley Vineyards Association is active in the promotion of Hunter Valley wines in association with wine tourism. Tourism NSW have a destination development program which is a collaborative program between Tourism Organisations, Tourism Managers and local Tourism operators . Management Structure Cont… NEW SOUTH WALES TOURISM HUNTER REGIONAL TOURISM PRODUCT ZONES UPPER HUNTER AUSTRALIA’S BARRINGTON LAKE NEWCASTLE HUNTER VALLEY TOPS MACQUARIE UPPER HUNTER HUNTER BARRINGTON COUNTRY VALLEY WINE TOPS CITY OF TOURISM COUNTRY TOURISM NEWCASTLE (LTA) (LTA)* (LTA) (LTA) 550 LOCAL BUSINESS MEMBERS LTA = Local Tourism Association Developing Visitor Experience & Destination ‘The first step in attracting visitors to a destination is ensuring they are aware of the destination and what it offers relative to competitors’ ‘Consumers travel to geographical destinations, and they choose destinations for the experiences offered’ Developing Visitor Experience & Destination Cont… The Visit to a winery is just one of many experiences the visitor will have in their 48 hour stay in a wine region. Just as important will be: • Accommodation • Dining Experiences, including cafes, takeaways, coffee • Hospitality of Operators and Locals • Variety, quality and authenticity of attractions and activities • Ease of getting around – signage and roads – and ease of finding information and maps • Availability and provision of trusted, reliable advice on all of the above Key Lessons Tourism in Hunter is worth $1.4 billion annually with 1.8 million domestic overnight visitors. The Hunter region is one of Australia’s top wine growing areas, producing around 31million litres of wine annually valued at more than A$230 million. In 2005, Newcastle Airport saw a 65% increase in passenger movements on 2004 figures. This was seen as a direct result of Marketing activity in the Hunter, Central and Mid North Coasts. How is Success Measured? Key Performance Indicators (KPI’s); • Consumer awareness of Hunter Region • Number of visitors • Spend per visitor • Tourism employment levels • Level of new private investment • Amount of relevant PR coverage • Implementation of the Tourism plan within required time frames Hunter Tourism Research Unit in conjunction with Hunter Valley Research Foundation will be responsible for monitoring and reporting on these KPI’s.