Australia's National Landscapes

Document Sample
Australia's National Landscapes Powered By Docstoc
					Australia’s National Landscapes
March 2011
    A Message from Australia’s National Landscape
    Reference Committee                                                5

    Outcome Reporting Framework                                        6

    Program Manager’s Report                                           9

       Program Status                                                  9

       Achievements                                                   12

       Future Challenges and Actions                                  14

    National Landscape Outcomes                                       17

      Tourism Quality Outcomes                                        17

      Economic Outcomes                                               25

      Environmental Outcomes                                          30

      Social and Cultural Outcomes                                    37

    Appendix A:
    National Landscape Steering Committee Achievements                40

    Appendix B:
    Performance Monitoring                                            46

2    Australia’s National Landscapes – Outcome Report February 2011
    A Message from Australia’s National
    Landscape Reference Committee
    In October 2005, Tourism Australia and Parks Australia             In the next three years, the delivery of Experience
    formed a unique partnership to create Australia’s National         Development Strategies for each National Landscape
    Landscapes. This partnership was inspired by the need              will provide a focused tool for destination management
    to make Australia’s wealth of over 9000 national parks,            planning to improve the stock of world class experiences
    protected areas, and reserves “digestible” for our domestic        and their delivery to the global Experience Seeker market.
    and international visitors. This national strategic approach       The Reference Committee is delighted that this long-
    to nature-based tourism seeks to differentiate Australia’s         term strategic approach to regional tourism planning has
    iconic natural and cultural destinations, and improve the          been supported through the National Long Term Tourism
    delivery of quality visitor experiences throughout the             Strategy, with Experience Development Strategy projects
    protected areas and surrounding regions. By highlighting           currently underway in the Flinders Ranges National
    our tourism assets, the program aims to promote and                Landscape and in a non-Landscape region.
    support the conservation of some of the world’s most
    distinct and rich environments.                                    Reinforcing the strategic importance of the program, the
                                                                       research conducted in 2010 by Tourism Australia confirmed
    We have come a long way since the announcement of                  that Nature and Journeys are the lead experiences
    Australia’s Red Centre as the first National Landscape in          motivating people to travel to Australia. In this context,
    December 2006, followed in June 2008 by the Australian             National Landscapes provides regional stakeholders the
    Alps, the Great Ocean Road, Kakadu, Australia’s Coastal            opportunity to ‘speak in one voice’ about their world-class
    Wilderness, Greater Blue Mountains, Flinders Ranges and            natural and cultural experiences.
    Australia’s Green Cauldron, which were named at the
    Australian Tourism Exchange. In 2009, Kangaroo Island              In seeking to build a stronger and more secure tourism
    joined the program followed by the Kimberley in 2010.              sector that values and protects our natural and cultural
    Today, candidates in Western Australia, Queensland and             assets, Australia’s National Landscapes has achieved some
    Tasmania are actively working toward recognition as future         early success. Through the new and enduring partnerships,
    National Landscapes.                                               we must build on this success, to continually deliver unique
                                                                       nature experiences that focus on our competitive advantage
    The National Landscape Reference Committee acknowledge             and on the consumer. This work will be critical to delivery of
    the ongoing support of our consecutive Federal Minister’s          the 2020 Tourism Industry Potential2 and we look forward to
    for Tourism and the Environment, along with the                    the journey.
    commitment and enthusiasm of the members of the
    National Landscape Steering Committees.
                                                                       Peter Cochrane                                           Leigh Sorensen
    With twelve National Landscapes now announced, it is timely        Co-Chair                                                       Co-Chair
    to reflect on the program’s achievements and challenges            Parks Australia                                        Tourism Australia
    and share our aspirations for the program’s future. In the
    year ahead, we will seek to finalise the suite of National
    Landscapes and work closely with regions to deliver tourism
    quality, economic, environmental and social benefits.

                                                                                                                                     March 2011

                                                                       2 “2020 Tourism Industry Potential… a scenario for growth”, Tourism Australia
                                                                         and the Department of Resources Energy and Tourism, November 2010.

4     Australia’s National Landscapes – Outcome Report February 2011
ReFeRenCe COmmittee membeRS
Australian Tourism Export Council                                                                 John King
Tourism and Transport Forum                                                                       Evan Hall
Ecotourism Australia                                                                              Kym Cheatham
Dept of Resources, Energy and Tourism (Tourism Division)                                          Helen Cox
Dept of Sustainability, Environment, Water, Population and Communities (Heritage Division)        Greg Terrill
Dept of Regional Australia, Regional Development and Local Government                             Vacant
State Tourism Organisation Representative                                                         Claire Ellis
State Park Agencies Representative                                                                Anne Sellar
Expert Conservation Sector                                                                        Penelope Figgis
Expert Indigenous issues                                                                          Chrissy Grant
Expert Conservation Science                                                                       Prof Peter Valentine

                                                              Australia’s National Landscapes – Outcome Report February 2011   5
    Outcome Reporting Framework
    Australia’s National Landscapes program was developed to provide a long term strategic approach to
    tourism and conservation to highlight Australia’s most outstanding natural and cultural environments.
    The program encourages collaboration across a wide cross section of stakeholders from within these
    environments and their surrounding regions.
    It aims to achieve partnerships between tourism and conservation to:
    > Promote Australia’s world class, high quality visitor experiences;
    > Enhance the value of tourism to regional economies;
    > Enhance the role of protected areas in those economies; and
    > Build support for protecting our natural and cultural assets.
    Each year representatives from all National Landscapes gather at the National Landscapes Forum. In 2009, in Alice Springs the
    program participants agreed to develop an annual reporting framework to monitor and evaluate the outcomes of Australia’s
    National Landscapes. It was agreed that the reporting should encourage self evaluation against the program aims.
    To profile the program in action and its impact on the participating regions, each Landscape Steering
    Committee has prepared case studies identifying regional outcomes under the following categories:
    > Tourism quality
    > Economic
    > Environmental
    > Social and cultural
    A report has also been prepared by the program managers reflecting the key achievements and key challenges in program
    As a baseline for future performance monitoring, available data on visitation trends in each Landscape has also been
    assembled. A summary of this data is provided at Appendix A.

6     Australia’s National Landscapes – Outcome Report February 2011
Program Manager’s Report
Program Status
As program managers, Tourism Australia and Parks Australia have responsibility for day-to-day management of Australia’s
National Landscapes, including providing advice and support to Steering Committees to achieve results at a regional level.
The program managers are also responsible for developing the positive national and international profile of Australia’s
National Landscapes. (See Diagram 1 below)

                                nATiOnAl lAndSCAPES REfEREnCE COMMiTTEE

                                > Program oversight and review
                                > Candidate assessment

                                PROgRAM MAnAgERS (Parks Australia and Tourism Australia)

                                > Destination positioning development and oversight
                                > Experience Development Strategy guidance and oversight
                                > Program marketing, policy development and stakeholder engagement

                                STEERing COMMiTTEES

                                > Local advocacy and implementation

                                                           Diagram 1 – Roles and Responsibilities

Tourism Australia’s role is primarily marketing Australia’s National Landscapes to underpin Brand Australia, strengthening
brand awareness, and driving visitation and dispersal. Promotion of the Landscapes has focused on consumer marketing
initiatives, domestic and international media engagement activities and promotion at the Australian Tourism Exchange 2.
Parks Australia’s role is focused on raising stakeholder support, strengthening policy connections, encouraging a long term
strategic approach to tourism development through the Experience Development Strategies and delivering conservation,
heritage and Indigenous outcomes.

2 Australia’s National Landscapes Marketing Activity 2009-2010, Tourism Australia

                                                                                    Australia’s National Landscapes – Outcome Report February 2011   7
    Australia’s National Landscapes is a long term strategic approach to regional tourism development and conservation.
    To achieve the desired social, cultural, economic and environmental outcomes it is important to have the right foundations
    in place.
    Since the commencement of the program in 2005, Australia’s National Landscapes has focused on building national
    awareness and understanding of the program’s strategic approach.
    In this regard, the program is aligned to the 2020 Industry Potential seeking opportunities for investment, innovation and
    job creation. Ultimately the program provides the customer with new and engaging experiences within Australia’s natural
    environment, encouraging increased awareness, visitation, dispersal and length of stay.

                                                               the potential
                                                             2018 2019 2020
                                                           > Australia’s National
                                                            Landscapes are well
                                                      protected and recognised on a
                                                                world scale
                                                      > Length of stay and spend has

                                                               Seeing the results
                                                              2015 2016 2017
                                                      > Refining the Landscape offer to
                                                         key segments and markets
                                                  > Improving use of digital, social media,
                                                                and technology
                                                        > Increasing trade awareness
                                              > New products and experiences coming online
                                                      > Profiling conservation’s success
                                                    > Continuing to inspire stakeholders
                                                > Creating employment through investment

                                                            Setting the foundation
                                                       2010 2011 2012 2013 2014
                                       > Establishing and marketing the suite of National Landscapes
                                               > Delivering Experience Development Strategies
                                                       > Implementing priority projects
                                                   > Developing new products and services
                                         > Building networks with a variety of government agencies,
                                                        industries, and interest groups
                                                    > Creating tools to assist stakeholders
                                            > Raising awareness with consumer, media, and trade

                                                       Awareness and Establishment
                                                      2005 2006 2007 2008 2009
                                                > Increasing the awareness of the program
                                                 > Building local stakeholder engagement
                                       > Developing a strategic approach to destination development
                                                     > Refining destination positioning

                                                    Figure 1 – Strategic Direction Pyramid

8     Australia’s National Landscapes – Outcome Report February 2011
A key focus at present is the development and implementation of Experience Development Strategies for each landscape,
which will establish the framework for each region to develop their competitive advantage. The progress of each Landscape
can be found in the table below.
Table 1: Positioning and Experience Development Strategy Status
natiOnaL LandSCaPe                        POSitiOning StatuS                          exPeRienCe deveLOPment
                                                                                      StRategy StatuS
Australia’s Coastal Wilderness            Complete                                    Complete
Australia’s Green Cauldron                Complete                                    Under discussion
Australia’s Red Centre                    Complete                                    Underway
Australian Alps                           Complete                                    Complete
Flinders Ranges                           Complete                                    Underway
Greater Blue Mountains                    Complete
Great Ocean Road                          Complete                                    Under discussion
Kakadu                                    Complete
Kangaroo Island                           Complete                                    Under discussion
The Kimberley                             Complete                                    Underway
Great South West Edge                     Complete
Ningaloo - Shark Bay                      Complete
Great Barrier Reef                        December 2010
Tasmania                                  Underway
Wet Tropics                               Underway

In addition to important planning work for each National Landscape, program participants have identified where they would
like to see the program in five years. The vision below paints a picture of the results we are all working towards realising by
2015 and beyond.
brand Recognition – Australia has 15 regions recognised by Tourism Australia’s target market – the Experience Seeker, for
their outstanding natural and cultural significance. These areas hold their own against the best in the world.
environmental Sustainability – The conservation of natural and cultural values is recognised and promoted as integral to
a high quality visitor experience. Increased visitation to Australia’s National Landscapes results in greater awareness and
support for the protection of our natural and cultural assets, and sees strong industry advocacy for conservation.
Cultural Connection – Indigenous culture is positively promoted throughout Australia’s National Landscapes. The
‘Experience Seeker’ is provided with unique, authentic experiences that increase their knowledge of Indigenous culture and
connection to country. Tourism provides economic benefits to the Indigenous communities within relevant Landscapes.
economic Outcomes – Visitor numbers to Australia increase as a result of awareness and interest in the world class
experiences on offer. Within each Landscape, visitors are staying longer and spending more, creating social and economic
benefits for the communities.
investment and innovation – Investors experience increased certainty and awareness of the opportunities in each
Landscape and actively explore projects in the National Landscape regions. The destination positioning has made it easier
and more efficient to make decisions on infrastructure investment, marketing, and product development.
experience delivery – High quality tourism products and services provide new world class experiences. Stakeholders within
each landscape understand the importance of their brand and use this strategic focus to their competitive advantage. The
Landscapes are committed to innovating, improving and renewing their experience offering to remain competitive.
Partnerships – Strong partnerships have resulted in stakeholders working together for a common purpose. This cooperation
is building the Landscapes’ international and domestic reputation and creating a prosperous tourism industry.
information Sharing – Australia’s National Landscapes are a focal point for improving products and services, as well as
creating ‘new news’ on visitor experiences. The Landscapes have effective information networks that keep stakeholders
abreast of developments, current market research and business opportunities.
gateways – Gateway towns and businesses are successfully leveraging benefits from the National Landscapes by providing
complementary products and services, and working with the regional steering committees.

                                                                  Australia’s National Landscapes – Outcome Report February 2011   9

     This section profiles the current status of the program              including the Global Eco Conferences 2006-2010; Tourism
     including; a range of partnership projects that have been led        Futures Conferences 2008-2010; Healthy Parks, Healthy
     by the program managers and efforts that have been taken             People Congress 2010; Indigenous Tourism Conference;
     to increase awareness of the program, build stakeholder              TTF Leadership Summits, ATEC Conferences; Geotourism
     engagement, develop a strategic approach to destination              Workshop 2010; and Parks Victoria Tourism Forums. In
     development and refine destination positioning.                      addition, the program managers have met with key
                                                                          interested organisation such as the National Trust of
     > Since 2006, 10 National Landscapes have been formally              Australia and have presented to international delegations
       launched – Australia’s Red Centre, the Australian Alps, the        from Singapore, Gabon, Papua New Guinea and Brazil.
       Great Ocean Road, Kakadu, Australia’s Coastal Wilderness,          Significant international interest in the program is
       Greater Blue Mountains, Flinders Ranges, Australia’s Green         building including the recent publication of a case study in
       Cauldron, Kangaroo Island and the Kimberley.                       the United Nations World Tourism Organization (UNWTO)
     > Regions in Western Australia, Queensland and Tasmania              Asia Pacific Newsletter.
       are currently working toward recognition as future                > Tourism Australia has successfully incorporated Australia’s
       National Landscapes.                                                National Landscapes into marketing initiatives such as
     > Significant effort has been invested in information sharing         no leave, no life and There’s nothing like Australia,
       with program participants including the development                 digital marketing, magazine publications including My
       of a program website at                  Australia, Travelling in Australia, Australian Geographic
       nl and the creation of a consumer focused website                   and Dreamscapes, television programs, media newsletters,
       at The consumer website includes              the Visiting Journalist and Opinion Leader programs and
       video content, interactive maps and itineraries and has             the annual Australia Tourism Exchange. Further details
       been very successful with approximately 5,000 unique                are available in Australia’s National Landscapes Marketing
       monthly visits. Visitors to the site spend 13 minutes on            Activity 2009-2010 report.
       average learning about the Landscapes. This length of stay        > Australia’s National Landscapes program was recognised
       on the site is more than three times the average.                   in the National Long Term Tourism Strategy as a successful
     > A stakeholder e-newsletter National Landscapes News has             model for aligning the plans and actions of government,
       been published since 2008 and has over 600 subscribers.             communities and industry for destination development.
       In addition, National Landscapes Chairs meet bi-monthly             The program managers are also represented on the
       by teleconference to share the latest achievements and              National Long Term Tourism Strategy Indigenous Tourism
       information relating to the program.                                Working Group and the Destination Management
                                                                           Planning Working Group and are building awareness and
     > Tourism Australia has funded positioning workshops
                                                                           linkages relating to the program.
       for every Landscape, resulting in the development of
       their own unique competitive position and alignment               > Experience Development Strategies have been completed
       with State brands and Brand Australia. This work has                for the Australian Alps and Australia’s Coastal Wilderness
       been led by branding professionals in partnership with              providing a focused development plan, driven by the
       local community, tourism, protected area and other                  Landscape positioning to improve the delivery of world
       stakeholders to identify a strategic position to drive              class visitor experiences. Building on these projects,
       destination development.                                            Experience Development Strategy Guidelines for National
                                                                           Landscapes Steering Committees was published in 2010.
     > Parks Australia and Tourism Australia have hosted annual
                                                                           The document is intended to be updated to reflect best
       Forums in 2008, 2009 and 2010 for Steering Committee
                                                                           practice as new Experience Development Strategies
       representatives. These forums have shaped the direction
                                                                           are completed.
       and delivery of the program and build the capacity of
       participants.                                                     > Parks Australia facilitated an interactive workshop for
                                                                           heritage place managers in the Great Ocean Road region
     > Tourism Australia and Parks Australia first met with all            to improved engagement with the National Landscape.
       State Tourism and Park Agencies in 2010 to discuss the              This pilot project demonstrated the significant value
       program and improve cooperation and coordination. This              heritage experiences add to the destination brand and
       resulted in a review of the approval process for Experience         the visitor experience. The workshop was delivered
       Development Strategies and will become an annual event.             in partnership with members of the Destination
     > Tourism Australia and Parks Australia have successfully             Management Planning Working Group, Heritage Victoria,
       built stakeholder support for the program internationally           Tourism Victoria, Parks Victoria, the Department of the
       and domestically, to encourage a strategic approach to              Environment Water Heritage and the Arts (Heritage
       regional development. This work has included presenting             Division), Great Ocean Road National Landscape Steering
       the program to a range of tourism and government fora,              Committee and National Trust Victoria.

10      Australia’s National Landscapes – Outcome Report February 2011
> A partnership with Geosciences Australia has
  produced four topographical and satellite imagery
  maps of the Red Centre National Landscape and a
  unique animated fly-thru of the West MacDonnell
  Ranges, all orientated to the Experience Seeker
  visitor. The map series highlights key features of
  Australia’s Red Centre National Landscape and
  includes visitor information on facilities and
  services, walking track classifications, camping
  areas, wheelchair access, fuel services and water
  supplies. These maps mean safer, more reliable
  information for emergency services, visitors and
  land management agencies.
> Cooperation with the Victorian Bushfire Tourism
  Task Force led to $1.02 million in funding being
  directed to priority infrastructure projects in
  the Australian Alps and the development of an
  animated fly through for the region.
> Collaboration with the Department of Resources,
  Energy and Tourism lead to a
  one-off grants program which provided $150,000
  in funding to a range of Indigenous specific
  tourism initiatives within the National Landscapes.
  Projects included consultations in Australia’s
  Costal Wilderness to develop Indigenous tourism
  opportunities linked to the Bundian Way; building                                                                                                                                                                  Australia’s National Landscapes
  the interpretation skills of Indigenous community                                                                                                                                                                  EXPERIENCE DEVELOPMENT STRATEGIES
                                                                                                                                                                                                                     Guidelines for Australia’s National Landscape

  members to increase visitor appreciation of the                                                                                                                                                                    Steering Committee’s

                                                                                                                                                                                                                     SEPTEMBER 2010

  cultural heritage features in the Australian Alps
  National Landscape; and a training course to
  support managers and supervisors who could
  employ Indigenous persons as guides in the
  tourism industry in Australia’s Red Centre.                                                                             Australia’s National Landscapes
                                                                                                                          A year in review
> A partnership has been established with Tourism                                                                         MARKETING INITIATIVES 2009

  Victoria and Tourism New South Wales to create
  the first cross jurisdictional National Landscape
  website for Australia’s Coastal Wilderness. The
  website is expected to go live in 2011.
> An Australian Research Council Linkage Grant
  has been awarded to the Australian National
  University in partnership with Parks Australia,
  NSW National Parks and Wildlife Service, Ronin
  Films, the Australian Film and Sound Archive and
  the Australian Institute of Aboriginal and Torres
  Straight Islander Studies to develop histories of
  place in three National Landscapes.
                                                                  There’s nothing like front row                                                                                  There’s nothing like a zoo without fences.
                                                                   seats at an outdoor theatre.

From top: Left, Digital site; right, Media                                    We just experienced the most amazing show nature has to

eNewsletters; Australia’s National
                                                                                                   offer. The chopper took off, banked far out over the ocean and
                                                                                                                                                                                                                                                                                                      for the sunrise
                                                                                                   our magnificent southern coast gave the performance of a                                                                                    Talk about an amazing start to the day. We got up The hilltop
                                                                                                   lifetime. Far below, the coastal pillars stood tall and strong                                                                              but stumbled across something we’ ll never forget.
                                                                                                   against a barrage of crashing waves. The result was spectacular.                                                                            was alive with more kangaroos than I’ d seen in a lifetime.
                                                                                                   It was raw, powerful and absolutely mesmerising.                                                                                                                                                        taking
                                                                                                                                                                                                                                               We spent the afternoon roaming the island for wildlife,we’ d never

Landscapes Forum in Australia’s Red Centre 2009;                                                   We’ d been wanting to take the kids on a road trip down here
                                                                                                   for years and having just finished two weeks, I can tell you
                                                                                                   this is a part of Australia that you just can’t afford to miss.
                                                                                                                                                                                                                                               pictures of penguins, seals and a whole bunch of birds another
                                                                                                                                                                                                                                                even heard of. At times I didn’t know whether to take s just
                                                                                                                                                                                                                                                picture or stop and take in the surroundings. I guess to tell
                                                                                                   Every twist in the road brings new adventures, breathtaking                                                                                  the type of place it is. But really, the pictures only just got to

Left, Marketing Activity 2009-2010; right, Experience
                                                                                                   views and experiences that you’ ll be reliving for years. If you’ve                                                                           the story. To truly experience this land of ours you’v
                                                                                                   ever wanted to star in a Choose Your Own Adventure Book,                                                                                      come and discover it yourself.
                                                                                                   the Great Ocean Road is the place to start.

Development Strategy Guide;
features experiences with National Landscapes; Landscapes
feature in print advertising.                                                                                                                                            TA0171_Kangaroo_Island_A4_LAND_0.1.indd 1                                                                                                      12/07/10 11:07 AM

                                                                      Australia’s National Landscapes – Outcome Report February 2011                                                                                                                                                                                    11
     Future Challenges and Actions

     SPEAking in OnE vOiCE                                               STROngER STEERing COMMiTTEES
     The power of National Landscapes is for regions to develop          Most National Landscapes Steering Committees have in place
     a unifying destination positioning and agree on priority            strong arrangements and partnerships, which are working
     projects that will deliver on the positioning. The temptation       well to assist in the delivery of program outcomes to a high
     always exists to dilute the message and offer “something            level. The challenge is to strengthen steering committee
     for everyone”, reverting to the status quo. The challenge for       capacity and resilience by providing greater clarity on roles
     regions is to remain focused on their competitive advantage         and responsibilities for all program participants.
     and to ‘speak in one voice’ telling consumers clearly the
     unique assets and experiences on offer in their region.             Action
                                                                         > Tourism Australia and Parks Australia, under the direction
     Action                                                                of the National Landscapes Reference Committee, will
     > Tourism Australia will roll out positioning guides to assist        provide guidance to Steering Committees on expectations,
       stakeholders in each Landscape to understand their                  including a model Terms of Reference for the Steering
       positioning and how it can be implemented on a day-to-              Committees, and Roles and Responsibilities.
       day basis.
                                                                         iMPROvEd COnSERvATiOn OUTCOMES
     dEEPEning UndERSTAnding And invOlvEMEnT                             To date, National Landscapes has been instrumental in the
     Those directly involved in the program have a strong                development of a new tourism conservation product in
     understanding of Australia’s National Landscapes strategic          the Flinders Ranges, improved interpretation of Australia’s
     approach. The challenge is to reach a much wider                    Green Cauldron flora and fauna, and stimulating formal
     audience of regional stakeholders, small business, and local        agreement to sustainability practices in the Australian Alps.
     community. This includes a need to increase inclusion of            The challenge is that more could be done to deliver practical
     Indigenous stakeholders, non-government conservation                environmental outcomes for all National Landscapes.
     agencies and heritage organisations in information
     networks and collaboration.                                         Action
     It is important for steering committee members to be                > Parks Australia will work with each Landscape to
     advocates for the program, informing new stakeholders of              produce a conservation fact sheet to highlight each
     the general approach and specific partnership opportunities           region’s environmental and cultural values, current
     that may arise. Knowledge exchange will be important to               conservation priorities and local voluntarism products or
     ensure the program is delivered within existing networks              community projects.
     and resources as Australia’s National Landscapes is not a           > Parks Australia will work with conservation agencies
     funding program.                                                      to identify practical opportunities for conservation
                                                                           partnerships in National Landscape regions.
     > Tourism Australia is developing a DVD tool to explain
       the program and to provide more in-depth updates to
       stakeholders within the Landscapes.

12      Australia’s National Landscapes – Outcome Report February 2011
National Landscape Outcomes
On joining the program each Landscape, in partnership with Tourism Australia, brought together
stakeholders for positioning workshops to uncover and assemble the elements that make each region
unique. For example, in the Australian Alps this process identified the “the spirit of the challenge” as the
competitive strength based on the unforgiving and exhilarating landscape, dramatic forces of nature, fire and
ice, stories of survival of the traditional owners, and mythology of the mountain cattlemen. Each National
Landscape positioning sets the platform on which to develop new experiences unique to each Landscape.

Case studies submitted by Landscapes have demonstrated a significant shift in thinking, with stakeholders
having a more sophisticated understanding of what their Landscape stands for, what makes them unique
and how they can differentiate their product based on their competitive advantage.

This approach has seen some
Landscapes reposition themselves in
the marketplace. For example, the
great Ocean Road has adopted a more
dynamic proposition: “Nature’s drama
unfolds at every turn”.

   gReat OCean ROad: Repositioning an iconic drive

   A revised position delivers powerful results for the
   Great Ocean Road
   The Great Ocean Road underwent positioning
   workshops to further define this Landscape’s unique
   point of difference. A more dynamic position was
   developed for the region that focused on engaging the
   target market with the power of nature.
   The result was a very strong proposition:
   Nature’s drama unfolds at every turn.
   The Great Ocean Road has had a good uptake of
   this positioning with both Tourism Victoria and
   Parks Victoria actively incorporating it into their
   Key results:
   > Increased web views by 55 per cent
   > A landing page on Tourism Victoria’s website brings
     the positioning to life
   > Parks Victoria has incorporated positioning
     themes and messaging into their Art of Walking
     documentary and other publications

                                                           Australia’s National Landscapes – Outcome Report February 2011   15
     auStRaLia’S Red CentRe: delivering creative marketing and unique signage

     Australia’s Red Centre worked with Tourism
     Australia to identify the physical and spiritual
     heart of Australia as a unique proposition
     which they could leverage to differentiate this
     Landscape from other parts of the country.
     Tourism NT used their positioning to drive creative
     development of its Get CeNTred marketing campaign
     that was launched to the global market in 2009. The
     aim was to change the mindset of the target market
     and to have them understand that the Red Centre is
     a place where change happens; where diverse and
     authentic experiences abound; and where visitors can
     feel a sense of wellbeing.
     This successful campaign incorporated a significant
     amount of digital, print and Tourism Visitor Centre              Signage along the Red Centre Way
     marketing. Some key results include: 122,000 page
     views, 64,625 video streams, 31,000 leads to partners,
     and 6,000 partner bookings.
     On the ground, the Red Centre Steering Committee
     worked in partnership with Tourism NT and the Northern
     Territory Department of Construction and Infrastructure
     to ensure signage and interpretation along the Red
     Centre Way reinforced their positioning. The signage
     incorporates structures, shapes and textures that blend
     with the local environment, and interpretative panels
     explain the Landscape. The signs are already visited by
     many tourists as a stand alone attraction.
     Combined, these initiatives strengthen the knowledge
     of what Australia’s Red Centre has to offer and adds to
     the depth of engagement a visitor has in the lead up to          Red Centre Print Advertising –2010 Campaign
     and during a holiday in this Landscape.

16   Australia’s National Landscapes – Outcome Report February 2011
Another example of a strong              Positioning Workshops in the
positioning driving new thinking can     greater blue mountains identified
be seen within australia’s Red Centre.
                                            gReateR bLue mOuntainS: Strengthening visitor
                                         the importance of World Heritage
The program has bought together             understanding of the
                                         values and noted that improvednatural environment
a cross section of stakeholders who      interpretation and understanding
use the program framework to share          these values was required. The
                                         of The Greater Blue Mountains empowers operators to interpret World
ideas and deliver their positioning:     Steering Committee approached Blue
                                            Heritage values.
“The physical and spiritual heart        Mountains TAFE to create a training
of Australia.” This positioning was         The Greater Blue operators, Steering Committee approached Blue
                                         module for tourism Mountainswith
brought to life creatively via Tourism      Mountains TAFE to the visitor
                                         the aim of enhancing assist in developing training that explained to tourism
NT’s “Get CeNTred in the Red Centre”        operators the reasons appreciation
                                         experience by increasing for World Heritage inscription and natural values of
campaign.                                of the flora and fauna. listed
                                            this World Heritage
                                         environment and its values.
                                            Blue Mountains TAFE developed a new component for the Quality
                                            Assurance Program, with an Advanced Eco Tourism Operator delivering
                                            World Heritage information and another lecturer delivering easy tips on
                                            saving energy and recycling.
                                           The aim of the training is to provide operators with skills and information
                                           to improve the visitor experience and ensure visitors leave with a deeper
                                           appreciation for this World Heritage listed environment. The entire Board
                                           of the regional tourism organisation has now completed the course.

                                           Little River Valley, Nattai National Park

                                                                                           Brush tail Possum

                                                                 Australia’s National Landscapes – Outcome Report February 2011   17
     As the most recent Landscape to
     join the program, the Kimberley
     in Western Australia has seen
                                                     the KimbeRLey: adopting new thinking
     business stakeholders adopt their
     proposition: “Australia’s extraordinary         A Kimberley tourism operator adopts new positioning to enhance business.
     ongoing epic”. Keen to leverage a               Following the National Landscapes positioning workshops held in the
     more strategic approach, Bernard                Kimberley in April 2010, a local tourism operator, Broome & the Kimberley
     Whewell, Director of Broome & the               Holidays invited Leap Agency (brand consultants) to undertake an
     Kimberley Holidays, has incorporated            additional workshop with their staff.
     the learnings from the positioning
     workshops into his business.                    The focus of this workshop was to share the positioning work done for the
                                                     region and place the business within the bigger picture of the Kimberley
                                                     National Landscape. The workshop reinforced the importance of having a
                                                     single minded proposition that reflects the environment in which they live
                                                     and work.

                                                     Broome & the Kimberley Holidays print advertising

18      Australia’s National Landscapes – Outcome Report February 2011
Australia’s National Landscapes – Outcome Report February 2011   19
Australia’s National Landscapes aims to grow visitor yield as a result of increased awareness and
interest in the world class experiences that each National Landscape has to offer. Clear and consistent
communication to visitors, experience development based on competitive advantage and bundled
products will lead to a deeper understanding of each Landscape, which will encourage visitors to stay
longer and spend more within each region.

An integral part of the program is the Experience Development Strategy, which uses the positioning
developed for the Landscape to drive experience and product development opportunities aimed at
the Experience Seeker target market. The Experience Development Strategy process identifies gaps or
opportunities to improve economic performance. These may include catalytic infrastructure investment,
new business opportunities, or training to improve service delivery.

In recognising the important role each
operator plays in communicating
the Landscapes’ values, the Flinders
                                          FLindeRS RangeS: building web literacy across a
Ranges Steering Committee                 national Landscape
encouraged local tourism operators to
learn to use the web more effectively     Flinders Ranges Steering Committee actively promotes web training to
as a business tool. Funding was           regional business encouraging operators to use the web more effectively as
secured to provide one-on-one             a business tool.
assistance to operators, and the
Steering Committee worked to ensure       In early 2010, one of the key National Landscape stakeholders, Regional
that the Flinders Ranges positioning      Development Australia Far North secured a grant in excess of $500 000
and key messages were incorporated        from the Federal Small Business Online Program. The aim was to move
into the learning tools. The main         beyond workshops and seminars to more tailored one-on-one business
benefit of this activity was the          improvement assistance.
resolution of technical problems such     The Regional Business Online Internet Marketing Program was aimed
as incorrect usage of booking systems,    at smaller businesses in the region. The Flinders Ranges National
incompatible software, and poorly         Landscape Steering Committee and its stakeholders actively promoted
performing websites. The result of        the project within the tourism sector resulting in a strong response to the
this initiative is a greater engagement   opportunity for free technical and marketing advice.
and interest in the Flinders Ranges
National Landscape and also the           The initial National Landscape focus was website ‘look and feel’ and
economic benefits to businesses from      encouraging communication of the Landscape’s positioning. Further
strengthening web presence and            benefit resulted from the revelation that poorly performing websites
technical capability.                     and incorrect software were affecting business success. In particular, the
                                          consultants came across frequent examples of businesses which had
                                          adopted online booking systems but failed to use them properly or even
                                          keep them active.

                                                          Australia’s National Landscapes – Outcome Report February 2011   21
     australia’s Coastal Wilderness commenced their Experience Development Strategy in early 2009. The Light to Light Walk and
     the Great Coastal Walks of East Gippsland were identified as “Priority 1” projects that emphasised the economic significance of
     walking track infrastructure to tourism across the Landscape. The walks will provide significant local employment during their
     construction phase, including the use of locally sourced material. Over the longer term, the walks will contribute to increased
     expenditure on accommodation, food and other services and assist in stimulating new business opportunities.

        auStRaLia’S COaStaL WiLdeRneSS: experience development Strategy Roll Out
        Significant progress has been made on the Light to Light Walk and the Great Coastal Walks.
                                                                         The Australia’s Coastal Wilderness Experience
                                                                         Development Strategy identified both the Light to
                                                                         Light Walk and the Great Coastal Walks as Priority 1
                                                                         projects. Whilst these projects were not new to the
                                                                         region, they obtained wider stakeholder acceptance
                                                                         and buy-in as a result of their inclusion in the
                                                                         Experience Development Strategy.
                                                                         The Light to Light project will include: exploration
                                                                         of accommodation options along the track; visitor
                                                                         opportunities for the Cape Green Light Station; upgrades
                                                                         to track surface and signage; and development of
                                                                         an interpretive pod-cast. Tourism operators will have
                                                                         significant opportunity to develop new walking
                                                                         experiences based on the Light to Light Walk.
         Cape Green Light Station, Australia’s Coastal Wilderness      The Great Coastal Walk project includes track
                                                                       construction and upgrading, board walks, lookouts
        and viewing platforms, interpretation and signage, timber steps for beach access, a foot-bridge across a major gully,
        trail-head car park and access improvements, and information shelters at key visitor nodes. The project is valued at
        $2.1m, of which $1.6m was received as a grant from the Victorian State Government, with the balance coming from
        Parks Victoria and the East Gippsland Shire Council both of whom are active members on the Australia’s Coastal
        Wilderness Steering Committee.
        The economic outcomes of the projects are expected to include:
        > Encouraging increased visitation and increased length of stay;
        > Higher expenditure on accommodation, food and other services and new business opportunities.

22      Australia’s National Landscapes – Outcome Report February 2011
The development of a new name
and positioning for the Mt Warning
(Wollumbin) region has created
                                         auStRaLia’S gReen CauLdROn: innovative
new business opportunities in            business opportunities
unexpected ways. australia’s green
Cauldron positioning recognises          An existing coffee estate re-brands to leverage off the
the cool rainforest set against the      Green Cauldron positioning
remnants of the world’s second largest
shield volcano. The Landscape, and       This unique positioning that incorporates the Mt Warning (Wollumbin)
everything it stands for, was seen to    Caldera region unifies the diverse natural and cultural elements of this
be a good match for a coffee estate      landscape. It creates an emotional territory for the visitor to connect with.
that has re-branded to Green Cauldron    The positioning was seen to be a good match for a coffee estate whose
Coffee. Sold both domestically and       unique micro-climate and growing conditions found within Australia’s
internationally, the coffee assists in   Green Cauldron emulate the high tropical altitude of the world’s finest
raising the profile of the Landscape.    coffee growing terrain.
                                         By using the Green Cauldron as a regional descriptor and by nurturing
                                         a viable business through sustainable farming, the business leverages
                                         significant marketing advantage. Not only does the coffee estate assist
                                         in raising the profile of the Landscape, but its values align to that of the
                                         positioning. The estate aims to preserve the agricultural values and highlight
                                         the unique culture, beauty and flavours of Australia’s Green Cauldron.

                                         Green Cauldron Coffee

                                                           Australia’s National Landscapes – Outcome Report February 2011   23
     The long term vision is for visitors and tourism operators within the National Landscapes to contribute
     to improving environmental outcomes, either financially or in-kind. This may involve enhancing local
     sustainability practices, undertaking environmental accreditation, taking action to retain the scenic values
     and sense of place, or contributing to conservation projects.

     Visitors are key to the continued conservation of our World Heritage areas, our national parks and other
     protected areas. When people experience our landscapes and wildlife, the understanding they gain can
     translate into support for conservation and protection.
     Currumbin Wildlife Sanctuary, perfectly positioned as the Gold Coast’s gateway to australia’s green Cauldron, responded to
     the inclusion of the region as a National Landscape by improving their presentation and interpretation of the regions flora
     and fauna. This National Trust property is actively demonstrating how businesses can successfully complement and value
     add to visitors appreciation of the natural environment.

        auStRaLia’S gReen CauLdROn: improving interpretation

        Australia’s Green Cauldron National Landscape was the inspiration to invest in promoting the flora and fauna unique
        to the region.
        Since the announcement of Australia’s Green Cauldron as a National Landscape, Currumbin Wildlife Sanctuary has
        re-focused its entrance and education area to promote the Green Cauldron environment. The lecture theatre foyer
        has been refurbished with a large photographic mural depicting Mt Warning and a three-storey domed exhibit
        adjoining the theatre re-branded “Australia’s Green Cauldron”. The area now houses a collection of species, tourism
        information and map of the Caldera area.
        Currumbin Wildlife Sanctuary plans to improve interpretation of its koala collection to tell the story more specifically
        about the endangered koalas of Australia’s Green Cauldron. Support from Tweed and Gold Coast councils will provide
        land for eucalypt plantations, which will feed insurance populations of koalas from the region.
        Currumbin Wildlife Sanctuary also runs one of the busiest native wildlife hospitals in Australia, looking after over
        5,000 admissions from the wild in the last 12 months. The hospital precinct has recently been opened to visitors to
        increase understanding of the Sanctuary’s contribution to caring for native wildlife from Australia’s Green Cauldron.
        Also in Australia’s Green Cauldron, the arts
        community has been working together to promote
        regional biodiversity values though a series of annual
        events and art exhibitions. Caldera Regional Arts is
        an incorporated association of member artists who
        showcase the region’s diverse flora, fauna, landforms
        and environmental sustainability issues. The group
        sees the potential to work across broader tourism,
        environmental and cultural networks to promote and
        support one of Australia’s most diverse bioregions.
        A percentage of funds raised through art and
        product sales are being donated to community based
        projects such as Landcare and the group is in the
        early stages of developing a schools environmental
        education program.
                                                                    Andy Reimanis, founder of Caldera Art in Australia’s Green Cauldron.

24      Australia’s National Landscapes – Outcome Report February 2011
In australia’s Coastal Wilderness a project is underway focusing on the local wild platypus population. Bombala hosts a
monthly “Out and About in Platypus Country” event where a community group talks to visitors about the platypus; offering
spotting hints and tips, and running canoe tours. The project has improved platypus conservation outcomes through habitat
protection, raised the quality of experience for visitors, and encouraged community groups and business to appreciate and
value the local environment. The tours have attracted visitors from Germany, Canada and Holland and local businesses are
noticing flow on effects.
Australia’s National Landscapes have been instrumental in stimulating the development of a new tourism and conservation
product in the Flinders Ranges. The benefits are two-fold: the project provides the extra hands and eyes on the ground to
improve research outcomes for vulnerable species; and local and international travellers have an opportunity to engage with
wildlife in a way they would not normally experience.

   FLindeRS RangeS: Surveying yellow-footed rock-wallabies

   The Flinders Ranges National Landscape Steering
   Committee and Conservation Volunteers Australia
   (CVA) have created a new tourism product in the midst
   of the ancient Flinders Ranges
   The product offers travelers an outback adventure
   and the opportunity to take part in a conservation
   program to save Australia’s vulnerable Yellow-Footed
   Rock-Wallaby, Petrogale xanthopus xanthopus.
   The idea for the product stemmed from a
   conversation which took place at the 2009 National
   Landscape Forum. Joanne Davies from CVA presented
   the naturewise program, which sees conservation
   and tourism working together. Julie Smith (Chair
   of the Flinders Ranges National Landscape) was
   so impressed she invited CVA to present to key            Yellow-Footed Rock Wallaby, Flinders Ranges
   stakeholders in the Landscape. What resulted is the
   latest edition to the naturewise program, the Yellow
   Footed Rock Wallaby Survey within the Flinders
   Ranges. Tours commence in autumn 2011 and include
   a combination of on-brand tourism and conservation
   experiences. For further information visit www.

                                                              Australia’s National Landscapes – Outcome Report February 2011   25
     For tourism in the Landscapes to remain sustainable, stakeholders must work effectively together for the protection,
     preservation and improvement of our natural and cultural assets. National Landscapes inspired the ‘Mansfield Mt Buller’
     cluster of the australian alps to agree to enhance sustainability practices, positioning the region as a model for others in the

        auStRaLian aLPS: destination sustainability

        Struggling to balance visitor numbers and community expectations, 10 land managers and tourism stakeholders have
        agreed on a shared vision for a sustainable destination
        Mansfield Council, Mt Buller-Mt Stirling Alpine Resort Management Board, Department of Sustainability and
        Environment, Parks Victoria, Buller Ski Lifts, Goulburn Murray Water, Goulburn Broken Catchment Management
        Authority, Victoria Forests, Tourism Victoria and Adventure Victoria all have a stake in the Australian Alps National
        The group has signed off on a collective sustainability principles statement that has the natural environment as its
        core asset, building upon nature based and adventure tourism that is both accessible and authentic. The collective
        principles are to:
        > Participate & engage in public policy
        > Collaborate and communicate
        > Co-ordinate risk management – fire and water
        > Strengthen & broaden visitor experiences
        > Strategically approach product development
        > Preserve culture, and enrich community amenity
        The next stage is to collaborate on the development of a common set of objectives around key local issues to
        ensure the right balance of economic and environmental development for residents, non-residents and visitors that
        complement the entirety of the Landscape.

     The individual character of each National Landscape provides a point of difference for the visitor and the community.
     Inappropriate development can damage the environment, scenic values and sense of place. When the South Australian
     Government and Kangaroo Island Council recently sought expressions of interest to develop the Kingscote Wharf Precinct
     they required development proposals to adhere to Kangaroo island’s National Landscapes positioning.

        KangaROO iSLand: Well planned redevelopment

        National Landscape positioning provides the direction for wharf redevelopment
        On Kangaroo Island, a multi-stakeholder group is seeking expressions of interest from the private sector to redevelop
        the Kingscote Wharf. The National Landscapes positioning has been incorporated into project documentation to
        ensure the redevelopment maintains a strong sense of place.
        Mayor Jayne Bates said “We want commercial, residential and public open space – but also to retain our working
        Port. If we allow this to be a contemporary glass box on the foreshore we have lost the chance to set an architectural
        theme drawn from our rich maritime and natural heritage.” “Often development ignores natural strengths – we
        need this to converge with those values shared by our visitors and community.” National Landscapes Chair Craig
        Wickham observed.

26      Australia’s National Landscapes – Outcome Report February 2011
Australia’s National Landscapes – Outcome Report February 2011   27
     The National Landscapes program has been instrumental in initiating a number of projects aimed at
     increasing employment and business opportunities for Indigenous individuals and communities within
     the Landscapes. The National Landscapes Indigenous Tourism initiative funded by the Department
     of Resources, Energy and Tourism, led to the funding of seven projects and improved engagement
     with Indigenous stakeholders in the Landscapes. National Landscapes has also provided a platform to
     encourage broader community involvement in tourism planning and decision making.

     australia’s green Cauldron used
     funding from the National Landscapes
     Indigenous Tourism initiative to hold
                                                    auStRaLia’S gReen CauLdROn: an introduction to
     a one-day workshop at Minjungbal               indigenous tourism Careers
     Aboriginal Museum in Tweed Heads
     and the Currumbin Wildlife Sanctuary           The workshop raised awareness of current Indigenous involvement
     on the Gold Coast, raising awareness           throughout Australia’s Green Cauldron, increasing understanding of the
     of Australia’s Green Cauldron                  demand and potential for Indigenous tourism experiences and the possible
     National Landscape amongst the local           paths individuals can take to enter the tourism industry.
     Indigenous population and providing
     details on tourism career paths.               Twenty-one Indigenous and non-Indigenous participants learnt about
                                                    Indigenous tourism opportunities specific to Australia’s Green Cauldron,
                                                    the Experience Seeker target market, and experienced the visitors’
                                                    perspective on an Indigenous Bush Tour. The local TAFE spoke about
                                                    possible tourism career paths on offer and assistance available to
                                                    Indigenous students. The afternoon session, held at Currumbin Wildlife
                                                    Sanctuary showcased Australia’s Green Cauldron wildlife, Aboriginal
                                                    dance, didgeridoo and story telling.
                                                    A better understanding was developed by all participants of the protocols
                                                    involved when working with the Indigenous community. The workshop
                                                    also assisted in enhancing relationships between established non-
                                                    Indigenous tourism operators and interested Indigenous parties, as well
                                                    as the development of an initial contact database for future Indigenous
                                                    tourism activities and opportunities.

28      Australia’s National Landscapes – Outcome Report February 2011
In the greater blue mountains, involvement in the National Landscapes program led to a series of workshops with local
Indigenous groups that confirmed their aspirations for tourism development opportunities. Tourism research established a
demand for Indigenous experiences, showing international and domestic visitors to Sydney and the Blue Mountains often
missed out on an Indigenous cultural experience believing they had to travel to the Northern Territory or Queensland.

   gReateR bLue mOuntainS: indigenous tourism development Program

   This project is based on a strong consultative model, ensuring outcomes are aligned with the values of the community,
   maintain authenticity and support self determination.
   The NSW Department of Industry and Investment committed $30,000 to an Indigenous tourism program for the Greater
   Blue Mountains, matched by funds from Blue Mountains, Lithgow and Oberon Tourism. The project will deliver:
   > An Indigenous Cultural Induction Manual to educate tour operators on cultural sensitivities across the regions six
     Indigenous language groups;
   > Identification of up to 10 sustainable Indigenous tourism experiences that the tourism industry will support and promote;
   > An Indigenous Guiding Course, specific to the National Landscape footprint;
   > Ten full time jobs for Indigenous tour guides, working with the coach tour operators in the Landscape region; and
   > A stronger working relationship with the 330 members of the regional tourism body in the National Landscape area.

In australia’s Coastal Wilderness, the Sapphire Coast has used the National Landscapes positioning as the framework for
the identification of local heritage stories, products and experiences that have the potential to differentiate the destination.
A set of three ‘iconic stories’ have been developed that are culturally inclusive, supported by the community and improve
visitor interpretation of the region’s heritage.

   auStRaLia’S COaStaL WiLdeRneSS: a Strategy to deliver heritage tourism in the
   Sapphire Coast

   The positioning for Australia’s Coastal Wilderness was used as a framework by the
   Sapphire Coast to develop heritage tourism experiences that are distinctive, create a
   competitive edge for the destination, and are supported by the community.
   The Sapphire Coast region forms a significant part of Australia’s Coastal
   Wilderness and has a rich natural, Aboriginal and European historic and cultural
   heritage. The Sapphire Coast Heritage Tourism Strategy has developed awareness
   amongst tourist operators and the broader Sapphire Coast community of the
   unique heritage stories and themes of the region. The strategy interprets and
   promotes selected world class experiences as ‘iconic stories’. Three iconic stories
   have been identified and developed:
   > Killers of Eden – the history and heritage of whaling and the importance to
     both Indigenous and European culture linking it directly to modern day tourism
   > In the Shadow of the Mountains – interprets the geological, natural and
     cultural history of the region’s geological features, linking these to Indigenous       Killer Whales of Eden
     and European stories;
   > Meeting of the Waters – exploring the two ocean currents that battle on the
     Sapphire Coast, producing rich marine life and unexplained mysteries. This story parallels the history of the region,
     its enterprises and attractions of abundance, isolation and mystery.
   In order to support delivery to the market of these stories, gaps in existing regional collateral and visitor information
   have been assessed. Product opportunities, new business and community partnerships, including with Indigenous
   communities, have been highlighted in the strategy. Gaps will be addressed during the strategy’s implementation.

                                                               Australia’s National Landscapes – Outcome Report February 2011      29
     aPPendix a

     National Landscape Steering
     Committee Achievements
     Australia’s Coastal Wilderness
     > Development of a pilot National Landscapes Positioning Guide in partnership with Tourism Australia providing tourism
       operators, restaurants and other small business with practical examples of how to implement the National Landscapes
       positioning (2011).
     > Working in partnership with Tourism Victoria and Tourism New South Wales on a cross jurisdictional National Landscape
       website (2011).
     > Agreement to a long term strategy for steering committee governance and continuity that will rotate the Chair position
       every three years, alternating between states
     > Development of a heritage tourism strategy based on the National Landscape positioning (2009-10).
     > Delivered workshops, site visits and consultation with Indigenous people to develop Indigenous tourism opportunities
       linked to the Bundian Way.
     > Completion of a self-funded Experience Development Strategy to prioritise catalytic projects for the region (2009).
     > Development of a logo and style guide, including font and colours for collateral, signage and website development (2009).

     SteeRing COmmittee membeRShiP
      name                                                               Organisation
      Tim Shepherd (Chair)                                               NSW National Parks and Wildlife Service
      Geoff Brookes                                                      Bega Valley Business Forum
      Leanne Barnes and Adrian Weedon                                    Bega Valley Shire Council
      Karen Cash                                                         Bombala Shire Council
      Jody Chick                                                         Department of Sustainability and Environment
      Terry Robinson                                                     Destination Gippsland Ltd
      James Archibald                                                    Destination Gippsland Ltd
      Tim Ellis                                                          East Gippsland Regional Business and Tourism Association
      John Rudge                                                         East Gippsland Regional Business and Tourism Association
      Phil Rickards                                                      East Gippsland Shire Council
      Will McCutcheon                                                    Parks Victoria
      Samantha Smith                                                     Sapphire Coast Tourism Board
      Barbara de Rome                                                    Tourism NSW
      Carla Sheridan and Anita Verde                                     Tourism Victoria

30      Australia’s National Landscapes – Outcome Report February 2011
Australia’s Green Cauldron
> Developing new interpretation featuring Australia’s Green Cauldron environment within the Gold Coast gateway.
> Conducting Indigenous Tourism Workshops (2009).
> Hosting an Experience Development Strategy planning workshop (2009).
> Securing funding from New South Wales Department of State and Regional Development for the Experience Development
  Strategy, and pledges from a number of stakeholders for further support.
> Establishing strong regional linkages with local councils.

SteeRing COmmittee membeRShiP
 name                             Organisation
 Jonathan Fisher (Chair)          Currumbin Wildlife Sanctuary
 Stephanie Fuller                 Gold Coast Tourism Corporation
 Mitch Lowe                       Lismore City Council
 Mark Johnston                    Northern Rivers Region, Parks and Wildlife Group
 Russell Mills                    Northern Rivers Tourism
 Shane O’Reilly                   O’Reilly Rainforest Retreat, O’Reilly’s Mountain Villas and O’Reilly’s Canungra Valley Vineyards
 Cathie Johnston                  Scenic Rim Regional Council
 Wendy Miller (Administration) Tweed Tourism
 Kyle Slabb                       Wollumbin Consultative Committee (Indigenous Representative)

Australia’s Red Centre
> Repositioning Alice Springs to Uluru as one holistic experience within the National Landscapes framework.
> Working with Uluru-Kata Tjuta National Park to broaden visitor experiences and strengthen Indigenous participation.
> Utilising positioning in marketing and infrastructure development.
> Building a Red Centre Discovery Way Centre, with 50 per cent of the project investment being contributed to online and
  downloadable information on interpretation of the West MacDonnells National Park.
> Forming a Red Hot Stories Team to provide wider stakeholder engagement for the Steering Committee.
> Working in partnership to deliver training to businesses that currently work with, or could employ Indigenous persons as
  guides in the tourism industry.
> Using existing newsletters to communicate National Landscapes messages.

SteeRing COmmittee membeRShiP
 name                                               Organisation
 Jo-anne Harkin (Chair)                             Tourism NT
 Damien Ryan and Rex Mooney                         Alice Springs Town Council
 Tracey Hayes and Tony Freshwater                   Cattleman’s Association
 Kay Eade and Julie Ross                            Central Australia Chamber of Commerce
 Norbert Patrick and Roydon Robertson               Central Desert Shire Council
 David Alexander                                    Central Land Council
 Mark Crummy and Jill Catchlove                     Department of Natural Resources, Environment, the Arts and Sport
 Ann Jacobs                                         Department of Lands and Planning
 John Oster                                         DesArts
 Ian Dickson                                        Indigenous Business Australia
 Syd Anderson and Graham Taylor                     MacDonnell Shire Council
 Anneke Rose                                        Red Hot Arts
 Peter Grigg                                        Tourism Central Australia
 Christine Burke and Chris Martin                   Uluru-Kata Tjuta National Park

                                                                 Australia’s National Landscapes – Outcome Report February 2011      31
     Australian Alps
     > Improving messaging and linkages on the Australian Alps National Parks website.
     > Implementing Victorian Bushfire Recovery funding for a number of catalytic projects identified in the Experience
       Development Strategy.
     > Completing an Experience Development Strategy.
     > Encouraging adoption of destination sustainability principles.
     > Hosting workshops to advance Indigenous tourism in the Landscape.
     > Producing a regular stakeholder newsletter.
     > Delivering self funded promotion of the Australian Alps in partnership with an Australian Geographic, DVD and map
     > Employing an Executive Officer on a part-time basis.
     > Incorporating the Australian Alps National Landscape Steering Committee.
     > Bringing together over 30 different authorities, including 14 Local Government Authorities responsible for tourism
       promotion and management within the Landscape.

     SteeRing COmmittee membeRShiP
      name                                           Organisation
      Ian Geer (Chair)                               Mansfield Shire Council (VIC)
      Andrew Fairley                                 Alpine Resorts Co-ordinating Council (representing five resort Boards)
      Libby Bain                                     Alpine Shire, Indigo Shire, Rural City of Wangaratta
      Jonathan Kobus                                 Australian Capital Tourism
      Ashley Blondel                                 Australian Ski Areas Association
      Hans Van Hoegartden
      Dick Ford and Kate Matysek                     Department of Sustainability and Environment (VIC)
      Jean Pierre Issaverdis                         Department of Territory and Municipal Services (ACT)
      Steve Redden (Executive)                       Department of Water, Environment and Climate Change (NSW)
      James Archibald                                Destination Gippsland Ltd
      Trudy Anderson                                 East Gippsland Shire Council
      Michael Leaney                                 Great Walhalla Alpine Trail
      Malcolm Browne                                 Kosciuszko Alpine Guides
      Richard Phillips                               Kosciuszko Thredbo, Perisher Blue, Charlotte’s Pass, Mt Selwyn (NSW resorts)
      Sussannah Doyle                                North East Victorian Tourism
      Peter Jacobs (Executive) and Dave Burton       Parks Victoria
      Joseph Vescio                                  Snowy River Shire (NSW)
      Jo Larkin                                      Tourism Snowy Mountains
      Tania Jacobs                                   Tourism Victoria
      Martin Vogel                                   Towong Shire (VIC)
      Deb Paton                                      Tumbarumba and Tumut Shires
      Michael Watson                                 Watson’s Mountain Country Trail Rides

32      Australia’s National Landscapes – Outcome Report February 2011
Flinders Ranges
> Progressing an Experience Development Strategy as a best practice approach to tourism planning, through the Destination
  Management Planning Working Group under the National Long Term Tourism Strategy.
> Initiating a new tourism and conservation product in partnership with Conservation Volunteers Australia.
> Advancing links with the Red Centre National Landscape through the Explorers Way.
> Encouraging web literacy amongst tourism operators.
> Encouraging Indigenous tourism development in partnership with Copley Ceramics.
> Fostering development of pastoral tourism, in partnership with Desert Knowledge Australia.
> Improving interpretive standards and tourism operator understanding of the region’s geology in partnership with the
  South Australia Museum.

SteeRing COmmittee membeRShiP
 name                                                           Organisation
 Julie Smith (Chair)                                            Flinders Ranges & Outback SA/Operator
 Brett Simes and Darren Crawford                                Department of Environment and Natural Resources
 Paula Osborn                                                   Desert Knowledge Outback Business
 Alice Fargher                                                  Far North RDA
 Jane Luckraft                                                  Natural Resource Management
 Pat Katnich                                                    Outback Areas
 Peter Cahalan                                                  SA Tourism Commission
 Stephen Schwer                                                 Southern Flinders RDA
 Jill Sanders                                                   Southern Flinders Tourism Association
 Carmel Reynolds                                                Tourism Operator
 Jannene Cannard                                                Tourism Operator
 Shirley Mills                                                  Tourism Operator
 Bill McIntosh                                                  Tourism Operator/Outback Areas

Great Ocean Road
> Hosted a workshop to increase the integration of heritage places into the National Landscapes (supported by the National
  Long Term Tourism Strategy, Destination Management Planning Working Group)..
> Integrating of the Steering Committee into existing tourism boards to increase efficiency.
> Launching a new website resulting in a 55 per cent increase in web views (September 2009).
> Encouraging tourism industry responses to climate change impacts.
> Assisting in the development of the Great Ocean Walk, Victoria’s iconic tourist walk, in partnership with Parks Victoria.
> Producing The Complete Guide to the Great Ocean Road that encourages and rewards best practice sustainable
  tourism experiences.

SteeRing COmmittee membeRShiP
 name                                                           Organisation
 Roger Grant (Chair)                                            Geelong Otways Tourism
 Elizabeth Foreman                                              Discovery Coast Tourism
 Darren Chirgwin                                                Otways Tourism
 Carole Reid                                                    Shipwreck Coast Marketing
 Simon Loone                                                    Surfcoast Tourism
 Anita Verde                                                    Tourism Victoria

                                                                Australia’s National Landscapes – Outcome Report February 2011   33
     Greater Blue Mountains
     > Securing funding to progress Indigenous Tourism opportunities in the Landscape.
     > Implementing a Quality Assurance Program that encapsulates the values of National Landscapes and interpretation of the
       World Heritage Area.
     > Encouraging greater visitor dispersal by embracing stakeholders on the western boundary of the Landscape.
     > Working with NSW National Parks and Wildlife Service on tourism infrastructure projects to revitalise Wentworth Falls
       Picnic Area and restore the Grand Canyon Walking Track.
     > The Steering Committee formally meets three times a year, with a core of four committee members that meet more
       regularly and drive initiatives during the year and communicate with other committee members as required.

     SteeRing COmmittee membeRShiP
      name                                                               Organisation
      Randall Walker (Chair)                                             Blue Mountains Regional Tourism
      Michael Brischetto                                                 Blue Mountains Regional Tourism
      Kerry Fryer                                                        Blue Mountains, Lithgow and Oberon Tourism
      Louise Kelly                                                       Hearts and Minds
      Geoff Luscombe and Denis Barber                                    NSW National Parks and Wildlife Service
      Peter Harmann                                                      Peppers Guest House
      Barbara de Rome                                                    Tourism NSW
      Joan Domicelj                                                      World Heritage Area

     > The Kakadu National Landscape Steering Committee has recently been expanded to include stakeholders from the Coburg
       Peninsula to Maningrida, Kakadu National Park, Nitmiluk National Park and neighbouring Jawoyn and Manyallaluk Land
       Trust Areas. The Committee is now chaired by Tony Clementson, General Manager, Tourism Top End.
     > Conducting regional workshops with the expanded stakeholder network to confirm and refine the Landscape positioning.

     SteeRing COmmittee membeRShiP
      name                                               Organisation
      Tony Clementson (Chair)                            Tourism Top End
      Mark Crummy                                        Department of Natural Resources, Environment, The Arts and Sport (NT)
      Iain Ganner                                        International Hotels Group
      Imelda Dover                                       Kakadu National Park
      Anne Shepherd                                      Katherine Shire
      Rick Murray                                        Middlestar Pty Ltd
      Kelly Vrolyks                                      Nitmiluk Tours
      Paul Donohoe                                       Northern Land Council
      Sarah Kerin                                        Parks Australia
      Meryl Triggs (Secretariat)                         Parks Australia
      Richard Austin                                     Tourism NT
      John O’Dea and Charles Carlow                      Wild Bush Luxury
      Chris Buykx                                        World Expedition Tours

34      Australia’s National Landscapes – Outcome Report February 2011
Kangaroo Island
> No Leave – No Life: Featuring Kangaroo Island in the No Leave, No Life TV show (January 2010).
> Conducting National Landscapes photo-shoot focused on the key positioning elements (January 2010).
> Using the Landscape positioning to influence local infrastructure development.

SteeRing COmmittee membeRShiP
 name                                             Organisation
 Craig Wickham                                    Exceptional Kangaroo Island
 Natasha Bond                                     SA Tourism Commission
 Jayne Bates                                      Mayor Kangaroo Island
 Pierre Gregor                                    Adagio B&B
 Daniel Rowley                                    Kangaroo Island Council
 Bill Hadrill                                     Department Environment and Natural Resources
 Carmel Noon (CEO) and Bernadette Brennan         Kangaroo Island Council
 Jeanette Gellard and Jo Davidson                 Natural Resource Management Board
 Lisa Collins and Barry Featherstone              Regional Development Australia

The Kimberley
> Forming an Incorporated Association (June 2010).
> Commencing Experience Development Strategy (August 2010).
> Conducting an inaugural Kimberley National Landscape Leadership Dialogue with aims for biannual meetings
  (August 2010).
> Developing the Kimberley National Landscape Newsletter (August 2010).
> Securing a $5,000 funding contribution to the Experience Development Strategy from RDA Kimberley and a further $5,000
  in support from Tourism NT.
> Securing a contribution from Tourism WA to the Experience Development Strategy and secretarial assistance.
> Employing a secretarial assistant in to assist committee with meetings, newsletter and other communications (June 2010).

SteeRing COmmittee membeRShiP
 name                                                          Organisation
 Marilynne Paspaley (Chair)                                    Pinctada Hotels and Resorts
 Phil Strapp (Deputy Chair)                                    Willie Creek Pearls
 Bernard Whewell                                               Broome and The Kimberley Holidays
 Rosemary McGuigan                                             Best of the Kimberley
 Peter Yu                                                      Yawuru Aboriginal Corporation
 Ben Tannock                                                   Department of Environment and Conservation
 Phil Cox                                                      Australia’s North West Tourism Board
 Belinda Cornish                                               Gecko Gallery
 Narelle Daviess                                               Kununurra Business Center
 Howard James                                                  Sling Air
 Karen Priest                                                  Tourism WA
 Kelvin Barr                                                   Kimberley Development Corporation

                                                               Australia’s National Landscapes – Outcome Report February 2011   35
     aPPendix b

     Performance Monitoring
     Australia’s National Landscapes are defined by ‘experience’ boundaries, many of which do not align with existing tourism
     data sets. In consultation with Tourism Research Australia, the following data has been assembled from the International
     and Domestic Visitor Surveys based on Statistical Local Areas that best represent each National Landscape.
     The data and information presented in this section is provided as a monitoring tool. The data is by no means a
     comprehensive measure of success, but does enable a basis from which to observe the extent of change over time.
     For each National Landscape, data has been collected from the preceding 10 years, 2000- 2009. The graphs depict trends in
     international and domestic overnight visitor numbers, the average length of stay of international and domestic overnight
     visitors, and a break down of international visitors by market source.
     Ecotourism Australia, as a member of the National Landscape Reference Committee, has provided statistics on the number
     of Eco Certified products in each National Landscapes.
     Tourism Australia has provided a list of export ready Indigenous tourism products that are members of the Indigenous
     Tourism Champions Program in each Landscape.
     It is anticipated that as the program develops, these data sets will be reviewed and refined.

36      Australia’s National Landscapes – Outcome Report February 2011
Australia’s Coastal Wilderness

viSitOR numbeRS (inteRnatiOnaL and dOmeStiC OveRnight)
800,000                                                                    International

700,000                                                                    Domestic Overnight
             2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

aveRage Length OF Stay (nightS) (inteRnatiOnaL and dOmeStiC)
             2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

inteRnatiOnaL viSitORS by maRKet SOuRCe

40,000                                                                    Europe

                                                                          North America


             2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

                                                      Australia’s National Landscapes – Outcome Report February 2011   37
     Australia’s Green Cauldron
     viSitOR numbeRS (inteRnatiOnaL and dOmeStiC OveRnight)

     800,000                                                             International

     700,000                                                             Domestic Overnight
                  2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

     aveRage Length OF Stay (nightS) (inteRnatiOnaL and dOmeStiC)
                  2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

     inteRnatiOnaL viSitORS by maRKet SOuRCe

     40,000                                                             Europe

                                                                        North America


                  2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

38     Australia’s National Landscapes – Outcome Report February 2011
Australia’s Red Centre
viSitOR numbeRS (inteRnatiOnaL and dOmeStiC OveRnight)

400,000                                                                Domestic Overnight




          2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

aveRage Length OF Stay (nightS) (inteRnatiOnaL and dOmeStiC)





          2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

inteRnatiOnaL viSitORS by maRKet SOuRCe

200,000                                                                Europe

                                                                       North America


          2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

                                                  Australia’s National Landscapes – Outcome Report February 2011   39
     Australian Alps
     viSitOR numbeRS (inteRnatiOnaL and dOmeStiC OveRnight)


     1,500,000                                                            Domestic Overnight



                  2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

     aveRage Length OF Stay (nightS) (inteRnatiOnaL and dOmeStiC)





                  2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

     inteRnatiOnaL viSitORS by maRKet SOuRCe

     40,000                                                             Europe

                                                                        North America


              2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

40     Australia’s National Landscapes – Outcome Report February 2011
Flinders Ranges
viSitOR numbeRS (inteRnatiOnaL and dOmeStiC OveRnight)

                                                                           Domestic Overnight




             2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

aveRage Length OF Stay (nightS) (inteRnatiOnaL and dOmeStiC)





             2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

inteRnatiOnaL viSitORS by maRKet SOuRCe

40,000                                                                    North America

30,000                                                                    Asia



             2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

                                                      Australia’s National Landscapes – Outcome Report February 2011   41
     Great Ocean Road
     viSitOR numbeRS (inteRnatiOnaL and dOmeStiC OveRnight)

                                                                          Domestic Overnight




                   2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

     aveRage Length OF Stay (nightS) (inteRnatiOnaL and dOmeStiC)
                   2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

     inteRnatiOnaL viSitORS by maRKet SOuRCe

                                                                        North America

     100,000                                                            Asia


                2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

42     Australia’s National Landscapes – Outcome Report February 2011
Greater Blue Mountains
viSitOR numbeRS (inteRnatiOnaL and dOmeStiC OveRnight)

                                                                            Domestic Overnight




              2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

aveRage Length OF Stay (nightS) (inteRnatiOnaL and dOmeStiC)
              2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

inteRnatiOnaL viSitORS by maRKet SOuRCe

 80,000                                                                   Europe

                                                                          North America


          2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

                                                     Australia’s National Landscapes – Outcome Report February 2011   43
     viSitOR numbeRS (inteRnatiOnaL and dOmeStiC OveRnight)


     150,000                                                              Domestic Overnight



                2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

     aveRage Length OF Stay (nightS) (inteRnatiOnaL and dOmeStiC)





                2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

     inteRnatiOnaL viSitORS by maRKet SOuRCe

      40,000                                                             Europe

                                                                         North America


                2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

     * Note: International Visitor figures not collected for 2000-2003

44      Australia’s National Landscapes – Outcome Report February 2011
Kangaroo Island
viSitOR numbeRS (inteRnatiOnaL and dOmeStiC OveRnight)

140,000                                                                 Domestic Overnight
          2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

aveRage Length OF Stay (nightS) (inteRnatiOnaL and dOmeStiC)





          2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

inteRnatiOnaL viSitORS by maRKet SOuRCe
25,000                                                                 North America

20,000                                                                 Asia
          2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

                                                   Australia’s National Landscapes – Outcome Report February 2011   45
     The Kimberley
     viSitOR numbeRS (inteRnatiOnaL and dOmeStiC OveRnight)

     400,000                                                             Domestic Overnight




                  2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

     aveRage Length OF Stay (nightS) (inteRnatiOnaL and dOmeStiC)




                   2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

     inteRnatiOnaL viSitORS by maRKet SOuRCe

     40,000                                                             North America

     30,000                                                             Asia



                  2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

46     Australia’s National Landscapes – Outcome Report February 2011
Ecotourism Australia Certified Products
in the National Landscapes
The definition of ecotourism adopted by Ecotourism Australia is:
“Ecotourism is ecologically sustainable tourism with a primary focus on experiencing natural areas that fosters environmental
and cultural understanding, appreciation and conservation”.
Tourism operators in Australia who have their tour, attraction or accommodation accredited under the ECO Certification
Program can genuinely claim to provide authentic ecotourism product.
These statistics will be reported periodically to assess the number of certified products within the National Landscapes
over time.

 Landscape                                                                           Certified Products
 Australia’s Coastal Wilderness                                                               17
 Australia’s Green Cauldron                                                                   35
 Australia’s Red Centre                                                                       40
 Australian Alps                                                                              23
 Flinders Ranges                                                                              63
 Great Ocean Road                                                                             20
 Greater Blue Mountains                                                                       32
 Kakadu                                                                                       40
 Kangaroo Island                                                                              48
 The Kimberley                                                                                88
 total                                                                                       406

                                                                Australia’s National Landscapes – Outcome Report February 2011   47
     Indigenous tourism experiences in the National Landscapes
     Tourism Australia and Indigenous Business Australia (IBA) have partnered in the Indigenous Tourism Champions Product
     (ITCP) to work closely with the best export ready Aboriginal tourism products in Australia to ensure they continue to grow
     and meet the needs of the global tourism industry. The National Indigenous Tourism Product Manual profiles these products
     The following table highlights Indigenous owned businesses and experiences delivered by Indigenous people in each
     National Landscape:

      national Landscape               indigenous tourism experiences
      Australia’s Green Cauldron       > Balunjali Interpretative Cultural Kayak Tours
                                       > Currumbin Wildlife Sanctuary
      Australia’s Red Centre           > Anangu Tours,
                                       > Alice Springs Desert Park
                                       > Wayoutback Desert Safaris
                                       > RT Tours Australia
      Flinders Ranges                  > Bookabee Tours
      Great Ocean Road                 > Worn Gundidj
      Kakadu                           > Kakadu Culture Camp
                                       > Nitmiluk Tours
                                       > Gagudju Dreaming
                                       > APT Kakadu Cultural Tours
                                       > Davidson’s Arnhemland Safaris - Mount Borradaile
                                       > Northern Territory Indigenous Tours
                                       > Far Out Adventures
                                       > Lords Kakadu & Arnhemland Safaris
                                       > Venture North
      Kangaroo Island                  > Aboriginal Culture Tours- Adjahdura Land (shares some of the stories relevant to
                                         Kangaroo Island)
      The Kimberley                    > Kimberley Dreamtime Adventure Tours
                                       > Home Valley Station
                                       > Kooljaman at Cape Leveque
                                       > Uptuyu Adventures
                                       > Goombaragin Eco Retreat
                                       > Kimberley Wild Expeditions

48      Australia’s National Landscapes – Outcome Report February 2011

Shared By: