Tourism Involvement at Surf Coast Shire

1. Tourism Involvement at Surf Coast Shire Cr. Nelson English Cr Nelson English, Surf Coast Shire Council

2. Importance of Tourism to Surf Coast Economy • 51 percent of Surf Coast Economy • 90 percent of Lorne Economy • 3060 tourism-related jobs in Shire • 1850 indirectly generated jobs elsewhere • 2.2m visitors spend $287.4m annually • 1,000,000 stay overnight • 900,000 in Lorne alone – spend $74m annually Cr Nelson English, Surf Coast Shire Council

3. What the Council Plan Says • Promote strategic response to threats to environment, lifestyle and amenity • Sustainable Tourism Practices with GOT • Focus: Encourage a Sustainable Tourism Industry • Improve Visitor Information Centres • Marketing effort (website, maps, brochures, etc) • Limited Sponsorships and Awards • A few key projects, e.g. Park and Ride at Lorne Cr Nelson English, Surf Coast Shire Council

4. What This Means in Practice • Help the Industry Help Themselves • Collect a Tax on Commercial and accommodation properties (as requested) • Extend with Research and Infrastructure Grants • Coordinate Local Association Activity • Contain Risk to the Community • Emphasis on Sustainable Tourism • Mitigate Impact of Major Events (New Year, Pier-to-Pub Day, Rip Curl Pro, Schoolies Week) Cr Nelson English, Surf Coast Shire Council

5. Relevant Council Structures • Surf Coast Tourism Board • Section 86 Committee Established 1994 • Members: Local Associations, Industry, Councillor • Triennial Business Plan – VICs, research, projects • Makes Annual Budget Bid – basis for tourism tax • Other Relevant Advisory Committees: • Community Impact, Economic Development, Environment. Cr Nelson English, Surf Coast Shire Council

6. Surf Coast Tourism Business Strategy • Increase Yield, Manage Visitor Numbers • Integrated Network of Visitor Information Centres • Reduce Seasonality, Maximise Sustainability • Extend into Hinterland and Rural Tourism • Market Focus • Encourage Operator Accreditation, Excellence • Increase duration of stay of visitors • Off-peak options – reduce seasonal variation Cr Nelson English, Surf Coast Shire Council

7. Scope of Economic Research • Economic Significance Studies • Economic Significance of Tourism (1996) • Overview of Visitor Numbers, Spending and Employment (2002) • Economic Aspects of Lorne Strategy Review (in progress) • Visitor Activity at Surfworld Museum (2002) Cr Nelson English, Surf Coast Shire Council

8. Purpose of Economic Research • Compare performance with strategic goals • Estimate Visitor Activity and Spending • Estimate Tourism-related Employment • Provide an Information Base • Inventory of Attractions and Accommodation • Provide a Basis for Forecasting • Understand Tourism’s Role in the Community Cr Nelson English, Surf Coast Shire Council

9. An Imperfect Methodology • Data Limitations: • Data Bases based on Small Samples >> Errors • Survey costs are high due to seasonality • Limited Assessment of Flow-on Effect • Complexity excludes precise measurement • Few Social or Environmental Studies • Estimate from National and Regional Studies Cr Nelson English, Surf Coast Shire Council

10. 2002 - Accommodation • Surf Coast is evolving from a traditional holiday destination, with nearly 15,000 beds • 11,000 of these are in caravan parks • ¾ of visitor establishments are in Lorne (65), Torquay (46) and Anglesea (26) • 3000 holiday homes that contribute to the Tourism Special Charge Cr Nelson English, Surf Coast Shire Council

11. 2002 – Retail Establishments • 218 establishments in town centres • Provide 32,400 sq.m. floor space – high on a per resident basis • 50 percent is tourism related: take-away, restaurants and specialty shops • Torquay and Lorne contain 70 percent retail facilities but only 43 percent resident population Cr Nelson English, Surf Coast Shire Council

12. 2001 – Visitation Levels • 25 percent of Great Ocean Road market • 55 percent Day-trippers (1.2m persons) • 60 percent overnight visitors (609,000) stay with friends or in holiday homes • Overnight visitors average 3.2 nights Cr Nelson English, Surf Coast Shire Council

13. 2002 – Revenue Estimates • Accommodation - $120.8m • Meals - $99.5m • Shopping - $31.3m • Transport, other - $35.8m Cr Nelson English, Surf Coast Shire Council

14. 2002 - Spend per Visitor • Overnight visitors - $244 • Day visitors - $43.4 Cr Nelson English, Surf Coast Shire Council

15. Some Comparisons 1996:2002 Cr Nelson English, Surf Coast Shire Council

16. Conclusion: • Goals relating to yield and duration of stay are on track • Day Visitors do not contribute to yield. May not even cover the cost of cleanup • Visitor spending enhances the range of goods and services available to residents Cr Nelson English, Surf Coast Shire Council

17. Next Steps Include… • Target Niche Markets, Conferences • Convert day-trippers to overnighters • Develop hinterland and eco-tourism • Containment of Risk • Research Requirements • Sustainability programs (e.g. Green Globe) • Low Cost Accommodation • Improve Interface among Economic Sectors Cr Nelson English, Surf Coast Shire Council