Destination

Management

Planning

12 March 2013

DMP: A VET priority

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Destination Management Plans:

• Key visitor destinations across the State need a Destination

Management Plan

• To provide a means of understanding their visitor economy and

product and service gaps

• In order to be able to revitalise and intensify the appeal of their

destinations to visitors

DMP: A Definition

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A Destination Management Plan is essentially a

collaborative roadmap for building and managing

a destination’s visitor economy

DMP: The importance for Destination NSW

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Ensure NSW Government funding for the regional visitor

economy is as effectively and efficiently utilised as possible

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DMP: The importance for destinations

The world has changed and so have your visitors

The world has changed

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1. The largest music retailer in the world is a computer

company – Apple

2. The largest camera manufacturers in the world are mobile

phone companies

3. The fastest growing media company in the world is a

search engine - Google

Some changes to consider for the visitor economy

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1. The growing importance of the East

2. More Australians are travelling overseas

3. International holiday market is expected to rise while the

domestic is expected to fall

4. Greater competition for a share of people’s wallet but the

biggest hurdle is competing for people’s time

5. Customers are harder and more expensive to reach

6. Visitors’ expectations have rapidly evolved as a result of

overseas travel

DMP: What Destination NSW is looking for

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INFORMATION COLLABORATION

CLARITY REALITY

Identification and

evaluation of

destination assets

Evidence of

consultation with

key delivery partners

Understanding what

visitor economy

your destination is in

Priorities based on

available resources

and your visitor’s

perspective

DMP: The starting point

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1. Defining your destination:

• Cluster of council areas

• Geographic attribute

• Recognised geographic area

• Touring route

Defining your destination – The V factor

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Visitor volume and value

DMP: The next steps

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1. Defining your destination footprint

2. Determining the key stakeholders to engage

3. Collecting the relevant information

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DMP: Destination assets

HIRE

Four Wheel Drives

Bicycles

Boats

Kayak

Campervans

and Motorhomes

Cars

Equipment

Houseboats

Minibuses & Coaches

Motorcycles

Yachts

Airplane

Helicopter

ACCOMMODATION

Apartments

Backpackers & Hostels

Bed and Breakfasts

Cabins and Cottages

Farms Stays

Lodge

Holiday Houses

Hotel / Motel

Residential College

Resorts

Spa and Retreats

Wilderness Safari Retreat

Self-Contained

Caravan and Camping

Serviced Apartments

Luxury

Home Hosting Program

ATTRACTION

Amusement and Theme Parks

Aboriginal

Animal

Aquariums & Wildlife Parks

Building and Structure

Classes, Lessons & Workshops Including cooking, arts, etc

Entertainment

Food and Wine

Farming, Food, & Produce

Galleries, Museums &

Collections

Gaming

Historical Sites and Heritage

Locations

Landmarks & Buildings

Maritime

Mining and Industry

Natural Attractions

National Parks & Gardens

including Botanic

Public Art works e.g. sculpture

Observatories and Planetariums

Scenic Drive & Walks

Science & Technology

Shopping, Markets, Boutiques

Spas and Retreats

Sports & Recreation

Wineries, Vineyards, Breweries

Zoos, Sanctuaries,

CONVENTION

Event Hosting Track Record

Conference/Exhibition

Facilities

Meeting Rooms

A.V. Service Available

Catering Services Available

DESTINATION INFORMATION

Dining / Eating Out

Entertainment

Retail

Parking (Public)

Dump Point

Service Station

Motor Mechanic

Volunteer Network

Major Banks

Accredited Visitor

Information Centres

Transport

Digital Marketing Assets

Sporting Facilities

Major Industry

Awards

Education/Training

Facilities/Academics

Medical Services

Disability Services

Sporting Events

Animal Viewing

Art & Craft Making

Art Painting

Astronomy

Ballooning

Bird Watching

Bridge Climbing

Bush Tucker

Bushwalking

Camel Riding

Camping

Canoeing

Canyoning

Caving

City Sightseeing

Crabbing

Cruising

Cycling

Dinner Cruise

Dolphin Watching

Farm/Station activity

Fishing - Beach

Fishing - Deep Sea

Fishing - Fly

Fishing - Game

Fishing - rivers, estuaries

and lakes

Flora

Fossicking

Fruit Picking

Gliding / Hang Gliding

Go Karting

Gold Prospecting

Golfing

Grass Skiing

Guided Walks

Hang Gliding

Hiking/Trekking

TOUR

Lunch Cruise

Abseiling

Animal Riding

A DMP Framework

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1. Focus

2. Vision

3. Mission

4. Goals and Objectives

5. Action Plan

6. Requirements

DMP: A key benefit

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Use the DMP to inform your decision-making

This includes developing investment proposals which contribute to

doubling overnight visitor expenditure.

DMP: One last consideration

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Destination Management is an ongoing process . . . .

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