east gippsland cycle tourism action plan 2012 - 2017 · 2012. 5. 31. · victoria of...

EAST GIPPSLAND

MARKETING

East Gippsland

Cycle Tourism Action Plan 2012 - 2017

Prepared by the East Gippsland Cycle Tourism Action Plan Steering Committee

TABLE OF CONTENTS

1. EXECUTIVE SUMMARY

3. METHODOLOGY & GLOSSARY

4. INTRODUCTION

6. MARKET STATISTICS & TARGET MARKETS

7. REGIONAL STRENGTHS IN TARGET MARKETS

9. STRATEGIC CONTEXT

10. SWOT ANALYSIS

11. STRATEGIES & ACTIONS

MARKETING

INFRASTRUCTURE

EVENTS

INDUSTRY & PRODUCT DEVELOPMENT

PARTNERSHIPS & PACKAGING

STRATEGIC MANAGEMENT

21. APPENDIX 1: SCOPING PAPER ON CYCLE TOURISM IN EAST GIPPSLAND

East Gippsland Cycle Tourism Action Plan 2012 - 2017

Prepared by the East Gippsland Cycle Tourism Action Plan Steering Committee 1

Executive Summary

The East Gippsland Cycle Tourism Action Plan (Action Plan) sets out a short to medium term approach to capitalise on the opportunities to grow the cycle tourism sector. Cycle tourism is currently a fast-growing and high yield tourism niche market within Australia with bicycle sales and the popularity of cycling as an activity by tourists and the general public all showing strong growth domestically. Demand for cycling experiences by international tourists to is also increasing.

East Gippsland is well placed to grow its cycle tourism sector and this is supported by a number of factors. These factors include the State Government’s recent positioning of Victoria to become Australia’s premier destination for cycling, our region’s important geographical location close to Victoria’s High Country and the ACT both of which are premier cycling destinations, our close partnerships within Gippsland which itself has much cycle tourism potential, and that East Gippsland possesses world-class natural attributes and a list of quality cycling products which is ripe for further development.

This Action Plan identifies a relatively modest but achievable number of broader strategies and specific actions to guide the sector’s growth within the categories of Marketing, Infrastructure, Events, Industry and Product Development, Partnership and Packaging, and Strategic Management. The content of these categories has been determined based on the following rationale:

Marketing

In order for East Gippsland to substantially increase its appeal as a cycle tourism destination it is critical that consumer demand is built via a range of carefully considered strategic and tactical marketing actions including brand development and promotions.

Infrastructure

Consumer demand can only be built and sustained over the medium to long term if adequate infrastructure is in place to support and further encourage that demand. By improving the certainty surrounding the maintenance and management standards of existing infrastructure, and by developing new high priority infrastructure in key destinations, the experiences ‘promised’ to cycle tourists will be able to be delivered.

Events

Events are strong attractors of visitors to the region and are also keenly supported by local communities. Whilst East Gippsland already has a number of cycling events in the road cycling, Mountain Bike (MTB), triathlon and charity categories, there is the opportunity to improve the capacity of these to benefit the local economies and also to attract and/or develop a suite of new cycle-focused events to help build visitation and yield.



Industry and Product Development

The industry’s capacity to be ‘cycle- friendly’ and the development of quality new cycle tourism product go hand in hand. By providing cycle tourism awareness and accreditation programs to business, identifying product gaps and by supporting growth in those gaps where possible, the region will substantially enhance its product offering so stimulating customer satisfaction and further demand.

Partnership and Packaging

The creation of effective partnerships both within East Gippsland and also with other regions and stakeholders is crucial to capitalising on the opportunities, ideas and investment that will grow cycling as an important tourism industry sector. The packaging of complementary products into experiences that are attractive to the customer and profitable for participating businesses is a tangible outcome of dynamic industry partnerships and will also prove to be a highly useful marketing tool.

Strategic Management

The Strategic Management strategies and actions have been determined to ensure that the actions contained in the Action Plan are able to be delivered in a realistic and timely way.

VISION

In five years East Gippsland will be a recognised cycling destination in Gippsland and Victoria. This achievement will be realised by effective stakeholder collaboration for the benefit of the tourism industry and for East Gippsland’s economy and

communities as a whole.



Methodology

The methodology adopted for the preparation of the Plan has involved a strong collaboration between industry, the East Gippsland Shire Council and key stakeholders.

Key steps have been:

November 2011: The holding of the East Gippsland Cycle Tourism Forum in early November which brought together the key stakeholders.

December 2011: The holding of the inaugural meeting of the East Gippsland Cycle Tourism Steering Committee. The formation of the committee was a key outcome from the Forum.

January – March 2012: Development of the Draft East Gippsland Cycle Tourism Action Plan and community consultation.

August 2012: Adoption of Draft East Gippsland Cycle Tourism Action Plan by Council and key stakeholders.

Communication with the wider community has been carried out on an on-going basis.

Addendum

An Addendum has been produced which whilst not included in this Action Plan is complementary to it. The Addendum comprises more detailed information on a range of cycle tourism projects which were put forward by stakeholders during the consultation process as well as a number of product development criteria developed by the Steering Committee. It is intended that the Addendum will be used as a reference resource during the rollout of the Cycle Tourism Action Plan.

Glossary CoMs Committees of Management DGL Destination Gippsland Ltd DSE Department of Sustainability & Environment EGCTC East Gippsland Cycle Tourism Committee EGM East Gippsland Marketing EGS East Gippsland Shire Council

PV Parks Victoria RTCoM East Gippsland Rail Trail Committee of Management TV Tourism Victoria VCTAP Victoria’s Cycle Tourism Action Plan 2011-2015 MTB Mountain Bike



Introduction

Background

Cycle tourism is a fast-growing niche market in Australia and internationally. Interest in personal health and fitness and sustainable tourism experiences are part of the reason for this. Victoria is positioning itself to capitalise on this trend as shown with the recent release by Tourism Victoria of Victoria's Cycle Tourism Action Plan 2011-2015. In addition, our close neigbour the North East Victoria region is recognised as being the State’s premier cycle tourism region1 with the Murray to Mountains Rail Trail (MTMRT) seen as Australia’s premier rail trail2. North East Victoria encompasses numerous quality cycling experiences and the region is positioned via its ‘Murray to Mountains Cycle Tourism Draft Strategic Action Plan 2012-2013’ to further advance the significance of cycle tourism and this creates some very real opportunities for delivering beneficial partnership activities.

East Gippsland is well placed to grow its cycle tourism sector. East Gippsland has a range of strengths and points of difference which appear to align very well with those identified as being key to Victoria as a whole with respect to cycle tourism i.e. “captivating and unique natural landscapes, quaint villages within close proximity to each other and complementary tourism products, accessibility to numerous trails and a climate and terrain that is conducive to a variety of cycling activities3” and “offers tourists an array of cycling experiences including mountain biking, tracks and trails, road cycling and events” (ibid). Also, the natural ‘fit’ of the wider Gippsland region to the needs of the cycle tourism sector, in that Gippsland’s primary strength is ‘natural experiences’, the likelihood of a Gippsland Cycle Tourism Strategy being developed in the near term, and the enthusiasm of stakeholders in the Wellington Shire to further their own cycle tourism sector, all present positive opportunities to East Gippsland.

East Gippsland is not alone in seeking to advance its standing as a cycle tourism destination and numerous areas in Australia are also looking at doing so4. Indeed it can be said that unless East

1 Victoria’s Cycle Tourism Action Plan 2011-2015, p 3 2 Murray to Mountains Cycle Tourism Draft Strategic Plan 2012-2013 3 Ibid, p 5 4 Ibid



Gippsland does capitalise on its capacity to attract more cycle tourists then it will almost certainly be left behind.

There are major benefits to East Gippsland that would come from a larger cycle tourism sector:

• Cycle tourists spend in local businesses, restaurants, shops etc and research suggests they are a high yield sector;

• Opportunities for bicycle retail businesses, bicycle hire and tour operators;

• Low impact on the environment;

• Reduction in traffic on roads;

• Utilising existing minor roads and tracks;

• Cycling as an activity for visitors can increase the length of their stay and hence their spend;

• Increased participation in cycling will have health and other benefits for local communities.

Cycle Tourism definition

Cycle Tourism can be defined as:

“Tourism visitation, either overnight or daytrips entailing recreation pursuits comprising leisure cycling as a fundamental and significant part of the visit.”5)

Within cycling generally the following four categories can be identified (taken from Victoria’s Cycle Tourism Action Plan 2011-2015 with some minor modifications):

1. Road cycling – riding on sealed roads, using road cycles, including touring

2. Mountain biking – riding mainly off-road and on dirt trails, including cross country, downhill, free riding and dirt jumping

3. Trails - purpose built cycle trails, including rail trails

4. Cycling events – attracting participants and/or spectators

5 from Sustrans, Information Pack TT21, www.sustrans.org.uk



Market Statistics & Target Markets

The following synopsis of the cycle tourism market is given in Victoria’s Cycle Tourism Action Plan 2011-2015:

“Cycle tourism is a growing market within the Australian tourism sector, particularly within the nature-based tourism segment. Available research demonstrates that cycle tourism has the potential to make an active contribution towards the economic revitalisation of regional Australia as well as improve the quality of life for its residents. Cycle tourism is an ecologically sustainable product, which is expected to grow in popularity”6. The following are key statistics relating to cycle tourism in the Australian and Victorian market7:

• Bicycle sales increased nationally from $131m to $240m from 2002/03 to 2008/09

• Cycling generally was the 4th most popular activity in Australia in 2010 with some 2.1 million people actively participating in it (an increase of 45% between 2001 – 2010)

• In 2010 some 1 million domestic overnight visitors undertook some cycling activity during their trip

• In 2010 some 141,000 daytrip visitors undertook some cycling activity

• The average length of stay for domestic overnight cycle visitors to Victoria was significantly higher than the average overnight visitor i.e. 5.3 night compared to 3.1 nights, making them higher yield

• In 2010 cycle tourists (including daytrip, domestic overnight and international visitors) spent an estimated total of $2.4 billion in Australia and an estimated $362 million in Victoria.

In Victoria some 84% of domestic overnight visitors who were cycle tourists were intrastate visitors8 and it is expected that this will continue to be the case in the short to medium term (ibid). The focus of Victoria’s Cycle Tourism Action Plan will be building the interstate market. The East Gippsland Victoria’s Cycle Tourism Action Plan will focus on both the intrastate and interstate market as primary targets given the Shire’s geographical proximity to New South Wales and the ACT.

6 Ibid, p 9 7 Ibid, pp 9-10 8 Victoria’s Cycle Tourism Action Plan 2011-2015, p 11



Regional Strengths in Target Markets

A summary of East Gippsland’s current capacity to meet the needs of the various cycle tourism market categories i.e. tracks and trails, mountain biking, road cycle and events is as follows: Tracks and Trails (primary product strength)

Victoria’s Cycle Tourism Action Plan has identified Gippsland as having a primary product strength in ‘tracks and trails’ and the region is one of the 6 Victorian regions, including Melbourne, having significant product in this category9. East Gippsland’s premier trail is the East Gippsland Rail Trail with the Lakes Discovery Trail connecting the former to Lakes Entrance. There are opportunities to upgrade the management, maintenance and quality of this infrastructure and also to develop product packaging and effective partnerships. Other ‘tracks and trails’ include formal shared paths as well as informal cycling experiences around towns etc.

Track and trails cycling is very much considered recreational cycling with core target markets being couples aged 50+ and families with children who look for complementary experiences including visiting villages and enjoying food and wine culinary experiences10. The North East Victoria region has found that the main markets using the MTMRT are ‘younger families and 45+ couples or small groups’11 and considers that the recreational cyclist will “always be the largest section of the cycling market”12. Mountain biking (secondary product strength)

Victoria’s Cycle Tourism Action Plan has identified Gippsland as having a secondary product strength in mountain biking (MTB). East Gippsland is likely to be similar. East Gippsland has some good MTB tracks particularly at Nowa Nowa, with terrain and locations in some other parts of the Shire potentially suiting the building of more. North East Victoria is positioned as a high quality MTB destination and possesses well-promoted product e.g. the ‘Dirty Dozen’. East Gippsland should be able to capitalise on this.

Whilst some official sources identify the core target markets for mountain bike target market includes males 30-39 who have higher than average disposable incomes and education as well as older men and women, some anecdotal reports suggest MTB enthusiasts come from a broader

9 Ibid, p 11 10 Ibid, p 12 11 Murray to Mountains Cycle Tourism Draft Strategic Plan 2012-2013 12 Ibid



audience particularly older men and women. They ride for health, fitness and social reasons and undertake ‘purpose-driven travel’13. Females are increasingly being attracted to the sport14. Road cycling (secondary product strength)

Gippsland has a secondary product strength in road cycling15 and East Gippsland is likely to be similarly placed. A small number of major cycling events are held partly in East Gippsland which have varying degrees of participant, spectator and community participation. However the region can be said to possesses some characteristics which ideally suit the segment’s needs i.e. “diverse scenery and terrain, sealed roads, close proximity of villages and towns and existing tourism infrastructure16”. The North East also has considerable strength in this category and East Gippsland’s location on part of the so-called ‘Queen Victoria Ride’ (Mt Beauty – Bright – Mt Hotham – Omeo – Anglers Rest – Falls Creek) offers considerable future potential.

The core target market for road cycling is well-educated, professional males 40+ who have high disposable incomes17 Cycling events

Gippsland is not identified as having either a primary or secondary product strength in ‘major cycling events’. However, East Gippsland holds a reasonable number of regional and local cycling events, either competitive, community or charity events, with varying degrees of participant, spectator and community participation.

13 Victoria’s Cycle Tourism Action Plan 2011-2015, p 12 14 Murray to Mountains Cycle Tourism Draft Strategic Plan 2012-2013 15 Ibid, p 6 16 Ibid, p 12 17 Ibid



Strategic Context

The development of the cycle tourism sector in East Gippsland is being undertaken within the following strategic background:

• The prospective development of a new East Gippsland Economic Development Strategy in 2012 encompassing a Tourism Strategic Plan. This will offer new opportunities to grow cycle tourism;

• The release of Victoria’s Cycle Tourism Action Plan 2011-2015;

• Development of the East Gippsland Trails Strategy 2012;

• Initiatives being undertaken in North East Victoria including the MTMCT;

• Strong support for cycle tourism initiatives by Destination Gippsland Ltd. The Gippsland region is identified as possessing ‘Trails’ as a primary strength and ‘ Road cycling’ and ‘Mountain biking’ as secondary strengths in Victoria’s Cycle Tourism Action Plan;

• Strong support for cycle tourism initiatives by stakeholders in East Gippsland’s immediate neighbour Wellington Shire and wider Gippsland.



SWOT Analysis The following is SWOT analysis of cycle tourism in East Gippsland.

Strengths Weaknesses Opportunities Threats • Infrastructure • Natural environment • Temperate climate

Diversity of terrain for different types of cycling

• Population / tourism growth Community is already tourism focused

• Great wealth of experience / knowledge (& passion for cycling) Good supporting product (accomm/food)

• Product that appeals to non-cyclists • Good Rail Trail brochure • EG is well-positioned to swiftly

move ahead as a CT destination

• Lack of product knowledge Lack of information i.e. Brochures /maps/signage

• Lack of capacity to support infrastructure (i.e. right people in right role, funding)

• Product we have not packaged • Transport links / transfers • No / little bike hire

Distribution / continuity of info distribution

• No links between other regions’ trail & our own e.g. (Howitt Trail)

• Shortage of product incl complementary product

• Rail trail surface not ideal

• Timing is good; other great stuff happening

• Increasing interest in health / well being

• Network people together who have skills

• To link between nature based experiences / & cycling

• Create new Point of Difference i.e. Linking with boat trips

• To become more “bike friendly”

• Better regional planning • Future partnerships (e.g. rail

trails) • Increasing online/social media

presence • Community & industry

education re CT benefits

• Chances of environmental change e.g. bushfire (media coverage)

• Lack of understanding of how tourism affects local economy

• Other regions getting ahead of us

• Reliance on volunteers to manage the rail trail

• That transport links won’t improve

Inability to access links between cycle trails / town infrastructure

• Complexity of dealing with various land management agencies

• No financial support



Strategies & Actions

Categories

This Plan has six categories of priority actions to underpin sustainable growth in the cycle tourism sector i.e. Marketing, Infrastructure, Events, Product & Industry Development, Partnerships & Packaging, and Strategic Management. Measurements for the Action Plan are covered in the ‘Outcome’ column of the tables.

Timelines

In the following tables ‘Short term’ refers to a 1-2 year period, ‘Medium term’ to a 2-4 year period and ’Long term’ to a 3-5 year period.

1. Marketing RATIONALE: In order for East Gippsland to substantially increase its appeal as a cycle tourism destination it is critical that consumer demand is built via a range of carefully considered strategic and tactical marketing actions including brand development and promotions.

MARKETING STRATEGIES

ACTIONS PRIORITY OUTCOME WHO (Coordination or

Lead in bold)

RESOURCES18

1.1 Develop and utilise a ‘Cycle East Gippsland’ brand.

Research and develop a ‘Cycle East Gippsland’ brand that aligns with existing Gippsland and East Gippsland branding underpinned by our USP (Unique Selling Point).

Short term Brand developed. EGM EGCTC Industry

Personnel time. Consultancy.

Utilise brand in websites, social media, wider media, packaged products & itineraries. Encourage use by product committees, tour operators etc

Brand implementation underway & uptake begun.

1.2 Develop a Cycling Marketing Plan to ensure target markets are informed about

Develop a Marketing Plan that focuses on the following: o Promotes cycle tourism to interstate, intrastate

and intra-Shire markets; o Promotes the existing strengths of the area as

Short term

Marketing Plan developed and implementation underway.

EGM EGCTC Industry

Personnel time. Budget allocations.

18 Resourcing is subject to availability within Agencies’ budgeting processes and external funding opportunities (see 6.2).



MARKETING STRATEGIES

ACTIONS PRIORITY OUTCOME WHO (Coordination or

Lead in bold)

RESOURCES18

‘Cycle East Gippsland’ experiences.

identified by this Plan; o Develops promotional products that informs the

public of existing infrastructure & experiences (See Infrastructure 2.2);

o Exploits partnerships external to the Shire ( see Partnerships and Packaging 5.1 & 5.2);

o Utilises a ‘cycle friendly business’ accreditation program (see Industry & Product Development 4.1);

o Promotes, and is promoted by cycle events in the Shire ( See Events 3.1 & 3.2);

o Is well understood and supported by VICs; o Aligns with VCTAP.



2. Infrastructure RATIONALE: Consumer demand can only be built and sustained over the medium to long term if adequate infrastructure is in place to support and further encourage that demand. By improving the certainty surrounding the maintenance and management standards of existing infrastructure, and by developing new high priority infrastructure in key destinations, the experiences ‘promised’ to cycle tourists will be able to be delivered.

INFRASTRUCTURE STRATEGIES

ACTIONS PRIORITY OUTCOME WHO (Coordination or Lead in bold)

RESOURCES19

2.1 Ensure ongoing viability of East Gippsland Rail Trail.

Reach agreement on management and maintenance required for the East Gippsland Rail Trail to maintain its role as the ‘backbone’ of cycle tourism infrastructure & product within the Shire.

Short term Resourced agreement signed off.

RTCoM DSE EGS EGCTC


2,2 Identify and document key cycle tourism assets & routes.

Identify East Gippsland’s key cycle tourism assets & routes to enable adequate prioritisation within the Action Plan.

Document routes to enable creation of promotional products (See Marketing).

Adopt a & utilise grading standard for tracks

Identify priority cycling hubs including MTB hubs comprising ‘Epic Rides’.

Support development of identified hubs.

Short - medium term

Asset list developed.

Track grading adopted & utilised.

Hubs identified & supported.

EGS DSE PV EGCTC CoMs Community groups VicRoads

Personnel time.

2.3 Evaluate, upgrade & maintain existing cycle infrastructure to a consistent standard across specific areas.

Achieve consistent standards in: o Surface quality of tracks & paths. o Distance & directional signage to and on

tracks & paths. o Connectivity between cycle routes,

Short - medium term

Adequate & consistent standards achieved

EGCTC Land managers CoMs Relevant community





INFRASTRUCTURE STRATEGIES


RESOURCES19

townships, attractions etc. o Adequate maintenance.

groups

2.4 New cycle tourism infrastructure to be supported by maintenance commitments. infrastructure prior to build.

Maintenance regimes to be agreed to by appropriate authorities for all new infrastructure prior to build.

Medium - long term

Maintenance regimes agreed to

EGCTC Land managers CoMs Relevant community groups


2.5 Develop new infrastructure which builds on and complements existing infrastructure.

Identify and prioritise appropriate development of selected new tracks & trails by aligning with agreed criteria.

Monitor potential for support of new tracks & trails according to criteria of a). gaps b). experience c). cost-benefit.

Medium - long term

New infrastructure development supported where appropriate.

EGCTC Land managers CoMs Relevant community groups


2.6 Advocate for continued cycle-friendly improvements to public assets to encourage greater/safer cycle use.

Work with road authorities to prioritise road improvements according to cycle-friendly criteria of a) connectivity b) experience c) safety.

Encourage the application of Planning Controls relating to the provision of cycle facilities at new developments.

Short, - medium term

Advocacy efforts produce tangible results.

EGS VicRoads Parliamentary Reps EGCTC




3. Events RATIONALE: Events are strong attractors of visitors to the region and are also keenly supported by local communities. Whilst East Gippsland already has a number of cycling events in the road cycling, MTB, triathlon and charity categories, there is the opportunity to improve the capacity of these to benefit the local economies and also to attract and/or develop a suite of new cycle-focused events to help build visitation and yield.

EVENTS STRATEGIES


RESOURCES20

Assist growth of existing suite of cycle events to capitalise on opportunities in the sector.

Short to medium term

Event growth supported & realised.

EGS EGM Industry EGCTC


Seek to overcome issues blocking the full economic potential of cycle events to local communities.

3.1 Encourage development of existing suite of cycle events to benefit local economies.

Promote events within future ‘cycle East Gippsland’ brand and marketing opportunities (See Marketing 1.2).

Align events activities where relevant with actions in VCTAP.

3.2 Seek future events for the region

Seek external and support internal opportunities for East Gippsland events in the region by independent groups based on the region’s cycle strengths.

Align marketing activities where relevant with actions in VCTAP.

Short to medium term

New events identified & supported.

EGS Relevant community groups Industry EGCTC

Personnel time.




4. Industry & Product Development RATIONALE: The development of the industry’s capacity to be ‘cycle- friendly’ and the development of quality new cycle tourism product go hand in hand. By providing cycle tourism awareness and accreditation programs to business, identifying product gaps and by supporting growth in those gaps where possible the region will substantially enhance its product offering so stimulating customer satisfaction and further demand.

INDUSTRY

DEVELOPMENT

STRATEGIES

ACTIONS PRIORITY OUTCOME WHO

(Coordination or

Lead in bold)

RESOURCES21

4.1 Develop &

implement a ‘cycling

is good business’

program

Develop a business awareness-raising and accreditation

program around the ‘cycling is good business’ message to

build up numbers of cyclist-friendly businesses. (See

Marketing 1.2)

Facilitate operator ‘take-up’ of program.

Short to

medium term

Program devised &

implemented.

EGRBTA

EGS

Industry

EGCTC

Personnel time.

Budget

allocations.

4.2 Initiate selected

Product

Development

projects

Undertake thorough product gap analysis to identify opportunities for product development growth.

Investigate and develop business cases to inform the building

of product initiatives.

Medium - long

term

Products identified

& supported.

EGRBTA

EGS

EGCTC

Personnel time.




5. Partnerships & Packaging RATIONALE: The creation of effective partnerships both within East Gippsland and also with other regions and stakeholders is crucial to capitalising on the opportunities, ideas and investment that will grow cycling as an important tourism industry sector. The packaging of complementary products into experiences that are attractive to the customer and profitable for participating businesses is a tangible outcome of dynamic industry partnerships and will also prove to be a highly useful marketing tool.

PARTNERSHIP &

PACKAGING

STRATEGIES


(Coordination or

Lead in bold)

RESOURCES22

5.1 Develop strategic

and organisational

alliances to maximise

mutual advocacy,

information sharing,

product development

& marketing

outcomes.

Maintain ongoing liaison with Tourism Victoria &

Destination Gippsland to keep Action Plan aligned with

State & Regional priorities.

Identify & develop key partnerships including with other

cycle tourism product regions.

Develop close working relationship with Bicycle

Network Victoria & other key stakeholders e.g. Bicycle

User Groups to capitalise on cycle tourism

opportunities.

Short -

medium term

Alliances established and

tangible outcomes

produced.

EGCTC

EGS

DSE

PV

EGM

EGRBTA

Industry

DGL

TV

Personnel time.

5.2 Partnerships

developed between

Infrastructure and land

managers &

Government Agencies

Ensure strong working relationships maintained between

EG Shire, DSE & PV seeking ongoing positive outcomes

via appropriate mechanisms.

Maintain awareness of and pursue funding opportunities

Short -

medium term

Partnerships developed

with positive funding &

maintenance outcomes.

EGS

EGCTC

DSE

PV

Personnel time.




PARTNERSHIP &

PACKAGING

STRATEGIES


(Coordination or

Lead in bold)

RESOURCES22

to maximise strategic,

funding & shared

maintenance

outcomes.

via RDV, DPCD, TQUAL, RDA etc.

5.3 Develop cycle

tourism sector

packages targeting

market capture &

delivery of quality

product &

experiences.

Investigate opportunities to package with broader cycle

tourism product in Wellington Shire, Gippsland, NE Vic,

Great Alpine Road & Canberra incl. experiences, trails,

accommodation, F & W etc.

Explore and develop packages within East Gippsland

between e.g. tour operators, transport operators, cycle

retail outlets, accommodation, VICs, culinary etc. to

improve yield & length of stay.

Undertake research to identify and support product

package opportunities and ensure packages not hindered

by a). lack of promotion b). poor quality infrastructure c).

other impediments e.g. bike transport & storage etc.

Short -

Medium term

Attractive packages

creating & satisfying

market demand.

EGS

EGRBTA

EGM

DGL

Industry

EGCTC

Personnel time. Budget allocation.

5.4 Work towards

improved public

transport access to

region via liaison with

VLine & transport

operators

Explore & develop partnership opportunities with VLine

to improve transport capacity, opportunities & ‘transport

hub to experiences’, linkages & promotional

opportunities (see Infrastructure Strategy 2.5)

Include where possible other partners from within

Gippsland in transport discussions & initiatives

Medium –

long term

Effective liaison

mechanisms set up and

positive outcomes

achieved.

EGS

VLine

Transport

operators

Parliamentary Reps

Personnel time.



6. Strategic Management RATIONALE: To ensure that the Actions contained in this Cycle Tourism Action Plan are realistically delivered and the opportunities for growth in cycle tourism benefit not only the tourism industry but also East Gippsland’s local economies and communities as a whole, a small number of important strategic management initiatives will be undertaken including the establishment of an independent skills-based committee to oversee the Action Plan’s roll-out.

MANAGEMENT

STRATEGIES

ACTIONS PRIORITY OUTCOME WHO (Coordination

or Lead in bold)

RESOURCES23

6.1 Implement key

strategic

management steps

to ensure delivery of

the E. G. Cycle

Tourism Action

Plan.

Establish a skills-based independent committee as the

management mechanism to guide implementation of the

Cycle Tourism Action Plan.

Ensure the E. G. Cycle Tourism Action Plan is adequately

referenced in relevant future key strategic planning

documents.

Review the E. G. Cycle Tourism Action Plan annually.

Ensure that Organisations responsible for delivering

specific Actions commit to the Action Plan.

Develop & implement a Communications Plan to assist

uptake and ownership of initiatives stemming from the

Cycle Tourism Action Plan;

Short term All Strategic

Management actions

undertaken.

EGS

EGCTC

DSE

PV

Industry

EGRTCoM

DGL

EGM

Personnel time.

6.2 Encourage

allocation of

Work with lead agencies to encourage the resourcing of

actions within normal budgetary allocation processes.

Short term Sufficient resourcing

commitments made

EGCTC

EGS

Personnel time. Budget allocation.




MANAGEMENT

STRATEGIES

ACTIONS PRIORITY OUTCOME WHO (Coordination

or Lead in bold)

RESOURCES23

adequate resourcing

to enable designated

actions to be

accomplished.

Confirm resource commitments with agencies.

Encourage the seeking of external funding where possible.

leading to

accomplishment of key

identified actions.

DSE

PV

EGM



APPENDIX 1

Scoping Paper on Cycle Tourism in East Gippsland Prepared for East Gippsland Shire Council

By Deb Curtis November 2011

Background/context Cycle tourism is a growing market in Australia. Interest in personal health and fitness and sustainable tourism experiences are part of the reason for this. Victoria is positioning itself within this context with the recent release by Tourism Victoria of Victoria's Cycle Tourism Action Plan 2011-2015.

The East Gippsland region has the necessary strengths and points of difference the cycle tourism visitor is looking for “captivating and unique natural landscapes, quaint villages within close proximity to each other and complimentary tourism products, accessibility to numerous trails and a climate and terrain that is conducive to a variety of cycling activities*” (* source Victoria's Cycle Tourism Action Plan 2011-2015) Cycle Tourism can be defined as recreational visits, either overnight or day visits away from home, which involve leisure cycling as a fundamental and significant part of the visit.



There are major benefits to the area from increased cycle tourism:

• Cycle tourists spend in local businesses, restaurants, shops etc and research suggests they are a high yield sector. • Opportunities for bicycle retail businesses, bicycle hire and tour operators • Low impact on the environment • Reduction in traffic on roads • Utilising existing minor roads and tracks • Cycling as an activity for visitors can increase the length of their stay and hence their spend • Increased participation in cycling will have health and other benefits for local communities

Current cycle infrastructure

The East Gippsland Rail Trail Completed in 2006, the Rail Trail can be seen as the “backbone” of cycle infrastructure in East Gippsland. Just under 100km from Bairnsdale to Orbost it connects the major centres of Bairnsdale, Lakes Entrance (by utilising the Gippsland Lakes Discovery Trail) and Orbost. Other trails have been connected to it to create further arms. Counters have been installed at eight locations to collect data about use of the trail. The data collected over last 2 years has suggested much higher use than expected. For example, the Nicholson counter indicated 14-15,000 trip indications over the last 12 months. Improvements to the trail could include sealing of section between Bairnsdale & Nicholson which would save some major maintenance issues and the development of Mitchell River Rail Bridge



to be new “gateway” to the trail at Bairnsdale but also to bring the head of the trail closer to the town centre. A more ambitious improvement would involve the sealing of the whole trail.

Gippsland Lakes Discovery Trail – located in the Colquhuon State Forest, the trail is 25km long and it links the Rail Trail with Lakes Entrance. It follows route of Mississippi Creek Tramway which used to transport stone from the quarry to build the Entrance.

Colquhuon State Forest MTB Trail Network – located in the Forestech/Log Crossing area, DSE has picked out 5 trails to map and sign as a designated mountain bike area. The trails range from 3km in length to a 20km loop and link with the Gippsland Lakes Discovery Trail and Rail Trail. Signage and mapping is to be completed and the project will progress over the next 2-3 years including improvements and maintenance.

Nowa Nowa Cycling & Walking Tracks -seven years ago, the opening of the East Gippsland Rail Trail had a significant impact on the town of Nowa Nowa effectively turning Mike’s Ryan’s business, Mingling Waters, around. The Nowa Nowa Community Development Group secured funding of $130,000 which enabled them to construct the Nowa Nowa Cycling & Walking Tracks. Mike estimates that now 90% of his business comes from or is related to cycle tourism and that this increased business has resulted in him employing four staff. Mingling Waters host, and have contact with, many groups who use these tracks including school groups and other recreational walking and cycling

groups. The Gippsland Mountain Bike Club holds various events around the region including at Nowa Nowa.



Nowa Nowa Mountain Bike Park –Bike park with over 20km of purpose built trails in the state forest just out of Nowa Nowa.

Mount Taylor – Consists of two trails currently. A 2.3km downhill track and a 4.5km cross country track. Access is from the existing Mt Taylor Trail Bike Visitor Area 14km north of Bairnsdale.

Informal/shared tracks and trails

Across the region there are a number of informal cycling routes, tracks and trails as distinct from formal or established trails such as the Rail Trail. Many are explicit in their intention to be shared use with pedestrians but some are not. This can mean that tracks are not used to their full potential for cycling. Upgrades and improvements such as widening may be needed to improve access for cyclists and safety for pedestrians. The East Gippsland Shire will be undertaking an inventory of tracks and trails to establish a database to enable a gaps analysis of these tracks to see how they might link with each other. Those listed below are some examples of informal or shared tracks in the region:

• Mitchell River Walking track - Bairnsdale

• Paynesville Foreshore track

• Eagle Point Foreshore track

• Newlands Arm Foreshore track



Bicycle hire The demand for bike hire is apparent but has issues relating to seasonal visitor numbers and costs in both staff/opening times and insurance. Riviera Cycles in Bairnsdale had four bikes for hire but gradually got rid of them and only has one now. There is a demand, but the issue is Saturday pick up, Sunday drop off as they are not open on Sundays. Gary feels there is an opportunity for a business which currently operates 7 days such as a holiday park or milk bar. Warren Meade from Bicycle Passion in Bairnsdale agrees there is a market for bike hire but needs to be operated by a suitable existing business. Gippsland Lakes Escapes in Paynesville found that the insurance costs made bike hire unviable. Snowy River Cycling provide bikes as part of the self guided packages that includes maps, info and back up for day rides, accommodation return transport etc for overnight Rail Trail rides. Mallacoota Equipment Hire started bike hire 12 months ago. They have 22 bikes and find Christmas to Easter holiday period very busy but other times of year not viable. Rae says some visitors to the area are not bringing their own bikes with them on holiday when they find they can hire them. This may be an advantage for Mallacoota as a holiday destination choice for cycling enthusiasts.



Operators currently working in cycle tourism in the region It is probably not surprising that given the reasonably new nature of cycle tourism in East Gippsland we have only one cycle tour operator:

Snowy River Cycling – Liz Mitchell, Orbost Liz started operating her business 2 years ago. Based at Orbost, she offers a range of guided tours from half day to six day duration and self guided Rail Trail tours. Liz says most of her clients are from interstate. The feedback from her clients suggests that the organisation of the trip (including rider support), the local knowledge of a guide and the natural environment are some of the key strengths of the business. Liz is keen to develop partnerships with other operators in

the region to create a total experience for cycle tourists. She finds one of her main challenges is accommodating larger groups along the Rail Trail as there are limited bed spaces.

Cycle infrastructure projects in planning/development stage

Lakes Entrance to Nowa Nowa Trail - Mike Ryan from Bike Nowa Nowa has a project underway to develop a 31 km bicycle/walking trail connecting Lakes Entrance to Nowa Nowa through the Lake Tyers State park. The trail utilises existing minor roads but with the addition of small sections of track. It proposes two bridges, one over Toorloo Arm and the other a much smaller bridge over the lake arm section at Mill Point Orbost to Marlo Shared Pathway – approx 14 km the shared pathway is intended to link the end of the existing Rail Trail at Orbost to the township of Marlo and to follow existing Orbost Marlo road along the Snowy River. Support from CMA is in place to utilize part of the revegetation area along the riverbank. Project is now awaiting East Gippsland Shire Council support and some funding. The Coastal Wilderness Way – this project is part of the Experience Development Strategy- Australia’s Coastal Wilderness. The initial stage is intended to link Marlo to Mallacoota but in broader perspective is “a car-free braided route that connects the entire region from Lakes Entrance to Bermagui, linking existing tracks and trails with alternative transport options and new links over time to create a seamless link in the long-term”. This initiative would be implemented in stages (source: Australia’s Coastal Wilderness National Landscape Experiences Development Strategy June 2011).



Current and planned cycle tourism events

The region sees a number of events each year including road racing events, charity events and club events. While some events do not attract visitors to the area necessarily, the media attention created has tourism value and hopefully return visitation from riders:

Lakes Oil Tour of Gippsland – July – the event brings a number of riders and support crew to the area.

Ride the Trail in a Day – Oct 1st 2011 – 2011 was the first year under this name and format. Riders have the option to do 10km, 30km or 100km of the East Gippsland Rail Trail. Most registered for ride doing 100km. 54 riders participated in 2011. Most were from Melbourne and interstate with only eight participants from East Gippsland. The ride is planned to be an annual event which will help raise local and interstate awareness of the East Gippsland Rail Trail

3 Peaks Race -March – Held annually on the Victorian Labour Day long weekend in March, the 3 Peaks Challenge attracts cyclists from around the globe, interstate and Victoria .The 235km loop includes three major climbs - Tawonga Gap, Mount Hotham and Falls Creek via Omeo.

Gippsland Mountain Bike Club- run various events around Gippsland including at Nowa Nowa and Mount Taylor.



Audax Australia -run various events around Victoria including the Audax Alpine Raid – 50km -in January from Bright through Alpine regions and an overnight stay in Omeo.

Great Victorian Bike Ride - 2012 - yet to be confirmed. The event will bring a large number of riders and support crew to the area which creates a boost to local economy.

Cycle events outside the region Tourism Victoria have identified The High Country tourism region as having the “strongest cycle tourism credentials” in Victoria. Other regions, including Melbourne and Great Ocean Road, also host some significant cycle events: (* source Victoria's Cycle Tourism Action Plan 2011-2015)

• Bike Buller Mountain Bike Festival – March 2012- two day stage race at Mt Buller

• Bike Muster Myrtleford - October 2012-family cycling event

• Hotham Challenge Ride- March 2012- three days, seven ride legs to choose from over Mount Hotham

• Around the Bay in a Day- Oct 16th 2011- Melbourne (part of Melbourne Cycling Festival)

• Great Victorian Bike Ride - 26 Nov 2011 - 4 Dec 2011- Murray region



• Melbourne to Warrnambool Classic- Sat 29th Oct -300km the world's longest one day bike race

• The Shipwreck Coast Classic Sunday, October 30, 2011

• The Otway Odyssey MTB Marathon- Apollo Bay 18 Feb 2012

• 2012 Mars Australian Open Cycling Championships- 5 - 10 Jan 2012 (dates to be confirmed) Buninyong/Ballarat

Current blocks and inhibitors

• Lack of information available about where trails are i.e. lack of signage

• Issues with some informal trails not having ability to support shared use due to width/construction/surface etc and lack of information about this available to users

• Confusion over definition of term “track” and “trail” and how this related to issue of allowed use for cycling

• Complexities of dealing with various land management agencies i.e. DSE/Parks Victoria and E.G. Shire

• Lack of reliable return transfer for Rail Trail users

• Transport of bikes by public transport such as V Line can be unreliable.

• Lack of accommodation along or close to the Rail Trail

• Poor links between existing trails and tracks meaning cyclists need to use roads to travel form one to the other i.e. Rail Trail terminates at Orbost, cyclists have to use Orbost-Marlo road to get to Marlo and access Marlo trails (and in future, Coastal Wilderness Way -see “Cycle infrastructure projects in planning/development stage”

Recommendations

Good cycle tourism product and infrastructure is essential to attract tourists to either a cycling holiday or a holiday which involves cycling as an activity. The following recommendations come from a combination of feedback from those people I met in the course of this paper, reading and research into other regions experiences and my own thoughts (in no particular order):

• Development of safe and attractive cycle routes for use by all particularly traffic free and circular routes



• Information/maps/brochures

• Signage of cycling routes which is visible and clear

• Events -build on local cycle events such as;

Ride the Trail in a Day which visitors and locals can participate in.

Ultra Marathon event to create high profile interest in Rail Trail

• Develop Cycle Tourism Action Plan for East Gippsland

• Participate in/exhibit at Melbourne Cycling Festival in 2012

• Further funding and support for the EG Rail Trail Committee

• Encouraging general bike use in the EG Shire including better bike parking and green lanes for bike users

• Improve and upgrade existing tracks and trails to enable better bicycle access and use

• Attend Cycling Tourism Conference in Canberra in Feb 2012

• Promote “bicycle friendly” attitudes amongst tourism operators

• Encourage development of accommodation options along the Rail Trail particularly Bruthen and Nowa Nowa

east gippsland cycle tourism action plan 2012 - 2017 · 2012. 5. 31. · victoria of...

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