LOCAL GOVERNMENT
PATHWAYS TO SUSTAINABLE TOURISM
STEP 4 RESOURCE: ACTION PLAN SUPPORTING MATERIAL
The material included in this paper has been prepared to help councils gain a better understanding
of the questions outlined in the Health Check (see Step 1: Getting Started Workbook) and most
importantly support the development and implementation of their Tourism Action Plan (see Step 4:
Implementation). It provides some guidance and links to useful resources that available to
support the sustainable development of tourism in your area.
Principle 1: Research
1.1
For a detailed overview of the available tourism research programs, refer to the Research
and Trends factsheet in Step 3 of this Program.
There are a range of data collection tools available for councils to gain a better understanding
of tourism trends—the following websites and links are a good start:
•
•
•
•
Tourism Research Australia for National Tourism Trends: www.tra.australia.com
Tourism Queensland for State Tourism Trends: www.tq.com.au
Decipher, a tourism research portal: www.decipher.biz
Tourism Research Australia: Local Government Profiles
1.2
Measuring the economic benefits of tourism can be achieved in a variety of ways. To gain a
better understanding of visitor expenditure in your region or council area visit the National
Visitor Survey, or Regional Expenditure Profiles. Additionally you can conduct visitor surveys
using a series of nationally agreed questions which are available at Visitor Profile and
Satisfaction Survey. It is also recommended that you complete a comprehensive economic
assessment. An assessment tool is available here: Tourism Impact Model.
1.3
A product and infrastructure audit should be completed at least every three years. This can
then be used in a ‘gap analysis’ to identify new product and infrastructure needs and
opportunities. Comparing the audit to forecast demand from section 1.5 will assist in
identifying these gaps.
While a product audit can be time consuming, the general process involves the following:
a) Develop a template (preferably a spreadsheet) in which to store data. This template
should be divided into different categories (e.g. accommodation, food and beverage,
built attractions, natural attractions, tours, etc) and should provide space for property
contact details and facility details.
b) Collect data and indicators from the following sources that relate to business groups in
your region (eg accommodation):
i. Australian Tourism Data Warehouse.
ii. RTO / LTO membership lists
iii. Sensis
iv. Online brokers – e.g. RACQ, Wotif, Stayz, etc.
v. General internet searches
c) Contact properties/operators directly to collect missing information
For further information please contact STCRC
Visit: www.crctourism.com.au Call: +61 7 5552 8172 or Email [email protected] 1
LOCAL GOVERNMENT
PATHWAYS TO SUSTAINABLE TOURISM
1.4
A number of tools exist to assess the level of satisfaction with tourism in a destination or
council area. Tourism Australia has developed a Visitor Profile and Satisfaction Survey that
can be used to gain benchmarked results nationwide. This approach has been adopted in
Queensland with examples available to view on Tourism Queensland’s state tourism
organisation website.
1.5
For a detailed overview of the available tourism research programs, refer to the Research
and Trends factsheet in Step 3 of the program.
1.6
Refer to Tourism Queensland’s corporate website for their Regional Tourism Investment and
Infrastructure Plans (RTIIPs). These are regional plans that make recommendations about
future tourism investment requirements and opportunities, based on a detailed assessment
of existing tourism infrastructure supply against future tourism demands and the local
community plans and desires.
1.7
A variety of methods exist for assessing residents’ perceptions on the value of tourism to the
local economy. This includes simple measures like the number of new tourism developments
that also add value for local communities. STCRC is one source of information concerning
community perceptions of tourism.
Principle 2: Funding and Governance
Refer to Step 3: Partnerships and Governance template.
2.1
Two resources that are available to measure the contribution of Gross Regional Product
(GRP) to your local community are provided by Tourism Research Australia: Tourism Impact
Model and the Local Government Profiles.
2.2
There is currently no benchmarking tool available to assess the level of a council’s
contribution to tourism. A comparison with other councils and within your regional tourism
organisation (RTO) on the contribution per head of capita is a good way of assessing your
council’s contribution.
Most councils operate or fund the operation of Visitor Information Centres. This vital tourism
infrastructure directs travellers to tourism attractions and can play a key role in increasing
length of stay and expenditure in a region.
Some useful information and tools are available to assist to improve the effectiveness of
Visitor Information Centres:
 Tourism Queensland: Visitor Information Centre Accreditation Program
 STCRC: Handbook for Information Centre Managers
 STCRC: Visitor Information Centre Kit
2.3
A Statement of Roles template has been developed to assist in gaining clarity on the roles
of the RTO and local government (Step 2: Engaging Partners Workbook). This Statement
of Roles is designed to facilitate a tripartite agreement between the council, RTO and local
tourism organisation (LTO).
Council tourism staff should also undertake a formal evaluation of their own performance in
achieving the outcomes in the tourism plan or strategies on an annual basis.
2.4
Engaging stakeholders in tourism planning is a vital part of gaining support and creating a
sustainable tourism destination. The publications below are suggested reading:
 Tourism Queensland: Working with Communities
 Department of Communities: Engaging Queenslanders
 STCRC: Achieving Sustainable Local Tourism Management
For further information please contact STCRC
Visit: www.crctourism.com.au Call: +61 7 5552 8172 or Email [email protected] 2
LOCAL GOVERNMENT
PATHWAYS TO SUSTAINABLE TOURISM
2.5
The role of the RTO should be clearly articulated on its website, but also in its Statement of
Roles with council. The Statement of Roles should contain actions to coordinate your
activities with those of your RTO. It is also recommended that you meet at least twice during
the year to identify priority issues affecting tourism growth, sustainable development and
management of tourism.
2.6
The role of the LTO should be clearly articulated on its website, in its Charter (refer to the
attachment in the Step 4: Partnership Agreement/Statement of Roles template) and
also in its Statement of Roles with council and the RTO.
This Statement of Roles should include the following:
 formal progress reporting at least every six months measured against the agreement
between council and the LTO and their respective business plans
2.7

a requirement that the LTO have a Board/Finance sub-committee that reviews
financial/audit information prior to each Board meeting

a requirement that the LTO has professional financial systems, software programs and
accounting work undertaken by trained and qualified staff

the preparation of financial management reports on a regular basis for all areas of
operations (e.g. Visitor Centre Management, etc.)

a requirement that the LTO commissions an external financial audit on an annual basis
and publishes results in an Annual Report

the development of reporting lines to ensure the local government has current knowledge
on major issues affecting tourism.
Effective LTOs exist in a number of forms. Figure 1 shows the ‘role’ and ‘types’ of LTOs and
seeks to explain the variety of forms of effective LTOs and the role they play.
For further information please contact STCRC
Visit: www.crctourism.com.au Call: +61 7 5552 8172 or Email [email protected] 3
LOCAL GOVERNMENT
PATHWAYS TO SUSTAINABLE TOURISM
Figure 1: Roles and Types of Local Tourism Organisations
LTO
Development
Phases
1. Informal
Networks
2. Sub-Committee
of Chamber of
Commerce or Local
Government
3. LTO and RTO
Partnership
(MOUs)
4. Independent
Sustainable LTO
Time
Roles and Responsibilities
Membership
RTO
RTO & LTO
RTO
Chamber of
Commerce & RTO
RTO
Marketing (Local)
Marketing
(Regional)
Product
Development
Training and
Capacity Building
VIC Operation
Local Government
Funding
RTO
RTO
RTO
RTO
RTO
RTO
RTO
(LTO co funding)
RTO & LTO
RTO / LG
RTO / LG
RTO & LTO
LTO
RTO
RTO
RTO
RTO
LTO
RTO
LTO
RTO & LTO
(MOU)
RTO
LTO (MOU with
RTO)
LTO
Principle 3: Strategy and Planning
3.1
Examples of corporate and strategic plans that incorporate tourism include Noosa (now
Sunshine Coast Regional Council), Gold Coast City Council and Redland Shire Council.
3.2
The tourism goals and objectives of the council should be linked to the Destination
Management Plan (DMP) or regional tourism strategy for the region. Here is an example of
Townsville’s Destination Management Plan.
For further information please contact STCRC
Visit: www.crctourism.com.au Call: +61 7 5552 8172 or Email [email protected] 4
LOCAL GOVERNMENT
PATHWAYS TO SUSTAINABLE TOURISM
Examples of Goals and Measures include:
GOALS
Increase the economic contribution of tourism to
the destination by increasing:
• Visitor numbers
• Length of stay
• Visitor expenditure
MEASURES
Increased visitor length of stay
Increased visitor expenditure
Increased visitor numbers
Develop a united and cohesive tourism sector to
enhance the destination’s overall marketing
impact
Increased industry participation in tourism
planning and development and cooperative
marketing activities
Promote
sustainable
management
development of tourism in the destination
Adoption of policies promoting sustainable
tourism development and management, e.g.
increased number of eco-accredited operators
and
Improved
communication
to
increase
awareness of the value of tourism in the
community
3.3
Councils who would like to develop an effective tourism strategy should visit the STCRC
website to look for innovative case studies, or refer to the Practitioners Guide to Sustainable
Local Tourism Management.
An effective tourism strategy should:
 be no more than five years old
 be reviewed annually
 address social, economic and environmental issues relating to tourism
 contain strategies and actions for the maintenance of positive, partnership relationships
with key players including the RTO, protected area management agencies & tourism
operators
 outline key industry forums/workshops on areas including production and distribution,
marketing, improving environmental practices etc.
3.4
A template for a yearly action plan has been developed for councils and is included in Step
4: Implementation of this program.
3.5
Each council has different reporting approaches, however at least twice a year the outcomes
and progress on tourism should be reported to the full council.
3.6
There are a range of data collection tools available for councils to gain a better understanding
of tourism trends, the following websites and links are a good start:
 Tourism Research Australia for National Tourism Trends: www.tra.australia.com
 Tourism Queensland for State Tourism Trends: www.tq.com.au
 Decipher a tourism research portal: www.decipher.biz
 Tourism Research Australia: Local Government Profiles
Possible performance measures for tourism in your local government include:
 total number of (overnight) visitors to your local government area
 total number of Interstate (overnight) visitors to your local government area
 total number of International (overnight) visitor your local government area
 total number of visitor nights in your local government area
 average length of stay by all visitors to your local government area
 average length of stay by Interstate visitors to your local government area
 average length of stay by International visitors to your local government area
For further information please contact STCRC
Visit: www.crctourism.com.au Call: +61 7 5552 8172 or Email [email protected] 5
LOCAL GOVERNMENT
PATHWAYS TO SUSTAINABLE TOURISM
3.7
Measuring the economic benefits of tourism can be achieved in a variety of ways. To gain a
better understanding of visitor expenditure in your region or council area visits the National
Visitor Survey, or Regional Expenditure Profiles. Additionally you can conduct visitor surveys
using a series of nationally agreed questions which are available at Visitor Profile and
Satisfaction Survey. It is also recommended that you complete a comprehensive economic
assessment. An assessment tool is available here: Tourism Impact Model.
3.8
An ideal first step for councils in approaching the issue of sustainability is to develop a
sustainability policy or strategy. A template is available through EC3 Global, in addition there
are a number of case studies and guidelines available that have been developed by the
STCRC.
Principle 4: Marketing and Events
4.1
Each council should have an agreed 12-month marketing plan in place with the
regional tourism organisation (RTO). This plan should include information on:
 attendance or support of domestic consumer shows
 support of media familiarisations hosted by the regional, state or national tourism
organisation
 industry forum/workshops dedicated to informing industry on marketing and distribution
issues to improve tourism operators’ knowledge
 actions to communicate to the general community the trends and benefits of tourism
with the aim of improving community understanding of tourism in the region e.g.
producing at least one media release or article specifically for this purpose
 maintaining an up-to-date website on tourism in your region which links to stakeholder
websites
 agreement on the support for and input to the production of brochures, maps, flyers
and other printed collateral
 maintaining and promoting an agreed Calendar of Events.
4.2
Each RTO offers a range of cooperative marketing opportunities each year. Reference should
be made to the region’s cooperative marketing guide.
4.3
The development of brochures, websites, advertising and other promotional material should
be done in partnership with the RTO and in keeping with the Destination Management Plan.
The latest research on consumer trends should be available on the state tourism organisation
website.
4.4
An annual calendar of events can be an effective tool to promote a region. In addition to
sharing events with the RTO, councils should encourage Event Organisers to have their
events listed on the Australian Tourism Data Warehouse. Events can be effective marketing
tools, however councils should have a strategic approach to events which includes:
 Actions for proactive pursuit and attraction of events to attract visitors from outside the
region.
 Working with partners to promote events that have the ability to attract visitors from
outside the region
 Measuring the impact of events on the community using reputable tools including the
STCRC Events evaluation and measurement toolkit ENCORE.
Principle 5: Industry and Product Development
5.1
There are a number of methods available to better understand the needs of the tourism
industry. These include dedicated online surveys and the formation of industry advisory or
reference groups.
For further information please contact STCRC
Visit: www.crctourism.com.au Call: +61 7 5552 8172 or Email [email protected] 6
LOCAL GOVERNMENT
PATHWAYS TO SUSTAINABLE TOURISM
5.2
Councils should develop and maintain a list of local tourism operators and stakeholders. This
needs to be maintained annually and can be shared with partners including the local tourism
organisation (LTO) and regional tourism organisation (RTO) with the appropriate privacy
provisions. For further information review the Privacy Act.
5.3
Developing and agreeing on a shared direction with industry and the community is
best achieved through an engagement process that includes a visioning workshop. (refer to
Step 3 of this Program, which includes a factsheet on ‘Creating a Vision Statement’)
5.4
Councils can play a variety of roles in business assistance and there are a number of online
tools available to assist with this.









5.5
Department of Tourism, Regional Development and Industry: Getting Started,
Competitive Advantage, Business Readiness and Financial Performance Benchmarking
Department of Education Training and Arts: Small Business Mentoring
Tourism Queensland: Skills Development Guide, Industry Assistance Tools,
Connecting Tourism for Business Success and Project Feasibility Guide
Industry Directory
Funding Support: Tourism Assistance Database
Facts and Figures: Decipher or State Tourism Organisation website.
Training/Workshops: Short Courses, STCRC Training and Information Kits, QTIC’s
online courses Skillshot and Tourism Queensland’s Tourism Skills Development Guide
Online business and marketing: e-business Kit
Maintaining a current Tourism Crisis Management Plan for the destination—this plan
should conform to the APEC (AICST) Tourism Risk Management Guide (December
2006).
A product and infrastructure audit should be completed at least every three years. This
can then be used in a ‘gap analysis’ to identify new product and infrastructure needs and
opportunities.
While a product audit can be time consuming, the general process involves the following:
a) Developing a template (preferably a spreadsheet) in which to store data. This template
should be divided into different categories (e.g. accommodation, food and beverage, built
attractions, natural attractions, tours, etc) and should provide space for property contact
details and facility details to be stored
b) Collect data and indicators from the following sources that relate to business groups in
your region (eg accommodation):
i. Australian Tourism Data Warehouse.
ii. RTO / LTO membership lists
iii. Sensis
iv. Online brokers e.g. RACQ, Wotif, Stayz, etc.
v. General internet searches
c) Contact properties/operators directly to collect missing information
5.6
least
Council should participate in and facilitate a strategic review and planning workshop on at
an annual basis to identify tourism issues to be addressed in the annual Tourism Action Plan.
For further information please contact STCRC
Visit: www.crctourism.com.au Call: +61 7 5552 8172 or Email [email protected] 7
LOCAL GOVERNMENT
PATHWAYS TO SUSTAINABLE TOURISM
Principle 6: Community
6.1
Participation in planning and decision-making at a regional level should be guided by a
Statement of Roles (Step 2: Engaging Partners Workbook) and the decision-making
structure developed for tourism in each region.
6.2
A variety of methods exist for assessing the percentage of residents who believe that tourism
is important and very important to the economic stability of the region. This includes simple
measures like the number of new tourism developments that also add value for local
communities. STCRC is one source of information concerning community perceptions of
tourism.
6.3
Encouraging understanding of the value and benefits of tourism to elected members and
executives within can be achieved in a variety of ways, including:
 the regional tourism organisation providing a presentation, or undertake an information
sharing Roadshow
 economic development managers and other key staff to source information concerning
the economic value and contributions of tourism, successful tourism initiatives, other
success stories, etc and include this in their regular reporting to council
 regular presentations to be given to full council on outcomes achieved against tourism
objectives for the area.
For further information please contact STCRC
Visit: www.crctourism.com.au Call: +61 7 5552 8172 or Email [email protected] 8