huon valley tourism operator toolkit
TRANSCRIPT
HUONVALLEY COUNCIL
be part of something bigger...your communitywww.huonvalley.tas.gov.au
Huon Valley Tourism Operator Toolkit
Huon Valley CouncilPOBox210Huonville,TasmaniaAustralia7109
Michelle GledhillEconomicDevelopmentCoordinator Phone(03)62640360 Fax(03)62640399 [email protected]
Scott Edwards Senior Environmental Health Officer Phone(03)62640355 Fax(03)62640399 [email protected]
Planning, Building & Compliance Customer Service Officers Phone(03)62640300 Fax(03)62640399 [email protected]
Websitewww.huonvalley.tas.gov.au
CONTENTS
1. FirstSteps
1.1 Istourismforme?
1.2 HaveIgottherightpersonalityfortourism?
1.3 Knowledge,skillsandresourcesneeded
2. IndustryStructureandNetworks
2.1 StateGovernment
2.2 Regional Tourism Associations
2.3 LocalGovernment
2.4 Local Tourism Associations
2.5 Tasmanian Visitor Information Network
2.6 TasmanianChamberofCommerce
2.7 Industry Associations
2.8 TasmanianTourismIndustryStructure
2.9 Marketing & Distribution - Southern Region
3. Writing a Business Plan
3.1 BusinessPlanning
4. Regulations
4.1 RegulatoryContacts
4.2 Taxation
4.3 Insurance
4.4 PlanningandDevelopment
The Huon Valley Council actively encourages investment and development in the local tourism industry. This toolkit is designed for those who are interested in establishing or are an existing tourism business in the Huon Valley. It provides important information and tips for establishing a successful tourism business.
5. Accreditation
6. ProfessionalDevelopment
6.1 TrainingandBusinessSkillsDevelopment
6.2 Communication
7. BusinessResources
7.1 Industry Research and Statistics
8. Marketing and Distribution
8.1 Network and Cooperative Marketing initiatives - Tourism Tasmania - Huon Trail
8.2 Brand Information
9. AccessibilitytoTechnology
10. ImportantWebsitesandotherResources
1. FIRST STEPS
FornewtourismoperatorsunderstandingtheenvironmentunderwhichtheindustryoperatesinTasmaniaisextremelyimportant.TheTasmaniantourismindustryisveryseasonalandismadeupofthreedistinct seasons; however these are starting to change as an increasing number of visitors are travelling outside the peak months. Seasons have traditionally been the following:
PEAK SEASON: December, January and FebruarySHOULDER SEASON: March, April, May and September, October, NovemberLOW SEASON: June, July and August
The change in travel periods is a positive change for businesses and means a shorter low season is experienced.
This section will help new operators determine whether tourism is the right industry for them, provide a list of key attributes, skills and knowledge that is required to work in this field, and provide valuable information about the make up of the Tasmanian tourism industry.
1.1 Is tourism for me?
ThemajorityoftourismbusinessesintheHuonValleyregion,andmorebroadly,Tasmania,aresmallbusinesses. They offer a range of services to visitors and are mostly open seven days a week. The personal demands of running a tourism business are all too often overlooked.
TourismintheHuonValleyisverydynamic.Itisoneofthelargestcontributorstothelocaleconomywithapproximately 120 tourism businesses operating.
Everyonegainsfromproperlydevelopedandmanagedtourism.RegionalareassuchastheHuonValleyhave seen and benefited greatly from such investments. Your business success or otherwise will impact on other tourism operations as visitors make their decisions and subsequent recommendations about their experienceswithyou.
Before embarking on a tourism venture you must consider both your personal attributes and your professionalskillsandexperience.
1.2 Have I got the right personality for tourism?
Tourismisapeopleindustry.Tobesuccessfulpeopleskillsarevital,alongwithagenuineinterestinwhatthey think and expect of you and your business. Respecting the customer as a person, giving each visitor a warmwelcome,regardlessoftheirpersonalityandhowlongtheystayisextremelyimportant.Following is a brief list of personal attributes that are highly desirable:
Doyoulikeworkingwithpeople?Doyoucommunicatewellwithpeople?Areyouanindependentperson? Do you have confidence in your own abilities? Are you prepared to embrace self-employment as a lifestyle and philosophy
ratherthanjustajob? Are you a good planner and have adequate time management capabilities?
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Doyoufeelyoucanmakeadecision,solvedisagreementsandleadpeoplein a work situation?
Can you look creatively at problems to identify a number of solutions? Do you have a good level of health and fitness?
1.3 Knowledge, skills and resources needed
Anappropriatelevelofknowledge,skillsandresourcesarealsoneededinordertoprovidethebestchanceofsurvivalinsuchadynamicindustry.Belowaresomekeypointstoconsiderduringthecourseofestablishingandrunningyourbusiness.
a. FeasibilityAssessment
DetermineamarketforyourbusinessIdentify sources of informationPrepare basic operating/revenue projectionsAcquire knowledge of industry rules of thumb
b. Financing
Prepare a financial proposal for a potential investor or lendorStructure the optimum financing package – consider how much debt is too
much?Isleasingviable?Determine which institutions you will approach for tourism finance.
c. Product Design/Location
Design and position your product to meet the needs of your target marketDifferentiate your product in the market
d. BusinessPlanning
PrepareabusinessplanSetgoalsPlan review frequencyAllocatebudgets
e. Marketing and Distribution
Prepare a marketing plan and pricing/commissions strategyDetermineyourtargetaudienceLocate the most effective marketing media for your productIdentify your most effective distribution channels
f. Recruitment/Training
Identify staffing requirementsDecide under what conditions staff will be employedConsider team motivation, business management training and small business
trainingcourses
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g. Management
DecidewhetheryouwillmanagethebusinessyourselforappointamanagerEnsurethemanagercandemonstrateappropriateexperienceandknowledge
to potential investorsEnsure you or your manager are familiar with appropriate accounting
practices and taxation requirements
h. IndustryStructure
Determine the best distribution channels for your productEnsureyourbusinessdoesbelongintourismsectorsForm business alliances and join industry associations
i. ConsumerBehaviour
Undertake market research to identify your customers and find out as much as you can about their travel patterns
Reviewtourismforecasts
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2. INDUSTRY STRUCTURE AND NETWORKS
The Tasmanian tourism industry operates under a number of organisations, committees and associations. It is strongly encouraged that you become familiar with the structure and roles each party plays. By actively participating in your local tourism organisations and committees, you can be kept informed of issues, opportunities, trends and other important information relating to the Huon Valley and broaderindustry.
2.1 State Government
TOURISMTASMANIA
ThestatetourismbodyinTasmaniaisTourismTasmania.Theirroleistoleadtheindustrytojointlydeliver marketing and development programs that drive benefits for Tasmania from domestic and international tourism. Tourism Tasmania operates under the Department of Economic Development and TourismandundertheguidanceoftheMinisterofTourismandaBoardofManagement.TheBoardconsistsofkeystakeholdersfromtheindustrywhoboastabroadrangeofskills,knowledgeandexperiences. Tourism Tasmania operates through the following strategic business units:
1. MarketingMedia and Public RelationsDigital and DistributionSector and Niche Marketing Marketing Operations
2.IndustrySupportRegionalTourismProductSupport
3. Operations and PlanningBusinessServicesCorporate and Media RelationsResearch
More information available from www.tourismtasmania.com.au
EVENTSTASMANIA
A subsidiary unit of Tourism Tasmania is Events Tasmania. Event Tasmania’s role is to stimulate event growthinTasmania.Thedepartmentworkswithkeyeventsthathavethecapacitytodeliverarangeofsocial, cultural, economic and environmental benefits to Tasmania. Events Tasmania provides funding supporttoeventsheldinTasmaniaandalsoadviceandassistancetoeventorganizersinplanninganddeveloping their event or festival. More information available from www.eventstasmania.com/
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2.2 Regional Tourism Organisations (RTO)
For administrative and organizational purposes, the Tasmanian tourism industry is divided up into three main tourism regions – North West and West Coast, Northern Tasmania, East Coast and Southern Tasmania. Each of these regions are represented by a regional tourism organisation.
The East Coast regional tourism organisation and Destination Southern Tasmania are the newest organisations to be established following a regional tourism review conducted in 2011. Further details regarding their roles and involvement in regional tourism is available by contacting the Council’s Economic DevelopmentCoordinator.
CRADLE COAST AUTHORITY - (North West and West Coast)
The Cradle Coast Authority is responsible for creating local, regional and state partnerships, and implementing strategies to ensure the region maximises its tourism potential. It also facilitates private investmentthroughstrategicdevelopmentofkeyareasincludinginfrastructure,planning,marketresearchandtraining.
NORTHERN TASMANIA DEVELOPMENT - (Launceston and the North)
Northern Tasmania Development provides leadership in promoting Northern Tasmania as a quality destination through innovative and strategic marketing and sustainable development. This is done in conjunction with the tourism industry, the eight northern councils, local tourism organisations and Tourism Tasmania.
DESTINATION SOUTHERN TASMANIA - (Southern Tasmania)
Destination Southern Tasmania has been established to provide leadership for the tourism industry in southern Tasmania through providing a consolidated voice on key issues impacting the region, on tactical marketing and industry development.
2.3 Local Government
HuonValleyCouncilstronglysupportstourismgrowthanddevelopment.TheCouncilemploystwofulltime equivalent resources who are responsible for the marketing and promotion of the Huon Trail, and to seekandencouragetourismdevelopmentforthemunicpalarea.TheHuonValleyCouncilworkscloselywithKingboroughCouncilinordertopromotetourismthroughoutbothareasusingtheHuonTrailmechanism.
HUON VALLEY KINGBOROUGH TOURISM STEERING COMMITTEE (HVKTSC)
TheHuonTrailismanagedinpartnershipbybothCouncilsthroughtheHuonValleyKingboroughTourism Steering Committee. The committee is co-chaired by the responsible Councillor for tourism from each Council, along with Council staff and four industry delegates (one from each of the Huon Trail sub-regions – Huon Valley, D’Entrecasteaux Channel, Bruny Island and Far South). The committee meets bimonthly and discusses issues and opportunities relating to tourism in the region – particularly as they relatetotheHuonTrail.
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2.4 Local Tourism Associations
Local Tourism Associations (LTA) work within the local tourism industry and liaise with Regional Tourism Associations, Local Government and state bodies on behalf of operators. Following is a list of all associations and a description of their roles.LOCALGOVERNMENTASSOCIATIONOFTASMANIA(LGAT)
Local Councils advise on building, zoning, operating and health and safety issues that are necessary to consider when operating a tourism business. Councils also help with planning and the development of strategies for the region. More information available from www.lgat.tas.gov.au
TOURISM INDUSTRY COUNCIL OF TASMANIA (TICT)
TourismIndustryCouncilTasmania(TICT)isthepeakbodythatrepresentsandactsfortheTasmaniantourism industry. The Council is a not-for-profit organisation that promotes the value of tourism and advocates policy on behalf of the industry. The mission of TICT is to provide a strategic direction and united voiceforthesustainabledevelopmentandgrowthoftheTasmaniantourismindustry.
The TICT’s role is defined by two areas:
1. Industry Representation and Advocacy 2.IndustryDevelopment
Tourism AccreditationTasmanianTourismConferenceTasmanianTourismAwardsIndustryNetworking
More information regarding tourism accreditation is provided further in this document.
More information about the TICT is available from www.tict.com.au
HUON VALLEY KINGBOROUGH TOURISM ASSOCIATION (HVKTA)
The Huon Valley Kingborough Tourism Association is the main tourism body that represents tourism operatorsintheHuonValley,D’EntrecasteauxChannel,BrunyIslandandtheFarSouthregions.
An independent body to the Huon Valley Kingborough Tourism Steering Committee, the HVKTA has representatives who participate on the Steering Committee, and liaises with Council and industry on a regularbasis.
The HVKTA plays a pivotal role in conjunction with the Huon Valley Council’s Marketing Officer in the implementation of the Huon Trail Marketing Plan. The Association also provides opportunities for industry through networking sessions, training and development programs, and promotion and marketing through a number of activities conducted by the Huon Trail.
FARSOUTHTOURISMNETWORK
FarSouthTourismNetworkisasmallfocusgroupthatrepresentstourismoperatorsintheFarSouthregion of the Huon Valley. Far South has representation on the HVKTA committee and the Council’s Steering Committee. The Association addresses local issues as they relate to operators in that region.
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BRUNY TOURISM INC.
Similar to the Far South Tourism Network, Bruny Tourism Inc. provides a means of representation for tourism operators located on Bruny Island. The Association has representatives on the HVKTA and the Steering Committee and provides a means of addressing local concerns for operators.
2.5 Tasmanian Visitor Information Network (TVIN)
The Tasmanian Visitor Information Network is one of the best places to promote your product and facilities ontheground.TheTVINcanhelpyoumarketyourproductandmakebookingsforavarietyofcustomers.There are currently three centres that service the Huon Valley:
HuonValleyVisitorCentre2273HuonHighwayHuonvilleTAS7109Ph: 03 6264 0326Fax: 03 6264 0394Email: [email protected]
BrunyD’EntrecasteauxVisitorCentreandMermaidCafe 81 Ferry Road, Kettering (Ferry Terminal)Kettering TAS 7155Ph: 03 6267 4494Fax: 03 6267 4266Email: [email protected]
Tasmanian Travel and Information Centre20DaveyStreetHobartTAS7000Ph: 03 6230 8233Fax: 03 6224 0289Email: [email protected]
For a comprehensive list of all centres statewide, please follow the link to Discover Tasmania: http://www.discovertasmania.com/travel_information/visitor_information_centres
2.6 Tasmanian Chamber of Commerce and Industry (TCCI)
The Tasmanian Chamber of Commerce and Industry is Tasmania’s peak business organisation. It has a statewide membership drawn from all industry sectors. The TCCI provides effective leadership for employers and delivers a range of relevant and quality services to the business community. The TCCI provides an extensive range of services to its members and to potential members on a fee for service basis. The TCCI also specialises in industrial relations and human resource management.
More information available from www.tcci.com.au
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2.7 Industry Associations
Industry Associations can provide a number of resources and opportunities to assist tourism industry operators with their day-to-day business activities including cooperative marketing opportunities.
Following is a list of just a few that may be of interest:
BEDANDBREAKFASTANDBOUTIQUEACCOMMODATIONOFTASMANIA
This organisation represents small accommodation businesses in Tasmania and promotes itself as the first point of reference for people who are thinking of B&B style accommodation while travelling in Tasmania.
More information available from www.tasmanianbedandbreakfast.com/
TASMANIANCONVENTIONBUREAU(TCB)
The Tasmanian Convention Bureau is a not for profit, membership based organisation. The Bureau’s primary role is assisting event organizers stage a memorable, cost-effective and successful business event in Tasmania. The experienced staff save event organizers hours of work by providing independent expert adviceandsupportoneveryaspectofholdingabusinesseventinTasmania.Bybecomingamemberwiththe TCB you have the opportunity to participate in several cooperative marketing activities, as well as demonstrateyourproductsappealtothebusinessandeventmarketdirectly.
More information available from www.tasmaniaconventions.com/
CARAVAN INDUSTRY ASSOCIATION OF TASMANIA
ThepeakbodyfortheCaravanandCampingIndustryraisestheawarenessandimageofcaravanningandcamping within Tasmania and provides leadership and coordination to the industry.
More information available from www.caravantasmania.com.au/
ECOTOURISMASSOCIATIONOFAUSTRALIA
This is the peak national body for ecotourism accommodation, tour and attraction operators, tourism planners, protected area managers, academics and students, tourism, environmental, interpretation and training consultants, and local and regional tourism associations. Ecotourism and nature tourism certification provides industry, protected area managers, local communities and travelers with an assurance that a certified product is backed by a commitment to best practice ecological sustainability, natural area management and the provision of quality ecotourism experiences.
More information available from www.ecotourism.org.au/
GAY AND LESBIAN TOURISM AUSTRALIA
This national network of tourism professionals is dedicated to the welfare and satisfaction of all gay and lesbiantravelerswithinandtoAustralia.Ithelpsmembersestablishthemselvesinthisnichemarketandprovides wide distribution and exposure to gay and lesbian travelers around Australia.
More information available from www.galta.com.au/
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WINEMAKERS’FEDERATIONOFAUSTRALIA
The Winemakers’ Federation of Australia is the national peak body with voluntary membership representing more than 95 per cent of the wine produced in Australia. It maintains a central database of wine tourism publications and research, and publishes a series of fact sheets providing practical information for winery operators.
More information available from www.wfa.org.au/
ABORIGINALTOURISMAUSTRALIA
This is the peak body representing the interests of the indigenous tourism sector at a national level and is committed to industry development and education of both industry and consumers. A number of projects andresourceshavebeendevelopedtoassistindustrydevelopmentwhichmembershaveaccessto.
More information available from www.indigenoustourism.australia.com/
BLOOMINGTASMANIAASSOCIATIONINC
The Blooming Tasmania Association Inc (BTA) was founded in 2004 by the garden tourism industry to promote their market sector with the objective that “Tasmania will offer a world class horticultural and botanicalexperienceforvisitors”.ItcurrentlyhassomefortymembersandenjoysthesupportofTourismTasmania.
More information available from www.bloomingtasmania.com/
AUSTRALIANREGIONALTOURISMNETWORK(ARTN)
The ARTN is the peak body that represents regional tourism practitioners and acts as a hub for collaboration, cooperation, ideas generation, knowledge sharing, networking and so much more. TheARTN,onbehalfofitsmembers,advocatesthefosteringofsustainableregionaldevelopmentandamplifies key messages to government, other industries and industry sectors, researchers, educators and thepublic.
More information available from www.regionaltourism.com.au
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Tourism Australia
Tourism Tasmania
Regional TourismAuthorities
Tourism Industry Council of TasmaniaLocal Tourism Associations
Local Government
Local Tourism Operator
Industry Associations
Tasmanian Chamberof Commerce
2.8 Tasmanian Tourism Industry Structure
The Tasmanian Tourism Industry is a complex beast. Continually evolving and changing, the industry structureisjustasdynamicastheindustryitself.
The following diagram provides a guide to the peak organisations, groups and associations that are actively involvedintheTasmaniantourismindustry,andhowthesestakeholdersrelatewiththelocaltourismoperator.
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3. WRITING A BUSINESS PLAN
A business plan is a vital tool for stating a tourism business. A completed business plan is a summary and evaluation of your business idea. It shows a probability of success of the business and your abilitytomakeitwork.Itprovidesastructuretohelpdevelopstrategiesandassessthefundamentalsofmanagingatourismbusiness.
3.1 Business Planning
DEPARTMENTOFSTATEGROWTH
The Department of State Growth provides valuable resources and information to assist in starting and developingasmallbusiness.BusinessTasmaniaprovidesarangeoftoolsandchecklistsforsmallbusinessoperators and those thinking of starting their own business. Topics include starting a business, growing and improving your business, managing customers and suppliers, finances tax and insurance, employing and managing people, and exiting your business. The Business Plan Template and Guide outlines what a business plan is and the steps involved in writing one.
KINGBOROUGH COMMUNITY ENTERPRISE CENTRE INC.
TheKingboroughCommunityEnterpriseCentreisSouthernTasmania’sleadingfacilitatorofsmallandmedium business enterprise development. The centre is local, non-profit and autonomous and is owned bythepeopleandbusinesscommunityofKingborough.TheCentrecanassistwiththefollowing:
• Businessplanning • Financeandbookkeeping • Business structures • Business registration • Staffing and Personnel • Business License Information • Training opportunities • Adult Education • Insurance requirements • Inventions and new ideas • Statutory/taxation requirements • ABN’s • GoodsandServicesTax
The Kingborough Community Enterprise Centre Inc. also has an office in Huonville. Feel free to contact Scott Dufty on Tuesdays, Wednesdays and Fridays from 9am to 5pm on (03) 6264 3080 or by email: [email protected]
More information available from www.kcec.com.au/
ENTERPRISE CENTRE TASMANIA - SOUTH
A state-wide network providing business guidance and information. In-Tellinc provides confidential and practical advice to southern based Tasmanian businesses. In-Tellinc provides up to 5 hours of free assistance,coveringtopicsincludinghowtogetstartedinbusiness,howtoplanforbusinesssuccess,howto promote your business, and how to effectively manage your business.
More information available from http://www.in-tellinc.com.au/enterprise-centre
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4. REGULATIONS
As with any new business you will need to register your business, company and/or domain name and obtain the required business licenses and permits. It is also recommended that industry accreditation be considered.
The Huon Valley Council has developed the Huon Valley Tourist Accommodation Guidelines which can provide assistance regarding the necessary permits and regulations that need to be adhered to when establishing tourist accommodation in the Huon Valley. This document can be obtained from the Council’s website via the following link (http://www.huonvalley.tas.gov.au/site/page.cfm?u=1139), or by contacting theCouncil’sEconomicDevelopmentCoordinatoron62640360.
4.1 Regulatory Contacts
There are many organisations that provide free advice and assistance. This section lists the requirements you will need to meet. Contact details of organisations are available on their websites.
COMMONWEALTHGOVERNMENT
The Federal Government coordinates a free Business License Information Service (BLIS) which provides details of all licenses, permits, approvals, registrations, codes of practice, standards and guidelines you may require to operate your business in Tasmania, including State, Commonwealth and Local Government requirements.
BUSINESSNAMES
When setting up your business, you should take legal advice about what form it should take. You must then registeryourbusinessname.IfyoucarryonabusinesswithinAustraliaandyouarenottradingunderyourown name, you will need to register your business name (there are some exceptions). Business names can be registeredAustralia-wide through the Australian Securities and Investment Commission. Registering your businessnamedoesnotprovideexclusiveownershipofyourbusinessname.Generally,theonlywaytogain exclusivity over a particular business name is to register it as a trademark with IP Australia.
REGISTERING YOUR COMPANY (CORPORATION) NAME
Ifyourbusinessisacompany,youmustregisteritsname(suchnamesareusuallyendinginPtyLtd.)withthe Australian Securities and Investment Commission.ERING YOUR WEBSITE’S DOMAIN NAME
REGISTERING YOUR WEBSITE’S DOMAIN NAME
For many tourism businesses today, a website is essential for branding, marketing and distribution. Toprotectyourwebsite’sname,youmustregisteritwiththeAustralianDomainNameAdministrator.
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4.2 Taxation
Government taxation regulations must be considered before you start operating your business. You are required to apply for a Tax File Number (TFN), an Australian Business Number (ABN), Goods and Services Tax (GST) and Fringe Benefits Tax (FBT). You may also be required to pay other duties and taxes such as pay-roll tax and state land tax. The following organisations provide information and assistance with taxation matters.
AUSTRALIANTAXATIONOFFICE(ATO)
The ATO provides essential information on tax issues for new businesses.
More information available from www.ato.gov.au
AUSTRALIANBUSINESSREGISTER
The Tax Office’s Australian Business Register is where you can apply for your Australian Business Number andregisterforaTaxFileNumberandGoodsandServicesTax.
More information available from www.abr.gov.au/ABR_BC/
DEPARTMENTOFSTATEGROWTH
The Department of State Growth’s Business Tasmania provides information relating to taxation, including taxation terminology, the taxes that might affect your business and the basics of the goods and services tax.
COMMONWEALTHGOVERNMENT
In addition to the services mentioned earlier, the Commonwealth Government’s Business website business.gov.au provides essential information about the different types of taxes that may apply to registration, deductions, payments and managing taxation reporting.
More information available from www.business.gov.au/business-topics/tax-finance-insurance/Pages/default.aspx
4.3 Insurance
Many types of insurance are essential to the risk management of a tourism business. Correct and adequate insurance will help you protect your tourism business and minimise its exposure to risk. The following organisations provide information about insurance and risk management.
DEPARTMENTOFSTATEGROWTH
The Department of State Growth’s Business Tasmania provides useful information relating to business insurance,summarisingthebasicprinciplesofinsuranceandprovidesanoverviewofthetypesofinsuranceyoumaywishtoconsider.
COMMONWEALTHGOVERNMENT
The Commonwealth Government’s Business website www.business.gov.au also provides information about insuranceandriskmanagement.
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4.4 Planning and Development
Thefollowingregulatoryagenciesmaybeabletohelpyoudevelopanideaintoatourismproduct.
LOCALGOVERNMENT
PlanningSchemesarestatutorydocumentsthatregulateorprohibituseordevelopmentofanylandwithina particular planning area. Planning Schemes are required to further the objectives of the ResourceManagementandPlanningSystemandmustbeinaccordancewithanyStatepolicies.
In most instances, before undertaking use or development, an application for a planning permit will be required. These applications are assessed against the relevant planning scheme and any other statutory requirements.
The Huon Valley Council formed in 1993 following an amalgamation of the Esperance, Huon and Port Cygnet Councils. As a result, the Council operates with three planning schemes:
EsperancePlanningScheme1989HuonPlanningScheme1979PortCygnetPlanningScheme1988
A new municipal-wide planning scheme will be implemented in 2014 to replace these three existing schemes, however until this is introduced the relevant planning scheme should be considered and discussedwithCouncil’sEconomicDevelopmentUnittoensureadherence.
The construction of tourist accommodation or a change of use of any existing structure to tourist accommodation will always require planning approval. In some cases, building and/or environmental health approval will also be required.
Thethreecurrentplanningschemeseachprovidevarioususecategoriesasdetailedbelow.Anyplanningapplication will need to be classified as one of these uses depending on the specific nature of the proposal:
EsperancePlanningScheme1989and
PortCygnetPlanningScheme1988
CaravanParkorCampingGroundGuestHouse Typically a B & BHolidayFlat Self contained accommodationHolidayCabin Self contained accommodationMotel
PortCygnetPlanningScheme1988only
Hostels or Residential Camps
HuonPlanningScheme1979
Other Residential Buildings B & B, Boarding House, GuestHouse
Motel Anyformofselfcontainedaccommodation
Each of these uses will be permitted, discretionary or prohibited in the zone that applies to your land. Generally, you will be able to apply for one of these uses in a residential, rural residential, commercial andsome rural areas, however, you should check the specific status of the use in the relevant scheme. Council’sEconomicDevelopmentUnitcanassistinthisregard.
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To make a planning application
RefertoCouncil’sPlanning Application Guidelines for Commercial Developers to assist you in completing your planning application.
At a minimum, a planning application will need to provide the following:
A completed planning application form.Written explanation of the proposal including justification for the particular design.Details of the nature of the business, number of staff, operating hours, equipment used and
expected noise levels, expected waste and proposed disposal, location and design of signage and expected vehicle delivery requirements.
Copy of the Certificate of Title.Site plan (1:100 or 1:200) showing all existing and proposed building, dimensioned setbacks,
cut and fill, vegetation to be retained or removed, car parking and vehicular access including sightdistance.
Floor plans and building elevation.Conceptservicingplan.Paymentofprescribedfees.
Whatwillbeconsidered
The following are relevant considerations for a planning application:
Whether tourist accommodation may cause an unreasonable impact on the amenity of the area through noise, vehicles or impact to existing character.
That adequate parking and access is provided.Generally 1 car parking space should be provided for the resident, 1 per staff and 1 per each
bedroom / unit however each Scheme has specific requirements that need to be met. Car parkingmustbesafeandconvenientandthiswillgenerallymeanthatvehiclescanenter and exit the site in a forward direction and that car parking is sealed in asphalt, concrete or allweathergravelseal(dependingonthearea).
That there is adequate water, and sewerage disposal. If you use on-site wastewater disposal you will need to demonstrated that the existing system has adequate capacity or that a new systemcanbeinstalled.
Retaining visual and acoustic privacy for neighbours.Thatanysignageisinkeepingwiththecharacteroftheareaandhasahighstandardof
appearance.Pleasenotethatallsignagemustbecontainedonyourproperty.Tourist signageontheHuonHighwayandChannelHighwaymaybeseparatelyapprovedbythe DepartmentofInfrastructure,EnergyandResources(DIER).
Whether the accommodation will be self contained or whether meals will be prepared onsite.
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Other relevant considerations:
The standard of sleeping areas which should be adequate in size for storage of clothes and luggage, have adequate sunlight and ventilation, can be easily cleaned and maintained, and aresafeandsecure.
That there is access for people with disabilities.Amenities, fire safety and requirements for building approval.A change of use will, as a minimum, require the issue of a Certificate of Occupancy from
abuildingsurveyor(eitherCounciloraprivatebuildingsurveyor)thatwillconsider matters such as adequate smoke alarms and means of escape from the building and individual rooms and that there are adequate showers and toilets (all specified by the Building Code of Australia). Any building works will also require a building permit which will considertheseandotherissues.
If you have any queries regarding making an application please contact Council’s Economic Development Uniton(03)62640300.
Other assistance with your proposal
The Huon Valley Tourist Accommodation Guidelines have been developed to provide assistance and support those persons seeking to establish a tourist accommodation establishment in the Huon Valley. The guidelines are specific to Environmental Health and Building Design matters relating to tourism accommodation in the Huon Valley Council Local Government Area.
LocalCouncilsarerecognisedbythecommunityashavingtheresponsibilitytoensurethatbuildingscomplywith the minimum standards for construction, safety, health and convenience. In this respect tourist accommodation establishments will be required to comply with the relevant requirements of the Council’s PlanningandLegaldepartment,includingcompliancewiththestandardspertainingtotheBuilding Code of Australia,theFood Act 2003andthePublic Health Act 1997.
The role of the Huon Valley Council’s Economic Development Unit us to foster economic development activity in the Huon Valley. The Economic Development Unit can assist developers by providing advice in relation to proposed developement and facilitating meetings with Council’s Building Surveyors and Environmental Health Officers when contemplating or preparing a Development Application for a tourist accommodation establishment.
Huon Valley Council actively encourages investment and development in the local tourism industry and has prepared a Huon Valley Accommodation Prospectus that identifies Council owned land that may be suitablefortourismdevelopment.AcopyoftheprospectuscanbeobtainedfromCouncil’sEconomicDevelopmentCoordinator.
STRATEGIES
TheHuonValleyCouncilhasproducedtwoRegionalTourismDevelopmentStrategiesthatshouldbeconsidered. The Huon Valley Regional Tourism Strategy 2009-2012 and Far South Tasmania Tourism
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Development Strategy 2007 identify development opportunities that relate to those specific areas. Both documentscanbeaccessedfromtheCouncilwebsitewww.huonvalley.tas.gov.au
Other documents that may be of use include:
HuonValleyCouncilEconomicDevelopmentStrategy2009HuonValleyLandUseandDevelopmentStrategy2007
TASMANIANHERITAGECOUNCIL
The Tasmanian Heritage Council came into existence in 1997, following the proclamation of the Historic Cultural Heritage Act 1995. The Council is made up of councillors, representing diverse community and professional interests including property owners, farmers and graziers, conservation interests and areas of expertise such as history, architecture, archaeology, engineering and tourism.
The Heritage Council is a statutory body separate to government responsible for the administration of the ActandtheestablishmentoftheTasmanianHeritageRegister.Itsprimarytaskisasaresourcemanagement and planning body, focused on heritage conservation issues. As such, any development on heritage listed places require the approval of the Heritage Council before works can commence.
More information available from www.heritage.tas.gov.au
TOURISMSIGNAGE
Tourism signs need to be carefully designed and positioned to ensure they communicate effectively to visitorswithoutcompromisingroadsafety.TheTasmanianRoadsideSignsManual,whichincorporatestheTasmanian Visitor Information System, gives you the details you need to comply with State Government’s signage regulations.
More information available by contacting:
VinGerasiminokTourism Signs Consultant - Roads and Traffic DivisionDepartmentofInfrastructure,EnergyandResources(DIER)P: 03 6233 8539Email: [email protected]: www.transport.tas.gov.au/publications/tasmanian_roadside_signs_manual
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5. Accreditation and Certification
Tourism accreditation is a process designed to establish and continually improve standards for conducting tourismbusinesses.Itaimstoassisteverytourismbusinesstoimprovethewayitoperates.Thus,accreditation provides customers and the industry with an assurance that a tourism operator is committed to quality business practices and professionalism in all aspects of the enterprise.
In an increasingly competitive global marketplace in which customer expectations are constantly changing, the ability of any Australian enterprise - large or small - to remain viable and/or to grow, requires an individual ‘recipe’ for continually improving the way it operates. Simply put, that recipe can be summed up as a commitment to continuous improvement.
Continuous improvement and best business practices are critical to the ongoing success of the Australian tourism industry in meeting the demands of this global marketplace. Such challenges can bebestmetthroughtheestablishment,maintenanceandenforcementofagreedindustrystandards.Anumber of accreditation programs have been established to meet the various types of tourism businesses. An overview of some of these accreditation programs follows.
AUSTRALIANCODESOFPRACTICEDATABASE
The Australian Codes of Practice Database is a free service that provides details about requirements that may apply to your business, including legislated codes of practice, design rules and standards.
NATIONALTOURISMACCREDITATIONPROGRAM
What is Tourism Accreditation?
The Australian Tourism Accreditation Program is an important initiative of the Tourism Industry Council of Tasmania(TICT).Theprogramisdesignedtoraiseprofessionalismoftheindustrythroughtheimplementation of business management practices and standards. The Australian Tourism Accreditation ProgramisabusinessdevelopmenttoolthatisbasedonQualityAssurancePrinciplesandisalignedtotheAustralian and International Standards for Quality Management Systems – ISO 9002.
Theprogramaddressesmanyoftheissuesassociatedwiththedevelopmentofabusinessplanbutfocuseson those key elements that are part of the day to day function of any tourism business operations. It aims toassisteverytourismbusinesstoimprovethewayitoperates.Asaresult,consumersandtheindustryare assured that an operator is committed to quality assurance and customer service.
Tourism accreditation is industry driven to ensure the ongoing sustainability and best practices of tourism operatorsinTasmania.
How do you achieve Tourism Accreditation?
To achieve accreditation a business must provide evidence that they have business practices that ensure the services and products offered by them are of a consistent quality and meet or exceed the expectations oftheircustomers.
STEP ONE – Register for Accreditation
Complete the Accreditation Registration Form and post, fax or email back to the Tourism Industry Council of Tasmania (TICT). Yearly fees are based on the number of full time or equivalent staff members employed.
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STEP TWO – Submit Supporting Documentation
Once the appropriate fee has been received you will be issued with an Australian Tourism Accreditation Program (ATAP) account username and password to access the online tourism accreditation program. The ATAP website contains an Accreditation Checklist detailing each section of the program and documentation that needs to be submitted by uploading it to a secure site. The site has been designed for youtoworkprogressivelythroughtheprocessandprovidesexamplesandtemplatestoassist.
STEP THREE – Onsite Verification
On successful completion of the accreditation submission, an onsite verification visit will be conducted. The onsite verification is conducted to check for conformity with your documented standards and procedures.What are the benefits of accreditation?
OPERATOR BENEFITS
Documentation of formal operational and management procedures which can add value and direction to a tourism business. This leads to improved business knowledge, competence,managementandpredictability.
Ability to display the Tourism Accreditation logo on business advertising and marketing.AccreditedoperatorslogorecognisedandpromotedinGovernmentsponsoredprograms
and tourism publications. Facilitate continuous business improvement via an alignment with Total Quality
Managementprinciples.Improvedabilitytomeetconsumerneeds. Encourages operators to identify strengths and weaknesses of their business.
INDUSTRY BENEFITS
Providestravelretailersandwholesalerswithanassuranceofprofessionalservice. The accreditation logo will be promoted nationally and internationally as a symbol of quality
withinthetourismindustry. Contribute to a more sustainable and competitive tourism industry for Australia. Self-regulation reduces likelihood of imposed regulation. An assurance that an operator is committed to quality business practice, professionalism,
anddeliverwhattheypromise.
CONSUMER BENEFITS
Provides consumer with an assurance of:
AnappropriatelyLicencedOperator Accuracy in advertising A commitment to qualityProfessionalcustomerservice.
The Australian Tourism Accreditation Program is also an effective business development tool. It aids in the development of effective business procedures to ensure that your business operates effectively and efficiently.
More information available from http://tict.com.au/accreditation/
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AUSTRALIAN STAR RATING SCHEME – AAA TOURISM
Star ratings are awarded by AAA Tourism and are an independent assessment of the standard of physical facilities offered by a property. To be accepted into the Australian STAR Rating Scheme, a property must comply with each of the following criteria:
The property has public liability insurance (minimum $5,000,000);The property has all the required current permits (Federal, State and Local) to operate as a
tourist accommodation, and complies with all relevant laws and regulations;The guests have complete and easy access to the accommodation 24 hours a day;All guest accommodation has lockable entry doors and secure windows; All guest accommodation has effective visual privacy from exterior areas;A facility is available to receive booking enquiries year round;Clear and visible signage is displayed for the property; Thepropertymustbepresentedinacleanandacceptablymaintainedfashionforallguests
at all times;The property is required to publicly display the correct STAR rating affixed to the property
in a clear visible position. At a minimum this must be the official decal or certificate with the relevant Auto Club brand;
The operator has notified AAA Tourism of all rooms that are available for tourist accommodation;
The operator agrees that AAA Tourism reserves the right to request at any time an AssessmentofComplianceofthepropertywiththerelevantSchemeCategoryStandards (subject to reasonable prior notification); and
The attitude of all staff dealing with customers is professional and courteous at all times.
In addition to the Scheme Entry Criteria, the following requirements must be met for an accommodation facility to be allocated a specific category:
ApartmentHotel
Dining facilities in room;Cooking facilities – minimum of microwave, 2 hot plates, saucepans, crockery, cutlery and
cooking utensils;Meals and beverages provided from outlets within the complex (may/may not be operated
by the property);Onsite representative contactable 24 hours, 7 days per week;Bedding provided and included in the tariff; andServicing of rooms 7 days (this includes linen/towel change, removal of rubbish and
cleaning).
Backpackers
Guest communal rooms available – (lounge, dining areas, kitchen, including the use of cooking and eating utensils);
Communal shower and toilet cubicles must provide total privacy with lockable doors;Representative contactable 24 hours, 7 days a week; andA minimum of 1:10 (beds) for showers and toilets (not including host or ensuite facilities).
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BedandBreakfast
BedandBreakfast(SelfCatering)
Dining facilities in room;Cooking facilities – minimum of microwave, 2 hot plates, saucepans, crockery, cutlery and
cooking utensils;Host or representative contactable 7 days per week, if not resident, must be available within
a 10 minute drive from the property;Breakfast provisions must be included in the tariff and be sufficient for a duration of a stay;Properties without a host or representative must have a sign clearly indicating address or
phone number where enquiries can be made in case of emergency; andAll accessible wardrobes, drawers and cupboards in the guest accommodation must be clear
ofthehost’spersonalbelongings.
Bed and Breakfast (Traditional)
Resident host available to check guests in/out or be available within a 10 minute drive from the property;
Breakfast must be included in the tariff and be prepared and served by the host;The guests must have the choice of a continental or a full breakfast;Servicing of rooms 7 days (this includes linen/towel change, removal of rubbish and
cleaning);Shower and toilet facilities may be shared by guests but not with hosts; andAll accessible wardrobes, drawers and cupboards in the guest accommodation must be clear
ofthehost’spersonalbelongings.
Guesthouse
If the host/manager and guests are accommodated in the same building, there must be separate living areas;
Resident host available to check guest’s in/out or within a 10 minute drive from property;Daily servicing (7) days to be included in the tariff;Shared facilities (not with host) – minimum dining room and lounge area to be available;Shower and toilet facilities may be shared by guests but not with hosts; andAll accessible wardrobes, drawers and cupboards in the guest accommodation must be clear
ofhost’spersonalbelongings.
Hotel/Pub
Meals and beverages provided from outlets within the complex (may/may not be operated by the property);
Onsite representative contactable 24 hours, 7 days a week;Servicing of rooms 7 days (this includes, linen/towel change, removal of rubbish and
cleaning); andBedding provided and included in the tariff.
Houseboat
Dining facilities;Cooking facilities – minimum of microwave, 2 hot plates, saucepans, crockery, cutlery and
cooking utensils;Manager/Caretaker or representative contactable from boat 24 hours a day, 7 days per
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week; andAll stairs/ladders must have handrails.
Motel
Onsite representative contactable 24 hours, 7 days per week;Servicing of units 7 days (this includes linen/towel change, removal of rubbish and cleaning);Bedding provided and included in the tariff; andOwnshowerandtoiletintheunit.
Resort
A resort style pool (min. 20m x 5m);A resort shop selling basic personal amenities;A minimum of 2 dining facilities;A minimum of 3 land and 3 water based activities;A minimum of 2 bar areas (i.e. pool bar, restaurant bar);Onsite representative contactable 24 hours, 7 days per week; andBedding provided and included in the tariff.
SelfCatering
Cooking facilities – minimum of microwave, 2 hot plates, saucepans, crockery, cutlery and cooking utensils;
Manager/Caretaker or representative contactable 24 hours, 7 days per week;All accessible wardrobes, drawers and cupboards in the guest accommodation must be clear
of host’s personal belongings; andProperties without a resident manager/caretaker or representative must have a sign clearly
indicating address or phone number where inquiries can be made in case of emergency.
Tourist/Caravan Park
CaravanPark
Communal shower and toilet cubicles must provide total privacy with lockable doors;Manager/Caretaker must visit daily; andProperties without a resident manager/caretaker or representative must have a sign clearly
indicating address or phone number where inquiries can be made in case of emergency.
Tourist Park Accommodation
Dining facilities in cabin;Cooking facilities – minimum of microwave, 2 hot plates, saucepans, crockery, cutlery and
cooking utensils; andManager/Caretaker must visit daily.
The proprietor/manager is required to observe the following Code of Conduct at all times:
Give conscientious attention to guest care and service. Rude, indifferent or poor service is unacceptable;
Regard all guests with equal respect and consideration;Give full consideration to the particular requirements of guests with disabilities and guests
with special needs, and make suitable provision where applicable;
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Ensure all guest enquiries, requests, bookings, refunds and correspondence are dealt with promptly and courteously;
Advise guests are informed of all the terms and conditions of the booking contract including the terms of payment and any cancellation conditions, prior to or at the time of making the booking;
Unless required by law, information concerning an individual guest to another entity without the guest’s permission will not be provided;
Operate on an ethical, business like basis;Ensure that advertising (including brochures or other printed or electronic media) is accurate
andtruthful,andfreeofambiguitywhichcouldcreateamisleadingimpressionorotherwise be contrary to the guest’s interests;
Establish and maintain procedures for the effective handling of any complaints, ensuring all complaints are dealt with properly and reasonability; and
Actinanenvironmentallyresponsibleway.
More information available from www.aaatourism.com.au/about-star-ratings/star-scheme/
GREEN STARS – AAA TOURISM
AAA Tourism promotes and manages star-rated accommodation properties in Australia. Green Stars are additional to the current star rating and are given to businesses that achieve practical environmental standards. Green Stars make it possible for customers and the industry to identify tourism businesses committed to reducing the environmental impacts of their operation. More information available from www.aaatourism.com.au/about-star-ratings/star-eco/
ECO CERTIFICATION PROGRAM - ECOTOURISM AUSTRALIA
The ECO Certification logo is a globally recognised brand which assists travellers to choose and experience a genuine and authentic tour, attraction, cruise or accommodation that is environmentally, socially and economically sustainable. The ECO Certification program assures travellers that certified products are backed by a strong, well managed commitment to sustainable practices and provides high quality nature-based tourism experiences.
More information available from www.ecotourism.org.au
GREEN TOURISM / EARTHCHECK
The Huon Valley Kingborough Tourism Association has released a program available for members to participate in an environmental sustainability program. The focus for Green Tourism operators is to reduce theirenergy,waterandwasteusage,andtobenchmarkthemselvesagainstothersimilarbusinessesinAustralia and beyond. Being involved can help save money by improving operating systems, reducing bills, opening extra marketing opportunities to draw in new clients, and growing businesses.
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There are three stages of involvement:
LEVEL 1 LEVEL 2 LEVEL 3Commit & Assess Measure & Validate Independent Certification
AcceptCodeofConduct IncludesLEVEL1,plus InvestinthirdpartyauditCompleteHealthcheck Action your plan VerifyLEVEL2assessmentsSiteassessmentchecklist UseGreenTourismapproach Use International logoDevelop action plan Completewebsitetool
RecordimprovementsLTOassessment
1-4 employees $100/year 1-4 employees $175/year $5000/year *5+ employees $125/year 5+ employees $225/year *may vary depending on audit requirements
More information available from www.greentourism.org.au
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6. Professional Development
Professional training will help equip you with the skills necessary to be successful in the tourism industry.
6.1 Training and Business Skills Development
The following organisations offer training assistance or a range of professional development workshops and courses.
HUON VALLEY COUNCIL
Huon Valley Council has a dedicated Economic Development unit that is approachable and can offer valuable information for new and existing operators in the industry. The Council can provide information and details regarding training and development opportunities as they are made available through Government departments, business and employment agencies and education institutions.
TOURISM INDUSTRY COUNCIL OF TASMANIA (TICT)
TourismIndustryCouncilofTasmaniaisthepeakbodythatrepresentsandactsonbehalfoftheTasmaniantourism industry. Its mission is to provide strategic direction and a united voice for the sustainable developmentandgrowthoftheTasmaniantourismindustry.
TASMANIAN CHAMBER OF COMMERCE AND INDUSTRY (TCCI)
The TCCI is Tasmania’s peak business organisation. It has a statewide membership drawn from all industry sectors. The TCCI provides effective leadership for employers and delivers a range of relevant and quality services to the business community. The TCCI can keep you informed about the latest training courses available and ensure both you and your staff are maintaining currency of skills.
EVENTSTASMANIA
Events Tasmania provides opportunities for event education and training in Tasmania such as accredited trainingcourses,conferencesandforumsaswellasworkshops.
UNIVERSITY OF TASMANIA (UTAS)
The University of Tasmania offers one of the widest ranges of courses in Australia. It also offers three year undergraduate courses and post graduate studies in tourism. More information available from www.utas.edu.au/
TasTAFE DRYSDALE
The Drysdale campus of TasTAFE conducts a wide variety of full-time and part-time courses across the tourismandhospitalityindustries.ThecoursesrangefromthreeyearmanagementAdvancedDiplomasto basic skills training programs. More information available from www.tastafe.tas.edu.auKINGBOROUGH COMMUNITY ENTERPRISE CENTRE INC.
The Kingborough Community Enterprise Centre Inc. provides free and confidential information, guidance and advice to small businesses. They can provide practical self-help publications, mentoring programs,referralstospecialistprogramsandhelpdevelopmanagementskills.
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6.2 Communication
Regular communication throughout the industry is extremely important to ensure operators are aware of marketing campaigns, training opportunities, and promotional activities being undertaken by key stakeholders.
TOURISMTASMANIA
Tourism Tasmania produces a regular newsletter which can often contain details of local training and businessdevelopmentforums.
TourismTalk Tourism Talk is a fortnightly newsletter. It contains all the latest issues related to tourism in Tasmania.Itisdistributedfreeonlineviaanautomatedemail.Tojointhemailinglist,you needtosubscribeontheTourismTasmaniaCorporatewebsite.
INDUSTRY ASSOCIATIONS
Industry Associations can provide a number of resources and opportunities to assist tourism industry operators with their day-to-day business activities including cooperative marketing opportunities.
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7. Business Resources
A fundamental part of all business planning is research. Research helps you develop effective business strategies and identify opportunities and potential customers. Knowledge of your customers can play a vital role in effective positioning and the ultimate success of your product in the marketplace. Various tourismresearchresourcesandcurrenttourismstrategiesarelistedbelow.
7.1 Industry Research and Statistics
TOURISMTASMANIA’SRESEARCHUNIT
Tourism Tasmania maintains an active research unit. The unit conducts a range of regular research projects aimed at better understanding consumers behaviour whilst in the State as well as how to influence potential new customers.
The most significant ongoing research is the Tasmanian Visitor Survey (TVS). The TVS is designed to provide a profile of the characteristics, travel behaviour, and expenditure of international and domestic visitors to Tasmania. The TVS is acknowledged as the most reliable source of statistical data about visitors to Tasmania; being based on a sample of more than 9000 visitors to Tasmania per year. The TVS collects a wider variety of data about visitors than other visitor surveys; being an island state means that visitorscanbeaccuratelycountedastheydepartviaTasmania’sairandseaports.
ThedatacollectedintheTVSisprovidedtotheTasmaniantourismindustryandtoGovernmentagenciestofacilitateandpromotethedevelopmentoftheindustry.
TOURISM TASMANIA’S ONLINE DATA TOOL – WEB REPORTER
WebReporterallowsyoutofullyexaminethedataavailablefromTourismTasmania’slatestsurveys.Onlineresults are formatted in easy to read tables with trend indicators from previous years. You can also download sections of the data in Excel format for local manipulation, comparison and charting. All the data on the site is free, however for additional analysis you may be charged a small fee.
TOURISMRESEARCHAUSTRALIA
Tourism Research Australia is a business unit of Tourism Australia. It provides independent, timely and strategic statistics and analysis to the tourism industry, Government and the community to help enhance the value of tourism in the Australian economy. Two major visitor surveys are conducted: the National Visitor Survey and the International Visitor Survey. Both are useful for examining market share trends, behaviour in other States/Territories and intrastate travel within Tasmania. (It is important to note, the data on Tasmanian tourism in these surveys is largely based on figures obtained from Tourism Tasmania’s TVS). More information available from www.tourism.australia.com/en-au/research/default.aspx
ThedatacollectedintheTVSisprovidedtotheTasmaniantourismindustryandtoGovernmentagenciestofacilitateandpromotethedevelopmentoftheindustry.
TOURISM TASMANIA’S ONLINE DATA TOOL – WEB REPORTER
WebReporterallowsyoutofullyexaminethedataavailablefromTourismTasmania’slatestsurveys.Onlineresults are formatted in easy to read tables with trend indicators from previous years. You can also download sections of the data in Excel format for local manipulation, comparison and charting. All the data on the site is free, however for additional analysis you may be charged a small fee.
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TOURISMRESEARCHAUSTRALIA
Tourism Research Australia is a business unit of Tourism Australia. It provides independent, timely and strategic statistics and analysis to the tourism industry, Government and the community to help enhance the value of tourism in the Australian economy. Two major visitor surveys are conducted: the National Visitor Survey and the International Visitor Survey. Both are useful for examining market share trends, behaviour in other States/Territories and intrastate travel within Tasmania. (It is important to note, the data on Tasmanian tourism in these surveys is largely based on figures obtained from Tourism Tasmania’s TVS). More information available from www.tourism.australia.com/en-au/research/default.aspx
AUSTRALIANBUREAUOFSTATISTICS(ABS)
The Australian Bureau of Statistics (ABS) is Australia’s official statistical organisation. It assists and encourages informed decision-making, research and discussion within Governments and the community by providing a national statistical service. The bureau has two main tourism data collections: Survey of Tourist Accommodation, which is a survey of accommodation operators; and Overseas Arrivals and Departures. More information available from www.abs.gov.au
COOPERATIVERESEARCHCENTRESPROGRAM(CRC)
The Cooperative Research Centres Program is a major research and development initiative of the Australian Government. The program aims to bring the highest quality research providers and industry operators together to focus on outcomes for businesses and communities.
TheSustainableTourismCRC(STCRC)wasestablishedtounderpinthedevelopmentofadynamic,internationally competitive, and sustainable tourism industry. The STCRC is a not for profit company owned by its industry, Government and University partners. More information available from www.crctourism.com.au/
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8. Marketing and Distribution
A well-researched marketing plan, a competitive marketing mix and appropriate distribution channels will ensure you stand out from your competitors.
Likewise, the distribution channels you choose can influence the success and image of your product or service. The following section will help you find the information you need to effectively distribute and marketyourproductorservice.
8.1 Network and Cooperative Marketing Initiatives
Tourism Tasmania, regional tourism associations, industry associations and other networks can help you make the most of marketing opportunities. Promoting attractions, tours and accommodation as a group is much more cost effective than doing it on your own.
Join associations and mix with other operators within your region or touring route to share resources, organise cooperative marketing activities, organise familiarisations for trade, cross-sell each other’s productsandadviseandlearnfromeachother.
HUONTRAIL
TheHuonTrailisthemostobviousforthoseoperatorslocatedintheHuonValley.TheHuonTrailisthetouring route that covers the area south of Hobart – taking in the D’Entrecasteaux Channel, Bruny Island, Far South and Huon Valley. A number of marketing opportunities are available for operators located in the area as a result of the activities undertaken by the Huon Trail
Huon Trail Touring Map & Guide
This is the core marketing activity of the Huon Trail. The A5 brochure is reproducedannuallyandisthemainbrochureforvisitorstravellingtothe region.Approximately100,000copiesofthebrochureareproducedeach year and are distributed through a strategic and vigorous distribution network. The brochure consists of advertising space purchased by operators from within the region. Traditionally, advertising has been sold to cover production and distribution costs. Each advertiser is also marked on the comprehensiveregionalmapofthearea.Thebrochurealsoprovidesgeneric information for visitors to aid them in their travel planning and touring.
To advertise in the brochure, an advertising prospectus is released around June each year, with the brochure made available by early/mid October in hardcopyandonline.
Huon Trail website – www.huontrail.org.au
The Huon Trail website provides additional information about touring in the region. The website is maintained with news items, hot deals and events that are specific to the touringroute.Operatorscanbepromotedthroughthissite,howevertheymustbe registeredwithTourismTasmania’sTigerTOURdatabase(acomprehensivedatabaseofall tourismproductsandservicesfromTasmania).Thewebsiteinteractswiththis databaseandcapturesallrelevantdataandimagesthatarestoredwithTourismTasmania anddisplaysonthewebsite.MoredetailsaboutTigerTOURareprovidedinthisdocument.
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HuonTrailFacebook The Huon Trail also has its own Facebook page and can be found via the following link: www.facebook.com/pages/Huon-Trail/149488431746304
HuonTrailiPhoneandiPadapp
TheHuonTrailiPhoneandiPadappisavailablefreeofchargefromiTunes.Theappcaptures all information available from the website in a convenient, easy to use format. Operators whohaveregisteredwithTourismTasmania’sTigerTOURdatabasewillbepromotedthrough theapp.
Huon Trail e-Newsletter
A bimonthly e-Newsletter is produced by the Huon Trail. The e-Newsletter is distributed to a comprehensive database of potential visitors who have expressed interest in receiving more information about the region and to be kept up to date with any news, hotdealsandeventsthatarehappening.Operatorsarecontactedviaemailaskingfor anynews,hotdeals,eventsetc.thatareduetohappenandtheseareaddedforfree.All content on the newsletter is also replicated on the website under the appropriate sections. A copy of the current newsletter is also uploaded to the website for download.
Huon Trail Joint Marketing Opportunities
Each year the Huon Valley Kingborough Tourism Steering Committee will hold a marketing workshop where the marketing activities to be undertaken by the Huon Trail for the next financial year are determined. These activities do change occassionally year on year, however there are always a number of opportunities that operators can take advantage of. For example:
TasmanianTravelways The Tasmanian Travelways is a bimonthly publication that is distributed statewide and interstate. It provides a comprehensive listing of all tourism products available. The Huon Trail regularly advertises in this publication, and provides opportunities for operators to participate in a full page Huon Trail branded advertisement. These opportunities are communicated by email.
ATasteoftheHuon The annual celebration of local food and beverage, A Taste of the Huon, is a great waytoshowcasetheHuonTrail’sdepthofproductsandservices.TheHuonTrail has a stall at the two day event, and provides opportunities for operators to distributebrochuresandprizes,andvolunteertoworkonthestall.Theexposure received is substantial and a great way to meet visitors and promote the regional experiences.Detailsarecommunicatedbyemailleadinguptotheevent.
Other Activities and Opportunities A number of other activities and opportunities are made available as the year progresses, so it is advised that you maintain contact with the Huon Trail Marketing Officer in order to take advantage of these opportunities. A copy of the latest Huon Trail Marketing Plan is available by contacting the Marketing Officer.
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HuonValleyVisitorCentre TheHuonValleyCouncilrecentlyestablishedtheHuonValleyVisitorCentre located at 2273 Huon Highway, Huonville. The Centre provides a free information andbookingserviceforvisitorstotheregion,andprovidesoperatorswitha wonderful opportunity to showcase their products and services to a captive audience. The Centre offers brochure displays that can be purchased annually - DL, A5 and A4 spaces are available. Other opportunities are available to operators. SellingyourproductthroughtheVisitorCentreisagreatwayofshowcasingthe depthofproductsandservicesavailableforvisitors. TheCentreoperatesona15%commissionbasis.FullpaymentispaidattheCentre and operators are required to produce a tax invoice so that payments can be processed.
Along with accommodation and attractions, the Centre also provides an avenue for localproducersandsupplierstoselltheirwares.TheCentreisgraduallybuildingup an extensive range of quality giftware, local wines, cheese, wood-turned products, books,postcardsandotheritemstoselltovisitors.
The Centre releases its Advertising Prospectus annually in June. To receive a copy please contact the Visitor Centre Team Leader on 6264 0326 or email: [email protected]
TOURISMTASMANIA
Tourism Tasmania offers a range of marketing and sales opportunities to help promote Tasmanian tourism productsandexperiences.
1. PromotingTasmania Tourism Tasmania conducts a range of targeted promotions and marketing activities throughout the year to promote Tasmania as a destination in domestic and international markets as well as help connect potential customers with Tasmanian businesses. These activities focus on the best visitor prospects for Tasmania and ensures the organisation gets the best return on investment from its marketing effort and resources. Recent campaigns include “Go behind the Scenery” and the “Save a Mainlander” campaign.
2. Partnerships BrandPartnerships Tourism Tasmania works with organisations who have brand values and objectives that align withthoseofTourismTasmania,enablingustoreachmorepeoplewhoarelikelytowantto visit.
SomeofthesebrandpartnersincludePaddyPallin,WineTasmania,R.M.Williams,SBS’s GourmetFarmerandAustralianGeographic.
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Distribution Partners TourismTasmaniaknowsthevalueofestablishingformalpartnershipswiththoseselling Tasmania, and works with travel and tourism industry partners to deliver benefits for all partners.
Howyousellyourproductisimportanttoachievingasuccessfultourismbusiness.Tobuy your product visitors can:
Buydirectwithyoubyphone,internetorfax,orwalkinthedoorGo to a travel agent - you pay commissions and you’ll need a wholesaler Through websites such as quickbeds, wotif, discovertasmania.com.
Tourism Tasmania works with distribution wholesalers and retailers to develop their knowledge and understanding of what Tasmania has to offer.
Distribution partners include:WholesalersRetailtravelagentsDigitalTasmanianoperatorsCarriers(airandsea)
EventPartnerships TourismTasmaniapromoteseventsthathavethecapacitytoincreasevisitstoTasmaniaand that promote Tasmania as a culturally vibrant destination. Developing partnerships with events organisers is critical to this process.
Tourism Tasmania works with events partners to create shared marketing strategies and activities including promotional campaigns, shared databases, introductions to third party partners, consumer competitions and product packaging.
Bysharingresourcesandnetworkswitheventpartners,TourismTasmaniacanachieve greater value for money in growing visitation to the state. Working with events partners also enables Tourism Tasmania to more effectively target marketing campaigns to specific marketsandsectors.
3. InternationalMarketing Tourism Tasmania provides support to Tasmanian based operators wanting to develop and market their tourism product or experience internationally.
OperatorsinterestedinbecomingexportreadyshouldseeTeamTasmania.
Tourism Tasmania actively promotes Tasmania and Tasmanian tourism product in the United Kingdom, Europe, North America, New Zealand, Malaysia, Singapore, Japan and Korea. This is achieved through co-operative campaigns and promotions with partners includingairlines,touroperators,wholesalersandinboundtouroperatorsaswellasthe in-country trade.
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Tourism Tasmania also provides opportunities to educate international travel buyers and to helpthemexperienceTasmaniaandTasmaniantourismproductthroughsalescalls,trade missions, workshops and familiarisations.
TeamTasmania TeamTasmaniaisaprogramthatenables‘exportready’operatorstoworkwithTourism Tasmania on a range of international marketing opportunities. Membership is free, apart from the costs associated with participation in member activities.
The program focuses on the following four pillars:
BusinessdevelopmentAccess to international marketsCommunication, feedback and networkingMarketing opportunities.
Membership in the program is by application.
Team Tasmania members participate in regular networking (usually from April to September) and marketing events that provide insights into current trends and opportunities to access the key international markets available through Tourism Tasmania.
Trade Itineraries Tourism Tasmania provides resources to help the international travel trade promote and sell Tasmanian tourism product. This includes the preparation of itineraries suitable for each of our international markets and that incorporate Tasmanian export-ready businesses that offers appropriate commissionable products and experiences. The itineraries aim to help the international travel trade source new product and plan their own itineraries.
TradeShowsandSalesMissions Tourism Tasmania, in conjunction with Tourism Australia, participates in a number of international trade shows and events each year to promote Tasmania as a premier travel destination in our international markets.
4. OnlineMarketing Tourism Tasmania uses digital marketing to promote Tasmania’s tourism products and destinations. Their consumer facing website, www.discovertasmania.com.au is the main travel website for visitors interested in finding out more about travel to Tasmania.
TourismTasmaniaalsopublishtheTasmanianExperienceswebsite,wherepastandfuture travellerstoTasmaniacansharetheirexperiences. The poducts listed on the Discover tasmania website are automatically drawn from Tourism Tasmania’s tigerTOUR database.
DiscoverTasmaniaWebsite The Discover Tasmania website is Tasmania’s leading travel and tourism website. It offers consumerseverythingtheyneedtoplantheircompleteTasmanianholidayexperience.They cansearchacrossexperiencesandchecktheavailabilityandpriceofTasmanian accommodation, tours and activities online, and link through to an operator’s website where in many cases they can book and pay online in real time with ease and confidence.
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Free product listing You can have your product listed for free on discovertasmania.com.au simply by registeringyourbusinessdetailsontheTigerTOURdatabase.TheTigerTOUR databasefeedsthesearchmechanismontheDiscoverTasmaniawebsitesowhen you register on TigerTOUR your product is automatically included on www.discovertasmania.com.au
Advertising on the Discover Tasmania website Tourism businesses can buy advertising on Discover Tasmania in addition to their free listing.
Advertising opportunities include:Tasmanian Experiences website – Tourism Tasmania’s latest addition to the
consumer digital marketing channels – advertise your unique Tasmania experience in the latest offers section of Tourism Tasmania’s new online travel community.
Premium page advertising – boost your existing TigerTOUR profile with more
text, additional photographs and videos and special offers which you can theme to any of Tourism Tasmania’s marketing campaigns to achieve maximumimpact.
Sponsored listing – limited to 100 operators at any time, sponsored listings
appearrandomlythroughoutsearchresults.
Holiday Deals – promote your specific deals by taking one of only five bi-monthly prime homepage spots.
For further information on digital advertising, rates and rebates for accredited operators phone: 6230 8235 or email [email protected]
TasmanianExperiences TheTasmanianExperienceswebsiteislinkeddirectlyfromthehomepageof www.discovertasmania.comandisgeneratedprimarilybytravellerswithaloveand preferenceforholidayinginTasmaniaandwhoregularlychatonsocialnetworkingchannels such as Twitter and Facebook. The website also features posts by celebrities and well-known international travel writers.
Tourism Tasmania is driving consumer traffic to the Tasmanian Experience pages through social networking channels, such as Facebook and Twitter, and a range of marketing activities including public relations, search engine optimisation and Tourism Tasmania’s major marketing campaigns.
TigerTOURDatabase The TigerTOUR database contains extensive information on Tasmanian accommodation providers, tours and attractions and is an excellent and free way of advertising as operators included in the database automatically receive a free listing on the www.discovertasmania.com external website website and other local and national websites. They are also included in publications such as Travelways, a free bimonthly Tasmanian travel guide. In addition, TigerTOUR also supplies information to Tasmanian Visitor Information Network centres for their advertising and brochure rack mail outs.
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The information on the TigerTOUR database is electronically accessible to operators, wholesalers,retailersanddistributorsforuseontheirwebsitesandbookingsystems.
AllTasmaniantourismproductsincludedintheTigerTOURdatabasearealsouploadedto theAustralianTourismDataWarehouse(ATDW)databasedaily.
Althoughentryinthedatabaseisfree,it’simportanttoadviseusofanychanges,including costs, to ensure information displayed is current. To be included contact the TigerTOUR team at Tourism Tasmania on 03 6230 8229 or email: [email protected]
AustralianTourismDataWarehouse(ATDW) The Australian Tourism Data Warehouse (ATDW) is a national online database of information onAustraliantourismproductsandexperiences.AllTasmaniantourismproductsincludedin theTigerTOURdatabaseareuploadedtotheATDWdaily.
The ATDW database is used by major travel distributors such as Yahoo, Google and About Australia.Ithas75licenseddistributors,45ofwhichhavewebsitespublishingATDWdata withtheremainderinvariousstagesofdevelopmentcapableofincludingtheATDWdata.
LicenseddistributorwebsitesdrawontheAustralianTourismDataWarehousetodisplay tourism products and destinations to their consumers. It is important to note that not all distributors display every category type stored in the ATDW. This is at the discretion of the individualdistributor,dependingontheaudienceoftheirwebsite.
Current distributors of ATDW content include:
TourismAustraliaAboutAustraliaGlobenetTravelPlanBookTravelPleaseTakeMeToWebjet
5. VisitngJournalistProgram(VJP) Tourism Tasmania’s Visiting Journalist Program (VJP) brings carefully selected media from our national and international markets to Tasmania to experience our tourism products firsthand and in turn to create high quality editorial.
Hosting media through the VJP is a very cost-effective marketing tool for your business. Editorial is seen as more credible and reliable than advertising – it reinforces advertising messages and adds the ‘proof ’ of the advertising claims and the validation consumers often need to turn their interest into action.
Businesses that participate in the Visiting Journalist Program often see significant coverage of their product and subsequent increased business.
To participate, you must:
Have, or be working towards, accreditation in a recognised tourism accreditation scheme. For international visits accredited properties only and operatorsshouldalsobemembersofTeamTasmaniaorworkingtowardsthis.
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Be prepared to offer your product free of charge during the off season (June – August), a significantly discounted rate in the shoulder season (September– November and March – May) and a negotiated
discountinthepeakperiodsfromDecembertoFebruaryandduringEaster andschoolholidays.
For further information contact:
National VJP Coordinator T: 03 6230 8173 E: [email protected]
6. VisualLibrary Tourism Tasmania’s Visual Library contains an extensive collection of images and videos featuringTasmania’sregionsandtourismproducts.Imagesareavailabletotourismindustry professionals,media,corporatepartnersandthepublic.
Accessingthevisuallibraryisaneasywaytosourceimageryforyourtourismbusiness.As a registered user, you have access to still images and promotional video, many of which are freeofcharge.
SharingyourimagesthroughtheTourismTasmaniaVisualLibraryisalsoagreatwayto market your product through advertising, media and travel trade. If you have good quality imagerythatcapturestheessencesofyourproductortourismexperience,youare encouraged to submit them as copyright free images to our visual library. Registration is easyandfree.
TOURISMBROCHUREEXCHANGE(TBE)
Tourism Brochure Exchange facilitates efficient, cost effective delivery and servicing of brochures to prime tourism locations within Tasmania. These include hotels, motels, coach terminals, hire car depots, airline terminals and visitor centres. They also operate the Visitor Information Centre onboard the SpiritofTasmania1and2.FormoredetailsaboutTourismBrochureExchangevisitwww.tourismbrochureexchange.com.au
TASMANIANVISITORINFORMATIONNETWORK(TVIN)
As previously mentioned, the TVIN is a great way of promoting your product and facilities on the ground. TheTVINcanhelpyoumarketyourproductandmakebookingsforavarietyofcustomers.
8.2 Brand Information
BRANDTASMANIA
The independent Brand Tasmania Council was established in July 1999 to formulate and promote a place of origin branding initiative for Tasmania. Its members include leaders of the private sector and representatives of Tourism Tasmania and the Department of Economic Development. It works in cooperation with industry councils such as the Food Industry Council of Tasmania.
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9. Accessibility to Technology
HUON VALLEY REGIONAL ACCESS NETWORK
Recognisingissueswithinternetaccessibility,serviceandspeedintheregion,theHuonValleyRegionalAccessNetworkisapartnershipbetweenTasmanetandtheHuonValleyCouncil.Itaimstodeliver CBD broadband level services via wireless technology to residential and business consumers in the D’EntrecasteauxChannel,HuonValleyandBrunyIslandareas.
TheHuonValleyRegionalAccessNetworkisdesignedtomeetbusinessandindustryneedsintermsofaccess to high speed Broadband capability; to improve the quality of service delivery by a range of service providers throughout the Huon Valley utilising improved access to Broadband technology; and to provide allresidentstheopportunitytotakeadvantageofhighspeedBroadbandtechnology.
Further details about this network can be obtained from the Huon Valley Council or by contacting Tasmanet on 1300 792 711 or by email: [email protected].
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10. Important Websites and Other Resources
FollowingaresomeimportantwebsitesandresourcesthatmaybeusefulforyouasaTasmaniantourismoperator.
HUON TRAIL (and its affiliated websites)
HuonTrailwebsite www.huontrail.org.au FarSouthTasmania www.farsouthtasmania.com BrunyIsland www.brunyisland.org.au
HUON VALLEY COUNCIL
EconomicDevelopmentCoordinator Huon Valley Council P: 03 6264 0360 PO Box 210 F: 03 6264 0399 Huonville TAS 7109 M: 0407 870 043 E: [email protected] www.huonvalley.tas.gov.au
Business Development Officer Huon Valley Council P: 03 6264 0359 PO Box 210 F: 03 6264 0399 HuonvilleTAS7109 E: [email protected] www.huonvalley.tas.gov.au
Huon Trail Marketing Officer Huon Valley Council P: 03 6264 0325 PO Box 210 F: 03 6264 0399 HuonvilleTAS7109 E: [email protected] www.huonvalley.tas.gov.au
Senior Environmental Health Officer Huon Valley Council P: 03 6264 0355 PO Box 210 F: 03 6264 0399 HuonvilleTAS7109 E: [email protected] www.huonvalley.tas.gov.au
Development Assessment Officer Huon Valley Council P: 03 6264 0300 PO Box 210 F: 03 6264 0399 HuonvilleTAS7109 E: [email protected] www.huonvalley.tas.gov.au
VisitorCentreTeamLeader Huon Valley Visitor Centre P: 03 6264 0326 2273 Huon Highway F: 03 6264 0394 HuonvilleTAS7109 www.huonvalley.tas.gov.au E: [email protected] www.huontrail.org.au
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LOCALTOURISMASSOCIATIONS(LTAs)
Huon Valley Kingborough Tourism Association (HVKTA) POBox168 HuonvilleTAS7109 P: 03 6264 1838 E: [email protected]
FarSouthTourismNetwork POBox222 DoverTAS7117 P/F: 03 6298 3306 E: [email protected]
BrunyTourismInc. C/- Bruny island Premium Wines 4391MainRoad LunawannaTAS7150 P: 03 6293 1088 E: [email protected]
REGIONALTOURISMORGANISATION
Destination Southern Tasmania (DST) P: 03 6223 5650 E: [email protected]
TOURISMTASMANIA
Official visitor website www.discovertasmania.com
Corporatewebsite www.tourismtasmania.com.au
Tourism Talk www.tourismtasmania.com.au/talkTas Visitor Survey www.tourismtasmania.com.au/research/tvs Visiting Journalist www.tourismtasmania.com.au/marketing/vjpTeam Tasmania www.tourismtasmania.com.au/marketing/international/team_tasmaniaTigerTOUR www.tourismtasmania.com.au/marketing/online_marketing
Director of Marketing GuyTaylor P: 03 6165 5334 E: [email protected]
ManagerTourismProductandPlanning GillParsey P: 03 6165 5325 E: [email protected]
Manager International and Partnership Marketing ToryRoss P: 03 6165 5334 E: [email protected]
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Director Planning, Operations and Development Mark Jones P: 03 6165 5334 E: [email protected]
TOURISM INDUSTRY COUNCIL TASMANIA (TICT)
Tourism Industry Council Tasmania www.tict.com.au/
Chief Executive Officer Luke Martin 30 Burnett Street NorthHobartTAS7002 P: 03 6231 2244
IndustryServicesAdvisor TrinaMangels 30 Burnett Street NorthHobartTAS7002 P: 03 6231 2244 E: [email protected]
TASMANIANVISITORINFORMATIONNETWORK(TVIN)
Tasmanian Travel & Information Centre www.hobarttravelcentre.com.au Manager: Alex Heroys 20DaveyStreet HobartTAS7000 P: 03 6238 4222 E: [email protected]
Bruny D’Entrecasteaux Visitor Centre www.brunyislandaccommodationandtours.com.au Manager: Rick Gumley 81 Ferry Road, Kettering (Ferry Terminal) Kettering TAS 7155 P: 03 6267 4494 F: 03 6267 4266 E: [email protected]
HuonValleyVisitorCentre www.huontrail.org.au Team Leader: Sara Woolley 2273HuonHighway HuonvilleTAS7109 P: 6264 0326 F: 6264 0394 E: [email protected]
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For additional information and assistance please contact:
MichelleGledhillEconomicDevelopmentCoordinator
HuonValleyCouncilPOBox210HuonvilleTAS7109
P: (03) 6264 0360F: (03) 6264 0399M: 0407 870 043E: [email protected]: www.huonvalley.tas.gov.auW: www.huontrail.org.au