A Tourism Association that represents tourism operators at local and surrounding area events Lack of awareness from businesses that do not realise that they operate in the tourism industry High quality conference, meeting and wedding spaces offering unique features (historic buildings,country landscapes) State zoning regulations limit some tourism activity in the City of Whittlesea Established Council Events team that have demonstrated capacity to facilitate and host community events, including City of Whittlesea Community Festival and Carols by Candlelight Limited cooperation between tourism businesses (e.g. packaging products) Recent investment in restoring historic sites in the municipality (Carome Homestead, Farm Vigano) Lack of pedestrian, equestrian and bicycle trail connectivity to link the municipality and its tourism products (e.g. Mernda-Whittlesea Rail Trail) Culturally diverse community Limited promotion of the City of Whittlesea as a cycling destination Landscape and natural environment with a high level of environmental significance and ecological diversity Reliance on volunteers
business events and seminars. 1.1.4 Based on industry demand, expand the business events schedule to include events specifically targeting the tourism industry. The program will be based on tourism trends and skills training. Medium Council Within existing resources Two tourism-specific events run each year, with at 60% of places filled. Strategy 1.2 Provide relevant local, national and international information about networking, promotion and business opportunities Ref Action Priority Responsibility Resources Measure 1.2.1 Distribute a bi-monthly tourism e-newsletter to maintain contact with stakeholders, provide High Council Within existing resources Bi-monthly newsletter distributed to all tourism and tourism related operators in the
updates on industry and identify external opportunities for funding and professional development. City of Whittlesea. Increase tourism mailing list by 10% annually. 1.2.2 Promptly distribute relevant research data to increase knowledge of market information and trends. Low Council Within existing resources Tourism stakeholders are informed of state and national tourism trends and opportunities via the newsletter. 1.2.3 Collate and distribute annual visitor statistics from industry to ensure a clear picture of the local market. Medium Council, operators and Whittlesea Courthouse Association’ Within existing resources Annual report distributed to key industry stakeholders. Strategy 1.3 Facilitate the opportunity for businesses to strengthen ties across the industry Ref Action Priority Responsibility Resources Measure 1.3.1 Develop a familiarisation program for business operators within the City of Whittlesea. Medium Council and Tourism Association Within existing resources At five tourism operators scheduled to host the first familiarisation program. 1.3.2 Identify opportunities to work with neighbouring municipalities to encourage visitation to Melbourne’s Low Council Within existing resources Organise biannual meeting with Tourism Officers from neighbouring Councils.
1.3.3 Promote opportunities for tourism operators to undertake collaborative marketing with businesses in neighbouring municipalities. Low Council and Tourism Association Within existing resources Identify two potential tourism collaborations per annum via site visits. 1.3.4 Identify opportunities to work with Victoria and Melbourne Water to encourage sustainable use of the municipalities’ natural attractions. Low Council Within existing resources City of Whittlesea meets with key representatives from Melbourne Water and Parks Victoria annually to discuss opportunities. Strategy 1.4 Support ways to acknowledge and recognise achievements within the local tourism industry, particularly in relation to high standards of service and innovation Ref Action Priority Responsibility Resources Measure 1.4.1 Establish and implement benchmarking guidelines and criteria for business within the tourism industry and distribute to tourism operators throughout City of Whittlesea. Medium Council and industry leaders Some additional resources required (industry assistance) 100% of local Tourism operators, as recorded on the electronic database, are informed of the guidelines and made aware of Council assistance to implement.
1.4.2 Introduce a process of recognizing industry leaders and achievements. Medium Council and industry leaders Some additional resources required (funding) Yearly assessment and recognition of tourism achievements Strategy 1.5 Improve the visitor experience and the quality of information available to visitors Ref Action Priority Responsibility Resources Measure 1.5.1 existing Visitor Information Centre (VIC) customer service standards and evaluate the current model. Medium Council and Whittlesea Courthouse Association Some additional resources required The customer service model is reviewed and opportunities for improvement are identified. 1.5.2 Investigate best practice customer service systems and implement where possible. Medium Council and Whittlesea Courthouse Association Some additional resources required Guidelines are produced on customer service best practice, for industry use. 1.5.3 Hold annual training events for Courthouse volunteers. High Council and Whittlesea Courthouse Association Within existing resources Annual training event is attended by volunteers, providing updates on industry, customer service and visitor recording. 1.5.4 Organise site visits/familiarization tours of new tourism sites and events within the Low Council, Tourism Association Within existing resources Annual volunteer familiarisation tour held in September/October.
1.5.7 Create a website to promote tourism in the City of Whittlesea to residents, at growing the VFR market. Medium Council and stakeholder groups Some additional resources needed New/re-designed website launched with emphasis on tourism experiences and attracting the VFR market. Strategy 1.6 Implement a process to accurately measure tourism activity and trends within the City Of Whittlesea Ref Action Priority Responsibility Resources Measure 1.6.1 Undertake a review of existing data collecting processes. High Council Within existing resources Analysis of current data collecting processes has been undertaken and areas for improvement have been identified. 1.6.2 Establish a straightforward and streamlined process for VIC data collection. High Council Within existing resources Visitor data requirements are
identified and new processes implemented. 1.6.3 Identify and work with industry leaders to encourage data collection across a range of key locations within the municipality. Medium Council Within existing resources Several key locations across the municipality become core locations for visitor data collection. Data collection is streamlined across the industry. 1.6.4 Conduct annual review of visitor trends and processes. Medium Council Within existing resources Annual report distributed to stakeholders outlining visitor statistics, trends and changes. Marketing and Communications To increase awareness of, and demand for, tourism experiences from both local residents and visitors to the area, while promoting the municipality as a desirable and accessible country-style destination within the Melbourne metropolitan area. High (1-2 years), Medium (2-4 years) or Low (4-5 years) Strategy 2.1 Identify opportunities for involvement in industry research and development Ref Action Priority Responsibility Resources Measure 2.1.1 Source and utilise market research to support future marketing activity. Medium - High Council Some additional resources needed Future marketing activities are supported by industry research. 2.1.2 Identify opportunities for involvement in state or local research by the City of Whittlesea and tourism operators. Medium - High Council Within existing resources The City of Whittlesea is involved in the development of future destination research and regional marketing initiatives.
Strategy 2.5 Leverage off the VFR data produced by Destination Melbourne and inspire members of the local community to become ambassadors for the City of Whittlesea Ref Action Priority Responsibility Resources Measure 2.5.1 Conduct a community survey to identify what tourism experiences the local community value and where locals take visiting friends and relatives. Medium- High Council Within existing resources Community survey completed and an attractions audit is established, ranking attractions by theme, seasonality and popularity. 2.5.2 Invite local tourism product to be involved in the campaign. Medium Council Within existing resources At least twenty business owners and or events are involved in first year of campaign (five for each season). 2.5.3 Develop a VFR campaign to promote local tourism experiences to the local community. Medium Council Within existing resources Campaign plan developed based on survey results, outlining annual campaign schedule. 2.5.4 Promote the campaign through local media outlets. Medium Council Funding required Quarterly advertising features in papers and online through City of Whittlesea website. 2.5.5 Produce promotional collateral to accompany the campaign. Medium Council Within existing resources Campaign collateral produced and distributed to residents. Strategy 2.6 Increase awareness and use of the ‘Come See Whittlesea’ brand Ref Action Priority Responsibility Resources Measure
2.6.1 Undertake a review of the ‘Come See Whittlesea’ brand to ensure it remains current, relevant and representative of the industry (possibly in conjunction with 2.5.1). Medium Council and Tourism Association Within existing resources Industry stakeholders, visitors and Council provide into ‘Come See Whittlesea’ brand and how it can be strengthened. 2.6.2 Update the image library particularly in relation to cycling, landscapes, events and dining. Medium Council Within existing resources The tourism image library is updated and all images used in City of Whittlesea marketing are current and depict the strengths of the area. 2.6.3 Identify ways that businesses can incorporate the ‘Come See Whittlesea’ into their own marketing activity (possibly in conjunction with 1.1.1). Medium Council and Tourism Association Within existing resources The business survey identifies whether the businesses can incorporate the ‘Come See Whittlesea’ into existing marketing activities. Strategy 2.7 Advocate for the improvement of tourism signage across the municipality Ref Action Priority Responsibility Resources Measure 2.7.1 Assist tourism operators to secure effective signage for major arterials and municipal roads. Low (as required) Council Within existing resources Signage enquiries and issues are addressed promptly and to the satisfaction of operators. 2.7.2 Be involved in the interpretive signage at key locations frequented by visitors. Low Council Within existing resources Clear and informative signage exists throughout the municipality.
4.3.4 Explore the needs of the cycling community and identify ways to improve accessibility, safety, facilities and amenities for this market. Medium Council Within existing resources Open communication is maintained with the cycling community and issues affecting accessibility, facilities and amenities are with promptly. 4.3.5 Influence the development of infrastructure that meets the needs of this market. Medium Council Within existing resources Bicycle and walking paths/ trails continue to be improved and developed throughout the municipality. An investigation is carried out into the costs and application of a phone app and bike path/trail map. 4.3.6 Undertake marketing activities to meet needs, with a focus on digital media. Medium Council Within existing resources Utilise online presence of the Whittlesea Bicycle Users Group, Bicycle Network Victoria and other cycling groups to build the profile of
City of Whittlesea as a cycling destination. Strategy 4.4 Support the development and promotion of trails Ref Action Priority Responsibility Resources Measure 4.4.1 Advocate for the Rail Trail providing a shared path for walking/cycling/horse riding. Medium Council and Stakeholder groups (Bicycle User Group BUG), community groups) Funding and Additional resources required Funding secured and initial environmental and heritage studies completed. Appropriate signage and public art considered. 4.4.2 Establish a rail trail steering group to generate community support for the project. Medium Council and Stakeholder groups (BUG, community groups) Within existing resources Rail Trail steering group established.
outlined in Council’s relevant strategies. Whittlesea Culture & Arts program. 5.3.2 Explore the of the local arts community and investigate possible opportunities to boost the exposure of the local arts industry. Medium Council Within existing resources The arts community is represented in tourism marketing and events. 5.3.3 Explore alliances with adjoining municipalities. Council Within existing resources City of Whittlesea tourism businesses are promoted at relevant events and key tourism sites in neighbouring municipalities. Strategy 5.4 Identify and promote opportunities for promotion of tourism and related industries Ref Action Priority Responsibility Resources Measure 5.4.1 Identify and promote opportunities for local operators to participate in, and host, local events. Medium Council Within existing resources Tourism are regularly utilised for arts and community events. 5.4.2 Promote attendance of operators at major events. Medium Council and Tourism Association Within existing resources operators are represented at major events. 5.4.3 Provide ongoing support to tourism operators looking to utilise their premises for alternative purposes (art exhibitions, events, markets, etc). Medium Council Within existing resources At least one operator hosts a new cultural event per year.
5.4.4 Establish a network of satellite information points (virtual centres) at core tourism locations throughout the municipality. Medium Council, Tourism Association and businesses Some additional resources required At least three satellite information points operating’ at key sites within the City of Whittlesea, which are maintained by the Tourism Association and Council. 5.4.5 Identify and promote opportunities for packaging golf experiences in the municipality. Council/Industry Stakeholders Within existing resources At two operators are packaging golf experiences. Strategy 5.5 Ensure timely promotion of all City of Whittlesea events through the Visitor Information Centre Ref Action Priority Responsibility Resources Measure 5.5.1 Provide the Whittlesea Courthouse volunteers with bi-monthly updates on upcoming events within the City of Whittlesea. High Council and Whittlesea Courthouse Association Within existing resources Volunteers receive updates on upcoming events within the municipality.