Tourism Strategy & Performance Update

Indigo Tourism Strategy and Performance Update

WALK

The Festival of Short Walks Campaign marks the delivery of Project 13 in the Indigo Destination Game Changer 2023 Tourism Strategy. The ‘Short Walks’ project explored the walking ‘tourism product’ opportunities in Indigo Shire with the aim to promote the diversity of Indigo’s short walks to visitors. Through this project the tourism team developed the Short walks with a story guide, website walk listings and the Festival of Short Walks campaign. Indigo’s short walks (with a story) are viewed as a strong differentiating factor from other regional destinations offering strong walking experiences. Indigo’s walks take walkers through nature and towns; all rich with local histories and stories. The tourism team will continue to interpret and list new walking experiences to ensure we leverage the regional Walk High Country campaign and increase visitor awareness of our wonderful short walks. The 2019 Festival of Short Walks delivered a different campaigning style from previous Council-led marketing, with the festival’s walking events delivered by businesses across Indigo and the marketing campaign delivered by Council’s tourism team in partnerships with Tourism North East. The campaign results are impressive and we look forward to extending this ‘campaign in the guise of a festival’ in 2020.

Check out the Marketing Section of this update for a link to festival results.

FEAST

Looking to the New Year we will be working with Tourism North East on the regional Feast High Country Campaign, ensuring Indigo’s food and drink experiences have strong, high quality representation.   

ARTS & CULTURE

The next Council-led campaign has an Arts and Culture focus.  The 2019 Festival of Short Walks provided us with new insights into what can be achieved in partnership with tourism operators and what our growth visitor markets wants to see. We look forward to launching the campaign concept with you in 2020.

PROJECTS

We are currently preparing a number of project briefs to go out for Expressions of Interest.  These projects have largely been identified in the Indigo Destination Game Changer 2023 Tourism Strategy. The strategy can be downloaded here.(PDF, 3MB)

Caravan Park Strategy
This strategy will identify future direction and opportunities for Indigo’s four caravan parks and the wider caravan park trends and associated opportunities.  

Chiltern Destination Playground - Business Case Scoping
Project 39 in the Tourism Strategy identified a game changer project for Chiltern.  The first stage of progressing the development of this concept is to investigate and quantify the economic benefit to Chiltern and business case scoping project will detail the feasibility of the project and form the basis for potential funding of such a development.

Rutherglen Walk/Cycle Loop – Business Case Scoping
This is stage one of developing a wine/walk/cycling loop utilising road easements passing by wineries such as Pfeiffers, Bullers, Laker Moodemere and Campbells, starting and returning to central Rutherglen.  The trail would strengthen the current rail trail offering, which is linear, and will open up a touring loop with a number of wineries punctuating the experience. 

The business case scoping will identify route options and identify key stakeholders. As with the Chiltern Destination Playground project, this is the first stage of progressing the development of this concept and will quantify the economic benefit to Rutherglen and present a business case detailing the feasibility of the project to form the basis for potential funding of such a development. 

Beechworth Historic Precinct Master Plan
The detailed masterplan will form the basis for optimising the precinct experience, delivering a leading contemporary heritage experience in regional Victoria.  There are two distinct components to the project: Experience-based and Place-based.  The masterplan will identify the development of fresh visitor experiences, sympathetically and appropriately telling the rich stories of Beechworth in a nationally significant heritage site.  The second place-based component looks at how the precinct can be better defined and better service and inspire community and visitors as a place to enjoy, meet and learn.  

Spendmapp

March 2020 update
We are currently waiting for more data to be sent through by Spendmapp, this data is vital for our understanding of the effects of the bushfires and COVID-19 on the visitor economy. We hope to share this with you shortly.  

One of the information tools we use to measure visitor spend and economic performance is Spendmapp’s bank data.  We can report on actual spend in our 4 key tourism ‘towns & surrounds’ areas. The break-down of the spend data includes where spend is coming from (Melbourne visitors, Albury visitors etc.) and how the spend is allocated across 19 spend categories (retail, accommodation, restaurants and cafes etc.).  We have shared some of the top line information with you below:

Rutherglen Area

Sept 2018 – Aug 2019

Visitors to the Rutherglen Area

Rutherglen Area residents

Total Visitor Spend

Spend in Rutherglen by Indigo Shire residents excluding Rutherglen

Resident Local Spend

Resident Online Spend

Resident Spend outside Indigo Shire

Resident spend in Indigo Shire excluding Rutherglen

$26,398,022

$1,357,626

$5,296,532

$7,707,440

$24,596,862

$445,355

Total spend in Rutherglen

Total Resident External Spend

$33,021,565

$32,749,657

 

Beechworth

Sept 2018 – Aug 2019

Visitors to the Beechworth Area

Beechworth Area residents

Total Visitor Spend

Spend in Beechworth by Indigo Shire Residents excluding Beechworth

Resident Local Spend

Resident Online Spend

Resident Spend outside Indigo Shire

Resident spend in Indigo Shire excluding Beechworth

$40,162,360

$1,651,046

$17,004,139

$14,766,189

$37,806,612

$845,466

Total spend in Beechworth

Total Resident External Spend

$58,829,092

$53,418,268

 

Chiltern
Sept 2018 – Aug 2019

Visitors to the Chiltern Area

Chiltern Area residents

Total Visitor Spend

Spend in Chiltern by Indigo Shire Residents excluding Chiltern

Resident Local Spend

Resident Online Spend

Resident Spend outside Indigo Shire

Resident spend in Indigo Shire excluding Chiltern

$12,031,513

$528,744

$4,483,170

$10,786,455

$42,492,089

$2,066,768

Total spend in Chiltern

Total Resident External Spend

$17,492,799

$55,345,312

 

Yackandandah
Sept 2018 – Aug 2019

Visitors to the Yackandandah Area

Yackandandah Area residents

Total Visitor Spend

Spend in Yackandandah by Indigo Shire Residents excluding Yackandandah

Resident Local Spend

Resident Online Spend

Resident Spend outside Indigo Shire

Resident spend in Indigo Shire excluding Yackandandah

$7,738,793

$780,368

$6,614,763

$15,655,109

$58,017,649

$912,480

Total spend in Yackandandah

Total Resident External Spend

$15,225,639

$74,585,239