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What is sustainable tourism considered to be,
and what is the SATC doing about it?
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South Australian Tourism Commission policy is to encourage
both economically and environmentally sustainable development.
This means development that will meet the present and long-term
needs of people (both visitors and hosts) whilst ensuring the
physical and cultural environment is capable of sustaining this
use. In other words, tourism must be assessed on the basis of
its net benefit to the people of South Australia.
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Can tourism contribute tangible economic and
employment benefits to South Australia in the same way as, say,
manufacturing or agriculture?
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Independent economic analysis undertaken for the South Australian
Tourism Commission (SATC) demonstrates that tourism is currently
driving 10% of South Australia's economic growth through the
'export' dollars it generates - with long-term growth prospects
being strong. (Source: Comparative Economic Contribution of
Tourism to South Australia, Economic Research Consultants, Oct.
2000)
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South Australian tourism exports represent two-thirds the
size of the State's agricultural exports and about the same
as mining - although tourism creates almost twice the jobs that
mining does. (Source: Economic Research Consultants, April 2000)
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Jobs in tourism related industries in South Australia have
grown at 4 times the average for all jobs since 1989/90. (Source:
Productive Approach to SATC Marketing, BDA Marketing Planning,
September 2000). This has occurred at a time when manufacturing
(-7%), agriculture (-8%) and mining (-25%) have experienced
declining levels of employment. (Source: Australian Bureau of
Statistics PCAustats)
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'The rise of service industries like tourism … acts as an
'economic shock absorber' because services are more recession-proof
than goods'. (Source: Phil Ruthven, IBIS Business Information)
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Importantly, in South Australia, growth in tourism has been
achieved without creating significant pollution, resource depletion,
erosion and or other negative externalities associated with
some other forms of economic activity.
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South Australia is a great place to live, but
who would want to visit here?
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South Australians take the State's natural and cultural attributes
for granted. The fact is that, despite not having well recognized
classic tourism 'icons'; not being a 'gateway'; and not having
a large population base, the State is performing well in tourism.
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South Australia's average 6% share of Australian tourism nights
generates $3.1 billion in tourism spending and supports 36,000
FTE jobs (Source: Economic Research Consultants, April 2000).
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For the twelve months to March 2000, South Australia exceeded
national tourism growth in international, interstate and intrastate
visitor nights. (Source: Bureau of Tourism Research: International
Visitors Survey; National Visitor Survey)
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The tourism market and the tourism industry are maturing.
There is significant growth in interest in authentic destinations
relative to conventional destinations. Visitors are seeking
out authentic places and 'special interest' experiences. Far
from limiting growth potential, these specialty (niche) experiences
tap global markets.
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South Australia's competitive strength is its relatively authentic
and unspoilt character. It is not 'touristy'. Its appeal is
largely derived from whom we are as South Australians, our environment,
how we live and play and what we do and produce. If we conserve
and enhance the special natural and cultural attributes of our
State and regions this will appeal to this growing market.
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South Australia has a lot to offer the ever increasingly sophisticated
and discerning tourism market. Opportunities for tourism growth
in South Australia include wine and food, special events, heritage
and culture, nature-based activities (including marine and coastal)
and the Outback experience.
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Does tourism enjoy strong community support
compared to other industries?
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As regions struggle through economic restructuring due to
global market forces, tourism will become increasingly important.
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An illustration of this is the fact that 89% of the residents
of Kangaroo Island consider tourism to be either 'good' or 'very
good' for the Island with only 3.2% considering it to be bad.
(Source: Kangaroo Island Residents Survey, KI DB, Tan Research
Pty. Ltd., April 1998).
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Tourism will provide opportunities for regional development
and in particular for rural areas that are undergoing structural
change. As a labour intensive industry, tourism - with the right
encouragement - will deliver even greater job opportunities,
particularly for young people.
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Other benefits include opportunities for diversification,
new local businesses, improved services and facilities, preservation
of heritage and culture, improved environmental management and
community development.
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Why doesn't South Australia 'market' these tourism
opportunities better?
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SATC undertakes most of its marketing initiatives externally
and residents rarely see the evidence of this in their own State.
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South Australia's tourism marketing is arguably the most targeted
and innovative in Australia. Independent evaluation of SATC
marketing demonstrates a high degree of effectiveness achieving
a return on investment of 10:1. Recent overall performance figures
testify to this with record levels of tourism from all markets.
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In addition to these key measures, South Australia recently
won the Australian Marketing Institute's National Award for
Marketing Excellence in the Tourism and Leisure Category. This
Award rewarded excellence in strategy, creativity and achieving
the Secrets campaign objectives.
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However, notwithstanding the efficacy of SATC's marketing
initiatives, most people have a narrow view of what marketing
actually is. Tourism marketing is more than advertising and
promotion - it involves co-ordinating a complex set of inter-related
tasks, including:
- Setting broad goals for tourism's contribution to State
development
- Forecasting and setting targets for growth
- Researching market trends attitudes and behaviour (and our
competitors)
- Developing policies and strategies for sustainable industry
development
- Targeting the most productive segments of the market
- Determining the position to adopt in the marketplace
- Devising a brand identity that will appeal to the target
markets
- Developing and enhancing the destination experience
- Encouraging synergies and linkages between tourism and other
activities
- Attracting the investment to implement tourism strategy
- Providing access and infrastructure to facilitate the experience
- Packaging the product (for some) to make it more convenient
and affordable
- Identifying and connecting with the travel distribution
network
- Seeking positive publicity to raise awareness of the product
- Promoting the product to motivate the market to buy it
- Ensuring the consumer has access to information and booking
services
- Influencing other relevant parties to complement the strategy
- Delivering on the promise - professionalism and standards
- Jointly monitoring and managing tourism with other stakeholders
to ensure sustainability
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From this it can be seen that advertising and promotion alone
is only part of a complex and inter-connected process. The enhancement
of the experience is as important as effectively communicating
to people about the experiences on offer.
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South Australia is relatively 'authentic' and
unspoilt compared to some other tourism destinations. Why do we
need 'tourist' development - can't people just appreciate us the
way we are?
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One of the most consistent messages from the past twenty years
of SATC market research is that potential visitors "do not perceive
that there is enough to see and do in South Australia". Such
consumer perceptions need to be addressed in order to encourage
people to come and spend money in South Australia.
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This is best achieved by leveraging our existing strengths
and attributes. For example, one of the State's main strengths
is its reputation for wine. The State is also aiming, through
the State Food Plan, to significantly increase the export value
of primary production through such things as encouraging value-adding
and opening up new market outlets.
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This provides an excellent opportunity to achieve synergies
between wine, food and tourism. Food can complement the State's
reputation for wine and enhance visitors' 'gourmet' and learning
experience. Conversely, South Australia's reputation with visitors
in this regard will help position the State in the wine and
food export markets as being a special place that produces special
wine and food.
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From the consumers' perspective, recent research has demonstrated
that visitor expectations to South Australia's wine regions
are for "good quality wine, good food, good and experienced
cellar door service …..".
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Despite this expectation of good food and wine, as many as
39% of visitors to South Australia's wine regions mention dissatisfaction
with the lack of dining facilities in conjunction their wine
tourism experience either at the cellar door, or in the region
generally. (Source: Wine Tourism Market Survey, Market Equity,
October 2000) We therefore need to be constantly looking to
how we can improve our destination appeal consistent with our
inherent attributes.
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If we are too enthusiastic about encouraging
tourism, won't we soon be over-run with tourists?
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The conventional yardstick for measuring tourism success in
the past has been based on the numbers of people attracted.
This has led to the perception that tourism is just interested
in attracting more people in order to be successful (some fear
at any cost).
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On average, on any one night in South Australia, international
visitors (for any purpose) represent only about 0.2% of the
State's population.
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Tourism could therefore grow significantly larger before it
makes a discernable impact on our lifestyle. (Even then this
assumes that all visitors are somehow discernable from the local
population and in some way incompatible, which is clearly not
the case).
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The economic benefits of tourism can be achieved by: (1) attracting
more people; (2) getting those that come to stay longer; (3)
encouraging those that come to spend more; and/or (4) encouraging
those that come to come back for repeat visits.
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Achieving mere numbers without economic return jeopardizes
the achievement of goals related to creating jobs; developing
regional economies; generating income for restoring and conserving
valued heritage and cultural attributes; improving environmental
management; improving facilities and infrastructure that the
local community can enjoy.
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Is it likely that the State will lose its cultural
identity by catering to the perceived needs of international markets?
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Most tourists travel because they want to experience change
- something different to what they can see or do at home. This
includes experiencing the real life and lifestyle of the destinations
they choose.
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Over 69% of South Australia's discretionary travel relies
on the local market, or friends and relatives that are visiting
local residents. (Source: Productive Approach to SATC Marketing,
BDA Marketing Planning, September 2000)
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This suggests that, in the first instance, tourism development
should aim to satisfy local needs. It is the distinctive local
flavour that this generates that will then be so appealing to
other [export] markets.
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This is the core of South Australia's sustainable tourism
strategy. Don't be conventional; don't copy; learn lessons from
others - adapt perhaps, but grow your own character from within
based on your own strengths and attributes; develop places,
attractions and activities for the local market to give them
their sense of relevance and vibrancy and share this 'unique'
experience with visitors.
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Doesn't tourism development mean 'motel style'
or big, 'large resort' development that conflicts with South Australia's
character?
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Whilst there may be scope for some larger tourism developments
in country South Australia, as a general rule, this is neither
desirable for the State's tourism positioning, nor is it likely
to be commercially realistic given the State's small population
and tourism demand base.
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SOUTH AUSTRALIA'S TOURISM DEVELOPMENT STRATEGY
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The preferences of our target markets (local
character and homely feel)
+ Commercial realities (relatively small
local demand and visitor levels)
+ Financial markets (seeking lower capital
risk projects)
+ Community demands (development that
fits)
+ Sustainable tourism (developments with
low impacts)
+ Strategic imperative (differentiation
from other conventional destinations)
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= Small to medium scale specialised developments
(eg: B&Bs, farm stays, guesthouses, nature
retreats, health retreats, country pubs, boutique
hotels)
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Does this mean that small-scale B&B development
is the only appropriate scale for tourism in South Australia
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The key to successful tourism is providing choice within a
distinctive market positioning. This means encouraging a range
of suitable tourism developments that enhance the visitors'
experience of our natural and cultural environment.
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The reality is that B&Bs account for only 2.3% of overnight
visitors in SA and 1.8% of visitor nights. (Source: National
Visitor Survey). Given that the current average occupancy of
B&B establishments is around 35%, it is unlikely that this form
of accommodation will satisfy tourism demand.
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As positive as the B&B sector is to the State's tourism appeal
for particular types of experiences (eg short escape breaks)
and for particular regions, it would be unwise to develop policy
for country South Australia that seeks to build a tourism industry
largely on the B&B sector.
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Whilst the many different types of B&Bs can provide unique
and intimate experiences, they can't possibly cater for the
huge diversity of needs and expectations of visitors.
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More-over, B&Bs, whilst appealing to international visitors,
are not suitable for the international market distribution system.
They do not provide inbound tour operators with sufficient capacity,
choice and flexibility in booking when catering for groups of
travellers.
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SA must provide a range of tourism accommodation. Major gaps
that currently exist are in the medium-scale range and the coastal/nature
retreat sector.
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SATC's strategy is to encourage accommodation that is part
of the experience and to provide linkages and synergies to the
authentic natural and cultural attributes of an area.
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Isn't it true that tourism development is subject
to the vagaries of market forces. Is today's 'fad' therefore tomorrow's
unwanted development?
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This is perhaps true of culturally irrelevant development.
However, tourism development that is derived from, or integrates
with the natural and cultural environment will be more enduring.
As authentic natural and cultural resources diminish, these
will become more valued.
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The possibility of changes in demand patterns is no more a
feature of tourism as it is of any economic activity. For example,
the farming and rural community, in general, is often subjected
to unforeseen and dramatic shifts in business based on external
forces and conditions.
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Any tourism development that achieves a sense of being special
(different), of continuity (having connections to the past),
of belonging (fitting with the fabric of the present community)
and of conserving and enhancing (valued local attributes and
resources) is also likely to evolve with that community. Such
development will have a long life span given the increasing
maturity and discernment of the tourism market.
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Don't tourism developments have high environmental
impacts and therefore constitute a large risk?
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Whilst badly conceived and managed tourism development can
have negative impacts, tourism is nevertheless a relatively
benign land use.
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Unlike many other economic land uses, tourism does not require
broad-acre vegetation clearance, engage in mass use of chemicals
(fertilizers, growth enhancers, pesticides), cause erosion,
result in land degradation such as soil salinity, involve visually
intrusive operations, deplete resources, produce toxic emissions
or by-products, and it has few negative downstream effects.
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In fact, more than any other land-use, tourism depends, and
will increasingly depend on its sensitive use of the natural
and cultural environment and its aesthetic appeal to ensure
a quality visitor experience.
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Sensitive tourism design is not only pursued for altruistic
purposes, but it makes good commercial sense. Sustainable tourism
has a direct economic interest in helping people understand,
appreciate and conserve the natural and cultural assets they
use.
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This is particularly relevant today as consumers are becoming
more environmentally conscious and responsible and are seeking
to learn more about the environment and the culture within which
they move.
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In South Australia, tourism's success will depend on its ability
to sensitively value-add to existing landscapes and activities.
It may even provide the economic impetus to restore degraded
landscapes and sites and in the process raise environmental
awareness and model positive steps to care for the environment
(eg Banrock Station in the Riverland - wine and tourism synergy).
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Tourism can potentially be a powerful force for conservation
through its ability to present and interpret the natural and
cultural environment. Appropriate performance measures will
provide parameters within which innovative sustainable development
can be achieved.
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Just as most other economic sectors are now doing, the tourism
industry in South Australia takes its environmental responsibilities
seriously. Indeed this is where its greatest future competitive
advantage may be.
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Won't tourism development compete with agriculture
for productive land, or constrain primary producers 'right to farm'?
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In regard to competition for productive land the reality is
that tourism is not a broad-acre user of land. Only a miniscule
portion of land will be used for tourism purposes.
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In either a stand alone, or value-adding context, appropriate
performance measures can be put in place to ensure that the
tourism component does not alienate scarce highly productive
land.
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In the same way, if there is potential conflict between those
seeking leisure and recreation and those engaging in primary
production, then appropriate separation distance performance
measures can be applied.
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There are significant potential synergies between tourism
and agriculture especially in wine and niche agricultural products.
Tourism has the ability to value-add in a variety of ways from
greater awareness of the produce and greater esteem of the brand
through positive association with its place of origin.
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More directly, tourism can help diversify agricultural operations
and provide an alternative income stream in less buoyant times.
Case studies currently being compiled by SATC reveal that tourism
comprises between 10% and 80% of the income for those primary
producers that have diversified into tourism.
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As a further illustration of this, one third of Kangaroo Island
residents who derived income from agriculture also had part-time
income from tourism. Furthermore, 54% of farming related workers
project that their farm enterprise could not continue to operate
beyond 3 years without an increase in prices or change in mix
of enterprise. (Source: Kangaroo Island Residents Survey, KI
Development Board, Tan Research Pty. Ltd., March 2000).
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