Tourism Spending by Location Among the report’s finding was that in remote council areas 60 cents of every dollar went on operating visitor information centres while, in metropolitan areas, similar amounts were spent on operating visitor centres, destination marketing and events and festivals – with a sizeable $61 million spent on contributing to events and festivals. Metropolitan based councils were found to allocate the highest proportion compared to other areas of their total tourism spend on destination management plans, tourism product development and research. Tourism Employment Eight in 10 councils in Australia directly employ staff in tourism roles, with an estimated total of 1,672 full-time equivalent positions, and NSW and Queensland accounting for almost 50% of that employment total. Employment numbers were also high in Western Australia, which the report advised was reflective of the large number of councils that exist in that state. Of the total employed, three out of every four employees were employed by regional and remote councils. Tourism’s fit in Local Government Structures Tourism either sits within an economic development division or as a stand-alone tourism division, with 47% of councils indicated they operated a visitor information centre, with the lowest incidence reported by metropolitan Councils at 27%. In terms of organisation structure, 51% of councils indicated tourism fit within an economic development division or department, a structure most common among metropolitan Councils. One in 10 councils indicated that there was no identifiable area in council responsible for tourism, a figure that increased to three in 10 for councils in remote areas. Apart from direct spending on promotion, marketing and development of tourism, a large number of councils operate museums, art galleries and other attractions such as interpretative centres, lighthouses, and natural features to provide an experience for visitors to their area. Commenting on the project, Australian Local Government Association (ALGA) President Troy Pickard stated “this research is a huge step in the right direction and will give all levels of government and the tourism industry a better understanding of the important contribution made by councils in tourism and the larger visitor economy. “(It) will assist councils and government in ensuring Australia’s tourism sector continues to meet the needs of the domestic as well as the growing international market.” Austrade General Manager Tourism Division Daniel Boyer said the project was an important step in understanding the significant contribution local government makes to regional tourism, commenting “it’s vital that the proceeds of Australia’s current tourism boom are shared widely - local governments have a key role to play in developing the tourism infrastructure that attracts domestic and international tourists to their regions.” Sheldon also recognises the partners in this important project, concluding “I believe the ARTN struck a chord with Austrade, The Australian Local Government Association, Destination NSW, Tourism and Events Queensland and the South Australian Tourism Commission, regarding the importance of evidenced based research to benchmark the investment local governments make to our industry. “Tourism helps define the economic and social fabric of a region through creating experiences that locals utilise and are proud to showcase to visitors.” Karen Sweaney is Editor of Australasian Leisure Management.
The award-winning Marysville Visitor Information Centre.
To compile the report, DBM Consultants contacted the nation’s 561 Councils and received an excellent response rate of over 46%. The ARTN has called for: • A Ministerial sub-committee that reports on investment, skills and training, regional dispersal (transportation; air, roads, rail, ports etc), enabling infrastructure and connectivity hardwired and satellite NBN. • The rollout and implementation of a regional investment program to enable regional Australia to compete in the 2030 environment. • Development of a skills and training policy to grow regional and remote employment opportunities. • Development of a National Agri-tourism platform to generate employment in regions. Key Findings • In 2015/16 Local Government in Australia spent an estimated $373 million on the operation of visitor information centres, events, festivals, promotion, marketing and development of tourism. • Two thirds ($250 million) of local government spending on tourism was undertaken by Councils located in regional and remote areas. • 35 cents of every dollar spent went on operating visitor information centres. • Eight in 10 Councils directly employ staff in tourism roles. This equated to estimated total of 1,672 full-time equivalents. • Employment costs for individuals employed by councils in tourism roles was estimated at $179 million in 2015/16. This equated to 48% of local government spending on the operation of visitor information centres, promotion, marketing and development of tourism. • Nine in 10 councils agreed that tourism offers future economic development opportunities for their local area. The Shire of Ashburton’s Tom Price Visitor Centre.
Australasian Leisure Management Issue 123, 2017 55