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August 2006 Edition

Regional Tourism News

Cradle Coast Mining Heritage The Cradle Coast Mining Heritage Strategy “Living in a Wild World” has been completed and we now proceed to the implementation phase of creating partnerships, developing community & industry support and appointing a coordinator. The strategy will be implemented over the next two years and will:• support the development of new experiences based on the regions mining heritage and located in a wild and spectacular natural landscape; • showcase the fascinating way of life of the west coast communities and their can do attitude; • allow the mining townships to promote themselves alongside the great natural experiences provided by Cradle Mountain, Strahan and the Gordon River; • provide a tourism focus for the promotion of the drive between Waratah and Queenstown. As this project develops we would hope that the tourism industry will support the project where appropriate, with the utilisation of the mining heritage brand in their advertising and promotion. It is also hoped that the industry will assist in the cross promotion of other operators to ensure that the region is able to maximise the return from every visitor that makes it to the Cradle Coast Region. For further information the strategy can be downloaded from www.cradlecoast.com or by contacting Wayne Bolton on 03) 6431 6285 or email wbolton@cradlecoast.com

Paper Ambassador

Joanna Gair of Creative Paper is currently in Steyremunhl, Austria for the 18th IATMA World Congress. Joanna will be presenting a submission to the congress for Burnie to host the 2008 congress. The submission was prepared with the help of Cradle Coast Authority and Burnie City Council.

An Observation Graeme Chambers is the newly appointed Manger of Totally South and as a returning Tasmanian he has a valuable observation to make about Tasmania as a holiday destination.


Extract from Totally South Tourism Informer August 2006 “I find regional tourism in Tasmania changing, with travellers now seeing our state as more than one experience. Tasmania is now like a good restaurant, offering a menu that has so many good things to choose from that one visit is not enough.” “During my time with the Canberra Tourism and Events Corporation our marketing in Sydney was built around the need to offer the Sydney market a reason to come back, through our events, or the changing programs at our attractions, and come back they did, up to four times a year. At Tourism Queensland we promoted fourteen destinations all within the Queensland brand, bringing travellers back to the state again and again.” “Now is the time for all of us to face the challenge that we are no longer a big tour destination. We must develop and promote experiences that make our regions destinations, rather than corridors.” Graeme left Tasmania 30 years ago and during that time has worked with Tourism Tasmania, Tourism Queensland and Canberra Tourism & Events Corporation. For further information the strategy can be downloaded from www.cradlecoast.com or by contacting Wayne Bolton on 03) 6431 6285 or email wbolton@cradlecoast.com

Tasmanian Road-Shows On July 7th Don Monk (Sales & Marketing Manager Tall Timbers Tasmania) & Jason Clare (Manager Circular Head Tourism Association) set out for the Big Island on Spirit II and have travelled the length and breadth of SA, NSW, QLD & VIC, representing the Cradle Coast Authority , Tall Timbers Tasmania & the Circular Head Tourism Association on the annual “Tourism Tasmania Road-shows”. This is an abbreviation of their report. The 2006 Road-shows have demonstrated that there is a strong awareness of the Tasmanian destination in the travel consultant community, it was also apparent that rural consumers continue to access information and make bookings via travel agents. Don & Jason believe that the awareness of the region was non-existent but they have, over the last five weeks, had the opportunity

Stanley Display Tas road-show

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to meet and provide workshop training for 650 travel consultants and agency managers on what the regions of the Cradle Coast & Edge of the World offer FIT and Group consumers. Don & Jason has developed a strong working relationship with the Tourism Tasmania Roadshow staff and they recommend that the region continue to provide support for future roadshows:-

It is important to build on the awareness created in 2006; There is a hunger for more specific local information on special interest activities in the region; Contacts obtained will allow development of strong networks to grow the FIT & group business

Roadshow participation is identified in the marketing strategy for the Cradle Coast Authority and Don & Jason’s experience confirms that it should remain a high priority in future years. For further information contact Ian Waller on 03) 6431 6285 or iwaller@cradlecoast.com

Book Tasmania The Tasmanian tourism industry is set to benefit from a revolutionary new internet booking platform Book Tasmania, launched by Tourism Minister Paula Wriedt at the Tourism Council annual conference on the 18th July 2006. The new booking tool gives tourism operators access to numerous online distribution networks to market and sell their product, with the added advantage of immediate direct payment for bookings. “Book Tasmania operates in a live, online environment, therefore operators’ products can be sold through numerous distribution channels 24 hours a day, 7 days a week, 365 days of the year”, Dr Cretan, Executive Director of Intuit Technologies, said. “The software also provides a complete business management system especially suited to small to medium businesses, which comprise by far the majority of the Tasmanian industry” he said. Rollout of the product will commence statewide from today, with workshops being held around the state in coming weeks. “The software, installation and training are provided free to both operators and distributors, it also supplies operators with a secure online transaction facility which will give small to medium businesses in the Tasmanian tourism industry a competitive edge over similar sized businesses in other states.” Book Tasmania is powered by software developed by Australian firm V3 Leisure Management and Marketing, which is also used to power the Visit Britain website.

Industry workshops are planned for: Devonport Burnie Strahan

Wed 16th August Thur 17th August Thur 17th August

Gateway Motor Inn Burnie Civic Centre Risby Cove

3.00pm to 5.00pm 9.30am to 11.30am 4.00pm to 6.00pm

Further information: Michael Roberts 0401 606 475 3


Cradle Coast Regional Tourism Forum Invitations and registration forms have now been sent out for the 2006 Cradle Coast Tourism Forum - “Capturing the Edge�, Wednesday 6th to Friday 8th September 2006 at Smithton and registrations are coming in fast. The planned program is an exciting one with the main feature being the launch of the regions tourism brand. Guest speakers include brand consultant Rachel Piggott from New Zealand, Naseema Sparks, brand designer and Managing Director of M&C Saatchi, Melbourne, Felicia Mariarni, Chief Executive of Tourism Tasmania and the new Chairman of the Tourism Tasmania board Bob Annells. While the focus of the forum will be the implementation and management of the brand there will be a strategic look into the tourism future and plenty of opportunities for networking (read fun). If you haven’t already registered get in fast as there is limited accommodation available. Registrations forms can be found on the cradle coast web site http://www.cradlecoast.com/Files/00977_Tourism.asp or by contacting Ben Bovill bbovill@cradlecoast.com or 03) 6431 6285

Tourism Promotion Plan The Sate Government working party formed to advise the government about how best to allocate funds from the $14m (now being suggested as $16m) to be spent over the next two years has held two forums, in Devonport and Strahan to allow industry to provide input into the recommendations to go to cabinet in September. It was evident from the forums that the industry felt that the Cradle Coast region was the region most affected be the loss of the Spirit of Tasmania and the subsequent announcement about the loss of Qantas services into Burnie Airport. It was also evident that the funding should ensure: a) funds should be made available for promotion to ensure the viability of the industry in the short term; b) funds should be allocated for the long term sustainability of the regions tourism industry and; c) Cradle Coast Authority should be the main co-ordinating organisation for the management of any funds that might come the way of this region. While these funds may enable Tasmania and the region to reposition itself in the market place it will not provide a quick fix for the industry. Travel patterns and booking options have changed dramatically in the past few years and it is important that the industry work smarter and harder at attracting new customers, particularly those that use new technology to source their travel information and increasingly their travel bookings. 4


While we wait for the outcomes of the Tourism Promotion Plan we should all continue to invest in well researched advertising and promotional activities, preferably in a cooperative manner. For further information contact Wayne Bolton on 03) 6431 6285 or email wbolton@cradlecoast.com

Peoples Choice Award June 2006 There is a new winner of Peoples Choice Award for the June 2006 quarter, Janette & Chris Bishop, the proprietors of “Beachside Retreat West Inlet” at Stanley. Janette & Chris have regularly featured in the Tourism Council of Tasmania’s feedback forms for providing a high level of customer service and often commenting favourably on the design and fit-out of the units consistent with and sensitive to the coastal environment. Well done Janette and Chris. You will receive 12 months subscription to 40o South and the opportunity to be considered for the state award that will be announced at the Tourism Awards in November 2006. For further information or resupply of nomination forms please contact Jonathon Taylor, the Industry services officer at the Tourism Industry Council (Tas) 03) 6224 1930 or jtaylor@tctas.com.au

New Phase Of ‘ Island Of Rejuvenation ' Five lucky winners and their friends will get the opportunity to indulge in an epic Tasmanian adventure as part of the latest marketing campaign from Tourism Tasmania. Phase 10 of Tourism Tasmania 's successful destination campaign kicks off at the end of July and will use a new competition element to raise awareness of the destination. The campaign takes forward the bold creative used in the last phase and will include advertisements in press, magazine, online and outdoor billboards. For the first time, the campaign will offer consumers the opportunity to win one of five epic Tasmanian experiences for themselves and even better, they get to bring five of their friends along for the journey. The campaign will continue to primarily target Victoria , New South Wales and Southern Queensland and will drive consumers to Tasmania 's holiday website www.discovertasmania.com.

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TVIN Regional Meeting A very successful state-wide meeting of visitor centre managers and staff was held in Devonport last month. Cradle Coast Authority and the Devonport Council jointly hosted the meeting that allowed centres to share information and issues of a mutual nature. The attendees took the opportunity to undertake a familiarisation of Devonport culminating in a wine and food extravaganza that was supported by local producers and suppliers; Lemonthyme Lodge, Petuna Seafoods, Farm Fresh and vineyards Ghost Rock, Barringwood Park and Leven Valley. For further information or to provide input into any of these issues please call Wayne Bolton on 03) 6431 6285 or wbolton@cradlcoast.com.

Adventures in Travel Expo™ - 24-26 November 2006 - Sydney Convention & Exhibition Centre Adventure in Travel Expo™ is the world's largest, most exciting, widely attended series of travel shows that service the experiential travel segments. They are the premier marketing opportunities for travel providers focusing on this exploding segment of the travel industry. Held in New York, Chicago, Orlando, Washington DC, Los Angeles and now Sydney, Australia, the Adventures in Travel Expo provides a premium marketing opportunity for travel providers who specialize in experiential travel, encompassing not only adventure but eco, outdoor, historic, wellness and even cultural travel. The Adventures in Travel Expo™ is the essential marketing tool for reaching new customers! For more information about this event please contact Matthew Allen on 07) 5510 3955, email mallen@showtimegroup.com.au or visit their website www.adventuresintravel.com.au

Local Tourism Development Grants – Close 30th September 2006 Tourism Tasmania's annual Local Tourism Development Grants program opened 1 July 2006 and closes 30th September 2006. The Local Tourism Development Grants is a small funding program designed to assist tourism development, particularly towards projects that have potential to provide significant benefits to local communities, or towards improving products or services for visitors. The grants are administered in consultation with the three Regional Tourism Authorities (RTAs) – Cradle Coast Authority, Northern Tasmania Development and Totally South Tourism. As a requirement of this program, all applicants must consult with their RTA regarding their application prior to compiling a submission. This is to ensure eligibility and alignment with

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relevant tourism strategies. Limited funding is available, with grants of up to $5,000 available to approved projects, with a minimum of $2,000 per grant. Preference will be given to projects that have additional funding sources. For more information, including assessment criteria and application forms, please visit www.tourismtasmania.com.au

Conference Season in Full Swing The tourism conference season kicked off last month with the Tourism Industry Council’s conference, formerly the ITOT Conference. The conference was well attended and all speakers addressed the theme of New Horizons driven by changes in the way people researched and booked their holidays. Industry members heard how globally more than 28 per cent of consumers booked online in the last year alone. International distribution expert Shane Crockett emphasised that tourism operators who are not actively distributing their product through some of the new technologies were missing the boat. Tourism operators James Cretan and Sam Denmead gave some practical advice as to how you can take control of your product distribution by actively managing it through electronic distribution systems and in doing so increase your yield substantially. Other conferences coming up in the next few weeks include:•

The 2nd Australian Wildlife Tourism Conference entitled “Getting Real About Wildlife” Tourism” will be held in Fremantle in Western Australia from Sunday 13th to Wednesday 16th August 2006. For further information refer to the web site www.promaco.com.au/confernce/2006/wildlife or ring the organisers on 08) 9332 2900

The Tourism Australia Regional Tourism Convention on Norfolk Island Saturday 19th to Wednesday 23rd August 2006. For further information www.regionaltourism.com.au/convention

And of course •

The Cradle Coast Regional Tourism Forum “Capturing the Edge” to be held at Smithton on Wednesday 6th to Friday 8th September 2006. http://www.cradlecoast.com/Files/00977_Tourism.asp or by contacting Ben Bovill bbovill@cradlecoast.com or 03) 6431 6285

Tourism & Hospitality Development Opportunities for 2006 There are currently a number of free and heavily subsidised skill development programs available for you and your staff. This years' program includes customer service training, wine tourism programs, marketing and yield management for operators along with remote area first aid and a range of effective interpretation and guiding programs.

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Drysdale - Tafe is also offering a number of programs in the region that is sure to increase your knowledge and improve your bottom line. Programs on offer include:• • • •

Yield Management, Devonport Thursday 5th October 2006. Yield Management, Burnie Friday 6th October 2006. Marketing, Devonport Monday 11th September 2006. Marketing, Burnie Monday 25th September 2006.

For further information or bookings go to http://www.tafe.tas.edu.au/pdfs/41527-I1.pdf or call Jane Dickie at Drysdale Institute on 03) 62337150 .……………………………………………………………………………………………………..…………………………………………………….

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Art Ability Working Arts Space, Sheffield 03 Aug 2006 30 Aug 2006 Our Dry Continent: The Great Aussie Pipe Dream Imaginarium Science Centre, Devonport 07 Aug 2006 24 Aug 2006 Col Elliott Burnie Civic Centre, Burnie 12 Aug 2006 National Science Week Imaginarium Science Centre, Devonport 12 Aug 2006 20 Aug 2006 Celebration of Science Don College, Devonport 14 Aug 2006

Olde BP Rally Devonport - Multiple Venues, Devonport 01 Sep 2006 04 Sep 2006 Big Leaf Rhododendron Display Emu Valley Rhododendron Garden, Burnie 01 Sep 2006 Spring Fever Festival Latrobe - Multiple Venues, Latrobe 01 Sep 2006 Burnie Farmers Market Wivenhoe Showground, Burnie 02 Sep 2006

Big Leaf Rhododendron Display Emu Valley Rhododendron Garden, Burnie 08 Sep 2006 & 15 Sep 2006

18 Aug 2006

New McDonald's Farm Burnie Civic Centre, Burnie 15 Aug 2006

U14 Boys Club Basketball Championships Ulverstone Sport & Leisure Complex, Ulverstone 18 Sep 2006 23 Sep 2006

Don College Student Visual Art Exhibition Ulverstone Visitor Information Centre, Ulverstone 16 Aug 2006 01 Sep 2006

Big Leaf Rhododendron Display Emu Valley Rhododendron Garden, Burnie 22 Sep 2006

Achieving Sustainable Land Management in NW Tasmania Imaginarium Science Centre, Devonport 17 Aug 2006 Carl Barron - Best Bits from My 2 DVD's Tour Burnie Civic Centre, Burnie 19 Aug 2006

Australian Junior Age Squash Championships Devonport Recreation Centre, Devonport 28 Sep 2006 02 Oct 2006 Devonport Orchid Society Spring Show Spreyton Memorial Hall, Spreyton 29 Sep 2006 Big Leaf Rhododendron Display Emu Valley Rhododendron Garden, Burnie 29 Sep 2006

The Great Big Science Gig Burnie Civic Centre, Burnie 22 Aug 2006

Newsletter of the Cradle Coast Authority – Tourism Division This newsletter is circulated to the Cradle Coast Tourism Industry on a bi-monthly basis For further information or to submit information for subsequent editions please contact Wayne Bolton on (03) 6431 6285 or wbolton@cradlecoast.com

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CCA Tourism Newsletter August 2006