PAST PROJECT | AUSTRALIA’S CORAL COAST
TOURISM DESTINATION MANAGEMENT PLAN
CLIENT: Tourism Western Australia (TWA)
Australia’s Coral Coast (ACC)
DTM Service: Strategy Planning
Completed: October 2022
PROJECT SUMMARY
guide acc’s future tourism direction over ten years
In 2022, Australia’s Coral Coast (ACC) worked with Tourism Western Australia (TWA) and the Wheatbelt, Mid West and Gascoyne Regional Development Commissions to deliver a Tourism Destination Management Plan (DMP) for the region. The DMP will included sub-regional action plans and tourism development strategies for each Regional Development Commission. The plan aimed to be ambitious, embrace current and forecast conditions, provide flexibility, and deliver the greatest potential to create benefits for the community and the regional visitor economy.
The plans set out a roadmap for locations across the ACC to identify the demand, supply and capability needs for tourism in each sub-region. The plans were designed to support the growth of Western Australia's tourism industry over ten years. To develop the plans, DTM Tourism undertook a comprehensive analysis of the industry and consulted with key stakeholders from the five tourism sub-regions, as well as the broader industry, incorporating feedback on tourism businesses' planned future growth over the life of the plans.
the tdmp will inform decision making, investment and capacity development for australia’s coral coast considering
DEMAND
Including competitive positioning, brand proposition and market segmentation.
SUPPLY
Such as the depth and diversity of attractions, access and connectivity, infrastructure and experiences.
CAPABILITY
For example, workforce and skills development, funding and partnerships.
2. PROJECT OBJECTIVES
PRODUCT
Identify potential projects that are authentically aligned to the themes of experience in the ACC region, which will be recognised nationally and internationally as world class destinations that offer quality, immersive and unique visitor experiences.
VISITOR EXPERIENCE
Enable development of ‘experience connectors’ that recognize how the visitor experience in each region intersects.
ASSETS
Guide input to high value-adding assets that are sustainable for the ACC region.
ACTIONABLE PLAN
Deliver practical recommendations to guide future marketing direction, infrastructure development, event priorities and capacity/capability requirements for the next ten years.
3. PROJECT UPDATES
A Project Control Group (PCG) was established to manage the process of this project and will meet monthly over the duration of the project, between January –August 2022.
4. HOW INFORMATION WAS COLLECTED AND USED
ACC and TWA appointed project partners DTM Tourism to lead a highly skilled consultation team in partnership with TRC Tourism, to work with our community to develop this plan for the region. An industry and community engagement strategy was established to ensure the views of local communities are reflected in the region TDMP.
5. OTHER ELEMENTS OF THE ENGAGEMENT PROCESS
In March 2022, key tourism stakeholders were invited to participate in consultation interviews and workshops during April and May 2022.
Site visits were made to tourism businesses and visitor attractions during April 2022.
Strategic tourism stakeholders and tourism operators across the region were invited to participate in an online survey during April 2022.
6. THE OUTCOME
The ACC TDMP was submitted to the PCG in September 2022 for Tourism WA to manage coordination with all other RTO regional DMPs.
You can stay in touch with the progress of this project and important dates by connecting with Tourism WA at this page.