tourism - Pittwater Council

TOURISM
IN PITTWATER
EMERGING ISSUES PAPER
NOVEMBER 2015
PITTWATER.NSW.GOV.AU
ACKNOWLEDGEMENTS
■ Local tourism-sector businesses
■ Mona Vale / Avalon – Palm Beach Chambers
of Commerce / Pittwater Business Ltd
■ Leading and Learning Reference group
Pittwater Council
■ Connecting Communities Reference group
Pittwater Council
■ Pittwater Artists Trail
■ Senior staff of the SHOROC regional
economic development working group,
■ University of Technology (Tourism)
2
■ Video Bill - Bill Adams
■ Tourism Industry Advisory Council – NSW
Business Chamber
■ NSW National Parks & Wildlife,
■ Destination NSW
■
■
■
■
■
NSW Department of Industry
Relevant internal divisions of Council
Stafford Partners – Jenny Calkin
Northern Sydney Institute TAFE NSW
.id - the population experts
CONTENTS
ABOUT PITTWATER
1.
1.1
1.2
5
LOCAL, STATE AND NATIONAL
CONTEXT
6
Background and tourism in
Pittwater paper development
8
Tourism definitions and key
concepts
12
State and National framework
of coordinating tourism agencies
16
Tourism and NSW economic
development
22
2.
THE TOURISM BUSINESS SECTOR
24
2.1
Local and regional characteristics
26
2.2
Visitor information
30
2.3
Education and employment
32
2.4
Pittwater tourism and the regional
setting
34
2.5
Tourism and the arts
40
3.
‘TOURISM IN PITTWATER’ HEADLINES
FROM ENGAGEMENT PROCESS
44
3.1
Online survey, workshops and
interviews summary February 2015
46
3.2
Tourism promotion and marketing
54
3.3
Tourism growth
58
1.3
1.4
4.
TOURISM POLICY AND
INNOVATIONS
60
4.1
Some challenges and innovations
62
4.2
Enabling tourism development
through ‘Place Planning’ and
‘Place Making’
64
4.3
Infrastructure needs
68
5.
TOURISM OPPORTUNITIES AND
CHALLENGES
70
Opportunities
72
Challenges
77
REFERENCES
79
APPENDIX
80
3
PITTWATER TOURISM IS ABOUT...
distinctive villages, family friendly, vibrant arts scene, regular markets and events, weekend getaways, golf and weddings.
The Pittwater Council area is mainly residential and National Park, with some commercial and light industrial areas. It
encompasses a total land area of 125 square kilometres, of which nearly half is national park, bush land or reserves,
including coastal foreshores, beaches, islands and waterways. Non-residential areas are mainly in the north and north-west.
MORE THAN JUST A BEACHSIDE
DESTINATION
Pittwater’s distinctive villages are
surrounded by nature – beach,
national parks, estuary and
hinterland, catering to a variety of
visitors including families, couples
and adults. It promotes a healthy
outdoors lifestyle, combined with
a vibrant and regular calendar of
community and business events.
The area is great to visit anytime
throughout the year, including the
autumn and winter seasons.
KU-RING-GAI CHASE NATIONAL
PARK
Bordering Pittwater to the west is
Ku-ring-gai Chase National Park
which has pockets of rainforest
with creeks, waterfalls, Aboriginal
rock art and campsites. Outdoor
ocean pools along the northern
beaches include: North Narrabeen,
Mona Vale, Newport, Avalon and
Palm Beach.
4
PALM BEACH
Is known globally as ‘Summer Bay’
and the location of Home and
Away, the Australian television
soap opera, created by Alan
Bateman and in production
since 1987. As the secondlongest-running Australian
drama, it has endured worldwide
success, becoming a popular
Australian soap opera screening
internationally and locally.
Tourists and visitors regularly join
organised tours, or find their own
way to this part of Pittwater.
BEACHES
Famous beaches such as Palm
Beach are at the end of a beautiful
stretch of coastline that offers
many great surf beaches, cliff-top
walks, and alfresco restaurant
options. Catch the ferry to Manly
and take a bus north, cycle or
arrange a tour to Pittwater.
COASTLINE
The beautiful stretch of coastline
from Manly to Palm Beach has a
relaxed beachside ambience and
plenty of things to see and do.
With the Pacific Ocean on one
side and Pittwater on the other,
the peninsula covers about 18
km of open coastline and has
excellent dining, surf beaches,
waterways, golf courses, camping,
walking, cycling and parkland
attractions.
OUTSTANDING ENVIRONMENT &
HEALTHY OUTDOORS LIFESTYLE
World famous Palm Beach
and national park bushlands
help showcase some of the
environmental qualities of this
part of the Northern Beaches.
Take in breathtaking views, surf,
and paddle board, dine first class,
go walking, swim at the beaches
or rock pools, have a delicious
coffee or handcrafted beer.
ABOUT PITTWATER
Tourism is a major and growing contributor to
Pittwater’s economy and to local and regional
recognition of Pittwater, as a great place to
visit, live, work, play and invest. More than 1900
of our Pittwater residents (approximately 10
per cent of our local workforce) are employed
directly in tourism and hospitality, which is above
the national average. Local tourism creates job
opportunities for the whole community with
more people needed to work in this sector.
Pittwater data indicates there were 670,000
visitors to Pittwater per annum, staying 460,000
visitor nights. (source: Stafford Partners, 2014)
Tourism is a partnership that requires community
and business ownership, but limited transport
options, absence of a range of accommodation
options, profiling and marketing gaps are also
seen as current challenges for Pittwater and
the northern beaches setting. We need to
identify opportunities for tourism growth and
partnerships that will be central in promoting
sustainable tourism, growing jobs and local
economy. To establish a successful vision, we
need a closer working relationship with tourism
businesses, chambers of commerce, NSW
Government and the wider community.
Council’s recent research and engagement
has highlighted that the majority of visitors to
Pittwater are looking to experience our superb
beaches and stunning coastline. Almost 80 per
cent of respondents to Council’s tourism survey
chose dining, cafes, bars and restaurants as a
highlight. These motivators positively support
local businesses in many ways by providing
employment and contribute to town and village
cultural vibrancy.
This paper sets the scene referencing the NSW
and national context of the tourism business
sector. Information and data from local and
regional sources highlight our wonderful local
assets that already draw people to the area.
The establishment of a regionally-focused
tourism industry interest group is one key
opportunity emerging from the engagement
process which could assist the development
of tourism for Pittwater. Importantly, other
identified tasks such as a Destination
Management Plan (DMT), tourism signage and
branding strategy, communicating our assets
better and connecting with Destination NSW
are essential elements, providing information for
visitors and locals to know what there is to see,
or do and experience all year round.
The overall aim of the paper is to identify
current and future tourism opportunities and
challenges that will enhance tourism in Pittwater
and support the local economy, while valuing
the strong connection and desire to preserve
the natural environment that makes Pittwater
unique.
5
6
SECTION 1
LOCAL, STATE
AND NATIONAL
CONTEXT
7
1.1
BACKGROUND AND TOURISM IN
PITTWATER PAPER DEVELOPMENT
This ‘Tourism in Pittwater’ Paper has been
prepared as an emerging issues paper within
Working Locally – Connecting Globally,
Pittwater’s Economic Development Plan 2012
– 2016. Pittwater’s Economic Development
Plan is a dynamic document, designed to be
supplemented by extra papers over the four
years to 2016, adding to the themes, trends and
availability of new key data, trends information
and research findings.
Working Locally – Connecting Globally,
Pittwater’s Economic Development Plan 2012
– 2016 is the platform in which to discuss
tourism, its current contributions locally and
regionally, as well as the strategic challenges and
opportunities.
This Paper has been developed in partnership
with the local tourism sector, and other key
tourism stakeholders through focus group
workshops, an on line ‘have your say’ survey,
social media consultation and face to face
interviews consulting over 100 stakeholders in
the engagement process.
The key aim of this Paper will help increase
the overall recognition of the tourism business
sector, as a major source of local economic
development by government and the business
sector, assist the alignment of local and relevant
state strategies underpinning tourism, as well as
be a useful tool for educators, investors, tourism
operators and wider business community for
implementation of their own plans.
8
The Economic Development Plan 2012 - 2016
Working Locally – Connecting Globally, prime
purpose is to provide a positive framework and
direction to guide, support, profile and promote
business and sustainable economic development
in Pittwater.
The Economic Development Plan is a series
of discussion papers that seek to create an
environment that promotes overall economic
development through business growth,
investment and employment generation.
Information throughout the Plan identifies
the relevance of tourism and comments on
both regional and state initiatives and is linked
to Council’s long-term goals, strategies and
outcomes. The Plan highlights the contribution
of businesses to the Pittwater community and
describes the overall role businesses play in
building strong, vibrant village communities.
The Economic Development Plan also identifies
opportunities for economic growth through
ongoing engagement, effective partnerships and
collaborative relationships with local businesses,
Pittwater Business Ltd, Chambers of Commerce,
as well as all three levels government and nongovernment organizations. The Plan does not
contain detailed recommendations or actions,
but highlights and identifies business challenges
and opportunities. Actions are being developed
each year and are being resourced via allocation
through Council’s Annual Delivery Plan and
Budget.
Pittwater 2025 our Community Strategic
Plan articulates the community’s vision and
outlines five interlinked and interdependent key
directions under which all planning will occur.
The Economic Development Plan was designed
to inform the Strategic Plan review and the
development of actions within Council’s four
year Delivery Program and Budget.
Pittwater has a great interest in the direction,
themes and priorities outlined in many other
local, state and federal plans, and we will
continue to monitor how policy actions will
support and influence the local level. As a
dynamic and growing sector of the NSW State
and national economies, tourism provides
opportunities and presents challenges,
particularly for Local Government, as the
provider and manager of key infrastructure and
services, so often utilised by visitors as well as
residents. Local Government most often plays an
important role in the overall visitor experience
and it is important to understand the issues the
tourism sector presents for us.
PITTWATER 2025
OUR COMMUNITY STRATEGIC PLAN
Informing the Strategies within the Community Strategic Plan
Economic Development Plan 2012 - 2016
Emerging Issues Paper - Tourism
4 Year Delivery Program & Budget
(Actions developed each year to respond to the themes,
priorities, challenges and opportunities identified
within the Economic Development Plan)
Annual Reporting
9
STRATEGIC OBJECTIVES
To promote and encourage local employment opportunities
To work with other councils and authorities to increase sub-regional
employment opportunities
To support new and existing businesses compatible with Pittwater’s values,
vision and community aspirations
To foster business opportunities through innovative technologies
To foster and encourage local and regional training and apprenticeship
opportunities
To create expanded opportunities for business through a range of planning
initiatives
To encourage diverse retail and commercial opportunities within town and
village centres
To promote opportunities for sustainable tourism
To recognise and promote the importance of key workers
To promote sustainability principles within the Pittwater business
community
To support and promote local and regional business networks
To attain state-of-the-art telecommunications infrastructure including
broadband access for the entire Pittwater area
To encourage home-based businesses
10
Scotland Island
Offshore communities
Avalon
Village Centre
Customer Service Cen
Library
Newport
Village Centre
The Tourism Paper has been prepared through the following process:-
01
Identifying issues, challenges, opportunities from
workshops / interviews: matters that need to be
addressed; what will be covered in the paper; what
partnerships need to be developed.
02
Situation analysis: examples include - current sector
structure; governance structures; tourism products;
key competitive strengths; current research; existing
target markets; performance to date; existing
funding and investment in the industry; social,
cultural, economic and political influences.
03
Tourism vision and image setting: referencing the
desired image and vision for the area based on
agreed competitive strengths, following consultation
with stakeholder individuals and groups, government
and relevant agencies.
04
Opportunities and challenges: identification and
discussion of local / regional tourism – related
challenges and opportunities from the workshops,
interviews and observations and research.
Tourism sector-related businesses since 2012 have been regular
attendees and contributors to discussion at Council-initiated
seminars / events and other key networking opportunities
associated with local Chambers of Commerce and Pittwater
Business Ltd. Representatives from specialist retailers, to tour
operators, café / restauranteurs, boating, sailing adventures,
education providers are well represented in the over 8,500 small
and medium enterprises (SMEs) in the Pittwater LGA.
11
1.2
TOURISM DEFINITIONS AND
KEY CONCEPTS
The World Tourism Organisation (WTO) defines tourism in the following way:
“Tourism comprises the activities of persons travelling to and staying in places
outside their usual environment for not more than one consecutive year for
leisure, business and other purposes. Tourism refers to all activities of visitors
including both tourists (overnight visitors) and same day visitors.” (WTO, 1994)
Increasingly tourism is much more than annual
family holidays. It is an economic and social
mass movement of human behaviour which
almost all of us are part of and participate in,
often many times each year in near and far
locations.
Tourism is also a ‘complex and dispersed
economic activity’ (Destination NSW). It involves
‘traditional’ tourism developments, such as
resorts, hotels, airports and roads, but also ‘areas
of activity’, such as tours, marketing, branding
and positioning. Hallmarks of tourism that all
have development-related implications include:
all types of accommodation, visitor attractions,
natural and built assets, systems for visitor
information, transport, supporting infrastructure,
retail activities, and community and sporting
infrastructure.
The diversity of forms, types, sizes, locations
and impacts that tourism can take distinguishes
tourism from any other type of built form.
However, this makes it difficult to define a
distinct form and type of development that
it embodies. Tourism also is an activity that
12
takes different forms in different places, mainly
because of the diverse characteristics of the
places in which it occurs.
The ‘visitor economy’ is more than measuring
tourism. It includes: hospitality, transport,
education, retail, cultural / arts programs and
many other activities and businesses that affect
a visitors’ travelling experience such as those
traveling for employment, education, or business.
Tourists visit different areas for different reasons
and to enjoy different experiences. It follows
that the built form - infrastructure, services
and activities associated with tourism will vary
from area to area. Tourism is certainly not a
one-size-fits-all product. Sustainable tourism
development is closely aligned to the familiar
‘quadruple bottom line’ approach which
measures economic, environmental and social
inputs to sustainable development.
A Sustainable Tourism
Framework Features:
Economic benefits to the tourism operator,
but also the community and regional area in
which the tourism activity takes place
Environmental benefits - many tourism
developments make a feature of their
environmental credentials and can enhance
natural features, sites and values
Social and cultural benefits - respect for
community values and social benefits like
employment and locally focused tourism
activities. Tourists often travel to an area to
experience its people and culture
Sustainable tourism is based on the principles for
sustainable development, and is simply defined
by the WTO as tourism that:
“Meets the present needs of tourists
and host regions while protecting and
enhancing opportunities for the future. It
is envisaged as leading to management
of all resources in such a way that
economic, social and aesthetic needs
can be fulfilled while maintaining cultural
integrity, essential ecological processes,
biological diversity and life support
systems.” (WTO, 2003)
Sustainable tourism is about building a
type and a style of tourism development
that contributes to the economic
viability of places and people through
employment and investment. It contributes
to communities’ sense of pride, place
attachment and connection with others and
it encourages sustainable stewardship over
the environmental and natural resources
that contribute to the tourist experience
13
For Pittwater a sustainable tourism sector is one
that:
■ our day trippers / visitors will enjoy their
time in Pittwater, and will want to travel
here for the unique and sustainable tourism
experiences we offer
■ tourism-related businesses will be financially
profitable, able to reinvest in their businesses,
and attract and retain the skilled workers they
need
■ the natural environment will be protected and
enhanced
■ we work collaboratively with business and the
wider community for mutual benefit.
Sustainable delivery of services to meet the
needs of visitors requires careful consideration
of the desires and identity of local communities.
Attractions and facilities that reflect the
personality and heritage of an area are much
more likely to be accepted by its residents.
The provision of visitor services that also help
to enhance the residential lifestyle are often
favoured. Sustainable tourism also means
retaining the economic and employment benefit
of tourism within local economies.
The engagement processes for the Tourism in
Pittwater paper have given consideration to the
tourism sectors’ contribution to our community
in terms of diversity, social wellbeing, economic
development and the preservation of the
environment.
14
It is considered that a whole of Council
approach to the delivery of tourism–related
services, events and activities, which advance
local economic development, will ensure an
overarching role that provides the appropriate
environment to enable sustainable economic
development.
Tourism–related economic development can
have positive social implications through
promoting inclusive growth as investment occurs
in the community. Local support for tourism
activities, events and development can generate
strong social outcomes on the standard of living
of local residents.
Ecotourism, for example, encompasses a broad
spectrum of environmentally responsible,
nature-based activities that go beyond the
sustainable operation of a tourism business,
or one that offers experiences in a natural
environment. Ecotourism is an experience that
increases visitor appreciation and understanding
of natural and cultural heritage values. It
engages and informs visitors and is managed
to be ecologically, economically and socially
sustainable by contributing to the wellbeing of
the natural areas and local communities where
they operate.
For the purposes of this discussion paper,
ecotourism is defined (by Ecotourism Australia)
as “ecologically sustainable tourism with a
primary focus on experiencing natural areas
that fosters environmental and cultural
understanding, appreciation and conservation”.
Sustainable Tourism
The drive to make every tourism
business and traveller ecologically
and culturally sensitive by building
environmental and cultural awareness
and practice into all aspects of the
travel product and its consumption
eg. general sustainability in tourism.
Nature-based Tourism
Any sustainable tourism activity or
experience that relates to the natural
environment, whether for relaxation,
discovery or adventure.
Ecotourism
A niche nature-based segment
where the key motivation is learning,
appreciation and conservation. It is
specialised, low-capacity, discrete,
‘educational’, conservation-minded
and returns tangible benefits to the
local community or natural resource.
Source: World Tourism Organisation
15
1.3
STATE AND NATIONAL
FRAMEWORK OF COORDINATING
TOURISM AGENCIES
NSW STATE TOURISM
NATIONAL
National Long Term Tourism Strategy:
■ Tourism Australia (promotion, research,
industry development)
■ Department of Industry
■ Sustainable Tourism Cooperative
Research Centre
STATE
Destination NSW
■ Markets NSW nationally & internationally
■ Facilitates destination development,
research, policy & business planning
■ Facilitates product / service
development
■ Provides advice to industry &
government
NSW Department of Industry
■ Minister for Tourism & Major Events
■ NSW 2021
■ NSW Economic Development
Framework
■ NSW Visitor Economy Action Plan
■ NSW Creative Industries Action Plan
16
The NSW Economic Development Framework
2014 is the NSW Government’s roadmap for
driving growth in priority NSW industries, and
the broader NSW economy over the next ten
years. The NSW Government worked closely
with industry and other stakeholders to identify
and prioritise actions which were selected based
on their importance and relevance for industry;
degree of industry partnership and collaboration;
and potential to deliver outcomes for key NSW
industry sectors, including tourism.
Thirty-four actions were prioritised for delivery
with industry in 2014, including multi-year
initiatives already underway; and targeted
actions for key NSW industry sectors, Regional
NSW and Western Sydney. NSW 2021: a Plan
to Make NSW Number One is a 10-year plan to
rebuild the economy and identifies the visitor
economy as a critical sector to contribute to
the growth of the overall NSW economy. The
Visitor Economy Industry Action Plan is one of
six Industry Action Plans being developed under
NSW 2021. Other Industry Action Plans focus on
the digital economy, manufacturing, professional
services, international education and research,
and creative industries.
“Explore, soak up and surf the endless ocean beaches,
escape the city, but remain in viewing distance at Sydney
Harbour National Park, enjoy kayaking, or take a jog
around Narrabeen Lake and have a great night out in a
seafood restaurant, hip brewery or bar.”
(Pittwater community member online submission, 2015)
17
Goal 1 in NSW 2021 ‘to improve the performance
of the NSW economy’ sets an ambitious target
to double overnight visitor expenditure to NSW
by 2020. Achieving the visitor economy target
in the eight year timeframe to 2020 requires
an increase in visitor expenditure from $18.3
billion per annum to $36.6 billion per annum in
2020. The latest surveys put overnight visitor
expenditure in NSW at $20.2 billion.
Nationally tourism is also a significant industry
and generates $94 billion in spending,
contributes over $30 billion to Australia’s GDP,
directly employs over 500,000 people and
earns 10% of our total export earnings, making
it Australia’s largest service export industry. It
helps to fund critical economic infrastructure
like airports, roads and hotels, and provides
the important people-to-people linkages to
Australia’s international interests. It also plays
a major role in the economic development of
Australia, with forty six cents in every tourist
dollar spent in regional Australia.
The tourism industry consists of over 280,000
enterprises that support the visitor economy
from accommodation and cafes, casinos, tour
companies, travel agents, transport companies,
and specific parts of the retail sector. The
industry is supported by a supply chain that
generates significant economic multipliers. Every
dollar spent on tourism generates an additional
91 cents in other parts of the economy – higher
than multipliers in mining, agriculture and
financial services.
18
In 2012-13, tourism made the following
contributions to the NSW economy:
EMPLOYMENT
■ Tourism employment is projected to grow
at 1.4% per annum (on average), and will
be more likely due to growth in education
tourism than in leisure travel; the segment
that we might normally look to as an indicator
of tourism performance.
■ Total tourism employment for non-business
tourism is estimated to increase from 342,800
full time equivalent jobs in 2011−12 to 424,300
by 2029−30.
■ When applied to the Australian Bureau
of Statistics’ Tourism Satellite Account,
this represents an increase of 124,300,
from 531,900 (2011−12) to 656,200 people
(2029−30), in total employed persons for the
tourism sector as a whole.
■ Tourism directly employed 158,000 people
with a further 109,000 people employed
indirectly.
■ Demand for accommodation and transport
services are projected to grow strongly, and
will generate high demand for intermediate
production and transport workers and
the advanced clerical and service worker
occupation groups.
■ Across all states and territories, education
tourism is projected to show the
strongest growth in tourism output and
employment, leading to significant demand
for professionals compared to all other
occupations.
OTHER KEY FACTS FOR NSW TOURISM
INCLUDE:
79.5m VISITORS came
to NSW spending $26.7
billion in 2012-13
■ Tourism alone supports 289,600 jobs
in NSW (160,300 direct and 129,300
indirect jobs)
■ Direct tourism employment in
NSW ranks above employment for
agriculture, forestry and fishing and
mining
■ There are more than 94,000 tourism
businesses in NSW of which 51,000
are micro, small or medium-sized
Size of the NSW Visitor Economy
■ The NSW Events calendar generates
an estimated $600 million per annum
in direct expenditure for NSW
■ Business events expenditure in NSW is
estimated at $778 million
■ Overnight visitor expenditure in
NSW is currently 40 per cent from
intrastate visitors, 33 per cent
interstate visitors and 27 per cent
international visitors
■ Domestic travel is changing: in 1998,
29 per cent of interstate trips to NSW
were by air and 63 per cent by road. In
2011, 44 per cent of trips were by air
and 51 per cent were by road.
Source: NSW Visitor Economy Action Plan 2012
19
Australia has a wealth of assets that differentiate
it from other destinations around the world,
including unique landscapes and nature-based
tourism offerings; indigenous culture and
heritage; sophisticated cities and regions; and a
friendly, tolerant, culturally diverse population.
However, a successful and growing tourism
sector requires more. Improved quality, product
choice, skills and tourism–related infrastructure
will maximise and sustain economic value from
Australia’s natural advantages as a tourism
destination. Increasing competition and the
rise of the Australian dollar are two of the
many significant challenges currently facing
the Australian tourism industry. Australia’s
international market share has reduced in recent
years and domestic tourism expenditure has
fallen since 2000. Together with governments,
the industry needs to work towards the 2020
Tourism Industry Potential.
PRIORITIES INCLUDE:
■
■
■
■
Investment in new product,
Boosting productivity,
Digital technology, and
Addressing labour and skills shortages, all
of which will ultimately impact on improved
product and service quality.
Australia’s tourism offering of natural, cultural
and man-made attractions remain highly
regarded and sought after by visitors. Achieving
the 2020 Tourism Industry Potential would
increase tourism’s contribution to GDP by
as much as 50% to an estimated $51 billion.
20
Economic powerhouses in Asia, particularly
China and India, are driving new wealth and
consumption that can translate into huge
demand for visitor experiences. The digital
revolution will be fast-tracked in Australia
with the roll out of the National Broadband
Network, allowing tourism operators to better
engage with customers and create new business
opportunities. The Australian tourism industry
continues to expand, with total expenditure
increasing by 3.8 per cent in the last 12 months.
A solid increase in nights of 5.1 per cent was
a major contributor, with domestic nights in
particular increasing by 6.7 per cent to 302
million nights. In 2013–14, the tourism industry
contributed $43.4 billion to the Australian
economy (or 2.7 per cent of total GDP) and
employed 534,000 persons.
Tourism Australia has undertaken extensive
research to identify the ideal visitor segment
for Australia to best help meet key business
objectives. This research challenges previously
held notions that the travelling population
was segmented primarily by country of origin
and thereafter by mode of travel (long haul,
inter-regional, domestic), style of travel (free
independent, package, backpacker) and
distribution channel. Their research identifies
that the key defining characteristics which group
people into segments are in fact ‘psychographic’
and include factors such as personal motivations
and lifestyle drivers.
In summary these people are identified as
having the following characteristics:
■ they are experienced international travellers.
■ they seek out and enjoy authentic personal
experiences they can talk about.
■ they involve themselves in holiday activities,
are sociable and enjoy engaging with the
locals.
■ they are active in their pursuits and come
away having learnt something.
■ they are somewhat adventurous and enjoy a
variety of experiences on any single trip.
■ they place high importance on value and
hence critically balance benefits with costs.
■ they place high value on contrasting
experiences (i.e. different from their day-today lives).
21
1.4
TOURISM AND NSW
ECONOMIC DEVELOPMENT
Over the past century, tourism has experienced
continual growth and greater diversification to
become one of the fastest-growing economic
sectors globally. These dynamics have turned
tourism into a key driver for socio-economic
progress. In recent years, the global business
volume of tourism has equaled or even
surpassed that of oil exports, food products or
automobiles.
New South Wales is a global city and is the
crown jewel in one of the world’s premier tourist
destinations. More people visit NSW than any
other State and Territory in Australia for holidays,
business, events and visiting family and friends.
With 3.1 million international visitors and 79.3
million domestic visitors each year, as well as a
large and affluent local population, opportunities
abound for new and existing tourism businesses.
Visitors flock to the state for its great climate,
stunning natural wonders and world-class
entertainment. Within the state’s borders,
visitors can find every type of landscape and
climate, unique historic locations, diverse and
vibrant villages, towns and cities. NSW receives
more than half of all international visitors
to Australia, and around 33 per cent of all
international visitor nights.
Australia’s largest city, Sydney, has a welldeserved reputation as one of the world’s great
destinations, and is regularly voted among the
world’s best cities by international travellers.
Tourism is a major contributor to national and
22
international recognition of Sydney as a great
place to visit, live, work, invest, study and
stage events. It delivers an impact across the
wider community by enriching the diversity
and cultural vitality of the city, and improving
lifestyles.
Tourism can contribute significantly to the
wealth of areas through the creation of
employment opportunities in industries
associated with tourism and leisure, the income
generated through the consumption of goods
and services by tourists and taxation revenue
from tourism-related businesses.
Inputs to tourism ‘supply’ include all of the
inter-related activities that are required to
produce goods and services for consumption by
tourists. This includes transport, accommodation,
education, retailing, cultural experiences and
recreational services.
Tourism also leads to increased knowledge
and cultural awareness between regions and
countries, and distributes information about a
particular country’s history, civilisation, traditions
and customs.
NSW Department of Industry, through
Destination NSW, is working with local
stakeholders to build awareness of the region
as a tourism and events destination. This
will include working with the Shore Regional
Organisation of Councils (SHOROC) and
local governments in developing a Regional
Tourist and Visitor Strategy appropriate to the
region. This is in addition to activities already
undertaken by Destination NSW including:
■ Support for the Australian Open of Surfing in
Manly,
■ Delivering industry support programs for local
tourism operators,
■ Delivering cooperative marketing campaigns
and showcasing the region via publicity
initiatives, industry familiarisation tours and
new product workshops.
“Over the decades, tourism has
experienced continued growth and
deepening diversification to become
one of the fastest growing economic
sectors in the world. Modern tourism
is closely linked to development and
encompasses a growing number of
new destinations. These dynamics
have turned tourism into a key driver
for socio-economic progress”.
(The World Tourism Organization (UNWTO))
23
24
24
SECTION 2
THE TOURISM
BUSINESS
SECTOR
25
25
2.1
LOCAL AND REGIONAL
CHARACTERISTICS
NSW Local Government has a wide range
of roles and involvement in local and state
tourism and is engaged and supports the
tourism business sector in many ways. Pittwater
Council is actively involved in supporting
tourism by providing infrastructure and services
that support the sector throughout the local
government area. The Pittwater Economic
Development Plan places partnerships at the
centrepiece of strategies to build a stronger
economy and support business growth. This Plan
recognises that establishing project partnerships
with a range of business sectors and the
community help make the business case and
leverage resources for tourism-related outcomes.
THE PITTWATER VISITOR ECONOMY
Approximately 670,000 visitors per year
staying 460,000 nights*
Who are they?
■ 83% are domestic day visitors
■ 16% are domestic overnight visitors
■ 2% are international visitors
Why did they visit Pittwater?
The Stafford Group tourism consultants
identified the following key summary points
relating to local tourism characteristics at the
Pittwater Village Economies Summit 2014:
■ Domestic day visitors – 59% holiday, 32%
for VFR
■ Domestic overnight visitors – 32%
holiday, 58% VFR
■ International – 30% holiday, 61% VFR
Tourism is an important industry for Pittwater:
Where are the international visitors from?
10%
26
Employs
1,900 people:
10% of the
Pittwater
workforce
■ UK – 28%
■ NZ – 15%
■ USA – 14%
Source: National Visitor Statistics (NVS) and
International Visitor Statistics (IVS) YE Sept 2014
VFR: Visiting friends & Relatives
■ Visiting friends and relatives is a very
important segment of the market for both
domestic and international visitors
■ Eating out, shopping and sightseeing are the
top of the list of activities
■ The tourism industry is growing and more
people are needed to work in this sector in
Pittwater
OPPORTUNITIES IDENTIFIED INCLUDE:
■ Visitors like to go where the locals go
■ We need to inform locals on what there is to
see and do in the area and they can be our
‘tourism ambassadors’
■ We need to identify our intrinsic values
■ Partnerships between Council, local
businesses and business organisations
are needed to identify and promote
sustainable tourism and future development
opportunities.
Tourism is a major and growing contributor
to Pittwater’s economy. The area is gaining
recognition as a great place to visit, live, work,
play and invest. More than 10 per cent of our
local workforce is employed directly in tourism
and hospitality, which is above the national
average. Job opportunities exist for all, including
young and mature aged residents with many job
vacancies available in this sector. The tourism
and hospitality industry is one of the few
industries which is able to offer employment on
a casual, part-time, full-time and internship basis,
and across a variety of skill levels.
There are job opportunities for women, youth,
and mature aged and indigenous individuals groups that are traditionally disadvantaged in
the employment field. The opportunity exists
for those unemployed in Pittwater to actively
seek employment in the local government area’s
tourism and hospitality businesses. Council
and the Chambers of Commerce can play an
important role in linking those looking for work
and those businesses seeking workers.
In 2011, there were 6,350 people who made up
the tourism and hospitality workforce in the
SHOROC Region (Pittwater, Warringah, Manly &
Mosman), of this 44.8 per cent worked full-time
and 50.1 per cent worked part-time. The worker
category of Waiter was the largest tourism and
hospitality occupation, making up 14.7 per cent
of the total tourism workforce in the SHOROC
Region.
27
The id data
indicates that the
value of tourism
and hospitality for
the SHOROC region
2013/14 is significant
as a percentage
employment, output
and value added
on a State wide
basis.
The value of tourism
and hospitality
for the SHOROC
region, as depicted
below shows
increasing output
and value added
since 2012.
Source: id - the population experts
28
In relation to Sydney beaches, a Destination
NSW tourism survey from their 2011 Sydney
Precinct study highlights the following response
data from an international visitor survey:
The precincts spontaneously associated with the
beach are:
■ Bondi (81%)
■ Palm Beach (65%) – and 7% mentioned the
set of Home & Away
■ Manly (62%)
■ Northern Beaches & Pittwater (58%)
■ Coogee (55%)
■ Cronulla (43%)
■ Sutherland (28%)
Any spontaneous mention of (National) Parks &
Gardens is low.
Sutherland (11%) & Darling Harbour (5%) were
the only precincts to have mentions over 5%
After prompting, associations remained low,
verses other categories and top performing precincts were:
■
■
■
■
■
Brooklyn (38%)
Palm Beach (37%)
Picton (30%)
Windsor (26%)
Camden (25%)
Council’s role in providing Pittwater’s coastal
infrastructure such as beach reserves, foreshore
maintenance and landscape, is especially positive for visitors to the area. Greater partnerships
with local business and government to maintain
and improve infrastructure, as well as generate
more information, signage and visitor services,
would greatly assist tourists’ needs and help
grow the visitor–related economy.
The Mona Vale Chamber of Commerce partnership associated with current place planning at
Mona Vale is a good example of a supportive
business role to help create places where the
community want to live, connect, work and visit.
Vibrant centres will attract increased visitors to
local amenities and public places to help grow
the local economy and build communities.
Through current place planning a series of Urban
Talks for Mona Vale with the business and wider
community have explored what makes up vibrant and successful ‘places’. Different themes
have been explored around:
■ Creating places designed for people
■ Attracting the right uses to the right places
■ Providing a focal point for employment and
new forms of residential development
■ Improving connectivity in and around the
centre, especially for pedestrians
■ Recognising the importance of streets as
community spaces and destinations
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2.2
VISITOR ACCOMMODATION
There are currently few opportunities in
Pittwater for visitor accommodation and this
situation has had flow-on effects related to the
potential for more major event-related tourism
which require hotels / motels and conferencing
infrastructure in the area to support weekend
or longer events. The YHA, for example, has
a good presence locally to attract interstate
and international visitors and the Narrabeen
camp and caravan park includes modern selfcontained cabins. However, accommodation
space at both the YHA and Narrabeen camp and
caravan park are limited.
The backpackers and ‘grey nomad’ numbers
are rapidly increasing sectors of the overall
visitors throughout Sydney. Campervan uses
require space in our beachside areas and
North Narrabeen is providing this opportunity.
However, numbers are increasing and it has been
estimated that grey nomads spend $700 on
average during any stay on shopping and dining.
Affordable, short-stay camping sites, close to
beaches are being considered in some other
coastal areas of the Sydney metropolitan
area, especially where younger demographic
visitors are currently parking their vans illegally
overnight.
Youcamp, based at Moruya in NSW is receiving
a high number of enquiries from people who
manage or own private land across NSW, and
want to attract self – contained and low key
visitors. These visitors are people who don’t
use caravan or tourist parks and are after an
30
authentic, but inexpensive experience. They
are known as freedom campers and according
to Youcamp, their numbers are dramatically
increasing. Over 501,000 Recreation Vehicles
(RVs) are now registered throughout Australia
and there are thousands of international
travellers in rented RVs.
The matter of freedom camping in NSW has
grown so big that a legislative inquiry was held
in August 2013 called the “Inquiry into Tourism
in Local Government”. A significant issue raised
throughout the Inquiry was the practice of
short term holiday letting. While the practice of
holiday letting was seen as an accepted practice
by some stakeholders as a necessary supplement
to other types of tourism accommodation,
others were opposed to the practice primarily
due to the impact on the amenity of permanent
residents arising from the anti-social behaviour
of some temporary occupiers. The Committee
also heard about tensions felt by regulated
accommodation providers toward unregulated
providers and concerns about the impact of
reduced numbers of permanent residents in
communities.
Airbnb is a concept and website for people to
rent out lodging to visitors. It has over 800,000
listings in 33,000 cities and 192 countries.
Founded in August 2008 and headquartered
in San Francisco, California, the company is
privately owned and operated by Airbnb, Inc.
Users of the site must register and create a
personal online profile before using the site.
Every property is associated with a host whose
profile includes recommendations by other
Midholme, Currawong
users, reviews by previous guests, as well as a
response rating and private messaging system.
There are currently over 30,000 Airbnb listings
nationally and more than 1000 for the northern
beaches, with short and long term rental
accommodation ranging from single rooms to
multi room houses and luxury housing.
Coastal NSW councils have relaxed their
planning controls on short-term rentals to allow
people to rent out their homes through social
sites like Airbnb and Stayz. Pittwater, Gosford,
Shoalhaven and Kiama Councils, all holiday
rental hotspots in New South Wales have given
short-term rentals the go ahead, in contrast to
many other metropolitan Sydney councils that
demand planning permission for short-term
accommodation.
Pittwater Council has been open to shortterm rentals since its newly amended Local
Environment Plan in June 2014. These types
of rental accommodation were permitted
anywhere zoned for residential use. There is a
long tradition of lease-related accommodation
being used in Pittwater and there has been a
strong contribution this type of accommodation
supporting the local economy. To date there has
been a positive reaction from people wanting
to rent out their apartment and homes and
very few complaints to the Council from the
community.
31
2.3
EDUCATION AND EMPLOYMENT
Pittwater is fortunate to have tertiary education
facilities associated with the tourism sector
within the region. Local tertiary students can
study and work locally in a range of tourism
business areas, from cafes and restaurants to
tour / travel companies. At the International
College of Management Studies, Manly, worldclass academics have some of the best industry
training programs in Australia. Undergraduate
business degrees in Business Management,
Hospitality Management, Event Management,
Property Management, International Tourism
Management and Sports Management are
offered to the community. There are also
Master’s Degree Programs, which include
International Business, Tourism and Hospitality,
and Management and Organisations.
workshops and four graduate students assisted
the event management for the 2014 Village
Economies Summit. Representatives of the
Institute regularly attend local Pittwater business
networking events and seminars managed by
Pittwater Business Ltd (PBL).To help foster the
relationship with TAFENSW into the future,
a simple tourism–oriented Memorandum of
Understanding (MOU) would most likely benefit
both parties The MOU could relate to sharing
information, jobs generation in this sector,
tourism planning, education and small business
development.
The Northern Sydney Institute at Brookvale has
an on-campus training restaurant and a wide
range of tourism / hospitality related courses
and apprenticeship programs to help people
and businesses unlock their careers or business
potential. Many of the NSI TAFENSW education
and training programs are closely linked to local
industry, including the broad tourism sector
associated with cafes / dining and catering,
restaurant and event management. For 2015
there are over five hundred business programs
available for apprentices, trainees and a number
of pathways that lead into University.
With low unemployment rates, Pittwater does
experience difficulty attracting and retaining
talent and adequate skills and resources
including tourism sector jobs. For New South
Wales, significant skills shortages are emerging
as the visitor economy grows and these will
have a direct impact on the quality of the visitor
experience and future economic development.
Nationally, this constraint comes from a
combination of low unemployment generally,
drawing workers from the hospitality sector and
an ageing population. As the visitor economy
grows, significant labour and skill gaps will
emerge for NSW, particularly in the hospitality
area. These skills gaps could directly impact the
quality of the visitor experience and potentially
new visitors decisions to visit Sydney and NSW.
Council continues to have a high level of
collaboration with Northern Sydney Institute at
Brookvale, especially the small business teaching
area. The Institute provided a senior tourism
teacher as facilitator for one of two tourism
Of interest is that students travelling on a
temporary education visa for the purposes
of studying in Australia are considered
‘international education visitors’. The education
tourism market is very important to Australia’s
32
economy and many education tourists are
attracted to the northern beaches for their
duration in Australia. The number of international
education tourists coming to study in Australia
(Australian Bureau of Statistics) increased
from 201,600 in 2000–01 to 374,100 in 2010–11,
representing an average annual growth rate of
6.4 per cent over this period.
The Tourism Research Australia International
Visitor Survey identifies international education
as one of Australia’s biggest overseas tourism
earners with students spending around A$6.5
billion in Australia during 2010–11. The average
expenditure by international education visitors in
Australia in 2010–11 was A$15,213, which is much
higher than the average expenditure of A$2,329
per visitor for other international tourists.
During 2010–11, more than A$1 in every A$3
spent by an international visitor in Australia was
by an international student. One international
student will spend an average of A$110 per
night in Australia compared to the A$90
average expenditure per night for other
international tourists. The long-term outlook
for the international education sector is also
strong. According to the Tourism Forecasting
Committee (TFC), visitor forecasts for the
combined international education and
employment are projected to increase by an
average annual rate of 4.6 per cent over the
2010–2020 period. This figure is much higher
than the forecasted 3.2 per cent average annual
growth rate for all international visitors over the
same period.
33
2.4
PITTWATER TOURISM AND
THE REGIONAL SETTING
Pittwater’s geography is discussed in the recent
Emerging Issues Paper: Arts.
The tourism sector, like the local art scene is not
only local, but closely connected to the broader
regional geographic context and greater Sydney.
Pittwater and the northern beaches geography
and natural environments – the beaches, bush,
waterways and fauna are all major attractors for
international tourists, locals, interstate visitors
and day trippers.
The Pittwater Economic Development Plan
2012 – 2016 highlighted the fact that many
international tourists would like to visit the
northern beaches but need to understand what
the offer is. Visitors often desire a range of
experiences, including landscapes and beaches,
but good restaurants, entertainment, education
and cultural experiences can boost memorable
experiences, or form part of the “experience
economy”. The Economic Development
Plan refers to concerns about increasing
congestion, little public transport and lack
of parking around villages and beaches. The
Economic Development Plan also highlighted
that investment in accommodation in the past
has been limited. However, there is growing
interest around the tourism sector and visitors
increasingly want to come and use beautiful
beaches and national parks, stay in quality
accommodation and spend time visiting friends
and relatives while enjoying Mona Vale and
beach side villages of North Narrabeen, Avalon,
Newport and Palm Beach.
34
The Economic Development Plan also described
how an under-achieving tourist market impacts
activities that spin off from tourism such as
cafés, restaurants, art galleries, village shops and
accommodation. Today many local businesses
cannot rely just on locals and open longer hours.
The vibrancy of towns and villages has great
potential to attract both more local customers,
as well as visitors to boost jobs and bring
greater spend locally. With the rapid increase in
“airbnb” and other online rental properties for
tourism purposes, the local and international
visitor holiday market continues to grow. The
opportunity exists to address future growth
and impact of visitor numbers in Pittwater.
Respondent comments for this paper gave full
support for a business group, working with
Council and other key stakeholders, to assist
preparation of a Destination Management
Plan for Pittwater, exploring Northern Beaches
tourism, preferably with a regional content.
Council’s Coastal Environment Centre (CEC)
is a facility that works closely with schools,
children and young people to promote
community awareness about the importance
of preserving and managing the many features
of Pittwater’s coastal environment. Due to the
superb beachside location, the CEC together
with its camping and cabin facilities also has a
potentially greater role as a visitor information
centre for the northern beaches tourism visitor
market. Education programs that are attended
by members from the local community would
most likely have major appeal for visitors to
Pittwater, who could combine their stay with
waterways, bushland, wetlands, indigenous
“Pittwater is truly spellbinding - made up of
secluded bays, fingers of bushland running
down to the water. Aboriginal rock art sites,
small islands and the mighty Hawkesbury
River – it offers potential hero experiences
only a short distance north of the city.”
Pittwater community member online submission, 2015
35
35
history and natural heritage tours. Opportunities
exist for a greater role for local businesses and
Council to collaborate and investigate localised
tour packages and profiling relevant events.
Council’s ‘Public Space and Recreation Strategy
2014’ highlights that the Pittwater area contains
49 reserves on the shores of Pittwater Estuary
and Narrabeen Lagoon. These areas are
especially important for day visitors and longer
stay tourists. Open space adjacent to, or near
the water provides a high level of amenity due
to their scenic, sensory and cultural values and
improves the quality of life for the community.
The range of recreational activities is huge with
easy access to foreshore areas and moored
boats, nature appreciation, environmental
education, relaxation, scenic viewing,
photography, picnics, barbecues, foreshore
fishing, children’s play, scouting, community
festivals and events and community outings and
walking.
There are a number of successful, specialist land
and water based tour operators in Pittwater. The
range of products from these businesses clearly
indicates there is great customer support for the
longer stay local and international visitor and
not just the day tripper market. These existing
and future opportunities for the tourism sector
in Pittwater will help to also generate a more
diversified base and longer stay options for
tourists visiting the northern beaches.
The industries associated with boating, including
marinas, boat brokers, shipwrights, mechanics,
chandlers, marine trimmers, charter fleets,
together with waterside cafes and restaurants
also benefit greatly from tourism, and are
important for generating local employment
therefore helping to keep younger demographic
talent local.
THE PITTWATER EXPERIENCE
36
BEACHES
WATERWAYS
NATURAL
ENVIRONMENT
ACTIVE
ENVIRONMENT
Rock pools – surf lifesaving - coastal walk
– Narrabeen trail
Ferry services – vessel
hire – yacht hire –
sailing schools
Ku ring gai National
Park – CEC – Currawong
– Indigenous experience
Hang gliding – diving –
rock climbing – whale
watching – cycling seaplane
Tourism business-generated product and
experiences enjoyed in Pittwater do present
issues locally and some of the community’s
concerns identified during the engagement
consultation process and interview with business
owners and operators were:
■ The need to alleviate traffic congestion and
parking during holiday periods
■ The need to give consideration to and
develop alternative forms of transport to
improve traffic management (e.g., cycleways,
car-free environments, go get car spaces)
■ Improvements to public transport options to
connect the major village destinations for day
and night events
■ More facilities and amenities such as: public
toilets, safe playgrounds, picnic areas, youth
facilities such as skate-parks
■ Improve town and village centre
FOOD
Hotels – cafes/restaurants – licensed clubs
– sports clubs
RETAIL EXPERIENCE
& BUILT ENVIRONMENT
Villages – markets –
pop ups - Palm Beach
lighthouse
beautification, lighting and maintenance to
create a welcoming atmosphere for visitors
■ The need to improve destination signage
in and around Pittwater and on relevant
websites
■ Where can people stay (B&B’s, boutique
hotels, hostels, caravan park)
■ Lack of market identity and visibility as a
tourist destination in the Sydney metropolitan
area.
The SHOROC partnership is led by a Board
of the Council Mayors and General Managers.
The Board is supported by the council General
Managers, SHOROC Executive Director and
team, as well as council professional officers
groups, and it operates as an Incorporated
Association. As a partnership, SHOROC is
passionate about making the region an even
better place to live, work, play and visit.
COMMUNITY
SPORTS
Cultural/arts exhibitions
– music performances exhibitions
Events - golf - fitness /
lifestyle
37
Pittwater is part of an area collectively
representing a population of over 280,000
residents who contribute almost $21 billion
annually to the NSW economy. The region
covers an area of approximately 288km2 in
north east Sydney. Tourism in the SHOROC
region is characterised by an outstanding natural
environment, vibrant community and innovative
businesses. The tourism sector and its economic
development-related importance associated with
transport infrastructure, employment generation,
education and business support will benefit
from the SHOROC partnership to leverage new
infrastructure, profile and increase awareness
of tourism. Pittwater is represented on a new
SHOROC Economic Development Working
Group which will look at regional tourism,
leveraging local and Sydney-wide events and
tourism agencies such as Destination NSW,
seeking support for local businesses to promote
tourism–related services and products.
SHOROC and the NSW Business Chamber’s
Sydney North Regional Advisory Council
(SNRAC) represents the interests and concerns
of more than 805 member businesses in
Sydney’s northern suburbs, including tourism.
As the tourism sector is a new division of NSW
Business Chamber (Tourism Industry), there
is help for businesses operating in the Visitor
Economy to maximise their potential to ensure
New South Wales remains the number one
tourism destination in Australia. The Tourism
Industry division exists to help businesses
succeed, providing specialist services for
businesses operating in the tourism industry
including advice, accreditation, webinars,
mentoring for the NSW Tourism Awards,
training/education events and business tools.
38
Manly Council is an important partner of
the SHOROC group, due to its significant
tourism regional role and ferry connection to
Sydney CBD. It is estimated that the Manly
destination for example, generates more than
8 million visitors per year. People come from
all over Australia and the world, drawn by its
many natural attractions, restaurants, shops,
accommodation and cultural / sporting events.
Manly’ s connection to Sydney CBD creates
a comfortable travel distance for tourists to
discover and visit that town centre and generate
benefits for all of the northern beaches,
including Pittwater.
At the recent Manly 2015 Hurley Open Surfing
Event, more than $6 million was predicted to
have been spent in the Manly local government
area over the duration of the event. However, the
real benefit was the international tourism media
coverage by holding a successful major event
that underpins tourism branding. This exciting
sporting and cultural related event attracted
visitors who ventured further north to spend, eat
and enjoy Pittwater’s villages, the local beaches
and environment of Ku-ring-gai National Park.
Christmas village market events, Polo at the
Beach, Pittwater Food and Wine Festival and
Royal Motor Yacht Club Pittwater Festival are all
examples of local major tourism–related events
that have flow-on benefits for overall economic
development – sales, jobs, and marketing the
Pittwater destination. Council has supported
these tourism-related initiatives over a number
of years which have helped profile the area and
attract increasing numbers of visitors to the area.
The Manly Chamber of Commerce operates a
dedicated Visitor Information Centre – ‘Hello
Manly’ at Manly Wharf. Information and advice is
available at the centre and flyers, brochures and
tour bookings are free. The centre is staffed by
a volunteer team that supplies comprehensive
visitor information. Pittwater Council relies
on local communities and operators to
produce information, which lacks consistency
and destination branding. The availability of
information on the natural, cultural and heritage
features of the region is especially limited.
With the rapid growth in digital technology,
consumers are increasingly using the internet,
tablets and smart phones to access information
and book accommodation, tours etc. While the
market is currently in transition, moving from
hard copy to digital information, access to digital
information is extremely important at the trip
planning stage. Once visitors and international
tourists are in the northern beaches area,
travellers want related information including:
Visitor Information Centres, street kiosks or
other information outlets, free brochures, maps,
local café directories and recommendations from
locals area all important information sources.
Pittwater Council’s Enliven Pittwater strategy
objective is to increase vibrancy in Pittwater’s
town and village centres and has helped increase
profile and visitors to the area. Enliven Pittwater
is a partnership between business leaders, the
Council and community members to strengthen
the social, cultural and economic dynamic in
local centres. The Enliven Pittwater app brings
together everything that Pittwater has to offer,
including businesses, events, specials and
experiences. The free app has been designed
to give residents and visitors quick access to
everything great in Pittwater in one convenient
place.
Enliven Pittwater is also a revitalisation
project to improve street life and boost village
economies. ‘Quick win’ events have helped
to attract visitors from outside the area to
experience a range of arts / cultural events, pop–
up food and music events. The project is a mix
of cultural, social, retail and recreation creating
a buzz in our villages. The Enliven App has been
successful in growing an extensive business
directory and interest in events in Pittwater.
Creativity and experiences from other national
and international cities are being used to inject
energy into urban spaces and economies. The
Pittwater community through Enliven has had
a number of events and activities in Mona Vale,
Newport and Avalon over the last two years and
businesses are showcased and cross-promoted
through these events and online platforms.
The development of ‘apps’ and the use of
Quick Response (QR) codes are changing the
way information is distributed and accessed.
Although most travellers now have access
to GPS (in car or on smart phone), hard
copy, illustrative maps are still very much in
demand, as are transport timetables, event and
shopping guides, restaurant locations etc. Use
of technology is dependent on access to the
internet or mobile phone network. Coverage will
be enhanced with Avalon village, the first area in
Pittwater to get the NBN rollout in 2016.
39
2.5
TOURISM AND THE ARTS
CREATIVITY AND CULTURE
Arts and cultural offerings have immense pulling
power in attracting and maintaining day visitors
and tourists.
Around the world there is a large and growing
demand for cultural tourism. In the face
of globalisation, the ability to identify and
celebrate the individual character of a place is
increasingly sought. Tourists and residents alike
are attracted to places with a distinct flavour.
Many locations are actively developing their soft
and hard cultural assets as part of their placebranding, with the goal of attracting visitors and
maintaining residents .
Australia has a wide range of cultural assets
including museums, galleries, historic and
Aboriginal and indigenous sites, heritage sites,
and programs, concerts and festivals which
allow visitors to be entertained, educated and
engaged. This is particularly true of Sydney,
where guests ranging from day-trippers to
international tourists are treated to a nexus of
historical and contemporary offerings. In recent
years Sydney has demonstrated the pull of arts/
cultural festivals, with huge numbers attracted to
Vivid, Sydney Festival, Sydney Writer’s Festival,
St Jerome’s Laneway Festival, Mardi Gras,
Sculpture by the Sea and the Biennale of Sydney.
Pittwater boasts significant tangible and
intangible cultural assets which make it
appealing to residents and tourists. Pittwater’s
arts and cultural environment is described in
40
detail in ‘Emerging Issues – Arts’, Pittwater
Social Plan 2012 – 2016. At chapters 2.4 and
2.5 the Arts Paper notes the major opportunities
afforded to Pittwater by virtue of its location:
there is scope to leverage being part of an
global city, at the same time as offering boutique
experiences in an area abound with natural
beauty.
CULTURAL TOURISM IN PITTWATER
Within Pittwater creativity and culture are used
both informally and formally to attract residents,
visitors and investors.
Informally, local creative industries contribute
to shaping a Pittwater brand, and are crucial to
disseminating information to audiences about
why Pittwater is an appealing space to visit.
Across Pittwater there are a number of creative
enterprises and retailers which exemplify the
area’s quirky, but sophisticated beach-side
appeal. Examples include: Ginger&Smart,
Little Paper Lane, Mark Tuckey, Nada Herman’s
Palm Beach Gallery, Libby Watkin’s shopfront
and Chelsea Lane Gallery. The North journal
ruminates upon and celebrates local identity,
while artists, designers and companies such
as Quick Clips and Kawaiian Lion trade on the
Northern Beaches beachside aesthetic.
Arts programing also contributes to cultural
tourism. Analysed in depth in the Arts Paper,
Pittwater plays host to a range of community/
cultural events. These range from arts markets,
exhibitions, music events, to outdoor cinema
Suzanne Davey ‘Groundswell’, 2014
and festivals. Often these events are targeted
foremost at the local community, but there
are some examples of where visitors are also
targeted. Council’s ArtZpace exhibition has
traditionally been presented in Avalon in the
first week of January, a time which coincides
with a surge of visitors to the area. Similarly, the
Artspot collective of artists experienced good
visitation and impressive sales at their January
2015 art exhibition in Avalon. Groups who wish
to maximise their audience numbers and or sales
may benefit from access to data which charts
key tourism peaks and events.
Culture, ranging from Aboriginal culture to
popular culture – is a main driver of a number
of tours to the region. Home and Away tours,
for example, are offered by a number of
providers, with great interest from international
tourists, especially from the United Kingdom.
Participants are attracted to see the iconic
locations where the TV show is filmed, most
notably Summer Bay (Palm Beach). Typically
tour providers meet participants at Circular
Quay, then take a ferry to Manly, and then travel
by bus to Palm Beach. There is a possibility
to leverage these tours, so that visitors are
spending more time and money in Pittwater.
Eco and Aboriginal tours are also popular
in Pittwater with tours to sites of Aboriginal
significance, or undertaking walks where flora
and fauna are discussed through the lens of
Aboriginal history, language and culture. Best
practice examples are those where Aboriginal
stakeholders are involved, so the veracity of
information presented and conservation of
significant areas is ensured. There are other
cultural assets which are not so readily accessed
through tours in Pittwater, but could be explored
further. For example, Pittwater’s incredible
local architecture, such as wharves, individual
residential properties and historical development
precincts, are of increasing interest.
Pittwater Community Art’s Pittwater Artists Trail
is a successful local cultural tourism program
established in 2011 and made up of some twentyfive home studios. Membership in the Trail
evolves from year to year, but typically includes
painters, sculptures and jewelers. All advertised
studios can be visited by appointment. However,
the Trail runs three open weekends and an
exhibition annually. The open weekends are
festive occasions where visitors can talk to
artists, look at their work and participate in
demonstrations. These weekends are when
the “trailers” enjoy the bulk of their sales and
visitation. Repeat business in the form of
commissions and visits are common.
The Pittwater Artists Trail is advertised through
a brochure which is distributed throughout
community and business venues and is available
online. Hard copy distribution is contained
largely in Pittwater and the northern beaches,
with the website garnering hits from around the
world. Trail members report that their visitation
generally comes from the northern beaches, but
also interstate and international visitors.
There is scope to build on the success of the
Pittwater Artists Trail, with positive results for
41
participating artists, audiences and Pittwater’s
tourism providers. Possibilities include:
increased marketing through NSW and Federal
tourism and events organisations; working
in collaboration with local accommodation
providers to create “open weekend” packages/
specials; running shuttle buses on open
weekends; and leveraging existing events
and activities to increase access to the trail.
Partnerships with relevant individual businesses
and collaboration with Chambers of Commerce,
to link our villages for exposure to visitors for
shopping, cafes and restaurants could also be
explored.
and Enliven Pittwater are currently facilitating
a project called The Game Avalon Art Carnival.
The Game sees thirty selected artists come
together under the guidance of public art
specialist Kendal Henry. The artists respond
to the public domain to create installations
and activations. The resulting artworks will
be presented in a festival in Avalon Village in
November 2015. Attendees will be encouraged
to wander through Avalon, using the artworks as
a way to connect with familiar and new spaces.
This project demonstrates how stakeholders
can collaborate to achieve a matrix of results
in urban/village spaces which include cultural,
economic and tourism outcomes.
TOURISM AND CREATIVE SPACES
As stated in the Pittwater Arts Paper, “Pittwater
residents want more creativity in their
village centres, in urban spaces and natural
environments”.
The same can be said of tourists: visitors want
to connect with a variety of innovative spaces
in meaningful ways. Examples of places that
enjoy high levels of tourism, such as Berry,
Cowra, Hobart, Melbourne and the Sunshine
Coast, trade on their cultural capital. Much of
their success stems from allowing visitors to
make a connection with the people or history
of the place. There are possibilities for visitors
to Pittwater to engage in our built and natural
environments in unique ways.
For instance, Avalon and Palm Beach Chamber
of Commerce, Eramboo Artist Environment
42
Section 5.7 of the Arts Paper highlights the
opportunity for arts and cultural access in
the natural environment in Pittwater. A local
iteration of Sculpture by the sea, jazz barge on
the lake, art/natural trails and eco festivals are
some suggestions the community has presented.
Programs such as these have great potential to
appeal to both locals and visitors; in fact, the
ability to draw on crowds from beyond Pittwater
would be a key marker of success. With similar
examples of major events referred to in this
paper, it is the marketing / branding, public
transport and collaboration for sponsorship
which are essential elements in event planning.
Respondents to the tourism paper on line
survey have highlighted the need for a ‘Calendar
of Events’ and tourism business network, or
association support along with Council.
The Eramboo Artist Environment is also in the
space of connecting creativity with the natural
42
environment. Eramboo is planning a program
which will see artists and researchers working
in collaboration to create artworks which
respond to the Ku-ring gai National Park. While
the primary goal of the project is artistic – to
develop and present new work – tourism is a
likely flow-on effect. The resulting artworks will
spur a continuing conversation about the natural
offerings.
43
43
44
SECTION 3
‘TOURISM IN PITTWATER’
HEADLINES FROM
ENGAGEMENT
PROCESS
45
3.1
ONLINE SURVEY, WORKSHOPS
AND INTERVIEWS SUMMARY
FEBRUARY 2015
Over seventy responses were received from
Council’s Tourism in Pittwater online Survey,
February 2015.
■ The survey questionnaire comprising twelve
broad – based questions was also used
as the basis by the facilitators at the two
tourism workshops held to engage attendees
in the tourism sector discussion
■ The questionnaire was also used for two
business and community focus groups, and
■ Several one on one interviews were held
with tourism-related businesses, industry
associations and other government agencies.
WHO DO YOU THINK WOULD BE BEST TO ASSIST
DEVELOPING TOURISM IN PITTWATER?
Over eighty per cent of respondents considered
that a tourism interest group would be the
best vehicle to help develop tourism in
Pittwater. Council’s overall relating to economic
development and tourism is seen as important in
developing the sector and working in partnership
with Chambers of Commerce, business and
individual providers / tourism-related businesses
and the NSW State government.
In 2000 a Pittwater ‘Sydney Northern Beaches
Community and Visitor Association’ was
formed by local business representatives, with
a constitution, but later in 2010 it dissolved and
members joined Pittwater Business Ltd (PBL) to
add additional strength to this existing network.
While tourism businesses and others with
tourism interests currently are members of PBL,
46
the network maintains a wide representation
of local business sectors and there was keen
interest to establish a separate tourism business
interest group.
Local Chambers of Commerce (Mona Vale
and Avalon / Palm Beach) members were
well represented during Council’s tourism
paper workshops and expressed interest in
contributing to a collaborative representative
business group to further develop tourism and
the visitor economy, with Council and NSW State
Government involvement.
HOW DO TOURISTS / VISITORS FIND OUT ABOUT
PITTWATER?
Friends, relatives and work colleagues made up
fifty per cent of the response to this question of
how tourists / visitors find out about Pittwater.
Word of mouth and online searches were
also important as information sources. Media,
including national television and newspapers
specifically relating to the Home and Away
television series attracted major international
visitor interest. Tourism-related shows such
as ‘Good Weekender’ continue to attract high
numbers of viewers and locally Council’s, ‘What’s
on in Pittwater’ and other imagery-based
sources are all areas for information for visitors
to the northern beaches and Pittwater.
Respondents, as well as businesses interviewed
and workshop attendees commented strongly
on the overall lack of printed tourism–oriented
material such as basic maps, transport
timetables, restaurant / café information about
Pittwater and the northern beaches in general.
Many other metropolitan Sydney Councils and
tourism businesses in Waverley, Sutherland,
Parramatta and the Blue Mountains provide
tourism guides and other useful information
for visitors. International tourists can access
basic information about some parts of Pittwater
online and at some hotel desks, there are flyers
such as those available from Council’s Coastal
Environment Centre concerning ‘Walking
Coastal Sydney’ that could be made more
widely available. Local Pittwater Chambers of
Commerce, for example, expressed interest in
assisting Council to provide a greater range
of information for visitors to Pittwater and the
northern beaches.
area have a multitude of options to get tour,
dining, cultural and retail tourism details.
Through collaborative business and Council
information - free booklets, brochures, flyers
and websites in other parts of Sydney and NSW
are widely profiled and marketed. Some good
examples highlighted of tourism information for
Pittwater, which were well researched, sponsored
and up to date and currently available for other
areas include: Urban Walkabout; TimeOut
Sydney for Visitors; Central Coast Destination
Management Plan, Hello Manly.
People commented that locals, visitors and
international tourists wanting information on
Sydney CBD, or other parts of the metropolitan
”Absolutely brilliant. We had a gorgeous day, the ferry is large, new and you pass
many beautiful sites on the return trip. Highly recommended. Will be returning later
in the year with more visitors. Brilliant view of the Avalon/Whale Beach headland
as well as Lion Island. Once in Ettalong there is a fish and chip shop to the south
as well as a cafe but we headed to the RSL Club and had a great lunch. During
low tide you can walk along the beach front and walk out on a sandbar into the
ocean”
(Pittwater community member online submission, 2015)
47
WHAT SERVICES, PRODUCTS OR EXPERIENCES DO
YOU THINK TOURISTS /VISITORS ARE LOOKING FOR
IN PITTWATER?
Respondents unanimously agreed (100 per
cent) that beaches and swimming was one of
the major experiences tourists / visitors were
looking for in Pittwater. Bush and nature-related
experiences (89 per cent) and yachting and
boating (81 per cent) also rated especially highly.
Dining and cafes and art experiences were high
too.
One on one interviews held with water-based
ferry operators, yacht hire, charter boating,
kayaking and ecotourism providers described
the all year around interest in these tourism
products from day visitors and longer stay
tourists. Personal development, team building
and school related environmental tourism were
mentioned in discussions.
Water-based tourism and natural ecotourism
experiences are highlights for tourists / visitors
coming to Pittwater. As described earlier Local
Government is a significant provider of local
services and infrastructure to ensure that the
benefits of the visitor economy can be enjoyed.
The BIG4 Sydney Lakeside Holiday Park at North
Narrabeen is a multi-award-winning holiday
destination with a range of affordable cabins and
campsite accommodation that is the perfect fit
for any northern beaches holiday. From humble
beginnings as ‘Narrabeen Caravan Park’, this 4
½ star Sydney caravan, camping and holiday
park is now the place of choice when it comes to
affordable holiday accommodation.
48
Dining and cafes and art experiences are
identified as becoming more significant for
day and longer stay visitors to Pittwater. Wellmanaged, diverse, vibrant and safe night-time
environments appeal to a wide cross-section of
the community and have the potential to boost
visitation to cafés, restaurants and bars during
the evening, as well as throughout the day. Local
restaurant / café operators and club managers
identified later trading hours can also provide
opportunities to increase sales and exposure for
business growth. Increasing employment relating
to the tourism sector assists our key workers,
including part-timers, women and young people.
A night time economy (NTE) can also be a
‘cultural economy’, providing the opportunity to
create events that reflect the community’s values
and tastes, for example, live music performances
and movies. Comments from interviews also
highlighted the importance for visitors of “Pop
up” activities such as, movies, food trucks and
markets associated with events.
RANK IN ORDER OF IMPORTANCE WHAT YOU SEE AS
PITTWATER’S TOP ATTRACTIONS FOR VISITATION?
Beaches in Pittwater and surrounding waterways
ranked as the top two attractions for Pittwater
by respondents, with national parks, cafes and
restaurants and events such as the Ocean Swim
series recognised as high level attractions for
visitors.
Pittwater’s natural environment is a particularly
significant attractor for authenticity of
experience and respondents referred to extreme
popularity for year round outdoor activities such
as: cycling, surfing, paddle boarding, kayaking
and bush walks.
DO YOU FEEL PITTWATER COULD BENEFIT FROM MORE
EVENT DESTINATION TOURISM (I.E. FOOD AND WINE
EVENTS , MARKETS , SPORTING COMPETITIONS, ETC.)
Comments from local Pittwater businesses
included that visitors were interested in active
tourism and that sailing and leisure craft
experiences that are world class are relatively
unexplored and in particular, high end exclusive
yachting experiences should be marketed more
locally and internationally, as they are very
popular. There are 3.2 million visitors to the
northern beaches every year. Of these visitors
29 per cent were local, the rest coming from
elsewhere.
Over seventy-six per cent of respondents felt
that Pittwater could benefit from more event
destination tourism such as, food and wine
events, markets and sporting competitions.
Other comments from the workshops relating
to this question referred to the fact that
international visitors would like the natural
environment but find it had to navigate due
to lack of way finding. There is considered
to be little information available locally such
as at retailers, cafes, clubs etc about getting
to attractions, facilities and moving around
Pittwater.
Weddings celebrated at waterside locations,
beaches and reserves were discussed at the
workshops and interviews as important for
visitors and tourists to Pittwater. The spin off
from weddings, including accommodation,
concierge services, food and other retailing
were discussed as significantly growing areas of
business in the area related to weddings.
Other Sydney LGA’s support major destination
tourism events such as Sculpture by Sea which
attracts huge visitor numbers and creates major
spinoff business for retailers, cafes / restaurants
at Bondi Beach for the duration of Sculpture by
the Sea. The Vivid Light Festival, for example,
was not only Sydney CBD based in 2015, but
included displays in the Chatswood CBD.
”I see the most amazing benefit to
residents and artists (which we have
in abundance) in Pittwater. If we have
the vision and can see the bigger
picture now for the future of Pittwater
and complete an area where tourists
can come and buy a piece of superb
local art, sculpture etc and stop and
have lunch and look at the surrounding
gardens….what a bonus for tourism in
Pittwater!”
(Emerging Issues Paper - Arts)
49
Respondents referred to wanting more night
time economy (NTE) opportunities which would
benefit families as well as local businesses
from visitors attending major events. Increased
youth hostel accommodation and all year round
events were suggested by respondents, as was
an aquatic centre and ice rink infrastructure
to appeal to the younger demographic locally,
without the need to travel out of Pittwater.
As local public transport is limited, especially
after hours and on weekends, regular major
events would require logistics planning that
addressed parking, public transport and
improved access for future years.
Other examples of major events supported by
interviewed and workshop respondents included:
ocean swims and beach-related events which
again attract huge numbers of competitors, their
families and supporters and visitors from outside
the northern beaches. Limited accommodation
options in Pittwater, as earlier discussed mean
that visitors cannot easily stay locally overnight.
Evidence from Destination NSW suggests that
by increasing the time spent in a destination
directly impacts on increased average spend
and that visitors need a reason to stay and
to experience what else is on offer in this
destination.
There are significant social and economic
benefits of tourism to the community from major
destination tourism events, such as increased
employment opportunities. The so-called ‘ripple
effect’ means more jobs can provide more
50
economic returns to local communities both
directly, for example and indirectly shops retail
restaurants, peripheral businesses. Some NSW
examples of destinations that have successfully
developed magnet seasonal events to promote
tourism were identified as:
■
■
■
■
■
Thredbo – Jazz festival
Noosa Triathlon and Noosa Food and Wine
Music Festivals – Byron Bay
Walking trails – Blue Mountains
Village ambiance – Bowral Tulip Festival
The workshop participants and one-on-one
interviews discussed and generally supported
more beach and lifestyle-related events for
Pittwater and the northern beaches. Major
businesses, banks and shopping centres in the
area were suggested as potential partners to
host future events, which would likely attract
both daytime and overnight visitors to the area.
WHAT BENEFITS DO YOU SEE TOURISM IN PITTWATER
BRINGING TO THE BROADER COMMUNITY?
The majority of comments from respondents
and interviewees for this question referred
overwhelmingly to the economic development,
employment, social and infrastructure benefits of
tourism for Pittwater. For Mona Vale town centre
and Pittwater’s villages, comments referred to
Council and business being able to build on
the vibe, cultural and social strengths which
underlay the area at present and connect our
communities.
Comments recorded from Council’s workshops
engagement included using existing magnet
attractions such as the Home and Away
television series, iconic restaurants such as
Jonah’s – Whale Beach and the emerging Night
Time Economy (NTE) buzz of Mona Vale and
retailing offers in our villages to help increase
visitor numbers and raise profile locally and
internationally.
WHAT ASPECTS OF TOURISM/ VISITATION DO YOU
THINK NEED IMPROVEMENT IN PITTWATER?
The majority of comments from respondents
for this question referred to transport-related
infrastructure, including water-based ferry and
wharf services, hop on, hop off tour buses,
all forms of accommodation, greater tourism
marketing / branding and signage.
Discussions with local businesses highlighted
that a number of local clubs such as Pittwater
RSL and the Royal Motor Yacht Club currently
run minibus services for patrons to connect
to surrounding residences. Also, the NSW
Government has allocated $125 million to
implement a Northern Beaches Bus Rapid
Transit (BRT) system from Mona Vale to the
CBD and an additional $97 million for major
transport interchanges and commuter car parks
across the region. Collaboration between the
clubs and other businesses could focus on
a future timetabled minibus services for the
whole community, to access town and village
centres for special events. Providing regular
mini bus services would also assist reducing
car parking needs and encourage visitors
and the community to enjoy the ambience of,
for example the night time economy - cafes,
restaurants and other activities offered in the
centres.
Accommodation was widely discussed and
seen as an inhibitor for future tourism growth
and overall economic development. Examples
of quality, low impact accommodation such as
the RAVC resorts in Victoria (Torquay), Noosa
and Hobart were examples sited as good
accommodation models for future consideration
in Pittwater and northern beaches. These
examples provide for coastal conferences,
executive retreats, weddings, family celebrations,
product launches, award nights or gala events.
The Pittwater destination experience can add
to the stay with local golf, surf, sail or kayak,
swimming, dining and shopping, markets, bush
walking, history and cycling.
“Sydney by the sea: the Northern
Beaches and Pittwater - stunning sand,
waves and an enviable lifestyle attract
visitors to the beaches north of Sydney
Harbour. Stop at Avalon for shopping
and good cafes, charter a yacht on
Pittwater, or hit the surf at Queenscliff,
Collaroy, Long Reef or Narrabeen”
(Pittwater community member
online submission, 2015)
51
WHAT DO YOU SEE AS THE CURRENT BARRIERS TO
TOURISM NOW AND INTO THE FUTURE?
Over seventy per cent of respondents
commented on the limited, or poor transport–
related infrastructure that was a barrier for
tourism now and into the future. Over sixty
percent of respondents saw limited, or a lack of
accommodation options as a barrier. Comments
also highlighted that little or no information
was available for visitors, especially a basic free
map. Respondents noted a lack of branding /
promotion for Pittwater tourism and little
destination profiling by Council and or business
lobby groups. The need for a specific tourism
interest group to help promote tourism in
Pittwater was the concern for around thirty per
cent of answers to this question.
Currently, the only conferencing option with
accommodation in Pittwater is The Newport
Mirage, a fifty room 4-star waterfront hotel and
function centre, featuring some conference
facilities and other function venues. The hotel is
well located on the northern beaches, bordering
the shores of Pittwater. The neighboring
iconic Newport Arms Hotel, recently sold, has
proposals by the new owner, Justin Hemmes of
Merivale, to revamp the venue and increase jobs
for this waterfront facility which is next door and
just a short drive from famous Palm Beach.
Comments recorded from the workshops
engagement included – the need for regular
liaison with NSW State and Federal Government
tourism agencies to assist destination promotion.
52
Participants discussed the opportunities to help
promote local events by specifically leveraging
off Sydney-wide marketing campaigns such as
Food and Wine NSW and Restaurant Australia
to benefit local tourism. Some local cruise
providers referred to the lack of attractive tourist
information available for their clients, especially
details of shopping, event opportunities, profile
cafes etc once they have arrived in the area by
sea, bus or seaplane.
WHAT SETS PITTWATER APART FROM OTHER
DESTINATIONS?
The physical environment - local and regional
natural beauty, excellent beaches, waterways,
bush and national park were considered major
reasons by respondents that set Pittwater
apart from other metropolitan destinations.
Remoteness and geographic distance from CBD
Sydney, yet close to reach received comment,
as did relaxed villages lifestyle, away from
the ‘hustle and bustle’ of other parts of the
metropolitan area.
In relation to the built environment, the town and
villages, boutique shopping in Pittwater, trendy
cafes, surf clubs’ accessibility to all ages, a safe
and friendly atmosphere and community feel,
were also referred to by respondents as reasons
that set Pittwater apart from other destinations.
Businesses interviewed described the beaches
and waterways of Pittwater as unique and ‘world
class’. The area was described as having ‘plenty
of natural wow factors for tourists’.
Workshop participants agreed that it was
important to give tourists a number of reasons
to come to a destination, to bundle experiences
and cross promote with other destinations and
products was considered essential.
WHAT ASPECTS OF TOURISM/VISITATION DO YOU
THINK WE CURRENTLY DO WELL IN PITTWATER?
Again, as with responses to question No.9,
the majority of respondent comments and
interviews referred to the benefits to locals and
visitors of the unique physical environment and
remoteness. Other comments included world
class yachting, wild life and vegetation, high
quality and accessible golf clubs and Aboriginal
culture.
“In the tourism industry, all of us
essentially work in the destination
experience and visitor benefits
business. Desirable visitor experiences,
coupled with strategic excellence in
destination branding, development and
communications, are central to tourism
competitiveness and success”
ARE THERE ANY OTHER LOCAL GOVERNMENT AREAS
(ANYWHERE IN AUSTRALIA) THAT YOU THINK ARE A
GOOD MODEL FOR TOURISM IN PITTWATER? IF SO,
CAN YOU IDENTIFY THEM?
Areas in Australia and overseas identified
by respondents as being a good model and
comparison with Pittwater, include the following
areas:
■
■
■
■
■
■
■
■
Noosa
Nelson Bay
Carmel, USA
Berry
Port Douglas
Kiama
Husskisson
Hobart
OVERALL, HOW WOULD YOU CURRENTLY RATE
PITTWATER AS A TOURIST DESTINATION?
Pittwater was rated six out of a score of ten
(1=poor and 10=excellent) from twenty – two per
cent of the respondents to the online survey.
(Pittwater community member online
submission, 2015)
53
3.2
TOURISM PROMOTION
AND MARKETING
Marketing and promotion is about growing
visitor and community awareness and demand
for the destination in line with the destination
brand. It involves clearly and effectively
communicating what’s on offer, the unique
proposition both before visitors arrive and
once they are at their destination. Promotion
and marketing are also about providing a sales
opportunity for the destination. Importantly,
marketing should include communication with
internal stakeholders in council, business and the
wider community.
From the interviews, on line surveys and
workshops held for this paper, the lack of
tourism and visitor information was regularly
raised as an issue. For Pittwater there are
currently no flyers or brochures that combine
visitor information such as local transport, fast
facts, map and cafes / restaurants. Tourism–
related business owners, whether they be
retailers or a marina, café or wedding celebrant
commented that a flyer with this information
would be great value and helpful to generate
business in town and village centres. The Urban
Walkabout publication, published for Councils
and tourism groups throughout Sydney, for
example, combines current, well researched
information and is stylishly printed. These guides
are free for visitors and especially useful to
discover places to visit, eat, see and experience.
Information on the guide includes: websites for
transport, shops, and community facilities such
as libraries, markets and special events.
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Pittwater Council’s “Enliven Pittwater Strategy”
and the events, markets and promotions of
Council, local Chambers of Commerce, individual
business and interest groups will continue to
help promote and market the local area. With
collaborative events, markets, exhibitions and
promotions, the opportunities for sponsorships
and sharing resources greatly assist the reach,
quantity and quality of information leading to
bigger visitor numbers, economic and social
benefits in the community. Examples of the
many successful events that have been held in
Pittwater have been referred to in this paper.
The Enliven Pittwater app brings together
everything that Pittwater has to offer,
including businesses, events, specials and
experiences. This free app has been designed
to give residents and visitors quick access to
everything great in Pittwater in one convenient
place. Listing your business is free and visitors
can download the app to pinpoint specific
businesses and events in Pittwater. Residents
and visitors to Pittwater can also now navigate
some of the best walks in Pittwater with
thanks to work undertaken by students from
Macquarie University. The development of the
Walking Pittwater app directly links to the
Enliven Pittwater app. The interactive app
boasts numerous points of interest, historical
information, and video footage that have been
embedded.
“My vision for Tourism is that it achieves
its full potential as a strategic growth
industry in Pittwater, by offering a
distinctive blend of leisure experiences
that the community values for the
contribution these experiences make to
the liveability and visitor appeal of the
area.”
(Pittwater community member online
submission, 2015)
55
The Enliven Pittwater app can also be
personalised by the user – allowing them to mark
areas of interest and tag them so they can be
found again.
Maintaining high visibility in the digital economy
is critical to success. Potential visitors need
to be able to access current and compelling
high-quality information to compare offerings,
book experiences and pay online. We can help
make our tourism businesses more visible
and accessible by building their digital skills,
supporting better infrastructure and providing
free wi-fi to visitors. In a continuously changing
digital world, maintaining competitiveness will
be an ongoing challenge.
Where a Council or local tourism association
agrees to a Tourism Plan to market and
promote an area, the Destination Management
Plan (DMP) is a necessary business plan for
building and managing and growing the visitor
economy. The DMP document captures and
presents information, learnings and actions
from stakeholders and is a guide to manage
and invest in the destination. There are good
examples of Destination Management Plans
throughout NSW. Destination NSW and the NSW
Business Chamber offer collaborative support
that is essential to ensure the planning follows
a best practice approach, with guidance to
researching, sourcing and collating information,
key data and stakeholder engagement.
56
When defining the destination, Destination
NSW advises to consider how visitors find out
about your destination, or what they call the
destination and whether a region would be
devised to capture wider geographic area.
The NSW Visitor Economy Action Plan 2012
identifies Destination Management Planning as
a ‘Strategic Imperative’ - to assist renewal and
revitalisation of destinations. A DMP should
focus on the key factors of a destination’s appeal
and be the vehicle by which to provide focus,
extension and facilitation of that appeal. To be
successful, the Plan is sees the development and
implementation of a common approach that
engages and is collaboration with business, the
wider community and Government at all levels.
The local Destination Marketing Plan should
consider and reflect the marketing / promotion
direction of higher or complementary entities.
It should be remembered that visitors do
not recognise boundaries. They will travel
through other areas to get to and from the
Pittwater destination. Collaboration with NSW
Government and Sydney-wide tourism planning
will not only acknowledge consumer behaviour,
but can also be very cost-effective.
Destination Management Plans provide a
basis for investors, and certainty with regard
to the nature and future use of destinations,
their assets and overall sustainability of the
destination and assets.
In summary a Destination Management Plan
comprises the following:
■ Comprehensive identification of and
evaluation of the destination’s assets
■ Clarity about your destination’s visitor
economy business
■ Hard evidence to support any recommended
strategies, priorities and activities
■ A realistic appreciation of your resources,
both physical and financial, and their capacity
to deliver the objectives/tasks you have
prioritised.
Effective destination branding and marketing
leadership is also difficult to achieve without
creating and maintaining pro-active processes
that successfully recruit, energize and integrate
local and regional tourism and community
interests, resources, and thinking. The tourism
industry division of the NSW Business Chamber
(formerly the Tourism Industry Council of
NSW) assists businesses operating in the visitor
economy to maximise their potential to ensure
that New South Wales remains the number one
tourism destination in Australia. The Chamber
has called on the government to support a
new planning system which should feature the
following features:
The Chamber also supports ‘a state-wide
umbrella framework of destination management
plans (DMP), as well as ‘an overarching NSW
plan to link regional infrastructure priorities
with the diverse needs of the state’s various
destinations and experiences’.
“Best practice Destination Management
is a holistic process that ensures tourism
adds value to the economy, social fabric
and ecology of our communities. Tourism
can be an economic driver, generating
jobs and contributing vibrant lifestyle
benefits to our communities. But equally
tourism needs to be managed to ensure
that it leaves a positive legacy for current
and future generations.”
(Australian Regional Tourism Network)
■ More flexible zones where tourism activity is
permissible
■ Formal consultation processes with tourism
bodies at the plan making stage and
■ Economic and tourism growth as key
objectives.
57
3.3
TOURISM GROWTH
Tourism is a global industry that has played a
significant role in the development of many
destinations and communities. With the
introduction of the concept of destination
management, many destinations have had to
adapt their approach to tourism planning and
development in order to ensure the long-term
sustainability of the industry in their destination.
There are a wide range of tools and best
practice case studies that are available to assist
destination managers and tourism stakeholders
in identifying and implementing innovative and
relevant planning, development and marketing
processes for managing tourism in a destination.
The day visitor market and domestic overnight
visitors will remain the predominant source of
visitor arrivals, visitor expenditure and tourism
growth for Pittwater. A focus on increasing
length of stay and repeat visitation will help
achieve greater economic benefit to the local
economy, jobs growth and enhanced profiling
and marketing opportunities.
Identifying our best customer to support
tourism growth fits closely with Tourism
Australia’s definition and discussion around
the ideal destination for ‘experience seekers’.
They define an “experience seeker” as a selfchallenging traveller looking for a unique,
involving and personal experience. Experience
Seekers travel to gain self-esteem and a sense of
accomplishment as well as to enrich their lives.
58
According to this definition, experience seekers
spend more time on their travels and generally
want to:
■
■
■
■
Connect with locals
Have an adventure
Explore nature
Enjoy the coast
CUSTOMERS WANTED: THE EXPERIENCE SEEKER
Some challenges for tourism growth and opportunities – all government levels:
Strong Australian Dollar (or depreciating)
■
■
Increased outbound travel growth (or more domestic travel)
Pressure on domestic holidays and length of stay
Global Financial Crisis (or economic growth from key economies)
■
■
Most countries still recovering (parts of Asia growing rapidly)
Australians more money/value -conscious (saving more)
Increased Cost of Travel
■
Rising fuel prices (more short-trips, leveraging proximity to Sydney)
Time Poor Consumers
■
Shorter breaks (lower average length of stay but also more short
trips from Sydney)
Lack of Destination Loyalty
■
Visitors will pick a destination based on best ‘value for money’ (can
give new destinations an opportunity to gain visitation)
The success of a future Pittwater Destination Management Plan and some associated strategies could
be underpinned by a number of enablers such as:
■
■
■
■
■
Brand Development
Industry Leadership
Infrastructure and Investment
Community Engagement
Industry and Workforce Development
59
60
SECTION 4
TOURISM
POLICY AND
INNOVATIONS
61
4.1
SOME CHALLENGES AND
INNOVATIONS
Collaboration – To encourage and support
ongoing dialogue, interaction and participation
among all tourism stakeholders.
Sustainability – To maximize social and
economic benefits to the Pittwater community
and businesses while respecting, nourishing,
preserving and enhancing our natural, cultural
and human assets.
Responsibility – To ensure all stakeholders in
tourism participate as stewards of Pittwater’s
valuable resources through environmentally,
socially and culturally responsible actions for the
benefit of future generations.
Quality – To provide overall excellence in tourism
products and services while ensuring that the
unique character and sense of place of Pittwater
are retained, treasured and respected.
Accountability – To incorporate a comprehensive
system that plans effectively, measures impacts,
evaluates results, and adjusts accordingly.
62
Networks which can help build / develop
tourism-related business:
■
■
■
■
■
■
■
■
Council – Website – Seminar series
Coastal Environment Centre - Schools
Northern Sydney Institute TAFE – Internships
Pittwater Business Limited – strategic
tourism business
Chambers of Commerce
Northern Beaches Community Centre
Arts / Cultural groups etc
International Students
“Events play a significant role in
showcasing Pittwater, growing visitation
and positioning the area as an exciting
visitor destination”
Pittwater community member online submission, 2015
63
4.2
ENABLING TOURISM
DEVELOPMENT THROUGH ‘PLACE
PLANNING’ AND ‘PLACE MAKING’
Research indicates that tourism can fit almost
everywhere, if designed in context and
appropriate to place. Equally so, it is essential to
recognise that tourism development is not a ‘one
size fits all’ and nor is it a ‘free for all’ where any
type of tourism development, or visitor facility
can go anywhere. A fundamental planning
principle is that tourism development must be
sustainable and appropriate to the local context
and character of a place and designed and
operated in a way that does not compromise
the values or qualities underpinning the
attractiveness of a place for tourism purposes.
Tourism development must deliver sustainable
tourism outcomes including genuine benefits
for the local community, environment, and
economic, cultural and social dimensions and not
be development for the sake of development.
There’s a type of tourism for every type of place.
A place based approach makes it relatively easy
to plan for tourism.
Place planning is the process through which
we collectively shape our public realm to
maximize shared value. Place making is the
doing - the outcomes and activity derived,
or in conjunction with the planning process.
Rooted in community-based participation,
place making involves the planning, design,
management and programming of public spaces.
More than just creating better urban design of
public spaces, place making facilitates creative
patterns of activities and connections (cultural,
economic, social, ecological) that define a
place and support its ongoing evolution. An
effective place planning strategy capitalises
64
on a local community’s assets, aspirations, and
potential, ultimately creating great public spaces
that promote people’s health, happiness, and
wellbeing. Place making is about facilitating
the creation of positive and desired day-to-day
experiences for the community.
A robust place making strategy can energise
an area day and night by activating spaces for
families and visitors, providing cultural events
and places simply to enjoy the ‘vibe’. It also
has the ability to transform a destination by
expanding the night-time economy (NTE),
providing alternate visitor and resident
experiences that are focused towards health
and wellbeing, the arts, events, food and music.
Tourism needs can potentially fit everywhere,
across a broad range of zones and mixed
use land uses. The ‘place planning’ approach
provides a mechanism to describe development
expectations and outcomes for different zones
and places and suitable types of tourism
development likely to be found within them.
Tourism development can complement, enhance
and improve the setting, character, natural values
and economic vitality of a place and community.
In many instances there is a need to
fundamentally revitalise towns and villages as
places in which to live, work, play and spend
money. This could include:
■ More diverse residential offers, with the
reintroduction of residential into tertiary and
secondary shopping frontages and a greater
emphasis on residential development above
shops to create sustainable urban dwellings.
■ The establishment of technology hubs and
other employment-related (non-retail)
activities and provision of free wi-fi. Creating
‘fun places’ by adopting a change in approach
towards multi-use town/village centres,
addressing the perceived dependency on
retail and targeting vacancies (for example,
through a vacant space strategy), and
boosting the ‘experience economy’. Bold
thinking is required to attract visitors, such as
the flexibility to create pedestrian-only areas
at the weekend and / or reducing speed limits
to promote the growing café culture.
Councils throughout Australia and globally have
adopted the place planning approach to the
planning, designing and management of centres
which helps to attract visitors and longer stay
tourists and contributes significantly to on-going
sustainable economic development, including
jobs growth. Landscape and ecology, heritage,
built form, people and communities together
establish the context for Pittwater’s unique
sense of place. Good design must recognise
and respond to this context, with development
enriching character, quality and legibility and
thereby a sense of place.
Pittwater Council has been involved in recent
discussions with owners and operators of
clubs, cafes, restaurants / bars that operate
longer opening hours in and around Mona
Vale. There is enthusiastic agreement that wellmanaged, diverse, vibrant and safe night-time
environments appeal to a wide cross-section of
the community and have the potential to boost
tourism and visitation over weekends, evenings,
as well as throughout the day. Businesses
are increasingly operating globally and work
practices are changing. More people are hotdesking, working from home, working through
the night and are on the move. The Sydney
CBD experience has shown that extending
retail and cultural opportunities creates a viable
transition from daytime to evening economies
with increased evening options benefiting local
businesses.
There has been interest from this group to
meet again, to discuss opportunities for the
community and visitors to Pittwater, improving
safety and reducing levels of crime.
Cafes and restaurants in NSW are enjoying
stronger increases in turnover than anywhere
else in the country. New data from the Australian
Bureau of Statistics shows a nationwide increase
in turnover of 9 per cent to $23.8 billion, in the
year to March. New South Wales continues to
be the star performer with industry turnover
increasing to $7.8 billion, a growth rate of 14.7
per cent, according to Restaurant and Catering
Australia.
As the tourism sector is made up of businesses
from at least 16 traditional industry sectors
such as attractions, touring, retail and dining,
the place planning approach for Mona Vale will
greatly assist tourism growth in Pittwater and
engage many of the local small to medium-sized
enterprises that often don’t see themselves as
part of the tourism industry.
65
Other Sydney Councils have also focused
on engagement around increasing visitation
through promotion of attractions, the upgrading
of current attractions such as the coastal
walkways, and improving the dissemination
of online information which has proved to be
positive for tourism. Councils have experienced
concerns over issues such as noise, anti-social
behaviour and rubbish associated with day
trippers and longer stay visitors. While the
benefits of increased tourism to a local town
or region tend to outweigh this negativity,
increasing visitor numbers can lead to seasonal
periods when, for example, major events place
pressure on infrastructure causing local traffic
and parking congestion. Tourism-related
event planning can be effectively used to help
overcome, or prevent, these issues arising locally
and spread the attractions throughout the year.
The night-time economy (NTE) is a concept
that refers to the range of leisure activities and
lifestyle experiences associated with night-time
socialising and entertainment. There has been a
steadily increase in the overall NTE in Pittwater especially Mona Vale and the villages of Newport
and Avalon. The flow on effects for tourism and
visitors are considerable. More broadly, the NTE
is a manifestation of the intricate and dynamic
relationship between the social, cultural and
material economies of cities and towns with an
emphasis on leisure and lifestyle. The NTE can
bring many economic and social benefits to an
area when properly managed. For tourism in
Pittwater, the NTE is beginning to enhance the
sense of community and ownership and also
improving the quality of local services during
66
the day. Small bars, a microbrewery and el fresco
eating are some dining examples and local
experiences that are increasingly successful.
Increasing varieties of cuisine, longer hours and
weekend trading will have ongoing positive
tourism and increasing economic benefits for our
local centres.
The focus could also include other sectors
such as retail, to open extended hours and
to take advantage of the increasing visitor
levels to town and village centres. Residents,
traders and visitors continue to support Council
facilitated entertainment options particularly
in the arts and cultural area e.g. libraries, live
music, performances, art and food-based
festivals through Council-owned facilities and
connections with community.
Ideas for additional entertainment options
include:
■ bookshops / lifestyle retail that stays open
later
■ restaurants/cafes that stay open later
■ mix of businesses
■ more live music
■ more street art, performance and activities
e.g. night markets, food trucks
■ more services open later e.g. gyms,
supermarkets, libraries, other wellness
opportunities
67
4.3
INFRASTRUCTURE NEEDS
It is commonly understood that tourism helps
village economies as visitors to an area purchase
items in local stores, eat at local restaurants and
stay overnight in B&B’s, YHA, leased premises
and hotels. However, one area that is often
overlooked when focusing on tourism is the
importance of transportation / accessibility
infrastructure for visitors.
In areas where public transport is added to
meet visitor travel, local residents are also able
to reap the benefits of improved timetabling.
Transportation links are essential where people
want to go and good transportation and overall
accessibility to and from a tourist destination
area demands a range of quality transportation
for visitors. For Pittwater visitors good ferry, bus,
cycle and walking opportunities are critical to
growing tourism.
Apart from large scale Bus Rapid Transport
(BRT) planned for Pittwater and the northern
beaches, as discussed in this paper, enhanced
transportation across all modes will make it
easier for people to visit locations that appeal to
them, at both coastal and inland locations. There
can be burdens placed on local infrastructure
such as car parking with an influx of visitors. It
is rare to find someone who visits a destination
who does not want to visit surrounding areas as
well.
68
When visitors arrive at their destination, they
are interested in seeing the many different
attractions available, whether it is the national
parks, restaurants or village shopping centre. For
this reason, tourists not only need transportation
to get them to their destination, but to get
around the wider region as well. Reliable
transportation / accessibility is critical for
boosting the economy of an area using tourism.
Go Get cars and bicycle hire are key examples
of local transport. Visitors must not only have
a method for arriving at a location, but also
local infrastructure and signage information for
travelling through, walking and experiencing the
area once they arrive.
69
69
70
SECTION 5
TOURISM
OPPORTUNITIES
AND CHALLENGES
71
OPPORTUNITIES
THIS SUMMARY OF KEY OPPORTUNITIES AND CHALLENGES WILL HELP GUIDE THE
DEVELOPMENT OF ACTIONS ASSOCIATED DIRECTLY WITH TOURISM IN PITTWATER
QUALITY INFORMATION
Preparation of high quality information on the natural,
cultural and heritage assets of the area to form the basis for
interpretation, signage and promotion, and be available in
traditional and digital forms.
Early implementation of high
speed broadband throughout
the region to increase the
profile for the tourism business
sector
Opportunity exists for tourism
providers to work closely and
establish a regional network of
Visitor Information Centres
Improved visitor experiences
in the area with clearer
information and opportunities
to enjoy the area
72
EMPLOYMENT OPPORTUNITIES
Increasing employment opportunities in industries associated
with tourism and leisure from consumption of goods and
services by tourists and taxation revenue from tourismrelated businesses.
NETWORKS AND RELATIONSHIPS
Continuing to build networks and relationships with
relevant agencies that support tourism businesses eg.
NSW Department of Industry, Destination NSW, NSW State
Chamber of Commerce, Tourism Australia.
STAKEHOLDER ENGAGEMENT
Tourism providers to work closely with Aboriginal
groups, associated stakeholders and heritage assessment
professionals to ensure tourism is conducted in a sustainable
way. There is potential for event organisers to tap into
cultural promotional tools that cater to wider audiences such
as Arts Hub, the Feed, Spectrum, Destination NSW events.
CONNECTIVITY
Business and existing tourism providers forging connections
to elicit greater outcomes for Pittwater. Potential outcomes
include: overnight stays in Pittwater should accommodation
be available; cross-promotion with other tour providers; and
connection with retail and hospitality.
PITTWATER ARTISTS TRAIL
Scope to build on the success of the Pittwater Artists Trail,
with positive results for participating artists, audiences and
Pittwater’s tourism providers. Suggestions include: increased
promotion through business Chambers and a collaborative
tourism association; working with local accommodation
providers, YHA etc to create “open weekend” packages/
specials; running shuttle buses on open weekends; leveraging
existing events and activities to increase access to the trail.
CULTURE AND THE ARTS
Scope to attract more visitors and investors with a higher
number of cultural offerings (for instance, to market an area
as an “arts area”, or to promote a range of arts activities
under one promotional/festival umbrella.)
HISTORY AND HERITAGE
Sharing stories about Pittwater’s Aboriginal history, and in
particular encouraging visitors to connect with these histories
through visits to heritage sites in Ku-ring-gai National Park
and surrounding areas.
ENLIVEN PITTWATER
Council’s continued support for Enliven Pittwater activities
and place management programs across town and village
centres which include: upgrading of public spaces, urban
renewal, cultural and streetscape activation.
LOCAL TOURISM INTEREST GROUP
Council initiating a tourism interest group as a vehicle to help
drive tourism in Pittwater. Council’s role is seen as important
in developing the sector and working in partnership with
Chambers of Commerce, business and individual providers /
tourism-related businesses with support from the NSW State
government.
CULTURAL ECONOMY
Continuing to foster a night time economy (NTE) with
local chambers, other networks that can also be a ‘cultural
economy’, providing the opportunity to create events that
reflect the community’s values and tastes, for example, popup live music performances and movies.
EDUCATION MEMORANDUM OF
UNDERSTANDING
Helping to foster the relationship with education provider
- NSI TAFE NSW into the future, a simple tourism–oriented
Memorandum of Understanding (MOU) would highly benefit
both parties, relating to sharing information relating to jobs
in this sector, tourism planning, education and small business
development for Pittwater.
Promotion of sustainable
tourism businesses and
opportunities through local
seminars and events
Promote the value of tourism
and economic benefits to
encourage community support
for sustainable tourism growth
Support tourism-related
sustainability programs eg.
Bicycle use , solar , exhibitions
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OPPORTUNITIES
THIS SUMMARY OF KEY OPPORTUNITIES AND CHALLENGES WILL HELP GUIDE THE
DEVELOPMENT OF ACTIONS ASSOCIATED DIRECTLY WITH TOURISM IN PITTWATER
TOURIST/VISITOR INFORMATION
Investigation of the opportunities for street kiosks, and
tourism-related information availability such as free
brochures, maps, local café directories, both locally and CBD
Sydney.
Develop and provide a
‘welcome kit’ for new tourismrelated businesses to Pittwater
NETWORKS COLLABORATION
Council and Pittwater Chambers of Commerce / Pittwater
Business Ltd can play an important role in linking those
looking for work and those businesses seeking workers.
TOURISM AMBASSADORS
Tourism Ambassadors - encouraging volunteers who donate
their time to welcoming visitors and providing tourism and
event information about products, services and experiences.
LIFESTYLE/WELLNESS / FITNESS CLUSTER
Investigation of a lifestyle / wellness product cluster focusing
on spa / wellness tourism, natural therapies, fitness and
cuisine
Continue collaboration with
NPWS to ensure greater access
/ enjoyment of local national
parks
DESTINATION MANAGEMENT PLAN
A Destination Management Plan (DMP) for Pittwater in
partnership with the SHOROC Economic Development
Working Group.
CURRAWONG
Greater marketing / promotion of Council’s Currawong
accommodation including for weddings, community, business
and filming. Expansion of public and private accomodation
facilities.
SUPERB PITTWATER BEACHES
Leverage greater profile of Pittwater beaches for visitors,
including Palm Beach, for weddings, community and
business.
Continue to enhance the
built environment, town and
villages boutique shopping in
Pittwater, great cafes, surf clubs
accessibility to all ages.
74
COASTAL ENVIRONMENT CENTRE
Profiling Council’s Coastal Environment Centre (CEC) role to
provide a range of natural environment information as well
flyers / brochures and information to support local tourism
businesses
PLACE PLANNING
Consideration to more flexible zoning where tourism activity
is permissible, as part of the place planning in Mona Vale,
Newport and Avalon.
COUNCIL ASSETS
Greater promotion / marketing of Council owned / operated
lifestyle and tourism assets – surf clubs, golf courses, indoor
sports centre
SEMINARS AND WORKSHOPS
Continue to provide and partner business seminars /
workshops to support start up and home based tourism–
related businesses and ensure an emphasis on the 18 – 35
year olds.
Identify and promote clear
branding that highlights the
character of Pittwater villages
NIGHT TIME ECONOMY (NTE)
Council’s continued engagement, promotion and
familiarisation of the night time economy (NTE) concept with
relevant Pittwater businesses – town and village centres.
SISTER-STATE RELATIONSHIP
Investigate an economic development-based international
sister – state relationship relevant to Pittwater’s visitor
economy
COLLABORATIVE EVENTS
Continuing to foster a night time economy (NTE) with
local chambers, other networks that can also be a ‘cultural
economy’, providing the opportunity to create events that
reflect the community’s values and tastes.
Investigate potential joint
compatible tourism uses /
facilities for underutilised
Council golf courses /bowling
clubs
LEARN, PARTICIPATE AND CONTRIBUTE
Continue to learn, participate and contribute to relevant
forums / conferences related to place activation planning,
accessibility, urban design and tourism across Sydney
NICHE VISITOR MARKETS
Target niche visitor markets to match the ambience of the
Pittwater area – weddings, health / fitness / lifestyle, sport
Increase stakeholder involvement in major event tourism and
grow brand equity through innovative approaches.
Investigate costs and business
partnerships associated
with ‘The Urban Walkabout’
publication.
ACCOMMODATION
Investigate investment attraction opportunities for boutique
hotel accommodation for Pittwater.
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76
CHALLENGES
THIS SUMMARY OF KEY OPPORTUNITIES AND CHALLENGES WILL HELP GUIDE THE
DEVELOPMENT OF ACTIONS ASSOCIATED DIRECTLY WITH TOURISM IN PITTWATER
■ Limited accommodation choice and options
for locals and international visitors
■ Cultural events/assets that are available within
Pittwater tend to have a small pool of visitors
■ To attract increasing numbers of visitors /
tourism opportunities to increase jobs and
spend in town and village centres
■ Conservation of the natural environment is
a concern for a large number of Pittwater
residents
■ To ensure greater collaboration locally for
public transport accessibility (including
walking & cycling and go get) options for
visitors throughout Pittwater
■ Continue to lobby State government through
the new SHOROC Economic Development
Working Group to construct the Bus Rapid
Transport system (BRT) to help promote and
increase regional tourism visitation
■ Shortage of key workers to support tourismrelated small business growth
■ Improve town and village centre
beautification, connectivity and vibrancy to
create a welcoming atmosphere for visitors
■ Further development of partnerships between
Council, local businesses and business
organisations are needed to identify and
promote sustainable tourism and future
development opportunities
■ Leverage greater support from NSW
State agencies such as The Small Business
Commissioner’s Office to grow, support and
foster tourism sector businesses in town and
villages
■ Improve the current 6 out of 10 respondent
rating for Pittwater as a tourist destination
■ A lack of tourist / visitor accommodation
limits length of stay for visitors to Pittwater
■ Lack of market visibility / identity in Pittwater
as a tourist destination
■ Limited public transport to allow greater
access to Pittwater beaches, waterways and
national parks
■ Community concerns regarding noise, antisocial behaviour, and rubbish associated with
day trippers and longer stay visitors
■ The preservation of significant sites –
particularly Aboriginal sites – is of key
importance
77
78
REFERENCES
■ Working Locally – Connecting Globally,
Pittwater’s Economic Development Plan 2012
– 2016
■ The United Nations World Tourism
Organization (UNWTO)
■ Pittwater Council Emerging Issues Paper:
Arts, 2014
■ Public Space and Recreation Strategy 2014
■ Destination NSW tourism survey from their
2011 Sydney Precinct study
■ NSW Economic Development Framework
2014
■ NSW Visitor Economy Taskforce Report 2011
■ Enliven Pittwater Village Economies Summit
2014. Creative Industries – Tourism, Jenny
Calkin, The Stafford Group
■ National Long-Term Tourism Strategy,
Australian Government – Department of
Resources, Energy and Tourism 2009
■ Aboriginal Tourism Action Plan 2013 – 2016,
Destination NSW
■ Final report of the visitor economy taskforce
a plan to double overnight
■ Visitor expenditure to NSW by 2020 – June
2012 NSW Trade & Investment
■ Id The Population Expert data 2015
■ Sydney Harbour National Landscape –
Experience Development Strategy, 5 Dec 2013
■ Sydney – Your Future Starts Here – The
Official Guide to Living & Working In Sydney,
NSW Government 2013
OTHER AREAS OF TOURISM, BUSINESS AND
ECONOMIC DEVELOPMENT-RELATED INFORMATION:
■ Pittwater Council Business website
www.businessinpittwater.com.au
■ Enliven Pittwater app
■ Sydney Coastal Councils – Walking Coastal
Sydney, July 2008
■ Partner Opportunities With Destination
NSW – Prospectus July 2014 – June 2015,
Destination NSW
79
APPENDIX
APPENDIX
TOURISM IN PITTWATER QUESTIONNAIRE RESULTS
80
Please refer to Section 3 for summary of the following questions:
Q6
What benefits do you see tourism in Pittwater bringing to the broader community?
Q7
What aspects of tourism / visitation do you think need improvement in Pittwater?
Q9
What sets Pittwater apart from other destinations?
Q10
What aspects of tourism / visitation do you think we currently do well in Pittwater?
Q11
Are there any other local government areas (anywhere in Australia) that you think are a good
model for tourism in Pittwater? If so, can you identify them?
Q12
Overall, how would you currently rate Pittwater as a tourist destination? 1=poor, 10=excellent
81