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MAIN REPORT FOR LAUNCESTON STRATEGIC

TOURISM PLAN

Prepared for Launceston City Council

February 2012

SYDNEY OFFICE

A. Stafford & Associates Pty Ltd

Suite 3.02, 46a Macleay Street

Potts Point NSW 2011, Australia

T +61 2 9331 6222

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E admin@thestaffordgroup.com.au

ACN 079 055 100 ABN 34 565 120 454

BRISBANE OFFICE

A. Stafford & Associates Pty Ltd

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Copyright © A. Stafford & Associates Pty Ltd

ABN 34 565 120 454

All Rights Reserved. No material may be reproduced without prior permission. While we have tried to ensure the accuracy of the information in this publication, the Publisher accepts no responsibility or liability for any errors, omissions or resultant consequences including any loss or damage arising from reliance in information in this publication.

THE STAFFORD GROUP

www.thestaffordgroup.com.au Launceston Strategic Tourism Plan 3 February 2012 3 | P a g e INDEX

1. INTRODUCTION ....................................................................................................................... 6

1.1. METHODOLOGY ........................................................................................................................ 6

2. CONTEXT ................................................................................................................................ 8

2.1. LOCATION ................................................................................................................................. 8

2.2. -"6I$F450In4$0.1F5*TIVE ADVANTAGE ............................................................................... 9

2.3. LAUNCESTON RESIDENT POPULATION .................................................................................... 10

2.4. VISITATION - TASMANIAN CONTEXT ........................................................................................ 11

2.5. VISITATION - LAUNCESTON CONTEXT ..................................................................................... 15

3. KEY FINDINGS ....................................................................................................................... 20

3.1. MOTIVATION OF TRAVEL TO TASMANIA ................................................................................... 20

3.2. KEY ATTRACTIONS/EXPERIENCES ........................................................................................... 21

3.3. VISITOR PROFILE ..................................................................................................................... 22

3.4. MARKETING IMPLICATIONS FOR LAUNCESTON ....................................................................... 24

4. CURRENT CHALLENGES AND ISSUES ...................................................................................... 26

4.1. ACCESS/TRANSPORT ISSUES .................................................................................................. 26

4.2. ATTRACTIONS ......................................................................................................................... 31

4.3. ACCOMMODATION CHALLENGES ............................................................................................ 34

4.4. GOVERNANCE STRUCTURE CHALLENGES ................................................................................ 35

5. SWOT ANALYSIS FOR LAUNCESTON ....................................................................................... 38

6. TOURISM VISION AND GOALS ................................................................................................. 40

7. TOURISM INVESTMENT AND DEVELOPMENT OPPORTUNITIES .................................................. 42

7.1. ACCESS/TRANSPORT .............................................................................................................. 42

7.2. ATTRACTIONS ......................................................................................................................... 47

7.3. ACCOMMODATION .................................................................................................................. 58

7.4. GOVERNANCE STRUCTURES.................................................................................................... 60

7.5. MARKETING OPPORTUNITIES .................................................................................................. 64

8. BRANDING AND POSITIONING ................................................................................................ 71

9. THE VALUE OF TOURISM TO LAUNCESTON ............................................................................. 73

10. ROLES AND RESPONSIBILITIES .............................................................................................. 75

11. PRIORITY PROJECTS .............................................................................................................. 78

12. IMPLEMENTATION PLAN - KEY RESULT AREAS ....................................................................... 80

Launceston Strategic Tourism Plan 3 February 2012 4 | P a g e

TABLES

TABLE 1: TOTAL VISITORS TO LAUNCESTON COMPARED WITH HOBART (2008-2011) ..................................................... 16

TABLE 2: TOTAL EXPENDITURE BY INTERNATIONAL AND INTERSTATE VISITORS TO LAUNCESTON ................................. 18

TABLE 3: ESTIMATED LAUNCESTON VISITATION ............................................................................................................. 19

TABLE 4: LAUNCESTON'S VISITOR MARKET SHARE ......................................................................................................... 19

TABLE 5: ACTIVITIES UNDERTAKEN IN TASMANIA ........................................................................................................... 20

TABLE 6: SUMMARY OF VISITOR PROFILE COMPONENTS AND CHARACTERISTICS .......................................................... 22

TABLE 7: FLIGHT COST COMPARISON TO LAUNCESTON.................................................................................................. 27

TABLE 8: COST OF FERRY TRAVEL TO TASMANIA ........................................................................................................... 29

TABLE 9: 2011 LAUNCESTON MAIN EVENTS AND FESTIVALS .......................................................................................... 33

TABLE 10: SWOT ANALYSIS ............................................................................................................................................ 39

TABLE 11: VISITORS NUMBERS TO AFL MATCHES IN LAUNCESTON (AURORA) ................................................................ 57

TABLE 12: SMARTPHONE APPLICATION ESTIMATED DEVELOPMENT COSTS ................................................................... 67

TABLE 13: ECONOMIC IMPACT OF TOURISM ................................................................................................................... 73

TABLE 14: ALOS AND VISITOR SPEND FOR LAUNCESTON ............................................................................................... 74

TABLE 15: DISTRIBUTION OF LAUNCESTON TOURIST DOLLAR ........................................................................................ 74

TABLE 16: KEY RESULT AREA 1 ...................................................................................................................................... 80

TABLE 17: KEY RESULT AREA 2 ...................................................................................................................................... 84

TABLE 18: KEY RESULT AREA 3 ...................................................................................................................................... 85

TABLE 19: KEY RESULT AREA 4 ...................................................................................................................................... 87

TABLE 20: KEY RESULT AREA 5 ...................................................................................................................................... 88

TABLE 21: KEY RESULT AREA 6 ...................................................................................................................................... 89

TABLE 22: KEY RESULT AREA 7 ...................................................................................................................................... 91

TABLE 23: KEY RESULT AREA 8 ...................................................................................................................................... 92

Launceston Strategic Tourism Plan 3 February 2012 5 | P a g e

FIGURES

FIGURE 1: MAP OF LAUNCESTON LGA ............................................................................................................................... 8

FIGURE 2: LAUNCESTON POPULATION (2001-2010) AND FUTURE PROJECTIONS (2014, 2019 AND 2024) ...................... 10

FIGURE 3: HISTORICAL VISITATION TO TASMANIA 2007-2011 ......................................................................................... 11

FIGURE 4: BREAKDOWN OF VISITOR TYPE TO TASMANIA IN 2011 ................................................................................... 12

FIGURE 5: PAST INTERSTATE VISITATION TO TASMANIA (ORIGIN OF VISITOR) ................................................................. 12

FIGURE 6: 2007-2011 INTERNATIONAL VISITATION TO TASMANIA .................................................................................. 13

FIGURE 7: AVERAGE LENGTH OF STAY (NIGHTS) BY INTERSTATE VISITOR BY ORIGIN ...................................................... 14

FIGURE 8: AVERAGE EXPENDITURE PER TRIP PER ORIGIN ................................................................................................ 15

FIGURE 9: OVERNIGHT INTERSTATE AND INTERNATIONAL VISITATION TO LAUNCESTON AND HOBART, 2007-2010 ........ 17

FIGURE 10: 10 YEAR PROJECTED TOTAL INTERSTATE AND INTERNATIONAL VISITATION TO LAUNCESTON ..................... 18

FIGURE 11: POPULAR LAUNCESTON AND ENVIRON ATTRACTIONS .................................................................................. 21

FIGURE 12: CHEAPEST AIRFARES INTO LAUNCESTON - PRICE ANALYSIS ........................................................................ 27

FIGURE 13: NEW TOURISM PRECINCTS ........................................................................................................................... 43

FIGURE 14: SAFE CROSSING ROUTE TO QVMAG .............................................................................................................. 45

FIGURE 15: 4-LANE ROAD THAT SEPARATES QVMAG FROM KEY CITY PRECINCT ............................................................ 45

FIGURE 16: ELECTRONIC INFORMATION AND TRAFFIC TERMINAL IN LUDWIGSBURG, GERMANY ..................................... 46

FIGURE 17: ELECTRONIC INFORMATION DISPLAY IN KORTRIJK, BELGIUM ....................................................................... 46

FIGURE 18: JUNGLE TO BEACH ZIP LINE, MEGAZIP, SINGAPORE ...................................................................................... 49

FIGURE 19: SOUTH BRISBANE OPEN AIR CINEMA ............................................................................................................ 50

FIGURE 20: FASKALLY WOOD ENCHANTED GARDEN, SCOTLAND .................................................................................... 50

FIGURE 21: NORTH LIGHTS TERRACE SHOW r ADELAIDE FRINGE FESTIVAL .................................................................... 51

FIGURE 22: THE ALBERT HALL AND CAFE ....................................................................................................................... 52

FIGURE 23: BEST PRACTICE CHILDREN'S PLAYGROUNDS ................................................................................................ 55

FIGURE 24: THE HENRY JONES HOTEL ............................................................................................................................ 58

FIGURE 25: MIXED USE DEVELOPMENT INCLUDING STUDENT APARTMENTS ................................................................... 59

FIGURE 26: VISITOR NUMBERS TO LAUNCESTON VIC ...................................................................................................... 63

FIGURE 27: LEGENDARY PACIFIC COAST IPHONE APP ..................................................................................................... 68

FIGURE 28: GREAT SOUTHERN TOURING ROUTE IPHONE APP .......................................................................................... 68

FIGURE 29: THE QUADRANT - RETAIL PRECINCT ............................................................................................................. 68

FIGURE 31: BRAND HIERARCHY FLOWCHART .................................................................................................................. 71

Launceston Strategic Tourism Plan 3 February 2012 6 | P a g e

1. INTRODUCTION

The Stafford Group (The Group) was commissioned by Launceston City Council (Council), with support from Tourism Tasmania, to develop a Strategic Tourism Plan for Launceston for the next 10 year

period. Whilst the brief focuses on Launceston Local Government Area (LGA) specifically, the

implications for the surrounding areas (the Tamar Valley in particular) also need to be considered.

Specifically, the brief required the following:

ƒ The establishment of a long term strategic direction for tourism for Launceston; ƒ The creation of a three year implementation plan with actions, key performance indicators (KPIs) indicative budgets etc; ƒ Clarification of roles and responsibilities of primary stakeholder organisations; ƒ Identification of tourism product gaps and related opportunities; as a significant player in the Northern Tasmania region and as the gateway to it;

ƒ Outlining the role of Council in tourism;

planning process; ƒ Identifying the competitive advantage of Launceston as a destination and how to play up the strengths; and ƒ Determination of upgrades and new infrastructure, product development and investment requirements to bring about the opportunities for the future.

1.1. METHODOLOGY

The Group adopted the following broad approach in undertaking the development of the Strategic

Tourism Plan. The primary stages included:

ƒ Reviewing all relevant reports, studies, data provided not only by Launceston City Council, but also from Tourism Tasmania, Northern Tasmania Development, Australian Bureau of Statistics (ABS) visitor data, as well as data from the Tourism Forecasting Council; ƒ The Group visited Launceston on three occasions to conduct structured interviews with a wide range (over 70) stakeholders, including key Council personnel and directors, meetings Launceston Strategic Tourism Plan 3 February 2012 7 | P a g e with and presentations to Aldermen, meetings with tourism industry operators, meetings with relevant State Government agencies involved in tourism, events, economic development; ƒ Facilitation of workshops with over 60 industry operators including attraction providers, retailers, food and beverage providers, representatives of wineries, transport providers etc; ƒ Presentation and follow up discussions with 13 investors and developers currently involved with tourism investment in Launceston;

ƒ Meetings with the Project Steering Committee established by Council to help guide the

project; ƒ Follow up discussions with many operators, investors and interested parties; within Tasmania generally; ƒ Preparation of a draft strategic plan for tourism; ƒ Presentations for the Project Steering Committee, Council directors and Aldermen of the draft findings; and ƒ Refinement and completion of the Tourism Strategic Plan. Throughout the exercise, which was undertaken over a three month period (October - December

2011), numerous follow up correspondence and consultations have been undertaken with various

parties to help refine report findings as well as updating data and other information. The Group

wishes to acknowledge the free and frank discussions it has been able to have with many

stakeholders and wishes to thank them for their active participation in the process. Launceston Strategic Tourism Plan 3 February 2012 8 | P a g e

2. CONTEXT

2.1. LOCATION

Launceston is located in Northern Tasmania at the intersection where the North Esk and South Esk Launceston is considered to be one of the key LGAs in the Northern Tasmanian Region due to its population size and the wide variety of community infrastructure it offers. The seven other Councils %PSTŃU$PVOMJÓ

GÓJONŃST

Council, George Town Council, Meander Valley Council, Northern Midlands Council and West Tamar

Council.

FIGURE 1: MAP OF LAUNCESTON LGA

1 Launceston & the North - http://www.directorytasmania.com.au/destinations/launceston-the-north/

Launceston Strategic Tourism Plan 3 February 2012 9 | P a g e

2.2. -"6I$F450In4$0.1F5*TIVE ADVANTAGE

range of natural and built assets. Surrounded by some of the best wine and food routes in Tasmania

and offering a number of arts, heritage, city based nature and cultural experiences, visitors are able

to undertake diverse experiences within close proximity of one another. Launceston is also competitively positioned given that it is the gateway to the Northern Tasmanian Region with direct air services from Melbourne, Sydney and Brisbane into Launceston Airport. There are also a number of competitive advantages which Launceston needs to capitalise and build on. These include particularly: ƒ The Launceston Airport which is a gateway to not only the Northern Tasmania Region, but also iconic destinations such as Cradle Mountain; ƒ Launceston is the accommodation hub for the Northern Tasmania Region with over 85% of room capacity within Launceston specifically; ƒ Launceston holds the major event infrastructure (conferencing venues, Aurora Stadium); ƒ Launceston is a university city which can capitalise on education tourism; ƒ Major attractions such as the Cataract Gorge are very close to the CBD; ƒ The city has a heritage built environment offering numerous historic story lines of interest; ƒ Launceston is surrounded by food and wine experiences including its own brewery heritage; ƒ It is a highly walkable, boutique city with quality parks and open space areas; and ƒ It is able to benefit from the critical mass of population to support tourism ventures and supporting infrastructure.

2.2.1. COMPARATIVE ANALYSIS OF FACILITIES

Launceston offers a number of good quality facilities that are utilised by locals and visitors from the

competitive advantage when comparing Launceston to other comparable regional cities in Victoria and New South Wales. Launceston Strategic Tourism Plan 3 February 2012 10 | P a g e

The Aurora Stadium capacity is a major standout as are the quality of many of the other event related

venues in Launceston.

2.3. LAUNCESTON RESIDENT POPULATION

The Launceston population has experienced steady growth over the past 10 years, having increased by approximately 1% per annum since 2002. The growth experienced by Launceston is slightly higher than the growth rate experienced by the whole of Tasmania over the same period.2 Launceston is expected to experience slight growth in the future, increasing from almost 66k residents in 2010 to almost 69k residents in 20253. The estimated population of the Northern Tasmanian Region in total is 140,0004, with Launceston representing 47% of the total region. FIGURE 2: LAUNCESTON POPULATION (2001-2010) AND FUTURE PROJECTIONS (2014, 2019 AND 2024)5

The population forecasts, in line with national trends, reflect an aging population characterised by a

reduction in the number of young people living in the LGA and a growth of individuals in the post-

retirement and elderly age groups. It is expected that this trend will continue, resulting in a further

decrease in the proportion of residents who are of working age.6

2 Launceston Residential Strategy 2009r2029, page 3.

3 Australian Bureau of Statistics, Regional Population Growth, Population Estimates by LGA, 2001 to 2010

4 2010 Northern Tasmanian Region Profile, UTAS, page 5.

5 Australian Bureau of Statistics, Regional Population Growth, Population Estimates by LGA, 2001 to 2010

6 Launceston Residential Strategy 2009r2029, page 3.

Launceston Strategic Tourism Plan 3 February 2012 11 | P a g e While an aging population can present benefits, such as increased volunteer work participation and community spirit7, it can also present challenges by putting pressure on public resources (primarily health related services and resources).

2.4. VISITATION - TASMANIAN CONTEXT

Tourism is an important sector in the Tasmanian economy, helping maintain over 24,000 jobs as well

as directly contributing approximately $853 million to Gross State Product (GSP).8 Tasmania itself is

characterised by three core appeals being nature, cultural heritage and fine wine and food9 and as a result, many tourism products in the state are focused on these experiences.

2.4.1. Historical visitation

Visitation to Tasmania has remained relatively stable over the past 5 years, except for a decline

mostly in intrastate travellers of just over 500k visitors from 2007 to 2011. Figure 3 below provides

further insight into historic visitation trends in Tasmania. FIGURE 3: HISTORICAL VISITATION TO TASMANIA 2007-201110

7 Volunteering is regarded as one measure of social capital and thus an indicator to a healthy civil society r The Benefits

of an Aging Population by Judith Health (ANU), page ix.

8 Tourism Fast Facts r A quick guide to tourism in Tasmania at September 2011, page 1.

9 The Tasmanian Experience, November 2002, page 1.

10 For all years but 2011, visitation has been based on Calendar years. 2011 is based on YE June 2011.

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

20072008200920102011*

Intrastate VisitorsInterstate VisitorsInternational Visitation Launceston Strategic Tourism Plan 3 February 2012 12 | P a g e

Intrastate visitation is a significant sector in Tasmania, with just over 5m intrastate visitors travelling

per annum between 2007 and 2011 and representing 85% of total visitor trips within the State.11 Figure 4 below provides a breakdown of visitor type to Tasmania. FIGURE 4: BREAKDOWN OF VISITOR TYPE TO TASMANIA IN 2011 Of all visitor markets to Tasmania, interstate12 visitation has experienced the most growth over the

past 5 years with visitation increasing by over 53k visitors.13 States which contribute most to

interstate visitation in Tasmania include Victoria, NSW and Queensland with average annual visitation

figures of 344k, 172k and 114k respectively.14 Figure 5 below provides a summary of interstate visitation to Tasmania over the past 5 years. FIGURE 5: PAST INTERSTATE VISITATION TO TASMANIA (ORIGIN OF VISITOR)

STATE20072008200920102011*AVERAGE

South Australia49,80060,10048,60050,50044,00050,600 Western Australia45,70047,40039,60042,70045,60044,200

Northern Territory7,2005,1006,7009,0008,1007,220

Australia - no state given15,20021,30012,50012,9009,80014,340

PAST INTERSTATE VISITATION TO TASMANIA

11 Tourism Tasmania, Domestic and International Visitation Snapshots 2007-2011.

12 Interstate visitation: Visitors travelling from their home state within Australia to Tasmania.

13 Tourism Tasmania, Domestic and International Visitation Snapshots 2007-2011.

14 Tourism Tasmania Visitor Survey, Origin of Interstate Visitors.

Intrastate

Visitors, 85%

Interstate

Visitors, 13%

International

Visitation, 2%

Launceston Strategic Tourism Plan 3 February 2012 13 | P a g e

Tasmania has a relatively small international tourism market, averaging just over 150k visitors

annually. Of the international visitors who do visit Tasmania, the majority originate from Britain, the

United States and Germany.15

Figure 6 below provides a summary of historical international visitation to Tasmania, demonstrating that international markets have been in decline over the past 5 years, with visitation decreasing by

almost 10k visitors during this period.16 Although a drop of 10k visitors may not seem significant at

first, when compared with the total size of the Tasmanian international market, we see that this represents over 6% of this market. It is therefore important that measures are introduced to try and stimulate and revitalise this market segment. FIGURE 6: 2007-2011 INTERNATIONAL VISITATION TO TASMANIA17 The declining international market reflects several challenges for Tasmania, particularly given that

international visitors cannot fly directly into Tasmania. Encouraging international visitors to deviate

from locations where international airports exist in Australia (such as Sydney, Melbourne and

Brisbane) represents an ongoing challenge.

Even without iconic attractions, Launceston and the region (as well as greater Tasmania) has product which should appeal to an international market looking for cultural and heritage experiences.

15 Brand Tasmania Newsletter, March 2006, Issue 58 r

16 Tourism Tasmania - International Visitor Survey 2007-2011

17 2 011 is YE JUN 2011. All other years are calendar years

125,000

130,000

135,000

140,000

145,000

150,000

155,000

160,000

165,000

20072008200920102011*

International Overnight Visitors

Launceston Strategic Tourism Plan 3 February 2012 14 | P a g e

2.4.2. Projected visitation

Over the past 5 years, visitation to Tasmania has decreased by over 500k visits which is primarily

made up of intrastate visits.18 This drop is in line with national trends as travellers have become more

conservative regarding discretionary spending as a result of the global economic crisis and as the than domestic travel. It is important to note that Launceston particularly has bucked this downward trend, having slightly increased its total visitation numbers (explained further in section 2.5.1).

2.4.3. Average Length of Stay

The average length of stay (ALOS) for interstate visitors to Tasmania is 8 nights.19 Visitors from Western Australia and the Northern Territory stay for the most nights, averaging 13 nights and 12

nights respectively. ALOS has declined by 1.2 nights over the past 4 years, with ACT, WA and Victoria

contributing more significantly to this decline.

Figure 7 on the following page provides a detailed overview of ALOS for interstate visitors to

Tasmania over the last 4 years.

FIGURE 7: AVERAGE LENGTH OF STAY (NIGHTS) BY INTERSTATE VISITOR BY ORIGIN

18 Intrastate visitant: Visitors who live within Tasmania and are travelling to Launceston.

19 Calculated average from Tourism Tasmania Visitor Survey, Average Length of Stay by Interstate Visitor by Origin 2007-

2010 figures.

7.6 7.7 7.8 7.9 8 8.1 8.2 8.3 8.4 8.5 8.6 0 2 4 6 8 10 12 14 16 Jan 2007 -Dec 2007Jan 2008 -Dec 2008Jan 2009 -Dec 2009Jan 2010 -Dec 2010

Total Avearge Length of Stay (Nights)

Average Length of Stay (Nights)

VictoriaN.S.W.Queensland

South AustraliaWestern AustraliaA.C.T.

N.T.Australia -no state givenAverage Length of Stay (Nights) Launceston Strategic Tourism Plan 3 February 2012 15 | P a g e

2.4.4. Expenditure

Average trip expenditure by interstate visitors in Tasmania is estimated at just over $1.6k per

interstate overnight visitor. Visitors from Western Australia on average, spend the greatest amount,

spending just over $2.3k per trip.20 The total average expenditure per trip has slightly increased over

the past four years, a trend expected given the growing cost of goods and services.

FIGURE 8: AVERAGE EXPENDITURE PER TRIP PER ORIGIN

2.5. VISITATION - LAUNCESTON CONTEXT

Tourism represents one of the three key economic sectors for Launceston21, contributing over $300 Launceston is endowed with cultural heritage and the surrounding food and wine experiences of the Tamar Valley. These heritage attractions and food and wine experiences are a strong catalyst for increased visitation to the region.

20 Calculated average from Tourism Tasmania Visitor Survey, Average Expenditure per Origin 2007-2010 figures.

21 The other two sectors are retail and industry, according to: Draft Launceston Planning Scheme 2011, page 8.

22 Draft Launceston Planning Scheme 2011, page 9.

$1,560 $1,580 $1,600 $1,620 $1,640 $1,660 $1,680 0 500
1,000 1,500 2,000 2,500 3,000 Jan 2007 -Dec 2007Jan 2008 -Dec 2008Jan 2009 -Dec 2009Jan 2010 -Dec 2010

Total Average Expenditure per Interstate Visitor

Average expenditure per trip

VictoriaN.S.W.Queensland

South AustraliaWestern AustraliaA.C.T.

N.T.Australia -no state givenAverage Expenditure Per Interstate Visitor Launceston Strategic Tourism Plan 3 February 2012 16 | P a g e

2.5.1. Historical Visitation

Tourism within Launceston (including the Tamar Valley & North) has been relatively stable, receiving an average of just over 500k visitors per annum (Table 1 below provides a detailed overview).23 For comparative purposes, Launceston between 2008 and 2011 has experienced growth in visitation of over 50k visitors whereas Hobart has experienced a decline of over 13k visitors in the corresponding period. It must be noted however that these figures only include those arriving by air and sea and therefore excludes intrastate drive visitors. The intrastate visitor market is substantial. TABLE 1: TOTAL VISITORS TO LAUNCESTON COMPARED WITH HOBART (2008-2011)24

2008200920102011*

Hobart709,200733,200717,200695,500

Launceston (including Tamar Valley & North)504,900498,700551,100558,400 * 2011 is YE JUN 2011. All other years are calendar years TOTAL INTERSTATE AND INTERNATIONAL VISITORS TO TASMANIA on scheduled air and sea services Figure 9 on the following page demonstrates total overnight visitation to Launceston from 2007-

2010. Overnight visitation represented over 60% (349k) of total visitation to the Launceston region in

2010, excluding intrastate visitors.

It is important to note that there is very limited data on visitation to regional areas. Based on data

provided by Tourism Tasmania (Tourism Tasmania Visitor Survey), however, The Group notes the following for Launceston: ƒ Total estimated overnight interstate and international visitation of 349k visitors in 2010; and ƒ Interstate and international day visitors into Launceston (via ferry or plane) of 202k. Resulting from the limited regional visitation data, it is important recognise that the above data excludes the largest visitor market segment which includes intrastate overnight and intrastate domestic day trippers.

23 Calculated average from Tourism Tasmania r Tasmanian Tourism Snapshot YE December 2008, 2009 and 2010.

24 2011 figures are based on YE June 2011 - Tasmanian Tourism Snapshot YE December 2008, 2009 and 2010.

* For all years but 2011, visitation has been based on calendar years. Launceston Strategic Tourism Plan 3 February 2012 17 | P a g e FIGURE 9: OVERNIGHT INTERSTATE AND INTERNATIONAL VISITATION TO LAUNCESTON AND HOBART, 2007-201025

Although The Group recognises the vital role day USJQQŃSnT play, it is important to acknowledge the

value that can be gained by converting these visitors into overnight stays. Generally, it is recognised

that overnight visitors contribute significantly more to an economy, often double that of day trippers.

The conversion process can be assisted through the implementation of a greater range of day and

night time activities as well as through the clustering and packaging of a range of experiences within

the region.

2.5.2. Projected Visitation

Figure 10 on the following page provides a forecast of possible overnight interstate and international

visitation to Launceston for the period to 2020. The forecast is based on historic trend data to the region and includes both a conservative low growth scenario within which almost 649k overnight visitors are expected to the region in 2020 and a higher growth scenario which anticipates over 718k overnight visitors by 2020.

25 Tourism Tasmania Visitor Survey, Places Stayed Overnight, 2007-2010 figures.

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

Jan 2007 -Dec 2007Jan 2008 -Dec 2008Jan 2009 -Dec 2009Jan 2010 -Dec 2010 Hobart City (Overnight)Total Launceston & Tamar Valley (Overnight) Launceston Strategic Tourism Plan 3 February 2012 18 | P a g e FIGURE 10: 10 YEAR PROJECTED TOTAL INTERSTATE AND INTERNATIONAL VISITATION TO LAUNCESTON26

The opportunity exists to exceed these visitor forecasts if a number of the recommendations

suggested in this strategy are implemented. Furthermore, research is required to determine intrastate

visitation trends which are thought to be a significant market segment for Launceston.

2.5.3. Expenditure and Average Length of Stay

Based on the average expenditure data for Tasmania and the estimated average length of stay in

Launceston, tourism expenditure by interstate and international overnight visitors is estimated at just

under $208m per annum. Table 2 below provides a breakdown of this expenditure by visitor type. TABLE 2: TOTAL EXPENDITURE BY INTERNATIONAL AND INTERSTATE VISITORS TO LAUNCESTON

Average expenditure per

visitor per night to TAS

Average length of stay in

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