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Byron Shire Council
PO Box 219
Mullumbimby NSW 2482
02 6626 7000
council@byron.nsw.gov.au
byron.nsw.gov.au/tourism
Destination Byron
PO Box 533
Byron Bay NSW 2481
renae@destinationbyron.com.au
To obtain a copy of the full detailed Destination
Management Plan for Byron Shire, please contact
Byron Shire Council or Destination Byron.
2
“how a bunch of surfers changed the world. NO ONE HAD HEARD OF BYRON BAY UNTIL THE SURFERS came along and changed everything.
After all the factories and industries closed, surfers discovered the wonderful natural breaks at the Pass, Wategos and Cosy Corner.
THE LONG BOARD RIDERS ARRIVED IN THE 1960’S.
This was the beginning of Byron Shire as a tourist destination. By 1973 Byron Bay had a reputation as a hippy, happy town. We still have the same spirit. That’s why we and our visitors love the Shire with all our heart.
3
contents
table
page
part1 introduction 5
part 2 destination byron 7
- location envy
- values that drive us
- we’ve got personality
- our vision
- the mission
- so very different
part 3 destination drivers 9
- we do leisure
- the appeal
- places mean everything
- product snapshot
part 4 creating opportunity 13
part 5 the market 14
- domestic visitors
- international visitors
- day trippers
- what people do here
- total visitors 2000-2013
- visitor dispersal
- competitor regions
- new & emerging markets
- brand activation
- how we communicate
part 6 game changers 21
part 7 destination
directions 22
part 8 action plan 24
- leadership, management & coordination
- marketing, communication & education
- product development
- visitor services
- research
- events
- destination management
part 9 implementation 33
part 10 reference
documents 34
4
there’s always SOMETHING MAGICAL happening
1. introduction
destination essence
The Byron Bay brand is well established within
domestic and international markets as a leisure
destination, but one with a difference – a definite
vibe.
Our Shire attracts around 1.4 million people each
year, and has the second highest level of
international visitation in NSW (just behind Sydney).
As a community we are many things, but foremost
we are proud of our place, people and diversity.
Our outstanding natural environment combined with
home grown tourism product is the stuff of legend
and the reason why so many visitors come to see
what the destination is all about.
Retaining and enhancing our authentic visitor
experiences is important and strategic work.
tourism evolution
Globally and nationally tourism is responding to
constant market change, there are complex drivers
and influences, few stronger at this time than
technology and its impact on consumer purchasing
patterns.
At the regional level tourism is a significant
contributor to the economy, enabler of innovation,
entrepreneurship and generator of employment. For
Byron Shire to continue to benefit from tourism we
too are evolving, but staying true to who we are.
Consumers are craving lifestyle moments. Meeting
demand for these needs and wants will enable us to
broaden our target audience and increase sector
yields overtime.
We will continue to differentiate our destination from
its competitors and emerging regions based on core
appeal points, icons and our wonder-factor but with a
light touch. We stand out from the rest, often, by just
being ourselves.
planned approach to our destination
This destination management plan is for the Shire of
Byron, and arose from two opportunities:
• Destination NSW introduced a state wide
destination management planning program to
create a strategic and informed approach to the
allocation of the Regional Visitor Economy Fund
(RVEF)
• The Byron Shire Tourism Management Plan
(developed from extensive consultation during
2006-2008) was in need of review. This being
identified by the Tourism Advisory Committee of
Council in 2012.
The Plan we have today has been developed by the
Destination Byron in conjunction with Byron Shire
Council. It is the end product of reviews,
consultations and analysis; it’s formation pathway is
summarised here:
• An analysis of existing plans with a relationship
to tourism and the visitor economy for the Byron
Shire
• Commissioning a Visitor Economy Product Audit
for the Byron Shire
• Participation in the North Coast Destination
Network Destination Management Planning
process
• Consultation workshop with key stakeholders
and visitor economy business operators held
during November 2013
• Development of a Draft Byron Shire Destination
Management Plan
• Finalisation of the Byron Shire Destination
Management Plan in December 2013.
what this plan does
This Plan sets out:
1. who we are within a tourism context
2. confirms we are making progress, growing and
changing
3. clearly defines our actions and directions.
5
strategic destination directions
There are seven strategic directions that form the
bases of the Plan:
1. leadership, management and coordination
2. marketing, communication and education
3. visitor services
4. research
5. product development
6. events
7. destination management.
Each strategic direction is supported by a guiding
objective and a set of comprehensive
implementation actions and tactical responses.
addressing challenges and creating
opportunity
Throughout this process we have looked to the
future, exploring our core challenges (social,
environmental, political, economic and technological)
with renewed enthusiasm. We see our challenges in
a new light, for in every way they are our opportunity
and growth zone for the future. These have been
incorporated into our planning.
Additionally there are substantive, game changing
projects underway including the Byron Bay Town
Centre and Foreshore Strategy and new marketing
program that will work to strengthen the providence
of the Byron brand.
new and emerging markets
There is also a change in our domestic marketing
focus to higher yielding, lower impact visitors. The
2014 destination marketing appeal program will be
targeting a package of passionate communities
including:
1. retreats (yoga, meditation, surfing, circus, sleep)
2. adventure
3. surfing
4. fashion
5. art
6. food
7. music
8. health and wellbeing
9. nature.
benefiting from collaboration
We enjoy broad collaboration for tourism both within
the Northern Rivers and across the Byron Shire
amongst the five established Chambers of
Commerce; Bangalow Chamber, Business Ashored
(Oceans Shores), Brunswick Heads Chamber, Byron
United and Mullumbimby Chamber. The newly
created local tourism organisation – Destination
Byron has representatives on its Board from each of
the Shire’s Chambers of Commerce.
This inclusive network approach means Byron Shire
is well positioned to gain the traction necessary to
achieve on-ground actioning of this Plan.
getting started and staying the course
Implementation of this six year strategic framework
is a shared responsibility.
To strengthen outcomes, key partners have been
identified for each element of the action Plan.
Destination Byron will facilitate this Plan’s
implementation with the assistance and support of
partners. Progress with be reviewed annually by
Destination Byron and Council.
For the lifespan of this destination management
framework our energy, focus, collaborative goodwill
and budget allocations will be directed towards
unlocking the value of our tourism economy through
the achievement of this comprehensive agenda.
6
2. destination
byron
location envy
With a footprint of just 556km2 in total geography
Byron Shire is what some might be tempted to call
compact, but this is a place where the wonder-factor
far out weighs grand scale.
Byron and its people are located in just the right
place. The destination benefits from a best-in-class
positioning within the NSW Northern Rivers region.
We’re right where you want to be, only 180kms
south of the growth and lifestyle city of Brisbane and
800kms north of the nation’s economic hub in
Sydney.
Our region, legendary for its contrasts and luxe
diversity, is a place of World Heritage-listed
rainforests, extensive coastal vistas, outstanding
bathing and surf beaches, unspoilt hinterland,
tropical agriculture, relaxed and diverse cultural
communities, and innovative enterprises.
Small but perfectly formed are our towns, villages
and localities.
The Shire’s population is trending upwards at a
modest pace and is projected to reach 31,750 by
2031 (*NSW Department of Planning & Environment 2013).
values that drive us
Our community cares, really cares a lot about its
place, and has a bundle of values that are important
to everyone who lives and visits.
Byron welcomes people from all over the world who
share in these core values and together we are
working to support rich and unique experiences that
focus on the natural environment, wellness and
cultural diversity of the Shire.
town 2011 census
Bangalow 1520
Brunswick Heads 1450
Byron Bay 4959
Mullumbimby 3164
Ocean Shores/New Brighton 4032
South Golden Beach 1876
Suffolk Park 3467
Rural 8741
TOTAL 29,209*
7
a place where the only HIGH RISES you’ll see look a lot like THIS
we’ve got personality
Our Shire has something about it; a kind of energy,
an attitude, and a sense of community that is hard to
define. But here goes…
It’s the people who live here and love this place, that
make it what it is.
It’s the musicians, the Elders, the artists, the
plumbers, the farmers, the surfers, the healers, the
councillors, the millionaires, the buskers, the writers,
the greenies, the capitalists, the misfits.
our vision has us moving forward with
purpose
Our vision for tourism is “to maintain a vibrant visitor
economy aligned with community values showcasing
Byron Shire’s strengths in environmental
sustainability, localisation and diverse spiritual and
artistic culture”.
collaborate and celebrate is the mission
We are on a mission to foster a sustainable,
cooperative approach for tourism in Byron Shire that
cares for and respects its residents, protects its
natural and low-key built environments, celebrates
its cultural diversity and social values, and shares
these unique and rich experiences with its visitors
while providing a viable industry sector that
contributes to its community and environment.
byron shire is so very different
It’s our ‘authentic’ experience that feeds, fuels and
generates the motivation for visitors to see what ‘the
Byron thing’ is all about, and keeps people coming
back.
We are a place where old school values meet new
age energy.
Our home grown tourism products remain a core
appeal point for visitors; and this is further leveraged
in actions and strategies set out in this destination
management plan.
If you had to put a circle around it you could say
Byron is positive, authentic, conversational,
confident, creative and dynamic.
dynamic
POSITIVE
honest authentic
creative CONFIDENT
8
Community core values 1. respect for residential, amenity and
community lifestyle
2. celebration and appreciation of the
cultural and social diversity of the shire
3. conservation and enhancement of the
rich natural environment, flora, fauna,
beach, marine life and coastline
4. the community, arts, heritage and natural
environment
5. the diversity contained within the whole
shire, its villages, parks and reserves,
and agriculture
6. local produce, cuisine, arts, crafts,
culture, services, their producers and
outlets
7. local history and cultures – inclusive of
aboriginal, spiritual and healing
8. harmony, sensitivity and courtesy
9. safety and security
10. acceptance of others, their beliefs and
practices provided such beliefs and
practices are not harmful to others
11. active lifestyles
12. on-going education and self
enlightenment
13. a relaxed, engaged and healthy
community
14. a consultative and collaborative approach
15. innovation
16. economic, social, cultural and
environmental balance (quadruple bottom
line)
17. support of appropriate sustainable
economic activity (including tourism)
throughout the shire
18. a wide range of rich and unique visitor
experiences that focus on the natural
environment, wellness, and cultural
diversity of the shire
19. welcoming visitors who share our community values.
3. destination drivers
we do leisure
Destination Byron Bay is domestically well-
established, confidently ahead of the curve, and on
the must-do list of many. Our place is also
recognised internationally, we’re firmly in the loop
with the surfers and backpackers. To place this into
context Byron currently receives the second largest
number of international visitors in NSW behind the
gateway destination of Sydney.
Tourism here has been on a journey. The visitor
industry has evolved from a status of individual
businesses competing with one another, towards a
more collaborative approach to the management of
tourism as a collective.
Byron Shire is clearly positioned as a place
for leisure, with the key driver of visitor satisfaction
being the local atmosphere. A large part of our
market positioning is based on this intangible ‘vibe’
and energy in the streets.
A significant contributor to visitation continues to be
the diverse cultural and events sector, which
generates both opportunities for businesses, and
challenges for the community in terms of destination
management.
The final report of the Visitor Economy Taskforce
(the Taskforce) released in 2012 confirmed that not
all regions are equally appealing, and that more
support is required in priority destinations to assist
community’s exact higher yields and returns – we
agree.
Destination Byron has a coveted reputation and
robust brand recognition.
In market research commissioned by the Taskforce,
Byron Bay out-ranked all other regions in NSW
(excluding the City of Sydney) in a consumer
recognition test. Forty-six per cent of intrastate
consumers ranked Byron first, as the destination
they have the highest recognition of.
9
“for over a century, the elegant Cape Byron Lighthouse has graced Australia’s most easterly point. Its powerful lamp still burns brightly across the bay…” (NSW NATIONAL PARKS
AND WILDLIFE SERVICE)
the appeal
The strategy is for Byron Shire to continue to
differentiate from its competitor destinations and
emerging regions based on core appeal points, icons
and our wonder-factor but with a light touch.
what appeal points
surf, beaches and waterways • some of the world’s best beaches
• adventures on water
• outstanding scuba diving
aspect • 180 degree views at Australia’s most easterly point on the mainland
• short easily accessible walks for everyone
• iconic landmark
• see whales
farmer’s markets • some of the best in the country
• locally grown, made or baked goods with attitude
regional food • food that makes you feel good and fuels your wellingness
alternative therapies and
experiences
• innovation in wellbeing experiences
• lots of health choices
rainforest and nature • easily accessible waterfall and rainforest located in Nightcap National
Park
• adventures on land
villages and scenic windy country
roads
• eclectic villages
• cafes and art galleries to be discovered, people watching, trend
spotting and scenic views
culture • cultural awareness and appreciation of Arakwal Country
arts and artisans • film, fashion, jewellery, fine art, wood, metal handcrafted products,
performing arts
• see artists at work and buy local art
• Australia’s highest concentration of creative professionals and artisans
per capita
culture, festivals and events • vibrant music, arts and crafts and festivals
• nationally known for BluesFest and Splendour in the Grass festivals
get some air • paragliding, hang-gliding, skydiving, hot air ballooning, ultralight flying
• adventures in the air
volunteer in the community to meet
the locals
• making time to meet locals
• valued by international visitors
• an active and caring community
10
our places mean everything
The township of Byron Bay is home plate for many of
the destination’s visitors; and it’s easy to understand
why.
The Cape Byron Headland Reserve, located 5
kilometres east of CBD and situated on the most
eastern point of the Australian mainland, delivers big
on the ‘Byron wow’ scale.
The Cape Byron Lighthouse is listed on the register
of National Estate, in recognition of the historical,
architectural, landscape, scientific and technical
features of the site. It is also one of the best land-
based whale-watching locations on the east coast of
Australia.
Adjoining the Cape Headland Reserve is the
Arakwal National Park, a natural area of cultural and
natural significance that is co-managed by the
National Parks and Wildlife Service and Arakwal
Aboriginal people.
But there is so much more to destination Byron –
consumers are craving lifestyle moments and these
wants and needs enable us to chime in and make an
offer all over the Shire.
Bangalow is a heritage village located 10 minutes
inland from Byron Bay. Here you can discover local
secrets in character filled day-trip experiences
including antique and homeware shops, galleries,
cafes and fine-dining.
Brunswick Heads, 15 minutes north of Byron Bay
offers simple pleasures – with uncrowded beaches,
river and park environments, alfresco cafes and
dining options and a relaxed village atmosphere for
stress free seaside family holidays and short breaks.
Magical Mullumbimby is nestled at the foot of the
picturesque Mount Chincogan. This dynamic, rural
and alternate community offers cafes, new age retail
and wellness outlets.
Ocean Shores is just 20 minutes north of Byron Bay
and is clustered around an international golf course
that stretches from the ocean through water and
habitat areas. The surrounding Byron Hinterland
offers stunning vistas, unspoilt rainforest and rolling
green hills.
There’s a lot going on here • the dedicated Arts and Industry Estate
established in Byron Bay during the
1980’s is supporting a diverse range of
businesses, many actively pursuing the
visitor economy.
• events and festivals hosted across the
Shire contribute to the national and
international reputation of the region as a
cultural and entertainment hub -
- Byron Bay East Coast Blues and
Roots Festival
- Splendour in the Grass
- Sample Food Festival
- Byron Bay Writers Festival
- Byron Bay Film Festival
- Bangalow Music Festival
- Brunswick Heads Kites & Bikes
Festival
- Mullumbimby Music Festival
- Ocean Shores Art & History Expo.
• we have a quality profile for bananas,
seafood, dairy products, beef, exotic and
indigenous delicacies, tropical fruits,
herbs, nuts, bush tucker and coffee.
• award winning coffee and our baristas
have been acclaimed nationally and
internationally.
• innovative retail and hospitality
entrepreneurial ventures are popping up
like clover in spring.
• an eclectic mix of health and well-being
experiences including alternative new age
shops, meditation, yoga, alternative
medicine and healing centres add to the
vibe.
11
product snapshot
A visitor economy product audit was commissioned
by Byron Shire Council in late 2013, its analysis
confirms a substantive tourism asset base which is
aligned to rising demand for real experiences and
more personalised product.
Source reference: Visitor Economy Product Audit 2013.
>700 accommodation
establishments
more than 500 of these
accommodation operators are
located in Byron Bay offering
more than 10,000 bed spaces
40 activity & tour
operators
7 surf and stand up paddle
schools
3 kayaking experiences
2 whale watching activities
4 dive schools
6 air activities
5 other tours (walking,
adventure)
9 activities (cooking, art, circus,
photography class)
4 hire businesses
202 health &
wellbeing
spas, health retreats and
various healing modalities
14 attractions
4 farmers markets
5 community markets
3 attractions
2 museums
30 natural
attractions
lookouts, national parks, nature
reserves and beaches
180 visitor servicing
businesses
real estate agents, laundromats,
celebrants, churches, schools,
petrol stations, banks, doctors,
car repairs, car hire, post
offices, coach and bus services,
surf life saving clubs
71 meeting venues
church halls, country and
community halls, RSL and other
clubs, CWA and Scout Halls
>40 festivals &
events
country shows, music, festivals
and other events
191 food & beverage
outlets
restaurants, cafes and functions
catering
247 retail outlets
across the Shire
50 entertainment
venues
hotels, restaurants, nightclubs
and cinemas
23 sporting venues
sports fields, clubs and gyms
12
PRODUCT STRATEGY = local-local, friendly,
authentic, you make memories here
4. creating
opportunity
Tourism is an inter-connected, progressive, global
industry. A sector which is constantly evolving to
meet market demand.
At the regional level tourism is a significant
contributor to the economy, enabler of innovation,
entrepreneurship and generator of employment. For
Byron Shire to continue to benefit from tourism we
too are evolving, but staying true to who we are.
Our destination management plan has been
developed to address our core challenges (they’re
listed here). In every way these also represent our
opportunity and growth zone for the future. The
methods for addressing these priorities are variable
and are reflected in the action plans (see page 25).
13
economic
• managing visitor numbers and the dispersal of
visitors
• encouraging overnight visitor expenditure
• establishing an ongoing sustainable funding
source for tourism management
• improving training, employment and career
pathways in tourism and hospitality sectors
• enhancing and promote the Shire’s
destination products, attractions and
activities.
political
• fostering cooperation between governments,
business and community stakeholders to
manage tourism effectively
• ensuring ongoing strategic planning and a
coordinated approach to the management of
tourism.
technology
• improving visitor information services,
signage and interpretation
• establishing ongoing research programs to
support planning processes
• improving coordination and management of
events within the Shire.
social
• providing a safe environment respecting and
protect residential and neighbourhood
amenity and community values
• protecting and enhance the indigenous,
heritage, artistic and cultural diversity of the
Shire
• establishing a consistent brand and image for
the Shire that promotes and protects its
uniqueness and is aligned to community core
values
• educating visitors to improve visitor behaviour
and their understanding of community values,
attracting visitors and visitor markets that
have shared values with the community
• educating the community to better understand
tourism within the Shire and its benefits to the
local community.
environmental
• developing effective planning and
development controls that protect the natural
environment and maintain low scale and
appropriate tourism development
• ensuring clean and tidy townships and the
protection and enhancement of the natural
and built environment
• improving infrastructure to support tourism
and community needs, transport accessibility
and traffic management within the Shire
• planning for sustainable management of
natural environments.
5. the market Byron Shire’s current source markets are set out in
this section.
There has been marginal change in the market
profile over time, with the destination receiving a
similar volume of visitors for more than a decade.
But Byron is working strategically on a package of
new and emerging market segments that are aligned
with the communities core values (see also page 19).
visitor economy snapshot – byron shire
Source reference: Local Government Area Profiles, Destination
NSW four year average annual to September 2013, all other
figures from NVS and IVS data retrieved for the Byron Local
Government Area year ending December 2013 except estimated
number of jobs.
visitor numbers
Byron Shire visitor numbers (year ending December 2013)
1,365,000
Domestic Visitors – Overnight 526,000
Domestic Visitors – Day 680,000
International Visitors – Overnight 159,100
International Visitors – Day 160,000
visitor spend
Estimated visitor spend (four year average 2011) $415 million
Domestic overnight visitor spend - per visitor $560
Domestic day visitors spend - per day $113
International visitor spend – per visitor $434
visitor nights
Visitor nights per year (year ending December 2012) 3,076,000
Average visitor stay per trip – International 7.6 nights
Average visitor stay per trip – Domestic 3.5 nights
economy
Estimated number of jobs directly related to visitor spend ($411m)
(2009 figure)
3,124
14
we love to show
THE WORLD who we are
domestic visitors
primary markets
• couples (no children) aged 25 - 44 from south
east Queensland.
• families aged 25 -44 travelling with children
from south east Queensland.
secondary markets
• couples (no children) aged 25 - 44 from
Sydney and Melbourne.
• families aged 25 -44 travelling with children
from Sydney and Melbourne.
appeal points
• nightlife
• beaches
• café set and shopping in town (great place to
holiday with friends)
• national parks
• great place for family holiday
• variety of things to see and do
• luxury accommodation and luxury activities
• fine dining (great place to spend time with your
partner).
international visitors
primary markets
• singles (61%), friends (and relatives) travelling
together (19%) and adult couples (16%) from
the United Kingdom, New Zealand and
Germany.
appeal points
• word of mouth
• great place to surf
• convenient stopover
• enjoyable entertainment
• nightlife
• to discover or learn something new
• have an adventure.
Source reference ‘Travel to Byron Local Government Area – four
year average annual to September 2011’; Visitor Profile and
Satisfaction Survey 2011.
UK 31%
NZ 12%
Germany 12%
Scandinavia 7%
USA 7%
Canada 6%
15-24 years 45%
25-34 years 35%
35-44 years 7%
45-54 years 5%
55> years 8%
15
Queensland 42%
Sydney 22%
Regional NSW 21%
Victoria 11%
Other interstate
4%
day trippers
Our day trip visitors are in every way tomorrow’s
overnight stayers. Of the estimated 3 million day
visitors to the northern rivers Byron receives
between 25 – 30 per cent.
Our day visitor source markets are solidly fuelled by
people living in the region and from south east
Queensland. It is anticipated that this sector will
further increase in size with the completion of
significant road infrastructure upgrades, making
Byron Shire more accessible.
Converting the ‘considering day tripper’ from thinking
about a holiday in Byron Shire into confirmed visitor
is the challenge for the destination moving forward.
Forty-five per cent of the day trip market is clustered
in the 25 – 44 age grouping, 22% (15-24 years) and
15% (>55 years) this result being highly correlated to
that of the domestic overnight visitor profile (Destination Byron Marketing Plan 2014).
what people do here
According to primary research commissioned in
2011 (the Visitor Profile and Satisfaction Survey) the
top activities that visitors undertook when in the
destination are:
• general sightseeing (79%)
• going to the beach (76%)
• eating out (76%)
• going shopping (65%)
• going to the markets (54%).
Northern Rivers 40%
Gold Coast 33%
Brisbane 23%
Other 4%
The research says…. • there is a high level of repeat visitation
with 7 in 10 domestic visitors (71%) to
Byron Shire being repeat business.
• 72% of domestic visitors were
independent self-drive, with 15%
travelling by air transport and 11% by bus
or coach.
• more than a third (36%) of international
visitors travelled to the region by bus or
coach.
• a third of all visitors planned more than
three months in advance, with 20%
planning one to three months in advance.
• the internet was the most popular
information source with 65% using the
internet to obtain information for their trip.
About 36% used the internet only for
information and 29% used it in
combination with other sources like travel
guidebooks and visitor information
centres.
• the internet was also the most popular
source for booking with 51% of visitors
booking online.
• 23% stayed in a rented house or
apartment, 21% caravan or camping ground, 18% backpackers.
16
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
1,800,000
Year Ending December
total visitor numbers
byron shire
2000-2013
(Source reference: Byron Shire Council 2014).
visitor dispersal is important
Encouraging visitor dispersal of Byron Shire’s
1.4 million annual visitors across the region is a
key consideration.
Currently the medium number of stops in the
Shire is two:
• 90% of visitors go to Byron Bay
• 32% visit Bangalow
• 31% go to see Brunswick Heads
• 28% call into Mullumbimby.
Factors influencing dispersal and destination
choice include:
• recommendations by friends, relatives,
colleagues
• actually visiting friends and relatives
• wanting to see a particular site or attraction
• always wanted to go (Source reference: Tourism Research Australian 2014).
domestic overnight
international overnight
domestic day visitors
total visitors
(not including
international day
visitors)
we promote these experiences:
nature
BEACHE
S food
arts &
culture
17
competitor regions
Does Byron have a direct competitor? We will leave
the market to decide that question whilst we get on
with the job of growing our industry. Byron Shire
currently benchmarks itself against the following
Australian destinations:
• Daylesford Macedon Ranges
• Kingscliff/Cabarita
• Noosa
• Port Douglas
• Maleny
• Margaret River.
These locales have similar attributes to Byron Shire,
which could be village atmosphere, food culture,
health and wellbeing focus, surf culture or alternative
‘vibe’.
While these destinations have elements of the Byron
Shire experience, no single destination has the depth
of visitor experiences, and the distinctive local
atmosphere. This combination of factors gives
Byron its competitive advantage and positions it as
one of Australia’s leading domestic and international
visitor destinations.
but byron is changing with new and
emerging markets
In its 2014 destination marketing appeal program,
Byron Shire is rethinking and rebooting the concept
of the ‘great escape’, targeting a suite of passionate
communities with a focus on shifting the destination
visitor base to a higher yield and lower impact profile
over time. Emerging growth target markets include:
1. retreats
(yoga, meditation, surfing, circus, sleep)
2. adventure
3. surfing
4. fashion
5. art
6. food
7. music
8. health and wellbeing
9. nature.
Infrastructure supporting our brand promise • Cape Byron State Conservation Area and
Byron Bay Lighthouse
• Cape Byron Marine Park
• National Parks both within the Shire and
surrounding the Shire
• Byron Bay Town Centre and Foreshore
• Brunswick Heads Foreshore and Town
Centre
• Bangalow Historic Village
• Mullumbimby township
• hinterland villages, scenic country roads
• festival and event, cultural and sporting
infrastructure
• farmland and rural tourist facilities
• parks and gardens, beaches and Crown
Land
• Tyagarah Airfield
• tourism infrastructure such as
accommodation, attractions, dining
experiences, activities and tours
• visitor information infrastructure
• access and transport – rail, bus, car,
cycleways
• accessibility to key airports – Gold Coast
and Ballina/Byron.
18
brand activation
We believe in the importance of a strong, clear
signature in achieving brand activation. Our
destination’s brand is simply - ‘Byron’.
In 2012, Byron Shire Council endorsed a new
destination brand for all future marketing activity.
In 2013, the ‘Byron’ brand was further
strengthened with endorsement from the Visitor
Industry Association as the parent brand for all
marketing and communication in Byron Shire.
The brand architecture follows the principals of
alliance, we are advocates of strategic
advantages generated from informed
co-branding in Byron Shire is as follows:
don’t spoil us
This says we have a beautiful place and want to
keep it that way. It says that as a community we
are aware of the fragility of Byron Shire and are
responsible for its care and protection.
we’ll spoil you
Because of the community’s love and respect for
Byron Shire we can spoil you with all that we
have.
Together these two lines make a powerful
statement to the world about what we stand for
and who we are.
domestic market positioning
international market positioning
Legendary Pacific Coast
Byron Bay and Beyond
Brunswick
Heads Simple
Pleasures
Byron don’t spoil us we’ll spoil you
Legendary Pacific Coast
Bangalow Discover the
Secret
Mullumbimby Magical Mullum
Ocean Shores Where the locals live
19
Byron Bay
how we communicate
Digital and mobile marketing technologies are on the
move and so too is Byron’s communications
strategy. Whilst there are commonalities within
different types of digital customers, the path to
purchase is variable.
We are working towards developing a clearer
understanding of our target market digital use
patterns and our brand’s social life; currently Byron’s
marketing leverages five key digital spaces with
success.
channel type coverage of
destinations assets
profile of this
channel
advantages
byronbay.com 80% 1,040,943
• number one ranked site for
byron bay on google
visitbyronbay.com 80% TBA
• number two ranked site for
byron bay on google
• the content can be easily
changed as the asset is owned
by the byron visitor centre
Byron Bay Facebook
Page 30%
38,606 likes
3,560 talking about
the page
• fast content and number 1
byron bay facebook site
Common Ground Byron
Facebook Page 30% 7,796 likes
• authentic byron content. the
local’s perspective
Australian Tourism
Exchange 40%
High profile for
international supply
side markets.
• 86 x 15 minute prescheduled
appointments with wholesalers
to negotiate deals and
destination awareness
20
6. game
changers
byron bay town centre and foreshore
strategy
This world-class place-making and master planning
program will honour the character and spirit of Byron
Shire.
Scheduled to commence in 2014 the residents of
Byron Shire have an integral role and involvement in
the planning process, ensuring the character of the
town is captured and celebrated in an authentic way.
Byron Bay will retain its charm and provide quality
infrastructure, programming and providence to
ensure that the Shire is a great place to live, work
and visit.
The footprint of the program embraces key active
and passive recreational spaces, social places and
high visitation zones including:
• Butler Street Reserve
• Railway Park
• Jonson Street
• Main Beach Precinct
• Main Beach to Clarks Precinct
• Youth Activity Centre (vacant land).
What the program will deliver:
1. public domain strategy
2. create flowing access and movement, which
includes pedestrian and bicycle movement as
the preferred mode of transportation
3. generate economic opportunities and
commercial partnerships
4. take a fresh look at the urban form and
aesthetics.
strategic marketing plan
We’re refocusing, changing things up and taking a
planned approach to the destination’s future. The
team is introducing multiple marketing and social
media touch points, supported by media kits,
strategic partnerships and an accessible image
library. The way Byron thinks and goes about
marketing has changed, is more streamlined and
offers higher yielding return on investment by being
target market focused.
Inspiring future additions to the community infrastructure network • Tweed Street Master plan in Brunswick
Heads
• improvements to public amenities
• Mullumbimby Civic Park precinct (making
more of the river) and Sculpture Walk
• more public art
• Ocean Shores Riverbank precinct
• Bangalow Interpretive Centre at Heritage
House or Railway Station
• Bangalow Heritage Park precinct with weir
and botanical gardens
• car parking improvements
• open air amphitheatre/ open air chapel.
21
7. destination
directions
There are strong external market pressures and
challenges for tourism in NSW, and these are being
felt at the regional level. The most dominant of these
factors include:
• increasing competition
• global travel conditions and visitor
expectations are changing
• the domestic economy is shifting
• technology is increasingly influencing
consumer behaviour (Visitor Economy Taskforce
2012).
Byron Shire is impacted by these challenges, and as
such the compass of our tourism sector is pointing at
a new bearing.
A package of seven destination directions each
supported by a guidepost objective have been
identified through a process of stakeholder
consultation.
destination directions
1. leadership, management and coordination
2. marketing, communication and education
3. visitor services
4. research
5. product development
6. events
7. destination management.
Our destination objectives are set out here and over
page.
destination objectives
22
1. leadership, management & coordination
Work with the local tourism organisation
(Destination Byron) in providing an effective and
collaborative leadership and to coordinate and guide
the visitor industry in Byron Shire.
2. marketing, communication & education
Work with the local tourism organisation
(Destination Byron) in providing ongoing local
education and communication to ensure visitors,
local businesses, local government and the
community understand tourism and community
values.
To assist the local tourism organisation (Destination
Byron) in coordinating strategic marketing initiatives
for the visitor industry in Byron Shire that:
- retain Byron Bay’s profile as an iconic
international and domestic destination,
- maintain a consistent destination brand and
image for Byron Shire that protects its
uniqueness, diversity and commitment to
ecologically sustainable communities and at
the same time, recognise the distinct
destinations and experiences within Byron
Shire
- disperse the visitors and benefits around the
Shire and beyond
- doubles overnight visitor expenditure in Byron
Shire by 2020
- facilitate appropriate product development to
attract high yield, low impact visitor markets.
3. visitor services
Maximise the effectiveness of visitor information
services for visitors to double the overnight visitor
expenditure by 2020.
23
4. research
Undertake research to improve understanding of the
value of tourism, visitor needs and satisfaction.
5. product development
Investigate opportunities to enhance, develop and
promote appropriate tourism products that will
improve the visitor experience and length of stay to
double the overnight visitor expenditure by 2020.
Develop Byron Shire as a world leading, best
practice environmentally responsible destination.
Develop product that encourages visitor dispersal.
6. events
Improve the coordination, management and
promotion of festivals and events across the Shire
with an emphasis on minimising impacts on the
community.
7. destination management
Plan for improved infrastructure and the
development of visitor facilities.
Plan for crisis and risk associated with tourism to
ensure the safety and security of residents and
visitors.
“when the surf is up, Byron is cruising. When there's been
no swell for a couple of weeks, you can feel the frustration in the air, as the devotees struggle to
find the same peace as they find in the
ocean. Then the swell picks up again, and so does the
buzz in Byron” (BYRON BAY SURF)
Experience and infrastructure gap analysis found these opportunities • improved collaboration and marketing of
the health and wellbeing sector
• improved collaboration across the
accommodation sector
• demand for quality visitor infrastructure
• improved access to local handmade,
sustainable food and art
• marketing of green and eco-friendly
experiences and products that support the
Byron brand
• improved accessibility to the Shire’s heritage and history.
destination
directions
8. action plan
For the lifespan of this destination management
framework our energy, focus, collaborative goodwill
and budget allocations will be directed towards
unlocking the value of our tourism economy through
the achievement of this comprehensive action plan.
leadership, management & coordination priority roles and responsibilities
Maintain an effective collaborative approach providing
leadership and guiding the visitor economy in the
Byron Shire whilst aligning with the Community Core
Values.
Short
Destination Byron
Byron Shire Council
Byron Visitor Centre
Brunswick Heads Visitor Centre
Foster ongoing collaboration and strategic alliances
amongst government, industry and community
stakeholders with an interest in tourism across local,
regional and state levels.
Short
Establish effective governance and funding model to
ensure the sustainability of visitor economy
leadership, management and coordination into the
future.
Short
Destination Byron
Byron Shire Council Continue to consult the community as part of the
ongoing Destination Management Process and to
ensure visitor economy developments are not causing
adverse social / infrastructure impacts on communities.
Ongoing
24
destination
directions
marketing, communication & education priority roles and responsibilities
Establish and maintain the ‘Byron’ brand, uniting the
Shire with a consistent message and link all marketing
activities to the agreed brand.
Short
Destination Byron, Byron Shire
Council, Byron Visitor Centre,
Brunswick Heads Visitor Centre, North
Coast Destination Network,
Destination NSW
Tourism Australia, Australia’s Green
Cauldron, Surrounding local
government area’s
Work with partners in establishing and marketing
Byron Shire as a key domestic and international
destination.
Medium
Destination Byron, North Coast
Destination Network, Tourism Australia
Work with key partners in marketing programs such as
The Legendary Pacific Coast, Australia’s Green
Cauldron National Landscapes Program and regional
partners such as the Northern Rivers Tourism
Management Group on Northern Rivers cooperative
campaigns.
Short Destination Byron
Byron Shire Council
Assist the Shire’s smaller destinations to further
develop their individual brands and marketing strategies
in cooperation with local business and other
organisations.
Medium Destination Byron, Byron Shire Council
Byron Visitor Centre, Brunswick Heads
Visitor Centre, Chambers of
Commerce – Bangalow, Brunswick
Heads, Byron Bay, Mullumbimby,
Ocean Shores, Businesses
Establish an ongoing education program about tourism
for local communities.
Ongoing Destination Byron, Byron Shire Council
Byron Visitor Centre
Brunswick Heads Visitor Centre
Deliver a tourism education and communications
program to assist educate visitors about the
environment, community values, appropriate visitor
behaviour and safety and security.
Short Destination Byron, Byron Shire Council
Byron Visitor Centre, Brunswick Heads
Visitor Centre, Accommodation
providers, Booking agents, Websites
promoting the Byron Shire, Tour and
activities operators, Food and
restaurant businesses, Retail outlets
In collaboration with education, training providers and
government agencies, including regional collaboration,
promote the area’s strengths and achievements as a
world-class provider of education services and
lifelong learning.
Medium Destination Byron
Byron Shire Council
Work with natural resource agencies to provide
information about sensitive wildlife sites and
appropriate activities in natural areas.
Medium Destination Byron, Byron Shire Council
Byron Visitor Centre
Brunswick Heads Visitor Centre
25
destination
directions
product development priority roles and responsibilities
Develop an education program for businesses based
on training and development needs.
Ongoing
Destination Byron
Byron Shire Council
Byron Visitor Centre, Brunswick
Heads Visitor Centre, Chambers of
Commerce – Bangalow, Brunswick
Heads, Byron Bay, Mullumbimby,
Ocean Shores, Businesses
Support business improvement and professional
development:
1. Conduct annual business and tourism awards
2. Encourage entries in other regional, state and
national award programs
3. Encourage businesses to become members of
relevant industry associations
4. Encourage businesses to participate in the existing
TQUAL accreditation program relevant to their
business
5. Encourage business to business mentoring
6. Support up-skilling to deliver hero experiences.
Annual
Continue to support and foster the key experiences of
high quality local artisan, community, and farmers
markets in the Shire.
Ongoing
Continue to foster local boutique shopping
experiences and improve accessibility of locally made
products and services for visitors.
Medium
Provide educational programs for tour guides and
other ambassadors meeting visitors to improve their
awareness of features and issues to contribute to the
respect and protection of the natural environment.
Medium Destination Byron, Byron Shire
Council, Byron Visitor Centre,
Brunswick Heads Visitor Centre, Tour
and activities operators
Review and update the Visitor Economy Product
Audit annually, including a comprehensive
accommodation audit. Use research to identify new
product development and business opportunities for
investors.
Annually Destination Byron, Byron Shire
Council, Byron Visitor Centre,
Brunswick Heads Visitor Centre,
Chambers of Commerce – Bangalow,
Brunswick Heads, Byron Bay,
Mullumbimby, Ocean Shores
Continually facilitate the development and promotion of
additional tourism product and visitor experiences to
complement the brand and image of the Shire that will
extend the length of stay and improve yield and provide
visitor dispersal.
Medium Destination Byron, Byron Shire
Council, Byron Visitor Centre,
Brunswick Heads Visitor Centre,
Chambers of Commerce – Bangalow,
Brunswick Heads, Byron Bay,
Mullumbimby, Ocean Shores,
Businesses/ investors
26
destination
directions
product development priority roles and responsibilities
Investigate programs to assist, support and add
value to product development.
Medium Destination Byron, Byron Shire
Council, Byron Visitor Centre,
Brunswick Heads Visitor Centre,
Chambers of Commerce – Bangalow,
Brunswick Heads, Byron Bay,
Mullumbimby, Ocean Shores,
Community sector organisations,
Bundjalung of Byron Bay Corporation
(Arakwal)
Work with Council to develop and implement the Byron
Bay Town Centre and Foreshore Strategy.
Medium Byron Shire Council, Destination
Byron, Chambers of Commerce –
Bangalow, Brunswick Heads, Byron
Bay, Mullumbimby, Ocean Shores
National Parks & Wildlife, Crown
Lands, Railway authorities
Improve the Byron Bay night-time economy and sense
of place to reduce the incidence of alcohol related
crime and anti-social behaviour.
Short Destination Byron, Byron Shire
Council, Byron United, Businesses in
Byron Bay
Secure opportunities from the Commonwealth Games
being held on the Gold Coast in 2018 for sports
Tourism, and pre-post touring options.
Medium Byron Shire Council
Destination Byron
Develop and implement a ‘Investment Opportunity
Plan’ including tourism, creative industries,
agri-tourism, food and heritage opportunities to
attract private and public sector investment.
Medium Destination Byron, Byron Shire
Council, Byron Visitor Centre
Brunswick Heads Visitor Centre
Chambers of Commerce – Bangalow,
Brunswick Heads, Byron Bay,
Mullumbimby, Ocean Shores
Arts Northern Rivers, Northern Rivers
Screenworks, Northern Rivers
Writers’ Centre, Northern Rivers
Food, Regional Development
Australia – Northern Rivers
Work with partners to investigate the opportunities of
the Casino to Murwillumbah Rail Trail corridor.
Long Destination Byron, Byron Shire
Council, Byron Visitor Centre
Brunswick Heads Visitor Centre
Chambers of Commerce – Bangalow,
Brunswick Heads, Byron Bay,
Mullumbimby, Ocean Shores,
Businesses/ investors
27
destination
directions
product development priority roles and responsibilities
Work with other government agencies to develop and
enhance existing nature-based and cultural tourism
experiences.
Medium Destination Byron, Byron Shire
Council, Byron Visitor Centre,
Brunswick Heads Visitor Centre,
Chambers of Commerce – Bangalow,
Brunswick Heads, Byron Bay,
Mullumbimby, Ocean Shores
National Parks/ Marine Parks
Community Organisations
Work with Arts Northern Rivers to develop cultural
tourism opportunities.
On-going
Destination Byron
Byron Shire Council
Arts Northern Rivers
Work with Australia’s Green Cauldron to raise
awareness of, and assist the development of, a
creative arts and wellbeing hub and participative
creative tourism products.
On-going
Investigate accreditation with an existing sustainable
environmental program.
Short Destination Byron, Byron Shire
Council, Byron Visitor Centre
Brunswick Heads Visitor Centre
Chambers of Commerce – Bangalow,
Brunswick Heads, Byron Bay,
Mullumbimby, Ocean Shores
Work with appropriate partners to implement a
Volunteer Tourism initiative which will provide visitors
with authentic local experiences and provide an avenue
for visitors to ‘give-back’ to their host community.
Consider a Volunteer Conservation Program.
Short Destination Byron, Byron Shire
Council, Byron Visitor Centre,
Brunswick Heads Visitor Centre
Improve access to employment (establish career
paths) in the tourism and creative industries through
local education providers and local businesses. Support
apprenticeships, trainees, mentoring, professional
development.
Medium Byron Shire Council
Destination Byron, Byron Visitor
Centre, Brunswick Heads Visitor
Centre, Chambers of Commerce, Arts
Northern Rivers
28
destination
directions
visitor services priority roles and responsibilities
Implement relevant aspects of the Byron Shire Visitor
Services Strategy and the Northern Rivers Regional
Visitor Services Strategy (completed 2012).
Ongoing Destination Byron, Byron Shire
Council, Byron Visitor Centre,
Brunswick Heads Visitor Centre,
Businesses
Chambers of Commerce – Bangalow
and Mullumbimby
Provide regular communication to the tourism
industry, and with the local community promote the
work of the visitor centres and to encourage
volunteerism and support of the visitor peak times.
Short Destination Byron, Byron Visitor
Centre, Brunswick Heads Visitor
Centre, Local media outlets
Develop a famil program to educate local businesses,
visitor ambassadors and the community.
Short Destination Byron, Byron Shire
Council, Byron Visitor Centre
Brunswick Heads Visitor Centre
Ensure visitor centre staff use the communications
developed around the ‘Byron’ brand to ensure
consistent and appropriate visitor information is
provided across the Shire.
Short Destination Byron
Byron Shire Council
Byron Visitor Centre
Brunswick Heads Visitor Centre
Investigate establishment of an interpretive centre/
visitor centre partnership as funding becomes
available.
Long Byron Shire Council
Destination Byron
National Parks
Bundjalung Corporation of Byron Bay
(Arakwal)
Brunswick Heads Boatharbour
managers
Use resources such as the Sustainable Tourism CRC
Interpretation toolkit to assist with the development of
an interpretation program for key visitor attractions
across the Shire.
Long Destination Byron
Byron Shire Council
Byron Visitor Centre
Brunswick Heads Visitor Centre
29
destination
directions
research priority roles and responsibilities
Develop a comprehensive research program for
tourism in the Shire to monitor visitation and
community and visitor attitudes.
Medium Destination Byron
Byron Shire Council
Byron Visitor Centre
Brunswick Heads Visitor Centre
Undertake research partnerships where possible and
work to addressing research gaps identified during the
DMP process.
Ongoing Destination Byron
Byron Shire Council
Byron Visitor Centre
Brunswick Heads Visitor Centre
Chambers of Commerce – Bangalow,
Brunswick Heads, Byron Bay,
Mullumbimby, Ocean Shores
Encourage all levels of government to improve
research available to the visitor industry to inform
decision making.
Medium Byron Shire Council
Destination Byron
events priority roles and responsibilities
Improve the coordination, management and
promotion of suitable festivals and events across the
region.
Medium Byron Shire Council
Destination Byron
Event organisers
Work with Arts Northern Rivers to develop cultural
tourism opportunities.
Medium Byron Shire Council
Arts Northern Rivers
Destination Byron
Event Organisers
Support cultural festivals and events which contribute
to and reflect a sense of place and support community
values.
On-going Destination Byron
Byron Shire Council
Community arts organisations
Event organisers
Establish a clear Events Policy and Guidelines to
assist event organisers with Council’s processes for
approval.
Short Byron Shire Council
Ensure filming policies and practices are reviewed
regularly to support local film production.
Ongoing Byron Shire Council
Northern Rivers Screenworks
30
destination
directions
destination management priority roles and responsibilities
Ensure the local tourism organisation – Destination
Byron are representative of visitor economy
interests with appropriate delegates on the board; and
are financially sustainable.
Short Destination Byron
Byron Shire Council
Visitor Industry
Review this Destination Management Plan annually. Annual Destination Byron
Byron Shire Council
Key partners
Develop clearly articulated development guidelines
for tourism investors.
Medium Byron Shire Council
Work with the Holiday Let Organisation and other
interested groups to resolve community concerns in
Byron Shire; and work with the holiday-let sector to
improve management practices and communicate
key messages to their visitors.
Medium Byron Shire Council
Destination Byron
Develop a crisis and risk management strategy for
tourism.
Medium Byron Shire Council
Destination Byron
Byron Visitor Centre
Brunswick Heads Visitor Centre
Chambers of Commerce – Bangalow,
Brunswick Heads, Byron Bay,
Mullumbimby, Ocean Shores
Plan for low-cost tourist accommodation options to
be maintained or expanded (holiday parks and camping
areas).
Medium Byron Shire Council
Ensure future planning for rural tourism
development (including villages) is supported by plans
and the necessary infrastructure upgrades, and
includes rural communities in consultation undertaken.
Ongoing Byron Shire Council
Develop a Byron Bay Town Centre and Foreshore
Strategy; Develop town and village landscape and
public domain plans for other towns and villages in
the Shire. Work collaboratively with key stakeholders
on projects to improve towns and villages.
Medium Byron Shire Council
Destination Byron
Chambers of Commerce
Local businesses
Arts Northern Rivers
RDA Northern Rivers
31
destination
directions
destination management priority roles and responsibilities
Work with the relevant state agencies to improve
traffic, parking management and transport options
within the Shire considering the Byron Shire Integrated
Transport Plan, including: improve transport options
both within towns and between towns and villages in
the Shire; Work with state government to improve
coach and taxi infrastructure; Continue to improve
cycling and walking infrastructure for visitors and
residents.
Medium-
Long
Byron Shire Council
Destination Byron
Byron Visitor Centre
Brunswick Heads Visitor Centre
Chambers of Commerce – Bangalow,
Brunswick Heads, Byron Bay,
Mullumbimby, Ocean Shores
Support information technology infrastructure
upgrades including; introduction of the National
Broadband Network across the Shire; the Northern
Rivers Digital Economy Strategy; Work with towns and
villages on their desire for town-wide/ Visitor Centre
Wi-Fi (from Hinterland group, Mullumbimby).
Medium Byron Shire Council
NSW Government
NBN
Local businesses
Destination Byron
Improve destination signage by developing a ‘whole of
destination’ integrated signage strategy that
supports visitors and promotes the diversity of
experiences within the destination.
Long Byron Shire Council
Destination Byron
Chambers of Commerce
Ensure heritage items, conservation areas and serial
listings outlined in the Byron Shire Community Based
Heritage Study (2007) are considered in any
development.
Ongoing Byron Shire Council
32
destination
directions
9.
implementation
Implementation of our destination management plan is
a shared responsibility.
There is extensive collaboration for tourism and
product development initiatives both within the
Northern Rivers region and across Byron Shire.
Key partners have been identified for each element of
the action plan.
Destination Byron will facilitate the Plan’s
implementation with the assistance and support of
partners.
A multi-pronged approach to revenue generation is the
key to financial viability over the coming years.
Existing income streams will be built upon, and new
income streams identified and incorporated into a
business plan.
It is estimated approximately $200,000 per annum will
be required to implement this framework. The target
turnover of Destination Byron from corporate
sponsorship, membership and cooperative programs is
$2,000,000 per annum.
So many local and regional groups are integral to the
development, success and implementation of this Plan.
We thank and acknowledge their on-going leadership,
insight, market knowledge and invaluable industry
experience.
organisation
North Coast Destination Network
Byron Shire Council
Destination Byron
Byron Visitor Centre
Byron United
Brunswick Heads Chamber of Commerce
Brunswick Heads Visitor Centre
Bangalow Chamber of Commerce
Mullumbimby Chamber of Commerce
North Byron Shire Business Chamber
National Parks & Wildlife
Bundjalung of Byron Bay Aboriginal Corporation
(Arakwal)
Tourism Advisory Committee
33
about as crowded as we like it
destination
directions
10. reference
documents
A comprehensive knowledge bank has been
leveraged in the preparation of this Plan, sources of
policy, research and strategic frameworks (local,
regional, state and national) and are listed here.
source organisation strategies, plans, research
Byron Shire Council Land and Environment Plan, Transport Plan, Tourism Management Plan and
supporting documents, Community Economic Development Action Plan, Visitor
Profile and Satisfaction Survey 2011, Safer Community Compact, Bike Plan,
Community Based Heritage Study, Byron Shire Disability Access & Inclusion
Plan, Cultural Plan, Youth Strategy and Action Plan, Memorandum of
Understanding between Byron Shire Council and Bundjalung Corporation of
Byron Bay (Arakwal), Creative Industries Strategy, Byron Shire Community
Profile (based on census data)
Destination Byron Strategic Plan, Membership Prospectus and Corporate Sponsorship Proposal
Brunswick Heads Chamber
of Commerce
Brunswick Heads. Simple Pleasures marketing strategy
Brunswick Heads Economic Transition Plan
Byron Hinterland Collective
Inc Strategy / concept paper representing the Hinterland visitor operator sector.
Tourism Managers Group
(Northern Rivers)
Regional Visitor Services Strategy (2012)
Consultation with Northern Rivers local government area’s
Tourism Research
Australia
National and International Visitor Survey data
National Seachange
Taskforce
Survey of Non-Resident Ratepayers 2012
Australian Regional
Tourism Network
A Guide to Best Practice Destination Management
RDA Northern Rivers Northern Rivers Regional Plan
Northern Rivers Catchment
Management Authority
Northern Rivers Catchment Management Plan 2013 – 2023
North Coast Destination
Network
Marketing Plan
The Legendary Pacific Coast Strategic Development Plan 2013
34
destination
directions
source organisation strategies, plans, research
Destination NSW Local Government Area Visitor Profile – Byron Shire
Marketing Plan
Visitor Economy Taskforce Final Report (June 2012)
NSW Government Towards 2020, Tourism Industry Action Plan (December 2012), Train Study
completed in 2012, Long Term Transport Plan, Rail Trail Feasibility Study 2013,
Final Report of the Visitor Economy Taskforce 2012
Tourism Australia National Landscapes Program – Australia’s Green Cauldron
35
destination
directions
top related