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Strategic Actions

Leadership


Strategy  Actions
 Measure of success
 Priority Alignment with Vision
1. Unite local business and industry with common industry Facilitate the formation of a local tourism association Incorporation of Local Tourism Association Year 1 Improves communication between local industry and CoPP.
Provides support to the local industry.
2. Demonstrate economic value of tourism and better understand visitor behaviour Gather data and populate Tourism Impact Model (TIM) to understand tourism impacts and benefits to CoPP TIM model is complete
Baseline data is available for survey purposes
 		Year 1 Develops CoPP understanding of the industry and builds capacity to manage visitation impacts.
3. Conduct CoPP Tourism and Visitor Study to establish local participation, visitor motivators, trends, behaviours and performance In partnership with IMAP working group develop surveys where the results will inform the future planning and management of Tourism within CoPP Implementation of CoPP Tourism and Visitor Survey Year 1 Develops CoPP understanding of local participation, visitor trends, motivators and behaviours.
4. Promote respectful visitor behaviour Inform and connect Tourism operators with the range of harm minimisation and safety and amenity management programs available, including Licensees Accord. Reduced complaints about inappropriate public behaviour Year 1 Promote respectful behaviour

Advocacy


 Strategy Actions
Measure of success
Priority
Alignment with Vision
1. Raise awareness of Tourism across Council Work across the organisation to improve alignment between service delivery and the development of the local tourism product. Increased consideration across council of tourism impacts and the delivery of services. Year 2 Whole of organisation understanding provides greater awareness and efficient service to the local community and industry.
2. Develop key stakeholder relationships Identify key stakeholders and develop regular communications strategy. Increased partnership opportunities supporting CoPP’s Tourism agenda and vision. Year 1 Develops greater understanding across the industry of CoPP’s agenda and vision.
3. Develop key stakeholder relationships Host annual open tourism forum to provide information and updates for CoPP staff, Councillors, industry and community groups. Organisation and hosting of annual Local Tourism forum Year 3 Managing visitation through awareness and promotion of key attractions.
Develops greater understanding across the industry and within the community of CoPP’s agenda and vision.
4. Develop communications strategy Develop a communications strategy which provides information to key stakeholders, promotes Council’s vision and celebrates good news and promotes civic pride. Increased awareness of CoPP’s agenda and vision amongst key stakeholders and customers Year 2 Promotes active local participation through awareness of attractions and ‘what’s on’.
Managing visitation through awareness and promotion of key attractions.
Develops greater understanding across the industry and within the community of CoPP’s agenda and vision.
Provides support to the local industry.
 5. Representation of the local community and industry  Ensure appropriate representation of CoPP interests at all regional and state and local forums.  Key relationships are fostered within TV, CoM and IMAP  Year 1  Develops greater understanding across the industry of CoPP’s agenda and vision.
Provides representation of the local community within the industry.
Provides support to the local industry.
 6. Representation of the local community and industry  Establish and build relationships with industry associations, event providers, public transport providers etc to advocate CoPP, its agenda and viability as a welcoming destination.  CoPP is acknowledged as a leading LGA on tourism matters  Year 2  Managing visitation through awareness and promotion of key attractions.
Develops greater understanding across the industry and within the community of CoPP’s agenda and vision.
Provides support to the local industry.
 7. Industry co-operation and collaboration  Become a regular participant in DML activities, support CoM ‘One Melbourne’ strategy and participate in IMAP Tourism working group  CoPP is included in future planning initiatives of DML, CoM and TV.  Year 1  Managing visitation through awareness and promotion of key attractions.
Provides support to the local industry.

Development


 
 Strategy  Actions  Measure of success  Priority Alignment with Vision 
 1. Develop skills and industry standardsProvide industry specific business development and support.  Provide industry specific business development and support.  Increased recognition of local business success in media and award ceremonies.  Year 3  Develops greater understanding across the industry and within the community of CoPP’s agenda and vision.
Promotes improved alignment between industry and local community vision.
Provides support to the local industry.
 2. Development of local tourism product  Work with the LTA to maximise marketing and promotions efforts across the city and support initiatives to work more collaboratively.  Improved visitor dispersion, length of stay and visitor expenditure.  Year 3  Managing visitation through awareness and promotion of key attractions.
Provides support to the local industry.
Promotes improved alignment between industry and local community vision.
 3. Development of local tourism product  Develop opportunities with CoM to build share of visitation from Cruise Shipping at Port Melbourne  LTA develops materials to assist cruise shipping visitors to experience CoPP products and services, increasing spend and extending their length of stay  Year 3
  Managing visitation through awareness and promotion of key attractions.
Provides support to the local industry.
 4.Visitor Service Improvements  Audit existing CoPP visitor information and work with LTA to develop more accessible information Audit existing CoPP visitor information and work with LTA to develop more accessible information  Increased participation and awareness of attractions.
Improved visitor dispersion, length of stay and visitor expenditure
  Year 2
  Provides improved awareness of attractions and promotes active local participation
 5. Visitor Service Improvements  Audit existing way-finding amenities and transport links throughout CoPP to ensure easy visitor dispersion and welcoming experience  Improved visitor dispersion, length of stay and visitor expenditure.
Increased participation and awareness of attractions.
  Year 2  Managing visitation through awareness and direction to key attractions.
Promotes active local participation
 6. Visitor Service Improvements  Explore the establishment of team of local volunteers to act as information guides contributing to CoPP’s existing walking tours and initiatives  Locals participating as volunteers to assist with visitor information  Year 3  Promotes active local participation
Promotes respectful behaviour via local guides
Managing visitation through awareness and direction to key attractions.
Provides support to the local industry.
 7. Visitor Service Improvements  Consolidate and promote existing online information sources to guide and direct visitation.  Establish online local tourism product which displays increased online visitation  Year 3  Managing visitation through awareness and direction to key attractions.
Provides support to the local industry.

For further information contact Mike McIntosh or Adriana Frescura on 9209 6361

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