| 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 |
| 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. |
| 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. |