landscapes program knezevic.pdf- national landscapes status is used as to generate community...
TRANSCRIPT
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A shared journey: Australia’s National Landscapes Program
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Overview
1. Australia’s National Landscapes Program – an introduction
2. How does the Program work?
3. Partnerships – at many levels
4. Some highlights and challenges
5. Where to from here?
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The Program
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Australia’s National Landscapes
Aims of the program
• Promote world class, high quality visitor experiences
• Enhance the value of tourism to regional economies
• Increase the role of protected areas in those economies
• Build support for protecting our natural and cultural assets
A long term strategic approach to tourism & conservation
To differentiate Australia’s iconic natural and cultural destinations from anything else available in
the world.
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Program implementation framework:
A Program implementation framework: streamline Program activities, steering committee work programs and progress reporting.
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Program status
• 15 National Landscapes formally recognised
• Sydney Harbour is advancing its candidacy
• 16 landscapes have been confirmed as the Program’s current limit.
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The final sixteen
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Achieving the potential
Seeing the results
Setting the foundation
Awareness and Establishment
2012
2020 strategic direction
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Program Managers
(Parks Australia and Tourism Australia)
National Landscapes Reference Committee
Local Steering Committees
Economic development Indigenous interests Conservation NGOs
STOs
RTOs Local councils Tourism operators Parks agencies
Partnerships
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• Opportunity to grow awareness of nature in Australia – eg Wildlife and natural events calendars
• Support for conservation of natural areas and biodiversity
• Access to complementary expertise and networks of stakeholders
• Growing tourism outcomes
Tourism Australia and Parks Australia
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Wildiaries Pilot Project
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Some highlights from the Landscapes
Australia’s Red Centre - Indigenous Tourism Business Development Group
- Consolidated and focused efforts in the region
- Using existing networks, streamlined activity
- 4 new products in development
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Some highlights from the Landscapes
Kangaroo Island
- National Landscapes status is used as to generate community participation / pride
“we are one of only 16 regions endorsed as a National Landscape – the best Australia has to offer –
by Tourism Australia and Parks Australia”
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Some highlights from the Landscapes
Wet Tropics
- encouraged participation of a ‘new generation of leaders’
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Some highlights from the Landscapes
Development and promotion of tourism experiences from the consumer perspective...
- Australian Alps (Vic / NSW / ACT):
- Australia’s Coastal Wilderness (Vic/NSW)
- Australia’s Green Cauldron
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Some highlights from the Landscapes
Linkages with broader initiatives:
- Wet Tropics, Greater Blue Mountains, Ningaloo-Shark Bay: World Heritage status and links to WH Committees
- The Kimberley: Kimberley Science and Conservation Strategy
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• Story Teller groups have now been established in most Landscapes.
• Over the past 12 months, the Stories Tellers produced 109 news articles. These were distributed to journalists worldwide.
• 49 factsheets, feature stories and itineraries
were created to share the National Landscape messages with Media, Consumers and Trade. The media site attracted 21,981 visitors accessing this information.
• Tourism Australia’s International Media Hosting
Program hosted 270 media visits throughout the 13 launched Landscapes.
• 691 images have been downloaded from the
Tourism Australia National Landscapes image gallery collection.
Some highlights from the Landscapes
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Some highlights from the Landscapes
$1 million Strategic Tourism Investment Grant (STIG) Project, administered by the Department of Resources, Energy and Tourism - Completion of Experience Development Strategies and priority projects - Matched $-for-$
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Some observations
Opportunities:
- Long term nature of the Program
- Focus on ‘experiences’ and visitor ‘emotional connections’ to the landscape
- Working with influence - not authority
- The Program’s evolution... Sound concepts applied, recognising many variables
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The year ahead....
• Increasing conservation outcomes – connecting stakeholders
• Enhance projects such as the Wildlife and natural events Calendars and Wildiaries - maximise the content
• Strengthening Steering Committees
• Supporting STIG implementation
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Find out more...
www.tourism.australia.com/nl
www.environment.gov.au/parks
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