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TRC Tourism gets $1 million to improve visitor experiences in national landscapes

TRC Tourism gets $1 million to improve visitor experiences in national landscapes
July 16, 2012

Consultancy firm TRC Tourism has been awarded a $1 million Strategic Tourism Investment Grant from the Government's T-QUAL Grants program to lead a consortium to prepare and implement Experience Development Strategies (EDS) for Australia's National Landscapes.

Federal Minister for Tourism Martin Ferguson said the funding represents a significant boost to Australia's National Landscapes program to promote nature-based tourism experiences and provide economic and social benefits to participating tourism regions.

Minister Ferguson explained "this $1 million grant is another part of the Government's partnership with industry to improve Australia's stock of world class visitor experiences and ensure more visitors can enjoy Australia's natural beauty.

"Importantly, this grant, follows a destination planning approach to help develop tourism product, infrastructure and strategies in Australia's regional areas where 46 cents in every tourist dollar are spent."

Experience Development Strategies identify the unique visitor experiences on offer within National Landscapes from walks, to kayaking, cycling and whale watching and determine how best to package the experience for sale to the domestic and international tourism markets. They will be implemented in the Australian Alps, the Kimberley, Kangaroo Island and ten other National Landscapes of Australia.

The funding has been welcomed by Tourism & Transport Forum (TTF) Chief Executive John Lee who stated "improving the tourism offering and visitor experience in areas already identified as priority destinations is logical and sensible and sticking to a strategic plan will deliver tourism infrastructure that will give a greater return on investment.

"Maximising the unique attributes of each region is critical to differentiating the tourism offer, growing visitation and also to increasing tourism expenditure.

"It is good to see the federal government giving additional support to the National Landscapes program with a grant which will bolster the existing strategy."

TRC Tourism consortium partners include EC3 Global, Dr Claire Ellis, Middlestar, the Western Australian Indigenous Tourism Operations Council and Hunt Tourism Services which have extensive Australian tourism industry knowledge and experience with National Landscapes.

Experience Development Strategies will be developed in the following National Landscapes:
• Red Centre, Northern Territory
• Australia's Timeless North, Northern Territory
• Kangaroo Island, South Australia (pictured)
• Greater Blue Mountains, New South Wales

Product and Industry Development Initiatives will be rolled out in:

Australian Alps
Planning and construction of part of Australia's first EPIC mountain bike trail at Mount Buller.

Australia's Coastal Wilderness
Expansion of the Sapphire Coast Heritage Strategy experiences assessment for the 'Global Experience Seeker' target market and engagement with tourism operators to deliver the Australia's Coastal Wilderness brand. 

Great Ocean Road
1. Design of a 38 kilometre, three metre wide pathway between Timboon and Princetown via Port Campbell. 
2. Detailed design and preparation works for the Great Ocean Road National Heritage Centre 

Flinders Ranges
Support program to help tourism operators' business in the Flinders Ranges decision-making around experience development and delivery and develop new experiences in geotourism, adventure tourism, aerial experiences and outback character. 

1. Feasibility Study for iconic walk trails in the Kimberley region. 
2. Facilitating the development of caravan and camping opportunities on Indigenous land by determining interest from stakeholder groups, identifying a suitable case study and preparation of a feasibility study on the identified site.
3. Development of a Kimberley Coast Cruise Management Strategy to effectively manage the impacts of the increasing number of vessels and improve the visitor experience. 

Great Barrier Reef - Wet Tropics - Australia's Green Cauldron
Experience Development, Positioning and Mentoring in three Queensland National Landscapes: Great Barrier Reef, Wet Tropics and Australia's Green Cauldron.
Australia's Green Cauldron
Development of Wild Journeys nature-based experience - a fully hosted guided tour, featuring all-inclusive packaging of products, experiences and recreational activities including a business development support program to enable an Indigenous enterprise to take over the operation of the tour guiding business once tours are developed and established.
More information about Australia's National Landscapes Program is available on Tourism Australia's website at




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