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September 2019

CEO Message

Thank you to everyone who contributed to the development of the Gippsland Destination Management Plan and new brand campaign.  Both of these projects have had significant input from our Gippsland industry and government stakeholders as well as our visitors.

Consultation and research were the foundation for each and will hold our region in good stead as we continue to position Gippsland for the future.

This month's newsletter includes details of further opportunities to participate in driving your business and Gippsland's visitor economy. Thank you for your continued support of our wonderful region.

'Towards 2030' Destination Gippsland Management Plan Launch

Destination Gippsland has launched its ambitious plan to grow the Gippsland visitor economy into a $1.5b industry employing 16,000 people by 2030.  Attracting higher spending visitors will be the key to generating an extra $400m per year and creating 3,000 new jobs for the Gippsland economy.

The  ‘Towards 2030' – Gippsland Destination Management Plan is a 10-year strategy developed with the support of the Gippsland Regional Partnership in consultation with state and local government as well as industry and community groups.

Minister for Tourism, Sport and Major Events Martin Pakula said prior to the launch, ‘’Tourism in Gippsland is booming, which is great news for businesses and workers across the region. It’s vital that we plan for sustainable growth in our visitor economy – growth that respects the needs of local communities while harnessing opportunities to create demand and expand jobs.’’

Pictured above at the launch left to right are local business proprietor Tamsin Carvan, Ms Jordan Crugnale MP, the Hon. Jane Garrett MP and Ms Julie Eisenbise from South Gippsland Shire Council.

'Towards 2030' Gippsland Destination Management Plan can be downloaded here.

New Gippsland brand video and microsite

As we eagerly await the launch of our new dedicated website, we have been working with Visit Victoria to produce a Gippsland brand video that will launch mid-October with a dedicated call to action via a Gippsland microsite.

The video showcases many of Gippsland’s hero destinations, products and experiences, and will encourage Melburnians to ‘look east’ when contemplating where to spend their leisure time.  The video will be supported by digital and social media that will play out through spring as well as low and shoulder seasons in 2020.

The spring component of the campaign will be supported by;

  • Newscorp editorial content
  • a Broadsheet partnership
  • Visit Gippsland social media platforms

We encourage operators with current deals and offers to ensure they utilise their ATDW partnership, by loading through their  websites and supporting the campaign in their social media.

For more information please contact Alison Conroy, Marketing Manager at aconroy@destinationgippsland.com.au

International Program

This year Destination Gippsland in partnership with Sydney-Melbourne Touring have attended three travel trade events in Australia and one Visit Victoria led international mission to the UK/Europe.  We attended the Australian Tourism Exchange (ATE) in Perth, the largest travel industry trade show held annually in Australia.  The UK/Europe mission visited Amsterdam, Hamburg, Berlin, Norway, Glasgow, Preston and London, meeting with some of our top selling wholesale and retail agents from these countries.  Media events were also held in both Hamburg and Berlin.                               Pictured Alison Conroy with the Melbourne Identity crew in Amsterdam.

The Gippsland international program offers you the benefit of exposure and has a partnership marketing value of over $35k per business.

ATE 2020 will be held in Melbourne in May, if you are considering working with international trade to grow your occupancy, please contact Alison Conroy at aconroy@destinationgippsland.com.au for information on how to be part of the Gippsland program.

Gippsland Tourism Forum

The Gippsland Tourism Forum followed the launch of the 'Towards 2030' Gippsland Destination Management Plan. Over 80 attendees were able to hear from a range of interesting businesses and receive updates from across Gippsland.

With lunch and afternoon tea provided by Udder & Hoe and Tamsin's Table, the hosting of the event in the Borough Dept. Store in Korumburra was a unique experience.  It was followed by an industry catch up at the Burra Brewery.

For presentations from the event please see here.  If you have ideas for future forums please contact Janine Hayes at jhayes@destinationgippsland.com.au

Gippsland on show

There has been a great deal of activity with journalists and television programs visiting Gippsland.

A previous shoot with Postcards featured the Bass Coast Shire and went to air last week.  Please see here to view.  Postcards are in region again this week filming across all six Council areas. We had a visiting journalist from the Financial Review in South Gippsland this week and work is under way in partnership with Visit Victoria finalising six familiarisations to the region.

If you have stories of interest to share, new product or are in the development phase of creating new product then please contact Destination Gippsland.  We are keen to gather content on the region that is new and fresh and can be shared with visiting journalists.  We will also be seeking content to populate our new website. Please contact Kelly McCarthy kmccarthy@destinationgippsland.com.au

Pennicott Wilderness Adventures Launch

Gippsland is pleased to have a new boating product with the launch of Pennicott Wilderness Adventures at Wilsons Promontory last week.

The new boat tour offers visitors and locals the opportunity to board a specially designed amphibious boat on the shore of Norman Bay at Wilsons Promontory.  The 2.5-hour tour takes in the spectacular views of the Prom and surrounds, providing the opportunity to spot wildlife in the Marine Park from the unique vantage point of the water. The new tour, eleven years in the planning expands the opportunitiy for visitors when they visit the Prom.

Cruises from Port Welshpool and San Remo run by Wildlife Coast Cruises also provide day visits to the Prom.

Whale, dolphin and seal spotting have become popular activities along the whole Gippsland coast with greater knowledge and awareness of where these magnificent animals can be spotted.

Access great images from the Content Hub

If you are seeking stunning images of Gippsland for your website, for social media, for a press release or for print material then we recommend that you access the Content Hub at Visit Victoria.

There is no cost to register and you have access to over 1500 images from across Gippsland.

Alternatively if you have had professional images taken of your business and would like to share them with Destination Gippsland, please contact Kelly McCarthy at kmccarthy@destinationgippsland.com.au

'Who we are'

Pictured above from left to right  the Destination Gippsland Team. Sue Smethurst Chairman, Janine Hayes Tourism Project Manager, Alison Conroy Marketing Manager, David Elder Tourism and Events Manager Latrobe Valley, Terry Robinson CEO and Kelly McCarthy PR & Marketing Executive.

Destination Gippsland is the Regional Tourism Board and the peak tourism organisation for Gippsland. We were established in 2008 with the support of Tourism Victoria, Parks Victoria and the six councils of the Gippsland Local Government Network. We are a not for profit public company governed by a skills-based board.

How can you get involved?

Destination Gippsland Directors 2019 Expression of Interest

Expressions of Interest are sought for the appointment of skills-based Directors for terms of up to three years according to the Board’s rotation system of governance.

Current Directors whose terms are expiring are eligible to re-nominate.

As a Board Director you will help drive the development of tourism in Gippsland by leading industry strategy and pursuing infrastructure, product development, marketing, and relationships with a wide range of stakeholders. Specifically you will:
• Develop and monitor the implementation of the Gippsland Destination Management Plan
• Determine all new policies governing the operation of Destination Gippsland Ltd
• Approve and monitor the Annual Business Plan and Budget
• Ensure compliance with all legal requirements of a public company (limited by guarantee)
The Board meets as often as required to conduct the business of the Company and generally meets six times each calendar year. Meetings are held in various Gippsland locations, and occasionally in Melbourne. For further information please see here.

For future information on Destination Gippsland activities

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Our industry website has many resources to assist your business. www.destinationgippsland.com.au