What is a Tourism Development Strategy?

    In simple terms, a Tourism Development Strategy (or TDS) is a planning document that outlines how a destination will be managed over time. It spells out the roles of different stakeholders, identifies clear actions that they will take, and identifies how these actions will be resourced.

    In the context of tourism, “management” refers to all aspects of a destination that contribute to a visitor’s experience, including:

    • Products and services: the experiences that Denmark offers visitors, including activities, attractions, supporting infrastructure, services and amenities.
    • Marketing and Promotion: the marketing and promotional activities that encourage visitors to come to Denmark.
    • Resource Management: the strategies, policies and regulatory frameworks, organisational structures and the investments that enable Denmark to be competitive, productive and sustainable.

    Tourism planning brings together different stakeholders to achieve the common goal of developing a well-managed, sustainable visitor destination. It is an ongoing process that considers the social, economic, cultural and environmental risks and opportunities associated with tourism.

    It requires inclusive and coordinated leadership that brings the community and businesses together to form a common goal and an agreed vision of success to which they are all committed and in which they will take an active role.

    Why does Denmark need a Tourism Development Strategy?

    Tourism is a significant industry for the region and has grown substantially over the last several years. However, the Council recognises that increasing visitation also brings a number of challenges. 

    The objective of the strategy is to guide Council, staff, business and the community on the most effective ways to support, service and extend visitations to the Shire, explore new opportunities and emerging trends in tourism and guide in the future usage of the Denmark Visitor Centre.

    How is the Tourism Development Strategy being developed?

    In December 2020, the Shire sought quotes from experienced consultants to develop the Strategy. The Great Southern Centre for Outdoor Recreation Excellence (GSCORE) was the successful contractor.

    The project involves liaison with the community and business sector through stakeholder and community meetings. The Tourism Strategy will be evidence based, employing data and research specific to Denmark, and identify emerging and future trends to guide recommendations. 

    The Strategy will provide recommendations which will assist the Council to make decisions that influence and support the development and management of the tourism sector.

    When will the Tourism Development Strategy be completed?

    GSCORE will begin consultation with tourism stakeholders and community members in February.

    The tourism strategy is due to be completed by the end of the financial year (June 2021).

    Who is GSCORE?

    The Great Southern Centre for Outdoor Recreation Excellence (GSCORE) is a regionally based not-for-profit organisation that provides tourism and trail planning and project management services.

    GSCORE aims to create a vibrant and sustainable tourism sector through the provision of training, business support, strategic planning and project management services.

    They are a regionally-focused organisation with strong links to local government and the community and business sectors.

    As a not-for-profit organisation, their objective is to work on behalf of all regional stakeholders. That means that all their activities are focused on making the Great Southern a prosperous and enjoyable place to live, work and visit.

    You can find out more about GSCORE by visiting their website:

    https://gscore.com.au/

    How can I get involved?

    GSCORE will be undertaking consultations with tourism stakeholders and community members throughout the process. This will involve surveys, workshops and interviews with both tourism stakeholders and community members.

    If you would like to be included further in the consultation process, please contact Kaysanne Knuckey at GSCORE on (08) 9892 0164 or email tourismstrategy@gscore.com.au  

    The community and industry surveys will be published on this website and circulated via social media. 

    What about the Visitor Centre?

    In 2018, the Amazing South Coast Tourism Inc. (ASCTI) took over the Visitor Centre operations, including accommodation bookings, from Denmark Tourism Inc (DTI) who operated the Visitor Centre up until then.

    In 2020, ASCTI announced that it would no longer operate the Visitor Centre. ASCTI reported revenue from bookings has dropped by 40 per cent on average each year over the last 3 years. In contrast visitor numbers to the region have grown over the last two years since the inception of the destination marketing arm of the Amazing South Coast Tourism Inc, attracting a younger demographic that typically books online via booking engines or direct, reducing the overall need to book accommodation via a Visitor’s Centre. ASCTI announced the Visitor Centre would close on the 31 July 2020.

    Since December 2020, the Visitors Centre has been run on a volunteer basis by the Denmark Chamber of Commerce (DCC) and will continue to until April 2021.

    The new Tourism Strategy will consider visitor servicing and provide recommendations of a sustainable visitor servicing model for Denmark, whether this is the existing purpose-built facility or an entirely different model.

    Why did the Visitor Centre initially close in 2020?

    The Amazing South Coast, who managed and operated the Visitor Centre before the closure, reported a significant decline in revenue. Revenue from bookings has dropped by 40 per cent on average each year over the last 3 years. In contrast visitor numbers to the region have grown over the last two years since the inception of the destination marketing arm of the Amazing South Coast Tourism Inc, attracting a younger demographic that typically books online via booking engines or direct, reducing the overall need to book accommodation via a Visitor’s Centre.

    What will happen to the Visitor Centre building?

    The Shire is considering all options for the building and is looking forward to hearing from the community and the local tourism industry on this matter.