Australia’s Timeless North National Landscape Experience Development Action Plan 1

ACKNOWLEDGMENT This Experience Development Action Plan has been developed through the National Landscapes Program with the support of Tourism Northern Territory, the Department of Resources, Energy and Tourism, Tourism Australia, Parks Australia, and the Australia’s Timeless North National Landscapes Steering Committee – funded by the T-QUAL Program.

Prepared by:

April 2013

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EXECUTIVE SUMMARY Australia’s Timeless North National Landscape is a collaboration of tourism, community and conservation partners to attract highyielding international experience seekers to the Top End of the Northern Territory. The opportunity exists to shift out-dated perceptions of the region with new products and experiences that will get the world talking and position the destination as a must-see natural and cultural tourism experience. This Experience Development Action Plan identifies the hero tourism experiences and the five catalyst projects considered most likely to provide the region with a point of difference against its national and international competitors. This Experience Development Action Plan identifies the current and needed products, infrastructure and experiences that will meet and exceed the expectations of Tourism Australia’s ‘Experience Seeker’, Australia’s highest yielding international market segment and the target market identified for the National Landscapes program. 'Experience Seekers' are looking for natural encounters, adventurous journeys, local flavours and life changing moments, this segment is a perfect match for the products, activities, experiences and brand values of Australia's Timeless North National Landscape. The identified catalyst projects seek to deliver on these needs, while leveraging the landscapes hero experiences.

By matching the needs of the ‘Experience Seeker’ and the tourism offerings of our competitors against the key themes identified through the National Landscape positioning work, it is possible to identify the ‘hero experiences of Australia’s Timeless North.

The key ‘hero experiences for Australia’s Timeless North include: •

Be inspired to connect to the spectacular nature and culture of this land. Understand some of the inextricable links between nature and culture through the exploration of the habitat according to traditional values.

• Immerse yourself in a timeless landscape and connect to the restorative powers of an ancient spirituality. These hero experiences are enhanced by supporting experiences including: • Adventuring through ancient caves, escarpments, and waterfalls, to get a unique view of the landscape where you can have a safe adventure that gives you something to talk about that not everyone does. The ‘hero experiences’ for Australia’s Timeless North are supported by a series of priority actions which have been selected through a filtering process that determined which actions would best assist in delivering these heroes to the region’s key experience seeker markets.

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EXECUTIVE SUMMARY Building on the comprehensive stakeholder engagement, both in the development of the Australia’s Timeless North Positioning Guidebook (click here) and in preparing this Experience Development Action Plan (EDAP), the Steering Committee have agreed on a clear direction for Australia’s Timeless North. That direction is based on seeing the identified hero experiences (see previous page) come to life for visitors. For this to occur, two things must happen - the Priority Projects (below) that support each Hero Experience, identified through the consultation and agreed through the Steering Committee and agency consultation, need to be implemented for each Experience to be delivered to an international standard. Supporting the Priority Projects are a set of enablers which support the overall implementation of the EDAP. Hero Experience #1: Be inspired to connect to the spectacular nature and culture of this land. Understand some of the inextricable links between nature and culture through the exploration of the habitat according to traditional values. • • • •

Accommodation and Tourism Infrastructure at Manbiyarra (Catalyst Project #1) Garnamarr Experience Precinct (Kakadu NP) (Catalyst Project #2) Development of a Tour Guide Training Program (Emerging Project) Value-added Experiences with Hotels including Carbon Farming, Voluntary Contributions Program or Dine with the Birds (Emerging Project)

Hero Experience #2: Immerse yourself in a timeless landscape and connect to the restorative powers of an ancient spirituality. • • •

Cultural Attraction at Gunbalanya (Catalyst Project #3) Gunlom & Mary River Experience Precinct Development (Kakadu NP) (Catalyst Project #4) Protection and reintroduction of threatened species in large exclosures, including as an attraction and awareness raising program for visitors (Emerging Project)

Supporting Hero Experience: Adventure through ancient caves, escarpments, and waterfalls, to get a unique view of the landscape where you can have a safe adventure that gives you something to talk about that not everyone does. • • • • • •

Cantilever Lookout at Nitmiluk Gorge (Catalyst Project #5) Eco Accommodation at Nitmiluk (Emerging Project) South Alligator Experience Precinct (Emerging Project) Development of day experiences for the cruise and convention markets across the Landscape (Emerging Project) Heli-fishing opportunities linked to safe swimming/canoeing sites (Emerging Project) Development of a soft adventure attraction e.g. Zipline, via ferrata, or waterfall rappelling (outside Kakadu NP) or wet season mountain bike tours (Emerging Project)

As the Priority Projects, including a number of catalyst projects and the identified emerging opportunities, are implemented the Experience Seeker will see the essence of the destination positioning and the vision come to life. To support the efforts of the stakeholders in Australia’s Timeless North to see the Catalyst Project progressed a Market Sounding document has been prepared and distributed to national and international investors seeking their level of interest in the projects in order to better understand the next steps required. In addition, the EDAP identifies a number of ‘enablers’. - projects, initiatives or policy changes that will facilitate investor interest and support new investment. Key enablers include enhanced presentation, digital connectivity, road infrastructure upgrades, smartphone applications, tenure security, timely decisions, supporting joint venture business models with Indigenous businesses and growing a local skilled workforce.

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TABLE OF CONTENTS ACRONYMS 1.

Background………………….….………………………………………………………..

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ATN

Australia’s Timeless North

2.

Market Profile………..…….……………………….…………………………………..

15

ATN NL

Australia’s Timeless North National Landscape

3.

Destination Profile and Positioning..….........................................

22

ATN SC

Australia’s Timeless North Steering Committee

4.

The Way Forward……………………...................................................

28

DOB

Department of Business

5.

Priority Projects…………..…………..……….…………….………………………..

34

DRDWP

Appendices……………………………..………………………………………………………..

61

Department of Regional Development and Women’s Policy

EDAP

Experience Development Action Plan

Disclaimer

FIT

Free and Independent Travellers

Any representation, statement, opinion or advice, expressed or implied in this document is made in good faith but on the basis that EC3 Global and Middle Star are not liable (whether by reason of negligence, lack of care or otherwise) to any person for any damage or loss whatsoever which has occurred or may occur in relation to that person taking or not taking (as the case may be) action in respect of any representation, statement or advice referred to in this document.

KNP BoM

Kakadu National Park Board of Management

NL

National Landscape

NT

Northern Territory

RPT

Regular Passenger Transport

ROI

Return on Investment

TTE

Tourism Top End

USP

Unique Selling Point

Images of the Timeless North region used throughout this Experience Development Action Plan Paper are courtesy of Tourism NT WARNING: Indigenous readers are advised that this document may contain images of or references to deceased persons.

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BACKGROUND Provides an overview of Australia’s Timeless North, the National Landscapes Program and the principles behind the development of an Experience Development Action Plan for Australia’s Timeless North

AUSTRALIA’S TIMELESS NORTH Sitting a half-days drive from Darwin, Australia’s Timeless North (ATN) National Landscape offers a spectacular tapestry of rock escarpments, stone country, wild rivers, wetlands, wildlife and Aboriginal rock art more than 50,000 years old.

Australia’s Timeless North is dotted with numerous world-renowned nature reserves. Kakadu National Park, for example, is one of the few places on earth to be World Heritage listed for both cultural and natural values and is best explored with the help of its Aboriginal custodians, experiencing their timeless traditions and deep connection with the landscape.

For visitors to Australia’s Timeless North, access to the Landscape comes predominantly through drive access. For these visitors, the major drawcard is a naturally and culturally significant landscape that takes in key attractions including Kakadu, Nitmiluk, Mary River and Garig Gunak National Parks; the townships of Katherine and Jabiru; and west Arnhem Land. The landscape provides visitors with an abundance of adventure options including fishing, four-wheel driving, scenic helicopter flights, bushwalking, swimming and camping.

Australia’s Timeless North is an ageless living natural and cultural landscape so vast that it is divided into distinct regions and each has separate seasons, not just the four most non-indigenous people have come to know. The landscape is so diverse, from high stone plateaus to forest woodlands, monsoon rainforests and open savannah flood plains dotted with billabongs, and the rugged gorge country in the south, it is one of the most ecologically and biologically diverse places in Australia. That is why it needs to be protected, and experienced.

Australia’s Timeless North is a place where the stories of the Aboriginal living culture are illustrated on cliff-face art galleries, creating the greatest and oldest collection of rock art in the world.

The traditional owners maintain a strong connection to the land, demonstrated through their culture, spiritual beliefs and the management of their country. With well over 15,000 rock art and sites of cultural, archaeological and historic significance the landscape is testimony to the longest continuous surviving human culture, dating back for at least 40,000 years.

Australia’s Timeless North is not only a place of cultural and historical significance; it is a biological wonderland, teeming with mammal, reptile, bird and insect life. Around 60 species of mammals and more than 280 bird species, about one-third of Australia’s total, are found across the landscape. Its wetlands are recognised under the Ramsar Convention as being of international importance. It is also famous for its reptiles, notably estuarine and freshwater crocodiles, creating spectacular opportunities for keen photographers.

In the north-east is Kakadu, in the north-west is Arnhem Land. A 91,000 square kilometre region blessed with wild coastlines, deserted islands, rivers teeming with fish, rainforests, soaring escarpments and savannah woodland. In the south sits Nitmiluk National Park with its rugged landscapes, dramatic waterfalls and lush gorges. It is home to an abundance of flora and fauna and the spectacular Katherine Gorge, a series of thirteen sandstone gorges carved over millions of years by the Katherine River. It is this natural and cultural landscape visitors come to experience, through Australia’s Timeless North the aim is for them to become part of its protection.

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AUSTRALIA’S TIMELESS NORTH The Landscape stretches from the Mary River to the Cobourg Marine Park and Garig Gunak Barlu, east to Maningrida in Arnhem Land and south to Nitmiluk, Katherine and Pine Creek. A diverse landscape with a common theme – a feeling of being connected. Figure 1: Area Encompassing Australia’s Timeless North National Landscape

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AUSTRALIA’S NATIONAL LANDSCAPES Australia’s National Landscapes Program was developed by Tourism Australia and Parks Australia to highlight a collection of iconic places with great cultural, natural and spiritual significance1. The Program aims to promote conservation of Australia’s natural assets while raising awareness and visitation to Australia’s premier culture and naturebased destinations that deliver memorable holiday experiences to the international ‘Experience Seeker’ target market. This delivery is undertaken through targeted media and consumer activities and thorough planning for future product development needs.

Figure 2: Timeless North National Landscape homepage on Australia.com

Different organisations recognise different opportunities through the National Landscapes program.

• Tourism Australia use National Landscapes to prioritise funding for media and for promotion on their website. • National, Territory and Local Government (e.g. Regional Development Australia Consultative Committees) recognise and take National Landscapes into account in development priorities for investment and infrastructure • The Department of Lands Planning and Environment recognises it as an input to licensing requirements and new tourism product / infrastructure needs • Tourism NT and Tourism Top End recognise National Landscapes as an input to their media and PR, as well as looking to incorporate the experiences and journeys into their marketing and development work. • Local Tourism Organisations can use the material on their websites, brochures and marketing In addition to Australia’s Timeless North, there are currently 16 other National Landscapes that have been identified throughout Australia.

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THE PURPOSE OF THE ACTION PLAN Australia’s Timeless North is like nowhere else in Australia. Covering the area east to Maningrida (in Arnhem Land), North to the Cobourg Peninsula and south to the Nitmiluk National Park including Kakadu National Park. It is tropical and lush in some places; stark and rocky in others. It is a landscape of ancient living Indigenous culture, great roaring rivers, towering sandstone cliffs, plunging gorges, dry plains and verdant wetlands

THE AIM OF AN EDAP IS TO:

• Build on TA’s positioning work for ATN NL • Shift from traditional tourism marketing and development to focus on visitor experiences and emotional benefits • Identify ‘Hero Experiences’ that are must-do world class experiences • Align experiences with the wants and needs of key target markets

In order to keep pace with the strong global demand for memorable experiences, an Experience Development Action Plan (EDAP) for Australia’s Timeless North has been developed through a co-funded agreement between Australia’s Timeless North National Landscape Steering Committee and the Department of Resources, Energy and Tourism through its Strategic Tourism Investment Grant (STIG) Program – a funded initiative under the T-QUAL Grants Program with matching funds from Tourism NT.

• Identify key consumer messages and marketing focus based on experiences

• Identify current gaps in the experience offering to provide guidance on future development priorities • Define a set of catalyst projects suitable to be showcase in a Market Sounding Report

This Experience Development Action Plan connects the major hero experiences identified within the landscape and identified the catalyst projects which most appropriately support these experiences. It is anticipated that implementation of this Experience Development Action Plan, in concert with Tourism Northern Territory’s marketing program, will renew the region’s celebrated, international reputation and clearly differentiate it from its competitors. Figure 3: Map of Australia’s 16 National Landscapes

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DEVELOPING AN EXPERIENCE DEVELOPMENT ACTION PLAN Developing an experience approach requires a shift away from traditional tourism marketing and development to focus on visitor experiences and the emotional benefits that visitors take away from their trips.

Figure 4: Timeline of development for the ATN EDAP

Identifying Australia’s Timeless North 'Hero Experiences’ (the region’s ‘must-do world class experiences’) and aligning these experiences with the wants and needs of the ‘Experience Seeker’ target market is the first major step in developing an EDAP. The EDAP will then bring together the recommendations and projects from existing strategies and align these with the ‘Hero Experiences’ identified, with the region’s target markets and with the experience offerings of our competitors. From this filtering process, a set of catalyst projects suitable to be showcased in a Market Sounding Report will be identified. The key ATN experiences, competitive strengths, gaps and opportunities have been considered through the document and strategies have been developed which align the visitor expectations of Tourism Australia’s ‘Experience Seeker’ psychographic visitor segmentation with the key experiences on offer in the region.

Consumers’ needs are changing, therefore how visitors experience the region may also need to change. *see page 20 for further detail

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GUIDING PRINCIPLES The success of initiatives outlined in Australia’s Timeless North EDAP are dependent on the ability of the National Landscape to adhere to a number guiding principles (outlined in Figure 4 below) in order to deliver its promise. Figure 5: Guiding Principles to ensure the success of ATN EDAP

Appeal to the Target Market Accessibility The six seasons of Australia’s Timeless North are one of the Landscapes unique strengths but also a challenge. Projects and hero experiences need to be practical and accessible to visitors, not just once in a while but consistently enough to allow them to be offered as part of an itinerary (even if it is seasonal).

The 'Experience Seeker's desire greater access to nature, immersion in local culture; things that offer a contrast to everyday life; accessible yet remote; opportunities for personal development and learning; a sense of freedom; delivering experiences they can ‘brag’ about. The hero experiences and the projects need to appeal to the market.

Excellence in Interpretation Australia’s Timeless North should strive to educate, expose and inspire its customers with the best interpretation in Australia. Hero experiences and catalyst projects should enhance our focus and delivery of world-leading interpretation in action (not just in theory).

Be Supported by the Community

Mutual Respect

Leverage the Brands

Be sensitive, low impact and complementary to the local natural and cultural environment; including interpretation and promotion of cultural and conservation values to maintain the sense of place and ensure that the natural features remain the focus of the experience; and support local businesses and communities.

Australia’s Timeless North National Landscape recognises the spiritual relationship between Indigenous people and country and the stewardship role played to protect this unique and ancient place and encourages an approach of mutual respect to progress sustainable tourism towards a culturally beneficial exchange

While a National Landscape has a name, the key will be getting behind the existing brands with strong messages and in supporting new products and packaging to occur that deliver the experiences that embody a sense of freedom, connection and discovery that help us to share our story.

Project Sustainability Projects and hero experiences identified through the EDAP need to demonstrate their commercial and community value and viability, especially how they will contribute to the economic well-being of the broader region while delivering conservation and community value.

Embracing Conservation Build Competitive Advantage Facilitating experiences through fascinating wetlands, remote waterfalls and ancient rock shelters and escarpments which offer visitors truly unique perspectives and builds our competitive advantage. Australia’s Timeless North offers visitors opportunities to be both immersed in and inspired by the spectacular natural and cultural settings of this truly unique landscape.

The National Landscapes program is a partnership between tourism and conservation and Australia’s Timeless North seeks to be a leading example of delivering conservation outcomes through appreciation of nature and acknowledging the impact of external pressures (e.g. climate change) on our precious natural systems and the need for our visitors to take action in their own lives. 12

BUILDING APPRECIATION Our overall approach recognises that all tourism needs to be sustainable and that nature-based tourism in National Landscapes needs to deliver world-leading ecotourism outcomes (that is tourism that contributes to conservation not just minimising impacts) guided by the following principles: to actively restore, protect, enhance and sustain the quality of our National Landscapes for future generations to enjoy.

Figure 6: Five Principles for the Development of Sustainable Nature-based Tourism

As outlined in Figure 5 opposite, the development of sustainable, nature based tourism should adhere to the five following principles:

Experience

EXPERIENCE Deliver life-changing moments in nature through world-class experiences and quality tourism product. APPRECIATE Presentation of nature in a way that will grow the appreciation and emotional connections of visitors to nature.

Conserve

Inclusive

Appreciate

ADVOCATE Building advocacy for the landscape and wildlife, enlisting ambassadors and creating strategic alliances. CONSERVE Contributing to protection and conservation through best practice ecotourism.

Advocate

INCLUSIVE Our decision making processes are inclusive of the tourism industry, traditional owners, local communities, government agencies and visitors. Our facilities and services also enable access and quality experiences of all members of society.

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THE TARGET MARKET Tourism Australia (TA) identifies the International Experience Seeker segment as the primary target market for the National Landscapes. The 'Experience Seeker' is a psychographic segment of visitors who are globe trotters looking for authentic interactions and brag-able locations. They are also visitors looking to get off the beaten track and to immerse themselves in local culture. The 'Experience Seeker' target market seeks learning experiences and authentic interactions with locals, nature and destinations. They want fun, relaxing and care-free experiences and to escape the crowds. Food and wine and Indigenous experiences are also more likely to be demanded by this international visitor segment.

Key wants of the 'Experience Seeker‘ Research has shown that the 'Experience Seeker' has a number of key ‘wants’ to satisfy their travel experience, these include: • • • • • • • •

'Experience Seekers’ are Australia’s highest yielding international market and are more likely to increase to their length of stay and average spend in comparison to others.

“We don’t want to feel like tourists, we want to settle in”

Authentic personal experiences Social interactions, including meeting and interacting with the locals Experiencing something different from their normal day-to-day life Understanding and learning about different lifestyles and cultures Participating in the lifestyle and experiencing it, rather than observing Challenging themselves – physically, emotionally and/or mentally Visiting authentic destinations that are not necessarily part of the tourist route Exposure to unique and compelling experiences

To promote the vast array of unique Australian adventures to the 'Experience Seeker' target market, seven key Australian Experience Themes have been identified: 1. Nature in Australia 2. Aboriginal Australia 3. Journeys 4. Outback Australia 5. Australian Coastal Lifestyle 6. Australian Major Cities 7. Food and Wine

Brigitte, Germany

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MARKET PROFILE Provides an overview of key visitor trends to Australia’s Timeless North

KEY MARKET TRENDS The Top End welcomes close to 900,000 overnight visitors per year, with overnight visitation decreasing by 7% over the last five years. The Top End’s overnight visitor trends are more robust than those of the whole of the Northern Territory where overnight visitation has declined by 21% over the last five years. In context, overnight visitation to and within Australia has increased by 2% over the last five years.

Comparably, international visitation to Australia has increased by 7% over the last five years, while international visitation to the Northern Territory has decreased by 21% over the last five years. The Top End welcomes 3% of all international visitors to Australia, but 49% of all visitors to the Northern Territory.

Over 85% of all overnight visitors to the Top End are from the Domestic Market, with approximately 15% being International Visitors. This is in line with the whole of the Northern Territory visitor numbers where 80% of all Overnight Visitors are from the Domestic Market.

THE MAJOR VISITOR MARKETS: EUROPE AND NORTH AMERICA The attraction of the Top End in the European market is clear. Over half (59%) of all international visitors to the Top End are from Europe, comparably, less than one quarter (22%) of all international visitors to Australia are from Europe. Just over 6% of all European visitors to Australia visit the Top End.

Overnight visitors to the Top End, spend an average, of 7.3 nights in the region. This amounts to 6.6 million visitor nights each year in the region (an increase of 3% over the last five years). Overnight visitors spend approximately $900 million during their travels to Top End. THE DOMESTIC MARKET The Top End welcomes over 769,000 domestic overnight visitors per year. Domestic overnight visitation has declined by 5% since 2008. Domestic overnight visitors stay over 4.5 million nights each year within the region (a decrease of 5% over the last five years). THE INTERNATIONAL VISITOR MARKET The Top End welcomes approximately 129,000 international visitors each year. International visitation to the Top End has, however, decreased by 15% over the last five years.

One quarter (25%) of International Visitors to the Top End are from the United Kingdom and Germany (33,000 visitors collectively). Just under 10% of international visitors to the Top End are from the United States (12,000). The Top End has derived recent growth from the United States market, with United States visitation increasing by 27% over the last five years. Comparably United States visitation to Australia has remained stable over the last five years. A further 9% of international visitors to the Top End are from France (12,000 visitors). French visitation to the Top End has increased by 18% over the last five years. French visitors seek a combination of natural encounters, journeys and Aboriginal experiences as parts of their itinerary. To better understand the motivations of each international market see Appendix 1 to see a summary of the Tourism Australia research on the experiences that motivate key markets.

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KEY MARKET TRENDS THE MAJOR VISITOR MARKETS: ASIA Just over 15% of all international visitors to the Top End are from Asia. Comparably, over 40% of Australia's international market mix originates from Asian source countries, while over 20% of the Northern Territory’s International Market originates from within Asia. While Asia still does not represent a large share of the Top End’s international market mix, these source countries are showing significant signs of growth for the region. With just under 5,000 visitors each year, the Top End’s largest Asian source market is Singapore (representing 4% of all international visitors to the region). However, while the Singapore market share is small, Singaporean visitation to the Top End has increased by 5% over the last five years. A large part of this market is made up of expatriate visitors from the European Union and the United States.

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KEY MARKET TRENDS MARKETS FOR GROWTH Unlike a number of the Top End’s traditional source markets, including the United Kingdom and Germany, a number of South-East Asian markets have shown considerable growth over the last five years. Although still relatively small markets (4,000 visitors per year collectively), Malaysian and Indonesian visitation to the Top End has grown significantly over the last five years, with Malaysian visitation to the Top End increasing by 156% and Indonesian visitation increasing by 2,700%. While Malaysian and Indonesian visitation to Australia has shown strong growth over the last five years, this has been at a lesser rate than that seen in the Top End. Malaysian visitation to Australia has grown at 47% over the last five years while Indonesian visitation to Australia has grown at 50% over the last five years.

In addition to the South-East Asian Markets, the United States also continues to be a major growth market for the Top End, with United States visitation increasing by 27% over the last five years (to 12,000 visitors per year). This exceeds the growth seen from the United States market nationally, with United States visitation to Australia increasing by only 3% over the last five years.

The French market also continues to be an area of growth for the Top End. French visitation to the Top End has increased by 26% over the last five years (to 12,000 visitor per year). While the Top End’s increase in French visitors is in line with the trends seen nationally, French visitation to the Northern Territory has grown by a lesser 4% over the last five years. THE CHINA POTENTIAL While considered a key growth market for Australia, Chinese visitation to the Top End has decreased by 56% over the last five years, to approximately 800 Chinese visitors per year. Putting this into context, Chinese visitation to Australia has increased by 51% over the last five years. Chinese visitors account for 1% of the Top End’s international market while only 0.2% of all Chinese Visitors to Australia visit the Top End. China is Australia’s fastest growing inbound tourism market in terms of visitor volume and expenditure and in 2010 it became Australia’s highest yielding market, ahead of the United Kingdom, New Zealand and the United States. The China inbound market is currently worth $2.7 billion, or around 15% of total tourism Exports.

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KEY MARKET TRENDS MARKETS UNDER STRESS Total International Visitation to the Top End has declined by 15% over the last five years with a number of the region's key and potential growth markets showing signs of stress. While still a major international source market for the region, United Kingdom visitation to the Top End has decreased by 20% over the last five years. Over the same period, United Kingdom visitation to Australia has decreased by a lesser 11%. Compounding this decline in United Kingdom Visitors, German visitation to the Top End (another key source market) has decreased by 26% over the last five years. Comparably, German visitation to Australia has increased by 3%. However, these markets still account for 25% of International Visitors to the Top End.

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KEY MARKET TRENDS The key market trends that will impact on Australia’s Timeless North and the future market mix and expectations include: •

•

•

•

A trend towards shorter holidays with the majority of visitors to the Top End now booking their accommodation prior to travel (most n Darwin) but leaving their tour bookings to after they have arrived making day trips an increasing trend. Growing visitor into Australia from Asia (especially China) who have limited awareness and connection to the NT and the natural attributes of Australia’s Timeless North. Asia will be an increasingly important growth market for the NT while our traditional markets (UK, US, and Germany) will remain vital to the volume and the dispersal of visitors throughout the Landscape. Growing volume and value of the soft adventure market globally, and significant competition in this market from South America, Asia, and Africa. Niche markets represent the key growth sector for the Top End including growth in the short-stay conference and cruise markets through to the long-stay fishing and 4WD camping market.

WHAT OUR COMPETITORS ARE OFFERING Here are just some examples of what our market are being sold internationally:  Parallel zip lining a point-to-point zip lining experience that incorporates story telling/interpretation and can be experienced by all ages in Tasmania, Geelong and North Qld.  Luxury Safaris including boutique accommodation on the National Park with the chance to see the ‘Big 5’ in the wild.  Via ferrata a protected climbing route that is equipped with fixed cables, ladders and bridges which makes an otherwise dangerous routes to be accessible to people with a wide range of climbing abilities in Borneo (Mt Kinabalu).  Jet boating & Air boating providing a more holistic experience that is more than just a buzz on a fast boat but access to areas not otherwise accessible on Florida's Everglades.  Heli-touring where visitors are shown awesome landscapes and then dropped off at point inaccessible to a day walker on the volcanic slopes of Kauai, Hawaii.  Amphibious vehicles / LARC – providing extended access to areas regardless of water levels and a whole lot of fun including the Cenotes of Mexico (underground water systems).  Geocaching a community of trail and waypoint sharing where the best off-trail walks can be mapped, shared and tips for experienced walkers can be a driver for a new market in areas such as South West WA, the Kimberley, and Tasmania.

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EMERGING MARKET TRENDS Adventure / Adrenalin • Identified as one of the fastest growing tourism segments worldwide • Occurs in a natural environment or exotic outdoor setting • The NT’s diverse landscapes and natural areas are well positioned for growth in adventure tourism

Voluntourism • Holidays where you feel like you are making a difference • Increasing in popularity particularly with recent university graduates who seek real-world experience

Instantaneous Technology

• Range in duration from very short (e.g. coral watch) up to a year (gap year experiences)

• Social Media a key to our advertising future, advice from friends via Facebook and TripAdvisor for example is increasing in importance

• Fees generally cover food, entrance fees, campsite/cabin, tools for volunteer activity

• Mobile Phones: booking online, a large percentage of travellers use smart phones for travel and destination information. Up to 37% of international travellers accessed social media via their mobile phone1

Skywalks, aerial highways, zip lines,

LOHAS / Green Travel (Lifestyles of Health and Sustainability) • Increasing consumer movement – new premium customer group • Live and consume in an informed, aware and ethical manner in relation to health, fitness, social and environmental issues. • Critical and aware of “greenwashing”

• Adventure with different levels of adrenaline (bridge vs. zip line) in the natural environment • A ‘bird’s eye view’ experience offering spectacular scenery • Can allow for exploration with a limited individual footprint Growing interest in cultural & heritage travel • Cultural and heritage activities, for example, will have the largest growth rate of all visitor activities with an expected growth rate

• Sustainability becoming a considered factor in travel plans Glamping •

Luxury, soft adventure

•

Emerging trend, popular across all demographics

•

A range of product is emerging from top-end to mid range

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DESTINATION POSITIONING Provides detail on the destination positioning of Australia’s Timeless North and identifies the key Hero Experiences for the region.

AUSTRALIA’S TIMELESS NORTH POSITIONING The positioning work of Leap Agency (a brand development company) for Australia’s Timeless North provides a strong platform to articulate its hero experiences and is a key determinant of the catalyst projects. The brand essence of ‘connected’ suggests that the heroes and catalysts need to encourage a stronger connection between visitors and the landscape, the people and the stories of the place. The key positioning statement provided for Australia’s Timeless North is: The coexistence (and respect) between mankind and nature has resulted in an environment which helps people connect with their truths. Australia’s Timeless North is an intimate experience; a personal journey offering individual growth for those that choose it; an environment that will change the way people see themselves and connect with the world around them. ‘Connected’ means providing your visitors with the opportunity to link in fully with this Landscape and its stories. The aim of the Experience Development Action Plan is to support the identification and development of experiences that deliver this feeling and can help to position Australia’s Timeless North as a ‘must see’ and ‘must return’ destination against its global and national competitors who offer the appeal of being new and exotic.

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AUSTRALIA’S TIMELESS NORTH PROFILE AND POSITIONING The Experience Development Action Plan builds on the positioning work of Leap Agency for the National Landscape.

Figure 7: Australia’s Timeless North Destination Positioning Pyramid

and welcoming

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THE KEY THEMES For Australia’s Timeless North National Landscape our unique selling point (USP) is to offer ‘an intimate experience; a personal journey offering individual growth for those that choose it; an environment that will change the way people see themselves and connect with the world around them’.1 This is delivered through a number of key themes which build on Tourism Australia’s current destination positioning work: The key themes suggested for Australia’s Timeless North National Landscape include: Living Culture With Kakadu acknowledged by UNESCO as a unique archaeological and ethnological reserve, the entire landscape has been inhabited continuously for more than 40,000 years. This is home to Bininj/Mungguy who are one with this timeless landscape. Their respect and knowledge of the land will be passed on for generations to come Fascinating wetlands A sunset cruise on the Yellow Water wetlands is one of the world’s great experiences. This area is a valuable life source for the Bininj/Mungguy with fresh water, water plants used as implements or food and fish, turtles and waterbirds to dine on. Thousands of birds call this area home during the dry season. See the Jabiru (black-necked stork) wading in the shoreline searching for food, the whitebellied sea eagles battling over territory in the sky above or spy a hungry estuarine crocodile patiently awaiting his barramundi dinner.

Remote waterfalls At a breath-taking 200 metres high, Jim Jim and Twin Falls are two of the most spectacular sights in Kakadu National Park, made more so because you can only reach them by 4WD during the dry season. An energetic walk is rewarded with a cool reprieve at the calm and crystal clear pools of Jim Jim. Twin Falls offers a gentle boat ride through the gorge where the falls can then be enjoyed from a floating pontoon or with a picnic on the beach. The wet season brings an entire new appreciation of the area with a flight over the escarpment. Katherine Gorge Katherine Gorge is gouged into the rocky landscape like a giant chasm with a river flowing through it. Explore the gorges by canoe and find yourself in the middle of nowhere, paddling between two, ten storey cliff faces. Wildlife Wonder The variety of wildlife within this ancient landscape has harmoniously existed with their human counterparts for thousands of years. The creation ancestors of Bininj/Mungguy have taught them to care and understand all living things. Over 280 species of birds, 120 reptiles, 26 frogs, 300 fish species and 10,000 species of insects – many are found nowhere else in the world. There are also over 100,000 estuarine crocodiles who also call Australia’s Timeless North home.

1

ATN NL Destination Positioning Guidebook, Tourism Australia (2012)

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THE KEY THEMES Traditional Country West Arnhem Land has been home to the Aboriginal people for more than 40,000 years. Visitors travelling to the land will be rewarded by seeing great world-renowned ‘x-ray’ rock art, incredible off-track four-wheel driving and some of the world’s best barramundi fishing. Adapting to the Seasons Throughout the year, Australia's Timeless North landscapes undergo spectacular changes. There are more that just four seasons in this country, Kakadu has six different seasons, Garig Gunak Barlu has seven different seasons, while the Jawoyn region has five different seasons. The Traditional Owners recognise each season, as well as subtle variations that signpost the transition from one season to another. This knowledge of nature is fundamental to the culture of the region and its people.

Ancient Shelters and Rock Art Galleries Ubirr, Injalak and Nourlangie are some of the most famous homes of ancient Aboriginal rock art. Not only do these paintings tell stories of ancestors, they also provide valuable lessons, reminders and commemorate historical events - captured and respected by Bininj/ Mungguy for all time on the walls of these rock shelters. The original horizon pool Gunlom Falls is home to a spectacular natural horizon pool. With camping grounds only a short walk away, it’s possible to have a generous soak in the tranquil waters at the top of the falls while looking out over the Kakadu National Park plains. For this reason, the Gunlom top pools have been voted in the Top 100 best Australian views by AustralianTraveller, and the number one holiday destination in the Northern Territory by Qantas’ online travel agency.

Massive Land Area Full of Diverse Landscapes Australia’s Timeless North covers nearly 90,000 square kilometres and comprises of six diverse landscapes providing ever-changing habitats and scenery. The landscape provides opportunities to see a multitude of animals and plants in the dry savannah woodlands, to appreciate the cool monsoon forests, to marvel at the ancient sandstone escarpments and shelters found in the stone country or to witness one of the many floodplains and billabongs brimming with life. Each landscape provides valuable sustainability during seasonal changes to the Bininj/Mungguy. 1

ATN NL Destination Positioning Guidebook, Tourism Australia (2012)

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THE HERO EXPERIENCES By matching the needs of the ‘Experience Seeker’ and the tourism offerings of our competitors against the key themes identified through the National Landscape positioning work (pages 22-23), it is possible to identify the ‘hero experiences of Australia’s Timeless North. The key ‘hero experiences for Australia’s Timeless North include: •

Be inspired to connect

to the spectacular nature and culture of this land. Understand some of the inextricable links between nature and culture through the exploration of the habitat according to traditional values.

• Immerse yourself in a timeless landscape and connect

to the restorative powers of an ancient spirituality.

These hero experiences are enhanced by a number of supporting experiences including: • Adventuring through ancient caves, escarpments, and waterfalls,

to

get a unique view of the landscape where you can have a safe adventure that gives you something to talk about that not everyone does.

27

THE WAY FORWARD Provides a direction for Australia's Timeless North under the National Landscapes Program following the identification of the major Hero Experiences for the region. The ‘Way Forward’ involves the development of an Action Plan, detailing the key priority actions and projects required to develop these experiences in the region. The Key Priority Projects and Actions have been identified following an assessment of related plans, projects and policy documents, accompanied by on-site assessment and through discussions with the ATN National Landscape Steering Committee

ENABLERS AND ENHANCERS Building on the comprehensive stakeholder engagement, both in the development of the Australia’s Timeless North Positioning Guidebook (click here) and in preparing this EDAP, the Steering Committee have agreed on a clear direction for Australia’s Timeless North. That direction is based on seeing the identified hero experiences (see p. 27) come to life for visitors. For this to occur, two things must happen - the Priority Projects identified through the consultation and agreed through the Steering Committee and agency consultation need to be implemented and to achieve this the following enablers need to be progressed. As the Priority Projects, including a number of catalyst projects and the identified emerging opportunities, are implemented the Experience Seeker will see the essence of the destination positioning and the vision come to life.

1. Enhanced Presentation The entire landscape area (in particular Kakadu NP) is in need of significant investment in signage, landscaping and site amenity to enhance the image and perceptions of the destination. This would require an investment of around $750,000.

2. Digital Connectivity Telecommunications is part of everyday modern life and the ability to access WiFi, mobile connection and high-speed broadband is taken for granted. While many places of natural beauty are enhanced by the absence of technology connectivity many more could be enhanced and investment enabled both by community and investors with a greater investment in telecommunications infrastructure.

Major improvements that would enhance service to visitors and to tourism businesses could be achieved by placing a mobile tower around Manbiyarra. This area could also possibly be covered by improving coverage from the Oenpelli/Gunbalanya tower/s. 3. Improved Accessibility There are five key sites requiring road upgrades to allow the season to be extended in Kakadu National Park and a further two roads outside the park that would benefit tourism through being upgraded: 1) 2) 3) 4) 5)

Arnhem Hwy at Wildman River crossing Magela Creek Ford Jim Jim Falls Road to Garnamarr Kambolgie Creek Crossing (Gimbat and Gunlom roads ) Cahill’s Crossing (to Gunbalanya) – needs lifting by one metre

Additional road priorities include: 1) Cobourg Road - various works 2) Nitmiluk Gorge Road – raising at Maud Creek Crossing It is estimated these upgrades would be staged but would require a total investment of over $70M most likely invested over the course of 5 -10 years.

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ENABLERS AND ENHANCERS 4. Smartphone Applications Encourage greater awareness and interest in Australia’s National Landscapes by the younger generation through the development of a smartphone application which showcases national landscape selling points and activities. 5. Tenure Security The project team have identified at least three projects which currently cannot proceed due to unreasonably delayed matters under the Aboriginal Land Rights (NT) Act which are impacting on the security of tenure and the consequent inability for investors to identify the correct Traditional Owners to work with or to enter into secure arrangements under which to develop businesses. These matters are the land west of the South Alligator River in Kakadu NP, the land managed as Garig Gunak Barlu National Park and the land on which the town of Jabiru is situated. Resolution of any or all of these matters would allow significant investment to proceed. The NTG, Commonwealth agencies and NLC need to support new ventures by providing timely decisions with clear justifications 6. Joint Venture Indigenous Business Models Encourage innovation through supporting ndigenous tourism business models for joint ventures.

7. Growing a Local Skilled Workforce A coordinated regional service for skills development, pre-employment, work placement and career development services is needed, aligned to the training and operations of Kakadu National Park and the various Local Governments. This could include dedicated programs for: • • • • •

Cultural Heritage Management Natural Resource Management Tourism/Hospitality Rural Operations/Agricultural Science Leadership, Governance and Executive Services

8. Simplifying Permit Arrangements on the Cobourg Peninsula Creating an engaging journey through Kakadu and the Cobourg Peninsula into Garig Gunak Barlu NP would provide the National Landscape with a new story to tell of a new destination (for many) and a strong connection of both nature and culture. Undertaking a review of the amount of work in the permit arrangements in consultation with land owners, communities and Government Agencies is required to document the current situation and provide recommendations on a single permit model that would allow commercial operators and Free and Independent Travellers (FIT) to access the peninsula and the National Park. Further, conducting a site-by-site analysis and costing of infrastructure needs is required to support a first wave and then ongoing investment to support the growth of visitors along a journey to the Cobourg Peninsula.

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ENABLERS AND ENHANCERS The following have been identified as enablers to support to key actions identified for Australia’s Timeless North (Immediate = 1%

>1%

>1%

1%

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WHAT MOTIVATES THE EXPERIENCE SEEKER In addition to researching what experiences key markets are seeking from their trip to Australia, Tourism Australia also conducted research on what experiences most motivate our key international markets to travel (see Table 5). This research shows that nature and journeys are almost without fail in the top two most popular experiences with coastal lifestyle consistently ranked in the top three. The UK, France and Germany where exceptions to this as the Outback ranked in the top three.

Concept Ranking

AUSTRALIA

NEW ZEALAND

UNITED STATES

UNITED KINGDOM

FRANCE

GERMANY

CHINA

SINGAPORE

INDIA

JAPAN

KOREA

MALAYSIA

Table 3: Ranking of Experience Motivators for the International Market to Australia

NATURE IN AUSTRALIA

2

3

1

1

1

1

1

1

2

1

1

1

AUSTRALIAN JOURNEYS

1

1

2

2

3

2

2

2

1

2

2

2

AUSSIE COASTAL LIFESTYLE

3

2

3

4

5

4

3

3

3

3

3

3

OUTBACK AUSTRALIA

4

4

4

3

2

3

4

4

4

4

4

4

ABORIGINAL AUSTRALIA

6

7

7

5

4

5

6

7

5

5

5

6

AUSTRALIAN MAJOR CITIES

7

5

6

6

6

7

7

5

6

7

7

5

FOOD AND WINE

5

6

5

7

7

6

5

6

7

6

6

7 63

CONSERVATION VALUES Australia’s Timeless North National Landscape was awarded with Australia’s prestigious National Landscape status for its iconic cultural, natural and spiritual values .

Table 3 below identifies these conservation values and their corresponding threats as well as provides possible solutions to overcome such threats.

Table 4: Australia’s Timeless North Conservation Values ASSETS

THREATS

REMEDIES

ENVIRONMENTAL

Unique wetlands, rock escarpments and waterfalls

Unique and rare wildlife that is endemic to the Australia’s Timeless North region.

• Global Warming • Misuse • Degradation of rock escarpments through tourist misuse and erosion (e.g. rock slides) • Some listed as endangered (IUCN) • Development • Global Warming • Over population of Estuarine Crocodiles impacting currently on the eco balance.

• Education programs on protection and proper use for visitors/industry

• Conservation programs • Education programs on protection for visitors/industry

CULTURAL Traditional Owners (Gagudju and Yolngu People) and their significant spiritual connection to the region Ubirr is the famous home of ancient Aboriginal rock art

• Loss of spiritual significance (e.g. Uluru) • Traditional values vs. tourism values

• Degradation of the rock art sites through tourist misuse and natural erosion

• Partnerships with Traditional Owners, Parks Australia, Tourism Australia and industry • Conservation Partnerships with Traditional Owners, Parks Australia, Tourism Australia and industry

1

ATN NL Destination Positioning Guidebook, Tourism Australia (2012)

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THE CONSULTATION PROCESS The success of initiatives of this EDAP are dependent on the ability of a range of stakeholders to get involved and gain local buy-in. To help achieve this, four main deliverables were communicated to a broad audience throughout the project: • Project Factsheet

•

Directions Paper

• Experience Development Action Plan

• Market Sounding Report

The key points outlined in the table below outline the sign-off and buy-in process. STEERING COMMITTEE AND STAKEHOLDER SIGN-OFF

TA/PA/TNT

Steering Committee

P P P

P P P P

P P

P P P P

Community/ Stakeholders

RET

Phase 1 - Mobilisation Draft Project Plan Mobilisation Workshop Final Project Plan Project Fact Sheet

P P P

Phase 2 - Desktop Audit and analysis Preliminary Directions Paper Steering Committee Workshop Input to Draft Directions Paper Draft Directions Paper and survey for input

P

Phase 3 - Refining Catalyst Projects Distribution of Directions Paper to broader Stakeholder Group Collation of Stakeholder feedback on catalysts for agreement Agreement on Catalyst Projects Interim Report

P P

P P P P

P

P

P

Phase 4 - Draft Experience Development Action Plan (EDAP) Pre Feasibility of Catalyst Projects Draft EDAP EDAP Workshop Draft EDAP for consultation

P P P

P P P P

P

Phase 5 - Final EDAP and Market Sounding Report Collation of feedback on EDAP Draft Final EDAP Final EDAP Draft Market Sounding Report Final Market Sounding Report

P

P P P

P

P P

P 65

THE CONSULTATION PROCESS – KEY PLAYERS Project Team Mark Olsen (lead), Rick Murray (Middle Star), David Liddell (EC3 Global), Janet Mackay (TRC – Project Manager with RET) Steering Committee Claire George, Tourism NT, Sarah Kerin, Kakadu National Park, Tracey Diddams, Kakadu National Park, Mark Crummy, Tourism NT, Rick Murray, Nitmiluk Tours, Jason Yule, Wildman Wilderness Lodge, Lorna Martin, Injalak Arts and Crafts, Richard Geddes, Northern Land Council, Fay Miller, Katherine Town Council, Ben Humphries, Parks and Wildlife Commission of the NT, Joanne Davies, Conservation Volunteers Australia, Brian Worsley, Seven Spirit Bay, Robert Furner, Department of Business, Tony Quatermass, Aurora Resorts, Stuart Blanch, Environment Centre NT

Australia’s National Landscapes Program Implementation Committee Helen Cox (Chair – RET), Leanne Wilks (Parks Australia), Ingrid Johnson (Tourism Australia), Carl Solomon (Nat Landscape Steering Committees), and Tania Willis (RET)

Other stakeholders consulted: Ken McNaught, Clive Pollack, Liam Maher, Willem Westra van Holthe (Member for Katherine)

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