The Minister for Tourism, Martin Ferguson AM MP, has launched the Break O’Day Destination Visitor Survey (DVS) which shows positive community perceptions towards tourism in the Break O’Day Municipality, Tasmania.
Tourism is a $51 million industry for the Municipality of Break O’ Day. The area receives 142,000 domestic overnight visitors and 8,000 international visitors annually.
Almost 90 percent of survey respondents believe tourism has a positive impact on the local community. It is seen to provide jobs and income for local businesses; improve customer service; contribute to improved community facilities and town maintenance and contribute to the overall quality of life for the people of Break O’ Day.
Survey respondents also highlighted some of the challenges of tourism including increased road traffic, difficulties with parking and overcrowding of camping areas although 56 percent of respondents were happy to see continued tourism growth and many (17 percent) have adjusted their lifestyle to accommodate tourism.
Minister Ferguson said: “With grass-roots support, the Break O’ Day tourism industry can further develop, and increase in value to the local community. Tourism is the life blood of many regional communities like those within the Break O Day Municipality.
“The findings of this research reinforce the understanding by the local community of the economic, social and environmental benefits of tourism and the need to manage its impacts. The Australian Government is assisting tourism to realise its full potential as part of our National Long-Term Tourism Strategy.
“The Strategy includes an ambitious work program, backed by $2.2 million in new funding. For the first time, Australia will have a consistent national tourism agenda to drive growth in the sector. We will work with industry and state and territory governments on supply side issues to further strengthen our position in the global tourism market for the benefits of all areas including Tasmania and its regions.”
Mr Adams said: “The residents of Break O Day are proud of the magnificent coast line and pristine beaches, the many leisure activities on offer in the national parks and the vibrancy of the local towns. I am pleased to see the community appreciating the benefits from the tourism dollar.
The Australian Government is also investing in tourism marketing to increase international and domestic demand for Australian tourism. Tourism Australia’s new global marketing campaign ‘There’s Nothing Like Australia’ will showcase Australia to the world.
Minister Ferguson said: “Australians have shared their favourite destination or experience on the campaign website www.nothinglikeaustralia.com. We are using technology to amplify the power of word of mouth marketing. Over 25,000 people have uploaded their experiences to the campaign website.”
“This campaign relies on participation of ordinary, everyday visitors. Communities like Break O’ Day can benefit from the campaign as it promote local areas to domestic and international visitors.”
The Break O’Day Destination Visitor Survey is part of the broader Stage 2: Social Impacts of Tourism in Tasmania’s Communities study, funded by Tourism Research Australia and supported by Tourism Tasmania. The study seeks to gauge community perceptions of tourism, and will be used to assist with the future planning and marketing activities of Tourism Tasmania.
The Break O’Day DVS can be downloaded from www.ret.gov.au/tra.