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“Marketing Australia’s Scenic Areas’
SEGRA, 26 October 2017
Angus M Robinson
Chair, GSA Geotourism Standing Committee
Flin...
Today’s Agenda
 Chinese tourism to Australia
 Challenges of marketing ‘nature based’ tourism
to China
 Geotourism – Geo...
Chinese Tourism to Australia
 In 2016, 1.2 million Chinese visited Australia, some 1% of
total outbound from China of 122...
Australia’s Tourism Marketing Strategy
 ‘There’s Nothing Like Australia’ is Tourism Australia’s global
consumer marketing...
Nature Based Tourism Strategy 2025
 Ecotourism Australia & others have been working
with key industry stakeholders to pre...
Ecotourism and Geotourism Concepts
 Ecotourism is ecologically sustainable tourism
with a primary focus on experiencing n...
Repositioning our ‘Nature Based’ Tourism Marketing
 The Chinese market is not attuned to marketing
which promotes ecotour...
Geotourism
comprises the following features of natural & cultural heritage:
1. Abiotic – non-living aspects such as the cl...
Founded in 1945 - 193 member states
UNESCO
Man and the Biosphere
World Heritage Areas
UNESCO Global Geoparks
UNESCO Programs (after Dowling, 2016)
Program Sites Countries
World Heritage 1052 165
Man and the
Biosphere 669 120
UNESCO...
Australia’s UNESCO Sites (after Dowling, 2016)
Program Sites
World Heritage 22
Man and the Biosphere 14
UNESCO Global Geop...
Map - Distribution of Chinese
geoparks with global status
Global Geopark branded ‘Scenic Areas’ of China, 2017
35 Branded ...
Tianzhushan Global Geopark, Anhui Province
Immersed in the landscape & geology – Tianzhushan Global Geopark
Immersive Guizhou Province Karst Landforms
Truly Unique in the World!
Zhijindong Cave Global Geopark Guizhou Province
Zhijindong Cave Global Geopark, Guizhou Province
Australia’s National Landscapes Programme
Partnership between tourism and conservation that aims to:
 Promote world class...
Flinders Ranges National Landscape
Brachina Gorge Geological Trail and Bunyeroo Valley
Flinders Ranges National Park
Brachina Gorge – self-guided geological
trail - (The Ediacaran Fossils)
Adelaide
Flinders
Ra...
Brachina Gorge Geotrail
Brachina Gorge Geotrail
Ediacaran ‘Golden Spike’ Indicator
Iconic Fossil Geosites – Ediacaran & Keichousaurus
Parachilna, South Australia Zingyi, Guizhou Province, China
Keichousaurus
Flinders Ranges National Landscape
Keichousaurus Conservation Museum, Xingyi National Geopar
Fossil Museum,
Guanling Nationa
Take-Aways
1. To attract a higher level of ‘geotourists’ from China, we
must consider marketing the concept of Australia’s...
Contact Details
angus@leisuresolutions.com.au
0418 488 340
http://www.leisuresolutions.com.au/index.php/geotourism-industr...
Marketing Australia's 'Scenic Areas', SEGRA 2017
Marketing Australia's 'Scenic Areas', SEGRA 2017
Marketing Australia's 'Scenic Areas', SEGRA 2017
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Marketing Australia's 'Scenic Areas', SEGRA 2017

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* Chinese tourism to Australia
* Challenges of marketing ‘nature based’ tourism to China
* Geotourism – Geoparks, World Heritage Areas & Geotrails
* Guizhou Province, China & the Flinders Ranges
* Protection/interpretation of iconic fossil Geosites

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Marketing Australia's 'Scenic Areas', SEGRA 2017

  1. 1. “Marketing Australia’s Scenic Areas’ SEGRA, 26 October 2017 Angus M Robinson Chair, GSA Geotourism Standing Committee Flinders Ranges National Landscape
  2. 2. Today’s Agenda  Chinese tourism to Australia  Challenges of marketing ‘nature based’ tourism to China  Geotourism – Geoparks, World Heritage Areas & Geotrails  Guizhou Province, China & the Flinders Ranges  Protection/interpretation of iconic fossil Geosites  Take Aways
  3. 3. Chinese Tourism to Australia  In 2016, 1.2 million Chinese visited Australia, some 1% of total outbound from China of 122 million.  The most popular other destinations were mainly nearby Asian countries.  The top 10 outbound tourism countries were: Thailand, South Korea, Japan, Indonesia, Singapore, United States, Malaysia, Maldives, Vietnam and Philippines.  Capacity constraints aside, why such a low level of interest in Australia?  Why are Chinese tourists not visiting our iconic landscapes located in regional, continental landscape areas of Australia?
  4. 4. Australia’s Tourism Marketing Strategy  ‘There’s Nothing Like Australia’ is Tourism Australia’s global consumer marketing campaign, highlighting some of the very best attractions & experiences Oz tourism has to offer.  Designed to be long-lasting and flexible, the campaign is evolving to stay relevant for target consumers.  The campaign currently has three key areas of focus: youth; aquatic & coastal; and food and wine.  However, TTF now claims that nature-based tourism is an important contributor to the economies of regional Australia.  Natural assets are often the primary drivers of visitation to a region and are the catalyst for jobs and economic growth.
  5. 5. Nature Based Tourism Strategy 2025  Ecotourism Australia & others have been working with key industry stakeholders to prepare Australia’s Nature Based Tourism Strategy 2025 & Action Plan.  There is currently no collaborative, nation-wide strategy to maximise and realise the potential for nature-based tourism.  However in June 2017, the Tourism & Transport Forum (TTF) released a paper urging governments to refocus on Australia’s National Landscapes.
  6. 6. Ecotourism and Geotourism Concepts  Ecotourism is ecologically sustainable tourism with a primary focus on experiencing natural areas that fosters environmental and cultural understanding, appreciation and conservation.  But ecotourism per se is too narrowly defined and is increasingly seen as a niche market, particularly from a chinese perspective.  However,geotourism is tourism which focuses on an area's geology & landscape as the basis for providing visitor engagement, learning and enjoyment.
  7. 7. Repositioning our ‘Nature Based’ Tourism Marketing  The Chinese market is not attuned to marketing which promotes ecotourism, geotourism, nature- based tourism, and even terms such as national landscapes.  Chinese tourists just want to visit iconic ‘Scenic Areas’ and take photos.  Geotourism is simply a process that drives visitation to iconic ‘Scenic Areas’.
  8. 8. Geotourism comprises the following features of natural & cultural heritage: 1. Abiotic – non-living aspects such as the climate & geology e.g. landscape and landforms: GEODIVERSITY 2. Biotic – the living parts eg. fauna (animals) and flora (plants): BIODIVERSITY 3. Cultural – past & present, non-living & built Holistic in scope, geotourism is the key driver for Geoparks, Geotrails and even World Heritage Areas.
  9. 9. Founded in 1945 - 193 member states UNESCO Man and the Biosphere World Heritage Areas UNESCO Global Geoparks
  10. 10. UNESCO Programs (after Dowling, 2016) Program Sites Countries World Heritage 1052 165 Man and the Biosphere 669 120 UNESCO Global Geoparks 127 35
  11. 11. Australia’s UNESCO Sites (after Dowling, 2016) Program Sites World Heritage 22 Man and the Biosphere 14 UNESCO Global Geoparks 0
  12. 12. Map - Distribution of Chinese geoparks with global status Global Geopark branded ‘Scenic Areas’ of China, 2017 35 Branded Global Geoparks in China Over 320 Provincial Geoparks/Scenic Areas; 200 have already gained national status
  13. 13. Tianzhushan Global Geopark, Anhui Province
  14. 14. Immersed in the landscape & geology – Tianzhushan Global Geopark
  15. 15. Immersive Guizhou Province Karst Landforms Truly Unique in the World!
  16. 16. Zhijindong Cave Global Geopark Guizhou Province
  17. 17. Zhijindong Cave Global Geopark, Guizhou Province
  18. 18. Australia’s National Landscapes Programme Partnership between tourism and conservation that aims to:  Promote world class, high quality visitor experiences  Increase the value of tourism to regional economies  Enhance the role of protected areas in those economies  Build support for protecting our natural and cultural assets  Engage local communities A long term strategic approach ‘To differentiate Australia’s iconic natural and cultural destinations from anything else available in the world’
  19. 19. Flinders Ranges National Landscape Brachina Gorge Geological Trail and Bunyeroo Valley
  20. 20. Flinders Ranges National Park Brachina Gorge – self-guided geological trail - (The Ediacaran Fossils) Adelaide Flinders Ranges NP 20
  21. 21. Brachina Gorge Geotrail
  22. 22. Brachina Gorge Geotrail
  23. 23. Ediacaran ‘Golden Spike’ Indicator
  24. 24. Iconic Fossil Geosites – Ediacaran & Keichousaurus Parachilna, South Australia Zingyi, Guizhou Province, China
  25. 25. Keichousaurus
  26. 26. Flinders Ranges National Landscape Keichousaurus Conservation Museum, Xingyi National Geopar
  27. 27. Fossil Museum, Guanling Nationa
  28. 28. Take-Aways 1. To attract a higher level of ‘geotourists’ from China, we must consider marketing the concept of Australia’s iconic ‘Scenic Areas’ with geotourism as the principal driver. 2. For South Australia, we could consider emulating Chinese use of fossil assemblages to construct a new ‘story’ for the proposed Flinders Ranges WHA. 3. Based on Chinese experience, we must build regional development in SA with a strong focus on geotourism. 4. Review options for ‘onsite’ protection and interpretation of Ediacaran fossil assemblages. 5. Research product development options for the 18-25 age, soft adventure/nature focused, overseas market segments.
  29. 29. Contact Details angus@leisuresolutions.com.au 0418 488 340 http://www.leisuresolutions.com.au/index.php/geotourism-industry-groups/ GSA Geotourism Portal: https://tinyurl.com/yb7yceyh

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