Stimulating the Visitor Economy through a Nature-Based Commercial Tourism Framework for a Government Agency
To stimulate the visitor economy and enhance commercial tourism in the region, a Government Agency wanted to improve their Nature-Based Commercial Tourism Framework, regulating tourism activities in the area and connecting people with nature through well-managed experiences.
The framework sought to support conservation, improve community wellbeing and prosperity via the local economy, while providing enjoyable experiences to visitors.
Our Process
CorbettPrice engaged in extensive consultation with around 70 key internal and external stakeholders via a series of workshops and written responses. This included gathering relevant insights on the Nature-based Commercial Tourism Frameworks adopted by other jurisdictions in Australia.
Data gathered from stakeholder consultation identified 21 opportunities for improvement which formed the basis of a proposed set of options.
These spanned gaining a better understanding of customers and operators to identify their needs, improving marketing awareness, utilising frameworks and standardisation to optimise the engagement process, enhancing the attractiveness of permit types, improving collaborative relationships and communication with government departments and partnered organisations, optimising channel strategies and supporting operators with incentivisation programs.
An end-to-end approach was taken, with the core goal of streamlining the operating model and providing greater clarity across the board.
The Results
The recommendations were endorsed with the framework expected to enable significant benefits including:
Economic Impact by bolstering local businesses, from accommodations and restaurants to guided tour services, generating substantial revenue streams that support community development and economic stability.
Employment Opportunities by creating a wide array of job opportunities in eco-tourism and related sectors, enhancing employment rates and providing sustainable livelihoods for local populations.
Conservation Funding of reinvesting eco-tourism revenue into the maintenance and protection of natural areas, supporting ongoing conservation efforts and ensuring the preservation of wildlife and habitats.
Educational Value by engaging tourists in environmental education fostering a greater understanding of conservation issues and encouraging sustainable practices among visitors and locals alike.
Recognition and Reputation by elevating the destination’s profile on the national and international stage, drawing attention to its natural beauty and commitment to sustainable tourism.
