Strategic planning report for the tourism innovation working group: Heyfield & District, 2024
Year: 2024
Type: report
Abstract: Tourism is one of six innovation themes identified in the Heyfield and District Context Analysis1, which states the following regarding the opportunity to develop tourism in the area (p. 3): Heyfield’s location, nearby places of scenic beauty, Lake Glenmaggie, forested areas including tracks and trails, can support and add value to tourism ideas. Heyfield is known locally as a Gateway to the Southern Alps. The aim of the Heyfield and District Context Analysis was to “to investigate opportunities that will lead to long-term economic and social benefits, new jobs in sustainable industries, and to support the transition away from native timber harvesting”1. Following the context analysis, the next step for the tourism innovation theme was to identify specific opportunities to leverage the community assets to improve the local economy, employment opportunities and community wellbeing. Through the Heyfield and District’s Local Development Strategy (LDS), a draft for the Heyfield Adventure Hub (Appendix 5) was developed as part of a smart specialisation strategy. An aspect of smart specialisation is identifying where innovative efforts (and funding) should be concentrated. The draft strategy (Appendix 5) represents current efforts by the Heyfield Tourism and Traders Association (HTTA) and the Tourism Innovation Working Group (TIWG) to focus on leveraging natural assets and current businesses to provide a platform for an improved local visitor economy. These efforts are encouraged by current visitor activity through the holiday and long weekend periods and are aimed at developing year-round tourism activity. The proposed Adventure Hub is an adventure and nature-based activity concierge for the Heyfield Region, located in the Wetlands & Information Centre, which, according to the draft strategy, may conduct the following activities: 1. Promote the Heyfield Region and all it has to offer in adventure and nature-based activities and experiences to existing and potential visitors. 2. Link visitors to an adventure together with the relevant information. 3. Hiring out equipment such as mountain bikes or paddleboards to assist visitors experience, their adventure or attract others to deliver services. 4. Work alongside stakeholders to develop and implement new adventure activities fitting in with the Heyfield Region (Heyfield, Cowwarr, Tinamba, Glenmaggie, Coongulla and Licola). This research report represents a community-led study approach, capturing views on local tourism, along with stakeholder and expert views on how to improve the visitor economy, while preserving or enhancing the local culture and the liveability of the region. A brief literature review provides a snapshot of the experiences and lessons learned from towns and regions that have transitioned from extracting resources from nature to support the local economy, to leveraging natural assets for tourism.
DOI: 10.35843/sprtiwh24
Authors: Sam Fenton, Joanne Porter, Megan Simic, Daria Soldatenko
Language: English
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W4401710985