Destination Positioning
Through a series of workshops and research, each Landscape uncovers their “unique point of difference” - what it is that makes their Landscape stand out from the rest of the country, and the rest of the world, the experiences that make them world class. This piece of work, known as Destination Positioning, forms a template for the delivery of their unique visitor experiences and informs a strategic framework for planning, regional tourism development, and marketing. The National Landscapes approach demonstrates the critical role an appropriate consultation and planning framework (through the Destination Positioning and Experience Development Strategy) can play in cultivating the necessary partnerships and ensuring a truly collaborative approach, is applied to regional tourism planning.
Ensuring all stakeholders participate in the planning process and ensuring the right governance and business principles are applied, means that the appropriate local knowledge and expertise has informed planning decisions and also means that if a proposal gains endorsement, stakeholders will be confident it has the endorsement of all relevant stakeholders.
Develop the right framework The right consultation and planning framework is one supported by an annual action or implementation plan that can identify the priority projects for the next year, give focus to the work of those responsible, help build stakeholder support and draw attention to successes. Once the first project is successfully completed, it provides valuable credibility to the approach and can assist in demonstrating the ‘”shovel readiness” of the priority projects and assist in leveraging further interest, investment and resources for subsequent projects. For example, several priority projects have been delivered that successfully linked indigenous aspirations and regional economic development opportunities for indigenous communities.