Here is a summary of the John O’Neill Report. Please view the website and post your comments: www.midnorthcoastnsw.com.au

SUMMARY

Together with operators and industry representatives on the Coffs Coast , I would like to forward a summary of how we see the O’Neill report in to tourism in NSW being effected and affecting our area both singly and as part of the mid north coast of NSW.

We feel that this report can serve well as a benchmark for industry to be involved in the development of tourism business. It enables areas an opportunity to open the door to unite, develop and take ownership of circumstances and opportunities particular to their own precincts. It appears that the report contains a wealth of usable information that can support local initiatives and form the frame work for a comprehensive ‘business plan’, drawn by local stakeholders, to drive the industry at the local level all the while feeding information back to the state bodies for the decision making processes that would remain with various levels of government. Once again the report shows relevance to a new structure that supports an increase in the dissemination of information through improved channels that serve well the ideal of improved governance and justification for increases in funding at the local level.

The report sets out the need for us as an area to develop programs of engagement on all fronts to maximize the challenge and opportunity that lies before us. We must take ownership of our tourism environment and not rely so much on those traditional ‘support’ mechanisms that have not performed to our expectations. The report clearly supports that government budgets at all levels should be expanding, and not in a state of decline if we are to move forward.

There is a real duty of industry to take responsibility for their actions, test and measure their initiatives, report the results and work hand in hand, to a deeper level, with those government and non-government agencies that to date have not been fully explored. The ‘performance based’ RTO and/or SMR may well bring an element of administrative overhead, reporting and time constraints to the fore, however the long term importance of potential results and increased funding cannot be overstated. It would be worth noting that the opportunity to become a SMR is a positive step forward for parts or the whole of our region enabling industry to have input and ownership into the strategic direction of the region. The opportunities outlined in the report enabling the LGA’s to work together to attract visitors encourages a collaborative approach that will surely benefit all in the region – operators, business and government.

The report supports a fuller and more comprehensive engagement of our natural resources and those that currently administer those resources. The North Coast is blessed with an abundance of beautiful natural icons and with due care and understanding we should seek to open up these assets for the enjoyment of all people. It is recognized that with proper initiatives, not only can these assets be better utilized, but also significant funds or revenue streams could be fed back to those groups or agencies that would otherwise lock out or limit use for core tourism providers.

We must embrace the idea that this region is not only a national visitor destination but also an international destination and that program’s and initiatives undertaken should reflect this potential. With the growth of affordable air travel and cross region collaboration on all levels, this market segment needs to be fully explored and utilized to grow visitation to the North Coast Region.

Local industry partnerships should be explored to offer market relevant training courses, seminars, group think tanks and workshops. These partnerships with clearly defined goals would be aimed at improving the skills, presentation and effectiveness of tourism operators. Programs like these, under effective management, could serve as mechanisms for building local databases that are up to date with a high degree of accuracy in determining trends and gaps in the development of tourism product, packaging and service. This is particularly important in identifying the demographic changes or shifts that are suggested in the report.

To sum up, we welcome the changes and solutions that Mr O’Neill has investigated to allow for development of strategies and campaigns to promote and further grow the business of tourism in NSW and in the north coast region. The idea that industry will take the leadership role in decision making processes and enforcing accountability will undoubtedly have a direct impact on the success of the tourism industry in the future. It is important to recognize that there is definitely a need for change to the present structures to allow the tourism industry to grow, develop and flourish in a state that holds a great deal of the wealth of tourism product. Change is necessary across the board, although it is welcome to see that this process will involve change at all levels including government, representatives and industry.