SOUTH African local tourism authorities have much to learn from international best practice examples, such as Melbourne in Victoria, Australia, which turned its tourism around from negative growth in 2004 to 7,5% growth in 2007/8.
Anita Mendiratta, md of Cachet Consulting, told delegates at a Local Government Indaba on Tourism in Cape Town that Victoria’s secret to success was that the Victoria Government sought to ensure that tourism development and marketing promotion was undertaken in an integrated, well co-ordinated manner with local government authorities.
Victoria, she said, faced challenges of having no tourism icon, no unique marine/wildlife, tourism highs and lows due to a seasonal climate, was a long-haul destination, was not the first choice for first time travellers to Australia, plus was competing with Sydney, the Outback and the Barrier Reef.
However, she said, Victoria had aligned its national, regional and city government; achieved solid buy-in behind its long-term tourism strategy; had clear objectives; clear assets: its people, culture and lifestyle; focused on both international and domestic tourism; had a clear understanding of the impact of tourism; and had a holistic view of tourism growth.
She listed the following lessons on tourism leadership from Down Under:
* Create an inspired, inspiring competitive vision.
* Define a clear, long-term strategy, supported by enabling institutional frameworks.
* Establish a unique, competitive platform/website that delivers across the region, 365 days a year.
* Ensure a continuous rhythm of activity throughout the year.
* Create solid, honest open partnerships between government, the private sector and the media.
* Invest in destination brand building, research, infrastructure, access, partnerships and performance.
* Align, inspire, support and develop the industry. Victoria’s website has links to industry resources, a tourism excellence programme, an industry toolkit, marketing opportunities, industry contacts, and an events calendar.
* Provide consistent, trustworthy, market-focused leadership.
* Ensure that government and industry partners are working in unison.
* Create teams of expertise to deliver on critical areas of your strategy.
* Communicate consistently and clearly, clarifying with all key stakeholders.
* Be open and immediately responsive to industry partners and the market.
* Stay on target.
* Regularly re-examine all aspects of the organisation.
* Always over-deliver on promises.
