where we fall short Weaknesses High visitation and low yield The region has enjoyed significant growth in visitation over the past five years, including significant increases in day trip visitation especially international day trip visitors, however this has not translated to an equivalent rise in expenditure. High seasonality The region is heavily dependent on the peak summer season for visitation and yield. Limited geographical dispersal There is a heavy concentration of visitors to the east of the region and along the coast critical to the regions long term viability is extending the journey across the whole region. Visitor experience The quality of the visitor experience is negatively impacted by the lack of investment in the maintenance and renewal of visitor infrastructure and congestion in peak periods. Industry collaboration and engagement Industry engagement in local tourism and trader organisations and the RTB have been in decline – building a collaborative model will amplify the region’s brand and support objective of increased length of stay. Limitations of visitation data Current visitation data is limited and fails to capture key visitor behaviour etc. including international day trip visitation, accommodation data. Lack of enabling infrastructure to support visitation levels, business operation, product development and enhancement Significant investment is required in building a region that can cater for growing visitor numbers and offer quality experiences including roads, water and waste management, digital connectivity. Transport linkages Access within region is extremely limited if not travelling by own vehicle. Alternate transport options are critical to a more sustainable approach. SWOT > Strengths Weaknesses Opportunities Threats