The hub and spoke approach DESTINATION EXPERIENCE PRODUCT Driving greater travel There has been a significant focus on the linear nature of a road trip to the region and key destinations and attractions and whilst, this fuels day trip visitation, driving increased overnight stay requires increased emphasis on the proximity of experiences and destinations across the whole of the region and creation of a hub and spoke approach to exploring the region. Destination focused hub and spoke is designed to create multi-night stays in the hub location. Product and experience based hub and spokes are designed to stimulate either multi-night stays in one location or multi-location stays but sell the breadth of the experience within the region. The hub and spoke approach requires increased cross promotion of destinations and/or experiences and supports targeting visitors that want to create a base and explore. Hub and spoke works for destination, products and experiences and supports curating the optimum visitor experience for key target markets. The region’s big nature experiences especially walks, waterfalls, trails and adventure based activity can drive hub and spoke visitation, as will the growth of food and artisan type experiences. The Hub and Spoke for Destination, Approach works products and experiences Camperdown PORT FAIRY Berryworld Warrnambool FISHING BERRIES Port Fairy LAKE PURRUMBEET Gentle Annie Berry Gardens Surf Coast Strawberry Fields Timboon AIREYS INLET Pennyroyal raspberry farm and cidery 12 Apostles APOLLO BAY Otway blueberries