]]> ]]> Strengths Weaknesses Opportunities Threats]]> Strengths Weaknesses Opportunities Threats]]> Strengths Weaknesses Opportunities Threats]]> Strengths Weaknesses Opportunities Threats How we can improve Opportunities]]> Strengths Weaknesses Opportunities Threats How we can improve Opportunities Read the Aboriginal Product Development Strategy here: Our Country; our plan Our Country; our plan Our Country; our plan]]> Strengths Weaknesses Opportunities Threats Challenges we face Threats Poorly maintained public-managed visitor assets A lack of adequate government investment in the maintenance and renewal of publicly managed visitor asset. Host Community Tolerance Community engagement and support for tourism coupled with community frustration at the lack of maintenance and renewal of public infrastructure and services, has reduced support for the tourism sector. Climate change The region must actively address the threat of climate change especially as so much of current visitation is based in the coastal fringe. Population growth in Greater Western Melbourne and Greater Geelong driving urban sprawl and increasing day trip visitation The growing Western Melbourne & Greater Geelong populations will continue to drive visitation especially to the coast at the eastern end of the region and major housing developments risk changing the character of the area. Volatility and economic viability of micro and small businesses The complete disruption from COVID has highlighted the volatility and sustainability of micro and small businesses across the region exacerbated by the very high level of seasonality. Increased competition for core markets All regional Victorian destinations are heavily reliant on Greater Melbourne as their core market. Development of new regional destinations increases level of competition for this market. Slow speed of investment activation in key projects Progressive staged implementation does not deliver optimum visitor experiences. Public investment delivering a sub-optimum outcome Public investment missing the opportunity to change the types of visitors attracted to the region. Tour Buses Encouraging the shortest stay, lowest expenditure. Need to manage impact on region, brand and experieince. Implications of bushfire Risk to trails and supporting outdoor infrastructure from bush fires and other natural hazards which occur. Workforce attraction and training challenges Capacity to attract, retain, training, transport and house staffing is severely impacting on the capacity of the region to be open 7 days a week and deliver on visitor expectations. …continued next page]]> Strengths Weaknesses Opportunities Threats Challenges we face Threats Variable customer service Peak period visitation and general workforce challenges reduces the capacity of the region to deliver consistent quality customer service. Profitless volume Development of product that stimulates increased growth in low yielding visitor segments. Lack of quality investment Many projects identified 10+ years ago and struggling to get activated, especially higher quality product. Overuse of key Attractions Visitor Management Strategies need to be put in place at key attractions to ensure safe and quality visitor experieince. THE VALUE OF THE VISITOR ECONOMY THE VALUE OF THE VISITOR ECONOMY THE VALUE OF THE VISITOR ECONOMY THE VISITOR JOURNEY THE VISITOR JOURNEY THE VISITOR JOURNEY REFOCUSING THE VISITOR JOURNEY REFOCUSING THE VISITOR JOURNEY REFOCUSING THE VISITOR JOURNEY CUSTOMER PROFILES CUSTOMER PROFILES CUSTOMER PROFILES THE PLAN OF ACTION THE PLAN OF ACTION THE PLAN OF ACTION Jump to section: SUGGESTED SECTIONS TO READ NEXT SUGGESTED SECTIONS TO READ NEXT SUGGESTED SECTIONS TO READ NEXT]]> Understanding our customer profiles Click images to view profiles: Understanding who our customers are and who we want them to be enables us to develop targeted marketing & promotional activity at a regional level, destination level and Product/business level. Customer Profile Application Training Program Customer Profile Application Training Program Customer Profile Application Training Program]]> Meet Jess Video.]]> Meet Cameron Video.]]> Meet Miriam Video.]]> Meet Matthew Video.]]> Meet Ashley Video.]]> Meet Jim Video.]]> Meet Cynthia Video.]]> Meet Tim Video.]]> Meet VJ Video.]]> Meet June Video.]]> Meet Cathy & Michael Video.]]> 12 Apostles Coast & Hinterland Brand Video. OBJECTIVES OBJECTIVES OBJECTIVES DESTINATION Action plan DESTINATION Action plan DESTINATION Action plan website website website]]> Anglesea Brand Video. DESTINATION Action plan DESTINATION Action plan DESTINATION Action plan website website website]]> Aireys Inlet Brand Video. DESTINATION Action plan DESTINATION Action plan DESTINATION Action plan]]> Apollo Bay Brand Video. DESTINATION Action plan DESTINATION Action plan DESTINATION Action plan website website website]]> Lorne Brand Video. DESTINATION Action plan DESTINATION Action plan DESTINATION Action plan website website website]]> Otways Brand Video. DESTINATION Action plan DESTINATION Action plan DESTINATION Action plan website website website]]> Port Fairy Brand Video. DESTINATION Action plan DESTINATION Action plan DESTINATION Action plan website website website]]> Torquay Brand Video. DESTINATION Action plan DESTINATION Action plan DESTINATION Action plan website website website]]> Volcanic Lakes & Plains Brand Video. DESTINATION Action plan DESTINATION Action plan DESTINATION Action plan website website website]]> Warrnambool Brand Video. DESTINATION Action plan DESTINATION Action plan DESTINATION Action plan website website website]]>