Draft East Gippsland Cycle Tourism Action Plan 2012-2017

East Gippsland
Cycle Tourism Action Plan

2012 - 2017
EAST
GIPPSLAND
MARKETING
TABLE OF CONTENTS
1. EXECUTIVE SUMMARY
3. METHODOLOGY & GLOSSARY
4. INTRODUCTION
6. MARKET STATISTICS & TARGET MARKETS
7. REGIONAL STRENGTHS IN TARGET MARKETS
9. STRATEGIC CONTEXT
10. SWOT ANALYSIS
11. STRATEGIES & ACTIONS
MARKETING
INFRASTRUCTURE
EVENTS
INDUSTRY & PRODUCT DEVELOPMENT
PARTNERSHIPS & PACKAGING
STRATEGIC MANAGEMENT
21. APPENDIX 1: SCOPING PAPER ON CYCLE TOURISM IN EAST GIPPSLAND
Prepared by the East Gippsland Cycle Tourism Action Plan Steering Committee
East Gippsland Cycle Tourism Action Plan 2012 - 2017
Executive Summary
The East Gippsland Cycle Tourism Action Plan (Action Plan) sets out a short to medium term approach to capitalise on the opportunities to grow
the cycle tourism sector. Cycle tourism is currently a fast-growing and high yield tourism niche market within Australia with bicycle sales and the
popularity of cycling as an activity by tourists and the general public all showing strong growth domestically. Demand for cycling experiences by
international tourists to is also increasing.
East Gippsland is well placed to grow its cycle tourism sector and this is supported by a number of factors. These factors include the State
Government’s recent positioning of Victoria to become Australia’s premier destination for cycling, our region’s important geographical location
close to Victoria’s High Country and the ACT both of which are premier cycling destinations, our close partnerships within Gippsland which itself
has much cycle tourism potential, and that East Gippsland possesses world-class natural attributes and a list of quality cycling products which is
ripe for further development.
This Action Plan identifies a relatively modest but achievable number of broader strategies and specific actions to guide the sector’s growth within
the categories of Marketing, Infrastructure, Events, Industry and Product Development, Partnership and Packaging, and Strategic Management. The
content of these categories has been determined based on the following rationale:
Marketing
In order for East Gippsland to substantially increase its appeal as a cycle tourism destination it is critical that consumer demand is built via a range
of carefully considered strategic and tactical marketing actions including brand development and promotions.
Infrastructure
Consumer demand can only be built and sustained over the medium to long term if adequate infrastructure is in place to support and further
encourage that demand. By improving the certainty surrounding the maintenance and management standards of existing infrastructure, and by
developing new high priority infrastructure in key destinations, the experiences ‘promised’ to cycle tourists will be able to be delivered.
Events
Events are strong attractors of visitors to the region and are also keenly supported by local communities. Whilst East Gippsland already has a
number of cycling events in the road cycling, Mountain Bike (MTB), triathlon and charity categories, there is the opportunity to improve the
capacity of these to benefit the local economies and also to attract and/or develop a suite of new cycle-focused events to help build visitation and
yield.
Prepared by the East Gippsland Cycle Tourism Action Plan Steering Committee 1
Industry and Product Development

The industry’s capacity to be ‘cycle- friendly’ and the development of quality new cycle tourism product go hand in hand. By providing cycle
tourism awareness and accreditation programs to business, identifying product gaps and by supporting growth in those gaps where possible, the
region will substantially enhance its product offering so stimulating customer satisfaction and further demand.
Partnership and Packaging
The creation of effective partnerships both within East Gippsland and also with other regions and stakeholders is crucial to capitalising on the
opportunities, ideas and investment that will grow cycling as an important tourism industry sector. The packaging of complementary products into
experiences that are attractive to the customer and profitable for participating businesses is a tangible outcome of dynamic industry partnerships
and will also prove to be a highly useful marketing tool.
Strategic Management
The Strategic Management strategies and actions have been determined to ensure that the actions contained in the Action Plan are able to be
delivered in a realistic and timely way.
VISION
In five years East Gippsland will be a recognised cycling destination in Gippsland and Victoria. This achievement will be realised
by effective stakeholder collaboration for the benefit of the tourism industry and for East Gippsland’s economy and
communities as a whole.
Methodology
The methodology adopted for the preparation of the Plan has involved a strong collaboration between industry, the East Gippsland Shire Council
and key stakeholders.
Key steps have been:
November 2011: The holding of the East Gippsland Cycle Tourism Forum in early November which brought together the key stakeholders.
December 2011: The holding of the inaugural meeting of the East Gippsland Cycle Tourism Steering Committee. The formation of the committee
was a key outcome from the Forum.
January – March 2012: Development of the Draft East Gippsland Cycle Tourism Action Plan and community consultation.
August 2012: Adoption of Draft East Gippsland Cycle Tourism Action Plan by Council and key stakeholders.
Communication with the wider community has been carried out on an on-going basis.
Addendum
An Addendum has been produced which whilst not included in this Action Plan is complementary to it. The Addendum comprises more detailed
information on a range of cycle tourism projects which were put forward by stakeholders during the consultation process as well as a number of
product development criteria developed by the Steering Committee. It is intended that the Addendum will be used as a reference resource during
the rollout of the Cycle Tourism Action Plan.
Glossary
CoMs Committees of Management PV Parks Victoria
DGL Destination Gippsland Ltd RTCoM East Gippsland Rail Trail Committee of Management
DSE Department of Sustainability & Environment TV Tourism Victoria
EGCTC East Gippsland Cycle Tourism Committee VCTAP Victoria’s Cycle Tourism Action Plan 2011-2015
EGM East Gippsland Marketing MTB Mountain Bike
EGS East Gippsland Shire Council
Introduction
Background
Cycle tourism is a fast-growing niche market in Australia and internationally. Interest in personal health and fitness and sustainable tourism
experiences are part of the reason for this. Victoria is positioning itself to capitalise on this trend as shown with the recent release by Tourism
Victoria of Victoria's Cycle Tourism Action Plan 2011-2015. In addition, our close neigbour the North East Victoria region is recognised as being
the State’s premier cycle tourism region1 with the Murray to Mountains Rail Trail (MTMRT) seen as Australia’s premier rail trail2. North East
Victoria encompasses numerous quality cycling experiences and the region is positioned via its ‘Murray to Mountains Cycle Tourism Draft
Strategic Action Plan 2012-2013’ to further advance the significance of cycle tourism and this creates some very real opportunities for delivering
beneficial partnership activities.
East Gippsland is well placed to grow its cycle tourism sector. East Gippsland has a range of
strengths and points of difference which appear to align very well with those identified as being
key to Victoria as a whole with respect to cycle tourism i.e. “captivating and unique natural
landscapes, quaint villages within close proximity to each other and complementary tourism
products, accessibility to numerous trails and a climate and terrain that is conducive to a variety
of cycling activities3” and “offers tourists an array of cycling experiences including mountain
biking, tracks and trails, road cycling and events” (ibid). Also, the natural ‘fit’ of the wider
Gippsland region to the needs of the cycle tourism sector, in that Gippsland’s primary strength
is ‘natural experiences’, the likelihood of a Gippsland Cycle Tourism Strategy being developed in
the near term, and the enthusiasm of stakeholders in the Wellington Shire to further their own
cycle tourism sector, all present positive opportunities to East Gippsland.
East Gippsland is not alone in seeking to advance its standing as a cycle tourism destination and
numerous areas in Australia are also looking at doing so4. Indeed it can be said that unless East
1
Victoria’s Cycle Tourism Action Plan 2011-2015, p 3
2
Murray to Mountains Cycle Tourism Draft Strategic Plan 2012-2013
3
Ibid, p 5
4
Ibid
Gippsland does capitalise on its capacity to attract more cycle tourists then it will almost certainly be left behind.
There are major benefits to East Gippsland that would come from a larger cycle tourism sector:
• Cycle tourists spend in local businesses, restaurants, shops etc and research suggests they are a high yield sector;
• Opportunities for bicycle retail businesses, bicycle hire and tour operators;
• Low impact on the environment;
• Reduction in traffic on roads;
• Utilising existing minor roads and tracks;
• Cycling as an activity for visitors can increase the length of their stay and hence their spend;
• Increased participation in cycling will have health and other benefits for local communities.
Cycle Tourism definition

Cycle Tourism can be defined as:
“Tourism visitation, either overnight or daytrips entailing recreation pursuits comprising leisure cycling as a fundamental and significant
part of the visit.”5)
Within cycling generally the following four categories can be identified (taken from Victoria’s Cycle Tourism Action Plan 2011-2015 with some
minor modifications):
1. Road cycling – riding on sealed roads, using road cycles, including touring
2. Mountain biking – riding mainly off-road and on dirt trails, including cross country, downhill, free riding and dirt jumping
3. Trails - purpose built cycle trails, including rail trails
4. Cycling events – attracting participants and/or spectators
5 from Sustrans, Information Pack TT21, www.sustrans.org.uk
Market Statistics & Target Markets
The following synopsis of the cycle tourism market is given in Victoria’s Cycle Tourism Action Plan 2011-2015:
“Cycle tourism is a growing market within the Australian tourism sector, particularly within the nature-based tourism segment. Available research demonstrates
that cycle tourism has the potential to make an active contribution towards the economic revitalisation of regional Australia as well as improve the quality of life
for its residents. Cycle tourism is an ecologically sustainable product, which is expected to grow in popularity”6.
The following are key statistics relating to cycle tourism in the Australian and Victorian market7:
• Bicycle sales increased nationally from $131m to $240m from 2002/03 to 2008/09
• Cycling generally was the 4th most popular activity in Australia in 2010 with some 2.1 million people actively participating in it (an increase
of 45% between 2001 – 2010)
• In 2010 some 1 million domestic overnight visitors undertook some cycling activity during their trip
• In 2010 some 141,000 daytrip visitors undertook some cycling activity
• The average length of stay for domestic overnight cycle visitors to Victoria was significantly higher than the average overnight visitor i.e. 5.3
night compared to 3.1 nights, making them higher yield
• In 2010 cycle tourists (including daytrip, domestic overnight and international visitors) spent an estimated total of $2.4 billion in Australia
and an estimated $362 million in Victoria.
In Victoria some 84% of domestic overnight visitors who were cycle tourists were intrastate visitors8 and it is expected that this will continue to be
the case in the short to medium term (ibid). The focus of Victoria’s Cycle Tourism Action Plan will be building the interstate market. The East
Gippsland Victoria’s Cycle Tourism Action Plan will focus on both the intrastate and interstate market as primary targets given the Shire’s
geographical proximity to New South Wales and the ACT.
6
Ibid, p 9
7
Ibid, pp 9-10
8
Regional Strengths in Target Markets
A summary of East Gippsland’s current capacity to meet the needs of the various cycle tourism market categories i.e. tracks and trails, mountain
biking, road cycle and events is as follows:
Tracks and Trails (primary product strength)

Victoria’s Cycle Tourism Action Plan has identified Gippsland as having a primary product strength in ‘tracks and trails’ and the region is one of the
6 Victorian regions, including Melbourne, having significant product in this category9. East Gippsland’s premier trail is the East Gippsland Rail Trail
with the Lakes Discovery Trail connecting the former to Lakes Entrance. There are opportunities to upgrade the management, maintenance and
quality of this infrastructure and also to develop product packaging and effective partnerships. Other ‘tracks and trails’ include formal shared paths
as well as informal cycling experiences around towns etc.
Track and trails cycling is very much considered recreational cycling with core target markets being couples aged 50+ and families with children
who look for complementary experiences including visiting villages and enjoying food and wine culinary experiences10. The North East Victoria
region has found that the main markets using the MTMRT are ‘younger families and 45+ couples or small groups’11 and considers that the
recreational cyclist will “always be the largest section of the cycling market”12.
Mountain biking (secondary product strength)

Victoria’s Cycle Tourism Action Plan has identified Gippsland as having a secondary product strength in mountain biking (MTB). East Gippsland is
likely to be similar. East Gippsland has some good MTB tracks particularly at Nowa Nowa, with terrain and locations in some other parts of the
Shire potentially suiting the building of more. North East Victoria is positioned as a high quality MTB destination and possesses well-promoted
product e.g. the ‘Dirty Dozen’. East Gippsland should be able to capitalise on this.
Whilst some official sources identify the core target markets for mountain bike target market includes males 30-39 who have higher than average
disposable incomes and education as well as older men and women, some anecdotal reports suggest MTB enthusiasts come from a broader
9
Ibid, p 11
10
Ibid, p 12
11
12
Ibid
audience particularly older men and women. They ride for health, fitness and social reasons and undertake ‘purpose-driven travel’13. Females are
increasingly being attracted to the sport14.
Road cycling (secondary product strength)

Gippsland has a secondary product strength in road cycling15 and East Gippsland is likely to be similarly placed. A small number of major cycling
events are held partly in East Gippsland which have varying degrees of participant, spectator and community participation. However the region can
be said to possesses some characteristics which ideally suit the segment’s needs i.e. “diverse scenery and terrain, sealed roads, close proximity of
villages and towns and existing tourism infrastructure16”. The North East also has considerable strength in this category and East Gippsland’s
location on part of the so-called ‘Queen Victoria Ride’ (Mt Beauty – Bright – Mt Hotham – Omeo – Anglers Rest – Falls Creek) offers considerable
future potential.
The core target market for road cycling is well-educated, professional males 40+ who have high disposable incomes17
Cycling events
Gippsland is not identified as having either a primary or secondary product strength in ‘major cycling events’. However, East Gippsland holds a
reasonable number of regional and local cycling events, either competitive, community or charity events, with varying degrees of participant,
spectator and community participation.
13
14
15
Ibid, p 6
16
Ibid, p 12
17
Ibid
Strategic Context
The development of the cycle tourism sector in East Gippsland is being undertaken within the following strategic background:
• The prospective development of a new East Gippsland Economic Development Strategy in 2012 encompassing a Tourism Strategic Plan.
This will offer new opportunities to grow cycle tourism;
• The release of Victoria’s Cycle Tourism Action Plan 2011-2015;
• Development of the East Gippsland Trails Strategy 2012;
• Initiatives being undertaken in North East Victoria including the MTMCT;
• Strong support for cycle tourism initiatives by Destination Gippsland Ltd. The Gippsland region is identified as possessing ‘Trails’ as a
primary strength and ‘ Road cycling’ and ‘Mountain biking’ as secondary strengths in Victoria’s Cycle Tourism Action Plan;
• Strong support for cycle tourism initiatives by stakeholders in East Gippsland’s immediate neighbour Wellington Shire and wider
Gippsland.
SWOT Analysis
The following is SWOT analysis of cycle tourism in East Gippsland.
Strengths Weaknesses Opportunities Threats

• Infrastructure • Lack of product knowledge • Timing is good; other great stuff • Chances of environmental
• Natural environment Lack of information i.e. Brochures happening change e.g. bushfire (media
• Temperate climate /maps/signage • Increasing interest in health / coverage)
Diversity of terrain for different • Lack of capacity to support well being • Lack of understanding of how
types of cycling infrastructure (i.e. right people in • Network people together who tourism affects local economy
• Population / tourism growth right role, funding) have skills • Other regions getting ahead of
Community is already tourism • Product we have not packaged • To link between nature based us
focused • Transport links / transfers experiences / & cycling • Reliance on volunteers to
• Great wealth of experience / • No / little bike hire • Create new Point of Difference manage the rail trail
knowledge (& passion for cycling) Distribution / continuity of info i.e. Linking with boat trips • That transport links won’t
Good supporting product distribution • To become more “bike improve
(accomm/food) • No links between other regions’ friendly” Inability to access links between
• Product that appeals to non-cyclists trail & our own e.g. (Howitt Trail) • Better regional planning cycle trails / town
• Good Rail Trail brochure • Shortage of product incl • Future partnerships (e.g. rail infrastructure
• EG is well-positioned to swiftly complementary product trails) • Complexity of dealing with
move ahead as a CT destination • Rail trail surface not ideal • Increasing online/social media various land management
presence agencies
• Community & industry • No financial support
education re CT benefits
Strategies & Actions
Categories
This Plan has six categories of priority actions to underpin sustainable growth in the cycle tourism sector i.e. Marketing, Infrastructure, Events,
Product & Industry Development, Partnerships & Packaging, and Strategic Management. Measurements for the Action Plan are covered in the
‘Outcome’ column of the tables.
Timelines
In the following tables ‘Short term’ refers to a 1-2 year period, ‘Medium term’ to a 2-4 year period and ’Long term’ to a 3-5 year period.
1. Marketing
RATIONALE: In order for East Gippsland to substantially increase its appeal as a cycle tourism destination it is critical that consumer demand is
built via a range of carefully considered strategic and tactical marketing actions including brand development and promotions.
MARKETING ACTIONS PRIORITY OUTCOME WHO RESOURCES18

STRATEGIES (Coordination or
Lead in bold)
1.1 Develop and utilise Research and develop a ‘Cycle East Gippsland’ brand that Short term Brand developed. EGM Personnel time.
a ‘Cycle East aligns with existing Gippsland and East Gippsland branding EGCTC Consultancy.
Gippsland’ brand. underpinned by our USP (Unique Selling Point). Industry
Utilise brand in websites, social media, wider media, Brand implementation

packaged products & itineraries. Encourage use by underway & uptake begun.
product committees, tour operators etc
1.2 Develop a Cycling Develop a Marketing Plan that focuses on the following: Short term Marketing Plan developed EGM Personnel time.
Marketing Plan to o Promotes cycle tourism to interstate, intrastate and implementation EGCTC Budget
ensure target markets and intra-Shire markets; underway. Industry allocations.
are informed about o Promotes the existing strengths of the area as
18 Resourcing is subject to availability within Agencies’ budgeting processes and external funding opportunities (see 6.2).
MARKETING ACTIONS PRIORITY OUTCOME WHO RESOURCES18

Lead in bold)
‘Cycle East Gippsland’ identified by this Plan;
experiences. o Develops promotional products that informs the
public of existing infrastructure & experiences
(See Infrastructure 2.2);
o Exploits partnerships external to the Shire ( see
Partnerships and Packaging 5.1 & 5.2);
o Utilises a ‘cycle friendly business’ accreditation
program (see Industry & Product Development
4.1);
o Promotes, and is promoted by cycle events in the
Shire ( See Events 3.1 & 3.2);
o Is well understood and supported by VICs;
o Aligns with VCTAP.
2. Infrastructure
RATIONALE: Consumer demand can only be built and sustained over the medium to long term if adequate infrastructure is in place to support
and further encourage that demand. By improving the certainty surrounding the maintenance and management standards of existing infrastructure,
and by developing new high priority infrastructure in key destinations, the experiences ‘promised’ to cycle tourists will be able to be delivered.
INFRASTRUCTURE ACTIONS PRIORITY OUTCOME WHO RESOURCES19

Lead in bold)
2.1 Ensure ongoing viability of Reach agreement on management and Short term Resourced agreement RTCoM Personnel time.
East Gippsland Rail Trail. maintenance required for the East Gippsland signed off. DSE Budget
Rail Trail to maintain its role as the ‘backbone’ EGS allocations.
of cycle tourism infrastructure & product EGCTC
within the Shire.
2,2 Identify and document key Identify East Gippsland’s key cycle tourism assets & Short - Asset list developed. EGS Personnel time.
cycle tourism assets & routes. routes to enable adequate prioritisation within the medium term Track grading DSE
Action Plan. adopted & utilised. PV
Hubs identified & EGCTC
Document routes to enable creation of promotional supported. CoMs
products (See Marketing). Community
groups
Adopt a & utilise grading standard for tracks VicRoads
Identify priority cycling hubs including MTB hubs

comprising ‘Epic Rides’.
Support development of identified hubs.

2.3 Evaluate, upgrade & Achieve consistent standards in: Short - Adequate & EGCTC Personnel time.
maintain existing cycle o Surface quality of tracks & paths. medium term consistent standards Land managers Budget
infrastructure to a consistent o Distance & directional signage to and on achieved CoMs allocations.
standard across specific areas. tracks & paths. Relevant
o Connectivity between cycle routes, community
INFRASTRUCTURE ACTIONS PRIORITY OUTCOME WHO RESOURCES19

Lead in bold)
townships, attractions etc. groups
o Adequate maintenance.
2.4 New cycle tourism Maintenance regimes to be agreed to by appropriate Medium - Maintenance regimes EGCTC Personnel time.
infrastructure to be supported authorities for all new infrastructure prior to build. long term agreed to Land managers Budget
by maintenance commitments. CoMs allocations.
infrastructure prior to build. Relevant
community
groups
2.5 Develop new infrastructure Identify and prioritise appropriate development of Medium - New infrastructure EGCTC Personnel time.
which builds on and selected new tracks & trails by aligning with agreed long term development Land managers Budget
complements existing criteria. supported where CoMs allocations.
infrastructure. appropriate. Relevant
Monitor potential for support of new tracks & trails community
according to criteria of a). gaps b). experience c). groups
cost-benefit.
2.6 Advocate for continued Work with road authorities to prioritise road Short, - Advocacy efforts EGS Personnel time.
cycle-friendly improvements to improvements according to cycle-friendly criteria of medium term produce tangible VicRoads Budget
public assets to encourage a) connectivity b) experience c) safety. results. Parliamentary allocations.
greater/safer cycle use. Reps
Encourage the application of Planning Controls EGCTC
relating to the provision of cycle facilities at new
developments.
3. Events
RATIONALE: Events are strong attractors of visitors to the region and are also keenly supported by local communities. Whilst East Gippsland
already has a number of cycling events in the road cycling, MTB, triathlon and charity categories, there is the opportunity to improve the capacity
of these to benefit the local economies and also to attract and/or develop a suite of new cycle-focused events to help build visitation and yield.
EVENTS ACTIONS PRIORITY OUTCOME WHO RESOURCES20

Lead in bold)
3.1 Encourage Assist growth of existing suite of cycle events to capitalise Short to Event growth EGS Personnel time.
development of on opportunities in the sector. medium term supported & realised. EGM Budget
existing suite of Industry allocations.
cycle events to EGCTC
benefit local
Seek to overcome issues blocking the full economic
economies.
potential of cycle events to local communities.
Promote events within future ‘cycle East Gippsland’ brand

and marketing opportunities (See Marketing 1.2).
Align events activities where relevant with actions in

VCTAP.
3.2 Seek future Seek external and support internal opportunities for East Short to New events EGS Personnel time.
events for the Gippsland events in the region by independent groups based medium term identified & Relevant
region on the region’s cycle strengths. supported. community groups
Industry
Align marketing activities where relevant with actions in EGCTC
VCTAP.
4. Industry & Product Development

RATIONALE: The development of the industry’s capacity to be ‘cycle- friendly’ and the development of quality new cycle tourism product go hand
in hand. By providing cycle tourism awareness and accreditation programs to business, identifying product gaps and by supporting growth in those
gaps where possible the region will substantially enhance its product offering so stimulating customer satisfaction and further demand.
INDUSTRY ACTIONS PRIORITY OUTCOME WHO RESOURCES21

DEVELOPMENT (Coordination or
STRATEGIES Lead in bold)
4.1 Develop & Develop a business awareness-raising and accreditation Short to Program devised & EGRBTA Personnel time.
implement a ‘cycling program around the ‘cycling is good business’ message to medium term implemented. EGS Budget
is good business’ build up numbers of cyclist-friendly businesses. (See Industry allocations.
program Marketing 1.2) EGCTC
Facilitate operator ‘take-up’ of program.

4.2 Initiate selected Undertake thorough product gap analysis to identify Medium - long Products identified EGRBTA Personnel time.
opportunities for product development growth.
Product term & supported. EGS
Development EGCTC
Investigate and develop business cases to inform the building
projects
of product initiatives.
5. Partnerships & Packaging

RATIONALE: The creation of effective partnerships both within East Gippsland and also with other regions and stakeholders is crucial to
capitalising on the opportunities, ideas and investment that will grow cycling as an important tourism industry sector. The packaging of
complementary products into experiences that are attractive to the customer and profitable for participating businesses is a tangible outcome of
dynamic industry partnerships and will also prove to be a highly useful marketing tool.
PARTNERSHIP & ACTIONS PRIORITY OUTCOME WHO RESOURCES22

PACKAGING (Coordination or
5.1 Develop strategic Maintain ongoing liaison with Tourism Victoria & Short - Alliances established and EGCTC Personnel time.
and organisational Destination Gippsland to keep Action Plan aligned with medium term tangible outcomes EGS
alliances to maximise State & Regional priorities. produced. DSE
mutual advocacy, PV
information sharing, Identify & develop key partnerships including with other EGM
product development cycle tourism product regions. EGRBTA
& marketing
Industry
outcomes. Develop close working relationship with Bicycle DGL
Network Victoria & other key stakeholders e.g. Bicycle TV
User Groups to capitalise on cycle tourism
opportunities.
5.2 Partnerships Ensure strong working relationships maintained between Short - Partnerships developed EGS Personnel time.
developed between EG Shire, DSE & PV seeking ongoing positive outcomes medium term with positive funding & EGCTC
Infrastructure and land via appropriate mechanisms. maintenance outcomes. DSE
managers & PV
Government Agencies Maintain awareness of and pursue funding opportunities
PARTNERSHIP & ACTIONS PRIORITY OUTCOME WHO RESOURCES22

PACKAGING (Coordination or
to maximise strategic, via RDV, DPCD, TQUAL, RDA etc.
funding & shared
maintenance
outcomes.
5.3 Develop cycle Investigate opportunities to package with broader cycle Short - Attractive packages EGS Personnel time.
Budget
tourism sector tourism product in Wellington Shire, Gippsland, NE Vic, Medium term creating & satisfying EGRBTA
allocation.
packages targeting Great Alpine Road & Canberra incl. experiences, trails, market demand. EGM
market capture & accommodation, F & W etc. DGL
delivery of quality Industry
product & Explore and develop packages within East Gippsland EGCTC
experiences. between e.g. tour operators, transport operators, cycle
retail outlets, accommodation, VICs, culinary etc. to
improve yield & length of stay.
Undertake research to identify and support product

package opportunities and ensure packages not hindered
by a). lack of promotion b). poor quality infrastructure c).
other impediments e.g. bike transport & storage etc.
5.4 Work towards Explore & develop partnership opportunities with VLine Medium – Effective liaison EGS Personnel time.
improved public to improve transport capacity, opportunities & ‘transport long term mechanisms set up and VLine
transport access to hub to experiences’, linkages & promotional positive outcomes Transport
region via liaison with opportunities (see Infrastructure Strategy 2.5) achieved. operators
VLine & transport Parliamentary Reps
operators Include where possible other partners from within
Gippsland in transport discussions & initiatives
6. Strategic Management
RATIONALE: To ensure that the Actions contained in this Cycle Tourism Action Plan are realistically delivered and the opportunities for growth
in cycle tourism benefit not only the tourism industry but also East Gippsland’s local economies and communities as a whole, a small number of
important strategic management initiatives will be undertaken including the establishment of an independent skills-based committee to oversee the
Action Plan’s roll-out.
MANAGEMENT ACTIONS PRIORITY OUTCOME WHO (Coordination RESOURCES23

STRATEGIES or Lead in bold)
6.1 Implement key Establish a skills-based independent committee as the Short term All Strategic EGS Personnel time.
strategic management mechanism to guide implementation of the Management actions EGCTC
management steps Cycle Tourism Action Plan. undertaken. DSE
to ensure delivery of PV
the E. G. Cycle Ensure the E. G. Cycle Tourism Action Plan is adequately Industry
Tourism Action referenced in relevant future key strategic planning EGRTCoM
Plan. documents. DGL
EGM
Review the E. G. Cycle Tourism Action Plan annually.
Ensure that Organisations responsible for delivering

specific Actions commit to the Action Plan.
Develop & implement a Communications Plan to assist

uptake and ownership of initiatives stemming from the
Cycle Tourism Action Plan;
6.2 Encourage Work with lead agencies to encourage the resourcing of Short term Sufficient resourcing EGCTC Personnel time.
Budget
allocation of actions within normal budgetary allocation processes. commitments made EGS
allocation.
MANAGEMENT ACTIONS PRIORITY OUTCOME WHO (Coordination RESOURCES23

STRATEGIES or Lead in bold)
adequate resourcing leading to DSE
to enable designated Confirm resource commitments with agencies. accomplishment of key PV
actions to be identified actions. EGM
accomplished. Encourage the seeking of external funding where possible.
APPENDIX 1
Scoping Paper on Cycle Tourism in East Gippsland

Prepared for East Gippsland Shire Council
By Deb Curtis November 2011
Background/context
Cycle tourism is a growing market in Australia. Interest in personal health and fitness and sustainable tourism experiences are part of
the reason for this. Victoria is positioning itself within this context with the recent release by Tourism Victoria of Victoria's Cycle
Tourism Action Plan 2011-2015.
The East Gippsland region has the necessary strengths and points of difference the cycle tourism visitor is looking for “captivating and
unique natural landscapes, quaint villages within close proximity to each other and complimentary tourism products, accessibility to
numerous trails and a climate and terrain that is conducive to a variety of cycling activities*” (* source Victoria's Cycle Tourism Action
Plan 2011-2015)
Cycle Tourism can be defined as recreational visits, either overnight or day visits away from home, which involve leisure cycling as a
fundamental and significant part of the visit.
There are major benefits to the area from increased cycle tourism:
• Cycle tourists spend in local businesses, restaurants, shops etc and research suggests they are a high yield sector.
• Opportunities for bicycle retail businesses, bicycle hire and tour operators
• Low impact on the environment
• Reduction in traffic on roads
• Utilising existing minor roads and tracks
• Cycling as an activity for visitors can increase the length of their stay and hence their spend
• Increased participation in cycling will have health and other benefits for local communities
Current cycle infrastructure
The East Gippsland Rail Trail

Completed in 2006, the Rail Trail can be seen as the “backbone” of cycle infrastructure in East Gippsland. Just under 100km from
Bairnsdale to Orbost it connects the major centres of Bairnsdale, Lakes Entrance (by utilising the Gippsland Lakes Discovery Trail) and
Orbost. Other trails have been connected to it to create further arms. Counters have been installed at eight locations to collect data
about use of the trail. The data collected over last 2 years has suggested much higher use than expected. For example, the Nicholson
counter indicated 14-15,000 trip indications over the last 12 months. Improvements to the trail could include sealing of section
between Bairnsdale & Nicholson which would save some major maintenance issues and the development of Mitchell River Rail Bridge
to be new “gateway” to the trail at Bairnsdale but also to bring the head of the trail closer to the town centre. A more ambitious
improvement would involve the sealing of the whole trail.
Gippsland Lakes Discovery Trail – located in the Colquhuon State Forest, the trail is 25km long and it links the Rail Trail with Lakes
Entrance. It follows route of Mississippi Creek Tramway which used to transport stone from the quarry to build the Entrance.
Colquhuon State Forest MTB Trail Network – located in the Forestech/Log Crossing area, DSE has picked out 5 trails to map
and sign as a designated mountain bike area. The trails range from 3km in length to a 20km loop and link with the Gippsland Lakes
Discovery Trail and Rail Trail. Signage and mapping is to be completed and the project will progress over the next 2-3 years including
improvements and maintenance.
Nowa Nowa Cycling & Walking Tracks -seven years ago, the opening of the East Gippsland Rail Trail had a
significant impact on the town of Nowa Nowa effectively turning Mike’s Ryan’s business, Mingling Waters, around. The
Nowa Nowa Community Development Group secured funding of $130,000 which enabled them to construct the
Nowa Nowa Cycling & Walking Tracks. Mike estimates that now 90% of his business comes from or is related to
cycle tourism and that this increased business has resulted in him employing four staff. Mingling Waters host, and have
contact with, many groups who use these tracks including school groups and other recreational walking and cycling
groups. The Gippsland Mountain Bike Club holds various events around the region including at Nowa Nowa.
Nowa Nowa Mountain Bike Park –Bike park with over 20km of purpose built trails in the state forest just out of Nowa Nowa.
Mount Taylor – Consists of two trails currently. A 2.3km downhill track and a 4.5km cross country track. Access is from the existing
Mt Taylor Trail Bike Visitor Area 14km north of Bairnsdale.
Informal/shared tracks and trails
Across the region there are a number of informal cycling routes, tracks and trails as distinct from formal or established trails
such as the Rail Trail. Many are explicit in their intention to be shared use with pedestrians but some are not. This can mean
that tracks are not used to their full potential for cycling. Upgrades and improvements such as widening may be needed to
improve access for cyclists and safety for pedestrians. The East Gippsland Shire will be undertaking an inventory of tracks and
trails to establish a database to enable a gaps analysis of these tracks to see how they might link with each other. Those listed
below are some examples of informal or shared tracks in the region:
• Mitchell River Walking track - Bairnsdale

• Paynesville Foreshore track
• Eagle Point Foreshore track
• Newlands Arm Foreshore track
Bicycle hire
The demand for bike hire is apparent but has issues relating to seasonal visitor numbers and costs in both staff/opening times and insurance.
Riviera Cycles in Bairnsdale had four bikes for hire but gradually got rid of them and only has one now. There is a demand, but the issue is
Saturday pick up, Sunday drop off as they are not open on Sundays. Gary feels there is an opportunity for a business which currently operates 7
days such as a holiday park or milk bar. Warren Meade from Bicycle Passion in Bairnsdale agrees there is a market for bike hire but needs to be
operated by a suitable existing business. Gippsland Lakes Escapes in Paynesville found that the insurance costs made bike hire unviable. Snowy
River Cycling provide bikes as part of the self guided packages that includes maps, info and back up for day rides, accommodation return transport
etc for overnight Rail Trail rides. Mallacoota Equipment Hire started bike hire 12 months ago. They have 22 bikes and find Christmas to Easter
holiday period very busy but other times of year not viable. Rae says some visitors to the area are not bringing their own bikes with
them on holiday when they find they can hire them. This may be an advantage for Mallacoota as a holiday destination choice for cycling
enthusiasts.
Operators currently working in cycle tourism in the region

It is probably not surprising that given the reasonably new nature of cycle tourism in East Gippsland we have only one cycle tour
operator:
Snowy River Cycling – Liz Mitchell, Orbost

Liz started operating her business 2 years ago. Based at Orbost, she offers a range of guided tours from half day to six day
duration and self guided Rail Trail tours. Liz says most of her clients are from interstate. The feedback from her clients
suggests that the organisation of the trip (including rider support), the local knowledge of a guide and the natural
environment are some of the key strengths of the business. Liz is keen to develop partnerships with other operators in
the region to create a total experience for cycle tourists. She finds one of her main challenges is accommodating larger groups along
the Rail Trail as there are limited bed spaces.
Cycle infrastructure projects in planning/development stage

Lakes Entrance to Nowa Nowa Trail - Mike Ryan from Bike Nowa Nowa has a project underway to develop a 31 km bicycle/walking
trail connecting Lakes Entrance to Nowa Nowa through the Lake Tyers State park. The trail utilises existing minor roads but with the
addition of small sections of track. It proposes two bridges, one over Toorloo Arm and the other a much smaller bridge over the lake
arm section at Mill Point
Orbost to Marlo Shared Pathway – approx 14 km the shared pathway is intended to link the end of the existing Rail Trail at Orbost
to the township of Marlo and to follow existing Orbost Marlo road along the Snowy River. Support from CMA is in place to utilize
part of the revegetation area along the riverbank. Project is now awaiting East Gippsland Shire Council support and some funding.
The Coastal Wilderness Way – this project is part of the Experience Development Strategy- Australia’s Coastal Wilderness. The
initial stage is intended to link Marlo to Mallacoota but in broader perspective is “a car-free braided route that connects the entire
region from Lakes Entrance to Bermagui, linking existing tracks and trails with alternative transport options and new links over time to
create a seamless link in the long-term”. This initiative would be implemented in stages (source: Australia’s Coastal Wilderness National
Landscape Experiences Development Strategy June 2011).
Current and planned cycle tourism events

The region sees a number of events each year including road racing events, charity events and club events. While some events do not
attract visitors to the area necessarily, the media attention created has tourism value and hopefully return visitation from riders:
Lakes Oil Tour of Gippsland – July – the event brings a number of riders and support crew to the area.
Ride the Trail in a Day – Oct 1st 2011 – 2011 was the first year under this name and format. Riders have the option to do 10km, 30km
or 100km of the East Gippsland Rail Trail. Most registered for ride doing 100km. 54 riders participated in 2011. Most were from
Melbourne and interstate with only eight participants from East Gippsland. The ride is planned to be an annual event which will help
raise local and interstate awareness of the East Gippsland Rail Trail
3 Peaks Race -March – Held annually on the Victorian Labour Day long weekend in March, the 3 Peaks Challenge attracts cyclists
from around the globe, interstate and Victoria .The 235km loop includes three major climbs - Tawonga Gap, Mount Hotham and Falls
Creek via Omeo.
Gippsland Mountain Bike Club- run various events around Gippsland including at Nowa Nowa and Mount Taylor.
Audax Australia -run various events around Victoria including the Audax Alpine Raid – 50km -in January from Bright through Alpine
regions and an overnight stay in Omeo.
Great Victorian Bike Ride - 2012 - yet to be confirmed. The event will bring a large number of riders and support crew to the area
which creates a boost to local economy.
Cycle events outside the region

Tourism Victoria have identified The High Country tourism region as having the “strongest cycle tourism credentials” in Victoria. Other
regions, including Melbourne and Great Ocean Road, also host some significant cycle events:
(* source Victoria's Cycle Tourism Action Plan 2011-2015)
• Bike Buller Mountain Bike Festival – March 2012- two day stage race at Mt Buller
• Bike Muster Myrtleford - October 2012-family cycling event
• Hotham Challenge Ride- March 2012- three days, seven ride legs to choose from over Mount Hotham
• Around the Bay in a Day- Oct 16th 2011- Melbourne (part of Melbourne Cycling Festival)
• Great Victorian Bike Ride - 26 Nov 2011 - 4 Dec 2011- Murray region
• Melbourne to Warrnambool Classic- Sat 29th Oct -300km the world's longest one day bike race
• The Shipwreck Coast Classic Sunday, October 30, 2011
• The Otway Odyssey MTB Marathon- Apollo Bay 18 Feb 2012
• 2012 Mars Australian Open Cycling Championships- 5 - 10 Jan 2012 (dates to be confirmed) Buninyong/Ballarat
Current blocks and inhibitors

• Lack of information available about where trails are i.e. lack of signage
• Issues with some informal trails not having ability to support shared use due to width/construction/surface etc and lack of
information about this available to users
• Confusion over definition of term “track” and “trail” and how this related to issue of allowed use for cycling
• Complexities of dealing with various land management agencies i.e. DSE/Parks Victoria and E.G. Shire
• Lack of reliable return transfer for Rail Trail users
• Transport of bikes by public transport such as V Line can be unreliable.
• Lack of accommodation along or close to the Rail Trail
• Poor links between existing trails and tracks meaning cyclists need to use roads to travel form one to the other i.e. Rail Trail
terminates at Orbost, cyclists have to use Orbost-Marlo road to get to Marlo and access Marlo trails (and in future, Coastal
Wilderness Way -see “Cycle infrastructure projects in planning/development stage”
Recommendations
Good cycle tourism product and infrastructure is essential to attract tourists to either a cycling holiday or a holiday which
involves cycling as an activity. The following recommendations come from a combination of feedback from those people I met in
the course of this paper, reading and research into other regions experiences and my own thoughts (in no particular order):
• Development of safe and attractive cycle routes for use by all particularly traffic free and circular routes
• Information/maps/brochures
• Signage of cycling routes which is visible and clear
• Events -build on local cycle events such as;
¾ Ride the Trail in a Day which visitors and locals can participate in.
¾ Ultra Marathon event to create high profile interest in Rail Trail
• Develop Cycle Tourism Action Plan for East Gippsland
• Participate in/exhibit at Melbourne Cycling Festival in 2012
• Further funding and support for the EG Rail Trail Committee
• Encouraging general bike use in the EG Shire including better bike parking and green lanes for bike users
• Improve and upgrade existing tracks and trails to enable better bicycle access and use
• Attend Cycling Tourism Conference in Canberra in Feb 2012
• Promote “bicycle friendly” attitudes amongst tourism operators
• Encourage development of accommodation options along the Rail Trail particularly Bruthen and Nowa Nowa

Draft East Gippsland Cycle Tourism Action Plan 2012-2017

Caricato da

Informazioni sul documento

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

Draft East Gippsland Cycle Tourism Action Plan 2012-2017

Caricato da

Copyright:

Formati disponibili

East Gippsland

Cycle Tourism Action Plan

Industry and Product Development

Cycle Tourism definition

5 from Sustrans, Information Pack TT21, www.sustrans.org.uk

Market Statistics & Target Markets

Regional Strengths in Target Markets

Tracks and Trails (primary product strength)

Mountain biking (secondary product strength)

Road cycling (secondary product strength)

The following is SWOT analysis of cycle tourism in East Gippsland.

Strengths Weaknesses Opportunities Threats

Strategies & Actions

MARKETING ACTIONS PRIORITY OUTCOME WHO RESOURCES18

 Utilise brand in websites, social media, wider media, Brand implementation

MARKETING ACTIONS PRIORITY OUTCOME WHO RESOURCES18

INFRASTRUCTURE ACTIONS PRIORITY OUTCOME WHO RESOURCES19

 Identify priority cycling hubs including MTB hubs

 Support development of identified hubs.

INFRASTRUCTURE ACTIONS PRIORITY OUTCOME WHO RESOURCES19

EVENTS ACTIONS PRIORITY OUTCOME WHO RESOURCES20

 Promote events within future ‘cycle East Gippsland’ brand

 Align events activities where relevant with actions in

4. Industry & Product Development

INDUSTRY ACTIONS PRIORITY OUTCOME WHO RESOURCES21

 Facilitate operator ‘take-up’ of program.

5. Partnerships & Packaging

PARTNERSHIP & ACTIONS PRIORITY OUTCOME WHO RESOURCES22

PARTNERSHIP & ACTIONS PRIORITY OUTCOME WHO RESOURCES22

 Undertake research to identify and support product

MANAGEMENT ACTIONS PRIORITY OUTCOME WHO (Coordination RESOURCES23

 Ensure that Organisations responsible for delivering

 Develop & implement a Communications Plan to assist

MANAGEMENT ACTIONS PRIORITY OUTCOME WHO (Coordination RESOURCES23

Scoping Paper on Cycle Tourism in East Gippsland

Current cycle infrastructure

The East Gippsland Rail Trail

• Mitchell River Walking track - Bairnsdale

Operators currently working in cycle tourism in the region

Snowy River Cycling – Liz Mitchell, Orbost

Cycle infrastructure projects in planning/development stage

Current and planned cycle tourism events

Cycle events outside the region

Current blocks and inhibitors

Potrebbero piacerti anche

Utilise brand in websites, social media, wider media, Brand implementation

Identify priority cycling hubs including MTB hubs

Support development of identified hubs.

Promote events within future ‘cycle East Gippsland’ brand

Align events activities where relevant with actions in

Facilitate operator ‘take-up’ of program.

Undertake research to identify and support product

Ensure that Organisations responsible for delivering

Develop & implement a Communications Plan to assist