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Cultural Tourism A Major Growth Potential

Playing an important role in the economic growth and prosperity of the Gippsland region

By Frank Norden - 2nd July 2002 - Back to News

Cultural tourism is about to play an important role in the economic growth and prosperity of the Gippsland region.

Gippsland Local Government Network has endorsed a draft Tourism Strategy Plan that’s highlighted opportunities for marketing the region’s wealth of cultural activities.

GLGN Chairman Malcolm Hole said that the Gippsland region was generally noted as a nature-based tourist destination, while important cultural activities went largely unrecognised.

"The strategy plan shows us that the cultural tourism market in Gippsland has significant untapped potential.

"We have museums, historic sites, performing arts companies, festivals, galleries, art studios – in short, all the attractions that many shires depend upon as their main source of tourism. Here in Gippsland, these great attractions go largely unrecognised as we concentrate on marketing our superb mountains, lakes and waterways."

Early in 2001, Wellington Council invited the Gippsland shires of Bass Coast, Baw Baw, East Gippsland, Latrobe City and South Gippsland to join a partnership to develop cultural tourism in the region.

This initiative was recognised and rewarded by State and Federal authorities, with Arts Victoria supporting the research and development and the implementation of the strategy supported by the Federal Government’s regional assistance program.

The Creative Gippsland Network was formed and Pathfinder Marketing was commissioned to explore opportunities for branching into the cultural tourism market.

At the GLGN meeting on Friday, project officer Carolyn Crossley presented the councils with a draft cultural tourism strategy plan.

"Gippsland Shires have long recognised the importance of Tourism to the economy of the region. What has now been identified is that the cultural sector has potential to contribute to the overall growth and value adding to the tourism product offering," said Carolyn.

"Tapping into this market has the potential to increase visitor numbers and length of stay, with the resulting positive economic impact to the region as a whole."

The draft strategy will provide a framework for development of the industry and the successful marketing of the product to the Gippsland communities and the wider tourism market.

The strategy’s goals will aim to:

• Develop sustainable cultural tourism in Gippsland
• Increase visitor numbers and length of stay
• Increase employment and participation in the cultural industry
• Assist the development of market ready product
• Enhance the cultural experience of visitor and residents

Source: www.gippsland.com

Published by: news@gippsland.com

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