2010

ANNUAL REPORT
TOURISM MANAGEMENT PLAN

#1071289
 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN

contents

Tourism Advisory Committee Chairs Foreword 2

Byron Shire Tourism Management Plan 3

Tourism Overview in the Shire 4

Tourism Advisory Committee 5

2010 Projects 6

The year ahead 13

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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN
Tourism Advisory Committee Chairs Foreword
I am pleased to be able to introduce the first
Tourism Management Plan Annual Report as part of
Councils 10-year tourism strategy.
Councils Tourism Management Plan (TMP) was
adopted with the key objectives of promoting a
sustainable approach to tourism development and
better managing the benefits and impacts of tourism
in line with community values and expectations.
A key achievement has been the establishment
of a Tourism Advisory Committee (TAC) bringing
together community and industry representatives to
advise Council on the implementation of the TMP.
Throughout 2010, the TAC has worked on
establishing a management foundation on which to
build the solid framework necessary to achieve the
twelve objectives of the TMP including:
ensuring that tourism is based around
protection and repair of our incredible
biodiversity, beaches, rainforests and other
natural assets
provide training and job pathways for young
people
create linkages with local producers, artisans
and creative industries
develop sustainable transport networks to
provide exciting alternatives for visitors and
residents
manage community infrastructure to ensure the
costs and benefits are equitably distributed.
Projects undertaken to establish the framework for
tourism management include:
Visioning Project Reference Group Working
as a subcommittee of the TAC, this group has
identified a set of core community values and
guiding principles for the further management and
development of tourism in Byron Shire.
Research Consistent with key actions and
strategies in the TMP, the TAC has sought to work
from an informed position by gathering existing
sources of information and identifying gaps in the
available research.
Product Development An extension of the
Visioning Project, the TAC has identified a range
of tourism markets and activities that reflect core
community values and guiding principles.
Branding Platform The Branding Project
Reference Group has been tasked to develop an
image for Byron Shire that aligns with community
core values and guiding principles
Visitor Information Centre Project Council is
participating in a regional and local project aimed
at improving the delivery of visitor information
and the support of the existing centres. The TAC
is particularly concerned to ensure that visitor
information helps promote tourism product and
services that are sympathetic to the outcome of the
visioning project.
Tourism Levy Consultation Council has asked
the TAC to begin discussions with businesses and
the community on the development of a governance
framework and levy that can equitably fund tourism
infrastructure and services.
Finally, I would like to acknowledge the outstanding
and enthusiastic work of the TAC as well as
the wonderful support of Councils tourism unit.
Thank you for your contribution. I look forward to
continuing to work with TAC members, the Byron
Shire community and representatives of the tourism
industry in the interests of sustainable tourism.
Councillor Basil Cameron
Chair Tourism Advisory Committee.
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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN
Byron Shire Tourism Management Plan
Byron Shire Council (BSC) has a commitment to
a sustainable future for the Shire that involves
balancing the protection and enhancement of
its sensitive natural environment and improving
social and economic outcomes for its residents.
The need for a Tourism Management Plan and an
accompanying Action Plan was identified as part
of Councils commitment to ensure the sustainable
development, management and marketing of
tourism for Byron Shire over the next ten years.
The Byron Shire TMP is a living strategy that has
been developed to guide tourism in the Shire over
the next ten years. It was developed in consultation
with a BSC Steering Committee, a Regional Tourism
Expert Panel, a range of stakeholder organisations
representing governments, business and community
interests across local, regional and state levels, and
a Citizens Jury which was established to gain input
and feedback from representatives of communities
within the Shire.
Twelve objectives have been developed to guide
the management and development of tourism for
the Shire over the next ten years. The objectives are
as follows:
1. Leadership and Coordination establish an
effective and collaborative tourism management
structure to guide tourism in the Shire.
2. Improved provision of funding identify,
pursue and implement appropriate funding for
the management, development and marketing of
tourism and for the environmental enhancement
of tourist areas.
3. Policy integrate the TMP into local and
state government policy and review existing
development controls.
4. Research undertake research to improve
understanding of the value of tourism, visitor
needs and satisfaction, and the economic,
socio-cultural and environmental impacts of
tourism.
5. Education and Communication provide
on-going local education and communication
to ensure visitors, local businesses, local
government and the community understand
tourism and community values.
6. Crisis and Risk Management plan for crisis
and risk associated with tourism to ensure the
safety and security of residents and visitors.
7. Infrastructure Development seek support
and funding for the development of infrastructure
and facilities.
8. Product Development investigate
opportunities to enhance, develop and promote
appropriate tourism products that will improve
the visitor experience and length of stay.
9. Sustainable Development develop Byron
Shire as a world leading, best practice
environmentally responsible destination.
10. Branding and Image establish a consistent
brand and image for Byron Shire that promotes
and protects its uniqueness and diversity
and commitment to ecologically sustainable
communities.
11. Visitor Information Services maximise the
effectiveness of visitor information services for
visitors.
12. Festivals and Events improve the
coordination, management and promotion
of festivals and events across the Shire with
the emphasis on minimising impacts on the
community.
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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN

Tourism Overview in the Shire

Visitor numbers to Byron Shire from 2000 - 2010

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Domestic 436,000 458,000 585,000 598,000 489,000 520,000 474,000 500,000 454,000 433,000 388,000
Overnight

Domestic 628,000 468,000 649,000 505,000 518,000 612,000 655,000 418,000 890,000 672,000 887,000
Day
International 168,137 181,451 155,214 157,051 168,779 156,360 174,402 182,493 182,910 189,403 190,765
visitor survey

Total 1,232,137 1,107,451 1,389,214 1,260,051 1,175,779 1,288,360 1,303,402 1,100,493 1,526,910 1,294,403 1,465,765
Source: Tourism NSW and Tourism Research Australia.

Over the past few years, Byron Shire has seen a significant increase in the number of domestic day visitors.
The number of domestic day visitors has increased by 79.3% from 2007 to 2009. On the other hand, the
number of domestic overnight visitors has decreased by 17.2% for the same period. International overnight
visitors have remained relatively stable with only a 0.43% increase from 2007 to 2009.
The employment figures for the Shire have not been released, so Council can not report on employment
trends. This will be reported after the next census period and included in the next TAC annual report.

Tourism Profile for Byron Shire1

Visitor spend1
Estimated visitor spend per annum $411 million
Domestic overnight visitor spend - per trip $614
Domestic day visitors spend - per day $83
International visitor spend per trip $384

Visitor nights1
Visitor nights per year 2,982,000
Average visitor stay per trip International 6.3 nights
Average visitor stay per trip Domestic 3.9 nights

Economy1
Estimated number of jobs directly related to visitor spend ($411m) 3,124

Infrastructure impacts in 2009 2&3

Preliminary assessments indicate that the increase in non-resident (visitor) 28% against the Shires
impacts may be in the order of 28% against the Shires residential population. residential population
The assessment estimates the ratio of visitor numbers versus existing population
statistics to determine the external impact on Council infrastructure.

Visitor profiles1
International visitors:
49% of visitors are aged 15 24 years
59% are unaccompanied travellers
Domestic overnight visitors
43% are aged 25 44 years
35% are friends/relatives travelling together
Domestic day visitors
63% are aged 15 44 years
45% are young to midlife singles and couples

1
Tourism Profiles for Local Government Areas in Regional Australia, NSW, Byron Shire, Tourism Research Australia (June 2007), Tourism Research Australia
International Visitor Survey and National Visitor Survey. These are the latest statistics available for the Byron Shire.
2
Tourism Research Australias 2008 and 2009 International Visitors Survey and national Visitors Survey.
3
International day visitors were captured by Tourism Research Australia in Byron Bay as a once off data collection.

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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN

The Local Economy

The size of the Shires economy was nearly $1.3 tourism was estimated to be $436 million and it is
billion in 2006. the primary economic driver in the Shire.
As depicted in the table below, Retail Trade Applying a multiplier, the sector represents over
(25%), Property and Business Services (16%), 40% of the Shires economy.
Accommodation and Food (12%), Wholesale (8%) Based on Tourism Research Australia forecasts,
and Construction tourism is likely
(8%) represent to remain flat
over two-thirds in the coming
of the shires decade. Should
economy. this eventuate,
the retail,
accommodation,
Tourism
food and
Tourism as an
transportation
economic activity
sectors will be
is not depicted in
most affected.
ABS data as a
Property and
sector in its own
business
right. Rather it is
services,
an activity that impacts in some measure the other
employment sectors of the local economy. In the
construction and wholesale also will be affected
adversely as will all other sectors to a lesser extent.
12 months to September 2009, direct income from

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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN
Tourism Advisory Committee
Council resolved on 10 September 2009 to establish
a Tourism Advisory Committee (TAC). The purpose
of the TAC is to:
1. lead and implement the strategies and actions of
the TMP
2. foster links and engagement between Council,
industry and community interests
3. work cooperatively with local, state and regional
government departments and agencies,
local tourism and business organisations,
environmental stakeholder organisations and the
community
4. advise Byron Shire Council on the sustainable
development, marketing and management of
tourism, including events and other cultural
initiatives, representing the interests of both
the tourism industry and resident communities
across the Shire, with regard for the social,
environmental and economic benefit of the
Byron Shire community
5. act as an external focal point and forum
for tourism businesses, organisations and
individuals involved in the tourism industry in the
Byron Shire Council area
6. be aware of industry trends and statistics across
local, regional, domestic and international
platforms
7. provide direction to the various sub-committees
established by the Tourism Advisory Committee
to work on individual areas.
Present (L to R): Jim Beatson, Ian Oelrichs, Kim Rosen,
Councillor Simon Richardson, Councillor Basil Cameron,
Stephen Toneguzzo and Katharine Myres.
Absent: Sue Walker, Yvonne Stewart and Matthew Cheers.
Members of the 2010 Tourism Advisory Committee
in 2010 were:
Councillor Basil Cameron Chair
Councillor Simon Richardson Deputy Chair
Tourism industry member associated with Byron
Bay Katharine Myres
Tourism industry member associated with
Brunswick Heads Kim Rosen
Tourism industry member associated with rural
tourism Matthew Cheers
Tourism industry member associated with a
small, family-type tourism operation Paul
Martin (resigned April 2010)
Arakwal representative Yvonne Stewart
Environmental organisation representative
Sue Walker
Community member not associated with the
tourism industry Stephen Toneguzzo
Community member not associated with the
tourism industry Jim Beatson
Community member rural, not associated with
the tourism industry Ian Oelrichs
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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN
2010 Projects
The TAC held its inaugural meeting on 4 February
2010 and held bi-monthly meetings during the year.
The list of projects the TAC progressed during 2010
is highlighted below.
2010 Projects
The Tourism Advisory Committee has commenced
work on the following initiatives from the TMP:
1. Tourism Visioning Project
2. Local and Regional Visitor Information Centre
Strategy
3. Byron Shire Brand Development Project
4. Tourism Research
5. Tourism Levy and Governance Model
6. Product Development Project
1. Tourism Visioning
In addressing strategy S2.1.3 of the TMP
develop an education and consultation program to
introduce a levy to businesses and the community
the TAC developed an aspirational vision, which
recommended a clear vision of the style of tourism
suited to the Shire. The vision will also be used to
guide and provide a platform for several strategies
in the TMP, including the brand development project
and product development in the Shire.
The TACs vision (endorsed by Council) on 7
October 2010 is For Byron Shire to be the ultimate
green destination on the planet.
The TAC considered that being the ultimate green
destination could include the following initiatives:
1. sustainable business accreditation programs
2. bicycle and electric car hire
3. no plastic bags in the Shire
4. walking trails in each village throughout the
Shire
5. low impact transport links, for example
cycleways connecting all villages within the
Shire
6. a low-impact passport for visitors
7. farm-door tourism
8. becoming an accredited green community
9. tourism linked to nature, cultural and heritage
conservation projects
10. green employment programs.
The Committee also developed the following
support documents to accompany the vision:
1. a list of community core values
2. a list of tourism guiding principles, which outline
the characteristics of appropriate tourism for
Byron Shire.
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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN
2010 Projects
Byron Shire Community Core Values
1. Respect for residential, amenity and community
lifestyle
2. Celebration and appreciation of the cultural and
social diversity of the Shire
3. Conservation and enhancement of the rich
natural environment, flora, fauna, beach, marine
life and coastline
4. The community, arts, heritage and natural
environment
5. The diversity contained within the whole shire,
its villages, parks and reserves, and agriculture
6. Local produce, cuisine, arts, crafts, culture,
services, their producers and outlets
7. Local history and cultures inclusive of
aboriginal, spiritual and healing
8. Harmony, sensitivity and courtesy
9. Safety and security
10. Acceptance of others, their beliefs and practices
provided such beliefs and practices are not
harmful to others
11. Active lifestyles
12. On-going education and self enlightenment
13. A relaxed, engaged and healthy community
14. A consultative and collaborative approach
15. Innovation
16. Economic, social, cultural and environmental
balance (quadruple bottom line)
17. Support of appropriate sustainable economic
activity (including tourism) throughout the Shire
18. A wide range of rich and unique visitor
experiences that focus on the natural
environment, wellness, and cultural diversity of
the Shire
19. Welcoming visitors who share our community
values
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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN

2010 Projects

Tourism Guiding Principles

The character of appropriate tourism for Byron Cultural:

Shire
1. Engages visitors
1. Is consistent with Byron Community Core Values
2. Educates visitors about community core values
2. Respects Indigenous heritage and culture
3. Provides an authentic experience
3. Identifies strategies which are based on
4. Supports differences in villages and rural locals
empirical research
within the Shire
4. Is integrated with regional tourism strategies
and influences state and national promotional Economic:
strategies 1. Provides job opportunities, training and
5. Provides a range of experiences catering to a workplace equity for young people and residents
diverse visitor mix 2. Maximises the local economic multiplier effect
6. Seeks to minimise the negative impacts on the within the Shire
environment and society 3. Disperses benefits/ visitors around all parts of
7. Provides a model for others to aspire to the Shire including rural
4. Is consistent with the BSC Community Economic
Social:
Development Policy and Community Economic
1. Has a low ecological and social footprint Transition Plans in the Byron Shire
2. Encourages responsible behaviour
Environment:
3. Minimises traffic congestion
1. Contributes to ecological sustainability
4. Minimises the creation of pollution
2. Encourages use of alternative transport by
5. Promotes safe visitor experiences
visitors (arrival and getting around the Shire)
6. Encourages and supports tourism businesses to
3. Conserves and improves the natural and built
contribute to a sustainable community
environment
7. Is respectful of neighbours and neighbourhood
4. Is responsive to climate change, peak oil and
amenity
resource depletion issues
8. Acknowledges that affordable housing options
should be available for residents and tourism
workers

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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN
2010 Projects
2. Local and Regional Visitor Information 3. Byron Shire Brand Project
Centre Strategy
In addressing strategy 11.1 of the TMP develop
a Visitor Information Strategy to ensure quality
and integrated visitor information services across
the Shire, the TAC noted the following for further
consideration:
1. the role of the Visitor Information Centres (VIC)
2. how the management of tourism is improved
with VICs
3. what would happen if the VICs dissolved
4. best practice models of VICs in Australia
5. the impact the internet has on the existing VIC
booking service
6. the role of the business chambers in the survival
and operation of Byron Shires VICs.
The TAC discussed the proposal to develop a
regional and local visitor services strategy, which
would include the following:
1. improve and align visitor servicing in the region
2. best location for visitor centres
3. develop resource sharing initiatives between
Councils
4. maximise efficiencies
5. implement new best practice standards for
visitor servicing
6. incorporate new technology into visitor centres
7. investigate new models for visitor servicing
including traditional bricks and mortar centres,
mobile centres and interactive self-serve
models.
The regional and local visitor servicing strategies
will commence early 2011 and Council is currently
exploring funding options to develop and implement
the strategy.
In addressing objective 10 of the TMP establish
a consistent brand and image for Byron Shire that
promotes and protects its uniqueness, diversity
and commitment to ecologically sustainable
communities the TAC developed a brief for Byron
Shire, which gives effect to community core values
and communicates Byron Shires personality to
residents, industry and visitors.
The TAC recommended a brand platform to Council,
which includes:
1. The diversity of people, aboriginal living culture,
places and lifestyle in Byron.
2. Rich, ancient and bio-diverse land and
seascape.
3. Abundant health and well-being choices.
4. Vibrant music, arts and crafts, festivals, markets,
spiritual and creative communities.
5. Adventures on and in the air, land and water.
6. Eclectic villages.
7. Home grown produce and farmers markets our
way of life.
8. Green consciousness and aspirations.
9. An active and caring community.
The concepts will be developed in 2011 and the
TAC will be undertaking consultation with the
community, industry and visitors on the options
provided.
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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN
2010 Projects
4. Tourism Research
In addressing objective 4 of the TMP undertake
research to improve understanding of the value
of tourism, visitor needs and satisfaction, and the
economic, socio-cultural and environmental impacts
of tourism the TAC discussed the need for reliable,
up-to-date and factual research to inform decision-
making. A research brief has been developed and
was endorsed by Council on 11 November 2010.
The research will be used to help guide planning
decisions about any future development, improve
industry performance and guide appropriate product
development. It will also help to better understand
the economic, social and environmental benefits
and impacts of tourism.
The objectives of the tourism research program are
to:
1. develop a comprehensive profile of visitors
2. improve understanding of the value and impacts
of tourism
3. understand visitor needs and satisfaction levels
4. understand the economic, socio-cultural and
environmental benefits and impacts of tourism
on the Shire
5. develop effective data to inform decision-
making.
The research program will collect the following
research:
1. the benefits and impacts of tourism on the
community (socio-cultural, economic and
environmental sustainability measures)
2. a comprehensive profile of visitors, including
who they are, what times of year they visit,
what they spend their money on, and what their
perceptions are of Byron Shire
3. some indication of visitor satisfaction with the
current Byron Shire tourism industry, including
their needs and expectations
4. impacts of tourism on infrastructure and
services, areas visited and visitor transport
needs
5. size and nature of tourism in the Shire
6. environmental and social capacity, for example
the carrying capacity of Byron Shire
7. Visitor Information Centre use, satisfaction and
information distribution.
The research program will roll out over several
months to ensure that a range of visitor markets are
captured in both peak and off-peak season. The
research will commence in April 2011 and conclude
in July 2011.
Council was recently awarded $15,000 from
Tourism New South Wales to develop a Destination
Visitor Survey Program for Byron Shire. This
research will be conducted by Tourism Research
Australia, the peak body for tourism research in
Australia and will meet the objectives outlined in the
research brief.
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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN
2010 Projects
5. Tourism Levy and Governance Model
In addressing strategy 2.1 of the TMP the TAC
discussed a range of revenue-raising options to
manage tourism. It also looked at the application
process, criteria and timelines required to prepare
a submission to the NSW Minister for Local
Government for a special Tourism Levy or special
variation to the general rate for the Byron Shire.
After much discussion and a review of various
levy and governance models in Australia the TAC
recommended to Council that it further investigate
the following options:
1. a special rate variation to the general rate for all
properties within the Byron Shire to manage the
community impacts and increase the benefits
from tourism to the Shire
2. an amended differential rate for all business
properties for the purpose of funding tourism
related infrastructure and services that benefit
business ratepayers.
Council resolved on 10 June 2010 (10-446) that
discussions be initiated through the TAC on the
detail of a special rate for tourism from business
properties in the Shire and reiterated that levied
funds needed to be focussed on developing and
maintaining infrastructure.
The TAC will discuss the tourism levy again in 2011
and consultation with industry and the community
will commence by October 2011.
6. Visitor trails and volunteer tourism
Sustainable Visitor Trails
In addressing strategy 8.2.4 of the TMP , the TAC
considered a number of sustainable visitor trails to
enhance nature-based, Indigenous, and cultural
and heritage offerings and experiences in the Shire
and encourage village touring across the Shire.
The TAC discussed the opportunity to develop
and focus local tourism offerings on projects and
concepts that align with community core values and,
in accordance with the goal of building a sustainable
tourism industry, bringing multiple social, economic
and environmental benefits.
The TAC received a report on tourist trails
suggesting the following criteria and recommended
that this issue be further investigated in 2011:
1. complement Byron Shire community core values
2. complement Byron Shire tourism guiding
principles
3. care for the needs and expectations of Byron
Shire local communities
4. minimise the impacts of tourism on the local
environment
5. enhance the local environment
6. all businesses must comply with appropriate
approvals
7. use locally grown and sourced products
wherever possible
8. recognise the cultural, social and heritage
features of Byron Shire
9. grow the contribution of tourism to the Shires
economy through attracting higher yielding/low
impact markets and further investment (not by
proliferating the attraction of more tourists but by
attracting the right tourists).
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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN
2010 Projects
The TAC noted the report containing possible visitor
trails including:
1. gourmet food trail
2. local produce / farm trail
3. arts and culture trail
4. sustainability trail
5. nature trail
6. health and wellbeing trail
7. adventure trail
8. coffee trail
9. walking trail
10. alternative culture trail.
The visitor trails project will be progressed further
in 2011. A set of criteria will be developed for each
trail, and businesses and community groups will be
asked to collaborate.
Volunteer Tourism Initiative
In addressing strategy 5.1 of the TMP - develop a
tourism education and communications program to
educate visitors about the environment, community
values, appropriate visitor behaviour and safety
and security, the TAC explored the concept of
developing a range of volunteer tourism projects to
give effect to community core values and improve
the social, economic and environmental outcomes
from tourism in Byron Shire.
Voluntourism is a rapidly growing travel niche,
fuelled by tourists of all ages searching for truly
unique, personal travel experiences in their
holidays. In the past, volunteer tourism required
significant investment of time. Volunteers had to
commit to several weeks or months of supporting a
project. Nowadays, there are a multitude of options
available that allow for mixing smaller doses of
volunteering into a travel program.
The key objectives of the volunteer tourism program
are to:
provide an opportunity for visitors to give-back
to the local community
safe-guard and enhance Byron Shire
create community goodwill
provide visitors with an opportunity to leave the
Byron Shire in a better state than when they
arrived
engage and educate visitors on Byron Shires
community core values and possibly change
behaviour over time
start to develop tourism experiences linked to
the tourism vision for Byron Shire For Byron
Shire to be the ultimate green destination on
the planet.
There may also be an opportunity to link the
volunteer tourism program with a possible
Travellers Philanthropic Fund (suggested in the
TACs Tourism Levy report at the 1 July 2010 TAC
meeting). This would provide an opportunity for
travellers to donate money, rather than contributing
in-kind. Community groups may then be able to
access the philanthropic funds to develop additional
volunteer tourism projects or assist with the cost
of administering or communicating the program to
visitors.
The volunteer tourism program will be explored
further in 2011.
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 2010 ANNUAL REPORT TOURISM MANAGEMENT PLAN

The year ahead

In February 2011, Council and the TAC set priorities for the 2011/2012 financial year.
Implementation of the following projects will continue during 2011:
Byron Shire Brand Project
Tourism Research
Vision project
Tourism Levy and Governance Model
Tourism Risk Management and Crisis Strategy
Visitor Information Centre Strategy (local and regional strategies)
Visitor trails
Further investigation into a volunteer tourism initiative for the community and visitors

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