In September 2024, we delivered the City of Onkaparinga Sustainable Tourism Situation Analysis. The aim of the report was to provide evidence-based insights into the sustainable tourism potential within the City of Onkaparinga, as well as to identify key projects that could be incorporated into the soon-to-be-developed Economic Growth & Tourism Plan.

 

Approach

To deeply understand the current state of play around sustainability with the region, we heard from 16 different leaders and organisations in the region through individual interviews, while also undertaking desktop research of key projects and strategies.

A SWOT analysis was deveped, aligning potential for the region against the National Sustainable Tourism Framework, and identified key opportunities across Env

 

Each of the 5 Precincts has its own unique identity, made up of its many layers of stories histories, natural landscapes and mix of passionate community members and businesses across hospitality, nature-based, retail, cultural and historic experiences.

To deeply understand the current state of sustainability across the Councils tourism experiences and organisations,  Precincts, over 50 local stakeholders were engaged across the community, tourism businesses, Trader Associations, City of Onkaparinga staff, Mclaren Vale Wine and Grape Association and Fleurieu Peninsula Tourism.

Identifying future target visitors was a key goal of the Framework. We undertook in-depth analysis across local, regional and state qualitative and quantitative data to identify the visitor groups who had the greatest potential to stay longer, spend more, disperse around the region and take the time to slow down, respect local norms and eat, drink, dine, shop, explore and connect with the businesses, community spaces and natural experiences within each of the Precincts.

Framework Delivery

The foundation of the Framework was the detailed Visitor Persona and Journey Maps. Three identified High-Value Visitors were developed, helping CoO to focus regional marketing and visitor servicing storytelling and activations to drive demand from these visitor groups.

For each of the Precincts, a Storytelling and Experience Development Plan was developed to guide marketing, visitor servicing and experience development for the individual Precincts.

Strategic Insights

1. Wide and Deep Local Listening: Engaging with local residents and businesses was essential to understanding the brand essence and experience priorities that are significant to the community and local businesses.
2. Positive environment, social and cultural benefit - While economic development was the key goal of the project, to realise the full value of tourism for the Precints, we included a focuses on the stories and experience development that were supporting the care and regenerating the natural environment, respecting and supporting local Kaurna culture and delivering positive social impact within the local communities.
3. Strategic Alignment and Collaboration. The Framework outlines clear actions for CoO to enhance economic development through tourism. It also empowers CoO to better support and leverage regional (Fleurieu Peninsula Tourism) and state (South Australia Tourism Commission) demand and supply side activations for the benefit of their Precincts and communities.

Key Outcomes

• Agile Storytelling Positioning and Ideas: The Framework offers a flexible storytelling matrix, allowing CoO to adapt and evolve as Precinct experiences change, driving year-round demand.
• Developing Enriching  Experiences: Each Precinct's unique DNA saw the emergence of specific Experience Development projects for activation. Once activated, these projects will connect visitors and locals to the Precincts' distinct stories, people, businesses, and natural environment while also delivering on the economic development priorities of growing longer stays and greater visitor spending for businesses who call the Precincts home.