Phillip Island & San Remo
Destination Management Plan towards 2030
In 2023, we worked in partnership with Destination Phillip Island, Bass Coast Shire Council and industry to develop a Phillip Island & San Remo Destination Management Plan (DMP).
Tourism is widely recognised as a vital lifeline for the Phillip Island and San Remo community; providing financial stability, enabling a dynamic and vibrant destination and enhancing the overall quality of life for residents.
Renowned for its pristine beaches, enriching landscapes, abundant wildlife encounters, and nostalgic summer getaways, Phillip Island and San Remo are mature visitor destinations that have created lasting memories for a diverse mix of visitors for over a century.
Achieving a net positive impact for the local economy, environment and communities is a consistent goal for tourism from all stakeholders, and this DMP will support their aspirations by creating a long-term roadmap that:
- Builds upon the insights and activity the region has been working towards through the current Phillip Island and San Remo Destination Management Plan 2030 (published in 2016)
- Supports the recently launched Experience Victoria 2033 vision set by the State, and;
- Establishes evidence-based strategic actions for the sustainable growth and development of the destination - that looks to maximise tourism's positive impact on the local community, industry, environment, whilst at the same time minimising negative impacts.
Community Led & Place Based
The DMP is community-first, ground-up and place-based.
The DMP was underpinned by deep and wide listening, with engagement with nearly 300 local residents who live and work in the destination. We've listened to their aspirations and also concerns with regard to tourism and how it impacts their special place.
In addition to community listening, we've also engaged with tourism businesses, community organisations, local government, regional and state tourism partners, to uncover relevant opportunities, and to uncover alignments in strategic planning.
This, combined with the community's insights, informed a comprehensive listening report, the Phillip Island & San Remo Situation Analysis Snapshot, which identified 8 Key Strategic Themes, and potential considerations that underpinned the development of the new DMP.
Positive Impact Approach
We heard loud and clear from community, that whilst they appreciate and love tourism, they also want to protect, care and regenerate their special place, and want sensitive, considered management of the visitor economy.
The new DMP was developed with a strong positive impact focus, prioritising projects, storytelling and supply-side initiatives that maximise the benefits of tourism to the local community and environment.
Place-Based Governance
Getting things done was a major focus of the new DMP, and so a collaborative and coordinated approach to governance, resourcing, responsibility, and accountability were a fundamental part of our thinking and behind the scenes work in the development of the plan.
The region already has a strong collaborative and partnership approach between key partners Destination Phillip Island, Bass Coast Shire Council, and Phillip Island Nature Parks which the DMP continues to build on.
We're also looked at how the DMP could enable emergent co-created community and industry-led projects, whilst at the same time leveraging and aligning with state and regional stakeholder priorities.
Ensuring the DMP remains agile and adaptable to respond and address new challenges or opportunities as they arise was also a key priority in the final DMP design.
Destination Management Plan
Destination Phillip Island launched the DMP in March 2024. The DMP can be downloaded on their website, or by clicking the link below.
