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THE LATEST FROM TOURISM SNOWY MOUNTAINS

THE LATEST FROM TOURISM SNOWY MOUNTAINS

TSM Board Positions

Tourism Snowy Mountains (TSM) today announced
that Mr Peter Cochran, Chairman of TSM has decided not to stand for re-election
following expiry of his term after almost 3 ½ years. Peter has a very
successful business, Cochran Horse Treks that requires more of his time. During
Peter’s term as Chairman, TSM has successfully contributed to the very strong
growth of visitors to the region. The Board acknowledged Peter’s significant
contribution and wishes him well. Peter has advised that he will remain a member
of TSM and fully support the organisation. 

Consequently, the Board has met and unanimously elected Wayne Kirkpatrick as
Chairman. Wayne has been on the Board of TSM since May 2011 and has been Deputy
Chairman and Treasurer of TSM.

Mr Bruce Marshall was elected unanimously as Treasurer and Mr Nolen Oayda was
elected unanimously as Public Officer and Secretary.

The other Directors are Mr Dean Lynch, Administrator of Snowy Monaro Regional
Council, Mr Mick Pettitt, Director, Southern Ranges Branch, NSW NPWS, Mr Stuart
Diver, Resort Operations Manager, Thredbo and Mr Neil Thew, Manager, Community
Relations, Snowy Hydro Limited.

Wayne has previously held the positions of Managing Director and CEO of
Thredbo, Mirage Resorts, Ayres Rock Resort and Hamilton Island. He has also
served terms as a Director of Tourism Task Force (now Tourism and Transport
Forum), NT Tourism, Tourism Australia and Tourism Tasmania.

The Board of TSM also resolved to establish a Tourism Snowy Mountains Selection
Panel in accord with its Constitution, leading up to the next AGM, to be held
on a date to be advised in November, whereby additional skills based persons
will be sought for appointment to the Board of TSM to broaden the
representation on the Board.

Destination Southern NSW

Wayne Kirkpatrick was also recently appointed as
a Director of Destination Southern NSW Ltd (DSNSW) by the NSW Govt following
its establishment after the review of RTO’s in NSW by Destination NSW.

DSNSW is one of six (6) Destination Networks recently created by the NSW
Government with the primary responsibility for driving growth of the visitor
economy to help achieve the State’s overnight visitor expenditure goal by 2020.
 Achievement of this ambition will lead to economic growth, job creation
and improved settings and appeal for the attraction of investment to the
region. The Destination Southern NSW Ltd region covers the eight (8) Local
Government Areas extending north and west of the ACT taking in Young and
Boorowa, east of the ACT taking in Queanbeyan, Crookwell, Goulburn, Bungendore,
Braidwood, Batemans Bay and south to the Victorian border covering Narooma,
Bermagui, Tathra, Merimbula and Eden and west across to the Snowy Mountains.

DSNSW recently met with TSM and SMRC over two (2) days in Cooma and Jindabyne
to discuss key issues and opportunities ahead for the region. Members of the
NSW Govt’s Dept of Premier and Cabinet, Regional Development also joined these
meetings as did representatives of various Chambers of Commerce, Progress
Associations and the resorts.

Initiatives will be developed and announcements made in due course.

Structure of Tourism in the Snowy Mountains in future

SMRC recently commissioned the University of
Canberra to consider how tourism should be structured in future. The report is
anticipated to be submitted to Council late in September. It will address the
interaction between Council, TSM, Chambers of Commerce etc and funding amongst
other matters.

At this stage, TSM has not been adopted by Council as the Local Tourism
Organisation (LTO). Extensive discussions have taken place between TSM and
Council in this regard and TSM has been consulted by the University of
Canberra.

TSM is hopeful of a positive outcome from the study but in any case, Directors
presently hold the view that TSM should continue its work, acting as a very
constructive forum between the major resort operators, small businesses,
Council, NPWS and Snowy Hydro to consider issues and opportunities for the
region.

Results are in from the October 2016 – May 2017 Digital
Campaign  

As you know TSM ran a digital campaign promoting
the region during the period October 2016 to May 2017 in conjunction with
Goggle and Hotels Combined utilising TSM’s web site, Facebook, Twitter and
Instagram mediums. The campaign was jointly funded by DNSW with a total spend
of $270,000

The results are very pleasing.

Hotels Combined Data

Hotel Bookings - +426 to 913, +87%

Visitor Nights - +1,959 to 4,199, +87%

Av Travel Party - the same at 2.0

Av Length of Stay - the same at 2.3

Revenue generated - 4,199 visitor nights sold x Av Spend $219 = $919,581

Campaign spend - $270,000

ROI - +$649,581 +241%

Google Analytics

Sessions - +155,452 to 246,290, +171%

Users - +104,956 to 177,086, +146%

Page Views - +440,331 to 720,791, +157%

NPWS Data

Data also recently released by NPWS also confirms the regions’ healthy growth

2014 visitation figures in the order of 1.5 million, the majority in winter

2017 visitation figures estimated to be over 2 million spreading across the
four seasons

Local growth figures

Easter Car count 2015 to 2016, 13% increase

Easter Car count 2015 to 2017, 30% increase

Annual car count 2013 to 2016, 15% increase

January car count figures 2013 to 2016, 30% increase

Yarrangobilly Caves Easter Sunday 2010 to 2017 116% increase.

Thredbo Valley Track counts are as follows:

Officially opened in January 2015

2015 usage 97,800 (Counters)

2016 usage 108,572 – 11.01% increase

2017 usage 76,610 to end of May.

Peak day Saturday 15 April 814 up, +39.4% on previous peak day.

Proposed Spring, Summer, Autumn Campaign, 2017- 18

On the strength of the above data, TSM and SMRC
at a recent meeting agreed to proceed and mount another “summer” campaign from
October this year.

It will essentially be digitally based and run from October 2017 to May 2018,
emulating the campaigns run by TSM for the same corresponding periods during
previous years (October 2014 to May 2015 AND October 2015 to May 2016) in
conjunction with DNSW, Hotels Combined and Google.

Last year’s campaign is currently being reviewed to determine if any changes or
“refreshing” is necessary and TSM’s stakeholders and members will be approached
to determine if they wish to contribute to the proposed campaign.

Once TSM has determined the level of funding support, it will approach DNSW
requesting joint $ for $ funding for the campaign.

TSM Membership renewals

In closing, members are reminded that membership
subscriptions for 2017-18 are now due. Subscription notices will be sent out
and members may now pay by Pay Pal with a link found on TSM’s web site or by
contacting Jacqui Percy at TSM’s office. 

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