The Otway Hinterland Capacity Building Project, supported by the Department of Sustainability and Environment through the New Futures for the Otways Tourism Initiative enables Tourism Alliance Victoria to work with the Otway Hinterland Tourism community for a three year period (2004-2007).
Tourism Alliance Victoria will assist with the implementation of the initiatives generated by the community to build on their current capacity by supporting a range of initiatives to develop skills, expand experience and strengthen the tourism industry so as to be more competitive and sustainable in the long term.
Tourism Alliance has been working alongside key stakeholders, including DSE, Colac Otway Shire, Otways Tourism, Geelong Otway Tourism, the four local tourism associations, and the local community and business owners to determine the community's key goals and objectives for their region and assist with the implementation of core tourism Community Capacity Building (CCB) initiatives.
Community Capacity Building (CCB) is about connectedness, engagement & partnerships. It involves identifying the capacities of communities, to enable them to support their own needs and aspirations. It is about assisting the community to improve their situation in the way they want it improved. Common forms of CCB include: networking, training, mentoring and coaching, pooling and sharing of resources, sharing of information and knowledge.
Vivienne Clare - Department of Sustainability & Environment
Dianne Smith - Parks Victoria
Georgina Wheeler - Colac Otway Shire
Terry Hickey - Geelong Otway Tourism
Andrew Noseda - Otways Tourism (community representative)
Tourism Alliance Victoria has followed strict guidelines when consulting with the community to ensure the community and stakeholders are aware of the process and the opportunities to participate. It has been made clear to the community that this project has a three year lifespan and the project team are here to support them for that period. Consultation has been open. Decisions have not been made prior to consulting and the community has been made aware that this project will only be successful if they take ownership of the project and assist with driving it. The project team will continue to consult with the community about their goals and objectives for their region so that capacity building initiatives can be delivered to improve their current situation.
Groups and individuals within the Otway Hinterland community have been actively encouraged to participate in the project and have had opportunities to be involved in the consultation process. As well as the Otway Hinterland tourism community, the wider community and industry, including community members and businesses not directly related to tourism, local councillors, Tourism Victoria, and other tourism regions, have been kept informed through the distribution of media releases, radio interviews, advertisements in local media and industry newsletters and information on the Tourism Alliance Victoria and Tourism Victoria Corporate website.
Tourism Community & Business Futures Forum
The Otway Hinterland Tourism Community & Business Futures Forum, held at Duffs Café, Colac on the 11th August, was a great success with over 50 people in attendance representing tourism businesses, Local Tourism Associations, small town Progress Associations, local and state government and the wider business and tourism community.
There was a positive vibe to the discussions, with all those in attendance keen to vocalise what they see to be the key opportunities and challenges in the region and identifying what support they require in order to make the most of these opportunities.
Cooperative marketing, improved networking opportunities and better awareness by the whole community of the natural and man made attractions at their doorstep were all seen as high priorities to be looked into.
What also became apparent during the Forum is the tourism community’s need for tangible outcomes or ‘quick wins’. For this reason, the steering committee has come to the conclusion that at least two stages of projects will be undertaken. Stage One projects will commence by the end of 2005, with the larger and longer term Stage Two projects (requiring a longer lead time and further consultation) on the ground in the next 12 months.
These capacity building projects will only come to fruition with the assistance and contribution of the local tourism and business community.
Arising from the Tourism Community & Business Futures Forum was the concept of an informal get-together of positive individuals prepared to discuss their future by analysing their past successes and failures and deciding on ways to drive the project forward. The first meeting of 'Ambassadors was held on Wednesday 26th October, 2005 in Forrest.
It was proposed that CCB Project Ambassadors, in order to achieve both community commitment and support, and improve their own development will:
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Be involved in shaping the identified CCB initiatives
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Enhance their own skill set for the future
The combination of which provides the basis to further develop a group of committed community representatives who have a real opportunity to shape key initiatives identified as critical for the Otway Hinterland’s tourism industry’s future.
List of Project Ambassadors >>
Four key community determined Initiatives were established from the Otway Hinterland Tourism Community & Business Futures Forum:
- Co-operative Marketing
- Networking
- Information Exchange
- Leadership & Skill Development
Tourism Alliance and the Project Steering Committee have selected ‘Ambassadors’ from the community based on set criteria. The role of the Ambassadors is to provide strategic guidance to Tourism Alliance and to help develop the broad framework for each of the initiatives.
The Ambassadors met for the first time on Wednesday 26th October at Forrest.
Current Status of Initiatives Information Exchange initiatives have been explored by Ambassadors and:
- Three Business to Business familiarisations of created product including accommodation, café/restaurants, cellar doors, tour operators and created attractions will be organised for early December, February and March
- Tourism Alliance will make direct contact with all attendees at the Community Forum as well as each of the Local Tourism Associations
- Tourism Alliance will promote the familiarisations to the wider community through the local papers, newssheets and newsletters
Skill Development initiatives have been explored by Ambassadors and:
- Ambassadors have provided us with potential skill development opportunities for the region based on what they perceive as currently lacking in the way of individual and business development
- Tourism Alliance to consult with Otways Tourism, the StreetLife Coordinator and the Tourism Development Officer in order to establish a training schedule of skill and leadership development opportunities for 2006
Co-operative Marketing & Networking
- Tourism Alliance are undertaking an audit of current marketing and potential networking opportunities and will seek further input into these two initiatives in early 2006
- Further input will be required from Otways Tourism and the Local Tourism Associations
- Hold the Front Page! - 15th May 2006
- Starting up in Tourism - 15th May 2006
- Get A Piece of the Action - 31st January 2006
- Famils – more than just a “free lunch” - 7th December 2005
- Driving Tourism Partnerships - 14th November 2005
- Tourism Community to Decide on a New Future - 28th July 2005
New Future for the Otways Tourism Initiative
For further information on the other 18 projects occurring as part of the State Government's "A New Future for the Otways Tourism Initiative" click here to enter the Department of Sustainability & Environment's website.
This project will only be successful if the tourism community including individual businesses, Local Tourism Associations, potential entrants and other industry stakeholders take ownership of the project.
If you would like further information on the project or any of the initiatives or would like to provide input into the process please contact the Tourism Alliance Victoria project team:
Erin Slattery, Project Coordinator
Nicholas Hunt, Chief Executive
Tourism Alliance Victoria
PO Box 18136 Collins Street East
Melbourne Victoria 8003
Ph: 03 9650 8399
Fax: 03 9650 8543
Email: erin@tourismalliance.com.au