AUSTRALIA’S RED CENTRE TOURISM INVESTMENT OPPORTUNITIES
MARKET SOUNDING REPORT
APRIL 2013
PURPOSE OF DOCUMENT
This document is intended to increase awareness and gauge investor interest in three tourism development
opportunities in Australia’s Red Centre National Landscape. It outlines the potential for Australia’s Red Centre to
reinforce its position as a premier tourism destination in Australia.
Following the completion of the Experience Development Action Plan (EDAP) for Australia’s Red Centre, community
and government agencies supportive of Australia Red Centre National Landscape are seeking investor feedback on the
development of three innovative, low impact, nature-based tourism opportunities identified in the EDAP from across
Australia’s Red Centre National Landscape. These opportunities have arisen as part of Tourism Australia and Parks
Australia’s National Landscapes Program, which seeks to highlight a collection of iconic places with great cultural,
natural and spiritual significance and aims to raise awareness and visitation to Australia’s premier nature-based
destinations that deliver memorable holiday experiences
This document describes the characteristics of three key precincts across the landscape and outlines the
opportunities for commercial development. It is designed to provide comprehensive information to determine the
interest of potential investors to the region.
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.
PLEASE DIRECT FEEDBACK TO:
MR ROBERT FURNER
THE DEPARTMENT OF
BUSINESS
GPO BOX 3200
DARWIN NT
(08) 8999 5511
[email protected]
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THIS IS AUSTRALIA’S RED CENTRE
Australia’s Red Centre is a place rich in rugged outback
beauty. The landscape stretches from the Uluru-Kata
Tjuta National Park, east, past Alice Springs, to the East
MacDonnell Ranges, taking in the iconic natural
wonders of Uluru, Kata Tjuta, the MacDonnell Ranges
and Kings Canyon.
The Landscape inspires a common theme - a feeling of
being enigmatic and surreal. These feelings are
apparent through the sense of traditional
custodianship that comes with being on the land. The
ancient monoliths are framed with the story telling of
the Traditional Owners, who’s interpretation provides
visitors with a sense of self and sense of the place they
are visiting.
The Landscape can be explored from Alice Springs, the
outback town who’s characters and stories are as
colourful as the galleries of rock, mountains and plains
that surround it.
A trip to the Red Centre is a trip to the red heart of
Australia.
With 624,000 visitors visiting the region each year,
Australia’s Red Centre National Landscape is ideally
placed to capture a large percentage of the NT’s
international and domestic tourism market.
Furthermore, recent increases in air capacity in the
Red Centre will provide important stimulus to drive
visitor demand to the region.
The Red Centre is regarded as:
‘A breathtaking and awe inspiring landscape of
power. It’s Neolithic presence has stood firm against
the winds of time, harbouring the secrets of the earth
itself. It has whispered an unbroken narrative
between man and earth, deeply influenced the
earliest memories of the traditional custodians and
awoken the spiritual depth of the European. An
enigmatically surreal energy hangs in the air from
Kings Canyon to Uluru and Alice Springs, inspiring
some of the most iconic, artistic expressions by artist
from Minnie Pwerle to Sidney Nolan and Namatjira.’
Australia’s Red Centre Destination Positioning
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Ormiston Gorge
Tented Accommodation
Ilpurla multi-day
Accommodated Walk
Alice Springs Mountain Bike
Facilities
5
Tiger and Jetstar have announced four weekly services each linking
Alice Springs with Melbourne and Sydney and Yulara with Sydney,
providing close to 6,500 additional seats per week in June 2013
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DESTINATION VISION
Following the completion of the Experience
Development Action Plan (EDAP) for Australia’s Red
Centre, community and government agencies
supportive of Australia Red Centre National
Landscape recognise the potential for Australia’s
Red Centre to become a globally recognised tourism
destination rich in experiences. The region is
seeking innovative new investment to attract new
markets on the back of recent announcements of
new air capacity. The National Landscapes Program
aims to act as a catalyst for future infrastructure in
the region.
The vision and guiding principles outlined in this
document come from the Experience Development
Action Plan (EDAP) for Australia’s Red Centre.
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The establishment of Australia’s Red Centre as a
natural and cultural destination of choice for both
domestic and international holiday makers in
Australia will involve the managed development of
select sites in what is an extremely
environmentally sensitive eco-system.
It is envisaged that this limited development
should have negligible impact on the environment
and should be of benefit to the preservation of the
region. Organisations partnering to realise this
vision include Tourism NT, Tourism Central
Australia, Tourism Australia, Parks Australia and
Parks and Wildlife Commission NT. The Australia’s
Red Centre National Landscape Steering
Committee is also engaging other local, Territory
and Federal Government bodies to co-ordinate
planning and future infrastructure delivery.
GUIDING PRINCIPLES
The tourism and conservation partnership enhanced through Australia’s Red Centre National Landscape builds on
the strong ethos of the community of the region both indigenous and non-indigenous to see the region
recognised as both a natural wonder and a place where people live in harmony with nature. This doesn’t have to
mean doing nothing, it means actively seeking new ways to bring the visitors closer to the landscape to build
their appreciation and inspire them in their lives. The community and partners of Australia’s Red Centre are
seeking to gauge investor advice, taking into account the guiding principles for sustainable tourism outlined
below.
1
Build on Competitive
Strength
Build on the uniquely incredible and
inspiring strengths of Australia’s
Outback. Lifelong memories are
made while journeying across the
desert landscape to find hidden local
waterholes, awe inspiring rock
formations and desert lookouts,
which together make Australia’s Red
Centre truly memorable.
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2
Demonstrate Mutual
Respect
Australia’s Red Centre National
Landscape recognises the spiritual
relationship between Indigenous
people and country and the
stewardship role played to protect
this unique and ancient place and
aims to strengthen the path to
reconciliation
through
deeper
understanding.
3
Attract the Experience
Seeker
The 'Experience Seekers’ desire
greater access to nature, immersion
in local culture; things that offer a
contrast to everyday life; accessible
yet remote locations; opportunities
for personal development and
learning; a sense of freedom;
delivering experiences they can
‘brag’ about. The hero experiences
and the projects need to appeal to
the market.
4
Lead by Example
Projects in the ARCNL should be
leaders in environmental and social
sustainability and set as showcase
examples which exemplify the longterm commitment to the region.
5
Align with Community
Values
Be sensitive, low impact and
complementary to the clearly
articulated community values and
aspirations –involving the many
Indigenous cultures in developing
unique experiences and ensuring
the community has a strong voice in
tourism – provide employment and
business opportunities.
6
Support the Destination
Build and showcase the existing
brands with strong messages and in
supporting new products and
packaging
that
deliver
the
experiences that embody a sense of
freedom, connection and discovery
found nowhere else, across the
whole destination.
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Following the completion of the Experience Development Action Plan (EDAP) for Australia’s Red Centre,
the community and partners of Australia’s Red Centre National Landscape in consultation with the local,
territory and federal government, various private landholders and the tourism industry, have identified
three key tourism opportunities in the region. These are just some of the many amazing tourism
opportunities to be found across the landscape.
If developed, these key pieces of infrastructure identified in the EDAP have the potential to enhance the
tourism experiences on offer in the region and further establish Australia’s Red Centre into a unique and
globally recognisable tourism destination. The three opportunities are examined in detail on the following
pages however investors are encouraged to undertake their own investigations before providing feedback
on these projects.
These three tourism opportunities have been outlined in the following
pages in order to determine market direction and to seek investor
advice.
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TOURISM INFRASTRUCTURE TOURISM OPPORTUNITIES
1. Alice Springs Mountain bike facilities
2. Ormiston Gorge tented accommodation
3. Ilpurla multi-day walk
*The Steering Committee of Australia’s Red Centre National Landscapes accepts no responsibility for commercial decisions made
as a result of this prospectus.
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ALICE SPRINGS
MOUNTAIN BIKE
FACILITIES
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ALICE SPRINGS
MOUNTAIN BIKE
FACILITIES
Australia’s Best Adventure
The Red Centre is the new frontier for the global
growth in adventure mountain bike experiences, with
over 200km of single tracks and one of the most iconic
and dramatic landscapes.
The destination is well positioned to leverage its
unique selling points including:
- Iconic Australian landscape
- Vast expanses of valleys, gorges, and red desert
rock
- An ancient place with a rich culture
- Hundreds of kilometres of single tracks
- A compact hub of trails located in easy reach of
town and the established facilities
- Already established and successful events
- A dedicated local cycling community
Made for the Market
The most recent data released by Tourism Research
Australia (YE December 2012) indicates that cycling is
becoming an increasingly popular holiday activity for
both domestic and international visitors to Australia.
Cycling as a holiday activity has increased by 25% in
the domestic market and by 17% in the international
market.
These visitor activity numbers are in line with the
information released by the Australian Bicycle Council
which states that ‘more people in Australia are cycling
than ever before, with over 1.9 million people now
cycling in Australia’. 2008 was the largest ever
increase in people cycling in Australia and this trend
continues.
From a Northern Territory perspective, its three major
domestic markets (NSW, VIC and SA) all have strong
adult cycling participation rates.
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“We strongly believe that Alice Springs
should become a true mountain bikers
destination on an international scale,
similar to what Moab has achieved in
Utah”
John Jacoby – Race Director Rapid
Ascent Red Centre Endurance
A Market Opportunity
Key agencies including Tourism NT, Parks NT,
Tourism Central Australia and the Alice Springs
Town Council have recognised the potential of
MTB tourism and made a commitment to
upgrade the trails and progress the sport through
a range of recently released strategic plans.
Most of the current trails are informal, so there is
a recognised need to formalize the track network
and the associated tenure and establish a
complete network of graded trails .
For investors there are opportunities to develop
world-class MTB facilities, shoot awe-inspiring
documentaries, create hallmark mountain bike
events around these track upgrades, with
potential to partner and/ or leverage events in
other regions.
Central Australia has a variety of purpose built
and designed tracks through spectacular
landscapes and the local mountain biking
community is extremely proactive with
promotion of the sport and facilities. A number of
cycle related businesses are already in place in
the region.
Location:
4 km north of Alice Springs along
Herbert Heritage Drive off Stuart
Highway
Land Tenure:
•
•
An Immediate Opportunity – Telegraph Station
With the growing interest in mountain bike events
and bike trails, Alice Springs has the vision to
position itself as a national mountain bike centre.
There is a 100km+ network of trails originating
from the Telegraph Station located just 4km from
Alice Springs. While the use of the site is popular
with locals and used for events, which is apparent
from the trails, the trails are not formalised.
There is a recognised need to formalize the track
network and the associated tenure and establish a
complete network of graded trails . Supporting
this process would be a number of concurrent
projects including:
• Mapping of tracks and engaging with West
Macs Traditional Owners for track network
validation
• Formalisation and grading of the track
• Addressing concerns of user safety and public
liability (e.g. transponders for overnight users)
• Development of a clear brand and marketing
plan
Further development (and possible realignment of
existing trails) may be required to create a
network of graded trails that can be accessed for
free, independent travellers and events and
promotion. Track development should also aim to
avoid cultural sites and living areas.
Investors are encouraged to consider a range of
opportunities once these projects have
commenced including:
 Installing world-class MTB facilities in or
near the Telegraph Station
 Running events for MTBs
 Using the location for filming
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Mix of declared and undeclared
reserve;
Two adjacent parcels are Joint
Geological/Geophysical
Reserves (currently unmanaged
Crown land)
Planning
Authority:
Joint Management Partners by
Parks and Wildlife Commission and
Lhere Artepe Aborigional
Corporation
Planning Scheme
Provisions and
Overlays
Subject to Joint Management
Agreement under Indigenous Land
Use Agreement.
Stage Two – West MacDonnell Ranges
The MTB opportunities originating from the Telegraph
Station precinct could be in two stages, with the
telegraph station historical reserve in Alice Springs
unveiled first, followed by an overnight or longer day
loop ride in the West MacDonnell Ranges
Potential opportunities include a loop track back to
Alice Springs from the existing paved bicycle path that
already leads to the west of Alice Springs (7km)
through the bush to Simpsons Gap (see map 2a).
A second opportunity is the development of a world
class multi-day Mountain Bike Trail running parallel to
the Larapinta Trail (see map 2b). The 223km Larapinta
walking trail is building a reputation as one of
Australia’s Great Walks with its inclusion in the recently
announced Tourism Australia program of the same
name (www.greatwalksofaustralia.com.au) .
While neither of these concepts have secured the
necessary funding for the core infrastructure, nor have
they been mapped and tested with Traditional Owners,
preliminary investor interest is sought on the desire to
partner on such projects in terms of marketing,
guiding, overnight accommodation, bus transfers and
bike hire / recovery / equipment hire opportunities.
In both cases further consultation with TOs and the
relevant Joint Management Committees will be
needed, and it would be a requirement that sites of
cultural significance, living areas and high risk sites be
mapped and avoided.
About the Location – Telegraph Station
1
About the Location – West MacDonnell Ranges
2a 2b
The Alice Springs Telegraph Station Historical
Reserve marks the original site of the first
European settlement in Alice Springs. Established
in 1872 to relay messages between Darwin and
Adelaide, it is the best preserved of the 12 stations
along the Overland Telegraph Line.
This vast and spectacular section of the
MacDonnell Ranges, located west of Alice Springs,
is an outstanding example of an ancient landscape
sculptured over time by climatic elements. Cool
scenic gorges are important refuges for a collection
of plants and animals, many of which are found
only here and some are relicts of a bygone era of
Construction of this Telegraph Station began in tropical forests.
1871. The township of Alice Springs takes its name
from the waterhole a short distance to the east of There are many opportunities for visitors to
the Station buildings. This Telegraph Station explore and appreciate the scenic beauty and
operated for 60 years, and then served as a school history of the area. Features of the landscape are
for Aboriginal children.
significant in the stories of Western Arrernte
Aboriginal culture, and have existed for many
Investor feedback is sought on commercial interest thousands of years. Investor feedback is sought on
in providing support services, facilities and other commercial interest in providing support services,
business opportunities arising from the facilities and other business opportunities arising
establishment of Day rides and short rides in the from the potential establishment (in the longer
vicinity of the Telegraph Station (see map over term) of extended day rides returning to Alice
page).
Springs via Simpsons Gap (see map – 2a) and / or a
parallel MTB track to the Larapinta Trail (see map
2b)
INVESTOR FEEDBACK
Investor feedback is sought on commercial
interest in providing support services, facilities
and other business opportunities arising from the
establishment of formal Mountain Biking Trails in:
1. Day rides and short rides in the vicinity of the
Telegraph Station located north of Alice Springs
2a. Extended day rides returning to Alice Springs
via Simpsons Gap
2b. A parallel MTB track to the Larapinta Trail
running through the West MacDonnell Ranges NP
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Figure 1 - of Alice Springs Mountain Bike Facilities Area
2a
1
2b
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Planning Considerations
As outlined in the table below a number of planning schemes must be taken into account prior to
commencing the Mountain Bike Track and Event Coordination Project.
PLANNING CONSIDERATIONS
Northern Territory
Planning Scheme
The formal planning scheme that applies to the whole Territory with exceptions detailed in
section 8 of the Planning Act. It describes planning principles which will directly impact on
development approvals for the proposed tourism development projects.
Strengthening
Tourism for Alice
Springs and the Red
Centre, Shared
Tourism Vision and
Destination Action
Plan 2009
This document outlines the vision for tourism in the Red Centre, providing competitor
analysis, situation analysis, market segmentation and a breakdown of the ideal tourism
product. The Action Plan has broken down tasks for tourism operators into the following
stages:
1. Developing unique experiences
2.Enhancing access and infrastructure investment
3.Improving skills and industry standards
4.Marketing and promoting experiences
5.Enhancing environmental sustainability
West MacDonnell
(Tyurretye) National
Park Draft Joint
Management Plan
August 2009
The West MacDonnell National Park Draft Joint Management Plan highlights the objectives of
management for the area, which include the conservation of natural and cultural values, the
sustainability of the major tourism icon; the establishment of opportunities to contribute to
the local economy and the provision of a range of experiences for visitors. The plan outlines
that “Developing the Park into a world class nature and culture-based experience of the Red
Centre National Landscape, with highly desirable activities” is a priority. It is evident that the
Alice Springs Mountain Bike facilities provides a low-impact tourism development opportunity
inline with the outlined management objectives, by promoting the ability of the West
MacDonnell (Tyurretye) National Park to attract visitors and contribute to the local economy.
If commercial accommodation to support an overnight MTB trail is developed within the Park,
the partners will arrange through appropriate agreements, the conditions under which the
enterprise operates.
Telegraph Station
Joint Management
Plan
The Territory Government, in partnership with Traditional Owners, has produced the
Telegraph Station Joint Management Plan for the Alice Springs Telegraph Station Historical
Reserve. , the Joint Management Plan will provide direction for the future management of the
Reserve, and outline how the interests of the community, Traditional Owners and
conservation will be served.
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Competitors And Comparisons
In order to further investigate the potential of the Mountain Bike Track and Event Coordination Project, an
assessment of competitors’ operations has been undertaken, please see the table below.
MT BULLER
LOCATION
DESCRIPTION
Victoria
The Mt Buller Mt Stirling IMBA EPIC Mountain Bike Trail project involves the
construction of a 40.39km trail that will offer visitors to the region a long
distance, cross-country descending ride, providing stunning views across the
Victorian High Country.
The Bike Buller MTB Festival is a 2 day stage race that brings all that is great
about mountain biking to one spectacular location. Events included as part of
the weekend include:
• 25km cross-country (XC) race:
• The Super D Mt Buller Descent
• 4hr Brakeburner Enduro
• 50km XC race
• 10km kids race
MUNDA BIDDI
TRAIL
Western
Australia
This supported event aims to celebrate the completion of the 1000km trail
from Mundaring through to Albany.
The Munda Biddi Epic 1000 is a 22 day ride across the Munda Biddi Trail,
starting in Albany and ending in Mundaring. The cost of the ride is
approximately, $3,300 per ride, with 26 riders undertaking the ride in the first
year (April 2013)
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ORMISTON GORGE
TENTED
ACCOMMODATION
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21
ORMISTON
GORGE
TENTED
ACCOMMODATION
Location:
161 km stretch west of Alice
Springs
Land Tenure:
National Park
Planning
Authority:
Joint Management Partners by
the Parks and Wildlife
Commission and the Aboriginal
Traditional Owners
Planning Scheme
Provisions and
Overlays
N/A
Project Description
One of the more popular gorges in the West Macs is
Ormiston Gorge. A key aim of Australia’s National
Landscape is to embrace the diversity of the entire
landscape. Providing opportunities to enjoy,
swimmable waterholes, and to see spectacular
escarpments and rock art. If done successfully, the
result could be a broadening of the market for active
international experience seekers.
What is proposed?
According to the Ormiston Gorge Camping Ground
Masterplan developed by Dunn & Hillam Architects
several key sites infrastructure developments have
been proposed.
An up-market lodge style development is proposed
by, or in joint venture with, the Traditional Owners
(TOs) and will include up to 20 cabins.
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Interpretive elements will be required throughout the
development for visitors to gain insight into the
cultural significance of the site.
Key sites of
significance to avoid and interpret will also need to be
identified prior to development by working with the
TOs.
Key sites of significance to avoid and interpret will be
also be identified prior to development by working
with the TOs and an ongoing partnership model will be
used with local communities for essential
infrastructure (e.g. Construction of an Outstation,
support for telecommunications infrastructure).
An up-market lodge style development is proposed,
Investors are encouraged to consider joint venture
arrangements with TOs, however no firm commitment
has been reached with TOs on this possibility. The
identified site/s have an estimated capacity for 8-12
cabins.
Figure 2: Concept Sketches of Tented Accommodation
Site Description
As outlined in the Map below, the area identified for development within the Ormiston Gorge is located 135km
west of Alice Springs, and is in the West MacDonnell National Park. It’s easily accessed from Alice Springs via
Larapinta and Namatjira Drives on a sealed road which is generally accessible all year. Ormiston Gorge is also the
Trailhead for Sections 9 and 10 of the Larapinta trail.
This development would be an addition to the already proposed (not committed) upgrade of Ormiston Gorge
which
could include:
• A Coach Group Site on the old Quarry site with space for 22 tents, 1 ablution block, 1 kitchen and coach
Parking (catering to 80 people).
• Improve water supply through a 250,000L storage of bore water.
• General camping area with 85 sites suitable for campervans, motorhomes or other car supported camp set
ups. There would be one kitchen and ablution block allowed for every 50-60 people.
• 20 walk-in/ride-in sites for light impact campers who either walk or ride in along trails or carry their gear from
the car.
• A site reserved for future expansion allowing for 20-30 campsites and supporting ablutions and kitchen blocks.
Figure 3: Map of Ormiston Gorge Development Area
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Planning Considerations
As outlined in the table below, a number of planning schemes and additional considerations must be taken into
account prior to commencing development on the Ormiston Gorge Tented Accommodation Project
PLANNING CONSIDERATIONS
Northern Territory
Planning Scheme
The formal planning scheme that applies to the whole Territory with exceptions detailed in
section 8 of the Planning Act. It describes planning principles which will directly impact on
development approvals for the proposed tourism development projects.
Strengthening
Tourism for Alice
Springs and the Red
Centre, Shared
Tourism Vision and
Destination Action
Plan 2009
This document outlines the vision for tourism in the Red Centre, providing competitor
analysis, situation analysis, market segmentation and a breakdown of the ideal tourism
product. The Action Plan has broken down tasks for tourism operators into the following
stages:
1. Developing unique experiences
2.Enhancing access and infrastructure investment
3.Improving skills and industry standards
4.Marketing and promoting experiences
5.Enhancing environmental sustainability
West MacDonnell
(Tyurretye) National
Park Draft Joint
Management Plan
August 2009
The West MacDonnell National Park Draft Joint Management Plan highlights the objectives of
management for the area, which include the conservation of natural and cultural values, the
sustainability of the major tourism icon; the establishment of opportunities to contribute to
the local economy and the provision of a range of experiences for visitors. The plan outlines
that “Developing the Park into a world class nature and culture-based experience of the Red
Centre National Landscape, with highly desirable activities” is a priority. It is evident that the
Ormistion Gorge Tented Accommodation provides a low-impact tourism development
opportunity inline with the outlined management objectives, by promoting the ability of the
West MacDonnell (Tyurretye) National Park to attract visitors and contribute to the local
economy. managing visitor experiences. If commercial accommodation is developed within
the Park, the partners will arrange through appropriate agreements, the conditions under
which the enterprise operates. Private investors can apply for long term security of tenure to
realise their return on investment through partners consideration.
Ormiston Camp
Ground MasterPlan
Provides a summary of the current state of understanding of the West MacDonnell
(Tyurretye) National Park (WMNP) area and outlines the potential design for a camp ground
at Ormiston. Remoteness, a pristine landscape and a living culture are the three elements of
the West MacDonnell (Tyurretye) National Park that all stakeholders want protected. The
document also outlines the changing dynamics of the traveller, ecotourism and best practice
and tourism factors of influence.
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Ormiston Gorge, NT
Competitors And Comparisons
In order to further investigate the development potential of the Ormiston Gorge Tented Accommodation
Project, an assessment of competitors’ operations has been undertaken (please see the table below).
ACCOMMODATION
TYPE
RATE
Glen Helen Resort
Motel Rooms
$155 single/double/Twin
Bunkhouse (4 beds)
$30/ person
Camping powered sites (2 people)
$30
Camping (unpowered)
$12/ person
Standley Chasm Campground
Campsites
$11/ person
Cape Conran
Cabins (4 people)
$155.25, $38.81/ person
Lodge (10 people)
$307.25, $30.73/ person
Safari Style Tent (2 People)
$165
Camp site (up to 4 people)
$28.25
Room (2 adults)
$150.00
Campsites
$17 per adult, $8.5 per child.
Chalets
Powered Campsites
$199 (one bdr), $249 (2 bdr)
$18 (unpowered), $40 powered
Adels Grove
Nitmiluk Chalets and
Campground
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Market Profile
Approximately 128,000 people visit the West
MacDonnell National Park each year, this equates to
nearly 40% of visitors through Alice Springs. Regional
visits were almost equally split between international
and domestic travellers, and an estimated $277 million
in revenue was generated by these visitors, who spend
an average of 5 nights in the region.
Importantly, the West MacDonnell National Park is
also used by locals for nature-based activities such as
camping, picnicking, bushwalking, swimming, cycling,
education and scenic viewing. These local visits
comprise an important component of Park usage.
Surveys carried out in 2009 suggest 78% of visitors to
the Park were from interstate, 22% from overseas and
7% from the Northern Territory. The Australian
domestic market and the international markets of the
United Kingdom, Germany, United States and Japan
are expected to continue as the primary sources of
visitors to the Northern Territory in the immediate
future.
Approximately, 76% of visitors to the West
MacDonnell National Park visit the Ormiston Gorge,
this equates to around 100,000 visitors per year.
Market Trends: Boutique Accommodation
Today’s new luxury travellers are increasingly seeking
more high-impact experiences. As much about social
awareness as spiritual enlightenment, their desires are
being met by forward-thinking boutique hotels with an
increase in cultural tours, local cooking, arts and crafts
classes, and the chance to get actively involved in
charity schemes and conservation projects. This trend
is expected to continue, with more crossover between
top-tier travellers and adventurous backpackers.
Market Trends - High End Accommodation
A total of 266,000 visitor nights in the Red Centre are
spent in four or five star accommodation.
Just over 174,000 Domestic Visitor Nights in the Red
Centre are spent in four or five star accommodation.
This represents 11% of all Domestic Visitor Nights spent
in the Red Centre each year. The number of Domestic
Visitor Nights spent in four or five star accommodation
in the Red Centre has increased by 53% over the last
five years.
Comparably, visitor nights in the Red
Centre overall have declined by 11%.
The number of domestic visitor nights spent in luxury
accommodation in the Red Centre has declined at a
greater rate than that of the Northern Territory (where
the number of domestic visitor nights spent in luxury
accommodation has declined by 19%, to 708,000 per
year).
On average, 92,000 International Visitor Nights spent
each year in the Red Centre are from visitors who spend
at least one night in four or five star accommodation
during their trips within Australia. This represents 7% of
all International Visitor Nights spent in the Red Centre.
The number of International Visitor Nights spent in four
or five star accommodation in the Red Centre has
decreased by 47% over the last five years. In contrast
to this, total international visitor nights spent in the Red
Centre has increased by 8% over the last five years.
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ILPURLA
MULTI –DAY
ACCOMMODATED
WALK
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ILPURLA
MULTI-DAY
ACCOMMODATED
WALK
Project Description
Ilpurla Trail crosses over some of the most
stunning country in Central Australia, located west of
Hermannsburg, its added appeal is in traversing
“country” that maintains the living pulse of its original
inhabitants, the Western Arrernte people.
The seven day guided walk takes visitors through the
red sandstone and the rolling hills, plains and desert
oak country that stands south of the West MacDonnell
Rages. Beautiful gorges and endless views finally
culminate in the extraordinary Palm Valley, where
water bubbles up from secret springs and ancient
petroglyphs can be interpreted by Arrernte guides.
What is Proposed
Traditional Owners are looking for a commercial or
joint venture partner to work with them to operate
and market the walk who can also provide the
additional infrastructure required for this product.
There are also potential linkages for the extension of
the current trail into new locations.
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The infrastructure to be developed would include
accommodation along the course of the track,
spaced at intervals to enable visitors to walk
between each location over the course of a day.
It should also be noted that the sealing of the Red
Centre Way (Inner Mereenie Loop) would benefit
this product, as it would provide a range of pick up
locations, similar to that of the Great Ocean Walk.
Tourism NT have recognised the importance of
walking tourism and has already made this a priority
in the Business and Industry Development work of
the agency (planned to move across to the
Department of Business). Recent changes have seen
the operator pull-out of running the walks and a new
operator is sought.
Figure 4: Map of Ilpurla Trail Development
Area.
Ubirr Rock Art Site, NT
Trail Description
The Ilpurla Trail runs for 60km long from the
community of Ipolera to the Plam Valley. The trail
crosses over some of the most stunning landscape in
Central Australia with the added appeal of traversing
“country” that maintains the living pulse of it’s
original inhabitants, the Western Arrentre people.
The Ilpurla Trail abounds with beautiful gorges and
endless views that finally culminate in the
extraordinary Palm Valley after an extraordinary
supported trek.
The landscape of the Ilpurla Trail differs from the
famous Larapinta Trail that runs parallel some 40
kilometres away to the north.
The Larapinta’s hard quartzite is replaced by the
Ilpurla’s soft red sandstone. Rolling hills, plains and
desert oak country stand in stark contrast to the
more mountainous country of the Larapinta. Unlike
the Larapinta Trail, we are alone in deep desert
country. By far the biggest difference, however, is
that you will meet and relate to Aboriginal people in
their homelands or “on country”.
Trail Itinerary
Day One: Pick up at your accommodation in
Hermannsburg and depart for Tjilpa Camp via the
aboriginal communityof Hermannsburg. Explore
historical precinct and enjoy lunch and apple strudel.
Arrive at the Tjilpa Camp with separate women’s
and mens business with the Malbunka family.
Evening meal at camp with the family. Easy walking
to sacred sites - 2 hours for the men, 20 min for
women
Day Two: Depart after a smoking ceremony for
the Arkaba Camp via Tjilpa Valley. Lunch in a
sheltered ravine before ascending into our first
taste of the Krickhauff Ranges before descending
to our camp amongst under an arkaba - desert
oak - tree. Easy/medium grade walking over 6 to 7
hours with frequent stops
Day Three: Depart upstream along Gilbert Springs
Creek. Ascend to the No Man’s Land with views
of Mt Sonder, Tnorala and the distant MacDonell
Ranges. Medium grade walking over 6 to 7 hours
with frequent stops. Rocky walk up creek with
frequent boulders.
Day Four: Continue our ascent to the peak of the
range before winding through ridges and creek
lines, arriving at the remote Perentie Waterhole
Camp. Medium grade walking over 6 to 7 hours
with frequent stops.
Day Five: Break camp for a stunning walk that
reveals an ancient world of secret caves held in an
elevated valley. Descend into the Palm Paddock
with distant views of pagodas and ranges. Camp
at the Art Camp. Medium grade walking over
7/8hours with frequent stops.
Day six: Early morning departure. Trek across into
the Palm Valley National Park before ascending
into the back of the majestic Palm Valley, one of
Central Australia’s most extraordinary places. The
vehicle will be waiting to transfer us back to Alice
Springs by
around 7 pm. Easy/medium grade walking over 6
to 7 hours with frequent stops.
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Planning Considerations
As outlined in the table below a number of additional considerations must be taken into account prior to
commencing development of the Ilpurla Multi-day Accommodated Walk Project.
PLANNING CONSIDERATIONS
Northern Territory
Planning Scheme
The formal planning scheme that applies to the whole Territory with exceptions
detailed in section 8 of the Planning Act. It describes planning principles which will
directly impact on development approvals for the proposed tourism development
projects.
Strengthening
Tourism for Alice
Springs and the
Red Centre,
Shared Tourism
Vision and
Destination Action
Plan 2009
This document outlines the vision for tourism in the Red Centre, providing competitor
analysis, situation analysis, market segmentation and a breakdown of the ideal tourism
product. The Action Plan has broken down tasks for tourism operators into the
following stages:
1. Developing unique experiences
2.Enhancing access and infrastructure investment
3.Improving skills and industry standards
4.Marketing and promoting experiences
5.Enhancing environmental sustainability
West MacDonnell
(Tyurretye)
National Park
Draft Joint
Management Plan
August 2009
The West MacDonnell National Park Draft Joint Management Plan highlights the
objectives of management for the area, which include the conservation of natural and
cultural values, the sustainability of the major tourism icon; the establishment of
opportunities to contribute to the local economy and the provision of a range of
experiences for visitors. The plan outlines that “developing the Park into a world class
nature and culture-based experience of the Red Centre National Landscape, with highly
desirable activities” is a priority. It is evident that the Ormistion Gorge Tented
Accommodation provides a low-impact tourism development opportunity inline with
the outlined management objectives, by promoting the ability of the West MacDonnell
(Tyurretye) National Park to attract visitors and contribute to the local economy.
Managing visitor experiences. If commercial accommodation is developed within the
Park, the partners will arrange through lease or operational agreements, the conditions
under which the enterprise operates. Private investors can apply for long term security
of tenure to realise their return on investment through partners consideration.
32
Competitors And Comparisons
In order to further investigate the development potential of the Ilpurla Accommodated Walk Project, an
assessment of competitors’ operations has been undertaken, please see the table below.
COMPETITORS AND COMPARISONS
NAME
LOCATION
COST PP
FACILITIES
The Maria Island Walk operates between mid-October and the
end of April. $2150 per person covers all transport to and from
the island, two guides, all accommodation, food, wine, national
park passes and equipment.
Maria Island
Walk
Tasmania
$2,150
There are two wilderness camps adjacent to the beach, with
comfortable beds and basic necessities. On the last night,
walkers are rewarded with a more luxurious stay in a restored
colonial, heritage listed home.
The Bay of Fires Guided Walk is a four day trekking tour, with
visitors staying the second and third nights at the Bay of Fires
Lodge
Bay of Fires
Guided Walk
Tasmania
$2,225
The trekking tour costs between $2,125 and $2,225 per visitor
and it is estimated that 1,095 visitors undertake the guided
walk each year.
33
Market Trends: Soft Adventure
The Red Centre (Lasseter, MacDonald and Alice
Springs) welcomes approximately 175,000
overnight nature/adventure visitors in the year
ending June 2012. This represents a 23% decrease
in nature/adventure visitors to the Red Centre over
the last five years (with 229,000 overnight natural
adventure visitors in 2008).
The Red Centre’s Nature/adventure visitor market
is comprised of on average 24,000 Domestic
Overnight Visitors each year and 152,000
International Visitors. The Red Centre hosts
approximately 10% of Domestic Overnight
Nature/Adventure Visitors to the Northern
Territory. Nationally the Domestic Overnight
Nature/Adventure market has decreased by 4%
over the last five years (to approximately 2.1
million travellers per year). Domestic Overnight
Nature/Adventure travel to the Northern Territory
has decreased by 6% over the last five years.
As above, the Red Centre welcomed 152,000
international nature/adventure visitors in the year
ending June 2012. This represents a decrease of
26% in international nature/adventure visitation to
the area over the last five years. This trend is in
line with the whole of the Northern Territory trend,
with international nature/adventure visitation
declining by 22% over the last five years (to
203,000 in 2012). The Red Centre currently
accounts for 75% of all international
nature/adventure visitors to the Northern
Territory.
Market Trends: Walking
In the year ending June 2012 there were
approximately 8.3 million visitors who participated in
walking activities across Australia. This large visitor
group desire promotional material to help plan their
trips, appropriate and informative signage, variety in
the walking trails available, interesting landmarks and
the ability to either challenge themselves or go their
own pace to enjoy the experience with their family.
Market Trends: Bushwalking
Bushwalking is the 8th most popular recreational
activity undertaken by Australians. Walking trails
create many benefits by attracting additional visitors
and providing additional activities for those visitors.
Developing longer walking trails increase the length of
visitation to a region and enhances a visitors
experience. This is especially the case with
accommodated
walking
tours,
providing
a
rejuvenating and challenging journey that many
experience seekers would enjoy.
In the year ending June 2012 The Red Centre
welcomed
212,570 Bushwalking Visitors. These
bushwalking visitors accounted for approximately 43%
of the total visitors to the Red Centre.
Over the past 5 years bush-walking visitation to the
Red Centre has declined by 22% domestically and
29% internationally. Comparably bushwalking visitor
trends in the Top End has remained stable
domestically and declined internationally by 22%.
International nature/adventure visitation to
Australia has increased by 2% over the last five
years to 3.3 million in 2012.
34
VISITOR PROFILE
Australia’s Red Centre welcomes a total of 487,000
Overnight Visitors, accounting for 2.8 million visitor
nights*.
Domestic Visitor Profile
Australia’s Red Centre welcomed 297,000
Domestic Overnight Visitors this year, representing
a 6% decrease in Domestic Overnight Visitation to
the region since 2008. Domestic Overnight Visitors
stay over 1.4 million nights within the region, a
19% decrease since 2008.
Over 70% (206,000) of all Domestic Overnight
Visitors to Australia’s Red Centre are from the
interstate market, with the major markets being
Sydney (39,000 visitors), Melbourne (25,000
visitors) and Adelaide (16,000 visitors). Interstate
visitation to Australia’s Red Centre has declined by 15% since 2008.
The region experiences a lower than average
length of stay for domestic visitors (4.7 nights),
compared to 6.3 nights on average for the Northern
Territory.
*From National and International Visitor Survey produced by
Tourism Research Australia (for year ended June 2012,
36
International Visitor Profile
Australia’s Red Centre hosts 197,000 International
Visitors, staying 1.4 million international visitor nights
annually*. This is an increase of 9% in International
Visitor Nights since 2008. Aligned with his increase in
International Visitor Nights in the region was an increase
in the average length of stay of International Visitors, up
2.3 nights since 2008, to 7.2 nights.
Europeans account for 61% of all international visitors to
the Red Centre with the United Kingdom (26,000) and
Germany (25,000) being the region’s largest two
international source markets.
Accommodation
In the nine months to September 2012, Australia’s Red
Centre region had an average occupancy rate of 55%.
This occupancy rate accounts for the seasonality of the
regional with occupancy rates in the region being closer
to 50% between January and March. The average
occupancy rate in Alice Springs over this nine month
period is 62%. This is opposed to the average occupancy
rate in Lassetter over the nine month period, which was
48.6%
Yellow Water Billabong, NT
Target Market Motivations
The International Experience Seeker market is the
key target market for Australia’s Red Centre. The
core drivers behind Experience Seekers’ ideal holiday
are:








Authentic personal experiences
Social interactions, including meeting and
interacting with the locals
Experiencing something different from their
normal day-to-day life
Understanding and learning about different
lifestyles and cultures
Participating in the lifestyle and experiencing it,
rather than observing it
Challenging
themselves
–
physically,
emotionally and/or mentally
Visiting authentic destinations that are not
necessarily part of the tourist route
Exposure to unique and compelling
experiences
Although the travel motivations of the Experience
Seeker target market align with the destinations
offerings of Australia’s Red Centre, awareness of the
region is not high with the Experience Seeker market.
Those opportunities that Experience Seekers would
find of the greatest appeal in the landscape have
been identified as including:
• Get the best vantage point to watch the ancient
cinema of light and rock bringing a vast landscape
to life each day
• Get to know the locals and see how they have
adapted to the landscape
• Adventure through ancient caves, escarpments,
and waterfalls, to get a unique view of the
landscape where you can have a safe adventure
that gives you something to talk about that not
everyone does.
• Leave the worries of the world behind on a journey
to remember through an awe-inspiring landscape
• Place your trust in ancient knowledge as you trek
across the landscape
For more information on the ideal market for
Australia’s Red Centre, the hero experiences and
how these appeal to different markets refer to the
Experience Development Action Plan (EDAP).
37
ACKNOWLEDGEMENT
This Market Sounding Report has been developed through the National Landscapes program with the
support of Tourism Northern Territory, the Department of Resources, Energy and Tourism, Tourism
Australia, Parks Australia and the Australia’s Red Centre National Landscapes Steering Committee –
funded by the T-QUAL Program.
DISCLAIMER:
*The Steering Committee of Australia’s Red Centre National Landscapes accepts no
responsibility for commercial decisions made as a result of this prospectus.
Baranup Forest, Leeuwin - Naturaliste NP
July 2012