How LGA’s can be enablers for tourism growth
My new favourite saying – tourists do not see borders they see a region and want to know what they can experience!
One of the best things I have learnt working in Local Government over time is collaboration is your friend not foe! Working with my neighbouring Local Government Areas (LGA’s) has helped to build greater visitor dispersal in the region, greater visitor spend and more visitor nights stayed. These elements all assist in achieving the goal of building tourism growth across regional LGA’s and emphasises the importance and need for LGA’s to continue to be strong enablers of tourism growth.
LGA’s play significant and diverse roles in enabling tourism growth, much of the base infrastructure and essential amenities that are enjoyed in a destination by residents, visitors and tourists are provided and maintained by LGA’s.
Working within local government, I see first-hand how LGA’s have the capacity and ability to directly impact the experiences of a destination, play a role in engaging the community and creating a positive image and impression that a destination has on tourists.
LGAs have a unique perspective to assist tourism growth as an economic tool, as a place maker and as a country change location. This is my perspective; I have grown up professionally within local government from an intern through to my current role over 15 years later and it is with this knowledge and background, I see the following as major elements in how LGA’s enable tourism to grow and be supported;
- Assisting, supporting and investing in local events; Events help to bring people to a destination and helps to illuminate the experiences and offerings a place provides.
- Producing and developing marketing collateral (LGA visitor guide), creating photo catalogue, maintaining websites, socials, advertising opportunities (print, web, television) engaging influencers and bloggers, capitalising on opportunities that may arise (for example Destination network campaigns);
- Exploring and enhancing culture, art and heritage – ensuring respect and preservation of sites, landmarks and practices with an LGA through cultural planning
- Building profiles and partnerships – LGA’s are able to have conversations with other agencies and government bodies, destination networks etc.;
- Seeking grants for infrastructure, events and tourism initiatives, also providing funding and grant programs;
- Maintain parks and recreational facilities, with a strong growth of sport tourism;
- Collaborate with neighbouring LGA’s, build tourism offerings, product and experiences driving tourism growth to the whole region;
- Upkeep the links between places, keeping connectivity with areas including planning road development, air, bus, train connections;
- Creating experiences – walking, cycling, art trails for example the Riverina Outdoor Art Trail initiative developed by Thrive Riverina a tourism body formed by member Councils and industry professionals.
- Developing ideas, assisting tourism operators build their product. Assisting with development applications;
- Providing Visitor Information Servicing (including physical VIC’s, tours, way finding signage). Making areas accessible to all tourists, visitors and residents alike;
- Playing a role in the decision making and helping to identify investment and where resources should be allocated. Investment into the local economy to ensure sustainability – attracting new business, helping start-ups etc.
- An LGA needs to have a well-informed, achievable Tourism and Economic Development Strategic Plan to map out how tourism can grow and develop an area in the short and long term.
I could keep listing; however, I think this gives a great snap shot of just how much an LGA can be an amazing enabler for tourism growth.
Local Government Areas have the ability to heighten the visitor experience and liveability of a destination on the quest for stronger tourism growth!