The Group undertook a tourism and visitor comparative benchmarking study to create a series of key performance indicators (KPIs) to compare Sydney with a number of global cities. Cities Sydney was benchmarked against included New York City, Los Angeles, San Francisco, London, Shanghai, Hong Kong, Singapore, Tokyo, Vancouver, Melbourne and Brisbane.
With scrutiny of Council budgets requiring accurate and compelling justification of the importance of tourism, Toowoomba Golden West Tourism commissioned The Stafford Group to undertake a comprehensive analysis of the value of tourism across the region. This study has been used to support ongoing and higher Council funding of tourism throughout the region by 6 local Councils.
The Group was commissioned by Tonga Tourism to undertake the development of a Tourism Investment and Development Strategy and undertake an Implementation Program to help facilitate investment into new and existing tourism product.
As part of the assessment, The Group developed a detailed comparative benchmarking matrix which highlighted how Tonga is performing against competitor destinations throughout the South Pacific. Performance measures included brand awareness, visitor numbers, yield, length of stay, cruise ship numbers, level of investment, hotel room capacity (including hotel quality assessment) etc. The assessment also looked at the different consumer perceptions of each of the competitor destinations brands and how this is impacted by advertising and promotion, product development etc.
The Strategy also investigated current barriers to investment in Tonga, challenges with Government rules and regulations (particularly surrounding land ownership) and branding challenges associated with the recent MA60 flight grounding.
To ensure the sustainability and acceptance of the Strategy, the project team met with over 80 stakeholders from the various island groups in Tonga to discuss their perceptions on current challenges and potential opportunities that exist.
The Group was commissioned by Penrith City Council to develop a Destination Management Plan for Penrith. The DMP was developed to consolidate and build the visitor economy, with the anticipated outcome of enabling all stakeholders, at all levels of government and private investors, to have a clear view of the tourism investment opportunities and requirements in the Penrith LGA.
A number of initiatives were developed in close consultation with a wide range of stakeholders including State and Local Government, tourism industry operators and the general community.
The DMP in particular identified the potential to capitalise on the growing number of professional adventure tourism operators within the Penrith LGA and synergies which could be formed with the Blue Mountains region.
The Group was commissioned by Creative Waikato to develop a 30 year Creative Facilities Plan for the Waikato region in New Zealand.
The objective of the Plan was to paint a clear picture of existing arts facilities and infrastructure in the region, identify sector needs, provide gap analysis and deliver a clear direction for future arts infrastructure development requirements.
As part of this project, The Group developed a detailed audit of over 500 individual creative infrastructure assets throughout the Waikato, including facilities at a local, sub-regional, regional, national and international level.
The Stafford Group was commissioned by the State Government of Sabah to develop the North West Coast Master Plan.
The Master Plan scope included the Kota Marudu and Kudat regions (Sabah, Malaysia) and provided significant new economic potential for the northern tip of Borneo.
Initiatives identified through the Master Plan included a new airport, 30 mid- range to high end hotel and resort development sites, a new coastal ferry service and the introduction of marinas. Included was the preservation and development of cultural tourism. The total development identified through the master plan was valued at US$6.5b.
The Group has been commissioned by the Australian Trade Commission to undertake the development of a tourism employment plan for Canberra in order to deliver a series of practical strategies designed to assist the tourism and hospitality industry to alleviate labour and skills issues.
The Stafford Group was commissioned by Devonport Business Association (DBA) to undertake the development of a Branding and Tourism Growth Strategy. The Strategy covered the total area covered under the DBA’s scope boundaries.
The Strategy was developed to create a dedicated destination brand for Devonport and to integrate this brand with a tourism strategy which identifies sustainable opportunities for maximising visitor returns and yields, whilst at the same time, maintaining the values and needs of the local Devonport community.
Particularly, the Strategy needed to address the sustainability and commercial viability of businesses within the Business Improvement District, reflected in flat pedestrian traffic and low average spend levels of locals and visitors.
The Group was engaged by Hawkesbury City Council to prepare a Tourism Strategy focused on the likely future directions and trends for tourism in the Hawkesbury LGA and to develop a management framework to guide Council’s activities in its tourism program over the next 5 – 10 years.