Stafford developed a Destination Management Plan for the Hawkesbury State Electoral District on behalf of Destination NSW. The primary objectives of the DMP were to: grow the Hawkesbury region’s share of greater Sydney’s overnight visitation; help NSW achieve its tourism goal of doubling overnight visitor expenditure by 2020; and focus on tourism product which generates a solid commercial return to grow the sustainability of the region’s visitor economy.
Stafford developed the Destination AKL 2025 strategy which set out a new direction for Auckland’s visitor economy. The strategy focused on: ways of managing sustainable in visitor demand growth for the City; future infrastructure requirements and investment needs; and future visitor markets Auckland should focus on to grow a sustainable visitor economy supported by the host community.
The Group was commissioned by the Cradle Coast Authority to undertake a Review of Visitor (Tourism) Services across the Cradle Coast region. The Review was undertaken to increase the efficiency and effectiveness of visitor services and to demarcate the roles and responsibilities of stakeholders (the region’s Councils, RTOs, LTAs and the TVIN) in the delivery of visitor services across the region.
The Stafford Group was commissioned to complete a Tourism Feasibility Study for a proposed Eco Cultural Corridor for the King Country. The principal aim of the study is to document the key attributes of the King Country Region, identify product gaps which need to be addressed before the King Country could be successfully positioned through an Eco Cultural Tourism Strategy.
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 to develop a Tourism Growth Strategy for Te Arawa Group Holdings Limited (TAGH). The Strategy was developed to identify a series of investment opportunities for TAGH, including opportunities to further the development of Wai-O-Tapu (WTW),
The Group completed a Visitor Experience Plan for The Workshops Rail Museum (TWRM) at Ipswich. The primary purpose of developing the Plan was to determine whether the adjacent Queensland Rail site (land and buildings) could be effectively integrated into the current TWRM site on a cost effective basis to grow visitation and associated revenue.
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.