Camden Council Destination Management Plan (Summary) - Flipbook - Page 27
5.1. STRENGTHS AND
OPPORTUNITIES
5.2. CHALLENGES
AND NEEDS
Camden is one of the fastest growing LGAs in
Australia. There is opportunity to leverage
population growth and engage locals and their
visiting friends and relatives in the visitor economy.
Low overnight visitor markets. Overnight
visitation is low compared with Western Sydney
benchmarks, largely due to a lack of visitor
accommodation. Further development of visitor
accommodation and tourism products will support
overnight stays.
Camden already attracts a strong visitor market
of almost one million visitors per annum. There
is opportunity to attract new visitor markets and
increase yield with continued product development.
Central location in Western Parkland City
provides major market opportunity. Camden
has an untapped local market at its doorstep,
including the opportunity to attract markets from
within Western Sydney and the Southern Highlands.
Proximity to Western Sydney International
Airport and Aerotropolis. There is signi昀椀cant
opportunity for Camden to leverage visitor growth
by engaging markets that will be driven by the
Western Sydney International Airport (business,
workers/contractors, VFR, holiday, etc).
Urban rural duality. Camden has a growing urban
area with extensive visitor infrastructure being
developed, as well as a unique rural setting that
provides a duality of experience. Visitors can
experience both heritage towns and rural
landscape, alongside contemporary and fastgrowing urban centres.
Strong, well-protected and celebrated heritage.
The old Camden township has well-protected and
celebrated heritage character that is conducive to
its consolidation as a strong visitor destination.
Agricultural assets and rural amenity in
proximity to urban areas. Camden has extensive
tracts of protected agricultural land that provide
the opportunity for agritourism uses.
Large and well-resourced developers delivering
major assets. There are several well-resourced
developers operating in the LGA that are delivering
substantial visitor assets which have the potential to
contribute to visitor economy growth and yield.
Demand and awareness. There is a lack of hero
products, experiences, and events to drive demand
and awareness of Camden as a visitor destination.
Quality and diversity of product. Some of the
gaps in product include quality dining experiences,
accommodation to support growth,
indoor
activities for children, and diversity of experiences.
Access to nature. While Camden LGA has a wide
range and diversity of natural assets, there is a need
to improve connection and access to these,
including expansion of trails.
Venue scale to support growth. There is a need
for larger-scale indoor event spaces and
accommodation to facilitate large-scale events.
Delivery of improved transport will be crucial
to success. Continued investment in public
transport will support the visitor economy.
Industry fragmentation. There is a need to
improve industry collaboration and facilitate new
business integration with the established business
community.
Need for industry strengthening and capacity
building. Need to bring industry on the growth
journey and build their capacity through education,
training and skills development.
Regional visitor economy collaboration. Ensure
ongoing collaboration with stakeholders (e.g.
DNSW, Councils, relevant regional agencies) at a
strategic and operational level, to improve delivery
of regional initiatives, marketing, and product and
infrastructure development.
Large-scale, quality infrastructure. There is
opportunity within Camden to better utilise existing
assets (sporting precincts, The Australian Botanic
Garden Mount Annan, etc) for major events.
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