Camden Council Destination Management Plan (Summary) - Flipbook - Page 32
FT
A
DR
Theme 2
DRIVE DEMAND
AND YIELD
Attract investment in products, experiences
and attractions that motivate a broad range
of visitors.
Events are a major driver of visitation, with recent
research indicating that events and festivals would
motivate 48% of the Australian market to visit a new
destination.
Events are an important part of the visitor economy
not only in terms of the direct economic contribution
they provide, but also in the way they bring awareness
to destinations. Alignment of events to target visitor
markets is a key consideration for event prioritisation.
In addition, developing one or more 昀氀agship events
that have pull in the domestic market would support
development of the region and growth in awareness
and visitation.
Business events and conferencing is an emerging
opportunity for Camden, particularly through the
attraction of the MICE market, that will support midweek visitation. There are therefore opportunities for
Council and industry to collaborate and invest in
facilities to support this market.
Camden has several existing facilities that attract
visitors that require improvements to meet
contemporary visitor needs, these include the
Australian Botanic Garden Mount Annan and Camden
Civic Centre. It is important that continued
reinvestment in demand-driving attractions is
undertaken in order to meet projected visitor need.
In addition, there is a need to deliver a range of
accommodation typologies to encourage overnight
stays from current and new visitors, and to support
delivery of major events. Accommodation needs to
re昀氀ect the visitor markets that are attracted to Camden
or have potential for growth.
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How Community and Industry Informed This Theme
The community values and priorities that informed
this theme include the desire to:
• Grow supply of high-quality and well-located
accommodation to encourage overnight stays and
secure large tourism and community events.
• Develop more products and experiences that
showcase agricultural history – historical tours,
indoor and outdoor markets, reinvestment into
homesteads and farms.
• Attract investment into vacant buildings in Camden
Town Centre.
• Increase nature-based and water-based familyfriendly activities such as bike shop hire, kayaking
lessons or tours.