Camden Council Destination Management Plan (Summary) - Flipbook - Page 35
Priority Projects
3.1 Further Develop Camden’s Signature
Events Program
3.3 Refresh Camden’s Gateways and
Signage
There is a need to support the review of Council’s
events and the development of an Events Strategy
that aims to further develop Council’s signature
events program.
There is a lack of gateway landscaping and signage
across Camden which makes it di昀케cult for visitors to
di昀昀erentiate locations across the municipality.
Council may also consider the establishment of an
events framework to di昀昀erentiate tourism events
from community events and establish clear strategic
objectives for tourism events.
Deliverables
There is an opportunity to develop a destination
brand for the LGA based on the local character and
unique selling propositions of Camden’s centres.
A suite of public realm improvements should be
considered to deliver a stronger sense of place across
the municipality.
a) Identify potential future 昀氀agship events that
reinforce the regional brand, align to product
strengths and bene昀椀t the Camden LGA.
a) Deliver gateway signage and way昀椀nding strategy
across Camden.
b) Develop a comprehensive events register and
calendar for Camden events. Review the regional
events calendar to identify seasonal gaps and
opportunities.
3.4 Support the Development of First
Nations Tourism Experiences
c) Develop an Events Strategy which identi昀椀es strategic
opportunities for attraction and development of
events that will boost the visitor economy.
Deliverable
There is opportunity for Council to collaborate with
relevant stakeholders to investigate opportunities to
develop and enhance First Nations tourism experiences.
Deliverable
3.2 Enhance Camden’s Destination Brand
and Marketing
There is a need to continue strengthening the regional
destination brand and grow market awareness.
Targeted marketing and promotion initiatives are
critical to development of the brand.
a) Establish engagement activities with Tharawal
LALC and other relevant stakeholders to explore
tourism opportunities and facilitate self-determined
First Peoples’ tourism development based on
outcomes of engagement. This may include
consideration of Aboriginal tourism experiences
such as museums, arts spaces and tours.
Deliverables
a) Investigate the development of a stand-alone Visit
Camden website to promote the LGA and its key
towns and centres.
3.5 Investigate Relocation of the Visitor
Information Centre
b) Develop and implement a targeted marketing
plan, including destination marketing strategy for
local towns and centres. This should include:
There is a need to refresh the approach to visitor
servicing and utilise Council’s resources more
e昀昀ectively to improve reach to both local residents
and visitors to Camden.
i. Engaging with locals as ambassadors for the
visitor economy.
ii. Developing a VFR marketing campaign targeting
local residents and promoting things to do in
the LGA.
iii. Promoting touring routes and itineraries.
c) Develop a regional marketing approach to strengthen
Camden’s central role as part of Western Sydney.
d) Undertake a brand development strategy which
includes consideration of a hierarchy of brands.
Deliverables
a) Trial pop-up visitor information stands or services
in key destinations during peak periods. Potential
locations include the Australian Botanic Garden Mount
Annan or the Narellan Town Centre Shopping
Centre to target the VFR market, and Camden
Town Centre to capture more holiday visitors.
b) Based on the outcomes of the trial pop-up
locations, conduct an investigation for the
relocation of the Visitor Information Centre to a
location with higher visitor tra昀케c.
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