Yorke Peninsula
Tourism
Annual Report
2019-20
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Yorke Peninsula Tourism Annual Report 2019-2020 Page 2 of 10
The 2019-2020 financial year got off to a great start for Yorke Peninsula Tourism, but we were then faced
with incredible challenges with the Southern Yorke Peninsula fires in November 2019 and then in March
2020 with Covid-19. Covid-19 Restrictions hit South Australia and had a huge impact on local businesses,
with tourism being one of the hardest hit industries Yorke Peninsula’s traditionally busy Easter break was
the quietest we have ever seen. On the other side of the Covid-19 lockdowns Yorke Peninsula businesses
have stepped up and we have had the busiest Winter that Yorke Peninsula has experienced during the
traditionally quieter months. It certainly has been a roller coaster ride!
Currently tourism contributes $200M to the local economy which is expected to grow to an impressive
$359M under the South Australian Visitor Economy Plan 2030 which was completed by the South
Australian Tourism Commission. Yorke Peninsula currently enjoys 1.7 million visitor nights in our region which
is primarily Intrastate visitations (87%), Interstate visitations (11%) and International visitations (2%). Having
a high percentage of Intrastate visitations has seen Yorke Peninsula perform extremely well during Covid-
19 with local Intrastate holidays being the only way South Australians have been able to have a break
away.
The last year has been a busy time for our organisation with the below activities taking place throughout
the year;
• Continued focus on increasing local Yorke Peninsula product that is bookable online, there has
been significant improvement in this area especially for the accommodation sector. Extra focus has
now been placed on experiences and events being bookable online.
• Welcoming of the first Cruise Ship Vasco Da Gama to Wallaroo on the 7th of December 2019. I had
the pleasure of boarding the Cruise ship and it was an amazing moment as well as being a huge
milestone for Wallaroo. A very special thank you must go to the Copper Coast Council and the
many volunteers that made the ships arrival a huge success.
• Welcoming of the second Cruise ship on the 3rd of January 2020
• Completion of the Co-operative marketing project which was the production of video footage by
the SA Weekender crew which has enabled us to create short promotional videos for usage on
social media as well as a longer video. It has increased Yorke Peninsula’s access to digital content
to market the region.
• Preparation was made for the Yorke Peninsula Tourism Awards to be held which was unfortunately
cancelled due to restrictions placed on events due to Covid-19
• Production and printing of the Yorke Peninsula Visitor Guide and Maps was facilitated and
completed
• Attended consumer shows to promote and show case Yorke Peninsula
• Released Yorke Peninsula Tourism 2020/21 Business Plan
We have had a busy year and all the above listed activities are only a small snapshot of all of the hard
work and strategic planning that has been completed over the past year by the Yorke Peninsula Tourism
Committee.
I would like to take this opportunity to extend a big thank you to our funding partners being Yorke
Peninsula Council, Copper Coast Council, Barunga West Council and the South Australian Tourism
Commission we certainly appreciate their ongoing support. I would also like to thank Deb Clarke for all of
her hard work and effort stepping into the Regional Tourism Managers role during Brooke’s parental leave.
Chairperson’s Report
Craig Costello
Yorke Peninsula Tourism Committee
Yorke Peninsula Tourism Annual Report 2019-2020 Page 3 of 10
During this time Nicole provided exceptional support in her role and I would like to thank Nicole for her
long-term dedication to Yorke Peninsula and the tourism industry. We gave a big welcome back to
Brooke in May and it has been great to have Brooke back on board with her wealth of tourism knowledge,
local and state-wide industry connections and passion for Yorke Peninsula. Thank you all for your
tremendous support to the Committee and our Yorke Peninsula Tourism Industry.
The current Yorke Peninsula Tourism committee have put in a large amount of time as volunteers and are
a group of committed individuals who offer different expertise and are all extremely passionate about
driving and supporting Tourism on Yorke Peninsula. During the year we said farewell to Cynthia Axford
and I would like to acknowledge the important part that Cynthia had as a valued member of the
committee. Cynthia regularly added to our discussion and strategic planning and her contribution will be
missed – thank you Cynthia for your contribution to the Yorke Peninsula Tourism Industry.
Finally, Jo Bucannon as Deputy Chair has been an incredible support and it has been a pleasure to work
with Jo over the last 12 months. Jo provides a wealth of knowledge and advice and is always available
for assistance and direction. I value the continued support from Jo as I am sure the committee and staff
do as well.
Moving through the Covid-19 era we are all living through history and it has been a time of many
challenges but also a time where Yorke Peninsula can shine as a favoured holiday destination for all South
Australian’s. We have an opportunity to dramatically increase visitation to the region and our focus needs
to be to encourage an increase in visitor expenditure while we have them here. The next 12 months will
be a very busy time for Yorke Peninsula with the Yorke Peninsula Tourism Committee and Staff ensuring
we make the most of our period of increased visitations for the long-term benefit of our region.
Craig Costello
Chair, Yorke Peninsula Tourism
Yorke Peninsula Tourism Annual Report 2019-2020 Page 4 of 10
Special thanks to our
Yorke Peninsula Tourism
funding partners:
Yorke Peninsula Tourism Annual Report 2019-2020 Page 5 of 10
The 2019/20 year turned out to be an extremely challenging year for the tourism industry on Yorke
Peninsula. With a severe bushfire affecting the south of the region during summer and then a global
health pandemic seeing tourism businesses forced to close, we were all operating very much in
unprecedented times. However, due to the continual support of our funding partners, Yorke Peninsula,
Copper Coast and, Barunga West Councils and the South Australian Tourism Commission, and the
members of the Yorke Peninsula Tourism Committee who continue to contribute their valuable time and
expertise to the organisation, YPT was able to adapt, diversify and carry-on supporting industry as best as
possible.
I never imagined returning after 14 months maternity leave to find a large sector of the tourism industry
closed to travellers due to COVID-19. Nonetheless, in the true nature of this industry, I have witnessed
nothing but resilience and hard work by businesses getting back up on their feet. Thankfully, the June
long weekend delivered an unprecedented number of visitors to the region allowing the industry to
recoup some much needed economic spend. It has been pleasing to see this trend of visitation continue
over the winter months.
YPT was able to deliver many successful projects throughout 2019/20 including a revamp and
technological upgrade of one of our most important assets, www.yorkepeninsula.com.au. Our digital
assets remain a major focus of the organisation and will continue to grow as consumer demand for these
tools grows over time. Yorke Peninsula Tourism continues to work closely with tourism operators to support
their development in the online space.
Good media relationships remain critical and continue to provide great support, helping us achieve an
incredible level of free publicity. Limited resources necessitate effective leveraging of every opportunity
to gain as much free publicity and exposure for the region as we can. The range of coverage listed in
this annual report shows the success of this.
YPT partnered with Channel 7’s SA Weekender late last year as part of SATC’s regional coop marketing
grant to film and produce a series of promotional videos for YPT’s social media channels and website. It
was a fantastic way to build the region’s media library and gives those businesses involved the
opportunity to edit their footage for their own promotional needs. 12 videos were produced based on all
experiential themes of the region and have been released over the past four months on YPT’s social
media channels.
Congratulations to the 2019 SA Tourism Award winners announced in November 2019; Redwing Farm and
Wallaroo Marina Apartments. We also congratulate Aboriginal Cultural Tours for winning Silver in the
Qantas Award for Excellence in Aboriginal & Torres Strait Islander Tourism. A major activity planned for YPT
this year was the 2020 Yorke Peninsula Tourism Awards, however due to COVID-19 this project has been
postponed to 2021.
As mentioned above, YPT wouldn’t be able to achieve all it does without the continuous support of its
funding partners and I would like to sincerely acknowledge and thank the Copper Coast Council, Yorke
Peninsula Council, Barunga West Council and the South Australian Tourism Commission for their support
of our organisation and activities.
Success as a regional tourism organisation relies on a strong team and there are many individuals,
businesses and organisations helping us achieve our goals. A huge thanks to Nicole Page for her amazing
knowledge, ongoing support, and assistance; the Yorke Peninsula Tourism Committee for their valued
voluntary contributions; Regional Development Australia Yorke & Mid North; Tourism Industry Council SA.
Thank you to Deb Clarke for holding the reigns over the past 14 months. To all the hard-working,
passionate tourism operators and businesses throughout the region that support our activities and are the
face of our industry, thank you.
Brooke Liebelt
Yorke Peninsula Tourism Manager
Tourism Manager’s Report Brooke Liebelt
Yorke Peninsula Tourism
Yorke Peninsula Tourism Annual Report 2019-2020 Page 6 of 10
Yorke Peninsula Tourism Activities 2019 - 2020
TOURISM AWARDS
At the 2019 South Australian Tourism Awards,
Wallaroo Marina Apartments won gold for Deluxe
Accommodation, with Redwing Farm winning
gold in the Hosted Accommodation category.
The Yorke Peninsula Tourism Awards which were
scheduled to be held in 2020, will be run in 2021.
CONSUMER SHOWS
Yorke Peninsula Tourism attended the following
consumer shows:
- Adelaide Caravan & Camping Show (Feb 20)
- Melbourne Caravan & Camping Show (Feb 20)
MEDIA COVERAGE
Yorke Peninsula has appeared in numerous
editorials in domestic and international travel and
lifestyle publications, national press and radio as
well as state and national television. Media
coverage included:
• ABC North & West SA
• ABC Radio Adelaide
• 5AA
• 5CS
• CNN Travel
• Cruise 1323
• eGlobal Travel Media
• Escape.com.au
• Glam Adelaide
• Kids In Adelaide
• Mix 1023
• New Idea Magazine
• SA Life Magazine
• Southern Cross GTS/BKN News
• Sunday Herald Sun Melbourne
• Sunday Mail Adelaide
• Sunday Mail Brisbane
• Sunday Star Times
• Sunday Telegraph
• Sunday Times Perth
• The Advertiser
• The Australian
• Tripzilla.com
• Yorke Peninsula Country Times; monthly
column plus regular coverage and editorial
COVID-19 SUPPORT
• Supplied operators & businesses with a
continuous flow of information from SATC and
SA Health.
• Circulated funding & support opportunities to
assist businesses in bouncing back.
• Commenced developing industry support
program for roll-out in 20/21. Surveyed industry
to see what development needs are required
to better support and upskill our tourism
businesses.
• Open For Business program commenced
early 2020. YPT partnered with RDAYMN to
ensure visitors knew which businesses were
open during the early COVID restrictions.
• Promotion of SATC programs; Digital Training,
Deloitte Resilience & Rebound webinar series.
MARKETING PACKAGE
Created an affordable marketing package for
tourism businesses comprising of advertising in the
2020 Yorke Peninsula Visitor Guide, business listing
on an A3 YP map & a banner advert on
yorkepeninsula.com.au. 70,000 copies of the
guide printed and 50,000 copies of the A3 map.
582 leads to operators were generated through
our website ads during 19/20.
Yorke Peninsula Tourism Annual Report 2019-2020 Page 7 of 10
MARKETING PACKAGE continued…
Due to COVID a digital
release of the guide
took place in April 2020
followed by the launch
of the printed collateral.
REGIONAL
FAMILIARISATIONS
For journalists,
industry and trade
• Cruise line/Inbound
Tour Operator visit
• On-board cruise function for inaugural
docking at Wallaroo
• RAA Travel
DIGITAL DEVELOPMENT
Ongoing work with industry to increase online
booking and social media capability.
Increased the level of product bookable online
and registered on the ATDW.
Ongoing work with SATC and TXA to encourage
ATDW registered businesses to opt into online
bookings. Yorke Peninsula’s website now offers 235
products available for booking online.
One on one training for operators to assist with
ATDW listings remains a priority.
Worked closely with TICSA to deliver Service IQ
workshops based around digital capability
building.
2019/20 statistics:
• Website visits: 122,540 (84.9% new, 15.1%
return)
• ATDW leads: 19,868
• Instagram hashtag feed views: 33,597
• Advertising leads: 582
• Facebook consumer page: 15,951 likes
• Facebook industry page: 868 likes
• Instagram: 8,829 followers
WEBSITE - yorkepeninsula.com.au
As part of SATC’s Cooperative Marketing Fund,
YPT enhanced its website through what is known
as a PWA development – better customer
experience in using site with faster loading spends,
app functionality and ability to open cached
content offline.
Hashtag feeds for #YorkePeninsula,
#WalkTheYorke & #InnesNationalPark are now
also displayed on website as well as more video
content to allow the user a more interactive
experience. As you can see in the previous
paragraph YPT’s website had over 100,000 visits
during 2019/20 averaging over 330 visits a day.
AUSTRALIAN TOURISM DATA WAREHOUSE
Ongoing work with industry to increase the
number of listings on the ATDW. It is still a vital tool
for the tourism industry. We currently have 760
products listed on the ATDW, with 19,868 leads to
operators during 19/20.
PUBLIC RELATIONS
• Regular communication with media
• Media Releases
• YPCT Column - Talking Tourism
• Monthly e-newsletter to industry
• Facebook Industry and Consumer pages
• Industry Workshops
• Familiarisation tours and hosting
• Work closely with SATC PR team
• Ensure YP content in SATC newsletters and
publications
• Respond to media requests
• PR assistance provided to operators and
events
• Assist with SATC Welcome Back campaign
activities
Example of creative from SATC’s Welcome Back campaign
DESTINATION DEVELOPMENT
Worked with developers and operators on
regional projects including:
• Ballara Art & Lifestyle Retreat
• Bond Store Wallaroo
• Harry Butler 100-year celebrations
• Hillocks Drive
• Kadina Hub
• Kadina Football Club
Yorke Peninsula Tourism Annual Report 2019-2020 Page 8 of 10
• Marna Banggara (previously Great Southern
Ark, Rewilding Yorke Peninsula)
• Moonta Mines
• Moonta Traders
• North Beach Kitchen
• Potential new experiences and hire product
• Potential new developments
• Redwing Farmstay
• Seafood On Spencer
• Stansbury Museum
• Tarnasey Farm
• Taste The Yorke
• Tickera Community Association
• Tirri Tirri Beachhouse
• Troubridge Island Charters
• Walk The Yorke
• Wallaroo Blue Crab Festival
• Yorke Peninsula Coastal Walks
• Yorke Peninsula King Prawn Carnivale
• Yorke Peninsula’s Saltwater Classic
• Yorkes Emporium
EVENTS
Many events scheduled for 2020 have been
postponed to 2021 due to COVID these include
but not limited to;
• Seafood On Spencer
• YP Saltwater Classic
Before COVID, Yorke Peninsula Tourism continued
to do weekly radio interviews on 5CS to promote
upcoming events, encourage locals to get out
and about in the region and to share their photos
and videos of the region on social media via
tagging their images. This is due to resume late
2020.
INDUSTRY PARTNERSHIPS
Partnerships are a vital part of YPT’s work and
collaboration is key to achieving success. In
addition to YPT’s key stakeholders below are YPT’s
industry partners who we collaborated with in
2019/20.
• Caravan & Camping Industry Association of
South Australia (CCIASA)
• Legatus
• Northern & Yorke Landscapes Board
• RAA Travel
• RDA Yorke & Mid North
• Tasting Australia
• TicSA Service IQ Program
• Visitor Information Provider Network
VASCO DA GAMA CRUISE VISITS
After many years of proposals and presentations,
YPT in partnership with Copper Coast Council
(CCC) and SATC were successful in having a
cruise company include Wallaroo on their itinerary
for the first time. We commenced work with SATC,
CCC, the cruise line (CMV) and the Inbound Tour
operator (Intercruises) to assist with developing
itineraries and arranging meetings with operators
on a familiarisation visit. Three visits were
scheduled for Wallaroo in the 19/20 cruise season.
The first visit was a great success however the 2nd
visit was cancelled due to weather conditions and
whilst the 3rd visit went ahead, and passengers had
a wonderful time it was impacted by the hot
summer conditions. Cruise ship arrivals took place
on 8th December 2019 & 3rd January 2020. COVID
has caused challenging times for the cruise
industry, however YPT will continue to work with
SATC and CCC to ensure Wallaroo is a
consideration for itinerary planning moving
forward.
Yorke Peninsula Tourism Annual Report 2019-2020 Page 9 of 10
PROJECTS
• YPT partnered with Channel 7’s SA
Weekender to create 12 promotional videos
to promote Yorke Peninsula as part of the
SATC’s Cooperative Marketing grant. 3
council areas were covered including over
20 tourism businesses and product. The
videos have been released on YPT’s digital
assets and have reached over 92,000
Facebook users and have been shared 340
times via Facebook.
Example of video engagement on Facebook
Example of video content
• YPT assisted Barunga West Council with the
creation of a Tourism Marketing Plan.
• YPT was involved in the development of the
YP Shopping platform with RDA, CCC, YPC &
BWC, providing a one-stop marketplace for
YP online businesses. This was essential during
COVID restrictions to ensure locals were
supporting local businesses.
• Yorke Peninsula Tourism has worked with the
SATC to report on progress towards targets in
the Regional Visitor Strategy. A review of this
strategy will be taking place in 2020/21.
• Yorke Peninsula Tourism was successful in a
joint application with Yorke Peninsula Council
for funding through the Federal
Government’s Bushfire Tourism Recovery
Fund. This grant will assist in funding mural
artworks on 4 water tower/tanks located in
Edithburgh, Coobowie, Stansbury and
Yorketown – all towns which were affected by
the 2020 bushfire. The tourism product will be
the creation of a Water Tower Art Trail due for
completion in April 2021.
INDUSTRY TRAINING & WORKSHOPS
Provided ongoing training for operators
throughout the region and networking
opportunities including but not limited to the
below;
• 1-on-1 ATDW training
• Digital Training Program
• Online Mentoring Program
• TICSA Service IQ workshops
• SATC Event Management Workshops
• SATC Digital Training Program
• Deloitte Resilience & Rebound series
• COVID-19 Awareness Training program
Yorke Peninsula Tourism Annual Report 2019-2020 Page 10 of 10
Financials
Details of association:
Tourism Marketing Committee - Yorke Peninsula Incorporated
Registration Number of Association: A36389
Trading as Yorke Peninsula Tourism
Financial Year:
2019/2020
Public Officer:
Debra Clarke
Yorke Peninsula Tourism Manager (1st July 2019 – 24th June 2020)
Brooke Renae Liebelt
Yorke Peninsula Tourism Manager (24th June 2020 – present)
Ph: 0419 187 467
Email: [email protected]
Financials:
Monger Accounting, Public Accountants
15 Digby Street, Kadina, SA 5554
Auditor:
Peter Whitehead, Audit Manager & Dean Withers, Chartered Accountant
Withers Advisory
15 Fifth Street, Minlaton, SA 5575
The books of the association are located at 18 Main Street, Minlaton, SA 5575
Committee Members 2019-2020
Craig Costello – Chairperson
Jo Buchanan – Deputy Chairperson
Nicola Adams
Cynthia Axford (term ended March 2020)
Terry Boyce
Helly Easther-Smith
Stephen Goldsworthy
Matthew Hawson
Mark Haydon
Lynn Spurling
Paul Thomas
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