Mitcham Village builds on its tourism destination strength to ensure that a sustainable tourism industry is built in Southern Australia. Mitcham and its environs provide an exclusive experience for those who may be tempted by scenic views, cultural festivals and exhibitions, architecture, native bush land, as well as heritage. I realize that Mitcham city has several events and facilities that are tailor-made for the youth cohort. They are involved in various council services and youth events where they get involved to shape decision-making and the council’s projects.
I realize that the aviation industry is more likely to be affected by an increase in global fuel prices. This is likely to greatly reduce demand and thus affect tourism access. Fluctuation in exchange rates are likely to make travelling very expensive for both inbound and outbound tourists. The Carbon scheme’s wide coverage is also likely to increase costs that are related to refrigeration and waste disposal. It is therefore important for stakeholders in the Mitchan City tourism sector to add value to the tourism in Mitcham City while being emphatic on the more resilient visitors even in the face of these challenges.
I found out that the City of Mitcham is an incredible Australian tourist destination located in Southern Australia about ten minutes drive from the Adelaide CBD. Mitcham village is owned by the Mitcham city council and it targets the people who reside in Mitcham city. Tourism is a critical business when it comes to not only Australia’s economic and social development, but also employment for its citizens. For this reason, it is critical that the city of Mitcham has a collaborative and clear future plan (Mitcham Council Website, 2013).
I realize that Mitcham village gives one a sense of community networking since individuals residing within the city and its environs can use it to know about the happenings within the community. Once in Mitcham Village, I sensed that Mitcham city is very clean and green. The city provides an ideal location where one can reside and work; with its fortunate blend of both rural and urban settings, a sense of tradition and an impressive heritage (Mitcham Council Website, 2013).
I see that Mitcham Village serves a wide range of audiences and has the potential of serving many other visitors. It has special attention and provisions for various segments of the Australian demographics. The aging Australians can find a variety of mindboggling encounters through the Mitcham Village’s community participation platform. The youth have not been left out and also those with disabilities are audiences in this city (Mitcham Council Website, 2013).
I would like to point out that the general topic is Tourism in Southern Australia; Southern Australia has a very strong tradition of strategically planning for its tourism. Successive governments have closely worked with this sector in the last three decades. According to strategic plan number ten in The South Australian Tourism Plan 2009-2014 the tourism sector in Southern Australia intends to make capturing visitors minds and hearts through powerful and authentic story telling a critical unique point in growing visitors experience in Southern Australia (Cooper and Hall, 2005).
I would like to assert that the specific topic is Tourism in Mitcham City; by embodying the Southern Australia Tourism Strategic Plan, Mitcham City intends to help people love what others love through emotionalizing experience, awareness, appreciation, and understanding. This is because most visitors to tourist destinations in Southern Australia are attracted to the place because they yearn to experience a difference; they always look forward to immersing themselves in culture, people and place (Crouch and Ritchie, 2008).
I would like to point out that since the main theme is marketing Mitcham City as the best tourism destination in Southern Australia I intend to encourage the tourists through advocacy campaigns to be creative while recounting the stories of their memorable visits to Mitcham City. This is because stories that are well recounted could make a great difference in terms of the number of visitors (Chon, 2008). The interpretation mechanism will be based on what is found in Mitchan village; since this is where the tourist attraction sites are located.
I see that the important factor in the development of Mitcham City as a world-class tourism destination will involve the adoption of the Australian government’s strategies in the tourism sector (Echtner and Ritchiue, 2007). Collaboration with developmental partners will have to be taken to a higher level in Mitcham City. Cooperation with the government will be very critical in this regard (Carson and Taylor, 2009). The major government partners will include Science and Technology, Environment and Heritage, the department of further education, Trade and economic development, Children’s services and Education. Other important ones will include Resources of Southern Australia and Primary industries, Recreation and sports, planning and local government, Recreation and sports, Infrastructure and Transport Energy, Finance and Treasury, as well as the Premier and his cabinet (Faulks and Fluker, 2007).
I can see that this panel which will be situated in the mayor’s office will be involved in growing tourism in the City of Mitcham. I have chosen the mayor’s office as the location of the proposed panel since most development activities in Mitchan city are carried out through this office. The main gap in the City’s tourism sector is the fact that international tourism has been very low over the past few years. This panel of development partners will be targeted to ensure that there is an increase in visitor expenditure in Mitcham City (Gartner, 2008).
The Strategic plan drafted by the South Australian tourism board provides the framework and vision for building a sustainable, prosperous, and healthy state. Its target is to ensure that by 2014, visitor expenditure would have reached the $6.3 billion mark. This target is the underlying principle that forms the Mitcham City tourism strategy (Carson and Taylor, 2009).
I have been in Mitcham City and I realize that if it is to achieve its strategy of increasing visitor expenditure in its tourism sites by 2014, it will have to deal with the following four themes, which are likely to greatly impact the future’s tourism demand and supply: the online phenomenon, Sustainability and Climatic Change, the Ageing Population and Economic Outlook (Pham and Spurr, 2009).
I would like to assert that the demand of tourism in Mitcham City is largely driven by economic performance. Fluctuations in the rate of dollar exchange are likely to affect the cost of travelling. Global uncertainties include; the cost effect of oil prices and corrections in the financial markets (Scheyvens, 2010).
I see that as much as the recent past has recorded an increase in the number of outbound tourists, a drop in the rate of exchange is likely to be an incentive to inbound Australian tourists. This is especially true for those who seek to tour the domestic tourism sites in both the interim and medium term. This is also likely to support tourism in Mitcham City especially if its agencies engage in extensive marketing for this incredible tourist destination. Nonetheless, decreasing business and end user confidence is likely to have a negative influence on the unrestricted spending by tourists in both the international and local markets. Since there are likely to be challenging times in the near future, the Mitcham City tourism stakeholders must make early preparations to guarantee competitive tourist destinations. The stakeholders will do this by emphasizing on domestic and international markets and their specific needs, focusing on creating an international class experience, making it easy for visitors to choose Mitchan City as their preferred destination (Pham and Spurr, 2009).
I would like to point out that the pioneering baby boomers in the industrialized world began retiring about five years ago. This cohort is now rapidly increasing and has comparatively been enjoying high tax benefits and retirement revenues. Boomers are now holding onto their newly established freedom by staying active and engage in more innovation and exciting activities than their predecessors. Retirees have actually been the driving force behind the Australian domestic tourism sector. In a period of five years, between 2002 and 2007, visitors’ expenditure by retirees was about 23% this was in comparison with sharp declines in other age cohorts (Gartner, 2008).
I have found out that since the Australian federal government is likely to bring into full implementation in the 2010 Carbon pollution reduction scheme, the tourism sector is likely to be exposed to increased costs from a wide range of sources. Particularly, transport fuels, as well as electricity and gas costs are likely to rise. This will directly and indirectly impact tourism in Mitcham City since goods and services are likely to sore in their costs. Because of an increase in transportation costs, domestic tourists are likely to find it costly chattering air flights. This is likely to drastically affect tourism in Mitcham City (Faulks and Fluker, 2007).
I now understand that given that, goods and services that are emission intensive are likely to soar in costs, if tourism stakeholders in the City of Mitcham reduce their use of carbon polluting resources, this setback is likely to become an opportunity for them. This would be more so once carbon conscious tourists in the domestic market start seeking for low carbon emission, tourist destinations. The tourism stakeholder in Mitcham City would thus have to seize this opportunity and engage in a viral branding and promotional campaign (Echtner and Ritchiue, 2007).
I now know that about 90% of Australians have moved online in the last few years and this figure is expected to rise in the coming years. The internet has revolutionized how Australians communicate and do their business in the last few years. This has also had equal implications for the tourism sector by providing an incredible distribution system. In the coming years, the internet will be the primary information source and this will lead to a shortening of the supply chain since tourists will now be able to deal directly with the supplier while making their purchases (Chon, 2008).
I see that this is likely to affect the value and use of wholesalers and travel agents. Therefore, these sectors will have to appropriately adapt and respond because consumer generated media through online social networking sites is likely to increase. The tourism stakeholders in the City of Mitcham will thus have to ensure they deliver outstanding and distinctive experiences in order to succeed in the competitive industry that has an increasingly knowledgeable consumer base. They must also innovate and adopt the current technology in order to stay afloat in the industry while meeting the needs of an increasingly techno savvy consumer segment. This is because consumers will now expect efficiency, functionality, and compelling messages that are easily understood (Carson and Taylor, 2009).
I feel that the four sub themes: the online phenomenon, Sustainability and Climatic Change, the Ageing Population and Economic Outlook were chosen because they are a flexible mixture of objectives. These were found to be critical in order to effectively promote the value and vision of Mitcham’s city tourism sector. Apart from that, tourism is a vital economic generator for the City of Mitcham and has the ability to impact other targets in Mitcham’s City strategic plan. I chose this location because of its rich tourism heritage. It is likely to benefit from its leading traditional experiences, the natural environment, food and wine as well as major events.
I see that through partnering with members of the development panel, this partnership commitment is likely to be taken to new levels. This is especially applicable when a legitimate Mitcham City story is brought to the audience, and the choices on offer exceed visitor expectations. In addition, there will be a marriage of heritage with modern expression, as well as a presentation and bundling of quality with value for money (Crouch and Ritchie, 2008).
I know that apart from that, there have emerged new consumer patterns in both the domestic and international markets that reflect an increasingly more sensitive consumer base. This is coming at a time when competition is rapid in both the domestic and international markets. These factors call for a more concise strategic focus. There is an ardent need for stakeholders in the Mitcham City tourism sector to consolidate their efforts to realize good outcomes even as they invest in people.
I would like to conclude that Mitcham’s City memorable and unique experience will be so authentic that it will compel visitors to spread the word about the incredible time they had in the city’s tourism destinations. This will make Mitcham City their favorite tourism destination. The panel will embark on marketing to confirm their word of mouth to the rest of the world. It will also provide operators the platform to work together.
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