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Byron shire visitors - helping improve local tourism experiences

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Minister for Resources and Energy, Minister for Tourism

Byron Shire Visitors - Helping Improve Local Tourism Experiences 27 October 2011

MARTIN FERGUSON Minister for Resources and Energy Minister for Tourism

JUSTINE ELLIOT Member for Richmond

A survey of visitors to Byron Shire shows that visitors are attracted to the region for the “variety of things to see and do” and because it is a great place for a family holiday but fewer than half are “very satisfied”.

Tourism Research Australia’s Visitor Profile and Satisfaction Report shows 44 per cent of visitors to Byron Shire in April, May and June 2011 were “very satisfied”, compared with a national benchmark of 51 per cent.

Reasons for choosing the region revolved around the variety of things to see and do (30 per cent) and because it was a great place to spend with family (23 per cent), friends (23 per cent) and partner (21 per cent).

Visitors rated Byron Shire highly for local atmosphere, food and beverage and entertainment/nightlife. However, visitors were unhappy with parking (the cost and lack of parking and signage), traffic congestion in Byron Bay, cleanliness of the public toilets and the general state of the local roads.

The Minister for Tourism, Martin Ferguson AM MP, said visitor profiles give the local tourism industry including the 1300 tourism businesses a better understanding of what motivates visitors and how they rate their satisfaction.

“Tourism is a $362 million dollar industry for Byron Shire. These reports can help not only tourism operators, but local tourism organisations and local government gain maximum value from the tourism industry with destination management, marketing and product development.

“About seven in ten visitors were repeat visitors - a similar proportion to the national benchmark - so Byron Shire is clearly an attractive destination. This is hardly surprising given the well known Byron beach culture which includes not only relaxing and indulging but great shopping, art and culture, surfing, dining

and markets as well as many other experiences.

“Byron Shire tourism operators have the opportunity to take on board the information provided in this survey and use it to improve and build their businesses.”

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Member for Richmond, Justine Elliot MP, says the survey identifies potential for growth as well as room for improvement.

“The internet was the most popular information source about Byron Shire. So the more we adopt new-media technology, the better we’ll be able to attract first-time visitors.

“The report has useful recommendations. For example, better visitor-information services, signage and roads would help to disperse visitors more widely across the shire as a whole.”

The study was done in partnership with Byron Shire Council and Destination New South Wales.

The summary and discussion of results is at

Media Contact:

Cathryn Tilmouth (Ferguson) 0401 222 941; Maree Duffy-Moon (Elliot) 0418 669 268

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