Australian Alps National Landscape Tourism Master Plan
The Tourism Master Plan is a high level strategic document that draws on the natural and cultural appeal of the Australian Alps to the Experience Seeker market with a view to increasing visitor numbers and yield.
The Master Plan offers tourism policy makers destination-wide guidance to support its competitive edge for the Experience Seeker. It also identified gaps in the current product offering and a range of priority projects for future development. A Thematic Interpretation Strategy defines the ‘take home’ messages required to enhance product development and to influence visitor’s experience of the Alps.
The project was the first of its kind under the National Landscapes Program in Australia and provides an innovative model for tourism master planning for the nation’s landscapes.