This category is open to attractions of state/territory importance which, a) market primarily to intrastate and/or interstate visitors and b) significantly contribute to the tourism experience within their metropolitan or country region. Attractions may be developed in conjunction with a natural attraction or on their own. 

Important notes:
• Entrants in this category cannot enter Category 1. 
• Attractions that are not open all year round will need to explain their basis for seasonal operations. 

Important reminder:  Entrants are encouraged to answer questions to highlight participation in tourism-related accreditation programs.

Question 1. Product  (20 points)

a) Provide a general overview of the nature and history of your attraction. You must demonstrate your eligibility for entry in this category as outlined in the descriptor above.
b) Describe your services and facilities.
c) How does your attraction contribute to and grow tourism within your region?
d) What experiences do you offer to set your attraction apart from your competitors?

TIPS:  Part a) Consider stating where you are located geographically and including a picture to help judges visualise your attraction.

 
Question 2. Business Plans (20 points)

a) Describe the key features of your business plan for example goals, strategies and outcomes.
b) Demonstrate your financial viability.  If your business has not experienced growth, explain.
c) Describe the risk issues you have identified for your business and summarise the risk mitigation strategies you have put in place.
d) Demonstrate your involvement in, and contribution to, the tourism industry. Explain how it contributes to the success of your business and the tourism industry as a whole.

TIPS: Part a) Explain what you were trying to achieve i.e. your business vision, how you went about it and the related outcomes. 

Part b) would benefit from the inclusion of graphs illustrating these results within your answer and/or a profit & loss statement in your appendix.

Part c) Risk management relates to all parts of your business including risk to the visiting public, specific business related risk and Occupational Health and Safety. Consider using a practical example or detail an incident and outcome to prove how your risk management strategy works.  Also consider displaying information in a matrix form and identifying levels of risk.

Part d) Demonstrate your involvement at local, state and/or national level.  Examples could include cooperation with local and state tourism authorities, tourism accreditation, active membership of industry associations, leadership in industry forums, involvement in trade shows etc.

Question 3. Marketing  (20 points)

a) Who are your target markets for your attraction and why?
b) Describe the marketing strategies used to attract each target market to your attraction and detail the success/outcomes of those strategies.
c) What is your attraction’s distinctive difference and how do you promote it to attract each of your target markets?
d) Demonstrate how potential visitors are provided with an accurate and responsible depiction of what to expect from the experience/product.

TIPS: Consider all arms of marketing (e.g. sales, advertising, public relations, word-of-mouth and e-marketing) where appropriate. Your objective should be to demonstrate a clear plan, supported by market research and the results achieved.

Part b) Consider displaying your target markets and the strategies and outcomes for each in a table format. Ideally there should be a strategy described for each target market listed in part a).

Part d) This relates to your marketing material e.g. brochures, flyers, advertising, website etc. and keeping it up to date.

Question 4. Customer Service and Professional Development (20 points)

a) Explain how you achieve and maintain quality customer service throughout your organisation.
b) How do you identify and provide for people with specific needs?
c) State the number of people working in the business e.g. fulltime, part-time, casual and volunteers. Explain how you identify and determine professional development needs and describe the training/skill development programs undertaken.

TIPS: Part a) Consider how you stay abreast of industry developments.  Other points to consider could include your repeat business strategy, feedback collection and changes implemented based on feedback. 

Part b) Specific needs could include language, physical, intellectual, dietary and other special needs e.g. groups, special interest etc.

Part c) could include the objectives of staff/self training/skill development programs, how they were measured, the extent of uptake and outcomes for the business.

Question 5: Sustainability and Innovation (20 points)

a) Describe and demonstrate your commitment to environmental sustainability.
b) Describe how your business benefits and respects the local community values and culture.
c) Describe any innovations that have taken place during the qualifying period to improve your business and the specific benefits achieved.

TIPS: Part a) This could include energy and water conservation, building design and location, waste management, recycling, tree planting, engaging environmentally sensitive procedures and accreditation programs.

Part b) Benefits to the local community could include apprenticeships, in-kind contributions, employment of local residents, partnerships with community-based organisations etc.  The use of local products and services could include food and beverage suppliers, service providers, tradespeople, and local building material.  If local products and services are not available, briefly explain.

Part c) Include innovations that have taken place to improve your visitor experience, infrastructure development, new marketing ideas or sales activities. Innovations do not include routine maintenance or repairs.

Total score: 100 points.   Visitation further 20 points