Product clusters

A range of tourism product also exists at a broader level than that of individual attractions. These are ‘clusters’ of tourist attractions, presented as part of a shared theme.

This type of tourist attraction falls into a number of broad categories (e.g. wine regions, historic towns, national parks). They may be quite distinct in form and character from one another, but are still integral components of the tourist attraction sector.

All product clusters are expected to be able to reach the minimum requirement for individual attractions in section 2.1.1

Historic towns and precincts

Historic towns and precincts provide the opportunity to access clusters of heritage “product”. It is expected that they will feature in-depth interpretation to highlight their historical significance.

Specific criteria

  • The relevant State and/ or Federal heritage office should be consulted to ensure that the town/ precinct are recognised on the relevant register.
  • Applications should be endorsed by the relevant local authority. In most cases the General Manager/ C.E.O. of the local council should be the applicant.

Wine regions

Where there are a concentrated number of wineries, the local wine industry association may apply for regional signing. However, to justify regional signing there needs to be a critical mass of wineries open to the general public, without appointment, on any given day of the week.

Specific criteria

To qualify for wine region signing, the area must be:

  • Recognised by the Australian Wine and Brandy Corporation of Australia and be identified with a regional name,
  • There must be a critical mass of wineries open on any given day of the week to comply with the individual attraction guidelines outlined in section 2.1.1,
  • It is essential that it is promoted as an integrated wine region. This may take the form of a brochure/ map available at all relevant  visitor information centres, (indicating opening hours/ days, contact details, winery locations etc) and at all wineries that are part of the application for wine region signage.

NOTE: Although it is necessary for wine regions to be recognised by the Australian Wine and Brandy Corporation, the Corporation’s official boundaries are not always suitable locations for welcome signs. Where possible, all wine region welcome signs should be within a short distance of the first winery, information bay or visitor centre. An information bay or visitor centre should be located at the beginning of the region, where relevant information can be obtained, i.e. the number of wineries, operation hours, contact details and map showing indicative locations of the wineries and the overall region.

National parks

National parks in Australia are vital to the success of nature based tourism and conservation activity. Special care needs to be taken to ensure that tourism activity does not damage or diminish conservation efforts. National parks are often in remote locations, away from main corridors. Many of the larger parks or sites have multiple access points, each leading to a different collection of visitor facilities. Many of these may not be internally connected.

Specific criteria

AS 1742.6 states that national and state parks must have tourist facilities available. It is expected that national parks meet the requirements outlined in Section 2.1.1.

  • The National Park authority must be the applicant,
  • Where national parks have multiple access points, only the points that have significant tourism experience should be signed,
  • It is expected that hard copy collateral material/ websites etc, be available for the visitor to research the type of experience/ activities available in the park.

NOTE: All national parks signing will be located on the nearest arterial road. This is the same treatment as for individual attractions. More remote signage will only be approved if the national park meets the eligibility criteria for State significance

Tourist town or precinct

AS 1742.6 states that a tourist town or precinct is a geographical region that consists of a mixture of tourist product and experiences. These towns or precincts must provide an extensive range of services (dining, accommodation and attractions) for visitors.