Beach Road Christies Beach Tourism Action Plan

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Consultation has concluded

Great news, the Christies Beach Tourism Action Plan 2022-24 has been approved. After an extensive engagement process, the Strategic Directions Committee approved the action plan on 2 August 2022.

Whilst we commenced our engagement process seeking a long term tourism vision for Beach Roach Christies Beach, research and engagement with visitors and businesses identified current and fundamental challenges and opportunities for the mainstreet.

Thanks to state government funding, we have developed an action plan focussed on a series of pragmatic, connected and funded actions which will create strong foundations to support the revitalisation and development of Beach Road.

To unlock medium and long-term opportunities, catalysts are required e.g. accommodation development/Witton Bluff Base Trail. These catalysts will enable Beach Road to transition into a tourism destination.

Thank you to everyone who helped shape the plan, we couldn’t have done it without all the feedback we received.

We will continue working with stakeholders including state government and the Christies Beach Business and Tourism Association to implement the plan.

View the approved Action Plan, Visitor engagement outcomes, and the Business and landlord engagement outcomes.

Great news, the Christies Beach Tourism Action Plan 2022-24 has been approved. After an extensive engagement process, the Strategic Directions Committee approved the action plan on 2 August 2022.

Whilst we commenced our engagement process seeking a long term tourism vision for Beach Roach Christies Beach, research and engagement with visitors and businesses identified current and fundamental challenges and opportunities for the mainstreet.

Thanks to state government funding, we have developed an action plan focussed on a series of pragmatic, connected and funded actions which will create strong foundations to support the revitalisation and development of Beach Road.

To unlock medium and long-term opportunities, catalysts are required e.g. accommodation development/Witton Bluff Base Trail. These catalysts will enable Beach Road to transition into a tourism destination.

Thank you to everyone who helped shape the plan, we couldn’t have done it without all the feedback we received.

We will continue working with stakeholders including state government and the Christies Beach Business and Tourism Association to implement the plan.

View the approved Action Plan, Visitor engagement outcomes, and the Business and landlord engagement outcomes.

Consultation has concluded

  • Business and Landlord engagement

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    Businesses and landlords engagement

    We engaged with businesses and landlords from 22 March 2022 to 10 April 2022.

    This was their opportunity to help shape and inform the tourism vision for Beach Road, Christies Beach via two separate surveys.

    We asked them to tell us about their business or commercial tenancies, how we can attract and retain visitors, how they can contribute to improving tourism opportunities for Beach Road as well as establish priorities. We all have a role to play to improve the appeal of Beach Road, Christies Beach.

    We invited them to share their thoughts in a 10-minute survey as we continue to build on the momentum from previous community engagements and council’s focus on Beach Road over the last 12 months. Find out more here.

    This was their chance to show support for tourism in Christies Beach which will build upon the recent visitor survey which has provided us with some fantastic insights into what a visitor experience could look like.

    Together with the Business and Tourism Association, Beach Road businesses, landowners, and the community, we want to develop a shared tourism vision with a timed and costed action plan to present to council for endorsement. For this to be successful, it will need everyone to work together.

  • Visitor Engagement

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    The information gap to inform visitor attraction for Beach Road has now been filled. We sought feedback from visitors from 25 October until 8 November 2021.

    Thanks to everyone who provided feedback during this early stage of engagement, seeking insight from visitors to understand the types of experiences and services required and expected from a coastal destination.

    We were overwhelmed with almost 3000 people sharing their thoughts, which has provided us with some fantastic insights and key considerations to support developing the vision.

    While input from businesses and community have been gathered over many years, there was no clear data or evidence to shape what would attract visitors to stay and spend in this coastal location.

    Christies Beach is located 30 minutes from Adelaide’s CBD and is the first high-quality sand and swimming beach south of Brighton and Seacliff. Beach Road is one of only a few main streets in Adelaide, which has direct access to a foreshore and beach (like Jetty Road, Glenelg and Jetty Road, Brighton as well as Semaphore Road, Semaphore). We believe there is untapped potential for this emerging tourism destination.

  • Background Information

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    The City of Onkaparinga, as part of its Tourism Strategic Plan 2019-23, is seeking to develop a tourism vision for Beach Road, Christies Beach.

    A destination audit identified that Christies Beach is at the exploration stage of the tourism destination life cycle (ie. low visitation, minimal tourism infrastructure, and more locally oriented). By undertaking a tourism focussed place-building approach, it will identify and realise the untapped potential, as well as build strong foundations to enable Beach Road, Christies Beach to emerge as a tourism destination.

    Considerable community engagement has been undertaken over many years in relation to Beach Road. We are reviewing all the consultations undertaken to date and identifying key elements to build on this momentum, to deliver an opportunity to build Beach Road as a tourism destination with quality visitor experiences. This will require the support of the businesses, landlords, Business and Tourism Association, community association, and residents, working together with council to bring to fruition a realistic and achievable vision, delivered through a timed and costed action plan.

    Beach Road, Christies Beach has a lot to offer. Check out our photo gallery.