5 ways rural communities can leverage the current surge in domestic tourism (thanks to COVID)

"Linda, I've got to tell you, that was one of the most jam packed, resourceful, tactical, generous presentations I've ever seen.

You've really sparked some commentary in the chat section!"

- Lydnsey Douglas
Presenter of Rural Aid's Community Builders Webinar Series

Rural Aid has been running a fantastic free webinar series that celebrates small towns and regional communities taking control of their future and achieving mighty outcomes during these unprecedented times.

The stories of small towns’ achievements inspire others and provide solutions to problems that are common in country communities.

Tilma Group's Linda Tillman joined the series to share her insights into how rural communities ​can leverage the current post-COVID surge ​in domestic tourism.

To watch Linda’s presentation, click the link below and forward to 16:45
All images are courtesy of Tourism & Events Queensland and are of Tilma Group’s base in Southern Queensland Country

There is pent up demand for domestic travel, with most visitors travelling intrastate to regional locations. Some operators have never seen such forward bookings.

Different visitors types might be visiting your destination, such as more families and fewer Victorians visiting Outback Queensland.

This is coupled with significant growth in caravan, RV and camper trailer sales.

Drive tourism and road trips is where it is at!

According to Tourism Australia, desired road trip experiences are

• visit regional areas

• …and new destinations

• exploring small towns

• food and wine experiences

• outdoor activities - getting a nature fix

What do intrastate Aussie travellers want? What are the post COVID travel trends?

• People want something to look forward to and are keen to plan and book a holiday  

• Travel is not being taken for granted - there greater intentions around planning to ensure the trip offers what travellers are looking for

• During recessions, impulse purchases dramatically decline and travellers seek bargains. Those who manage household budgets (typically women) will search for detailed information on events, activities, experiences, reviews and prices. Destinations should provide in-depth content to help them!

• Travellers are seeking out simple, meaningful experiences. During an economic slowdown, tourists tend to travel less, stay closer to home and seek simplicity. For example, value-based holidays based on basic facilities, meeting locals, and free time. Here, tourism is about the beach or the view from the mountain, and being less plugged in.

• During a recession values and behaviours change. We become more concerned for others with a focus on collectivism and moving away from individualism. Materialism and possessions become less important. Volunteering and social tourism have a higher priority in a more inclusive society. 

• The strain that our lifestyle places on the natural environment has never been more apparent. If there is a silver lining to COVID-19, it is perhaps that tourism operators have a unique opportunity to change local tourism attractions to be climate- and environmentally friendly

• There will be smaller, boutique events as mass gatherings remain on hold until safety can be assured  

5 ways rural communities can LEVERAGE
the domestic tourism BOOM

Firstly, focus

If you can have a clear direction and some focus you can achieve so much more…

Do the opposite of trying to be something for everyone, or doing everything

This will be even more important as we come out of COVID – events and destinations will need clear direction and focus to ensure they navigate recovery well and have the best chance of long term success.

Find the lead horse! Is it the Progress Association or Chamber, a community organisation, Council’s Tourism Officer, or a key operator?

Talk to them and ask them to pull everyone together to work on the next steps. Collaboration and team work are important otherwise you have burn out in community groups and disjointed activities - it’s better to get everyone working on one project and doing it really well, than a couple of projects being attempted but not maximised.

Know your market and where are they travelling from and to - and know your market intimately. Learn how to profile your ideal visitors here. 

Common markets are VFR (residents’ visiting friends and relatives), families, grey nomads, and niche visitors (such as foodies, photographers, heritage lovers, cyclists, twitchers, fishermen, soft adventurers, wellness visitors, or bushwalkers)

Think about those who aren’t coming who could be a good fit for your destination

Then, rather than trying to be something for everyone, focus on your ideal visitors. Everyone has different needs and wants - know what the needs and wants of your ideal visitors are so you can deliver an appropriate experience and level of service

Now that you know your market you need to start matching your tourism products (attractions, accommodations, etc) and experiences to their needs and wants

1. Write an audit of what you have to offer visitors  - remember to include events, how your community services visitors, transport and accommodation options, local’s favourite spots, good dining options, rest spots and camping spots, drive routes, your natural attractions, your stories…

2. Take note of your gaps. Are there grants you could apply for or proactive investment attraction you could undertake to fill those? Or simple actions the community could take like developing an itinerary to publish on your website that connects the dots for your ideal visitors?

3. Determine your destination’s theme/s and align these with your ideal visitors - there needs to be a clear fit between the market and what you are offering

The next Stockman’s Hall of Fame

Many regional communities think they need a multi-million-dollar Farmers Hall of Fame. We don’t know of any that are financially viable on their own without regular rescuing by the government or that have patrons with very deep pockets.

You don’t need expensive infrastructure to offer an experience. It can be your people, your stories, or your local knowledge like your best fishing or picnic spots that can best connect visitors with your destination and ensure they have an exceptional experience that they will tell others about (the very best form of marketing).

Collaboration is critical for regional and rural tourism 

1. Join the dots - your small town is usually part of a larger journey, so understand your position on this journey

2. Create trails, bundles and packages to create regional experiences 

3. Cross promote neighbour’s attractions that suit your ideal visitors

4. Have regular contact to network with your neighbours - you never know what opportunities may come up, such as a cooperative funding application for a regional project

The Canola Trail is a great example of collaboration across local government borders

1. Have a destination website - even a simple 2-3 page website - keep it visual and list what there is to do in your region. Ideally have a page for each of your target markets such as “5 fun things to do with children in [your destination]” or “Why nomads love visiting [your destination]”

2. Ensure your listings are up to date and appealing on TripAdvisor, Google My Business (which is your Google Maps listing), and ATDW (This is currently free and gets you listed on your state’s tourism website)

3. Learn how to use social media or engage a professional to do it with you collaboratively and effectively. There are free webinars and courses everywhere at the moment to learn how to do your social media better - ask your state tourism organisation how to access them.
   Have a detailed and up to date Facebook About page, and keep sharing great images on Instagram using your destination’s hashtag and other relevant hashtags including #seeaustralia and your state’s and region’s tourism hashtags

4. Link in with your local, regional and state tourism organisations and your state tourism industry councils - subscribe to their newsletters and engage with them, particularly on social media

5. Use your public toilets (show off your best attractions or best places to eat using posters on the back of stall doors - you have a captured audience sitting looking at that door for 1-2 minutes!) and your petrol stations (ensure their staff can recommend good reasons for a passer-through to stay a bit longer - even for an hour for a meal!) These are excellent distribution channels for road trippers 

6. Can you access grant funding to engage a photographer to capture your destination’s stories and wow experiences via photo and video, and to engage a PR company to develop your brand and write some compelling content about your destination? 
   

Learn more in this guide on how rural communities and businesses can make the most from tourism

Help to grow tourism to your community

If you would like help to focus your energies to most effectively and efficiently grow your local visitor economy, don’t hesitate to reach out to us by email or phone: 0439 192 193

Learn more about how Tilma Group helps regional communities grow tourism

What are your thoughts?

• What tourism development have you been doing in the downtime?

• What have you been experiencing as domestic travel resumes?

• Are you welcoming different types of travellers?

• Have your local stories helped to attract visitors, or helped give them an amazing experience?

• Do you collaborate with your neighbours?

Leave your comments below