Trends in regional tourism for 2023
Transformational experiences
“In this new era of travel, people are actively seeking experiences that enrich, awaken and transform them, and, eventually, the world. They want to ignite something new within themselves by consciously connecting with and appreciating our extraordinary planet, its people and cultures.” - Tourism & Events Queensland's Ultimate Transformational Experience Guide
This how-to guide on transformational travel steps business owners through how to draw travellers into an emotional experience while they are dreaming about travel, planning a trip, booking, experiencing their holiday, and sharing about it on social media.
What Tilma Group is doing
For Brisbane Economic Development Agency, QLD, we developed the Best of Brisbane Region Experiences Support Program with JJ Strategic Consulting and mentored 6 tourism businesses
For Tourism & Events Queensland, we mentored 9 tourism businesses through TEQ's Transformational Experience Mentoring Program, and 5 through their pilot advanced program, TEMP+
Accessible tourism
20% of us live with disability - that's a lot of potential visitors!
Embracing inclusive travel offers significant opportunities - for example, people with disability tend to spend more and travel in bigger parties
When people find a travel provider who gives them a great experience, they become loyal customers, repeat visits often, and share their experiences with others. In disability communities, word-of-mouth recommendations is huge – and potentially hugely valuable to a tourism operator.
While physical access is important, being treated with kindness and respect is the most important consideration for people with disability. Just by asking, 'How can I help?' or, 'What can I do for you?', you are showing a willingness to offer service, and that attitude can go a long way towards mitigating physical challenges - and it signals you are not making assumptions about someone’s ability.
Many operators see financial barriers to becoming accessible but there are many low- or no-cost solutions so you can start small and do low-cost alterations that will benefit a wide range of people. Ask yourself, 'How can I welcome people more effectively?' and remember, inclusion is less about physical change and more about attitudinal change.
See a great example of providing information on a destination's accessibility
Check out the resources available via Queensland’s Year of Accessible Tourism, including $10 million to help tourism businesses enhance accessibility
What Tilma Group is doing
We added the fantastic UserWay widget to our website to make it accessible
Through our mentoring of operators we are inspiring and empowering operators to embrace accessibility.
We developed an Access and Inclusion Plan template for events through our event support business rEVENTS Academy, and made its event management templates accessible
Sustainable / regenerative tourism
It's been exciting to see so many destinations and businesses register to undertake Ecotourism Australia certification this year!
With more and more travellers searching for responsible travel options, providing genuinely sustainable experiences is a big opportunity for businesses and destinations.
A great new program is the Strive 4 Sustainability Scorecard - a pathway program for any type of tourism business to start their sustainability journey. The program assesses four pillars of sustainability: environmental, socio-economic and cultural impacts and sustainable management.
Check out Ecotourism Australia's new certification programs for destinations and businesses that are not nature-based.
What Tilma Group is doing
Kushla is undertaking sustainable destination management training over the coming months to enable Tilma Group to better integrate sustainability into all of the planning we undertake for clients. This will build on the training Linda undertook with Global Sustainable Tourism Council.
We developed an emissions reduction plan using ecoBiz’s free resources (you could too! It took us 1.5 hours), and we offset emissions we haven't yet been able to reduce with Greenfleet.
We undertook climate risk management planning for how more frequent and extreme weather events will impact Tilma Group (find a template here).
We commenced the rigorous process of BCorp certification
Our rEVENTS Academy developed a Responsible Event Plan template for event organisers, and will develop a training module on sustainable events in the coming months
We are helping clients across regional Australia on their sustainability journey. This year a favourite project was developing a regional events strategy for Tweed Shire Council which has a clear focus on attracting visitors who share residents' values around sustainability. We’re looking forward to developing an events strategy for ECO Destination Central Coast NSW in early 2023.
In the coming months, we’ll be looking at how Tilma Group can support the achievement of the UN’s Sustainable Development Goals.
Learn more about our commitment to regenerative tourism.
First Nations tourism
Credit: Kestrel Nest EcoHut and Roslyn Clare
Providing tourism and events businesses with knowledge and tools to better engage with First Nations businesses and communities, Queensland Tourism Industry Council (QTIC) has launched a ‘Best Practice Guide for Working with First Nations Tourism in Queensland'.
The guide sets out a practical framework for recognising people and places, safeguarding intellectual property rights and cultural protocols, and respecting Indigenous heritage.
What Tilma Group is doing
The tourism award submission we wrote for Spirits of the Red Sand helped them win Gold at the Queensland Tourism Awards.
We developed a Tourism Product Development Plan for Lumburra Bimbi of Emerald in central Queensland.
Linda mentored two First Nations businesses - Native Oz Bushfoods in the Lockyer Valley and Birrunga Gallery & Dining in Brisbane
We participated in Brisbane Economic Development Agency’s First Nations Tourism Relationship Building Program at Yarriba Dreaming in the Scenic Rim, a business we helped get off the ground in 2021 (image above)
As we support the development of a new state-significant event in Cunnamulla, QLD, we engaged with the Traditional Owners to ensure the event’s cultural integrity.
Additionally, our articles on Indigenous tourism are regularly read, such as
How to create new and exceptional Indigenous tourism experiences
How to embrace your local Indigenous community in your event
Dive deeper
Dive deeper into these trends in Tourism Australia’s new Future of Tourism Demand report.
