Learnings from the WA Tourism Conference
I recently attended the WA Tourism Conference to present on how regional events create impact. Here are my key takeaways from the presentations.
Keynote speaker: Leveraging Artificial Intelligence (AI) for Your Tourism Business
Peter Syme, Tourpreneur
My key take away was that tourism operators and Councils should use AI to help with effectiveness (not efficiency), but they need to understand what can’t be done effectively by AI and what requires humans. Value can be added and meaningful experiences created.
It’s important for tourism businesses to focus on effectiveness over efficiency - not the other way around. We cannot commoditise everything, which is the risk with AI - we need to think people first and think about customisation rather than commoditisation.
Takeaways:
AI is not like software - AI can create, reason and interact.
AI is going to impact every single type of job. In the tourism industry, tours and experiences will be most impacted, such as with AI guides.
Identify the things in your company that AI cannot do - if AI can’t do things, the value of these things will go up.
Expertise will matter more - if you have expertise, you will become more valuable. I’d love an example of this because to me AI is a better expert in many things than humans are – in knowledge, in being empathetic, etc.
Rule 1 for using AI: Ensure AI is at the table every day. For example, put an AI app on your phone and start using it.
Rule 2: Be the human in the loop.
Rule 3: Engage AI as a person and tell it what person it is.
Rule 4: AI today is the worst it will ever be.
Consider using AI as a business coach.
Look at how AI can impact on your business at all stages of your customer’s journey
Watch Peter’s presentation or see his slides.
Keynote speaker: Leadership
Justin Langer AM, former Australian cricket team batsman and coach
Justin shared a touching story about perspective: visiting the home of his team's physiotherapist Rajesh Chandrashekhar, a one-room abode in Mumbai's Dharavi slums where he lived with five family members - a stark contrast to Justin’s own life of extreme luxury. The experience served as a poignant reminder of the disparate realities that exist – even within one community. “"What struck me about our visit to RC's house was that while they seemed to have nothing, they also had everything they really needed to be happy. Though he had nothing, he was one of the most grateful humans I had ever met.”
Takeaways:
Perspective.
We are all under pressure. Most people can live the dream but not many can live the reality of it. If you take your eye off the ball you will not succeed.
Truth works.
Look at yourself first, and don’t blame others. Think about what you could have done better before looking at others.
Great teams - We work hard but we have so much fun!
Leadership - have their back! Great team leaders make their team feel like a superhero. Do not ask people to do what you wouldn’t do yourself.
Criticise privately, praise publicly. Make people feel special, they’ll always come back - staff, customers, family, partners.
Watch Justin’s presentation or see his slides.
Host region: Mandurah, WA
Mayor Rhys Williams
A non-Aboriginal person, Rhys welcomed delegates in the local language - well done, Rhys!
Takeaways:
Visit Mandurah: Council invested and took the lead to make a change and to reshape the story of the city as a visitor destination
Mandurah Christmas lights trail: Council leverage it
Saltbush training restaurant: this initiative has been successful in at building hospitality capacity
Giants of Mandurah: this significant art installation increased visitation and visitor spend but also created community pride and has raised awareness of Mandurah and WA nationally and internationally.
What we have learned in transforming our destination:
We had to understand where we were at with research.
You have to be true to your strengths - be genuine and authentic.
It takes time and it’s hard to develop a destination.
Other key takeaways
WA’s new Dream Collective of WA’s best operators is a step up from TEQ’s Best of Queensland Experiences program, with certification, reducing emissions, and accessibility all essentials for membership.
Aboriginal Tourism Western Australia (ATWA) is a new not-for-profit organisation (arm of WAITOC) working to develop emerging Aboriginal tourism leaders. ATWA offers prospective philanthropic organisations the direct pathway to support and enhance economic sustainability and job opportunities for Aboriginal, people utilising Aboriginal tourism as the vehicle. ATWA’s role is to seek out and to develop new Aboriginal tourism initiatives in underdeveloped tourism areas throughout Western Australia, delivering business capacity, mentoring and essential support services for emerging Aboriginal businesses at the grassroots level.
A new Signature Experiences of Australia collective is going to be launched of high-value agritourism experiences
We are leading into a few bumper years in the industry - from now until 2028 when it will plateau out again…is your business ready for this?
A good reminder to manage your business’ risks and prepare for disasters
6 ways to engage with Gen Z (12-27 years old): keep your message short, use video, share on channels they use, invite them to participate, showcase your diversity, keep it personal
Watch
See the recordings of the conference’s presentations.
