From visitor to local: How tourism can help regional communities grow
There’s a quiet revolution happening across Australia — and it’s not just about more people escaping the city grind. It’s about what they’re discovering when they get out into regional Australia.
The Regional Movers Index continues to show a steady trend: Aussies are making the move from metro to rural. More space, lower cost of living, stronger community vibes — it’s not hard to see the appeal.
But while people are moving, the question is: How can your community encourage people to choose your small town to call home?
One powerful answer? Tourism.
Why tourism matters more than we think
Tourism is often seen as a short-term win — boosting retail spend, creating some seasonal jobs. But it’s actually one of the most effective tools we have to showcase lifestyle, affordability, and opportunity to people who might want to move in.
When someone visits your town, they’re not just looking at attractions. They’re tasting the pace of life. They’re imagining their kids at the local school. They’re noticing the people behind the counter, the vibe at the pub, the quiet of the streets at night.
A visit is when a person can start to think, “Could I live here?”
From tourists to future residents: How to help them say ‘Yes’
Here are some tried-and-tested (and easy to implement) ways communities can turn visitors into locals:
1. Make your main street tell a story
Your main street is prime real estate for storytelling.
Is it clean, walkable, inviting?
Do your real estate agents have homes for sale in the windows that show off just how affordable life is in rural Australia?
When visitors can stroll into a cafe, stop and look at a house for sale, and imagine a new life, you’re halfway there.
2. Use your website wisely
Your visitor website doesn’t just have to talk to tourists — it can talk to future residents, too.
Add a section to your destination website about moving to the region. Include your investment prospectus, and highlight who you want to attract — are you crying out for tradies, nurses, and early childhood educators? Make it obvious.
🌟 Karratha in WA is doing this brilliantly with its Karratha is Calling website. It’s a one-stop-shop for people thinking about visiting or moving there, with clear links to housing, jobs, lifestyle, and community.
3. Let your events calendar shine
A full calendar of events shows vibrancy, colour, and community connection. Showcase the big festivals, sure, but don’t forget the everyday events: footy games, market days, live music at the local pub — even trivia night.
🌟 The Sunshine Coast Events site is a great example — it helps people quickly see the rhythm of the region, and what kind of social life they could step into.
4. Map the journey
Visitors often don’t know what they’re missing. Create simple itineraries that encourage them to explore the wider region. Scenic drives, food trails, historic sites, hidden beaches — they all add up to a fuller picture of what living here could be like.
5. Create opportunities to meet locals
This might be the biggest one — people make communities. Find ways for visitors to connect with locals. Host ‘locals night’ events, invite visitors to community BBQs, or promote sports clubs and volunteer groups. It doesn’t need to be fancy — just authentic.
Case study: Karratha is connecting the dots
Tilma is developing a tourism strategy for City of Karratha that links tourism and liveability. The City is asking smart questions like: How can tourism enhance the lifestyle of current residents? How can tourism attract new residents?
This Council understands people aren’t just choosing a place to visit — they’re choosing a place to belong. And they’re backing that up with community planning and storytelling that brings the lifestyle opportunity to life.
What’s the opportunity for your community?
Most regional and rural towns are looking to grow. They want more residents. more workers, more small businesses, more tourism operators, even.
Why not use what’s already bringing people through the door? When done well, tourism opens up a brighter future — not just for visitors, but for your whole community.
Want help weaving tourism and liveability together? Let’s talk.
We’re here to help regional communities grow in sustainable, people-first ways. Because great towns don’t just welcome visitors — they make them feel at home.