The 5 mistakes holding back your destination’s tourism growth (and how to fix them)

Wondering why tourism isn’t growing in your region, despite your best efforts?
It might not be about doing more — but doing things differently.

At Tilma, we’ve worked with dozens of regional communities and councils across Australia. We’ve seen the patterns, pitfalls and missed opportunities that commonly hold back tourism growth.

Here are the five most common mistakes — and how your destination can turn things around.

1. No clear tourism strategy

The Mistake:
Too many regions are operating without a current, actionable destination development strategy — or they have one, but it’s sitting on a shelf gathering dust.

The Fix:
You need a roadmap. A good strategy aligns with your region’s strengths, available resources, and community values — and includes a clear implementation plan.

Tip: Don’t wait for the “perfect time” or perfect budget. A simple, staged plan is better than none at all.

2. Focusing on promotion before product

The Mistake:
Putting all your energy into tourism marketing without first ensuring the visitor experience is compelling, unique, and ready.

The Fix:
Product before promotion. Invest in developing your visitor experience — whether it’s trails, agritourism, Indigenous experiences, or events — and ensure it’s bookable, accessible, and memorable.

3. No industry collaboration

The Mistake:
Operators are working in silos, council is working separately, and there's little communication or shared direction.

The Fix:
Destination development is a team sport.
Establish or support a local tourism group, create regular touchpoints, and encourage co-op initiatives. A collaborative industry is more resilient and easier to fund, promote, and grow.

4. Ignoring the power of events

The Mistake:
Events are treated as one-offs, or not leveraged to benefit tourism (and the broader community).

The Fix:
Events are a gateway for first-time visitors. Develop a calendar of signature events and ensure infrastructure, marketing, and local business alignment supports them.

Bonus: Create itineraries, ticketed experiences, or incentives to increase length of stay.

5. Underestimating visitor servicing

The Mistake:
Thinking a website or pamphlet stand is enough. Or letting the visitor centre become stale and under-resourced.

The Fix:
Great visitor servicing makes people feel welcome, stay longer, and spend more.
That doesn’t always mean a physical VIC — it might be a mobile hub, a network of ambassadors, or a digital concierge experience. Think creatively!

What’s the bottom line?

Tourism doesn’t grow just because you want it to.
It grows when your region has a shared vision, a clear strategy, strong industry alignment, and investment in the visitor experience.

And sometimes, you need fresh eyes to help see what’s missing.

Not sure what’s holding back your region’s growth?

Tilma can help you assess your current strategy, prioritise your next steps, and bring your destination to life.

Explore our Destination Development Services and take your region from potential to performance.