What services does Tilma Group offer to destination managers?

Tilma Group provides a comprehensive suite of services for destination managers, including Destination Management Planning (DMP), visitor servicing reviews, tourism product audits, and strategic activation. They also offer specialized support in experience design, such as agritourism and nature-based tourism development, and capability building through mentoring.

Does Tilma Group specialize in rural and regional tourism development?

Yes, Tilma Group is a specialist consultancy dedicated to rural, regional, and remote Australia. Their team focuses on creating sustainable, community-led visitor economies that reflect the authentic character of regional communities.

How does Tilma Group assist with Destination Management Plans (DMPs)?

Tilma Group develops practical, implementable Destination Management Plans and tourism strategies backed by data and community consultation. Their approach ensures that strategies are not just visionary but also implementable, focusing on social, economic, and environmental benefit.

Does Tilma Group provide mentoring for tourism teams and Councils?

Yes, Tilma Group offers tailored mentoring and coaching for destination managers and tourism teams (as well as for tourism businesses and farmers interested in agritourism). Their mentoring is designed to build confidence, provide strategic clarity, and develop leadership skills within local government and regional tourism organizations.

What is Tilma Group’s approach to sustainable tourism?

Sustainability is at the core of Tilma Group’s mission. They advocate for responsible tourism that protects natural assets and respects local culture. As part of their commitment, they donate 1% of their profits to support rural communities' resilience to climate breakdown.

The power of collaboration in rural tourism: Lessons from the Canola Trail — Tilma Group | Regional Tourism Strategy, Destination Planning & Business Support

In the world of regional tourism development, there is an old habit of being parochial—of looking only within one’s own local government boundaries.

But if there is one thing we learned through our work developing the Canola Trail in NSW’s Riverina, it’s that there is immense power in working with your neighbours.

The Canola Trail was born out of a desire to collaborate. Three rural Councils—Junee, Temora, and Coolamon—located on the doorstep of the regional city of Wagga Wagga, realized they could achieve far more together than they ever could alone.

By joining forces, these three Councils transformed a seasonal agricultural ‘event’ into a year-round brand that drives significant visitation to the Riverina.

Here are our key learnings for rural Councils looking to harness the power of collaboration:

1. Find your common thread

What is your community proud of? For this region, it was agriculture and the expansive golden yellow fields of canola when it is in flower. By identifying this shared visual and cultural identity, the three councils had a natural foundation for a unified brand.

It’s amazing that the Canola Trail’s success is based on something many see as cheap (or even harmful in the trend against seed oils!) - canola oil.

Consider what assets you take for granted that people who live elsewhere don’t get to experience. In agritourism, it is often the daily lives of farmers that excite visitors.

2. Build product density

One museum or one café might not be enough to entice a visitor to drive several hours, but three "anchor" products certainly are. By connecting the visitor-attracting Junee Licorice & Chocolate Factory, the Temora Aviation Museum, and Coolamon Cheese Co., the Canola Trail created a high-density reason to travel, and reasons to stay longer. Together, these experiences are far more powerful than the sum of their parts.

3. Embrace your industry champions

Some of the best ideas come from local hero entrepreneurs who can offer creative, out-of-the-box thinking that can turn a standard road trip into a world-class experience.

4. Keep it fresh with new experiences

A brand must evolve to stay relevant. The Canola Trail hasn’t sat still; it has expanded to include bucket-list experiences like hot air ballooning over the yellow fields and cycling events through gravel backgrounds between the fields. Constantly adding new ways to engage with the landscape keeps visitors coming back.

5. Invest in high-quality assets

You cannot sell a dream with low-quality imagery. The Canola Trail’s success was built on an investment in professional content—an appealing brand, stunning videography, high-end photography, a seamless website, and a polished map and brochures. If it looks professional, visitors will treat it as a professional destination.

6. Consistency is king

Many regions make the mistake of ditching a brand after three years because they’ve grown tired of it. The Canola Trail started a decade ago. Instead of replacing it, the councils have stayed the course, refreshing and reinvesting in the brand and marketing campaigns. This long-term commitment is what builds true brand equity.

7. Tell the local story

At its heart, tourism is about connection. By focusing on storytelling and sharing the authentic voices of the people who live and work along the trail, the project creates an emotional link between the visitor and the land. The Canola Trail’s visitor guide is full of stories of locals who work in tourism, including tree-changers who moved out to the region and built a life.

The Bottom Line

It might sound corny, but collaboration is where it’s at.

For rural communities to thrive in a competitive tourism market, they must stop seeing their neighbours as competitors and start seeing them as partners.

When you drop the parochialism and work together, you create a destination that is truly greater than the sum of its parts.

If you would like help to develop a successful agritourism hero product, don’t hesitate to reach out to us.