Tourism and events are symbiotic

• Events give people a reason to travel to destinations

• Successful tourism strategies increase attendee numbers, and broaden the reach and boost the reputation of events which enhances the visitor experience

The federal government has developed a national strategy for Australia’s visitor economy recovery and return to sustainable growth called THRIVE 2030 (THe Re-Imagined Visitor Economy).

This article looks at what THRIVE 2030 means for regional tourism over the coming eight years.

If a destination is marketed successfully with strong investment and superb content using a detailed and focused marketing strategy, but fails to deliver a quality experience when visitors arrive, the tourism potential of the destination will never be realised!

All the pillars of the visitor economy require effective management.

How do we embrace these natural-born tour guides (I know, not all of them!) and support them to create authentic and transformational tourism experiences across regional Australia?

How can we break down barriers for them and create a viable pathway to diversify into tourism?

How do we enable them to show the REAL Australia?

In reviewing the award categories for 2021 we noticed an exciting opportunity: there is currently no award for destination management (or better, destination development).

Here’s why we think an award for destination development would be a great addition to the tourism awards…

Tilma Group’s takeaways from a national survey on economic development and tourism investment by local governments across Australia, with a focus on regional cities and rural areas.

Tilma Group supported the rural township of Clifton in southern QLD with a tourism development plan, a marketing plan, and a plan for a new event.
Photo: @jellis_74

Our top tips for how regional destination can take advantage of the current post-COVID lockdown surge ​in domestic tourism

How rural Coolamon (pop 2,200) increased tourist visitation using a new anchor attraction and a seasonal events campaign, and all the flow on effects…

Team Tilma are fortunate to travel to many regional and rural communities throughout Australia, and are ALWAYS amazed at how much these communities and destinations have to offer.

There are many practical actions regional and rural communities can take to attract more visitors and tempt visitors to stay longer and spend more money in local businesses.

So if you are a community or council that is interested in developing tourism we suggest you read on…