There is a lot of talk in tourism about collaboration but that talk fails if skills and insight are lacking in the workforce to successfully execute the smartest and best-fitting opportunities.

Let’s ask some of the key questions local government decision-makers must ask before they consider committing to the collaboration path.

Not every town or region is a destination. Some are thoroughfares or ‘tea and wee’ stops and others are business hubs…and that’s ok!

The important thing is that you know which one you are.

Do you know your destination story, and does it connect with your current and emerging markets?

Most regional Councils don’t need another strategic planning process to grow tourism!

They need a supportive process that focuses on pragmatic results, ensuring that time, energy and ratepayers’ investments are not wasted.

Linda Tillman of regional tourism consultancy Tilma Group in regional Queensland and Ali Uren of learning and development service Kiikstart in regional South Australia share the same passion points about regional tourism, particularly that local governments in regional Australia need to take a proactive approach to tourism, with a focus on increased efficiency and stronger outcomes, and less resource wastage.

Tilma Group’s PR specialist, Anna Hayward, recently developed and managed two very successful media familiarisation trips to the South Burnett region inland from QLD’s Sunshine Coast, and rural town Deniliquin near the NSW/VIC border.

We interviewed Anna for her tips…

For the second year I have had the pleasure of participating as a mentor in the Queensland Tourism industry Council (QTIC) Young Professionals Mentoring Program.

This year I had the absolute pleasure of working with Tennille Wendt from the Ironman Group, a young passionate events professional

For those that missed out, here are our key take outs and learnings from the conference.

We are so proud of all the regional tourism operators who entered the NSW Regional Tourism Awards. It is exciting to follow along on social media to celebrate their successes!

Image by Regional Tourism Awards

New accreditation, category descriptors, marketing and sustainability sections, NSW Regional Tourism Awards now include all regional Destination Networks, and a hall of fame for the People’s Choice in the Queensland Tourism Awards.

(We couldn’t help sharing the photo from our local Australian Tourism Award winner, Toowoomba Carnival of Flowers!)

I get to see many state and regional structures and strategies. It always boggles me to see so much duplication and inefficiencies going on in regions, so I think it’s time for me to share what I believe needs to change…for what it’s worth!

Twelve months ago, I was very fortunate to be selected as one of 100 Rare Birds to receive a 12-month business mentoring program.

I cannot believe that it took me ten years to finally get myself a business mentor. Now I keep kicking myself for not doing it as soon as I started in business.

What happens when 180 regional tourism professionals get together?

Here’s a taste of the Australian Regional Tourism Convention…

Yes, that is a 7m waterfall!

A photo blog of the adventures of Team Tilma in NZ, celebrating ten years of Tilma Group!

The marketing campaign that Tilma Group developed and implemented for Edward River Council won bronze in the Destination Marketing category at the 2018 NSW Tourism Awards!

Missed attending DestinationQ?
Want to know how to make your tourism event more manageable?
Want to know how to maximise benefits from your region's events?

Here are Tilma’s key take-outs from the recent events conference.

10 learnings about regional tourism for 10 years as Tilma Group!

Finding enough volunteers is a huge challenge for many regional festivals and events. Here are some tips from us - but we want to know: what has worked best for your event to recruit and keep volunteers?

I've just been to Vanuatu to help judge the biennial Vanuatu tourism awards for the third time. The friendliest and happiest people on earth live in Vanuatu. The Ni-Vanuatu (the local Melanesians) are the most beautiful people that you will ever meet. Every time I visit I feel more and more at home. This place has certainly taken a piece of my heart (maybe a Tilma office in Vanuatu is on the cards!).

Linda shares the human story behind one of our state's diverse small businesses highlighting her unique business experience and inspiration as Tilma Group turns ten years old!

As a small business and working in tourism which is made up of small businesses, of course we are celebrating Queensland Small Business Week 28 May-1 June with two tourism industry workshops: How To Plan Your Marketing To Generate Sales and Optimising Your Digital Assets and Online Listings.

Ever thought to use an event to activate your destination’s brand? 

Or use an event to attract visitors from the city?

Here we use Taste Riverina festival to showcase one model of event management that spreads the load amongst many partners - and leverages a city event to bring visitors to the country!