The Australian Regional Tourism Network Convention wrapped up in the Fleurieu Peninsula region of South Australia last week and this event didn’t shy away from discussing the big issues in regional tourism.
From the very first session it was made clear that everything was on the table and no subject was off limits. The 2015 convention was facilitated rather than MC’d to bring out priorities with one of the goals of the convention to develop a manifesto for ARTN to guide activities for the next twelve months.
Issues of tourism being taken seriously, collaboration, funding models, transport & access, infrastructure, training & product development as well as digital connectivity were all raised as areas impacting regional tourism across Australia.
Tara Bennett Tourism Port Douglas Daintree, Penny Jobling Narrabri Shire Council, Linda Tillman Tilma Group
The statistic that 80% of nature based businesses fail in the first 18 months raised issues around business mentoring and who’s role and responsibility this was in the complex structure of tourism.
Many success stories were shared including Central NSW’s UnEarth campaign led by the impressive Executive Officer of Central NSW Tourism Lucy White.
Alda Ward RAA, Biddie Shearing Limestone Coast, Mark Phelps SATC
The UnEarth Campaign highlights nature, food & wine and history of Central NSW and is a marketing campaign involving PR, social media, online, niche and content marketing. Funding partners include local and state government. This campaign was showcased as a successful cooperative marketing innovative and one where a campaign rather than a brand for a region can yield success.
MC Mark Olsen from EarthCheck
Renata Lowe from Tourism Western Australia went through in detail the activities and funding happening across WA’s regional tourism organisations (RTO) with the consolidation of eleven RTO’s down to five several years ago deemed a very successful move.
With 4 year contracts between states and regions, capacity building programs and a $4.2 million visitor centre grant program allowing regional tourism to be more viable and contribute towards the nations 2020 targets.
Graham Perry from Inland NSW Tourism and Jessica Quinlan from TripAdvisor urged all attendees to get heads out of the sand and acknowledge that the connected traveller has arrived and that a digital strategy for regional destinations is key to success. The statistic that shocked the room was that only 12% of Australian businesses are responding to TripAdvisor reviews despite the evidence suggesting its value.
For more event highlights search the hashtag #ARTN2015 on Twitter or tune into the Tourism Tweetup Podcast next week.