Post on 20-Aug-2015
Session outline
• Understanding tradition• Innovate our thinking in the area of product
development• Focus on the visitor experience as the asset• Elements of product development• Case Study: The Poachers Way
Traditional approach to tourism product
development
• Spreadsheet of tourism products or assets – product audit
• Group these together and identify themes for the region
• Identify council priorities and develop projects to address these priorities
Treat your visitor as your asset - What do they want?
• Value for time and money• Unique experiences• Insight and education• Think about the experience
seekers who visit your area• Use research
Treat the experience as the asset
• Consider the experience that you are offering to visitors
• Customer service• Interpretation and tours• Insight and education• Accessibility issues
Value for moneyExperiences
Elements of product development
• Measures of quality• Points of difference• Value proposition• Branding and communication
How do we recognise quality and not just promote
quantity?
Value proposition
• Know your visitors budget - time & $$• Visitors value their time – how are you
creating a return for them
Don’t be scared to charge but be prepared to return a
value for money experience
Branding and communications
• Coordinated communication with clear messages – distinct branding
• Marketing and promotions• Regional and destination messages
Where does the council play its part?
• Industry engagement - operator involvement, development and commitment
• Council support as part of the regional tourism development plan for product development
• Assistance for operators to deliver on the experience
Where should we be innovating in product
development?• Stop doing product audits and focus on
the consumer and the experience.
• Spend more $$ on research to tap into the changing motivations of visitors.
• Focus on quality and innovation in Tourism – not just inclusion and quantity of products.
Continue to innovate
Todd.wright@threesides.com.au
View this presentation online at: www.threesides.com.au