Tourism builds greater communities.

Start increasing tourism with what you have.

In the past, governments and others have misjudged tourism’s value. Tourism is now the fourth-largest industry in Australia. It is a crucial forerunner to advancing economic development as it touches a broad community business spectrum. People are unlikely to relocate their business if they have never experienced the proposed location.

Regional tourism adds value to the business community and residents’ quality of life. Local knowledge and learning are becoming more valued in the new economy. You can see this in viticulture, where wineries offer various supplementary activities, such as agricultural experiences, arts and crafts, galleries, festivals, tours, and food experiences. Tourist activity complements existing tourist infrastructure, and associated attractions induce regional visitors.

Like other industries, many tourism operators fail to understand the value of referral business and networks. One person visiting a community can quickly lead to hundreds of others staying in the future.

Word-of-mouth is still the best and cheapest advertising. Personal recommendations to visit somewhere will happen if a person enjoys the visit and has enjoyed the hospitality they received. It also helps if they have good marketing collateral that they would be proud to hand out to others they associate with or meet in their travels.

The importance of tourism.

Tourism is becoming increasingly important as Australia transitions to a more diversified service-based economy. It has the potential to be Australia’s fastest-growing industry. Australia’s tourism Gross Domestic Product (GDP) rose 7.4% in 2015–16, well ahead of the 2.3% growth rate for the broader economy.

Tourism Research Australia forecasts strong growth, with total overnight tourism spending increasing to $196.3 billion by 2026–27, up from $96.8 billion in 2015–16. Tourism contributed 3.2% to the national GDP in 2015–16 (up from 2.8% in 2011–12). Between 2011–12 and 2015–16, 6% more people were employed in tourism, and the average revenue per business grew significantly (20%).

Tourism can find new ways of doing business.

New ways of doing business are advancing so fast worldwide that they are leaving the laggards behind, and it is the businesses that develop good tourism products that will have the most significant impact on the success of an individual community.

Many yearn for the freedom and fun associated with owning their own business. Few decide to do so, and even fewer make the organisations they are responsible for live up to dreams and expectations. The tourism industry could provide the motivation they need to get going. I hope tourism will significantly help people interested in developing their community and becoming business owners in a regional town.

If you believe military strategists, winning requires the application of boldness, bravery, and aggression at just the right time. Tourism development is not much different. Today, tourism is advancing on such a broad front that even governments and corporations cannot keep up in all sectors.

Australian communities must stop living off an illusionary short-term prosperity. They must engage with tourism before it is too late to join the winner’s circle. Your approach to tourism development would not be complete without taking a longer-term view.

Local governments must become more concerned with creating tourism opportunities, not just roads, rates, and rubbish. An excellent complement of associated services is also relevant to enhancing and growing tourism.

 A technologically savvy community can reap big dividends in today’s global tourism industry,

Quotable Quotes

“The role of your community is to take visitors to your town from where they are to where they have never been”. Peter Sergeant

“The few who do are the envy of the many who only watch”. Jim Rohn