The face of tourism has been changing; consumers are seeking experiences that offer an emotive connection rather than just a transaction experience. This is particularly evident with the younger generation.
Tourists are now venturing off the beaten track to see more nature - based experiences that can be shared on social media. The trend is particularly evident when considering geologically rich places with interesting landscapes or rock formations. In the outback, we have a wide range of outstanding landscapes and sculptures to promote to this new breed of traveller. Our focus is to provide access and knowledge of our wonderful natural assets to a technologically savvy marketplace. OQTA’s 2020 vison is to highlight four key themes and hero experiences in the outback: Paleotourism, Outback Adventures, Heritage and Locals and Outback Events – promoting the natural gorges, lookouts, parks, scenic flights, Aboriginal rock art and drives. OQTA see the potential to join this vision, by creating and promoting self-drive itineraries with the focus on geotourism attractions.
We see an opportunity to build self-drive itineraries that focus on the hero experiences .This will drive the consumer preference of finding these remarkable natural offerings and target markets that are time poor. There are many niche markets that are accessible and make marketing more value driven as well as targeting more engaged audiences. For example: Twitchers; Snailers; agri-tourists; wildlife lovers; cultural and heritage to name a few. This is what will drive tourism in to the future and fits so well with Geotourism.
The Magdalene Feast is an arts event in Langley, BC dedicated to embracing & empowering women in the arts. It features a concert, art sale, local cuisine, short film and readings from Lower Mainland artists, authors, filmmakers and musicians. Partial proceeds are being donated to the Korle-Bu Neuroscience Foundation. www.kbnf.org
Attached is the Press Kit to educate on the event. Join us as a sponsor, or sponsored artist! Tickets on Sale Today.
We were invited to present at the Caribbean Digital Expo this year! Our presentation focused on the continued evolution and success of our UWI Fete digital campaigns.
The Magdalene Feast is an arts event in Langley, BC dedicated to embracing & empowering women in the arts. It features a concert, art sale, local cuisine, short film and readings from Lower Mainland artists, authors, filmmakers and musicians. Partial proceeds are being donated to the Korle-Bu Neuroscience Foundation. www.kbnf.org
Attached is the Press Kit to educate on the event. Join us as a sponsor, or sponsored artist! Tickets on Sale Today.
We were invited to present at the Caribbean Digital Expo this year! Our presentation focused on the continued evolution and success of our UWI Fete digital campaigns.
Part of winning team of 10 UIUC students in a case study competition to create an interactive 5k mob run for Red Frog Events. We competed against 6 other teams across Illinois. Each team was required to present 3 brand proposals to their RFE liaison, create a 15 page portfolio and a 10 minute presentation summarizing their chosen brand at Camp Red Frog on March 10, 2014. Our team placed in 1st place.
Estes SureMove: Enjoying America Like a LocalEstes SureMove
Moving to a new city can be worrisome. You're not sure where to shop, where to eat or what to do! Start making your new city feel like home and test out a few of the local's favorite spots to frequent with our guide to enjoying the local lifestyle.
Back in the 1960s, Saigon stood apart from the rest of the Indochina region. The whole of Asia looked at Saigon as a place with a strong Western vibe; a dynamic city full of hustle and bustle. Saigon was so loud and lively with its sleepless nightlife, busy open markets, and the hectic traffic. Western music, fashion trends, Hollywood movies, and consumer goods – all of these were racing to penetrate Saigon. It almost seemed as if Saigon wasn’t supposed to be in Indochina...
If you’re planning a travel moments adventure and luxury trip to Arizona in late spring or early summer, your kids will love exploring this natural wonderland—and they’ll have plenty of time to explore because the park is open year round! For a more relaxing experience, consider visiting Costa Rica. This Central American country is known for its beautiful beaches and adventure-packed activities like white-water rafting and canopy tours.
travel Moments journey and luxury journey is a a laugh and interesting experience for all people. it will can help you experience new adventures and make new friends. The fine element approximately visiting is that you get to see one of a kind places and particular cultures and meet new humans.
considering journey travel with your own family? Then there's a few information that will help you make the right decision.
in case you want to go on a quick trip, then it would be better to pick out places which are in the direction of home or wherein there are numerous options for sightseeing. for example, in case you are in France and need to go to Italy, it would be higher to go there via plane because it can be inexpensive than by way of automobile or train.
The Purpose Of Travel
Thailand Vacation Essay
Why Do People Travel Essay
Travel Writing Essay
Essay on The Effects of Traveling
International Travel In Australia Essay
Essay about Tourist Destinations
Why I Want To Travel Essay
Travel, A Part Of Education
My Passion For Traveling
Arctic Range Adventures Canadian Signature Experience Case StudyTourism Cafe Canada
One of 10 Destination Canada, Canadian Signature Experiences Case studies, Arctic Range Adventures was selected to be in this select group of Canadian travel experiences for their Ice Road to to Tuktoyaktuk (http://www.arcticrange.com/en/tour/arctic-winter-explorer-ice-road-tuktoyaktuk.html). Learn about what experiential travel means to this company, what makes a memorable travel experience, their ideal guests, key partners, tips for others who want to raise the bar with experiential travel.
Drumroll, please! 🎉 The wait is over, Spenderrific's first-ever Digital Magazine is now LIVE! 🚀
Link: https://t.ly/STggY
Welcome to Spenderrific, where every page is an invitation to discover, connect, and celebrate the extraordinary moments that make life truly remarkable.
Welcome to the inaugural issue of Spenderrific, where our journey from a humble blog to a vibrant digital magazine unfolds before your eyes. It is with great joy and enthusiasm that we present to you the evolution of Spenderrific, a journey that began on November 1, 2015.
Five years ago, we embarked on this venture as a blog with a passion for exploring the realms of travel, lifestyle, and the latest in pet care tips and accessories. The inception was marked by a desire to share experiences, connect with like-minded individuals, and build a community that celebrates the beauty of life in its various forms.
As we reflect on our beginnings, we are proud to announce the transformation of Spenderrific into a digital magazine. This evolution is a testament to the unwavering support and engagement from our incredible readership.
Your enthusiasm has fueled our growth, and we are excited to bring you a richer, more immersive experience.
In these pages, you will find curated content that goes beyond the ordinary—a celebration of travel adventures, a glimpse into diverse lifestyles, and a dedicated section on pet care tips and accessories
Our commitment to quality and authenticity remains steadfast, and we are eager to continue inspiring and entertaining you through this new chapter.
Join us as we navigate the digital landscape with the same passion and dedication that marked our beginnings. Spenderrific, now a digital magazine, is not just about stories; it's about creating a shared space where we can explore, learn, and connect with the world and each other.
Thank you for being an integral part of our journey. Here's to many more years of exploration, discovery, and shared moments.
1 billion travelers, more than 1 billion opportunities... For World Tourism Day 2015, we debate this statement by the UNWTO with Anita Mendiratta and Jonathan Tourtellot.
Indeed while tourism can have profoundly positive impacts, ill-managed tourism can bring about many negative effects for residents and the local environment. At the center of this: the DMO, who shares in the evolution of tourism everywhere.
Guest speakers:
Anita Mendiratta, Founder and Managing Director, CACHET CONSULTING
Jonathan Tourtellot, President, Focus on Places LLC, Founder, National Geographic Centre for Sustainable Destinations
Part of winning team of 10 UIUC students in a case study competition to create an interactive 5k mob run for Red Frog Events. We competed against 6 other teams across Illinois. Each team was required to present 3 brand proposals to their RFE liaison, create a 15 page portfolio and a 10 minute presentation summarizing their chosen brand at Camp Red Frog on March 10, 2014. Our team placed in 1st place.
Estes SureMove: Enjoying America Like a LocalEstes SureMove
Moving to a new city can be worrisome. You're not sure where to shop, where to eat or what to do! Start making your new city feel like home and test out a few of the local's favorite spots to frequent with our guide to enjoying the local lifestyle.
Back in the 1960s, Saigon stood apart from the rest of the Indochina region. The whole of Asia looked at Saigon as a place with a strong Western vibe; a dynamic city full of hustle and bustle. Saigon was so loud and lively with its sleepless nightlife, busy open markets, and the hectic traffic. Western music, fashion trends, Hollywood movies, and consumer goods – all of these were racing to penetrate Saigon. It almost seemed as if Saigon wasn’t supposed to be in Indochina...
If you’re planning a travel moments adventure and luxury trip to Arizona in late spring or early summer, your kids will love exploring this natural wonderland—and they’ll have plenty of time to explore because the park is open year round! For a more relaxing experience, consider visiting Costa Rica. This Central American country is known for its beautiful beaches and adventure-packed activities like white-water rafting and canopy tours.
travel Moments journey and luxury journey is a a laugh and interesting experience for all people. it will can help you experience new adventures and make new friends. The fine element approximately visiting is that you get to see one of a kind places and particular cultures and meet new humans.
considering journey travel with your own family? Then there's a few information that will help you make the right decision.
in case you want to go on a quick trip, then it would be better to pick out places which are in the direction of home or wherein there are numerous options for sightseeing. for example, in case you are in France and need to go to Italy, it would be higher to go there via plane because it can be inexpensive than by way of automobile or train.
The Purpose Of Travel
Thailand Vacation Essay
Why Do People Travel Essay
Travel Writing Essay
Essay on The Effects of Traveling
International Travel In Australia Essay
Essay about Tourist Destinations
Why I Want To Travel Essay
Travel, A Part Of Education
My Passion For Traveling
Arctic Range Adventures Canadian Signature Experience Case StudyTourism Cafe Canada
One of 10 Destination Canada, Canadian Signature Experiences Case studies, Arctic Range Adventures was selected to be in this select group of Canadian travel experiences for their Ice Road to to Tuktoyaktuk (http://www.arcticrange.com/en/tour/arctic-winter-explorer-ice-road-tuktoyaktuk.html). Learn about what experiential travel means to this company, what makes a memorable travel experience, their ideal guests, key partners, tips for others who want to raise the bar with experiential travel.
Drumroll, please! 🎉 The wait is over, Spenderrific's first-ever Digital Magazine is now LIVE! 🚀
Link: https://t.ly/STggY
Welcome to Spenderrific, where every page is an invitation to discover, connect, and celebrate the extraordinary moments that make life truly remarkable.
Welcome to the inaugural issue of Spenderrific, where our journey from a humble blog to a vibrant digital magazine unfolds before your eyes. It is with great joy and enthusiasm that we present to you the evolution of Spenderrific, a journey that began on November 1, 2015.
Five years ago, we embarked on this venture as a blog with a passion for exploring the realms of travel, lifestyle, and the latest in pet care tips and accessories. The inception was marked by a desire to share experiences, connect with like-minded individuals, and build a community that celebrates the beauty of life in its various forms.
As we reflect on our beginnings, we are proud to announce the transformation of Spenderrific into a digital magazine. This evolution is a testament to the unwavering support and engagement from our incredible readership.
Your enthusiasm has fueled our growth, and we are excited to bring you a richer, more immersive experience.
In these pages, you will find curated content that goes beyond the ordinary—a celebration of travel adventures, a glimpse into diverse lifestyles, and a dedicated section on pet care tips and accessories
Our commitment to quality and authenticity remains steadfast, and we are eager to continue inspiring and entertaining you through this new chapter.
Join us as we navigate the digital landscape with the same passion and dedication that marked our beginnings. Spenderrific, now a digital magazine, is not just about stories; it's about creating a shared space where we can explore, learn, and connect with the world and each other.
Thank you for being an integral part of our journey. Here's to many more years of exploration, discovery, and shared moments.
1 billion travelers, more than 1 billion opportunities... For World Tourism Day 2015, we debate this statement by the UNWTO with Anita Mendiratta and Jonathan Tourtellot.
Indeed while tourism can have profoundly positive impacts, ill-managed tourism can bring about many negative effects for residents and the local environment. At the center of this: the DMO, who shares in the evolution of tourism everywhere.
Guest speakers:
Anita Mendiratta, Founder and Managing Director, CACHET CONSULTING
Jonathan Tourtellot, President, Focus on Places LLC, Founder, National Geographic Centre for Sustainable Destinations
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Serving Up a Storm! - Food, Tech and TourismPeter Jordan
In its 2016 Travel Megatrends report, Skift described food as 'the leading hook in travel', but where did this trend come from and what does it mean for tourism authorities, and what opportunities could this provide for tech developers?
In June 2016 the European Tourism Association (ETOA) in association with London Technology Week hosted a seminar discussing the increasingly close relationship between food, tourism and technology. Here is Toposophy's opening presentation from that seminar.
Dr Melinda McHenry, Physical Geographer and Learning & Teaching Strategist at The University of Tasmania, has convened this webinar for her 'geo-professional' (geoscientists, geographers, geomorphologists etc) to focus on the development of geotourism through the National Geotourism Strategy (of the Australian Geoscience Council), from the perspective of a presenter with varied experience in a wide range of industry sectors.
.
Geotourism - A Transformational Approach to Conserving Heritage and Generati...Leisure Solutions®
In formulating a national strategy for geotourism development, the Australian Geoscience Council
Inc (AGC) has consulted with both the Heritage Committee and the Society of Social and
Environment (The Society) of The AusIMM to determine how best the development
of geotourism throughout Australia can enhance the scope of regional development of mining areas
during current mining activities and after mine closure. Geotourism adds considerable holistic
content value to traditional nature-based tourism as well as cultural attributes (embracing both
Aboriginal and post European settlement) having regard to mining aspects and can be delivered
through mechanisms such as geotrails and geoparks within defined ‘GeoRegions’.
Driving Australia’s National Geotourism Strategy through the AGCLeisure Solutions®
The Australian Geoscience Council Inc (AGC) has set up a National Geotourism Strategy Reference Group (NGSRG) which includes representatives of other key active stakeholders (e.g. the Geotourism Standing Committee of the Geological Society of Australia), and under the guidance of this reference group, other key stakeholder groups will be best placed to help deliver different parts of a National Geotourism Strategy (NGS).
This NGS is being designed to support the orderly development of major geotourism projects and activities in line with overseas trends and domestic regional development imperatives. The AGC sees the articulation of a strategy with a staged and incremental approach as being essential to ultimately gain government endorsement at all levels. The development of a National Ecotourism Strategy in 1994 and subsequent state/territory-based initiatives is considered as a particularly useful precedent and guide. Of significance internationally is the development of geotourism in Australia that lags many countries’ approach, notwithstanding the fact Australia has taken the initiatives in several areas in development of the concepts underpinning geotourism.
The pursuit of geotourism offers the potential for new industries and employment opportunities through the development of major projects within Australia. Also, very significantly from a strategic perspective, the AGC recognises that the development of geotourism may be one of the best ways to communicate the value of geoscience to the broader Australian community. The AGC considers that this improved profile for geoscience is likely to have a positive impact in other areas of strategic importance, most notably the need for continuing tertiary enrolments in geoscience, which is required to meet Australia’s needs for highly qualified geoscience graduates and researchers into the future.
The National Geotourism Strategy and Implications for Geoscience EducationLeisure Solutions®
The Australian Geoscience Council Inc (AGC) has set up a National Geotourism Strategy Reference Group (NGSRG) which includes representatives of other key active stakeholders (e.g. the Geotourism Standing Committee of the Geological Society of Australia), and under the guidance of this reference group, other key stakeholder groups will be best placed to help deliver different parts of a National Geotourism Strategy (NGS).
This NGS is being designed to support the orderly development of major geotourism projects and activities in line with overseas trends and domestic regional development imperatives. The AGC sees the articulation of a strategy with a staged and incremental approach as being essential to ultimately gain government endorsement at all levels. The development of a National Ecotourism Strategy in 1994 and subsequent state/territory-based initiatives is considered as a particularly useful precedent and guide. Of significance internationally is the development of geotourism in Australia that lags many countries’ approach, notwithstanding the fact Australia has taken the initiatives in several areas in development of the concepts underpinning geotourism.
The pursuit of geotourism offers the potential for new industries and employment opportunities through the development of major projects within Australia. Also, very significantly from a strategic perspective, the AGC recognises that the development of geotourism may be one of the best ways to communicate the value of geoscience to the broader Australian community. The AGC considers that this improved profile for geoscience is likely to have a positive impact in other areas of strategic importance, most notably the need for continuing tertiary enrolments in geoscience, which is required to meet Australia’s needs for highly qualified geoscience graduates and researchers into the future.
The NGS will be based on a number of agreed goals based on the following themes.
1. Development of new digital technologies to deliver and interpret for the traveller or visitor, quality natural and cultural heritage content, highlighting particularly geology and landscape.
2. To define an approval pathway for major geotourism projects.
3. To establish a framework for creating high quality, sustainable geotrails.
4. To establish a national framework for geoheritage listings suitable for geotourism.
5. To develop geotourism in regional mining communities with potential geoheritage and cultural heritage sites.
6. To strengthen Australia’s international geoscience standing through geotourism excellence.
7. To develop and enhance the geoscience interpretation and communication skills of everyone actively involved in the presentation of geosites, enabling the provision of accurate and thematic information in an accessible manner.
Delivering a National Geotourism Strategy for Australia - Central Highlands G...Leisure Solutions®
The Central Highlands GeoRegion of Central Qld contains all the key components including geotrails in which a future mining park or UNESCO Global Geopark can be developed.
Augmenting the Geotourism Experience through New Digital TechnologiesLeisure Solutions®
In developing a National Geotourism Strategy for Australia, the AGC has recognised that state-based geotourism maps, supplemented by publications, may well be eventually replaced by digital technologies (e.g. 3D visualisation, augmented reality, virtual reality, holograms and live streaming using smartphones and drones) and GIS technologies as a cost effective means of accessing and better communicating geological content for tourists throughout regional Australia.
Delivering a National Geotourism Strategy for AustraliaLeisure Solutions®
As a geoscience development opportunity, the Australian Geoscience Council has decided to formulate a National Geotourism Strategy to accommodate the orderly development of major geotourism projects (which might include geoparks) and other activities (such as geotrails) in line with overseas trends and domestic regional development imperatives. It is intended that this strategy will complement the National Ecotourism Strategy completed some 25 years ago.
This presentation formed the basis of the webinar organised for students of the College of Sciences and Engineering of the School of Technology, Environments and Design, University of Tasmania with the topic of ‘Geoheritage and Geotourism’. The take-aways from the webinair were
Geotourism is holistic and ‘place based’ with geology and landscapes as its base.
The right balance needs to be determined between exposing geosites for public visitation & geoconservation needs.
Geotourism must determine what measures are put in place or techniques used to respect geoconservation considerations.
Through the study of geomorphology, an understanding of landscapes can enhance outstanding, interpretative experiences for visitors.
The application of new digital technologies can add considerable value to the geotourism experience.
Geoheritage needs to embrace both fossil & mineral treasures.
‘Geotourism in the Scenic Rim and the National Geotourism Strategy (NGS)’Leisure Solutions®
Wildlife Tourism in the Scenic Rim Workshop, 6th December 2019:
Key Takeaways:
* A national geotourism strategy will provide a framework to enhance the quality and scope of experiences in the Scenic Rim.
* Geotours must offer a variety of experiences for travellers to succeed as a tourism product.
* Availability of augmented and virtual reality tools supported by quality interpretative signage would enhance greatly the visitor experience .
* The recent bush fires in the Scenic Rim have reinforced the value of geotourism as a means of raising awareness of Climate Change issues – a key UNESCO Global Geopark discussion topic.
Evolving Geotourism as a Key Driver of Regional Development in Australia: Glo...Leisure Solutions®
Geotourism is a significant emerging and growing global phenomenon. Geotourism is essentially sustainable and holistic nature-based tourism ‘that focuses on an area's geology and landscape as the basis for providing visitor engagement, learning and enjoyment'. Resulting from its experiential characteristics, geotourism has links with adventure tourism and ecotourism. Geotourism also embraces cultural tourism, inclusive of indigenous tourism, an approach of increasing interest to both managers of protected and unprotected areas. Under the current national Australian Geoscience Council (AGC) 2015-2020 Strategic Plan, and as a geoscience advocacy opportunity, the AGC has decided to formulate a draft National Geotourism Strategy to accommodate the orderly development of major geotourism projects (which might include geoparks) and other activities (such as geotrails) in line with overseas trends and domestic regional development imperatives.
AGC recognises that the socio-economic benefits of geopark development, both UNESCO Global and national in scope, include the following.
1. Measurable economic benefits - additional visitors, direct and regional economic output, household income and wages, and local employment.
2. Through establishment of a management entity, a higher level of centralised coordination in areas of community engagement, product development, travel and hospitality services, tourism promotion/branding.
3. Maximisation of sustainable development and management of 'over tourism’.
4. Provision of a framework for focus on the 10 UNESCO Topics that include culture, education, climate change, geoconservation, and sustainable development.
In complementing ecotourism, geotourism is now evolving to determine its place as a key driver of nature-based tourism as a regional development imperative for Australia.
Blue Mountains National Landscape and the National Geotourism StrategyLeisure Solutions®
A presentation tto a Symposium of the Linnean Society of NSW, 8th November 2019:
Geotourism, a holistic form of nature-based tourism, is a significant emerging and growing global phenomenon. Geotourism focuses on an area's geology and landscape as the basis for providing visitor engagement, learning and enjoyment'. In summary, geotourism
• adds considerable content value to traditional nature-based tourism (the primary motivator of travel to Australia) as well as cultural tourism, inclusive of indigenous tourism, thus completing the holistic embrace of ‘A’ (abiotic – landscape and geology) plus ‘B’ (biotic) plus ‘C’ (culture) aspects. It empathises an approach of increasing interest to protected area managers, particularly given the experience gained from the now discontinued Australian National Landscape programme (which included the Greater Blue Mountains World Heritage Area);
• celebrates geoheritage and promotes awareness of and better understanding of the geosciences;
• contributes to regional development imperatives in areas experiencing social and economic difficulties through increased tourist visitation, particularly from overseas;
• creates professional and career development for geoscientists;
• provides a means of highlighting and promoting public interest in mining heritage;
• provides the means of increasing public access to geological information through a range of new information and communication technology (ICT) applications; and
• engenders an increasing awareness of the importance in geology as a fundamental science that has had and will continue to have major impacts on civilisations.
The Australian Geoscience Council (AGC), which is the Peak Council of geoscientists in Australia representing eight major Australian geoscientific societies with a total membership of over 8,000 individuals, is currently consulting with state/territory government agencies with the aim of developing a national strategy predicated on consideration of a number of broad topics which include identifying mechanisms for collaboration with providers of other areas of natural (bioregion) and cultural heritage content. Other topics under consideration include geotourism as a means of celebrating and better coordination nationally of geoheritage data bases and establishing a national set of administrative procedures for ‘georegional’ assessment to provide for major geotourism project development.
Adoption by state government agencies of a national geotourism strategy offers the potential to stimulate new nature-based tourism development and a more holistic appreciation of natural and cultural heritage. As Australia’s most visited tourism destination, the Blue Mountains is well positioned to benefit from this development.
Geotourism – Adding Value to Traditional Nature-based TourismLeisure Solutions®
A presentation to the 2019 Annual Conference of 'Interpretation Australia', Melbourne, October 2016
Geotourism, a holistic form of nature-based tourism, is a significant emerging and growing global phenomenon. Geotourism focuses on an area's geology and landscape as the basis for providing visitor engagement, learning and enjoyment'. It has links with adventure tourism, cultural tourism and ecotourism, but is not synonymous with any of these forms of tourism, although in broad terms it actually embraces them all. Geotourism adds considerable content value to traditional nature-based tourism (the primary motivator of travel to Australia) as well as cultural tourism, inclusive of indigenous tourism, thus completing the holistic embrace of ‘A’ (abiotic – landscape and geology) plus ‘B’ (biotic – flora and fauna) plus ‘C’ (culture) aspects. The Australian Geoscience Council is currently consulting with state/territory government agencies with the aim of developing a national strategy predicated on consideration of a number of broad topics including the following.
• Geotourism as a means of celebrating geoheritage by expansion of the geotourism map concept progressively across Australia on a ‘state by state’ basis, as well as consideration of new ICTs (e.g. smartphones, 3D visualisation, AR & VR) and GIS technologies as a cost effective means of accessing and better communicating geological content for travellers and residents in regional Australia.
• New geotrail development – local, regional and national engagement to open up dialogue with existing walking, biking and rail trail interest groups and operators to highlight the availability of quality geoscience data.
• Consideration of establishing a national set of administrative procedures for ‘georegional’ assessment to provide for potential geopark nomination at state and national levels.
• Mechanisms for collaboration with providers of other areas of natural (bioregion) and cultural heritage content, inclusive of mining heritage.
• Professional development for geoscientist guides in interpreting natural and cultural heritage as tour guides.
Enhancing the Pilbara Georegion Through Geotourism by Angus M RobinsonLeisure Solutions®
In recent years there has been a growing realisation that economic development in outback regional Australia needs to be built on the three sustainable core pillars of mining, agriculture and tourism. Geotourism, an emerging global phenomenon, is holistic and is an experiential form of nature (and culture – both indigenous and post European settlement based) tourism. Unlike ecotourism which focuses mainly on flora and fauna in essentially protected areas, geotourism can extend across both designated protected and unprotected areas, including those areas subject of existing agricultural and mining development. By raising awareness of the importance of the area’s geological heritage in history and society today, geotourism provides local communities with a sense of pride in their region and strengthens their identification with the region. Geotourism can be the generator of new jobs and innovative local enterprises as new sources of revenue, as well as the opportunity for existing remote area businesses to diversify into provision of visitor services, while the geological heritage of the region can be better managed and protected.
Embracing through geotourism the Pilbara Georegion’s world-famous North Pole stromatolites, given this geosite’s world class profile as the oldest living community fossils on the planet, has considerable potential in establishing Australia as a ‘must see’ destination for fossil-rich geoheritage visitation. Realisation of this potential, when combined with the parallel development of the truly unique Nilpena Ediacaran fossil assemblage site in South Australia’s Flinders Ranges, as well as the established Age of Dinosaurs museum in Winton in Western Queensland, will deliver for Australia an unparalleled tourism destination. For the emerging, high value, free and independent market in China, the availability of high profile ‘scenic areas’ such as the Pilbara Georegion, with its outstanding natural heritage and cultural values, offers outstanding ‘bucket list’ appeal.
Protection, Preservation and Promotion: geo-heritage and geotourism opportuni...Leisure Solutions®
Australia’s human heritage is well known, with our aboriginal peoples acknowledged as the oldest surviving culture in the world, extending at least 60000 years.
Our natural heritage goes even further – with rock outcrops in Western Australia extending from the Archean (about 3.6 Billion years ago) to recent surficial and unconsolidated deposits which form our rivers, streams, coastlines and shape our deserts. These collectively provide evidence of geological processes and events that have shaped our continent and even influenced our understanding of our planet.
Geological heritage – though important – is insufficiently protected, and there are limited legislative protections safeguarding this knowledge and understanding for future generations.
Government led geoscience efforts to date have primarily focused on baseline geoscience acquisition for the purposes of identifying mineral and energy resources and while a tremendous amount of data and information is collected from Geological Surveys and their Federal counterparts. However, there remains a gap in understanding and appreciating geo-heritage sites of significance and ensuring their ongoing protection and preservation.
In addition, the intrinsic value, aesthetics and appeal of certain locations lead to tourism related opportunities. Geo-tourism is rapidly gaining popularity overseas and many attractions and supporting industries are now operational including in Indonesia and New Zealand. There remains an opportunity – and obligation – of adequately manage our geo-heritage site and information while facilitating the development and promotion of a thriving yet sustainable geo-tourism industry in the Northern Territory.
The Australian Geoscience Council (AGC), which is the Peak Council of geoscientists in Australia representing eight major Australian geoscientific societies with a total membership of over 8,000 individuals, is currently consulting with state/territory government agencies with the aim of developing a national strategy predicated on consideration of a number of broad topics which include identifying mechanisms for collaboration with providers of other areas of natural (bioregion) and cultural heritage content, inclusive of mining heritage. Through the auspices particularly of the Heritage Committee of the AusIMM (an AGC member), it has been recognised that much of Australia’s rich mining heritage, including many outstanding mineral collections, has not been adequately integrated into tourism product development. Presentation to the Annual Conference of the Australasian Mining History Association, Atherton, Queensland, 9th July 2019.
New National Park at Nilpena, Flinders Ranges, South AustraliaLeisure Solutions®
As an exemplar of geodiversity in the Earth’s geological record, the Ediacaran fossil assemblage of the Flinders Ranges also celebrates the very birth of the Earth’s biodiversity.
As one of Australia’s most significant National Landscapes, the Flinders Ranges has the making of being also declared as another UNESCO World Heritage Site. The Foundation for National Parks and Wildlife (FNPW) with the Flinders Ranges Ediacara Foundation and the SA Government aims to create a new national park as a key core component of this vision - truly and outstanding geotourism destination for Australia.
Engaging with the Greater China Region: Case Studies for Taiwan and ChinaLeisure Solutions®
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2. Live Australia’s
story
Go on, get out there and live.
Make a connection you’ll feel
deep in your heart and soul. Let
it get under your skin, hit you in
the guts and knock your dusty
socks off.
Come on, get to know this
place, this very big place, and
you’ll know what Australia is all
about. You might just learn a
few things about yourself, too.
Outback Queensland has so
many stories to tell and share
about the history of our country,
the spirit of our nation and what
it means to be Australian.
So come on, get out there and
live them all. Live Australia’s
story in Outback Queensland.
And you know what, the best
stories are yet to be written, told
and remembered forever.
OUR BRAND
POSITION
3. OUR OPPORTUNITY
Research tells us we are a desired destination (even
more desired than our beachy counterparts)
A visit to Outback Queensland is seen as a birthright
For Australians, visiting the Outback is seen as
experiencing their culture
1.
2.
3.
So, our visitors have a reason to come —
it’s marketing’s job to make them come today not
“one-day.”
4. OUR CHALLENGE
More complex challenges aside (accessibility,
price,
product development) — we have a few easy
fixes:We’re confused by who our audience is
Our budgets are finite and need to be spent strategically, not
sporadically
1.
2.
We have many (MANY) stakeholders who sometimes work
against each other rather than together
3.
5. OUR SOLUTION:
Get clear on our target
audience so our messages
don’t get lost in the market.
1.
Ensure a consistent message
is told OQTA, region, council
and every operator.
2.
7. Holiday visitors to the
Outback make up
LESS THAN 40%
of all visitors
Business visitors are
the
big one and make
up
MORE THAN 40%
of all visitorsFrom a marketing perspective, our focus remains on
growing the holiday market, in particular:
1. Intrastate visitors 2. Interstate visitors
NOTE: OQTA ONLY MARKETS TO HOLIDAY VISITORS
CAVEAT: All Outback tourism data uses three year averages to increase data integrity.
The information provided is not absolute and the impact of outliers should always be
considered.
SO, WHO VISITS THE
OUTBACK?
8. Intrastate Interstate
Length of
Stay
More than 60% of intrastate
visitors stay for 3 nights or less.
Think: weekends.
Almost 5% of interstate holiday visitors
stay in the Outback for 4 nights or more.
Type of
Stay
Just on 60% of all intrastate
holiday visitors make only one stop
when holidaying in the Outback.
70% make only one or two stops.
Almost 50% of all interstate holiday
visitors make 4 or more stops when
travelling in the Outback. 18% will take
8 or more stops.
Age 60% of all intrastate visitors are
under 60 years of age.
Almost 70% of interstate holiday visitors
are 50 years of age or more. Think:
caravans.
Segment Older families
SINKS/DINKS
Empty Nester
How we
should talk
to them
We should be delivering:
48 hour guides
A weekend in …
Event guides
Boys trips/girls trips
School holiday content
We should be delivering:
X places to pull up your caravan
Your ultimate road trip itinerary
How to see every major town in the
Outback in 14 days.
9. SCORE 4 or 5
These are strategic segments and will
form the basis of most marketing
activity. These segments have the
highest potential for results and yield,
and should be the focus of the current
strategy.
SINKS/DINK
S
Young
Families
Older
Families
Empty
Nesters
In-market
Intrastate
Interstate
In-market
Intrastate
Interstate
In-market
Intrastate
Interstate
In-market
Intrastate
Interstate
Weekend Getaway
1–3 nights
4 5 1 2 2 5 2 1 5 2
Short Breaks
4–7nights
4 5 4 3 4 3 4 5 5 5 5
Real Holiday
8–14 nights
2 1 1 4 5 5 4
Travel
15+ nights
1 4 1
MARKET
SEGMENTS
10. LETS DIVE INTO
INTRASTATE TRENDS
Over the last five years, the Outback has grown this market
faster than the Queensland state and national average
Research suggests the rapid growth of the last five years
may have peaked.
Intrastate has always been the strongest market for the
Outback
1.
2.
3.
EY TAKE OUT: Slowing growth in visitors and nights over next 12-24 months. We need t
ignite growth.
11. LETS DIVE INTO
INTERSTATE TRENDS
The Outback has outperformed both the state and national
growth rates over the last five years in this market.
Importantly, the entire State had 2.5 million fewer Interstate
Holiday visitor nights than it did ten years ago.
Queensland as a whole has dropped off in this market.
1.
2.
3.
Y TAKE OUT: Slowing growth in visitors and possible negative growth in nights in next 12
months.
12. LETS DIVE INTO
INTERNATIONAL TRENDS
This isn’t in isolation though - Queensland as a whole had fewer
Western Holiday visitors in 2017 than it did ten years ago.
We are not attracting the Western markets we used to. Importantly,
Western Markets make up virtually all the international visitors to the
Outback
Over the past 10 years, the Outback has seen its International
Holiday visitor numbers decline
1.
2.
3.
KEY TAKE OUT: Continuing decline in visitors and nights with the potential for long-term
market damage.
13. Harry & Alice: Empty Nesters
Harry and Alice love to travel. As they have travelled
around the country in their caravan, they’ve seen some
beautiful country and made some really great friends.
They’ve been to the Outback four or five times now and
it gets better every time. Just lately though, they’ve
realised that they’re not getting any younger with Alice
not being well and Harry struggling a little with the
caravan and all. Now they’re not going away for as long
as they used too, or travelling as far as they’d like. Still,
they have really enjoyed their travels and have some
great memories.
It was always about the journey, the people and the
experience. Pulling up by the side the road somewhere
near Whoop Whoop, having a cup of tea and just
seeing who stopped for a chat. Maybe they’d spend the
afternoon in the caravan park just chatting and
comparing notes with other “grey nomads” – not that
they liked the term. It was a simple way to travel and
wasn’t too expensive – they have to watch their
pennies. Fuel and the car were the big costs. They
could always grab some fresh fruit and vege from a
local stall and even some of those great farm fresh
eggs and enjoy a lovely meal around a campfire with
new mates. Every now and then they might splurge and
have a countery at the local pub or even a nice
restaurant in the nearby motel.
Maybe one more little trip next
year…
14. Harry & Alice: Empty Nesters
Grey Nomads
Numerous stopovers and
long length of stay in the
Outback,
so long drives.
Much higher proportion of
interstate visitors.
It’s about the journey and
meeting people
Low yield due to low use of
accommodation and lower
use of attractions etc.
The pace of decline in this
market will increase in next
3-5 years.
15. The Boys, The Girls = LINKS
The Boys
They love the bush. It’s been their home all their
lives —it’s where they went to school, played
footy and had the best times. It’s getting harder
now though — finding work and all. Even the
good times can be hard to find as there is never
a lot on. Mostly they need to jump in the car and
head off for a few hours down the road to a
nearby town to find a new band playing, or
cruise over to a party where they can crash on
the floor. Every now and then there might even
be a festival of some kind or even a rodeo that’s
only 3–4 hours drive — not far in the bush!
The Girls
It’s not the city — but you can pretend! There’s
not a lot to do so they make their own fun.
Maybe just catching up with the rest of the girls
for a chat over a wine, or maybe head off to a
party a few hours away where you know the
boys will be and maybe a decent band. There’s
a new restaurant in town and it has great food.
16. The Boys, The Girls = LINKS
LINKS
(Locals with Income and No
Kids
= SINKs + DINKs)
Essentially intrastate visitors; 400–
500km radius.
It’s about the destination and doing
something ‘different’; adding a little
excitement.
Lower yield due to low use of
accommodation or lower end
accommodation plus lower use of
attractions, etc.
Higher yield through consumption of food
and beverage.
Volatile market as requires ‘different’
experience drawcard and will be
impacted over time by decline in
numbers of young people migrating from
rural regions nationally.
Only one stopover normally and short
stays (1-2/3 nights) normally within 3–4
hour drive.
17. The Hart Family: Older Families
Their little babies are nearly grown up. Not long
to go now! They went to Europe last year for a
family holiday and had a great time. So much to
see and do! This time it’s different. It may be the
last holiday as the “family” unit so it has to be
special. Something they can remember forever.
It would be nice to avoid the hustle and bustle of
the city (like Europe!) so they can focus on each
other and discover new things about themselves
and the world. Maybe get in touch with what it
means to be Australian — maybe the outback.
It will need ten days at least — maybe a
fortnight. It would have to be planned out
carefully as nobody wants to get lost. There’s a
bit of driving so the route has to be thought
through so they can cover the best things and
break up the journey. The planning would be
part of the fun and adventure.
We may only do it once so
we want to do it right!
18. The Hart Family: Older Families
There are more interstate holiday
visitors in this group than intrastate.
Looking for transformation
experiences.
It’s about the adventure and
discovery of ALL the Outback: their
perspective. Only ONE experience
— the “Outback”!
Higher household income/disposable
income.
Higher yield as use higher end
accommodation; keen on tours and
activities that educate and inform;
like to eat out and enjoy dining.
Strong latent potential as missing
connection to right information —
Outback doesn’t scare them, they
just don’t know what brand story and
how.
Multiple stopovers with short stays:
however accept the notion of a 10–
14 day travel and that they may need
to go back again another day.
Empty Nesters & Older
Families
19. WHAT’S NEXT FOR OQTA
We need to get online with a bookable website
We need to lead a digital marketing strategy that affords
greater transparency and can be more targeted
2.
3.
Together, we’ll drive greater conversion
We need to respond to this new audience research through
increased marketing efforts
1.
20. HOW WE’LL DO IT
GROW OUR OWN PLATFORMS. We’re already our own
Outback Newswire through Facebook and The Blog. We’ll
grow these audiences so we talk to more people through
these channels.
Target only our CORE AUDIENCES through marketing
efforts
Ensure all marketing efforts are tied to one of our CONTENT
PILLARS.
1.
2.
3.
21. OQTA is currently growing:
Facebook
Instagram
Twitter
YouTube
Email Database (consumer/media/trade)
Website visits (including time spent on site)
1. Grow our own platforms
22. V
VISION: Enable visitors to write their own
Outback Story
BY BUILDING THEIR OWN ADVENTURE USING OUR CONTENT PILLARS
WHICH ARE UNDERPINNED BY EXPERIENCES
PILLARS 1. ROADTRIPS 2. OUTBACK
EVENTS
3. AUSTRALIAN
CULTURE
4. INTO THE
WILD
5. ADVENTURE
EXPERIENCES BLUE SKIES SWAGS INDIGENOUS VAST
LANDSCAPES
BRAGABILITY/
CHALLENGE
SUNRISE/SUNSET
S
COWBOYS/GIRLS HISTORY &
HERITAGE
NATIONAL
PARKS
DINOSAURS
‘NOT IN THE
CITY ANYMORE’
MOMENTS
CHANCE TO BE
A LOCAL FOR A
WEEKEND
CHARACTERS WILDLIFE WEATHER
EVENTS
ROUTES AS
FAMOUS AS
‘ROUTE 66’
WEIRED AND
WACKY
FOOD STATIONS FISHING
ICONIC
MOMENTS
RACING COUNTRY PUBS STARS 4WDING
AS TOLD THROUGH OUR DESTINATION/S — OUTBACK QUEENSLAND
2. We market under these content pillars
23. Consumers arenow seeking experiences that offer an emotive connection rather than just a
transaction experience
Travellers areno longer satisfied with superficial tourist activities andinstead arein search of
a more in-depth experience ofa destination
Geotourism is tourism that enhances the geographical character ofa place - its environment,
culture, aesthetics, heritage, andthe well-being of residents
Geotourism
24. Authenticityan increasingvalued commodityintourism,agrowingnumberoftouristsseektoimmerse
themselvesinlocalenvironmentsorasmanytermit
‘livelikea local’,whichOutbackQueenslandtownshaveaimedtoembrace
Geotourismhasgreatpotential like nichemarketstobe ahighvaluetourismactivity
Geotourismisabout deliveringhighquality localexperienceswhichencouragereturnvisitationand
attractnewcustomersthroughwordofmouth
By showinglocalexperiences,visitorsbringthisnewknowledge home withthem; tellingstoriesthat
promptrelativesandfriendsto visittoget that qualitymemorableexperience
Geotourism
25. 3. Talk to our core audiences
SCORE 4 or 5
These are strategic segments and
will form the basis of most
marketing activity. These
segments have the highest
potential for results and yield, and
should be the focus of the current
strategy.
SINKS/DIN
KS
Young
Families
Older
Families
Empty
Nesters
In-market
Intrastate
Interstate
In-market
Intrastate
Interstate
In-market
Intrastate
Interstate
In-market
Intrastate
Interstate
Weekend Getaway
1–3 nights 4 5 1 2 2 5 2 1 5 2
Short Breaks
4–7nights 4 5 4 3 4 3 4 5 5 5 5
Real Holiday
8–14 nights 2 1 1 4 5 5 4
Travel
15+ nights 1 4 1
Anyone who scored a 4 or a 5
27. Our digital strategy will respond to these
audiences
That’s why we’re changing our marketing to be data-driven and
digital-only.
Our audiences are now large enough to conduct audits with
stability and confidence.
So:
IfyouliveinAdelaide– you shouldreceivemarketingmaterials
androadtripideasthatstartandstopinAdelaide.
Ifyou’veconsideredan Outbackholiday,remindersshouldfollowyouaroundtheinternetuntilyou book.
Ifyoucampfrequently,weshouldn’tbesendingyouinformationaboutmotels,
weshould besendingyouinformationaboutcampsites.
We have the data. We know who they are. We can be
more targeted.