Presentation Turning Tourism Assets Into Products Todd Wright Kiama2009


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Innovating thinking around Tourism product development in Australia. This presentation was made as part of the Local Government Shires Association Tourism conference in Kiam 2009. Escaping current ways to consider tourism product development is required to take a more consumer experience oriented approach by local councils.

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  • Presentation Turning Tourism Assets Into Products Todd Wright Kiama2009

    1. 1. Turning tourism assets into products: Innovating your thinking Todd Wright – March 2009
    2. 2. Session outline <ul><li>Understanding tradition </li></ul><ul><li>Innovate our thinking in the area of product development </li></ul><ul><li>Focus on the visitor experience as the asset </li></ul><ul><li>Elements of product development </li></ul><ul><li>Case Study: The Poachers Way </li></ul>
    3. 3. Asset or product? <ul><li>Assets belong on balance sheets </li></ul><ul><li>Products belong in itineraries </li></ul>
    4. 4. Traditional approach to tourism product development <ul><li>Spreadsheet of tourism products or assets – product audit </li></ul><ul><li>Group these together and identify themes for the region </li></ul><ul><li>Identify council priorities and develop projects to address these priorities </li></ul>
    5. 5. Excel is not a tourism product development tool!
    6. 6. Local councils need to innovate their thinking around the idea of product development
    7. 7. Treat your visitor as your asset - What do they want? <ul><li>Value for time and money </li></ul><ul><li>Unique experiences </li></ul><ul><li>Insight and education </li></ul><ul><li>Think about the experience seekers who visit your area </li></ul><ul><li>Use research </li></ul>
    8. 8. Treat the experience as the asset   <ul><li>Consider the experience that you are offering to visitors </li></ul><ul><li>Customer service </li></ul><ul><li>Interpretation and tours </li></ul><ul><li>Insight and education </li></ul><ul><li>Accessibility issues </li></ul>Value for money Experiences
    9. 9. Elements of product development  <ul><li>Measures of quality </li></ul><ul><li>Points of difference </li></ul><ul><li>Value proposition </li></ul><ul><li>Branding and communication </li></ul><ul><li>How do we recognise quality and not just promote quantity? </li></ul>
    10. 10. Value proposition <ul><li>Know your visitors budget - time & $$ </li></ul><ul><li>Visitors value their time – how are you creating a return for them </li></ul><ul><li>Don’t be scared to charge but be prepared to return a value for money experience </li></ul>
    11. 11. Branding and communications <ul><li>Coordinated communication with clear messages – distinct branding </li></ul><ul><li>Marketing and promotions </li></ul><ul><li>Regional and destination messages </li></ul>
    12. 12. Where does the council play its part? <ul><li>Industry engagement - operator involvement, development and commitment </li></ul><ul><li>Council support as part of the regional tourism development plan for product development </li></ul><ul><li>Assistance for operators to deliver on the experience </li></ul>
    13. 13. Where should we be innovating in product development? <ul><li>Stop doing product audits and focus on the consumer and the experience. </li></ul><ul><li>Spend more $$ on research to tap into the changing motivations of visitors. </li></ul><ul><li>Focus on quality and innovation in Tourism – not just inclusion and quantity of products. </li></ul>
    14. 14. The Poachers Way a regional product development approach
    15. 22. Continue to innovate View this presentation online at: