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Product and Experiences Development

Pearls of Wisdom

In 2008/09, 2.5 million nights were spent in the region - 94% were by domestic overnight visitors.

Simply developing a tourism product does not necessarily mean that visitors will come. Extensive research has been undertaken by many organisations into the successful development of tourism products and experiences. Read more
Simply developing a tourism product does not necessarily mean that visitors will come. Extensive research has been undertaken by many organisations into the successful development of tourism products and experiences. Key lessons from this research shows that:

Business Operation Tip

Visitors are increasingly demanding tourism experiences rather than simply tourism attractions or products.

 

  • The development of tourism related products and experiences in a destination requires a clear understanding of the existing supply and current and future demand for products in a particular region.
  • Dedicated market research on visitor demand can assist in understanding both visitor need and satisfaction, and to identify product development gaps and opportunities, as demonstrated by Victoria’s Raw Travel with the extensive research and analysis undertaken prior to developing their business.
  • Visitors are increasingly demanding tourism experiences rather than simply tourism attractions or products. Identifying the types of experiences that a visitor market seeks can assist in identifying the type of development required.
  • A product / experience development opportunity should also be based on whether the proposed product will create a competitive advantage or add value to the existing tourism assets of a destination.
  • A 4-Way Test can be used to help assess the value and sustainability of a tourism project or proposal. The test assesses the tourism development opportunity based on factors such as competitive advantage, responsibility and stakeholders, resource commitment necessary and action required.

    A range of resources are available on Regional, State and National tourism websites to assist businesses in product and experience development. A key resource developed by Tourism Australia is the two-part Australian Industry Experiences Toolkit that focuses on the development of experiences match with target market needs and aspirations.

     

    Please use the links below to read more about tourism product development opportunities in specific market sectors including accommodation, events and festivals, food and wine, cultural and heritage, nature-based and other niche markets.


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