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Destination Products and Experiences

Visitors choose destinations from within their ‘preference set’ on a range of influencing factors, the range of products and experiences is one of the most important. For this reason it is important to ensure that product and experience development is matched with visitor demand. Without appropriate planning for tourism product development it may be difficult for a tourism destination to remain competitive for its target markets.Read more

Visitors choose destinations from within their ‘preference set’ on a range of influencing factors, the range of products and experiences is one of the most important. For this reason it is important to ensure that product and experience development is matched with visitor demand. Without appropriate planning for tourism product development it may be difficult for a tourism destination to remain competitive for its target markets. Research into successful planning for tourism products development has shown that:

 

  • Understanding supply and demand for products and experiences within a destination ensures that product development is appropriate, and is likely to be profitable and sustainable in the long-term;
  • A tourism product and experience audit can assist with assessing the current supply of tourism-related assets within a destination, while market research on visitor demand and preferences will provide insights into current and future needs of visitor markets;
  • A gap analysis can be used to identify gaps between supply and demand and develop key product development opportunities for a destination. Tourism Opportunity Plans developed in regions across Queensland use product audits, market research and stakeholder consultation to identify gaps between existing and future supply and demand for a destination;
  • Destination Management Tip

    A Tourism Opportunity Plan is an excellent way to engage tourism community partners and agree on innovative new products and experiences and identify actions and responsibilities for implementation.

  • Mapping tourism product distribution across a destination can assist in identifying specific tourism precincts and areas for future development and visitor dispersal;
  • Identification of themes in tourism products and experiences can assist in the development of tourism clusters or precincts to attract and retain visitors as demonstrated in the development of the Dig the Tropic trail, a cross-regional collaboration to link geotourism themed attractions and experiences;
  • Tourism product and experience development should aim to provide the destination with a point of difference or competitive advantage and be aligned with the values and goals of the destination and its stakeholders;
  • A tourism destination's products and experiences must constantly evolve and innovate to ensure that the demands and needs of visitor markets are consistently met;
  • Opportunities for product development are commonly found in redeveloping or refreshing existing products or experiences, including festivals and events, rather than new development, as seen in the success of the Hunter Valley, where entrepreneurial operators are value adding to the visitor experience through packaging products and experiences.

 

In-depth analysis and planning for tourism products and experiences is required prior to investment in development. For more information on the development of tourism products and experiences please see ‘Destination Products and Experiences’ in the Destination Development section.

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