Regional Tourism is Booming but is it enough?

https://www.abc.net.au/news/2020-09-23/regional-tourism-booming-but-will-it-last/12674086

I saw this report last week and it started me to reflect on the tourism sector in Tasmania, as we wait the State borders to open.

We can travel within the State and we have seen the local Tasmanians come out to explore their State, but is it enough to replace the Australian Interstate and International visitation?

Weekends have been busy as people have driven to great beaches, mountains and some activities.

The shack culture is huge in Tasmania and there are reports of increased sales of Rv’s, caravans and boats.

However, most activities and restaurants are only open for 2-3 days a week, accommodation is open, but with activities being closed, visitors have been disappointed that little activities are open.

The Tasmanian State Government has launched a accommodation and experience voucher system to try to encourage mid week travel, however the benefit will not really be seen until after the school holidays.

Those businesses who were predominantly targeting both Interstate and International visitors, have found it difficult to transform themselves to the local market, with travel needs and booking methods completely different to the mainland and International markets, some saying that they will not open until sometime in 2021.

I have reports that other State’s have similar grants and vouchers to encourage visitation, however it is difficult to target for the best outcome for the sector.

Caravan Parks are busy with snow birders who would normally travel to Qld and NT, now travelling around their individual States, however while sharing some benefit to the sector, it does not replace the mass of visitation leading up to Christmas.

We all hope that once borders are open for two way visitation, that the numbers of travellers will increase.

However it has shown some opportunities to change focus from being dependant on the Interstate and International markets, with promotion, sales and relationships to the local market.

The power of relationships I will discuss in future blog’s, and share some successes that we have achieved over this period, but also over the past 45 years I have been in businesses. You have to create those bonds over many years and many businesses have fallen short, trying to change their businesses model to look after the locals, without understanding what the locals really want.

When we find what the new normal will be, there should be a change to understand all the possible market sectors, rather than relying on just one or two.

Now is a time to plan for the future, you cannot change the past, but encourage each other in rural Australia to work together, to create our future.

Tony Park

Tony is an Ambassador for Australian Regional Tourism, Best Selling Author, Entrepreneur and current tourism Academic.