Rethinking how we measure the value of regional tourism

In regional tourism, the conversation often revolves around economic metrics like overnight stays and visitor spend. However, for many tourism managers, the heart of their work lies in their communities. It’s our “why” –  the driving force behind our ambition to foster strong, vibrant, and thriving regions.

This raises an important question: if our “why” is rooted in community, why do we continue to measure regional success primarily through economic indicators? While financial contributions are undeniably significant, they do not capture the full picture of tourism’s role in the social fabric of regional life.

Tourism often serves as a lifeblood for regional communities, enhancing quality of life, fostering cultural exchange, and creating pride in place. Yet, local councils frequently base funding and strategic decisions on economic contributions or political intuition, neglecting the broader social impacts of tourism. There is a notable lack of simplistic and effective methods to measure this social impact, which can lead to an incomplete understanding of tourism’s value.

Australian Regional Tourism (ART) is advocating for a shift in how we evaluate regional success. By incorporating social impact into our reporting matrix, we can better reflect the multifaceted nature of tourism. This approach not only aligns with the aspirations of tourism managers but also acknowledges the vital contributions that tourism makes to community well-being.

As we move forward, it’s essential to embrace a more holistic view of tourism’s impact. By prioritising community engagement and recognising the social dimensions of tourism, we can create stronger connections between visitors and residents, enriching both the visitor experience and the quality of life for locals. Ultimately, if our commitment is to our communities, our measurement of success should reflect that foundational purpose. Only then can we truly understand and harness the transformative power of regional tourism.

“Destination Management is about more than just tourism, it’s about bringing together community and industry partners with government bodies, and working together to achieve a thriving, sustainable and vibrant communities” –  Lauren Douglass, CEO, Australian Regional Tourism

If you’d like to chat about how to measure the social impact of tourism in your region give me a call on 0407436965 or email admin@artn.com.au.

Image: Throwback photo of me from the early days of my career as a small tourism business owner: Pro Dive on Lord Howe Island, NSW