future of tourism
Live from the ARTN conference in Roma Queensland and just before I jumped on stage to deliver the opening keynote for the Australian Regional Tourism Network’s national conference, I caught up with ABC Far North’s Kier Shorey to look at the Future of Australia’s Regional Tourism and the many changes awaiting them.
Globally travellers will rise from 25 million in 1950, to 1.087 million in 2013 to 1.8 billion international in 2030 accounting for 1 in every 11 years jobs globally, 6% of all world exports and 29% of all service exports.
On the back of this tremendous global growth, regional tourism is also set to rise and I argued is in an incredibly unique position, one that it hasn’t been in before, where the tyranny of distance that once stopped tourists visiting is now the very thing that drags them there and the past real physical isolation experienced by operators and limited access to resources are now being overcome by digital era opportunities and resources.
My keynote went on to explore this new travel, hospitality and tourism phenomenon, the growth in millennial tourists who were looking beyond traditional travel to volunteer travel, mystery travel, educational travel, extended stays, and unique places where they can work and play and the growth in the over 50’s market who are traveling in vastly different ways to their predecessors and looking for multi-generational travel, genealogical travel, soft adventures, back to nature experiences, bucket list travel and health and wellness travel.
Added to this is the growing digital tourism market that will evolve, with virtual travel soon to be a huge new tourism sector as people choose to jump into a holodeck or a set of Virtual Reality goggles and briefly experience a virtual short stay holiday.
In this evolving space and changing traveler, we explored the rise of the dynamic self assembling personalised itinerary, the increasing rise and of use of chat bots, robots, digital visualisation and other anticipatory technologies that will allow each traveler to easily and readily customise their experience in real-time and whilst on location.
To take real advantage of this evolving world of travel collaboration will become ever more imperative and the secret to tomorrow’s regional success, will be in distinct businesses, providers, sites and operators working as one, allowing travellers to move effortlessly from one experience to the next, seeing the best of a region, its offerings and operators through a myriad of activities, stays and interactions, all stitched together and orchestrated by technology but offered by “humans” with true local wisdom, stories and passion.
Also in our broadcast we were lucky enough to be joined by two finalists in this year’s Young Regional Tourism Operators Awards – Hannah Payer of Live It Tours on the Sunshine Coast and Rachel Anderson of Wagga Wagga City Council who both chatted about their vision and desires of regional tourism in 2030.
A great chat, have a listen now (20 minutes 39 seconds)
To have the TEDx stage for 18 minutes is a privilege and an honor. To use this global platform to tell the story of my family’s past, to introduce my ancestors who have not been spoken of or seen in over 70 years to a worldwide audience that they could never have imagined and to combine all of this with my love of the infinite possibilities of the future and what we must each do to allow these opportunities into our lives is a gift that I will cherish forever – thank you!!
I would love you to watch it, like it and leave a comment to let me know what you see ahead and what excess baggage you’re leaving behind to make room for the future and an enormous thank you to the 1,000+ people that watched it within the first 24 hours of it being put up on YouTube.
reprinted from Tasmania’s Mercury 18 July 2012
this excerpt comes after my keynote address on the Future of Tourism at Tourism Industry Council Tasmania’s annual conference
TASMANIA’S key tourism body has slammed the State Government for failing to provide adequate funding to promote the industry.
Tourism Industry Council of Tasmania chairman Simon Currant said more needed to be done to stop the decline in visitor numbers.
Mr Currant was speaking to more than 350 tourism operators at the seventh annual Tasmanian Tourism Conference, being held at the Country Club in Launceston today.
Tourism Minister Scott Bacon officially opened the conference this morning and said the State Government had “quarantined” Tourism Tasmania’s marketing funding from recent budget cuts.
But Mr Currant said it wasn’t enough.
“The forward estimates are reducing the expenditure of Tourism Tasmania this year and next year,” he said.
“This has to be arrested; the Government has to invest in this industry.”
Mr Currant said unless the State Government increased funding for the state’s peak tourism marketing body, there would be job losses in the industry.
He said this was despite the fact that Tasmania had a strong tourism product, as shown by five wins at the Australian Tourism Awards earlier this year.
“(The tourism industry) offers the answer for our state,” he said.
“We’ve got a natural asset here that everyone wants. We’ve got to tell people about it.”
But the state’s share of the national domestic tourism market was slipping.
Mr Currant said the number of visitors from Melbourne — traditionally Tasmania’s core visitor market — was dropping drastically.
Despite this, Mr Currant said operators should be “optimistic” about the future and invest in ways to improve the state’s tourism product.
Business futurist Morris Miselowski was the keynote speaker at the conference this morning.
He urged operators to harness the benefits of social media for their businesses.
Mr Miselowski said it was not enough for operators to rely solely on the marketing initiatives of Tourism Tasmania.
He said operators need to embrace new technologies and have a presence on social media sites such as Facebook, Pintrest and Tumblr.
TICT chief executive Luke Martin said the sites offered “unique and creative marketing options” for operators constrained by small advertising budgets.
“People have to be responsible for their own business and look at it as part of their own marketing activities,” Mr Martin said.
“It’s no different from the past where you look at buying an advertisement or paying for marketing information in a booklet.”
He said workshops at the conference aimed to lift the skills of operators across the industry.
I was privileged this morning to present a keynote on the Future of Australia’s Tourism Industry to the Australian Tourism Export Council (ATEC) annual conference, after which I did this impromptu interview with eGlobal Travel Media.
Take a look:
I was recently commissioned by BT Publishing, producers of Micenet Australia, Australia’s leading bi-monthly publication for the business events community, to ponder how events might be in the year 2020, here is a reprint of the article:
Postcard from the Future – Events 2020
I’m sitting here in August 2020, preparing for another conference keynote and reminiscing on how the business events, meetings, exhibition and incentives industry has changed over the last 10 years and how much of it is still the same.
The biggest difference for me over the past decade is that the industry offerings have become far more intimate and hyper personalised and the line between event organiser, client, venue, supplier, presenter and attendee has blurred.
The hype in 2010 of technology, virtual meetings, 3D meetings, social networking and constant online communications being the death of the industry has, as I had thought, not harmed the industry but strengthened it. It has become far more robust with those that innovated their offerings to take full advantage of the changes not only surviving, but thriving.
Technology has continued to enmesh itself in our lives and it is sometimes difficult to distinguish between the real and virtual worlds, but strangely it has also become less intrusive and far better at discerning and presenting real time in situ knowledge when and where it is needed.
Turning up to events, meetings and venues now, as opposed to 2010, is a self-check in behind the scenes technology driven process.
Our me-centric superphone has already received, reviewed, stored and replied to all our bookings and event briefings. It has booked us into our room, sent our session attendance notifications, dietary and other needs to the organisers and is on standby ready to give us step by step in situ instructions of where we need to go, when we need to be there, how to get there, who’s around us and any last minute briefings we need before getting started.
Behind the scenes organisers now routinely and collaboratively use virtual 3D on line technology to trial venue and meeting spaces, decide on layouts and setups, design theming and lighting. In this online virtual space all suppliers are able to meet, negotiate, test, build and eventually run a virtual audition of the event or meeting and when it’s finalised use the online model as the collective 3D template for every facet of the event.
Attendees have become far savvier and acutely focused on their event needs. Long before deciding to attend they tap into their online communities to engage with prospective attendees, organisers, sponsors, suppliers, venues, speakers, industry delegates and other interested participants to get a real sense of what the event or meeting may be and how best, if at all, to attend.
Attendance decisions in the past were often influenced by a narrow band of work colleagues or networks, but now information, comments and critiques come from everywhere and the decision making process has shifted to include and value a wider circle of influence.
Events and meetings have also evolved over the past decades offering a far more diverse range of attendance options ranging from the traditional entire event in person attendance, to being able to choose and pay only for those specific segments you want to attend either in person or online, through to complete virtual and online opportunities to attend and participate. These even include post event online pay per view opportunities to watch previously delivered content and presentations.
One of the other interesting shifts I’ve seen over the last decade is events and meetings being commissioned by members of self-assembled interest groups that have spent time on line with each other around their professions, hobbies, experiences, needs or interests and have the community desire and numbers to turn their ad hoc interaction into an event or meeting .
The demands of these groups have spawned a new breed of meeting specialist, someone who is capable of pulling together a multi-faceted online and offline event or meeting often with very short lead times, in a less formal or structured manner and in what may have once been considered less traditional meeting venues or spaces.
The other interesting change looking back is that it is now far more common for disparate suppliers, venues and organisers to work collaboratively and share resources and to come together around a tender or event and then disband only to form again with others as the need requires.
Looking around the year 2020 the meetings, events, incentive and exhibition companies that have thrived and grown over the last decade have been those that have embraced the changes.
They have clearly understood what they do but have constantly been willing to innovate and adapt, to find new markets and new opportunities and not been afraid to reach out and grab for them.
I’d love to know what you see ahead for the travel, meeting and events industry