Tasmania - I'm Back
Firstly I would like to say a big thank you to everyone I have worked with across this vast country in the past 15 years and the many lifelong friends I made in Cairns. Legends.
So after 12 years in the balmy tropics of North Queensland I have bundled up the ute and moved back to Hobart with Rachel and a handful of children. So... why am I back, what have I learned and what's next?
3 REASONS WHY I'M BACK
1. I missed you. The Tasmanian tourism industry is more galvanised than any industry across the country. Cairns also enjoys this strong industry bond, but home town is home town. I look forward to a cold Cascade Red with you all soon.
2. I just had to get back in the action. I've been working on Tasmanian projects remotely for 12 years now and I have watched the Tasmanian tourism industry forge a vast gap between themselves and the rest of Australia. The clear, research based understanding and articulation of the Tasmania brand through John's team at Tourism Tasmania and Todd at Brand Tasmania is world class. Having this clarity about who we are, what we value and who we seek to invite onto the island brings power and focus to the development of visitor experiences and to communication initiatives. I'm also loving the off-season investment through product development, industry support and marketing communications. BRAVO.
3. Family. Golf. Lads. Shippies.
3 THINGS I HAVE LEARNED?
1. Traveller insights. Working across the diverse environments of northern Australia has opened my eyes to a greater understanding of the domestic and international traveller. Like Tasmania, the far north is also anchored around nature based, remote tourism destinations and experiences. I've worked with multi-cultural destinations such as Cocos (Keeling) and Christmas Island; outback destinations such as Kununurra and The East Kimberley; aboriginal start-ups in Bourketown and across the Savannah Way; countless islands and coastal communities connected with the Great Barrier Reef.
2. The engine room. 12 years ago I started as a brand and marketing specialist, and while this work is certainly part of my portfolio, today I work more in the tourism development and planning space. Working in the engine room of many tourism operations over the past decade has allowed me to not only craft visitor experiences with appeal and difference but to ensure they are profitable and viable. My recent work in new product development, feasibility assessment, master planning and destination development has enabled a wider, more holistic view and service offer to the tourism industry.
3. Content is still king. While technology and platforms, camera's and software have rapidly advanced, our industry is sometimes stuck in the content space. I have seen the power of investing in content that truly captures the brand DNA of a destination, experience and moment. Investing in creative, on-brand, differentiated, high quality content... both business and user generated is the only way to cut through on social media, websites and blogs, through itinerary plans and database communications. My marketing approach and process clearly defines the brand promise and experience to empower maximum return from content creators.
3 WHAT'S UP NEXT
1. Giving back. I'm really keen to contribute to our tourism industry so please, if you see an opportunity for me to join a workshop group, Board or you're just keen for a chat, don't hesitate to call.
2. Big thinking. I'm looking for people who think differently. Who want to push the limits around tourism experiences. I'm not talking about the biggest investment or the most expensive room. I'm talking about people who want to take the Tasmania visitor experience to new levels.
3. Getting off the beaten track. I love working in remote locations and for me, the more remote the better. Don't get me wrong, I live in the city and love every aspect of Tasmania - but the opportunities around remote tourism excite me and I look forward to continuing my work in this space.
So a big thank you to everyone in the north who made me feel so welcome and don't discount a return in the future.
See you soon soon,
0448 558 662