TOURISM DEMAND FORECASTING
The Evolve Tourism team has been testing new tourism concepts to measure demand and provide visitor forecasting for more than 20 years across all corners of Australia. Demand forecasts are used to inform and underpin decisions regarding the scale and style of experiences, as well as revenue models to support business cases.
Tourism Forecasting Approach
Step 1: Concept Development
Our approach to Concept Development begins with gathering existing inputs and insights, reviewing previous works. This foundational base is expanded by exploring locations, engaging in conversations with locals and individuals connected to the opportunity, and conducting original research with our team at BDA Marketing Planning to profile the priority traveller and assess destination and other tourism experiences in the region and across Australia or the world. For further information on Concept Development, click here.
Step 2: Stimulus
Creation
Once the primary concept is clear, it's time to visualise the ideas for demand forecast testing. This may involve gathering existing images from similar projects or engaging an architect to generate original work. The stimulus will include written descriptions and images around i) the destination,) the experience concept, and iii) direct competitors. Testing in the competitive context is critically important to secure a true forecast. This approach replicates the real decision-making process.
Step 3: Demand
Forecasting
Demand forecasting involves presenting the concept stimulus online to the target traveller mix. BDA Australia's most experienced research agency and can reach respondents who i) intend to visit your region in the next 2 years and ii) have an affinity for your type of experience. A demand forecast will deliver projected visitation by month, optimal price points (for accommodation or experiences), levels of appeal for specific aspects within the concept, and open comment feedback on likes and dislikes regarding the concept.
Tourism Forecasting Projects
Evolve Tourism has partnered with BDA Marketing Planning in Melbourne since 2003 to deliver demand forecasts for tourism destinations and individual tourism projects. The testing approach not only provides feedback on elements of the project but also delivers robust forecasts for visitor numbers per month to inform decisions around project scale and projected revenues. The following is a select group of projects that the Evolve Tourism team has driven connection testing and demand for.
Case Study
DEVILS CORNER VINEYARD
