Erle Levey
In a world that’s constantly changing, to stand out from the crowd you have to be true to yourself.
Authenticity is the key as a new generation of travellers seek more than 20 cities in 20 days from the back of the bus.
It’s no longer good enough just to have a fabulous landscape …. millions of places in the world have great landscapes.
The secret is to be a great destination – to create experiences that last a lifetime in the memories of those who lived them.
Speaking at the Sunshine Coast Business Council’s forum on the 2032 Brisbane Olympic and Paralympic Games, Urbis director Kate Meyrick explored how best to activate a vibrant tourism region.
Ms Meyrick said it pays to go back to your origins and discover the real story of where we come from in order to decide where we want to get to.
“It’s a matter of how do we go from good to great.
“Do not fixate on 2032 but use it as a springboard for the next 20, 30, 40 or 50 years.
“Build and amplify what we have. Ignite our initial opportunity.
“Tourism will grow at twice the rate of GDP. We have got a lot to look forward to.”
Ms Meyrick said it was important to understand what was going on, to be able to reset the tourist industry for the future.
It is a matter of asking how can we use that moment in which the world focuses on Queensland for the greatest advantage.
The first question is what is it like to be on holiday, with the changes in the world over the past two or more years.
How have aspirations changed?
“The emerging trend is to be a slow tourist, Ms Meryck said, “… someone who wants to understand the culture of the peoples you visit.
“The people you meet along the way become more important.
“It’s about the small moments in between that create those experiences.
“Be the best version of yourself but keep it real.
“People need to fall in love with you.
“This is a gentle seduction. The slow process of getting to know you.”
There is an increase in solo travellers – even grey nomads who may not have a partner.
It’s not just where we stay and go, but how we get there.
We need to adapt accordingly.
We have electric vehicle (EV) airplanes.
Tourism is taking on a lighter in touch – people are more respectful, and wanting to be protective rather than exploitative.
They are seeking cultural tourism.
Look at our assets and attractions … food and art, people want to borrow from that and be a part of it.
Staycation… people are choosing to stay close to home. How do we differentiate between affordable and luxury.
Do not make assumptions about the perceptions visitors may have. Instead, embark on a journey of epic ambition – one of surprise, delight and discovery of the Sunshine Coast.
Getting people from the area to visit.
Celebrate our story. Key platforms are to be authentic.
Showcase the extraordinary landscape … create experiences and memories around that.
We have an incredible heritage story dating back thousands of years.
There are the indigenous legends of the creation of the mountains, the rivers and the ocean.
How can create the story as well as the history.
The new frontier: RVs, EVs. Curate the whole experience.
Look at events such as Sydney’s Vivid, or Bondi’s Sculptures by the Sea.
Build the created world with the natural world.
Tourism is inclusive, it’s for everyone.
What would I advise, lessons learned.
There is always room for improvement. It’s not about positioning yourself for a few weeks in 2032 but for the future.
The places locals love is what tourists will love.
This is a coastal, creative community. Amplify that without destroying it.
Let’s create a unique visitor experience.
Ask if we are building appeal with every decision.
Do we need to start by understanding what we really stand for. The natural appeal, the human capital.
Business, staycation, slow traveller – their experiences, their interests.
The underlying question is: What do they want or do we want them to look at what we want.
Are we competing against ourselves instead of other areas.
London: people travel further when hosts work as a team.
Look at ourselves … sun, sand and landscape. A million places have that, but it’s not just that – it’s what we do with them.
Competing advantages need to be built to raise funding to move in the right direction.
It’s everybody in the region. Make visitors feel at home.
Whether you are serving coffee or changing lights and plumbing in an apartment. Be the best version of yourself … the most authentic.
Do not try to go against the grain as you may miss out.
Understand what have and protect it.
Experience – artists, cooks, athletes all part of it.
Noosa Tri as important as Australia Zoo.
Connectivity … whether it be great walking, cycling or scooters, if we cannot move around the area we will fail. We need to free up the congestion, faster more ecologically.
People need to fall in love with you.
This is a gentle seduction. The slow process of getting to know you.
Digital and physical impressions.
The more special events, the faster you will travel.
