Tourism Mid West

Tourism Mid West engaged The Tourism Collective to help progress the Ballarat Craft Beer & Spirits Trail into a stronger, more collaborative visitor experience.

The project focused on bringing together breweries, distilleries and tour operators to shape a shared vision for the trail, strengthen partnerships, and create a clearer framework for how the experience could be developed, communicated and distributed.

Our Approach

Our role was to design and facilitate an in-person round table focused on experience design, collaboration and partnerships, then translate that work into practical strategic frameworks. The workshop explored vision-setting, target audiences, customer personas, experience mapping, storytelling, distribution and the role of collaboration in building a more compelling tourism offer.

Following the round table, we developed an Experience Framework outlining future options for the trail, the participating partners and their individual offerings, trail concepts, target audience alignment, distribution pathways and commission considerations.

• Designed and facilitated a two-hour industry round table on collaboration, partnerships and experience design.
• Prepared workshop materials, hands-on activities and relevant case studies to support participant engagement.
• Produced concise workshop notes summarising the findings and key directions.
• Developed an Experience Framework covering the experience vision, target audience persona, trail narrative, trail options, participating operators and distribution considerations.