Destination Planning &
facilitated listening
We work in partnership with tourism organisations and Government agencies to develop strategic destination management plans and frameworks with place custodians.
We also undertake strategic listening & engagement services to help inform the development of strategic plans, including facilitated brainstorming, destination audits & situation analysis reports.
Destination planning
Through our destination planning work, we connect the dots between the aspirations of host communities and visitors, by:
- Uncovering the potential to generate positive outcomes for local people, culture, and environment through tourism activity
- Shaping a collegial and connected stakeholder ecosystem through governance and accountability frameworks to optimise resources and create efficiencies
- To uncover meaningful stories and scope experiences that not only position the destination to generate demand but positively impact the lives of those who visit.
We support our clients to deliver:
- Destination Management Plans
- Visitor Economy Frameworks
- Destination Storytelling Plans & Frameworks
- Destination Situation Analysis Reports
- Destination Experience (Product) Audits & Anaylsis
OUR PLANNING PRINCPLES
At TTC, we engage our planning principles to develop plans and frameworks that empower our colleagues to deliver meaningful outcomes for their communities, and to enable visitors to contribute to community and environmental resilience and sustainability.
CONSIDERED ENGAGEMENT & Deep Listening
Tourism is a highly complex and interconnected system, with many stakeholders committed to delivering positive outcomes through tourism. To understand all perspectives, we activate wide and deep engagement to ensure the Plan speaks truthfully to the needs of the destination.
Our listening is not limited to traditional tourism stakeholders, but extends to residents, and non-industry stakeholders to ensure all perspectives are heard and considered.
Our thorough engagement methodology ensures our plans represent the aspirations of the whole community, which enables the social license to implement the plan.
Agile Planning & Accountability
It's our priority to develop plans and frameworks that can withstand and proactively respond to the ever-changing landscape. We work with stakeholders to develop a strategic and agile approach to plan governance.
Efficiencies and resources are lost on overhauling strategic plans, and so a big part of the output of our work is to determine an agile approach to ensuring the plan is governed through an ongoing Engagement Plan alongside an accountability framework for action.
This ensures the plan remains iterative and agile, and doesn't require big overhauls and a hefty investment every 5 years.
Realising the Full Value of Tourism
We understand tourism as a strategic lever for positive outcomes for destinations - for the economy, for the protection of the natural environment, and for the vibrancy of local culture and communities.
Through our planning methodology, we work with our clients to understand what success looks like from all perspectives, and determine how those success measures can be tracked and communicated to share the full value of tourism for the destination.
Evidence Based Planning
Without evidence, planning outcomes will always be questioned.
From crafting the right questions for in-depth interviews with stakeholders, to interrogating data and measurement methodologies, we ensure we bolster the listening with quantitative intel to help shape an accurate framework for implementation.
Where evidence doesn't exist, we encourage our partners to consider actions to accumulate the evidence to make decisions on future investments.
It’s a rare and wonderful thing when the opportunity arises to work with a strategic partner who so emphatically embodies their stated values. The Tourism Collective's approach to destination planning is premised on three pillars of deep listening, evidence based planning and a positive impact mindset and the high quality of the work they produce is testament to the success of this approach.
Yorke Peninsula Tourism engaged The Tourism Collective to research and deliver a Strategic Tourism Action Plan in 2022 and a substantial aspect of this work was the research and development of a region-wide Situational Analysis. The thought, care and comprehensiveness of this analysis underpins the value of the whole Plan and sets our region up for long term success. By taking the time to genuinely listen and engage with a very broad range of stakeholders, the team were able to distil complex issues into clear, outcome-oriented action points. Further, their commitment to helping destinations evolve from a mindset of destination management to one of destination custodianship and stewardship is both strategically astute and environmentally and economically essential.
facilitated listening
Tourism is a highly interconnected and interdependent ecosystem, and so creating and holding space for good conversations and exploring connections is key to developing a flourishing tourism sector.
With a qualified background in social and data-driven research and industry and subject matter expertise, we engage our strong interpersonal skills to execute strategic listening methodology to define problems and uncover tourism opportunities.
For Destinations and Governments this could look like:
- Facilitating round tables with sector groups to determine opportunities for partnerships and collaboration
- Listening to inform the development of strategic plans or project plans that will be written and delivered inhouse
- To undertake group brainstorming on a particular issue, resulting in the identification and prioritisation of opportunities.
The Tourism Collective is a safe pair of hands, because of their professionalism and experience across a range of visitor destinations.
Paige, Rebecca and Jaclyn were integral to the development of T2030, the ACT Tourism Strategy, entrusted with managing consultations with the tourism industry and critical stakeholders, including Ministers. They also facilitated a successful visioning workshop with 60+ industry representatives. Aside from the consultations and workshop, we engaged in very productive and thought-provoking discussions with the team, which helped clarify our thinking and shaped the direction of our strategy.
current & recently completed
plans & listening
-
Destination Phillip Island
Phillip Island and San Remo
Visitor Servicing Strategy
In Progress June 2024 -
Adelaide Economic Development Agency
Visitor Economy Framework
Completed March 2024 -
Bendigo Region
Bendigo Region
Destination Management Plan & Local Area Action Plans
Completed March 2024 -
Destination Phillip Island
Phillip Island and San Remo
Destination Management Plan towards 2030
Completed November 2023 -
VisitCanberra 2030 Tourism Strategy
Industry Listening Report + Co-Design Industry Planning Workshop
Competed October 2022 -
CLARE VALLEY TOURISM REGION
Destination Management and Marketing Plan 2024
Review & Update
Completed June 2023 -
Yorke Peninsula Tourism
5 Year Strategic Action Plan
Completed February 2023 -
Eyre Peninsula
3 year Marketing Strategy
Completed December 2022 -
Developing East Arnhem Limited
3 Year Marketing Strategy
Completed August 2022 -
Limestone Coast Local Government Association
5 Year Tourism + Marketing Plan
Completed November 2020
-
Town of Gawler
5 Year Tourism Plan
Complete August 2019 -
Adelaide Hills Tourism
Website Marketing Strategy
Completed June 2019 -
Cocos Keeling Island
5 Year Marketing Strategy
Completed April 2019 -
Light Regional Council
4 Year Tourism Plan
Completed September 2018 -
Cradle Coast Authority
3 Year Marketing Strategy
Completed September 2017 -
City of Port Adelaide Enfield
2020 Tourism Plan
Completed September 2016 -
Fleurieu Peninsula Tourism
2020 Tourism Plan
Completed May 2016 -
Western Adelaide Councils
3 Year Destination Action Plan
Completed September 2016 -
Clare Valley Tourism Region
5 Year Destination Management & Marketing Plan
September 2019 -
Destination Southern Tasmania
5 Year Destination Marketing Plan
November 2019 -
Destination Riverland
10 Year Tourism Plan
Completed November 2020
The Tourism Collective are the ultimate professionals, they produce work to an incredibly high standard. I can’t recommend them highly enough!
Eyre Peninsula engaged The Tourism Collective in 2022 to develop a Destination Marketing Plan, what they produced far-surpassed expectations! The plan was extensively researched, and importantly; captured the voices of our community and stakeholders. The resulting plan provides a strategic vision that aligns with the wants and needs of the community, allows us to attract our best visitors, and outlines specific activity required to achieve our tourism objectives. As a destination, it was vital for us to work with an agency whose values around sustainability aligned with ours. The team are passionate advocates of sustainable tourism, demonstrating not only incredible depth of knowledge on the topic, but an ability to apply the principles of sustainability in practical terms.