Tourism is saturated. Cities and regions are filled with tasting rooms, tourist attractions, museums and galleries, accommodation options. But there are plenty of tourists too. They are out there, looking for the best options for their preferences. The question is, how do you get them to understand that your place is the best place for them?
The problem with the Australian tourism market is doing the same as the neighbours. If it works for them, it will work for me. Right?
But this is flawed because everyone is basically doing the same thing, and without any strong purpose. It’s difficult for your average tourist to choose something that meets their preferences, because few places actually stand out.
So how do you attract tourists? How do you create that discoverable, unmissable place that tourists are drawn to over and over?
You stand out.
You do something that is unmistakably, uniquely you.
You’ve probably already done a lot of work on your brand. We know it has personality and flair, we know it has drive and purpose. Use it! Bring it to life, and make it flourish.
What’s got to be done? Ask yourself:
- Does what the tourist sees and feels when they arrive match your brand? Align your place with your quality and attitude. Take out the inconsistencies that turn people away, imply the wrong things about your product, and erode trust in your brand. And once your place is ‘on brand’…
- How could your buildings and grounds better tell your story? Not just with writing and talking, but with spaces shaped for experiences…
- How could your spaces help you shape tourism experiences that are unique to you?
- How could your displays help you sell more (product, experiences, bookings, nights) of your take home or use later items, but also your range of activities and options available while people are already on site?
A few things you definitely, at all costs, need to avoid:
- Greeting points, general public tasting spaces and sales areas in sheds (unless you are a shed company). See our blog on why sheds will actually cost you more in the long run.
- Just a shop (unless you are not providing tourism experiences, in which case, you are not in tourism).
- Anything that looks like a house. Houses are private spaces, tourists need to feel much more welcome than that. See our blog on Entrances.
Remember that tourism is specifically about bringing people to a place. Attract tourists with a place that stands out as a beacon because it is truly ‘you’.
Got questions? Let’s just start with a coffee.
Contact us at https://www.s2architects.com.au/contact-us/