TOURISM PLANNING
WITH PURPOSE
WITH PURPOSE
TOURISM PLANNING THAT BENEFITS PEOPLE AND PLACES
The state of the natural and social world is driving more people to make informed, well considered and responsible choices when planning travel. Influenced by health, safety and security concerns, climate change and new technology, the needs and expectations of visitors are evolving rapidly. We crave time outdoors in natural environments and yearn for human connection, desiring more than ever the social, cultural and natural values we may have previously taken for granted. Stories across the globe are now shared instantly via a plethora of digital sources, making us more socially aware. As connected global citizens, we are more likely to seek out experiences not just to benefit ourselves, but to also positively contribute to the people and places we choose to visit.
The meaning and purpose of tourism is transforming. How can destinations, industry and communities best allay visitor concerns, meet and surpass their needs and engage with them meaningfully and appropriately? With the opportunity to transform the way we have traditionally planned, presented and delivered tourism, now is the perfect time for a reset. Time to re-evaluate what is important to us and determine how we can enable tourism to be a solution and not a problem. Time to acknowledge and address visitor concerns, understand the information they are seeking and the methods they are using to find it so we can meet them there, reassure them and extend our welcome. Time to look at what we currently offer and assess whether it matches both our needs as a destination and the needs of our future visitors.
Sustainable tourism planning is about striking the right balance between the needs of people (locals and visitors) and places (natural and urban). It is about clearly defining our purpose, our vision, our point of difference or identity. It enables us to think long-term, be adaptable and reactive to changing target markets, trends and crisis. It ensures we allocate resources appropriately while building local capability and capacity. It is resilient, with the word ‘sustainable’ at the heart of our approach. An approach that is responsible and benefits people (visitors and locals) and places — socially, economically, culturally and environmentally.
TRC is committed to the application of the United Nations Sustainable Development Goals (SDGs) and the New Zealand Tourism Sustainability Commitment. TRC is a member of the Global Sustainable Tourism Council (GSTC), and our team holds GSTC Professional Certificates in Sustainable Tourism. Our team of sustainable tourism practitioners provide practical advice on how to maximise the social, economic, environmental and cultural benefits of tourism.
WHAT’S IN IT FOR YOU?
TESTIMONIALS
Gippsland Destination Management Plan
Janet and the TRC team did a great job with the Gippsland Destination Management Plan and I would recommend them to any regional tourism organisation.
Kokoda Track Maintenance Program and Operations Manual
The TRC team mobilised rapidly to PNG to assess and repair Kokoda Track bridges severely damaged in the very heavy wet season of last year being choppered into the remote rugged terrain of the Track. Working in very well with The Kokoda Track Authority Rangers, Kokoda Initiative and local communities their efforts and skill contributed greatly to the Kokoda Track being ready for the 2019 trekking season. Remote communities also benefited from being reconnected across the often treacherous river crossings. TRC also helped build the capacities of The Kokoda Track Authority Rangers and local communities to explore ways for future sustainable bridge building and general track maintenance works. The resultant Track Operations Manual produced by TRC is expected to be a valuable guide for future Kokoda Track works.
Queenstown Trails for the future 2015-2025
From the outset the TRC team were responsive, intelligent, forward thinking and always available. The Queenstown Trails Trust worked with the TRC team in 2015 to craft a 10 Year Strategic Plan. The nature of our business involves very important stakeholders, great vision and many face to face meetings to form our plan. . The result of this partnership being a very robust and well thought out plan that we are proud to utilise to assist us in setting the future path of the Queenstown Trails Trust. Interestingly – TRC also formulated the original Trails Trust plan way back in 2004 – it was great to have the opportunity of working with TRC again as they truly understand our business.
Brook Waimarama Sanctuary Visitor Experience Strategy
TRC delivered a quality Visitor Experience Strategy for our organisation in a short timeframe. They took a practical approach that included gaining insight from the project’s key stakeholders and tied together the various elements of the project’s vision into a cohesive, actionable strategy.
Baw Baw Destination Action Plan, Marketing Plan & Recreational Vehicle and Tourism Signage Plan
TRC’s expertise in developing successful strategies regarding visitor economies and regional tourism proved extremely helpful to Baw Baw Shire Council when it sought guidance in enhancing its own Tourism Marketing Strategy, as well as in creating detailed action plans for three hero destinations across the Shire.
Destination Management Plan for Destination Southern NSW
TRC prepared and finalised our Regional Destination Management Plan on time and on budget. TRC provided great professional advice throughout the project – they also took on board the view and guidance we gave. From the outset we wanted a strong partnership with our contractor and that is exactly what we got from TRC – beginning to end.
Wellington Regional Trails Framework
In 2017 TRC worked with land managers and stakeholders from around the Wellington Region to develop the Wellington Regional Trails Framework. TRC’s destination management expertise, experience and professional approach was critical to the success of this ambitious project, that has seen 11 different agencies align their approaches and come together to move Wellington from an ‘under the radar’ network of tracks to a world class trails destination for residents and visitors alike.
Concept Plan for Adventure Cycling in the Tjoritja/West MacDonnell National Park
TRC Tourism’s Concept Plan for Adventure Cycling in the Tjoritja/West MacDonnell National Park exceeded expectations. The case it presents for a new, nationally significant tourism product is so compelling it has attracted immediate government investment and presents exciting opportunities for private investors and Aboriginal Traditional Owners.
Hamilton and Waikato Tourism Opportunities Plan
During 2016, the TRC team worked with Hamilton & Waikato Tourism and regional stakeholders to develop a comprehensive Tourism Opportunities Plan to identify opportunities for new and improved visitor experiences that had the greatest potential to drive growth. The TRC team brought significant experience in destination management and planning and a fresh perspective to the project. They were excellent to work with, engaged effectively with stakeholders and applied critical insights and analysis to complex issues.
Tourism Infrastructure Audit for Northern Tasmania
Tourism Northern Tasmania set out to define the private and public sector investment needed to sustain intelligent growth in the visitor economy for the region. TRC and their associates provided the well-rounded analysis, consultation and reporting that resulted in a clear vision of what to develop, where across Northern Tasmania. Less than six months from endorsing the final work and we are already seeing significant progress on three key infrastructure projects as well as active interest from private sector investors to take on opportunities profiled in work.
Mulligans Flat Woodland Sanctuary Concept and Interpretation Plan
I really appreciated the TRC Team’s professional and honest opinions in the final report and the thorough and thoughtful approach with our stakeholders.
Coastal Pacific Trail Feasibility Assessment
With the November 2016 Kaikoura Earthquake, a potential opportunity was raised to develop a cycle trail from Picton to Kaikoura. TRC were engaged to perform an initial feasibility investigation. TRC were very professional and were able to provide independent guidance in their report on how governance structures should be set up should the project proceed, with likely jobs generated for the region. They delivered on time and to budget.
Visitor Experience Strategy for Tidbinbilla Nature Reserve
In engaging TRC Tourism the ACT Parks & Conservation Service was seeking to develop a holistic Visitor Experience Strategy for Tidbinbilla Nature Reserve. As an iconic destination Tidbinbilla is ideally positioned to leverage from the emerging nature based tourism appetite for authentic experiences in a natural setting. Working with all stakeholders in a collaborative, intuitive manner TRC Tourism delivered a high quality outcome. A strategic blue print for the future.
New Zealand National Wetlands Trust Feasibility Study
Being a nationally significant project that will rely on tourist visits for its long-term financial sustainability, it’s crucial we get the best advice from professionals in the industry. TRC was our first port of call for a reality check on the feasibility of our proposal.
