TRC is recognised for innovation in identifying new products and experiences that will be attractive for a destination — whether they be tours, trails, accommodation, visitor facilities, services or transport.

Experience and product development are what attract, excite and enable visitors to connect with and understand the people and places they are visiting. Similarly,
experience and product development enhance the quality of life for local people, providing them with recreational, social and economic opportunities.

Destinations can benefit from understanding what they currently have on offer, the uptake of existing products and experiences and where gaps and opportunities may exist to create new or enhance existing. It’s also about understanding what makes your destination desirable and stand out from the crowd, and how can this be developed, enhanced and packaged.

Product and Experience Development Delivery 

TRC can provide project design and delivery, resulting in realisation of product and experience development recommendations and actions. This phase can include:

  • Concept design
  • Assessment of viability
  • Financial analysis and projections
  • Economic impact assessment
  • Social and environmental assessment
  • Risk assessment
  • Business planning and Business Cases
  • Project management
  • Training and mentoring.


TRC can undertake a range of activities to help you on your experience and product development journey, from audits and stakeholder engagement through to realisation and making it happen.

Capture, categorise, map and evaluate the experiences and products that presently exist. This includes attractions, access, accommodation, facilities, services, infrastructure, tours and transport.

TRC Tourism has a team on hand to support RTOs, local government, businesses, communities, interest groups, iwi, hapū and marae to implement initiatives and programmes identified within Destination Management Plans (DMP). Read More

Analyse existing visitation, visitor demographics and trends. Understand priority regional target markets and assess against the existing experiences and products.

How can your experience and product development align with and deliver on local, regional and national priorities and commitments? Strategic alignment particularly with Government priorities and commitments can support justification, ‘buy-in’ and investment in experience and product development.

Project feasibility is also about ensuring long term benefits for people and places. It’s important to first consider and measure social and environmental impacts of proposals, both positive and negative. Tourism for good is about achieving positive and mutually beneficial outcomes, that does not harm the human or natural world, and if anything, makes it better.

A review of relevant case studies and evaluation of similar products and experiences. This can be used to benchmark against your own experiences and products, or for contribution towards a ‘lessons learned’ to help make decisions on a right fit approach.

Physical site inspections assist with understanding all aspects of the visitor experience in its present form. It enables an opportunity to view through the eyes of a visitor, while using our global visitor experience and product development expertise to evaluate both the existing and the potential.

Site assessments often provide the opportunity to connect with local people, site managers and businesses. We can engage with stakeholders via a range of means, most suitable for them – from surveys, online meetings and workshops, to one-on-one meetings or facilitated workshops. Visitor experience and product development isn’t just about visitors – it’s also about how local people can benefit themselves through experience and product development.

The Visitor Experience Plan or Master Plan is the tool used to drive recommendations, projects and actions. Concisely summarising on all of the above steps, the plan provides the impetus needed to seek stakeholder ‘buy-in’, commitment and future investment.

A complementary component to a Visitor Experience Plan, the investment prospectus can be the summarised brochure highlighting priority projects, benefits and funding requirements.


Destination Management Plan implementation …enabling sector capability.

You have the plan, it’s time to action it!


  • Understand the current visitor offer, how it aligns with target markets, where there are opportunities, gaps and challenges to consider

  • Review what other Destinations are offering to understand how your unique proposition will make your Destination stand out from the crowd

  • Work together to develop and define your experience product

  • Redefine your experience product and understand the potential costs and resources required


Sustainable destination planning

Experience and product development

Feasibility studies and business planning

Indigenous tourism planning

Eco Accreditation


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.

Terry Robinson | CEO | Destination Gippsland

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.

Damien Mate | Senior Program Manager | Kokoda Initiative Partnership

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.

Mandy Kennedy | CEO | Queenstown Trails Trust (New Zealand)

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.

Hudson Dodd | General Manager | Brook Waimarama Sanctuary Trust

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.

Mark Kestigian | Executive Manager Communications & Economic Development | Baw Baw Shire Council

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.

General Manager | Destination Southern NSW

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.

Sarah Murray | Community Partnerships Manager | Parks, Sport and Recreation | Wellington City Council

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.

Mac Moyses | Director Planning | NT Parks and Wildlife Commission

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.

Kiri Goulter

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.

Chris Griffin | CEO | Tourism Northern Tasmania

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.

Jasmine Foxlee | Manager Community and Visitor Programs (Acting) | Parks and Conservation Service (PCS) | Environment and Planning Directorate

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.

Richard Coningham | Manager Assets and Services | Marlborough District Council

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.

Brett McNamara | Regional Manager | Tidbinbilla Nature Reserve, Namadgi National Park

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.

Karen Denyer | Executive Officer | National Wetland Trust


Get in touch, we look forward to discussing your challenge.