Tourism Australia marketing reflecting demand for experiences as ‘sight seeing’ takes back seat
Tourism Australia’s marketing will continue to reflect the growing desire for visitors to seek out experiences, rather than simply visit sights and attractions, its chief marketing officer has said.
Speaking to Mumbrella at the launch of Tourism Australia’s indigenous tourism push, Lisa Ronson said tourists no longer want a superficial glimpse of a country but a more in-depth experience. The marketing must reflect that trend, she said, as she highlighted the film which forms the backbone of the indigenous campaign.
The comments came as Tourism Australia managing director John O’Sullivan revealed the focus on Aboriginal tourism had originally been intended as only an “arrivals video” for tourists.
That impression, combined with the difficulty of finding product to book, worked against the Aboriginal communities, she said. “But we have been working with distribution partners to get these experiences highlighted and showcased. We have the building blocks and now it’s about raising awareness and marketing the product,” Ronson said
Lisa: good intentions, but the TA website needs a lot of UX work in terms of making it really easy to find and book anything. Too many deadends. The content also needs a lot of work: its neither inspirational or actionable.