Art of Attraction Tourism Summit explores public art as booming tourism drawcard

The 2024 Art of Attraction Tourism Summit, will explore the role of public art, including mural towns and silo art trails, in boosting visitation from mature-age domestic travellers and art-loving travellers.

The Summit is the national platform to unite tourism, art and community leaders, tourism operators and decision makers who rely on mature-age domestic tourists and the growing number of art-loving visitors.

Event Director, Liz Rivers, said the summit is the only all-inclusive opportunity in Australia to connect with and learn from tourism leaders at the very forefront of using public and street art as an economic driver, and leveraging the wealth of senior travellers.

Rivers notes “In addition, travellers aged 50 and over represent 35% of the Australian population and control more than half of the nation's assets. Many who are retired or in part-time employment are seeking a life oozing with experiences – travel, seasonal jobs, volunteering, and authenticity. They are agile, mentally alert, educated and discerning.”

Delegates at the 2024 Art of Attraction Tourism Summit will be taking away learnings from the aftermath of the Christchurch earthquakes to help bolster tourism throughout regional Australia.

Public Art flourished in the immediate aftermath of the Christchurch earthquakes and helped create a new identity for the destination out of the ruins. As founding Executive Director of SCAPE Public Art, Deborah McCormick played an integral role in that transformation.

Now McCormick is coming to Australia as the keynote speaker at the Art of Attraction Tourism Summit - Australia's only conference that explores two of the fastest-growing, most lucrative segments: art loving visitors and mature-age travel.

With a 25-year career in the sector, McCormick created and moulded SCAPE into a well-respected organisation on the global stage. She will explain to delegates that outdoor art proved to be the keystone to this vibrant, thriving destination transformation by creating an upward spiral for economic growth that generated opportunities, pushed boundaries and challenged perceptions.

The Art of Attraction Tourism Summit includes two days packed with grassroots learning and networking, a themed Welcome Reception at the Queensland Air Museum, finale gala dinner and a street art walking tour of Queensland’s Top Tourism Town, Caloundra.

Under the 2024 theme of "Unlocking the Law of Attraction", delegates will gain valuable, practical insights into:

• Using public, street and silo art to drive visitation

• Harnessing the loyalty of our most mobile and fastest-growing visitor segment - over 50s

• Exploring the ways communities and destinations can bring about transformational change in the way and extent to which they engage with visitors

• What it takes to become a nationally coveted winner of an Australian Street Art Award or national Grey Nomad Award.

The conference will conclude with a gala celebration where the state and national winners of the Australian Street Art Awards and Grey Nomad Awards will be announced.

When: 6th, 7th and 8th March 2024

Where: The Events Centre Caloundra, Sunshine Coast

Click here for more information on The 2024 Art of Attraction Tourism Summit in the Australasian Leisure Management industry Calendar.