Creativity and Authenticity can help Drive Tourism Economy 

Tourism across the globe is becoming more about unique journeys and experience than simply taking photos. The experience economy has redefined authentic storytelling and has become the foundation stone of successful tourism. 

Today’s travellers to destinations are seeking a deeper connection with the people they meet and places they visit says EarthCheck Founder and Chief Executive Stewart Moore. 

Moore advised "75% of the millennial travel market want to know the story behind local attractions and are seeking authenticity and cultural connections. Activating precincts and developing unique experiences and products are important for the local community as well as visitors. 

“The potential is there for new technology and creative ideas to add an exciting new dimension to underutilised tourism destinations.  A case in point is the Field of Light Uluru, these creative installations may seem spontaneous, in reality they are the result of careful planning, design and investment."

EarthCheck’s collaboration with companies such as Urban Art Projects (UAP), offers storytelling experiences through public space installations by utilising the skills of emerging and established artists, architects, developers and designers to deliver creative outcomes for travel destinations.   

Moore added “art and design activation in precincts and destinations have become key techniques to drive tourism product development together with deeper connections to both sustainability and community story lines.”

Today’s global visitor economy increasingly craves meaningful journeys and experiences over disconnected travel to multiple sites. Research shows that what attracts a visitor to a destination is the opportunity for emotional connection and engagement with special places, people and cultures. 

Moore continued “holistic destination management strategies that consider the entire ecosystem of place - history, culture, people, environment, commerce - and explore ways to showcase these qualities through creative platforms and activation have the power to fuel authenticity, connection and visitation."

EarthCheck has recently partnered with the Little Veggie Patch Co. to develop new projects around urban farming and green activation in city spaces that are underutilised and undergoing urban renewal. 

Australian gardening author and Founder of the Little Veggie Patch Co., Mat Pember says urban farms have an unprecedented power for bringing people together in something we all have an interest in and rely upon. 

Pember concluded “naturally, urban spaces need to be carefully designed. But the capability of connecting people with experiences can attract key traveller segments seeking authentic experiences.

“Creating everyday experiences that are unique to the region or lesser-known urban destinations can create a tourism windfall.”  

Activation is not only focussed on urban renewal, EarthCheck is also delivering activation strategies for ‘pop-up’ accommodation in some of Australia’s national parks and forestry reserves.

For further information on EarthCheck go to earthcheck.org/