Diversifying without losing your cultural DNA 

There is a constant pull and push in many cultural institutions between curating a space that is thought provoking, innovative and unique while also managing the need to be sustainable or, in some cases, generate an income just to keep the doors open. tourism can play a role in helping to fill this void.  

According to Cultural Attractions of Australia, cultural tourism is one of Australia’s fastest growing tourism segments with the sector growing 23% over the past five years, compared to total tourism growth of 19%.

So where should you start? Sparrowly Group’s Justine Sinclair provides the key steps to diversifying without losing your cultural DNA.