Tourism, Workforce, and Community - A Powerful Trio for Regional Economic Development
At Sparrowly Group creating strong and connected industries and people is part of who we are. We believe that sharing collective knowledge is key to helping everyone and every place thrive. Over the past month or so the team has been out and about gathering and sharing knowledge across a number of industries including the Visitor Economy, Economic and Workforce development.
Beyond sharing our knowledge, we also value the opportunity to learn from our peers. Here are our key takeaways:
Australian Regional Tourism - 2024 Convention
Justine attended this year's convention that was held in Mackay, Queensland. The three day convention included a day dedicated to Agritourism presented by Tourism Australia. The following two days of the convention saw great discussions and insights shared on key issues like workforce development, sustainability and the future of tourism:
Agritourism - agritourism experiences are high on the list for international visitors of ‘must dos’. Visitors want authentic, hands-on experiences in our regions right across our country.
Workforce challenges - there are workforce challenges now and these will continue into the future and we need to prepare for the predicted shortfall of hospitality and tourism workers. Challenges are getting the right people in the right place at the right time. We need to look at doing things differently like maybe looking at ways AI can help automate some of the back-end work to free businesses up to deliver the service that visitors want and expect.
Disaster preparation - destinations are now 75 times more likely to be hit by a disaster. Preparation is key, and getting your network around you now and knowing who you can call on in times of disaster is paramount.
Regenerative tourism - regenerative tourism is an evolution, not a revolution. Look at reworking the visitor journey to incorporate education and advocacy at stages of the visitor journey. It’s not about having large numbers, it’s about getting visitors who are the right match for your location and then getting them to spend more time, more money and have repeat visits.
Destination NSW - 2024 NSW Visitor Economy Forum
Three of our sparrows Naivedhya, Federico and Justine connected with the NSW Tourism Industry in Sydney and gathered insights at the NSW Visitor Economy Forum.
Culture and Tourism - traditional cultural institutions such as the NSW Art Gallery are starting to implement tourism strategies, signifying the growing importance of collaboration between the arts and the visitor economy and the two sectors finding their synergies. This is particularly important with the rise of cultural and wellness tourism.
Storytelling - to remain relevant innovative storytelling is integral. Telling compelling stories in different ways helps to keep brands relevant and customers engaged.
Stay on top of the trends - understanding the changing way that people book and travel helps to refine offerings and experiences. Knowing that travellers are using AI at every stage of travel as well as looking for genuine engagement and a little bit of surprise or mystery with the rise of the ‘mystery trip’ help businesses and destinations to look at how they can work these into existing offerings.
NEON Forum 2024 - Office of the 24 hour Economy Commissioner NSW
Helping to make vibrant and sustainable economies in regional areas especially, is one of our core values and a more diverse and inclusive night time economy is often a key desire of regional areas. Morgan and Naivedhya recently attended the two day NEON Forum in Sydney learning and sharing all things night-time economy.
Generational change - inclusive spaces and events that not only entertain but also leave a lasting impact that are important to this current generation
Culture creates value - bring culture back into the cities. Bring local authentic experience to the forefront that local communities are proud of, which will enable new opportunities for a thriving 24 hour economy. Let people tell their story. Enable artists to hone their craft in dedicated spaces and provide performing platforms.
Collaboration - there is a real need for collaboration that is government enabled but industry led. The creatives and professionals need to take the lead. It is important to showcase to investors the long term benefit of investing in night-time economy operators and businesses, through data and advocacy.
Economic Development Australia - National Conference 2024
In Melbourne Giovanna attended the Economic Development conference connecting with economic development professionals from around Australia. There were lots of great insights from the conference.
Measure what matters - the Melbourne Doughnut framework provides a community-driven vision that highlights the uneven distribution of liveability, the environmental overshoot required to maintain it, and the interconnected social and ecological challenges, while advocating for innovative, holistic measurement tools to guide sustainable urban development. This perspective invites economic developers to reflect on how cities can redefine growth and well-being in ways that are inclusive, equitable, and regenerative for both people and the planet.
Workforce development in economic transformation - workforce development is essential for addressing skills shortages, stagnant productivity, and education challenges, emphasising collaboration among local businesses, educational institutions, and government to build a resilient, future-ready workforce. To truly harness the power of workforce development, communities must shift towards a more integrated approach that not only addresses current workforce gaps but also anticipates future demands, fostering an adaptive ecosystem where continuous learning and cross-sector partnerships are the norm for sustained economic growth.
Precincts, clusters, and revitalisation strategies - successful urban and regional revitalisation requires integrated, place-based approaches that combine community and economic development with social impact. As well as support by strategic data analysis and stakeholder collaboration to create adaptive, sustainable ecosystems that balance innovation with equity. The true measure of revitalisation efforts is how well they foster inclusive growth, ensuring that policies and investments not only stimulate economic gains but also address social challenges, nurturing vibrant spaces that serve diverse communities and future needs.
The key threads of workforce, culture and collaborative work are seen throughout all the conferences and places we have been. Regions who work together with their people, industry and key partners are best placed to reap the rewards now and into the future. If you’d like to understand how we can help you find these synergies please feel free to reach out. We can help you tie the threads together to map a sustainable future for your place.
