Tourism strategy and destination development

Sparrowly Group's Giovanna Lever investigates how research, collaboration and curiosity can strengthen Australia's visitor economy. Drawing on conversations with Western Sydney University, she explores the value of partnerships between academia, industry and government in creating more inclusive, resilient and sustainable tourism outcomes.

Agritourism in Australia is more than “opening the farm gate”, it’s a complex but powerful path to farm diversification and regional growth. This article unpacks the real opportunities and challenges, from greater control over pricing and storytelling to the demands of hospitality, compliance, and customer experience. The key insight - successful agritourism doesn’t reinvent farming it adds value to what already exists. For farmers, tourism operators, and regional leaders, understanding this balance is critical to building resilient, future-ready agribusinesses.

Resilience isn’t about disaster plans, it’s about helping businesses adapt to whatever comes next. Learn why proactive preparedness delivers stronger outcomes for regional economies than traditional post-crisis recovery programs.

Explore how Malaysia’s culture, food and community-led development drive inclusive economic growth, with insights for Australian regions.

Agritourism in Australia has evolved from a trend into a proven pathway for farm diversification. Drawing on more than a decade of hands-on experience, Sparrowly Group’s Giovanna Lever and Jackie Hicks share what truly makes agritourism work - from authenticity and viable business models to accessibility, policy alignment and place-based collaboration.

Tourism trends for Australian destinations in 2026 are shifting toward wellness travel, dark sky experiences, AI-powered planning, skip-gen travel and niche sports tourism. Sparrowly Group’s Beth Burns explores how destinations can apply these trends strategically within Destination Management Planning, leveraging what’s authentic without losing local identity or community value.

Workforce planning and culture development are at the core of building high-performing, connected teams. Sparrowly Group’s Giovanna Lever reveals her approach to creating the 'workforce holy trinity' - balancing performance, cultural connection and happiness to strengthen organisations, boost retention and drive long-term business and community success.

Place branding and placemaking go far beyond visual identity - they shape how communities see themselves and how others see them. Sparrowly Group’s Jackie Hicks shares insights from the City Nation Place Australasia forum, exploring how storytelling, collaboration and community engagement turn place brands into powerful economic and social drivers for towns, cities and regions.

Cultural tourism and diversification can help cultural institutions stay sustainable without losing their identity. With the sector growing faster than total tourism in Australia, Sparrowly Group’s Justine Sinclair shares practical steps to balance innovation, financial resilience and authenticity - ensuring cultural spaces remain vibrant, thought-provoking and true to their core purpose.

Tourism, workforce and community development are deeply connected drivers of regional economic growth. Sparrowly Group’s Giovanna Lever shares key takeaways from recent collaborations across the visitor economy, workforce and industry sectors - highlighting how sharing knowledge, strengthening partnerships and learning from peers can help regions and people thrive together.

Data-driven destination management is essential for understanding performance, guiding investment and building stakeholder trust. Sparrowly Groups Justine Sinclair explores how better data collection, analysis and storytelling can transform Destination Management Plans into actionable strategies - helping destinations move beyond reporting to real insights that strengthen advocacy, partnerships, and sustainable visitor

Workforce, visitor, economic and community development are deeply interconnected pillars of thriving regions, yet often operate in silos. Sparrowly Group's Giovanna Lever explores why greater collaboration across these sectors is vital for Australia’s future prosperity and how aligning strategies can unlock stronger communities, more resilient economies and lasting regional growth.

Arts, culture and creative industries in NSW are vital economic drivers, contributing to exports, jobs and local identity. Sparrowly Group’s Justine Sinclair explores how the NSW Creative Communities Policy can unlock growth, strengthen cultural ecosystems, and help regions harness creativity to boost both community wellbeing and Australia’s creative economy.

Travel and tourism trends in 2024 reflect travellers seeking deeper connection, authenticity and purpose. Sparrowly Group’s Morgan Thorn highlights three key shifts destinations and businesses should embrace in their planning, and why understanding your customers, adapting quickly and designing with insight will keep you ahead of the curve, not chasing it.

Ethical consumer behaviour and sustainable business practices are reshaping how organisations connect with their audiences. Sparrowly Group's Morgan Thorn explores how aligning your values with transparency, social impact and environmental responsibility can strengthen brand trust, attract conscious consumers and create lasting benefits for both your business and the communities you serve.

Gastronomy tourism and food culture are powerful drivers of connection, sustainability and economic growth. Representing Australia at the UNWTO Gastronomy Conference, Sparrowly Group’s Giovanna Lever shares key learnings and global insights for Australia’s tourism, food production and hospitality sectors, highlighting how food continues to unite people, places, and purpose worldwide.

Sensory tourism and experience design connect sight, touch, taste, sound and smell to create deeper visitor engagement. Sparrowly Group’s Morgan Thorn explores how everyday activities and surroundings can be transformed into memorable sensory experiences - helping destinations, businesses, and communities craft moments that truly resonate with visitors and stay long after they leave.