Hero Experiences Guidebook
Creating memorable visitor experiences
queensland.com
1
This guidebook will:
Inspire you to help deliver the best
experiences for your visitors and help
your business prosper.
It is relevant to all businesses who share
a common interest in wanting to improve
the appeal of their destination and their
operations as key drivers in growing visitor
satisfaction, numbers and expenditure.
Recent research on the global tourism visitor market
has uncovered new insights into traditional visitor
motivations. What persuades a potential visitor to
holiday in a particular destination is that destination’s
ability to engage in unforgettable and truly
inspiring experiences that touch visitors in an
emotional way and connect them with special
places, people and cultures.
In an era where high quality tourism offerings are
expected and global travel is readily available to more
and more people, destinations can no longer compete
on a simple product versus price basis. To be on top,
operators need to move from selling tourism ‘products’
to providing engaging and memorable ‘experiences’.
All businesses across the tourism spectrum have a role
to play in delivering the visitor ‘experience’, from:
To help you make the shift to ‘experiences’, this
guidebook will cover:
•• Tour operators,
•• What is ‘Experience Development’?
•• Accommodation or hospitality establishments,
•• What are Destination ‘Hero Experiences’?
•• Retail businesses,
•• How to support and strengthen your Destination
‘Hero Experiences’ through the development of your
business’s ‘Signature Experience’
•• Tourism or discovery centres,
•• Tourism Attractions,
•• Local councils,
•• State or federal government agencies,
•• Visitor Information Centres, and
•• Environmental groups or protected area managers.
2
Experience Development
Meet your customer:
Today’s travellers are increasingly looking for something
more than just participating in an activity that has little
connection to the meaning and significance of a place…
simply seeing the sights is not enough anymore. They are
looking for a higher level of engagement that connects
them with the ‘essence of a place and its people. These
travellers want to venture beyond the beaten tourist
paths and dive deeper into authentic local experiences,
connecting with people from other cultures in ways that
enrich their lives and create lasting memories.
To meet the demands of the experience seeking
traveller, your destination needs to identify those
‘experiences’ that set it apart from other destinations
and provide a competitive advantage.
be talking about it at parties and social gatherings for
months or even years later.
Visitors ultimately create their own experiences but they
do this by drawing on what you provide at every level of
your product. Experiences are the meeting point between
what visitors bring to the moment and what you provide
them. This control over the external elements is the way
you stage the experience so that visitors get the most
out of it. At the core of an exceptional visitor experience
is your company’s ability to purposefully and thoughtfully
combine your physical and human assets with the
emotional interactions that visitors are looking for.
Every business, agency and community plays a vital
role in delivering the ‘destination experience’ and it is
important to recognise that the experience includes the
whole journey from:
•• Dreaming of the ideal holiday;
Whether your business engages directly with visitors
or operators behind the scenes, your most valuable
marketing tool is the ‘experience’ you give your visitors.
If their experience is highly rated, you can expect wordof-mouth to help sell your product or destination.
•• Planning and booking the trip and beginning to
imagine it;
What is an ‘experience?’
Research shows it helps with your company’s
‘bottom line’
An ‘experience’ is what your visitor gains from the
combination of activities, settings and personal
interactions they participate in when they visit your
destination and your product. Think unique, unexpected
and exotic; things that your guests cannot do anywhere
else in the world or you can do better than anyone else.
The kinds of things that mean they will post a photo
on Facebook or Tweet about it straight away and still
•• Experiencing it first hand; and
•• Sharing the experience with others.
Ten years of economic research has shown that true
experiential tourism is not only a real point-of-difference
in a crowded market place, it is also a product for
which visitors are prepared to pay a premium. As an
added bonus, experiences can be a much lower-cost
investment because they do not necessarily involve large
capital investment or infrastructure upgrades.
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Value of Experiences and Your Bottom Line
tHE ExpERiENCES SpECtRum
Experiences = Greater Economic Value
This diagram illustrates the process of moving from offering
individual commodities, products and services to delivering
compelling and engaging experiences.
GREATER
DIFFERENTIATION
Higher yield
EXPERIENCES
EXPERIENCE
Meet the vintner, learn to
pair wines with food
SERVICE
SERVICES
Wine tastings
PRODUCT
GOODS
Bottled wine
UNDIFFERENTIATED
Lower yield
COMMODITY
Grapes
PRICE
Source: Nancy Arsenault, Celes Davar and Todd Lucier (2011)
Capricorn Region ‘Hero Experiences’
Experience Spectrum
The diagram above illustrates the process of moving
from offering individual commodities, products and
services to offering compelling experiences.
The commodity is the basic asset which is available to
everyone. The product is the offering that we can sell
based on the commodity. The product and commodities
enable you to add service. Products and commodities
coupled
with
exceptional
Southern
Great
Barrier service
Reef provide the foundations
to
createyourself
an ‘experience’.
Immerse
in the stunning world of the Southern Great
Barrier Reef, just a stroll off the long sandy beaches of Great
Tourism products – accommodation, attractions, tours
Keppel Island.
that visitors purchase to participate in or consume.
Supporting Attributes and Potential Clusters:
Tourism
Experiences
the emotional
feeling
Island cruises
and charters, –
dive/snorkel
with turtles
andor
dolphins,
camping, parks,
Great Keppel
Island derives
Holiday Village.
personal
achievement
a visitor
from the purchase,
participation or consumption of tourism products.
Caves and Fossicking
Unlock the secrets of the ages as you visit limestone caves or
unearth natural treasures fossicking in a country embedded with
great mineral wealth.
Supporting Attributes and Potential Clusters:
Limestone caves, Sapphire Gemfields, mines, Gemfest, fossicking,
Dig the Tropic, bats, Underground Opera Co.
The ‘tourism product’ is what the customer buys; the
‘tourism experience’ is what they remember.
Carnarvon Gorge and Natural Wonders
Explore coastal rainforests or escape into the ancient world of
sandstone gorges with unique plant life and 19,000 year old
Aboriginal art.
Supporting Attributes and Potential Clusters:
Carnarvon Gorge, Byfield State Forest and National Park,
Blackdown Tableland, Mount Etna Caves, Mount Archer,
Mount Zamia.
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Regional Specialties and Culinary Delights
Learn about and enjoy the culinary delights of the coast and
country, from beef to crocodile to mud crab to tropical fruit.
Supporting Attributes and Potential Clusters:
Beef capital of Australia, Beef Australia Expo, Rockhampton
Riverbank precinct, Koorana crocodile farm, fisherman’s coop,
farm stays.
Destination ‘Hero Experiences’
In conjunction with destination stakeholders, destination
‘Hero Experiences’ have been identified for each of
Queensland’s thirteen destinations; these are the
‘essence’ of a destination, and they are:
•• those world class iconic experiences that provide a
destination with a real competitive advantage over
other destinations;
•• those experiences that focus on what is truly unique
or memorable or engaging about a destination; and
•• those experiences which meet the needs of our target
markets.
“Be different or be dead. Memorable experiences
are about creating value. Value is the defining factor.
When there is no difference in value people buy on
price alone. You can only compete on price for so
long but you can compete on value forever”.
The Experience Economy.
Hero Experiences are the VOICE of a destination’s brand,
personality and competitive advantage encompassing
the destination:
Vision
Originality
Icons
Competitiveness
Experiential
Why Hero Experiences?
Focussing on a destination’s hero experience is:
•• Responding to the demands of our domestic and
international visitors,
•• Designed to gain a competitive advantage over other
destination, and
•• An opportunity to focus the efforts of tourism
stakeholders and create partnerships.
The identified destination hero experiences builds
on existing destination and Queensland brand work,
provides operators with the opportunity to improve
and innovate their operations without major capital
investment and ultimately is about creating unique
memories for our visitors and positive word of mouth.
5
Brisbane Region
‘Hero Experiences’ Fact Sheet
Bundaberg Region
‘Hero Experiences’ Fact Sheet
Southern Queensland Country
‘Hero Experiences’ Fact Sheet
Fraser Coast
‘Hero Experiences’ Fact Sheet
The Visitor Experience
Why ‘Hero Experiences’?
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Focussing on a destination’s ‘hero
experiences’ is:
What are ‘Hero Experiences’?
Hero experiences are those world class
iconic experiences that:
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
focus on what is truly unique or
memorable or engaging about a
destination, and
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
meet the needs of identified
target markets.
The Brisbane Region ‘Hero Experiences’
have been developed to deliver the
provide a destination with a real
competitive advantage over
other destinations,
region’s 2020 tourism vision, brand
promise, and the ‘themes’ that underpin
the vision and brand.
Vision
“By 2020 the Brisbane region will be
recognised as offering Australia’s most
welcoming, spirited and energised
subtropical capital city offering world
class major events, coastal, island and
countryside experiences.”
The Visitor Experience
Why ‘Hero Experiences’?
Focussing on a destination’s ‘hero
experiences’ is:
Feel the vitality of city life with a
subtropical twist.
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Themes
What are ‘Hero Experiences’?
Core Brand Promise
Vibrant, Relaxed,
Urban Outdoor Lifestyle
Events and Culture
Nature at your doorstep bursting with
colour and life
Hero experiences are those world class
iconic experiences that:
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
focus on what is truly unique or
memorable or engaging about a
destination, and
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
meet the needs of identified
target markets.
Bundaberg Region ‘Hero Experiences’
have been developed to deliver the
provide a destination with a real
competitive advantage over
other destinations,
region’s 2020 tourism vision, brand
promise and the ‘themes’ that underpin the
vision and brand.
Vision
“By 2020 the Bundaberg and North
Burnett Region will be globally recognised
as the place visitors go to immerse
themselves in a world class turtle
conservation experience.”
Core Brand Promise
Feel the awe of discovering stunning,
secluded reef that is within reach.
Themes
Southern Great Barrier Reef
Turtles
Regional Flavours
Regional Character
The Visitor Experience
Why ‘Hero Experiences’?
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Focussing on a destination’s ‘hero
experiences’ is:
What are ‘Hero Experiences’?
Hero experiences are those world class
iconic experiences that:
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
focus on what is truly unique or
memorable or engaging about a
destination, and
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
meet the needs of identified
target markets.
The Southern Queensland Country ‘Hero
Experiences’ have been developed to
provide a destination with a real
competitive advantage over
other destinations,
deliver the region’s 2020 tourism vision,
brand promise, and the ‘themes’ that
underpin the vision and brand.
Vision
“By 2020 Southern Queensland Country
will be recognised as Queensland’s
premier country getaway destination
known for its distinct seasons and regional
flavours; where you can breathe deep and
enjoy a taste of life in the country.”
The Visitor Experience
Why ‘Hero Experiences’?
Focussing on a destination’s ‘hero
experiences’ is:
Slow down, breathe deep and enjoy a taste
of life in the country.
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Themes
What are ‘Hero Experiences’?
Core Brand Promise
Natural Beauty
History and Heritage
Four Seasons
Authentic Country Life
Hero experiences are those world class
iconic experiences that:
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
focus on what is truly unique or
memorable or engaging about a
destination, and
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
meet the needs of identified
target markets.
The Fraser Coast ‘Hero Experiences’ have
been developed to deliver the region’s
provide a destination with a real
competitive advantage over
other destinations,
2020 tourism vision, brand promise and
the ‘themes’ that underpin the vision
and brand.
Vision
“By 2020, the Fraser Coast will be globally
recognised for world class personal natural
encounters on the World Heritage-listed
Fraser Island and as Australia’s number
one whale experience destination.”
Core Brand Promise
Feel the awe of experiencing nature that is
truly spectacular.
Themes
Fraser Island
Whale Encounters
Whitsundays
‘Hero Experiences’ Fact Sheet
Capricorn Region
‘Hero Experiences’ Fact Sheet
Gold Coast Region
‘Hero Experiences’ Fact Sheet
Gladstone Region
‘Hero Experiences’ Fact Sheet
The Visitor Experience
Why ‘Hero Experiences’?
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Focussing on a destination’s ‘hero
experiences’ is:
What are ‘Hero Experiences’?
Hero experiences are those world class
iconic experiences that:
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
focus on what is truly unique or
memorable or engaging about a
destination, and
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
meet the needs of identified
target markets.
The Whitsundays ‘Hero Experiences’ have
been developed to deliver the region’s
provide a destination with a real
competitive advantage over
other destinations,
2020 tourism vision, brand promise and
the ‘themes’ that underpin the vision
and brand.
Vision
“By 2020 the Whitsundays will be globally
recognised as one of the world’s leading
tropical island and marine leisure holiday
destinations.”
Core Brand Promise
Feel the wonder of Australia’s
island paradise.
Themes
TIER 1: Diverse Island Paradise
TIER 1: Iconic Landscapes in the heart
of the Great Barrier Reef
TIER 2: Sailing, Flying, Snorkelling
and Diving
TIER 2: Airlie Beach and Mainland
The Visitor Experience
Why ‘Hero Experiences’?
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Focussing on a destination’s ‘hero
experiences’ is:
What are ‘Hero Experiences’?
Hero experiences are those world class
iconic experiences that:
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
focus on what is truly unique or
memorable or engaging about a
destination, and
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
meet the needs of identified
target markets.
Capricorn Region ‘Hero Experiences’ have
been developed to deliver the region’s
provide a destination with a real
competitive advantage over
other destinations,
2020 tourism vision, brand promise and
the ‘themes’ that underpin the vision
and brand.
Vision
“By 2020 Capricorn will be recognised
within the Southern Great Barrier Reef
for its sustainable island and coastal
tourism experiences.”
The Visitor Experience
Why ‘Hero Experiences’?
Focussing on a destination’s ‘hero
experiences’ is:
Southern Great Barrier Reef
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Carnarvon Gorge and Natural Wonders
What are ‘Hero Experiences’?
Caves and Fossicking
Hero experiences are those world class
iconic experiences that:
Core Brand Promise
Feel the awe of discovering stunning,
secluded reef that is within reach.
Themes
Regional Specialties and
Culinary Delights
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
focus on what is truly unique or
memorable or engaging about a
destination, and
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
meet the needs of identified
target markets.
The Gold Coast Region ‘Hero Experiences’
have been developed to deliver the
provide a destination with a real
competitive advantage over
other destinations,
region’s 2020 tourism vision, brand
promise and the ‘themes’ that underpin the
vision and brand.
Vision
“By 2020 the Gold Coast will be globally
recognised as a world-class leisure and
business events destination famous for
its unrivalled variety of entertainment,
excitement and fun.”
Core Brand Promise
Feel the excitement of Australia’s endless
playground.
Themes
Beaches
Theme Parks
Entertainment
Hinterland
The Visitor Experience
Why ‘Hero Experiences’?
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Focussing on a destination’s ‘hero
experiences’ is:
What are ‘Hero Experiences’?
Hero experiences are those world class
iconic experiences that:
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
focus on what is truly unique or
memorable or engaging about a
destination, and
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
meet the needs of identified
target markets.
Gladstone Region ‘Hero Experiences’
have been developed to deliver the
provide a destination with a real
competitive advantage over
other destinations,
region’s 2020 tourism vision, brand
promise and the ‘themes’ that underpin
the vision and brand.
Vision
“By 2020 Gladstone will be recognised
as the place visitors go to enjoy a relaxed
Southern Great Barrier Reef experience
and world class fishing.”
Core Brand Promise
Feel the awe of discovering stunning,
secluded reef that is within reach.
Themes
Southern Great Barrier Reef
Fishing
Regional Character
Beach Culture
Mackay Region
‘Hero Experiences’ Fact Sheet
Outback Queensland
‘Hero Experiences’ Fact Sheet
Townsville
North Queensland
‘Hero Experiences’ Fact Sheet
The Visitor Experience
Why ‘Hero Experiences’?
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Focussing on a destination’s ‘hero
experiences’ is:
What are ‘Hero Experiences’?
Hero experiences are those world class
iconic experiences that:
provide a destination with a real
competitive advantage over
other destinations,
focus on what is truly unique or
memorable or engaging about a
destination, and
meet the needs of identified
target markets.
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
The Mackay Region ‘Hero Experiences’
have been developed to deliver the
region’s 2020 tourism vision, brand
promise and the ‘themes’ that underpin the
vision and brand.
Vision
“By 2020 Mackay will be a community that
values the livability and vitality of its region
and proudly invites visitors to explore its
surprising range of leisure experiences.”
Themes
Understand why locals live here
Explore hidden treasures
Business, leisure, sports events that
celebrate the region
The Visitor Experience
Why ‘Hero Experiences’?
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Focussing on a destination’s ‘hero
experiences’ is:
What are ‘Hero Experiences’?
Hero experiences are those world class
iconic experiences that:
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
focus on what is truly unique or
memorable or engaging about a
destination, and
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
meet the needs of identified
target markets.
Outback Queensland ‘Hero Experiences’
have been developed to deliver the
provide a destination with a real
competitive advantage over
other destinations,
Sunshine Coast
region’s 2020 tourism vision, brand
promise and the ‘themes’ that underpin the
vision and brand.
Vision
“By 2020 the Outback will be famous for
its characters, culture, history and ancient
landscapes where visitors feel the genuine
Aussie embrace of a vast network of
welcoming communities.”
Themes
Heritage and Locals
Outback Adventures
Dinosaurs
Timeless Landscape and Endless Sky
The Visitor Experience
Why ‘Hero Experiences’?
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Focussing on a destination’s ‘hero
experiences’ is:
What are ‘Hero Experiences’?
Hero experiences are those world class
iconic experiences that:
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
focus on what is truly unique or
memorable or engaging about a
destination, and
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
meet the needs of identified
target markets.
Townsville North Queensland ‘Hero
Experiences’ have been developed to
provide a destination with a real
competitive advantage over
other destinations,
deliver the region’s 2020 tourism vision,
brand promise and the ‘themes’ that
underpin the vision and brand.
“In 2020, Townsville North Queensland
will be recognised as the proud, vibrant
and thriving economic heart of North
Queensland. The region is renowned for
delivering enriching, entertaining and
engaging visitor experiences year round.”
Core Brand Promise
Feel the pride of discovering the essence
of North Queensland in one vibrant,
progressive community.
Themes
Great Barrier Reef Centre of Excellence
Special Places in Nature
Eventful life in the Tropics
History and Heritage
For more information on Destination Hero Experiences, see teq.queensland.com
6
‘Hero Experiences’ Fact Sheet
Vision
The Visitor Experience
Why ‘Hero Experiences’?
A tourism ‘experience’ is the emotional
feeling or personal achievement a visitor
derives from the purchase, participation
or consumption of a tourism product –
accommodation, attractions or tours.
The ‘tourism product’ is what the customer
buys; the ‘tourism experience’ is what
they remember.
Focussing on a destination’s ‘hero
experiences’ is:
What are ‘Hero Experiences’?
Hero experiences are those world class
iconic experiences that:
responding to the demands of our
domestic and international visitors,
designed to gain a competitive
advantage over other destinations, and
an opportunity to focus the efforts
of tourism stakeholders and
create partnerships.
focus on what is truly unique or
memorable or engaging about a
destination, and
The identified destination ‘hero
experiences’ builds on existing destination
and Queensland brand work, provides
operators with the opportunity to improve
and innovate their operations without
major capital investment and ultimately is
about creating unique memories for our
visitor and positive word of mouth.
meet the needs of identified
target markets.
The Sunshine Coast ‘Hero Experiences’
have been developed to deliver the
provide a destination with a real
competitive advantage over
other destinations,
region’s 2020 tourism vision, brand
promise and the ‘themes’ that underpin the
vision and brand.
Vision
“By 2020 the Sunshine Coast will be
globally recognised as Australia’s premier
revitalising holiday destination where
the blend of coastal and hinterland
experiences showcase the region’s
contemporary beach culture.”
Core Brand Promise
Feel the rejuvenating warmth of our
beach culture.
Themes
Tier 1: Live the Dream
Tier 2: relax and revitalise
Tier 2: explore and Discover
Developing your business ‘Signature Experience’ to strengthen and support
your destination ‘Hero Experiences’
So now you are aware of the benefits of experience
development and how ‘Hero Experience’ can have a
positive flow on effect for your destination. Now it’s
time to think about your product and identify what your
‘Signature Experience’ is and how it relates to your
destination ‘Hero Experiences’.
What is a ‘signature experience’?
Your written signature is unique, confirms your identity
and makes your promise legally binding. It is the
same for your ‘signature experience’. It defines what
is unique and different about your product, something
you do especially well, distinguishes you from other
products and makes you stand out in people’s mind.
It is consistent with your band and the image you want
to project and it encompasses your commitment and
promise to your guests.
Identifying your products Signature Experience and steps to delivering great
visitor experiences
1. Focus, Focus, Focus!
3. Plan the experience
Who is your target market and what experiences do
they want?
Your guests should be as involved as much as possible –
not be passive spectators.
What do you want them to take away from their
experience: feelings, images, memories?
Identify the theme around which you will build the
experience – look to your Destination Hero Experiences
for inspiration
What do you want them to be telling others about the
experience?
You can not be all things to all customers, but if you
focus on your key target markets*: Experience Seekers,
Social Fun Seekers and/or Connectors and provide
memorable, world-class experiences for them, the rest
will come!
2. What experiences fit with your business?
What can your business offer?
What community resources (natural and physical
assets, community members and organisations) can
you involve?
What partners/ suppliers could you involve?
The experience should involve their emotions and
senses, and include a ‘WOW’ factor that can make it
truly memorable
The experience must be authentic and ‘on brand’:
consistent with the identified themes and experiences
for your destination
Plan every detail – such as timings to allow for visitor
response and engagement, sequencing, best group
size, safety, weather and dealing with guest physical
limitations
Remember, you are providing a world-class experience
to a discerning market. Leave nothing to chance.
Set your price – visitors will pay a premium for a
premium experience (unique, authentic, personalised)
*Consumer segmentation: www.tq.com.au/marketing
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Steps to delivering great
visitor experiences
4. Training and test flight
Make sure your staff and any partners clearly
understand your guests’ expectations, the precise details
of the experience and their role in delivering it
Great Customer Experiences Are:
Test the product in real time with non-paying ‘guests’
and tweak if needed
•• Created by consistently exceeding customers
physical and emotional expectations
5. Market and Communicate
•• Enabled through inspirational leadership and
facilitated by culture
How will you market to potential consumers and to
businesses?
•• A source of long term competitive advantage
•• Revenue generating and can reduce costs
•• An embodiment of the destination’s hero
experiences
Increasingly, customers (actual and potential) talk to
each other. Will you monitor these conversations or
maybe join them?
How will you maintain contact with past customers?
6. Deliver, evaluate, modify
visitor expectations and needs overtime. Remember to
consistently evaluate and modify the experience you are
delivering in order to remain competitive.
Experience Spectrum
The following diagram shows the process for moving from offering just individual commodities, products and
services to offering compelling experiences
Commodity
Food and
wine that a
restaurant
sells
Undifferentiated low yield
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Product
Items in the
restaurant, such
as the menu, wine
list, tables and
chairs
Service
Services being
provided to
the customer
with a smile
Experience
A restaurant in a unique
location with history,
serving local produce and
wine – with the option of
meeting the chef or doing
a cooking class
Differentiated high yield
What defines a memorable, engaging and inspirational visitor experience,
and forms the basis of your destination ‘Hero Experience’ and helps you
identify your products individual ‘Signature Experience’
1. O
nly in your destination
•• No-where else on earth
•• No-one does it better
•• If travellers want to have this experience, your destination is the
best place in the world for it
•• This experiences makes your destination truly unique, puts
Queensland on a global stage and attractions visitors on its
own merits
•• Contributing factors could include a unique setting, unique wildlife,
local customs or food
2. A
n inspirational story
Does the experience:
•• Feature an inspirational story or theme
•• Tell the story of local characters, customs and culture, flora and
fauna?
•• Provide the visitor with an opportunity to interact with and learn
about your destination?
3. T
he customer in the ‘lead role’
•• Would travellers from all over the globe want to come to your
destination to be part of this experience?
•• Is it a ‘must-do’ drawcard that will excite and attract your target
audience?
•• Will the experience exceed your customers’ expectations?
4. T
ouch, smell, taste, see, hear
Is the experience:
•• Multisensory and provokes emotion
•• Interactive with hands on elements
5. A
‘backstage pass’
Does the experience:
•• Make your visitors feel truly special
•• Give visitors a feeling of exclusivity
•• Deliver a once in a life-time feel, bragging rights?
6. Feel like a local
•• Does the experience make our visitors feel like they are part of
our local way of life?
7. A
uthentic and genuine
•• The experience is real, does not have a staged, mass market feel
and is not commercialised or superficial?
8. Brand Queensland
Is the experience:
•• An embodiment of Australia’s and Queensland’s tourism brands?
•• Delivering on any of the following brand Queensland themes:
•• Adventure
•• Natural Encounters
•• Island and beaches
•• Queensland lifestyle
9. Surprise
•• The experience features an element of surprise and creates
the unexpected
10. C
reate lasting memories
Ultimately, does the experience the:
•• Engage visitors emotionally, adding meaning to their personal lives
•• Allow visitors to take home lasting memories that they will share
with families and friends
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Supporting and Strengthening Destination Hero Experiences
This section of the work book is designed to demonstrate
how different segments of the tourism industry can
incorporate hero experiences.
Visitor Information Centres
Visitor Information Centres are one of the most
important connections the visitor has with the
destination. Some key questions visitor information
centres need to consider are: How do your visitor
information centres influence visitors to your
destination?, and how much do your visitor information
centres know about the region.
Things to consider
How much do you know about your destination? Armed
with factual information, you might like to explain
where visitors can locate the ‘hidden treasures’, or
you might like to share what locals get up to on
the weekends – where the best local fish and chips
shop can be located, or what community events are
happening that they could attend. Share with them
which of the local tour operators they should tour
with to experience some of the locals’ favourite spots,
authentic attractions and events.
Visitor Information Centre staff should also identify and
promote operators that deliver on and have aligned
themselves with the Hero Experiences. Ensure the
Visitor Information Centre has collateral and promotional
material such as banners, displays and brochures that
reflect the key Hero Experiences and that all staff
understand which tourism businesses can deliver on
these hero experiences. This will inevitably help to unite
the community and help increase length of stay and
dispersal of visitors throughout the region.
While food and local producers may not be the prime
reason for the experiential traveller visiting Mackay, they
are an integral part of the overall experience. Staff should
point visitors to local suppliers; whether a business is
down the road or in the next town. This is also a great
way to build business networks across the region.
New staff and volunteers should be provided with
adequate training to ensure they are knowledgeable
and able to provide detailed, accurate and intellectual
information, via brochures, operator briefings and even
familirisations. They should be able to easily explain
to visitors how they can learn more, or get involved.
Highlight events where they can get a real sense of the
vibrant and committed community that live there.
Team meetings should include information on what
is new around the region should be discussed. Why
not ask a tour business to come and present at one
of the team meetings. This way the hotel staff will be
better equipped and feel more confident discussing and
promoting other local businesses.
Accommodation Providers
Promote the hero experiences on your website and
explain what else there is to do whilst they are on
business or staying for a holiday. You could also promote
a calendar of signature events.
Accommodation staff and their front office team, can
influence a guests perspective on your destination
immensely. Whether a hotel guest is staying for business
or leisure, the hotel staff have a huge opportunity to
showcase the destination Hero Experiences through
personal one-on-one recommendations and what makes
the destination different.
Consider clustering with other businesses such as
tour operators to package experiences around the
Hero Experience. Think simple and authentic. You will
be surprised by the number of experiential travellers
that are prepared to pay a premium for tailor made,
authentic tours that enable them to really get to know
the destination from a local perspective.
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Tour Operators
For the experiential traveller it is vital that the
experience is captivating and absorbing. The
destination Hero Experiences and themes provide
the basis to create and deliver amazing experiences
that are unique to the destination. You could plan the
itinerary around these themes, ensuring your tour
aligns with or touches on the hero themes. This way
you are providing an experience that you know cannot
be recreated in other holiday destinations.
Tourism Australia has created a worksheet that
will help with your own product and experience
development. This is a great activity to assess the
current situation in your business and identify the
key elements of your business that you can begin
to incorporate Hero Experiences.
Timing and interpretation is extremely important.
Explain what makes the destination so special, for
example think about how you can really embrace the
dynamic landscape, rainforests, beaches and lifestyle.
Clustering – Think about how you could value add to
your tour by joining forces with like minded tourism
businesses in the region. It maybe that you organise
a local baker to demonstrate to your guests how the
process of baking the regions famous crispy pies are
developed – a touch of local character and cuisine.
Website – cross promote other tourism businesses in the
region. This is a cost effective way of uniting your local
community and you will be surprised at how many other
businesses will start to promote your business.
What other ways can you think to incorporate the
hero experiences into your business and collectively,
use them to promote the your destination?
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Developing your business ‘Signature Experiences’ to strengthen and support
your destination ‘Hero Experiences’
So now you are aware of the benefits of experience development and how ‘Hero Experiences’
can have a positive flow on effect for your destination. Now it’s time to think about your
product and identify what your signature experiences are and how these relate to your
destination Hero Experiences.
1.Staffing and Front Office
One of the challenges of modern business is to create
a competitive advantage that your competitors cannot
copy. The one feature that competitors cannot imitate
(because it is unique to your business) is the customer’s
experience with your business. These are your
business’s ‘Signature Experiences’. Your challenge is
therefore to create an experience that is so outstanding
that customers keep on coming back and will refer your
business to others.
Some tips to ensure you are delivering
‘Signature Experiences’:
•• Educate staff on what your Signature Experience
is in the context of the overall destination ‘Hero
Experiences’.
•• Ensure your staff are aware of the ‘Signature
Experience’ your business is aiming to deliver through
integrating key messages into orientation programs.
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•• Customer service training that incorporates openended questions of guests e.g. ‘what are you planning
on doing while you are here’.
•• Have copies of regional guides and event calendars at
reception to pass onto customers to ensure they are
aware of not only your ‘Signature Experiences’ but
also your destination’s ‘Hero Experiences’.
•• Incorporate key elements of your ‘Signature
Experiences’ into your business’s answering
machine message.
•• Encourage your staff to attend community businesses
networking events to find out what events are
happening in your region and what is new or no
longer exists and to develop community and
business contacts.
2.Public Relations
Publicity and media relations are important tools in
leveraging your overall marketing strategy and a great
medium to help raise awareness of any enhancements or
development made to your business. There are several
ways to generate publicity.
•• Tourism and Events Queensland’s and Regional
Tourism Organisation’s promotion of your destination.
Write about your ‘Signature Experiences’ in the
context of ‘Hero Experiences’
When you are writing copy for your brochures,
website, media kits and other promotional materials,
do not forget to use language that sell your
‘Hero Experiences’ in addition to your ‘Signature
Experiences’. There are a number of methods your
business could consider including:
•• Develop a media release when you have something
new to announce, incorporating key ‘Hero
•• The identified ‘Hero Experiences’ for your destination
Experiences’ messaging. This could be distributed to
are its unique selling point and proposition. These ‘Hero
local media, your Regional Tourism Organisation and
Experiences’ differ from other Queensland destinations
Tourism and Events Queensland’s publicity –
and as such will form the basis of all the work Tourism
[email protected]
and Events Queensland and your Regional Tourism
•• Host a lunch with local media or hold a media
Organisation will be doing. From a media perspective,
familiarisation to establish good relationships.
public relations for your destination will centre around
these ‘Hero Experiences’.
Use of images to portray your region as a tourism
destination
Remember, a picture tells a thousand words when you
are selecting images for your brochure, website, media
kits and other promotional materials. In order for you and
other tourism operators to add value and strengthen the
way in which your destination is promoted, a consistent
approach is required. To assist in doing this, we
recommend using your destination ‘Hero Experiences’ as
a guide to the types of imagery you use to promote and
communicate your businesses ‘Signature Experiences’
Tourism and Events Queensland has an image gallery
available for promotional use by tourism businesses.
www.tq.com.au/imagegallery
•• Knowing that Tourism and Events Queensland and
your Regional Tourism Organisation will be publicising
your destination’s ‘Hero Experiences’, you should
align your ‘Signature Experiences’ with them and
be confident in being able to elaborate on your
destination’s ‘Hero Experiences’ when a journalist asks
you ‘what is great about your destination’.
For example:
If a journalist or television production company
approaches Tourism and Events Queensland looking
for support to undertake a fishing documentary on the
Great Barrier Reef – Tourism and Events Queensland
would potentially support this initiative on the basis
that key messages regarding your destinations ‘Hero
Experiences’ are captured and promoted alongside the
key message of ‘fishing’.
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3.Digital Marketing
Website and Social Media
Consistent presentation of your destination’s ‘Hero
Experiences’ online will give potential visitors a clear
picture of what makes your destination a unique place
to visit. This is why it is so important for all destination
stakeholders to use consistent visual, spoken and
written language across all touch points.
In developing a new website or when updating content
on your current site, aim to incorporate iconic images
and a selection of the key phrases and descriptive
words from the identified destination ‘Hero Experiences’
to showcase your businesses ‘Signature Experiences’.
This is also a good opportunity to link and showcase
any product clustering work you have done with likeminded operators.
It is not just about your website
Digital marketing is often perceived to be merely about
marketing through a website. It is true that this is a
crucial aspect of marketing on the internet, but there
are many other forms to it. If you just rely on setting
up a website and hoping for the best, then you may be
waiting a long time to attract business. Digital marketing
incorporates the following:
•• Online advertising,
•• Search engine optimisation (SEO) and Search engine
marketing (SEM),
•• Social networking and user generated content e.g.
blogging,
•• Video, pod-casting and vid-casting – 2 billion videos
are watched on YouTube everyday alone,
•• The use of mobile phones for searching the internet,
•• Geo search maps,
•• Website promotions within your site, and
•• Email and viral campaigns.
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Australian Tourism Data Warehouse (ATDW)
“The ATDW platform is a central storage and
distribution facility for Australian tourism
products and destination information. The content
is compiled in a nationally agreed format and
electronically accessible by tourism business
owners (operators), wholesalers, retailers and
distributors for use in their websites, booking
systems and other digital channel”.
A good ATDW listing will motivate consumers to use
your services. It should have a friendly, direct tone,
integrate keywords and highlight your businesses
‘Signature Experiences’ in the context of your
destination’s ‘Hero Experiences’
Developing Product Clusters
‘Clustering’ refers to aligning and marketing products
together to present a rich and diverse palette of
experiences that greatly enhance the competitive
offering of a destination. It is all about bringing
together complementary activities to form compelling
and unique experiences.
It helps to improve dispersal of visitors and increase
visitor expenditure through multiple suppliers offering
complementary products, or via a single supplier
providing services that complement your destination’s
‘Hero Experiences’.
‘Clustering’ by individual tourism operators can in effect
present a variety of potential activities or experiences
that greatly enhance the competitive nature of what we
offer the first time visitor.
•• Setting up a working group for local shops to discuss
key community opportunities or issues. E.g. weekends
when some retailers may normally be shut - an
opportunity may exist in taking turns in opening to
take advantage of the weekend drive market.
The benefits of ‘clustering’
•• Assisting you to more clearly tailor your marketing to
your target market by highlighting the most appealing
activities and experiences (hero experiences);
•• Improve the profile and visibility of your business;
•• Helping you to leverage your Regional Tourism
Organisation’s and Tourism and Events Queensland’s
promotional activities for your destination, as well as
other operators in your areas, to grow visitor arrivals,
length of stay and spend;
•• Keeping your product fresh and keeping people
interested, which are both important for repeat
visitation, and helping to generate word of mouth; and
•• Giving your business a stronger presence by being
part of a collaborative sales force that provides a
more compelling message to visitors to stay longer
and spend more because they are aware of the added
benefits of being in the region.
What are other ways you can think of on how you can
incorporate your destination ‘Hero Experiences’ into
your business and develop your business’s ‘Signature
Experience’ and collectively use them to promote your
destination?
Here is an example:
Consider a bed and breakfast (B&B). While the B&B can
offer a quality signature accommodation experience,
by working together with other attractions and tour
operators such as cafes, iconic pubs, wineries or local
tours, the combined attractions could offer the ultimate
(value added) destination experience. Adopting a more
collaborative approach and promoting a multi-layered
‘experience’ means operators are in a stronger position
to attract people to the destination and entice them to
stay longer and spend more money.
Product clustering can be done in many ways:
•• It could involve collaborating with other businesses in
the region to create a tour that aligns more effectively
with the destination ‘Hero Experiences’, providing
greater opportunity for packaging, marketing activity
and promotions.
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Produced by Tourism and Events Queensland
Tourism and Events Queensland has compiled and produced this guide in the interest of promoting
tourism in Queensland. The information contained within this publication has been assembled
and included with all due care.
Tourism and Events Queensland makes no warranty or assurance as to the correctness, completeness or suitability of purpose
of the Information. In no event will Tourism and Events Queensland be liable to any person in contract, tort or otherwise if any
information in the publication is incomplete, inaccurate or not suitable for the purpose you use the Information for.
Published by Tourism and Events Queensland, (January 2015)
© Tourism and Events Queensland 2015
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