Tourism Australia Turns Spotlight on Agritourism

Tourism Australia is officially dialling up its focus on agritourism, recognising its growing importance in attracting international travellers and driving dispersal into our regions. But what does this mean for you, the hardworking agritourism operator here in Western Australia? It’s simple: Increased visibility, potential for more international visitors, and a validation of the incredible work you’re already doing.

Destination Australia Highlights Agritourism’s Potential

Earlier this month, Tourism Australia held its annual “Destination Australia” conference, and one of the key sessions was dedicated entirely to agritourism. The session, aptly titled “Agritourism – driving dispersal into our regions,” featured a panel of experts discussing the opportunities and challenges facing the sector.

Who’s Who on the Agritourism Panel?

The panel, facilitated by Karl Stefanovic, included:

• Alex Baker, Director Marketing & Experiences, Kiff & Culture
• Sheridan Beaumont, Founder, Sydney Oyster Farm Tours
• Tim Parsons, Owner Operator, Curringa Farm, Tasmania
• Dale Tilbrook, Owner Operator, Dale Tilbrook Experiences

It’s fantastic to see such a diverse range of voices representing the agritourism industry on a national platform.

Tourism Australia: “Dials Up Its Focus”

According to a media statement released after the event, Tourism Australia is actively “dialing up its focus on this collective of operators.” This is a clear signal that agritourism is being taken seriously as a key driver of tourism growth, particularly in regional areas.

Why This Matters to You

So, why should you care? Here’s the breakdown:

• Increased Visibility: Tourism Australia’s increased focus means more promotion of agritourism experiences to international audiences. This could lead to more inquiries and bookings for your business.
• Validation of Your Efforts: Your hard work in creating unique and authentic agritourism experiences is being recognised at the highest level. This is a testament to the value you bring to the tourism industry.
• Opportunity to Attract International Visitors: With Tourism Australia actively promoting agritourism, there’s a greater opportunity to tap into the growing international market.

Leaning into the Sector: What You Can Do

The Tourism Australia session focused on “how industry can lean into this sector.” Here are a few ideas:

• Showcase Your Unique Story: What makes your agritourism experience special? Highlight your unique story, your connection to the land, and the authentic experiences you offer.
• Target International Markets: Consider developing marketing materials specifically targeted at international visitors. Highlight the aspects of your experience that would appeal to different cultures.
• Collaborate with Other Operators: Partner with other agritourism operators in your region to create package deals and promote your collective offerings.

• WAAA: Your Partner in Growth

The Western Australia Agritourism Association is here to support you in capitalising on this growing interest in agritourism. We offer a range of resources and training programs to help you attract more visitors, enhance your marketing efforts, and deliver exceptional experiences. Stay tuned for upcoming workshops and events focused on leveraging Tourism Australia’s increased focus on agritourism. Together, we can ensure that Western Australia remains a leading destination for authentic and unforgettable agritourism experiences.