Creativity and Authenticity Drives Tourism Economy

Travelling is becoming more about unique journeys and experiences than simply taking selfies. The visitor economy has redefined authentic storytelling and has become the foundation stone of successful tourism.

Today’s travellers to destinations are seeking a deeper connection with the communities they meet and the places they visit says EarthCheck. In fact, millennial's will spend $2 billion on five trips a year and 75% of them want to know the story behind the experience. With an expectation that engagement is personalised based off search history and past behaviours.

 “The potential is there for new technology and the related collaboration of creative ideas to add an exciting new dimension to under-managed tourism communities. A case in point is the Seven Magic Mountains; these creative installations may seem spontaneous, in reality they are the result of meaningful planning and investment,” said Stewart Moore, Founder and CEO of EarthCheck.

EarthCheck’s ongoing collaboration with Urban Art Projects (UAP), offers storytelling experiences through public space installations by utilising the skills of emerging and established artists, architects, developers and designers to deliver creative outcomes for travel destinations.  

“Art and design activation in precincts and destinations have become key techniques to drive tourism product development, combat over tourism through dispersal and using what already exists to add value to the local economy and supply chain.”, said Mirerva Holmes, Head of Innovation & Partnerships of EarthCheck.

Research shows that what attracts a visitor to a certain destination is the opportunity for emotional connection and engagement with special places, people and cultures. Holistic strategies that consider the entire ecosystem of place - history, culture, people, environment, commerce - and explore ways to showcase these qualities through creative platforms and activation have the power to fuel authenticity, connection and visitation.

Globally, the infrastructure renewal spend required by 2030 is estimated at $40 trillion. Crucial to this renewal is the need for green infrastructure and activation to create resilient and liveable cities for the future in a time of climate change. EarthCheck’s partnership with the Little Veggie Patch Co. aims to develop new projects around urban farming and green activation to activate in city spaces that are underutilised and undergoing urban renewal.

Australia's best-selling gardening author and Founder of the Little Veggie Patch Co., Mat Pember says urban farms have an unprecedented power for bringing people together in something we all have an interest in and rely upon.

“Naturally, urban spaces need to be carefully designed. But the capability of connecting people with experiences can attract key traveller segments seeking authentic experiences,” Mat says.

“Creating everyday experiences that are unique to the region or lesser-known urban destinations can create a tourism windfall.” 

Activation is not only focussed on urban renewal, EarthCheck is also delivering activation strategies for ‘pop-up’ accommodation in Australia’s national parks and forestry reserves.