Drive Tourism

At EarthCheck, we understand that the link between visitor numbers, length of stay and visitor spend are key objectives for most destinations post COVID-19. As one of the world’s leading specialist tourism advisory groups we consider the whole visitor journey and advise destinations on how best to provide information, develop and market their tourism products and get the tourism experience just right.

We work with national, state and local government, regional development organisations and tourism organisations to create tourism destinations, products and experiences. We apply our backgrounds in tourism, strategic planning, community consultation, branding, marketing and signage design to bring a depth of knowledge to this work.

Drive tourism relates to “visitors who travel for leisure and use a vehicle to reach their destination. This includes both day trips and overnight trips to one or more destinations.” Tourism and Events Queensland.

The drive market is characterised by people who:

  • like independence and the freedom to discover and experience new places
  • usually seek to experience the scenery and the natural environment
  • don’t have set plans about where they will go and what they will see – so make decisions based on information once they are at the destinations
  • often base their decisions on the recommendations of locals or other travellers

Our research shows that people are more likely to return to a city, town or region if they found it easy to find their way around. So, this is where ensuring that all aspects of your tourism signage, way-finding and visitor information are aligned to create a high quality, consistent experience. This includes thinking about how to provide information in a variety of ways before, during and after the visit.

It also means your destination needs attractions and events that give people a reason to visit. Otherwise, they may just drive through on their way somewhere else. This is where heritage, cultural and environmental interpretive trails come in. Positioned correctly, drive trails can be a key attraction.

A drive trail provides a reason to travel to, or stop in, a destination.

Drive trails provide interpretive information for people to learn about the historical, cultural and environmental significance of a place. There are often economic benefits through tourism spending on meals, supplies, attractions and accommodation for the places the trail passes through.

Creating a drive trail that provides a high-quality visitor experience requires planning, resources, design, signage and infrastructure and ongoing management and maintenance.

EarthCheck are specialists in Drive Tourism. Our services include:

  • Drive strategy development - including review of target markets
  • Masterplanning and route mapping – including identifying interpretive sites and linking to main road signs
  • Experience development
  • Research and community consultation
  • Devising ways to link the trail with places, facilities and attractions in the area
  • Creation of interpretive information
  • Trail theme and brand design
  • Sign layout and design
  • Sign manufacturing and installation