Virtual Seminar:

Future-Proof Your Economic Strategy for Tourism Growth in 2021 & Beyond.

Economic Strategy Considerations for Regional and Emerging Tourism Destinations

  • When: Tue 2 February 2021
  • Who: An invitation-only event, exclusively for Queensland-based local government Chief Economic Development Officers, Economic Development Managers and Councillors who are Chairs or Spokespersons of Economic Development Committees.
  • Presenter: Craig Shim, Alphacrane Intercultural Specialists
  • Scroll down for more details

Join Craig Shim for this 1-day virtual seminar in anticipation of intense competition once Australia’s international borders begin to open in 2021 and beyond. Through interactive discussions, facilitated activities and relevant case studies, you’ll be better informed for updating your Council’s economic strategy for tourism growth.

Register your interest to attend.

YES, I’M INTERESTED

Important:

  • You are not committed at this stage to attend
  • We can only commit to running the seminar if there are least 15 interested participants
  • Register your interest first, then we’ll inform whether the seminar is confirmed
  • No payment required to register your interest

Our Regional Clients.

(International-Ready and Asia-Ready Tourism Projects)

Bundaberg Regional Council
Bundaberg Tourism
Sunshine Coast Council
Longreach Regional Council
Gladstone Regional Council
Sunshine Coast Council

Your Future-Proofing Challenge.

Will your current economic strategy for tourism stack up in a post-COVID market?

Domestic tourism will provide stability, but international tourism will offer the greatest potential for growth.

Although all councils are grappling with the uncertainty of a post-COVID economy, one thing is for certain… Australia’s international borders will eventually re-open.

When that happens, there’ll be no time to commence – or restart – the process of becoming international-ready.

Regions that aren’t already prepared with an updated plan and a strong point of difference will be left behind in a long game of catchup.

This means competing with every other Tier 2 Australian destination for the important but less lucrative domestic visitor dollar.

The alternative is to take action now with a goal to achieve Tier 1 destination status.

Planning for Long-Term Growth.

Seminar Topics

The impending post-COVID global tourism shakeup presents a timely opportunity to reposition your region as a Tier 1 tourism destination.

With the right strategy, it is now possible for any emerging destination to achieve Tier 1 status.

Benefits of becoming a Tier 1 destination:

  • First to be offered national and global opportunities to showcase your region
  • First to be invited to host media, trade and industry delegations
  • First to know about emerging opportunities that could accelerate economic growth

If these are outcomes you’re striving to achieve, here’s what you’ll get from this seminar:

  • Understand the new post-COVID opportunities to elevate your status to a Tier 1 destination.
  • Gain the latest insights for updating the tourism components of your economic strategy.
  • Learn about this domestic market Quick Win: the opportunity to attract culturally diverse High Value Travellers (HVTs) already living in Australia. It’s a largely untapped market segment, it’s lucrative, and it’s a relatively easy market segment to target.

Only a small percentage of regional or emerging destinations ever succeed in transitioning to Tier 1 destination status. But through my extensive international tourism masterplanning and development experience, I’ve observed three critical turning points – I call them “Revelations” – that have triggered the ability of  emerging destinations to successfully achieve Tier 1 status.

Here are the three triggers which you too can apply:

No. 1: Long-term commitment to being international-ready.

  • Address misperceptions or objections that stakeholders may have about what international-ready means for your region.
  • Learn how other emerging destinations have carved out niche international market segments without compromising their unique regional identity.

No. 2: Confidence to embrace capacity constraints as a tactic to drive visitor demand.

  • Grow visitor interest and demand for your region because of your limited capacity, not despite of it.
  • Develop a compelling destination message that creates a positive tension between supply and demand – in a way that works in your favour.

No. 3: Systematic, consumer-centric framework for strategy development.

  • Apply our best-practice framework when updating your region’s tourism strategy. From my first-hand experience applying this step-by-step approach, I know how beneficial it can be for unleashing an emerging destination’s potential and achieving Tier-1 status.

Delve deep into our best-practice framework you too can apply for charting your region’s tourism growth.

  • Follow our process for gaining clarity on who might be the ideal High Value Traveller for your region.
  • Use the framework to cross-check whether your strategy will be economically sustainable in a post-COVID era.
  • Find out which destination management principles are important enough to be included in your economic development strategy.
  • Discover three considerations for writing your RFPs / RFTs. This can be invaluable for getting the most out of your external consultants as they review and update your economic strategy for tourism growth.
  • Understand the international-ready (and if relevant, Asia-ready) considerations that truly matter for  your region. You’ll avoid wasting effort on activity that either doesn’t apply, or that doesn’t provide a high economic return.

Seminar Details.

Seminar.

Future-Proof Your Economic Strategy for Tourism Growth in 2021 & Beyond.

Economic Strategy Considerations for Regional and Emerging Tourism Destinations

  • 1-day virtual seminar
  • Focus: considerations for updating your Council’s economic strategy for tourism growth
  • Prepare for intense competition once Australia’s international borders begin to open in 2021 and beyond
  • Interactive discussions, facilitated activities and case studies relevant to regional and emerging destinations
  • Specifically catered to local governments in regional and emerging Queensland-based tourism destinations
  • Invitation-only event
  • Strictly limited to 20 participants
  • Invitations will be offered to local government Chief Economic Development Officers, Economic Development Managers and Councillors who are Chairs or Spokespersons of Economic Development Committees
  • These limitations apply to ensure discussions are highly interactive and remain focussed on topics of maximum relevance to this specific audience
  • Invitees will be nominated by their Regional Development Australia counterpart
  • Tue 2 February 2021
  • 9:30am – 3:45pm
  • Zoom
  • Details will be sent upon payment

Pre-Release Tickets at Early Bird Rate: $350

  • Pre-release tickets will go on sale Mon 30 November, 8:30am
  • Validity: 48hrs (Early Bird Rate ends Wed 2 December, 8:30am)
  • Register your interest to attend to receive the Early Bird payment coupon

General Release Tickets: $450

  • General Release Tickets will go on sale Wed 2 December
  • Validity: Until all tickets sold (seminar capacity strictly limited to 20 participants)
YES, I’M INTERESTED

Important:

  • You are not committed at this stage to attend
  • We can only commit to running the seminar if there are least 15 interested participants
  • Register your interest first, then we’ll inform whether the seminar is confirmed
  • No payment required to register your interest

Speaker.

Craig Shim

Queensland’s only qualified intercultural business consultant providing specialised advice on applying Cultural Intelligence to tourism strategy development.

Craig Shim has unmatched first-hand overseas and local experience developing international-ready tourism strategies and masterplans, particularly for Asian visitor markets.  Here’s a snapshot of his experience relevant to this seminar:

  • Over two decades of global tourism marketing and cross-cultural consulting experience
  • Director of Alphacrane Intercultural Specialists – an Australian, Queensland-based consultancy specialising in cross-cultural business and communication skills
  • Based in Asia for 14 years
  • Strategist and planner behind multiple tourism destinations that have now become international icons
  • Singapore. Thematic Development Manager for the Singapore Tourism Board, leading the revitalisation and placemaking of the Singapore River-Marina Bay District (home of Marina Bay Sands Integrated Resort and Casino, Boat Quay, Clarke Quay and Robertson Quay)
  • Indonesia. Masterplanner for South East Asia’s largest integrated resort, Bintan Resorts (approximately the size of Australia’s Sunshine Coast)
  • China. Consulted to the governments of China’s two iconic coastal resort destinations, Beihai and Hainan, which are often compared with Australia’s Gold Coast and the Whitsundays
  • Myanmar (Burma). Consulted to the Myanmar Government on its first national tourism strategy since the country reopened its borders to the world after 50 years of isolation
  • Developed an industry-first initiative called Project Asia in response to multiple requests from regional Australian towns seeking to develop their Asia-ready tourism capabilities
  • Through Project Asia, Craig was engaged to develop tourism strategies for the Councils of Bundaberg, Longreach, Winton and Gladstone
  • Led Queensland’s first global tourism brand strategy, activated with the internationally acclaimed, multi award-winning global activation campaigns including Best Job in the World and Million Dollar Memo
  • Consults to diplomats and government agencies at the Federal, State and Local levels
  • International diplomacy coaching for government officials
  • Intercultural business coaching for executives on international postings or assignments
  • Intercultural business coaching for executives on international postings or assignments
  • Global corporate clients include Air New Zealand, Boeing, BP, Nike, PepsiCo, Mastercard. Caterpillar, Biogen Swiss etc

More details on LinkedIn

  • Bachelor of Regional and Town Planning (Hons), University of Queensland
  • Certified Intercultural Coach, Cartus Intercultural Academy
  • Qualified Facilitator, Cross-Cultural Negotiations, TACK International
  • Qualified Problem Based Learning Facilitator, RVi Institute / Singapore Republic Polytechnic
  • Qualified Professional Training Consultant, RVi Institute
CONNECT ON LINKEDIN

About Alphacrane Intercultural Specialists.

We are an Australian, Queensland-based consultancy specialising in cross-cultural business and communication skills.

Our mission is to help our clients apply Cultural Intelligence (CQ) as an essential business tool for addressing barriers to peak business performance.

Our consultancy services include intercultural business coaching, training and advice.

Our tourism-specific offering includes:

  • International-Ready / Asia-Ready Tourism Strategies
  • Culturally Inclusive Tourism Strategies
  • International-Ready Checklists, Podcasts & Other Resources
  • Destination and Regional Tourism Strategies
  • Destination or Business Experience Guide Plans
  • Global Market Activation Plans
  • Design & Development Guidelines for Tourism Precincts

Our clients are professionals who lead international teams, manage change for international Merger & Acquisitions, manage global mobility, conduct international trade and investment attraction, and who operate in international education, tourism, healthcare and other global industries.

Our tourism-specific clients:

  • Air New Zealand
  • Bundaberg Tourism / Bundaberg Regional Council
  • Longreach Regional Council
  • Winton Shire Council
  • GAPDL / Gladstone Regional Council
  • Sunshine Coast Council
  • Moreton Bay Region Industry & Tourism (MBRIT)

We believe that Cultural Intelligence is often the missing link to peak business performance that organisations often overlook.

We focus on helping clients understand deep-rooted cross-cultural differences between business mindsets, communication styles, values and attitudes – all of which can make or break meaningful relationships and business deals.

Our signature Scenario-Based Learning methodology results in deeper and longer-lasting understanding among coaching and training participants as they delve into real-life challenges.

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