Tourism

Tourism is dead, says Gold Coast marketing chief

Gold Coast Tourism Chief Marketing Officer Jan Hutton has delivered a tough message for destination marketers in the first episode of a new travel marketing podcast.

“Tourism is dead,” says Hutton, the former CMO of South African Tourism, who joined Gold Coast Tourism in 2016, tells podcasting duo The Destinationists.

“Tourism is no longer,” says Hutton.

“We need to understand the difference between a tourist and a traveller, and destination marketers, in starting to polish and develop a new brand, need to understand that difference very fundamentally.”

The Gold Coast launched a bold new campaign to relaunch the iconic destination last February and has had mixed a reception from local industry some of whom Hutton says thought she had “thrown the baby out with the bath water”.

But in the interview with The Destinationists, co-presented by Tourism Australia’s former Global Content Editor Andrés López-Varela and Storyation co-founder Lauren Quaintance, Hutton is unapologetic about the rebrand.

“We wanted to showcase that the Gold Coast was more than theme parks and beaches. And I say that with genuine respect because our theme park partners are crucial to us, we work closely with them …but we needed to tell a broader, bigger story.”

She says traveller appetites have changed, and the DMO’s target audience had little appreciation for the breadth of what the Gold Coast had to offer.

“Understanding what a traveller is and understand how they want to travel and live like a local for the period they are there is really important in starting to reconfigure a new brand that appeals to them.”

The Destinationists is billed as a podcast for the modern travel marketer that will deliver actionable insights from the world’s top brands.

You can subscribe to The Destinationists on Apple Podcasts or Stitcher or visit the website www.thedestinationists.com

SEE WHAT PEOPLE ARE SAYING

  • http://JaredtheNYCTourGuide.com Jared

    Well put

Destinations

Here’s what’s going on in Hawaii right now

With the holiday season quickly approaching, it’s the perfect time to introduce festive happenings on Maui, Molokai and Lanai.

Share

CommentComments

Tourism

Here are the top three reasons you should attend the Australian Travel Awards

Hold on to your horses, because the Australian Travel Awards are coming up fast! Although that’s not to suggest you need a horse to attend.

Share

CommentComments

Hotels

Booking’s VP on why agents should get involved with short-term rentals

by Ali Coulton

Love them or hate them, short-term rentals have taken the accommodation world by storm. Here’s why agents should cash in on the spoils.

Share

CommentComments

Road & Rail

Big Fat Road & Rail Wrap

Struggling through Thursday? This road and rail wrap is bound to get you on the road to Friday. Or the rail, if you feel so inclined.

Share

CommentComments

Hotels

Big Fat Hotel Wrap

Our fave thing about Thursdays? Hotel wraps. Oh, and the actual wrap we get to eat for lunch. So this is our second favourite wrap of the day.

Share

CommentComments

Aviation

“It’s an airport in a garden” 10 things you need to know about Changi

Butterflies, cake, cocktails and a giant slide? We’d be willing to opt for the 10-hour stop-over if all airports were like this one.

Share

CommentComments

Tourism

Opinion: Why agents need to tap into Asia’s business travel boom

by Renaud Nicolle

Business travel within Asia is growing at twice the pace of the rest of the world. Amadeus’ Renaud Nicolle has the juicy deets on how agents can target this huge market.

Share

CommentComments

Wholesalers

Contiki appoints new global CEO

This morning, we’re appointing coffee as our head of productivity. It was going well until the crash began, if you need us we’ll be laying on the ground till home time.

Share

CommentComments

Destinations

California wildfires death toll reaches 51

The deadliest wildfires in the state’s history are continuing to ravage California on two fronts, forcing celebrities to evacuate and destroying many high-profile homes.

Share

CommentComments

Aviation

Where is the world’s busiest airport?

Is it LAX? Heathrow? Changi? WRONG! We promise you’ll never guess which airport took out the top spot.

Share

CommentComments

Aviation

Exciting new flight routes to try out in 2019

A bunch of airlines have released new routes for 2019, and we absolutely can’t wait. We’re also accepting donations so we can afford to test them all out.

Share

CommentComments

Cruise

Scenic Eclipse delayed again

Looks like passengers will have to wait a little longer to board the world’s first discovery yacht.

Share

CommentComments