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

Travel Agents

Big Fat Agent Wrap

by Vanessa Bussoletti

It doesn’t get more jam-packed than this, readers. Unless you count our jam sandwich because that’s overflowing all over our desk.

Share

CommentComments

Tourism

“We’re all getting robbed”: Vic tourism hit by scam

by Hannah Edensor

At least nine Victorian tourist attractions have been hit by a credit card scam. We too were busted for buying clothes under our boss’s name but only to avoid buyers shame in the office.

Share

CommentComments

Hotels

What can you actually take from hotel rooms?

We could tell you this was an exclusive insight into what you can get away with stealing from hotels, but we’d be lying. We nicked it off an online forum.

Share

CommentComments

Aviation

At last, Qantas inflight Wi-Fi takes off

by Hannah Edensor

As 56% of travellers get stoked about Qantas’ inflight Wi-Fi, our concern lies with the other 44% who clearly hate looking at cats on YouTube.

Share

CommentComments

Destinations

Travel warnings for Gallipoli after terror threats

by Hannah Edensor

New updates on Smart Traveller have upgraded warnings for Turkey with news Anzac Day commemorations could be a target of terror attacks.

Share

CommentComments

Travel Agents

Flavour of the Week

Find out who won new roles & who fell on their swords in this week’s Flavour of the Week. Yes, we added that sword bit for effect.

Share

CommentComments

Cruise

Cruising for young travellers is finally here

This first of its kind cruise brand had us at ‘Wine & Paint Classes’ because it combines two of our favourite things. Well, one, we hate painting.

Share

CommentComments

Technology

52% of travellers swayed by Facebook photos: study

All of our Facebook friends’ photos inspired us to travel. And by ‘friends’ we mean the public profiles we stalk because we only have 4 friends.

Share

CommentComments

Tourism

Is your boss the Executive of the Year?

We tried to nominate ourselves for this award, but apparently ignoring the boss and pretending to be your own boss doesn’t actually make you CEO.

Share

CommentComments

Travel Agents

Final week of LAX agent incentive kicks off

We’re re-running this again from Monday (minus the typos). You get déjà vu & we do less work. A win-win, we say.

Share

CommentComments

Destinations

A world of special Sunshine Coast Deals

by Vanessa Bussoletti

Visit Sunshine Coast has partnered with Escape Travel to launch a major new campaign offering a wide range of activities […]

Share

CommentComments

Hotels

Big Fat Hotel Wrap

by Vanessa Bussoletti

If you read one thing today make sure it’s Travel Weekly’s hotel wrap. Actually, your medication instructions and train timetable probably take priority.

Share

CommentComments