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

Tourism

Flavour of the Week

These new industry appointments are bound to shake up your Friday. Because they’re moving and shaking, get it? Sorry, but it is the end of the week.

Share

CommentComments

Travel Agents

Big Fat Agent Wrap

The agent wraps are our favourite thing to do on a Friday. Well, that and research places to go for lunch. And bars to go to for happy hour. But agent wraps come a close third.

Share

CommentComments

Destinations

Introducing Australia’s most Instagrammable restaurants

Cancel all your weekend plans because you’re going to want to want to eat your way through this delicious list.

Share

CommentComments

Tourism

Big Fat Aloha Friday Wrap

This Aloha Friday wrap is of mammoth proportions! Ok, it’s quite reasonably sized, but it is filled with fire-breathing dragons. Ok, that isn’t true either.

Share

CommentComments

Hotels

PICTURES: Sneak peek at Queensland’s first Westin hotel

Here are some pictures of a very pretty hotel to gaze at while you pretend you’re working. We’ve already wasted half our morning on them.

Share

CommentComments

Travel Agents

“You need to be genuinely interested”: Top selling agent reveals her tips for increasing sales

Sue Wright made $300,000 in her first three months as a PTM! We caught up with her to find out her secrets to success.

Share

CommentComments

Aviation

PASSENGERS REACT: Qantas scraps in-flight music on domestic

If you’re one to engage in mid-flight silent discos, you may want to bring your own beats from now on.

Share

CommentComments

Aviation

“Back to the shop”: Cathay Pacific misspells its own name on livery

The airline has been forced to take one of its planes back to the painters after becoming aware of an embarrassing typo. Look, we’ve all been there.

Share

CommentComments

Aviation

Emirates rumored to be considering Etihad take over

Emirates have denied rumours they are considering taking over Etihad, which would form the world’s biggest airline by passenger traffic.

Share

CommentComments

Tourism

How sustainability, global trends and culture relate to tourism’s future being featured at Hawaii’s Global Tourism Summit

Three areas of focus for tourism’s future – sustainability, global trends and culture – will be addressed by a variety of speakers, panelists and attendees from around the world and within the Hawaiian Islands at Hawaii’s Global Tourism Summit.

Share

CommentComments

Destinations

Hawaii on sale

by Ashlee Galea

Shopping in Hawaii is nothing short of sensational – Hawaii provides American retail therapy with a Pacific island twist.

Share

CommentComments

Tourism

Keynote speakers at Hawaii’s Global Tourism Summit to address the power – and challenges – of Travel’s Future

The theme of this year’s Global Tourism Summit – Charting the Course – points to the ever-present need for destinations and travel suppliers to continuously balance the power of tourism’s popularity worldwide with its impact on residents and communities.

Share

CommentComments