Jason H 752049 Unsplash

destination
planning for Local Visitor Economies

At Tourism eSchool, we work in partnership with States and Territories, Regional Tourism Organisations and Local Governments to co-create strategic tourism plans that support sustainable visitor economies.

We are a strategic partner for visitor economy teams across Australia, working cohesively with clients to develop evidenced based Tourism Plans, Destination Management Plans, Niche Sector + Interest Plans and Destination Brand and Marketing Strategies, which are underpinned by a process of deep engagement with community and industry to ensure all strategic outcomes are co-created and are in the best interests of the local environment, people and the economy.

Tourism eSchool are the ultimate professionals, they produce work to an incredibly high standard. I can’t recommend them highly enough!

Eyre Peninsula engaged Tourism eSchool in 2022 to develop a Destination Marketing Plan, what they produced far-surpassed expectations! The plan was extensively researched, and importantly; captured the voices of our community and stakeholders. The resulting plan provides a strategic vision that aligns with the wants and needs of the community, allows us to attract our best visitors, and outlines specific activity required to achieve our tourism objectives. As a destination, it was vital for us to work with an agency whose values around sustainability aligned with ours. The team are passionate advocates of sustainable tourism, demonstrating not only incredible depth of knowledge on the topic, but an ability to apply the principles of sustainability in practical terms.
Annabelle Hender, Regional Tourism Manager, Eyre Peninsula

our approach to
destination planning

Below is our set of values and guiding principles for the outcomes we deliver for our clients.

Deep Listening

There are many stakeholders within a local visitor economy, as such, we activate wide and deep engagement with all stakeholders to ensure the Plan speaks truthfully to the needs of the destination.

This consultation is not limited to traditional visitor economy stakeholders, but extended to perhaps the most important stakeholders of them all, your local residents.

Our extensive engagement methodology ensures our destination plans are co-created to ensure social license is granted and maintained as the plan is implemented, which means there is greater likelihood of achieving outcomes.

Evidence Based Planning

Without evidence, planning outcomes will always be questioned.

This is why it's essential that reliable evidence is collected - from crafting the right questions to explore with stakeholders, to interrogated ideas and opinions through valid means to provide clear direction for the development of any strategic plans.

This practice is reflected in our consultation methodology to ensure the validity of a benchmark to work from.

Where evidence doesn't exist, we encourage our clients to consider actions to accumulate to make decisions on future investment in actions.

Regenerative Mindset

It's our imperative to develop sustainable tourism frameworks - where all outcomes must deliver a net positive benefit to whole community, not just the economy.

Through the activation of a quadruple bottom line, we focus equal weighting on four tenets of Community, Environment, Visitor and Economy to measure the success of the Visitor Economy. 

Throughout our destination planning work, we challenge clients across all actions, deliverables, and measurement strategies to consider the long term sustainability of each investment and direction.

why work
with us on your next Plan

It’s a rare and wonderful thing when the opportunity arises to work with a strategic partner who so emphatically embodies their stated values. Tourism eSchool’s approach to destination planning is premised on three pillars of Deep Listening, Evidence Based Planning and a Regenerative Mindset and the high quality of the work they produce is testament to the success of this approach.

Yorke Peninsula Tourism engaged Tourism eSchool to research and deliver a Strategic Tourism Action Plan in 2022 and a substantial aspect of this work was the research and development of a region-wide Situational Analysis. The thought, care and comprehensiveness of this analysis underpins the value of the whole Plan and sets our region up for long term success. By taking the time to genuinely listen and engage with a very broad range of stakeholders, Tourism eSchool were able to distil complex issues into clear, outcome-oriented action points. Further, their commitment to helping destinations evolve from a mindset of Destination Management to one of destination custodianship and stewardship is both strategically astute and environmentally and economically essential.
Jess Greatwich, Regional Tourism Manager, Yorke Peninsula Tourism

current + recently
completed projects

  • Yorke Peninsula Tourism

    5 Year Strategic Action Plan
    In progress

  • Eyre Peninsula

    3 year Marketing Strategy
    In Progress

  • VisitCanberra 2030 Tourism Strategy

    Industry Listening Report + Co-Design Industry Planning Workshop
    Competed October 2022

  • Developing East Arnhem Limited

    3 Year Marketing Strategy
    Completed August 2022

  • Limestone Coast Local Government Association

    5 Year Tourism + Marketing Plan
    Completed November 2020

  • Destination Riverland

    10 Year Tourism Plan
    Completed November 2020

  • Destination Southern Tasmania

    5 Year Marketing Plan
    Completed November 2019

  • Clare Valley Tourism Region

    5 year Marketing and Management Plan
    Completed September 2019

  • Town of Gawler

    5 Year Tourism Plan
    Complete August 2019

  • Adelaide Hills Tourism

    Website Marketing Strategy
    Completed June 2019

  • Cocos Keeling Island

    5 Year Marketing Strategy
    Completed April 2019

  • Light Regional Council

    4 Year Tourism Plan
    Completed September 2018

  • Cradle Coast Authority

    3 Year Marketing Strategy
    Completed September 2017

  • City of Port Adelaide Enfield

    2020 Tourism Plan
    Completed September 2016

  • Fleurieu Peninsula Tourism

    2020 Tourism Plan
    Completed May 2016

  • Western Adelaide Councils

    3 Year Destination Action Plan
    Completed September 2016

I cannot recommend Tourism E-School highly enough! I am proud of the work that we have done together and confident in it’s application to grow Riverland Tourism over the next decade.

Destination Riverland commissioned Tourism E-School in 2019 following an exhaustive tender process to develop the Riverland Tourism Plan 2030 (RTP2030). In early 2020, Tourism eSchool started an extensive program of consultation in community and on line began in earnest only to be disrupted by the COVID-19 pandemic. Throughout the whole process Rebecca and Paige were wonderfully adaptive, clear and timely in their communication and the final plan produced, despite the interruption of COVID, was outstanding.
Ben Patten, General Manager, Destination Riverland