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Tourism is Dead

AAEAAQAAAAAAAAomAAAAJGFiNzViOWM1LWQ3MDQtNDYwOC04ZmIwLTk1NWYxY2M3OTQ2MgThat's a statement that is designed to capture attention. But, for Gold Coast Tourism CMO Jan Hutton, it goes far beyond sensationalism and semantics.

"Tourism is Dead," she recently told the podcast "The Destinationists."

Destination Marketers "need to understand the difference between a "tourist" and a "traveller," she said.

Tiptoeing the fine line of classism, there is some truth to the concept that tourists seek out theme parks and beaches while travellers seek the authentic, indigenous experience. And, while theme parks and beaches make the economy sing, it's the authentic experience that builds and reinforces brand.

You in for the long haul...or just this season?

Bill Geist

Bill GeistBill Geist

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