Technogym is the leading company in the Wellness and Fitness field all over the world. With 2,200 employees, 14 branches in Europe, U.S., South America, Asia and Australia, Technogym exports its…read more
Art and culture can contribute to tourism
Cultural institutions are recognising the contribution they can make to the local tourism industry for the industry's benefit and their own, ongoing viability, according to the former head of Tourism at the Sydney Opera House.
Speaking ahead of next month's Australian Tourism Export Council (ATEC) Symposium event to be held at the Adelaide Convention Centre on 6th and 7th June), Simon Spellicy, now a partner at industry consultancy Sandwalk Partners, says this change of attitude is important to the future success of cultural institutions.
Spellicy explained "in recent years, cultural institutions have needed to move from being reliant on government funding and recognise a more commercial model can be the answer. This is a challenge for some who see a commercial imperative as being at odds with their primary artistic or cultural purpose.
"They are being driven to reconcile their artistic vision with the new commercial reality and this should be seen as a real positive."
Spellicy, formerly the General Manager of Tourism at Sydney Opera House, and his Partners at Sandwalk, helped spearhead the new focus on tourism and commercially viable operations for the Australian icon.
He added "the Opera House, like many cultural institutions, overcame resistance to a commercial model when the realities of diminishing government funding forced a significant shift in thinking.
"This meant we were able to find a way to engage tourism, F&B and retail as significant revenue drivers and make the experience consistent with the core artistic values of the institution.
"Cultural institutions that depend on big selling, high profile events such as exhibitions or major festivals, have to contend with a feast or famine business cycle. There is a real opportunity to build greater connection with the tourism industry in order to maintain the level of consistent visitation that can help them break out of this cycle."
Spellicy believes that industry research clearly shows cultural tourists spend more, stay longer and research their destination before travelling.
"Branding and promoting our cultural assets by building the desire in visitors to see and experience them, is an effective way to increase visitation across the board.
"Visitors are attracted to places that are lively with a strong cultural life because they know they can turn up at any time and have a worthwhile cultural and tourism experience- of course all of this adds strength to a destination's brand.
"Australia has the cultural assets, we just need to package them and promote them to make them more accessible.
"This is a real opportunity for the tourism industry to reach out to their local cultural institutions and find ways to bundle experiences with tourism product to help make both sectors strong and sustainable."
The ATEC Symposium will take place at the Adelaide Convention Centre from 4th to 7th June.
For more information or to register go to www.atec.net.au/symposium-2013.html
Image shows the West Australia Symphony Orchestra.
16th February 2013 - Regional Australia outdoes cities at tourism awards
26th January 2012 - Sydney Opera House chief quits to head BridgeClimb Sydney
20th September 2011 - Live Music worth $1.2 billion to Australian economy
7th July 2011 - ATEC welcomes extra support for indigenous tourism
6th December 2010 - New Cultural Tourism Centre For Ancient Art Form
5th August 2010 - Election Messages for the Performing Arts
10th July 2009 - Performing arts funding set to decline?
16th September 2008 - ATEC acts on wellness tourism
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
SKC Operations Pty Ltd (SKCorp) is an expert retail and marketing services team specialising in sports, leisure, aquatics, fitness, health, wellness & recreation industry. Using proven…read more
Since 1989 Elite Pool Covers have designed and manufactured an extensive range of high quality affordable manual,semi-automatic and fully-automatic pool cover systems for the harsh Australian…read more
Digonex is a leading provider of customised dynamic pricing solutions to clients in arts and entertainment, sport, attractions, cultural institutions and retail sectors. Digonex’s technology is…read more
Whether your goal is increasing your centre's revenues or creating an engaging environment, why not add play to your project? If you're looking for stylish aquatic play features, kid-tested…read more
HQH Fitness is an international company that specialises in improving the health, fitness and wellness of people everywhere. We are the South Pacific distributors for Total Gym/GRAVITY Education and…read more
HTS Group Ltd provides a complete design, system integration, installation and maintenance package to the transportation, traffic engineering, parking and sports timing industries in New Zealand,…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!