Benchmarking of Aboriginal Cultural Centres

We researched 12 Aboriginal Interpretation Centres across Australia to explore what they offered, and what their competitive strengths and apparent limitations were. The research found a chequered history of success – not attracting many visitors, being expected to cover their own costs and struggling to do so. Many Centres have demonstrated poor historic performance in … Read more

Brand, product development and marketing for Anguilla

The country of Anguilla in the Caribbean positions itself on four brand values of beaches, romance, food and people. However, there is a lack of experiences supporting the people dimension. The Ministry of Tourism in the country of Anguilla (Caribbean) asked us to assist develop and market five Heritage centres covering: Archaeology, Maritime, Plantations, Salt … Read more

Business Plan for Monkey Mia Reserve, Shark Bay World Heritage Area

Monkey Mia, within the Shark Bay World Heritage Area, Western Australia, is an ecotourism attraction where each morning a pod of dolphins swim into shore, to mix with wading visitors and gently take fish on offer. This project undertook visitor research identify unmet needs and experiential gaps in the attraction. We also identified target markets … Read more

Cultural Tourism Plan for Wollongong

Cultural tourism allows travellers to be immersed in local rituals and routines, taking away not only pretty photos but also shared memories of unique experiences. Cultural tourism encourages local communities to embrace their culture and boosts economic growth.  Developing culturally geared tourism programs encourages destinations to celebrate and promote what distinguishes their communities, and in … Read more

Destination Management Plan for Albury

The planning process for this Destination Management Plan integrated both demand (the visitor or consumer needs) and supply (the product or experience). While the geographic area that this Plan focuses on is the Local Government Area of Albury, it also proposed a number of cooperative initiatives with the City of Wodonga, given its close proximity … Read more

Destination Management Plan for Docklands, Melbourne

Our process started with a review of the Docklands visitor economy operating environment, documented as a Situation Analysis Report. This revealed major inconsistencies in branding. and strategic issues with the current visitor product / experience offer: Not enough to drive Docklands as a destination, and less than most consumers expect Insufficient capitalising on the waterfront … Read more

Destination Management Plan for Moorabool Shire

Despite being just an hour’s drive west of Melbourne, Moorabool had low market awareness and was an immature destination. We conducted a brand compatibility match to the events, to determine which ones were helping build brand strength, and an event calendar that contrasted industry demand for stimulus with the supply of events, and colour coded … Read more

Destination Management Plan for Wellington Shire, NSW

We prepared a Destination Management Plan for the Wellington Shire, NSW. This included: An analysis of the regional visitor market. An analysis of the regional tourism product. An analysis of regional events. An analysis of regional tourism brand and marketing. The brand analysis involved a competitor analysis that included Parkes, Dubbo, Mudgee and Wellington, then … Read more

Ecotourism and cultural tourism product audit for Uganda

As part of a situation analysis, we undertook an audit of destinations, ecotourism and cultural tourism products across Uganda. Our product audit involved: A detailed description of the existing experience Justification notes supporting the scores from the course assessment Issues associated with holding back the success of the product Outline of opportunities to significantly improve … Read more

Environmental Management System for IBIS & Novotel Hotels Homebush Bay

The Novotel and Ibis Sydney Olympic Park is located 25 minutes drive from the centre of Sydney Australia, within the heart of Sydney Olympic Park precinct, where the 2000 Olympics were held. The hotel’s target markets are business travelers, conferences and events. The hotel is managed by ACCOR. The property offers 144 4 star guest … Read more

Marketing Plan for hotel – Noah’s on the Beach

Noah’s on the Beach is a successful 91 room hotel on the edge of Newcastle Beach. The property has a strong conference business, and is a popular function and restaurant venue for locals. We consulted widely with staff, then undertook a detailed analysis of the product strength, current corporate market, third party website profiling of … Read more

Master Plan for Peak Hill Historic Mining Site, NSW

Peak Hill is the northern gateway to the Parkes Shire and the second largest town in the municipality, situated on the Newell Highway approximately 48km north of Parkes. Peak Hill is a historic village, first settled in the 1840s as a grazing area, and in the 1890s growing rapidly with the discovery of gold, with … Read more

Master Plan for Western MacDonnell Ranges and Hermannsburg, Northern Territory

Working with the Tourism Northern Territory, Tourism Central Australia, Northern Territory Heritage Commission, Office of Aboriginal Affairs and Central Land Council, we: undertook extensive consultation with local Aboriginal people; conducted product audits and determined product gaps; developed draft product development strategies and concepts for major product proposals; developed a Masterplan for the region; priced the … Read more

Nature Tourism Strategy for Canberra Region

We developed a nature tourism strategy for the Canberra region. The process to developing this strategy included: analysis of market data (qualitative and quantitative) to determine growth segment opportunities for product development / reinvigoration and marketing stimulus; stakeholder consultation, including an online survey testing the potential to stimulate the VFR sector; an extensive product audit … Read more

Nature Tourism Strategy for Narino, Colombia

In Nariño, nature tourism offers enormous potential to create employment and help achieve national development goals for poverty alleviation, economic growth and the conservation of the department’s unique natural and cultural resources wealth. The Nariño nature tourism offer is relatively passive (based on looking rather than doing) and there is a lack of experiences. However, … Read more

Recovery Plan for Nature-based tourism in Colombia

USAid engaged Colombian based CREATA and SMA Tourism to assess the feasibility of major investment in nature based tourism in former conflict regions of Colombia. To achieve this we undertook: an analysis of the tourism and nature tourism market pre and during the COVID-19 pandemic; separate primary market research into international and domestic markets, and … Read more

Review of Digital Marketing of Vanuatu, Samoa, New Caledonia and Solomon Islands

Supporting a marketing review for the Solomon Islands, we reviewed the digital marketing being done by Vanuatu, Samoa and New Caledonia. We undertook a comparative analysis of: a Google image search against the images used by each countries destination website;an analysis of the representation of the destination website images against the destination brand essence and … Read more

Strategies to mitigate climate change for tourism, Maldives

Simon facilitated a one-day workshop with 50 Maldives tourism stakeholders. He first provided a presentation on the likely impact of climate change on tourism in the Maldives, and potential solutions to mitigate against the impacts. Simon then facilitated smaller groups to further develop the solutions so that they reflected the local situation, including available resources … Read more

Sustainable Tourism Model for Shoalhaven Region

Organisations have plans to manage what they want to do. However, a plan is written in one moment of time. The more time passes, the more chance that a plan can become out of date. Models are designed not to go out of date. A model is like a living, constantly adapting plan. We are … Read more

Tourism Development Plan for Townsville Region

SMA Tourism produced a Tourism Development Plan for Townsville City and the Townsville region. The region incorporates Burdekin to the south, Charters Towers to the west, Magnetic Island to the east and Hinchinbrook to the north. Our work included: review of current target markets versus current visitor data; review of current brand versus current marketing; … Read more

Tourism Optimisation Management Model for Kangaroo Island

This ground breaking project extended the Limits of Acceptable Change (LAC) model to a more tourism friendly monitoring and adaptive management system called TOMM (Tourism Optimisation Management Model). TOMM operates at a regional level – across Kangaroo Island in South Australia, best known for its seal interaction. We developed the model through extensive consultation, then … Read more

Anne Teddy Awori

Anne Teddy Awori hedashot

Anne joined SMA Tourism in 2015 to undertake iconic tourism product development and is based in Uganda. She has a solid understanding of Uganda’s tourism industry and sound knowledge and familiarity of Uganda’s existing and potential tourism attractions and activities. She has a vast network of Ugandan tourism stakeholders, solid skills in public, private sector … Read more

Anne-Maria Mäkelä

Anne-Maria Mäkelä headshot

Anne-Maria joined SMA Tourism in 2015 to undertake iconic tourism product development in Uganda and is based in Finland. She has 20 year’s’experience working across the World in sustainable tourism, marketing and product development. She has become highly accomplished in tourism stakeholder consultation in developing countries, across public, private sector and non-governmental sectors. Anne-Maria’s focus … Read more

Annoncita Batamuriza

Annoncita (Anny) Batamuriza headshot

Annoncita (Anny) joined SMA Tourism in 2020 to develop religious tourism in Rwanda and is based in Rwanda. She has 22 years’ experience in tourism development and tourism marketing in Rwanda. Her tourism career evolved from managerial positions in international hotels, to that of a part time consultant for hotels and government and full-time manager … Read more

Beatriz Martin

Beatriz Martin headshot

Beatriz joined SMA Tourism as an Associate in 2020 and is based in Columbia. She has 15 years’ of experience in environmental and sustainable tourism projects for public institutions, cooperation agencies, non-governmental organizations (NGOs) and the private sector. Beatriz is an expert in tourism planning and in the development and implementation of applied methodologies for … Read more

Carolina Gonzales

Carolina Gonzales headshot

Carolina joined SMA Tourism in 2019 to develop a nature tourism plan and investment plan for Narino, Colombia, and is based in Colombia. She has solid experience in the design and implementation of policies, plans and the development of projects to promote sustainable tourism in protected areas generating benefits for local communities simultaneously utilising personal … Read more