New PRODUCT Development Plan
With our wealth of regional tourism development experience, Tilma Group effectively analyses a destination’s strengths and opportunities within the context of tourism trends to identify a new experience that will fill a gap in the destination and resonate with target markets. The product development plan outlines the details that will support the new product’s viability.
“Tilma Group were great to work with on the Barcoo Way - they have a wealth of tourism knowledge and an understanding of our remote region. The team was full of innovative ideas and suggestions on how we can progress this project, and address challenges and hurdles!”
Process of Development
Step 1: Gather and review
In this phase we
review existing relevant destination plans and reports
review best practice case studies and models to ensure a successful and sustainable approach is recommended
visit the destination for an introduction to its tourism experiences, if desired by the client (remote development saves clients money, and reduces emissions, and is therefore our preferred option)
Step 2: Engage
The engagement phase is critical as gaining the buy-in of key stakeholders and community members is fundamental to the successful development of a new tourism experience.
We use one-on-one meetings and focus group sessions with key stakeholders to identify barriers and opportunities for a new tourism product. This is done via phone and video conference, so it’s easy for everyone to be involved.
Step 3: Analyse and develop
In this phase we
synthesise and analyse the outcomes from the desktop review and the consultation
confirm the target markets best suited to the destination and product gaps
draft a discussion paper for stakeholders as a further opportunity to capture feedback and as background for a workshop on opportunities
conduct a workshop with stakeholders to test and validate findings and to define a common vision and the principle elements of the new experience
Step 4: Product Development Plan
A product or experience development plan is created, which outlines:
a review and analysis of the environment to determine synergies and leverage opportunities
benchmarking and inspiration
vision and goals for the new product
an overview of the recommended product
its financial model
its governance framework
marketing details
an implementation plan
Recent PROJECTS
☆ Barcoo Way – New rail trail and associated new products
Tilma Group were contracted with project partners JJ Strategic Consulting and Lucid Economics to develop a business case to determine the viability of using a defunct railway corridor as a multi-use rail trail (cycling, hiking, and horseriding).
The trail was conceived as a compelling tourism experience attractive to adventure-seeking visitors to this unique part of Outback Queensland, and to improve liveability for local communities.
The project outcomes were maximised by identifying supporting product and event concepts that will activate the new trail infrastructure and foster sustainable growth of the region.
☆ Coolamon Shire - New cheese factory / cafe
Under Tilma Group’s guidance, Coolamon Shire Council took the initiative to offer an attractive no-rent lease arrangement for the use of a large, empty, historic building on Coolamon’s main street to a cheese factory which was looking for a new home.
Within a couple of years, the town was transformed by the visitors who visit the cheese factory’s character-filled restaurant and go on its tours which are offered several times a day.
With increased visitation, new shops opened on Coolamon's main street, and more shops opened on weekends, while visitation to the town’s existing attractions and museums also increased. The main street is now buzzing on weekends.