What is an Experience?

An activity is usually focused on the physical action, with little connection to the meaning or significance of the place in which it occurs, such as sightseeing, bushwalking or swimming.

An experience, however, goes beyond an activity to provide a higher level of engagement with the sense of place and local people and a greater depth of involvement and understanding of both.

Experiences are a combination of place, infrastructure, services and interpretation.

Together, these seperate layers can deliver a true visitor experience when they match the needs of the visitor and reflect the offer of your product and the Tasmanian tourism brand.

The whole experience - place, infrastructure, services and interpretation - is greater than the sum of its parts. To maximise the experience then, it’s necessary to maximise all these layers.

The more effective you are in integrating place, infrastructure, services and interpretation, then the better the experience – it’s only as good as the weakest link.

It doesn’t matter if you’re a big business or a sole operator – you have the capacity to influence the tone, quality and meaning of the visitor experience.

What is an Experience?

An activity is usually focused on the physical action, with little connection to the meaning or significance of the place in which it occurs, such as sightseeing, bushwalking or swimming.

An experience, however, goes beyond an activity to provide a higher level of engagement with the sense of place and local people and a greater depth of involvement and understanding of both.

Rob Pennicott, of Bruny Island Charters, is passionate about his product – the Natural Environment. Having been a fisherman most of his life it was an easy transition to work with what he loves and establish his business to show visitors what makes Tasmania unique – the animals and the scenery.

Experiences are a combination of place, infrastructure, services and interpretation.

Together, these seperate layers can deliver a true visitor experience when they match the needs of the visitor and reflect the offer of your product and the Tasmanian tourism brand.

The whole experience - place, infrastructure, services and interpretation - is greater than the sum of its parts. To maximise the experience then, it’s necessary to maximise all these layers.

The more effective you are in integrating place, infrastructure, services and interpretation, then the better the experience – it’s only as good as the weakest link.

It doesn’t matter if you’re a big business or a sole operator – you have the capacity to influence the tone, quality and meaning of the visitor experience.

You can do this by planning and delivering your own experience AND by linking it to the broader experience beyond your product.

For example, a small B&B provider on the East Coast not only focuses on the experience available by staying in the accommodation (casual, immersion in beach environment, good Tasmanian food and wine) but also other products that complement the experience, and attractions of the wider region. The provider engages with guests to find out their interests, makes relevant suggestions and assists with bookings. They have specialist information available to service those interests.*

Piners and Miners, a Federal Hotels & Resorts product based at Strahan, incorporates a Hi-rail ride, 4WD wilderness component, a cultural heritage walk, Tasmanian food and wine and a harbour cruise – all designed around a strong interpretive theme and face-to-face guiding that tells a compelling story.

Casaveen Australia [PDF 145KB] takes visitors into the world of a rural family who achieved their dream of building a global business against the odds and are now helping sustain a local community. It combines static interpretation with a factory tour, meeting local identities, the chance to touch and buy finished items in the knitwear showroom and the opportunity to socialise and have refreshments in the café.

For further information on Australian experiences see the Aussie Experiences Toolkit on the Tourism Australia website.

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