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.

Kim Seagram, Marketing Manager for StillWater Restaurant and Cafe in Launceston, explains the importance of understanding your customer, from the moment they make the first contact with you to anticipating what they need when they dine in the restaurant.

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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