Attracting international visitors to the Hunter region

Access to regional areas in Australia has become a hot topic with recent developments in the airline industry, as REX joins the list of regional airlines facing challenges. Amidst these challenges, Newcastle Airport is preparing to welcome an influx of international visitors, a significant positive for a regional airport. This presents a unique opportunity for the Hunter region to showcase its potential on the global stage, and aligns with its new strategy to enhance its visibility and appeal.

In this month’s blog, we unpack the Hunter Joint Organisation’s (HJO) Global Tourism Marketing Strategy and examine the strategies and methods destination marketers and operators can employ to attract international visitors effectively.

“The strategic goal is to build awareness of and preference for the Hunter region as a destination of choice for international arrivals.”

Hunter Export-Ready Tourism Marketing Strategy – page 5.

Understanding the market

Understanding the profiles, preferences, and expectations of international tourists is crucial. Our research tells us they seek authentic experiences, cultural immersion, and unique attractions.

This aligns with key findings from the HJO strategy, revealing the potential of targeting high-yield markets like Europe, North America, and Asia. Tourists from these markets value experiences that blend nature, adventure, and cultural richness. These insights are further detailed in Tourism Australia’s Future of Global Tourism Demand Report (November 2022) Experience Sector Mapping.

When we enter a project’s discovery phase, we investigate the audience thoroughly. To articulate our research findings, we develop a visitor archetype.

For Visit Newcastle, this became ‘The Curious Pioneer,’ an archetype encompassing diverse demographics with a shared mindset—a desire for “new and stimulating experiences. ‘These visitors, often influencers among their peers, are drawn to Newcastle’s Vibrant atmosphere, creative culture, and rich heritage.

This was extremely useful in positioning the destination and developing compelling content to drive visitation.

Developing a Regional Identity

A key objective of the Global Tourism Marketing Strategy is to develop a regional identity and provide a pathway to activate this strategy to entice international visitors to the Hunter region in advance of, and eventually through, the new regional portal of Newcastle Airport.

Our expertise and experience in branding, identity, and positioning suggest a solid regional narrative is needed. We understand firsthand the power of storytelling and how it is essential for building authenticity and driving engagement.

Highlighting sensory-rich experiences like food, nature, and adventure is key. For Newcastle, we identified five pillars: Aquatic and Coastal, Active and Outdoors, Arts, Culture and Heritage, Culinary, After Dark, and Events. Each pillar helps to tell the city’s story and showcase its unique appeal.

The destination narrative we developed invites visitors to explore the city’s offbeat charm and hidden gems, creating a memorable and engaging visitor experience.

Building a Unified Brand Identity

Ensuring a consistent brand identity across all marketing materials is crucial for strengthening the destination’s image. From destination marketing organisations (DMOs) to local businesses, everyone should align with this unified brand to present a cohesive message.

Collaboration between local government areas and tourism operators is essential. These partnerships can amplify marketing efforts and create a seamless visitor experience by working together on joint initiatives and pooling resources.

Establishing Clear Brand Guidelines

From experience, we know that developing a comprehensive brand book and guidelines is critical to maintaining communication consistency. This framework will ensure that all communication and campaigns reflect the destination’s core values and unique selling points, reinforcing its appeal to international visitors.

We have delivered many brand books, guidelines and toolkits to help destinations and organisations consistently express their narrative and deliver campaigns.

Trends in content marketing

One key opportunity outlined in the Hunter Global Tourism Strategy is developing cross-regional resources, including materials such as itineraries, packages, and fact sheets, alongside rich media promotional content such as stories, videos, and imagery.

Creating content that inspires and guides visitors is crucial, and considering the latest trends, there are several insights that can guide the region’s content marketing efforts.

Embracing a Multichannel Approach

To maximise reach and engagement, it’s crucial to distribute content across multiple platforms. From social media channels like Instagram to travel blogs and owned channels, each platform offers unique benefits that will help connect with different audience segments.

Harnessing User-Generated Content

Leveraging user-generated content (UGC) adds a layer of authenticity and relatability. We recommend encouraging visitors to share their experiences and for marketers to showcase their content in campaigns. We used this strategy successfully for Visit Newcastle’s campaign ‘Who Knew’.

The Power of Short-Form Video Content

Short-form videos have become incredibly popular, especially on platforms like Instagram and TikTok. They offer a dynamic way to capture attention and highlight the attractions of the Hunter region in visually compelling ways.

Creating Immersive and Interactive Experiences

Virtual tours and interactive maps glimpse the Hunter region’s unique offerings, enticing potential visitors to explore further. By offering virtual experiences, you can give people a taste of what makes the region unique and inspire them to plan their own adventures.

We helped develop a series of interactive maps for Newcastle’s economic development platform ‘Imagine Newcastle’ to help users understand the city’s neighbourhoods and precinct offerings.

Understanding and targeting the right visitor archetype, creating compelling, experience-led narratives, staying up-to-date with content marketing trends, and maintaining a strong and cohesive brand identity are key strategies to attract international visitors.

The road ahead

Implementing the Hunter Global Tourism Marketing Strategy will involve coordinated efforts across various sectors. Key stakeholders, including local businesses, tourism operators, and government bodies, will be crucial in bringing this vision to life.

The future of the Hunter region’s tourism industry looks promising. With a clear vision, strategic focus, and commitment to sustainability, the region is poised to become a leading destination for international travellers.

We are here to help

At The Brand Pool, we are experienced destination marketers who have worked with destination marketing teams and local operators. We have vast experience delivering insight-led strategies, developing compelling campaigns and creating meaningful content.

If you’d like to discuss your destination brand or marketing with us, email hello@thebrandpool.com.au or contact Lynn or Benny directly. Together, we’ll craft a captivating story or campaign that aligns with the region’s aspirations.