Regional Tourism Managers across Australia are continually challenged around how to turn assets in their town into Tourism products. Traditional thinking has managers undertaking prescriptive audits and categorisation of products against restrictive criteria.

This presentation, made to over 250 Tourism managers, economic development officers, shire councillors and mayors at the Local Government Shires Association Conference in Kiama – March 2009, provided some new ways of thinking about tourism product development.

Leading with the experience, developing products around consumer needs, researching consumers prior to the product development process and developing smart branding and communications where all topics proposed to help start the discussion.