VIEWS ON TOURISM©

DATA-LED ANALYSIS TO ENABLE DESTINATION DEVELOPMENT DECISIONS

VIEWS ON TOURISM© is a bespoke program which enables destination managers to assess social licence in their communities to measure, benchmark and understand community sentiment towards tourism. It is a tool that enables destinations to confidently factor evidence-based resident views in destination management, planning and marketing.

Who It’s For

The VIEWS ON TOURISM© Program is ideal for:

• State Development Commissions

• Destination Management Organisations (DMOs)

• Regional Tourism Organisations (RTOs)

• Local Government Area Economic Development Managers (LGAs)

• Tourism Industry Associations

The program is designed for any organisation that needs to understand, monitor and manage the relationship between tourism and host communities. It is particularly valuable for organisations wanting to navigate community expectations in the process of tourism strategic planning, whilst comparing local results across regional, state and national benchmarks.

What Makes the Views On Tourism© Tool Different?

Dedicated Social Licence Focus – Elevates data analysis by treating community sentiment as an essential KPI

Tourism Approval Rating (TAR) – This program outcome is a key metric that provides communities with a comparable score

‘Felt’ Benefits and Impacts – The question set goes deeper than general opinion polling

Benchmarking – Baseline data provides a valuable tool to revisit progress over time

Actionable Analysis for Policy Development – Results go beyond reporting and provides layers of analysis to enable genuine understanding

What is Social Licence?

Social Licence refers to the ongoing acceptance and approval that a community grants to an industry or activity operating in their area. In tourism, it is the level of acceptance or approval granted by local communities for tourism activity. Without social licence, destinations face rising resistance, reputational risk and constraints on future growth. With it, tourism can thrive as a positive force — economically, socially and culturally.

Program Outcomes

By investing in the VIEWS ON TOURISM© Program destinations will be able to:

• Track community approval in real time with the Tourism Approval Rating (TAR), identifying issues before they become reputational challenges

• Understand pressure points that residents experience personally, enabling decision makers to identify evidence-based priorities rather than anecdotal sentiment

• Strengthen project funding applications with evidence-based data

• Understand growth capacity to make the case for infrastructure spend, visitor management and resource allocation

• Demonstrate compliance and intersection with State and National Visitor Economy Strategy plans for sustainable tourism

• Build long-term tracking to identify trends, leading to organisational resilience

Your community has an opinion on tourism. Do you know what it is?

Find out where you stand and what to do about it. Reach out to learn how VIEWS ON TOURISM© can help your destination measure, protect and grow its social licence.