HOW IS YOUR STORY
BEING TOLD?

VISITOR INTERPRETATION PLANNING

Meaningful places matter to us — when a visitor to a place extracts such meanings, the place is assured of living forever in the human mind. – Professor Sam Ham, 2002

Visitor interpretation is embedded in every aspect of a visitor experience. It’s the stories people hear that attract them initially, what they learn, how they interact and connect once they have arrived and the important messages they take away with them, making your story now part of their story that they share with family and friends back home.

Our Approach to Visitor Interpretation Planning

Visitors seek opportunities to learn about the people and places they visit. Interpretation provides this opportunity, connecting visitors to our stories and increasing their understanding and awareness of our culture, our natural places and our history. Interpretation also allows us to effectively share messages, motivating and moving our visitors to act appropriately, become advocates and help us protect our special values. Interpretation planning is about ‘getting the story right’ so the appropriate themes and stories are shared reducing misinterpretation, fabrication and assumption. Interpretation is: A means of communicating ideas and feelings which help people enrich their understanding and appreciation of the world, and their role within it (Interpretation Australia).

What we offer

TRC Tourism works with visitor attractions, local people and tourism products to:

Understand what is special and the major focus of your attraction/product and how interpretation is currently presented.

Start building the stories to be shared: What do we want to tell visitors and why is it important for them to learn about? In addition to our research expertise, we want to hear the stories ourselves — who are the right story-tellers? This may involve working closely with community members, Traditional Owners, historians, scientists and other subject matter experts.

Who is your main audience? How do we best engage with them, what language and tools do we need to emotionally connect your target markets to your stories? TRC will undertake an analysis of your markets so we can ensure interpretation is delivered in the most engaging and appropriate way possible.

We can develop an overarching Plan that will create tailored content for each Theme and visitor market, when and where are the best ways to share our stories at each stage of the Visitor Experience Cycle and conceptualise the way in which we want to communicate (interactive, apps, brochures, signs, guided presentations).

Ready to implement your interpretation plan? We can take it to the next level. In collaboration with our inhouse architects and design partners we can design your cultural or historical centre, signs, web and app design and even write your Business Case and Investment Prospectus to help attract implementation funding.

READY TO MAKE A DIFFERENCE?
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WHAT’S IN IT FOR YOU?

  • Develop content across a range of platforms from signs, print materials, digital (web, apps, social) and face-to-face presentations

  • Target delivery and presentation of your stories to the right markets at the right time

  • Enhance overall visitor experience using interpretation to connect your visitors to people and places 

  • Grow visitor numbers with positive word of mouth on leading interpretive experiences

  • Create new and exciting employment opportunities through on-site presentations and personal face-to-face guided experiences.

TESTIMONIALS

Gippsland Destination Management Plan

Janet and the TRC team did a great job with the Gippsland Destination Management Plan and I would recommend them to any regional tourism organisation.

Terry Robinson | CEO | Destination Gippsland

Kokoda Track Maintenance Program and Operations Manual 

The TRC team mobilised rapidly to PNG to assess and repair Kokoda Track bridges severely damaged in the very heavy wet season of last year being choppered into the remote rugged terrain of the Track. Working in very well with The Kokoda Track Authority Rangers, Kokoda Initiative and local communities their efforts and skill contributed greatly to the Kokoda Track being ready for the 2019 trekking season. Remote communities also benefited from being reconnected across the often treacherous river crossings. TRC also helped build the capacities of The Kokoda Track Authority Rangers and local communities to explore ways for future sustainable bridge building and general track maintenance works. The resultant Track Operations Manual produced by TRC is expected to be a valuable guide for future Kokoda Track works.

Damien Mate | Senior Program Manager | Kokoda Initiative Partnership

Queenstown Trails for the future 2015-2025

From the outset the TRC team were responsive, intelligent, forward thinking and always available. The Queenstown Trails Trust worked with the TRC team in 2015 to craft a 10 Year Strategic Plan. The nature of our business involves very important stakeholders, great vision and many face to face meetings to form our plan. . The result of this partnership being a very robust and well thought out plan that we are proud to utilise to assist us in setting the future path of the Queenstown Trails Trust. Interestingly – TRC also formulated the original Trails Trust plan way back in 2004 – it was great to have the opportunity of working with TRC again as they truly understand our business.

Mandy Kennedy | CEO | Queenstown Trails Trust (New Zealand)

Brook Waimarama Sanctuary Visitor Experience Strategy

TRC delivered a quality Visitor Experience Strategy for our organisation in a short timeframe. They took a practical approach that included gaining insight from the project’s key stakeholders and tied together the various elements of the project’s vision into a cohesive, actionable strategy.

Hudson Dodd | General Manager | Brook Waimarama Sanctuary Trust

Baw Baw Destination Action Plan, Marketing Plan & Recreational Vehicle and Tourism Signage Plan

TRC’s expertise in developing successful strategies regarding visitor economies and regional tourism proved extremely helpful to Baw Baw Shire Council when it sought guidance in enhancing its own Tourism Marketing Strategy, as well as in creating detailed action plans for three hero destinations across the Shire.

Mark Kestigian | Executive Manager Communications & Economic Development | Baw Baw Shire Council

Destination Management Plan for Destination Southern NSW

TRC prepared and finalised our Regional Destination Management Plan on time and on budget. TRC provided great professional advice throughout the project – they also took on board the view and guidance we gave. From the outset we wanted a strong partnership with our contractor and that is exactly what we got from TRC – beginning to end.

General Manager | Destination Southern NSW

Wellington Regional Trails Framework

In 2017 TRC worked with land managers and stakeholders from around the Wellington Region to develop the Wellington Regional Trails Framework. TRC’s destination management expertise, experience and professional approach was critical to the success of this ambitious project, that has seen 11 different agencies align their approaches and come together to move Wellington from an ‘under the radar’ network of tracks to a world class trails destination for residents and visitors alike.

Sarah Murray | Community Partnerships Manager | Parks, Sport and Recreation | Wellington City Council

Concept Plan for Adventure Cycling in the Tjoritja/West MacDonnell National Park

TRC Tourism’s Concept Plan for Adventure Cycling in the Tjoritja/West MacDonnell National Park exceeded expectations. The case it presents for a new, nationally significant tourism product is so compelling it has attracted immediate government investment and presents exciting opportunities for private investors and Aboriginal Traditional Owners.

Mac Moyses | Director Planning | NT Parks and Wildlife Commission

Hamilton and Waikato Tourism Opportunities Plan

During 2016, the TRC team worked with Hamilton & Waikato Tourism and regional stakeholders to develop a comprehensive Tourism Opportunities Plan to identify opportunities for new and improved visitor experiences that had the greatest potential to drive growth. The TRC team brought significant experience in destination management and planning and a fresh perspective to the project. They were excellent to work with, engaged effectively with stakeholders and applied critical insights and analysis to complex issues.

Kiri Goulter

Tourism Infrastructure Audit for Northern Tasmania

Tourism Northern Tasmania set out to define the private and public sector investment needed to sustain intelligent growth in the visitor economy for the region. TRC and their associates provided the well-rounded analysis, consultation and reporting that resulted in a clear vision of what to develop, where across Northern Tasmania. Less than six months from endorsing the final work and we are already seeing significant progress on three key infrastructure projects as well as active interest from private sector investors to take on opportunities profiled in work.

Chris Griffin | CEO | Tourism Northern Tasmania

Mulligans Flat Woodland Sanctuary Concept and Interpretation Plan

I really appreciated the TRC Team’s professional and honest opinions in the final report and the thorough and thoughtful approach with our stakeholders.

Jasmine Foxlee | Manager Community and Visitor Programs (Acting) | Parks and Conservation Service (PCS) | Environment and Planning Directorate

Coastal Pacific Trail Feasibility Assessment

With the November 2016 Kaikoura Earthquake, a potential opportunity was raised to develop a cycle trail from Picton to Kaikoura. TRC were engaged to perform an initial feasibility investigation. TRC were very professional and were able to provide independent guidance in their report on how governance structures should be set up should the project proceed, with likely jobs generated for the region. They delivered on time and to budget.

Richard Coningham | Manager Assets and Services | Marlborough District Council

Visitor Experience Strategy for Tidbinbilla Nature Reserve

In engaging TRC Tourism the ACT Parks & Conservation Service was seeking to develop a holistic Visitor Experience Strategy for Tidbinbilla Nature Reserve. As an iconic destination Tidbinbilla is ideally positioned to leverage from the emerging nature based tourism appetite for authentic experiences in a natural setting. Working with all stakeholders in a collaborative, intuitive manner TRC Tourism delivered a high quality outcome. A strategic blue print for the future.

Brett McNamara | Regional Manager | Tidbinbilla Nature Reserve, Namadgi National Park

New Zealand National Wetlands Trust Feasibility Study

Being a nationally significant project that will rely on tourist visits for its long-term financial sustainability, it’s crucial we get the best advice from professionals in the industry. TRC was our first port of call for a reality check on the feasibility of our proposal.

Karen Denyer | Executive Officer | National Wetland Trust

PROJECT HIGHLIGHTS

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Get in touch, we look forward to discussing your challenge.

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