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Blak Douglas Archibald Prize Winner 2022In an era where every narrative can ignite a movement, the Visitor Economy Summit, scheduled for May 8, 2024, in Armidale, New South Wales, emerges as a beacon for burgeoning tourism enterprises. Themed ‘Grow Your Tourism Business Through Storytelling’, this event is poised to redefine the contours of cultural and economic landscapes in Country and Outback NSW.

Armidale, a city celebrated for its vibrant art scenes and historical tapestry, will host this transformative one-day event. It coincides with the New South Wales Government’s recent launch of an initiative to bolster experience tourism and creative industries. This policy is expected to catalyze substantial socio-economic advancements across the state.

The Visitor Economy Summit to be held in Armidale on 8 May 2024

The Visitor Economy Summit will be held in Armidale on 8 May 2024.

The summit will feature 14 distinguished speakers, each a luminary in their respective field, from Blak Douglas, a venerated First Nations artist and the 2022 Archibald Prize laureate, to Heather Parry of Fodder UK. They will converge with experts from Tourism Australia, Destination NSW, and the Destination Marketing Store, making it a powerhouse of intellectual and creative exchange.

Amidst the lush settings of the Aboriginal Cultural Centre & Keeping Place, a profound emblem of Indigenous heritage, participants will delve into the potent role of storytelling. This narrative prowess is not merely about recounting experiences but is an instrumental force in crafting memorable tourist encounters that resonate on a personal level.

Andrea Plawutsky, Chair of Destination Country and Outback NSW, accentuates the summit’s core ethos: “Storytelling is not just an art; it’s our most effective tool in building a connection with audiences globally. By sharing authentic stories, businesses can enrich visitor experiences and distinguish themselves in a competitive market.” This strategic emphasis on narrative is not just about differentiation but is a critical driver for economic vitality in the region.

Sandy Rogers from Gilay Estate.

Sandy Rogers from Gilay Estate.

The summit isn’t merely an event; it’s a crucible where theory meets practice. Attendees will gain firsthand insights into successful storytelling techniques that have propelled businesses to the forefront of the tourism industry. From evocative art installations to immersive retail experiences and beyond, the speakers will showcase the breadth and depth of storytelling’s impact.

Furthermore, the summit promises to be a nurturing ground for networking, providing attendees with invaluable opportunities to connect with industry leaders and peers. Such interactions are vital for fostering collaborations that could shape the future of tourism in NSW.

This event is particularly pivotal for anyone engaged in the visitor economy sector—from local café owners to tour operators and government officials alike. Tourism is a significant economic contributor, generating over $1.8 billion annually and attracting nearly 4.6 million trips. The stakes are high, and the opportunities are vast.

The Visitor Economy Summit also marks a significant milestone, becoming an annual highlight following its inaugural session in Dubbo in 2023. Its recurrence underscores the growing recognition of storytelling’s critical role in enhancing tourism economies.

Heather Parry from Fodder UK.

Heather Parry from Fodder UK.

Participants are urged to secure their spots promptly for this premier event. The ticket, priced at $110 plus GST, encompasses the sessions, catering, and a specially curated goodie bag, enhancing the overall summit experience.

In summary, the Visitor Economy Summit offers a unique platform for tourism professionals to harness the power of storytelling to elevate their business profiles and drive economic growth. It’s more than an event; it’s a strategic investment in the future of NSW’s vibrant tourism sector. Join the forefront of this narrative revolution and redefine what success looks like in the tourism industry.

Visit www.vesummit.au to book your place and join the storytelling legacy shaping the future of tourism in New South Wales.




Written by: Michelle Warner