The drive tourism market is growing.
The drive tourism relates to “visitors who travel for leisure and use a vehicle to reach their destination. This includes both day trips and overnight trips to one or more destinations.” from Tourism and Events Queensland.
The drive market is characterised by people who:
- like independence and the freedom to discover and experience new places
- usually seek to experience the scenery and the natural environment
- don’t have set plans about where they will go and what they will see – so make decisions based on information once they are at the destinations
- often base their decisions on the recommendations of locals or other travellers
According to data from the Caravan Association of Australia, this is a growing market. In the year ending September 2016, there were over 11.78 million overnight stays for drive tourists taking caravan or camping holidays. This was a 13% increase over the previous year.
And this isn’t just grey nomads. Of the campers and caravanners, 46% were aged 30-54, 29% were over 55 and 18% were in the 20-29 age group.
Research shows that people are more likely to return to a city, town or region if they found it easy to find their way around. So, this is where ensuring that all aspects of your tourism signage and visitor information are aligned to create a high quality, consistent experience. This includes thinking about how to provide information in a variety of ways before, during and after the visit.
It also means your destination has to have events and attractions that give people a reason to visit. Otherwise, they may just drive through on their way somewhere else. This is where heritage, cultural and environmental interpretive trails come in. And drive trails can be a key attraction.
A drive trail provides a reason to travel to or stop in a destination.
Drive trails provide interpretive information for people to learn about the historical, cultural and environmental significance of a place. There are often economic benefits through tourism spending on meals, supplies, attractions, accommodation for the places the trail passes through.
Creating a drive trail that provides a high quality visitor experience requires planning, resources, design, signage and infrastructure and ongoing management and maintenance.
Wayfound are specialists in creating interpretive drive trails. Our services include:
- Masterplanning and route mapping – including identifying interpretive sites and linking to main road signs
- Research and community consultation
- Devising ways to link the trail with places, facilities and attractions in the area
- Creation of interpretive information – copywriting, graphics and images
- Trail theme and brand design
- Sign layout and design
- Sign manufacturing and installation
- Creation of marketing materials and collateral