From Hidden Gems to Hot Spots: Helping Underrated Destinations Thrive
For many tourism operators across Australia and New Zealand, the biggest opportunities are sometimes right in their backyard, essentially hiding in plain sight.
These “hidden gems” offer rich, authentic and sustainable experiences that today’s travellers crave.
With the right approach to marketing, community engagement and consideration for the visitor experience, these quieter places can transform into must see destinations.
Here are my thoughts on how these hidden gems can grow into thriving visitor magnets, without losing their soul.
1. Lean into Local Authenticity
Modern travellers are searching for meaningful, grounded experiences, not overcrowded icons. They’re looking to connect with people, not just places.
Take Whanganui, New Zealand, as an example. Long overshadowed by bigger North Island destinations, it’s now making waves thanks to its rich Māori culture, vibrant arts scene, and immersive river journeys with local guides.
Operators here are leaning into heritage, story, and people, creating transformational experiences rather than cookie-cutter tours.
We took a Māori family canoe experience over Christmas 2023 and it was amazing. They had created the business to help their at-risk youth to have a purpose.
What you can do:
• Highlight your local culture and community stories.
• Partner with traditional owners and local artisans to deliver deeper experiences.
• Tell your unique story across your marketing touchpoints, not just the “what” but the “why.”
2. Sustainability is a Superpower
Eco-conscious travellers are making decisions with their values.
This means operators in emerging destinations have an edge when sustainability is baked into the experience.
Zealandia Ecosanctuary in Wellington is a fantastic case in point. It’s a conservation-first destination where every visit directly contributes to the protection of native wildlife. Their storytelling, marketing, and onsite experience all reinforce this ethos, creating loyal guests and powerful word-of-mouth.
In Australia, Lady Elliot Island Eco Resort leads by example in the Great Barrier Reef. Their commitment to reef regeneration, education, and carbon neutrality draws eco-aware travellers and media alike.
What you can do:
• Integrate sustainability into your tours, stays, and messaging.
• Make your green efforts visible and easy to support.
• Collaborate with environmental and community groups.
3. Use Digital Storytelling to Reach New Eyes
The world doesn’t discover destinations through brochures anymore.
One great piece of content, a drone shot, a heartfelt story, a video of guests having an amazing moment can turn an unknown place into the next hotspot.
Check out @seeaustralia or @purenewzealand on Instagram, they’ve helped places like Esperance (WA) and The Catlins (NZ) reach new global audiences simply by showcasing their raw beauty.
What you can do:
• Invest in storytelling visuals: videos, guest testimonials, behind-the-scenes reels.
• Encourage guests to tag, post and share.
• Feature transformational moments that align with Queensland’s “travel for good” brand promise.
4. Build Community Buy-In
A destination isn’t just geography, it’s the people.
When the local community supports and benefits from tourism, your experience feels more genuine, and guests pick up on it.
The Flinders Ranges (SA) have become a model for this. Through strong partnerships with local Indigenous businesses, small operators, and conservation groups, they’ve created experiences that benefit everyone, from walking tours with Adnyamathanha guides to small-town hospitality in Blinman.
What you can do:
• Create partnerships with local suppliers and service providers.
• Design collaborative packages or trails across your region.
• Empower local voices to be part of the visitor experience.
5. Offer Something Distinctive
The key to turning a “hidden gem” into a “bucket list” spot is simple: offer something your competitors can’t.
It might be a story, a flavour, a view, or a feeling but it must be authentically yours.
Examples:
• The Granite Belt (QLD): Once overshadowed by the big wine regions, it’s found its niche in high-altitude vintages, apple orchards, and quirky cellar doors.
• Kangaroo Island (SA): Leveraged its isolation and rebounded post-bushfire by highlighting intimate wildlife encounters and local resilience.
• Ōamaru (NZ): Revived a sleepy town with steampunk, penguins, and heritage architecture.
What you can do:
• Define your point of difference (think: “What do we have that no one else does?”).
• Craft packages or products that spotlight this uniqueness.
• Let your difference shine in all your messaging.
Some Next Steps
Emerging destinations like Tasmania’s King Island, NSW’s South Coast, and Northland, NZ are proving that you don’t have to be mainstream to be magnetic.
With intentional storytelling, purpose-driven tourism, and experiences that speak to the heart, any operator, no matter how remote can thrive.
Need help turning your gem into a hotspot?
At Exceptional Experiences, we help operators like you craft compelling sales and marketing strategies to attract your ideal guests year-round.
Today’s travellers are looking for more than just a getaway. They want to feel something. When you create authentic, sustainable, story-driven experiences and share them smartly, then your hidden gem becomes unforgettable.
✨ Don’t just compete. Captivate. ✨
