The Innovation Matrix: How to Grow Your Destination Appeal Without Starting From Scratch
Are you feeling torn between sticking with your tried-and-true offerings or chasing the next big idea? You’re not alone. Many tourism operators feel stuck in the middle, unsure whether to double down on what’s working or leap into uncharted territory.
The great news? You don’t have to rely on gut feeling. The Destination Innovation Matrix, developed by researchers at Griffith University, offers a smart, strategic way to grow. It helps tourism businesses like yours make confident decisions about whether to consolidate, enhance, expand, or innovate.
Whether you run a boutique eco-tour, an outdoor adventure business, or a family-run attraction, this approach can help you find your next move without the risk of guesswork.
What is the Destination Innovation Matrix?
This practical framework presents four strategic directions for growing tourism experiences:
Consolidate – Focus on delivering your existing products to existing markets
Enhance – Improve your current experiences to offer more depth and value
Expand – Reach new audiences with your current offerings
Innovate – Develop new experiences for new or emerging markets
You don’t have to choose just one. Successful operators often apply a mix of these strategies over time, depending on their capacity, market trends, and business goals.
Why the Innovation Matrix Matters
You don’t need to build a whole new product to grow
Innovation can be simple, budget-friendly, and aligned to your brand
Choosing the right strategy boosts visibility, diversifies revenue, and increases resilience
Example: A regional wildlife park added a behind-the-scenes photography workshop to its popular koala encounters. It used existing resources in a new way, no major capital investment needed, just a fresh perspective.
Four Growth Strategies for Tourism Operators
✅ Strategy One: Consolidate
Do What You Do Best — Even Better
This is about refining your existing offer. If you already have a well-loved product and a loyal audience, this strategy helps you strengthen your position and improve performance.
Best suited for you if:
You have strong visitation from local or repeat guests
Your experience is already a regional favourite
You’re aiming to improve efficiencies and guest satisfaction
Tactics to try:
Streamline your online booking and customer support
Collect guest feedback and remove any points of friction
Improve accessibility and safety to reach a broader demographic
Boost visibility through SEO and online travel agents
Tip: Sometimes, small operational improvements deliver the biggest ROI.
Strategy Two: Enhance
Upgrade the Experience
Enhancement adds more flavour to your existing product. It’s ideal if guests love what you do but want more immersion, depth, or a special twist.
Best suited for you if:
Your product has solid reviews but lacks excitement or differentiation
You want to increase yield without raising base prices
Enhancement ideas:
Add sensory elements like music, local produce or signature scents
Offer themed seasonal events such as stargazing, night tours or winter warmers
Create premium versions like private access or behind-the-scenes tours
Embed storytelling, cultural interpretation, or environmental education
Example: Jellurgal Aboriginal Cultural Centre in Burleigh Heads added an Indigenous-led bushwalk and storytelling experience, increasing engagement and educational bookings from schools and tour groups.
Strategy Three: Expand
Reach New Markets With What You Already Offer
You may not need a new product, just a new audience. Expansion is about diversifying your market reach.
Best suited for you if:
You have extra capacity to host more visitors
You rely on one key market and want to reduce that risk
You suspect your product would appeal to other segments
Tactics to try:
Translate your marketing materials for key inbound markets like Mandarin or German
Adapt your timing, group sizes, or inclusions for different age or cultural segments
Run targeted social ads for groups like international students, family travellers, or luxury seekers
Partner with new distributors, agents, or niche trade groups
Example: A surf school in Byron Bay started promoting lessons in university WhatsApp groups to attract international students. The result? A threefold increase in off-peak season bookings.
Strategy Four: Innovate
Create New Experiences for New Markets
This is your chance to reimagine your offering. Innovation doesn’t have to mean massive infrastructure. It can be small, agile, and deeply connected to your brand’s story.
Best suited for you if:
Your current market is saturated or too seasonal
You want to reposition your brand for long-term growth
You see a rise in trends like wellness, slow travel, or regenerative tourism
Innovation ideas:
Collaborate with local creatives to run workshops or immersive retreats
Turn seasonal demand into niche events like Twilight Farm Feasts in NSW
Repurpose space for pop-up dining, art trails, or storytelling evenings
Offer wellness or purpose-led experiences with a social or environmental impact
Example: The Scenic Rim Trail in Queensland combines multi-day guided hikes with luxury eco-lodging and conservation education, attracting high-yield international adventure travellers.
Another brilliant example is South Australia’s Dive Trail — a network of dive sites across the state linked with a passport-style collector experience. It invites return visitation and collaboration across businesses.
How to Choose Your Next Step
Ask yourself:
Are we attracting the right guests, and enough of them?
What are our reviews consistently telling us, both good and bad?
Are we competing on price or perceived value?
Which areas of our experience feel outdated or underutilised?
What trends inspire us and align with our brand?
Tip: Send a short survey to recent or potential guests. Ask what they’d love to see more of, and what they think is missing.
Real-World Innovation from Regional Australia
Here are more brilliant examples of regional businesses using the Matrix:
Scenic Rim Trail, QLD — Luxury hikes bundled with local food and conservation learning
South Australia Dive Trail — Dive passport trail linking multiple underwater attractions
Twilight Farm Feasts, NSW — Pop-up paddock-to-plate dinners led by farmers and chefs
Final Thoughts: Innovation Is a Journey, Not a Giant Leap
Innovation doesn’t have to mean building something new from scratch. It might simply mean packaging your product differently, telling your story better, or connecting with a new audience.
With the Destination Innovation Matrix, you now have a clear roadmap to assess your opportunities and make smart, confident moves for growth.
Ready to Explore What’s Next for Your Business?
At Exceptional Experiences, we work alongside tourism businesses to uncover growth opportunities, develop standout experiences, and create practical action plans based on data and industry insights.
👉 Book a 1:1 Innovation Planning Session with Sarah Colgate and discover your next big (or small) move, without the overwhelm.
Let’s make your business not just survive, but thrive.
Diversification vs. Distraction
Building High-Value Partnerships to Grow Your Tourism Experience Business in Australia & New Zealand
