Is Denmark Byron Bay 2.0? If so, how can we make it grow well as a tourist town...

How should we prepare as a town to maximise the tourist dollar?

Denmark is on the path to becoming the next Byron Bay. It's not a question of "if," but "when."

By comparing the growth and economic trends of Byron Bay with Denmark, we see notable similarities in entrepreneurial investments that have driven growth in both towns. Byron Bay had John "Strop" Cornell, a film producer who revitalised the town’s pub in 1990. In Denmark, we have influential figures like Luc Longley, Anna Gare and co, who are contributing similarly.

Tourism’s growth in Byron Bay has faced significant pushback from locals over the last decade, especially with the influx of around 2 million visitors in 2017/2018—the "Hemsworth effect," perhaps? This is remarkable for a town with a population of just 10,914 (2021 census).

Denmark, with a population of 6,310 (now closer to 6,700), has also experienced local resistance. Slogans like "hometown not tourist town" reflect the sentiment. However, tourism, Denmark’s fifth-largest employer, brings in $66 million annually to the local economy and should be embraced despite some negative press. In the five years leading up to 2022, Denmark saw 170,000 visitors, up from 140,000.

As growth continues, some locals may feel uneasy. However, the tourism dollar is vital for Denmark as it is not reliant on ‘local market limits’ and drives the economic activity beyond what is possible ‘off-peak’ and brings more money into the town for the benefit of all.

Here are some strategies for maximising the tourism dollar in Denmark:

1. Develop Unique Attractions

• Local Highlights: The town should deploy more targeted promotions for unique local attractions, such as natural landmarks, historical sites, or cultural institutions.

• Themed Experiences: Business and the shire should collaborate to create themed experiences or tours that showcase the town’s unique features, such as food and wine tours, adventure sports, or heritage trails. While these exist they are poorly promoted and run with minimal thought to providing a world-class experience.

2. Enhance Visitor Experience

• Quality Services: Ensure high standards of service in accommodations, dining, and activities to create a positive and memorable experience for tourists. For too long local establishments are relying of the monopoly they hold. As competition increases locals and tourists alike will opt to spend their money elsewhere if service experiences and product offerings do not improve.

• Information Centers: Establish well-staffed tourist information centres to assist visitors with maps, guides, and local recommendations.

• Visitor Apps: Develop mobile apps or websites with information on attractions, events, and local services, including interactive maps and booking options. Think a Denmark Town interactive app with cross-business promotions, self-guided wine and food tour maps, restaurant guides and booking functionality, employment opportunities.

3. Develop Marketing and Branding

• Strong Branding: Shaped by the Denmark Shire's Master plan, there needs to be a strong brand identity that highlights the town’s unique attributes and attracts target demographics. The Shire in its recent Sustainable Tourism Plan 2021-2025 said branding and the marketing of Denmark is outside of its control. I disagree. This is a vital responsibility of a town's shire and the economic plan. The Shire and its businesses should unite with a strategy in developing a strong branding campaign for both local and international markets. This not only attracts tourists but workers also.

• Targeted Marketing: Use targeted marketing campaigns to reach specific audiences through social media, travel blogs, and digital advertising.

• Partnerships: Collaborate with travel influencers, bloggers, and media to increase visibility and attract a broader audience. Thinking through an effective partnerships strategy like this is only possible if an overarching town master plan for tourism exists.

4. Organise Events and Festivals

• Signature Events: Host annual events or festivals that draw visitors, such as music festivals, food fairs, or cultural celebrations. Denmark could develop its own food and wine festival for example.

• Seasonal Promotions: Create seasonal promotions and special events to attract visitors during peak and off-peak times.

5. Support Local Businesses

• Local Partnerships: Partner with local businesses to create joint promotions and packages that encourage visitors to explore a variety of services. Imagine if The Dam collaborated with Forrest Hill or Paul Nelson Wines and Limeburners to create a Great Southern degustation? The cooperative nature of events lifts all boats.

• Business Support: Provide support and training for local businesses to enhance their ability to cater to tourists and deliver high-quality services.

6. Monitor and Improve

• Feedback Mechanisms: Implement systems for collecting visitor feedback to identify areas for improvement and adjust strategies accordingly. If we had a town app as a ‘one stop shop’ for everything about the town and incorporated these strategies. Opportunities for feedback would be a breeze.

• Performance Metrics: Monitor key performance metrics, such as visitor numbers, spending patterns, and satisfaction levels, to assess the effectiveness of tourism strategies.

7. Promote Off-Peak Tourism

• Attraction Diversity: Develop attractions and activities that can draw visitors during off-peak seasons to reduce the pressure on peak times.

• Special Offers: Offer discounts and promotions during off-peak periods to encourage travel and visitation year-round.

8. Leverage Digital Platforms

• Online Booking: Ensure that accommodations, tours, and activities can be easily booked online through a user-friendly website or app.

• Social Media Engagement: Actively engage with potential visitors on social media platforms, sharing compelling content and responding to inquiries.
  

By implementing these strategies, Denmark can achieve balanced, sustainable growth that benefits the environment, enhances social well-being, and ensures economic prosperity.

No business is an island and it is vital that there is continued collaboration between all businesses (competing or otherwise) and the shire to ensure resources are being channeled in a manner that aligns to all stakeholders and their vision for the town’s overall success.

Onwards and upwards,

TK