Some office days look like new business decks and client reporting. Others look like heading into the beautiful Perth Hills with a camera to capture content that shows off incredible walking trails. We'll take the second one every time, and that's exactly what a recent shoot for Experience Perth Hills Armadale looked like.

The Six Seasons Trail invites people to experience the landscapes of this part of the Perth Hills through the changing rhythms of Whadjuk Noongar Boodja (Country). Winding through forests, wetlands, granite outcrops and creek lines, each trail reveals a different chapter of a landscape shaped by nature and cared for by Whadjuk Noongar people for thousands of years.

Is your destination ready for the high-value traveller? With premium expectations now hitting the mainstream, the "Top 10" list is being replaced by a desire for access, story, and personalisation. We dive into the maturation of the experience economy and share three key strategies for DMOs to develop the luxury market—without needing a six-star lodge to do it.

What Tourism Ireland’s “Ireland Goes Beyond” campaign gets right — and what every destination marketer can take from it.

If you've ever sat down to write a marketing plan and ended up with a 40-page document that nobody looks at again, you're not alone. We see it all the time. Destinations and tourism organisations put real effort into planning, but the document ends up in a drawer while the team goes back to posting on Instagram and hoping for the best.

The problem isn't the plan itself. It's that most destination marketing plans are written to be impressive rather than useful. They're full of goals that can't be measured, strategies that aren't connected to real budgets, and audience descriptions so broad they could apply to anyone. Here's how to build a plan that your team will actually use — one that drives real results for your destination.