PROFILE CORPORATE - www.trctourism.com
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CORPORATE
PROFILE
2021
www.trctourism.com
ABOUT US
TRC Tourism is a leading international tourism, recreation and conservation
planning consultancy based in Australia and New Zealand. The TRC team, led by
Director Janet Mackay, has been working in the fields of tourism, recreation and
conservation for over 20 years.
The TRC team is made up of in-house consultants and support staff based in Australia and New
Zealand, with a pool of Associate Consultants strategically located around the world. Our team
members have a range of backgrounds including park management, recreational planning, tourism
and commercial development, marketing, economics, travel and cruise trade experience and project
management.
TRC specialise in tourism planning, destination management and development; product and
experience development and feasibility studies; recreational trails projects for mountain biking,
walking, running, horse riding and aquatic trails; Indigenous tourism and product development, and
interpretation planning.
TRC is renowned for their significant experience, out-of-the-box thinking, and passion for sustainable
tourism and recreation. TRC offer a professional, holistic approach with innovative, creative thinking
to provide integrated solutions tailored to our clients’ needs.
TRC clients include both country, state and local governments, private investors, non-governmental
organisations (NGOs), community groups and international development agencies.
TRC Tourism acknowledges the Indigenous peoples of the lands, waters and communities we work
together with. We pay our respect to their cultures; and to their Elders – past, present and
emerging.
Click here to watch our corporate video.
TRC Tourism Corporate Profile 2021 1
MISSION
VALUES
TRC Tourism Corporate Profile 2021 2
MEET THE TEAM
Get to know the award-winning TRC team. Spread globally, our consultants,
associates and partners are all willing to help you with your requirements.
CANBERRA | ADELAIDE | MELBOURNE | BRISBANE | JINDABYNE |COFFS HARBOUR | KEEP RIVER NATIONAL PARK
WELLINGTON| BLENHEIM | RAGLAN | AUCKLAND | DUNEDIN | MANGAWHAI HEADS
JANET MACKAY TRACY JOHNSTON CHRIS HALSTEAD PENNY SPOELDER CHRIS ROSE
Director | Australia & New Zealand Operations Manager NZ / Senior Consultant | Senior Consultant | Senior Consultant |
Senior Consultant | Adelaide, Australia Canberra, Australia Melbourne, Australia
Marlborough, New Zealand
KYLIE RUWHIU-KARAWANA ALISTAIR HENCHMAN DEBBY VAN DER SCHEER BRAD KIRNER
Consultant | Senior Consultant | Senior Consultant | Consultant |
Dunedin, New Zealand Canberra, Australia Raglan, New Zealand Mangawhai Heads, New Zealand
TRACEY DIDDAMS CHRIS ORD KAIN GARDNER ALLISON ANDERSON
Consultant | Consultant | Associate Consultant| Specialist Partner |
Keep River National Park, Australia Melbourne, Australia Adelaide, Australia Hobart, Australia
NATASHA PAUL ANNA BAELZ-STEAD LEE BRULISAUER LISA COUNSELL
Consultant | Consultant | Consultant| Project Officer |
Adelaide, Australia Adelaide, Australia Jindabyne, Australia Canberra, Australia
Click here to visit our team page.
LISA CHEESEMAN JO DAVIS DONNA GRAF
Marketing / Project Support | Business Manager | Australia Business Manager | New Zealand TRC Tourism Corporate Profile 2021 3
Coffs Harbour, Australia
SERVICES
Sustainable Destination, Recreational Trail Planning, Conservation, Protected Area
Planning, Management and Design and Management and Visitor Management
Development
Product and Experience
Indigenous Tourism Planning
Development and Feasibility Visitor Interpretation Planning
and Business Support
Studies
Click here to visit our services page.
TRC Tourism Corporate Profile 2021 4
SUSTAINABLE DESTINATION,
PLANNING AND MANAGEMENT
Destination sustainability is now imperative.
Major disruptions such as pandemics, climate WHAT WE OFFER
change and new technology are influencing Situation destination planning
Stakeholder engagement and consultation
the way communities feel about tourism, the
Define the destination
way visitors are making decisions and the Build case and investment prospectus
way industry responds to these changing Ecotourism accreditation
expectations.
HOW DO YOU PLAN WITH
PURPOSE? WHAT’S IN IT FOR YOU?
Articulate a strong united vision amongst community, Destination Management Planning can help you:
government and industry
Identify the benefits you want to see Understand the current visitor offer, how it
Build capability and strong, resilient local communities aligns with target markets, where there are
Abandon traditional approaches to destination opportunities, gaps and challenges to
planning consider
Focus on environmental and cultural advocacy and Review what other destinations are offering
stewardship to understand how your unique proposition
Connect with local Indigenous communities through will make your destination stand out from the
purposeful engagement to capture their aspirations crowd
Work together with various project partners
and further build the destinations value proposition
and the local community to develop a united
Use evidence to support decision making
vision and define your destination
Seek out new product and experience development
Deliver destination priorities and understand
opportunities the potential costs and resources required
Create new opportunities for investment and business Secure funding through attractive business
development cases and Investment prospectuses
Collaborate with new partners and consider new Grow visitor awareness, visitor numbers,
organisational structures to get the best result length of stay and visitor satisfaction, while
Monitor and evaluate the environmental, social, also fostering sustainable, happy and healthy
cultural and economic benefits of tourism local communities.
Consider risks and prepare for managing crisis and
change.
TRC is committed to the application of the United Nations
Sustainable Development Goals (SDGs) and the New
Zealand Tourism Sustainability Commitment. TRC is a
member of the Global Sustainable Tourism Council (GSTC),
and our team holds GSTC Professional Certificates in
Sustainable Tourism. Our team of sustainable tourism
practitioners provide practical advice on how to maximise
the social, economic, environmental and cultural benefits
of tourism.
TRC Tourism Corporate Profile 2021 5
RECREATIONAL
TRAILS
Our team works extensively on all aspects
of trail planning including trail master WHAT WE OFFER
WHAT
plans,W OFFERbike strategies, multi day
mountain Current trails review
walk product development and feasibility Feasibility studies
studies, integrated regional trails Strategic planning
Stakeholder engagement
strategies, cycleway planning, rail trails, Support ongoing trail management
drive trails and assessments of the
economic benefits of trail development.
OUR APPROACH WHAT’S IN IT FOR YOU?
Attract more visitors to your destination
With trail-based activities increasing in popularity, and
through quality trail experiences that meet
users expecting more from their trail experiences,
user needs, are marketed effectively, and
destinations must take a strategic approach to trail
are designed and managed efficiently and
development and management. Whether it’s walking,
sustainably.
mountain-biking, equestrian, aquatic or driving-based
Facilitate business and economic
experiences, recreational trails are now an integral
development by developing trails that are
product for many destinations. But with increased
supported by the right access, facilities,
interest comes increased competition for funding, and
services, products and accommodation.
without a solid plan in place, your trail initiatives may
Help secure grant funding by developing
… well, just trail off. Ensuring your destination gets the
business cases that clearly highlight the
most out of its trails — both new and existing —
health, economic and social benefits of
requires a deliberate and experienced approach, one
trail development.
that fully considers the broader sustainability,
Improve the health and wellbeing of your
environmental, social, education and economic
residents by getting them outdoors and
opportunities of recreational trail development.
active.
TRC Tourism Corporate Profile 2021 6
CONSERVATION AND
PROTECTED AREA VISITOR
MANAGEMENT
TRC’s foundations are built upon finding the right WHAT WE OFFER
balance between tourism, recreation and
conservation. Our team of past protected area Visitor management strategies
managers paired with tourism industry experts is Park management plans (including World
our secret to successfully meeting this balance. We Heritage and jointly managed reserves)
get it, from all sides of the spectrum – people need Site planning and specific projects
parks and special places, to recreate, connect with Visitor interpretation plans
nature, socialise with family and friends, to learn, Feasibility studies
grow and benefit from. Parks need people too – to Evaluation and performance
care, protect, appreciate, respect and advocate for.
By working alongside park managers and
community stakeholders, together we achieve
mutually respectful awareness of the imperatives of
all concerned – the Park, the managers, the
community, visitors and Traditional land owners.
OUR APPROACH
WHAT’S IN IT FOR YOU?
Visitor Management is not simply a tool used to
control and manage visitor behaviour. It’s a framework Attract more visitors through the
that understands visitor behaviour. Through education development of in-park experiences and
and exceptional nature-based experiences, well- facilities that meet user needs.
planned visitor management fosters awareness and Keep stakeholders happy by applying best-
protection of park values. Observation, open practice planning and management
communication, monitoring, benchmarking and best techniques including innovative approaches
practice are all aspects of conservation and visitor to address concerns and aspirations.
management that enables the balance to be Help secure grant funding by developing
sustainably adjusted to meet the needs of both park business cases that clearly highlight the
and people. health, economic, cultural and social
benefits of in-park experiences and facilities.
Improve the health and wellbeing of your
residents by getting them outdoors and
active.
TRC Tourism Corporate Profile 2021 7
PRODUCT AND
EXPERIENCE DEVELOPMENT
TRC is recognised for innovation in identifying new
products and experiences that will be attractive for a WHAT WE OFFER
destination — whether they be tours, trails, Visitor experience / product audit and
accommodation, visitor facilities, services or transport. evaluation
Identify your markets
Experience and product development are what attract, Strategic alignment
excite and enable visitors to connect with and Feasibility studies
understand the people and places they are visiting. Benchmarking and comparative analysis
Similarly, experience and product development enhance Site assessment
the quality of life for local people, providing them with Stakeholder and community engagement and
recreational, social and economic opportunities. co-design
Visitor experience plan / Master plan
Destinations can benefit from understanding what they Investment prospectus
currently have on offer, the uptake of existing products
and experiences and where gaps and opportunities may
exist to create new or enhance existing products. It’s
also about understanding what makes your destination
desirable and stand out from the crowd, and how can
this be developed, enhanced and packaged.
OUR APPROACH WHAT’S IN IT FOR YOU?
Understand the current visitor offer, how it
TRC can provide project design and delivery, resulting in
aligns with target markets, where there are
realisation of product and experience development
opportunities, gaps and challenges to consider
recommendations and actions. This phase can include:
Review what other destinations are offering to
Concept design understand how your unique proposition will
Assessment of viability make your destination stand out from the
Financial analysis and projections crowd
Economic impact assessment Work together to develop and define your
Social and environmental assessment experience product
Risk assessment Redefine your experience product and
Business planning and business cases understand the potential costs and resources
Project management required
Training and mentoring.
TRC Tourism Corporate Profile 2021 8
INDIGENOUS TOURISM
TRC is passionate about working together
with traditional custodians and WHAT WE OFFER
Product and experience development
communities in both urban and remote
Storytelling workshops
locations across Australia, New Zealand Joint management plans
and the Pacific. We recognise the Feasibility studies
quintessential value cultural immersion Strategic planning
provides for visitors to destinations, as well Tourism capacity building
Regional Indigenous tourism plans
as the critical value cultural tourism affords Community action plans
local communities and remote townships Site specific planning
economically, socially and culturally. Interpretation planning
Prospectus writing
Business cases and grant writing services
OUR APPROACH WHAT’S IN IT FOR YOU?
Our specialists use a participatory planning approach Working alongside a team that understands
to sensitively and respectfully work together with the sensitive approach required in tourism
local Indigenous people. This approach fosters trust planning and management and the
and mutual understanding from both a tourism and complexities of balancing tourism, community
cultural perspective. Local people own and set the interests, development and conservation.
priorities and parameters for tourism, decide what Attract more visitors to your destination
can and cannot be shared and decide upon the through quality experiences that meet user
benefits they want to realise through tourism. We needs, are marketed effectively, and are
also work with Indigenous communities in national designed and managed efficiently.
park and protected area planning and in developing Facilitate business and economic development
joint management plans and partnership approaches. by developing products that are supported by
the right facilities.
There is no one-size-fits-all approach for Indigenous Help to secure grant funding by developing
tourism. Cultural obligations, responsibilities, business cases that clearly highlight the
protocols, values, traditions and levels of desired economic, social and cultural benefits.
involvement will vary. Using an Indigenous lens, we Training and mentoring in the tools and skills
learn what local people desire from tourism and from needed to be involved in tourism at any level
their perspective, the things that visitors can see, do, (passive, engaged, leading).
learn and immerse in.
TRC Tourism Corporate Profile 2021 9VISITOR INTERPRETATION
PLANNING
Meaningful places matter to us — when a OUR APPROACH
visitor to a place extracts such meanings, Visitors seek opportunities to learn about the
the place is assured of living forever in the people and places they visit. Interpretation
human mind. – Professor Sam Ham, 2002 provides this opportunity, connecting visitors to
our stories and increasing their understanding and
awareness of our culture, our natural places and
Interpretation is embedded in every aspect
our history. Interpretation also allows us to
of a visitor experience. It’s the stories effectively share messages, motivating and moving
people hear that attract them initially, what our visitors to act appropriately, become advocates
they learn, how they interact and connect and help us protect our special values.
once they have arrived and the important Interpretation planning is about ‘getting the story
right’ so the appropriate themes and stories are
messages they take away with them - shared; reducing misinterpretation, fabrication and
making your story now part of their story assumption. Interpretation is: A means of
that they share with family and friends back communicating ideas and feelings which help
home. people enrich their understanding and
appreciation of the world, and their role within it
(Interpretation Australia).
WHAT WE OFFER
Undertake an experience assessment
Develop story themes and key messages
Understand your markets
Deliver interpretation plans and strategies
Design site concept plans/master plans
TRC Tourism Corporate Profile 2021 10TESTIMONIALS
"The high level of professionalism of the team and all-encompassing
support offered by TRC gave us assurance in completing our project on
time and within the limited resources despite these challenging times."
Christina Leala-Gale
Pacific Tourism Organisation "Absolutely thrilled with the outcome!"
Susan Fayad
"TRC worked with land managers and stakeholders from around the Wellington Region to City of Ballarat
develop the Wellington Regional Trails Framework. TRC’s destination management
expertise, experience and professional approach was critical to the success of this
ambitious project, that has seen 11 different agencies align their approaches and come
together to move Wellington from an ‘under the radar’ network of tracks to a world class
trails destination for residents and visitors alike."
Sarah Murray
Wellington Trails Trust
"The TRC team mobilised rapidly to PNG to assess and repair Kokoda Track bridges severely damaged in
the very heavy wet season of last year being choppered into the remote rugged terrain of the Track.
Working in very well with The Kokoda Track Authority Rangers, Kokoda Initiative and local communities
their efforts and skill contributed greatly to the Kokoda Track being ready for the 2019 trekking season.
TRC also helped build the capacities of The Kokoda Track Authority Rangers and local communities to
explore ways for future sustainable bridge building and general track maintenance works. The resultant
Track Operations Manual produced by TRC is expected to be a valuable guide for future Kokoda Track
works."
Damian Mate
Kokoda Initiative Partnership
"Tracy and the TRC team just get it. Their depth of knowledge about the
tourism industry has made all the difference for us. It’s accelerated our
growth and unlocked our potential."
Adam Hughes | General Manager
Trust Tairāwhiti
"Janet and the TRC team did a great job with the Gippsland Destination
Management Plan and I would recommend them to any regional tourism
organisation."
Terry Robinson| CEO
Destination Gippsland
"TRC has built a trusting relationship with various individuals in Kalumburu and
people have expressed how easy it was to work with them. We would like TRC to
continue working with community members."
Maria Lovison| CEO
Kalumbaru Aboriginal Corporation
TRC Tourism Corporate Profile 2021 11COMMITTED TO TOURISM
THAT CONTRIBUTES
POSITIVELY TO SOCIETY
TRC Tourism is committed to tourism that For a long time, TRC has been advocating, educating
and providing environmentally and socially sustainable
contributes positively to society. We believe solutions for tourism, recreation and conservation
tourism can be a driver of positive change and projects. When reassessing our own values recently,
we asked – ‘are we ourselves doing enough?’ Pathzero
has the power to contribute towards global has helped us assess our carbon impact, and with some
sustainable development goals. small changes, we can now proudly advise we are a
carbon neutral business. TRC’s mantra is about making
a difference for people and places. Joining the net zero
movement honours this philosophy.
Every tourism destination relies on a well-functioning society, a
healthy environment and a stable economy. Our vision is to
create outstanding destinations that create value for residents
and visitors, empower women, alleviate poverty and protect
the natural and cultural assets upon which the tourism industry
depends.
The UN Sustainable Development Goals (SDGs) provide the
overarching framework that shape, steer and communicate our
work both in the advice we give to our clients and in the way TRC is proud to be certified Zero Carbon Business
Operations with Ekos. We have measured and offset
we conduct our business. These 17 goals aim to advance global
our New Zealand based business operations scope 1, 2
development in a way that creates better lives for the people of and 3 CO2 emissions for the 2019-2020 financial year
the world without causing damage to the environment, to with certified carbon credits. This footprint includes
other people or to civic institutions. The Global Sustainable emissions relating to the activities of: electricity,
Tourism Council framework for sustainable tourism also guides flights, accommodation and non-company vehicles.
our work. These offsets grow and protect forests in New Zealand
and the Pacific Islands and help to deliver climate
TRC will provide solutions for our clients which maximise resilience, waterways protection, erosion control,
benefits against the SDGs and enhance their community and biodiversity conservation and community economic
development.
environment.
TRC, as an organisation, consumes resources on account of its
daily operation and procurement. We strive to incorporate
sustainability practices into all our business operations and
actions. As a consumer we are responsible for reducing
negative environmental impacts. As an employer, we are
responsible for contributing to a socially conscious labour
market and creating a culture in the organisation where
sustainability considerations are naturally incorporated into
every project.
TRC Tourism Corporate Profile 2021 12CA
WELLINGTON| BLENHEIM | RAGLAN | AUCKLAND | DUNEDIN | MANGAWHAI HEADS
NB
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AUSTRALIA
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NEW ZEALAND
JINDABYNE WELLINGTON
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Suite 5 / 4-3 Gippsland Level 5, Dell Building
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Street 5-7 Willeston Street
LA
PO Box 837, PO Box 2515
ID
indabyne NSW 2627 Wellington 6140
E
|M
+61 2 64562722 +64 4 472 3114
EL
enquiries@trctourism.com info@trctourism.com
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