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Tourism Summit

was held in conjunction with the Networking and Awards evening


Wednesday 6 November 2019

Ramada Hotel and Conference Centre Marcoola Beach

Sunshine Coast, Queensland




The inaugural Art of Attraction Summit was the first all-inclusive opportunity in Australia to connect with, be introduced to, learn from, and become inspired by leaders at the very forefront of what it takes to attract more mature age visitors, expand seasonal visitation and increase the average length of stay.


The theme of Driving Change explored the opportunities available to communities, towns, caravan parks, experience providers and event organisers catering to mature age overland travellers.


The full-day program delivered valuable take-aways for delegates by offering a variety of sessions exploring the latest trends, research and case studies. The format will be morning plenary sessions following by two streams in the afternoon, allowing delegates to explore specific mature-age traveller issues or gain insights into other opportunities to increase visitation.


The summit provided value for local government, community and business organisations, tourist attractions and tour operators, festivals and businesses that provide exemplary products, services or experiences for mature-aged travellers.


Hosted by Awards Absolute in conjunction with the Grey Nomad Awards and the Australian Street Art Awards, the summit location was easy to access and inspired vibrant learning.

Visit the Summit website

Program Highlights


The 2019 Art as Attraction Summit provided participants with an opportunity to contribute, learn and collaborate. It included:

  • Plenary presentations by speakers who have undertaken unique university-based research

  • A panel discussion by leading tourism professionals and operators

  • Break-out sessions and quick-dips into topics to increase and extend visitation

  • The inaugural Grey Nomad Awards and Australian Street Art Awards celebrations (for those delegates who registered for the full Summit). These two events were combined to keep costs to a minimum.


The Summit provided all participants with an opportunity to contribute, learn and collaborate. Topics included:​

  • Who Really is Your Visitor?

  • Volunteer Tourism: Tourists Who Want To Make A Difference

  • Creating Landmarks on a Budget

  • From Anonymity to Fame - a Thallon case study

  • Art's Place in Tourism Activation

  • Making Wise Investments - Protecting your Artwork and Reputation

  • Mustering Grey Nomads – a case study

  • The Importance of Nostalgia

  • Grey Nomads event case study 

  • Turning Grey Nomads into Ambassadors

  • Free and Low Cost Camping - Dynamite and Dilemmas


Full registration to the Art as Attraction Summit included one ticket to Wednesday 6 November sessions and one ticket to the Networking and Awards evening plus morning and afternoon tea, and lunch.


Who attended?


People whose job it is to either increase visitation from, or directly cater to, mature-age travellers. This included:

  • Economic Development Managers

  • Tourism Managers and Officers

  • Attraction Marketing Managers

  • Tour Operators

  • Caravan Park Owners and Managers

  • Station Stay Owners and Managers

  • Community and Business Associations

  • Festival and Event Organisers looking to attract mature-age attendees.

Supported by