Frequently asked questions

A tourism marketing agency helps tourism businesses and destinations connect with the right audiences, build awareness and turn interest into visitation, bookings and business growth.

At Lumenesse & Co, our tourism specialisation means we understand the visitor journey, seasonality, regional markets and the challenges tourism businesses face. Our support can range from marketing strategy and campaign planning to content, social media, digital advertising, PR, email marketing and ongoing marketing coordination.

We don’t believe in marketing for marketing’s sake. We focus on the activities that make sense for your business, your audience and what you’re trying to achieve.

We work across the tourism and visitor economy with businesses and organisations of different sizes and at different stages of development.

Our clients include tourism operators, accommodation and experience providers, local and regional governments, tourism associations, industry organisations, visitor centres and other businesses connected to the visitor economy.

Whether you’re running a tourism business or working to grow an entire destination, we tailor our approach to your goals, capacity and budget.

No. While we’re proudly based in Australia’s South West and bring deep knowledge of the region and its visitor economy, our tourism expertise can support businesses, destinations and organisations beyond the South West.

If you have a tourism-related project and think our experience could add value, we’d be happy to have a conversation.

That’s completely fine – and it’s often where we start.

We’ll take the time to understand your business, your customers, what’s currently working, what isn’t and where you want to go. From there, we can identify the gaps and opportunities and recommend where your time and marketing investment are likely to have the greatest impact. You don’t need to come to us with a perfectly formed brief. We can help you shape it.

We can do both.

Some clients need a clear marketing strategy and roadmap their team can implement. Others need hands-on support with social media, content, digital advertising, campaigns, PR, brand strategy or ongoing marketing coordination. We can provide strategic direction, help deliver specific projects, or work alongside you as an extension of your team. The right approach depends on where you are now and what you’re trying to achieve.

Yes. Product and business development is a key part of what we do.

We can help you explore a new tourism idea, identify opportunities in the market, refine an existing experience, assess your business model or work towards becoming more market or trade-ready. Our support can include business health checks, product development, strategic advice, mentoring and practical implementation support.

Yes. We partner with local and regional governments, tourism associations and other industry organisations on projects designed to strengthen destinations and visitor economies.

Our work can include tourism and destination strategy, stakeholder and community consultation, destination marketing, product development, brand and website projects, implementation planning and hands-on project delivery.

We tailor our approach to the needs, opportunities and challenges of each destination rather than applying a one-size-fits-all model.

Yes. We provide professional grant writing and submission support for tourism businesses and organisations.

We can help articulate your project, its value and intended outcomes clearly and position your application as strongly as possible against the relevant funding criteria. Where needed, we can also help shape the project or brief before the application process begins.

Yes. We can support the full strategy development process – from research, auditing and stakeholder engagement through to recommendations, destination marketing, product development and practical implementation roadmaps.

Importantly, we focus on creating strategies that are realistic and actionable. The end result should provide a clear direction for the destination and a roadmap that stakeholders can actually use.

Yes. We can manage all or part of your social media, depending on the level of support you need.

This can include social media strategy, content planning, copywriting, content creation, scheduling, community management and paid social campaigns. We can also work with your existing photography and video assets or help coordinate new content when required. If you’re not looking for full social media management, we can also develop a strategy, content plan or campaign that gives your team a clear direction to follow.

Absolutely. We don’t need to replace your existing team to add value.

L&Co can work alongside your internal marketing team, agency or other partners to provide additional capacity, specialist tourism expertise or support for a particular project or campaign. That might mean helping with strategy, filling a temporary resource gap, providing specialist skills your team doesn’t have in-house, or taking ownership of a specific workstream.

We adapt our role to complement the people and expertise you already have, with a collaborative approach and clear responsibilities from the outset.

Yes. We can support businesses through ongoing marketing packages as well as one-off projects.

Depending on what you need, this might include marketing coordination, social media, content planning and creation, campaigns, digital advertising, strategic guidance or broader marketing leadership. Our aim is to give you the right level of support for your business rather than adding services you don’t need.

Yes. We deliver practical training and workshops tailored to tourism businesses, teams and industry organisations.

Rather than delivering generic training, we work with you to understand the skills or capability you want to build and design the session around those needs.

This can include areas such as social media and marketing, product and business development, as well as tailored capability-building programs. Follow-up coaching or mentoring can also be incorporated where useful.

Every business and project is different, so our fees depend on the scope, level of support and expertise required.

We offer options ranging from one-off projects and workshops through to ongoing marketing support and larger strategic or destination projects.

Once we understand what you’re trying to achieve, we’ll recommend an approach and provide clear costs before work begins, so you know exactly what’s included.

Tourism isn’t simply one of the industries we work in – it’s our industry.

Our team and specialist network bring deep experience across tourism marketing, product and business development and destination management, supported by strong knowledge of Australia’s South West and the wider visitor economy.

We’re also practical as well as strategic. We can develop the thinking, create the roadmap and work alongside you to bring it to life. And as a profit-for-purpose consultancy powered by Australia’s South West, the impact of our work goes further: our profits contribute back to initiatives that help strengthen the region’s visitor economy.

We start with a conversation.

We’ll want to understand your business or organisation, the challenge or opportunity you’re facing, what you’re hoping to achieve and where you might need support. From there, we’ll determine whether we’re the right fit and recommend the most useful next step.

There’s no need to arrive with a perfect brief or know exactly what service you need – that’s something we can help you work through.

Lumenesse & Co is powered by Australia’s South West, the regional tourism organisation for the South West.

The two organisations have different roles. Australia’s South West focuses on promoting the region as a destination and supporting the tourism industry collectively, while Lumenesse & Co provides tailored consultancy and hands-on services to individual businesses, governments and industry organisations.

As a profit-for-purpose consultancy, our impact also extends beyond the individual clients we work with. L&Co’s profits are reinvested into marketing and destination activities that support visitation, visitor spend and the ongoing development of the South West visitor economy.

So, when you work with L&Co, you’re accessing specialist support for your own business or project while also contributing to something bigger.

No. Lumenesse & Co provides consultancy services independently of Australia’s South West membership, so you don’t need to be an ASW member to work with us. We work with members and non-members, as well as local governments, tourism and industry organisations and other businesses across the visitor economy.