Why Burnett Thorne Believes
in Product Development

Many towns, cities and regions are caught in a dilemma. On the one hand, they are aware of the economic opportunities presented by tourism. On the other hand, they are sometimes at a loss in grasping just what it is that visitors are coming to see. In most cases, their response is to put more emphasis on marketing. They hardly ever focus on the state of their product –or what they have to offer.

“If you don’t know where you are going,
any road will take you there”

Alice in Wonderland - Louis Carroll

And, without an understanding of the purpose of tourism – enjoyment of the many varied experiences offered by a region - these agencies often fail to generate significant economic benefit. They often end up selling mostly stale, outmoded “products”, pouring money into marketing campaigns, which have minimal chances of success.

Burnett Thorne can alter this trend by offering a series of segmented product development processes, which will deliver results. With newly developed products, regions can realize the full benefits of tourism. The key is to find a balance between the need to constantly evolve “product” in response to market trends, while holding onto the characteristics that make your place special. Our skills in business modelling melded with an understanding of local character give us a unique perspective.