As someone who transitioned from a fast-paced media industry where technology was at the core of everything, I’m constantly struck by how far the tourism industry lags behind in digital innovation.
Tourism is still feeling the effects of the pandemic, but even more worrying is its struggle to attract and retain talent, particularly in roles like tour guiding. Lower wages compared with other sectors and the transient, part-time nature of many tourism jobs mean that the industry is not as enticing as it once seemed. It’s no wonder many former tour guides, forced to pivot during the pandemic, found stability in other industries and never returned.
According to the Australian Government’s Job and Skills Australia website, only 41% of tour guides work full-time, and the median age of those still in the industry is 44. Let that sink in: a significant portion of our guides are ageing out of their roles, and with few young workers taking their place, we’re facing a critical shortage that could stifle the sector’s ability to meet rising demand. This situation is compounded by the seasonal and part-time nature of many tourism jobs, which leave workers vulnerable to market, weather, and economic disruptions.
And yet, as I witnessed recently at the World Travel Market in London, some of the most influential players in the global tourism industry remain either unable or unwilling to embrace technological solutions that could ease the talent crunch. Many companies, from small operators to larger destination marketing organisations, are still heavily reliant on outdated tools like paper maps, directories, and on-site interactions, particularly in regional areas. It’s not necessarily a lack of interest that’s holding them back; it’s often a mixture of hesitancy from management, concerns over the cost of implementing new technologies, and a lack of technical skills.
But as the tourism landscape evolves, so too do the expectations of travellers. Today’s visitors increasingly demand flexibility, customization, and control over their experiences, preferring to explore destinations at their own pace. Instead of waiting for a scheduled tour, they want to dive into history, art, or culinary experiences on their own time. This trend is especially strong among younger travellers aged 18-34, who prioritise independence and personalisation in travel—something traditional guided tours struggle to provide.
What’s needed is a more sophisticated solution, one that isn’t restricted to outdated audio tours or static maps. Enter multimedia self-guided tours on mobile apps, which can offer a dynamic, GPS-enabled experience that guides travellers through destinations using compelling video content and rich storytelling. In many ways, these multimedia tours could surpass the traditional tour guide experience, providing consistency and quality in storytelling that often varies widely in person. And with smartphones being the number one device for streaming in Australia, travellers are more than ready to embrace immersive, on-the-go digital content that aligns with how we already consume much of our media and entertainment.
Beyond filling the guide shortage, these app-based experiences meet a vital need for businesses struggling to hire and retain talent. They also offer a cost-effective way for regional operators to elevate their offerings without the logistical and financial overhead of in-person staffing. With mobile technology, travellers gain immediate access to curated, captivating experiences that bring destinations to life, while operators can expand their reach and stay relevant in a world that increasingly leans on digital interaction.
As we approach the end of 2024, it’s time for the tourism industry, particularly in Australia, to recognise that it can’t afford to wait. Technology can bridge the gap left by a dwindling tour guide workforce, offering travellers immersive, on-demand experiences that showcase the very best our destinations have to offer. For an industry historically resistant to change, this isn’t just an opportunity—it’s a necessity.
Laura Rieveley is the CMO of Smartvisit
