Tourism Changemaker

Specialising in innovative visitor experiences that drive measurable business results

Work With Brad
  • Watershed Sauna

    Watershed Sauna

  • Skyline Mountain Biking

  • Real NZ

  • Christchurch Adventure Park

  • Queenstown Marina

  • Doppelmayr New Zealand

  • Dunedin Craft Beer & Food Festival

  • Glen Dene Group

  • Real Native

The Tourism Business Challenge

Tourism can be hard and managing a never-ending list of uncontrollable factors can make building a tourism business both exciting and challenging.

What often happens because of this is businesses end up overlooking the most important driver of growth: the experience.

When the customer journey isn’t clearly designed, opportunities are missed. Moments that could exceed expectations fall flat. Guests leave satisfied but without reason to visit again. Long term these businesses lose relevance and market share.

This leads to a long term loss of value: lower spend, lost chance of re-visitation and no word-of-mouth.

Money is left on the table when you don’t have a clear understanding of how visitors move through your experience and how they feel at each stage.

The Visitor Experience Solution

Experience design is the foundation for all commercial success in tourism.

By analysing every stage of the in-person journey - from arrival, the physical experience and the memories guests take home - businesses can identify where value can be created, where friction exists and where opportunities for improvements lie.

This insight becomes the foundation for making smarter commercial decisions about product, pricing and delivery.

When the experience improves, the results* are tangible:

  • Visitors stay longer

  • Spend more

  • Are more likely to return

  • Increased word-of-mouth

Internally, clarity around the visitor experience also helps teams operate more efficiently, reduce friction in customer interactions and focus effort where it matters most.

*Harvard Business Review.

A well-designed experience creates a powerful cycle: deeper customer insight leads to better experiences, which drives stronger business performance and sustainable growth.

Services

Launch Something New

Take your ambitious idea and turn it into a commercially viable tourism operaiton.

The results:

  • Clear positioning

  • A validated business model

  • Revenue and yield logic

  • Operational clarity

  • An experience worth talking about

From concept to execution - built to work in the real world.

Elevate Existing Experiences

Good assets. Better results.

Most tourism businesses are leaving money on the table. They don’t need more marketing.

They need better design, stronger yield and sharper thinking.

The results:

  • Redesign your product and guest journey

  • Increase revenue per guest

  • Align experience with commercial performance

Learn more

Shaping the Destination

Experiences that fit the place and elevate it.

Destinations win by leaning into what makes them distinctive.

The results:

  • Increase aligned product

  • Design high-value, place-led experiences

  • Strengthen identity and differentiation

  • Build future-focused tourism ecosystems

  • "Brad bought deep tourism industry experience & wide networks - he was the perfect man for the job"

    Peter Harris - Queenstown Economic Futures

  • "I worked with Brad during the implementation of mountain biking at Skyline. This was a significant step for the company & Brad was a key driver in bringing about change"

    Derek Morrison - Adventure Media Group

  • "Brad Rowe was a standout at Tourism Summit Aotearoa."

    Teearn Falconer - Tourism Industry Aotearoa

Brad is an award-winning tourism development expert with a track record of turning ambitious ideas into successful businesses. His journey in tourism has taken him all around the world to create innovative new experiences, build successful businesses and advise in public sector roles. With a bias for action, he now focuses a lot of his time as an independent consultant to support progressive tourism development.

Trailblazing Tourism: Tech, Touchpoints & Experience

What happens when bold ideas meet big mountains? In this episode, I sat down with Paddy Kluts to explore the evolution of tourism in Queenstown through the lens of experience, innovation and connection.