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Brad Rowe is an experienced tourism strategist and workshop facilitator, having worked with Regional Tourism Organisations and national tourism events across New Zealand.

Drawing from his own entrepreneurial journey and unique examples from around the world, Brad shares practical, real-world insights that inspire action.

He practices what he teaches, weaving in elements of surprise, delight, and a relentless focus on exceeding expectations, helping tourism businesses design exceptional visitor experiences and achieve lasting success.

"Brad Rowe was a standout at Tourism Summit Aotearoa, hosting two highly rated sessions on visitor experience design. He shared practical strategies to identify memorable moments, build emotional connections and use innovative thinking to enhance visitor satisfaction. Delegates found his insights relevant and actionable. Brad's ability to deliver value and resonate with our audience was excellent."

Teearn Falconer - Member Events Manager

  • "I've done a lot of training and workshops in my 30+ years in the Corporate and IT world, but that workshop was possibly the most relevant, valuable and enjoyable I've ever participated in."

  • Thank you! A fun and interactive workshop. It was great to see different people take so many different things away!

  • "Awesome workshop and thanks to the organisers and funders. I really enjoyed this particular workshop - lot's to learn and very inspirational"

  • "As someone with a Masters in Marketing, compared to previous marketing workshops, this was surprisingly great and full of insights. It reenergised me to focus on the marketing side again this year."

  • "While on a limited time, we managed to get quite in depth on some topic rather than stay pretty basic like some other workshops do."

  • "I enjoyed the interactive aspect of the course, getting to hear others ideas and also the clarity and directness of the topics. I think everything was covered well in a short period of time."

Workshop Topics

  • Focus

    • Fundamentals of visitor experience design

    • From product to experience: explore what it means to develop a product into a memorable experience

    Learning Outcomes

    • How to design, build and improve existing visitor experiences on a budget

    • Strategies for repeat visitation, improved referrals and managing demand

    • Leveraging the power of moments, emotions and unreasonable thinking in your experience

  • Learn the fundamentals of how to design and grow a thriving tourism business.

    The session focuses on using innovative design principles to create high-value experiences, optimise operations, and drive sustainable growth.

    Whether you’re starting out or looking to scale, this workshop will provide actionable insights to help you strategically build a resilient tourism business that stands out in today’s competitive market.

  • Focus

    • Know what markets you are delivering your visitor experience for

    • Understand the source of these markets and how they book

    • Use this information to systematically attract more of the right visitors (and less of the wrong ones)

    Learning Outcomes

    • Understand your sales channels and how to optimise them

    • How to create an appealing offer for your target market/s

    • Ideas for increasing business yield

  • A full day dedicated to Sales, Data and Growth By Design. Presented with Dave Hockly from Data Story.

Tourism Bay of Plenty

"Participants came away with a smorgasbord of actionable takeaways and were left feeling reinvigorated and inspired to elevate their marketing efforts and sales propositions ahead of the upcoming season in our beautiful region."

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Lake Wanaka Tourism

"Brad (Tourism x Design) delivered a well recieved two-part workshop series focusing on business resilience and high-value visitor experiences. Drawing from his tourism industry background, he provided practical approaches to target market understanding and sales channel optimization, while bringing fresh perspectives on improving visitor experiences. His engaging, easy-to-follow sessions gave operators immediate tools for implementation. The content aligned with our destination management objectives, and his personalized follow-up support proved invaluable for businesses at all stages. Would happily work with Brad again."