Winter is no longer a sleepy season for tourism, it’s a strategic opportunity.

That was the powerful message from the recent Destination Sydney Surrounds South (DSSS) Visitor Economy conference, where innovation met local wisdom and AI shared the stage with authenticity.

Speakers and attendees agreed: our region doesn’t need to “survive” winter, it can thrive in it. 

Photo credit: Jon Harris

From boutique retail and golf to spontaneous getaways and artisan food experiences, the demand is there. What’s needed now is smart collaboration and digital tools to unlock it.

The rise of “spontaneous travel” was a hot topic.

Short-form content like reels, TikToks and even drone shots is turning hidden gems into sought-after escapes. 

Think less brochure, more real-time discovery. One local business shared how a simple behind-the-scenes video of their handmade products led to a surge in bookings within days.

AI was front and centre, with Liz Ward of Tourism Tribe leading the charge.

Her keynote showed how tools like ChatGPT and GuideGeek are changing the way visitors plan their trips and how local businesses can stay visible.

Panellists Zeynap Testoni, Michelle Bishop and Alex Herlihy shared practical wins, from refining brand voice to building itineraries and pricing strategies.

Photo Credit: Jon Harris

But authenticity still rules. As Liz reminded us, AI is a tool, not a replacement. Google now values “experience” in its rankings. That means real stories, local insight and human warmth are essential.

The final session brought it all together through the three Ps of people, productivity and profitability.

The rise of business-leisure travellers (bleisure) is also reshaping local tourism strategy. Midweek conferencing, paired with wine tastings or wellness escapes, is no longer a side hustle, it is a core opportunity.

Market gaps were also laid bare. Fishing and golf tourism remain under-leveraged due to clunky booking systems.

A centralised resource could unlock new audiences, especially international travellers who often skip Kiama in favour of “international-ready” Jervis Bay.

Above all, the DSSS event urged operators to stop working in silos. Tourism is stronger when we move together, from cooking schools to surf schools, alpaca maps to artisan sourdough.

And if you want your story told, keep it real, keep it local, and never underestimate the power of a great photo or video.