Smart tourism leaders know that a great visitor experience is tied to the success of their business. But have you ever been taught how experience design really works? Better-than-the-rest visitor experiences rarely happen by chance. They are often carefully architected using key principles that can be applied to any business. Brad Rowe is a tourism strategist and founder of Tourism x Design, specialising in creating unforgettable visitor experiences and commercially successful tourism ventures. Based in Queenstown, Brad has spent over 15 years leading the design, development and launch of innovative tourism products, from first-in-the-world experiences to destination-wide strategies.

At BEIA, Brad will share how to design cohesive, memorable event experiences that inspire, engage and leave lasting impact - combining insights from tourism, hospitality and events to help participants think differently about every stage of the attendee journey.