items from local, sustainable businesses, including a reusable drinking bottle and coffee cup, a hired towel, and reef-safe sunscreen. These eliminate the need for WAM’ s customers to purchase single-use items whilst providing them with products that make their day more comfortable.
Guests are experiencing and seeing firsthand the positive impact WAM is having during the experience as they paddle above reefs they are helping to restore, snorkel over kelp they are helping to regrow, hike in forests they are helping to replant, view wildlife in habitats they are helping to protect, taste fresh organic produce grown moments away, and meet locals whose community they are helping to support. This leads to higher fulfilment for the customer, which results in increased word of mouth recommendations. More than three-quarters of WAM’ s 100 % fivestar reviews mention WAM’ s sustainable practices. cook up the preserves. The experience adds a new revenue stream while giving visitors an entertaining way to understand the artificial waste created by our food system and its impacts on farmers, while learning a new skill of food preservation.
The experience is strongly grounded in Ballandean Estate’ s history and identity. The estate’ s founder was an apple farmer whose entire harvest was rejected, essentially to be stolen by the market owner. At the time, farmers were not permitted to remove their produce once they had entered the market gates, leaving him with the choice to destroy his crop or leave it there. On the long drive home, the devastated farmer rethought his future. As an Italian immigrant already growing grapes and making wine for family use, he shifted from apple growing to winemaking
– and founded Queensland’ s now thriving wine industry.
By connecting the winery’ s powerful origin story with a contemporary sustainability issue, the experience provides a deeper connection between guests, the business, the place, local farmers, and purpose as visitors participate in an educational, hands-on activity while gaining insight into a significant sustainability issue.
For destination managers, this example shows how sustainability initiatives can be leveraged to create new meaningful tourism experiences, deliver more income, and provide social benefit, while strengthening a business ' and a destination’ s unique story and sense of place.
With more travellers than ever looking to travel more sustainably, WAM is more likely to attract bookings because the business communicates its positive impact effectively, enticing guests to purchase a tour that makes a positive difference to the environment and community they are travelling to. In short, WAM makes it easy for guests to give back whilst enjoying a fun and exceptional experience.
CASE STUDY
Creating new tourism income through sustainability: Ballandean Estate Winery Out of a local sustainability challenge, food waste, Ballandean Estate Winery in southern Queensland’ s Granite Belt developed a new tourism experience to deliver economic, social, environmental and visitor benefits.
The winery partners with the local Rotary club to transform supermarket-rejected local produce into chutneys, relishes and jams. These products are purchased by the cellar door’ s guests, with proceeds supporting two important outcomes: income for local farmers and financial support for the local soup kitchen.
Tilma Group worked with the winery to build on this initiative to develop a meaningful visitor experience where guests join the region’ s Italian Nonna ' s to
ABOVE: White Whale Coffee Roasters donates a percentage of profits to regenerate the reef that attracts their customers to Cairns.
VOL 19 NO 1 2026 08 www. edaustralia. com. au