During the most disruptive years tourism has seen in the Territory, Tom and Annabel Curtain and their Katherine Outback Experience team learned to innovate.
COVID-19 hit the high-profile performer and his wife hard with the interstate tourists virtually disappearing overnight back in March 2020 but the hardworking couple are nothing but resilient.
They turned their attention to the local market and took part in the Territory Government’s 6-month Business Acceleration Program (BAP), graduating in April 2021.
“We had so many great takeaways from the program but the main one was seeing the benefit of filtering our values down to staff. We hadn’t considered it before but the back story of the business and the bigger picture needed to be shared,” said Annabel.
“Once the team understood the dynamics of what the business was about, and where it was heading and why, the team was much more inclined to come along for the ride.”
The program, which is hosted by the Darwin innovation Hub and delivered by the Australian Centre for Business Growth, reaffirmed and solidified the couple’s ability to think outside the box, especially when it comes to running a business in the bush.
“We had to redesign the experience and diversify. We took on board what the locals in Katherine and surrounding communities wanted, and started up some new programs, including trail riding, horse riding lessons, and farm therapy.”
In addition, the team continued touring the show around Australia over the summer months.
“Before the pandemic hit we were just too busy catering to one type of visitor. Now we consider, local, intrastate, interstate and international markets.”
A year on, and the business has won gold in the Tourist Attractions Category of the national Qantas Australian Tourism Awards.
“It is unreal to be recognised for a national award. We are grateful for the whole team at Katherine Outback Experience,” said Annabel who met Tom in 2015.
“It has been quite the journey but it has been an amazing one.”
Annabel said the BAP initiative also reaffirmed for the couple not to take anything for granted when it comes to business and hit home the benefits of continually adapting.
“There is always something going on that is impacting small business. Now rising fuel prices is another one that will affect our business and the tourists.”
Despite the challenges, Annabel and Tom encourage business owners to press ahead with their ideas.
“It is difficult battling these obstacles but I think you just have to keep rolling with it, and overcome them. The sense of achievement not just for Tom and myself but for the whole team is enormous.”
To find out more about the Business Acceleration Program, go to the Australian Centre for Business Growth website.
