Caravan & Camping Industry Association of NSW (CCIA NSW), Case Study

Future-Proofing the Campsite

In July 2012, Morris was invited to speak at the annual conference of the Caravan & Camping Industry Association of NSW, held at the Fairmont Resort in the Blue Mountains. The theme: Still Ahead of the Game. His role? Make sure they stayed that way.

Morris delivered a keynote exploring the future of regional accommodation, shifting family travel behaviours, mobile-first bookings, and what it would take for campsites, cabins, and caravan parks to keep up with changing guest expectations. He challenged operators to reimagine their value not just as facilities but as full-spectrum experiences: part retreat, part memory-maker, part digital interface.

He also addressed workforce shifts, sustainability pressures, and the looming digital infrastructure gap between urban and regional operators. But it wasn’t alarmist. It was practical. Provocative. Grounded. And exactly what the room needed.

Feedback from delegates was described by the President as “very positive,” reflecting how well the foresight landed with operators on the ground.

Shift: From seasonal site management to year-round lifestyle-led destination design.

The result?: Reframed expectations, greater internal alignment, and a renewed focus on future guest needs all delivered in one keynote, still referenced years later.