Caravan, RV & Accommodation Industry of Australia (CRVA), Case Study

One Conversation, Four Futures

The Caravan, RV & Accommodation Industry of Australia (CRVA) brought Morris in at a time when the sector was under immense pressure to evolve. Member expectations were shifting, new competitors were emerging, and the association needed a way to align a broad ecosystem of stakeholders under one shared direction. Morris delivered more than foresight he delivered structure.

Drawing from deep experience in multi-stakeholder industries, Morris introduced a four-tribe strategic model that mapped the future across government, operators, manufacturers, and destination marketers. The model allowed the CRVA board and members to see themselves within a wider system and understand how different signals economic, behavioural, technological, and environmental would shape each part of their value chain.

Shift: From fragmented sector voices to a unified strategic lens across the entire caravan and outdoor tourism ecosystem.

The result? A long-form realignment of how CRVA framed strategy, advocated for policy, and engaged its membership built around a foresight model that made the future visible, structured, and navigable.