Dr Aaron Tham is a core member of the Indigenous and Transcultural Research Centre (ITRC) at the University of the Sunshine Coast and a Senior Lecturer in Tourism, Leisure and Events Management. His research explores how emerging technologies, social change, and community values shape the future of tourism - locally, nationally and globally.

Research Focus

Dr Tham’s work sits at the intersection of tourism innovation, digital transformation and sustainable community development. His core areas of expertise include:

• Tourism futures and emerging technologies (AI, immersive technologies, social media ecosystems).
• Community wellbeing, tourism risk perception and resilience.
• Visitor experience design in coastal, regional and transcultural contexts including First Nations tourism partnerships.

He is widely recognised for bridging academic research with industry problem-solving, advancing models that support more adaptive and culturally respectful tourism practices.

Key Research Impact

Dr Tham’s work contributes to tourism policy, destination management and digital strategy in several ways:

• Technology-enabled visitor research: His studies on virtual reality, social media, and traveller behaviour help tourism organisations and governments understand how digital environments influence decision-making and community expectations.
• Resilient and community-centred tourism: His work on risk perception, crisis communication and social licence supports regions facing climate, health or economic uncertainty—including coastal and regional communities.

Recent Projects and Grants

Dr Tham works closely with government, industry and international partners. Recent initiatives include:

• Digital Tourism Innovation Project: A collaboration with regional tourism organisations examining how AI and immersive tools can enhance visitor engagement and support destination strategy.
• Tourism Risk & Resilience Program: Industry-funded work supporting regional communities to plan for crisis events, adapt visitor strategies and strengthen long-term sustainability.

Translation to Practice

Dr Tham’s research directly informs:

• Destination planning and marketing strategies through evidence-based insights on visitor behaviour.
• Digital capability-building for tourism operators navigating new technologies.
• Industry training and workforce development, supporting future-ready tourism practitioners.
• Community wellbeing initiatives, especially in regional and coastal contexts where tourism is central to identity and economy.

Recognition and Significance

Dr Tham is an internationally recognised tourism researcher, media commentator and industry collaborator. His impact is reflected in invitations to speak across government, industry and academic forums on the future of tourism, technological change and visitor behaviour. As an ITRC member, his work strengthens UniSC’s leadership in socially responsible, culturally sensitive and community-focused research.