Visitor Servicing Review
Tourism Central Australia
Tourism Central Australia (TCA) operates a multi-award-winning visitor information service in Central Australia, with the Alice Springs Visitor Information Centre (VIC) as the service hub.
Technology and changes in consumer behaviour have altered how people access information and make travel decisions. Visitor service providers must be proactive, continuing to evolve and adapt to ensure they engage with visitors where and how visitors want to be served.
A new visitor services model is required that supports the principles of convenient, relevant and innovative multi-channel access for visitors; maximisation of economic benefits; use of the right tools and resources; and collaboration amongst stakeholders.
“I am very excited by this document. Linda and Jayne have gone above and beyond expectations. They have provided a far more detailed and region-wide report than what was in the scope, and in doing so have painted a very ambitious and exciting vision for visitor servicing across the Red Centre. This document will provide a great lobbying platform to expand and increase our visitor servicing across the region and service the customer in the best way possible.”
Project Purpose
In the context of increasing use of digital technology for travel planning and bookings and declining funding for VICs, TCA wanted to ensure its visitor servicing model remains valued by visitors and industry stakeholders.
The purpose of the Visitor Servicing Recommendations Report was to identify the ideal visitor servicing options for TCA.
The report had to reflect the views and expectations of industry stakeholders, best practice in visitor servicing, the changing nature of visitor engagement, and the operating context.
There are a number of intentions that drove this work for Tourism Central Australia:
To operate a commercially viable VIC
To sustainably grow the visitor economy
To maximise value for TCA members
The report was also to support delivery on strategic focus areas in TCA’s Strategic Plan 2018-2023:
Investigate information delivery options and partnerships
Investigate a future ideal location for the VIC
Investigate the potential for the VIC to be a travel agency
Investigate new and grow existing revenue sources
Project Overview
The approach to developing the report was:
Engagement was a critical element of the project to identify and prioritise visitor servicing needs and expectations of industry stakeholders and inform the report recommendations. The key elements included one-one meetings with TCA Board members, major operators and other stakeholders to hear their needs and wants from visitor servicing and the potential impacts of an updated location; and an online survey and use of social media to reach and gather the view of other key stakeholders not engaged otherwise. Skype/web/phone meetings and e-mail were used to deliver cost efficiencies.
The project
identified and reviewed the visitor touch points in Alice Springs and other destinations in the region
audited the current facilities and services provided by the VIC
reviewed best practice visitor information centres and recent research reports in terms of the elements critical to contemporary visitor servicing
built an understanding of current and future visitor markets to the #RedCentreNT region
gathered the views of industry stakeholders on their needs and wants from visitor servicing
reviewed the current VIC location and other potential location options in Alice Springs including co-location with the National Aboriginal Art Gallery and National Indigenous Cultural Centre
identified gaps and opportunities for enhancement of visitor servicing in Alice Springs
provided pragmatic recommendations to inform decision making on the future of visitor servicing in Alice Springs.
identified important enablers for the delivery of best practice visitor servicing in Central Australia
Visitors have multiple touchpoints when travelling to and through a destination. These touchpoints influence the quality of the visitor experience and decision making on what to see and do. The Visitor Servicing Review for Tourism Central Australia highlighted the importance of visitor hotspots such as attractions and rest stops as key touchpoints beyond the bricks and mortar Visitor Information Centres and the need for a consistent visitor servicing approach.
(This was a joint-project between Tilma Group and JJ Strategic Consulting.)
Project Outcomes
Following the strategy’s release, based on a recommendation to service visitors further afield, Tourism Central Australia had discussions with the Northern Territory government about operating the Battery Hill Mining Centre in Tennant Creek five hours north of Alice Springs (the Centre incorporates the Tennant Creek Visitor Information Centre). A short term solution has been arranged with a 12 + 6 month contract, and the details of a longer term solution for Tourism Central Australia to continue to manage the site are being finessed.
In Alice Springs, Tourism Central Australia is in the process of finding a new location for the Alice Springs Visitor Information Centre that would better meet visitor needs. A number of sites were assessed to see if they fit with the checklist provided in the report on what a best practice site for a visitor information centre would include. A couple of likely sites were identified, and Tourism Central Australia is now seeking funding for pre-feasibility studies that would outline the costs of using each site.
Referee
Stephen Schwer
ex-CEO, Tourism Central Australia
Community Sustainability Manager
Diamantina Shire Council
Birdsville
0437 091 666
stephen.schwer@diamantina.qld.gov.au