More than 80 tourism and events operators from around Victoria today offered their input into proposals to be issued to government on the paperless ticket system designed to cater for Melbourne’s more than 20 million annual domestic and international visitors, including international students and business travellers.
The Victoria Tourism Industry Council (VTIC), Victoria’s peak tourism industry body, held the event to offer operators the opportunity to provide direct feedback to the Transport Ticketing Authority (TTA) who will prepare a brief for consideration by government on the further roll out of the myki ticketing system.
VTIC Chief Executive Dianne Smith says the proposals outline what both tourism operators and the TTA together hope to achieve in preparing a transport ticketing offering for Victoria’s visitor markets.
“Tourists, short-term visitors, international students and business travellers make up a significant portion of Melbourne’s public transport commuter group, and so the opportunity to work together with the Transport Ticketing Authority to ensure the needs of these groups are considered in forming a ticketing system is very important for our industry,” says Ms Smith.
“Melbourne also hosts many internationally renowned events and conferences and easily accessible transport options are a key factor in their success.
“Ultimately we want to make our public transport system as accessible as possible to all visitors so that they are more able to move freely around the city and enjoy our vast number of wonderful tourism and events offerings.”
The proposal recommends a specific visitor transport ticket, to be purchased at standard ticket full-fare and concession rates and packaged with travel maps and special offers at participating attractions.
“The proposal also looks at how the Melbourne and Avalon airports could better integrate into our public transport system. This includes providing detailed public transport information more readily at the airports, as well as the ability to purchase transport tickets for metropolitan travel at airports,” says Ms Smith.
“Tickets, which are already available through newsagents and 7-11 outlets, would also be available through an extensive network of on-sellers including backpacker and hotel accommodation operators, and visitor information centres,” says Ms Smith.
Chief Executive of Destination Melbourne, Chris Buckingham, says that the collaborative approach will lead to the best possible outcome for visitors to Melbourne.
“The industry has a key role in educating visitors. By working together we will be able to add value and encourage visitation to Melbourne’s attractions. We seek community support getting the message across,” says Mr Buckingham.
TTA CEO Bernie Carolan, who addressed today’s forum, says the new ticketing format will be rolled out in just months.
“Over the coming months, and through continued consultation with the industry and Government, the visitor product will be introduced to the market,” says Mr Carolan.
“The TTA would like to thank the tourism industry for their contribution and support in the ongoing development of this product.”