• Victoria Tourism Industry Council (VTIC)
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Visitor Servicing Resources

The best information and service providers in the visitor economy are adding inspiration, going mobile and making it possible for visitors to access services at multiple locations in their destination via multiple channels. The resources on this page will assist you to rethink the way you deliver visitor servicing, ensuring you are providing a stimulating experience that meets visitors’ needs and excites them with other opportunities.

Anticipating visitors’ needs with the right information, at the right time, via the right channel, will encourage people to stay longer, do more, return and promote our destinations via their networks.

Regular updates will be made to this page with new case studies and resources.

Visitor Toolkit

The Visitor Servicing Toolkit is a practical guide to how you provide information and services to visitors in the age of customer empowerment enabled by digital technology. It will help you anticipate your visitors needs, intercepting them with the right information via the right channels, at the right time.

Visitor Servicing Toolkit

The presentation launching the Toolkit at the 2019 Visitor Information Services Summit is available below.

From Information to Inspiration


Visitor Information Centre Research & Data

Victorian Visitor Information Servicing Survey – Value of Accredited Visitor Information Centres

The Influence of Western Australian Visitor Information Centres on Tourist Behaviour (TRA, 2015)

Visitor Information Servicing in New South Wales (TRA, 2016)

Users vs. Non-Users of Visitor Information Centres (University of Queensland, 2018)

Visitor Journey Mapping

While providing information and surveying visitors to confirm their needs have been met in destination is important, operators involved in visitor servicing should be equally concerned with building a long-term relationship with their visitors. Exploring the visitors’ journey is the first step to building this relationship.

Use the template from the Toolkit to map your visitors’ journeys.


Visitor/Customer Engagement

Visit Victoria Servicing Intercept Research 2019


Digital Engagement

Yarra Ranges Digital Screen Update 2019

Skift Research Mobile Phone Tourism USA 2018

Visitor Economy

Tourism Research Australia (TRA) provides statistics and research on international and domestic tourism within Australia, including the International Visitor Survey and Domestic Visitor Survey. TRA also provides research and analysis on the economic value of tourism to the economy, assisting government and industry to make informed planning, marketing and investment decisions.

Victoria State Tourism Summary, Year Ending June 2019 

Victoria’s Accommodation Sector 2018-19



Visitor Segments

Understanding your visitors through segmentation will help you target your market and provide them with the right information, at the right time, via the right channel.

10 Senior Travel Myths Busted

Seniors Myth Busting Presentation



Storytelling helps you create an emotional connection with your visitors, blending facts and activities with engaging, amazing and memorable moments. Storytelling can take place across all levels of the industry, with a good story driving consumers, media and tourism bodies to engage more extensively, driving increased visitation.

Extraordinary Experiences through Storytelling (QLD)


Experiences & Product Offerings

Skift Peak Experiential Traveler Report


Reviewing & Improving Visitor Information Centres

A National Perspective on Visitor Information Servicing

12 Things Successful Visitor Centres Do Differently

VIC Futures Report


Inspiring Volunteers

Volunteers are crucial contributors to Victoria’s tourism industry, bringing expertise, knowledge, passion and commitment to the organisations they work for. Engaging volunteers can help your organisation add value to the visitor experience.

Recruiting Volunteers

Volunteering Queensland Resources Library