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Statewide Visitor Servicing Strategy, Paul Matthews
Statewide Visitor Servicing StrategyÂ
A clear coherent and sustainable Statewide Visitor Servicing Strategy can help stakeholders addresses the needs of visitors better. The aim should be to evolve the cur- rent singular focus on Visitor Information Centres (VICs) and instead reimagine the concept of visitor servicing. The key insight of all those that have examined this issue is that the fragmentation of resources is leaving everyone behind.Â
Today fewer visitors want to be identified as tourists – they want to seek out experiences that immerse them in a destination. They want to live like a local enjoying the best a destination has to offer and so local knowledge and insight is more valuable than ever before. The primary role of digital channels in marketing and visitor servicing is no longer in question, although Visitor Servicing has a long way to go to utilise these channels. The majority of today’s travelers are always online via their mobile phones. They are also flexible and open to finalise travel plans in destination through the serendipity of discovery.Â
Paul Matthews, Head of Regional Tourism and Strategy, Visit Victoria
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