Councillors will receive a discussion paper as they consider what enhanced visitor servicing looks like in the region.
It has been informed by data and insights about tourism trends from state and national tourism associations, as well as visitation data from the Colac Visitor Information Centre prior to its closure.
“Planning for economic recovery provides an opportunity to re-think and re-set how we enhance the experience of visitors, encouraging them to explore more and stay longer in our fantastic region,” said Chief Executive Officer, Anne Howard.
“The way people are accessing tourism services is changing and there are exciting opportunities emerging, which Councillors are keen to understand.”
“Councillors and officers understand that there is strong interest in what a new way of providing visitor servicing might look like, particularly from volunteers who built or worked at the Colac VIC.”
“It will be important that we can talk to the community prior to a decision being made about the building, but we are not at that point yet.”
As background and prior to the COVID pandemic, Council collected data on visitation to the Colac Visitor Information Centre. Of the almost 9,000 visitors to the Colac VIC in the year to May 2019, only 17 per cent visited to find things to do in Colac, with 7 per cent interested in walks and waterfalls.
The rest, or 76 per cent of visitors to Colac VIC, visited the centre for activities, such as using the toilet, asking how to get to the 12 Apostles and seeking information on destinations outside of Colac Otway Shire.
Looking to the future, examples of innovative ways other regions are now connecting with visitors and providing information was highlighted at a recent presentation to councillors from the GM of Great Ocean Road Regional Tourism, Liz Price.
The presentation showed a strong shift to digital platforms, including successful self-serve kiosks that can be located in areas where visitors are likely to stop, taking information to visitors rather than relying on them coming to a building. Key to the lessons is that visitor servicing needs to be provided through the whole of the journey, including planning before people even leave home.
“Council wants to ensure visitors to our region have quality, accessible information about our region that keeps up with changing needs,” said Ms Howard.
