At a recent Visitor Servicing Summit in Ballarat, John O’Neill, Founder and Principal of Komosion, shared insights and a bold vision for the future of visitor servicing in Victoria. The presentation emphasised the urgent need to rethink and restructure Victoria’s Visitor Information Centres (VICs) to meet the evolving needs of modern travellers.
A fragmented network in need of cohesion
Despite the best efforts of local councils and Visitor Information Centre teams across Victoria, the current system is inconsistent and fragmented. The network of some 60 plus centres, while essential, lacks a cohesive strategy, vision, and mission. This disjointed approach has left the system struggling to deliver the seamless, personalised experiences that today’s visitors expect.
Learning from retail: the omnichannel approach
Drawing parallels with successful retail strategies, O’Neill highlighted the omnichannel model as a blueprint for transforming visitor servicing. Just as leading retailers like Woolworths have integrated digital and physical channels to create a seamless customer experience, Victoria’s VICs must adopt a similar approach. This means leveraging technology, data, and customer insights to provide consistent, high-quality experiences both online and in-person, he said.
New Zealand: a proven model
New Zealand had shown how this transformation can be achieved. By establishing a cohesive network with clear strategic goals, they have set a standard that Victoria can aspire to. Their approach demonstrates the value of a unified system, where all elements work together to enhance the visitor experience and drive economic benefits.
A call to action: towards a unified network
Komosion, with the support of the Victorian Tourism Industry Council and the State Government, undertook a review of visitor servicing in Victoria in 2019 which set the groundwork for this transformation, but the pandemic delayed its implementation. Now, with renewed focus, O’Neill called on the summit’s participants to kickstart a plan for creating a truly integrated VIC network. This plan involves not just modernising individual centres but also establishing a unified vision and strategy that can deliver significant economic benefits for the regions, the state, and the nation.
A vision for the future
“The future of visitor servicing in Victoria lies in creating a network that operates with the same efficiency and customer focus as a modern retailer,” O’Neill told the conference. “By adopting an omnichannel business model, Victoria’s VICs can offer a seamless, personalised experience that meets visitors where they are—whether online, on the move, or in-centre.”
As the Victorian Tourism Industry Council advocates for this transformation, we look forward to continue our foundational work with Visit Victoria, regional tourism boards, and local governments to make this vision a reality. Together, we can build a visitor servicing network that not only meets the needs of today’s travellers but also sets a new standard for the future.