Visitor Services is a continuation of the promises made via destination marketing, but the two functions are usually disconnected. Visitor Servicing is not just about in-destination visitor information provision from a fixed location – we must intercept visitors at multiple points in their journey.
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. Visitor Servicing needs to go digital, and face-to-face engagement needs mobility to go to where people are as well as letting them come to us.
The policy paper was used to drive the Victorian Government’s 2018 Regional Tourism Review.