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Tourist Information Centre Operation
Introduction
Travelers are often overwhelming with information and options when they arrive at a
new destination. The tourist’s information centre can promote a positive traveller
experience by maintaining a visitor information program that provides reliable
resources about the destination. Tourists information centre can enhance visitor
enjoyment, attracts them to stay longer and spend more money by providing more
information about the destination’s offerings. Moreover, collaboration with the
business community, public sector, and attractions necessary to establish and
operate a visitor information programs serves to strengthen the tourist’s information
centre’s value to the local community.
After a destination has successfully attracted a visitor, the next opportunity to serve
the market is through a Destination Tourist Information Centre. These centres in
popular tourism destinations provide a one-stop, physical location from which
travellers can connect to local businesses and services. These centres provide a
welcoming environment for travellers to collect or learn about available tourism
products and services in the region, and make reservations. In addition, tourism
information centres can provide a space to generate revenue through the sale of
merchandise and local handicrafts as well as capture and analyse important traveller
information and statistics.
The concept
Tourist information centre concept is its dual mission. Visitor centres are not only
providing information and reservation services to travellers, but can also service local
tourism suppliers and the greater community. The tourist information centres can
help destinations to tackle a range of local initiative from recycling initiatives to beach
clean-ups, to organizing farmer’s markets and local festivals.
Framework
In the simplest of definitions, a tourist information centre is a physical location where
travellers can go to acquire information about the destination. For a long time, tourist
information centres played a key role as the middleman to linking tourists and
suppliers to one another. With the advances in technology and consumer/local
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demands, tourist information centres have evolved. Today, not only do they provide
information, they also generate revenue, collect data on travellers, market the
destination, and engage the local community. This evolved approach to tourist
information centres makes them sustainable and valuable to both the local
community and the incoming tourists.
Sourcing and delivering up-to-date information
The primary purpose of an information centre is still the same today: a one-stop,
physical location from which travellers can connect to local businesses and services.
A physical location conveys the perception that the destination is visitor-friendly and
encourages community ownership of tourism. An information centre should be
welcoming, personable, and stocked with all of the necessary materials to provide
current, accurate, and trustworthy information. To satisfy an international visitor, a
visitor centre needs to ensure:
•There is an on-site employee either fluent in the tourist’s language or English
•Maps and directions can be provided
•Practical information, such as public toilets, public/private transport
information, location of ATMs/banks/currency exchange, is available on hand,
and Local products information is up to date
Revenue Generation
Although the information centres provide a welcoming environment for visitors &
locals to meet, learn about the destination, and plan their trip - a physical location
has operational costs. To offset these costs, an information centre can generate
revenue through a variety of the following ways:
•Booking commissions
•Sale of maps, posters, guidebooks, and other publications
•Sale of local art and handicrafts
•Sale of visitor survey data
•Local tour guiding services
•Café and other foods
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•Photocopying, fax, email, and internet access
•Sale of Guidebooks, brochures (hotels, dining, sightseeing)
•Currency Exchange
Data collection
It is important these days to understand whom you are serving, what they want, and
how they behave so that the destination can remain competitive and develop
overtime in response to the market. An information centre can act as a centre point
in capturing, analysing, and supplying this essential tourism data to the government
and local stakeholders so that they understand the current situation and start a
dialogue on how to appropriately develop, market, and sell the destination. A few of
the things that can be included in the survey are as following:
•Length of Stay
•Places they plan on visiting
•Trip Expenditure, etc.
Marketing
An information centre can also market the destination on behalf of the local
suppliers, depending on the structure of a centre. A tourist centre has access to local
contacts, products/services, and a variety of information on the destination. This
positions them strategically to market the destination. They can easily generate
content for marketing, in order to reach the desired market and possibly inspire them
to travel to the destination. Marketing channels can be a website, social media, and
any other identified ones that will prove effective for your destination.
Local Engagement
Tourist information centres can also engage local tourism suppliers and the greater
with community development. The local engagement allows for an opportunity to
build an understanding with locals on the concept of tourism and how it benefits to
the community. Plus, the information centres can collaborate with local businesses,
the public sector, and other potential partners to introduce new initiatives to
celebrate/improve the locality and quality of life. Farmers markets, festivals, and a
community beach clean-up are examples of such initiatives. This allows for visitor
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centres to not only connect with the community, but also legitimize their value and
gain acceptance amongst the community. Moreover, these centres can incorporate
spaces such as picnic areas, meeting rooms, playgrounds or cafes to encourage
local and visitor interaction. Which in turn means there will be minimal amounts of
conflict between tourists and locals in the long run.
Challenges
Tourist Information Centre operation is complex. As well as overseeing the daily
operations of the centre, they are involved with marketing the destination, networking
with the local travel trade, planning events, and serving as a liaison with the local
community.
Recommendations
Tourist Information centre is a well presented and accessible physical space to
educate visitors about the assets available in the destination as well as serve as a
local hub and meeting place. Tourist Information Centre Management is to identify,
implement, and monitor commercial opportunities and additional services to raise
revenue including booking accommodations, making tour reservations, and selling
local crafts and merchandise. Visitors need a physical place to begin their trip, to get
comfortable with the location, and to plan their time in the destination. In order to fulfil
the visitors’ needs and serve the market, an effective destination visitor and
information centre is key.
Amenities:
Consider the amenities that would make a visitor comfortable upon recently arriving
in your destination. Clean and free bathrooms are always important. Especially if
your destination is geared towards families, it would be helpful to offer baby
changing facilities. If possible, consider the accessibility of your visitor centre for the
handicapped- a ramp or no stairs and spacious walkways are a good start.
An essential for visitors, particularly foreign visitors, is a way to get or exchange
money. It is extremely helpful to offer a safe and reliable ATM and/or currency
exchange machine on-site. If your visitors will be driving, be sure that there is
adequate parking space available.
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Practical Information:
Visitors come to the Information centre in order to gather information about the
destination. The information is current, accurate, trustworthy, and delivered in a high
quality manner. The Information centre should be the number one place for visitors
to go to find information about the destination and to have their questions answered.
The centre must try to anticipate the information that visitors will need.
Provide professional maps of the local and surrounding area that are clearly labelled.
Consider whether your visitors will be driving, walking, or hiking in your maps. If they
will be driving it will be most important to have streets clearly indicated, while for
those seeing the destination on foot, it will be more helpful to provide walking routes
and nature trails. Between your maps and staff, be sure that directions are easily
available for all primary attractions, restaurants, and lodging sites. Provide
transportation information for both public and private options, such as public bus or
rail options and private car rental options and costs. Other useful information
includes tours, lodging, and attractions. If possible, it is helpful if tickets are available
for purchase directly at the visitor centre, especially if a combination deal is
available.
Education Materials:
In addition to practical information about the region and tours, educational and
enrichment materials are valuable additions to your visitor centre. Include interactive
and visually appealing displays to help visitors learn about the history, wildlife,
people, and culture of the region.
Friendly Staff:
While nice amenities and good information are both very important, the importance
of a friendly face cannot be overemphasized. The international tourist expects to find
someone at an information centre who is knowledgeable, polite, respectful, fluent in
the tourist’s language or English, and eager to help.
Souvenirs:
While an information centre doesn’t require souvenirs, tourists enjoy buying
memorabilia to commemorate their visit, and a centre is a great place to sell it.
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Postcards are great, as well as local crafts, foods, jewellery, and products. Offering
locally-made souvenirs allows visitors to remember their trip with a meaningful gifts
or memento while also supporting the local economy.
Conclusion
With the changing times, the role of Information centres has evolved and become an
integral part of the tourism process. They are now the bridge between the travellers
and the local community, looking out for the interests of both. The centres are aiding
just as much in community development as showcasing destinations to the world.
These centres and can help the destination to establish themselves and facilitates
tourism development.
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