Gippsland Visitor Services Strategy: The Gold Standard in Responsible Tourism

A Visitor Services Strategy guiding Gippsland to deliver the gold standard in sustainable and inclusive visitor services, offering unforgettable journeys that showcase vibrant culture, landscapes, and community spirit to the world.

The Project

The Gippsland Visitor Services Strategy project represents a proactive step towards redefining visitor services in Gippsland, with the ultimate goal of creating a seamless, innovative, and highly effective visitor servicing framework that supports sustainable tourism growth and enhances visitor satisfaction across the region.

The Client: Destination Gippsland, Six Local Government Areas and Parks Victoria

Destination Gippsland is the Regional Tourism Board and peak tourism organisation for Gippsland in eastern Victoria. The organisation was established in 2008 with the support of Visit Victoria, Parks Victoria and the six Local Government Councils of Gippsland.

The Challenge

To meet contemporary visitor service needs and invigorate the local visitor economy, a strategy was needed to empower informed decision-making across local governments and service providers. It needed to facilitate actionable, practical implementations and allocate resources to the highest priority needs, adopting a multi-channel, visitor-centric approach. It was necessary to maximise resource use and increase awareness of the destination within target markets.

The Solution

Drawing from insights, strategic goals, and ambitions in the Towards 2030 Gippsland Destination Management Plan, our solution involved:

Detailed Analysis: A thorough evaluation of local and national trends and opportunities shaped a clear strategic path, aligned with the Victorian Visitor Services Framework.
Stakeholder Engagement: Collaborative efforts with local government stakeholders to ensure inclusivity and comprehensiveness.
Market Research: Collection and analysis of consumer feedback to understand visitor preferences and expectations, guiding tailored improvements and services.
Industry Best Practice: Incorporation of global trends, case studies and best practices to maintain industry-leading standards.
Implementation Framework: Detailed action plans with timelines, responsibilities, and metrics.

Synced. Seamless. Spirited.

The Gippsland Visitor Services Strategy represents a proactive step towards transforming visitor services in the region. It aims to establish a seamless, innovative, and highly effective framework that supports sustainable tourism growth and boosts visitor satisfaction. The strategy showcases innovative service approaches, highlights the critical roles of stakeholders, and identifies key actionable implementations based on available funds and operational resources.