6 / June / 2017

Visitor Information Centre changes to help boost local tourism


Posted 6 June 2017

Moreton Bay Regional Council has resolved to engage Moreton Bay Region Industry and Tourism (MBRIT) to manage the operation of the region’s network of Visitor Information Centres, as part of its ongoing collaboration with the organisation to boost tourism in the Moreton Bay Region.

The move follows a consistent approach in many other tourism hotspots across Queensland, including Brisbane, Gold Coast, Noosa, Cairns and Bundaberg, in which VICs are all successfully run by similar tourism organisations.

Moreton Bay Regional Council Mayor Allan Sutherland said in addition to bringing Moreton Bay in line with other tourism hotspots across the state, the transition of the VICs’ operations to MBRIT would align well with council’s ongoing service level agreement with the award-winning organisation for the delivery of ongoing major events, tourism promotion and economic development across the Moreton Bay Region.

“MBRIT actively works with tourism operators, local businesses, and the community to deliver regional destination marketing campaigns that continue to build the Moreton Bay Region’s reputation as a premier tourism and festival destination,” Mayor Sutherland said.

“VICs are a key component of our region’s destination marketing and tourism strategy, providing an essential touch-point for the 2.9 million visitors to our region annually. Each year, our fantastic tourism volunteers assist with around 80,000 tourism-related enquiries at VICs across the region - delivering exceptional on-the-ground customer service to visitors of all backgrounds.

“In fact, in 2016 our region’s tourism and events volunteers took out top honours for the most ‘Outstanding Contribution by a Volunteer Group’ in Queensland at the 2016 Queensland Tourism Awards.

“By managing the VIC network on behalf of council, MBRIT will be able to directly collaborate with our region’s experienced and knowledgeable tourism volunteers to unlock any untapped potential and to ensure the operation of the VICs is aligned with the activities, events and vision for our region’s tourism sector more broadly.

“A recent assessment of the VIC network identified a number of opportunities for improvement, including better integration with local tourism operators, better integration with MBRIT’s ongoing destination marketing and regional branding programs, and better alignment with the region’s overall destination marketing and tourism strategy.

“Together with the VICs’ exceptionally dedicated, passionate, and friendly volunteers, MBRIT are well placed to efficiently and effectively implement these improvements as part of their ongoing work to promote tourism in our region, which saw Moreton Bay voted the best marketed destination in Queensland at the 2016 Queensland Tourism Awards.

“Tourism injects $670 million into the Moreton Bay Region economy and supports thousands of jobs annually, so it’s important we continue to make improvements and work towards our vision of being a stand-out destination for tourists travelling to South East Queensland from right across the globe.”

Mayor Sutherland said following council’s resolution to engage MBRIT for the management of the VIC network, council would work closely with the VIC volunteer network and MBRIT over the coming weeks to implement the transition by 1 July, 2017.

“The transition will see MBRIT take a more proactive role in managing the VICs, in collaboration with council, including maintaining accreditation and investment in the VICs, management and development of the VIC volunteer network and delivery of associated tourism activities,” Mayor Sutherland said.

The Moreton Bay Region is currently home to eight VICs accredited through Tourism and Events Queensland and staffed by volunteers, located at Bribie Island, Caboolture, Woodford, Strathpine, Clontarf, Redcliffe and Samford.