The dawn of the digital age has cast a dark shadow over the future of the traditional bricks-and-mortar visitor information centres here in Australia, and around the world.
Indeed – with people increasingly heading online to learn about attractions, accommodation options, and costs – many centres are already disappearing. Paris, for example, recently bid adieu to its last physical visitor information centre, and Scotland will do the same to its iCentres later this year.
However, the many grey nomads who have come to love these brochure-dispensing outlets and the local expertise so warmly shared there, will be relieved to know the situation is more nuanced here.
In many cases, centres in this country are evolving as they seek to maintain relevance in an ever-changing world.
The Echuca Moama visitor centre has seen plenty of tourists at its new location
Victoria Tourism industry Council CEO, Felicia Mariani, said while some councils had made a financial decision to close centres, there was no widespread trend to do so.
“Of course, there are more people doing online research and that has led to the occasional closure,” she said. “But studies we have done show visitors who call in at information centres spend an average of $170 more in a region that they would otherwise have done.”
She warned online research alone could be skewed by sponsored adverts, how much effort certain companies put into search engine optimisation, and by algorithms which feed people what they already like.
“You don’t know what you don’t know,” said Ms Mariani. “Travellers want to talk to passionate local people to find things out, and get validation of their decisions and ideas.”
She said she wanted to see these centres ‘future proofed’ by adopting what she termed a ‘bricks and clicks’ approach.
“Going to a visitor information centre is simply a better experience and network blackspots mean there will always be bricks-and-mortar outlets,” she said. “But our centres also need to operate in a digital world.”
Ms Mariani said another issue was that some centres were in the wrong place and would, ideally, be located where the foot traffic is … maybe at major attractions.
That approach has certainly worked for the Echuca Moama Visitor Information Centre. Back in 2023, the Campaspe Shire Council decided to move the centre to a more central spot at the Port of Echuca.
So far, in this financial year, the centre has had an impressive 23,622 in-person visits, and 1,397 phone enquiries.
Campaspe Shire Council has also collaborated with Murray River Council to launch visitechucamoama.com.au, along with accompanying social media accounts.
“The contemporary traveller now uses multiple digital platforms to access timely information,” a council spokesperson said. “However, an accessible, friendly and inspiring visitor information centre and service is still a critical part of the visitor experience.”
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When we’re on the road we very often call into the local information office to check out the what’s on and what to see, and to talk to the local manning the desk. That way we get up to date information …. and, often, opinion and a quick chat re history, etc. on the area
We rarely go to visitor information centres.
They’re great for people looking for something to do in a particular area but we’re not interested in tourist attractions.
We enjoy camping out in the bush by ourselves.