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Guides to help you grow

Tourism Excellence is a free program offered by Visit Victoria, made up of several guides designed to help you get the best from your workforce, deliver the best possible visitor experience and maintain a sustainable industry together. 

Our Joint Opportunity

The capacity to compete now and in the future, relies on our joint ability to deliver quality tourism experiences and to develop a reputation for excellence. Victoria 's tourism industry has an opportunity to distinguish itself by offering exceptional experiences that deliver high levels of satisfaction to visitors. By exceeding the expectations of visitors, the industry will enjoy greater repeat visitation and positive word-of-mouth referrals by those satisfied visitors and build and sustain a competitive advantage.  

Guides to help you grow

  1. Understanding Visitor Needs
  2. Business Excellence
  3. Marketing Excellence

Understanding Visitor Needs

This guide, helps you to identify and develop quality visitor experiences that meet, and ultimately exceed, consumer expectations. It reinforces the importance of research, product differentiation and quality customer service.

To ensure a return on marketing investment, requires timely and relevant information being seen at key touch-points of the visitor journey. Marketing is often a major expense for small to medium businesses but use of market research can help reduce costs by targeting segments that produce the best results.   

Understanding visitor needs guide
Tourism Excellence Understanding Visitor Needs

Business Excellence

Tourism is big business in Victoria employing over 208,300 people and providing $26 billion in value to the visitor economy. It's also a fiercely competitive marketplace. We not only compete with other businesses, towns, region and states, but with all the other demands for the consumers' discretionary dollar. Now more than ever it's important to upskill and stay up-to-date with consumer trends.

Business excellence guide
Tourism Excellence Business Excellence

Marketing Excellence

Effective marketing is at the heart of every successful business. In a very competitive environment, even well established and respected brands need to keep themselves in front of consumers. Best practice marketing is must broader than advertising promotions, it begins with product research, consumer insights, development and positioning - gaining crucial point of different to make you stand out from the crowd. 

Marketing excellence guide
Tourism Excellence Marketing Excellence