The City of Ballarat has appointed a tourism consulting firm to develop a plan to increase visitor numbers post COVID-19.
Subscribe now for unlimited access.
$0/
(min cost $0)
or signup to continue reading
Appointed company TRC Tourism will undertake consultation with the tourism industry in June.
The 'Traveller Experience Plan' is expected to be released in August.
City of Ballarat information states the plan will be a roadmap to grow the visitor economy in future product offerings (accommodation and attractions) and marketing.
City of Ballarat director of development and planning Angelique Lush said consultation would take place with industry through a series of sessions to create a 'tourism vision'.
Further targeted consultation will focus on future experiences, growth opportunities and prioritisation.
Ms Lush said the aim of the plan was to increase Ballarat's share of the visitor market above other comparable regional cities and aligned to state averages, which had previously been the case.
A City of Ballarat media release stated the number of visitors and their spend in Ballarat had not grown at a rate that was satisfactory when compared to regional state averages.
This is an important opportunity to input visitor economy insights and experiences from our sector.
- Natalie O'Brien, Ballarat Regional Tourism
Ms Lush said work to develop the Traveller Experience Plan was underway before the coronavirus pandemic. The tender scope called for submissions in late January 2020.
But COVID-19 had changed tourism globally.
"The City of Ballarat will look to support the recovery of our visitor economy with this plan, which will be the first in Victoria to factor in a post COVID-19 world," Ms Lush said.
RELATED COVERAGE: It's back! Sovereign Hill to re-open by end of the month
Ms Lush said key research plans and documents from Visit Ballarat, the City of Ballarat and other regional and state bodies will be reviewed as part of the project.
"This stage will review sustainable tourism best practice, analyse trends, conduct comparison analysis with state and regional plans, and competitor analysis," she said.
City of Ballarat Mayor Cr Ben Taylor said in a statement this was an opportunity to create a new approach to attracting visitors during a time of significant change in the tourism industry.
Ballarat Regional Tourism chief executive Natalie O'Brien said in a statement she was excited for BRT, industry members and stakeholders to provide 'valuable input'.
"This is an important opportunity to input visitor economy insights and experiences from our sector," she said.
When asked about the cost of developing the plan, Ms Lush said the cost of the contract with TRC Tourism was commercial in confidence.
Have you signed up to The Courier's variety of news emails? You can register below and make sure you are up to date with everything that's happening in Ballarat.
Rochelle Kirkham
Rochelle covers court and has a particular interest in social issues including homelessness, food security and family violence.
Rochelle covers court and has a particular interest in social issues including homelessness, food security and family violence.
