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Role of Visitor Information Centres Report

Strategic Regional Research, SA: The role of Visitor Information Centres (VICs) in distributing tourism product in regional SA
Release: 29/09/2011

This study examines the role of Visitor Information Centres (VICs) in distributing tourism product in regional areas of South Australia. It is the second stage of a two-part research project investigating the impact and role of regional VICs to the South Australian tourism industry.

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Key Findings


This study was undertaken by Tourism Research Australia (TRA) and the South Australian Tourism Commission (SATC) to examine the role of Visitor Information Centres (VICs) in distributing tourism product in regional areas of South Australia. This summary is extracted from research conducted by Greenhill Research and Planning. For the full Strategic Research Report, please email tourism.research@ret.gov.au.


This study is the second stage of a two-part research project investigating the impact and role of regional VICs to the South Australian tourism industry. The first stage was conducted in 2011 and involved surveys of VIC patrons at three regional VICs in South Australia. The first stage of the project identified a potential information gap, with 25% of VIC patrons making an enquiry about potentially bookable product, but only 5% making a booking at the VIC. A key question to be addressed by the second stage of the research is:


‘If visitors attend a visitor information centre and are interested in potentially bookable tourism product, why—in some instances—don’t they book the product at the visitor centre?’ The research identified a range of issues that can affect the future of VICs in regional South Australia and their capacity to distribute tourism product. Recommendations were made concerning governance; relationships with operators; staffing; online distribution; and travel agent registration.