This category recognises the consistent delivery of high quality and face to face information services to the visitor. It is open to Visitor Information Centres/Tourist Offices, Local Tourist Associations and Regional Tourism Organisations.


Question 1. Tourism Excellence (20 points)

  1. Demonstrate your eligibility for this category as related to the descriptor above and provide a brief overview on the nature and history of the business. (10)
  2. What tourism products, experiences and services do you offer visitors? (10)


Part a) Take care to ensure you have entered the right category and that your response aligns to the category descriptor. Failure to demonstrate your eligibility will be reflected in your score. Refer to the ABOUT US section of your website as this may assist with this response. Judges will want to know how and when the business started, who works in the business, where it is located and how it has developed over the years. A map will be helpful to upload.

Part b) The focus of this question is tourism products/experiences/services that you offer visitors.


Question 2. Business Planning (20 points)

  1. Provide an overview of the key features of your business plan including goals, strategies and outcomes with a specific focus on your Visitor Information Services. (10)
  2. Describe any innovations that have taken place during the qualifying period to improve your experience/product/service and demonstrate how these innovations enhance the experience for visitors to your destination. (10)


Part a) Introduce this section with your mission and/or vision statement. A 3-column table would be useful here to display the information. Make sure you use measurable goals and outcomes.

Part b) This is a 2-part question. An innovation can be defined as “The process of introducing new or significantly improved goods or services and/or implementing new or significantly improved processes.” (Source: Australian Bureau of Statistics). Be sure to include the impact the innovation had on your business and the destination overall.


Question 3. Marketing (20 points)

  1. Who are the target markets for your Visitor Information Service? (9)
  2. Describe the innovative marketing strategies you have implemented to encourage new and/or repeat business to your Visitor Information Service and demonstrate the success of these initiatives. (11)


Part a) This question seeks to understand who you have aimed your marketing towards. Consider for example; who they are, where they are from, how old they are, how they purchase travel, what motivates and inspires them and how your product meets their expectations.

Part b) What have you done differently to attract your customers? Consider for example; social media, digital advertising, apps. The response needs to focus on innovative approaches to marketing. Remember to also answer the second part of the question and expand on how these new activities have been successful.


Question 4. Customer Service (20 points)

  1. Describe how you measure customer satisfaction and identify areas for improvement. (10)
  2. What processes do you have in place to respond to customer complaints? (10)


Part a) What processes do you have in place to understand how your customer feels about your product/service? For example; feedback forms, monitoring social media, blogs, mystery shoppers etc. Consider providing a case study/example where you have implemented a change based on customer feedback. Consider also how you manage customer service delivery from your tourism partners.

Part b) Consider how you receive feedback for example telephone, email or User Generated Content such as blogs and TripAdvisor. Explain how you respond to each of these different communication channels. Explain how you manage negative feedback on tourism products/services within your destination.


Question 5. Sustainability (20 points)

  1. Demonstrate how your business contributes to the local economy. (9)
  2. Describe how your business cares for the local environment. (11)


Part: a) Explain how your business financially contributes to the local economy in your region. For example; local purchasing, employing locals etc.

Part b) Explain your commitment to environmental sustainability and detail the activities you conduct in relation to conserving and measuring water, waste management and energy.  



Total score: 100 points.  Site Inspection: 0 points.

There is no site inspection or visitation for this category.


Download the Visitor Information Services questions & criteria



Copper Coast Visitor Information Centre, Kadina

Ph 1800 654 991

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Yorke Peninsula Visitor Information 

Ph 1800 202 445

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