Firm to keep local tourism on trend

A CONTRACT to create a “visitor experience plan” for the region has been handed to New South Wales based consultancy firm TRC Tourism.

The move, made by the City of Ballarat, is aimed at protecting the developing the municipality’s tourism economy said mayor Cr Ben Taylor.

“Ballarat is a unique city which offers so many iconic experiences, from culinary and recreational offerings to renowned attractions and events,” he said.

“Our tourism sector is vital to our economy. With the tourism industry undergoing such significant change, this is a great opportunity to develop a new approach to attracting visitors, one that focuses on curating experiences locals and visitors adore.”

Canberra-based TRC consultant Penny Spoelder said with tourism markets and destinations emerging from COVID-19 induced hibernation, it was important to plan ahead.

“Now is the perfect time to think about how to shape and drive a unique and innovative future experience for visitors to Ballarat post COVID-19,” she said.

“We want travellers to fall in love with your beautiful city again and again. It’s an exciting project and TRC are delighted to work with the industry and community to create a thriving and sustainable visitor economy.”

According to its website, TRC Tourism specialises in different elements of visitor economies including destination and experience management.

An announcement by the City did not disclosed how much TRC is being paid for the work but said company was picked from “competitive list of applicants.”

A draft plan from TRC is expected in August and will include consultation with stakeholders.

In June 2019 council ended a long-term funding agreement with then regional tourism authority Visit Ballarat, deciding to bring promotion of the city back in-house.