5 minute read
Product Development
INDUSTRY EDUCATION & TRAINING
Visitor Engagement Strategy Implementation
Information to Inspiration Program (i2i Program)
In the pursuit of implementing the Murray region Visitor Engagement Strategy, we developed a range of initiatives.
This previously successful program was again delivered in 2022 with a focus on new Visitor staff and volunteers, the program is designed to build customer capability of the Murray region visitor information centre staff and volunteers. It was delivered to better equip the team through increasing knowledge, skills and expertise to assist with the activation of the Murray region Visitor Engagement Strategy.
As identified in the strategy, the delivery of face to face information is changing through a combination of evolving customer needs, delivery approaches and technology and the training was delivered to ensure the Murray region remains at the forefront of visitor servicing.
The intensive program consists of:
7
Module Course Content
Guidance from customer experts 14
Combination of delivery through webinars, workshops & live weekly sessions 26
Number of participants Program valid for 12 months
Ongoing participation
DESTINATION INSPIRATION
Industry Education & Training
On the back of the success of the 2020-2021 event Destination Riverina Murray and Murray Regional Tourism partnered to continue to deliver this industry mentoring program. The main goal of the program is to support the creation of new visitor experiences for the Riverina and Murray regions.
Program Objectives
• Stimulate tourism investment in the Riverina and Murray regions • Support development that addresses product gaps and aligns to priority experience themes in the Riverina Murray and Murray Destination
Management Plans • Round 2 of this program will roll out in September 2022, where another 15 businesses will be selected to participate in the dedicated product development mentoring program.
INDUSTRY MENTORING
2 Workshops across the Murray/Riverina Audience of over 85 participants 15 businesses selected to participate in dedicated product development training program
Industry Skills Opportunities
Continue to promote a range of industry training initiatives delivered online to support industry through hibernation and reactivation.
To ensure upskilling of the industry during COVID-19 recovery a number of online training webinars, and short courses have been communicated to industry including Facebook and Instagram for Tourism series presented by Destination NSW – a series of weekly modules to enhance industry’s digital presence.
• Optimising your Facebook Presence • Enhance Your Audience on Social Media – Destination NSW
• Create Stories on Social Media – Destination NSW
• Capturing Social Content on Your Phone –
Destination NSW
• Inspire Action on Instagram. A suite of webinars with topics were developed by Business Victoria and the Victorian Tourism Industry Council (VTIC) ranging from starting a small business through to marketing, cashflows, building and advancing your business online, building resilience.
Customer Service - Destination NSW Training
Destination NSW partnered with Restaurant and Catering Australia to deliver three, free online short courses – known as micro credentials – for NSW tourism and hospitality businesses. A number of COVID-19 Business Support webinars were offered to the industry during the first portion of this financial year.
PRODUCT DEVELOPMENT
Highlights
4
Road Trip Itineraries developed
Murray River Adventure Trail (MRAT) Stage 1 Implementation commenced
Murray River Adventure Trail (MRAT) funding application submitted to further develop - Stage 1 Experience Loops
3 Reports 2 Digital Platforms
Revitalising the Murray
Murray River Adventure Trail (MRAT) - 15km section opened from Yarrawonga to Burramine
Investigation of funding to advance Stage 2 and 3 of MRAT Implementation underway of 3 Ports of the Murray River experiences
Opening of Tocumwal Aviation Museum - Ports of the Murray experience
WAAAF Creek Walk Interpretive Trail implemented - Tocumwal
Goal
To facilitate investment in infrastructure, new products and experiences that revitalise the Murray region’s tourism offering.
Strategic Priorities
• Facilitate development of driving / touring routes aligned to key experiences and visitor demand • Maximise opportunities from new and emerging visitor markets through a focus on visitor experiences • Continue to develop stage one of the
Murray River Adventure Trail.
PRODUCT DEVELOPMENT (cont)
Key Outcomes
Experience Development
Over the period, a strong focus on engagement with our local government partners and the region’s tourism businesses to support product development initiatives including assisting a range of destinations with strategic infrastructure projects and private sector investors with new and enhanced projects.
To further assist in advancing projects a dedicated grant assistance program was implemented to support businesses. The program provided one on one dedicated support for businesses in the development and review of a range of grant funding programs.
Business Development
40
Letters of Support Provided 29
Regional Applications Lodged
PRODUCT DEVELOPMENT (cont)
Drive/Touring
Continued development of Alpaca Itineraries into Visit The Murray Website to compliment roadtrips and enhance blogs.
Alpaca Maps & Road Trips
ALPACA MAPS
Murray Farm Gate Trail
Murray Silo Art and Murals Trail
Foodies Paradise Trail
Golfing along the Murray Trail
National Park Trail
Corowa History Trail
Swirl Sniff & Sip along the Murray
Galleries and Outdoor Art Trails PAGE VIEWS AVERAGE TIME ON PAGE
613
2,251
292 2:26
3:12
2:27
112
410
409
402
95 2:10
1:54
1:30
2:00
1:45
ROAD TRIPS
Heritage Trail
River Experience
Family Friendly
Caravan and Camping PAGE VIEWS AVERAGE TIME ON PAGE
463
356
332
2,895 2:41
2:15
2:38
3:16
Murray River Road
Murray River Road is a key strategic project which will reposition the Murray region to a younger audience. With a goal to increase the number of nights spent in the Murray region through the promotion of end to end experience led road trips. The initiative captures a larger segment of domestic visitors that are motivated by our key experiences and core themes.
An Industry Development and Recovery Manager on-boarded for product development and training to uplift the experiences across the region.
Further developments have continued for Murray River Road with the completion of the consumer facing website, development of a marketing plan and development of the brand.
