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Tourist Information Centres: The Cases of Athens, Cape Town & Manchester



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TIC is a vital part of the visitors experience, a major component of the Tourist Information Network & it plays a crucial role in the Destination Management Process. However, a TIC should not stand alone. It should be part of a visitor information plan and able to reflect the aims & objectives of the destination’s visitors services strategy. Take a moment and see my slideshare presentation focusing on the role of tourist information centres in contemporary destination management and some practical examples in Athens, Cape Town and Manchester (Best Practice).

Tourist Information Centres: The Cases of Athens, Cape Town & Manchester

  1. 1. Tourist Information Centers as a vital component for providing quality visitors services. The Cases of & Manchester, UK , Cape Town, SA & Athens,GR<br />ManolisPsarros<br />Destination Development & Marketing Consultant<br />
  2. 2. Definition of TIC<br />‘’A tourist information center, is a physical location that provides tourist information to the visitors who tour the place or area locally’’.<br />
  3. 3. TIC is a vital part of thevisitorsexperience<br />
  4. 4. a majorcomponent of theTouristInformationNetwork<br />
  5. 5. & plays a crucial role in theDestinationManagement Process<br />Stage 2: Marketing<br />• Guide distribution - CRM and direct marketing - Holiday planning - Response to promotion - Joint marketing<br />The Virtuous Circle of <br />Destination Management<br />Stage 1: Promotion<br />• Information distribution – Brochure distribution - Press coverage - Advertisement campaigns - Branding<br />Stage 3: Fulfilment<br />• Reservations – Bookings - Tickets<br />Stage 4: Experience<br />• Tourist Information – Interpretation - Sale of Guide Books - Guided Tours - Signage<br />Stage 5: Analysis<br />• Surveys – Analysis – Planning – Preparation <br />
  6. 6. however, a TIC shouldnot stand alone. Itshouldbepart of a visitorinformation plan and abletoreflecttheaims & objectives of thedestination’svisitorsservicesstrategy.<br />
  7. 7. Visitor Information Plan<br />Northern Ireland Visitor Information Plan<br />
  8. 8. Visitor Information Strategic Initiatives<br />Northern Ireland Visitor Information Strategic Initiatives<br />
  9. 9. Objectives<br />1. Provide quality information to visitors & Identify additional ways to distribute information in order to reach wider audiences.<br />
  10. 10. Objectives<br />2. Ensure a sustained approach to offering “personal contact services”.<br />
  11. 11. Objectives<br />3. Make bookings for visitors (e.g. accommodation for leisure visitors and conference delegates, travel, attraction and event tickets).<br />
  12. 12. Objectives<br />4. Build strong relationships with local tourism businesses by supporting and encouraging the quality and breadth of the visitor offer in the City.<br />
  13. 13. Main Types of TICs<br />
  14. 14. Range of Services/Operations<br /><ul><li> Counter Service </li></ul>Excellent national, regional and local product knowledge including geography, history, literature and culture<br /> Information on local accommodation, attractions, shops, restaurants etc<br /> Local and national accommodation booking service<br /> Public transport information, route planning and bookings<br /> Admission tickets for local attractions<br /> Distribution of local information sheets designed to help visitors once they are in the city<br /> Product and customer data capture and management<br /> Retail outlet of books, maps, and souvenirs <br /> Fluency in major European languages which match the customer profile<br />
  15. 15. Range of Services/Operations<br /><ul><li> Contact Centre (focus on telephone, e-mail enquiries and income generation, particularly in converting and making accommodation bookings)
  16. 16. Literature Distribution – printed materials (localy, nationally and internationally. Locally it is vital that local businesses and language schools are adequately stocked with the free Visitor Map and guide. Bulk distribution should be made to tour operators, group organisers, conference organisers, Other TICs throughout the country and others that bring large numbers of visitors to the city.
  17. 17. Data Management (Data management involves inputting, updating and refreshing product data (e.g. on attractions, events, retail, dining and accommodation), and making sure it is published in the right places as well as capturing and inputting customer data.</li></li></ul><li>Options for PPPs<br />Options for Public-Private Partnerships include:<br /><ul><li> Launch a TIC inside an another store - sharing the space and if possible the staff
  18. 18. Sustain Commissions for accommodation bookings & events/attractions tickets sales made for/to visitors.
  19. 19. Sell Advertising Space within TICs (banners, signs etc)
  20. 20. Launch a membership program
  21. 21. Get commission from product sales
  22. 22. Provide Official Tourist Souvenirs to other shops & get commission
  23. 23. Build & Provide Joint Products with Private Operators such us City Walks, Street Events, City Cards, Sightseeing Bus Tours, Half Day Trips etc.</li></li></ul><li>Membership Program<br />Benefits to members might include:<br /><ul><li> Dedicated page on destination’s website
  24. 24. Referrals via the TIC Contact Centre
  25. 25. Inclusion on personalised customer accommodation printouts
  26. 26. Inclusion in relevant publications
  27. 27. Information about changing customer profiles to help in their own marketing
  28. 28. Free priority racking in the VIC
  29. 29. The opportunity to receive leisure and conference delegate bookings
  30. 30. Frequent updates about tactical marketing campaigns and special offer bank</li></li></ul><li>Future Challenges<br /><ul><li> Responding to increased user and local requirement (opening hours, range & type of services)
  31. 31. Maximising Impact of your Network (Reactive Vs Preactive, Personalized Services, Engage with DMO’s marketing stategy)
  32. 32. Sustain the Network (increase quality of services, apply PPPs)
  33. 33. New Ways of Working (embrace digital technology – social networks, iphone & smart phones applications)
  34. 34. Communicating with Visitors (recruit appropriately skilled staff which are natural communicators)</li></li></ul><li>Tourist Information Network: The Case Of Athens<br />City Centre/Integrated TIC within Book, Music & Technology Megastore <br />Airport/Gateway TIC<br />
  35. 35. Tourist Information Network: The Case Of Athens<br />Further Network Expansion with one Central HUB TIC + Signage System<br />
  36. 36. Tourist Information Network: The Case Of Athens<br />Provide Quality Information , City Maps & Visitors Guides<br />
  37. 37. Tourist Information Network: The Case Of Athens<br />Athens TV Screen + Touch Screen Connected to<br /><br />
  38. 38. Tourist Information Network: The Case Of Athens<br />Merchandising – Official City of Athens Products - Quality Tourist Gifts & Souvenirs<br />
  39. 39. Tourist Information Network: The Case Of Manchester<br />Spatial Accessibility Analysis & Observation Studies for finding the Optimum Locations<br />Analyzing Proximity from Key Attractors & Transport Hubs<br />
  40. 40. Tourist Information Network: The Case Of Manchester<br />Analyzing Pedestrian Flows <br />
  41. 41. Tourist Information Network: The Case Of Manchester<br />Detailed Site Assessments<br />
  42. 42. Tourist Information Network: The Case Of Manchester<br />Identification of Potential Satellite Information Providers<br />
  43. 43. Tourist Information Network: The Case Of Manchester<br />
  44. 44. Tourist Information Network: The Case Of Cape Town<br />
  45. 45. Tourist Information Network: The Case Of Cape Town<br />The Central VIC was redesigned to:<br />
  46. 46. Tourist Information Network: The Case Of Cape Town<br />The Central VIC was redesigned to:<br />
  47. 47. Tourist Information Network: The Case Of Cape Town<br />
  48. 48. Tourist Information Network: The Case Of Cape Town<br />
  49. 49. TEAM Background<br /><ul><li>Established in 1997, TEAM has been involved in more than 250 consultancy projects over the past 13 years, and has been active 20+ countries.
  50. 50. Assignments in Australia, China, Oman, Saudi Arabia, Montserrat, Ethiopia, Seychelles, South Africa, Namibia, Estonia, Slovenia, Ireland, Italy, Portugal, Greece and Belgium and throughout the UK, at national, regional and local level
  51. 51. CEO Dr Roger Carter spent 25 years working for tourism organizations – national, regional and city – within the UK
  52. 52. Manolis Psarrosspecialises in destination development and marketing & strategic business planning for NTOs & DMOs. He is a member of the World Centre of Excellence for Destinations team of experts. He was previously Tourism Development Director of the City of Athens Tourism & Economic Development Company. Manolis is responsible for the development of TEAM business in Balkans & Eastern Mediterranean.</li></li></ul><li>TEAM – Our Core Services<br />Strategy, business planning, destination management planning and operations <br />Destination marketing and brand development <br />E-business, e-marketing, e-commerce and web evaluation  <br />Organisational development, re-structuring and training<br />Visitor services strategy and operations<br />Business tourism strategy and operations<br />Culture and heritage based tourism<br />Sustainable tourism<br />Design and management of market research<br /> for more information<br />