Visitor centres continue to play a crucial role in informing and educating tourists about local areas and tourism products, despite increasing numbers of consumers using digital channels for searching, selecting and booking travel. Tourism Research Australia (TRA) - in partnership with Tourism WA - contracted Metrix Consulting to research the effectiveness of visitor centres in Western Australia (WA), their impact on visitor behaviour, and how their offering can be improved. Among the report's key findings include:
- Overall, 94% of respondents using a visitor centre in the study are satisfied with their experience, including 70% very satisfied.
- There is a modest positive impact on the length of stay and spend for visitor centre users, particularly in more remote regional locations.
- Visitor centres make an immediate financial contribution in their local area, and more broadly enhance the quality of visitor experiences and encourage future advocacy for visitors to the region.
- The most common motivators for stopping at a visitor centre are to access information on attractions, obtain maps or find information on activities.
Click here to download the report.