TOURISM VICTORIA ANNUAL REPORT

Tourism Excellence
Tourism Excellence Module Five launch, Melbourne.
Victoria’s High Country. Photo: David Hannah.
Tourism Victoria continued
to play a significant industry
leadership role during
2007–08.
Victoria’s innovative Tourism Excellence
Program aims to boost tourism yield
and the bottom line for businesses and
destinations, while giving Victoria a point
of difference that sets it apart from
competing destinations by increasing
visitor satisfaction. Victoria was the first
state or territory to introduce such a
comprehensive program. The program
was devised following the 2002–2006
Tourism Industry Strategic Plan which
highlighted the need for discussion
about professionalism and standards
and proposed the objective to create
a competitive advantage based on
visitor satisfaction.
Tourism Excellence is a comprehensive
program covering industry strategies
for long-term growth as well as online
information aimed at increasing use of
development tools such as accreditation
and awards by businesses.
The Tourism Excellence program provides
online training and tools for tourism
operators to enable them to get the best
from their workforce, deliver the best
possible visitor experience and increase
visitor numbers and expenditure. The
program provides tourism operators
and their staff with the opportunity to
develop a competitive edge over other
destinations.
The program features seven modules
designed to help businesses and
destinations get the best from their
workforce and communities, deliver the
best possible visitor experience, grow
tourism by working together
and ensure a sustainable industry.
The seven modules of the web-based
program are:
1. Understanding Customer Needs
2. People Excellence
3. Business Excellence
4. Growing Destinations
5. Participation – Getting Involved
6. Fostering Innovation
7. Sustainability in Tourism
All of the modules are supported
by a constantly developing tool kit
and website with case studies and
information on resources, programs
and grant opportunities.
All information can be found
on the dedicated website
tourismexcellence.com.au
The first three modules, Understanding
Customer Needs, People Excellence
and Business Excellence were launched
in 2006–07. The first module was
launched in October 2006. During
2007–08 the final four modules
were developed in consultation with
private and government industry
representatives across the State. Each
of the remaining four modules rolled
out in 2008. The intention is that the
modules will continue to evolve over
time and will be modified to reflect
new industry trends and changing
market needs.
The final module of the program
Participation – Getting Involved focuses
on nurturing the development of
industry leaders. Participation – Getting
Involved was launched by the Minster
for Tourism and Major Events, the Hon.
Tim Holding, at an industry event in
Melbourne. More than 75 tourism
industry leaders, were encouraged
to share information, promote joint
regional tourism products and foster
professional development. Keynote
speaker, world champion marathon
runner Steve Moneghetti, discussed the
parallels between running a marathon
and growing a tourism business.
The Tourism Excellence program is
attracting a growing audience. The
Tourism Excellence website is now
visited by approximately 430 unique
users per month, who record an
average of 2,500 page impressions.
Moreover, the modules are also starting
to be used by Local Tourism Authorities
and Regional Tourism Organisations as
the basis for workshops. Core learning is
delivered through workshops and then
participants are able to delve further into
the topics of their interest online.
The Tourism Excellence toolkit identifies
resources that can be drawn on,
programs and grant opportunities and
case studies which help inspire and
motivate to achieve excellence.
The Tourism
Excellence Program
provides online
training and tools
for tourism operators
INDUSTRY LEADERSHIP
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