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

Tourist Information Centers as a vital component for providing quality visitors services. The Cases of & Manchester, UK , Cape Town, SA & Athens,GR

Manolis Psarros

Destination Development & Marketing Consultant

Definition of TIC

‘’A tourist information center, is a physical location that provides tourist information to the visitors who tour the place or area locally’’.

TIC is a vital part of the visitors experience

a major component of the Tourist Information Network

Tourist Information Network

Volunteers

Tourist Signage

E-kiosksWeb/DMS

Tourist Information Points

& plays a crucial role in the Destination Management Process

The Virtuous Circle of Destination Management

Stage 1: Promotion• Information distribution – Brochure distribution - Press coverage - Advertisement campaigns - Branding

Stage 2: Marketing• Guide distribution - CRM and direct marketing - Holiday planning - Response to promotion - Joint marketing

Stage 5: Analysis• Surveys – Analysis – Planning – Preparation

Stage 4: Experience• Tourist Information – Interpretation - Sale of Guide Books - Guided Tours - Signage

Stage 3: Fulfilment• Reservations – Bookings - Tickets

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.

Visitor Information Plan

Northern Ireland Visitor

Information Plan

Visitor Information Strategic Initiatives

Northern Ireland Visitor

Information Strategic Initiatives

Objectives

1. Provide quality information to visitors & Identify additional ways to distribute information in order to reach wider audiences.

Objectives2. Ensure a sustained approach to offering “personal contact services”.

Objectives3. Make bookings for visitors (e.g. accommodation for leisure visitors and conference delegates, travel, attraction and event tickets).

Objectives4. Build strong relationships with local tourism businesses by supporting and encouraging the quality and breadth of the visitor offer in the City.

Type of information provision Example

City Centre/Hub TIC Large Scale Visitor Centre – dealing with national enquiries as well as those about the capital – Being the main TIC in a given area.

Gateway TIC Airport , Train & Bus Central Stations - welcoming visitors at a point of arrival.

Satellite TIC Shopping Centre– a smaller office backed up by a main (hub) office.

Integrated TIC- co-located (i.e. alongside or inside another service, retail outlet or attraction)- merged (i.e. shared staff, resources, information counter)

TIC inside a another store - sharing the space and in some cases the staff

Mobile TIC 1. On the street “meeters and greeters” and/or

2. Web-enabled information through mobile phones.

Main Types of TICs

Range of Services/Operations• Counter Service

1. Excellent national, regional and local product knowledge including geography, history, literature and culture

2. Information on local accommodation, attractions, shops, restaurants etc

3. Local and national accommodation booking service

4. Public transport information, route planning and bookings

5. Admission tickets for local attractions

6. Distribution of local information sheets designed to help visitors once they are in the city

7. Product and customer data capture and management

8. Retail outlet of books, maps, and souvenirs

9. Fluency in major European languages which match the customer profile

Range of Services/Operations

• Contact Centre (focus on telephone, e-mail enquiries and income generation, particularly in converting and making accommodation bookings)

• 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.

• 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.

Options for PPPsOptions for Public-Private Partnerships include:

• Launch a TIC inside an another store - sharing the space and if possible the staff

• Sustain Commissions for accommodation bookings & events/attractions tickets sales made for/to visitors.

• Sell Advertising Space within TICs (banners, signs etc)

• Launch a membership program

• Get commission from product sales

• Provide Official Tourist Souvenirs to other shops & get commission

• Build & Provide Joint Products with Private Operators such us City Walks, Street Events, City Cards, Sightseeing Bus Tours, Half Day Trips etc.

Membership ProgramBenefits to members might include:

• Dedicated page on destination’s website

• Referrals via the TIC Contact Centre

• Inclusion on personalised customer accommodation printouts

• Inclusion in relevant publications

• Information about changing customer profiles to help in their own marketing

• Free priority racking in the VIC

• The opportunity to receive leisure and conference delegate bookings

• Frequent updates about tactical marketing campaigns and special offer bank

Future Challenges

• Responding to increased user and local requirement (opening hours, range & type of services)

• Maximising Impact of your Network (Reactive Vs Preactive, Personalized Services, Engage with DMO’s marketing stategy)

• Sustain the Network (increase quality of services, apply PPPs)

• New Ways of Working (embrace digital technology – social networks, iphone & smart phones applications)

• Communicating with Visitors (recruit appropriately skilled staff which are natural communicators)

Tourist Information Network: The Case Of Athens

City Centre/Integrated TIC within Book, Music &

Technology Megastore

Airport/Gateway TIC

Further Network Expansion with one Central HUB TIC + Signage System


Provide Quality Information , City Maps

& Visitors Guides


Athens TV Screen + Touch Screen Connected to

BreathtakingAthens.com


Merchandising – Official City of Athens Products -

Quality Tourist Gifts & Souvenirs


Tourist Information Network: The Case Of Manchester

Spatial Accessibility Analysis & Observation Studies for finding the

Optimum Locations

Analyzing Proximity from Key Attractors & Transport

Hubs


Analyzing Pedestrian Flows


Detailed Site Assessments


Identification of Potential Satellite Information

Providers


http://www.youtube.com/watch?v=gb6srekjix4&feature=player_embedded

Tourist Information Network: The Case Of Cape Town


The Central VIC was redesigned to:


The Central VIC was redesigned to:



TEAM Background

• Established in 1997, TEAM has been involved in more than 250 consultancy projects over the past 13 years, and has been active 20+ countries.

• 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

• CEO Dr Roger Carter spent 25 years working for tourism organizations – national, regional and city – within the UK

• Manolis Psarros specialises 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.

1. Strategy, business planning, destination management planning and operations

2. Destination marketing and brand development 3. E-business, e-marketing, e-commerce and web evaluation 4. Organisational development, re-structuring and training5. Visitor services strategy and operations6. Business tourism strategy and operations7. Culture and heritage based tourism8. Sustainable tourism9. Design and management of market research

TEAM – Our Core Services

www.team-tourism.com for more information

http://www.team-tourism.com/

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