Application & Requirements VISITOR

Application & Requirements VISITOR INFORMATION CENTRES

Background Information The Role of VICs A VIC provides a central location (in a fixed building/structure) for visitors to gain access to timely, accurate and impartial visitor information and advice. The prime purpose of a VIC is to enhance the visitor experience, encourage visitors to stay longer and undertake additional activities, exceed visitors expectations and encourage visitors to return to the region. A VIC delivers the above by sharing its passion and providing quality and accurate information, by providing exceptional customer service and effectively promoting the range of visitor experiences and services available. A VIC also supports local businesses and tourism operators within a region. Many local business and tourism operators are reliant on the services of the VIC to provide additional business and ensure a high standard of visitor servicing in the area. The Role of the Australian Tourism Accreditation Program - Victoria (ATAP Victoria) VIC accreditation is delivered and administered by ATAP Victoria which is a program managed by the Victorian Tourism Industry Council. The Australian Tourism Accreditation Program Victoria is an industry initiative which is led by representatives from associations relevant to the sectors covered by the program. The Role of Victoria Tourism Industry Council (VTIC) Victoria Tourism Industry Council (VTIC) manages the VIC trademark i-brand for VICs in Victoria, on behalf of Tourism Victoria. VTIC also coordinates the State-wide VIC Reference Network Group and collates statistical data from VIC's. VTIC conducts professional development activities for the VIC network and the wider tourism industry and provides specific benefits and services to its members; however, membership of VTIC is not a requirement of VIC accreditation Contact Details: Australian Tourism Accreditation Program - Victoria 150 Collins St MELBOURNE VIC 3000 GPO BOX 4352 MELBOURNE VIC 3001 Phone: 03 8662 5387 Fax: 03 8662 5449 Email: accreditation@vtic.com.au Victoria Tourism Industry Council 150 Collins St MELBOURNE VIC 3000 GPO BOX 4352 MELBOURNE VIC 3001 Phone: 03 8662 5425 Email: info@vtic.com.au 2 Copyright 2016 Australian Tourism Accreditation Program (Victoria)

The Benefits of Accreditation Eligible to use the Visitor Information Centre (VIC) trademark. The blue and yellow italic i has been in the marketplace for some years now and has become a powerful and sought after trademark. Opportunity to use VicRoads signage (including gateway and directional on major roads). Only accredited VICs can be provided with directional signage featuring the VIC trademark. Marketing of the VIC brand and network to the travelling public and industry. Free listings in official publications such as the official visitors guides, touring maps and authorised digital content. Access to training opportunities including the VIC professional development seminars and the annual VIC Summit. Participation in the state VIC Reference Group (as appointed) and the regional VIC network group to share information and ideas with other accredited centres and access to research, regular updates, information and advice. Access to benchmarking data and monthly reports. The accreditation process also assists VICs in running a more professional service and promotes continuous improvement. For Visitor Information Centre Customers Accreditation and the VIC brand provide visitors with confidence that they will receive a high level of service and professionalism that is consistent across Victoria. Accreditation ensures that visitors are provided with accuracy in advice and information, personally delivered service and comprehensive, timely information. In essence it provides the consumer with assurance of reliability, consistency, certainty and confidence. The Visitor Information Centre Accreditation Process To apply for accreditation, a VIC must register and complete an application on the online accreditation program at https://accreditation.atap.net.au The desirable criteria outlined in this application have been included as they represent best practice for VICs. Although the desirable criteria are not compulsory they are highly recommended and enable VICs to achieve beyond the minimum requirements. The desirable criteria may be elevated to compulsory status over time as part of the continuous improvement of ATAP Victoria. 3 Copyright 2016 Australian Tourism Accreditation Program (Victoria)

Guidelines Definitions For the purpose of this document, the following definitions apply: An appropriate business includes (but is not limited to): an attraction, museum, interpretive centre, gallery, retail outlet, community building or leisure facility/library Full Time: 38 hours per week Equivalent Full Time: generally means that two part time employees make up the hours of a full time employee (i.e. 38 hours as defined above) - (Source for definitions: V0076 Victoria Local Authorities Interim Award 72) Host VIC: Policies and procedures of the Host VIC are replicated throughout each accredited VIC within the region, district or Local Government Area (LGA). The Host VIC is responsible for the overall management and staffing support of VICs within the region, district or LGA. Satellite VIC: Effectively run remotely with management including policies and procedures coming from the Host VIC. Accredited in its own right, with staffing support from the Host VIC. Seasonal VIC: Run in the same capacity as a Satellite VIC, however will not have access to VicRoads signage and will be operational for a portion of the year only. Temporary Visitor Booths: Short term information service available at selected events which is managed and staffed by an accredited VIC. VICs must obtain approval by ATAP to use the i logo to promote a temporary visitor booth 4 Copyright 2016 Australian Tourism Accreditation Program (Victoria)

VIC Guidelines SECTION 1 Tenancy May be a shared tenancy with an appropriate business* (refer to definitions above) with the visitor servicing provided from an area independent of other tenants. The VIC may be publicly or privately operated. The Visitor Servicing area must have a clearly delineated high profile location, be easy to see, access, be well signed from the entrance point and separate from other services. New VIC applicants must demonstrate a commitment to ongoing visitor servicing for a minimum of three years within the region. All applications are subject to ATAP Victoria approval. Note: Conflict of Interest Establishment of an accredited VIC within certain businesses may raise the issue of a conflict of interest e.g. a Visitor Information Centre in an accommodation facility. ATAP (Victoria) reserves the right to grant accreditation on a case by case basis. VICs are purpose built, stand alone and occupied independently of other tenants. SECTION 2 Support from Local Government and Tourism Associations A letter of support from both Local Government and /or your Regional Tourism Organisation verifying your role as the official Visitor Information Centre in your town must be submitted with your application. A certificate verifying your membership with your Local or Regional Tourism Organisation must be submitted with your application. SECTION 3 Business Name Registration and Insurance VIC must register and trade with the words Visitor Information Centre or Visitor Centre in their name. A copy of the relevant volunteer insurances must be provided, including professional indemnity insurance. Staff including volunteers must also be covered when off site e.g. on a familiarisation tour. 5 Copyright 2016 Australian Tourism Accreditation Program (Victoria)

SECTION 4 Opening Hours and After Hour Information VICs must be open eight hours per day, seven days a week at least between the hours of 9am to 5pm (standard business hours) unless a demonstrated reason for limited flexibility is provided (can exclude Christmas Day and Good Friday at the Manager s discretion). VICs may choose to open from 1pm on Anzac Day, extended hours of operation on public and school holidays and at peak times are at the discretion of the manager in accordance with meeting the needs of visitors over peak periods. Opening hours must be clearly displayed to visitors during and outside normal operating hours. Consideration may be given to VICs that are required to operate outside of standard business hours or due to visitor demand. The recorded telephone message and automated email response must also clearly provide these details. Locality maps for out of hour visitation must be clearly displayed and visible from outside the building. Accommodation options must be available and visible from outside the building after hours. Relevant emergency contact numbers and appropriate information (this includes police, ambulance and hospital) must be displayed and visible from outside the building. Special consideration may be given to VICs located in heritage buildings. SECTION 5 Collection and Collation of Visitor Records VICs must collect and collate walk-in visitor statistics. VICs who are in a shared building or have multiple entries may collect walk-in visitor numbers using a manual system. VICs must collect and collate statistics on the number of visitor enquiries via phone and email by recording the number of enquiries. VICs must report the number of walk-in visitor numbers, phone enquiries and email enquiries to VTIC every month. VICs must conduct annual research to assist service delivery and engage in research opportunities as requested by VTIC and ATAP Victoria. VICs may collect statistics on the type of enquiries received. Recommended categories include Local Directions, Origin data, Travelling Information, Events and What s On, Things to See & Do and Accommodation. Participate in the social media space and collect/record your digital activity. Engage in various research opportunities. 6 Copyright 2016 Australian Tourism Accreditation Program (Victoria)

SECTION 6 Staffing Levels VICs must have at least one dedicated full time equivalent* (refer to page 4 for definitions) VIC paid staff member allocated to VIC activities 100% of the time. VICs must be adequately staffed (which may include paid staff members and volunteer staff members) to meet visitor demand and ensure a professional service during operating hour Volunteers must have access to a paid VIC staff member during the times when there are Volunteer only present. In a shared tenancy, any personnel working in the VIC must be trained and skilled appropriately. Priority must be given to servicing the visitor. VICs have two paid staff members allocated to VIC activities. SECTION 7 Visitor Services VICs must respond to a request for local and regional information to any visitor requesting it. Assistance must be provided to visitors - a self help mentality is not acceptable. Staff must answer the phone and greet visitors as clearly identified representatives of the Visitor Information Centre. Minimum customer service standards apply as per the ATAP Core Requirements. VICs will make enquiries on behalf of the visitor (whether in person, phone, or email). VICs must under all reasonable circumstances endeavour to assist with all enquiries. Staff/ Volunteers are required, to the best of their knowledge, to provide informed options to meet the visitor's needs. VICs operating a booking service must ensure that booking terms and conditions comply with all relevant legislation and comply with Consumer Affairs Victoria s guidelines for holiday accommodation providers and booking agents. Demonstrated contribution to digital content/social media within your municipality/region. All Visitor Information Centres must have a refund and return policy if they sell merchandise SECTION 8 Information Display and Policies The VIC must display local and regional brochures and information to meet the visitor needs. VIC must develop and implement an information display policy that considers display of information of accredited and non-accredited tourism businesses, display fees and membership requirements, information display categorisation (geographical and/or sector specifics) and deceptive advertising. VICs must have appropriate brochure and information display racks including clearly labelled sections e.g. local/regional accommodation, attractions, maps etc. Emergency information and/or display able to be viewed both during hours of operation as well as after hours There is electronic Information available e.g. ipad, destination app Multilingual information is available 7 Copyright 2016 Australian Tourism Accreditation Program (Victoria)

SECTION 9 Visitor Information Models In addition to the traditional VIC Model, there are a range of models that ATAP (Victoria) would approve accreditation/use of logo for Satellite VIC Model This is an optional model that a particular funding body, region, district or Local Government Area (LGA) may adopt. Each funding body, region, district or LGA must have at least one dedicated full time equivalent* (refer to page 4 for definitions) paid staff member allocated to VIC activities 100% of the time for each VIC within this area. For example, if there are three VICs located within a particular area, there would need to be at least three staff employed to work the equivalent of three full time staff of 114 (38hours x 3) hours per week. These staff members do not have to necessarily be situated at the VIC but their duties are 100% dedicated to VIC activities. Each VIC contained within this model would be required to work under the same business model that contains uniform policies and procedures across the region. The business model would need to demonstrate a willingness to service each VIC contained within this model and each VIC must be accredited in its own right. Furthermore, it would be an expectation that the manager responsible for a particular VIC accredited under this model, would regularly visit the satellite centre in order to ensure the level of service is maintained and that the centre is running effectively. Each centre will have an accreditation site visit from ATAP Victoria and the standard ATAP fee is also applicable. Seasonal VIC Model The Seasonal VIC model could be an option for a region that has a high intake of visitors at a certain time of year for an extended period i.e. 4-6 months. This model must abide by the same guidelines as the Satellite VIC Model. This includes the appropriate staffing requirements for the VICs. A pro-rata fee applies. To undertake a Seasonal VIC Model, a new application will need to be completed. Must be a fixed location and have access to toilet facilities and adequate parking (as specified in Section 9). The Seasonal VIC may have a reason to have slightly varied opening times, however still must adhere to the minimum opening hours and after hour s information requirements (see Section 4). Seasonal VIC's will NOT be eligible for VicRoads signage. Note: All models must have a paid staff member present during times of emergency i.e. nonroutine/ unplanned incidents. Temporary Visitor Booth (for selected events) A Temporary Visitors Booth is a short term information service available at selected events which is managed and staffed by an accredited VIC. The use of the VIC accreditation logo within a Temporary Visitor Booth must gain the approval from the Australian Tourism Accreditation Program Management Committee to ensure it is operating in accordance to accreditation practices. A request form is located at the end of these guidelines and can be completed at the time of a VIC renewal/review or in the lead up to the event. 8 Copyright 2016 Australian Tourism Accreditation Program (Victoria)

SECTION 10 Networking and Professional Development VICs form part of a VIC Regional Network Group (RNG).VIC Managers are required to actively participate in as many meetings as possible into which their VIC falls. VICs within each VIC RNG will collectively elect an (experienced) VIC Manager from their respective Network, along with a proxy to support the state VIC Reference Group for a term of two years VICs must attend a minimum of four networking/professional development activities per year, which must include attending at least 50% of VIC network meetings in your relevant region. These may also include VIC professional development seminars, the annual VIC Summit or recognised training programs. Recognised training programs are training programs that are delivered by registered training organisations authorised to deliver nationally recognised training. Staff and volunteers have First Aid Training SECTION 11 Facilities and Amenities VICs must be accessible. i.e. easy for visitors to access via public transport or their own vehicle) and have adequate car and coach parking in close proximity to meet demand. Definition of close proximity: - within a 5 minute walk of the VIC facility; - if a shared tenancy is in place, designated visitor parking with adequate signage is required; - where a VIC is located in a highly populated area, drop off zones are required in front or as close to the VIC building as possible VICs must be accessible via multiple channels including, but not limited to, a toll free number (1800), local cost (1300) number and/or website that is marketed to the visitor. Dedicated telephone and recorded telephone message. Personal computer including email and internet access for staff and volunteer use. Public toilets on site (with disabled access) or within a five minute walk. Dedicated staff toilet. Disabled access as specified by Australian Standard 1428.1. Local area fact file - a comprehensive reference source for staff to refer to including local area information, tourism and other community services. Brochure storage area- out of public view. Upcoming events display area, visible both externally and internally. Dedicated information/enquiry point/counter. Day book for recording statistics, information and communication between shifts. VICs must have a uniform or a minimum dress standard for all staff including volunteers. All staff members must be identifiable as VIC staff members i.e. the VIC trademark be included on staff members uniforms or the VIC trademark be included on a staff pin/name badge. The VIC has a policy in place for non-routine/unplanned disruptions to visitor services (see page 16) The VIC must have office space available and equipment to be adequately resources for visitor servicing i.e. printing itineraries on demand Visitors seating area Wi-Fi Accessibility Friendly Local merchandise/product display 9 Copyright 2016 Australian Tourism Accreditation Program (Victoria)

Victorian Accredited VIC Statistics Collection Policy Background: Under Australian Tourism Accreditation Program guidelines for Visitor Information Centres (VICs), VICs must collect and collate walk-in visitor numbers as well as statistics on visitor enquiries via phone and email. These statistics are to be reported to Victoria Tourism Industry Council (VTIC) on a monthly basis. This policy clearly outlines the roles and responsibilities regarding the use of the data. Use of data: The data lodged by VICs will be made available to the following parties: Australian Tourism Accreditation Program (ATAP) Tourism Victoria Victoria Tourism Industry Council VICs will be able to access their individual data (and benchmark against regional and state-wide averages) by logging in to the data collection website. While all data will be available to ATAP, Tourism Victoria and VTIC, these parties will not make this information publicly available in any form, including through media activities, public reports or ministerial briefings. Should any of these parties wish to make detailed data publicly available through any activity (including media activities, public reports or ministerial briefings), the consent of authorised parties of the individual VIC concerned must be sought and received in writing. 10 Copyright 2016 Australian Tourism Accreditation Program (Victoria)