Visitor centre or not? What councils should consider before making the call

Jun 20

Across Australia, councils are asking a big question:
“Should we keep our visitor centre open?”
Or, in some cases:
“Is it time to close it — or do something completely different?”

With tight budgets, rising visitor expectations, and shifting travel behaviours, the traditional bricks-and-mortar visitor centre is under scrutiny. But before making the call, there are a few important things to consider.

Let’s explore what councils need to weigh up when it comes to visitor servicing — and how to make a decision that supports your region’s destination management goals.

Why the question matters

Visitor centres used to be the heart of local tourism — but the way people travel has changed.
Most travellers now plan their trip online, and many rely on social media, digital maps, or peer reviews for guidance. So, if visitor centres aren’t what they used to be… should they still exist?

The answer isn’t simple — but it is strategic.

What is visitor servicing, anyway?

Visitor servicing includes all the ways you help travellers have a positive experience in your region. That might include:

Traditional visitor centres
Online trip planning tools
Local ambassadors or volunteers
Maps, signage, and brochures
QR-coded trail or attraction guides
Mobile visitor info vans or pop-ups at key sites

A great visitor servicing strategy meets travellers where they are, not just in a physical building.

5 questions councils should ask before making the call

1. What does your visitor data tell you?

Are people still walking through the door? Are they asking the same questions that could be answered elsewhere? What percentage of visitors does the centre actually reach?

2. How is your centre performing against its objectives?

Does it deliver ROI — or is it a cost centre? Are there KPIs in place for engagement, referrals, or spend?

3. What alternative models exist?

Pop-ups, co-located visitor info desks (e.g. inside libraries or cafes), digital kiosks, mobile vans, and volunteer programs can often deliver better value and reach more people.

4. What role does the centre play in your community?

In some regions, the visitor centre doubles as a community hub, gallery, or social connector. That broader value should be considered too.

5. Do you have a bigger visitor servicing strategy?

The centre might be one piece of a larger puzzle. If you don’t have a clear destination management plan — including how visitors are supported before, during, and after their stay — it’s time to take a step back and look at the full picture.

It’s not about closure. It’s about purpose.

This isn’t a debate about “closing vs keeping” — it’s about choosing the right model to suit your visitors, your community, and your budget.

In some cases, the answer might be revitalising the visitor centre into a multi-use hub.
In others, it might be reducing hours or transitioning to more flexible, mobile, or digital options.

The smartest councils are redefining visitor servicing, not removing it.

Case in point: The City of Karratha

Tilma Group recently worked with the City of Karratha in Western Australia, delivering a visitor servicing review after two years of internal debate. Our strategic recommendations provided clarity and enabled Council to move forward with confidence — putting a long-standing issue to bed.

With clear options, evidence, and outcomes mapped, Council was able to make a decision that aligned with its broader destination development strategy.

Final thought

Your visitor centre shouldn’t be untouchable — or on the chopping block — just because it’s “always been there.”

What’s important is that you’re meeting visitor needs in the most effective and efficient way possible.

A smart visitor servicing strategy can make a world of difference — for tourists and locals alike.

At Tilma Group, we help regional councils make confident, informed decisions about visitor servicing and destination infrastructure. If you're grappling with the future of your visitor centre, let’s talk.

Explore our Destination Development Services and start building a smarter approach to visitor experience.

Cristy Houghton

Cristy's unique career has taken her from country NSW to the city lights of Clarendon Street South Melbourne and back again. With an early career in radio as a copywriter and creative strategist, she is now a Jill of all trades as a graphic designer, website builder, blog writer, video editor, social media manager, marketing strategist and more.

In fact, give her any task and this chick will figure out how to do it! Go on, we dare you!

No, really, we DARE you!!

Cristy has won two Australian Commercial Radio Awards (ACRAs) for Best Ad and Best Sales Promotion, and even has an 'Employee of the Year' certificate with her name on it.

Cristy and her husband James have traveled extensively through Russia, China and South East Asia, and have two fur-babies, Sooty (cat) and Panda (puppy). Cristy loves drinking coffee, meeting people to drink coffee, coffee tasting and coffee flavoured cocktails. She also enjoys road trips, TED Talks and watching cat videos on youtube.

http://www.embarketing.com.au