How I'm Involved
The ways of engaging with the broader tourism industry are as varied as the operators themselves. In fact, what we mean by ‘involvement’ is open to debate, as different people prefer to engage in different ways, and at different levels.
Some operators feel that they have the ability and inclination to become involved at a higher level, perhaps a leadership role on a local, regional, state or even a national tourism sector body. Others may choose to attend monthly meetings of their local association, quietly absorbing new knowledge and marketing opportunities.
In between, there are a myriad of options to plug yourself into the broader industry, or your particular sector of it…
- Seminars, workshops and industry briefings;
- Short courses;
- Networking and social functions;
- Familiarisation tours;
- Conferences;
- Visiting journalist programs;
- Visitor Information Centre volunteer programs;
- Input to relevant strategies and plans;
- Cooperative marketing opportunities.
The key denominator in all the above is membership of a relevant industry association. For a few dollars a week, membership of the right organization can keep you in the loop with news and opportunities. These are most commonly forwarded via electronic newsletters. Subscriptions to many industry newsletters are free and a regular scan of them can reveal a wealth of useful information, ideas and opinion.
“ You must make time to participate in the industry activities. Some operators get annoyed that they miss out on opportunities, however, they don’t take the time to seek the opportunities” Janine Rose, Otway Estate Winery and Brewery
“ At Pettavell we have benefited greatly from our relationship with regional and state tourism associations, who provide us with training and marketing opportunities, exposure to visiting journalists, familiarisation tours, and with assistance in organising and promoting events” Robyn Fitzpatrick, Pettavell Winery, Waurn Ponds
More indepth ways of getting involved may include any of a number of sector accreditation schemes, many of which are embraced under the Tourism Accreditation Board of Victoria. These schemes are driven not so much by consumer recognition of the accreditation itself, but by their ability to help operators examine their business practices and identify paths to improvement. Read here how one operator has significantly improved his small business through tourism accreditation.
Case Study: Flytrek (135kb)
Entry into regional and state tourism awards may not necessarily lead to wide recognition, but many operators find that the entry process and the seminars that are run for entrants are just as important as winning the award itself, because it encourages self-examination and facilitates business improvement. You could initially consider entering your regional awards to gain confidence, before aiming higher. Other business awards offer similar benefits. Read here about a tourism operator who uses his annual entry to the Victorian Tourism Awards as the basis for business planning.
Case Study: Greenhouse Backpackers (126kb)
Above all, be prepared to be a willing and active participant at the local level. Don’t be timid about putting your hand up to help out with projects, trade shows, promotions etc. You will surprise yourself how much you can contribute, and how many extra contacts you will make along the way.
Click on the following to read how some tourism businesses involve themselves in the wider industry.
Case studies:
Australian Jewish Museum (396 kb)
Beacon Resort, Queenscliff (110kb)
Boyntons (318 kb)