Key Insights and Takeaways
The VTIC Tourism Summit held in Shepparton was a gathering of industry leaders, tourism operators, and visitor servicing professionals, offering a platform for learning, networking, and sharing insights. Delegates were immersed in two days of inspiration, exploring how the tourism sector is evolving and the innovations that are shaping its future. The event provided a valuable opportunity for attendees to dive deep into emerging trends, successful case studies, and practical strategies for growing Victoria’s tourism.
A central theme at this year’s summit was the growing influence of the Visiting Friends and Relatives (VFR) market, which remains one of the most resilient inbound segments. Notably, the Indian market is experiencing strong growth, with travellers in this segment staying longer, spending more, and preferring authentic experiences. These visitors often rely on word-of-mouth recommendations and platforms like WhatsApp, making culturally tailored services, multilingual information, and flexible operating hours especially important. Experts suggested that targeted events, such as Diwali or local film festivals, along with partnerships with multicultural agencies, could further boost engagement and repeat visitation.
Another standout topic was the role of immersive tourism experiences in driving destination choice. Today’s visitors are seeking out authentic, engaging, and personalised activities. This shift is influencing the way they choose where to visit, often before booking accommodation or flights. Operators are encouraged to create experiences that resonate with both visitors and locals, cultivating a deeper sense of place and community pride. One key statistic revealed that one in three experiences are now booked on the same day, highlighting the importance of flexibility and readiness for operators.
The summit also explored seasonality strategies, with Tasmania’s successful winter tourism campaign serving as a prime example of how collaborative marketing efforts can shift traditionally quieter months into lucrative opportunities. Tasmania’s approach to spreading visitation throughout the year through authentic seasonal experiences provided valuable insights for other regions looking to boost off-peak demand.
The use of Artificial Intelligence (AI) was a major talking point, with discussions focused on how AI can enhance marketing, streamline operations, and improve customer engagement. AI was described as a creativity enabler, helping businesses deliver targeted messages more efficiently. However, delegates were reminded of the risks of AI, including misinformation (“hallucinations”), and encouraged to use it responsibly, with a strong emphasis on clear, specific prompts and understanding the challenges at hand. Custom AI tools for itinerary building, branding, and visitor servicing were also highlighted as emerging opportunities for tourism businesses.
In addition to the informative sessions, delegates explored local attractions such as Kaiela Arts, a vibrant hub for First Nations creativity on Yorta Yorta Country, and the Museum of Vehicle Evolution, showcasing a fascinating collection of heritage vehicles, memorabilia, and fashion from various eras. These explorations gave delegates a deeper connection to the region’s culture and offerings. The summit culminated in the Top Tourism Town Gala Dinner, where the tourism industry celebrated its achievements. Although Flinders (representing the Mornington Peninsula) didn’t place this year, the nomination and submission process proved to be a valuable exercise in destination storytelling and brand positioning.
Overall, the summit underscored the importance of collaboration, creativity, and adaptability in driving Victoria’s tourism sector forward. With a strong blend of innovative technology, targeted market engagement, and unforgettable visitor experiences, the future of Victoria’s tourism looks bright.
