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Tourist Information Centers as a vital component forproviding quality visitors services. The Cases of &
Manchester, UK , Cape Town, SA & Athens,GR
Manolis Psarros
Destination Development & Marketing Consultant
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Definition of TIC
A tourist information center, is
a physical location thatprovides tourist information tothe visitors who tour the place
or area locally.
A tourist information center, is
a physical location thatprovides tourist information tothe visitors who tour the place
or area locally.
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TIC is a vital part of the visitors
experience
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a major component of the
Tourist Information Network
TouristInformation
Network
Volunteers
TouristSignage
E-kiosksWeb/DMS
Tourist
Information
Points
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& plays a crucial role in the
Destination Management Process
T Virt s ir l f
sti ti t
Stage 1:Promotion
Information distributionBrochure distribution - Press
coverage - Advertisement
campaigns - Branding
Stage 2:Marketing
Guide distribution - CRM and
direct marketing - Holiday
planning - Response topromotion - Joint marketing
Stage 5:Analysis
Surveys Analysis
Planning Preparation
Stage 4: Experience
o rist Information
Interpretation - Sale of G ide
Books - G ided o rs - Signage
Stage 3:F lfilment
Reservations
Bookings - Tickets
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however, a TIC should not stand alone. Itshould be part of a visitor information plan
and able to reflect the aims & objectives
of the destinations visitors servicesstrategy.
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Visitor Information Plan
Northern
Ireland VisitorInformation
Plan
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Visitor Information Strategic Initiatives
Northern
IrelandV
isitorInformation
StrategicInitiatives
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Objectives
1. Provide quality information to visitors& Identify additional ways to distribute
information in order to reach wider audiences.
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Objectives
2. Ensure a sustained approachto offering personal contactservices.
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Objectives
3. Make bookings for visitors (e.g.accommodation for leisure visitorsand conference delegates, travel,
attraction and event tickets).
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Objectives
4. Build strong relationships with local tourismbusinesses by supporting and encouraging thequality and breadth of the visitor offer in the City.
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Type of information provision Example
City Centre/Hub TIC Large Scale Visitor Centre dealing withnational enquiries as well as those about
the capital Being the main TIC in agiven area.
Gateway TICAirport , Train & Bus Central Stations -
welcoming visitors at a point of arrival.
Satellite TIC Shopping Centre a smaller officebacked up by a main (hub) office.
Integrated TIC- co-located (i.e. alongside or insideanother 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 greetersand/or
2. Web-enabled information through
mobile phones.
Main Types of TICs
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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
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Options for PPPs
Options for Public-Private Partnerships include:
Launch a TIC inside an another store - sharing the space and if possiblethe 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
ProvideOfficial 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.
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Membership Program
Benefits to members might include:
Dedicated page on destinations 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 ownmarketing
Free priority racking in the VIC
The opportunity to receive leisure and conference delegate bookings
Frequent updates about tactical marketing campaigns and specialoffer bank
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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 whichare natural communicators)
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Tourist Information Network: The
Case Of AthensCity Centre/Integrated TIC
within Book, Music &
Technology Megastore
Airport/Gateway TIC
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Further NetworkExpansion with oneCentral HUB TIC +Signage System
Tourist Information Network: The
Case Of Athens
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Provide QualityInformation , City Maps &Visitors Guides
Tourist Information Network: The
Case Of Athens
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Athens TV Screen +
Touch ScreenConnected to
BreathtakingAthens.com
Tourist Information Network: The
Case Of Athens
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Merchandising Official
City of Athens Products -
Quality Tourist Gifts &Souvenirs
Tourist Information Network: The
Case Of Athens
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Tourist Information Network: The
Case Of ManchesterSpatial Accessibility Analysis
&Observation Studies forfinding the Optimum
Locations
Analyzing Proximity from
Key Attractors & TransportHubs
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Tourist Information Network: The
Case Of Manchester
Analyzing Pedestrian Flows
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Tourist Information Network: The
Case Of Manchester
Detailed Site Assessments
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Tourist Information Network: The
Case Of Manchester
Identification of PotentialSatellite Information
Providers
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Tourist Information Network: The
Case Of Manchester
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Tourist Information Network: The
Case Of Cape Town
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Tourist Information Network: The
Case Of Cape TownThe Central VIC was re esigne to:
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Tourist Information Network: The
Case Of Cape TownThe Central VIC was re esigne to:
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Tourist Information Network: The
Case Of Cape Town
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Tourist Information Network: The
Case Of Cape Town
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Thank You