The City of Ballarat is seeking tender submissions from consultants to develop a Traveller Experience Plan (TEP) for Ballarat.
The new plan will take an innovative approach to the visitor economy, providing a pathway for resilience, differentiation and making it the first of its kind in Australia.
What is the Traveller Experience Plan (TEP)?
The Plan will mark a new approach to attracting visitors to Ballarat – one that focuses on curating experiences that are authentic, connecting, memorable and worth sharing with visitors. The TEP will provide recommendations for both product and industry development, and marketing/branding initiatives.
The TEP will be based on strong industry engagement and detailed research.
Why do we need this Traveller Experience Plan (TEP)?
Across the globe, visitor expectations are changing, with more of a demand for unique local experiences and environmental considerations. As a City, we need to ensure Ballarat is ahead of the trends in delivering experiences that people want to talk about, share and return to over and over again.
The City of Ballarat and industry has invested heavily in the visitor economy over many years. In that time the number of visitors and their spend in our community has not increased to the level expected especially when compared to regional state averages.
The City of Ballarat and industry require a united vision to drive collective action and investment. A plan that will identify key markets, fill gaps in the product offering, highlight investment opportunities and guide marketing with the ultimate goal of building Ballarat as a destination with sustainable appeal.
The TEP will focus on creating memorable visitor experiences that reflect the unique Ballarat DNA as defined in the Ballarat Prosperity Framework.
What are the objectives of the TEP?
Develop a vision for Ballarat’s visitor economy
Facilitate growth in Ballarat’s visitor economy
Identify strong product experiences for the short, medium and long term that are unique to Ballarat
Encourage industry collaboration and resilience
Be the first of its kind in Australia
The City of Ballarat Director of Development and Planning Angelique Lush says there has never been a more dynamic time to develop Ballarat’s visitor economy than now.
“Ballarat is an iconic city which inspires creativity, demands discovery and rewards the inquisitive.”
“With the tourism sector undergoing great change, we need a new approach to attracting visitors, one that focuses on curating experiences our locals adore. We want travellers to fall in love with our beautiful city over and over again.”
