Tourist Information Centers as a vital component for providing

quality visitors services. The Cases of & Manchester, UK , Cape

Town, SA & Athens,GR

Manolis Psarros
Destination Development & Marketing Consultant
 Definition of TIC

‘’A tourist information center, is a

physical location that provides tourist
information to the visitors who tour
the place or area locally’’.
TIC is a vital part of the visitors
experience
a major component of the
Tourist Information Network
Volunteers

Tourist
Tourist
Information
Signage
Points
Tourist
Information
Network

Web/DMS E-kiosks
& plays a crucial role in the
Destination Management Process
Stage 2: Marketing
• Guide distribution - CRM and
Stage 1: Promotion direct marketing - Holiday
• Information distribution – planning - Response to
Brochure distribution - Press promotion - Joint marketing
coverage - Advertisement
campaigns - Branding Stage 3: Fulfilment
• Reservations – Bookings
The Virtuous Circle of
The Virtuous Circle of - Tickets
Destination Management
Destination Management
Stage 4: Experience
Stage 5: Analysis • Tourist Information –
• Surveys – Analysis –
Interpretation - Sale of Guide
Planning – Preparation
Books - Guided Tours - Signage
however, a TIC should not stand alone. It should be
part of a visitor information plan and able to reflect
the aims & objectives of the destination’s visitors
services strategy.
Visitor Information Plan

Northern Ireland
Visitor
Information Plan
Visitor Information Strategic Initiatives

Northern Ireland
Visitor
Information
Strategic
Initiatives
 Objectives

1. Provide quality information to visitors &

Identify additional ways to distribute
information in order to reach wider audiences.
 Objectives
2. Ensure a sustained approach to
offering “personal contact services”.
 Objectives
3. Make bookings for visitors (e.g.
accommodation for leisure visitors and
conference delegates, travel, attraction and
event tickets).
 Objectives
4. Build strong relationships with local tourism businesses
by supporting and encouraging the quality and breadth of the
visitor offer in the City.
 Main Types of TICs
Type of information provision Example
City Centre/Hub TIC Large Scale Visitor Centre – dealing with national
enquiries as well as those about the capital –
Being the main TIC in a given area.
Gateway TIC Airport , Train & Bus Central Stations -
welcoming visitors at a point of arrival.
Satellite TIC Shopping Centre– a smaller office backed up by a
main (hub) office.
Integrated TIC TIC inside a another store - sharing the space and
in some cases the staff
- co-located (i.e. alongside or inside another
service, retail outlet or attraction)
- merged (i.e. shared staff, resources,
information counter)

Mobile TIC 1. On the street “meeters and greeters” and/or

2. Web-enabled information through mobile
phones.
 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

 Range of Services/Operations
• Contact Centre (focus on telephone, e-mail enquiries and income generation,
particularly in converting and making accommodation bookings)

• Literature Distribution – printed materials (localy, nationally and internationally.

Locally it is vital that local businesses and language schools are adequately stocked
with the free Visitor Map and guide. Bulk distribution should be made to tour
operators, group organisers, conference organisers, Other TICs throughout the country
and others that bring large numbers of visitors to the city.

• Data Management (Data management involves inputting, updating and refreshing

product data (e.g. on attractions, events, retail, dining and accommodation), and
making sure it is published in the right places as well as capturing and inputting
customer data.
 Options for PPPs
Options for Public-Private Partnerships include:

• Launch a TIC inside an another store - sharing the space and if possible the 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

• Provide Official 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.
 Membership Program
Benefits to members might include:

• Dedicated page on destination’s 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 own marketing
• Free priority racking in the VIC
• The opportunity to receive leisure and conference delegate bookings
• Frequent updates about tactical marketing campaigns and special offer bank
 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 which are natural
communicators)
Tourist Information Network: The Case
Of Athens
City Centre/Integrated TIC
within Book, Music &
Technology Megastore

Airport/Gateway TIC
Tourist Information Network: The Case
Of Athens

Further Network Expansion

with one Central HUB TIC +
Signage System
Tourist Information Network: The Case
Of Athens

Provide Quality Information ,

City Maps & Visitors Guides
Tourist Information Network: The Case
Of Athens

Athens TV Screen + Touch

Screen Connected to

BreathtakingAthens.com
Tourist Information Network: The Case
Of Athens

Merchandising – Official City

of Athens Products - Quality
Tourist Gifts & Souvenirs
Tourist Information Network: The Case
Of Manchester

Spatial Accessibility Analysis &

Observation Studies for finding
the Optimum Locations

Analyzing Proximity from Key

Attractors & Transport Hubs
Tourist Information Network: The Case
Of Manchester

Analyzing Pedestrian Flows

Tourist Information Network: The Case
Of Manchester

Detailed Site Assessments

Tourist Information Network: The Case
Of Manchester

Identification of Potential
Satellite Information Providers
Tourist Information Network: The Case
Of Manchester
Tourist Information Network: The Case
Of Cape Town
 Tourist Information Network: The Case
Of Cape Town
The Central VIC was redesigned to:
 Tourist Information Network: The Case
Of Cape Town
The Central VIC was redesigned to:
Tourist Information Network: The Case
Of Cape Town
Tourist Information Network: The Case
Of Cape Town
Thank You