PRIME© for Visitor Centres
Empowering Visitor Centres to Lead, Influence and Grow Their Destination
The PRIME© Mentoring Program by DTM Tourism has been specifically adapted for Visitor Centres and Destination Information Services seeking to strengthen their strategic relevance, increase economic impact and lead their region’s visitor economy with confidence.
Who It’s For
The PRIME Mentoring Program is ideal for:
Accredited Visitor Centres
Local Government Visitor Services teams
Regional Tourism Organisations managing VIC networks
Volunteer-led Visitor Centres
Emerging destination information hubs
Councils reviewing their Visitor Centre model
Whether you’re looking to refine your foundations or accelerate growth, the tailored, one-on-one approach to PRIME© mentoring is designed to meet you where you are.
What Makes PRIME© Different?
Visitor Economy Expertise – Designed by destination marketing and strategy specialists
Commercially Focused – Balances community service with financial sustainability
Customised Mentoring – Tailored to your Centre’s governance model and regional context
Action-Oriented Framework – Clear priorities, measurable outcomes
Destination-Wide Perspective – Positions your Centre as a strategic driver, not just a service outlet
Program Outcomes
By completing PRIME©, Visitor Centres will gain:
A clearly defined strategic purpose and service model
Stronger operator engagement and partnerships
Improved revenue and retail performance
A modernised digital and marketing approach
Enhanced visitor experience design
A practical 90-day implementation roadmap
Greater confidence in demonstrating economic value to stakeholders
PRIME cohorts are limited to maintain quality and confidentiality. Book a confidential conversation to explore suitability.