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:

1. A clearly defined strategic purpose and service model 

2. Stronger operator engagement and partnerships

3. Improved revenue and retail performance

4. A modernised digital and marketing approach

5. Enhanced visitor experience design

6. A practical 90-day implementation roadmap

7. Greater confidence in demonstrating economic value to stakeholders

PRIME cohorts are limited to maintain quality and confidentiality.  Book a confidential conversation to explore suitability.