Prime© Tourism Mentoring Program

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business coaching for tourism operators, visitor centres and tourism officers

The PRIME Tourism Mentoring Program is a tailored approach to tourism capability building which aims to guide businesses to develop compelling visitor experiences, aligned to their region’s destination management strategy.  Participants work through a program of learning modules with one-on-one, personal support from their mentor, to enhance tourism operations, trade distribution and general marketing skills to contribute to a sustainable visitor economy.

Who the PRIME© Program Supports

 The program provides strong foundations to encourage entrepreneurship and destination growth through new distribution partnerships in the wider tourism sector. Our clients include:

  • Individual tourism operators all over Australia

  • Visitor Centres

  • Local and Regional Tourism Organisations supporting a cluster of businesses in their regions

  • State Tourism Organisations and Industry Councils aiming to support capability building

  • Local Government Authorities

about the program

Practical, Revenue-Focused, Industry-Led Capability Building

In today’s competitive visitor economy, great products alone are not enough. Operators need clear positioning, strong digital visibility, compelling storytelling and sustainable business foundations. PRIME© delivers exactly that — practical mentoring tailored to the realities of tourism destinations and their stakeholders.

Developed by DTM Tourism, PRIME© is a collection of structured mentoring and capability-building programs, tailored with one-on-one education sessions and bespoke learning modules, designed for:

  • Tourism Operators to upskill operational capability and marketing distribution to connect to the wider tourism industry,

  • Visitor Centres to explore new revenue streams through bookable product design and leisure packages, and

  • Local Government Tourism Officers to understand the tourism industry and how to support tourism businesses in their Local Government Area to contribute effectively to growing the visitor economy

PRIME© Stands For

P – Product Development & Operations Clarify your unique selling proposition, refine your visitor experience and maximise booking systems to manage operations.

R – Revenue & Yield Growth Align your pricing strategy with market demand including upselling techniques to maximise return per visitor.

I – Industry & Innovation Alignment Align your business with destination strategies, funding pathways, trade-ready standards and emerging tourism trends.

M – Marketing & Digital Performance Strengthen your online presence with search optimisation, content strategy, social media clarity and reputation management to increase reviews, repeat visitation and referrals.

E – Engage With Trade Distribution Improve pricing strategy, packaging, distribution channels to fully integrate your business with the global Tourism Trade.

Why PRIME© Matters Now

The tourism landscape is evolving. Distribution channels are shifting and visitor expectations are rising.  Tourism Operators who adapt strategically will thrive.  The PRIME© Mentoring Program gives tourism businesses clarity, confidence and a commercially sound roadmap for sustainable tourism growth.

Visitor Centres today are far more than information providers. They are experience hubs, local advocates, booking agents and tour providers, event owners and promoters and critical connectors between operators, local government and visitors. PRIME© provides the strategic clarity and practical tools to help Visitor Centres evolve to achieve financial sustainability and deliver measurable results.

Local Government Tourism Officers are operating in a more complex environment than ever before. Visitor expectations are rising and funding scrutiny is intensifying. Councils are demanding measurable economic impact. Digital disruption is accelerating and destinations are competing harder for market share. Tourism Officers are no longer just marketers — they are strategists, stakeholder managers, economic advocates and community connectors. The PRIME© Mentoring Program provides structured, tourism-specific guidance to help officers confidently navigate strategic tourism plans and understand the actions needed to implement them.

What Makes PRIME© Different?

  • Tourism-Specific Expertise – Designed by destination marketing and visitor economy specialists

  • Practical, Not Theoretical – Action plans you can implement immediately

  • Tailored Mentoring – One-on-one guidance specific to your business model

  • Revenue-Focused Outcomes – Built around measurable growth

  • Destination-Aligned Strategy – Strengthens your role within your region’s visitor economy

program benefits

business health check

We start with a thorough business audit to determine gaps in operations. The results of this process and an on-site visit to each business, helps to guide our mentors to design a bespoke learning program, ensuring outcomes are achieved in the areas of most need.

one-on-one mentor support

We assign a mentor to each business who is skilled across a broad range of tourism operations, product development and marketing. Each business works with a mentor in a one-on-one capacity through the program, delivering personalised support and efficiency in understanding individual needs.

tailored learning modules

PRIME © is a structured program of learning modules designed to take a mentee business through a learning pathway from start-up to international tourism distribution partnerships. Mentees can join the program at any point in their development journey.

take home resources

We have developed simple and effective training resources to support each stage of learning. Mentees retain use of the resources to refer to at all times during the life of their tourism business, ensuring sustainability in learning outcomes.

Frequently Asked Questions

  • Yes! PRIME© is tailored to tourism operators at any stage of their business lifecycle, whether they are just starting out or have been in business for years and are looking to improve efficiency, profitability or enter new markets.

  • We aim to meet with mentees each fortnight to work through questions and set tasks tailored to your business. The time taken to complete a task will vary but most operators benefit from 2-3 hours per fortnight to work on their businesses.

  • We focus on revenue generation for Visitor Centres to ensure long-term sustainability. Tailored assistance could include tour development, event management, packaging for profit or funding assistance. Think of your most pressing need and we will have the solution.

  • For local governments and destination marketing organisations, upskilling a cluster of tourism businesses has significant benefits in building tourism community, encouraging operators to collaborate and learn from each other.

  • We offer flexible pricing based on business type and scale, tailored to desired outcomes. We offer a rate for individual businesses and a scaled rate for clusters of business who join the program together in a region. After an initial conversation, we’ll provide a transparent quote with no hidden costs.

  • Collaborative, honest, and straightforward. We're here to guide the process, bring ideas to the table, and keep things moving. We combine a thoughtful, human-centered approach with clear communication and reliable results. It’s our 30+ years of experience as tourism business owners that sets us apart. We have skin in the game!

Success stories

In partnership with the Victorian Tourism Industry Council, we worked with over 80 businesses across Melbourne to achieve their tourism business goals. Hear from one of our PRIME graduates, Waterside Metal Art Studio, on their experience with our mentoring programme.

 

“The PRIME Mentoring Programme has provided a great solution to deliver tailored mentoring for a cluster of tourism businesses in Esperance as we focus more on fostering operator capability building and destination development outcomes.”

- Marcus Falconer, AUSTRALIA'S GOLDEN OUTBACK