The Ararat Visitor Information Centre has officially reopened, now at its new location.
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The centre was located at the Ararat Railway Station before its closure, but it has now been reopened at Ararat Gallery TAMA.
Ararat Rural City Council decided to move the centre at its council meeting in February.
Before the Easter Long Weekend, the council trialled a pop-up visitor concierge service in the Ararat Gallery TAMA's foyer.
Ararat Rural City Council chief executive Dr Tim Harrison said the trial's response had been very promising.
"It was a huge success. Over 50 people came through the Gallery specifically for tourism advice," he said.
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"The majority of visitors (80 per cent) wanted to know what attractions were available in Ararat Rural City.
"The location is great. The banners outside are visible from all directions and drew visitors in from the main street.
"People could easily get personalised information, food and use the facilities with the Forages café being adjacent to Gallery. Many took the opportunity to browse the Ararat Gallery itself. It's a win overall."
The decision to relocate the centre was part of a new Visitor Servicing Model council adopted.
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Dr Tim Harrison said this model would modernise visitor service in the region.
"With the volume of travel blogs, phone apps and reviews online all competing for the tourism dollar, we have to find new ways to directly engage people, getting them to stay here longer," he said.
"This can't be achieved if we continue servicing visitors by simply investing in hubs for the dispersal of promotional pamphlets."
"As this model develops, we want to install interactive community dashboard screens that enable visitors to get real-time updates on available accommodation, food, wine, and visitor experiences upon arrival.
"By partnering with local hospitality, accommodation, tourist attraction and transport operators, there's an opportunity to supply visitors with tailor-made options to make the most of their stay."
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