Meander Valley Gazette

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Tourism Association's new promotion plan

BusinessJoanne EisemannComment

Richard Millen Chair of Great Western Tiers Tourism Association

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NOVEMBER 2015 | Joanne Eisemann

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THE GREAT Western Tiers Visitor Centre in Deloraine assisted almost 47,000 people during the 2014/15 financial year.

An initiative of Meander Valley Council, the Centre has thirty-two volunteers who, along with staff, help visitors find accommodation, book tours, parks passes, fishing licences and bus tickets, along with providing information and maps free of charge.

A multi award winner, the centre’s most recent accolade was winning the Tasmanian Tourism Award for Visitor Information and Services in 2014.

Another organization looking after the interests of tourists and tourist operators in Meander Valley, is the Great Western Tiers Tourism Association. Chaired by Richard Millen, it involves sixty of the estimated one hundred Meander Valley tourism businesses as its members.

Members make up the Great Western Tiers Touring Route and the association works to fulfil the function of Attraction Managers, ensuring smooth functioning and dissemination of information, as well as lobbying Council and Tourism Northern Tasmania in its interests.

“Being part of the association is the only way operators can get access to relevant information from Tourism Northern Tasmania,” says Richard. Tourism is growing in Tasmania, as the state becomes a popular destination with eastern seaboard and international tourists, particularly with the low Australian dollar.

Richard says that tourism in Meander Valley is on an upward trend, in line with the rest of the state, but is looking to increase market share by improving the promotion of its assets.

In an effort to reach tourists who use the Internet to discover the places they would like to visit, the organization is about to launch a new campaign to promote touring in the Meander Valley area.

Themed as ‘A Drive of History and Mystery’, its vision is “for all stakeholders to be working on a collaborative journey to promote the Great Western tiers Touring Route as an attraction within the eclectic, boutique playground we call Northern Tasmania.”

Richard adds, “With some great social media channels already established in Tasmania, it is possible for local operators to leverage by posting photos of our attractions that are truly worth sharing on Instagram sites, like #discovertasmania, #greatwesterntiers and #seeaustralia. Or by liking them on the Facebook page: Great Western Tiers Touring Route.”

He also mentions that many local businesses not directly related to tourism receive ten to fifteen percent of their yearly income from people travelling through.

“In some cases this represents their profit margin, so it’s in everyones interests to promote Meander Valley,” says Richard. Contact the Great Western Tiers Tourism Association by emailing

[udesign_icon_font name="fa fa-camera" color="#000000"] Mike Moores