Exploring the Case: Visitor Information Centres and Millennial Travellers: Remaining Relevant in a Digital Era

Abstract

Introduction Visitor usage of visitor information centres (VICs) has significantly declined during the past decade due to the increasing use and popularity of online information sources. The immediacy and accessibility of online information has resulted in tourists relying primarily on this source of information both prior to and during the travel experience. This is an issue due to the many benefits that VICs provide to business suppliers, local communities and tourists. This case study reveals the perceptions that the digital generation ‘millennials’ have of VICs, in terms of the relevance of such facilities in their digital world. The case follows with recommendations that can help enhance the appeal and relevance of VICs to this important consumer cohort and assist VICs to continue delivering the many benefits such centres offer to both tourists and the tourism community.