Tourism Whitsundays has confirmed that its accredited Visitor Information Centre in Proserpine will close at the beginning of the new financial year. The decision comes after a comprehensive review of visitor servicing strategies in response to evolving traveller habits and an increasingly digital tourism landscape.
In the 2022/23 financial year, the Proserpine Visitor Information Centre welcomed just under 6,000 visitors. However, visitation has declined by more than 20% this year, with only 3,900 people stopping by to date.
While the closure represents a shift in approach, Tourism Whitsundays is focused on new opportunities to connect with travellers.
A Tourism Whitsundays statement said that the organisation will continue to have a strong presence at key trade and consumer events, expand its successful volunteer cruise ambassador program, and work in close collaboration with Bowen Tourism and Business to maintain high-quality visitor experiences.
Visitors to the region will still have access to accredited in-person support, with Bowen’s Visitor Information Centre, at The Big Mango, playing a significant role.
This move is anticipated to boost traffic to Bowen and further establish it as the main hub for face-to-face visitor information services in the region.
Tim Booth, CEO, Tourism Whitsundays said the decision to close the Visitor Information Centre was not taken lightly, but it reflects the need to evolve how Tourism Whitsundays support and engage with visitors.
“As travel habits continue to shift, it’s essential we adapt to ensure our region remains competitive and welcoming,” said CEO Tim Booth.
“We’re excited to strengthen our partnership with Bowen Tourism and Business, and together our focus remains on delivering exceptional visitor experiences and exploring new, innovative ways to connect with visitors across all touchpoints."
The Visitor Information Centre in Proserpine
Dea Huvonen from Tourism Whitsundays was the friendly face who welcomed travellers at the Visitor Information Centre
Photos supplied
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