In a shakeup for visitor services in Victor Harbor, the council-run Visitor Information Centre (VIC) and SA Whale Centre will merge to operate from the one building in early 2021.

The VIC, currently located at 1 Esplanade, Victor Harbor, will move to the SA Whale Centre site - the Railway Goods Shed - following an upgrade at the site. 

The consolidation is expected to save the council up to $150,000 per annum. This will be spent on developing online tourism platforms and recruiting a digital marketing officer to drive a new destination marketing strategy for Victor Harbor.

According to the council, around 1.2 million visitors come to Victor Harbor each year, injecting $153 million into the local economy. The VIC and SA Whale Centre each currently service around 5 per cent of these visitors. The council says while face-to-face visitor information services will remain an important offering, visitors’ needs are changing, with the vast majority of tourists now using digital platforms for tourism information.

“There is significant research that shows a clear shift in consumer behaviour with visitors increasingly using online and digital technology to inform travel choices, plan trips and source information while at their destination,” says City of Victor Harbor Mayor Moira Jenkins.

“We want to play a greater role in influencing people to travel to Victor Harbor through this work.”

“The council knows it has work to do in this space and this has been a key motivation in our decision to change how we deliver visitor services.

“Our volunteers at the VIC and SA Whale Centre will remain an important part of the visitor experience and we will be working closely with them during this transition.

“We are working towards transitioning the VIC into the SA Whale Centre building early next year, while continuing to support our visitors during our busy summer holiday period.” 

Council’s lease of the VIC premises provides an exit clause, requiring council to give two years’ notice of its intention to terminate the lease. 

This formal notice has been provided to the landlord. 

“The council understands the importance of activating the foreshore space and we are currently exploring opportunities to sub-lease the site,” says Mayor Jenkins. 

“Right now our focus is on preparing for the transition, working with our staff and volunteers to prepare the SA Whale Centre, and notifying tourism businesses and our corporate partners of the changes.”