THE Visitor Information Centre (VIC) in Proserpine closed at the start of the new financial year, with Tourism Whitsundays citing declining visitor numbers since the pandemic.
The decision follows a review that began at the start of the financial year, including how best to deliver visitor services in a way that reflects changing traveller behaviour and increasing digital engagement, the region’s lead marketing agency said.
The Proserpine VIC recorded a peak of just under 6,000 visitors during FY22/23, compared to just 3,900 so far this year – a drop of over 20 per cent.
While the closure marks the end of one chapter, Tourism Whitsundays is optimistic about the future and will continue to attend trade and roadshows outside the region, strengthen its volunteer cruise ambassador program, and work closely with Bowen Tourism and Business to ensure exceptional experiences for all visitors.
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 expected to increase traffic to their site and reinforce their position as the central hub for in-person visitor information across the region, a spokesperson said.
Tourism Whitsundays will also explore innovative, flexible ways to deliver visitor services throughout FY25/26, in partnership with Whitsunday Regional Council.
With more than 93 cruise ships expected in the coming season, Tourism Whitsundays remains committed to showcasing the region to the growing number of domestic and international visitors.
Tourism Whitsundays CEO Tim Booth said the decision was not made lightly.
“While the decision to close our Visitor Information Centre wasn’t taken lightly, it reflects the need to evolve how we support and engage with visitors,” he said.
“As travel habits continue to shift, it’s essential we adapt to ensure our region remains competitive and welcoming.
“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.”
Tourism Whitsundays extends sincere thanks to Whitsunday Regional Council and its partners for their ongoing support and to the incredible volunteers who continue to play a vital role in welcoming visitors to the region.
