Part 2: Changing the language

Welcome back to part two of our five-part framework. At the end of this, you’re going to have all these strategies you can apply to your own VIC to stay relevant and progressive. This framework can be used across the board, for the tourism industry in its entirety.

Let’s chat about language.

As mentioned last week that information, in the traditional sense alone, won’t be enough to drive people into your centre. It needs to be conveyed in a meaningful way.

Speak their language.

The communications you use to connect with your visitors are critical. Changing the language, both internally and externally within your centre, will be your vehicle to shift perceptions and mindsets.

As the type of visitor is changing, it’s important the language utilised on signage and in verbal communication reflects these changes. Avoid the term souvenir, as it it’s somewhat antiquated and outdated.

Souvenir can imply cheap, throw away and usually imported goods. Often these are inexpensive items you buy for other people, rather than an investment in something unique for yourself.

All verbal and written communication needs to create a certain perception and emotion within the mind of the visitor. This means using words such as unique, gifts, and experiences need to be utilised to a greater degree.


Rethink your name.

Don’t be afraid to change the VIC’s name, in order to evolve and remain timely.

Consider the following as we move into 2017:

  • Visitor Discovery Hub
  • Regional Exploration Hub
  • Regional Discovery Centre.

It’s important that you see tourists as guests. Ask yourself these two questions:

  1. What do you do to make your customer feel like a guest within the VIC space?
  2. Treat the visitor like a guest in your own home. What would you do different and what would you need to do more of?

When you think of people as guests and not tourists you will create a more intimate, caring and personal environment in which to interact. Guests require a greater level of attention and focus. Tourist is a somewhat generic and impersonal term.

VIC’s will need to start becoming more creative with its language, in order to evolve the perception of its offerings to guests of the future. Over the next few years, you’ll see an evolution of the language used within the VIC’s and a re-framing of how tourists are seen and serviced. Embrace this and get on board early!

Stay comfortable on your seats, ready for next week. We’re talking about advocating for your own region, by discovering your own backyard. It’s going to be a fun session. 

At Kiikstart, we’re dedicated to helping people have more choice, influence and control about how they live, work and learn. If you’d like to hear more about what we do, contact us today on 0428 593 400 or

Part three is on its way!