Supporting tourism recovery
Through 2022 and 2023 Western Melbourne Tourism has worked in close partnership with the Victoria Tourism Industry Council (VTIC) to deliver the PRIME Mentoring Program.
The program was established to support tourism businesses/ venues recover from the impacts of the pandemic. The program has been made possible through funding provided by the Victorian State Government and was delivered by business consultants, DTM Tourism.
Each business/ venue participating received a package of one:one business strategy mentoring and upskilling support based on ‘PRIME’ principles:
| P | Product operations for practicality, efficiency and profit |
| R | Relevance to target audiences, market demand drivers, competitiveness and readiness |
| I | Innovation to stand out from the crowd, find a gap in the market |
| M | Marketability to be authentic to the region and their own brand |
| E | Engagement with partnerships and distribution |
The program provides a foundation for participants to achieve business accreditation under the Quality Tourism Framework (QTF)
Seventeen (17) businesses/ venues located in Melbourne’s west have participated in the program:
College Road Cottages, Werribee (Wyndham CC)
Tabcorp Park (Melton CC)
Waterside Metal Art Studio (Maribyrnong CC)
Eynesbury Quarter Hospitality (Melton CC)
Seaworks Williamstown (HBCC) – two phases
Overnewton Castle (Brimbank CC) – two phases
Melbourne Runabout Speed Boat Club (Melton CC)
Buses For Hire Melbourne (Melton CC)
iFLY Melbourne (MVCC/Essendon Fields)
Melbourne Seaplanes (HBCC)
Australian Bus Charters & Tailormade Touring (HBCC)
Bursaria Fine Foods / Refectory at Werribee Park (Wyndham CC)
Foodie Trails (Maribyrnong CC)
Footscray Community Arts (Maribyrnong CC)
Incinerator Gallery (MVCC)
Quest Werribee (Wyndham CC) – two phases
Wyndham Harbour (WyndhamCC)
Here are some of our business stories from the program:
Delivered by:
In Partnership with:
