Prime Mentoring Program (VTIC)

Unlock your potential in Melbourne’s west: the PRIME mentoring program for thriving tourism businesses

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
RRelevance to target audiences, market demand drivers, competitiveness and readiness
IInnovation to stand out from the crowd, find a gap in the market
MMarketability to be authentic to the region and their own brand
EEngagement 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:

DTM Tourism logo

In Partnership with:

Victoria State Government logo
Western Melbourne Tourism Logo saying 'Melbourne's West'
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