PRIME Mentoring Program for Melbourne’s West

Opportunity for Tourism Businesses of Melbourne’s West

Western Melbourne Tourism (WMT) is working in partnership with the Victorian Tourism Industry Council (VTIC) in a new business support initiative for our region – the PRIME Mentoring Program.

As a step towards recovery the program offers $5,000 worth of one-on-one business mentoring and upskilling support for your business.

There are ten places available for qualifying businesses in the visitor economy across Melbourne’s west.

The program has been made possible through funding provided by the Victorian State Government and will be delivered by DTM Tourism. Based on ‘PRIME’ principles the program will deliver upskilling in the following areas:

  Product operations for practicality, efficiency and profit
  Relevance to target audiences, market demand and readiness
    Innovation to stand out from the crowd, find a gap in the market
  Marketability to be authentic to the region and their own brand
   Engagement with partnerships and distribution


In these challenging and disruptive times, the bespoke program aims to support your business through the pandemic and will help guide businesses to develop refreshed visitor experiences, aligned to Melbourne’s west’s tourism strategy.

Further benefits will include:

  • Business Health Check
  • One-on-one mentor support
  • Tailored learning modules
  • Take home resources

The real value from the program will be derived from how you can make the most of this opportunity. The program also offers you the local network support of the other participating businesses from the region.


Applications close 8 August 2021
Successful applicants notified 11 August 2021
Group session 1 16 August 2021 (time to be confirmed)
Group session 2 December 2021 (date and time to be confirmed)
One-on-one mentoring August to December 2021


For successful applicants, the Mentoring Program itself is free (valued at $5,000).
There is an up-front cost for the VTIC Quality Tourism Accreditation, achieved through participation in the PRIME program (costs start from $300, depending on no. of employees). Note that businesses who have already achieved this accreditation are not subject to these fees. View more details about Accreditation fees here.





  • Read more about the PRIME Mentoring Program here.
  • Read more about DTM Tourism here.
  • Read more about the Quality Tourism Framework Accreditation here.

“Bernard (DTM Tourism) helped us have some tough discussions and make the right decisions. We are now well on our way to having a business that we can step away from physically and into the roles of Managers rather than unpaid labourers.  Sometimes the advice you need has to come from outsiders, otherwise you don’t listen.” – 2020 program participant.

This project is part of a wider industry development program that has been funded and supported by the Victorian Government to help in the recovery of the tourism industry.

We really hope the program is of benefit and you can take advantage of this offer. We look forward to working with you as a further step in strengthening the recovery of our industry.

Richard Ponsford
Executive Officer, Western Melbourne Tourism

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