As technology continues to advance, with digital maps and online bookings becoming the norm, fewer travelers are visiting visitor information centers to collect brochures. However, despite the closures of some centers, many holidaymakers still recognize the unique value these services provide, which cannot be replicated by social media or the internet.

Alex Murrie and his partner have been on a five-month journey across Australia in their van, affectionately named The Loaf. Murrie recalls advice from seasoned travelers, urging them to visit local information centers to discover the attractions of each town they encounter. “The first thing we do is look for the yellow ‘i’ sign in the towns we visit,” Murrie said. He appreciates the insights gained from local staff who can suggest lesser-known spots that may not be highlighted online.

In a digital era filled with overwhelming amounts of information, Murrie finds the input from visitor centers refreshing. “It’s easy to get lost in the sheer volume of online content,” he noted, expressing a desire to avoid the crowded destinations often showcased on social media.

However, as they travel northward from Townsville in North Queensland, they will pass by the recently shuttered visitor information center in Tully. Patrick Bluett, the executive officer of Cassowary Coast Tourism, announced that the center would cease operations as of August. He noted that only 6 percent of visitors utilized the center, and foot traffic had been declining for over a decade, worsened by the pandemic. A different visitor center remains operational in nearby Mission Beach.

Bluett explained that maintaining the Tully center, even with volunteer assistance, incurred annual costs of approximately $240,000 for insurance and upkeep. “Without support from local government, these centers are not financially sustainable,” he stated, emphasizing that he did not anticipate a negative impact on tourism in the area.

Further south, the Eurobodalla Shire Council made a similar decision to close the Batemans Bay Visitor Information Centre in 2021. A review indicated that fewer than 10 percent of travelers utilized the facility. Although tourism is a significant industry in the region, two-thirds of the council’s tourism investment was catering to just 5 percent of visitors. Mathew Hatcher, who previously advocated for the center’s retention, is now the mayor and acknowledges that shutting it down was a wise choice. He reported that the funds saved have been redirected towards enhanced advertising and more events aimed at attracting tourists during quieter periods.

Wayne Clift, who oversees the accredited visitor information center network in Queensland, remarked on the challenges of assessing the impact these centers have on tourism spending. He believes that while it might seem that visitor information centers are less relevant, they play a crucial role in influencing tourist behavior. A recent study by Painted Dog Research for Tourism WA revealed that visitors who engaged with information centers in regional Western Australia spent an additional $150 during their stay, contributing to a total of $261 million in tourism spending in the region for 2023.

Despite around 15 centers closing in Queensland in the last decade, initiatives are underway in places like Dalby, located 200 kilometers west of Brisbane, to establish a new visitor information center combined with a cultural space. Clift is optimistic about the future of these centers if they adapt to the digital landscape through social media engagement and innovative online solutions. He emphasized that visitor centers offer unique insights and experiences that cannot be found online, ultimately encouraging tourists to extend their stays and increase their spending. “In a visitor information center, you can discover hidden gems—things that might not be on the internet,” he said. “There are those who believe that in a decade, these centers will be obsolete, but such predictions have been made for years.”