QUALITY TOURISM ACCREDITATION

Information for Operators

VICTORIAN TOURISM INDUSTRY LTD ABN 85 152 248 541

150 COLLINS ST MELBOURNE

GPO BOX 4352, MELBOURNE VIC 3001

P: 03 8662 5174 F: 03 8662 5449

E: ACCREDITATION@VTIC.COM.AU W: WWW.VTIC.COM.AU/ACCREDITATION

CONTENTS

WHAT IS THE QUALITY TOURISM FRAMEWORK? ............................................................................................ 1

WHAT IS ACCREDITATION? ................................................................................................................................. 1

HISTORY ................................................................................................................................................................ 2

INCENTIVES AND BENEFITS ............................................................................................................................... 3

HOW DOES IT WORK? .......................................................................................................................................... 5

QUALITY TOURISM LEVELS ................................................................................................................................. 6

ACCREDITATION FEES ........................................................................................................................................ 7

ACHIEVING QUALITY TOURISM ACCREDITATION ............................................................................................ 8

THE ACCREDITATION LOGOS ........................................................................................................................... 10

CHANGE OF OWNERSHIP AND SALE OF A BUSINESS .................................................................................. 12

CONFIDENTIALITY WITHIN THE QTF PROCESS .............................................................................................. 12

COMPLIANCE – CANCELLATION OF ACCREDITATION ................................................................................... 12

RIGHT OF APPEAL .............................................................................................................................................. 13

1 October 2019

WHAT IS THE QUALITY TOURISM FRAMEWORK?

The Quality Tourism Framework (QTF) is a national business development program, providing a single online pathway for business development that incorporates online training, quality assurance, product development digital distribution and market development. The QTF integrates multiple previous industry programs, including the Australian Tourism Accreditation Program (ATAP), Star Ratings Australia and the Australian Tourism Awards. The QTF is owned by the Australia Tourism Industry Council (ATIC). ATIC is the national representative body for the state/territory tourism industry councils whose collective, through their members, represents tourism regions, industry associations and businesses throughout Australia. The role of ATIC is to provide leadership and industry representation through a national voice for tourism, and to manage national industry development programs. The Victoria Tourism Industry Council (VTIC) is licensed to manage the QTF in Victoria on behalf of ATIC. VTIC is the peak body for Victoria’s tourism and events industry; and works tirelessly as a respected advocate, supporter of industry, powerful ally and partner to your business. VTIC offers members the latest news and information, connections to other tourism and events professionals, input to our ‘one voice’ policy agenda, accredited training and invaluable business advice to help your business thrive and avoid pitfalls.

WHAT IS ACCREDITATION?

The QTF aims to enhance the image, competitiveness, marketability, profitability and sustainability of tourism in Australia by improving the quality of tourism products and experiences and thereby improving the industry’s ability to maintain its market position on a global level. Quality Tourism accreditation is a means for encouraging the professional development and continuous improvement of the tourism industry. It gives public and consumer recognition to businesses that have met a standard within their business operations and who strive to maintain and improve ethical and professional standards that are set and agreed to by the industry. Achieving these standards is the best way to meet changing consumer demands, signalling to consumers and industry that you are committed to professionalism in both business operation and customer service. Quality Tourism accreditation is adapted from the Australian Tourism Accreditation Program (ATAP), which was developed by industry and establishes the minimum requirements for tourism accreditation programs nationally. A Quality Tourism accreditation application covers the below areas of business development:

Insurances (*It is a mandatory requirement to have a public liability insurance policy with a minimum coverage of $10 million)

Licences, Permits & Compliance requirements Business and Marketing Plan Human Resources Management Customer Service Business Operating Systems Risk Management Environmental, Social & Cultural Responsibility

2 October 2019

The program encourages and supports the development of professional management systems that will lead to reliability, consistency and predictability in the operation of a business which in turn results in improved customer service and satisfaction. Quality Tourism accreditation is available to any business that engages with visitors which includes, but is not limited to, operators in the following categories: accommodation, tours, attractions, restaurants, wineries/cellar doors, festivals/events, or online booking services. Sector specific accreditation is also available:

Camp/Adventure Activity Accreditation o This has been developed with the Australian Camps Association to set industry

standards for camp and/or adventure activity providers. It is recognised by the State of Victoria Department of Education and Training (DET) for residential campsites hosting Government school groups

Visitor Information Centre Accreditation o Only accredited Visitor Information Centres can display the registered ‘i’ trademark

(yellow italic i on a blue background)

o The i-logo trademark is owned by the Victorian State Government, and is managed in Victoria via Quality Tourism accreditation.

HISTORY

Tourism accreditation in Australia has existed for many years within various subsectors. In Victoria, the Better Business Tourism Accreditation Program (BBTAP) was developed by the Tourism Accreditation Board of Victoria in 1997 to provide an accreditation program for all tourism businesses.

In 2008 the various National Tourism Accreditation Programs (South Australia, Tasmania, Northern Territory and Western Australia) joined to convert the Victorian BBTAP into a national accreditation program – ATAP. Each state shared their intellectual property and contributed financially to develop ATAP into a national online program.

In November 2013 Tourism Accreditation Australia Ltd (TAAL) was reconstituted to become the Australian Tourism Accreditation Program Ltd (ATAP Ltd), a not for profit organisation owned by members.

ATAP Ltd was dedicated to improving Australia’s destination competitiveness by increasing the quality of tourism products and services, and to developing sustainable tourism businesses through continuous improvement.

In February 2016 ATAP Ltd was reconstituted to ATIC.

In 2018 with the integration of ATAP into the QTF, the brand and logo changed from the green and yellow Accredited Tourism Business logo to the QTF brandmark.

3 October 2019

INCENTIVES AND BENEFITS

The QTF is a recognition of businesses that share a vision of quality service and excellence. By participating in the framework, you will be acknowledged and included in the distinguished list of QTABs that have all demonstrated their commitment to delivering trusted and exceptional visitor experiences. Businesses that get the most out of their accreditation utilise the process as a tool to enhance their businesses practices, review procedures and support their ongoing continuous improvement. This can improve your reputation, staff outputs and the overall customer experience.

BENEFITS

FOR YOUR BUSINESS

An improved reputation and higher degree of marketability in the marketplace Greater customer confidence and satisfaction, which leads to repeat business More effective management systems Improved training and communications with staff A competitive advantage over non-accredited operators Access to incentives and discounts not available to non-accredited tourism businesses Improved profitability through the implementation of better operating systems Ability to display the QTF brandmark at your point of business and on all promotional and advertising

material Increased/improved confidence of wholesale and inbound operators.

FOR YOUR CUSTOMER

Signals a commitment to quality Reliability of their chosen product and service Consistency in the delivery of their experience Satisfies safety and security needs A recognised National program through which to address concerns with product delivery.

FOR THE INDUSTRY

Provides travel retailers/wholesalers with an assurance of professional service The QTF brandmark is promoted broadly as a symbol of quality within the Australian tourism industry Contributes to a more sustainable and competitive tourism industry for Australia Demonstrates industry leadership and initiative.

4 October 2019

INCENTIVES

60% off your ATDW listing, ensuring you’re displayed on the Visit Victoria and Tourism Australia consumer websites

Complimentary ReviewPro account, enabling you to monitor and analyse what guests are saying about your products across 100+ consumer review websites and channels globally

Complimentary listing on national consumer website www.trustthetick.com.au Eligibility for extended licenses to operate in Parks Victoria locations Complimentary VTIC In the Loop membership, providing access to special discounted rates for VTIC

events, including the annual Victorian Tourism Conference and the Victorian Tourism Awards Gala Ceremony

Fast track your Victorian Tourism Awards submission Access to the national Quality Tourism brandmark, promoted through a variety of national digital

marketing campaigns Complimentary marketing materials Free access 24/7 to our business development templates and tools National advocacy campaign on behalf of all Quality Tourism operators at the Federal level to escalate

industry priorities.

CAMP / ADVENTURE ACTIVITY ACCREDITATION

Recognition by the Victorian Department of Education and Training, allowing your business to host government school groups.

VISITOR INFORMATION SERVICES

Eligibility to use the Visitor Information Services (VIS) trademark. The blue and yellow italic i-logo represents commitment to the highest standards of visitor servicing

Eligibility to use the i-logo on Vic Roads signage (including gateway and directional on major roads) Eligibility to use the i-logo on directional signage and maps Free listings in official publications such as the official visitors’ guides, touring maps and authorised

digital content Access to training opportunities including VIS professional development seminars and the annual VIS

Summit Opportunity to participate in the state VIS Reference Group and relevant regional VIS network group to

share information and ideas with other accredited services Access to research, regular updates, information and advice dedicated to VIS Access to benchmarking data and monthly reports.

5 October 2019

HOW DOES IT WORK?

There are four different levels of accreditation available within the QTF, aligned with key learning and development stages. Support to move through the pathway will be provided to businesses via workshops, mentoring and other development initiatives.

*Levels 3 and 4 will be available in 2020 A business can choose to remain at any level within the framework. All businesses that have met the Quality Tourism Essentials will be regarded as a Quality Tourism Accredited Business (QTAB) and will have access to the brandmark. As a business progresses through the levels, the assessment criteria become more refined, supporting their development. E.g. for booking processes:

Level 1•Quality Tourism Essentials•Development of minimum quality and safety standards for customers

Level 2•Sustainable Tourism•High quality visitor experience development

Level 3

•Digital Distribution Marketing Essentials•Development of digital product marketing, digital distribution, social media and online reputation management

Level 4

•Trade Marketing Boost•Development of travel trade channels, pricing and distribution for domestic and international markets

Level One

•Offline booking process (email/phone)

Level Two

•Online booking form (web form)

Level Three

•Instantly bookable with an online booking system to handle third party distributors

Level Four

•Instantly bookable with a system to handle trade bookings and accounts

6 October 2019

QUALITY TOURISM LEVELS

LEVEL ONE – QUALITY TOURISM ESSENTIALS Level One – Quality Tourism Essentials provides businesses with the necessary tools and resources to develop business practices that result in experiences that are reliable, consistent, predictable and sustainable. This in turn leads to customer confidence and increased profitability. Level One assurance indicates to the consumer and industry that a tourism business is committed to quality business practices, professionalism and delivering what they promise. LEVEL TWO – SUSTAINABLE TOURISM Level Two – Sustainable Tourism guides businesses to create high quality, engaging and memorable visitor experiences that address this changing global trend of experiential tourism. Tourism businesses engaged in this stage will utilise the learning tools and resources to develop best business practices that create experiences that not just meet but exceed customer expectations and demonstrate sound sustainability practices. Businesses that achieve Level Two accreditation are recognised as a Sustainable Tourism Accredited Business. LEVEL THREE – DIGITAL DISTRIBUTION AND MARKETING ESSENTIALS Level Three – Digital Distribution and Marketing Essentials will encourage industry to ensure they are meeting best practice standards relating to the digital experience of the customer throughout the visitor journey. It will develop businesses to better understand the impacts of digital on their current operations and encourage them to have a high level of understanding of digital marketing, distribution and technology, allowing them to be fast follower sin terms of adoption of new technologies. LEVEL FOUR – TRADE DISTRIBUTION BOOST Level Four – Trade Distribution Boost will assist businesses to identify appropriate markets, develop their product to meet their target markets’ needs and expectations and to implement business practices required to work within the travel distribution system.

7 October 2019

NICHE MODULES

CAMP / ADVENTURE ACTIVITY

CAA operators must achieve Level Two accreditation, and in addition provide information on: Specialised Activities Safety Briefings and Care of Clients Vehicle Operations.

And additional criteria within the following areas:

Human Resources Management Customer Service Business Operating Systems Risk Management.

VISITOR INFORMATION SERVICES

There are a number of different models for a VIS. They must all be linked to a Hub VIS. The Hub VIS must achieve Level Two accreditation, and in addition meet specific criteria to be eligible to use the i-logo. These criteria include:

Local Government Support Trading name (trade with the words ‘Visitor Information Centre’ or ‘Visitors Centre’ or Visitor

Information’) Opening hours and after hour information availability Staffing levels Information display Professional development Facilities and amenities Collection of visitor statistics

A new Hub VIS applicant must provide initial information to VTIC to inform of the intention for an accredited centre, including providing the proposed location, brief information on the local Council’s strategy for the region, and the perceived need for the accredited centre. VTIC will also look at its proximity to other visitor centres, the local council’s tourism strategy plan, and whether there is a perceived need for the centre to service visitors.

ACCREDITATION FEES

REGISTRATION

An access fee of $180 is payable by each new registration to the online system. This allows you to access the QTF and its various resources. Once paid, you can see all development levels and niche sector requirements. To submit your accreditation application and be recognised as a QTAB you must pay an additional fee.

Your access fee is valid for 12 months only. If your application has not been submitted within the 12 month period you must pay the $180 access fee again to continue with your application

The access fee is non-refundable.

8 October 2019

ANNUAL FEES

Annual fees are based on the number of full-time equivalent persons working within the organisation, whether employed as staff or through a contract arrangement, including owner operators. Volunteers and other unpaid workers do not need to be included in your calculation. Fees are payable at the time of your registration, when you have achieved accreditation and are recognised as a QTAB, and then for subsequent annual renewals in line with the financial year.

Fee levels vary depending on your accreditation type. Please contact VTIC for further information regarding annual fees.

ACHIEVING QUALITY TOURISM ACCREDITATION

Create an account in the online program at https://online.qualitytourismaustralia.com Pay the applicable fee. Once your access payment is received you will be able to choose which accreditation program you

would like to apply for You can start working through the application modules at any time, making use of the many resources

within the program Pay the relevant additional fee for staff levels above 1 -3 FTE and the niche module accreditation fee if

applicable. This must be paid in order for you to submit your application and be recognised as a QTAB Once the relevant fees have been paid submit your application The QTF team at VTIC will assess your submission. If additional information is required, we will provide

you with feedback on the missing details If needed, resubmit your application addressing the feedback comments Once your application is approved, we will provide electronic logos and post an approval pack including

an accreditation certificate and other marketing materials Within 12 months of achieving accreditation, a site visit will be conducted to verify the details of your

accreditation submission. This will assess your compliance with the requirements set out in the program and provide you with a feedback opportunity.

Your accreditation needs to be renewed annually. This comprises a short online renewal submission in the anniversary month of your accreditation, and the annual fees paid in line with the financial year.

Site visits are held every three years following your first site visit.

For Visitor Information Services and Camp/Adventure Activity accreditation, once your online application is approved, a site visit will be conducted prior to full accreditation approval being granted.

Every third year your online renewal will be a review – going through the full application again.

HOW LONG WILL IT TAKE TO COMPLETE?

The amount of time needed to submit your application will depend largely on the nature, size and preparedness of your business. You may have some or all the documentation already in place, in which case you can upload it

9 October 2019

all to the online program. Generally, businesses should aim to complete within three months of starting their application. WHO CAN BE ACCREDITED?

Accreditation is open to all businesses, of any size. For new or smaller businesses that need to develop their current business systems there are resources, templates and case studies available in the online application to assist you. Larger or established businesses that already have business systems in place can also make use of the resources available to further enhance your current practices. HOW DO I USE THE ONLINE PROGRAM?

The online program contains a user guide to help you through. The accreditation process does not need to be completed at one time, your progress is automatically saved. For questions that require documents to be uploaded, you can either upload your existing documents, or use the existing fields or templates within the online module. DO I NEED CAMP / ADVENTURE ACTIVITY ACCREDITATION?

The Department of Education and Training (DET) requires that: “Schools using residential campsites for overnight camping must use accredited campsites, to ensure these venues meet minimum criteria regarding safety and suitability.” The Camp / Adventure Activity Accreditation is one of the accreditation programs recognised by DET. The DET defines a residential campsite as campsites which usually have permanent facilities (such as cooking and eating facilities, beds and an amenities block) and adventure recreation options. This definition does not include caravan parks, hotels/motels, ski lodges or Victorian government residential schools. If you are hosting government school groups, but are unsure of your accreditation obligations, it is best to contact the DET directly on (03) 9637 2000, or for more information please visit the Department of Education & Training website. Camp / Adventure Activity Accreditation is the highest standard of accreditation for this sector, and is the only QTF accreditation program recognised by the DET. If your main offering is a Specialised Activity as defined by Outdoors Victoria, you must complete the Camp and Adventure Activity accreditation and ensure you meet the Adventure Activity Standards. When registering, please ensure you identify the Specialised Activities your business offers. WHAT IF I HAVE MULTIPLE TRADING NAMES OR OPERATE IN MORE THAN ONE STATE?

If you have more than one trading name, operating under the same ABN and the same overarching policies and procedures, you can pay an additional listing fee of $199 and are then eligible to market the second trading name as a QTAB. You will need to include details on any differences in policies and procedures relevant in your application. If you operate in more than one State under the same overarching policies and procedures, you do not need to apply for accreditation in each State. If you would like to receive State-specific accreditation benefits, e.g. the ability to provide complimentary alcohol without a liquor licence in WA, you can pay the additional listing fee of $199 and you will then be added to the database of QTABs in that State. If there are differences between your policies and procedures in Victoria and the other State in which you operate, you will need to include these details in your Victorian application.

10 October 2019

If you operate in three or more States, you can apply for a national accreditation through ATIC.

THE ACCREDITATION LOGOS

The QTAB brandmark is available to all businesses engaged in the QTF who have successfully completed, at a minimum, Level One – Quality Tourism Essentials of the QTF. This brandmark helps travellers identify those businesses that have met best practice within the tourism industry, providing an assurance that they will receive a professional, high quality tourism experience. The Quality Tourism Brand Guide provides the specifications for use of the Quality Tourism Brandmark. LEVEL ONE – TOURISM ESSENTIALS

LEVEL TWO – SUSTAINABLE TOURISM

VISITOR INFORMATION SERVICE

11 October 2019

CAMP / ADVENTURE ACTIVITY

When a business’s accreditation is cancelled, they must immediately cease to use the QTF brandmark in any marketing collateral including stickers, stationery, website, and all other forms. They must also endeavour to recall all distributed marketing material that displays the logo in the marketplace.

12 October 2019

CHANGE OF OWNERSHIP AND SALE OF A BUSINESS

Accreditation status is not automatically transferable when a business is sold. It is the duty of the operator to notify VTIC when a business is for sale or changing ownership. A new owner of a previously accredited business can re-apply for accreditation. A transfer form must be completed which includes a formal handover of intellectual property and signatures from the old and new owners of the business. The form must be completed and returned to VTIC before access to the online accreditation program for the new ownership can be granted. VTIC also require updates to applicable licences and insurances. VTIC has the right to suspend accreditation of a business who has failed to inform us of a change of ownership. The suspension will stand until the requested transfer requirements have been received and approved.

CONFIDENTIALITY WITHIN THE QTF PROCESS

All information and documentation supplied by your business will be treated as strictly confidential and will be reviewed only as part of assessing your application and renewal submissions. Regarding financial information, while we do require that your business has procedures in place for financial management, we do not need actual figures supplied. The general details of the procedures you have in place are sufficient.

COMPLIANCE – CANCELLATION OF ACCREDITATION

Accredited operators have an ethical and professional responsibility to meet and maintain reasonable standards of conduct and performance. Any business not abiding by the conditions of accreditation may have its accreditation refused, suspended or cancelled. Reasons for refusal, suspension, or loss of accreditation may include but are not limited to the following:

Inability to meet or maintain appropriate accreditation standards A complaint being substantiated which reflects a breach in accreditation standards Consumer feedback indicating a breach in accreditation standards.

In the event of a complaint being lodged with VTIC regarding an accredited operator, the operator will be requested to respond in writing to the allegations made. If it can be proven that the complaint is justified and constitutes a failure to maintain the appropriate accreditation standards, the business may be placed on notice or given a formal warning to avoid any further breaches of the accreditation standards. In more serious cases, the business may have its accreditation status suspended, or completely removed, if warranted. VTIC has full authority to suspend or cancel the accreditation of any business in the case of a serious breach of accreditation standards. Any business whose accreditation is revoked or suspended must immediately cease representing themselves as an accredited business.

13 October 2019

Should the business wish to re‐apply for accreditation at a later stage, the complete process of application and assessment must be followed. VTIC has the right to refuse a re‐application from an operator who has previously breached accreditation standards. Where accreditation has been removed, the business must immediately return their accreditation certificate and cease to represent the business as being accredited through the QTF and with any other related cooperative marketing programs where the business requires accreditation.

RIGHT OF APPEAL

A business has a right of appeal to VTIC if its accreditation is removed or application refused. An appeal can be made against any decision made by VTIC with exception to the decision as to whether the applicant has met the required minimum criteria for accreditation. An operator must inform VTIC of its wish to appeal within 14 days after notice of VTIC’s decision has been given. VTIC will provide a written response outlining the appeals process and reasons for the refusal or cancellation decision. The operator must then provide a written response to the situation and present justification for its accreditation to be reinstated which may be used by VTIC as part of its decision. If issues are unable to be resolved at a state level it can be taken to the ATIC. Entitlements to appeal and appeal procedures may change from time to time with the absolute discretion of VTIC and/or ATIC.