Visitors are everywhere. They’re not only in visitor centres or at major attractions - they’re walking into plant nurseries, boutique shops, grocers, and cafés. Every time someone steps through your door, there’s an opportunity to make their experience more memorable.
Your team is often the first point of contact a visitor will have. By equipping them to be proud locals who share what they love about your town, you’re not just delivering great customer service, you’re building stronger connections, encouraging return visits, and helping grow the region’s visitor economy.
Turning your staff into local ambassadors doesn’t require complicated training. It’s about creating a culture of local pride, building confidence to share knowledge, and connecting them with what makes your place special.
Create a culture of local pride
Being a “Mate of the Murray” is about more than selling a product or service. It’s about sharing the stories, places, and people that make your town unique. That starts inside your business.
- Lead by example: Talk about your own favourite local spots and experiences. When you’re excited about the region, your team will follow.
- Weave local pride into everyday conversations: Share local news or trivia in team meetings or highlight upcoming events.
- Celebrate local champions: Recognise when staff share tips with visitors. A small acknowledgment helps reinforce that local pride is part of what makes your business stand out.
The more your team feels connected to the region, the more naturally they’ll share that passion with visitors.
Be a tourist in your own town
You can’t share what you don’t know. Helping your team rediscover the region gives them the knowledge and enthusiasm they need to speak confidently with visitors.
- Plan local team outings: Visit a nearby attraction, join a guided tour, or attend a community event together.
- Explore new businesses: Take time to visit new cafés, shops, and experiences so your team knows what’s available to recommend.
- Include local discovery in onboarding: For new staff, build in time for them to explore the town and learn about key places and stories.
- Keep team activities local: When planning staff events, choose local options. It’s a simple way to support other businesses and grow everyone’s regional knowledge.
Experiencing the region through fresh eyes helps staff speak with genuine excitement and share tips with confidence.
Make it easy to start the conversation
Not every staff member feels comfortable striking up conversations, but a few simple prompts can make it second nature.
Try encouraging your team to ask questions like:
- “Are you visiting or local?”
- “Have you had a chance to explore (town) yet?”
- “If you like (X), you might enjoy (local recommendation).”
It’s not about delivering a script, it’s about creating opportunities for conversation. Even small tips, like where to find the best coffee or where locals go for a walk, can transform a visitor’s experience and leave them feeling more connected to your town.
Keep it fresh and stay connected
Local knowledge isn’t static. New businesses open, events change, and hidden gems are always being (re-)discovered. Keeping your team’s knowledge up to date ensures they can continue being great ambassadors.
- Check in regularly: Build a habit of connecting with your local Visitor Information Centre for updates on what’s happening in the area.
- Share updates quickly: When you hear about something new, pass it on to your team - even a quick mention at the start of a shift helps.
- Refresh resources often: Update your local tips board or staff folder monthly so information stays current and useful.
The more current and confident your team feels, the more likely they are to engage visitors with enthusiasm.