At the Cootamundra-Gundagai Regional Council (CGRC) meeting on Tuesday, approval for the Cootamundra Visitor’s Information Centre relocation to the Cootamundra Arts Centre was put to a vote.
In response to the 2024 review of the Centre by the Australian Visitor Information Centre’s Association (AVIC), feedback from the Heritage Centre’s 255 Committee, interest from the Arts Centre Cootamundra in hosting the VIC, and the continued growth of the visitor economy, CGRC has undertaken a review of the current operation and location of the Information Centre.
This review was undertaken for the purpose of discovering whether visitor services remain fit for purpose, are sustainable and align with the changing needs of visitors, the community and local economy.
In 2025, tourism and visitor economy contributed $37.21 million in value to the Coota local economy. During this period, more than 8000 people were recorded to have visited the Heritage Centre, Visitor Information Centre or Bradman Birthplace.
Additionally, between 24 and 27 bus services were recorded to arrive and depart the town each week, bringing a steady flow of passengers. These movements are not currently captured in official visitor economy data, but represent the hundreds of people who physically present in Coota each week (with time to spare and money to spare). A significant number of people who pass through regional towns are not captured in official visitor statistics, despite physically spending time in the community.
Council said information centres play a critical role in supporting the visitor economy, strengthening local business outcomes and promoting regional identity. However, the current model (based within the Heritage Centre), presents operational, spatial and sustainable challenges.
Council said the current VIC arrangement faces several limitations:
• Limited space restricts retail, digital tools, and interpretive displays,
• Heavy reliance on ageing volunteers with declining capacity,
• Inconsistent service quality and training capacity,
• Inability to expand merchandise and revenue streams,
• No capacity to introduce entry or experience-based income models,
• Volunteers have expressed a desire for the Visitor Information Centre to be relocated.
The plan proposes the VIC relocates to the Arts Centre Cootamunda to create a “modern, visible and sustainable visitor servicing hub”.
According to Council, the relocation will:
• Improve visitor experience and accessibility,
• Strengthen tourism and arts integration, – Reduce operational pressure on Heritage Centre volunteers,
• Protect NSW AVIC accreditation,
• Support long-term growth in the visitor economy.
This model, they said, aligns with contemporary best practice in visitor servicing, where VIC’s function as destination hubs rather than brochure outlets.
Alternative models, such as embedding the VIC in a private business (including decentralised visitor hubs, digital-only services and retaining the current model without change), were considered, however none were decided to fully meet the needs of Coota’s visitor economy. Each option either results in the loss of personal service and NSW AVIC accreditation, creates accessibility and wayfinding challenges, or limits the ability to modernise and grow visitor servicing.
A physical, accredited VIC, supported by strong digital services and strategic improvements, is said to remain essential in Council’s eyes to protect service quality, visitor experience and economic impact for the town.
Proposed to be staffed by a roster of trained volunteers (supported by Tourism and Economic staff to ensure service quality, continuity and compliance), expressions of interest have been received from both existing and new volunteers who are keen to support the ongoing operation of the centre.
To maintain accreditation and consistent visitor service levels, the centre will be required to be staffed for a minimum of 38 hours per week.
A group of volunteers is committed to currently providing at least 24 hours of support, with addition volunteers expressing interest in participating.
A firm timetable and confirmed rostered hours will be finalised once the relocation has been formerly approved. In preparation, the Arts Centre Cootamundra has cleared the former meeting room to create a dedicated space for the VIC.
The space connects naturally with the broader Arts Centre and is thought to reinforce the concept of a shared cultural and tourism hub.
With good visibility, generous ceiling height and an uncluttered layout, the room could be well-suited to be transformed for a welcome point that accommodates visitors and volunteers, all the while showcasing local stories, products and experiences.
The VIC was relocated from the Arts Centre Cootamundra to the Heritage Centre in 2016 following a lack of funding required to maintain a full-time staff position.
The new proposed location could enable the VIC room to evolve into a modern, digitally enabled hub that integrates face-to-face service with interactive tools, storytelling, booking pathways and curated local experiences.
For The Arts Centre, the co-location could increase foot traffic, enhance its role as a community and visitor hub, support cross-promotion between tourism and the arts and open new opportunities for collaborative programming and funding.
For Council, the relocation could enable stronger alignment between visitor servicing, tourism marketing, events and economic development, while improving data collection, service consistency and operational efficiency.
– Jack Murray
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