Question 1: Product (20 points)
a) Provide a general overview of the nature and history of your business. You must demonstrate your eligibility for entry in this category as outlined in the descriptor above.
b) Describe your services and facilities.
c) Demonstrate how your business preserves, interprets or celebrates its specific heritage and culture and describe what sets you apart from your competitors.
d) How do you foster a greater understanding and appreciation of the history, culture and/or heritage?

Tips: Part a) Consider stating where you are located geographically and including an image to help judges visualise your heritage/cultural business.

Question 2: Business Plans (20 points)
a) Describe the key features of your business plan for example goals, strategies and outcomes.
b)Demonstrate your financial viability. If your business has not experienced growth, explain.
c) Describe the risk issues you have identified for your business and summarise the risk mitigation strategies you have put in place.
d) Demonstrate your involvement in, and contribution to, the tourism industry. Explain how it contributes to the success of your business and the tourism industry as a whole.

TIPS: Part a) Explain what were you trying to achieve i.e. your business vision, how you went about it and the related outcomes.
Part b) would benefit from the inclusion of graphs illustrating these results within your answer and/or a profit & loss statement in your appendix.
Part c) Risk management relates to all parts of your business including risk to the visiting public, specific business related risk and Occupational Health and Safety. Consider using a practical example or detail an incident and outcome to prove how your risk management strategy works. Also consider displaying information in a matrix form and identifying levels of risk.
Part d) Demonstrate your involvement at local, state and/or national level. Examples could include cooperation with local and state tourism authorities, tourism accreditation, active membership of industry associations, leadership in industry forums, involvement in tradeshows etc.

Question 3: Marketing (20 points)
a) Who are your target markets and why?
b) Describe your marketing strategies for each target market and detail the success/outcomes of
those strategies.
c) How do you use your distinctive difference to attract your target markets?
d) Demonstrate how clients are provided with an accurate and responsible depiction of what to
expect from the experience/product.

TIPS: Consider all arms of marketing (e.g. sales, advertising, public relations, word-of-mouth and
e-marketing) where appropriate. Your objective should be to demonstrate a clear plan, supported by
market research, and the results achieved.
Part b) Consider displaying your target markets and the strategies and outcomes for each in a table
format.

Question 4: Customer Service & Professional Development (20 points)
a) State the number of people working in the business i.e. fulltime, part-time, casual and
volunteers.
b) Explain how you achieve and maintain quality customer service throughout your organisation.
c) How do you identify and provide for people with specific needs?
d) Explain how you identify and determine professional development needs and describe the
training/skill development programs undertaken.

TIPS: Part b) Consider how you stay abreast of industry developments. Other points to consider could
include your repeat business strategy, feedback collection and changes implemented based on feedback.
Part c) Specific needs could include language, physical, intellectual and other special needs.
Part d) could include the objective of staff/self training/skill development programs, how they were
measured, the extent of uptake and outcomes for the business.

Question 5: Sustainability and Innovation (20 points)
a) Describe and demonstrate your commitment to environmental sustainability.
b) Describe how your business benefits and respects the local community values and culture.
c) Describe any innovations that have taken place during the qualifying period to improve your
business and the specific benefits achieved.

TIPS: Part a) Environmental sustainability initiatives could include energy and water conservation, building
design and location, waste management, recycling, tree planting, engaging environmentally sensitive
procedures and accreditation programs.
Part b) Benefits to the local community could include apprenticeships, in-kind contributions, employment
of local residents, partnerships with community-based organisations etc. The use of local products and
services could include food and beverage suppliers, service providers, tradespeople, and local building
material. If local products and services are not available, briefly explain.
Part c) Include innovations which have taken place to improve your visitor experience, infrastructure
development, new marketing ideas or sales activities. Innovations do not include routine repairs and
maintenance.


Total score: 100 points. Visitation further 20 points.