This unit describes the performance outcomes, skills and knowledge required to educate and consult local communities about tourism issues, including their costs and benefits.

The unit applies to local, regional, and state or territory tourism organisations, and to those in organisations who have a strategic focus on the overall and long-term operation of tourism as an industry in a local community. They work independently, often in management roles.

An awareness program would normally be for a local government area or wider region, but may sometimes apply to the development of a particular tourism venue or individual touring product.

No occupational licensing, certification or specific legislative requirements apply to this unit at the time of publication.

Evidence of the ability to complete tasks outlined in elements and performance criteria of this unit in the context of the job role, and:

develop and implement a program and associated strategies for effective communication to a local community about issues to do with:

particular tourism venue

individual tourism product

consult and communicate with community groups about above issues, demonstrating knowledge of the role of tourism in each host community, the impact of tourism, and the role of major stakeholders.

Demonstrated knowledge required to complete the tasks outlined in elements and performance criteria of this unit:

potential impacts of tourism on the community, both costs and benefits:

economic

social

environmental impacts

strategies and programs to maximise the opportunity to inform community about tourism:

community representation on relevant tourism committees and boards

educational activities:

speaking at local schools

media strategies:

public relations

regular tourism column in local newspaper

social media

networking activities:

functions between tourism operators and communities

special interest networks

posting information on the internet

regular planning activities with the local community

sponsorship:

tourism sponsorship of local community activities

business sponsorship of tourism events

tourism-related concerns that arise in communities, and the ways that they are managed:

sustainability

competition for space and overcrowding

competition for resources

conflict between environmental and business groups

conflicting opinions about tourism development options

conflicting opinions regarding local government levies for tourism

perception of reduced resident amenity through increase in tourist activity or visitor numbers

key stakeholders in the area, their roles in the community, and their perspectives on tourism

ways to establish and maintain links with host communities:

external committees

formal consultative bodies

informal communication and feedback

newsletters or other regular or specific information provision

regular liaison activities

surveys

working parties or taskforces

community consultation and networking approaches and features, costs and benefits of:

media strategies

consultation formats

stakeholder engagement.

Skills must be demonstrated in an operational tourism environment. This can be:

an industry workplace

a simulated industry environment set up for the purposes of assessment.

Assessment must ensure access to:

a host community for which a program can be developed

current information and communications technology to support communication activities

community stakeholders with whom the individual can consult; these can be:

community groups

elders of Indigenous communities

elected officials

general public

government officers

land management and protection authorities

media

tourism industry associations

tourism operators

trade unions; or

individuals who participate in role plays or simulated activities, set up for the purpose of assessment, in a simulated industry environment operated within a training organisation.

Assessors must satisfy the Standards for Registered Training Organisations’ requirements for assessors; and:

have worked in industry for at least three years where they have applied the skills and knowledge of this unit of competency.

Tourism

Planning and Product Development