For tourism businesses

Tourist and services signs help motorists to navigate to where they want to go. Your tourism business might be eligible for road signing.

Tourist road signing – how it works

We are working towards a national system of tourism signing. It is important to understand that each state or territory road authority operates a system to determine if you are eligible for tourist or services signing on Australia’s declared road network.

Local councils may also have their own policies on the provision of tourist and services signs on local roads. There are different rules for tourist attractions and services located in built-up areas.

The number of signs allowed is limited for road safety reasons, as too many signs can be confusing and distract drivers. There are also environmental considerations, as too many signs could harm the countryside or street scene.

Apply for a sign for your business – how-to

  1. Find out more about what a sign is (and isn’t)
    Make sure you understand what tourism signs are meant to do, and what they are not. Go to Tourism and services signs – facts (and fiction)

  2. Find out if your business is eligible for a tourist sign
    There is a state or territory system operated by road authorities which determines whether you are eligible for tourist or services signing on Australia’s declared road network. {link to Key Contacts}

    Local councils may have their own policies on the provision of tourist and services signs on local roads (i.e. all roads other than arterial roads).

    There are different rules for tourist attractions and services located in built-up areas.

    Eligibility does not automatically guarantee entitlement to tourist or services signs.  Each signing application is carefully considered on its merits. All applications are judged on consideration of visual impact, road safety and traffic management needs, taking into account specific local conditions and wherever possible the needs of the tourism industry.

  3. Contact your approving authority
    Contact the relevant approving authority for tourist signs in your area. The authority will decide whether a tourist sign is appropriate and determine the number of signs needed.

Good maps and directions = good business

Providing good maps and directions to help your customers get to your accommodation business, attraction or event is all part of good customer service.

To help your customers:

  • have a location map available to send to customers
  • include details of how to reach your business by road, rail, bus and taxi in your promotional material and on your website
  • when giving directions include instructions to follow signs to nearby well-known attractions. {link to factsheet}

Tourist signs – part of your communication with visitors

Tourist signs are only part of the communication process between the tourism operator and the consumer, which may include motivational and other marketing material such as brochures and advertising. Signs are the final directional link and communicate precise locations. They are not promotional or intended for advertising purposes.