Tour Operator

The South Melbourne Market is currently seeking an independent operator to deliver a regular program of engaging and insightful tours that highlight the Market’s abundance of delicious food, its award-winning sustainability initiatives, and most importantly, the vast knowledge of its passionate and friendly traders. 

Initially working with the Market management team to review and reinvigorate the current tour program, you will then independently manage the end-to-end delivery of the program, from taking bookings to organising tastings and collating feedback forms. 

This is the perfect opportunity for a business who is passionate about supporting small business, seasonal and unique produce and goods, and has a knack for getting people just as excited about kohlrabi as they are!

You will: 

  • Work with the Market to develop an engaging, seasonal tour program that aligns with the aims of the Market’s 2021-25 strategy.  
  • Deliver a minimum of two public foodie tours a month. The successful operator may elect to run tours more frequently, or introduce additional tour types, if there is sufficient demand. 
  • Determine the price point of tours to ensure accessibility and value for money for patrons, while also generating a return on investment for the business.
  • Provide private and school tours for groups of up to 30. Larger groups may be catered to at the operator’s discretion.  
  • Run all advertised public tours with bookings at or above 50% of booking capacity; it will be at the operator’s discretion whether to run tours that do not meet this threshold.  
  • Coordinate all elements of the tour: you will be responsible for managing all bookings, payments, refunds and customer liaison including booking confirmation, reminders or class cancellation. Bookings will be made directly to you using an approved online booking platform.  
  • Pay the Market a commission fee for each tour attendee. This will be paid to the Market at the end of each month for the marketing and promotional support provided.
  • Organise and make payment to Market traders for food tastings / products and ensure these are provided to participants following food safety guidelines. A minimum of eight tastings will be required for each foodie tour. 
  • Collect and collate feedback for each tour.  
  • Undertake biannual reviews of tour content and feedback with the Market to ensure it is up-to-date and continues to meet strategic aims. 
  • Provide photos and customer feedback from the tours for the Market to use in promotional materials. 

The Market will: 

  • Develop tour branding, creative and marketing collateral and assets including digital banners, posters, social media tiles, promotional photos and promotional copy. 
  • Provide information on the Market’s traders, history and operation to be incorporated into the Market tours.
  • Promote the Market tours via: 
    • South Melbourne Market website: Market tours will have a feature page on the Market’s website, and feature on the What’s On page, with links to your online booking platform. 
    • EDM: The tours will be a regular feature of the Market’s monthly newsletters (50k+ database).
    • Social media: SMM will promote the tours at least once a month on Facebook (52,000+ followers), Instagram (73,000+ followers) and/or LinkedIn
    • Onsite promotional flyers and posters (SMM to provide design, print and distribution).
    • An A-frame sign at the tour meeting point (SMM to provide design and print).
    • Paid digital advertising campaigns through social media, google search, lifestyle media and other relevant channels. 
    • PR opportunities 
    • Competitions 
  • Provide a Market bag and printed map for each tour attendee.

To apply:

Interested parties can submit an expression of interest by clicking the button below.

To note: 

  • A business plan will need to be submitted as part of your application. If you do not have one already, you can download a business plan template (DOCX 1.1 MB) and find tips at creating a business plan guide (DOCX 1.1 MB)
  • The partnership will be an initial 12-month contract with a view to extend subject to both parties meeting the agreed terms of the program.
  • The successful operator will be required to:
    • Hold public liability insurance to the value of $30 million
    • Provide a Child Safe Policy that complies with the Victorian Child Safe Standards
    • Provide Working with Children Checks for all staff operating tours

Expressions of interest close 7 May 2024.

Should you have any queries or questions, please contact Erin Quin at

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