• Victoria Tourism Industry Council (VTIC)
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2020 Visitor Economy Forum

march, 2020

03mar9:00 am5:00 pm2020 Visitor Economy Forum9:00 am - 5:00 pm Crown Promenade Melbourne

Event Details

The 2020 Visitor Economy Forum will be the first opportunity for our industry to come together since the bushfire disaster. VTIC has been working closely with Tourism Australia and Visit Victoria to develop a tailored program to share key recovery priorities and activities they are undertaking collectively to support the industry.

Recognising the significant impacts felt by operators across the state over this period, and with the generous support from our friends at Crown Melbourne, this year we are offering registration to the Visitor Economy Forum FREE OF CHARGE. Crown Melbourne have played a significant role through the bushfire recovery and this continued support shows their commitment to regional communities affected by the fires and the industry as a whole.


9am            Registration

9.30am      Welcome – Matt McDonald, Chair, VTIC

9.35am      Ministerial Address – The Hon. Martin Pakula MP, Minister for Tourism, Sport & Major Events

9.45am      MC Welcome – Gorgi Coghlan

9.55am      VTIC Update – Felicia Mariani, Chief Executive, VTIC

10.15am    Tourism Australia Update – Phillipa Harrison, Managing Director, Tourism Australia

10.45am    Visit Victoria Update – Brendan McClements, CEO, Visit Victoria

11.15am    Morning Tea

11.45am    Panel Discussion Opening Address – Erin Boutros & Eleanor Baillieu, Co-Founders, Empty Esky

12noon      Panel Discussion – Terry Robinson, CEO, Destination Gippsland, Sarah Pilgrim, Acting CEO, Tourism North East, Lisa Patroni, Executive Director Marketing, Communications and Partnerships, Parks Victoria and Erin Boutros & Eleanor Baillieu, Co-Founders of Empty Esky.

1pm            Lunch

1.50pm      Workshop Session 1 (details below)

3pm            Workshop Session 2 (details below)

4pm            Networking Drinks

5pm            Event Concludes



WORKSHOP A: Influencing consumer connections through PR & social media (1.50pm & repeated at 3pm)

Create unique and compelling opportunities that provide visiting media worthy content for publishing. Plus the panel will share their insights on the importance of storytelling to convert social media networks to customers.

Speakers: Novy Wong- Tourism Australia, Despina Karatzias- Global Ballooning & Institute of Excellence, Alex Miles- Visit Victoria

WORKSHOP B: Engaging with Tourism Australia and managing recovery marketing (1.50pm & repeated at 3pm)

After a crisis event, it’s essential to implement a targeted recovery effort to encourage return visitation. Tourism Australia will discuss their future recovery campaigns, and will detail opportunities for operators to engage with them. Plus hear as Tourism Tribe provides recovery marketing opportunities, information on reviewing products and audiences, practical tips and resources to support a proactive marketing response.

Speakers: Kristy Malapa- Tourism Australia & Liz Ward- Tourism Tribe

WORKSHOP C.1: International Market Update: The next wave – South and South East Asia (1.50pm only)

With many emerging nations in South and South East Asia, this market is predicted to significantly grow over the next decade. Hear about initiatives and opportunities available for Victorian products, plus practical advice on how tourism businesses can benefit.

Speakers: Edea Lu- Tourism Australia, Celia Ho- Visit Victoria, Nicole Hill- Melbourne Star

WORKSHOP C.2 – International Market Update: The growth of the Americas (3pm only)

As a result of the increased aviation capacity and resources in this region, the Americas market has grown rapidly. Understand the short and medium term opportunities for operators, and hear from the expert panel as they discuss the best techniques to reach this audience.

Speakers: Sarah Mackenney- Tourism Australia, David Evans- Visit Victoria, Paul Murray- Acacia Luxury Private Tours

WORKSHOP D – Visit Victoria marketing response and future initiatives (1.50pm & repeated at 3pm)

With the announcement of additional Government resources for the tourism and events industry, listen to Visit Victoria as they detail their future marketing plans and understand how you can leverage off these initiatives.

Speakers: Nigel Aldons, Charles Deuchrass & Shae Keenan- Visit Victoria


Crown Promenade
8 Whiteman Street, Melbourne

FREE, maximum of four registrations per organisation.

Please contact the team on 03 8662 5425 or info@vtic.com.au

This event is AT CAPACITY.



(Tuesday) 9:00 am - 5:00 pm


Crown Promenade Melbourne

8 Whiteman Street