Progress is Impossible Without Change

Wednesday 19 & Thursday 20 May 2010 Melbourne Convention & Exhibition Centre www.victoriantourismconference.com.au Proudly brought to you by In association with

Progress is impossible without change, and those who cannot change their minds cannot change anything, George Bernard Shaw (Author). At the start of a new decade the 2010 Victorian Tourism Conference is empowering visitors to the heart of a destination, defining who tomorrows tourist s are, Brand Australia: where are we headed?, effective intercultural customer service and the importance your community plays on the success of tourism in your region. The conference continues to be one of the premier events on the Victorian tourism industry s calendar bringing together tourism industry representatives from all parts of the state. Throughout the course of the two days you will hear presentations from a range of tourism experts, business innovators, researchers and industry leaders. Speaker Profiles Below are just some of the speakers featured in the program for 2010. For more details on the speakers go to www.victoriantourismconference.com.au Why Should You Attend? { Strengthen relationships and networks with other individuals, businesses, regions and industry sectors { Hear about best practice examples from other industries, states and countries { Gain breakthrough insights from industry and business experts { Share ideas, innovations and expand and generate new business partnerships { Interactive and hands-on workshops providing in-depth learning opportunities Details 2010 Victorian Tourism Conference 19 & 20 May at the Melbourne Convention & Exhibition Centre Who Should Attend? { Local Government Tourism Portfolio Councillors, CEO s, Economic and Business Development Managers { Victoria s leading Tourism Businesses, Attractions, Accommodation Providers and Tour Companies { Regional Tourism Managers { Tourism Service Providers Day One The Hon. Tim Holding MP, Minister for Tourism & Major Events Tim Holding represents the electorate of Lyndhurst and is currently Minister for Tourism and Major Events, Minister for Finance, WorkCover and Transport Accident Commission and Minister for Water. Mr Holding was Minister for Police & Emergency Services and Minister for Corrections, 2005-2006, Minister for Financial Services Industry and Minister for Manufacturing and Export, 2002-2005. Melbourne. Susan Wright, Q Strategies Susan Wright is the Director of Q Strategies, a marketing communications consultancy she established in 2003 after working in TV journalism and marketing roles in hotels, the arts and consultancies in Perth, London and With Susan at the helm, Q have become regarded as one of the country s travel and tourism PR specialists managing campaigns for regional and international tourism bodies such as Spain Tourism, Mornington Peninsula Tourism and the Goldfields, to attractions such as Federation Square and luxury hotel group, Starwood Hotels & Resorts. Ellen SandELL Ellen Sandell is the Joint Environment Minister s Young Environmentalist of the Year for 2009. She was also recently recognised as Melbourne s leading environmentalist, winning the Melbourne Awards for Individual Contribution to the Environment 2009 and was featured in The Age Melbourne Magazine as one of the top 100 influential Melburnians of 2009. In 2007 she was part of the first Australian Youth Delegation to the UNFCCC climate change negotiations in Bali, Indonesia, and also helped lead the Australian youth delegation to the talks in Poland 2008 and Copenhagen 2009. She was previously the Environment Officer in the University of Melbourne Student Union, leading a successful campaign to get the University to commit to carbon neutrality. Ellen is the founder of the award-winning Leadership in Environmental Action Program (LEAP), an environmental leadership conference for high school students, held each year in Melbourne. Ellen has also worked as a Policy Adviser in the Office of Climate Change in the Victorian Department of Premier and Cabinet. They have also worked on major events including the 2005 Deaflympic Games, the Volvo Ocean Race, numerous arts events, productions and festivals along with handling crisis PR for Sri Lanka Tourism post tsunami and Grampians Tourism recovery post the 2006 bushfires.

Richard Rogerson, Lake Mountain Resort Richard has been Chief Executive Officer of Lake Mountain Resort since 1988. During Black Saturday fires at Marysville, Richard lost his primary residence and a rental property. Most of the infrastructure at Lake Mountain was also lost. The team made a decision to open the Resort for winter. Unfortunately in July, another fire in the ski hire building did over a million dollars worth of damage, destroying all stock. Since the fires Richard resides in Alexandra with a plan to go back to Marysville one day. Richard is a member of many fire recovery and building leadership groups in the area, endeavoring to get the region viable again. Lake Mountain Resort employs over 150 people during winter. Richards aim is to be viable at Lake Mountain all year round. Stephen Grech, Doing Business Better Stephen Grech is the Lean Director and founder of Doing Business Better. Doing Business Better is a small business productivity improvement company that saves organisations time and money. The Doing Business Better approach is to empower staff to be part of the business process improvement solution. The way he does this is by teaching organisations to See process waste and non value adding activity, and then building the internal capability to solve business problems. Stephen delivers process improvement training, executive Lean briefings, he is a business coach and a Lean project leader using a number of global business improvement methods and tools. Day Two Bruce Esplin, Emergency Services Comissioner Bruce Esplin was appointed Victoria s first Emergency Services Commissioner in June 2000. Bruce is an advocate for an inclusive approach to emergency management, and encourages collaborative partnerships between community, all levels of government, the emergency services and the private sector. He has played a central role in the whole of government response to many major emergencies in Victoria and has conducted a number of independent, highly sensitive inquiries into the activities of government agencies and the appropriateness of the state s emergency management arrangements, including the Inquiry into the 2002-2003 Bushfires (2003), the Examination of Prescribed Burning Practices - Wilsons Promontory (2005), Improving Emergency Response at Melbourne Airport (2005), the Westpoint Chemical Fire Report to the Community (2008) and the Review of the April 2008 Windstorm. More recently, Bruce played a key leadership role following the 2009 Black Saturday bushfires. tourism bodies to deliver significant results. Most recently at the SATC, Andrew was responsible for managing the Commission through its biggest change in 10 years. This included a renewed focus on better marketing, attracting more airlines, improving and developing SA s events calendar and working with investors to see the development of a more appealing SA. As a result, the State s tourism expenditure grew by 20 per cent on the back of a fully integrated marketing, events, access and infrastructure program. Chris Buckingham, Destination Melbourne Chris is passionate about the tourism industry and optimistic about the future of Melbourne and Victoria as an outstanding global visitor destination. His priorities are: The sustainable development of the tourism industry Effectively communicating the significance of tourism Ensuring that we grow effective leaders in the tourism industry Enhancing the working relationship between Melbourne and regional Victoria Chris is a Certified Practising Marketer through the Australian Marketing Institute and a Graduate member of the Australian Institute of Company Directors. Chris lives in Moe with his family. His latest obsession is surfing (which does not occupy enough of his time) and blogging on www.destinationmelbourne.com.au/blog Wayne Kayler-Thomson, VECCI Wayne Kayler-Thomson is the Chief Executive Officer of VECCI, Victoria s largest business representative organisation. He is also a member of various Government and non Government Boards, Councils and Committees including a Director of VicSuper, Victoria University Council member and an Adjunct Professor to the Centre for Tourism and Services Research. Prior to his current position, Wayne was the Deputy Chief Executive of Tourism Victoria. Wayne has extensive private and public sector senior executive management and business experience in Tourism, Regional Economic Development and the manufacturing industry. Leah Squire, BYO Kids Leah Squire is founder and owner of internet based travel company BYOkids...your family travel gurus. Leah started the now multi million dollar business just over 3 years ago with a marketing budget of zero. www.byokids.com.au specialise in the niche market of family holidays. BYOkids was awarded best new business in Australia in 2007 and best micro business in 2008. Squire is the author of Marketing with No Money...how to get your business the attention it deserves where she shares the strategies she used to build her brand and business www.marketingwithnomoney.com Andrew McEvoy, Tourism Australia Andrew McEvoy returned to Tourism Australia in January 2010 to take up the role of Managing Director, following almost three years with the South Australian Tourism Commission (SATC) as Chief Executive. Andrew has more than 15 years of tourism specific marketing experience, which includes driving major initiatives for state and national

Program Schedule Day ONE Wednesday 19 May 2010 9.30am 10.00am Registration Morning Tea and Coffee on arrival 10.00am 12.00pm Official Opening The Hon. Tim Holding MP, Minister for Tourism and Major Events Empowering tourists to visit the heart of a destination Vivek Wagle, Lonely Planet Climate Change and Tourism Ellen Sandell, Australian Youth Climate Coalition 12.00pm 12.50pm Lunch 12.50pm 2.30pm Concurrent Panel Sessions Three concurrent sessions of key presentations directed at specific themes. Questions and general discussion will be encouraged. 1. Working with the Media Creating a strategic PR Campaign Susan Wright, Q Strategies A Journalists Perspective Anthony Denis, Former Editor of Travel + Leisure Australia magazine 2. Web 3.0 - Where are we headed? Maintaining the attention span of your customers who are increasingly Gen Y Sam Saltis, Bwired Are you smart phone savvy? Simon Lock, University of Ballarat 3. Preparing for the unexpected and streamlining your business practices First hand business experience of surviving unexpected events Richard Rogerson, Lake Mountain Resort Preparing your business for the unexpected - The one page business plan Merv Neal, Maurant Business Associates Work more efficiently by reducing unnecessary expenditure and using new technologies where possible to improve service delivery at reduced cost Stephen Grech, Doing Business Better 2.30pm 3.00pm Afternoon Tea 3.00pm 4.20pm Dealing with extreme weather events on an annual basis TBC Travellers Aid Update Jodie Wilmer Tomorrows Tourist Prof. Ian Yeoman, Victoria University of Wellington 4.20pm 4.30pm Summary & Closing 6.30pm 10.30pm Victorian Tourism Conference Gala Dinner Theme: Victorian Food & Wine Wednesday 19 May 2010 RACV Club Melbourne Program Schedule Day Two Thursday 20 May 2010 8.30am 9.00am Registration Tea and Coffee on Arrival 9.00am 10.40am Crisis Management - What have we learnt over the past 12 months Bruce Esplin, Emergency Services Commissioner Brand Australia into a new decade Andrew McEvoy, Tourism Australia 10.40am 11.05am Morning Tea 11.05am 12.40pm Concurrent Panel Sessions Three concurrent sessions of key presentations directed at specific themes. Questions and general discussion will be encouraged. 1. Marketing Marketing with No Money Leah Squire, BYO Kids Building your Destination Marketing Chris Buckingham, Destination Melbourne 2. Engaging New Cultures Effective Intercultural Customer Service Engaging New Customers Kees Hoefsloot, Cultural Resource Centre 3. Engaging Your Community The Importance of Visiting Friends & Relatives Elisa Backer, University of Ballarat Utilising your Visitor Information Centre Viv Collins, Bendigo VIC Manager Showing the Value of Tourism to the Community Simon Latchford, Echuca Moama and District Tourism 12.40pm 1.30pm Lunch 1.30pm 3.15pm Industry Leadership - The Future Wayne Kayler-Thomson A vision for nature-based tourism On The Ground Dianne Smith, Parks Victoria TBC 3.15pm 3.25pm Conference Conclusion & Close The Conference program is correct at time of printing; however all information may be subject to change.

2010 Sponsors Corporate Partners Major Partners Partner Sponsors Associate Sponsors Goodwill Sponsor wine Sponsor

Four Conference Options are available 1. Full Conference Registration Includes: Day One Wednesday 19 May Conference, Lunch, Afternoon Tea, Victorian Tourism Conference Gala Dinner at RACV Club Melbourne 2. Two Day Registration (Excluding Gala Dinner) Both days of the Conference, Lunch, Morning and Afternoon Tea 3. Day Registration Includes: Either Day One or Two of Conference, Lunch, Morning and/or Afternoon Tea (excludes Conference Gala Dinner) 4. Victorian Tourism Conference Gala Dinner RACV Club Melbourne Includes 3 course dinner, drinks and live entertainment Day Two 20 May Conference, Morning Tea & Lunch Early Bird Registrations Registrations received before Friday 23 April, 2010 will receive the earlybird rate. (Only TAV members eligible for early bird rate) Dates and Times Day One: d a t e: Wednesday 19 May 2010 t i m e : 9.30am to 4.30pm v e n u e: Melbourne Convention & Exhibition Centre 1 Convention Centre Place, South Wharf 3006 Victorian Tourism Conference Gala Dinner t i m e : 6.30pm to 10.30pm d r ess: Semi Formal v e n u e: RACV Club Museum Level 17, 501 Bourke Street, Melbourne Day Two: d a t e: Thursday 20 May 2010 t i m e : 8.30am to 3.30pm v e n u e: Melbourne Convention & Exhibition Centre 1 Convention Centre Place, South Wharf 3006 Accommodation Please visit our website for our accommodation partners Parking Parking is available at the Melbourne Exhibition Centre entrance off Normanby Road. The Early Bird rate is $10 if you enter between 6am & 9am and exit between 3pm & midnight. Contact Us Phone: (03) 8662 5425 Fax: (03) 8662 5449 Post: PO Box 18136 Collins Street East, Melbourne VIC 8003 Email: info@tourismalliance.com.au w e b s i t e : www.victoriantourismconference.com.au

Registration Form Tax Invoice ABN 74 109 290 520 Name 1st Delegate Name 2nd Delegate Name 3rd Delegate Organisation Postal Address Email Contact Number Special Dietary Requirements Please register me/ us for the following: Delegate 1 2 3 Full Registration (Includes Dinner) Day Registration (Not Including Dinner) @$ = @$ = 2 Day Registration (Not Including Dinner) @$ = Conference Dinner @$ = Themed Workshop Sessions Preferences Please number in order of preference your workshop selections in the box below. We will endeavor to offer you your first preference however this is not guaranteed. Day ONE - Themed Session Day Two - Themed Session Delegate 1 2 3 Delegate 1 2 3 Media Techniques Web 3.0: Where are we headed? Preparing for the Unexpected Marketing Engaging New Cultures Engaging Your Community Cost (includes GST) Payment details: Tourism Alliance Victoria Member Early Bird Tourism Alliance Victoria Member Non Member Full Conference (includes dinner) $470 $515 $595 Day Registration (No Dinner) $270 $295 $330 2 Day Registration (No Dinner) $400 $450 $500 Conference Gala Dinner $145 $145 $175 Student Day Rate $215 I have enclosed a cheque/credit card payment for $ (cheques must be payable to Tourism Alliance Victoria Ltd) Please fill out credit card details below: Type of Card: Mastercard Visa or via EFT BSB: 013 030 Acc: 4992 33443 Card Number: Expiry Date: / Cardholders Name: Signature: Fax back to Tourism Alliance 03 8662 5449 NB: Upon full payment, this registration will become your Tax Invoice. No further invoice will be issued. *If more than three delegates are attending please provide a sperate registration form. Registration Information RSVP Early Bird Closes Friday 23 April 2010 Registrations Close Wednesday 12 May 2010 Cancellations Cancellations of registrations after 12 noon on Friday 14 May 2010 will incur a cost recovery fee. Non attendance at the event incurs full payment costs Tourism Alliance Victoria PO Box 18136, Collins St East Melbourne VIC 8003 t el 03 8662 5425 e m a i l info@tourismalliance.com.au w e b www.victoriantourismconference.com.au