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About Tourism Alliance Victoria

Tourism Alliance Victoria is the peak industry body in Victoria created from the merger of two well recognised tourism organisations - Country Victoria Tourism Council (CVTC) and the Victorian Tourism Operators Association (VTOA). Tourism Alliance is focused on developing an increasingly dynamic tourism industry in Victoria. Its strong and diverse member base gives the organisation a statewide perspective on all issues affecting Victorian tourism, as well as a precise understanding of specific local requirements. This powerful alliance provides a unique range of services for businesses and regions special interest groups and representation for our 650+ strong member network.

Click here to find out more about Tourism Alliance Victoria.  Click here to become a member of Tourism Alliance Victoria.

Tourism Alliance's Board is made up of 6 member elected directors and 5 board appointed directors. Click here to find out who they are.

Tourism Alliance's Consolidation with VECCI What does it mean for members of Tourism Alliance??

Tourism Alliance Victoria has announced the consolidation of their resources with VECCI. With the support of the Tourism Alliance Board and VECCI, this move demonstrates TAV’s leadership within the tourism industry and provides its members with increased influence and opportunity. In what is terrific news for TAV members, they will have access to a range of VECCI member benefits in addition to benefits of Tourism Alliance.

Due to this change, Tourism Alliance has moved offices to Industry House, 486 Albert Street, East Melbourne to gain significant operational efficiencies and ensure strengthened communication between Victoria’s peak tourism bodies.

Furthermore, the move will ensure that TAV maintains its own Board, assets, liabilities, programs and profile. Current TAV staff will be employed by VECCI, however, they will continue to be dedicated to servicing TAV members, supported by VECCI’s extensive business services resources. The management of this united tourism industry structure will be headed up by Tourism Alliance CEO, Todd Blake. 

“This is a historic decision in context of the Victorian tourism industry that will provide many significant and exciting results for the TAV membership”, said the Tourism Alliance Chair. "Our support of this cohesive industry structure will ensure that our members have unprecedented opportunity to strengthen the tourism industry, while enjoying an increased suite of membership services and enhanced business participation”.

Members of Tourism Alliance on or before 30 October 2009 are eligible to receive

VECCI membership benefits until their 2011 membership expiry date

Tourism brands managed by VECCI

Tourism Alliance Victoria supports our members in leading a professional and sustainable tourism industry

Tourism Alliance Staff

Chief Executive Officer - Todd Blake

Todd Blake the General Manager - Tourism and Events Services at VECCI, this role encompasses leadership of a cluster of peak industry bodies in the Victorian tourism and events sector including Victoria Tourism Industry Council, Victoria Events Industry Council, Tourism Alliance Victoria, Hotel, Motel and Accommodation Association (Vic), and the Backpacker Operators Alliance of Victoria.

He comes to this role after a very successful period as Chief Executive of Restaurant and Catering Victoria and is able to draw on more than 10 years experience in the business events and exhibition industry in Australia, Asia and Europe. He has a background in hotel administration with a degree in hospitality management and post graduate qualifications in marketing.

In his previous role, Todd has worked closely with all levels of government and hundreds of foodservice, tourism and events businesses on a diverse range of issues including, education, liquor licensing, migration, workplace relations, food safety, industry development and business sustainability.

Todd is a member of many boards and industry advisory groups including the Food & Wine Tourism Council, Wine Industry Advisory Group, Liquor Control Advisory Council, and Service Skills Victoria.

Tourism Operations Manager, Tourism Alliance Victoria - Kristina Burke

Contact for tourism policy and advocacy, business development and consultancy services

After working with Tourism Alliance Victoria as Advocacy, Policy and Project Co-ordinator for 18 months, Kristina has stepped up to the newly created role of Tourism Operations Manager, responsible for delivery of the TAV business plan. Together with the completion in 2009 of a Masters thesis on the travel behaviours of international students in Victoria, this step realises Kristina’s career transition from the financial services sector to tourism.

In 2009 Kristina worked on a number of tourism projects for local governments, including the United Approach to Tourism Project for the City of Greater Shepparton and the Shires of Mitchell, Murrindindi and Strathbogie and the Wimmera Mallee Tourism Project. She also completed delivery of the My Business, My People program in 2008, a Victorian Government funded pilot program that preceded the Skills for Growth program.

Prior to joining TAV, Kristina gained valuable industry experience as a member of the Marketing and Events team at Federation Square where she was involved in a wide range of activities, including coordinating the 2008 Earth Hour public event, managing the guided tour program, managing web content and producing the weekly e-newsletter. She studied in Germany for a number of years and during this time she worked at the Australian Pavilion at the Hanover Expo in 2000.

Tourism Operations Manager, BOAV, HMAA, VEIC and VTIC - Anita Donnelly

Assists TAV with regional development, planning and strategies, consultancy services and business development.

Anita started her tourism career in international student exchange programs, promoting the benefits of studying overseas following on from personal experiences. Anita's qualifications include a Bachelor of Arts (International Studies) from RMIT University and a Master of Tourism from Monash University. Through her studies Anita worked in The Netherlands, Thailand and Estonia and loves travelling at every opportunity. Whilst completing her undergraduate degree, Anita worked at The National Trust of Australia (Victoria) in the areas of marketing and tourism. Following this role she moved into event management with roles at ParaQuad Victoria and Racing Victoria Limited which saw her managing major national events.

Joining Tourism Alliance Victoria in December 2007, Anita took on the role of Industry Development for the betterment of tourism across the State, in particular in the regional areas.  She currently sits on the Australian Regional Tourism Network (ARTN) Board, Melbourne Tourism Industry Leadership Program (MTILP) Steering Committee and various other task groups.

Anita is the Executive Officer of the Hotel, Motel and Accommodation Association (HMAA) and the Backpacker Operators Alliance of Victoria (BOAV). She is also the Deputy CEO of the Victoria Tourism Industry Council (VTIC) and Victoria Events Industry Council (VEIC).

Industry Development & Events Coordinator - Fiona Brooke

Contact for local and regional tourism associations, the Visitor Information Centre program, attraction group and statistics and and major member events held by Tourism Alliance Victoria.

Fiona Brooke, BA (Languages) Hons- Italian (Monash University), Master of Tourism (Monash University) has been working in the tourism industry for the past four years. Her first job in the industry was with The AOT Group in their Melbourne office where she worked as an inbound reservations consultant. She then made the move to their Brisbane office where she took up a position in their sales department managing the famil program for the company’s three domestic brands, Sunlover Holidays, NSW Holidays and Travelpoint Holidays.

Her current role as Industry Development Officer involves the coordination of the Visitor Information Centre program.

Industry Development Coordinator - Chris Porter

Contact for regional development, planning and strategies, business & industry development and Business Events Victoria.

In 2002 Chris graduated with a Bachelor of Viticultural Science, thus his formal training and background lies within the wine industry. Since graduating Chris further developed his skills working as a cellar hand for 18 months, advancing his knowledge of the wine making process.

Employment with the Australian Wine Tour Company (AWTC) for nearly 4 years presented Chris with an opportunity to enter the tourism industry whilst applying his current wine knowledge by leading winery tours to the Yarra Valley and also becoming strongly involved in the Sales/Marketing division for the company. Through his experiences at AWTC an interest in Victorian Tourism was sparked and Chris is now an active member of the Young Tourism Network. Late in 2006 Chris was awarded the Lynette Bergin Tourism Fellowship with a focus on understanding and strengthening Victorian Tourism within the Japanese market. 

Project Co-ordinator - Tamara Ristevski

Contact for general information, Events Online, Tourism Alliance Events & Sponsorship opportunities.

Tamara started work with Tourism Alliance Victoria after studying for her Advanced Certificate in Office Administration from Northern Melbourne Institute of TAFE. She has been with the organisation since 1998 and has developed sound skills in marketing administration, project co-ordination and financial management.

Tamara has also followed her interests in finances by recently completing a course in Office Bookkeeping at the Northern Melbourne Institute of TAFE.

Her role at Tourism Alliance Victoria has changed significantly over the years first starting out providing administrative and office support to the jigsaw campaign committees as part of the Regional Cooperative Marketing Program then moving onto a more Project Coordination role within the organisation.

Events Co-ordinator - Edwina Gillespie

Contact for general information and for various Tourism Alliance events.

Edwina has had a very eclectic work/ life background. After being accepted into Applied Science Multimedia Technology at Swinburne University, she decided Engineering Mathematics was not for her and instead took up an Advanced Diploma in Business Advertising.  During her studies, her first taste of the events industry came when she took on the volunteer role of Assistant Production Coordinator for the first Youth Week events held in Victoria. 

After completing her course Edwina pursued her love of travel and over the years has worked in various events, travel and hospitality roles in the Whitsunday’s, London, Edinburgh, France and Canada. The most notable events she’s worked on during this time include; The Edinburgh Fringe Festival, travelling exhibitions at The Science Museum of London and music festivals; ‘T in the Park’ and ‘Download Music Festival’.

During her time back in Melbourne Edwina has worked in contract events roles for major events including the Commonwealth Games, St Kilda Festival and the Very Special Kids Piggy Bank Appeal.

Edwina joined the Tourism and Events Unit in April 2009 and has coordinated various events for all five associations including the TAV AGM, Industry Christmas Party, Student Summit and the Victorian Accommodation Awards for Excellence. During her time off she still indulges in her love of travel, both at home and abroad.

Office Co-ordinator - Monica Lougoon

Front line contact for general information on membership, activities, projects and services.

Monica holds a Certificate 5 in Business Administration at the Bendigo Regional Institute of TAFE.

Prior to working at Tourism Alliance Victoria, Monica was offered a traineeship as an administration assistant at Tourism Training Victoria and went on to win the Trainee of the Year award for the year 1999/2000.

Monica moved to Tourism Alliance Victoria in May 2001 to take on the role of Office Co-ordinator. In this role she looks after the day to day running of the organisation, which includes the handling of enquiries, Membership, Starting Up In Tourism Seminars and more.

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