2006 Victorian Tourism Conference

Generation Y find email too slow, prefer to instant message and SMS, have seen 22,000 ads for every year of their life and get more screen time than fresh air. They know more about Google than the inside of a library. They number 4.5 million and are hypersensitive from living in a pressure cooker. They seek bigger brighter and better and they are the workforce and entrepreneurs of tomorrow. (Dina Rosendorff, Herald Sun, 25 Feb 2006)

Generation Y Expert Peter Sheahan has made some insightful observations of the generation of which he is a part. At 25 years old he's written 6 books and is well on the way to delivering his 500th presentation on his take on Generation Y. With skill shortages high on the agenda- employers take note of this refreshing view.

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Deputy Premier- The Hon. John Thwaites MP, Minister for Environment, Minister for Water (invited)

From law to politics. This has been Minister Thwaite's path, as it has for John Howard, Julia Gillard, Morris Iemma and Peter Beattie.

As the Minister for Environment and Water his agenda is both topical and controversial. However, if Melbourne's water savings are anything to go by- something is going right! According to the Herald Sun, "Melburnians saved the equivalent of 14000 Olympic Swimming Pools of water last year."

Tim Cossar- CEO Positively Wellington Tourism, New Zealand

Apparently Wellington went "ape" over the King Kong Movie. The cast and crew were in town for nearly two years pulling the $280 million move together. In fact New Zealand is claiming the lions share of film tourism- the impact from The Lord of the Rings Trilogy is said to be immense.

And 100% Pure is a campaign that has claimed much head space. As the CEO of Positively Wellington Tourism, Tim has been successful in capitalising on these opportunities for Wellington and his tactical marketing story is one worth sharing.

David Chalke- a leading social analyst

David Chalke consults to Quantum Research. It is an organisation which has identified Australia's most trusted brands. Heading the list is Cadbury followed by Bunnings. Further research suggests fast food, alcohol and gambling advertising is opposed by most Australians.

So what do consumers want? What do consumers seek in advertising? What do consumers of tourism want and are we still " a sort of nation of adolescents. Uncertain as to who we are. Undecided as to what we want to be."

Julia Leu- Douglas Shire Council, Queensland

Douglas Shire Council in far North Queensland is the local steward for the junction of two World Heritage Areas – the Great Barrier Reef and the Wet Tropics. How can a shire of 11,000 people which gets a million visitors annually manage a responsibility of global significance? As Council’s Manager, Cultural and Economic Services, Julia Leu has 4 degrees and over 15 years of experience with communities. She is well placed to reveal the sustainability success story of Douglas Shires.

Anne Willey- Editor, Lifestyle Magazine

Imagine the frustration of siting behind a desk reading and writing about the architectural splendour of a Portsea seaside mansion, the warming environment of an old english style pub in country Victoria, tasting rich and elegant red wines from Victoria's collection of wine districts and reclining on the verandah of a country retreat beneath its Tuscan porte-cocher entrance. As the Editor of Victorian Lifestyle Magazine, Anne Willey has both a real and vicarious understanding of the richness of the Victorian tourism offering. Sit in her seat for an hour or two.

Clive Dwyer, Melbourne 2006, Commonwealth Games

Its May 2006, $1.1 billion dollars have been expended, 1.2 million tickets have been sold, an estimated 2 billion people around the world have tuned into Melbourne. The Games are over what did we really think?

Steve Van Aperen, Body Language Expert

Seven parts of the brain's cortex are stimulated to lie, four to tell the truth. Your body doesn't lie. What are you really saying?

In the current climate where instant answers are demanded- is the ability to bend the truth a little a requirement of a public position? And when is bending the truth an out and out lie and when is it spin doctoring?

Steve Van Aperen's company conducts hundreds of polygraph tests a year even though the results are not admissible in Australian courts.

Where do you rate on the "embellishment of falsehood" meter? Have the demands of the tourism industry and it's consumers placed you there?

Paul Wittwer-Ningaloo Reef Retreat, Western Australia

Hidden amongst the dunes of Cape Range National Park is Ningaloo Reef Retreat. The eco-resort was developed following a deal between its owners Paul Wittwer and Liz Handley and Park authorities. Compared to the Great Barrier Reef, Ningaloo Reef has a lesser profile- great for its protection perhaps but there aren't many other places where the horizon is simultaneously dotted with mantra rays, dolphins, a humpback whale or two and a green turtle. What a place to do business!

Kimberly Palmer- Zero Based Marketing, Brazen Links

Marketing sits at the heart of the tourism industry. Recent releases of state political party policies highlight budgets for tourism marketing- "5 million over five years for marketing; $15 million extra for tourism marketing." While others argue that marketing alone wont provide the industry with the boost it needs.

Marketing expert- Kimberly Palmer recently ran a seminar "All marketers are liars", a somewhat controversial title for a marketer. What can the tourism industry learn from Kimberly's experience?

Sources:

Carlyon, P,. 25.10.05,Bullshit: the truth' When you're up to your neck in hype.... The Bulletin
Sinclair, S, 02.03.06, Best off on grog and fast food ads. The Australian
McGilvray, A 19.11.05, Glimpse of ocean magic The Courier- Mail
Wotherspoon, S, 02.03.06 Record Water Savings, Hearld Sun
Phillips, M 05.12.05, Playing the Game with 100 days to go, Australian Financial Review
Gerard, I, 11.11.05, Greenie mayor a 'hypocrite' over clearing, The Australian

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Conference Speakers The Hon. John Thwaites MP Peter Sheahan- Generation Y Expert David Chalke- Quantum Research Tim Cossar- CEO Positively Wellington Tourism, New Zealand Julia Leu- Douglas Shire Council, Queensland Clive Dwyer, Melbourne 2006, Commonwealth Games Anne Willey- Editor, Victorian Lifestyle Magazine Steve Van Aperen, Body Language Expert	Panel Members Paul Wittwer- Ningaloo Reef Retreat Terry Smit- Go West Tours Kimberly Palmer- Brazen Links Leo Jago- Sustainable Tourism CRC Scott Chapman- City of Melbourne Geoffrey McDonald Bowll- Starship Ad Agency Tracey Slatter- Colac Otway Shire Council Kaye Demmery- Mildura Tourism Facilitators Delyse Graham- Wine Food Tourism Strategies Mary Maddock- Mary Maddock Consulting Susan Benedyka- Regional Development Company

	Peter Sheahan- Generation Y Expert Generation Y find email too slow, prefer to instant message and SMS, have seen 22,000 ads for every year of their life and get more screen time than fresh air. They know more about Google than the inside of a library. They number 4.5 million and are hypersensitive from living in a pressure cooker. They seek bigger brighter and better and they are the workforce and entrepreneurs of tomorrow. (Dina Rosendorff, Herald Sun, 25 Feb 2006) Generation Y Expert Peter Sheahan has made some insightful observations of the generation of which he is a part. At 25 years old he's written 6 books and is well on the way to delivering his 500th presentation on his take on Generation Y. With skill shortages high on the agenda- employers take note of this refreshing view.
http://	Deputy Premier- The Hon. John Thwaites MP, Minister for Environment, Minister for Water (invited) From law to politics. This has been Minister Thwaite's path, as it has for John Howard, Julia Gillard, Morris Iemma and Peter Beattie. As the Minister for Environment and Water his agenda is both topical and controversial. However, if Melbourne's water savings are anything to go by- something is going right! According to the Herald Sun, "Melburnians saved the equivalent of 14000 Olympic Swimming Pools of water last year."
	Tim Cossar- CEO Positively Wellington Tourism, New Zealand Apparently Wellington went "ape" over the King Kong Movie. The cast and crew were in town for nearly two years pulling the $280 million move together. In fact New Zealand is claiming the lions share of film tourism- the impact from The Lord of the Rings Trilogy is said to be immense. And 100% Pure is a campaign that has claimed much head space. As the CEO of Positively Wellington Tourism, Tim has been successful in capitalising on these opportunities for Wellington and his tactical marketing story is one worth sharing.
	David Chalke- a leading social analyst David Chalke consults to Quantum Research. It is an organisation which has identified Australia's most trusted brands. Heading the list is Cadbury followed by Bunnings. Further research suggests fast food, alcohol and gambling advertising is opposed by most Australians. So what do consumers want? What do consumers seek in advertising? What do consumers of tourism want and are we still " a sort of nation of adolescents. Uncertain as to who we are. Undecided as to what we want to be."
	Julia Leu- Douglas Shire Council, Queensland Douglas Shire Council in far North Queensland is the local steward for the junction of two World Heritage Areas – the Great Barrier Reef and the Wet Tropics. How can a shire of 11,000 people which gets a million visitors annually manage a responsibility of global significance? As Council’s Manager, Cultural and Economic Services, Julia Leu has 4 degrees and over 15 years of experience with communities. She is well placed to reveal the sustainability success story of Douglas Shires.
	Anne Willey- Editor, Lifestyle Magazine Imagine the frustration of siting behind a desk reading and writing about the architectural splendour of a Portsea seaside mansion, the warming environment of an old english style pub in country Victoria, tasting rich and elegant red wines from Victoria's collection of wine districts and reclining on the verandah of a country retreat beneath its Tuscan porte-cocher entrance. As the Editor of Victorian Lifestyle Magazine, Anne Willey has both a real and vicarious understanding of the richness of the Victorian tourism offering. Sit in her seat for an hour or two.
	Clive Dwyer, Melbourne 2006, Commonwealth Games Its May 2006, $1.1 billion dollars have been expended, 1.2 million tickets have been sold, an estimated 2 billion people around the world have tuned into Melbourne. The Games are over what did we really think?
	Steve Van Aperen, Body Language Expert Seven parts of the brain's cortex are stimulated to lie, four to tell the truth. Your body doesn't lie. What are you really saying? In the current climate where instant answers are demanded- is the ability to bend the truth a little a requirement of a public position? And when is bending the truth an out and out lie and when is it spin doctoring? Steve Van Aperen's company conducts hundreds of polygraph tests a year even though the results are not admissible in Australian courts. Where do you rate on the "embellishment of falsehood" meter? Have the demands of the tourism industry and it's consumers placed you there?
	Paul Wittwer-Ningaloo Reef Retreat, Western Australia Hidden amongst the dunes of Cape Range National Park is Ningaloo Reef Retreat. The eco-resort was developed following a deal between its owners Paul Wittwer and Liz Handley and Park authorities. Compared to the Great Barrier Reef, Ningaloo Reef has a lesser profile- great for its protection perhaps but there aren't many other places where the horizon is simultaneously dotted with mantra rays, dolphins, a humpback whale or two and a green turtle. What a place to do business!
	Kimberly Palmer- Zero Based Marketing, Brazen Links Marketing sits at the heart of the tourism industry. Recent releases of state political party policies highlight budgets for tourism marketing- "5 million over five years for marketing; $15 million extra for tourism marketing." While others argue that marketing alone wont provide the industry with the boost it needs. Marketing expert- Kimberly Palmer recently ran a seminar "All marketers are liars", a somewhat controversial title for a marketer. What can the tourism industry learn from Kimberly's experience?
Sources: Carlyon, P,. 25.10.05,Bullshit: the truth' When you're up to your neck in hype.... The Bulletin Sinclair, S, 02.03.06, Best off on grog and fast food ads. The Australian McGilvray, A 19.11.05, Glimpse of ocean magic The Courier- Mail Wotherspoon, S, 02.03.06 Record Water Savings, Hearld Sun Phillips, M 05.12.05, Playing the Game with 100 days to go, Australian Financial Review Gerard, I, 11.11.05, Greenie mayor a 'hypocrite' over clearing, The Australian
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