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tourism.australia.com/DestAus21#DestAus21

Thursday 4 March 2021 | ICC Sydney

The Future of Australian Tourism

AGENDA08:20 - 09:20 REGISTRATION

9:20 - 10:45 WELCOME GiiLAA (AuNTy) MARGRET CAMpbELL Director of Dreamtime Southern X

bOb EASTChair, Tourism Australia

KARL STEFANOVIC Emcee and Channel Nine Television Presenter

THE FuTuRE OF AuSTRALIAN TOuRISMThere are reasons to be optimistic about the future for Australian tourism, as vaccines are rolled out and plans are made for the return of international visitors. Minister for Trade, Tourism and Investment, Dan Tehan sets out how the Government will continue to support Australian tourism.

THE HON DAN TEHAN Mp Minister for Trade, Tourism and Investment

THE AuSTRALIAN STORyAfter the most challenging year ever, 2021 still holds many uncertainties for tourism. Hear from Tourism Australia’s Managing Director, Phillipa Harrison, about how tourism is continuing to evolve and what that means for the Australian story this year and beyond.

pHILLIpA HARRISON Managing Director, Tourism Australia

10:45 - 11:20 NETWORKING bREAK

11:20 - 12:50 pLANNING FOR uNCERTAINTyIn an ambiguous and everchanging environment, setting and implementing a strategy has never been more difficult, but it has also never been more important. Managing Director and Senior Partner of the Boston Consulting Group, Tom von Oertzen, provides insights on the year ahead for Australia’s tourism industry.

TOM VON OERTZENManaging Director and Senior Partner, The Boston Consulting Group

MAKING buSINESS SENSE OF SuSTAINAbLE TOuRISMAs sustainable tourism comes to the fore, the ability to provide a fulfilling experience for consumers must also be balanced with the need to make a profit. Industry leader and Chief Executive of THL, Grant Webster, demonstrates how it is possible to do both.

GRANT WEbSTERChief Executive Officer, Tourism Holdings Limited

12:50 - 13:50 NETWORKING LuNCH

13:50 - 15:10 TELLING THE INDIGENOuS TOuRISM STORyAs the opportunities around Indigenous tourism continue to grow, ensuring your business authentically represents Aboriginal and Torres Strait Islander stories and people is critical. In this panel, hear different perspectives on what this means and the importance of doing it right.

KARLA GRANTHost, Journalist and Executive Producer of Living Black NITV/SBS

LAuRA bERRyChief Executive Officer, Supply Nation

RHODA RObERTS AOCreative Director, Rhoda Roberts Gallery Festival Director, Boomerang FestivalCreative Director, Parrtjima Festival

ANDREW SMITHChief Executive Officer, Worimi Local Aboriginal Land Council and Sand Dune Adventures

CHOOSING THE RIGHT SOCIAL MEDIA pATHFrom TikTok’ing to tagging and tweeting, social media is an ever-evolving space and it pays to keep up. Between lockdowns and border closures, travel has certainly been in a state of flux. Combine the current way of life with the fact that consumers now have access to the world right at their fingertips, and it’s clear that leveraging the power of social media is more important than ever. In this panel, four social media experts will explore what this means for your business and provide practical tips on tackling the social media space.

SuSAN COGHILLChief Marketing Officer, Tourism Australia

JOHN HARDING EASSONHead of Social, opr

KANDIESE VILLELLAHead of Social Reprise, UM

ASHLEIGH bRuTONHead of Social, Digitas

CAM bLACKEyChief Creative Officer, M&C Saatchi

15:10 - 15:45 NETWORKING bREAK

15:45 - 17:00 MAXIMISING MARKETING IMpACTMost organisations have had to slash their marketing budget in the last year. James Hurman is a marketing effectiveness expert who has spent his career studying how companies use creativity to drive exceptional results from their marketing activities. Hear from James on how to adapt your marketing approach and get the most efficient results.

JAMES HuRMANFounding Partner, Previously Unavailable

THE FuTuRE OF AVIATION IN AuSTRALIA As an island nation, a strong aviation network will be critical to Australia’s recovery but navigating the new norm of travel is set to present new and unprecedented challenges. Hear from Qantas’ Chief Customer Officer, Stephanie Tully, about how the aviation industry is adapting to the new normal in 2021.

STEpHANIE TuLLyChief Customer Officer, Qantas Airways Limited

WRAp up AND CLOSE KARL STEFANOVIC Emcee and Channel Nine Television Presenter

17:00 - 19:00 NETWORKING DRINKS

SpEAKER STEVE COXChief Executive Officer, Destination NSW

SpEAKERSListed in agenda order

GIILAA (AuNTy) MARGRET CAMpbELL – Director of Dreamtime Southern X

Born in Dunghutti Country, along the Ngaaku (Macleay) River and raised in homelands of (South West Rocks and Burnt Bridge), Muughi “Margret” grew up along NSW Mid North East Coast and in Jerrinjah Country South Coast. Each of Margret’s Dreamtime Southern X products and tour experiences are informed by her passionate desire to share her Dreamtime legacy and her understanding of human beings collective and individual need to walk on or engage with country with respect, honouring Mother Earth’s annual curriculum cycles embedded in daily Rising of Sun and Moon, Whale Dreaming, Women’s Business linked with Emu Star Women’s Dreaming, Kangaroo Star Men’s Dreaming, and many other Dreamtime Families (Totem ) Kinship Lores and Custodianship engagement Laws.

bOb EAST – Chair, Tourism Australia

Bob East has more than 20 years’ experience in the tourism industry, most recently serving as the CEO of the Mantra Group. Bob’s experience in the industry includes serving on the boards of Experience Co., Gold Coast Tourism, Tourism Accommodation Australia, Gold Coast Football Club and Tourism and Events Queensland.

KARL STEFANOVIC – Emcee and Channel Nine Television Presenter

Karl has more than 25 years’ experience in television and has worked as a TV journalist in America, New Zealand and Australia. A Logie winning presenter, Karl has been at the forefront of some of the biggest local and international news events including the Queensland floods, Christchurch earthquake, Japanese tsunami, Canberra bushfires, the Bali Bombings, the terror trials in Guantanamo Bay, the funerals of Ronald Reagan, Ray Charles and Marlon Brando, as well as the Oscars and the Golden Globes.

TOM VON OERTZEN – Managing Director & Senior Partner, The Boston Consulting Group

Tom von Oertzen is a Senior Partner and Managing Director in the Sydney office of the Boston Consulting Group (BCG). He is also an advisory Committee member for Knox Investment Partners, a New Zealand based private equity firm as well as a member of the Social Impact Committee for Impact Investment Partners, who manage an Indigenous Infrastructure fund. In his 25 years at BCG Tom has specialised in advising private and public sector leaders in Australia, Asia, Europe and North America in the aviation, tourism, aerospace and transport industries.

GRANT WEbSTER – Chief Executive Officer, Tourism Holdings Limited

Grant joined Tourism Holding Limited (THL) in 2005 as Chief Operating Officer and was appointed to the position of Chief Executive Officer in December 2008. Grant is currently the Deputy Chair of the Tourism Industry Aotearoa Board; co-Chair’s the New Zealand Government’s Tourism Futures Taskforce; and the Chair of THL’s joint venture businesses, Action Manufacturing and triptech. He has previously held senior executive roles across the tourism, hospitality, gaming and retail industries.

KARLA GRANT – Host, Journalist and Executive Producer of Living Black NITV/SBS

Karla Grant has dedicated a huge part of her career to working in Indigenous news and current affairs, witnessing and reporting on the shifts in policy and attitude towards Aboriginal and Torres Strait Islander people. Karla has spent the last 16 years presenting and producing Living Black, Australia’s longest running Indigenous current affairs television program, further demonstrating her commitment to giving Indigenous people a voice.

ANDREW SMITH – Chief Executive Officer, Worimi Local Aboriginal Land Council and Sand Dune Adventures

Appointed to the role of CEO for the Worimi Local Aboriginal Land Council in 2006, Andrew quickly set about establishing an economic development platform for the empowerment of his community. Located in Port Stephens NSW, the Worimi Local Aboriginal Land Council successfully operates a unique cultural tourism experience through Sand Dune Adventures, across the largest sweeping coastal Sand Dunes in the Southern Hemisphere. This ATV adrenalin-filled outdoor adventure attracts the clients attention however; once on the dunes with Aboriginal Touring Guides, they soon realise there is so much more i.e. they arrive seeing Sand Dunes but leave with an added appreciation of Country and Culture. Sand Dune Adventures provides training and employment opportunities for the local Aboriginal community as they share their culture with domestic and international visitors and slowly change the socio-economic way that community is interacting with the rest of the World.

LAuRA bERRy – Chief Executive Officer, Supply Nation

Laura Berry was appointed CEO of Supply Nation in 2015, having joined the business following four years at Qantas where she led Qantas Group’s Corporate Community Investment Program. With over two decades of experience in stakeholder management, risk mitigation and reputation management, Laura’s career has spanned both private and public sectors. In September 2018, Laura was announced as one of the Australian Financial Review’s Top 100 Women of Influence and is currently a member of Telstra’s Indigenous Advisory Committee, and both McKinsey & Company and NRMA’s RAP Steering Committees.

RHODA RObERTS AO – Creative Director, Rhoda Roberts Gallery; Festival Director, Boomerang Festival; Creative Director, Parrtjima Festival

A Widjabul Wiyebal woman from the Bundjalung territories, Rhoda Roberts AO is currently the Creative Director of Rhoda Roberts Galley; Festival Director of the Boomerang Festival; and Creative Director Parrtjima Festival (NT). Rhoda is also on the Board of the Welcome to Country, a tourism booking agency connecting consumers with Aboriginal and Torres Strait Island owned and operated tourism experiences. Rhoda is an experienced, motivated and versatile arts executive, with a diverse range of international and national industry practice within commercial, community and non-profit organisations. Rhoda was the founder and Festival Director of the Dreaming Festivals (1995-2009) and Co-Founder of the Aboriginal National Theatre Trust.

THE HON DAN TEHAN Mp – Minister for Trade, Tourism and Investment

The Hon. Dan Tehan MP is the Federal Member for Wannon in Victoria. He is Minister for Trade, Tourism and Investment and was sworn in on 22 December 2020. Mr Tehan served as Minister for Education from 28 August 2018 and prior to this, he has been the Minister for Social Services, Minister for Veterans’ Affairs, Minister for Defence Personnel, Minister Assisting the Prime Minister for Cyber Security and Minister Assisting the Prime Minister for the Centenary of Anzac. Prior to entering Parliament, Mr Tehan worked in the Department of Foreign Affairs and Trade where he held various roles, including as a diplomat at the Australian Embassy in Mexico. Mr Tehan also worked at senior levels of the Howard Government, including Chief of Staff to Fran Bailey, Minister for Small Business and Tourism.

pHILLIpA HARRISON – Managing Director, Tourism Australia

Phillipa Harrison joined Tourism Australia in February 2017 to head up the organisation’s international operations for Asia, the Americas, Europe and New Zealand as well as Global Distribution and Partnerships. In September 2019, Phillipa was promoted to Managing Director. Prior to her time at Tourism Australia, she spent six years working for Hamilton Island Enterprises and before that held a variety of senior sales, marketing and product roles.

tourism.australia.com/DestAus21

JAMES HuRMAN – Founding Partner, Previously Unavailable

James Hurman is a creativity expert and the founding partner of New Zealand innovation, design and brand company Previously Unavailable. Formerly a strategic planner in the advertising industry, James’ work has won more than 50 marketing effectiveness awards. In 2013, James was named the world’s number one planning director by The Big Won Report. His 2011 book The Case for Creativity explored his and others’ research proving that more creative companies, agencies and campaigns achieve significantly better commercial results.

STEpHANIE TuLLy – Chief Customer Officer, Qantas Airways Limited

Stephanie Tully was appointed Chief Customer Officer in August 2019, following a 15-year career at the Qantas Group spanning operational, commercial, customer experience, marketing and strategy roles across the airline and loyalty businesses. As Chief Customer Officer, Stephanie is responsible for all aspects of the customer experience and strategy across the Group including digital, customer products such as lounges and inflight experience, and customer care operations. Stephanie is also responsible for the Qantas brand, marketing and sponsorships. Since 2014 Stephanie has served as a Board Director and Vice Chair for the Association for Data-driven Marketing and Advertising (ADMA).

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CAM bLACKEy – Chief Creative Officer, M&C Saatchi

With over 20 years’ experience at leading international creative shops including Droga5 New York and Sydney, Publicis London, AMV BBDO, Grey, BMF; for the last two years Cam has filled the Chief Creative Officer’s chair at M&C Saatchi Australia. Cam has worked on a wide variety of local and global brands spanning Commonwealth Bank, Aldi, Carlton United Breweries, British Telecom, Cadbury, Mars, Tourism Australia, Tiger Beer, TAB and Sportsbet to name a few. Cam has been awarded hundreds of times at international awards including a coveted D&AD Black Pencil for The New York Department of Education, D&AD Yellow Pencils and Cannes Lions for CUB and Cadbury, two Grand Clios and two Gold Clios for the A-League. Cam is currently the Chairman of The Australian Writers and Art Directors organisation.

ASHLEIGH bRuTON – Head of Social, Digitas

Ashleigh Bruton, currently the Head of Social at Digitas, has lived and breathed social media for the last decade focusing on holistic social and integration between earned, paid and owned channels across a variety of clients both in APAC and North America. With a strong focus on brand storytelling and an analytical mindset, Ashleigh’s responsibilities lie in the longevity of social strategies and the end-to-end implementation of digital, social and influencer activities.

JOHN HARDING EASSON – Head of Social, opr

John Harding is opr’s head of social with a decade of experience behind him. He has partnered with brands, government and agencies to craft campaigns that leverage earned principles to drive paid and owned impact. He currently provides counsel to Tourism Australia on how it can bolster its campaigns through its powerful advocate network and on social. John was previously the domestic social media lead at Qantas. John also worked in government as the digital communications advisor to a Senator and a secondment to the Prime Minister’s Office.

KANDIESE VILLELLA – Head of Social Reprise, UM

Kandiese Villella is a National Head of Social at Reprise – Mediabrands who has spent the better part of a decade specialising in managing social campaigns for varying clients and has a passion for the travel vertical, and more topically how it will approach its resurgence in the future through social channels.

SuSAN COGHILL – Chief Marketing Officer, Tourism Australia

Susan Coghill joined Tourism Australia in February 2017 as General Manager, Creative, Content and Campaigns and helped set the creative marketing direction for Tourism Australia, overseeing the Dundee, Matesong and Holiday Here This Year campaigns. Susan was promoted to Chief Marketing Officer in May 2019. Prior to Tourism Australia, Susan worked at Qantas, NewsCorp and Westpac in senior marketing roles.

STEVE COX – Chief Executive Officer, Destination NSW

Steve Cox is the Chief Executive Officer of Destination NSW, the state’s tourism and major events agency and the owner, manager and producer of Vivid Sydney. Prior to joining Destination NSW in May 2020, Steve was the Managing Director of Dymocks Retail for eight years where he launched several high-growth business channels for the company. Before serving Dymocks, Steve held senior roles in the fashion sector with David Jones and the Specialty Fashion Group. Steve holds an MBA with Macquarie University – Graduate School of Management and was a member of the Business Advisory Council for Greenfleet, a leading environmental not-for-profit organisation.