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EDA VIC WEBINAR: Are you truly measuring your tourism dollar?

21 November 2019 @ AEST 12:00 pm - 1:00 pm


Gain insight into best practice in maximising the community and economic benefits of events and tourism expenditure.

Finding reliable data and measurements for assessing events and local tourism trade is never easy. The following industry experts will provide you with an update on trends and best practice in measuring tourism, as well as providing examples of how tourism is measured in Geelong, Victoria.


Denise Ulbrick | Research Manager, Tourism Events and Visitor Economy, Department of Jobs, Precincts and Regions

Denise has worked in market research for 19 years with the last 12 years leading visitor economy research for the Victorian Government. Denise has primary responsibility for tracking the size and performance of the industry, driving strategy and providing insights to inform decision making to support sector growth.

Her research experience spans across key statistics to consumer insights and brand research to economic modelling.

Denise spent seven years on the supply side working across various industry sectors including retail and fast-moving consumer goods, as well as tourism, providing consumer insights to many Australian STOs and Tourism New Zealand.  She says she has never looked back since switching to the tourism and travel sector. “People think it is ‘just tourism’, but it is a highly complex industry and has been identified as one of the major growth industries for the Australian economy”.

Brett Ince | Tourism Greater Geelong and The Bellarine

Brett Ince is the new Executive Director of Tourism Greater Geelong and The Bellarine, the Regional Tourism Organisation spanning from Werribee to Barwon Heads including Geelong, The Bellarine Peninsula and Southern Golden Plains. Brett has returned to the region to take up this role, having recently held the position of state-wide Director Tourism and Visitor Experience with Parks Victoria.

Brett grew up in the region and commenced his tourism career 15 years ago with Geelong Otway Tourism. Brett has also worked with Surf Coast Shire as Tourism Officer and Coordinator of Surf World Museum and the Torquay Visitor Centre. Prior to his time at Parks Victoria, Brett was the Business Manager of Geelong Otway Tourism for four years and Deputy Executive Director for five years.

Brett graduated with a Bachelor of Commerce (Marketing), Bachelor of Arts (Public Relations), Master of Business Administration (MBA) and Master of Politics and Policy (MPP) all from Deakin University.

Sharon Cockerell | Executive Officer, Geelong Major Events – City of Greater Geelong

Sharon has over twenty years of professional experience in both the public and private sectors including events, marketing and property management roles.  In 2001, Sharon joined the City of Greater Geelong and is currently both the Coordinator of the Event Services Unit and also holds the position of Executive Officer to the Geelong Major Events Committee. Geelong Major Events is a Special Committee of Council established in 1989 to procure, support and provide funding to major events staged with the Geelong Region.

She has been involved in the successful procurement and delivery of many major events in the Geelong region including Cycling and Triathlon World Cups, White Night Geelong, T20 World Cup, Australian Masters Games, the annual Festival of Sails, Cadel Evans Great Ocean Road Race, Pako Festa and the biennial Australian International Airshow.  

Sharon led Geelong Council’s successful bid and hosting of the 2010 UCI Road World Championships, which was the culmination of a 10 years strategy for the City. That event remains the largest event ever hosted in Geelong with over 270,000 spectators lining the course and another 200 million viewers worldwide watching images of Geelong via a live broadcast.


Members: Free
Non-Members: $25

Members, please log in to receive your complimentary registration.

Terms and Conditions

By registering for this webinar, you agree to our terms and conditions.

This event is proudly sponsored by REMPLAN


21 November 2019
12:00 pm - 1:00 pm


Economic Development Australia


0467 217 997


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