Welcome—and thanks for dropping in

Why I’m Starting This Blog—And Why Victoria’s Visitor Economy Needs It

If you work in tourism, hospitality, local government, or any corner of the visitor economy here in Victoria, this blog was made with you in mind. From Gippsland to the Grampians, the High Country to the Great Ocean Road, our state is bursting with stories, opportunities, and character. But let’s face it—the landscape is shifting.

Why This Space Exists I’ve spent years collaborating with local councils, regional tourism boards, businesses, and community leaders across Victoria. Through that journey, one thing’s become clear: we need more spaces for grounded conversations and forward-thinking ideas.

This blog will be a place where strategy meets storytelling—where we break down what’s working from around the world (and what’s not), explore what’s next, and learn from each other’s wins and missteps.

What You’ll Find Here Expect insights on destination planning, visitor servicing, placemaking, digital capability, and experience design. Drawn from on-the-ground work and lived examples that reflect the challenges and creativity of our state.

Designed for Collaboration Tourism doesn’t happen in a vacuum. It thrives when local communities, operators, and leadership align. I want this blog to be part of that connective tissue—sparking ideas, sharing tools, and asking the questions that drive better outcomes.

Victoria’s visitor economy is at a turning point. With so much at stake—and so much potential—now’s the time to think boldly, act locally, and lead collectively. I hope this becomes a place that supports that mission.

Here’s to what we can build—together.