Unlocking potential, driving growth… · What makes a business stand out from the crowd is its...

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Unlocking potential, driving growth…

Friday 4 March 20168:00am–5:00pm & 7:00pm Gala Dinner

The Ville Resort—Casino

Welcome to the 2016 Townsville North Queensland Tourism Futures Forum and Gala Dinner.

You will hear from a number of inspiring speakers who will spark your curiosity and provide learnings that you can apply within your own business or workplace.

This program is designed to be used as a workbook throughout the day.

We thank you for your efforts and look forward to continuing to work with you towards a positive future for tourism and events in Townsville North Queensland.

CONTENTSShivani Gupta

Chris Zumwalt

Christopher Holen

James Whiting

Mark & Judy Evans

Aaron Nissen

Kimberley Goulter

Jess Quinlan

Kate Duffy

Rebecca White

Meet the Townsville Enterprise Tourism & Events Team

Action Plan

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Shivani Gupta is the world’s #1 expert on ‘Tough Love’ in the workplace and one

of only 500 to be recognised as a Certified Speaking Professional across the globe.

Shivani works with individuals, leaders and teams to radically transform their thinking and beliefs to help them discover “what makes them tick”.

As the Chief Passion Officer and Founder of Passionate People Institute, and through this experience, Shivani discovered the true value of having passionate people work in her business. She is the author of seven books and her work has been published in five countries and two different languages. Shivani has worked with top ASX200 companies in Australia

such as Commonwealth Bank, Rio Tinto, Origin Energy and QBE Insurance. She has spoken to over 100,000 people across the globe and is committed to inspiring teams and workplaces to apply tough love.

SHIVANI GUPTAPassionate People

Guest Speaker

Learnings and insights...

How can I apply these learnings?

The Passion Map: How to stay passionate in a changing environment

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Chris Zumwalt has a refreshing, proven approach to the provision

of customer service and what transforms good service into an exceptional customer experience.

What makes a business stand out from the crowd is its individuality, – something Chris is an expert at teasing out of organisations, placing that unique, intangible force firmly at the heart of customer service culture. Chris is overhauling traditional approaches to customer service

and redefining service culture in the Australian tourism industry.

As the Chief Operating Officer for Australia’s largest, most visited, privately owned tourist attraction, Scenic World, Chris has been the leading force in developing a fresh, world class service culture and customer experience at the site for the last eight years, during which time visitation and spend per person has increased by double digits. His conference keynotes and workshops are dynamic, fun experiences

which accelerate service growth and organisational change – equipping people with an understanding of the intangible business x-factor and practical tools to achieve outstanding performance and increase revenue. In conjunction with his executive role at Scenic World, Chris runs his own consulting business, The Human Quotient, translating the success experienced at Scenic World to other organisations in Australia, New Zealand and the United States.

CHRIS ZUMWALTScenic World

Guest Speaker



Exceeding expectations through outstanding customer service

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T he original Baked Alaska was a travelling soup kitchen of sorts, feeding

masses at Alaskan music festivals in the summer of 2000. In late summer of 2000 Baked Alaska found its new home, a seven table café in historic Astoria, Oregon.

Today, after nearly 14 years in Astoria and its most recent remodel, the Baked Alaska boasts a 100 seat waterfront

dining room perched out over the Columbia River with a seafood-heavy northwest ingredient focused menu and chef’s tasting menus.

It has become ingrained in this community and lives by the mantra “lucky to live here” and has become a mainstay in the Columbia Pacific region. Chef Holen has cooked at The James Beard House in New York City on three separate occasions,

twice on loan to another local chef and most recently had the fortune of being invited to represent his restaurant and Astoria in November of 2012.

Christopher is a two time champion in the black box cooking competition in Tillamook, Oregon and also the reigning champion of The Iron Chef Goes Coastal event in Seaside, Oregon after winning in 2013.

CHRISTOPHER HOLEN Baked Alaska Restaurant

International Guest Speaker



Repurposed: How Astoria maintained its character and history while reinventing itself

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James Whiting is an experienced hospitality and travel leader, specialising in

generating income and driving results through analysis and relationships with key partners.

With a deep understanding of revenue management in hotels, cruise lines and airlines,

understanding the business and finding opportunities to drive an outcome are his key skills.

Roles that James has held include Revenue Analyst for Voyages Hotels and Resorts, Revenue Manager for Carnival Australia and Airlines (a consulting company). James

also worked as Cluster Revenue Manager, Director of Tours and Accommodation and Marketing Director of IHG.

James Whiting is currently the Global Strategy Area Leader at Flight Centre and has been in this role for three years.

JAMES WHITINGFlight Centre

Guest Speaker

Driving revenue outcomes with wholesale programs



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Mark and Judy’s previous lives were in the corporate sector. After

many years in the Computer Industry, including a six year term in Singapore for Mark as South East Asian Managing Director, he and Judy and their three kids set off on an around Australia trek. After two years of travelling they discovered and purchased Paronella Park.

Twenty two years on, the Park has grown into one of the North’s premier tourist attractions, winning many Tourism Awards, and a Telstra Small Business Award.

Key to this development has been the total commitment to the highest level of Customer Service, and a proactive approach to co-operative

marketing activities. Paronella Park is active in both International and Domestic Markets; has a Marketing Representative in Japan; attends ATE and has a Marketing presence in both the Japanese and Chinese markets in the local region.

MARK & JUDY EVANSParonella Park

Guest Speakers

Importance of attracting international visitors



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Aaron has worked in the tourism industry for 11 years and absolutely

loves it. For him, it is an ideal situation where he can turn his passion for travel into work. He personally believes that travel makes the world a better place, and the more we travel, the more we learn about each other. He has an innate desire

to experience new places and explore the world.

He is a huge tech geek and loves new gadgets, applications and social networks. He admits to spending entirely too much time online and cannot imagine a world without computers and the Internet.

Aaron also has a passion for helping the Tourism industry to improve its marketing capabilities. He specifically helps DMOs and CVBs understand the shift to digital and the opportunities that are being missed.

AARON NISSENDestination Think!

International Guest Speaker

Influencing customer journey on social media



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K im Goulter is the Destination Manager for Townsville North

Queensland, in a joint role between Tourism and Events Queensland (TEQ) and Townsville Enterprise. Kim

manages the partnership between TEQ and Townsville Enterprise while representing the destination and its tourism and events industry operators in Brisbane. Kim’s passion for growing tourism and events

in emerging destinations has come from almost 10 years’ experience working with Southern Queensland Country, Outback Queensland and Townsville North Queensland at both regional and State levels.

KIMBERLEY GOULTERTourism and Events Queensland

Guest Speaker

Tourism Australia’s Coastal and Aquatic Campaign and Tourism and Events Queensland Great Barrier Reef Strategy



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Jessica is the Senior Sales Executive Destination Marketing at TripAdvisor,

covering the South Pacific region including Australia, New Zealand and the Pacific Islands.

With a passion for the promotion and development of the Pacific Asia Region, Jessica moved to Thailand and joined the Pacific Asia Travel Association (PATA)

and began a role in Marketing and Communications.

Whilst with PATA, Jessica was involved in project managing the ‘Tourism’s New Frontier’s’ theme during the G20 Brisbane Global Café which attracted over 85 thought leaders, 3,000 guests and over 5,000 online participants, over 100 media agencies, and generated

$AUD2.3 million in local, national and international coverage.

Jessica’s role with TripAdvisor involves working directly with destinations to assist with marketing and promoting the amazing and vast array of destinations to the TripAdvisor audience of over 375 million unique monthly visitors.

JESS QUINLANTripAdvisor

Guest Speaker

TripAdvisor’s insights into Townsville North Queensland and optimising your profile



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Kate is a tourism social media geek, loves tinkering

with photography, lives in Brisbane and works as the Marketing Manager Consumer Engagement for Tourism and

Events Queensland where she manages the organisation’s social media strategy and content team.

Previously head of social media for Tourism Canada & Director

of Content for Tourism Tropical North Queensland, Kate has over 15 years’ tourism marketing experience and a passion for driving organisational change through digital adoption.

KATE DUFFYTourism and Events Queensland

Guest Speaker

Leveraging images and social media to generate revenue



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Rebecca is a tourism industry marketing specialist. She has

extensive knowledge and hands on experience of the marketing opportunities (and also the challenges) tourism businesses face.

After a decade with the South Australian Tourism

Commission, since 2012, Rebecca has helped tourism businesses and destination marketing organisations around Australia grow their profits and visitor numbers through her consultancy work, facilitating eCourses through Tourism eSchool and speaking at industry events.

Content marketing is Bec’s specialty; she loves showing the tourism industry how to get their customers to help market their businesses and regions by creating and sharing great content online.

REBECCA WHITETourism eSchool

Guest Speaker

Converting customers through e-news



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Meet the Townsville EnterpriseTourism & Events Team

Bridget WoodsExecutive Manager Tourism & Events

P +61 7 4726 2738

F +61 7 4726 2700

E [email protected]

Gemma SneydEvents Acquisition Executive

P +61 7 4726 2753

F +61 7 4726 2700

E [email protected]

Lisa Budd Tourism Marketing and Strategic Projects Executive

P +61 7 4726 2742

F +61 7 4726 2700

E [email protected]

Monique FitzgeraldOperations Support Officer P +61 7 4726 2777F +61 7 4726 2700E [email protected]

Christine O’FlynnVisitor Services Coordinator

P +61 7 4726 2739

F +61 7 4726 2700

E [email protected]

Kimberley GoulterDestination Manager, Townsville North Queensland A joint position between Townsville Enterprise Limited and Tourism and Events Queensland

Tourism VolunteersTownsville Bulletin Square Visitor Information CentreTownsville Bulletin Square, Flinders Street, CBD

P +61 7 4721 3660 Bruce Highway Visitor Information Centre Billabong Sanctuary, 17km south of Townsville

P +61 7 4780 4397

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3 months

6 months

12 months

ACTION PLAN

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7:30AM—8:00AM REGISTRATIONS OPEN

8:00AM—8:10AM CONFERENCE OPENING Master of Ceremonies

8:10AM—8:15AM WELCOME AND TOWNSVILLE ENTERPRISE UPDATEPatricia O’Callaghan Chief Executive Officer – Townsville Enterprise Limited

8:15AM—9:15AM THE PASSION MAP: HOW TO STAY PASSIONATE IN A CHANGING ENVIRONMENT Shivani Gupta Chief Executive Officer – Passionate People Institute

9:15AM—10:00AM EXCEEDING EXPECTATIONS THROUGH OUTSTANDING SERVICE Chris Zumwalt Chief Operating Officer – Scenic World

10:00AM—10:15AM MORNING TEA

10:15AM—10:45AM REPURPOSED: HOW ASTORIA MAINTAINED ITS CHARACTER AND HISTORY WHILE REINVENTING ITSELFChristopher Holen (International Speaker) Owner and Executive Chef – Baked Alaska Restaurant

10:45AM—11:15AM DRIVING REVENUE OUTCOMES WITH WHOLESALE PROGRAMS James Whiting Global Strategy Area Leader – Flight Centre Global Product

11:15AM—12:00PM IMPORTANCE OF ATTRACTING INTERNATIONAL VISITORSMark and Judy Evans Owners – Paronella Park

12:00PM—1:00PM LUNCH

1:00PM—1:45PM INFLUENCING CUSTOMER JOURNEY ON SOCIAL MEDIAAaron Nissen (International Speaker) Senior Strategic Consultant – Destination Think!

1:45PM—2:00PM TOURISM AUSTRALIA’S COASTAL AND AQUATIC CAMPAIGN AND TOURISM AND EVENTS QUEENSLAND GREAT BARRIER REEF STRATEGYKimberley Goulter Destination Manager Townsville North Queensland – Tourism and Events Queensland

2:00PM—2:45PM TRIPADVISOR’S INSIGHTS INTO TOWNSVILLE NORTH QUEENSLAND AND OPTIMISING YOUR PROFILEJess Quinlan Senior Sales Executive Destination Marketing – TripAdvisor

2:45PM—3:00PM AFTERNOON TEA

3:00PM—3.30PM LEVERAGING IMAGES AND SOCIAL MEDIA TO GENERATE REVENUEKate Duffy Marketing Manager Consumer Engagement – Tourism and Events Queensland

3:30PM—4:15PM CONVERTING CUSTOMERS THROUGH E-NEWSRebecca White Director – Tourism eSchool

4:15PM—4:30PM SURVEY AND CLOSING Master of Ceremonies

7:00PM GALA DINNER

Unlocking potential, driving growth… · What makes a business stand out from the crowd is its...

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