Why I'm Involved

Tourism operators interviewed for this module were unanimous in what they saw as the benefits of being more involved in industry structures and learning opportunities.

They all agree that the benefits are two-fold: the ability to create a higher profile for their own business, and the opportunity to learn about other businesses, which, in turn, enables them to recommend other local products to their clients. In doing so, they recognise that they are able to enhance the total ‘experience’ for the visitor and to more broadly sell the benefits of visiting the region. Engaging with others also helps them to identify better practices, which can make their own business more efficient and/or profitable.

“ It’s a symbiotic relationship” says Janine Hayes of Aerial Skydives (244 kb).

“ Networking with other business operators and tourism associations is crucial to developing your brand and gaining valuable insight into tourism trends that can help to shape your business strategy. A few hours spent networking, learning new skills or raising the profile of your business can have an enduring impact on your business success” says Robyn Fitzpatrick of Pettavell Winery and Restaurant.

“ Being able to network and bounce ideas off each other is fantastic and is a vital part of being in business. You must make time to participate in industry activities. Time spent participating in an event far outweighs the downtime in the business. We all lead busy lives – just don’t lose sight of what you are trying to achieve and take time out to get help and network. Even if you only learn one new thing to help your business, then it has been a day well spent”.
Janine Rose, General Manager, Otway Estate – Winery & Brewery

Attending industry short courses and seminars not only builds new contacts, but also helps to acquire new knowledge. Despite tourism being a ‘people business’, professional isolation can be a major downside for many small to medium tourism enterprises. While many operators are educated and come from diverse backgrounds, their experience in business, and especially in tourism, may be very limited. Therefore, learning from other operators – either formally through short courses and workshops, or informally through networking functions and social events – is a great way of keeping up with changing social and economic trends, new technology and with government initiatives for developing or marketing the industry.

“ You will be surprised how much your own experience can be of benefit to other tourism industry operators” says Matt Noble of Australian Wine Tour Company.

After 30 years of attending various short courses, Powerworks’ Ian Southall (246 kb) is still conscious of the ‘refreshment’ factor to be gained from participating….
“ You always need to re-examine the way you do things…especially as you get older; you need to more readily embrace new things.”

Apart from the personal and business gains, implicit in the comments of these successful business operators was their commitment to growing the professionalism of their local and regional tourism industry. They highlighted that a more integrated and networked industry structure makes it easier to promote the region and to raise operating standards.

“ Promotion of your town, region or State needs to be done hand-in-hand with your own business marketing; visitors usually seek ‘experiences’ rather than bricks and mortar facilities”. – Matt Noble, AWTC

“ Like-minded people working towards a common goal of developing the region as a tourist destination, or growing the profile of an industry, can achieve positive results in a short period of time. The wine industry of Geelong is testament to these initiatives, growing from small disparate regions and individual operators, to unite in events such as ‘Toast to the Coast’, drawing tourists and raising the profile of Geelong in the media as a food and wine destination”
Robyn Fitzpatrick, Pettavell Winery & Restaurant, Waurn Ponds.

The final word goes to one of Victoria’s newest and most active tourism operators. Janine Rose, who summed-up the benefits she gains from wider industry involvement….

1. Awareness of surrounding businesses;
2. Knowledge of the region, so I can give guests first hand accounts on where to go, what to see and do;
3. Networking with other businesses;
4. Learning ways to improve my business;
5. Keeping abreast of activities in the region;
6. Taking up media opportunities;
7. Understanding the network of the tourism industry: National, State, regional and local;
8. Linking into improvement programs;
9. Accessing government funding;
10. Benchmarking my business against others.

Click on the following to read more from some of Victoria’s most actively involved small to medium size tourism operators.

Case studies:

Janine Hayes, Aerial Sky Dives (244 kb)
Matt Noble,Australia Wine Tour Company (92kb)
Ian Southall, Powerworks (246 kb)