ONE 250+

WHAT A DIFFERENCE A DAY CAN MAKE
Wednesday 27 May 2015, Crowne Plaza Adelaide
2015 SATIC
TOURISM CONFERENCE
GAIN INSIGHTS, BE INSPIRED, LEARN, ENGAGE AND NETWORK
ONE
9
DAY
PLENARY
SESSIONS
18+
SPEAKERS
250+
DELEGATES
9
WORKSHOPS
TO CHOOSE
FROM
@SA_TIC | #2015SATIC | www.satic.com.au
GAIN INSIGHTS, BE INSPIRED, LEARN, ENGAGE & NETWORK
Be inspired with an
exciting, relevant
and practical
conference program.
An unmissable day of
compelling plenary
speakers and in-depth
workshops.
Wednesday, 27th May 2015
Master of Ceremonies | Lainie Anderson
Crowne Plaza Adelaide | 16 Hindmarsh Square, Adelaide
Conference | 9am – 5pm
Networking Function | 5pm – 7pm
Accommodation specials available
Read More at: http://bit.ly/2015SATIC
Register online at: http://bit.ly/1Brwq5T
Message from the Chief Executive
LEADERSHIP DINNER
The South Australian Tourism Industry Council (SATIC)
is pleased to host our 6th annual state-wide tourism
conference.
The Riverbank is already one of Adelaide’s
most iconic, and a new long-term vision
aims to make it a great park and cultural
precinct; a place that is alive day and night
and year round.
The purpose of this conference is to support
tourism businesses in achieving success, and by
doing so, build tourism as a dynamic, innovative
and competitive industry that contributes to South
Australia’s economic prosperity.
We hope to inspire you with an exciting, relevant
and practical conference program that provides
great value for your time and money.
Tourism is everybody’s business and everyone is
invited to attend.
Ward Tilbrook
Chief Executive
South Australian Tourism Industry Council
A highlight of the conference will be the
2015 Leadership Dinner, held the evening
prior at the Intercontinental Adelaide with
special guest, Andrew McEvoy, Chair of
the Riverbank Authority who will share the
vision for Adelaide’s grand central park – our
cultural, education and entertainment precinct
all in one place.
Tuesday, 26 May 2015 | from 6pm
Intercontinental Adelaide
North Terrace, Adelaide
2015 SATIC TOURISM CONFERENCE
SPEAKERS
Master of Ceremonies
Lainie Anderson
Sunday Mail Columnist
Robert Pennicott
Chief Executive
Pennicott Wilderness
Journeys
Laura Cavallo
Chief Executive
Destination Melbourne
David Rohrsheim
General Manager ANZ
Uber
Steve Davis
Director of Marketing
Baker Marketing
Justin Marshall
Manager, Regional
Research & Insights
Tourism Research Australia
Lisa Ronson
Chief Marketing Officer
Tourism Australia
Adam Stanford
Strategy & Insights
Manager
South Australian
Tourism Commission
Emma Nicholls
Director of Marketing &
Communications
South Australian
Tourism Commission
Dean Evans
Founder
Leading Minds Australia
Jing Cao
Director
Chinese Language &
Cultural Advice
Tania Shirgwin
Director
Bizeez Communications
Ben Allen
Partner
Wallmans Lawyers
Rebecca White
Director
Tourism eSchool
Amanda Daniel
Food Consultant
Amanda Daniel #Ax
Rod Hillman
Chief Executive
Ecotourism Australia
Jehad Ali
Director, Corporate
Communications, Public
Relations and Strategy
South Australian
Tourism Commission
Dr Darren Peacock
Chief Executive Officer
National Trust of South
Australia
Alison Oborn
Director
Adelaide Haunted
Horizons Ghost Tours
GAIN INSIGHTS, BE INSPIRED, LEARN, ENGAGE & NETWORK
PROGRAM
8.30am
#2015SATIC
Registrations open
9.00am
Welcome
Master of Ceremonies | Lainie Anderson | @anderson_lainie
9.05am
SATIC Welcome
Ward Tilbrook | Chief Executive | South Australian Tourism Industry Council | @sa_tic
9.15am
Opening Address | Minister for Tourism
Hon Leon Bignell MP | Minister for Tourism
9.25am
PLENARY SESSION: Australian Tourism: Current Trends and Future Prospects (30 minutes)
Justin Marshall | Regional Research & Insights | Tourism Research Australia | @tra_online
Tourism Research Australia is a professionally independent research agency that sits within Austrade. Its purpose
is to produce the data and knowledge required to help develop the government’s policy agenda and to underpin
industry decision making. Key activities for which TRA is responsible include the International Visitor Survey, the
National Visitor Survey, tourism forecasts, state Tourism Satellite Accounts and a range of sectoral and regional
snapshots. This presentation will draw from this activities set to provide a range of insights on current trends in
Australian tourism and the prospects for the future.
9.55am
PLENARY SESSION: National Tourism Industry Snapshot (30 minutes)
Lisa Ronson | Chief Marketing Officer | Tourism Australia | @TourismAus
The outlook for Australian tourism is optimistic, having recently been identified as one of the emerging super sectors
of our economy. While our industry has laid some solid foundations in recent years, with international arrivals
numbers and spending at record levels, it’s important that we remain focused on the strategies that will best assist us
in achieving the Tourism 2020 targets. Lisa will outline Tourism Australia’s strategic direction, highlight the agency’s
latest work and share her insights on the marketing opportunities and challenges ahead for Australian tourism,
in particular towards overcoming the conversion challenge to ensure Australia continues to grow its share of the
global travel market.
10.25am
10.45am
Morning Tea (20 Minutes)
PLENARY SESSION: South Australian Tourism Snapshot (30 minutes)
Adam Stanford | Strategy & Insights Manager | South Australian Tourism Commission | @tourismsa
Adam will outline recent trends and performance for the South Australian tourism industry, including international
markets, interstate performance and travel by South Australians. He will then discuss the current forecasts for each
market through to 2020.
Emma Nicholls | Director, Marketing & Communications | South Australian Tourism Commission | @tourismsa
Emma will provide an update on the SA Tourism Commission’s marketing activity and approach for the coming
12 months; how their marketing plans are based on insights and linked to the State Tourism plan; how they are
addressing priority areas. Emma will also talk about the importance of content creation and distribution in getting the
SA story out nationally and internationally and how operators can get involved and ensure their own story is told.
11.15am
PLENARY SESSION: Not Another F#*^!% Leadership Talk!! (30 minutes)
Dean Evans | Founder | Leading Minds Australia | @LeadingMindsAus
Are you tired of hearing about Leadership? Are you confused by all the different Leadership theories out there? Do
you feel like smacking the next so-called Leadership expert who tells you what you MUST DO to be an effective
Leader in today’s world? If the answer is “YES” to any of those then that’s a good thing... because so does Dean.
In this talk Dean will strip the concept of Leadership right back to the bare elements that will ultimately determine
the way you’re viewed as a Leader. More importantly, you’ll leave with an easy-to-remember, 3 point checklist that
will drive your thinking and promote a workplace culture built on everyone taking ownership of the RESULTS they
deliver for you, your business and your valuable customer.
11.45am
KEYNOTE SESSION: TASMANIA – Pennicott Wilderness Journeys (30 minutes)
Robert Pennicott | Chief Executive Officer | Pennicott Wilderness Journeys | @PennicottJrnys
Robert Pennicott established wilderness cruises off the coast of Tasmania’s Bruny Island in 1999. Over sixteen
years of operation, his business has grown to become one of Australia’s leading ecotourism operators. Pennicott
Wilderness Journeys now operates in three Tasmanian locations and hosts more than 70,000 visitors each year.
This former fisherman will share his insights into how he has overcome the challenges of starting and evolving a
tourism business in a regional area. Robert will use his own business story as a case study and will inspire the
audience with his passion for providing a quality visitor experience, looking after his staff and conserving the
environment.
12.15pm
Networking Lunch (45 minutes)
2015 SATIC TOURISM CONFERENCE
PROGRAM continued...
1.00 PM
SESSION 1 & 2 – WORKSHOPS (select two of four)
1. Where is my share of the Chinese Visitor Expenditure?
Jing Cao | Chinese Language & Cultural Advice
Catering for the Chinese market is more difficult than first thought. It is more than just having a Chinese language
website, or a Mandarin speaking staff. In many cases it requires a complete overhaul of your business model. Are
you really willing to do it? And more importantly, can you do it without blowing the budget? This presentation will
separate the facts from the fancy, outline some of the potential challenges and opportunities, and provide some
practical, cost-saving ideas to help your business grab a slice of this cake..
2.
Converting Mobile Savvy Travel Hunters into Bookings & Brand Advocates
Rebecca White | Tourism eSchool | @tourismeschool
The use of mobile technology in the realm of researching and booking travel experiences is growing rapidly. So,
if you want your Tourism business to be front and centre when your potential customers are hunting for their next
travel experience, then it’s time you ramped up your mobile marketing strategy! In this jam-packed, super-practical
workshop, Rebecca will show you how to optimise your social content & email marketing communications to help
you convert more mobile savvy travel hunters into actual visitors and social advocates for your brand.
3.
The Humble #Hashtag in Tourism Marketing – Use it or lose it!
Tania Shirgwin | BizEez Communications | @BizEez
Hashtags (#) are the most prominent factor of social media marketing today and for good reason. Used wisely they
can become your best chance of engaging online. You can amplify your message, make your brand stand out in
a crowded market place and inevitably gain new brand ambassadors and sales. The potential to go viral is huge.
And best of all – they’re FREE. In this session, Tania will walk you through the history of the hashtag, four types of
hashtags, how and when to use hashtags, do’s and don’ts, current tourism hashtags and most importantly how
you can be using hashtags to promote your business. Be prepared to post to a social network while you’re in this
session – let’s have a little #hashtaghilarity while we’re at it.
4.
Power to the People – The 3 Secrets of Superior Customer Service
Dean Evans | Leading Minds Australia | @LeadingMindsAus
Ever wondered what goes on inside the head of your customer? Ever wanted to know the secrets to reading
people? Ever considered why some people keep building a deeply loyal customer base that spends $1000’s with
them? This workshop will give you instant insights into the minds of the people you interact with on a daily basis
- from your customers, your clients and your colleagues. Based on decades of scientific research and behavioural
profiling you’ll come away with an entirely new level of awareness and understanding of what people want... and
why they do what they do. Even better, you’ll walk away with a mental menu of human behaviour that you can
access fast to build immediate rapport with the most valuable people in your business!
2.30 PM
SESSION 3 – WORKSHOPS (select one of five)
1.
The Current State of Play of Licensing Laws in SA
Ben Allen | Wallmans Lawyers
Liquor Licensing Laws have been subject to much media discussion and public debate in recent times. Food and
wine are key components of South Australia’s tourism offering. In addition to the regional aspects of food and
wine tourism, the recent redevelopment of Adelaide Oval and the State Government and Adelaide City Council
push towards a more vibrant CBD have also been targeted at the tourist and local market. This presentation will
look at recent developments in Liquor Licensing Laws in South Australia generally, with a particular focus on how
they impact on winery cellar doors big and small, the recent proliferation of small licensed venues and “pop ups”
in the CBD and a discussion of how licensing laws apply to accommodation based venues from small bed and
breakfasts sites through to recent major hotel developments. Particular attention will be paid to how operators of
such venues might be able to take advantage of these opportunities to promote their tourist offering.
2.
Ecotourism – Niche or Mainstream?
Rod Hillman | Ecotourism Australia | @EcotourismAus
Ecotourism was once a small niche market with limited marketing and customer appeal. Now nearly all National,
State and Local tourism bodies use nature imagery, products and themes to promote their destinations. The rise of
sustainable, responsible, volunteer and ethical tourism all point to the fact that ecotourism is now the norm not the
niche. The past decade has seen Tour Operators re-evaluating their products and marketing to take advantage of
this customer shift to position themselves for success.
3.
The SA Tourism Plan 2020: One Year In - Workshop and Review
Adam Stanford & Jehad Ali| South Australian Tourism Commission | @tourismsa
It has now been almost a year since the publication of the South Australian Tourism Plan 2020, and it’s time to
have a sense check on how things are going. Adam Stanford and Jehad Ali will provide an update on progress
towards the objectives established in the Plan and the SATC’s perspective on what has worked and what hasn’t.
They will then welcome feedback and reflections from industry in a workshop-style setting
GAIN INSIGHTS, BE INSPIRED, LEARN, ENGAGE & NETWORK
PROGRAM continued...
4.
Heritage & Innovation: Taking the Past into the Future
Darren Peacock | National Trust of South Australia & Alison Oborn | Adelaide Haunted Horizon’s Ghost Tours
| @hauntedhorizons
Heritage is well known as a key attraction for both domestic and international visitors to South Australia. Our
built, cultural and natural heritage and the stories associated with it are unique and irreplaceable. However,
the presentation and marketing of our heritage assets often fails to convey their full richness and appeal. As a
result, we fail to recognise the enormous value and potential of South Australia’s heritage as a tourism asset. This
presentation explores innovative approaches to sharing our heritage that create new experiences with broad
appeal. It showcases contemporary South Australian innovation in the design and delivery of heritage experiences
that are creating new markets for old places and stories. We will show how effective integration of heritage adds
a new dimension to tourist experiences of South Australian destinations, products and culture, one which adds to
the authenticity and differentiation of our State’s tourism offerings. We will also discuss the need to forge networks
of heritage-based tourism operators – from pubs and B and B’s to food and wine producers – to integrate and
connect the South Australian heritage experience. We invite discussion on how we can realise the full potential
value of heritage places, products and traditions in South Australian tourism.
5.
How Do You Make the Most of Your Regions’ Food Culture?
Amanda Daniel | Food Consultant | @Amanda Daniel
We travel with expectations and so do our visitors, so we have to ask ‘what is our visitor looking for and how do
we deliver it’? When we travel we want to experience a different culture and the best way to do this is to eat the
local food. Our regional food is ours alone and the culture that produced it is complex and diverse. How do we
tell our regions food story and enrich our visitors’ experience? And how we build our brand while we support our
local producers.
3.15 PM
3.35 PM
Afternoon Tea (20 minutes)
KEYNOTE SESSION: Fostering Ongoing Collaboration (30 Minutes)
Laura Cavallo | Chief Executive | Destination Melbourne | @DestMelbourne
Destination Melbourne is Melbourne’s leading independent visitor organisation, focussed on encouraging
Melbourne’s visitor industry to deliver targeted experiences that are in step with visitor expectations. Via Destination
Melbourne’s unparalleled networks and contacts across the tourism sector, local councils and State Government
agencies, the organisation delivers a number of programs which encourage collaboration, connections and new
initiatives. Laura will share the spirit of collaboration which underpins her organisation’s core activities including
the Melbourne Tourism Industry Leadership Program, Visitability, Discover Your Own Backyard campaign and the
Melbourne Tourism Partnership program.
4.05 PM
KEYNOTE SESSION: Uber and the Sharing Economy (30 Minutes)
David Rohrsheim | General Manager ANZ | Uber | @uber @rohrsh
Disruptive business models like Uber and Airbnb are giving consumers what they want but causing big headaches
for established operators. Learn about the Uber story and how governments and business can embrace this new
opportunity and unlock hidden value in our communities..
4.35 PM
PLENARY SESSION: Instagram: The one thing that rules them all (Another tool but it’s worth the effort) (30 Minutes)
Steve Davis | Marketing Director | Baker Marketing | @baker_marketing
Instagram is the window, mirror and magazine for your online tourism marketing - and it is generating exponential
rates of engagement for brands. In the talk Steve Davis will demonstrate: the visual power of communicating your
tourism experience via your smartphone smartly with images also forwarded to Twitter and Facebook (window),
tips for making it easy and attractive for your patrons to tell your story visually (mirror), Instagram as a relaxing,
browsing magazine pre, post and during holidays (magazine). He will also share tips for writing captions and
hashtags to help engagement.
5.05 PM
5.10 PM
Wrap up and Close
Networking Function
An opportunity to network, share experiences and identify opportunities.
2015 SATIC TOURISM CONFERENCE
Did you know?
99%
of attendees at last year’s
conference recommend
attending the 2015
Conference.
Investment
Conference:
SATIC Member
Non-member
Earlybird $250*
Earlybird $395*
Regular $290
Regular $435
*Earlybird until 22 April
Leadership Dinner:
SATIC Member $120
Non-member $155
Tables of ten from $1,080
RSVP: Monday, 18th May
Read more at: http://bit.ly/2015SATIC
Register online at: http://bit.ly/1Brwq5T
CONTACT:
Anneliese Powell, SATIC’s Manager Events
email: info@satic.com.au
tel: 08 8110 0123
www.satic.com.au
*This program is correct at time of printing
and may be subject to change.
TESTIMONIALS
“Cutting edge knowledge and experience
from industry experts - the best tourism
conference for South Australian operators.”
Mark Gleeson, Adelaide Central Market Tours
“Excellent tourism conference held in a first
class venue. Great to see a large number
of regional operators make the effort to
attend. Well done to SATIC for hosting an
informative and interactive conference.”
Miranda Lang, Fleurieu Peninsula Tourism
SPONSORS
www.satic.com.au
“A really valuable day out of my
business to work on my business. A great
opportunity to lift my eyes up from my desk
and see a great example of what is being
done across the spectrum.”
Steven Perryman, City of Mount Gambier
“Attending a conference such as this
enables us to keep driving an industry that
is so valuable to South Australians. We
certainly love what we do and SATIC helps
us keep it fresh and innovative!”
Belinda Vivian, Strath Motel