One of the most significant changes to tourism in more recent times is how we scope, define and describe our

industry. The expansion of tourism to that of the more inclusive term the ‘visitor economy’ is significant in

how we plan for, understand and even measure the impact of what we do. The ‘visitor economy’ recognises

the importance of events, education, visiting friends and relatives in addition to the needs, demands and

opportunities of the leisure traveller. In many ways it better reflects the full range of activities and initiatives

we cover in our Business Plan and address on a day to day basis.

It also has increased focus on understanding how the visitor economy can make an increased contribution to

the economy through growth in employment, value-adding, investment and business revenues.

Last year we further expanded our partnerships with our region’s Secondary and Tertiary Education

Institutions as they seek to expand their enrolments of international students. Our leadership in securing a

State Government Grant to implement a comprehensive international student support program will further

boost our visiting friends and relative program. Like wise we have sought to better capitalise on sporting,

cultural and business events and maximise the benefits associated with such events.

It is pleasing to report that after years of lobbying and presenting studies to support our case that the Premier,

Ministers and our Local Members of State Parliament announced the commitment to deliver a full Business

case to guide the development of the establishment of a dedicated Convention and Exhibition Centre for

Geelong. Further to this significant announcements have come from the Federal Government that will

enhance the visitor experience in Queenscliff, Golden Plains and greatly increase the chances of international

flights landing at Avalon Airport.

The notion of the ‘visitor economy’ is also integral in redefining the brand of Greater Geelong and The

Bellarine. With the changing economic landscape in Geelong the need for a new brand narrative has become

paramount. As such we have joined forces with other parties to work to present a ‘Geelong Story’ that not

only honours our past but clearly articulates our exciting future and those things that truly position Geelong

on the global stage.

More often than not our stories and experiences are being told in the digital environment. Over this reporting

period the focus on digital marketing has allowed us to present a visually stunning region that is rich in

experiences and local stories that inspires and drives visitation. Our region has achieved record levels of

visitation, length of stay and expenditure levels. New developments to drive and support visitation have been

launched over the past year. Our Tourism Development Strategy for the future has also been launched this

year and sets the strategic direction for the delivery of further infrastructure required to fully capitalise on the

projected increase to 7 million visitors by 2030.

Membership to Tourism Greater Geelong and The Bellarine has continued to grow strongly and a record level

of partnerships have been delivered further strengthening our capacity to implement a wide range of

marketing and industry development initiatives.

A record level of members have participated in a wide range of quality industry training and development

programs conducted throughout the region.

The Visitor Economy in Greater Geelong and The Bellarine has a bright future. Our challenge to convert an

increased number of the current 3 million day visitors to stay the night is not insignificant.

Broadening “day trippers” appreciation of the experiences and destination on offer remains an ongoing

challenge as will growing our capacity to accommodate and service more overnight visitors. Additional

infrastructure will be required and reasons to extend the stay will have to be found.

‘Moments that matter’ will have to be delivered by a skilled and capable workforce. At Tourism Greater

Geelong and The Bellarine we have a highly skilled and dedicated staff and wonderful partnerships established

with industry, State and Local Government. We have a talented industry driven Board to guide and refine our

strategies and progress. The foundations are in place to meet these challenges. We thank you for your

membership and enthusiastic support in 2015/2016 and look forward to further developing our visitor

economy together.

Roger Grant Executive Director Tourism Greater Geelong and the Bellarine

John Stevens Chairman Tourism Greater Geelong and the Bellarine Board

Mr

Joh

n S

teve

ns

Ind

epen

den

t C

hai

rman

Ms

Hel

en B

utt

eris

s Tr

easu

rer

Skill

s B

ased

Fin

ance

Rep

rese

nta

tive

Mr

Kev

in R

ob

e

Skill

bas

ed B

usi

nes

s Ev

ents

R

epre

sen

tati

ve, D

epu

ty C

hai

rman

Mr

Mik

e B

arro

w

Go

lden

Pla

ins

Rep

rese

nta

tive

Mr

Dav

id L

ittl

eto

n

Bel

lari

ne

Rep

rese

nta

tive

Ms

Sarl

a H

olm

es

Gee

lon

g R

epre

sen

tati

ve

(un

til 3

0 M

ay 2

016)

Mr

Terr

y Jo

nge

blo

ed

G

eelo

ng

Rep

rese

nta

tive

Mr

Nic

ho

las

Hea

th

Skill

s B

ased

Mar

keti

ng

Rep

rese

nta

tive

Mr

Sean

Bla

ckw

oo

d

Bel

lari

ne

Rep

rese

nta

tive

Mr

Bre

tt L

uxf

ord

C

ity

Of

Gre

ater

Gee

lon

g (f

rom

14

Ap

ril 2

0

Cr

Pet

er

Ru

sse

ll B

oro

ugh

of

Qu

een

sclif

f

Rep

rese

nta

tive

(u

nti

l 29

Oct

201

6)

Cr

Gra

ham

Cri

stie

B

oro

ugh

of

Qu

een

sclif

f

Rep

rese

nta

tive

Cr

Kyl

ie F

ish

er

Cit

y o

f G

reat

er G

eelo

ng

Rep

rese

nta

tive

(u

nti

l 14

Ap

ril 2

01

6)

Cr

Bo

b M

erim

an

Bo

rou

gh o

f Q

ue

ensc

liff

R

epre

sen

tati

ve (

un

til 2

4 F

eb 2

016

)

Bre

tt In

ce

Dep

uty

Exe

cuti

ve D

irec

tor

Nar

elle

Ne

edh

am

Mar

keti

ng

and

Co

mm

un

icat

ion

s O

ffic

er

Ab

bey

Jo

nes

M

emb

ersh

ip E

nga

gem

ent

Off

icer

Di N

els

on

B

usi

nes

s D

evel

op

men

t M

anag

er

Ro

ge

r G

ran

t

Exe

cu

tive

Dire

cto

r C

on

nie

Tra

then

To

uri

sm P

roje

ct O

ffic

er

Car

la G

arn

er

Mem

ber

ship

En

gage

men

t O

ffic

er

Trac

y C

arte

r M

arke

tin

g an

d C

om

mu

nic

atio

ns

Man

ager

Fio

na

Tud

den

ham

M

emb

ersh

ip O

ffic

er

Shar

on

McD

ow

ell

Bu

sin

ess

Even

ts O

ffic

er

Mar

k D

ay

Co

nve

nti

on

Bu

reau

Man

ager

Laks

hm

i Cas

hm

ore

In

du

stry

Dev

elo

pm

ent

Off

icer

Elis

e G

ets

on

M

arke

tin

g an

d C

om

mu

nic

atio

ns

Off

icer

Josh

ua

Har

ris

Vis

ito

r In

form

atio

n C

entr

es O

ffic

er

Eliz

abe

th C

urt

ain

V

isit

or

Info

rmat

ion

Ser

vice

s

Co

ord

inat

or

Felic

ity

McK

enzi

e

Tou

rism

Ad

min

istr

atio

n O

ffic

er

Bro

oke

Jaw

ors

ki

Mar

keti

ng

and

Co

mm

un

icat

ion

s O

ffic

er (

mat

ern

ity

leav

e)

Thematic Marketing Strategy We have invested time and resources creating and curating quality content to attract, engage and convert visitors. We’re spending less time interrupting what people are interested in and more time focusing on being what they’re interested in. As we tell better stories about the region, about our personality, about the experiences on offer, we are building the story that visitors will discover. Our written and visual content aims to speak to people at various points in their journey, moving them along the path to purchase by providing relevant content at the right times. We focus our content efforts on overall themes and specific niches we know are hero products for the region and key drivers of visitation. We include local photographers, industry insiders and our own team, and encourage them to find their own personal storytelling style and share their version of the region in authentic and engaging ways.

Photo and Video Content We launched the Geelong tourism video at an event at The Fyansford Paper Mills. This complements our destination video series which includes Barwon Heads, Ocean Grove, Portarlington and Queenscliff/ Point Lonsdale. These videos are hosted on VisitGeelongBellarines Youtube channel. We have continued to engage with various photographers and videographers to curate content promoting the region. While our ongoing commitment to content marketing is part of the overall brand marketing effort for the region, we will continue to implement dedicated campaigns, publications and activities with distinct objectives and outcomes.

Our digital first birthday The consumer website [visiggeelongbellarine.com.au] has been live for 12 months of operation. In that time we've:

Posted 143 blogs; Profiled 26 videos; Shared 22 external stories; Had 84,706 unique sessions; Averaged 3.2 pages per visit; and Averaged 3.05 minutes per session.

We're very proud of our digital home. Prior to the existence of Tourism Greater Geelong and The Bellarine, our region was buried as a sub-section of the Great Ocean Road. Now, more than 7,000 people each month are discovering, being inspired by and planning their visit to Geelong and The Bellarine, starting with us. The integration of storytelling, a focus on engaging imagery and video content and a strategic distribution plan has driven the site as the hub of all our marketing activity.

Visiting Friends and Relatives Visiting Friends and Relatives continues to be a major target market for us. Through a new campaign entitled ‘Treasure Adventure’ residents across the region are encouraged to explore their own ‘backyard’ whilst having a family friendly adventure. The tactical activation is a treasure hunt approach – participating businesses and key public destinations are marked on the map with clues and questions to answer at each destination. The map is available through both the Official Visitors App and by hard copy in our Visitor Information Centres and at each participating site. Participants answer clues and questions, the more answered, the higher the chance of winning prizes. To keep track of their adventure and administer their entries and pries, participants are encouraged to download the Official Visitor App.

We love when people talk about us Traditional media provides huge value and opportunity for the region to be highlighted and showcased through a trusted source audiences are familiar with. That is why Tourism Greater Geelong and the Bellarine continues to work in the traditional media space to complement the digital work we are doing. Weekend papers, TV travel programs and other publications provide third party, authentic stories on the region to an audience that we earn through smart engagement and dedicated resources. Our Public Relations strategy follows the themes and niches identified in our content marketing strategy. Working with a metro based PR firm who specialise in tourism, we’ve pitched ideas, angles, events and story opportunities to targeted publications and producers over the last twelve months. We organised visits, itineraries and experiences to form the basis of the stories published in 2015-16. Working in unison with our thematic marketing plan, Tourism Greater Geelong and The Bellarine has sent out media releases and pitched for visits based on the following topics: Bellarine Taste Trail; Seafood/mussel festival; Events and Festivals; Golf; Moorabool Valley; cultural Geelong; health & well-being; family friendly; coastal escapes; discover Geelong/reinvented. In 2015/16 we saw at least six full page editorial articles in the weekend papers of the Herald Sun, three regional features in the weekend Age, a five page article in the Jetstar in-flight magazine, two feature articles in the Australia & New Zealand Magazine based in the UK, many event listings in metro papers, a 3AW live broadcast from the region, a UK celebrity chef dedicate an entire show to our region on SBS and a full page article in the Weekly Times. The above coverage equates to around $350,000 worth of advertising spend and does not provide for the exhaustive media mentions we have managed to receive. Some of our headline articles below:

The Geelong and Bellarine Visitor Information Service aims to market and promote the most visited destinations out of Melbourne, being Geelong, The Bellarine and Great Ocean Road. Since the restructure in 2014 the emphasis is on promoting Geelong and The Bellarine as a destination in its own right. The GBVIS has evolved as a best practice leader within Victoria. It is a unique model encompassing three accredited Visitor Information Centres (VICs), four Visitor Information Booths (VIBs), thirteen Visitor Information Hubs (VIHs) and various outlets, all funded by the City of Greater Geelong council which manages an area of 1245 Square kilometres. The service extends beyond the VICs and VIBs and outlets through the provision of other services including a meet and greet to cruise ship passengers, guided walking tours of the Geelong CBD, welcome packs to organisations including relocation agencies, universities and function organisers to personalised information at various events locally, Melbourne and interstate. The GBVIS employs a Manager and Officer and the VICs and VIBs are staffed by 125 passionate volunteer staff who give at least half a day of their time each week ensuring each visitor has a high quality experience. Our volunteer motto to visitors being that their vacation is our vacation. Volunteers are the backbone of our organisation and without them much of the work we do would not be possible. Surveys show this service entices 85% of visitors to our region to do more than they had originally planned. 52% of visitors stayed an extra day or more, and 42% spent more than they planned with 93% indicating they are more likely to return after talking to a local. Visitor statistics have grown steadily over the 2015-2016 financial year. A key component on the rise in inquiries has been the rapid increase of numbers to Avalon Airport; this can be attributed to the additional flights from and to the Gold Coast, Adelaide and Hobart, in addition to Sydney. Plans are in place to upgrade the Visitor Information Booth at Avalon Airport.

Memberships The 2015-2016 membership year has seen significant growth in membership numbers and as at 30.6.2016 we had 468 financial members. The range of new members has added to the visitor offering and increased our product range. A focus on membership engagement has seen members taking up more opportunities through the Professional Training sessions, member forums but there has also been a willingness for members to partner with each other to enhance visitor experiences. Member retention has remained high and the team looks forward to working with members through the coming year to promote members and increase membership in our region.

Partnerships The partnership program that was implemented in 2015-2016 has successfully attracted 20 tourism partners that are actively involved in the visitor economy. Our partners are from a diverse range of businesses and are thought leaders and experts in their field. They have provided valuable information as we continue to advocate and support at local, state and international levels through our existing stakeholder relationships . Our Partners include: PLATINUM PARTNER GOLD PARTNERS

SILVER PARTNERS

Training Calendar We have continued to build a stronger and more versatile professional development calendar that provides training and development at various levels to a wide range of industry types and roles. During 2015/2016 we delivered 30 training sessions for tourism members. It is has been a priority this year to have various face to face networking opportunities with updates from key staff and a clear communication of projects. By hosting these events at different locations we have given members the opportunity to see other members businesses across the region.

Training Summit In March 2016, the industry training summit was held providing a full day of development opportunities with key note speakers and six optional breakout sessions covering a variety of topics including marketing, PR and financial management. Due to the success of the day, the summit will be enhanced for next year to provide an opportunity of growth in topics, speakers and participants.

Cruise Ships In 2015/16 we hosted two major cruise ships to our shore. Our Visitor Information Staff and volunteers were at the pier to meet and greet over 3,000 visitors and present them with maps, bags and lanyards guiding them on where to go, where to eat and what to see while in Geelong and the Bellarine. There were a total of 14 prearranged tours that took the visitors throughout the region. We are pleased to advise that there are a further two visits scheduled for the 2016/2017 and currently five visits scheduled for the 2017/2018 season.

This shows a continued growth in cruise ship visits in which we are working closely with the City of Greater Geelong to ensure a continued high level of visitor servicing and tour development. We also working closely with on-ground tour agents to secure additional tours to our region from Melbourne based Cruise Ships.

Think Geelong - Study Geelong Think Geelong is an initiative headed by Tourism Greater Geelong and The Bellarine, with membership from international education and training providers in Geelong. It primarily aims to promote Geelong as one clearly branded education destination. In 2015/16 Think Geelong supported international students currently living in Geelong, we increased our reach of services available to these students, we responded to students welfare needs and gave students numerous events, tours and functions to help them meet new people, shown them around the region and entice them to invite their friends and family to visit and explore. A grant of $50, 000 was recently secured through the Department of Economic Development, Jobs, Transport and Resource. This will allow Think Geelong to employ a project officer to complete projects relating directly to attracting international students, their visiting friends and relatives and also enhancing the experience of those already living in the region.

The Business Events Geelong (BEGeelong) unit was recognised for the second consecutive year as Australia’s leading regional convention bureau by successfully wining both Sate and National level awards for ‘ Regional Destination Marketing Organisation’ as awarded by Meetings Events Australia (MEA). The MEA industry award recognises excellence and best practice in the meetings and events industry.

We coordinated regional stands at both interstate and intrastate trade shows, allowing for industry members to co-exhibit alongside us to strengthen our region’s presence and exhibited at the following shows (either in partnership with industry or Business Events Victoria). Executive Assistant Network Congress, Melbourne

2015 Business Events Victoria Showcase, Sydney 2015 Asia-Pacific Incentives & Meetings Expo (AIME),

Melbourne 2016 To further complement our trade show activity both media and corporate familiarisation tours were held in region. Micenet Magazine, July 2015 Corporate buyer familiarisation (8 attendees),

September 2015 CIM Magazine, November 2015 Corporate buyer familiarisation (6 attendees), April

2016

A new initiative for the unit was the introduction of the Business Events Degustation Luncheon, an event designed to connect industry members directly with key decision makers of corporate companies predominately from within Melbourne’s CBD. A casual networking lunch provided the perfect platform for industry members to discuss their products directly in an informal sales approach building rapport with these event organisers. Following the event attendees completed a post event survey, below are some key findings: 45% of attendees said they were more likely to

bring their business to Geelong after attending the lunch.

95% of the attendees were impressed with the quality of the venues represented at the lunch.

100% of the attendees agreed that a similar lunch should be held in Melbourne each year.

Over 150 event organisers from across our core target markets attended the launch of our first dedicated Geelong, The Bellarine and Wyndham regional planners guide. The new design guide has greatly increased the use of imagery to emphasise how stunning the region is. Also available as an online flipbook and incorporates QR code technology that allows the reader to get a taste of the region without even leaving the office. The Geelong Mayor officially launched the guide.

There’s never been a more exciting time to be in tourism in Greater Geelong and The Bellarine. The visitor economy is big business for our region. Greater Geelong and The Bellarine attracts around 5 million visitors annually, of which 2.8 million are day trippers and 2.2 million are overnight visitors. Currently the Greater Geelong and The Bellarine visitor economy is estimated to contribute 4,700 jobs annually with a regional output of $728 million. Please note these estimations provide a further analysis of visitation in the region using the PAVE model which includes estimates surrounding non-traditional accommodation. It is estimated that visitation will grow to close to 7 million visitors and expenditure will total $1.145 billion by 2030, a change of 25% between 2015 and 2030. Employment is also predicted to increase by 1,175 people between 2015 and 2030. Forecast projections for visitors to Greater Geelong and The Bellarine shows that visitation will grow significantly over the next 15 years by between 1.2-1.7 million visitors. This projected growth will require continued investment in accommodation, infrastructure and experiences to meet visitor demand. The region will need to attract between 1,400 and 2,500 guest rooms to support projected growth over the next 15 years. The key to our Tourism Development Plan is to provide focus on the top priority projects from a tourism perspective based around each sub-region. The projects have been identified through a selection criteria focused on match to target market demand, promoting an increased length of stay and visitor spend, strengthening our brand attributes, strong economic benefit, game change project opportunities as well as good value/cost benefit approaches.

National and International Visitors Survey Year Ending June 2016

National and International Visitors Survey Year Ending June 2016

Directors submit their report for the financial year ended 30th June 2015 made in accordance with a resolution of the directors. Directors The names of the directors in the office at the date of this report are: John Stevens, Independent Chair Helen Butteriss, Treasurer Principal Activities The principal activity of the association in the course of the year was Tourism. Trading Results The net amount of surplus in marketing capital for the association for the financial year after income tax was $12,176. Indemnities The association has not, during or since the financial year, in respect of any person who is or has been an officer or auditor of the company or of a related body corporate:

Indemnified or made any relevant agreement for indemnifying against a liability, including costs and expenses in successfully defending legal proceedings; or paid or agreed to pay a premium in respect of a contract insuring against a liability for the costs or expenses to defend legal proceedings.

Director’s Benefits Since the end of the previous financial year no director of the association has received, or has become entitled to receive a benefit, other than:

A benefit included in the aggregate amount of emoluments received or due and receivable by directors shown in the accounts; or

The fixed salary of a full time employee of the company or a related body corporate. By reason a contract made by the association or a related body corporate with the director or with a firm of which he is a member, or with a company in which he has substantial financial interest. All remuneration is paid by the City of Greater Geelong except for con-tractor relationships related to projects. Contribution from Municipal Partners and State Government It should be noted that the City of Greater Geelong contributed over $1,899,592 during the 2015/16 financial year related to adminis-trative costs. The City of Greater Geelong contributes this through Municipal Budgets, separate to the transactions of the Association. This contribution relates to the following:

· Resources to staff, accommodate and allow effective administration of Tourism Greater Geelong and The Bellarine; · Dedicated resources to seek, and support conferences and meetings, within the municipality operating as a unit of Tourism

Greater Geelong and The Bellarine called Business Events Geelong; and · Dedicated resources to coordinate the staffing (volunteers and council staff) and operations of the local and regional Visitor

Information Centres located within the municipality. The Borough of Queenscliffe and Golden Plains Shire are joint signatories of the Memorandum of Understanding with Municipal Part-ners contributing a fee as per the Financial Statement of this Report. Tourism Greater Geelong and The Bellarine is the official Regional Tourism Board for this region and as such contribute funding as per the Financial Statement of this Report. Related Parties There have been no unusual transactions by any related party during the period to which the following financial statements apply.

On behalf of the Board.

John Stevens, Independent Chair Helen Butteriss, Treasurer Dated this 13th day of October 2016.

COMMITEE’S REPORT

Your committee members submit the financial report of Tourism Greater Geelong and the Bellarine Inc. for the financial year ended 30 June 2016. Committee Members The names of committee members from 1 July 2015 to 30 June 2016 were:

Please note that some municipal representatives changed throughout the 2015-16 period. Municipal Representatives have the option to appoint and change its delegate from time to time as per the Statement of Purposes and Rules.

Principal Activities The principal activities of the association during the financial year were to market, promote and develop tourism busi-nesses in the Greater Geelong and The Bellarine in partnership with Local Government Stakeholders, Tourism Mem-bers and State/Federal Tourism Organisations. Significant Changes No significant change in the nature of these activities occurred during the year. Operating Result

The surplus of the association after ordinary activities amounted to $12,176 for the year ended 30 June 2016. The sur-plus for the association year for the year ended June 30 2015 was $5,061.

Mr Mike Barrow

Golden Plains Representative

Mr Terry Jongebloed

Geelong Representative

Mr Sean Blackwood

Bellarine Representative

Mr David Littleton

Bellarine Representative

Ms Helen Butteriss

Skills Based Finance Representative Treasurer

Mr Brett Luxford

City of Greater Geelong

(from 14 April 2016)

Cr Graham Christie

Borough of Queenscliffe Representative

(until 29 October 2015)

Cr Bob Merriman

Borough of Queenscliffe

(29 October 2015 – 24 February 2016

Cr Kylie Fisher

City of Greater Geelong Representative

(until 14 April 2016)

Mr Kevin Robe

Skills Based Business Events Representative

Deputy Chairman

Mr Nicholas Heath

Skills Based Marketing Representative

Cr Peter Russell

Borough of Queenscliffe Representative

(24 February 2016 onwards)

Ms Sarla Holmes

Geelong Representative

(until 30 May 2016)

Mr John Stevens

Independent Chairman