Visitor Economy: Welcoming Friends, Growing Regions

Join us for our July Innovation Breakfast as we explore one of the most overlooked yet powerful drivers of the visitor economy: Visting Friends and Relatives (VFR) travel.

VFR is a significant contributor to local economies, acting as a consistent motivator for travel that's less affected by seasonal trends and economic downturns. This session will unpack how local businesses, from retail and hospitality to tourism operators, can better recognise and leverage VFR travel to increase revenue and support Gippsland's broader economic transition.

We're excited to welcome from Federation University, Professor Elisa Zentveld, Professor of Social Justice, who is ranked number one globally for her research on VFR travel. Elisa is a renowned academic in the field, with publications in leading international journals and co-editor of three key texts: Family Tourism, The Future of Events and Festivals, and VFR Travel. She also recently published a family violence book and is currently editing two books including the second VFR Travel Book.

Drawing on her extensive research, Elisa will share insights into the impact and potential of VFR in regions, provide examples of how businesses can tap into this market. Discover new ways to think about who your customers really area, how to better connect with them, and how to attract and cater to VFR travellers.

Elisa will join our event remotely from her base in Ballarat, however in the room we'll have local representatives share their knowledge and discuss VFR in Gippsland.

Event Program

• 8.00am: Arrival - breakfast, tea and coffee on arrival

• 8.30am: Welcome by MC, including Acknowledgement of Country

• 8.35am: Keynote Speaker

• 9.05am: A panel of local representatives will speak about their knowledge and experience on VFR in Gippsland.

• 9.40am: Formal close of event

• 9.45am: Networking/Breakfast

• 10.00am: Event concludes
  
  

Speakers

• MC: Lisa Maatsoo, Industry Engagement & Innovation Manager, Morwell Innovation Centre, Federation University

• Professor Elisa Zentveld, Professor Social Justice, Future Regions Research Centre, Federation University

• Janine Hayes, Industry Development Manager, Destination Gippsland

• David Harman, Founder and Owner of Harman Wines; Wine Gippsland member

• Chantelle Khan, Senior Member & Industry Advisor, Victoria Tourism Industry Council
  

This event is being delivered in partnership with Federation University, Regional Development Australia Gippsland and Regional Development Victoria.