The Tweed Tourism Academy

T H E T W E E D TO U R I S M AC A D E M Y

THE OFFERINGS

The Tweed Tourism Company is the Tweed region’s peak destination body for tourism development, destination marketing and visitor information services and is contracted to provide these services for the Tweed Shire Council until 2022.

The Tweed Tourism Academy reflects our passion for capacity building and having a vibrant, sustainable sector. It is our umbrella for a suite of exciting learning opportunities.

Through first class learning experiences, we want to challenge your thinking, foster collaboration, networking and enhance your professional and business growth.

tweedtourismco.com.au | visitthetweed.com.au

F L AG S H I P : T H E T W E E D TO U R I S M FUTURES LEADERSHIP PROGRAM Is an aspirational leadership training program aimed at leaders and emerging leaders within tourism and the business community (runs across 4 months).

F L AG S H I P : T R A D E D E V E LO P M E N T PROGRAM Aims to provide operators with an understanding of the complexities of trade/distribution and provide you with the knowledge and tools to capitalise on the benefits that working with domestic and international tourism trade partners presents.

This is an intensive mentoring program which is heavily subsidised

by The Tweed Tourism Co and also includes participation in our 4 hour Trade Ready workshop and access to our ‘DR Tourism Trade Handbook’ (runs across 3-4 months).

T R A D E D E V E LO P M E N T WORKSHOP This workshop offers an introduction to the complexities of trade/ distribution and provides you with the knowledge, tools and understanding to capitalise on the benefits that working with domestic and international tourism trade partners presents (1/2 day).

E X P E R I E N C E D E V E LO P M E N T WORKSHOP Aims to raise awareness of the importance of developing and enhancing visitor and customer experiences and to equip program participants with the knowledge and tools to build, further develop and promote their own experiences (1/2 day).

PAC K AG I N G A N D B U N D L I N G WORKSHOP Explores why we package tourism products and experiences, and assists you to develop some ‘draft’ packages that are suitable for domestic distribution in the workshop (1/2 day).

tweedtourismco.com.au | visitthetweed.com.au

M E E T YO U R FAC I L I TATO R S

LEIGH BENNETT Leigh Bennett is an experienced business consultant, executive and leadership coach, business owner, board director and a former CEO, HR Manager and educator. His portfolio reflects extensive senior management experience, business and management consulting with strong generalist skills across tourism, economic development, industry development, primary health care, policy, disability, government, governance and strategic HR and Organisational Development.

He has been a director on a Regional Tourism Organisation board, an Interim General Manager of an investment attraction, destination marketing and events organisation (RTO) and Interim CEO for a major Hospitality and Leisure business. Leigh has established and managed tourism and economic development departments in local government, set up Local Tourism Organisations, scoped the feasibility of, and built, new VICs and led the redevelopment of the Hervey Bay Airport to jet capacity, securing direct flights from Sydney and winning Australian Major Airport of the Year in 2006.

tweedtourismco.com.au | visitthetweed.com.au

DA N I E L L E A N D R E U Z Z I Danielle Andreuzzi’s experience spans over 16 years working in the tourism industry in Australia. She has held numerous senior sales and marketing roles covering Sales, Marketing and Reservations Manager at The Fraser Island Company, Marketing and Media Manager at Tourism Fraser Coast and Marketing and Media Manager at Fraser Coast Opportunities.

Danielle has also worked as Acting General Manager of Tourism Fraser Coast.

Danielle specialises in tourism trade development.

She has strong and secure relationships with major trade and media partners throughout Australia, as well as in the UK, Europe and North America.

Danielle also maintains strong relationships with key domestic and international media organisations.

ROBBIE CORNELIUS Robbie Cornelius has held key roles within Regional Tourism Organisations, including Development Manager, Interim General Manager a shared role between an RTO and Tourism and Events Queensland as a Destination Manager. In his capacity as cofounder and Director of DR Tourism, Robbie has been extensively involved in a range of tourism industry development initiatives across Queensland.

This includes a number of industry development programs, learning workshops, one on one mentoring programs, tourism audits, strategic plans as well as business cases for tourism projects.

Robbie’s expertise lies in tourism and experience development, predominantly in areas involving legislation, lobbying and facilitation with key stakeholders. Robbie also has strong experience in working with state and federal government ministers and their respective departments and in acquiring state and federal government funding for tourism initiatives. tweedtourismco.com.au | visitthetweed.com.au

T W E E D TO U R I S M F U T U R E S LEADERSHIP PROGRAM

W H AT I S I T A B O U T ?

The Tweed Tourism Co offers our flagship Tourism Futures Leadership program. This is an aspirational and heavily subsidised leadership training program to grow inspiring industry leaders at a pivotal point in the industry’s development. The program builds capacity and leadership in tourism, underpinned by peer and mentor learning processes.

Building leadership capacity empowers local operators and their teams to create sustainable, competitive tourism businesses armed with the tools, knowledge and confidence to make strategic, informed decisions and capitalise on growing levels of domestic and international visitation.

WHO IS IT FOR? The program is a region wide initiative to enhance the skills and leadership capabilities of a diversity of leaders and emerging leaders within tourism and the business community. This 4-5 month program benefits individuals who want to enhance their business and industry leadership, improve their networks and champion their region. It suits tourism and hospitality businesses, small business, media and marketing professionals and those in the broader tourism umbrella.

tweedtourismco.com.au | visitthetweed.com.au

W H AT W I L L YO U L E A R N ?

• Experience 4 x 1 day intensive learning workshops; • Receive structured leadership development and coaching focused “on the business” (strategy, vision); “in the business” (management and skills) and “between the ears” (personal and professional growth); • Know yourself as a leader developing emotional intelligence and social communication style awareness; • Develop self-insight, understand neuroscience, emotional intelligence, better understand difficult personalities, determine your leadership and behavioural strengths and challenges; • Learn tools to analyse team situations, foster engagement and how to create a positive workplace culture; • Build and expand industry wide leadership networks; • Identify local solutions and innovations to enhance local outcomes; and • Form a cadre of capable leaders, sharing your collective leadership capacity at a Regional Tourism Leadership Symposium.

E V E N T S & DAT E S

W O R K S H O P OV E RV I E W

Workshop 1: “Dream Big” April 5 2019 - Surfing Australia High Performance Centre 8:30am - 4pm

Creating a vision, seeing possibilities for local communities, and creating marketing and collaborative opportunities.

Workshop 2: “Focus on Self” May 3 2019 - Twin Towns Conference and Function Centre 8:30am - 4pm

The person you are is the leader you are - personality style, strengths and role, emotional intelligence, emotional hijacks, social communication styles, resilience, motivation and passion.

Workshop 3: “Focus on Team” May 23 2019 - Surfing Australia High Performance Centre 8:30am - 4pm

Creating engaged and positive workplace culture, team dynamics and achieving outcomes through leaders who work to make a difference, inspire and motivate, have the energy and effort to succeed.

Workshop 4: “Open to the World” June 13 2019 - Twin Towns Conference and Function Centre 8:30am - 4pm

Building national and international networks, partnerships, relationships, work on real solutions with other participants, communicate to influence.

Regional Tourism Leadership Symposium July 5 2019

This is a ½ day where participants will work in peer groups to prepare videoed or PowerPoint presentations to showcase individual or group learnings and innovations, consolidate ongoing collaborations and influence and inspire others in a Tourism Symposium.

1:1 Mentoring

The mentoring will be with highly experienced mentors to help you with leadership and personal growth challenges and talk through business hurdles.

(3 sessions per participant)

C OSTS

Leadership Program of 4 x 1 day workshops, ½ day Symposium + 3 x 1 hour 1:1 coaching and mentoring sessions

T W E E D S H I R E B U S I N E S S E S $495 + GST

OT H E R B U S I N E S S E S $1495 + GST

tweedtourismco.com.au | visitthetweed.com.au

T R A D E R E A DY PROGRAM

WHO IS IT FOR? The Tweed Tourism Co in partnership with DR Tourism, offers our second flagship the Trade Ready program aimed to provide operators with an understanding of the complexities of trade/distribution and provide you with knowledge and tools and how to capitalise on the benefits that working with domestic and international tourism trade partners presents. This is an intensive 3-4 month mentoring program which is heavily subsidised by The Tweed Tourism Co and also includes participation in our 4 hour Trade Ready workshop and access to the ‘DR Tourism Trade Handbook’. We restrict our intake on the program to 4-5 operators annually who, through merit, need and potential product, are ready to take the next step.

W H AT W I L L YO U L E A R N ?

Undertaking the Tweed Tourism Academy Trade Ready Program, you will: • Analyse your business, get intensive, 1:1 consultancy support structured around our 5 x 2 hour mentoring sessions; • Learn who your International and Domestic Markets are; • Choose the right marketing mix; • See the benefits of research; • Know “Who’s who in the Zoo” and types of distribution partners; • Discover how commissions work and how they are broken down; • Prepare for your pitch and communicate with trade partners; and • Access the ‘DR Tourism Trade Handbook’ for use during and after the program as a reference tool.

tweedtourismco.com.au | visitthetweed.com.au

M E N TO R I N G We believe it is vital that mentoring sessions are conducted at each of the program participants work premises. This generally results in program participants being more relaxed in their own surroundings, commercial information that may be required as a part of the program will be more easily accessible, and it also allows us to inspect each tourism product to give us a better understanding of the products and services being provided by program participants.

MENTORING SESSION 1

focus on how program participant’s products and

The first session is focused on gaining a thorough

services are being positioned in the market, align

understanding of each participant’s business.

with the hero experiences and key messaging for

This is not only beneficial to the mentors, it also

the region, and how effectively you have set your

forces program participants to think of, and gain,

pricing.

an understanding of important elements of their own business, and areas in which there is room

MENTORING SESSION 4

for improvement. Following this session, we

In the fourth session of this program, DR Tourism

will produce a personalised business synopsis

works with program participants to enable them to

for each operator that is then provided to them

start communicating with and contacting potential

at the second session. This synopsis provides a

trade partners.

good snapshot of where the business is currently positioned, and what actions it needs to take to begin to capitalise on tourism trade.

MENTORING SESSION 5 The fifth session of the DR Tourism Trade Ready Program is focused on preparing program participants to effectively pitch their tourism

MENTORING SESSION 2 This focuses exclusively on ‘theory’. In this session, we will work through the content outlined in the DR Tourism Trade Handbook with participants to begin their understanding of all things domestic

products/services to trade. This includes: effective e-mail templates to send to potential trade partners; how to produce and deliver an effective sales presentation to potential trade partners on sales calls, for example training reservation staff;

and international trade.

and how to effectively produce and deliver a sales

MENTORING SESSION 3

pitch to potential trade partners at trade shows

This is focused on reviewing the specific products

such as the Australian Tourism Exchange (ATE),

and services that are being offered and marketed

Corroborree, and the Australian Tourism Export

by the program participants. This review will also

Council (ATEC) Meeting Place.

COSTS Trade Ready Program - workshop + 5 x 2 hour 1:1 mentoring + other support

TWEED SHIRE BUSINESSES $595 + GST

OT H E R B U S I N E S S E S NOT AVAILABLE tweedtourismco.com.au | visitthetweed.com.au

T R A D E R E A DY WORKSHOP

tweedtourismco.com.au | visitthetweed.com.au

W H AT I S I T A B O U T ?

This 4 hour workshop offers an introduction to the complexities of trade/distribution and provides you with the knowledge, tools and understanding to capitalise on the benefits that working with domestic and international tourism trade partners presents.

W H AT W I L L YO U L E A R N ?

Undertaking the Tweed Tourism Academy Trade Ready workshop, you will learn: • How to work together to promote your region, grow visitation and extend length of stay in the international markets; • Who are your International markets?

• What is the value of the domestic market to The Tweed?

• How to encourage more international visitors to the region. Where do I start?

• How to choose the right marketing mix; • The benefits of research; • “Who’s who in the Zoo” and types of distribution partners; and • Commissions and how they are broken down.

WHO IS IT FOR? The Trade Ready workshop suits tourism operators seeking to develop their product to be trade ready in the future and offers an introduction to this topic. Participants on our Trade Ready Program will also take part in this.

C O S T S & DAT E Trade Ready Workshop Workshop Date 8 May, 2019 Location: Oaks Santai Resort Time: 8:30am - 1pm

TWEED SHIRE BUSINESSES $95 + GST

OT H E R B U S I N E S S E S $150 + GST tweedtourismco.com.au | visitthetweed.com.au

EXPERIENCE D E V E LO P M E N T WORKSHOP

W H AT I S I T A B O U T ?

Our 4-hour Experience Development workshop aims to raise awareness of the importance of developing and enhancing visitor and customer experiences and to equip program participants with the knowledge and tools to build, further develop and promote their own experiences.

WHO IS IT FOR? The Experience Development workshop suits tourism and business operators seeking to embrace the shift from products only to experiences and enrich their own business.

W H AT W I L L YO U L E A R N ?

Undertaking the Tweed Tourism Academy Experience Development workshop, you will: • Understand the shift from products to experiences; • Learn what makes a memorable culinary, nature or other experience; • Understand the neuroscience behind emotional responses and the link to customer experiences; • Customer journey mapping and customer touch points; • Connecting with destination experiences and branding, and how you can leverage them in your development and marketing; • The role of public relations, social media, ATDW and TripAdvisor to assist in communicating signature experiences; and • How operators can move from delivering product and activities to delivering signature experiences. tweedtourismco.com.au | visitthetweed.com.au

WA N T TO D I V E D E E P E R ?

The Tweed Tourism Academy recommends you consider our optional mentoring. We offer operators 2 x 2 hour mentoring sessions each with our experienced team, which will be conducted either face-to-face, online (via Zoom) or via phone to build on the workshop.

M E N TO R I N G S E S S I O N 1

M E N TO R I N G S E S S I O N 2

This will be face to face allowing us to inspect and

The key topics that will be covered in this session

experience your product/experience offerings first

include:

hand, which may uncover opportunities/issues

• Experience development – does your proposed

that have not previously been determined.

experience offering align with the destination’s

We focus on:

branding?

• What is your story and what do you want to achieve for your business; what are your goals?

• What are your unique selling points?

• Who are your target markets?

• How do you promote your products/ experiences?

• Packaging and bundling – why are packages so appealing to consumers? How do you put together a package?

• Pricing – why is a pricing strategy so important?

How do you correctly set pricing?

• Promotion – how can you promote your experience/package in a cost effective manner?

What distribution channels/mediums should they use? How can they effectively reach their target markets?

• How best you can implement your new experiences but also how you can continue to be innovative and introduce new experiences.

C O S T S

Experience Development Workshop / Workshop Date 18 June, 2019 Location: Oaks Santai Resort | Time: 8:30am - 1pm

TWEED SHIRE BUSINESSES

OT H E R B U S I N E S S E S

$95 + GST

$150 + GST

Optional 2 x 2 hour 1:1 mentoring sessions $395 + GST

$595 + GST tweedtourismco.com.au | visitthetweed.com.au

PAC K AG I N G A N D BUNDLING

W H AT I S I T A B O U T ?

Our 4-hour workshop includes a 2 hour interactive presentation, followed by an hour of facilitated/ supervised breakout groups where attendees will be required to develop some ‘draft’ packages that are suitable for domestic distribution. Following the breakout session, operator groups will present their potential packages to the wider group.

W H AT W I L L YO U L E A R N ?

Undertaking the Tweed Tourism Academy Packaging and Bundling workshop, you will: • Understand why we package tourism products and experiences; • How to meet the needs of the domestic traveller – the ease of packages; • Understand packaging options and benefits; • What should you be aiming to achieve through packaging?

• Tools you would need to use; • Pricing your package; and • Effective means to promote and distribute packages.

WA N T TO D I V E D E E P E R ?

The Tweed Tourism Academy recommends you consider our optional mentoring. We offer operators 2 x 2 hour mentoring sessions each with our experienced team, which will be conducted either face-to-face, online (via Zoom) or via phone to build on the workshop. tweedtourismco.com.au | visitthetweed.com.au

M E N TO R I N G S E S S I O N 1 This session is focused on reviewing the specific products, services and packages (if applicable) that are being offered and marketed by you.

This review will also focus on how program participant’s products and services are being positioned in the market, how effectively you are promoting existing packages and how effectively you have set pricing. We focus on: • How suitable are the products/services and packages being provided based on the markets that are being targeted; • ‘Tweak’ and alter certain product offerings and packages to better suit key target markets being pursued; • Ascertain where your products/services fit with like competitors locally and further afield; • How has pricing been set? i.e. Is it commissionable; and • Identification of potential packaging opportunities.

C O S T S

M E N TO R I N G S E S S I O N 2 This session compiles and creates a new package that suits your market positioning, and effectively meets the needs of their target markets. During this session we cover: • The 3 main packaging options – packaging your product, packaging with other compatible products, and packaging through distribution partners; • Adding value versus discounting; • The importance of the package name; • The 4 main goals of packaging – economies of scale, greater volume of sales, increased visitor expenditure and increased length of stay; and • Pricing and finalising the package.

Experience Development Workshop / Workshop Date 5 June, 2019 Location: Oaks Santai Resort | Time: 8:30am - 1pm

TWEED SHIRE BUSINESSES

OT H E R B U S I N E S S E S

$95 + GST

$150 + GST

Optional 2 x 2 hour 1:1 mentoring sessions $395 + GST

$595 + GST tweedtourismco.com.au | visitthetweed.com.au

P: Robbie Cornelius - 0427 531 278 Leigh Bennett - 0438 712738 E: partnerships@thetweed.com.au A: Cnr Wharf St & Bay St, Tweed Heads, NSW 2485 @tweedtourismco | @thetweed thetweed_nsw ABN: 52 628 622 828

Bradley Nardi General Manager bnardi@thetweed.com.au Shona Fuller Industry Liaison Officer sfuller@thetweed.com.au P: 1800 674 414