By PETER DOUGLAS
THE Yarra Ranges Tourism board has placed its faith in Simon O’Callaghan to help lead the region’s tourism forward.
The coming years are important for the board, as it seeks to help operators transition to an expected Chinese tourist boom.
A chief operating officer at Yarra Ranges Tourism since 2013, Mr O’Callaghan takes on the role in a full-time capacity, as a replacement for Julie Sampson who has worked as the part-time chief executive for the past three years.
Ms Sampson will still be involved with the organisation on a project basis.
Mr O’Callaghan said it was an exciting time for Yarra Ranges Tourism, as they sought to help facilitate an expected increase of Chinese tourists.
“The tourism market is transitioning before our very eyes, right now,” he said.
“Traditionally, the Yarra Ranges is not used to the Chinese tourist.
“They have a different set of needs, so we need to make sure we’re equipped to give them a great experience.”
Mr O’Callaghan said there was much potential, due to the great tourism products on offer.
“We also have first-generation Melburnians, who have come here for the good education but are seeking a great experience on the weekend,” he said.
“We’re seeing a real cultural shift, especially given our close proximity to Melbourne.”
Mr O’Callaghan said one of the first duties of the board would be a three-year strategic plan, which he hoped would help further boost regional tourism.
“The Yarra Ranges does very well on the weekends, but mid-week visitation is an issue we want to address,” he said.
The chair of Yarra Ranges Tourism, Mark Lucas, announced the appointment on Wednesday 20 July.
Mr Lucas said the board decided now was the time for a full-time chief executive and undertook an extensive search.
“Simon was chosen following a competitive selection process from a strong field of candidates,” he said.
“His experience in tourism, marketing, digital and governance activities – his energy and collaborative leadership style along with his commitment to and support for the Yarra Valley and Dandenong Ranges over many years – all contributed to his appointment.”
Mr Lucas thanked outgoing chief executive Julie Sampson for her tireless work.
