It's a hard task condensing the mammoth work of the region's former tourism stalwart Julie Bates who recently resigned from her post with the Murray River, Lakes and Coorong (MRLC) Tourism Alliance - but here goes.
Julie could be best described as a swift and energetic operator, especially when working under her role as tourism development manager.
In fact, MRLC Tourism Alliance chair Ian Hill this month praised her efforts saying she had made an "exceptional contribution" to the regions the alliance covers.
"Her phenomenal work over the past five years has seen this region's tourism economy grow by more than $34 million," he shared.
It's a hard task condensing the mammoth work of the region's former tourism stalwart Julie Bates who recently resigned from her post with the Murray River, Lakes and Coorong (MRLC) Tourism Alliance - but here goes.
Julie could be best described as a swift and energetic operator, especially when working under her role as tourism development manager.
In fact, MRLC Tourism Alliance chair Ian Hill this month praised her efforts saying she had made an "exceptional contribution" to the regions the alliance covers.
"Her phenomenal work over the past five years has seen this region's tourism economy grow by more than $34 million," he shared.
Bill Nehmy has since taken over the role.
There's no mistaking the passion in Julie's voice when she speaks of her recently challenged, yet flourishing region.
It's a trait which led her into the ripening industry back in the early 2000s, having worked with the SA Tourism Commission.
"I was familiar with the role and it's an industry where I had done a lot of my study...so socially it was really good jumping back after having my three children and doing other consulting," she explained.
Critical investments
In the role, Julie said a "big factor" in the success of the region is the investments made in tourism assets.
She cites The Bend Motorsport Park at Tailem Bend as one.
"There is no doubt that is a catalyst," she said.
The Gifford Hill race course development also sits high on the list, because, as she points out, it's the largest event centre in regional SA.
Developments at Monarto Safari Park are also a prominent feature.
She's also among the swag of people who look forward to the opening of the Bridgeport Hotel, on track for March 2021, with its 99-rooms and four-and-half-star appeal.
Yet Julie equally credits the region's smaller assets, which don't necessarily gain the top-dollar funding handouts.
"These are still critical for our tourism product; things like holiday homes, which there has been a significant increase in," she said.
"The Murray Princess and the Proud Mary have both had revamps. These aren't million-dollar upgrades but are significant to the region's tourism assets."
Julie has also been active in the digital space for tourism.
"It's not that it wasn't happening to some degree, but we did go hard on a digital plan and we made massive inroads in that space to put the region on the map."
Stakeholder support
While Julie says the region doesn't have the capacity to capture exact data from visitor numbers, she was guided by information provided under the state and federal governments.
But she said visitation numbers are the result of a host of stakeholders including investors, tourism operators, businesses and councils.
"Local government has been absolutely critical in helping our region to grow, there's no doubt that they are an important link," she said.
Julie said the reality of the region's six councils is they own much of regional tourism assets, such as playgrounds, boat ramps, parks and public toilets, with Sturt Reserve as a classic example.
"When the local government is investing in, say, a playground, there is a ripple effect...it can have an economic benefit attached to that because obviously family is the key target market for our region," she said.
"That's when you start to see that the value of tourism is just incredible."
Her engagement with the community and stakeholders she said also came through the monthly community newsletter.
"It's an important key link between the industry and the community," she said.
She further worked closely with councils within their communication channels and the many dedicated digital sites.
COVID-19's impact
"There's no doubt tourism businesses across the globe have been impacted significantly by the coronavirus, but out of challenges and hardships it does create innovation," Julie explained.
"We have been incredibly lucky in SA, so many of the businesses are back up and running, maybe only operating at 50 per cent of what they were or even less, but operating.
"Their ability to adapt and change is amazing, showing their resilience, and seeing it is quite humbling at times when you work with them.
"As a region, prior to March as a nation we were attracting people right across the world and data was very positive and as a region we were moving forward, there was a lot of optimism.
"We will get back to that."
What now?
Admitting the tourism role took an extreme amount of energy and motivation, Julie has since moved her expertise to a similar field in her much-loved community.
"Primarily there was an opportunity that arose within the Regional Development Australia so I'm working for Murraylands and Riverland RDA as regional manager," she said.
Ironically, she hasn't changed her desk or office, apart from currently working from home due to COVID-19 restrictions, with the tourism office space moving.
Importantly, Julie said she wanted to see her knowledge and skill set remain in the region.
Part of her reasoning is to be near her children who attend a local school and her husband, who manages their business, Bridge Aluminium, a manufacturing company in Murray Bridge.
"If anything, my background will strengthen the RDA role because that whole business portfolio is my main focus," she said.
And chatting work while at the footy, basketball or socially has never bothered Julie.
"I really enjoy the take a lot of people have on regional life, their integration into community, with their personal life and their work life," she said.
"I like that cross-over."
Original article from the Murray Valley Standard can be found here.
