Brett Ince has finished up as head of Tourism Greater Geelong and the Bellarine. JUSTIN FLYNN spoke with him about his time in the job.
Where did you grow up and what was childhood like for you?
I moved to Geelong when I was a little kid and have lived here most of my life. I went to Belmont High School and completed both my bachelor’s degree and master’s right here at Deakin University.
I had an amazing childhood with supportive parents and two older brothers that always encouraged me to follow my passions. Over the years they’ve helped instil the personal values I live by which are humility, discipline, and respect.
Something people may not know about me is that from eight years old I studied karate, attaining up to a third degree black belt and as a teenager I worked part-time as a karate instructor.
How has Geelong and the Bellarine (GATB) emerged from the pandemic in a tourism sense?
Our local tourism sector really banded together and grit their teeth through an extremely challenging period and are just now starting to come out on the other side.
Collectively we’ve been able to get back to our $1.1 billion visitor economy, rank as the most-visited regional destination in Victoria and our recovery has fared incredibly well in the state and regional Victoria.
There’s not one singular thing that’s got us to where we are, but a collective effort from the hard work of Tourism Greater Geelong and The Bellarine, local operators, and support from various levels of government.
Other than the pandemic, what has been the greatest challenge for you?
Going from high school straight to working full-time at Geelong Otway Tourism and studying my bachelor’s and master’s degrees full-time was a challenge. Though that 10-year period put me in good stead to have a much better work-life balance in recent years.
How well placed is GATB for the future?
I’ve said it a few times but I truly believe our region’s future is bright. We’re going through a period of transformational change and exceptional growth with a tourism investment pipeline of $1.9 billion and over 50 projects including the game-changing developments of the Spirit of Tasmania, Geelong Convention and Exhibition Centre, Geelong Arts Centre, Victoria 2026 Commonwealth Games, Kardinia Park Stadium and Precinct.
Our region also has a significant and growing events calendar and developments for our cultural and nature-based tourism, which will add to the diversity of our region’s offering.
What are your three favourite places on the GATB?
Central Geelong’s vibrant dining scene, the many incredible beaches along our coast, and, as a Belmont resident, it’s hard for Belmont’s ever-changing liveability not to be on my list.
What is the most underrated part or aspect of the GATB?
Our liveability as a city. As the fastest growing region in Australia people are starting to find out but I still feel it’s one of our best kept secrets.
If you were coming to GATB for the first time and only had a weekend, what are a handful of things that you would recommend as ‘must sees or dos’?
There’s a seemingly never-ending list of experiences and indulgences for new visitors to sink their teeth into when exploring the region.
I’d recommend a trip to our cultural precinct in central Geelong – a browse of Geelong Gallery, Geelong Arts Centre, Geelong Library and Platform Arts – and to see the reinvented spaces of our industrial past at the Federal Mills, Fyansford Paper Mills and Little Creatures.
A leisurely taster of our award-winning wineries along The Bellarine and Moorabool Valley and nature-based attractions of the You Yangs and many amazing beaches and relaxed coastal villages are also a must.
Tell me about your next venture as Regional Development Victoria Barwon South West regional director?
I’m excited to take on this opportunity and important role for the Barwon South West region while being able to continue working with a region I know and love.
In the new role, I’ll be working with key leaders from the familiar turf of Geelong, the Bellarine and Great Ocean Road regions, right up to the South Australian border, all while learning more about the opportunities across the diverse range of sectors that support our communities to thrive.
Regional Development Victoria is committed to making our regions even better places to live, work, visit and invest and the regional directors play a vital role in delivering the Victorian government’s commitments to regional and rural Victorians.
What is GATB’s main selling point from a tourism perspective?
Geelong and the Bellarine is increasingly becoming known as a diverse region rich in natural beauty, enterprising local artisans, world-class food and wine and cultural experiences for all.
What are the challenges of promoting GATB?
Geelong and the Bellarine is a relatively young destination, especially in comparison to the likes of the Great Ocean Road and Mornington Peninsula.
Over the past decade it’s been great to see how far we’ve come in doubling visitation numbers and building a name for our region as a destination in its own right and not as a gateway.
What’s your favourite festival in GATB and why?
That’s like choosing a favourite child! Personally, I really enjoy heading out with friends to the A Day on the Green concerts at Mt Duneed Estate. I’ve attended many over the years and made some lifelong memories – seeing Florence and the Machine and Robbie Williams perform were highlights.
What do you like doing away from work?
I like to keep myself pretty busy outside of work by attending CrossFit classes, hanging out with friends at wineries and events in the region, and spending time with my family.
