Media Release

20 April 2016

Destination Melbourne introduces the leading Melbourne LIVE Tourism Forum

Destination Melbourne is excited to launch its inaugural Melbourne LIVE forum, to be held at RACV City Club, Melbourne, on Thursday, 16 June.

With its overarching theme of Leadership, Innovation and the Visitor Experience, Melbourne LIVE, the first Melbourne tourism forum of its kind, will focus on the NEXT GENERATION of travellers, trends and developments to ensure Melbourne holds its position as a leading city destination.

Given the focus of this event is on the NEXT GENERATION, Destination Melbourne has secured well-known Millennial Holly Ransom, the 25-year old CEO of Emergent and one of Australia’s up-and-coming leaders, who will present on the Millennial mindset and their take on the world from a travel perspective.

To further highlight how to market to Millennials, Don Skeoch, Chief Marketing Officer, Los Angeles Tourism & Convention Board will present a real life marketing example when he shares insights on L.A. Tourism’s current Get Lost in L.A. campaign.

Other presenters include Jill Dupleix, renowned food writer, about global food trends and Melbourne’s unique food offering, and Martin Ginnane, a global retail specialist will talk about retail trends and how to innovate the retail experience. Young entrepreneur Al Jeffery will also look at how Melbourne’s tourism offering could be affected by different trends and drivers, and Victoria University’s Dr Joanne Pyke, will present on the international student market and their tourism preferences.

Laura Cavallo, CEO of Destination Melbourne, aims for Melbourne LIVE to not be just another old-fashioned style conference. “Focussed on the Next Generation, our forum will inject a fresh level of innovation, interaction and engagement for our attendees, encouraging all to be creative with future visitor development and servicing, she said.

“With inspiring speakers and the opportunities for attendees to workshop with thought-leaders, it will be a motivating event reflective of our forward-thinking industry.”

Tickets for Melbourne LIVE are $395, with early bird rates [$350] available until 1 May. For more information and to reserve your place, visit


Media Contact:

Dylan Stewart, PR & Content Coordinator, Destination Melbourne

Mobile: 0419 892 513 | Email: [email protected]