Maximising the visitor experience value proposition

This session focussed on the importance of Queensland tourism experiences meeting the needs of our key Asian source markets. Presentations provided valuable insights to how Queensland operators can maximise the potential of the state’s fastest growing market by exploring current research into the experience aspirations of Asian travellers and case studies from Queensland operators working successfully with Asian markets.

Session speakers

 Kerri Jekyll Kerri Jekyll 
Managing Director
Get Wet Surf School
Presentation download: Get Wet Surf School - Case Study

Get Wet Surf School has operated on the Gold Coast for the past 12 years and has become a leading surf school in South East Queensland.

Managing Director, Kerri Jekyll, loves being part of Queensland's tourism industry and previously worked for many years’ in small and medium tourism and leisure businesses. Over the past 4 years Kerri has been very proactive in preparing her company to embrace the China market.

Kerri and her key staff have attended Chinese Cultural awareness workshops and courses, Kerri has worked very closely with researchers from the Griffith Institute for Tourism at Griffith University, investigating ways to sell adventure and beach experiences to the Chinese youth market. As a result, she has learnt how to tailor the surf school's existing products to Asian markets, as well as, develop new products based on the clients culture and expectations. This has resulted in Asian customers growing from 10% to over 50% of the customer-base in the past four years.

Get Wet works very closely with Gold Coat Tourism and Tourism and Events Queensland (TEQ), frequently hosting travel trade and media familiarisation visits for Chinese Inbound Tourism Operators and education tour providers. The surf school was recently part of a popular Chinese television travel show and featured in the Chinese Supermodel television series. In 2015, Get Wet Surf School won the state-wide QTIC Prize for Innovation in recognition of their innovations in developing new beach experiences for the Chinese market. This prize - which included mentoring from QMI and a business research trip to Hawaii - has helped Kerri further grow her business and expand on her products and market.

Get Wet School School was also recently awarded a Queensland Government Advance Queensland Knowledge Transfer grant to further assist innovation in her business and continue to pursue opportunities to expand their customer-base in the education and Asian travel sector.


 Michael Healy Michael Healy 
Group Director of Sales & Marketing
Quicksilver Group 
Presentation download: Experience the Great Barrier Reef - Case Study

Michael Healy is the Group Director of Sales and Marketing for the Quicksilver Group, Australia’s most awarded and diverse Great Barrier Reef tourism operation.

Michael’s extensive experience spans marine tourism, hotels and coach touring. He is a current Director of Tourism Events Queensland and an active participant in government and industry advisory committees.


 Adele Labine-Romain Adele Labine-Romain  
Global travel and tourism professional 
Adjunct Professor - University of Queensland
Presentation download: Maximising the Visitor Experience Value Proposition

Adele is the former head of strategy at Tourism Australia and member of the executive leadership team.  She was responsible for the development and delivery of the organisation’s long-term strategic direction and market framework and led Tourism Australia’s work towards Tourism 2020.  She was also responsible for the agency’s research program, collaborating with all the states and territories to expand the successful Consumer Demand Project.

Prior to her role at Tourism Australia, Adele was Executive Director at the Tourism & Transport Forum. Working with executives across a broad range of companies and institutions in the tourism industry, Adele developed and implemented successful advocacy campaigns resulting in public policy change and delivered strategic initiatives and research-based publications and reports to inform industry and influence decision makers. 

She has been a member of the Tourism Research Advisory Board, the Tourism Forecasting Reference Panel, the Tourism Visa Advisory Group and other industry panels and committees and has contributed to the development of a number of tourism employment plans and other government and industry studies.

Adele’s background before moving to Australia extends across government, brand consulting and litigation support along with front line tourism and hospitality roles.

Adele has a Bachelor of Applied Arts in Business and Tourism and an MBA focused on strategic management. She is also an adjunct professor at the University of Queensland. 


 Vivienne Li Vivienne Li 
Business Development Manager, Greater China
Skyrail Rainforest Cableway 
Presentation download: Skyrail Rainforest Cableway - Case Study

Vivienne is a Chinese-born marketing specialist currently employed as the Business Development Manager for Greater China at Skyrail Rainforest Cableway. Through strong relationships and a deep understanding of Asian culture and market trends, Vivienne has significantly increased Skyrail’s Asian market share and brand exposure as ‘Tropical North Queensland’s iconic must do World Heritage rainforest experience’. Her responsibilities extend beyond the traditional sales and marketing role and include long-term strategic planning and product development within the organisation.

Prior to her current position, Vivienne developed extensive experience across the Australian tourism industry including a Sydney-based Indian retail agency, Sales & Marketing internship with Accor and destination contracting with GTA Australiana as an inbound tour operator. Her 9-year first-hand work experiences to service multiple key Asian markets, strong relationships with key partners across the region and expertise in China Market has helped her to be recognized as one of the most dedicated, digital savvy, innovative and strategic young professionals in this field.

Vivienne holds a Master Degree of Applied Linguistic (Cross Cultural Communication) from the University of Sydney and also works as a NATTI certified professional Translator & Interpreter (English-Chinese) in her spare time. She has been actively involved in many government “China-ready” projects by providing cultural awareness training, China digital marketing consulting and translating.