Tourism Midwest Victoria’s (TMV) strategic momentum is continuing to build, with the appointment of leading Ballarat entrepreneur Rachel Allan as an Industry Partner Board Director.
After 20 years navigating the highs and lows of running her own business, Rachel joins the TMV Board with extensive experience in marketing and business management, including a solid understanding of the unique challenges and opportunities of regional communities.
As a business coach and consultant, co-founder of Flairbnb Property Management, author, advocate for women’s growth and busy mum with a background in tourism management, Rachel says she brings a mindset of continual improvement and resilience.
“My mission is to empower business owners to think expansively, identify opportunities and respond proactively to achieve sustainable growth through a values-led approach.
“Helping business owners evolve into their best selves naturally aligns with the transformation happening in the tourism space in Midwest Victoria, which is experiencing its own rebirth.
To me, this renewal is reflected in the establishment of the TMV Visitor Economy Partnership in 2023; and the recent launch of the region’s new brand identity and tourism marketing campaign, and development of the nine-year Sustainable Destination Management Plan.”
The TMV Board’s core focus is to oversee the implementation of the 2024-2033 Sustainable Destination Management Plan (SDMP), which was designed in collaboration with more than 200 key industry stakeholders.
The SDMP requires a united approach to succeed, serving as a roadmap to enhance visitor experiences and redefine how the region is perceived by visitors and locals.
It identifies key gaps and challenges for the tourism market, which have been developed into tactical opportunities for product development.
The TMV team is leading industry’s implementation of these opportunities, with key activities across a range of sectors already underway.
Rachel’s appointment coincides with the permanent installation of Cave Hill Creek Managing Director Tim Chandler, who joined the TMV Board on a casual basis in June 2024.
Quote attributable to Tourism Midwest Victoria Chair Hon. John Pandazopoulos
“I am thrilled with the strong interest shown in industry leaders joining the TMV Board of Directors, and I extend my warmest congratulations to Rachel and Tim on their appointments. Their enthusiasm and commitment to the region will be vital as we continue to lead tourism in Midwest Victoria.
Different perspectives are essential to the success of the TMV Board. Bringing together voices that reflect more than tourism and hospitality ensures we take a well-rounded approach to the visitor economy, driving sustainable growth for the region.
TMV’s collaborative model creates a platform for local government areas to work together, addressing shared challenges and pursuing opportunities to strengthen Midwest Victoria’s position as a leader in regional tourism. As we look ahead to another busy year in 2025, I am excited about the potential for continued growth and innovation.”