Want to get in touch?
Book a chat with one of our friendly team members at Tourism Midwest Victoria.
You can also email us at hello@tourismmidwestvic.com.au
Executive Manager
Amy Maiden
Amy Maiden is a senior leader in the tourism and experience economy, with more than 20 years’ experience transforming cultural assets into powerful drivers of visitation, economic growth, and destination identity. She is currently Executive Manager, Tourism Midwest Victoria, leading strategic tourism development and experience design to position the region as a compelling, competitive visitor destination.
Amy has built her career at the intersection of culture, commerce, and place. As CEO of Anthem, she led the agency through significant expansion and post-pandemic recovery, scaling its national presence and delivering high-impact marketing strategies that converted arts and cultural experiences into measurable tourism outcomes.
Her previous leadership roles at Sydney Festival and the Australian Theatre for Young People (ATYP) further cemented her reputation for delivering major cultural programs that drive audience growth, attract visitors, and elevate destination profile. Across these roles, she has consistently leveraged creative industries as catalysts for economic development and place-making.
Amy is recognised for her strategic clarity, commercial acumen, and ability to unite government, industry, and creative stakeholders around a shared vision for growth. Her expertise spans destination marketing, experience development, and partnership strategy, with a strong focus on building sustainable, experience-led economies.
She also serves on the board of the TarraWarra Museum of Art, reflecting her ongoing commitment to advancing Australia’s cultural and tourism sectors. Amy continues to shape how destinations harness arts, culture, and experiences to compete, differentiate, and thrive in a global visitor economy.
Executive Support Officer
Angela Daraxoglou
A dedicated professional with meticulous attention to detail and a high level of proficiency, Angela provides responsive, high-level support to the team and Tourism Midwest Victoria Board.
Sustainable Destination Development
Karen Oliver
Coordinator Sustainable Destination Development
Keeley Cornwell
Visitor Economy Officer
Keeley thrives on enhancing experiences for the region’s operators by connecting businesses with visitors. If you need to reach visitors, or connect with other like-minded tourism businesses, then Keeley should be your first call.
Rebecca Day
Business Events Development Officer
Bec works to bring Business Events into the region partnering with our venues to provide seamless experiences. With over 20 years working in Business Events across venues and industry, she thrives on making connections to support Business Event growth in the region.
Alice Bowden
Sustainable Destination Development Officer
Having built her tourism career in the Northern Territory over the past seven years, Alice brings a mix of creative thinking and practical experience in marketing, partnerships and business development. She is passionate about supporting vibrant, sustainable tourism businesses and fostering strong industry collaboration across the region.
Julia Antonetti
Sustainable Destination Development Officer
In the business of memorable encounters and special places; Julia supports tourism and hospitality businesses to deliver exceptional visitor experiences. With over eight years’ hospitality industry experience, she is well equipped in fostering partnerships and industry collaboration.
Amelia Ryan
Sustainable Destination Development Officer
Marketing
Rachael Houtsma
Coordinator Marketing
With more than 20 years’ experience in destination, brand and regional marketing, Rachael leads marketing for the region, growing visitation and sharing the stories that make Ballarat brilliantly unexpected.
Holly Cochrane
Marketing Officer
With a passion for creativity and culture, Holly leads destination campaigns to attract visitors from metropolitan Victoria, interstate and abroad.
Chloe Biggin
Digital Content Producer
A former journalist, Chloe loves a good story. This is why she gets a real kick out of sharing new and unique ways to experience our amazing region.
Tegan Benfield
Marketing Officer
Hailing from Ballarat herself, Tegan excels in connecting people with place. Tegan coordinates media and influencer relations, leads campaign marketing for Ballarat’s major events and is often spotted out and about capturing new content for our channels.
Tim Dawson
Digital Business Officer
Whether it’s analysing data or building websites, Tim loves helping people get the most out of their digital toolkit and deliver a great user experience.