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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 Tourism Midwest Victoria team and Board.
Her organisational expertise helps ensure the smooth delivery of TMV’s operations, stakeholder engagement and governance responsibilities.
Sustainable Destination Development
Karen Oliver
Coordinator Sustainable Destination Development
Karen is a highly respected regional tourism specialist with more than 20 years’ experience spanning tourism, research, destination and industry development.
After 15 years working as a regional tourism consultant, she is excited to continue supporting the supply side of the tourism industry while broadening her impact as part of the Tourism Midwest Victoria Sustainable Destination Development team.
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
Born and raised in Ballarat, Amelia has spent more than 20 years working across tourism, economic development, marketing and business support. Her career has taken her from Ballarat to North Queensland and back again, giving her a real appreciation for the role tourism plays in bringing regional communities to life.
Amelia understands the opportunities and challenges local operators face and enjoys connecting businesses with the support, resources and opportunities they need. As a proud local, she loves working with industry to grow the visitor economy and share the best of Ballarat and Midwest Victoria.
Marketing
Rachael Houtsma
Coordinator Marketing
Rachael has recently returned to the visitor economy sector, bringing over twenty years’ experience in destination, regional and brand marketing.
As Coordinator Marketing, Rachael is focused on building strong partnerships across the visitor economy and delivering marketing initiatives that inspire people to experience Ballarat and the wider region. She is passionate about helping local tourism businesses succeed, growing awareness of the region’s diverse experiences, and telling the stories that encourage visitors to stay longer, explore more and return again.
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 is a storyteller at heart. With more than 20 years’ experience in marketing and communications, she loves uncovering and sharing the stories that make the Ballarat region so brilliantly unexpected.
Through compelling digital storytelling, Chloe helps people see the region in a whole new light. Her work spans the Visit Ballarat and Ballarat In The Know websites, social media channels and email campaigns.
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.
Tegan coordinates media and influencer relations, building strong relationships with journalists and creators who share the regions story, 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
Tim loves finding ways to make digital tools work better for people. With experience in both IT and the corporate world, he can help with ATDW profiles, websites, data dashboards, and everything in between. He enjoys helping operators improve how they tell their story online and showcase their offering in the region.