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About the organisation
The Victoria Tourism Industry Council (VTIC) is the independent, member-based peak body for Victoria’s tourism and events industry. VTIC provides leadership for the sector through unified advocacy, industry development programs, business and professional development services and networking opportunities. With over 1,000 members across the state, VTIC plays a critical role in shaping the future of Victoria’s visitor economy.
About the role
Working closely with an experienced Chair and Board, you will help to shape the future strategy of the organisation to grow and evolve the business model, to capitalise on the existing strong foundations. Empowering and engaging the workforce will be critical to underpin the future vision and direction of VTIC. One of the primary objectives will be to engage key stakeholders and partners within the sector and within government to build trust, credibility, and support to continue to position and highlight the value of the tourism industry, to maximise opportunities and outcomes for the sector.
About you
You are a dynamic leader who thrives on connecting with people and achieving shared success. Commercially savvy and resourceful, you think entrepreneurially, and have a proven track record of navigating change while growing businesses. You are known for your warm nature, ability to quickly establish connections and unrivalled reputation for sustaining relationships and adding value. With a deep understanding of government paired with knowledge of the tourism sector, and a well-established network, you are compelled to make a lasting impact as CEO and help position the tourism industry as a key part of Victoria’s economic success.
For more information, call Cameron Norton at SHK on 0474 574 565 or email cameron.norton@shk.com.au. Direct and third-party applications will be forwarded to SHK.
Most association leaders face a persistent challenge: growing and retaining members. It’s not uncommon to hear stories of
members who join for a year, drop off, and then rejoin two years later. While this cycle may seem harmless, it carries hidden costs—such
as staff time, marketing expenses, onboarding resources, and software overhead—that
can quietly drain your association’s budget.
Running an association or not-for-profit (NFP) is no small feat. Whether you're leading a professional body, a community group, or a
national peak organisation, one question always lingers:
“How do we know we’re doing well?”
It’s a fair question—and an important one.
How we help membership based, not-for-profit associations now and into the future.
