Byron Bay Bluesfest 2014 – Silver Anniversary, Gold Sounds


Since 2013, Surfer Rosa Consulting has managed a media, corporate and government networking program at the multi-award winning Byron Bay Bluesfest held annually at Tyagarah Tea Tree Farm over the Easter long weekend.

Bluesfest is Australia’s premier blues and roots music festival and celebrated its 25th anniversary event in 2014. We helped extend the reach and exposure of Bluesfest’s brand, its values and important initiatives by cultivating good relations and facilitating networking with a diverse range of community stakeholders, Bluesfest staff, media, sponsors, corporate and public sector decision makers.

Blessed with divine autumn weather, a festival program that tapped every possible genre and sub genre of blues and roots and hit sweet spots for every demographic of the 100,000 attendances over five days, the event lived up to its promise of delivering a life changing experience for all concerned.

Check out what the artists have to say in this sneak preview of out front and behind the scenes of Byron Bay Bluesfest 2014, produced by Browndog Productions.

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Workforce Futures

Surfer Rosa Consulting is one of 13 contracted Network Partners in the national Workforce Futures program administered by Sydney-based Industry Skills Council Service Skills Australia.

Workforce Futures is an $8.5 million, federally funded initiative designed to improve the capacity and capability of the tourism and hospitality workforce. The program was fully subscribed to by over 2500 tourism and hospitality businesses nationally. Surfer Rosa Consulting consults to 60 businesses creating detailed workforce development plans using best practice workforce planning principles.

Surfer Rosa’s Skills Advisors contextualise and interpret information about the business and its staff at the individual business level. Recommended solutions, strategies and actions to effectively recruit, train, retain and motivate people in the business are summarised in a customised Workforce Development Plan (WDP) based on the input of owners/senior managers.

The Australian Tourism Labour Force Report 2011 estimated that there will be 91800 tourism employment vacancies across Australia by 2015. Through industry participation, Workforce Futures provides empirical evidence into the supply side challenges Australia’s tourism and hospitality industries will face in the next decade. Surfer Rosa Consulting is helping its clients plan their workforce needs to meet their business objectives. As it comes to a close in June 2014, we encourage the federal government to recognise the importance of  the Workforce Futures program to Australia’s industry competitiveness and that it leads to a white paper on the workforce needs of Australia’s critically important, $94 billion tourism industry.

Congratulations Cairns on a successful Australian Tourism Exchange 2014


Just arrived home after an amazing Australian Tourism Exchange 2014 in Cairns representing our client (North Coast Destination Network)’s Legendary Pacific Coast touring experience between Sydney and Brisbane. It’s a great feeling to be amongst over 2000 delegates in a veritable ‘United Nations of travel’.

Passionate and talented people from all over the world nurtured valuable distribution relationships and created new ones. It was also fantastic to be at the launch of Restaurant Australia, Tourism Australia’s marketing campaign to celebrate Australia’s incredible food and wine experiences.

Special congratulations to Tourism Events Queensland, Tourism Tropical North Queensland and the tourism industry and wider communities of Cairns for doing regional Australian destinations proud. You presented a welcoming, professional and uniquely Cairns flavoured tourism trade event, demonstrating to the world the depth of talent in Australia’s regional tourism and hospitality industry.

We met with over 250 travel distributors from source markets around the globe developing distribution and promotion opportunities for The Legendary Pacific Coast.

Singapore deserves special mention as a hugely successful outcome we’ve delivered for North Coast Destination Network.

We are currently in a “perfect storm” of capitalising on market responsiveness, a marketing partnership with Scoot Airlines who operate affordable, direct and frequent flight capacity and aligning regional, state and national marketing strategies. We look forward to welcoming more Singaporean and other international visitors The Legendary Pacific Coast as a result of our work.

Australian Tourism Export Council Applaudes Federal Budget on Tourism

The Australian Tourism Export Council, Australia’s peak body for the export (inbound) tourism sector has published this media release in response to the Federal Budget giving the tourism sector the recognition it deserves by not cutting Tourism Australia’s budget. As the country’s tourism industry gathered  for the Australian Tourism in Exchange in Cairns this week, it was rumoured that one of the Commission of Audit’s recommendations – slashing Tourism Australia’s budget by 50%, was going to come to fruition.

The government has shown some wisdom in this; taking an axe to Tourism Australia’s budget would have been disastrous for one of our biggest export industries, one that adds enormous economic value and social capital at a time when we need to shift from being the ‘lucky’ country to a clever one.