Back to What’s On Join us for our July Innovation Breakfast as we explore one of the most overlooked yet powerful drivers of the visitor economy: Visiting Friends and Relatives (VFR) travel.
VFR travel plays a crucial role in boosting local economies. Unlike traditional tourism, VFR is a motivator for travel that’s less affected by seasonal trends and economic downturns. This session will unpack how local businesses – from retail and hospitality to tourism operators – can better recognise and tap into this valuable market to drive revenue and support broader economic transition.
We’re excited to welcome Professor Elisa Zentveld, Professor of Social Justice at Federation University and the world’s leading researcher on VFR travel. Elisa is a renowned academic in the field, with publications in several leading international journals.
Drawing on her extensive research, Elisa will highlight:
- How VFR impacts regional economies
- Why it matters to local businesses
- Practical ways to better connect with this unique traveller group
Speakers and Panel Members:
- Prof. Elisa Zentveld, Professor of Social Justice, Federation University (joining remotely from her base in Ballarat)
- Janine Hayes, Industry Development Manager, Destination Gippsland
- David Harman, Founder & Owner, Harman Wines; Wine Gippsland member
- TBA