Brett Ince finished up as head of Tourism Greater Geelong and the Bellarine last week. Justin Flynn spoke with him about his time in the job.
Brett Ince’s family moved to Geelong when he was very young.
He attended Belmont High and completed his bachelor’s degree and master’s at Deakin University so you could say Geelong is well and truly established in his DNA.
“I had an amazing childhood with supportive parents and two older brothers that always encouraged me to follow my passions,” he says.
“Over the years they’ve helped instil the personal values I live by which are humility, discipline, and respect.”
At eight-years-old he studied karate, attaining up to a third degree black belt and as a teenager worked part-time as a karate instructor.
“Going from high school straight to working full-time at Geelong Otway Tourism and studying my bachelor’s and master’s degrees full-time was a challenge,” he says.
“Though that 10-year period put me in good stead to have a much better work-life balance in recent years.”
Brett left Tourism Greater Geelong and the Bellarine after a three and a half year stint as executive director and will look back fondly at his time there.
He says the region emerged from the pandemic in remarkably good shape.
“Our local tourism sector really banded together and gritted their teeth through an extremely
challenging period and are just now starting to come out on the other side,” he says.
“Collectively we’ve been able to get back to our $1.1 billion visitor economy, rank as the most-visited regional destination in Victoria and our recovery has fared incredibly well in the state and regional Victoria.
“There’s not one singular thing that’s got us to where we are, but a collective effort from the hard work of Tourism Greater Geelong and the Bellarine, local operators, and support from various levels of government.”
Brett says Geelong’s liveability as a city and being the fastest growing region in Australia stands it in good stead for the future.
“I’ve said it a few times but I truly believe our region’s future is bright,” he says.
“We’re going through a period of transformational change and exceptional growth with a tourism investment pipeline of $1.9 billion and over 50 projects including the game-changing developments of the Spirit of Tasmania, Geelong Convention and Exhibition Centre, Geelong Arts Centre, Victoria 2026 Commonwealth Games and Kardinia Park Stadium and Precinct.
“Our region also has a significant and growing events calendar and developments for our cultural and nature-based tourism, which will add to the diversity of our region’s offering.”
Brett pauses when asked what his three favourite festivals in the region are.
“That’s like choosing a favourite child,” he says.
“Personally, I really enjoy heading out with friends to the A Day on the Green concerts at Mt Duneed Estate. I’ve attended many over the years and made some lifelong memories – seeing Florence and the Machine and Robbie Williams perform were highlights.”
Brett’s favourite three places in the area is another question that makes him stop and think.
“Central Geelong’s vibrant dining scene, the many incredible beaches along our coast, and, as a Belmont resident, it’s hard for Belmont’s ever-changing liveability not to be on my list.”
Brett may have time to now be a tourist in his home region, so what would he suggest someone do if they were visiting for the first time and only had a weekend?
“I’d recommend a trip to our cultural precinct in central Geelong – a browse of Geelong Gallery, Geelong Arts Centre, Geelong Library and Platform Arts – and to see the reinvented spaces of our industrial past at the Federal Mills, Fyansford Paper Mills and Little Creatures,” he says.
“A leisurely taster of our award-winning wineries along the Bellarine and Moorabool Valley and nature-based attractions of the You Yangs and many amazing beaches and relaxed coastal villages are also a must.”
Brett’s role in helping promote the region has had its challenges.
“Geelong and the Bellarine is a relatively young destination, especially in comparison to the likes of the Great Ocean Road and Mornington Peninsula,” he says.
“Over the past decade it’s been great to see how far we’ve come in doubling visitation numbers and building a name for our region as a destination in its own right and not as a gateway.”
Brett’s new job will be as regional director, Barwon South West, Regional Development Victoria.
“I’m excited to take on this opportunity and important role for the Barwon South West region while being able to continue working with a region I know and love,” he says.
“In the new role, I’ll be working with key leaders from the familiar turf of Geelong, the Bellarine and Great Ocean Road regions, right up to the South Australian border, all while learning more about the opportunities across the diverse range of sectors that support our communities to thrive.”
Away from work Brett likes to keep busy by attending CrossFit classes, hanging out with
friends at wineries and events in the region and spending time with his family.
