What does the next decade of tourism in Victoria really look like?

In this episode of The Growth Edit, I’m joined by Julian, Research and Insights Lead at Visit Victoria, to unpack the data shaping the state’s 2030 Tourism Strategy.

We discuss the trends operators need to know now, from the rise of family travel and Asian markets, to opportunities in food, drink and agritourism. Julian also shares how operators can tap into free research to guide marketing and product decisions without drowning in data.

If you work in tourism, wine or hospitality, this is an insightful look at what’s next for Victoria’s visitor economy.

Resources mentioned in this episode:

• Visit Victoria Corporate Site – Research & Insights: https://corporate.visitvictoria.com/research-insights

• Visit Victoria’s 2030 Visitor Economy Strategy: https://corporate.visitvictoria.com/visitor-economy-2030

• Tourism Research Australia – Tourism Forecasts: https://www.tra.gov.au/en/economic-analysis/tourism-forecasts.html

• Tourism Australia – Future of Demand Report: https://www.tourism.australia.com/en/insights/future-of-demand.html

• Regional Tourism Boards (Victorian Visitor Economy Partnerships):
  https://corporate.visitvictoria.com/about-us/visitor-economy-partnerships

Email Julian's team: [email protected]

About Holly Formosa Consulting

Holly Formosa Consulting helps food, wine and tourism businesses turn marketing plans into real growth.

I’m opening 10 complimentary strategy call spots between now and December to help operators unpack their biggest marketing challenges and get clear on next steps.

Book your free 30-minute call: hollyformosa.com/letstalk

Fresh from Milan, where he picked up Two Knives at The Best Chef Awards 2025, Zennon Wijlens — Co-Owner and Executive Chef of Paris Butter, Auckland — joins Holly to talk creativity, ego and collaboration in one of Aotearoa’s most awarded kitchens.

In the past two months alone, Zennon’s been named Best Chef by Metro Magazine and led Paris Butter to retain Three Hats in the Cuisine Good Food Guide Awards. But this episode isn’t just about accolades — it’s about what success really means once you’re leading the team.

Zennon shares how collaboration keeps chefs grounded, why humility matters as much as skill, and what it takes to evolve creativity year after year.

Planning a trip to Auckland? Book a table at Paris Butter and see why it’s one of the most talked-about restaurants in the region. Check them out on Instagram @parisbutter_nz.

And if you’re looking to grow your own food, wine or hospitality brand, book a free 30-minute strategy call with Holly at hollyformosa.com/letstalk.

Most food, wine, and hospitality businesses do not choose to waste time or money on marketing; it happens when you are reacting instead of planning.

In this episode, Holly unpacks The Real Cost of Not Having a Marketing Plan from lost revenue and wasted time to missed opportunities and team burnout. You'll learn how to recognise the hidden costs of reactive marketing and what clarity, structure, and a proper plan can do for your business..

• What You Will Learn

  • The most common marketing myths keeping business owners stuck

  • What a marketing plan actually is, and what it is NOT

  • Six hidden costs of working without a plan

  • How to create clarity for your team, brand, and budget

  • The confidence that comes from structured marketing

Download The Clarity Check—Holly’s free self-assessment inside the Growth Insights Hub. https://www.hollyformosa.com/insightshub
It takes just three minutes and helps you identify where your marketing might be leaking clarity, time, or money across the six cost areas discussed in this episode.

If you would prefer a conversation over a template, book a free 30-minute strategy call. Together, you will unpack what is working, what is not, and where to focus next.

Book your call: hollyformosa.com/letstalk

In this conversation, Holly Formosa and AI expert Julie Fenwick explore the transformative impact of artificial intelligence on the food, wine, and hospitality sectors. They discuss practical applications of AI, from operational efficiencies to marketing strategies, while addressing common concerns about data privacy and maintaining a personal brand voice. Julie emphasises the importance of understanding AI's capabilities, starting small, and using it as a collaborative partner to enhance business operations.

Takeaways

• AI is not just a buzzword; it's a transformative tool.
• Start small with AI by identifying pain points in your business.
• AI can assist with bookkeeping, analysis, and planning tasks.
• Use AI as a thought partner to enhance creativity.
• Data privacy is crucial; avoid uploading sensitive information to free accounts.
• Train AI to understand your brand's tone and voice.
• Voice mode in AI can be a powerful tool for busy operators.
• AI can help analyze customer feedback and reviews effectively.
• The future of marketing will require a balance between AI and human connection.
• Embrace AI to focus on high-value tasks and customer interactions.

Feeling burnt out by social media? In this session I share the practical hacks I use with food, wine and tourism businesses to take the pressure off while still getting results.

You’ll learn how to:

• Shift your mindset from posting daily to posting with purpose
• Repurpose one piece of content into many (without extra effort)
• Tap into user-generated content so your customers do the heavy lifting
• Batch your content to avoid the daily scramble
• Pick the right tools that save you time (without paying for over-engineered software)
• Focus on the three content pillars that always work: seasonality, humans, and partnerships
• Use email and SMS to actually drive bookings and sales

If you’re tired of the hamster wheel of likes and posts, this session will help you find a smarter, more sustainable approach.

Based in Melbourne, I work with wineries, restaurants and tourism operators on social media coaching and strategy. If you’d like a one-to-one chat about how to apply this to your business, get in touch via hollyformosa.com.

In this conversation, Holly Formosa interviews Katrina Butler, the Head of Tasting at Halliday Wine Companion. They discuss Katrina's role, the wine tasting and scoring process, the importance of submissions from wineries, and the distinction between editorial and commercial content. Katrina explains the criteria for various wine awards, including Winery of the Year, and shares insights on how the Companion is adapting to changes in the media landscape, including the expansion into spirits reviews.

Takeaways

• Katrina Butler is the Head of Tasting at Halliday Wine Companion.
• The tasting team is split into regions based on expertise.
• Wineries must submit wines to be included in reviews.
• The Companion is focused on consumer reviews, not trade.
• Editorial content is distinct from commercial content.
• Awards are based on both scores and qualitative discussions.
• The Companion is adapting to digital media and consumer preferences.
• New categories like 'wild card' celebrate unconventional wines.
• The Companion is expanding to include spirits reviews.
• The wine industry is evolving, and the Companion aims to support this growth.

Chapters

00:00 Introduction to the Halliday Wine Companion

01:47 Understanding the Tasting and Scoring Process

05:17 Score Inflation and Market Trends

08:48 Submission Process for Wineries

10:49 Editorial vs. Commercial Content

16:53 Awards and Recognition in the Wine Industry

20:20 Blind Tasting Process for Wine Awards

21:53 Major Awards and Their Selection Process

26:23 Understanding Winery of the Year Criteria

27:06 Best New Winery Award Explained

29:23 Consumer Focus vs. Trade in Wine Reviews

31:29 Adapting to Changing Media Landscape

33:34 Expanding into Spirits Review

36:52 Celebrating Australian Wine and Future Directions

37:32 Introduction and Initial Thoughts

40:02 Wine Pairings and Personal Preferences

40:16 Outro.wav

In this episode, I’m joined by food writer and hospitality lifer Richard Cornish to dig deep into what really makes a venue resonate … and why so many places miss the mark.

With over 30 years spent inside kitchens, wine bars, and regional dining rooms, Richard brings sharp insights and no-nonsense advice on everything from team culture to training, service to storytelling. This isn’t about trends or surface-level polish. It’s a real conversation about what keeps people coming back.

Whether you're opening your first venue or trying to breathe life into an existing one, this episode unpacks the often-overlooked details that separate good from great. From the role of front-of-house energy to the importance of local producers, Richard shares practical advice, grounded opinions, and just the right amount of fire to keep things honest.

Expect real talk on:

• Why authenticity beats performance every time

• How to train a team that actually cares

• What the future of hospitality looks like — and who’s at risk of being left behind

• The art of building venues that last (and why most fail early)

If you're in food, wine, service — or just obsessed with what makes a great night out — this one’s for you.

In this episode, I cover strategies for standing out in a saturated marketplace, particularly in the food, wine, and hospitality industries. We talk about the importance of clarity, focus, and differentiation over simply being louder or spending more on marketing.

I share ten practical ideas, including niching down, leading with what makes a business different, investing in bold branding, maintaining consistency, and leveraging unique location and provenance. We end with a call to action for listeners to implement one strategy and share their results.

Takeaways

• The market feels saturated with many options available.

• Clarity and focus are essential for standing out.

• Generic offerings lead to invisibility in the marketplace.

• Customers remember what makes a business different, not just better.

• Bold branding communicates values and creates memorability.

• Consistency in branding builds trust and recognition.

• Doing less but better can lead to more effective marketing.

• Creating memorable experiences can generate word-of-mouth referrals.

• Owning your content allows for deeper customer connections.

• Leveraging your unique location can differentiate your brand.

• Sound bites

• "Generic basically means invisible."

• "Do less but better."

• "Create content that you own."

Chapters

• 00:00 Introduction to Standing Out in a Saturated Marketplace

• 02:03 The Importance of Clarity and Focus

• 03:52 Niche Down to Scale Up

• 05:32 Leading with Difference

• 07:00 Investing in Bold Branding

• 08:43 Consistency is Key

• 09:54 Doing Less but Better

• 11:25 Creating Memorable Experiences

• 12:28 Owning Your Content

• 13:23 Leveraging Place and Provenance

• 14:23 Radical Transparency

• 15:39 The Founder’s Role in Branding

• 18:41 Recap and Call to Action

In this episode of Growth Insights, Holly Formosa sits down with Dan Sims, Chair of Wine Victoria and founder of Pinot Palooza and Revel, to talk about the state of Victorian wine today and where it’s headed next.

Episode Highlights:

Throughout the conversation, Dan shares candid insights from decades in the industry, his belief in storytelling over spreadsheets, and why he’s unsubscribed from the “doom and gloom” headlines that dominate industry news.

“People are into wine – they’re just not into the people telling them they’re not. The opportunity is to make wine fit into their lives, not the other way around.” – Dan Sims

This episode is a must-watch for anyone working in or passionate about wine, offering a glass-half-full look at the challenges and exciting opportunities ahead for Victorian producers.

Listen now to hear Holly and Dan’s full conversation.