The 2018 Developing Northern Australia Conference is almost here again and will this year be held at Alice Springs Convention Centre over Monday 18 and Tuesday 19 June. 

Mr Stephen Schwer, CEO at Tourism Central Australia joins us at the Conference to discuss ‘#RedCentreNT Regional Events Strategy’.


Mr Stephen Schwer, CEO at Tourism Central Australia.

For many towns across Australia, their signature festival is their major attraction.

Events are crucial for the visitor economy, particularly in regional and remote Australia. It is often misunderstood which events are economic generators and the role events can play in delivering a triple bottom line for communities.

Harnessing events that are unique to a destination will generate long term destination awareness, repeat visitation and a reason to book travel, particularly in low and shoulder seasons.

Using the #RedCentreNT Regional Events Strategy as a case study, presenters Stephen Schwer (CEO, Tourism Central Australia) and Krista Hauritz (Director, Krista Hauritz Consulting) will share their journey in the development of the strategy.

It will include examples of how to package the destination experience with festivals and events and incorporate events in destination marketing to maximise the triple bottom line.

PRESENTATION OBJECTIVES: Taking a strategic approach to maximise the triple bottom line benefits from events.

OUTCOMES FOR AUDIENCE: Inspiration and examples to adapt for their destinations. Suitable for Local, Regional and State Tourism Organisation employees, Local and State Government staff responsible for events and event organisers and managers.


Stephen began his career almost 25 years ago when as a teenager he made beds and cleaned bathrooms at a mid range hotel in Kings Cross, Sydney. Faeces, vomit, drug overdosed customers and drunk patrons didn’t turn him off his passion for the visitor economy, and so he made it his career. Working in hotels, bars and restaurants was fun, but he decided to try travel for a change. His time as a travel agent taught him that helping make the dreams of customers come true was exciting, and also that people can ask some very silly questions at times. On one such occasion, when a client at the Circular Quay Sydney travel agency where he worked asked for a day trip to Cairns, he pondered a career move into tourism.

Since that time he hasn’t looked back. Having worked in regional and remote area tourism development for over a decade, he is now CEO of Tourism Central Australia, the official Regional Tourism Organisation for the #RedCentreNT. With a few qualifications and some experience under his belt, Stephen is still fascinated every day by the visitor economy, and acknowledges that he has much to learn as well.

For more information on the 2018 Developing Northern Australia Conference and to secure your spot in Alice Springs this June please visit the conference website.