Career summary

Seeking to undertake further study, Alysia completed a Master of Tourism in 2004 at Monash University after having held a Diploma of Travel and Tourism. She highlights that she chose to study at Monash because of the prestige the university holds, and she was able to study part-time and incorporate learnings with her current role in the nature-based tourism sector.

Alysia has had a successful 19-year career at Parks Victoria in tourism, marketing and communications, before starting her consultancy service in 2018.

As a consultant, Alysia is a sector specialist in tourism and the experience economy with a focus on nature-based, regional and ecotourism. She is primarily involved in supply side of the industry, assisting operators, organisations and government departments with planning, analysis, product development and collaborative partnerships.

Alysia is currently a Non-executive Board Director at Ecotourism Australia, a not-for profit organisation that promotes, certifies and supports the ecotourism industry in Australia. It is the leading national industry voice for the nature-based, ecotourism and sustainable tourism sector and has been prominent in national discussions regarding recovery programs addressing post fires and COVID-19 impacts.

As Australia moves into post 2020 recovery mode, Alysia is focussed on providing support for the regeneration of the visitor experience sector so that it emerges as a sustainable and community orientated model that secures Australia’s place as an international destination of choice.

Career pathway

2018 – Tourism and the Experience Economy Consultant (current)
2018 – Non-Executive Director, Ecotourism Australia (current)
2018 – Tourism Industry Connections and Partnerships (pro-bono), World Urban Parks (current)
2018 – RACV Tourism Award Judge, Victoria Tourism Industry Council (VTIC) (current)
2018 – IAP2 Certificate in Engagement Communications and Engagement, International Association for Public Participation (Certificate)
2011 – Tourism Manager, Parks Victoria
2006 – Melbourne Tourism and Industry Leadership Program
2005 – Strategic Tourism Advisor, Parks Victoria
2004 – Certificate of Competency Small Group Training, Centre for Business Leadership
2004 – Master of Tourism, Monash University
1999 – Regional Marketing and Communications, Parks Victoria

What do you think is the most rewarding aspect of your career?

Tourism is a very complicated business sector and I like the variety and breadth of the type of businesses that are involved. I especially enjoy working within the complex systems and structures to create partnerships and opportunities to grow and improve. Tourism cannot be delivered without networks, partnerships and passion. I really enjoy working with those people involved, from single owner operator businesses to state and federal governments, and being able to help people with their projects and their businesses.

I particularly enjoy regional tourism communities and businesses, especially park and nature-based experiences. I have a passion in helping businesses work towards best practice and with communities to ensure they have an active voice in how the visitor economy works in their region.

I have been a Tourism Award Judge for Victoria for the last two years and that has been a great experience. I had previously been involved in the Tourism Awards as an applicant and was a gold winner twice and this was a great way to see another side of these important industry awards. I have been able to meet with many tourism operators around the state and hear them talk about their business with passion and commitment.

Above all, it’s a people industry and it’s the people I enjoy meeting and the places that I enjoy learning about that makes me love the sector.

Why did you choose to study a Master of Tourism at Monash University?

Monash University is highly regarded, and the Master of Tourism course structure suited the way in which I wanted to learn, which was part-time with early evening face-to-face classes. This also suited the fact that I was working full-time at Parks Victoria and was the Chair of the Yarra Valley and Dandenong Ranges Tourism Committee. It was really beneficial for me to be able to incorporate the subject matter into my work program.

What did you enjoy most about the Master of Tourism at Monash University?

As a mature student I found the class had a mix of ages and nationalities, both Australian and international students, which created an engaging learning atmosphere. I enjoyed extending my knowledge in the areas of applied industry research, analytics and the opportunity to work in small groups on projects and presentations was fun.

I also really liked being on campus and the collegiate feeling that it gave me.

What experiences from your Master of Tourism do you believe gave you practical workplace skills?

I think that any structured learning opportunity can provide benefits back into the workplace. There are many benefits to committing to ongoing professional education throughout your career. There is always something to learn and I think that undertaking certificated courses at any level hold you in good stead.  In particular, at Master degree level it sharpens your skills in research, problem solving, teamwork and communications and demonstrates that you can apply critical thinking skills.

Do you believe your Master's was a gateway to leadership positions in your career?

I believe that obtaining a high level degree like the Master's in Tourism, coupled with broad and deep work experience, demonstrates I have both a scholastic understanding as well as practical knowledge.  In my personal tourism career, holding a Master's in Tourism has created profiles, opened doors and delivered opportunities to contribute and provide leadership in the sector.

Do you have any advice for current and future students wanting to be in your field?

Even though it might be a difficult time in the tourism sector at the moment, there are still opportunities that will arise and work that is going on that will see the industry reboot and refresh.

Now more than ever there needs to be people that understand the sector and are passionate and interested in seeing sustainable tourism rebound. They will need to hold technical skills and knowledge of how the industry works to help the sector become resilient and sustainable.

I would encourage current and future students to really understand how this complex industry all works together and its many aspects that is has. Understand from a visitor economy point of view, the commercial levers and outputs that all go to make up such a vibrant and important sector.

Written by Journalism student intern, Cindy Chea, 2020