Tracy Carter will take the reins as Executive Director at Tourism Greater Geelong and The Bellarine following a competitive recruitment process.
Her appointment comes after six weeks acting in the role and following Brett Ince’s departure in October.
Tracy’s career in the tourism industry kicked off when she was 21 years old, sharing the many things to see and do in our region as a volunteer at the Visitor Information Centre in Market Square while studying a Tourism Management degree at RMIT University.
She has since worked across most of the organisation, including visitor servicing, membership, industry development, marketing, and communications.
Tracy will support the longstanding partnership between the Tourism Greater Geelong and The Bellarine Board and the City of Greater Geelong Council, working to deliver on their strategic direction for the local visitor economy.
“I’m so honoured to take on this role and continue working in a region, with an industry and alongside a team I’m inspired by every day,” Tracy Carter, Executive Director Tourism Greater Geelong and The Bellarine said.
“There’s so much reason for optimism in this region and I’m looking forward to being a part of driving Geelong and The Bellarine’s evolution as a destination. From the Geelong Convention and Exhibition Centre and Geelong Arts Centre to new accommodation developments, the 2026 Commonwealth Games and other incredible projects on the horizon – there’s loads to be excited about.”
In her 20 years with the organisation, Tracy played a significant role in transitioning Geelong Otway Tourism to TGGB in 2014 and in developing strategies as it has evolved into a driver of the visitor economy.
She has had significant periods acting in the Executive Director position; in 2020 while supporting the industry through the pandemic and again in recent weeks. Tracy has led the Marketing and Visitor Servicing functions as Deputy Executive Director since 2018 implementing initiatives to position Geelong and The Bellarine in the hearts and minds of visitors.
“Over 20 years and many roles with the organisation, Tracy has been an incredible asset, driving force and a vital member of the team,” Bill Mithen, Board Chairperson, Tourism Greater Geelong and The Bellarine said.
“It’s such a pleasure to see her step into what will be her greatest role yet with the organisation. I’m confident in her vision for the industry and look forward to seeing her take Geelong and The Bellarine to new heights.”
