Tourism's Unsung Hero Stands Tall For Region
Illawarra Mercury
Tuesday August 5, 2008
Today we start the first in a series on Illawarra's Unsung Business Heroes where we focus on some of the people who work tirelessly behind the scenes. The first is someone who during the past decade became the face of Wollongong for hundreds of decision-makers in the international tourist industry. GREG ELLIS reports.
ON September 5, 2005 Wollongong business, civic and tourism leaders were on a trade mission to China when a tour bus crashed off Jamberoo Mountain Rd, resulting in three deaths and a number of injuries.Tourism Wollongong sales and marketing manager Vera Cvetkoski wasted little time coordinating a response on behalf of the tourism industry.She immediately advised Tourism NSW North Asia regional manager Oton Wu in Hong Kong, allowing him to speed up notification of victims' families and arrange for them to fly to Australia.Over the following days, she organised for families to be met at Sydney airport and brought to Wollongong, accompanied relatives to Wollongong Hospital, liaised with police, and with the aid of the Nan Tien Temple, helped arranged food, accommodation, clothing, prayer services, the return of belongings and interpreter services for victims.Tourism Wollongong chairman Jim Eddy said Mrs Cvetkoski went beyond the call of duty in her attempts to help victims."Vera became the contact point for relatives here in Wollongong and facilitated anything they required at the time," Mr Eddy said."There was no advantage for her. She was just showing great compassion for the people who had been injured and the people who were grieving as a result of the fatalities."Vera did more than she had to do. She developed great relationships with these people which stood us in great stead for the way they viewed us in the future."Mr Wu said the response to the accident organised by Mrs Cvetkoski earned immediate respect in Asia as news about the accident received extensive coverage in the print and electronic media.He said the accident could have occurred anywhere in the world but the way Mrs Cvetkoski and Wollongong responded showed people in Taiwan how efficient and friendly the city and its tourist industry were.While her efforts earned praise in the victims' home country of Taiwan, few in Wollongong knew of her contribution.Mrs Cvetkoski also downplays the role she has had in selling her home town to the world.But those who have seen her in action over the past decade comment on her tireless work behind the scenes during Wollongong's rapid emergence as a tourist destination.Mrs Cvetkoski has always credited her colleagues for Tourism Wollongong's achievements.She talks about how much she has learnt from Tourism Wollongong chairman Jim Eddy and general manager Greg Binskin.Mr Eddy recalled Mrs Cvetkoski's career started as a secretary at Tourism Wollongong and continued at the Novotel Northbeach where she honed her industry skills before returning to fill a sales and marketing role.Over the years her responsibilities have grown, and Novotel Northbeach general manager Walter Immoos credits her with making work the integration of Wollongong Conference and Events into Tourism Wollongong."She is a great contributor with good marketing knowledge, great sales skills and the ability to look at the big picture. She is a great team player and a true professional," he said.During the past year Mrs Cvetkoski and Wollongong Conference and Events sales and marketing manager Lauren Mansell have worked closely with 20 industry partners to write $4.5 million of additional conferencing and events business for the city over the next three years with decisions pending on a further $4.4 million.Mr Wu said Mrs Cvetkoski's passion for Wollongong has been a major factor in growing the tourism market.He recalled she was so passionate about driving international visitation and making a lasting impression that she used to insist on personally escorting all of the trade and media familiarisation tours arranged by Tourism NSW, even if it meant giving up countless Saturdays and Sundays. Media reports and news clippings by travel writers and international travel industry representatives she has hosted portray her familiarisation tours of the city as fun and informative.Many have said how impressed there were when Mrs Cvetkoski greeted them with a welcome in their own language.Mrs Cvetkoski has also impressed close to home and is known for her great rapport with Tourism Wollongong members.Elise Pascoe, of Elise Pascoe's International Cooking School, said she made a significant contribution to her business."Despite my tourism property being outside her immediate jurisdiction, she was always available to offer advice, freely," she said. "Her ideas were practical and manageable, displaying her love, knowledge and experience in the marketing and publicity of tourism in Wollongong."Mobile Bike Rental co-owner Radmilla Avramovic said Mrs Cvetkoski was extremely efficient and boosted the profile of the Illawarra. "When we came on board she was really keen and promoted us big time," she said. "I really love what she has done for us and the Illawarra." Mrs Cvetkoski's organisational abilities impressed seasoned professionals at last year's innovative Wollongong Conference and Events road show to Canberra.Shortlead.com.au managing director and former City Beach Function Centre manager Adam Morgan-Monk said he would never forget the impact she had on key decision makers."It was watching the passion in her eyes and in the way she spoke about Wollongong, the way she engaged with potential visitors that really impressed me. It is obvious that she truly does care about the region, (and) she understands the potential of conferencing in our area."Mrs Cvetkoski's leadership drew positive feedback from conference and event organisers who said no-one had ever tried anything like the roadshow on such a scale before.Many then came to Wollongong to check out the city, and some made immediate decisions to stage conferences and business events.Mrs Cvetkoski credited operators at the roadshow for converting the initiative into immediate business.But participants such as JAi Events managing director Ian Johnston were quick to acknowledge her key role.He cited the Asia Pacific Partnership Clean Development and Climate Energy Regulatory and Market Development Forum managed by JAi Events for the Department of Resources, Energy and Tourism, as an example of the ongoing economic benefits for Illawarra businesses.The department also staged a major steel industry forum at the Novotel Northbeach in Wollongong.JAi Events director Carole Johnston said Mrs Cvetkoski had served the community in an outstanding way."She doesn't know how to do anything in half measures," Mrs Johnston said.Similar economic benefits are expected to flow from a Wollongong Conference and Events mega-familiarisation tour and mini-showcase for visiting conference and events organisers and travel media that Mrs Cvetkoski and Ms Mansell coordinated in June.WIN Sports and Entertainment Centre general manager Stuart Barnes said Mrs Cvetkoski was committed to marketing tourism in the Illawarra and the industry was very lucky to have her.Mrs Cvetkoski impressed many civic and business leaders with her presentation and organisational skills when she addressed international politicians and business executives during a trade delegation to Hong Kong and China in late 2004.IRDB deputy chair and Illawarra Business Chamber director Janine Cullen said Mrs Cvetkoski made a huge contribution to the delegation's success."Everywhere we went Vera had organised everything to go smoothly through to the smallest detail," Mrs Cullen said.Former Wollongong Image Campaign manager and Wollongong Economic Development manager Bob Doyle described her as tenacious, mature, intelligent and a very effective advocate for Wollongong and the region in many ways, not just tourism.Back home her warm welcome was recently the catalyst for convincing a major NSW tourist operator to bring 500 Sydneysiders to Wollongong Harbour by sea and heritage rail.Bass and Flinders director Richard Ford said after receiving a negative response from another prospective destination he decided to call Wollongong. He was made feel so welcome by Mrs Cvetkoski that he did not need to speak to anyone else before making his decision to bring tourists here.He now plans to bring tours regularly, which will no doubt keep filling restaurants and cafes along the foreshore.Mrs Cvetkoski is a mentor for Illawarra youth interested in a career in tourism and hospitality.Wollongong TAFE hospitality management teacher Rob Long said Wollongong TAFE teachers worked closely with Tourism Wollongong and Mrs Cvetkoski was central to the link between tourism students and the industry.Mr Eddy described her as a great role model who had developed the culture of Tourism Wollongong. "Tourism Wollongong plays above its weight because of people like Vera. With such good team players you can achieve a lot with a small number of people." Mrs Cvetkoski's success has also been made possible by the support of her husband Brian, daughter Brianna, the Cvetkoski and Dimitrievski families.What they said'Vera has always been a shining light in relation to tourism in the Illawarra. She has definitely created a standard that will be hard to surpass.' - Just Cruisin' Harley Tours proprietor Steve Melchior. 'Vera has made a great difference because she has a product background as well as a destination background. She is also a very strong team player. Vera is always the person behind the scenes filling in the gaps. She always shines as the team player and they are the ones that are the glue and create the culture of the organisation. What I see from her is maturity. You can rest assured if you have got some important people coming, she is onto it. We are very very fortunate to have her.' - Wollongong Tourism chairman Jim Eddy. 'Vera is selfless with her generosity and always looking for unique ways of enhancing the community. She excels at all she attempts. '- JAi Events director Carole Johnston 'Vera is a dynamo, always on the go, full of energy and with a can-do attitude. What makes her so special is her gift of listening, expanding ideas and concepts and her aptitude to go with changes. I can hardly imagine how the restructure of Wollongong Conference and Events under the umbrella of Tourism Wollongong could have been achieved without Vera.' - Novotel Northbeach general manager Walter Immoos. 'Tourism only succeeds if the folk pushing the region are passionate about their product. Add to that someone with a great attention to detail and a quiet achiever attitude to their work and you have a perfect person to help market our city. Vera rolls all that into a positive package.' - WIN Sports and Entertainment Centre general manager Stuart Barnes. 'She is always full of energy and I don't think I have ever seen her be anything but positive about the task at hand.' - Wisdom Advertising and Design director Mark Wilson.'I recall interviewing Vera for the position at The Novotel Northbeach and her sheer enthusiasm and passion shone through and made it easy to offer her the position. Once she started I knew I had made the right decision.' - Menzies Sydney sales and marketing director Kellie Stapleton. 'Vera has evolved from knowing nothing about the Asia market, in particular China, to a veteran who understands their needs and requirements. More importantly, I could always rely on her during the times when I was unable to participate in the visits myself. ' - Tourism NSW North Asia regional manager Oton Wu. 'It's people like Vera, with her drive and enthusiasm, who help put NSW destinations on the map.' - NSW Minister for Tourism Matt Brown:'Vera gives of herself tirelessly, never seeking the limelight, yet her light shines for all of us who have had the pleasure of working with her in promoting our businesses and the Illawarra. Vera Cvetkoski is certainly the uncrowned queen of Wollongong tourism.' - International/Internet Cooking School professor chef Elise Pascoe (from Italy). 'Aunty Jack is going to be royally upset to think that there is a pretender to the throne. I'd buy a very big crash helmet if I was you Vera 'cause that Golden Glove packs a mean punch! Anyway Vera, if you can't ride a big black bike, how am I supposed to get around Wollongong?' - Thin Arthur (Rory O'Donoghue) 'On our trade delegation to China Vera was always positive, confident and friendly. She was exceptionally aware of the protocols required when dealing with Chinese diplomats and business people.' - IRDB deputy chair and IBC director Janine Cullen.'She is professional and passionate about her role in bringing visitors to the city. Vera is developing strong leadership abilities and is a great team player who is willing to watch, listen and learn, and produce many great results for Tourism Wollongong.' - Tourism Wollongong general manager Greg Binskin. It is wonderful and a true reflection of Vera that she has been able to continually learn, grow and add extreme value to an organisation while remaining in Wollongong. - Menzies Hotel Sydney general manager and former Novotel Northbeach general manager Michael Smith. ' I believe we are very fortunate to have someone with Vera's commitment and drive to help continue the growth of business tourism in Wollongong.' - Shortlead.com.au managing director Adam Morgan-Monk. 'I was on a trade mission to China where Vera demonstrated great competence and maturity beyond her years in presenting Wollongong's investment opportunities to Chinese officials and potential investors.' - Former Wollongong Image Campaign manager and Wollongong Economic Development manager Bob Doyle. 'Vera is another good example of how all aspects of society involve more people than those who are up front." - Wollongong Science Centre and Planetarium director Glen Moore. 'Futureworld has been greatly impressed by her enthusiasm and willingness to share new ideas with us. ' - Futureworld Eco-Technology Centre director Pat Mowbray. 'I think we should all seek to reward individuals for their tireless effort and contribution. Vera is a regular face at the shop, and never fails to brighten the room with her big smile.' - Swell Coffee proprietor Mike Star.
© 2008 Illawarra Mercury