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Denise Ulbrick

Denise Ulbrick

Manager Research - Tourism, Events and Visitor Economy. Department of Jobs, Precincts and Regions

Denise has worked in market research for 18 years with the last 11 years leading visitor economy research for the Victorian Government. Denise has primary responsibility for tracking the size and performance of the industry, driving strategy and providing insights to inform decision making to support sector growth.
Her research experience spans across key statistics to consumer insights and brand research to economic modelling.

Denise spent seven years on the supply side working across various industry sectors including retail and fast-moving consumer goods, as well as tourism, providing consumer insights to many Australian STOs and Tourism New Zealand. She says she has never looked back since switching to the tourism and travel sector.

“People think it is ‘just tourism’, but it is a highly complex industry and has been identified as one of the major growth industries for the Australian economy”.