The Outstanding Contribution to the Industry Award is an award conferred annually by Accommodation Australia (Victoria) that recognises the outstanding contribution made by a hotelier or industry colleague who, through their efforts over a long period of time, has made a significant impact on the industry and has helped contribute directly or indirectly to the success of Victoria’s thriving hotel accommodation sector.
Uplifting others, leaving no stone unturned, and creating opportunities for all – this is the spirit of the award.
Our Award winner this year, Natalie O’Brien AM – CEO, Victorian Convention and Event Trust, Operator of the Melbourne Convention and Exhibition Centre is widely recognised as a leader who leads with relentless passion, fairness and consideration, creating an environment where both staff and customers feel supported and valued.
The spirit of experience creation courses through her veins, Natalie having come from a family with impressive hospitality stock (food pun intended).
She has dedicated herself and her career to bringing memorable moments to countless people through celebrating the fusion of food, beverages and cultures.
Having lived and worked across Victoria’s regions, Natalie is passionate about telling the story of where our produce is sourced and the profound work that goes into creating it. Inviting local communities to join the journey and showcasing passionate makers and creators from across our state has been a fundamental pursuit of hers.
A significant portion of Natalie’s early career was spent in product promotion and management – describing her transition into a long and successful tenure into a role that celebrated Victorian food and wine as a “huge honour,” while CEO of Melbourne Food & Wine Festival. When doing so, Natalie reflected on her hospitality pedigree and the influence of a family matriarch (grandmother), who displayed wisdom and strength when forging a successful career as a Geelong hotelier.
Natalie’s wide-ranging industry knowledge and experience has also been in demand, as a series of Board appointments followed. She was appointed a Member of the Order of Australia (AM) in the 2019 Australia Day Honours List for significant service to tourism, wine and the community.
Under Natalie’s leadership, the World’s Longest Lunch became one of the Melbourne Food & Wine Festival’s signature events, hosted industry luminaries like Jamie Oliver and Antonio Carluccio, among others.
Returning to her regional roots toward the end of 2019, Natalie was instrumental in securing State Government funding to deliver the internationally acclaimed experience activation 1000 Doors, while Chief Executive Officer of Ballarat Regional Tourism. In excess of 10,000 people visited this regional exhibition, over a four-week period, with each of the four weekends sold out.
During her tenure, Natalie also led the co-design of pandemic-related Visitor Economy Recovery Plans. She later established and led a successful hospitality and tourism industry related strategic design agency, more recently she was appointed Chief Executive Officer of Victorian Convention and Event Trust.
The trust is responsible for the effective operation of the Melbourne Convention & Exhibition Centre and Nyaal Banyul Geelong Convention and Event Centre, expected to open in July 2026.
Embracing the ethos as being the home of the unconventional, Natalie relishes the daily challenges and opportunities that come with operating the Southern Hemisphere’s largest business events and meeting centre.
But even as her responsibilities grew over the years, she never lost sight of her fundamental responsibility: helping and supporting people. Natalie’s commitment to this simple, yet vital, principle is what has truly uplifted so much of our state and our industry.
Warm congratulations to Natalie for this very deserved recognition.
What was your initial reaction upon winning this coveted award?
I have been attending the Awards for many years and seen incredible people being honoured. I had absolutely no idea I was about to receive this award.
I felt a huge wave of pride, but also emotion, when my name was read out.
What was your initial inspiration to enter the hotel industry?
My family – my grandmother ran a hotel in Geelong. As a child we would play freely around the hotel and in the nearby garden, before I started work in the hotel, from a very early age.
My grandmother taught me what true hospitality really is – that sparked my passion for our industry.
What sets Victoria apart?
Victoria is a compact state that offers so many incredible experiences.
There is a great sense of community and camaraderie – Victoria is a very welcoming state when people come to visit, either in the city or regionally.
Offer one piece of advice for someone starting out in the hospitality industry
Put your whole self into your career – once you engage with people (across our sector) you will get so much back.
Reflect on what winning this award means to you
Coming from a family of hoteliers I thank my family for bringing me into the industry. I also thank the industry for the incredible hospitality community we work within and the camaraderie that exists between us.