Ms Simson, who in 2007 founded Red Balloon, which works with small businesses that provide tourism experiences, was one of a group of "elite businesswomen" in the Trans-Tasman Business Circle who visited the Hunter last week. The Sydney-based leader said though the study tour was slated to be held in Silicon Valley, it was timely that it was held on home soil.

"We always look to the US in technology but coming to Newcastle has been a revelation. Too often we look out versus looking to other places around Australia, where innovation and creativity is taking place," she said.

The study tour delegation visited the Astra Aerolab at Williamtown and met with Newcastle Airport CEO Dr Peter Cock. It also visited companies including NIB and AmpControl.

Ms Simson, a judge on Shark Tank for four seasons, said the the work underway at industrial prototyping lab The Melt in Warners Bay and Dantia were vital.

"Shark Tank helped me to understand the challenges that inventors and innovators have in commercialising their ideas and it was really exciting to see Melt's business model, which is effectively the triple helix of the University, government and commercial enterprise," she said. "Too often the easiest way to get an invention to market is to licence it offshore ... We can't afford as a nation to do that."

Ms Simson, a co-founder of Big Red Group, said the Hunter's proximity to Sydney was ideal and the challenge was to encourage people to stay longer than two days.

"If there are more experiences, people come for longer stays, not just weekends, and that doubles the economic support for business and the region. We need range so people can create longer itineraries," she said. "People don't stop dreaming because we go into lockdown, so they might be booking experiences for next year. This gives small businesses a pipeline, as well as hope to stay open and create jobs in our industry."

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