Rob Lucas celebrates 10 years at the Caravan Industry Victoria

A decade can be seen as a long time, when you reflect back on how much has changed for you, how many times have you changed roles or even careers? Well, for one industry leader, 10 years is just another milestone in an epic career.

Monday, Rob Lucas celebrated 10 years in his role as the Chief Executive Officer of the Caravan Trade and Industries Association (Caravan Industry Victoria), and what an extraordinary ten years it has been for him.


It’s no small accomplishment to see a decade in any organisation, let alone one as the CEO. Rob joined the Association in 2011, and in this time, he has progressed the Association and the industry through some of the biggest changes and challenges.

Upon his employment with Caravan Industry Victoria he led, developed, and launched some of the industry’s best strategic plans, events, and programs, starting with the Victorian Caravan & Camping Industry Blueprint in 2012. This was a 10-year strategic plan, a first for the caravan industry.


There was the major move of the Victorian Caravan, Camping and Touring Supershow in 2015 from Caulfield Racecourse to Melbourne Showgrounds. This move created another 25,000 square meters of exhibitor space and with the infrastructure at the Melbourne Showgrounds allowed the industry to showcase more products in a professional way to the consumers.

Daniel Sahlberg – General Manager of Operations said: “This has always been Rob’s vision, to showcase the caravan and camping industry in the way it should be. No longer a hidden industry, but a major industry, and an important one that employs over 7,500 people and is worth over $2.1 billion to the Victorian economy”.


The Victorian Caravan & Camping Shows continue to evolve and grow. With 2019 seeing the successful introduction of the AL-KO Innovation Hub at the Victorian Caravan, Camping & Touring Supershow.

In light of events nationally being cancelled in 2020, the Association delivered the world’s first virtual caravan and camping show, the Victorian Caravan and Camping Virtual Show, with over 67,000 attendees over 5 days on a purely digital platform, which provided a wide offering for consumers including educational webinars and exhibitor stands.

Rob Lucas with Alison Huth at the Vic Supershow

What’s Up Downunder editor-at-large Alison Huth with Rob Lucas at the Victorian Caravan and Camping show


Rob understands the need for professional and personal growth development in the industry. In 2015 the National Caravan Industry Training College was launched, the first of its kind in Australia, with the sole focus on training the industry in all facets of its products. This relates directly to providing consumers with recognisable business accreditations to know they are using a business that meets industry standards.

The implementation of Service Safe in 2015, now known as the RV Service Safe, is an accreditation program for service and repair businesses, to ensure they are better trained, better equipped, and provide better service to consumers.