“I believe in kindness. Also in mischief. Also in singing, especially when singing is not necessarily prescribed.”
| Mary Oliver
Behind Kindred Tourism
Louise Terry
Apart from kindness and some well-placed mischief - and definitely singing when the song takes me - I'm also curious and tenacious. I value creativity, compassion and collaboration, with an overarching belief that tourism can make a positive difference not only to economies but also to people, places and cultures.
Across my work, from destination planning, marketing strategy and brand rejuvenation to content innovation, communications and international trade, I'm always drawn to shaping the stories of places and their people - honing authentic, meaningful and distinctive ways to connect consumers with enriching holiday experiences.
I work with destinations and businesses across Australia to create clear marketing strategy, lively stories and impactful ways to reach the right consumers.
(And am happy to sing a tune on request!)
“Allow your passion to become your purpose, and it will one day become your profession.”
| Gabrielle Bernstein
Nature
From hiking the Himalaya to cycling the Great Ocean Road and paddling the Noosa Everglades, travel and nature are symbiotic for me. My love and respect for nature and the environment drives me to align my work with a strong sense of custodianship.
Culture
As a connecting force between people from all corners of the globe, tourism has the capacity to inspire, influence and mobilise positive cultural exchange. I'm blessed to have learnt from and worked alongside Aboriginal and Torres Strait Islander people across Australia that are forging these cultural connections through tourism.
Diversity
As a member of the LGBTQ+ community and having worked for many years to raise the profile of welcoming destinations and tourism businesses, diversity is close to my heart. As a proponent of the broader embrace of DEI - Diversity, Equity and Inclusion - I'm keen to align with tourism leaders that are visible in progressing these pillars.
Wellness
Experiencing the calming effect of forest bathing, the restorative salve of the ocean and the energised accomplishment of multi-day hikes, for me wellness is time in nature. Wellness tourism is a major driver of travel choice and I'm proud to have activated projects in this space including a destination wellness tourism strategy and helping to host Australia's first Wellness Tourism Summit.
Why Kindred Tourism?
With well-honed skills in marketing, communications and planning, along with adaptability across industry and organisational sectors, I'm passionate about the positive, transformative power of tourism, especially when care for People and Country are at the heart of travel.
Driving Forces
Mission
My happy place is the intersection of creative thinking, lived expertise and genuine collaboration, delivering projects to positively impact people, places and cultures.
Vision
I love the word reciprocity - I think it's the essence of what tourism should be about, where no more is taken than given, where it's not just about minimising impacts but maximising betterment.
Values
It's no coincidence that the Kindred in Kindred Tourism holds both 'kin' and 'kind' for these are two of my guiding values - to lead with kindness and seek true connections always.
Kindred Collaborations
Who I love to work with
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Companies and businesses that actively nurture culture, both in community and within their own teams.
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Designing experiences that can expand, enrich and engage people with lasting impacts beyond the journey.
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Those who seek to better understand and represent diversity through more inclusive marketing, seeking out education and direct engagement.
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Transparency, clear communication and authenticity with a balanced priority on outcomes and ethics.
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Planning for profitable growth that is visionary, practical and holistic in generating truly sustainable benefits.