“Travel is more than the seeing of sights; it is a change that goes on, deep and permanent, in the ideas of the living.”

| Miriam Beard

Truly Kindred

Here's what I do

Lead Position

Marketing Strategies - Cut-through strategies and curated marketing solutions that drive results, from consumer-led campaigns and branding that resonates to bold activations that convert. From award-winning destination campaigns to strategic brand partnerships and high visibility conversation starters.

Create Conversations

Communications & PR - Crafting the right messages at the right time to boost media value, manage corporate communications and optimise content engagement. From visiting journalist programs and media messaging to copywriting with resonance and authenticity.

Future Planning

Growth Strategies - Designing for tourism success with clear and comprehensive strategy to guide experience development, destination management and marketing. From regional tourism plans and industry workshops to product marketing plans and action-based growth strategies.

Champion Diversity

DEI Establishment - Enhancing commitment to diversity, equity and inclusion in teams and workplaces to better understand and build trusted relationships with travellers of diverse needs and preferences. From education and consultation to tailored strategies and recommended marketing channels.

Proud Achievements

  • Business events are a major economic pillar of tourism and especially of benefit when the host destination can shine.

    I've worked to secure and support a range of incredible destination showcase events including the IGLTA Symposium in Melbourne, a global LGBTQ+ industry event, and the Ecotourism Conference in regional Victoria, along with the Australian Society of Travel Writers Convention, including pre- and post-event familiarisations and Australia's first Wellness Tourism Summit in The Tweed, northern NSW.

  • Strong media relationships and compelling pitches have generated significant editorial value for campaigns and events in The Tweed.

    Curating 10 distinct itineraries for 60 media at the ASTW Convention generated 97 articles and over $2.5million in print and digital value while familiarisations for the Northern Rivers Rail Trail have resulted in over $1.1million earned value.

    The inaugural 2024 Savour The Tweed event has featured in Gourmet Traveller, Australian Traveller, Explore, Traveller (SMH/The Age), The Weekend Edition and GALAH magazine.

  • A few high performing examples!

    In partnership with Kathmandu, I coordinated a content shoot hiking the Cooloola Great Walk and paddling the Noosa Everglades.

    Managing the roll-out of destination Noosa's campaigns resulted in state and national marketing awards, with There's only one Noosa and Noosa, the Relaxation Capital of Australia stand-outs.

    I also authored and managed production of Melbourne's first dedicated LGBTQ+ travel guide while with Visit Victoria.

  • Guiding people to the transformational potential of travel, I've delivered a range of projects aligned to my passion areas.

    Along with wellness tourism experts, Droga & Co, I led the development of a wellness tourism strategy for Noosa, from industry workshop to consumer research and strategy development.

    Evolving inclusivity, I navigated GALTA, Australia's LGBTQ+ Travel Association through a brand evolution aligned with global pride representation and was a key speaker on LGBTQ+ tourism at TravMedia's IMM Conference.

  • I've contributed to the development of countless strategies, both as lead and collaborator.

    With colleague First Point Marketing, tourism destination plans for the Mt Isa and Southern Queensland Country regions.

    Campaign and destination strategies, an industry-led wellness tourism plan and comprehensive International market strategy for Noosa.

    Regional tourism development plans and priority sector strategies, including nature-based, LGBTQ+ and First Nations, to guide tourism growth in Victoria.

Beyond The Expertise

What You Will Benefit From

Strong Relationships

Working in tourism across various state tourism organisations, alongside global trade partners, with leading media agencies, publications and travel writers, I've forged enduring and trusted partnerships that afford quick and fruitful opportunities to be secured.

Track Record

Wide-ranging expertise spanning statewide strategy and regional tourism plans, product development and business mentoring, destination campaigns and brand journeys, consumer research and international trade partnerships, I'm adaptable, skilled and proactive.

Reputation & Advocacy

Reputation isn't built on outcome alone, it's also about attitude and energy. My approach in work is the same as in life - mutual respect, clear communication, have fun and be kind always - while striving for the best outcomes at all times!

Collaborative & Creative

Guided by the question, what can we be doing differently, how can we take this in a new and better direction, what are the untapped opportunities, I have a creative, solution-focussed mindset - energised and expanded when collaborating with like-minded people.