Mumbrella Travel Marketing Summit significantly revises program in light of tourism industry crisis

The program for Mumbrella’s Travel Marketing Summit has been significantly revised following the impacts of the country’s severe bushfires and COVID-19 (coronavirus).

The Australian tourism industry is facing one of the toughest periods in its history

The fires have crippled Australia’s tourism industry, with reports of cancellation rates of up to 60% in regions of NSW and Victoria.

The Sydney Morning Herald reported the overall economic damage could be up to $1bn.

Mumbrella has responded to this by dramatically altering the program for the March event.

Examining the crisis facing the tourism industry, the summit now begins with an all-new session featuring Hardhat co-founder Dan Monheit and Intrepid Group’s Louise Liang, revealing the intricacies of turning around behavioural biases.

Monheit will join Intrepid’s Liang on stage to discuss irrational human behaviour

Monheit and Liang will also use the session to outline how to pivot irrational human behaviours into better ads, more sales and outstanding customer experiences.

Recovery Stage added to the program
The summit has also added a dedicated Recovery Stage filled with sessions discussing the ramifications of the fires and COVID-19.

Manderson was behind the Roadtrip for Good campaign

The stage includes a new special panel featuring Sefiani founder Robyn Sefiani, Roadtrip for Good creator Zoë Manderson and Tennis Australia’s chief insights and marketing officer Josie Brown. The trio will discuss the effects of the crises, particularly the bushfires, from a range of angles and elaborate on the actions that each undertook.

In addition, SATC’s Brent Hill will address his bushfire response on the Recovery Stage. Originally slated to speak about SATC’s Old Mate campaign, Hill will now outline the quick thinking and execution required to bring the #BookThemOut campaign to market.

SATC’s Hill will reveal the steps to taking #BookThemOut to market so quickly

The campaign was in response to Kangaroo Island losing over 52,000 livestock and 30% of the Adelaide Hills wine region being destroyed, among other devastation.

10 Travlr’s Gordy Bayne has also revised his session, taking to the Recovery Stage to explore the reshaping of the travel industry.

He’ll openly discuss the current issues, the changing perceptions of travel suppliers and the customer concerns that are most challenging in a fragmented marketplace.

In what will be a crucial year for the industry, he’ll share 10 Travlr’s plans and how he sees them playing out.

Finally,’s Carolyn Childs will now discuss the role of purpose in a new and difficult environment for tourism brands.

She’ll detail the opportunities, engage the audience and explore the value of brand purpose to Australian travel brands at the moment.

A new initiative for the Mumbrella Travel Marketing Summit
For the first time ever, Mumbrella will run a series of round tables during lunch to foster discussion and allow delegates to develop new relationships.

Yu will host a round table during lunch on Chinese tourists

Four round tables have been arranged.

Destination NSW’s Jan Hutton will lead a conversation on tourism in the state, ReadySetGo China’s Yin Yu will host a table on Chinese Tourism, Andrea Plawutsky representing Best Western Hotels Group will discuss regional partnerships, while Thrive PR and the Bushfire PR Alliance will be represented by Clare Basire on the final table to discuss PR and messaging.

The round tables will last for 20 minutes and numbers on each will be limited to ensure a small enough group for deep discussion.

It is essential that delegates interested in taking part in any of the round tables reserve their place by contacting Mumbrella’s head of events Carly Polifrone on

Exclusive research confirmed
The final session added to the Mumbrella Travel Marketing Summit program will see FutureBrand CEO of Asia Pacific, Richard Curtis, revealing exclusive research on the travel trends that will shape the future.

Curtis will reveal exclusive research in the afternoon

Curtis will discuss some of the trends shaping the future of travel and identify which brands are best placed to prosper.

Mumbrella’s Travel Marketing Summit takes place on March 12 at the Four Seasons in Sydney. Tickets are available now.


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