Mumbrella’s Travel Marketing Summit and Awards returns with Intrepid Travel, SATC and a global speaker confirmed

The Mumbrella Travel Marketing Summit and Awards return on August 28, 2025.

The first confirmed sessions for the summit include the South Australian Tourism Commission, Intrepid Travel, Publicis Groupe’s Salterbaxter, and a global speaker flying in from the Middle East.

Emma Campbell, the sector marketing director for Abu Dhabi’s Department of Culture and Tourism, will be making the 13-hour flight to Sydney to reveal how Abu Dhabi is stepping into the spotlight by showcasing its rich culture.

Emma Campbell, sector marketing director, Department of Culture and Tourism – Abu Dhabi

This session will delve into the strategies that encourage visitors to explore beyond the main attractions, with Campbell also set to reveal how her team expanded its marketing efforts from 12 to 27 global markets.

From shifting perceptions and addressing misconceptions, to savvy tactical positioning and tackling seasonality, expect a plethora of (destination) marketing insights on offer.

(L-R): Erik de Roos – executive director, marketing, South Australian Tourism Commission; Marianthi Livaditis – general manager, marketing and creative services, South Australian Tourism Commission

South Australian Tourism Commission’s Erik de Roos and Marianthi Livaditis also join the summit lineup to present ‘You Don’t Make Friends with Salad’.

After a three-year process crafting and strategising over their new brand platform, the duo will take to the stage to reveal how their ‘place branding’ initiatives help visitors connect with the state on a deeper level.

Delegates will also learn how to navigate stakeholder complexity with purpose; the power of ‘less is more’ when it comes to tactical tourism marcomms; and, most importantly, how run-of-the-mill “tourism salads” don’t serve destinations with poor consideration.

(L-R): Sara King – general manager of purpose, Intrepid Travel; Stuart Wragg – managing director, Salterbaxter

Intrepid Travel’s Sara King and Stu Wragg from Publicis Groupe’s sustainability consultancy, Salterbaxter, also join the summit lineup for a candid conversation about greenwashing.

This session will explore how overseas markets are tackling greenwashing and what it means for Australian brands. The pair will also reimagine marketing’s role and how greenwashing scrutiny is an opportunity to harness creativity and drive positive change within organisations.

The Mumbrella Travel Marketing Awards are also returning, with 13 categories to choose from spanning campaigns, social, publications, partnerships, and PR. The first entries are due by June 13, 2025.

Crystalbrook Collection Hotels & Resorts marketing team

Last year’s big winners included Enthral, who won PR Agency of the Year, while Crystalbrook Collection Hotels & Resorts took home the Marketing Team of the Year award. We Are Explorers won Publication of the Year, and Flight Centre Travel Group won in the Social Idea of the Year category.

The Mumbrella Travel Marketing Summit and Awards will be held at the Crown Sydney. Earlybird tickets are now available.

Stay tuned for more content announcements coming soon.

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topics Crystalbrook Collection Hotels & Resorts Department of Culture and Tourism Emma Campbell Erik de Roos Intrepid Travel Marianthi Livaditis Publicis Groupe Salterbaxter Sara King South Australian Tourism Commission Stuart Wragg Travel Marketing Awards Travel Marketing Awards 2025 Travel Marketing Summit Travel Marketing Summit 2025

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