Last chance to secure a ticket
Breaking out of the sea of sameness
Are you ready to explore the latest trends and strategies that are shaping the future of the travel industry? Join leading marketers, industry leaders, and innovators at Mumbrella's Travel Marketing Summit for the kinds of expert insights and case studies guaranteed to supercharge your marketing output. From topics ranging as wide as sustainability and tackling seasonality to navigating stakeholder complexity with purpose, this summit is dedicated to exploring all of the challenges and opportunities that lie ahead for travel marketers in 2025 and beyond. Book your tickets now for 28 August, and spend the day learning from and networking with Australia's travel marketing community.
Featured speakers
Susan Coghill
As Tourism Australia’s Chief Marketing Officer, Susan Coghill is responsible for driving the organisation’s global marketing efforts. Her relentless pursuit of effectiveness and world class creativity has raised the bar in destination marketing. Some of her well known and well-loved, award-winning campaigns including the global ‘Come and Say G’day’ campaign, the ‘Dundee’ Super Bowl campaign in the US, and the Australian ‘Holiday Here This Year’ campaign. In her time at Tourism Australia, Susan has been recognised as one of the top CMOs in Australia and Asia Pacific on Campaign Asia’s CMO Power List, B&T’s CMO Power List, AWARD CMO of the Year and the CMO50.
Erik de Roos
An experienced marketing and advertising professional, Erik joined the South Australian Tourism Commission in July 2021 with a clear ambition to make South Australia easy to remember and hard to forget. Since then, Erik has helped lead the SATC Marketing Team out of the COVID-19 pandemic and through once-in-a century floods to the establishment of a new distinctive, long-term brand platform for South Australia. Under Erik’s leadership, the South Australian Tourism Commission marketing team was awarded National Marketing Team of the Year in the 2023 Australian Marketing Institute Awards.
Lindene Cleary
Lindene Cleary brings over 20 years of marketing expertise to her role as Chief Marketing Officer at Tourism Tasmania. Her journey has taken her from creative agencies to global powerhouses like Coca-Cola and Diageo, honing her skills across brand management, content creation, and strategic marketing communications.
At Tourism Tasmania, Lindene leads all aspects of the destination's marketing strategy both domestically and internationally. Her leadership has shaped signature creative work including the award-winning "Come Down For Air" platform and the distinctive "Off Season" initiative, which she developed during her five years as Head of Brand Marketing before stepping into her current role.
With experience spanning Sydney, Singapore, London, and Seoul, Lindene brings a global perspective to her work. Yet it's her deep connection to Tasmania—the place she now proudly calls home again—that truly drives her vision. A passionate advocate for her island, Lindene champions the vital role tourism plays in Tasmania's economy and community. She boldly and authentically leads the Tourism Tasmania marketing team in sharing Tasmania's unique story with the world, bringing her diverse experience to the place that matters most to her.
Marianthi Livaditis
Marianthi leads brand and marketing strategy and in-house creative services for the South Australian Tourism Commission, driving the implementation of a bold new rebrand – ensuring South Australia is not just seen, but felt. With an Honours degree in Anthropology and a Master’s in Business Marketing from the Ehrenberg-Bass Institute, she combines marketing science with a deep love for South Australia as a place, a culture, and a brand. For Marianthi, South Australia isn’t just home – it’s one of the country’s best destinations, and she’s dedicated to ensuring it no longer stays hidden but claims the spotlight it deserves.
Florencia Aimo
Florencia Aimo is an accomplished marketing leader with a rich career spanning over 20 years. Currently serving as Vice President of Marketing at Mastercard, Florencia drives the company’s strategic marketing initiatives across Australasia. In this role, she leads a talented team in executing consumer and B2B marketing strategies, managing high-impact sponsorships, fostering merchant partnerships, and spearheading innovative communications campaigns. Her leadership is central to advancing Mastercard’s marketing objectives and reinforcing its brand presence in the region.
Before joining Mastercard, Florencia built a distinguished career in the hospitality industry with Hilton and Marriott International. At Marriott, she served as Senior Area Director of Marketing for Australia, New Zealand, and the Pacific, where she orchestrated marketing efforts for 46 hotels across 15 brands. Her strategic acumen was key to launching 20 new hotels and introducing six new brands to the Australian market, including Moxy, The Ritz-Carlton, and W Hotels. Florencia also played a significant role in the global success of Marriott Bonvoy, contributing to its growth to over 200 million members.
Florencia's diverse experience and strategic insights have shaped her exceptional ability to drive impactful marketing strategies across different industries.
Justine Lally
Justine is a highly respected tourism marketing veteran, boasting an impressive twenty plus years’ leading marketing strategy and customer initiatives across the travel, experience and events sectors.
She began her career at then P&O Resorts, before embarking on an extended stint at the APT Travel Group, where she served as the Europe Product Manager and significantly contributed to APT's recognition as the Best River Cruise Operator for five consecutive years. Transitioning to marketing saw Justine leading a large cross-functional team, delivering evolving brand platforms for APT and Captain’s Choice, achieving strong brand health results, record new customer acquisition and high ongoing guest retention. Seeking new challenges, she then took on the role of revitalising Australia's celebrated food event - Melbourne Food & Wine Festival, showcasing her hands-on approach and expertise in brand evolution.
Justine’s breadth of experience now neatly dovetails with Journey Beyond’s 16 experiential tourism businesses, whose swag of premium Australian brands include The Ghan, Outback Spirit, Melbourne Skydeck and Sal Salis at Ningaloo Reef. Responsible for the groups Brand Platforms, annual Strategic and Tactical marketing plans, customer growth projects and ultimately nurturing guests through the end-end customer journey.
As Executive General Manager – Marketing with Journey Beyond, she is proud of her team delivering award-winning campaigns, large scale digital transformational projects, and a super fun time along the way.
David Fraser
David brings over 15 years’ experience to BMF. Prior to joining in 2014, David was Creative Group Head at DDB Sydney where he created major campaigns for clients including Wrigley’s, McDonald’s and Volkswagen. At BMF, David has established ALDI Australia as the most awarded, efficient and effective retail account in the country, with the development of the ‘Good Different’ brand platform, with this work resulting in over 170 marketing effectiveness awards. Similarly, David’s award winning ways have also extended to the highly successful Tourism Tasmania ‘Come Down For Air’ brand platform, winner of numerous creative and effectiveness accolades.
Dean Jones
Dean Jones is Vice President of Commercial for East Asia & Pacific (EAPAC) at IHG Hotels & Resorts, where he leads the comprehensive commercial strategy across 20 countries spanning Australia, Japan, New Zealand, Singapore, Thailand, Vietnam, and throughout the Asia-Pacific region.
In his executive role, Dean oversees the full spectrum of commercial operations for IHG's EAPAC region and leads cross-functional teams spanning sales, marketing, partnerships, loyalty, revenue management, and distribution, ensuring integrated commercial excellence that delivers measurable results across one of IHG's most dynamic and diverse markets.
His commercial leadership directly supports IHG's global enterprise of 6,600 hotels worldwide, with direct responsibility for driving performance across more than 370 open or signed properties in the region.
With over 20 years of hospitality industry expertise, Dean is an experienced and respected thought-leader with proven commercial acumen throughout his career progression. Since joining IHG in 2010, he has advanced from leading Regional Sales across Australasia & the Pacific to his current executive position overseeing the entire commercial function. His tenure has been marked by successful execution of transformative commercial projects, including the launch of IHG's new Japan website, consistently strong revenue performance and high-profile partnerships, including IHG as the Official Hotel Partner of the British & Irish Lions Tour to Australia 2025.
Beyond driving commercial performance, Dean is recognised for his commitment to developing commercial talent and maintaining strong industry relationships that enhance IHG's market position across the Asia-Pacific region.
Sara King
Sara King is Intrepid’s General Manager of Purpose and is responsible for delivering the company’s environmental, social and governance commitments, including as a signatory to the UN Global Compact and a certified B-Corp. Her remit includes stakeholder engagement, social and environmental impact, reconciliation, and the B-Corp certification .
Prior to joining Intrepid, Sara held a number of roles at the International Finance Corporation, a member of the World Bank Group, including working on sustainable communications and inclusive tourism development and sustainability in the Asia Pacific region. Sara holds a Master of International Relations from Macquarie University and a Graduate Certificate of Management from the AGSM at UNSW Business School.
Sarah Davidson
Sarah Davidson is a lawyer turned funtrepreneur, TV presenter, podcaster, author and wellness expert.
Co-founder of Matcha Maiden and Matcha Mylkbar, Sarah is known for her presence as a TV and radio presenter for Channel 7's House of Wellness, her prestige as a business mentor and entrepreneur along with being a published author. But her voice is most recognised for her podcast 'Seize the Yay', where she encourages others to create a life they love. Becoming a new mum last year, Sarah has also become a trusted voice for other businesswomen embarking on the juggle of motherhood.
Stuart Wragg
Stuart is the Managing Director of the Australian arm of Salterbaxter, Publicis Groupe’s advisory, engagement and reporting consultancy at the service of sustainability. With over 15 years of consulting experience, Stuart works with local and international teams to help Australian-based businesses drive progress toward a more sustainable future. Passionate about the power of credible and creative approaches to sustainable transformation, Stuart is driven to help Australian businesses manage ESG risks and unlock value from their investments in environmental and social initiatives.
Annabelle Jones
From driving visitation through meaningful storytelling to turning small-town charm into national conversation, Annabelle Jones is one half of the director duo behind we scout, the earned-first agency recently appointed as the PR partner for Mudgee Region Tourism.
Annabelle brings decades of experience delivering results-driven communications strategies for both global giants and boutique tourism operators. Her work is defined by a relentless focus on earning attention, whether through deep audience insights, creative ideas rooted in cultural relevance, or campaigns that deliver tangible commercial impact and a heap of authentic talkability.
A natural communicator, Annabelle is known for getting under the skin of the brands she represents, understanding their priorities, shaping stories with purpose, and delivering cut-through across every channel.
Brendan Day
Brendan is an award-winning executive creative director that consistently delivers category defining and culturally influential work. Since taking over the creative department at Town Square a little over 10 years ago, his leadership has transformed the strategic and creative output of every client at the agency.
Brendan has significant depth working on placemaking and destination marketing for brands all over the world including Visit Qatar and Hilton Hotels, as well as Australian brands including Visit Victoria, APT Travel Group, Melbourne Food & Wine Festival and Journey Beyond’s full portfolio of brands.
A previous Mumbrella Travel Awards Advertising Campaign of the Year winner for Town Square’s work on Made of Ballarat. In the same year the agency also took home Creative Agency of the Year. Town Square has featured consistently in the Mumbrella Travel Awards’ shortlists since then.
Brendan is currently completing his Masters Thesis on the impact of AI image and video generation tools on how creative directors shape work and lead teams. This is the final component of a Global Executive MBA with the renowned Berlin School of Creative Leadership.
Beau Kassas
With 15 years of marketing and public relations experience, Beau has worked with some of the most desired tourism, travel and hospitality brands both in-house and in agency.
Growing up in Regional New South Wales, he’s seen first-hand the importance of the visitor economy in small communities… so it was no surprise to hear of his return to the Mudgee Region, leading the tourism team as they embark on a bold new chapter.
Beau’s passion for storytelling, strategic collaboration and future-proofing destinations is what guides his approach to leadership and keeping ahead of change.
Fostering a culture that celebrates change, he challenges his team and partners to explore their curiosity and find solutions to challenges we’re yet to experience.
Dan Krigstein
Dan is Director of The Growth Distillery and News Corp Australia's Growth Intelligence Centre, joining the business in 2020. He is a consumer strategy and analytics leader with global experience across retail, consumer goods, digital and media industries. He currently leads the company’s Growth Intelligence Centre supporting publishers, brands, and industries develop growth strategies through unapologetic customer-led thinking and product innovation. Prior to News Corp, Dan has spent over a decade building transformative insights capabilities to help organisations orient towards true customer-centricity.
Anita Godbeer
Anita Godbeer is a seasoned communications professional passionate about the Australian tourism industry. Serving as General Manager for PR, Social, Content and Advocacy at Tourism Australia, Anita leads the global team's ongoing efforts to navigate the evolving content, earned and social media landscapes to ensure Australia is top of mind for international travellers across 15 key markets. Her extensive experience includes senior roles in the field of entertainment at Ausfilm, CineVegas Film Festival and many years globe-trotting under the big top with Cirque du Soleil. In the lead up to the Brisbane 2032 Olympics, Anita and the team at Tourism Australia have already begun leveraging the green and gold decade when the eyes of the world are on Australia.
Bosco Anthony
Bosco Anthony, Chief Brand Officer at Global Rev Gen (GRG) and Quant Plus, is a global marketing futurist shaping the trajectory of digital transformation. His passion is evident in the creation and implementation of groundbreaking solutions, most notably a portfolio of world-first AI-driven innovations encompassing chatbots, robotics, immersive reality, and advanced AI intelligence.
With a rich 20-year history encompassing over 1000 digital projects and 500 strategies across more than 200 sectors globally, Bosco has consistently demonstrated his ability to anticipate and shape industry trends. His experience extends beyond individual agencies; he has successfully built an interconnected ecosystem of businesses, fostering collaboration and serving a diverse international clientele.
Known for his entrepreneurial drive and expertise in business growth, Bosco is a sought-after speaker, having presented at over 1000 events worldwide, including his impactful talk at Tedx Stanley Park. His presentations are dynamic and insightful, drawing upon cutting-edge case studies and relevant research to equip audiences with practical strategies for navigating the evolving digital landscape.
Bosco's approach is rooted in design thinking, a methodology he applies to digital strategy, performance marketing, brand development, and business growth. He excels at helping brands articulate their core value and identify strategic partnerships to amplify their strengths. Ultimately, Bosco empowers organizations to move beyond the present, explore future possibilities, and make informed decisions in an increasingly data-driven world.
Vince Osmond
Vincent Osmond is a senior creative leader and strategic thinker with a passion for solving complex business challenges through insightful, award-winning campaigns.
As Creative Partner at Today The Brave, alongside Jade Manning, Vince has delivered bold work across industries like automotive, banking, airlines and FMCG.
Their creative partnership began in 2009 at DDB Johannesburg, producing standout campaigns for global brands such as Volkswagen, McDonald’s, and Virgin. Known for work like Kathmandu's ‘We’re Out There’ and Virgin’s “Middle Seat Lottery”, Vince is also dedicated to nurturing talent and fostering creative growth within the industry.
Jacqui Capel
With 18+ years experience within agencies such as OMD, Match Media and Bohemia, and digital and social publishers such as Mamamia, Jacqui’s skill set encompasses media strategy, go-to-market planning across paid, owned, shared and earned channels, including experience in bricks and mortar retail and e-commerce across social, influencer, brand partnerships and content marketing.
Jacqui specialises in categories such as retail, travel, healthcare, food and beverage, and auto, and has created strategy for diverse clients including Best & Less, Bayer, Subaru, L'Oreal, J&J, Commonwealth Bank, Westpac, Pfizer, and Campari Group.
Oli Oldroyd
With a background in broadcasting and cinematography, Oli has spent over a decade shaping the story of True North Adventure Cruises. He began his journey at the company creating content from behind the lens – capturing the brand's remote, cinematic experiences from below the surface to the sky. His creative vision helped define True North’s unique visual identity, and his storytelling laid the foundation for an evolving brand narrative that consistently resonates with luxury adventure travellers.
Today, as Marketing Manager, Oli leads brand strategy, digital media, and content production across multiple channels. His work has helped secure True North's reputation as one of Australia’s most iconic experiential travel brands. From award-winning short films to collaborative media projects and branded video campaigns, Oli's career blends creative craft with strategic insight – making him a compelling voice in the world of luxury travel marketing.
Matt Bailey
Matt Bailey is a seasoned media and brand partnerships executive, with 15+ years of success in professional sports, travel, technology, and startups. With a career spanning both Australia and the United States, Matt's worked with or for the biggest brands in the world, including: Brooklyn Nets (NBA), New York Islanders (NHL), Harlem Globetrotters, NBL, Comcast, NBCUniversal, Bravo, Real Housewives, Ford, Toyota, Red Bull, Netflix, Samsung, Hasbro, DHL, and UGG. Known for creatively crafting high-impact collaborations and delivering against strategic objectives, Matt's career highlights include leading the Brooklyn Nets' push into China, taking his technology startup public, and his recent homecoming in joining Luxury Escapes. Passionate about leadership, Matt's also a keen mentor to startup founders and young professionals.
Jess Montague
Jessica Montague is the Head of Commercial Content at News Sport and Prestige. She was promoted to the position in early 2025 following the development of sport as a pillar across the Prestige brands and representing News Corp as a member of the 2024 Paris Olympic media team.
Her work involves commercialising tentpole sporting moments and developing bespoke opportunities for clients that combines the production values and elevation of Prestige with the scale of the News Sport Network. Her remit includes working across Vogue, GQ, Wish, The Australian Weekend Magazine and Code Sports.
She has 20 years experience working in fashion and lifestyle media.
Previously, she held the roles of Executive Editor and Deputy Editor of Vogue Australia and worked exclusively on the title for six years. In this role Jessica led the editorial team domestically and oversaw brand development across print, digital and events under Edwina McCann, publisher and editorial director for News Corp Australia’s Prestige Network and Conde Nast titles.
Prior to her role at Vogue, Jessica helped to launch Stellar magazine for New Corp in 2016, the largest glossy magazine in the country and has previously held senior editorial positions at Sunday Style and Marie Claire.
Jessica was a finalist in the 2023 Chief Executive Women Maureen Kerridge Scholarship for women in media and has previously been awarded awards for leadership and diplomacy at News Corp. She is a mentor with Minerva Network, a not-for-profit organisation that supports Australian sportswomen with career guidance and professional development.
Sarah Britton
Sarah Britton is the Global Manager of Digital Analytics at Tourism New Zealand, where she leads the organisation’s approach to digital measurement. With deep expertise in data strategy and analytics, Sarah has played a key role in enhancing Tourism New Zealand’s measurement capabilities—most recently through the rollout of Mutinex MMM as a core part of its measurment framework.
With over a decade of experience across digital marketing, analytics, and performance media, Sarah brings a well-rounded perspective to the intersection of data, technology, and storytelling.
Will Marks
Will Marks is Mutinex's Head of Marketing Science. He brings a wealth of experience from working at analytics consultancies and media publishers, including stints at Kantar, Sky and Meta. He leads a team of Marketing Science Partners who support advertisers navigate today's dynamic marketing landscape and deliver growth to their organisations.
Jess Betts
Jess Betts is a Marketing Science Partner at Mutinex, specialising in helping organisations unlock growth with advanced market mix modelling and data-driven decision-making. With experience in growth strategy and quantitative research, Jess bridges the gap between complex analytics and commercial outcomes, enabling businesses to make smarter marketing investments.
Megan Henderson
Megs Henderson is the Global Head of Marketing for Flight Centre, where she leads a dynamic team responsible for brand management, retail, digital strategy, creative and content development, partnerships, and customer experience, including the crucial voice of the customer, in 5x equity countries. With a deep passion for her role, Megs believes she has the best job in the world.
Megs approaches her role with a simple motto: "show up to get it right, not be right." This mindset drives her to constantly seek new ideas, challenge the status quo, and make marketing as much fun as it is effective.
Emma Davis
Emma Davis is a results-driven marketing, advertising, and media specialist with over 30 years of experience spanning multinational media agencies, publisher sales, creative teams, and client-side marketing. Her career reflects a broad and holistic communications background, encompassing strategic planning, campaign design and execution, account service, marketing management, and team leadership.
Emma is passionate about brands and consumers, with a sharp focus on crafting strategic, commercial solutions that drive real business results. She brings deep insight into consumer behaviour and category trends, working closely with clients such as Flight Centre to inform media strategy and deliver impactful outcomes. Her ability to connect the dots between strategy, creativity, and execution makes her a trusted partner in navigating today’s dynamic marketing landscape.
Ross Jauncey
As a creative leader and strategic innovator, Ross delivers high-impact brand strategies and world-class creative programs. His expertise lies in helping brands achieve their goals by applying new technologies and platforms in creative, eff ective ways. He does so by prioritising a solutions-focused approach that is grounded in user needs, ensuring the work he delivers makes a real impact and grows the businesses & clients he represents.
Con Franzeskos
Con Frantzeskos is an AI-enabled founder bringing the iconic Ansett brand back to life as an AI-native travel platform, setting a new benchmark for concierge travel services at near-wholesale prices.
He is the strategist behind some of Australia’s most talked-about brand turnarounds and growth stories. A former lead at Edelman, Ogilvy Asia-Pacific and DDB, he went on to found the global digital consultancy PENSO, steering digital transformation, products and experiences for Emirates, dnata, Saudi Tourism Authority, Hilton and Yas Island - from offices in the UAE, USA and Australia. As Managing Director of AJF, he launched Visit Victoria’s current “Every Bit Different” platform.
Across a 25-year career Con has shaped digital products that serve billions of customer interactions, built recurring-revenue engines for blue-chip brands and advised start-ups now valued in the billions. He served nine years on the board of LaunchVic and sat on Swinburne University’s Innovation Precinct board. His commentary has featured in the Australian Financial Review, Campaign Asia, Campaign Middle East, the Herald-Sun and The Jerusalem Post.
Chris Waite
Chris Waite is a seasoned corporate affairs and communications professional with more than 20 years of experience, known for partnering with organisations to elevate their brand, build trust, and drive sustainable growth.
He has held senior leadership roles at renowned organisations, including IHG Hotels & Resorts, Amadeus IT Group, Flight Centre Travel Group and Business Travel World Magazine, where he delivered impactful communications strategies across diverse industries.
A trusted advisor to senior leaders, Chris offers a broad range of expertise, including media relations, internal communications, public affairs, coaching and crisis management. He excels in crafting compelling narratives, building proactive communication strategies, and preparing executives to confidently represent their brand on public platforms.
Recognised for his hands-on approach, Chris is committed to helping businesses align purpose with practice. His work includes embedding responsible business initiatives, championing diversity and inclusion, and navigating complex industry landscapes through strategic government engagement.
Clients value Chris not only for his expertise but for his genuine partnership, energy, tireless work ethic, extensive network, infectious laugh, and boundless energy.
Kirsty Lucas
Kirsty Lucas is the Senior Vice President of Aviation Marketing & Partnerships at Brisbane Airport, partnering with more than 30 airlines to deliver targeted, demand-driving marketing initiatives as Brisbane prepares to welcome the world for the 2032 Olympic and Paralympic Games.
Previously, as International Manager for Experience Gold Coast, Kirsty led a team of international specialists to drive the rebound of international inbound travel following the COVID-19 pandemic. Her career has also included leading the Australian market as General Manager for Scoot, the low-cost carrier of Singapore Airlines, as well as roles spanning hotels, public relations, and tourism marketing in both Western Australia and New South Wales.
Known for her strategic vision and ability to forge lasting industry partnerships, Kirsty combines deep sector expertise with a proven record of delivering results that create value for destinations, airlines, and commercial partners alike.
Sarah Stinson
Ms Stinson is one of Australia’s most accomplished broadcast executives, with more than two decades’ experience leading some of the country’s highest-rating and most influential television programs.
She was appointed to her current role in March 2022 and is responsible for the network’s flagship morning TV programs: Sunrise, Weekend Sunrise and The Morning Show.
Previously, Ms Stinson served as Executive Producer of The Morning Show for more than a decade, overseeing its enduring commercial and ratings success. She also held senior editorial positions including Chief of Staff and senior producer on Today Tonight.
Vanessa Jones
Ness is an Industry Manager at Pinterest Australia & New Zealand, leading partnerships across Travel, Auto, and QSR to help brands and agencies achieve meaningful results on Pinterest. With over 15 years of experience spanning sales, leadership, and operations, Ness has driven growth for some of Australia’s best-known brands.
Blake Riddington
Blake Riddington is an accomplished leader with over a decade of commercial experience across the tourism, media, and technology sectors. As Regional Director at TravMedia, Blake has built a reputation for forging lasting partnerships with some of the world’s most respected travel brands.
With a strong background in strategic growth, Blake combines his deep industry knowledge with a commercial mindset to drive meaningful outcomes for clients. His career has been defined by his ability to connect brands with media and audiences in innovative ways, delivering impact through a blend of SaaS, events and integrated campaigns.
Blake is also a passionate communicator and respected moderator, regularly hosting thought-leadership discussions across the travel and media landscape. His sessions, including the TravMedia webinar series, have brought together senior leaders from across the globe to unpack emerging trends, challenges and opportunities shaping the future of the industry.
A proud #GirlDad, Blake brings authenticity, warmth and insight to every stage he steps on, making him a trusted voice in the ever-evolving media and travel conversation.
Simon Atkinson
Bio coming soon
Ruth Hogan
Ruth Hogan is editor of Australasia-Pacific's leading hotel industry magazine, HM. A journalist with over a decade of experience, Ruth has worked across various mediums including digital, print, radio and television.
As editor of HM's online and print publications, Ruth has her finger on the pulse of hotel and travel news across the globe. She consistently delivers breaking news stories, exclusive interviews and informative features for hotel industry professionals across Asia Pacific.
She is passionate about supporting women in leadership and telling the stories of underrepresented groups.
Having previously worked as an editor of retail and FMCG industry publications, she brings additional insights into e-commerce, consumer behaviour, marketing and more.
Hailing from Ireland, Ruth came to Australia in 2015. She now lives in Sydney with her husband and their dog, Wilson.
Kriti Gupta
Kriti Gupta is an Internet Anthropologist and Gen Z expert who operates at the intersection of culture, content, and conversation. With over a decade of experience in media, marketing, and advocacy, Kriti helps brands and platforms decode the digital footprints of young audiences, so they don’t just keep up, but connect in meaningful, socially responsible ways.
Kriti’s work is grounded in the ways internet culture shapes identity, power, and community. A passionate systems thinker and social justice advocate, she champions youth-driven change through campaigns, strategic consulting, and cultural research. Her career spans agencies, publishers, non-profits and global brands—including projects with PepsiCo, News Corp, Griffith University, ALLKND and ELLE Australia.
As a woman of colour working across media and activism, Kriti brings a lived, critical lens to the systems she navigates, naming what needs to shift and building what hasn’t existed yet. From national youth health campaigns to online subculture mapping, her approach is clear-eyed, values-led, and community-first.
Tanya Buchanan
Tanya Buchanan is the Editor-in-Chief of Belle and Country Style, where she leads the editorial vision and oversees audience and commercial growth for two of Australia’s most beloved lifestyle titles. With a distinguished career in magazine publishing, Tanya brings deep expertise in content strategy, brand development, and audience engagement, ensuring these iconic titles continue to inspire and connect with readers and partners alike.
Nicky Briger
Nicky Briger is one of Australia’s most respected and successful media executives, with over 25 years of experience shaping some of the country’s most iconic brands. Across her stellar career, she has held several prominent editorial positions, including Editor at WHO, InStyle, and SHE magazines, as well as Deputy Editor at Sunday Life. She was also the Editor of marie claire Australia, where she cemented its status as a powerhouse in fashion, beauty and women's empowerment.
In her current role as General Manager of Luxury at Are Media, Nicky oversees a portfolio of market-leading brands, including marie claire, ELLE Australia, Gourmet Traveller, Beauty Crew, Beauty Heaven and Girlfriend. Her leadership is driving the luxury group’s omnichannel growth, integrating content commerce capabilities, and ensuring each brand thrives while adapting to the evolving media landscape.
Melinda Petrunoff
Melinda Petrunoff is the Managing Director for Australia and New Zealand at Pinterest. Melinda’s responsibilities include building and managing the team to increase advertising growth in Australia and New Zealand, supporting relationships with brands, and ensuring Pinterest is the best possible localised experience for people using the platform across these countries.
Pinterest’s mission is to help people create a life they love. Melinda is passionate about advancing this mission in Australia and New Zealand and Pinterest's goal of creating a better internet.
Melinda has more than 20 years of leadership, sales, marketing and operations experience building successful digital businesses across Asia and the Pacific most recently at companies including Facebook (now Meta) and Fairfax (now Nine).
Since 2015, Melinda has been a board member of OzHarvest, currently responsible for leading the strategy committee.
Check out the full program
With travel demand surging and media budgets rising, the opportunity for smart, strategic marketing has never been greater. But how prepared are travel marketers to confidently measure what’s working — and what’s not?
In this interactive breakfast session hosted by Mutinex, we’ll explore how the industry is adapting to the next era of marketing measurement. Using insights gathered from the audience in the room we’ll unpack where travel marketers stand today, what’s changing fast, and how leading brands are embracing tools like Marketing Mix Modeling to get ahead.
Join us for a data-driven conversation, moderated by Jess Betts, featuring perspectives from both a marketing science lens and directly from a leading travel marketer. Expect fresh insights, actionable takeaways — and a few surprises about where the industry is headed next.
This breakfast is curated and presented by our partner Mutinex
Please Note: The Breakfast is open to invited delegates ONLY. If you have not received an invitation but are interested in attending, please express your interest by contacting us at events@mumbrella.com.au.
Numbers are limited and will be on a first-come-first-serve basis.
The challenge with being a destination Down Under is that outside of some tourism campaigns and the odd movie or TV show, the cultural visibility of Australia in other regions is limited. Battling against destinations that are so hot right now is no easy feat, but Tourism Australia is generating its own hype cycle with its new Come and Say G’day campaign. Upping the ante in each of its key markets, Tourism Australia has infused local-market insights, traveller stories, local PR and social thinking into the already highly effective Come and Say G’day platform, generating market salience well beyond the limits of a finite media budget.
Key topics include:
- The power of salience in destination choice
- How the recipe for success differs by market
- The importance of creating content that travels
- The need to be brilliant at basics when you’re on a budget
In a time of overlapping crises - economic, environmental, geopolitical, social - there’s a lot more going on beneath the surface of our consumers. They're anxious, distracted, and often in survival mode. Traditional marketing tactics fall flat when people aren't in a receptive state.
In this insightful session Dan Krigstein draws on extensive research to explore how marketers must evolve for this new cultural context. He'll also explore why travel is uniquely positioned as both a personal antidote and an economic catalyst. When people move, economies move. When people connect, spending follows.
Join us to unpack:
- What marketing for growth looks like in a heightened emotional climate
- The recalibration of brand tone, media strategy, and value exchange
- How travel can unlock growth across categories
We’ve officially entered the era where campaigns are personalised, robots converse, chatbots predict, and travellers are being nudged by algorithms before they even search for travel options.
In this fast-paced and visually charged session, you’ll get a rare behind-the-scenes look at how one agency engineered a world-first suite of AI-powered tools — transforming travel marketing across channels, booking paths, and global audiences.
From robotic booking agents and conversational AI that convert without human touch, to predictive engagement systems and creative intelligence engines that optimise destination campaigns before they launch — this is not a hypothetical future. It’s live. It’s working. And it’s changing everything.
Real-world applications you’ll see:
- Robotic agents engaging travellers and driving bookings at scale
- Behavioural science systems nudging intent-based travellers in real time
- Dark social engagement capturing traveller signals before they surface
- Creative tools that predict ad performance and lift conversion
- Automated content engines delivering relevance at the speed of travel
The keynote speaker will also share relevant marketing campaigns in the travel sector where real life campaigns were deployed successfully leveraging the new era of conversational and intelligent AI.
Whether you’re promoting a destination, airline, accommodation, attraction, or experience — this keynote will reframe how you think about reach, relevance, and ROI in the age of intelligent automation.
Less buzzwords. More bookings.
This session is curated and presented by our partner Global Rev Gen
As generational labels lose meaning and cultural expectations evolve at breakneck speed, brands face a stark choice: evolve or fade. This panel tackles the messy middle - how to stay relevant without alienating legacy audiences, and how to speak to emerging generations without losing your soul. Join a candid conversation with industry leaders who are in the midst of navigating these identity shifts, redesigning relevance and redefining what it means to build a brand that lasts.
This session is curated and presented by our partner Pinterest
In this session, we take the audience on a journey through our three-year process of creating a new brand platform - one that’s not just a campaign, but a cultural movement born from real challenges and real insight. Starting with uncovering a simple philosophy about us: Less of the More, More of the Good. This became our guiding principle to help us cut through the noise and avoid serving another tourism salad.
This wasn’t just about a catchy slogan. It was about building a platform that could hold meaning for multiple audiences, stakeholders, and yet stay true to the core essence of who we are. Place branding, often misunderstood as simply a visual identity or a tourism campaign, played a pivotal role. We didn’t want to just sell a destination; we wanted to redefine what it means to connect with a place on a deeper level.
Topics covered include:
- The power of ‘Less of the More’
- Navigating stakeholder complexity with purpose
- How Place Branding can be a cultural platform, not just a campaign
- How Tourism Salads don’t serve destinations with poor consideration
- Pride before publicity i.e. why we had to believe in it first, before anyone else
Luxury travel is entering its most exciting, and most crowded, era yet. But it’s a category stuck on repeat. Champagne pours. Fluffy robes. A smiling couple on a yacht. But in a world where every brand is promising “extraordinary,” nothing stands out.
In this candid session, True North and Today the Brave unpack how they threw out the traditional tourism playbook and built something far more powerful in its place. This isn’t just a case study in bold creativity. It’s a story of brand redefinition, collaborative trust and commercial transformation.
Together, they’ll share how they sold not the ship, but the afterglow. How they stopped chasing product features and started tapping emotional truth. How they reached new audiences without losing loyalty – and did it all through a co-creative relationship that blurred the line between client and agency. From storytelling to production to performance, every part of the campaign was built together – in ways most partnerships never dare.
This is a session for marketers tired of tropes and ready to make travel feel something again.
What does it take to build a tourism brand that remains steady in uncertainty and gains strength over time? How do you create work that’s creatively distinctive, commercially effective, and grounded in emotional truth?
In this session, Tourism Tasmania’s Chief Marketing Officer Lindene Cleary and BMF’s Executive Creative Director David Fraser will share the thinking behind ‘Come Down For Air’, a long-term brand platform that began as a call to action and evolved into a cultural signature. They’ll explore how the brand navigated the immediate pressures of pandemic recovery without losing sight of a bigger ambition: to build something lasting, distinct, and true to Tasmania.
The session will explore how Come Down For Air has become both a flexible and effective brand platform and how a consistent approach to storytelling has helped Tasmania stay true to its identity while inviting mainlanders in.
From reframing what it means to holiday in Tasmania, to quietly redefining a destination as a mindset, this keynote is a behind-the-scenes look at the value of long ideas, thoughtful risk-taking, and the power of backing a brand with patience and purpose.
One of travel marketing’s biggest challenges is creating desire for a place people can’t get to right now. Whether it’s halfway around the world or deep in Australia’s Red Centre, the goal remains the same: turn passive audiences into active dreamers - emotionally invested before they’ve even packed a bag.
This session dives into how the magic of one of Australia’s most iconic travel experiences - The Ghan - was brought to life in the heart of Melbourne, right in the middle of the Australian Open.
The twist? You can’t exactly roll a 774-metre, 30-carriage, 1,400-tonne locomotive into the CBD. So, how do you recreate the feeling of a cross-continental rail journey without the train itself?
Join Justine Lally, Executive General Manager – Marketing & Product at Journey Beyond, and Brendan Day, Executive Creative Director at Town Square, as they reveal how they stopped more than 1.1 million people - including 600,000 international visitors - in their tracks with an immersive activation that transported city-goers through Australia’s breathtaking outback landscapes… without ever leaving Melbourne.
In this session, you’ll learn:
- How to craft emotional journeys through story-first thinking
- How to turn browsers into believers — and dreamers into future travellers
- How sensory triggers and stunning visuals spark instant connection
- Behind-the-scenes lessons from one of the year’s most ambitious travel activations
The things we value most in life are EARNED… however, like most tourism brands, the Mudgee Region followed a traditional approach that starts with how much awareness and attention they could BUY… and although it served them well for decades, they had to make an intentional change to swim away from sinking in a sea of sameness.
This presentation explores how Australia’s first Top Tourism Town changed their view of what makes them truly unique to earn their relevance and influence visitor behaviour.
Diving into their latest campaign, the Anti-Big Movement, Beau and Annabelle will explain why they are reminding us that size does in fact matter… and how small regions can offer big experience.
Attendees will reflect on:
- Who: is causing the problem
- What: the future of earned can look like
- When: small thoughts drive big changes
- Where: to invest your time and energy
- Why: this approach will change more than your bottom line
In 2023, the UK's Advertising Standards Authority (ASA) upheld a complaint about an Intrepid Travel advert on the London Underground that claimed "planet-friendly small group adventures".
At the time, the company’s Chief Customer Officer said that while they work hard to accurately represent the experience and impact that Intrepid creates, “we have made plenty of mistakes along the way”.
Like many other brands, it gave Intrepid cause to reflect on what they had learnt when making environmental claims – and reconsider how they communicate to their customers.
With increasing scrutiny on greenwashing, many brands have pulled back on sustainability-related engagement. However, staying silent isn't a smart long-term strategy. Employees, investors, and consumers demand transparency. They want to know how businesses contribute to a sustainable future.
So, how can brands genuinely communicate their environmental efforts without facing accusations of greenwashing?
Join Intrepid's General Manager of Purpose, Sara King, and Stu Wragg, Managing Director of Publicis Groupe's sustainability consultancy, Salterbaxter Australia for a candid conversation about greenwashing. In this session, they’ll explore:
- Lessons Learned: Sara will share insights from the ASA's ruling against Intrepid's advert.
- The Need for Education: The importance of fostering a marketing culture that values credible and creative sustainability engagement.
- Insights from Overseas: How overseas markets are tackling greenwashing and what it means for Australian brands.
- Reimagining Marketing's Role: Why greenwashing scrutiny is an opportunity for marketers to harness creativity and drive positive change within their organisations.
Once synonymous with Australian aviation, Ansett is back. In 2025 Ansett Travel is not an airline, but an AIdriven travel platform promising nearwholesale pricing and personalised, predictive trip planning.
Founded by AI and digital innovator Constantine Frantzeskos, Ansett Travel blends nostalgia with radical reinvention: an “AI travel concierge” that learns your preferences, syncs to your calendar and preemptively suggests the perfect escape before customers even start searching.
This session explores whether AI can deliver on the promise of frictionless, anticipatory travel, and what that means for marketers, legacy travel brands, and the customer experience itself. Is this the future of loyalty, or the start of a new kind of brand arms race?
Sport has also entered the cultural conversation more recently – everything from the rise of Netflix documentaries to the growth of sporting tourism, which now estimates almost 30% of Australians are planning to travel for a sporting event this year. Travel marketers have a unique opportunity to capitalise on this by crafting thrilling experiences that are deeply connected to their brand identity.
Hear how IHG and its brands have worked with prestige partners to deliver exclusive perks and access to some of the world’s largest sporting events – such as this year’s British & Irish Lions Tour to Australia.
Tangible lessons for marketers:
- How to leverage partnerships for increased loyalty: we’ve seen a rise in member redemption for experiences, particularly money-can’t-buy experiences such as Captain’s Run with the teams. British & Irish Lions Tour to Australia packages on IHG’s experiences platform sold out in 2 minutes!
- How to use partnerships to build long-term advocacy
Powerful partnerships don't just stuff a headline – they fuel and ignite long-lasting, impactful passion. Whether on the footy field, in Hollywood blockbusters, or in our case, in the world of travel, the most powerful partnerships share common threads – hyper-collaboration, deep integration, tangible value for customers, and ultimately, emotion that sparks fandom.
Sharing practical case studies, join leaders from Luxury Escapes and Mastercard as they dive deep on partnership strategies that ignite travel passion across their shared customer bases. With authentic product integrations at its core, amplified by aspirational content and experiential experiences, the team shares their playbook in establishing, activating, and growing their partnership.
Key takeaways:
- Lose the logo slap: unlock real ROI with co-created and integrated strategies
- How to integrate your brand into highly engaged, content-rich, experience-driven travel ecosystems
- Building loyalty by creating emotional equity and moments, not just messages
- Layering in trusted voices to amplify reach and credibility
- Make it measurable: partnership strategies with tangible outcomes
In this provocative Q&A with some of the travel industry's most experienced marketing and comms leaders, The Direction of Travel is a candid look at where the industry is headed, what’s broken, and what we need to let go of if we’re serious about growth. Covering a wide range of topics, from AI to talent to tariffs, this is an industry bellwether you won't want to miss.

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$496+GST
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- Save $213 per ticket
- 14 sessions
- 20+ speakers
- 2 streams of content
- Networking drinks
Reasons to attend the summit
Event Details
28 August 2025 | Crown Sydney
Timings:
Conference: 9:15am - 5:00pm
Networking drinks: 5:00pm - 6:00pm
Getting there:
1 Barangaroo Ave, Barangaroo NSW 2000
Click here for more information on getting there.
Accommodation:
Click here for a special rate at Crown Sydney.
Acknowledgement of Country
We acknowledge the Traditional Custodians of the lands where we work and live. We celebrate the diversity of Aboriginal peoples and their ongoing cultures and connections to the lands and waters of NSW. We pay our respects to the people, the cultures and the elders past, present and emerging.