Travel Marketing Summit agenda takes flight with Tourism Aus and an earned-first masterclass

Cycles of salience with Tourism Australia and earned-first thinkers expand the Mumbrella Travel Marketing Summit itinerary.

The summit takes place at Crown Sydney on 28 August, and will see leading marketers, innovators and industry leaders gather to network and explore the latest trends and strategies shaping the future of travel and tourism.

Susan Coghill – chief marketing officer, Tourism Australia

Susan Coghill, marketing chief of Tourism Australia, joins the speaker lineup to deliver a session on how Australia more than punches above its weight on the global stage – despite its lower cultural visibility.

On the eve of Tourism Australia’s new iteration of the Come and Say G’day campaign, Coghill will reveal how the brand generates “cycles of salience” and why marketers need to nail the “brilliant basics” when on a tight budget.

Delegates will explore how Tourism Australia infuse local-market insights, traveller stories, local PR and social thinking to win the hotly contested battle for market share against competitor destinations.

(L-R): Beau Kassas – chief executive officer, Mudgee Region Tourism; Annabelle Jones – director, We Scout

Marketing on a budget? The next session confirmed on the program will dissect how Mudgee Region Tourism’s anti-big movement and earn-first PR approach enables smaller tourism players to outcompete their bigger (and better resourced) competitors.

Former marketer and now chief executive officer Beau Kassas, together with We Scout’s director Annabelle Jones, will reveal all the savvy marketing and PR tactics utilised to change the direction of travel for the Mudgee Region.

Travel industry leaders already confirmed on the bill include Tourism Tasmania’s chief marketing officer, Lindene Cleary; South Australian Tourism Commission’s executive director marketing, Erik de Roos; Intrepid Travel’s GM of purpose, Sara King; BMF’s ECD, David Fraser and the Department of Culture and Tourism Abu Dhabi’s sector marketing director, Emma Campbell.

Don’t forget, the discounted first entry rate for Mumbrella’s Travel Marketing Awards expires next Friday, on 13 June. There are a total of 13 categories up for grabs spanning campaigns, social, innovation, content, publications, partnerships and PR.

These awards are the travel and tourism industry’s biggest platform to showcase category-defining work and demonstrate marketing effectiveness.

Earlybird rates for the summit close 18 July.

For any enquiries relating to the summit or awards, please email events@mumbrella.com.au.

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topics Annabelle Jones Beau Kassas Mudgee Region Tourism Mumbrella Travel Marketing Awards 2025 Mumbrella Travel Marketing Summit Mumbrella Travel Marketing Summit 2025 susan coghill Tourism Australia Travel Marketing Awards Travel Marketing Awards 2025 Travel Marketing Summit Travel Marketing Summit 2025 We Scout

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