About
Sarah Mathews, CEO
Leading Tourism into the Future
Sarah Mathews, dubbed the “Insight-Cyclopaedia,” brings over 30 years of digital marketing expertise to E-Tourism Frontiers (ETF). As CEO, she guides destinations and travel businesses with data-driven strategies and innovative solutions that resonate with modern travelers.
A Trailblazer in Travel
A Trailblazer in Travel
Sarah’s career spans collaborations with global giants like Tesla, Coca-Cola, Japan Airlines, and Singapore Airlines. During her decade at Tripadvisor, she honed her skills in big data analysis, crafting impactful marketing strategies across Asia Pacific. She founded the Destination Academy, a transformative three-day boot camp that has empowered global tourism organizations, now continued through ETF’s IMPACT Retreats.
A recognized thought leader, Sarah’s insights have been featured on BBC and CNN, and she has trained organizations like UNWTO and the World Bank on digital marketing. As the youngest female Chairperson of the Pacific Asia Travel Association (PATA) and a three-year member of the IAB SEA & IN regional board, she championed diversity, equity, and inclusion in marketing.
Bridging Global Markets
Bridging Global Markets
Sarah’s expertise bridges East and West, with deep knowledge of Asia Pacific’s diverse markets and extensive experience across Europe, the Middle East, and Africa (EMEA). This global perspective informs her leadership of Infinite Wanders, a Hong Kong-based initiative launched post-pandemic to guide businesses through the evolving digital landscape. Infinite Wanders complements ETF’s mission, using data and cutting-edge technology to connect destinations with travelers worldwide.
Driving Innovation
Driving Innovation
With a passion for public-private collaborations and a knack for spotting trends, Sarah combines data analytics with creative strategies to drive efficiency and engagement. Her work, from campaigns like More Music in Macao to training sessions in Sarawak, showcases her ability to deliver results that matter.
Connect with Sarah
Follow Sarah’s insights on Matz Unfiltered or contact us to learn how her expertise can transform your destination. Ready to innovate? Get in touch.