Our story that began long ago in far away lands.
E Tourism Frontiers has been
reshaping travel since 2007.
The journey began in Cape Town when Damian, Elizabeth, and Sarah first convened at the E-Tourism Summit, uniting around a shared vision to transform destination marketing and address the challenges of overtourism. In 2014, Sarah recognized a need for support and education among destination marketing organizations (DMOs) that were lacking in resources. To bridge this gap, they established DATA, a platform offering innovative solutions for DMOs. Sarah and Damian crafted a highly successful three-day digital boot camp, which became an annual tradition and spurred the rapid expansion of E-Tourism Frontiers as an essential resource for DMOs globally.
2007
Formation of E-Tourism Africa, focusing on the African continent.
2010
Expansion to E-Tourism Frontiers, broadening scope to emerging tourism markets worldwide
2011
Publication of “A Practical Guide for Tourism in Emerging Markets” by Damian Cook.
2014
Launch of DATA – Destination Academy with Technology Application.
2023
Sarah Mathews steps in as CEO, ushering in a new era of leadership and innovation.
2007
Formation of E-Tourism Africa, focusing on the African continent.
2010
Expansion to E-Tourism Frontiers, broadening scope to emerging tourism markets worldwide
2011
Publication of “A Practical Guide for Tourism in Emerging Markets” by Damian Cook.
2014
Launch of DATA – Destination Academy with Technology Application
2023
Sarah Mathews steps in as CEO, ushering in a new era of leadership and innovation.
Under the new
leadership of Sarah
Mathews, ETF is
reinforcing its position
as a thought leader in
digital tourism.
Sadly, Damian passed away in November 2022, leaving a remarkable void in digital tourism, remembered for his compelling presentations and passion. In 2023, Sarah steered E-Tourism Frontiers forward, continuing their vision from 2007 to advocate for a sustainable and cutting-edge travel industry. Damian’s legacy remains alive as the organization champions an inclusive and equitable travel sector. E-Tourism Frontiers symbolizes collaboration and a unified vision, having made a significant impact on destination marketing and management, while remaining devoted to a sustainable future in travel.
Our
Mission
To empower tourism businesses in emerging markets with digital skills and knowledge, enabling them to compete effectively in the global tourism
landscape.
Our
Vision
A world where tourism businesses, regardless of size or location, can harness digital technologies to showcase their unique offerings and contribute to sustainable economic growth.
Learn more
about our
leadership
Discover more about the beginnings of
Damian and Sarah s individual stories.
The values we live by...
Sustainable Practices
Growth should benefit both communities and the planet.
Cultural Authenticity
Travel is about connection, not commodification.
Using Technology To Simplify, Not Complicate
We demystify tools like AI and social media to make them practical for emerging markets.
Being Practical Over Trendy
We help you avoid fads and focus on what really works.
Booking Travelers, Not Tourists
We’re here for those who value exploration, not exploitation.
Our Passionate Gang
As a women-led organisation, we bring a unique perspective to the industry, combining innovation, sustainability, and data-driven strategies to drive meaningful change.
Sarah Mathews
Destination Dynamo
CEO of dreams, pixels, and
traveller-approved strategies and
bill payer.
Vidya Ajith
Alicia Somido
Chief Crayon Wrangler
Visionary graphic designer
and branding maestro with a
quirky flair.
Marinel Umandap
Our Impact
ETF has made significant contributions across the globe, collaborating with, tourism boards, regional authorities and private associations. Our reach spans multiple continents:
Africa
South Africa, Kenya, Tanzania, Rwanda, Mozambique, Madagascar
Middle East
Jordan, Qatar, Palestine
Asia
China, Thailand
Europe
Greece, Eastern European countries
