About Me
Sarah has spent over 30 years shaping the travel industry, with a focus on marketing, digital innovation, and making tourism smarter.
As the Director of Media Partnerships at TripAdvisor for 12 years, she leveraged big data to create humanized, relatable, and impactful content, all while playing a key role in shaping travel and tourism policies.
A sought-after speaker across APAC, Sarah champions sustainable tourism, cutting-edge technology, and creating space for women in the industry. She has collaborated with leading brands like Tesla, Coca-Cola, Japan Airlines, and Tourism New Zealand on campaigns emphasizing sustainability, innovation, and destination content creation.
Her innovative spirit led to the creation of the Destination Academy, an intensive three-day boot camp that has elevated the digital marketing skills of countless global tourism organisations.
Her extensive experience includes roles at the Hong Kong Tourism Board and Visit Flanders, where she gained insights into the needs of government organizations. A former Regional Board member of IAB SEA & IN and the youngest female chair of the Pacific Asia Travel Association, Sarah is an advocate for sustainable tourism, diversity, and inclusion.
Now, Managing Director of E-Tourism Frontiers, she continues to champion small businesses and innovate in travel marketing, ensuring the industry evolves to meet the demands of AI and new consumer behaviors. Her work is driven by a vision of creating a more inclusive and equitable travel sector for all.