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Sarah Mathews

Group Head , Destination Marketing APAC , TripAdvisor

Sarah has over 20+ years of experience in the travel and hospitality industry, is deeply connected globally in the travel industry and currently serves on the executive board of Pacific Asia Travel Association and was the previous Chairperson. Sarah leads the Destination Marketing Sales team at TripAdvisor, for the Asia Pacific region. With her background Sarah has a deep understanding on how to leverage digital platforms and big data to promote a destination to the right audience globally, efficiently. The Destination Marketing team’s key focus is to work with and support all Ministries of Tourism across Asia Pacific, as well as help local hospitality businesses better understand the impact of digital to their business.

Under her leadership, the Asia Pacific team launched the first TripAdvisor’s Destination Academy, a three-day Digital Boot camp for government organizations and the CEO Challenge, a campaign that supports the discovery of lesser known destinations and in 2019 launched the first ever Asia Pacific Destination Leadership Summit focusing on the challenges and opportunities governments and ministries face in travel.