TFWA Asia Pacific Exhibition & Conference
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Sarah MathewsGroup Head of Destination Marketing APAC

A seasoned observer of travel trends, Sarah Mathews has more than 20 years of experience in marketing, sales and digital engagement across the EMEA and Asia Pacific regions. She currently leads the digital marketing team at Tripadvisor across APAC.

Sarah has a deep understanding on how to leverage data, insights and digital platforms to develop impactful traveller-centered campaigns that drive marketing success, making sure clients are talking to the right audience in the right way.

Sarah’s core focus has been developing growth within the destination sector for Tripadvisor, working with key organizations and Ministries across the region. Her current role has evolved to encompass the whole travel sector as well as driving new opportunities from the non-travel sector. Some of her recent clients include Tesla, Citibank, Accor, Tourism New Zealand and Japan Airlines.

Under her leadership, the Asia Pacific team launched the first Tripadvisor 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. In 2019 she helped launch the first Asia Pacific Destination Leadership Summit, focusing on the challenges and opportunities governments and ministries face in travel.

Sarah served as the youngest female chair of Pacific Asia Travel Association, including the roles of Vice Chair and Immediate Past Chair. She currently serves on the Regional Board of the Interactive Advertising Bureau of Southeast Asia & India. A keen advocate for women’s development, thought leadership and insight sharing, Sarah is a frequent speaker at events across the region.

Born and raised in Hong Kong, Sarah has lived in London, Beijing and Australia and is now back in Hong Kong.