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


Sarah Mathews has over twenty years of experience in the travel and hospitality industry with a wealth of connections in the sector. She currently serves on the executive board of Pacific Asia Travel Association and was the previous Chairperson.

Sarah leads the Marketing Sales team at Tripadvisor for the Asia Pacific region. She has a deep understanding of how to leverage digital platforms and big data to promote a destination to the right audience globally, efficiently. Her 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 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 ever Asia Pacific Destination Leadership Summit, focusing on the challenges and opportunities governments and ministries face in travel.

Born and raised in Hong Kong SAR, Sarah has also lived in Beijing and Australia and is fluent in Mandarin and Cantonese, giving her a deep understanding and appreciation of the Asia Pacific region.