Sarah Mathews

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Head of Destination Marketing APAC, TripAdvisor


Sarah leads the Destination Marketing Sales team at TripAdvisor, covering the APAC region. The Destination marketing team’s key focus is to work and support all tourism boards in Asia Pacific.

Born and raised in Hong Kong and fluent in Chinese, Sarah has spent most of her life living in Hong Kong, Beijing and Australia giving her a deep understanding of the region. Her career started with Cesar Ritz Colleges and then eventually joined the London team for the Hong Kong Tourism Board and Visit Flanders where she held positions in MICE, and international marketing.

Her role with both organisations meant regular contact with industry partners and working together to drive awareness of each of the destinations. She started her TripAdvisor career in the London office; looking after the European, Asian and African Tourism clients. She has worked closely with key clients like South Africa Tourism and Greek National Tourism Organization.

Sarah’s work with South Africa Tourism includes a case study featured in the recent UNWTO E-Marketing Handbook. Her role with TripAdvisor is to share best practices not only for tourism boards but also for all relevant industry partners and players.

With TripAdvisor as the world’s largest travel site, there is a wealth of insight and data that Sarah shares with the tourism industry. Her travels across Asia Pacific place her in front of a variety of industry partners.