Sarah Mathews

CEO, e-Tourism Frontiers

Sarah Mathews is a seasoned leader in digital and destination marketing with over 30 years of experience shaping the tourism landscape across the Asia Pacific region. Affectionately known as the "Insight-Clopaedia," she has driven influential collaborations with global brands including Tesla, Coca-Cola, Japan Airlines, Singapore Airlines, and Warner Music.

During her decade-long tenure at Tripadvisor (2013–2023), Sarah served as a senior leader in APAC, where she scaled regional media partnerships and achieved extensive coverage across governments and tourism boards. She was instrumental in launching high-impact programmes such as the Destination Academy—a transformative digital marketing boot camp empowering professionals from over 50 destinations—and the APAC Destination Leadership Summit.

Currently the CEO of E-Tourism Frontiers (ETF), Sarah directs innovative global campaigns and partners with major organisations including PATA, USAID, and the Asian Development Bank. Her expertise lies in leveraging data-driven strategies to advance industry recovery and meaningful growth.

As a former Chairperson of the Pacific Asia Travel Association (PATA)—the youngest female to hold the role—Sarah remains a passionate advocate for responsible travel and authentic community involvement. Her work increasingly focuses on destination management solutions that address overtourism and climate impact, utilising digital innovation to foster a more sustainable and resilient tourism future. A recognised thought leader, she has shared her insights on BBC, CNN, and at UNWTO conferences and World Bank initiatives.