Sam is a global leader specialising in the travel and tourism sector. Sam has spent the last 16 years developing and implementing strategies to drive and grow tourism globally. Within that, Sam has been responsible for identifying key global source markets for destinations, developing overarching strategies and overseeing the tactical delivery to drive incremental visitation. Sam has significant experience in nurturing and developing successful integrated teams across PR, trade, social media, creative, media planning all geared towards delivering stakeholder value and sustainable growth through innovative, integrated programming. During Sam’s career he has worked with some of the biggest and most diverse DMO’s and tourist boards such as Brand USA, European Travel Commission, Saudi Tourism Authority, New York City, South Africa Tourism, South Australia, Columbia, Peru as well as airlines and product.