Q: What was your first job and what did you learn from it that you still use today?
A: My first job was as a casual town planner at Parramatta City Council, followed by a student planner role at Baulkham Hills Shire Council (now The Hills Shire Council).
Those early experiences gave me a solid understanding of how local and state government operate – an insight that has shaped my career ever since.
As a planner, I learned how to balance short-term needs with long-term vision and how to bring stakeholders together to create sustainable, liveable communities. That mindset still guides me today.
In my current role, I’m always asking: how can we ensure NSW remains an enduringly appealing destination, welcoming visitors from across Australia and around the world?
Q: What’s the first thing you do when you start a new position?
A: For me, it starts with curiosity and clarity. I ask questions, listen carefully and take the time to understand both the culture and strategy.
It’s also a valuable opportunity to learn – what’s working, where there’s room to add value and how best to support the organisation’s goals.
I make sure I’m clear on the priorities, so I can align my focus and contribute effectively from the outset.
Iris Lodge Alpacas, Jilliby. Picture courtesy Destination NSW
Q: What are some of the unique challenges facing tourism in NSW?
A: The NSW visitor economy is navigating a mix of pressures including rising operational costs, workforce shortages and broader cost-of-living pressures that affect consumer travel behaviour.
Despite the headwinds, NSW continues to lead the country in visitation. This is thanks to the strength of our operators and the growing global appeal of Sydney, where culture, cuisine, neighbourhoods and natural beauty go far beyond the icons.
Q: What was your reaction to the recent state budget in regard to NSW tourism?
A: The NSW Government’s 2025–26 Budget delivers a clear and welcome vote of confidence in the visitor economy.
The investment reflects the Government’s strong commitment to tourism and events and will enable us to drive demand, grow aviation access and support the development of world-class experiences across the state.
With new international gateways opening in Western Sydney and Newcastle, NSW is in a prime position to welcome more visitors and showcase the coastal, country 
and cultural experiences that set us apart.
Sand Dune Adventures, Port Stephens. Picture courtesy Destination NSW
Q: How do you think the travel industry is looking at this moment in time?
A: The outlook is strong. In the year ending March 2025, we welcomed 3.9 million international visitors, this is up 5.4% year-on-year and they spent a record $13.4 billion, the highest international visitor expenditure of any state.
Sydney saw robust growth, attracting 3.6 million visitors who stayed 84.5 million nights and spent $12.2 billion up more than 15% year-on-year.
Regional NSW also performed well, welcoming 725,000 international visitors and expenditure increased by over 10% to $1.2 billion.
These results speak to the diversity and strength of the experiences on offer. And with major infrastructure projects like Western Sydney International Airport opening in 2026 and Newcastle Airport’s new international terminal opening this year, we’re unlocking even more opportunities to grow and connect.
Q: Who would you most like to sit next to on a plane, living or dead?
A: Most people in answering this question tend to reference an icon or someone that they have idolised in their upbringing.
For me, I like to keep it much closer to home. I would love to sit next to my great, great, grandparents (either my grandmother or grandfather).
Of course, I never met them, but I would love to hear their stories, their challenges and their triumphs, giving me an insight to my upbringing and grounding me in appreciating just how far we have come and how lucky we are.
Q: What are some of your favourite spots around the world and why?
A: I’ve been fortunate to travel to some amazing places both abroad and local, but more recently I spent a long weekend with family and friends in beautiful Mudgee and while I go there every year, it also reminds me how special our own backyard is.
We enjoyed outstanding wine, warm hospitality and fantastic food.
Lakemba Nights During Ramadan, Lakemba. Picture courtesy Destination NSW
Q: What is your best travel story?
A: After I finished university, I decided to spend all of my money (on what would have equated to a house deposit back in those days) to travel the world. I suppose you could call it a gap year, but this was well and truly before a gap year was a thing.
I strapped on my backpack and roamed around the world; wide eyed and carefree. I didn’t work at all and I just took it all in. There is something to be said for that adventure. I believe it set me up for the rest of my life.
It taught me to always be a student, to always learn and to always wonder and be curious. It definitely taught me to be patient and also ignited my love of travel. Needless to say, that I came home broke but I was so much richer for the experience.
These days my trips aren’t as rough and ragged but I still approach them with the same mindset. Be present and open to learning and experiencing new things.
Girra Girra Aboriginal Experiences, Central Coast. Picture courtesy Destination NSW
Q: What are you most looking forward to about running Destination NSW?
A: It’s a privilege to lead Destination NSW, the NSW Government’s lead agency for the visitor economy. We’re here to showcase our state to the world and to partner with industry to develop outstanding visitor experiences.
Attracting visitors is important but giving them compelling reasons to return is just as vital.
There’s strong momentum behind us. With the upcoming launch of the NSW Visitor Economy Strategy 2035, I’m focused on turning vision into outcomes and working closely with industry and government partners to deliver results.
I’m also excited about the new ‘Feel New in Sydney’ campaign, launched in June. It invites visitors to explore Sydney’s vibrant culture, hidden gems and signature experiences, showing just how much you can feel new in a single day.
And there’s more to come in 2025 from the Sydney Marathon’s debut as a World Major, to blockbuster productions like Back to the Future: The Musical and The Book of Mormon, through to international events like the Ashes, SXSW Sydney and the Canoe Slalom World Championships.
I’m proud to lead a passionate team focused on making these moments count and on keeping NSW front and centre as the events capital of Australia, delivering cultural and economic benefits across the state.
Main picture: Blue Mountains, Sydney
https://www.destinationnsw.com.au/
