Tripadvisor's APAC media partnerships director departs to join E-Tourism Frontiers

Tripadvisor's director of media partnerships for APAC Sarah Mathews (pictured) has left the firm to join a global online tourism consultancy E-Tourism Frontiers (ETF) as its managing director. 

This comes as the agency announced its relaunch 10 months after the untimely death of its CEO and founder Damian Cook last November. 

Under Mathews' leadership, ETF will incorporate big data analysis and AI to stay at the cutting edge of online tourism trends. This comes as the new leader realises the urgent need for sustainable practices, the everchanging consumer demands and the advent of AI are all factors that require our attention and action.

Her vision for ETF is to continue to be a leader in digital marketing consultancy, helping the industry navigate these changes with conscious, data-driven strategies that respect both our clients' goals and the world in which we operate. “We want to show the benefits of both AI and big data and highlight how both can be used in everyday business. Part of the role of ETF is to ensure that the developing world in not left behind by a digital divide”, said Mathews.

With over 30 years of marketing and digital experience, Mathews brings extensive knowledge from over a decade tenure as director of media partnerships across Asia Pacific for Tripadvisor.

Her experience spans working with both corporate entities and internal tourism boards such as the Pacific Asia Travel Association and she had a decade-long collaboration with the agency's deceased founder Cook, identifying trends in consumer travel and providing strategic insights to keep the sector connected with travel audiences.

Mathews said, "I am both thrilled and humbled to step into the role of managing director at E-Tourism Frontiers. Cook’s sudden passing last year left an immense void, not just within our organisation, but across the many destinations he worked with including Kenya, Jordan, Rwanda and beyond. I am excited and feel a deep sense of responsibility to carry on Cook's legacy, ensuring that businesses and destinations he worked with, benefit from the same level of innovation and passion that he embodied."

Meanwhile, Elizabeth Cook will step back into the role of director of marketing. Mathews added: "We're thrilled to lead E-Tourism Frontiers as a team. Our combined experience, insights, and vision will not only drive growth but also foster a culture of inclusivity, innovation and empowerment. We believe in the power and potential of a company led by women, and we're excited about the unique benefits this will bring and we also have the combined insight of an Asia and Africa focus”.

Originally founded as E-Tourism Africa in 2007, the company expanded and rebranded to E-Tourism Frontiers in 2010, reflecting its broader focus on Asia, the Middle East, and Eastern Europe. Continuing its mission to promote sustainable, community-based tourism, the company will now also explore the role of AI and big data in tourism.

MARKETING-INTERACTIVE has reached out to E-Tourism Frontiers for more information. 

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