Mumbella Travel Marketing Summit

28 August 2025 | Crown Sydney

The Mumbrella Travel Marketing Summit lineup is taking flight with the next wave of sessions announced featuring Tourism Tasmania, BMF, Journey Beyond, and Town Square.

This summit is your opportunity to rub shoulders with your travel peers, examine the latest industry trends, debate the biggest talking points, and delve into category-defining work truly cutting through. Check out the latest speakers below.

The first entry deadline for the awards is June 13. This annual event honours the most impactful and creative marketing campaigns, initiatives, standout teams and strategies that have set new benchmarks in the travel space.

Come Down For Air:

How Tasmania Built a Brand Platform That Stands Apart by Staying True 

What does it take to build a tourism brand that remains steady in uncertainty and gains strength over time? In this session, Tourism Tasmania’s CMO and BMF’s ECD will share the thinking behind their ‘Come Down For Air’ brand platform, that began as a call to action and evolved into a cultural signature.

All Aboard the Imagination Express:

How The Ghan Stopped Melbourne in Its Tracks 

One of travel marketing’s biggest challenges is creating desire for a place people can’t get to right now. Join this session, as Justine Lally and Brendan Day reveal how they stopped more than 1.1 million people - including 600,000 international visitors - in their tracks with an immersive activation that transported city-goers through Australia’s breathtaking outback landscapes… without ever leaving Melbourne. 

It's time to put your best work and people forward

 Across campaigns, content, social, publications, partnerships and PR - there are 13 categories up for grabs. This is your opportunity to benchmark yourself against travel and tourism's brightest minds in the industry. Put your name on the map and showcase just what distinguishes your work (and team) from the competition. It’s a morale and business boosting opportunity not to be missed.

Enter before the first entry deadline on 13 June to avoid the $100 late fee. 

Sessions confirmed (so far) on the travel itinerary...

From Stopover to Showstopper:

How Abu Dhabi Showcases its Rich Culture 

Forget the layover – Abu Dhabi is stepping into the spotlight. This session explores how the emirate is cleverly shifting perceptions and capturing the imagination of global travellers by putting its rich culture front and centre in its marketing.

You Don’t Make Friends with Salad 

Join this session as Erik and Marianthi from the South Australian Tourism Commission share their three-year journey to create a brand platform that evolved into a cultural movement. Guided by the philosophy "Less of the More, More of the Good" they’ll discuss how place branding, often misunderstood as just a visual identity or tourism campaign, played a pivotal role in redefining what it means to truly connect with a place on a deeper level.

Intrepid Travel: What We’ve Learnt About Greenwashing & What All Brands Should Know 

Join Intrepid’s Sara King and Stu Wragg from Salterbaxter Australia for a candid discussion on greenwashing. They’ll share lessons from the Advertising Standards Authority's ruling against Intrepid’s "planet-friendly" ad, explore the importance of credible sustainability marketing, and discuss how brands can communicate their environmental efforts transparently without facing greenwashing accusations.

Secure earlybird summit tickets now

Event Details

28 August 2025 | Crown Sydney

Timings:

Conference: 9:15am - 5:00pm

Networking drinks: 5:00pm - 6:00pm

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