Only two weeks to go and the travel itinerary keeps growing
With just two weeks to go, the full Mumbrella Travel Marketing Summit program has been bolstered even further, bringing together more than 30 leaders from across the travel and marketing industries on 27 August in Sydney.
New to the agenda is The Travel Trust Stack: The Content Travellers Trust, featuring Are Media, AAT Kings, Gourmet Traveller and Everything is Copy, exploring how trusted storytelling cuts through an increasingly fragmented media landscape.
Also new are three exclusive lunchtime roundtables, offering candid, practical discussion under the Chatham House Rules. Havas Red CEO Shane Russell will explore share of culture; Virgin Australia's Katya Abramzon will unpack how partnerships and major events can drive visitation; while Intrepid's head of global marketing Angela Chen will tackle overtourism and the marketer’s role in shaping responsible travel.
They join an agenda spanning AI, measurement, loyalty, creator marketing, purpose, accessibility, storytelling, experiential travel and organisational resilience, with international speakers from Beckons, Cathay Pacific and Accor.
Under this year’s theme, “Connection is the destination”, make sure you secure your first-class tickets before it's too late!
The Travel Trust Stack: The Content Travellers Trust
As travel discovery becomes increasingly fragmented, premium content plays a vital role in building trust and driving consideration. This session explores how trusted editorial storytelling, creator influence, search, social and AI work together to shape travel decisions, and how connected content ecosystems can move destinations from inspiration to action.
Lucinda Pitt Director of Everything, Everything is Copy (Moderator)
This session is presented and curated by partner Are Media
INTERNATIONAL KEYNOTES YOU WON'T WANT TO MISS
International Keynote: What Travellers Are Willing to Pay More For
What people value in travel is changing. Travellers are increasingly willing to spend more on experiences that feel personal, meaningful and regenerative. Learn how changing definitions of value, luxury and personalisation are reshaping traveller behaviour around the world. Gain actionable insights on how to create more meaningful customer experiences that drive trust, brand preference and pricing power.
Marketing in an Age of Permanent Disruption: Lessons from the Front Line
As one of the world's most connected airlines, Cathay Pacific is often among the first to feel the effects of global disruption. In this session, Edward Bell, shares lessons from navigating a rapidly changing operating environment and explores how travel marketers can help organisations anticipate change, align stakeholders and build resilience before disruption strikes.
Alongside the main sessions, a series of lunchtime roundtables have also been confirmed, offering candid, high-level discussions on the industry’s most pressing (and polarising) issues, held under the Chatham House Rule.
Delegates must register for a place at the round tables. Spots are limited.
Why 'Share of Culture' is Your New KPI
A conversation on how brands that understand the importance of relevance can punch far above their weight by showing up in the right cultural moments, not just the right media placements. And how to identify the moments and conversations worth.
These have become powerful drivers of destination demand and building brand relevance and reach. Join this roundtable to explore how brands can collaborate to amplify marketing investment, leverage major events, and create integrated visitor experiences that deliver measurable growth.
Destinations are grappling with the impacts of overcrowding, community pushback and environmental pressure. This roundtable will explore the responsibility that travel marketers have in shaping behaviour, how the industry protects place and what responsible tourism looks like in practice.
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