Sarah Mathews
Sarah Mathews
Head of Destination Marketing, APAC
TripAdvisor

Sarah leads the Destination Marketing Sales team at TripAdvisor, for the Asia Pacific region. The Destination Marketing team’s key focus is to work with and support all tourism boards in Asia Pacific, as well as help local hospitality businesses better understand the impact of digital to their business. Under her leadership, the Asia Pacific team launched the first TripAdvisor’s Destination Academy, a three-day Digital Boot camp for government organizations and the CEO Challenge, a campaign that supports the discovery of lesser known destinations She started her TripAdvisor career in the London office, where she was responsible for the European, Asian and African markets. During that time, she worked closely with key clients like South Africa Tourism and Greek National Tourism Organization, sharing best practices with all relevant industry partners. Her work with South Africa Tourism on the first global strategic partnership was featured in the recent UNWTO E-Marketing Handbook. Born and raised in Hong Kong and fluent in Mandarin and Cantonese, Sarah has lived in Hong Kong SAR, Beijing and Australia, giving her a deep understanding of the region.