TOURISM Whitsundays new CEO started work at the region’s lead marketing agency, last week, and he is raring to go!
Tim Booth beat off more than 100 applicants for the role and feels grateful to be leading a passionate and hardworking team, as they take the Whitsundays forward together.
“The Whitsundays are a world class destination, known for its 74 islands, as well as Proserpine, Bowen, Collinsville and Airlie Beach,” he said.
“The Whitsundays are one of the most beautiful – if not the most beautiful – destinations in Australia.
“And it is blessed to have incredible tourism businesses operating here, which is what people end up remembering – they are always pushing themselves, that’s what really sets the Whitsundays apart.
“I am looking forward to spending quality time with the team – I am blessed to be the CEO of such an energised and enthusiastic group.”
Mr Booth joins Tourism Whitsundays with more than 17 years’ experience in tourism management including economic development, tourism marketing, strategic development, and investment in new products.
As the former CEO of Mudgee Region Tourism (NSW), he was instrumental in transforming Mudgee into a renowned destination, increasing visitation and visitor spend, and winning multiple State and National Tourism Awards.
For three years prior to this, Mr Booth’s efforts helped the Eurobodalla region emerge stronger following devastating bushfires, showcasing his resilience and commitment to supporting the community during challenging times.
“Tourism Whitsundays is membership driven, so I will be here for the members,” he said.
“And then, from now until Christmas, I will start to solidify things in my mind and, in 2025, start some new approaches for the organisation.”
Mr Booth said collaboration was key.
“From a destination marketing perspective, you are always adapting and changing,” he said.
“You are continually evolving with digital marketing – what we are doing today, we will not be doing in 12 months’ time.
“As a destination marketer, you need to be trying new things and setting a high-quality standard.
“You need to be empowering the team to always be challenging the status quo – exploring new angles and finding new markets.”
Mr Booth said the Whitsundays’ length of stay was very solid and visitor expenditure was very high.
“We will look at how to increase yield,” he said.
“We have a really good relationship with Whitsunday Reginal Council and continuing that strong relationship that TW has with council is very important.”
