Success Matrix’s collaborative team has a strong background in Tourism ownership and Destination Marketing from strategy planning, distribution, yield and experience development to content creation for digital and social media campaigns, the team is also supported by guest presenters such as Operators, Distribution trade partners. Our real-life experience spans over thirty years, working with all Queensland destinations. The project team excels in domestic experiential, events and drive tourism, having developed numerous destination and drive strategies for Reef to Outback, Cruising Queensland, Reef and Fraser Island, Beach and Reef, Pacific Coast Touring Route, Great Tropical Drive, Overlanders Way, Great Inland Drive, Great Bunya Drive, Sunset Way – Tara, Great Drives of Central Queensland and Drive Inland Queensland.

Amanda Kruse
Managing Director

PROJECT ROLE: Project Manager, Principal contact, Webinar presenter and Mentor in Transitional Business planning, Pivoting a Product & Innovation, Packaging, Domestic Marketing and Trade Distribution Amanda thrives when inspiring tourism operators and destinations by providing a fresh perspective with her engaging and empathetic style of coaching, helping them navigate the forever changing roller-coaster of the tourism landscape, resulting in businesses developing their own Success Matrix of increased visitor numbers, spend and length-of-stay and guests receiving consistently high standards of customer experiences. Identifying new opportunities for clients and through her training programs she shares benchmarking case studies and industry connections to build their capabilities in a journey of growth, ensuring they are more competitive, adaptive, and resilient to dynamically transition their planning meeting market needs and desires. The big-picture thinking and practical knowledge, Amanda delivers in her mentoring programs to hundreds of operators across Queensland has been gained over 30 years by her real-life business experience having
owned her own Accommodation and tour businesses in Queensland, NSW and Victoria along with managing an RTO, growing commercial growth for over 60 Tourism businesses and travelling the world building effective relationships with retail, wholesale and Inbound trade partners.

Events and Destination Marketing

With a love of travel and celebrations, and a genuine curiosity for people and places, Krista has lived, worked and breathed regional tourism and events for over twenty-five years. Krista has held senior positions in the industry, including Tourism & Events Queensland and Regional Tourism Organisations. The knowledge Krista has acquired in the tourism and events industry has enabled her to develop sustainable tourism event and destination marketing strategies for regional Australia and to achieve funding grants for events.

Liz Ward
Tourism Digital Marketing Strategist

CEO of Tourism Tribe, Liz is a digital strategist known for her work in building capability in the tourism sector through innovative training and mentoring approaches and the many strategic projects she has formulated and led with 25 years’ experience specialising in marketing and technology for tourism, uniquely blending knowledge and expertise for the benefit of tourism regions across Australia and the world. As a presenter, workshop trainer and mentor Liz is renowned for her practical advice and engaging communication style. On a daily basis Liz is mentoring tourism operators to pivot their business and innovate their marketing. She delivers compelling mentoring drawing on her significant and relevant experience and providing mentees with access to the vast training resources that she and her team have developed on their award-winning online learning platform She is an innovator and a creator of break-through strategies, pioneering many first-time initiatives that have had lasting impacts including creating Queensland’s first destination websites, Sunlover Holidays first online booking websites and starting up the Australian Tourism Data Warehouse and being its CEO for over ten years.

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