The Mumbrella Travel Marketing Summit and Awards returns with renewed energy this August, set to unfold at Sydney’s iconic Crown venue on August 28, 2025. As Australia’s foremost platform dedicated to travel marketing excellence, this event promises to be an unmissable opportunity for industry professionals, brands, and agencies to converge, share insights, and celebrate groundbreaking achievements in tourism marketing.
This year’s summit gathers a powerhouse lineup of leading voices from Australia and beyond, including representatives from Intrepid Travel, the South Australian Tourism Commission, Publicis Groupe’s sustainability consultancy Salterbaxter, and a special guest from Abu Dhabi’s Department of Culture and Tourism. These experts will delve deep into contemporary themes shaping travel marketing — from expanding global reach and authentic place branding to addressing greenwashing and sustainable tourism.
With an expanded awards program featuring 13 distinct categories, the Mumbrella Travel Marketing Awards celebrate innovation across campaigns, social media, PR, partnerships, and more. The event not only highlights marketing creativity but also fosters dialogue on pressing issues like sustainability, responsible tourism, and the evolving traveler mindset.
If you’re a tourism professional, marketer, or agency leader aiming to stay ahead in a rapidly evolving sector, here’s everything you need to know about the 2025 Mumbrella Travel Marketing Summit and Awards — plus expert insights on what this means for the future of travel marketing.
What to Expect at the 2025 Mumbrella Travel Marketing Summit & Awards
The Mumbrella Summit brings together an eclectic mix of voices from the travel and tourism industry, providing a rare platform for meaningful conversation and collaboration. Here’s what makes this year’s event stand out:
- Diverse Expert Lineup:
- Emma Campbell, Sector Marketing Director at Abu Dhabi’s Department of Culture and Tourism, shares strategies for enticing travelers beyond typical tourist hotspots.
- Erik de Roos and Marianthi Livaditis from the South Australian Tourism Commission reveal the secrets behind their innovative ‘place branding’ campaign, You Don’t Make Friends with Salad.
- Sara King from Intrepid Travel and Stu Wragg from Salterbaxter discuss the complex issue of greenwashing and its impact on travel brands.
- Sustainability in Focus:
The growing demand for sustainable tourism marketing will be front and center, emphasizing authenticity over performative greenwashing — a critical topic for marketers and travelers alike. - Award Categories:
Spanning 13 categories, the awards cover every facet of travel marketing including:- Campaigns
- Social media ideas
- Publications
- Partnerships
- PR initiatives
- Industry Recognition:
Previous winners like Enthral (PR Agency of the Year), Crystalbrook Collection Hotels & Resorts (Marketing Team of the Year), and Flight Centre Travel Group (Social Idea of the Year) highlight the caliber of participants and the prestige associated with the awards. - Networking & Learning Opportunities:
The summit is an ideal occasion to connect with peers, discover emerging trends, and gain insights that can be applied to marketing strategies in a post-pandemic travel landscape.
Deep Dive: Key Speakers and Themes
Emma Campbell: Expanding Abu Dhabi’s Global Market Footprint
Emma Campbell has overseen a significant expansion of Abu Dhabi’s tourism marketing footprint — growing from 12 to 27 global markets. Her approach hinges on inspiring travelers to look beyond headline attractions and experience the destination’s authentic cultural depth. By leveraging targeted campaigns and localized messaging, Abu Dhabi has successfully diversified its tourist base and extended visitor stays.
Campbell’s insights offer invaluable lessons for marketers aiming to tap into emerging international markets without relying solely on traditional tourism appeals.
South Australian Tourism Commission: The Power of Place Branding
The South Australian Tourism Commission has gained attention for their bold branding strategy titled You Don’t Make Friends with Salad. Presented by Erik de Roos and Marianthi Livaditis, this campaign uses humor and local cultural cues to forge a stronger emotional connection between visitors and the region.
The Commission’s approach underscores the importance of authentic storytelling in place branding — a technique that goes beyond generic tourism promotion to cultivate a sense of belonging and community engagement.
Intrepid Travel & Salterbaxter: Tackling Greenwashing
Sustainability is no longer a niche concern but a central theme in travel marketing conversations. Intrepid Travel’s Sara King teams up with Stu Wragg from Publicis Groupe’s sustainability consultancy, Salterbaxter, to demystify the notion of greenwashing — where brands superficially claim eco-friendliness without substantive action.
Their candid discussion provides practical advice for marketers on how to build genuine, credible sustainability narratives that resonate with increasingly discerning consumers.
Why the Mumbrella Travel Marketing Summit Matters
The travel marketing landscape is evolving rapidly, driven by changing consumer values, technological advancements, and global challenges like climate change. Events like Mumbrella’s Summit and Awards serve as essential hubs for:
- Innovation:
Marketers showcase fresh ideas and cutting-edge campaigns that redefine how destinations and brands engage travelers. - Collaboration:
Cross-industry collaboration helps identify solutions for shared challenges, such as sustainable tourism and inclusivity. - Recognition:
Celebrating success boosts morale and incentivizes excellence across the sector, encouraging continuous improvement. - Education:
Learning from industry leaders helps participants keep pace with emerging trends, ensuring strategies remain relevant and effective.
How to Get Involved
- Dates & Venue:
The Mumbrella Travel Marketing Summit and Awards will take place on August 28, 2025, at Crown Sydney, a premier venue renowned for its world-class facilities and spectacular harbor views. - Awards Entry:
Marketers and agencies can submit entries across 13 award categories by the June 13, 2025 deadline. This provides an opportunity to gain recognition on a national stage. - Tickets:
Earlybird tickets are now available, offering access to all summit sessions, networking events, and the prestigious awards ceremony.
Final Thoughts: What This Means for Travel Marketers in 2025
As the tourism industry navigates a new era of travel behavior and consumer expectations, events like the Mumbrella Travel Marketing Summit and Awards are more vital than ever. The themes highlighted — global market expansion, authentic place branding, and sustainability — reflect the future direction of tourism marketing worldwide.
Marketers who engage with these conversations and embrace transparency, creativity, and cultural sensitivity will be best positioned to connect meaningfully with travelers and drive sustainable growth for their destinations and brands.
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