Tourism Matters

Carmen Bold
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Tourism Matters explores careers, capability and the people shaping the tourism industry. Host Carmen Bold speaks with professionals, leaders and educators from across the sector about how they built their careers, the lessons they’ve learned along the way, and where the industry is heading next. The podcast offers insight for anyone working in tourism, considering a career in the industry, or responsible for developing the next generation of talent.

  1. James Coughlan: 25 years in cruise, from galley to gangway and into the world of entrepreneurship

    3d ago

    James Coughlan: 25 years in cruise, from galley to gangway and into the world of entrepreneurship

    Join Carmen as she speaks with James Coughlan, founder of Shorex Australia, about his 25-year journey through the cruise industry. James began his career as a chef, working in high-pressure kitchens before joining Crystal Cruises and stepping into life at sea. What started in the galley eventually led him into shore excursions, where he discovered a new side of the cruise industry: guest experience, destination knowledge, local operators and the complex world that sits just beyond the gangway. In this episode, James shares what cruise ship life taught him about standards, service and resilience, and how saying yes to opportunities shaped his career. He also talks about the shift from ship life to shore-side roles, the impact of COVID on the cruise and tourism sector, and the decision to launch Shorex Australia in 2023. This conversation is a fascinating look inside cruise tourism, but it is also a story about career evolution, backing yourself, building trust, and understanding the value of local tourism experiences. What you’ll take away What life on board cruise ships can teach you about standards, service and resilienceHow James moved from chef to shore excursions and built a long-term career in cruise tourismWhy saying yes, staying open and building relationships can change the direction of your careerWhat shore excursions are and how they connect cruise lines with local tourism operatorsWhy destination knowledge and guest trust are so important in delivering great visitor experiencesWhat James learned from moving from employee to business ownerWhy Shorex Australia is focused on local relationships, sustainable growth and understanding each destination properlyWhat tourism operators need to know if they want to work with the cruise industryAbout James James Coughlan is the founder of Shorex Australia and has spent around 25 years working across the cruise and tourism industry. His career began in hospitality and commercial kitchens, including time at Bathers’ Pavilion in Sydney, before he joined Crystal Cruises as a chef. While working at sea, James moved from the galley into shore excursions, where he discovered the world of destination experiences, guest service and cruise operations. After more than a decade at sea, James transitioned into shore-side cruise operations and spent many years working with inbound cruise programs across Australia. In 2023, he launched Shorex Australia, a locally focused business delivering shore excursion programs and destination experiences for cruise lines visiting Australia. James brings deep practical knowledge of cruise tourism, local product development, guest experience and the importance of building strong relationships across the industry. Connect with James on Linkedin: https://www.linkedin.com/in/james-coughlan/ Discover more about Shorex Australia: https://www.shorexaustralia.com Organisations and resources referenced Shorex Australia: https://www.shorexaustralia.comCrystal Cruises: https://www.crystalcruises.comBathers’ Pavilion: https://www.batherspavilion.com.auTAFE NSW: https://www.tafensw.edu.auIntercruises: https://www.intercruises.comCLIA Australasia: https://www.cruising.org.auAustralian Cruise Association: https://www.australiancruiseassociation.comUnreasonable Hospitality: https://www.unreasonablehospitality.comEpisode chapters 00:00 Introduction and tourism operator call-out 01:31 Welcome James Coughlan 03:38 James’ early life, first jobs and chef apprenticeship 07:49 Learning high standards in professional kitchens 09:54 Joining Crystal Cruises and life at sea 15:14 Moving from chef to shore excursions 17:14 What shore excursions are and how they work 20:07 Destination knowledge, guest trust and service excellence 25:55 Career progression, leadership and knowing when to move on 35:43 Transitioning from ship life to shore-side cruise operations 42:43 COVID, industry change and seeing a new opportunity 47:48 Launching Shorex Australia and backing himself 53:55 What Shorex Australia does differently 59:29 The next stage of growth, including a new Cairns rainforest experience 1:02:27 Advice for tourism operators wanting to work with cruise 1:05:52 Carmen’s closing reflections

    1h 7m
  2. Stephen Ekstrom: Learning, Storytelling and Better Tourism Experiences

    Jun 11

    Stephen Ekstrom: Learning, Storytelling and Better Tourism Experiences

    EPISODE DESCRIPTION This week on Tourism Matters, I sit down with Stephen Ekstrom, CEO, co-founder and self-described nerd whisperer at Learn Tourism. Learn Tourism is a non-profit academy creating smart, immersive learning and promotional experiences for tourism professionals, destination marketers, trade associations and communities around the world. This conversation takes a slightly different path from the usual Tourism Matters format. It is open, thoughtful and wide-ranging, touching on sustainable tourism, economic viability, storytelling, workforce development, career pathways, AI, frontline teams and the role of human connection in great visitor experiences. Stephen and I explore what sustainability really means in tourism, not just environmentally, but socially, culturally and economically. We also talk about why tourism businesses need to be commercially sound, why learning should sit at the heart of strong tourism teams, and why storytelling can completely change the way visitors experience a place. We also get into one of my favourite topics: tourism careers. Why do so many people fall into this industry rather than intentionally choose it? Why do we lose talented people? And how can we help people see the skills, pathways and possibilities available in tourism? WHAT YOU’LL TAKE AWAY FROM THIS EPISODE • Why sustainable tourism must include people, place and profitability • Why economic viability matters for tourism operators • How learning and professional development can strengthen tourism teams • Why tourism careers often have a visibility and perception problem • How transferable skills shape tourism career pathways • What AI can and cannot replace in tourism • Why human connection is still central to great visitor experiences • How storytelling helps visitors feel more connected to a place • Why frontline teams need appreciation, empowerment and licence to create memorable moments • Stephen’s career journey and the creation of Learn Tourism ABOUT STEPHEN Stephen Ekstrom is the CEO and co-founder of Learn Tourism, a non-profit academy supporting tourism professionals, destination marketers, trade associations and communities through immersive learning experiences. Stephen has worked across sales, product development, consulting, attractions, experiences and destination development. His work has taken him into communities and destinations across North America and beyond, helping tourism organisations think differently about learning, visitor experience, economic development and sustainable tourism. CONNECTING WITH STEPHEN Learn Tourism: https://learntourism.org Stephen Ekstrom on LinkedIn: https://www.linkedin.com/in/stephenekstrom/ CONNECT WITH CARMEN Website: https://www.carmenbold.com LinkedIn: https://www.linkedin.com/in/carmenbold/ EPISODE CHAPTERS 00:00 Introduction and setting the scene 01:37 Sustainable tourism and community engagement 02:15 Economic viability in tourism 05:10 Learning and growth in the tourism industry 08:03 Personal journeys in tourism 13:47 The importance of authenticity and connection 19:19 Career pathways in tourism 22:42 The role of AI in tourism 25:19 Storytelling in tourism 28:16 Engaging frontline staff in storytelling 32:22 Appreciation, empowerment and guest experience 36:58 Personal stories of kindness and hospitality 38:48 Career highlights and the birth of Learn Tourism

    50 min
  3. Solo Episode: Tourism Careers Have a PR Problem

    May 27

    Solo Episode: Tourism Careers Have a PR Problem

    Episode Description In this first solo episode of Tourism Matters, prompted by a question asked of her on LinkedIn, Carmen Bold explores one of the biggest challenges facing the tourism industry: how do we attract more people into tourism careers when so many of those careers are still invisible from the outside? Carmen shares her thoughts on why tourism has a PR problem, why the industry needs to do a better job of showing the breadth of roles available, and why career conversations need to reach far beyond tourism students and people already inside the sector. She also reflects on the value of education, the importance of lived experience, and the flexibility that makes tourism such a powerful and adaptable career path. This episode is a call to stop talking about tourism careers in narrow, outdated ways and start showing people what the industry really offers. What You’ll Take Away From This Episode  Why tourism careers are still poorly understood by many people outside the industry  The need to broaden awareness beyond travel agents, flight attendants and tour guides  Why tourism education is valuable, but not the only pathway into the industry  How tourism can offer serious, rewarding and life-changing career experiences  Why flexibility is one of tourism’s greatest strengths  The importance of keeping good people in the industry, not just attracting new ones  Why workplaces need to support, develop and retain their teams About Carmen Bold Carmen Bold is the host of Tourism Matters and a Tourism Workforce & Industry Capability Specialist. With more than 25 years’ experience across tourism operations, frontline delivery, events, destination management, industry development, partnerships, workforce capability and entrepreneurship, Carmen brings a practical, real-world lens to conversations about the future of tourism. Her work focuses on tourism careers, workforce development, operator capability and the role people play in delivering standout visitor experiences. Organisations Referenced Carmen Bold on LinkedIn:  https://www.linkedin.com/in/carmenbold/ Carmen Bold Website:  https://carmenbold.com Episode Chapters  00:00 Introduction to Tourism Careers  01:52 The Visibility Problem in Tourism Careers  05:00 Broadening the Audience for Tourism Careers  06:38 Education and Pathways into Tourism  07:33 The Nature of the Tourism Industry  10:02 Flexibility and Career Paths in Tourism  12:54 Retention and Development in the Tourism Industry

    15 min
  4. Professor Judith Mair: Motherhood, Migration and a Career in Tourism

    May 20

    Professor Judith Mair: Motherhood, Migration and a Career in Tourism

    In this episode of Tourism Matters, I’m joined by Professor Judith Mair, Academic Director and Associate Dean (Education) at The Hotel School Australia, Southern Cross University. Judith’s career began in Scotland, where she studied languages before finding her way into tourism through visitor information, VisitScotland, tour operations, marketing and hotel business development. After becoming a mother, she moved into academia, completing a PhD and later building a research career across tourism, hospitality and events. In this conversation, Judith shares what it was like to rethink her career after motherhood, move from Scotland to Australia with a young family, and build a new professional life through networks, research and teaching. We also explore Judith’s research into events, sustainability, climate change, mega-event legacies and the social value of events, including the harder-to-measure impacts like community pride, belonging and what we lovingly describe as the “vibe”. Later in the episode, Judith talks through The Hotel School’s flexible delivery model, including six-week terms, reduced cognitive load, industry-connected curriculum and paid internships designed to help students move more smoothly into tourism and hospitality careers. This is a conversation about careers, education, events, motherhood, migration and why tourism and hospitality remain deeply human industries, even as technology and AI continue to change the way we work.  What You’ll Take Away From This Episode  Why tourism careers often evolve through curiosity, opportunity and reinvention rather than a fixed plan.  How Judith moved from languages into tourism, and then from industry into academia.  Why motherhood can change a career path without diminishing it.  The importance of networks when rebuilding or redirecting a tourism career.  How events create value beyond economic impact, including pride, identity, belonging and social connection.  Why tourism and event research needs to be easier for industry to access and use.  How The Hotel School Australia’s flexible teaching model is designed around the real lives of students.  Why paid internships can help students graduate with both qualifications and meaningful experience.  Judith’s perspective on AI, automation and the irreplaceable role of human service in hospitality. About Professor Judith Mair Professor Judith Mair is Academic Director and Associate Dean (Education) at The Hotel School Australia, Southern Cross University. Judith’s research aims to understand and enhance the positive impacts of tourism and events on the communities and societies which host them.  Her research expertise lies in fields including mega-event legacies, the future of events, the links between events and social connectivity, and the potential impacts of climate change on the events sector. She has published over 60 refereed articles in international journals and has worked with the International Olympics Olympic Committee and the Queensland Government on projects including event legacies, understanding social impacts of tourism and events, and assessing the impacts of climate change on the sector. Connect with Judith: https://www.linkedin.com/in/professor-judith-mair-29778a2a/ Organisations Referenced  The Hotel School Australia: https://hotelschool.scu.edu.au/ Southern Cross University: https://www.scu.edu.au/ VisitScotland: https://www.visitscotland.com/ University of Strathclyde: https://www.strath.ac.uk/ Victoria University: https://www.vu.edu.au/ Monash University: https://www.monash.edu/ University of Queensland: https://www.uq.edu.au/ Centre for Events and Festivals: https://www.eventsandfestivals.org/Episode Chapters  00:00 Introduction to Professor Judith Mair  01:37 Welcome and getting to know Judith  03:49 Growing up in Scotland  04:53 Studying languages and early career ideas  06:13 Discovering tourism through visitor information  08:52 Working in Scotland’s tourism industry  10:31 Motherhood and rethinking her career  12:04 Moving from Scotland to Australia  14:25 Rebuilding a career through networks  18:02 Research into events, sustainability and climate change  20:36 Event legacies and social impact  23:48 Measuring the “vibe” of major events  25:40 Moving into teaching and academia  31:50 Joining The Hotel School Australia  33:25 Judith’s current role at Southern Cross University  36:37 The Hotel School’s flexible delivery model  40:29 Paid internships and industry connection  43:43 Career advice for parents and career changers  46:23 AI, hospitality and the value of human service  49:23 Carmen’s closing reflections

    51 min
  5. Hannah Pearson: Travel, Startups and Building a Business Through Crisis and Consistency

    May 13

    Hannah Pearson: Travel, Startups and Building a Business Through Crisis and Consistency

    In this episode of Tourism Matters, I’m joined by Hannah Pearson, founder of Pear Anderson and co-host of the Southeast Asia Travel Show. Hannah’s career has taken her from studying languages at Oxford to teaching in France and China, corporate London, Kuala Lumpur, travel startups, market representation and founding Pear Anderson, a tourism sales, marketing and market intelligence business focused on Southeast Asia. We talk about winding tourism careers, unexpected opportunities, building a business in travel, and how Hannah’s weekly Southeast Asia travel report became a trusted industry resource during COVID. We also discuss workforce challenges, including the disconnect between education and industry, the need for better training, and why passion matters but cannot replace fair pay, support and development. What you will takeaway...  Tourism careers rarely follow a straight line  Sales in tourism is really about relationships and market fit  Consistency can build serious credibility over time  Education, industry and young professionals are often disconnected  Passion matters, but it cannot be used as an excuse for burnout About Hannah Pearson Hannah Pearson is the founder of Pear Anderson, a tourism sales, marketing and market intelligence company focused on Southeast Asia. Originally from the UK, Hannah studied French and Classics at Oxford before working across China, Malaysia, outbound travel, B2B sales, travel tech, market representation and tourism research. She is also co-host of the Southeast Asia Travel Show. Organisations Referenced Pear Anderson – https://www.pearanderson.com Report: The Evolving Tourism Workforce: Human Capital Development in APAC – https://www.pata.org/research-q1v63g6n2dw/p/human-capital-development-in-apac Southeast Asia Travel Show – https://www.theseasiatravelshow.com/ PATA – https://www.pata.org VisitBritain – https://www.visitbritain.org GoQuo – https://www.goquo.com University of Oxford – https://www.ox.ac.ukEpisode Chapters  00:00 – Introduction to Hannah Pearson  02:57 – Hannah’s early life, travel and love of languages  05:48 – Studying at Oxford and spending a year in France  08:42 – Teaching in China and travelling home via the Trans-Siberian Railway  11:24 – Returning to the UK and starting corporate life  14:14 – Moving to Malaysia and entering the travel industry  16:58 – Building an outbound travel team in Kuala Lumpur  19:51 – Sales, representation and building networks across Southeast Asia  22:33 – Cultural awareness and market differences in Southeast Asian travel  24:01 – Navigating language, culture and practical challenges on the road  26:15 – Moving into the travel startup world  28:01 – Learning travel tech, dynamic packaging and airline partnerships  29:17 – The reality of entrepreneurship in tourism  31:19 – Launching Pear Anderson and choosing independence  34:00 – How COVID reshaped the business  36:31 – Creating a weekly Southeast Asia travel intelligence resource  38:04 – Growing Pear Anderson and building industry influence  40:31 – Workforce challenges, education and industry disconnects  46:21 – Passion, wages and retaining people in tourism  50:24 – Hannah’s final reflections

    52 min
  6. Carmen Bold: From Bungy Jumping to Supporting Entrepreneurs, my Tourism Career, Built One Opportunity at a Time

    May 7

    Carmen Bold: From Bungy Jumping to Supporting Entrepreneurs, my Tourism Career, Built One Opportunity at a Time

    Episode Description This one flips the script. For the first time on Tourism Matters, Carmen moves from host to guest, with Sarah Jane Tilbury taking the reins. What unfolds is not a polished career narrative. It’s a real one. From retail floors to reservations desks, bungy platforms to Rugby World Cup operations, entrepreneurship to industry capability work - Carmen’s 25-year career is built on instinct, movement, and saying yes to opportunity. There’s no linear path here. But there is a pattern. Follow your gut. Stay close to the industry. Take the next interesting step. This episode pulls back the curtain on what a tourism career actually looks like - and why the industry has far more depth, opportunity, and longevity than people give it credit for. What You’ll Take Away  Why tourism careers rarely follow a straight path — and why that’s a strength  How early decisions (and non-decisions) shape long-term career direction  What working across Australia and New Zealand teaches you about the industry  The reality of frontline roles — and why they accelerate learning fast  Lessons from major events like the Rugby World Cup 2011 The difference between having experience and building capability  Why entrepreneurship is a sharper teacher than most jobs  The hidden career pathways most people don’t see in tourism  Why the industry has a workforce perception problem  How human connection — not systems — defines great tourism experiences About Sarah Jane Tilbury Sarah Jane Tilbury is an experienced tourism and operations leader with a background spanning transport, experiences, and team leadership across Australia and the UK. She brings a sharp operational lens, a strong understanding of people and performance, and just enough humour to keep Carmen on her toes. Organisations & Platforms Referenced SeaLink: www.sealink.com.auAdventure Tours Australia: www.adventuretours.com.au/AJ Hackett Bungy: www.bungy.co.nz/Tourism Holdings Limited: https://www.thlonline.com/Kiwi Experience: https://www.kiwiexperience.com/Destination Southern Tasmania: https://southerntasmania.com.au/ Tourism Matters Careers (LinkedIn): https://www.linkedin.com/company/tourism-matters-careers/ carmenbold.com: https://www.carmenbold.com/Episode Chapters 00:00 – Introduction and role reversal with Sarah Jane Tilbury  02:00 – Following instinct and staying connected in the industry  07:00 – Early career decisions and entering tourism  10:00 – First roles in reservations and industry exposure  17:00 – Moving to New Zealand and adventure tourism  22:00 – Bungy, celebrities, and unexpected moments  29:00 – Rugby World Cup and large-scale event operations  32:00 – Operational leadership and career progression  39:00 – Entrepreneurship and the reality of building a business  44:00 – Industry development, mentoring, and education  50:00 – Why Tourism Matters exists  54:00 – Workforce challenges and industry perception  58:00 – The role of people in delivering experiences  61:00 – Advice for emerging professionals  64:00 – Final reflections on career, industry, and opportunity

    1h 5m
  7. Tabetha Beggs: Building a Tourism Career Through Curiosity, Risk and Storytelling

    Apr 29

    Tabetha Beggs: Building a Tourism Career Through Curiosity, Risk and Storytelling

    Tabetha Beggs hasn’t followed a straight path - no, no. In this episode of Tourism Matters, Carmen sits down with Tabetha Beggs, Tourism Experiences Lead at Destination Perth, to explore a career shaped by curiosity, risk-taking, and a willingness to step into opportunities before feeling fully ready. From early ambitions in the arts to roles across tourism, local government, and destination development, Tabetha shares how each experience - expected or not - has contributed to where she is today. This is a conversation about backing yourself, listening deeply to communities, and understanding that tourism is ultimately about people and stories. What You’ll Take Away Why applying for jobs you’re not “qualified” for can change your careerThe role of lived experience in shaping tourism professionalsWhy community voice matters in destination marketingHow regional tourism organisations are evolving beyond marketingThe value of saying yes to unexpected opportunitiesWhy no experience is ever wasted — even the ones that don’t make sense at the timeThe importance of storytelling in tourism and place-makingAbout Tabetha Beggs Tabetha is the Tourism Experiences Lead at Destination Perth, with a career spanning tourism, arts, local government, and destination development. She has previously held roles with Tourism Western Australia and the City of Perth, and is deeply passionate about community engagement, storytelling, and creating meaningful tourism experiences. Tabetha is also an active mentor, supporting emerging leaders through the Women in Tourism & Hospitality Mentorship Program. Connecting with Tabetha LinkedIn: https://www.linkedin.com/in/tabetha-beggs-a57a2771/ Organisations Referenced Destination Perth: https://www.destinationperth.com.au/ Tourism Western Australia: https://www.westernaustralia.com/en/pages/home Royal Society of Arts: https://www.thersa.org/ Episode Chapters 00:00 – Introduction to Tabetha Beggs 00:30 – From cheese counter to career beginnings 01:20 – Applying for roles before you’re ready 02:16 – Travel, perspective, and curiosity 03:51 – Growing up in Perth Hills 06:43 – Early career ambitions and work experience 09:47 – Arts, theatre, and life experience 12:51 – The unexpected value of early jobs 16:16 – Moving to the UK and career pivots 18:39 – Taking risks and saying yes 20:35 – Why you should apply anyway 22:34 – Working across the UK in exhibitions 25:00 – Returning to Australia and career challenges 29:34 – Kalgoorlie and unexpected opportunities 36:30 – Transition into tourism 41:28 – Strategic roles and industry involvement 45:00 – Community voice in tourism 55:00 – Mentorship and career growth 60:43 – Networking and volunteering 66:18 – Open-minded travel and learning 68:43 – Storytelling in tourism 75:14 – The evolving role of RTOs 77:30 – Final reflections

    1h 9m
  8. Birgitta March: Languages, Academia & Why Tour Guides Are More Important Than Ever

    Apr 21

    Birgitta March: Languages, Academia & Why Tour Guides Are More Important Than Ever

    Episode Description In this episode of Tourism Matters, Carmen sits down with Birgitta March, a tourism lecturer, PhD researcher, and former international tour guide. Exploring a career that spans continents, sectors, and decades. From guiding high-end clients in the US to interpreting across Australia and now shaping future professionals in higher education, Birgitta shares a grounded and insightful perspective on the tourism industry. The conversation dives into the evolving role of tour guides, the importance of language and cultural intelligence, and the challenges facing the sector today — from workforce perception to technology shifts. Birgitta also shares her current PhD research focused on bridging gaps between tourism education and Indigenous communities, raising important questions about how we teach and represent knowledge in the industry. What You’ll Take Away From This Episode  Why tour guiding is more complex (and valuable) than it’s perceived  The role of language, interpretation, and cultural intelligence in tourism  What makes a great guide - and why extroversion isn’t required  The real challenges facing tour guides today (pay, hours, recognition, tech)  How tourism careers can evolve across guiding, events, and education  Why human connection still matters in an AI-driven world  Insights into tourism education and student pathways  The importance of ethical, community-informed knowledge in tourism training About Birgitta March Birgitta March is a lecturer in Tourism and Hospitality Management at William Angliss Institute and a PhD researcher focused on tourism education. Her career spans international tour guiding, interpreting, business events, and education. She has worked across Europe, the United States, and Australia, guiding high-end clients, technical delegations, and cultural tours. Birgitta’s research explores the social identity of tour guides and the role of education in shaping a more inclusive and informed tourism industry - particularly in relation to Indigenous communities. Connect with Birgitta on LinkedIn: https://www.linkedin.com/in/birgitta-march-tourism-expertise/ Organisations Referenced William Angliss Institute: https://www.angliss.edu.au/Tour Guides Australia: https://tga.org.au/Episode Chapters 00:00 – Introduction and episode overview  00:23 – Birgitta’s background in tourism and guiding  03:20 – Growing up in Belgium and early influences  06:40 – Studying languages and entering tourism  13:00 – Moving to the US and guiding high-end clients  20:45 – Transition to Australia and early tour guiding challenges  24:55 – Technical tours and interpreting across industries  30:34 – Moving into teaching and education  34:21 – Research on tour guide identity and belonging  36:25 – Key challenges facing tour guides today  41:12 – AI, tourism, and the role of human connection  48:45 – Transition to higher education and PhD research  50:24 – Bridging tourism education and Indigenous knowledge  55:43 – Final reflections on tourism careers

    1h 1m
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About

Tourism Matters explores careers, capability and the people shaping the tourism industry. Host Carmen Bold speaks with professionals, leaders and educators from across the sector about how they built their careers, the lessons they’ve learned along the way, and where the industry is heading next. The podcast offers insight for anyone working in tourism, considering a career in the industry, or responsible for developing the next generation of talent.

Information

  • Creator
    Carmen Bold
  • Years Active
    2025 - 2026
  • Episodes
    25
  • Rating
    Clean
  • Copyright
    © 2026 Tourism Matters
  • Show Website
    Tourism Matters

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