VICTORIA – Tourism Victoria is pleased to announce Paul Hawes as its new Chief
Marketing Officer. Hawes has more than 22 years of progressive tourism marketing and sales experience, and arrives in Canada after leading Destination New South Wales to successfully grow its presence in the European market.
Hawes brings a unique blend of experience and comprehensive perspective on the industry. He has worked in the private sector with small- and medium-sized businesses, as well as with large corporate hotels and Destination Marketing Organizations.
“I am delighted to be returning to Canada after two-and-a-half years in London — even more, to be marketing such an iconic destination,” says Hawes. “I’ve always loved Greater Victoria, and am looking forward to the lifestyle that comes hand-in-hand with the area.
“Working alongside the fantastic team at Tourism Victoria, under the leadership of Paul Nursey, we will be striving to achieve new targets. Leading the marketing efforts of the organization is extremely exciting and I’m looking forward to delivering our destination promise to the right audiences, and driving more experiential travellers into our region year round.”
Paul is currently Regional Manager for Destination New South Wales, based out of Australia House in London, England. He has overall accountability for marketing communications and sales for advertising, media and public relations, as well as travel trade sales and market activations in Europe.
Hawes manages multi-million dollar campaigns and complex partnerships with airlines, tour operators and media companies. He has led Australia and New South Wales on sales initiatives into the UK and Germany, and has successfull negotiated integrated destination and airline partnerships with Qantas Airways, Singapore Airlines, Etihad Airway and Malaysia Airlines.
Supporting Business Events Sydney, Hawes helped execute a well-developed business meetings and convention sales programs in Europe. That expertise will be extremely helpful for Tourism Victoria as it rolls out a similar strategy.
Hawes brings a deep knowledge of inbound marketing and digital platforms, with a focus on conversion, that will help propel Tourism Victoria’s strategy and ongoing investments in the digital space.
Prior to joining Destination New South Wales, Hawes served for six years at the Canadian Tourism Commission where he was accountable for Core Markets marketing, US Leisure marketing and a special assignment to activate the Calgary Stampede’s 100th anniversary in 2012.
Previously, Hawes served in management roles at Travel Alberta International, Fairmont Hotels and Resorts, Resorts of the Canadian Rockies and Banff Caribou Properties.
