In an era where destinations compete for visitors, the true competitive advantage lies not in volume but in value creation. High-Yield Tourism isn’t just a concept—it’s a proven economic driver that transforms how destinations measure success: from counting visitors to making visitors count.
TRANSFORMING TOURISM ECONOMIES ACROSS FIVE CONTINENTS
With executive leadership across North America, Asia, Europe, Africa, the Middle East, and the Caribbean, I’ve guided destinations and tourism enterprises through strategic transformations that deliver measurable economic impact:
- As Executive Director of the Mekong Tourism Coordinating Office, I developed the award-winning Experience Mekong Collection, creating Southeast Asia’s first ecosystem of responsible tourism businesses that increased visitor spending while supporting local entrepreneurs.
- Leading Barbados Tourism Marketing Inc. as CEO, I implemented high-yield strategies that earned the island the prestigious Green Destination Award for Climate Change while increasing tourism receipts coming out of the COVID pandemic.
- Serving Saudi Tourism Authority, I helped establish authentic experience strategy models to position the Kingdom’s emergence as a high-value destination.
- At Fairmont Hotels & Resorts and Kempinski Hotels & Resorts, I pioneered revenue and digital strategies that increased per-guest yield by reimagining the luxury experience.
- As an expert consultant for the Asian Development Bank and German Development Organization (GIZ), I’ve created sustainable tourism economic models that maximize local economic benefit while preserving cultural and environmental resources.
BRIDGING INNOVATION AND IMPLEMENTATION
My approach combines rigorous academic understanding with practical execution:
- Doctorate in Tourism Management from The Hong Kong Polytechnic University
- MBA/MMH from Cornell University
- Creator of the world’s first regional tourism board startup accelerator, driving innovation in experience development
- Co-founder of Dragon Trail, an award-winning agency specializing in Chinese tourism and Editor & Publisher of China Travel Trends, bridging insights between China and global travel brands
- Designer of the collaborative Mekong Moments and Mekong Mini Movie campaigns that revolutionized how destinations leverage user-generated content and engage stakeholders
GLOBAL LEADERSHIP IN SUSTAINABLE HIGH-VALUE TOURISM
My leadership roles in shaping tourism’s future include:
- Two consecutive terms as 2nd Vice Chair of the UN Tourism Affiliate Members Board
- Chair of PATA China, developing deeper understanding of the world’s largest outbound tourism market
- Board Member of the Pacific Asia Travel Association (PATA)
- Board Member of the Caribbean Tourism Organization (CTO)
- Board Member of Hospitality Sales and Marketing Association International (HSMAI)
A PROVEN APPROACH
My methodology doesn’t just increase visitor numbers—it transforms tourism economies:
- Strategic visitor targeting that attracts higher-spending, longer-staying visitors
- Experience development that commands premium pricing
- Stakeholder alignment that creates cohesive destination experiences
- Measurement frameworks that track what truly matters: economic impact, sustainability, and resident quality of life
THE FUTURE OF TOURISM IS HIGH-YIELD
Today’s most successful destinations understand that volume without value is unsustainable. The future belongs to destinations that can:
- Attract visitors who contribute more economically, culturally, and environmentally
- Create experiences worth paying for that showcase authentic local culture
- Measure success beyond arrivals to capture true economic and social impact
- Balance tourism growth with resident quality of life and environmental sustainability
READY TO TRANSFORM YOUR TOURISM ECONOMY?
If you’re prepared to shift from counting visitors to making every visitor count, let’s discuss how High-Yield Tourism strategies can deliver sustainable economic growth for your destination.
