About Us


Are you a tourism professional looking to build a highly effective tourism team and thriving tourism business? If so, you’ve landed in the right spot.

Hi I’m Genevieve Matthews,

I have over 30 years of experience in the tourism, hospitality, and travel industry.

Throughout my career, I’ve developed a strong passion for driving business growth through people leadership development.

My expertise lies in understanding human behaviour and creating high-performing teams that excel in their roles. I’m well-versed in the challenges and opportunities that come with managing people, leading teams, and navigating the day-to-day variables in tourism businesses.

Having held a variety of roles as an international wholesaler, inbound tour operator, product supplier, and for a State Tourism Organisation, I’m well versed across all segments of the industry.

For the past 14 years, I’ve been coaching, mentoring and facilitating specialised personal and professional development programs, tailored to business and organisational needs. In particular, I consistently hone in on effective communication, continuous improvement, enhancing the customer journey, finessing public speaking skills, coaching leaders to lead and driving business growth.

My client portfolio includes a diverse range of businesses, both small and medium-sized. I’ve worked with notable organisations such as Tourism and Events Queensland, Destination Phillip Island, Bundaberg Tourism, AAT Kings, AFTA Training, Sealink Marine Tourism, Life’s an Adventure, Opera Australia, and Kelly’s Beach Resort, to name a few.

I cross-collaborate in other industries as well, with clients including Greensill Farming, LendLease, Graincorp, AgEdge, Sweet Potatoes Australia, and Form 1 Group, among others.

I strongly believe in ‘unlocking the infinite potential in human performance’, and strive to ensure connection, creativity and achievement are experienced by all during coaching experiences, whether 1:1, small or larger group environments.

The Extra is in the Ordinary.

Leadership isn’t rocket science, however the foundations aren’t taught in school, and are something we must learn and improve on through hands on experience across our working life. As mum of 2, running my own business, and leading a team, I practice what I preach, and rather than teach theory, we focus on implementation and accountability; this benefits short- and long-term goal objectives for individuals, teams, businesses and regions.

As an artist, musician and athlete, I know so many lessons can be learned through creativity and movement. Be warned, you may be invited to wield a colour texta, mould clay, paint on canvas or jump up and do brain gym exercises. We have many limiting beliefs from childhood stories that block our confidence and creativity, it’s time to let them go.

Whenever you’re ready… here are 4 ways I can help you develop your tourism business leadership capabilities and drive consistent business growth:

  1. Grab a free copy of our E-Book – How to Attract, Train and Retain Your Tourism Talent
    It’s the core principles for success in attracting new tourism talent, training new and existing staff, then retention strategies to ensure you keep the keepers— Click Here
  1. Join the Tourism Business Leader’s Facebook group and connect with like-minded leaders focused on building highly effective teams
    It’s our Facebook community where smart leaders get to learn more about creativity, leadership and performance for tourism business success. — Click Here
  2. Share a Few Details about You and the Team below 
    We’re very passionate about helping tourism business leaders develop their skills to improve engagement, accountability and performance of the team and business. Please take a few moments to answer a few quick questions so we can tailor the best resources to share with you and likewise look to have a conversation about the key 3 strategies to be focusing on right now to help you and the business grow. Please fill out the questionnaire below.

Tourism Leadership Questionaire

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