CEO MONTHLY / ISSUE 11 2023 8 Jan Hutton: Leading Digital Transformation in Tourism ourism has played a central role in your career. What inspired your choice of industry? I’ve always believed that travel makes the world a better place. It changes us from the inside. Tourism isn’t just an industry; it’s an economic powerhouse that drives growth and prosperity. It builds local community empowerment, creates opportunities, and ignites collaboration beyond borders while playing an extremely important socio-economic role. Generating billions in revenue, the industry isn’t confined to just a few regions; it benefits the entire country, employing over 660,000 Australians (and many more needed!). Put simply, when tourism works, we all work. Digital transformation for tourism: what’s the imperative? Embracing digital transformation in the tourism sector is not just an option, it’s a necessity for responsible visitor economy growth. I’m privileged to work with a Board who are leading the charge, committed to equipping tourism businesses for the future. It’s become tough to keep pace with the changing expectations of travellers, the exponential impact of changing Apr23017 In the heart of the 21st century, it’s no secret that digital transformation has become an integral part of nearly every industry. From healthcare to finance, education to entertainment, the digital revolution has redefined how we operate, connect with customers, and achieve organisational goals. However, perhaps no sector stands to gain as much from embracing digital transformation as the Australian tourism industry. As the Chief Executive Officer of the Australian Tourism Data Warehouse (ATDW), Jan Hutton is acutely aware of the vast opportunities and challenges facing Australian tourism. Having been recognised as 2023’s Most Influential CEO in Tourism Strategy, we had the opportunity to sit down with Jan and explore her perspective on why spearheading digital transformation in tourism is a role she considers both a privilege and a passion. T technologies, essential climate adaption, tightening margins, and fierce global competition; all of this is reshaping the way tourism businesses need to operate. Tourism businesses that embrace digital transformation are not only going to be better equipped to meet these challenges, but they’re also poised to be more resilient and thrive in our fast-evolving sector. What is ATDW’s role in the tourism industry? ATDW is a tech-enabled marketplace that connects products and experiences with people, powering visibility for tourism businesses across Australia. For 22 years, we’ve been the trusted source of truth for all tourism businesses, empowering local tourism operators to showcase their brand, reach global audiences, and grow their business. This was (and still is) the bold vision of Australia’s State and Territory tourism organisations, alongside Tourism Australia, the proud owners of ATDW. How are you pioneering digital transformation for the sector? We embarked on an ambitious journey to transform the way that ATDW supports tourism now and in the future, through
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