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Leading and managing the organisation’s Distribution and Sector and Niche marketing teams, Nikki’s role includes creating opportunities for Tasmania’s tourism products and niche tourism experiences to be promoted and purchased by the travelling public through a range of strategic marketing or commercial travel partnerships. These may include partnerships with airlines and sea carriers, niche travel sectors, event organisers, retail travel chains, travel wholesale companies, inbound tour operators, online travel agents and more.
While parts of Tourism Tasmania’s marketing promotes Tasmania broadly as a travel destination to generate more interest in holidaying in the state, the goal of the Distribution and Sector and Niche marketing teams is to connect interested holidaymakers with Tasmania’s many holiday products and niche tourism experiences. This includes identifying the most significant niche, event and experience-based marketing partnerships for Tasmania and formulating a variety of marketing programs often in partnership with the state's special interest and sectoral tourism groups. The Distribution Partnerships team is also responsible for educating front-line travel sellers about Tasmania and helping them acquire the knowledge needed to sell and book Tasmanian holidays.