Tourism Victoria adds International Marketing Expertise with New Chief Marketing Officer

[NEWS RELEASE] 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. 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 organisation 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.”
Hawes is currently Regional Manager for Destination New South Wales, based out of Australia House in London, England, where he has overall accountability for marketing communications and sales for advertising, media and public relations, and 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 successfully negotiated integrated destination and airline partnerships with Quantas, Singapore Airlines, Ethiad 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.
“I have known Paul Hawes for nine years, and his destination marketing, sales and distribution skills are exceptional. Paul builds well researched marketing and sales strategies, executing them across all channels,” says Tourism Victoria CEO Paul Nursey. “Paul and I worked together at the Canadian Tourism Commission. Since then, he joined Destination New South Wales where he has overseen their European efforts, producing award-winning marketing campaigns and developing significant trade and airline partnerships. He has taken his skills and career to the next level to truly become a world-leading tourism marketer and thinker. As Greater Victoria has more flights and more ferries to fill, a conference centre to keep very busy and more demand to generate year-round, Paul is exactly the type of tourism professional we need to execute on our aggressive strategy. I know our Tourism Victoria team will learn a great deal from Paul Hawes.”
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, U.S. 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.