Maldives Marketing and Public Relations Corporation (MMPRC/Visit Maldives) has announced the appointment of Sarah Mathews, a digital marketing expert with over 30 years of experience, as a consultant.

Renowned as the "Insight-Cyclopaedia," Sarah has worked with global brands such as Tesla, Coca-Cola, Japan Airlines, and Singapore Airlines. Her decade-long tenure at Tripadvisor saw her excel in big data analytics, developing impactful marketing strategies across the Asia-Pacific region. She also spearheaded the Destination Academy, a leading digital marketing boot camp, and collaborated with major tourism boards, including the Hong Kong Tourism Board and Visit Flanders Belgium Tourism.

Sarah is widely recognised for her leadership in the travel industry, having served as the youngest female chair of the Pacific Asia Travel Association (PATA). She is a strong advocate for diversity, equity, and responsible travel, with a keen focus on sustainable tourism and community empowerment. Her insights have been featured on global platforms such as CNN, UNWTO, and BBC, solidifying her reputation as an innovator in travel marketing and strategy.

MMPRC said her expertise aligns with MMPRC’s vision to advance sustainable and inclusive tourism in the Maldives. MMPRC, together with Sarah, will refine its brand strategy, strengthening directives, and exploring the formation of an industry Technical Committee within focus groups to enhance the country’s tourism sector.