Tourism Matters – Details, episodes & analysis

Join Carmen as she speaks with James Coughlan, founder of Shorex Australia, about his 25-year journey through the cruise industry.

James began his career as a chef, working in high-pressure kitchens before joining Crystal Cruises and stepping into life at sea. What started in the galley eventually led him into shore excursions, where he discovered a new side of the cruise industry: guest experience, destination knowledge, local operators and the complex world that sits just beyond the gangway.

In this episode, James shares what cruise ship life taught him about standards, service and resilience, and how saying yes to opportunities shaped his career. He also talks about the shift from ship life to shore-side roles, the impact of COVID on the cruise and tourism sector, and the decision to launch Shorex Australia in 2023.

This conversation is a fascinating look inside cruise tourism, but it is also a story about career evolution, backing yourself, building trust, and understanding the value of local tourism experiences.

What you’ll take away

• What life on board cruise ships can teach you about standards, service and resilience
• How James moved from chef to shore excursions and built a long-term career in cruise tourism
• Why saying yes, staying open and building relationships can change the direction of your career
• What shore excursions are and how they connect cruise lines with local tourism operators
• Why destination knowledge and guest trust are so important in delivering great visitor experiences
• What James learned from moving from employee to business owner
• Why Shorex Australia is focused on local relationships, sustainable growth and understanding each destination properly
• What tourism operators need to know if they want to work with the cruise industry

About James

James Coughlan is the founder of Shorex Australia and has spent around 25 years working across the cruise and tourism industry.

His career began in hospitality and commercial kitchens, including time at Bathers’ Pavilion in Sydney, before he joined Crystal Cruises as a chef. While working at sea, James moved from the galley into shore excursions, where he discovered the world of destination experiences, guest service and cruise operations.

After more than a decade at sea, James transitioned into shore-side cruise operations and spent many years working with inbound cruise programs across Australia. In 2023, he launched Shorex Australia, a locally focused business delivering shore excursion programs and destination experiences for cruise lines visiting Australia.

James brings deep practical knowledge of cruise tourism, local product development, guest experience and the importance of building strong relationships across the industry.

Connect with James on Linkedin: https://www.linkedin.com/in/james-coughlan/

Discover more about Shorex Australia: https://www.shorexaustralia.com

Organisations and resources referenced

• Shorex Australia: https://www.shorexaustralia.com
• Crystal Cruises: https://www.crystalcruises.com
• Bathers’ Pavilion: https://www.batherspavilion.com.au
• TAFE NSW: https://www.tafensw.edu.au
• Intercruises: https://www.intercruises.com
• CLIA Australasia: https://www.cruising.org.au
• Australian Cruise Association: https://www.australiancruiseassociation.com
• Unreasonable Hospitality: https://www.unreasonablehospitality.com

Episode chapters

00:00 Introduction and tourism operator call-out
01:31 Welcome James Coughlan
03:38 James’ early life, first jobs and chef apprenticeship
07:49 Learning high standards in professional kitchens
09:54 Joining Crystal Cruises and life at sea
15:14 Moving from chef to shore excursions
17:14 What shore excursions are and how they work
20:07 Destination knowledge, guest trust and service excellence
25:55 Career progression, leadership and knowing when to move on
35:43 Transitioning from ship life to shore-side cruise operations
42:43 COVID, industry change and seeing a new opportunity
47:48 Launching Shorex Australia and backing himself
53:55 What Shorex Australia does differently
59:29 The next stage of growth, including a new Cairns rainforest experience
1:02:27 Advice for tourism operators wanting to work with cruise
1:05:52 Carmen’s closing reflections

EPISODE DESCRIPTION

This week on Tourism Matters, I sit down with Stephen Ekstrom, CEO, co-founder and self-described nerd whisperer at Learn Tourism.

Learn Tourism is a non-profit academy creating smart, immersive learning and promotional experiences for tourism professionals, destination marketers, trade associations and communities around the world.

This conversation takes a slightly different path from the usual Tourism Matters format. It is open, thoughtful and wide-ranging, touching on sustainable tourism, economic viability, storytelling, workforce development, career pathways, AI, frontline teams and the role of human connection in great visitor experiences.

Stephen and I explore what sustainability really means in tourism, not just environmentally, but socially, culturally and economically. We also talk about why tourism businesses need to be commercially sound, why learning should sit at the heart of strong tourism teams, and why storytelling can completely change the way visitors experience a place.

We also get into one of my favourite topics: tourism careers. Why do so many people fall into this industry rather than intentionally choose it? Why do we lose talented people? And how can we help people see the skills, pathways and possibilities available in tourism?

WHAT YOU’LL TAKE AWAY FROM THIS EPISODE

• Why sustainable tourism must include people, place and profitability
• Why economic viability matters for tourism operators
• How learning and professional development can strengthen tourism teams
• Why tourism careers often have a visibility and perception problem
• How transferable skills shape tourism career pathways
• What AI can and cannot replace in tourism
• Why human connection is still central to great visitor experiences
• How storytelling helps visitors feel more connected to a place
• Why frontline teams need appreciation, empowerment and licence to create memorable moments
• Stephen’s career journey and the creation of Learn Tourism

ABOUT STEPHEN

Stephen Ekstrom is the CEO and co-founder of Learn Tourism, a non-profit academy supporting tourism professionals, destination marketers, trade associations and communities through immersive learning experiences.

Stephen has worked across sales, product development, consulting, attractions, experiences and destination development. His work has taken him into communities and destinations across North America and beyond, helping tourism organisations think differently about learning, visitor experience, economic development and sustainable tourism.

CONNECTING WITH STEPHEN

Learn Tourism: https://learntourism.org
Stephen Ekstrom on LinkedIn: https://www.linkedin.com/in/stephenekstrom/

CONNECT WITH CARMEN

Website: https://www.carmenbold.com
LinkedIn: https://www.linkedin.com/in/carmenbold/

EPISODE CHAPTERS

00:00 Introduction and setting the scene
01:37 Sustainable tourism and community engagement
02:15 Economic viability in tourism
05:10 Learning and growth in the tourism industry
08:03 Personal journeys in tourism
13:47 The importance of authenticity and connection
19:19 Career pathways in tourism
22:42 The role of AI in tourism
25:19 Storytelling in tourism
28:16 Engaging frontline staff in storytelling
32:22 Appreciation, empowerment and guest experience
36:58 Personal stories of kindness and hospitality
38:48 Career highlights and the birth of Learn Tourism

Episode Description

In this episode of Tourism Matters, Carmen Bold speaks with Thomas Worry, a Canadian tourism professional whose career has been built across seasonal roles, international experience, and corporate tourism operations.

Thomas shares how he navigated working across Canada’s Yukon — from guest services and RV rentals to guiding Northern Lights tours — and what it really takes to build a career in an industry defined by seasonality.

The conversation explores the realities of tourism careers that don’t follow a straight path, the importance of proactively creating opportunities, and how networks often matter more than formal job pathways.

Thomas also reflects on the bigger picture — from sustainability and crisis recovery to the growing need for stronger alignment between education and industry — and what this means for the future of tourism careers.

What You'll Take Away From This Episode

• What a tourism career actually looks like in practice — not theory

• How to navigate seasonality through multiple roles and income streams

• Why career progression in tourism is driven by initiative, not structure

• The role of education alongside hands-on experience

• How sustainability and industry challenges are shaping future careers

About Thomas

Thomas Worry is a Canadian tourism professional with experience spanning seasonal tourism operations, international travel, and corporate roles.

He has worked across a wide range of tourism settings, including guest services, RV rentals, cruise tourism, and guided Northern Lights experiences in Canada’s Yukon.

Thomas has built his career by combining practical, on-the-ground experience with formal study in tourism management, giving him a well-rounded perspective on both the realities of the industry and its future direction.

His work and interests focus on sustainability, industry development, and the evolving relationship between tourism education and real-world application.

Connect with Thomas on LinkedIn

Connect with Carmen on LinkedIn

Organisations Referenced

Royal Roads University: https://www.royalroads.ca/

Yukon Tourism: https://travelyukon.com/

Episode Chapters

00:54 Thomas’s Background and Entry into Tourism

03:09 Navigating Seasonal Work in the Yukon

07:52 Working Across Cruise and Winter Tourism

10:50 Building Networks and Creating Opportunities

16:48 Education, Career Planning and Industry Entry

20:55 Working in Remote Tourism Environments

29:01 The Growth of Winter Tourism and Northern Lights Experiences

35:01 Soft Skills and Career Development in Tourism

43:45 Moving into Corporate Roles and Career Progression

55:40 Sustainability, Industry Challenges and Future Thinking

Episode Description

In this episode of Tourism Matters, Carmen Bold speaks with Linda Tillman - Managing Director of Tilma Group and co-founder of the Australian Centre for Regional Events - about the realities of building tourism and events capability in regional Australia.

Linda shares how a university assignment on rural tourism resulted in a 20-year career working alongside regional communities, and how she built a business focused on helping destinations grow through tourism and events.

The conversation explores the critical role events play in regional economies, why so many events are under pressure, and the persistent challenges that haven’t changed in decades.

Linda also introduces a bold idea for the future — regional support hubs designed to take pressure off event organisers and allow them to focus on what actually matters: creating great experiences.

What You'll Take Away From This Episode

 • Why events are critical to regional tourism and community development
 • The three core challenges facing regional events: people, money, and compliance
 • How outdated operating models are contributing to burnout and “same-same” events
 • Why volunteering models need to evolve to attract younger people
 • The opportunity to rethink how events are supported through shared services and regional hubs

About Linda

Linda Tillman is the Managing Director of Tilma Group, a consultancy she founded in 2008 to support regional and rural communities through tourism and events.

She has spent nearly 20 years working across Australia on destination development, event strategy, and industry capability building, partnering with government, regional tourism organisations, and local communities.

Linda is also the co-founder of the Australian Centre for Regional Events, which focuses on strengthening the long-term sustainability of events through training, mentoring, and capability development.

Her work sits at both the strategic and grassroots level — helping shape big-picture tourism strategies while working directly with operators and communities on the ground.

Connect with Linda on LinkedIn

Connect with Carmen on LinkedIn

Organisations Referenced

Tilma Group: https://tilmagroup.com.au/

Australian Centre for Regional Events: https://australianregionalevents.com.au/

Episode Chapters

 01:48 Getting to Know Linda
 06:10 Early Career Interests in Tourism
 11:33 Discovering a Passion for Regional Tourism
 15:05 First Role in Local Government
 16:26 Travelling Australia and Career Direction
 19:28 Breaking into the Industry Through Networking
 24:06 Starting Tilma Group
 33:29 The Role of Events in Regional Tourism
 36:39 Launching the Australian Centre for Regional Events
 37:38 Challenges Facing Regional Events
 41:34 Workforce and Volunteering in Regional Communities
 44:11 Skills, Capacity and Capability Gaps
 46:09 Rethinking the Event Model

In this episode of Tourism Matters, Carmen Bold speaks with Professor Anne Hardy — tourism researcher, consultant, academic, and Chair of Destination Southern Tasmania — about how research can shape tourism decisions.

Anne shares the story of her career in tourism academia, from studying tourism’s impacts on communities to leading innovative projects like Tourism Tracer, which used smartphone technology to track how visitors move through destinations. She also discusses her research in Antarctica exploring whether travel experiences can influence environmental behaviour.

The conversation explores why tourism operators rarely access academic research, how behaviour change theories can improve visitor experiences, and why the industry needs stronger connections with universities.

Anne also reflects on redundancy after a 20-year academic career and her mission to help researchers communicate their work more effectively with industry.

What You'll Take Away From This Episode

 • How tourism researchers study visitor behaviour and decision-making
 • The Tourism Tracer project and how technology tracked visitor movement
 • What Antarctica tourism reveals about behaviour change and sustainability
 • Why tourism businesses should engage more with academic research
 • How behaviour change theory can improve visitor experiences and operations

About Anne

Professor Anne Hardy is a tourism researcher whose work focuses on tourism behaviour, mobility, sustainability, and research communication.

Across a 20-year academic career she has published more than 80 journal articles and four books, with her research cited over 3,000 times. Her work has been presented at international forums including the United Nations World Tourism Organization and the United Nations Environment Program.

Anne is particularly known for pioneering projects such as Tourism Tracer, which tracked visitor movement across destinations using mobile technology, and for her research exploring how travel experiences — particularly in Antarctica — can influence environmental behaviour.

She is currently Chair of Destination Southern Tasmania and now works to bridge the gap between tourism research and industry practice.

Connect with Anne on LinkedIn

Connect with Carmen on LinkedIn

Organisations Referenced

Destination Southern Tasmania: https://southerntasmania.com.au/

Omineca Consulting: https://www.ominecaconsulting.com/

Antarctic Treaty System: https://www.ats.aq/

Google Scholar: https://scholar.google.com/

University of Tasmania: https://www.utas.edu.au/

Episode Chapters

 02:58 Travel Preferences and Experiences
 05:58 Early Life and Education in Tasmania
 08:55 Career Path: From Law to Tourism
 11:58 Academic Journey and Research Focus
 14:58 Impact of Family on Career Choices
 17:59 Understanding Academia and the PhD Process
 21:00 Communicating Research and Industry Engagement
 23:42 The Evolution of Academic Communication
 26:46 Anne’s Career Journey and Experiences
 31:44 Innovative Research and Technology in Tourism
 38:04 Transformative Travel Experiences
 49:31 Navigating Career Changes and Future Aspirations
 53:39 Embracing the Radical Sabbatical
 56:38 Navigating Academic Careers
 01:00:07 Understanding Human Behaviour in Tourism
 01:04:50 The Importance of Communication in Research

In this episode of Tourism Matters, join Carmen Bold as she chats with Matt Scott about his journey through international tourism, tour guiding and product development.

Matt shares how early travel experiences and cultural exposure led him into the tourism industry, including years guiding tours across Europe and developing high-end travel experiences. The conversation explores the importance of training, customer service and adaptability in tourism, along with insights into product development, river cruising and sustainable tourism practices.

What you'll take away from this episode

 • How international travel and cultural exposure shaped Matt’s tourism career
 • What it takes to succeed as a professional tour guide
 • Why training and customer service excellence are critical in tourism
 • Insights into tourism product development and creating memorable travel experiences
 • The operational complexity behind the river cruise industry
 • How sustainability and First Nations tourism are shaping the future of travel

About Matt

Matt Scott has built an international career across tour guiding, tourism product development and regional tourism. His experience includes guiding tours across Europe, developing travel products and working within the cruise and tourism sectors.

Matt has also worked across tourism development roles in Australia, contributing to projects focused on sustainable tourism, regional development and cultural tourism initiatives.

Connect with Matt on LinkedIn

Connect with Carmen on LinkedIn

Organisations and industry references mentioned

Fat Tire Tours: https://fattiretours.com
Backroads Tours: https://www.backroads.com
City Wonders: https://citywonders.com
Many Rivers: https://manyrivers.org.au/

Episode Chapters

 00:00 Introduction and early travel experiences
 03:00 Early life, gap years and cultural exposure
 09:00 Volunteering and discovering tourism
 12:00 University and first steps into the industry
 18:00 Camp counselling and international experiences
 21:00 Living in Paris and working as a tour guide
 26:00 Training and professional development in tourism
 30:00 Seasonality and life as a tour guide
 32:00 Creating memorable experiences for travellers
 39:00 Moving into tourism product development
 46:00 Insights into the river cruise industry
 53:00 Returning to Australia and new career opportunities
 56:00 Exploring Australia through tourism work
 59:00 Navigating the tourism industry during COVID
 01:02:00 Moving into regional economic development
 01:04:00 First Nations tourism and cultural engagement
 01:09:00 Sustainable tourism and future industry challenges

In this episode of Tourism Matters, join Carmen Bold as she chats with Emma Rhoades about her career journey and her current work supporting tourism businesses through workforce development at the Queensland Tourism Industry Council (QTIC).

Emma reflects on returning to university later in life, re-entering the workforce after raising children, and finding her place in the tourism industry. The conversation explores workforce challenges across tourism, the importance of networking and building relationships, and practical advice for people looking to start or grow their careers in the industry.

What you'll take away from this episode

 • Why networking is one of the most powerful tools for building a tourism career
 • How career paths in tourism often evolve through unexpected opportunities
 • The workforce challenges facing tourism operators today
 • Why passion and persistence matter when building a career in tourism
 • Practical advice for job seekers looking to enter the tourism industry
 • How industry organisations are supporting tourism operators and employees

About Emma

Emma Rhoades works as a workforce advisor with QTIC, supporting tourism businesses across Queensland with workforce development, industry challenges and career pathways.

Her career journey includes returning to university later in life and re-entering the workforce after raising children. Emma is passionate about helping people navigate careers in tourism and connecting industry operators with the support they need.

The Industry Workforce Advisor Program is supported and funded by the Queensland Government.

Connect with Emma on LinkedIn

Connect with Carmen on LinkedIn

Organisations and industry references mentioned

Queensland Tourism Industry Council (QTIC) https://www.qtic.com.au

Accor Heartist Ethos: https://group.accor.com/en/group/people-at-our-heart/our-heartist-ethos

Episode Chapters

 00:00 Introduction and early career aspirations
 03:00 Education and early career interests
 06:00 Working at Telstra and stepping away for motherhood
 08:00 Returning to university and rediscovering career direction
 11:00 Navigating career transitions and self-reflection
 13:00 Connecting with the tourism industry
 19:00 Emma’s role at QTIC and workforce support
 22:00 Workforce challenges across the tourism industry
 26:00 Promoting tourism careers and industry opportunities
 29:00 Advice for job seekers entering tourism
 34:00 Networking strategies and building relationships
 39:00 Final reflections and support for tourism professionals

In this episode of Tourism Matters, join Carmen Bold as she chats with Sarah-Jane Tilbury about building a career in tourism that spans international travel, operational leadership and general management.

Sarah-Jane shares her journey from growing up in the UK and entering the tourism industry through travel and car rental, to moving to Australia and stepping into senior leadership roles. The conversation explores leadership, team dynamics, commercial thinking and the challenges of managing tourism businesses through major disruptions such as COVID-19.

What you'll take away from this episode

 • Why leadership in tourism is about empowering teams to succeed
 • How careers in tourism often evolve through unexpected opportunities
 • The importance of commercial thinking in tourism operations
 • Lessons from managing tourism businesses during the COVID-19 pandemic
 • Why networking and strong industry relationships matter in tourism careers
 • Advice for professionals looking to move into general management roles

It’s funny. It’s honest. And underneath the laughter is a really sharp conversation about what modern tourism leadership actually looks like.

About Sarah-Jane

Sarah-Jane Tilbury is a tourism leader with experience across travel operations, hospitality and visitor attractions. Her career has taken her from the UK to Australia, working across multiple tourism sectors and ultimately stepping into general management roles.

Known for her people-first leadership style, Sarah-Jane focuses on empowering teams, building strong organisational cultures and delivering high-quality visitor experiences while maintaining strong commercial performance.

Connect with Sarah-Jane on LinkedIn

Connect with Carmen on LinkedIn

Organisations and industry references mentioned

Hepburn Bathhouse & Spa: https://hepburnbathhouse.com/

Belgravia Leisure: https://belgravialeisure.com.au/

SEA LIFE Melbourne Aquarium: https://www.visitsealife.com/melbourne/

SeaLink: https://www.sealink.com.au/

Tourism Holdings Limited: https://www.thlonline.com

Episode Chapters

 00:00 Introduction to SJ Tilbury and her tourism career
 03:00 Early life in the UK and first exposure to travel
 06:00 Starting a career in tourism and travel industries
 09:00 Moving into the car rental sector
 12:00 Career growth in tourism operations
 15:00 Leadership lessons and managing teams
 18:00 Moving to Australia and new tourism opportunities
 21:00 Working with Tourism Holdings Limited
 25:00 Transition into senior tourism leadership roles
 29:00 Managing visitor attractions and working with animals
 33:00 Empowering teams and leadership philosophy
 39:00 Education, conservation and visitor engagement
 45:00 Balancing commercial success with team wellbeing
 49:00 Navigating tourism operations during COVID-19
 57:00 Team culture, leadership and difficult conversations
 01:00:00 Career transitions and networking in tourism
 01:08:00 Executive roles and industry leadership
 01:12:00 The rise of wellness tourism
 01:20:00 Advice for aspiring tourism professionals

In the first episode of Tourism Matters for 2026, join Carmen Bold as she chats with Kate Gibson about her journey from horse riding and personal training to founding Hike Collective, a tourism business focused on meaningful outdoor experiences.

Kate shares how Hike Collective began as a mental health initiative built around hiking and connection with nature, and how it evolved into a successful adventure tourism business. The conversation explores the power of human connection in tourism, the role of tour guides in creating memorable experiences, and how the business adapted and grew during the COVID-19 pandemic.

What you'll take away from this episode

 • How Kate transitioned from personal training into founding a tourism business
 • Why connection with nature, community and self sits at the heart of Hike Collective
 • How COVID-19 created new opportunities for local tourism experiences
 • The growing importance of tour guides in shaping meaningful travel experiences
 • What Kate looks for when hiring and mentoring tourism guides
 • Why giving back and supporting the next generation of tourism professionals matters

About Kate

Kate Gibson is the founder of Hike Collective, an adventure tourism company based in Western Australia that creates guided hiking experiences focused on connection with nature, self and community.

Originally launched as a mental health initiative encouraging people to get outdoors together, Hike Collective has grown into a recognised tourism brand. Kate is also passionate about mentoring emerging tourism professionals and contributing to the broader tourism industry.

Connect with Kate on LinkedIn

Connect with Carmen on LinkedIn

Organisations and industry references mentioned

Hike Collective: https://www.hikecollective.com.au/

Episode Chapters

 00:00 Introduction and early influences
 02:30 Growing up with horses and early career ambitions
 05:00 Transition into events and fitness careers
 08:00 Moving into personal training and coaching
 10:00 The idea behind Hike Collective
 13:00 Building a purpose-driven tourism business
 19:00 Entering the tourism industry and learning the sector
 24:00 Networking and building tourism relationships
 29:00 Growth and recognition in tourism
 31:00 Navigating COVID-19 and opportunities in local tourism
 34:00 The three connections: self, community and place
 38:00 Building a strong community of tour guides
 42:00 Distribution and understanding tourism channels
 46:00 The evolving role of tour guides
 55:00 Hiring guides and building the right team
 01:00:00 Giving back and supporting the tourism industry

In this episode of Tourism Matters, join Carmen Bold as she chats with Penny Brand about building a career in tourism that spans adventure tourism, international tour guiding and destination marketing.

Penny shares how her early roles—from performing as a SeaWorld mascot to managing skydiving operations and guiding tours across Europe—helped build the skills that later led her into destination marketing and tourism development at Gate 7. The conversation explores the importance of networking, industry relationships and genuine enthusiasm when building a career in the tourism industry.

What you'll take away from this episode

 • How diverse experiences can shape a successful career in tourism
 • Why networking and industry relationships are critical in tourism careers
 • The role destination marketing plays in attracting visitors and increasing spend
 • What it’s like working as a Tourism Development Director
 • Practical advice for young professionals entering the tourism industry
 • Why passion and enthusiasm remain essential in tourism careers

About Penny

Penny Brand has built a diverse career across tourism guiding, adventure tourism, event management and destination marketing. Her experience includes roles as a European tour guide with Contiki, managing adventure tourism operations and working in destination marketing with Gate 7.

Today she works in tourism development and destination marketing, helping destinations grow visitor numbers and awareness through strategic partnerships and global tourism promotion.

Connect with Penny on LinkedIn: https://www.linkedin.com/in/penny-brand-44349231/

Connect with Carmen on LinkedIn: https://www.linkedin.com/in/carmen-bold/

Organisations and industry references mentioned

Gate 7: https://gate7.com.au
Contiki: https://www.contiki.com
SeaWorld: https://seaworld.com
Travel South USA: https://travelsouth.visittheusa.com/en-au/
IPW Trade Show: https://www.ipw.com
Nomads / Australian Backpacking Network: https://www.nomadsworld.com

Episode Chapters

 00:00 Introduction to Penny Brand and her tourism career
 01:00 Early roles including SeaWorld mascot and expressive performance work
 02:30 Moving into adventure tourism and managing skydiving operations
 03:30 Tour guiding in Europe and working with Contiki
 05:00 Managing international tour groups and cultural experiences
 06:00 Returning to Australia and involvement in the Olympics
 07:00 Moving into destination marketing with Gate 7
 08:30 How destination marketing promotes regions and increases visitor spend
 10:00 Building strong tourism industry networks
 11:30 The role of a Tourism Development Director
 13:00 The importance of trade shows, industry events and famils
 14:30 Recruitment tips and how to stand out in tourism interviews
 16:00 Passion, resilience and the post-COVID tourism industry
 17:30 Encouragement for young professionals entering tourism