Dr. Jens Thraenhart

Advised the Saudi Tourism Authority on strategic initiatives and performance measurement for the Asia Pacific division, Experience Development department, and the Destination Management department, enhancing data-driven decision-making, strategic experience development, and regional DMO initiatives.

• Provided strategic consulting to the Asia Pacific division, enhancing performance measurement and data analytics capabilities.
• Developed an Authentic Experience Development Strategy and Framework, leveraging 'soft power' to conceptualize a 'themed year' initiative.
• Conceptualized innovative programs, developing regional destination management transformation in Saudi Arabia.

Co-founded and led a strategic consulting firm specializing in tourism, technology, and digital marketing, driving growth and innovation for international organizations while incubating high-yield ventures.

• Provided strategic consulting services to international travel and tourism organizations, guiding them in capturing and executing emerging trends in technology, digital marketing, and customer relationship management.
• Developed and incubated ventures, including the Enwoke social commerce and collaborative campaign management application, to increase visitor profit via High-Yield Tourism.
• Served as an Affiliate Member of the UN Tourism and 2nd Vice Chair of the Board, influencing global tourism policies and strategies.

Spearheaded Barbados' national tourism organization as CEO, driving sustainable tourism growth, digital transformation, and public-private partnerships, culminating in the Green Destination Award 2023.

• Led BTMI as CEO, promoting Barbados as a sustainable tourism destination and securing the prestigious Green Destination Award 2023.
• Drove inclusive tourism initiatives, fostering balanced growth in tourist visitation, revenues, and productivity while reducing the Leakage Factor.
• Implemented industry-standard procurement, KPI, and digital and data analytic practices, transitioning to a public-private partnership model with strong stakeholder engagement.

Directed an inter-governmental body for six Greater Mekong Subregion governments, unifying regional tourism promotion and spearheading digital transformation initiatives.

• Appointed CEO by six GMS governments, leading the inter-governmental body to promote the region as a single tourism destination.
• Digitized organizational operations and introduced new programs to drive industry stakeholder engagement, organizing the annual Mekong Tourism Forum.
• Recognized for innovation in digital platforms, including MekongTourism.org, Mekong Moments, and the Mekong Mini Movie Festival campaign.

Co-founded and led Dragon Trail, a pioneering digital marketing agency specializing in the Chinese travel market, delivering award-winning campaigns for global travel brands.

• Co-founded the first digital marketing and social media agency focused on travel to China, establishing offices in multiple countries.
• Enabled global travel companies, including tourist boards and airlines, to effectively reach and connect with affluent Chinese travelers online.
• Secured multiple industry awards for client digital campaigns, including 'Best E-Marketing Campaign by Travel Weekly China' and the 'Top 100 Asia Award'.

Directed e-marketing, e-business, and CRM solutions for Canada's National Tourism Board, driving digital innovation and establishing key industry initiatives.

• Oversaw the development and implementation of comprehensive e-marketing, e-business, and CRM solutions for Canada's official National Tourism Board.
• Developed an award-winning web platform and a cutting-edge CRM system, collaborating on a new tourism brand.
• Founded the Canada-e-Connect online tourism conference and Canadian e-Tourism Awards, fostering industry collaboration and innovation.

Defined and executed Fairmont Hotels & Resorts' global digital marketing strategy, significantly increasing online revenue, brand awareness, and customer engagement.

• Directed Fairmont's overall internet strategy, significantly increasing online revenue, brand awareness, and long-term customer relationships.
• Secured prestigious awards for website design and online marketing, including 'World's Leading Hotel Website' and 'Brand eMarketer of the Year'.
• Achieved top-performer ranking for Fairmont.com among travel firms online by The Economist Magazine in 2004, demonstrating digital leadership.

Served as an Executive Board Member for AFASU, contributing to strategic initiatives in tourism, crafts, and research across African and Asian regions.

• Contributed to strategic discussions and decision-making for tourism and craft development.
• Supported research initiatives aimed at fostering sustainable growth in the tourism sector.

Served as 2nd Vice Chair for UNWTO Affiliate Members, influencing global tourism policies and strategies.

• Provided leadership and strategic guidance as the 2nd Vice Chair of the UNWTO Affiliate Members.
• Contributed to shaping global tourism policies and fostering collaboration among diverse stakeholders.

Co-founded and served as a Permanent Board Member for Destination Mekong, fostering regional tourism collaboration.

• Co-founded and provided ongoing strategic direction for Destination Mekong.
• Promoted regional tourism initiatives and partnerships within the Mekong subregion.

Contributed as a Board Member for Grantley Adams International Airport, supporting airport development and operations.

• Provided strategic oversight for airport operations and development initiatives.
• Contributed to decisions impacting international air travel and regional connectivity.

Served as a Board Member for the Barbados Hotel & Tourism Association, supporting the local hospitality sector.

• Contributed to initiatives aimed at strengthening the local hotel and tourism sector.
• Provided guidance on industry challenges and opportunities.

Served as Board Director and Chair for the Caribbean Tourism Organization, guiding regional tourism development.

• Directed board activities and strategic planning as Chair for the 2021/2022 term.
• Contributed to regional tourism development initiatives and stakeholder engagement.

Served as a Board Member for PATA, contributing to the development of the Asia Pacific travel industry.

• Contributed to strategic planning and initiatives for the Pacific Asia Travel Association.
• Supported programs aimed at sustainable tourism growth across the Asia Pacific region.

Chaired PATA China, leading strategic initiatives for the Chinese travel market.

• Led strategic direction and operations for PATA China.
• Fostered collaboration and growth within China's travel and tourism sector.

Served as an Executive Board Member for IFITT, advancing information technology in travel and tourism.

• Contributed to the strategic direction of IT application in the travel and tourism industry.
• Supported initiatives for technological innovation and adoption within the sector.

Served as an Executive Board Member for HSMAI, contributing to sales and marketing excellence in hospitality.

• Provided executive guidance on hospitality sales and marketing strategies.
• Supported professional development and industry best practices.

Chaired the Canadian e-Tourism Council, fostering digital transformation in Canadian tourism.

• Led the Canadian e-Tourism Council, promoting digital innovation across the national tourism landscape.
• Facilitated collaboration among stakeholders to advance e-tourism strategies and adoption.

Developed a Greater Mekong Subregion COVID Tourism Recovery Plan.

Developed a Sustainable Tourism Strategy for Guilin, PRC.

Formulated a Regional Tourism Strategy for Central Asia Economic Cooperation (CAREC).

Developed a Tourism Marketing Strategy for Viet Nam.

Developed Mongolia.travel Digital Platform & #FeelMongolia Marketing Campaign.

Formulated a Regional Tourism Corridor Strategy.

Developed 'Explore Laos' Digital Platform & Launch Campaign.

Developed 'Taste Thailand' Digital Platform.

Developed a Digital Marketing Strategy.

Developed a China Tourism Marketing Strategy for Jordan.

Developed a Hotel Distribution Strategy.

Developed a China Entry Strategy.

Implemented a Blogger Match Up Social Influencer Program.

Developed a Tourism Development Master Plan.

Developed a Group Hotel Distribution Strategy.

Conducted Digital Transformation Stakeholder Seminars.

Created a China Digital Marketing Course for the Australian Travel Industry.

Developed a China Outbound Tourism Strategy.

Developed a China Outbound Tourism Strategy.

Developed a North Korea Tourism Marketing Strategy.

Developed Digital and Distribution Strategy.

Developed Social Media Strategy and China Tourism Strategy.

Developed a Digital Marketing and Website Strategy.

Developed a Social Media Strategy.

Awarded to Barbados Tourism Marketing Inc. under my leadership for promoting sustainable tourism.

Recognized as #7 overall among top 10 leaders and #1 for Creativity and Brand Storytelling in the travel industry.

Awarded for significant contributions and leadership in the global tourism sector.

Recognized for exceptional strategic thinking and innovation in European travel and tourism.

Acknowledged for outstanding contributions to sales and marketing within the travel and hospitality industry.

Identified as one of the top emerging leaders shaping the future of the travel industry.

Co-hosted a podcast rethinking tourism growth strategy to focus on high-yield travelers, increasing profits, reducing leakages, and balancing economic/social impacts.

Maintained a blog focused on balanced tourism, offering insights and perspectives on sustainable and responsible travel.

Authored a chapter on regional tourism partnership formation within a comprehensive handbook on tourism sustainability.

Created and published a guide to hidden stories in the Mekong Region, highlighting cultural, social, and environmental impacts of tourism and efforts towards a balanced industry.

Authored and published a snapshot report on responsible and sustainable tourism in the Greater Mekong Subregion (GMS) and its impact on local populations.

Authored and published an in-depth analysis of tourism transformation in the GMS, focusing on low-cost carriers and new flight routes.

Created, edited, and authored a guide providing updated insights into trends and challenges faced by international travel companies in China.

Authored a section on social media tourism marketing in China within 'Trends and Issues in Global Tourism 2011'.

Created, edited, and authored a comprehensive guide to trends and challenges for international travel companies entering the Chinese market.