Felicia has had a long and accomplished career in the tourism, travel and events sectors across Australia. Over the last 20 years she has led State Tourism Organisations through significant periods of change, disrupting the status quo, breaking new ground and creating profile for these destinations.
She commenced her career in Australia in the early 90’s with Tourism Victoria as part of the team that launched the highly successful and internationally lauded ‘You’ll Love Every Piece of Victoria’ campaign.
Following 8 years in Melbourne, Felicia headed to Sydney where she took up the role as Marketing Director at Tourism NSW in the lead up to the 2000 Olympics in Sydney and oversaw the creation of a world-first media centre to service the needs of Non-Accredited Journalists during the Olympics. Following that, she led Tourism Sydney, the first ever marketing agency established by Government to exclusively represent the interests of the Sydney industry with a view to leveraging the global profile established from their hosting of the Olympics.
Felicia then made the move to Tasmania where for 5 years she held the role of CEO of Tourism Tasmania. Her time there saw a major reinvention for the destination as they leveraged the State’s unique wilderness and ‘clean, green’ profile to establish their credentials as a leader and innovator in food, wine, arts and culture…. a clear differentiator now for Tassie on the global stage.
Her career has spanned both the public and private sectors, with subsequent roles leading ATEC, a national industry association that advocated on behalf of the nation’s $40bil tourism export sector; a senior leadership role in Victoria’s Dept of Premier & Cabinet; and most recently leading a national Not-for-Profit organisation with the exclusive license to deliver Jamie Oliver’s Ministry of Food program in Australia and NZ.
Felicia is a Graduate of the Australian Institute of Company Directors and currently sits on the board of RSPCA Tasmania as Vice President and Deputy Chair, fulfilling her passion for animal welfare and advocacy.