The Board

Stuart Lennox (Chairman)

Stuart Lennox is the Chair of Destination Southern Tasmania after being nominated to the Board in 2016, and elected in 2017. His tourism consultancy provides advice to industry and Government agencies.  Stuart spent ten years as Director of Visitor Services with the Tasmanian Parks and Wildlife Service (PWS), during this time he project managed the development of the Three Capes Track.  The project highlights the role signature tourism experiences can play in increasing visitation to regional communities in a sustainable manner.  Prior to working for PWS, Stuart developed a strong understanding of the needs of the industry whilst working in various roles in Tourism Tasmania, including Marketing Manager, special interest and niche tourism, Manager of Training and Development and nature based tourism.  He has been a regional (Southern Stars) State (TICT) and National awards and site judge.  A strong believer in Tasmania, in tourism in Tasmania and of the critical role regional tourism can play in building stronger communities, Stuart brings with him a passion and wealth of experience to guide and support Destination Southern Tasmania. When he is lucky he gets to ride his long board at his home break, Mays Point.  When the seas are quiet he rides, walks, dives and climbs to some of the most beautiful places on the Earth, all here in Tasmania!

Tom Wootton (Deputy Chairman)

Federal Group

Tom is a passionate Tasmanian, with 15 years of professional marketing experience across a range of industries. He is qualified lawyer, but opted for a ‘less boring’ career in marketing and has since worked in London and Melbourne with some of the biggest brands in the world. Tom returned to his home state in 2014 with his wife Ellanor, intent on marketing his favourite brand of all: Tasmania.  He has worked with a range of tourism businesses including Pumphouse Point, Tourism Industry Council Tasmania and RACT Destinations, but is now the Sales and Marketing Manager for Federal Group’s tourism portfolio working across The Henry Jones Art Hotel, Saffire Freycinet and MACq 01 Hotel. As well as being a director on the board of Destination Southern Tasmania, Tom is a member of Skal International and father to Frank and Hazel.

Daniel Aitken

Museum of Old and New Art (Mona)

Daniel Aitken is the Marketing Manager for the Museum of Old and New Art.

Since 2010, Daniel’s role within Mona has grown to focus on the development and management of the overall marketing and strategic planning for Mona’s tourism and cultural activities. Daniel’s passions centre on tourism, brand development, research/data-driven marketing and creative problem solving.

As a Tasmanian-born marketer, Daniel is passionate about the Tasmanian tourism industry and bringing more people to experience what our state offers. Through his time with Mona, dating back to before it’s opening, he has seen the shape of the tourism industry change dramatically from within Tasmania’s largest draw card and is passionate about helping to build the industry by working together with other operators and leveraging from each other.

Vin Barron

Vincent Barron was Chief Executive of the Tasmanian Convention Bureau, (now Business Events Tasmania) from 1993 until 2008. He was previously Executive Director of the Hobart Chamber of Commerce and State Director of the Tasmanian Chamber of Commerce for eight years.

In 2011, he initiated and convened a number of industry working groups which had as their objective the creation of a new regional tourism organisation for Southern Tasmania.

This was achieved in 2012 with the establishment of Destination Southern Tasmania (DST). Vin was elected Chairman of the Board, a position he held until standing down in 2017.

He was a founding Director of the Tourism Industry Council of Tasmania and served on the Board for five terms.

Vin was a Director of Cricket Tasmania for 15 years until 2016 and his Board responsibilities included membership of the Executive and the Marketing, Cricket and Game Development committees.

Jen Fry

Tasmania Parks and Wildlife Service

Jen Fry is a member of the national Tourism and Protected Areas Forum and the Wellington Park Management Trust. As such, she has good understanding of how Federal, State and local governments must interact for tourism opportunities. She is a member of the Australian Institute of Company Directors, which ensures all members are trained in current best practice board requirements.

As Branch Manager, Visitor Strategy with Tasmania Parks and Wildlife Service (PWS) Jen is responsible for creating a yearly business plan and subsequent reports required against strategic goals and financial expenditure. Jen negotiates the legally binding business contracts for tourism operations – alongside Crown Law; and manages the tourism business of the PWS – arguably the largest tourism operator in Tasmania. She has held this executive position since 2015 and has extensive experience in providing sustainable tourism experiences that contribute to regional economies and communities.

In her role as Senior Advisor to the Premier, she had carriage of the Tourism and Brand portfolios requiring specialist knowledge and high level engagement across the visitor economy. Jen was known as someone who championed the tourism industry and those aspects that make Tasmania special – our natural, friendly and slightly mysterious nature.

Anne Hardy

University of Tasmania

Dr. Anne Hardy is a Senior Lecturer at the University of Tasmania and the Director of the Tourism Research and Education Network (TRENd). She is a specialist in tribal marketing,  the drive tourism and recreational vehicle market and issues related to sustainability. Her research has been conducted both in Australia and overseas, including in Canada, the United Kingdom and New Zealand. Anne is particularly interested in collaborative research that forms two way linkages between the university and the broader tourism industry.

Trina Mangels

Strategic Edge Consulting

Trina Mangels is tourism marketing consultant providing mentoring and marketing services to the tourism industry.  She has worked in the Tasmanian Tourism industry across a number of different businesses including the Tourism Industry Council of Tasmania, Willie Smith’s, Pennicott Wilderness Journeys and Tourism Tasmania.

During her five years at the Tourism Industry Council of Tasmania she managed the Tasmanian Tourism Awards and Tourism Accreditation programs, working with hundreds of businesses to help them with their business systems, business and marketing plans and tourism awards submissions through mentoring.

Trina has over twenty years’ experience in marketing starting out her career working in brand management in the fast-moving goods sector for businesses such as Nestle Purina and Cerebos Foods.  In the last 15 years she has passionately marketed Tasmanian tourism with some of the state’s leading tourism businesses and brings to the DST board some valuable insights and experience.

Residing in the Huon Valley on 50 acres with her family, Trina is passionate about the importance of developing partnerships and strategies to bring tourism into regional areas.

Tim Parsons

Curringa Farm

Tim Parsons is a sixth generation Tasmanian farmer and owner of Curringa Farm – a beautiful 750 acre sheep and cropping farm at Hamilton in Tasmania’s Derwent Valley.

In recent years Tim and his wife Jane have become significant players in the Tasmanian tourism industry, offering hosted accommodation and farm tours which are extremely popular with visitors from South East Asia, partly as a result of Tim’s extensive travels to Asia over the past eight years. In 2016, Curringa has added five new luxury cottages and a new visitors reception centre is underway to cope with the growing demand.

Tim is passionate about tourism in Tasmania and his 20 years of experience in the industry enables him to contribute to issues at state and regional  levels to provide outcomes for local communities.

Tim Short

STCA Representative (City of Hobart)

Tim is the Associate Director City Economy, Tourism, and Events with the City of Hobart. He has been with the City of Hobart for 17 years, building up a unique understanding of how the City operates. He currently has responsibility for the areas of Economic Development, International Relations, Salamanca Market, the Taste of Tasmania and the Tasmanian Travel and Information Centre. Tim started his professional career as a lawyer in Hobart before moving to the West Coast of Tasmania to work for a community organisation focussed on small business start-up and economic development. It was here that Tim first developed an understanding of Tourism and its importance to communities and the State as a whole. During his time at Council, Tim has been continuously involved in economic development initiatives, overseen the transition of the Tasmanian Travel and Information Centre into Council’s operation, managed the office of the Lord Mayor, led the creation of the new community vision for Hobart and continues to have an active role in the City’s Tourism strategies.

Tim is a former director of the Australian Cruise Association, as well as a past Director and past President of the Rotary Club of Hobart.

Ken Stronach

Tahune Adventures

Ken brings a wealth of experience to the DST board, having been in the tourism industry for more than 35 years. Ken has a strong history in hotel management having owned, developed operated and managed a huge variety of hotels both in Tasmania and mainland Australia. Ken maintains private interests in hotels around Tasmania. Ken is currently the manager of the Forestry Tasmania enterprise Tahune Forest Airwalk.

Rachel Power, DST Board Member

Rachel Power

Waterfalls Cafe & Gallery, Mount Field National Park

Rachel Power is no stranger to travel or tourism. The founder of the Great Aussie Road Trip, Rachel and her family have travelled the country, but their hearts skipped a beat and plans changed the day they arrived in Tasmania. Within two days of visiting Tasmania, Rachel and her family knew wholeheartedly it was “time to pack up our life in Canberra and move to Tassie.” That’s exactly what they did, buying Waterfalls Cafe in the beautiful surroundings of world heritage listed Mt Field National Park.

From that moment on Rachel became a tourism ambassador for Mt Field National Park and the stunning Derwent Valley. She has created and continues to develop business to support her region. Rachel’s goal is to see her Park the most visited in the State, and every year she grows closer to her goal. By growing her Park she is also growing opportunity for other small businesses, for employment and training and building a strong tourism future for her community.

Rachel uses her experiences and her story to inspire, to teach and to build aspiration in her rural community. She uses her voice to drive change and attract funding. Utilising strong social media followings and a very active PR schedule (often referred to as the “Mt Field Weather Girl”), Rachel works to ensure her story, and her Park, are front of everyone’s mind.

Waterfalls Cafe & Gallery in Mt Field National Park has been recognised by many tourism and business awards. Rachel was also the 2017 Tasmanian Innovator of the Year. Rachel is a director of the Tourism Industry Council of Tasmania, bringing awareness of her beloved Derwent Valley, recently identified as the “next big iconic destination.”