Each month, we spotlight an inspiring PR professional from the TravMedia community, and this month we're proud to feature Sofia Hansson, Chair of the European Travel Commission (ETC) in Australia (and Regional Manager, Australia & NZ for Tourism Ireland). Sofia brings a wealth of destination marketing expertise and visionary leadership to one of the world's most influential tourism bodies, championing European travel experiences and fostering meaningful connections between Australian travellers and the diverse destinations that make Europe so extraordinary...
1) How long have you been in your current role? Since 2015, I have been responsible for leading Tourism Ireland's operations in Australia and New Zealand. Prior to my current role in Sydney, I worked with Tourism Ireland for 6 years in various executive roles in London and Amsterdam. In March 2021 I was appointed as Chairperson of the European Travel Commission's (ETC) overseas chapter in Australia. The ETC is an association of National Tourism Organisations, and the Australia Chapter members work together to leverage European destinations' promotional activities through cooperative marketing, access to market intelligence, exchange of best practices and relationships between the Australian and European travel and tourism industry.
2) How long have you been in the travel industry? I have been working in the travel industry since 2007, so nearly 20 years! Travel and tourism has always been a passion for me, and after moving abroad to work in hospitality at the age of 19, I embarked on a tourism marketing degree a few years later, before getting into the travel sector.
3) In your past professional life, you were … Marketing and organising cycling and walking tours in Ireland and Europe for a family-run company out of their small office in Dublin. It was an exciting first office job, where I also had the opportunity to get out and try new cycling tours around Ireland, as well as in Italy and Croatia.
3) What is something you love about working with travel media? I get excited about the dynamics of the job and one aspect I love is the creative and friendly people you get to work with and meet along the way. I enjoy the opportunity to support media in their work to provide high-quality, credible coverage, and it is such a pleasure to then get to read their stories and how they bring their experiences to life through their unique writing and storytelling.
4) What are your professional pet peeves? I don't really have any business pet peeves, but I do appreciate when people are organised and clear in their communication so there is no second-guessing.
6) What has been your most memorable press trip? There have been so many over the years, but a recent trip that was brilliant in terms of the places we visited, and dynamics of the group was a press trip we hosted to the island of Ireland in November 2023. The journalists from Australia and New Zealand were a joy to travel with, and we got to experience some amazing and unique locations and product, including Finn Lough Bubble Domes in Fermanagh, beautiful Achill Island and seaweed baths in County Mayo, as well as a castle stay in Ballynahinch, Connemara. It was also fabulous to read some of the stories from that trip, and the media put their experiences into words in such a joyful and inspiring way.
7) What is your favourite place to travel? I might be biased but I always love heading back to Europe for the unique culture, food, history and people. I love living in Australia and exploring the southern hemisphere too, but there is something special about traveling around Europe and experiencing the diversity, beautiful architecture, natural dreamy landscapes, and friendly people, all within close proximity. I am also very lucky that I get to travel back to Ireland for work – it is still one of my favourite places that captured my heart when I arrived there with a backpack from Sweden in 2001.
