Fiona Luhrs

Tourism Strategy

Most recently, Fiona has had a successful career holding both board and senior executive positions in a number of New Zealand tourism industry businesses.  Recent roles have included repositioning and revamping the long distance TranzScenic passenger trains as a General Manager at Tranz Rail and as Chief Executive of Qualmark redeveloping and re-launching the tourism industry’s quality assurance systems to better than world class standards. As Chief Executive of the Tourism Industry Association she advocated for the interests of tourism businesses with government and developed the industry’s sustainability strategy with the heads of the Ministry of Tourism and Tourism New Zealand. Fiona has now changed direction and is working as a consultant to companies that wish to utilise her experience in strategy, policy development, relationship management, sustainability, communications and marketing.

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