Pinnacle Tourism Marketing Cairns North Queensland

The Pinnacle Tourism Marketing Team

Michael Nelson – Director

Michael is the owner and Managing Director of Pinnacle Tourism Marketing. His experience spans over 20 years in the tourism industry. He has occupied senior roles within sales and marketing departments of some of the Tropical North Queensland’s most iconic tourism products. These include Great Adventures Outer Reef and Island Cruises, the five star Green Island Resort and Tjapukai Aboriginal Cultural Park. While in charge of the sales and marketing for Tjapukai, the product won the ATEC Award for Australia’s Best Attraction in 2004 and winning the Queensland Tourism Awards for Best Regional Attraction.

In 2006 Michael started Etch Tourism Marketing, a company offering professional representative and consultative services to products in the tourism industry.This evolved in 2011 to Pinnacle Tourism Marketing.

Pinnacle Tourism Marketing now represents over 20 SME’s and helps them navigate their way through the dynamic world of tourism distribution and sales and marketing. As well as directly representing these businesses, Michael has run and been a part of a significant number of mentoring programs for emerging tourism businesses in Victoria, the Northern Territory and Queensland.  He currently sits on the Tourism Tropical North Queensland (TTNQ) Business Leaders Panel.

From his experience in the industry, Michael has secure relationships with major wholesalers in the UK, Europe and North America, and within the Inbound and Domestic wholesaler industry in Australia, as well as at RTO, STO and NTO level.

Michael holds the following voluntary positions.

Member of the Strategic Panel for the Western
Hemisphere for Tourism Tropical North Queensland

Former  Director of the ATEC National Executive (6 years)

Deputy Chair of Cairns Charity COUCH

Secretary of the Cairns Taipans – Cairns’ National Basketball League Team

In 2015 Michael won the Australian Tourism Export National
award for Most SignificantContribution by an Individual to


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Mike Webley – Business Development Manager - The Americas, Online and Domestic

Mike is in charge of Pinnacle’s engagement with our partners in the Americas, New Zealand and the Domestic Markets. He has meaningful relationships with the key agents in these markets and understands how businesses should be represented and how to engage with these channels to remain relevant.

The other side of Mike’s role is to foster the relationship with online travel agents (OTAs), both in the accommodation and touring space. He assists our clients to work effectively with these agents, optimising their dynamic connections and driving sales as well. Mike is proficient in the use of Siteminder, ResOnline and Hisite, as well as OTA extranets like Expedia,, Agoda YCS, Get Your Guide and TripAdvisor Experiences. Mike’s relationships with the key OTA account managers mean the touring product and accommodation within our portfolio enjoy enhanced listings on these websites.

Mike is part of the Queensland Government’s Young Tourism Leaders 2018/19 Cohort, the current Branch Chair of the Young Australian Tourism Export Council North Queensland Committee (YATEC NQ) and completed the Australian Tourism Export Council’s Emerging Leaders of Inbound Tourism Excellence Program in 2016.


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Elizabeth Lofts – Marketing and Client Manager

Liz has a strong hospitality career spanning over 24 years.
She has managed over 12 hotel properties throughout Victoria, New South Wales and Queensland and has worked for ALH Group, Mirvac Pty Ltd, Accor Hotels and Rydges. Those of note being ‘The Sebel Pier One’ and ‘Pullman Sea Temple Resort and Spa Port Douglas.’

Her business and hospitality experience brings a wealth of knowledge across all facets from sales and marketing to operational skills. Having managed her first hotel at 21 years old, she knows what it takes to make a business successful.
Liz’s role within Pinnacle will include business mentoring, campaign generation and assisting clients with contracting, and dynamic pricing structures designed to move with supply and demand.

She has a Masters in Urban Development & Sustainability, Diploma in Business Management, Diploma in Hospitality Management, Certificate IV in Training and Assessment and a Certificate in Marketing.

Liz has held voluntary tourism board positions in NSW and QLD. She is often a guest speaker for International Women’s Day and is an advocate for mentoring young women in business. In 2012 she was a finalist for Professional Business Woman of the Year on the Sunshine Coast.


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Georgie Frykberg – Touring and Marketing Coordinator

Georgie is the newest member of the Pinnacle Tourism Marketing team, joining us part-time as Touring and Marketing Coordinator. Her other part-time role sees her overseeing marketing for Pinnacle client Heli Tours North Queensland, so she brings with her valuable perspective on the client experience.

Georgie has degrees in Marketing and International Studies and is passionate about all things digital and tech. Starting her career in non-profit management, she most recently managed volunteer travel programs for an NGO in Peru before moving to Cairns to sink her teeth into the tourism industry in Tropical North Queensland.

Georgie has expertise in digital marketing, communications and business development, thoroughly enjoys growing small-to-medium sized businesses and is a problem solver at heart. She will be working closely with Pinnacle’s clients to optimise their online presence, with a particular focus on our touring operators. We are also excited to utilise her fluent Spanish skills to grow our presence in the South American market.


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