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 19 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.

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. 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.
Director of the ATEC National Executive
Member of the Strategic Panel for the Western
Hemisphere for Tourism Tropical North Queensland
Director of Cairns Charity COUCH
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 Pinnacles engagement with the Americas, our Domestic partners and also the online channels of distribution. Online is now the most dynamic and evolving channels in the tourism market. Mike understands how businesses should be represented and how to engage with these channels to remain relevant.

Hailing from Townsville, Mike has chosen his career in tourism. He has completed a marketing degree at James Cook University, before joining Townsville Enterprise.
His role there was taking and expanding the trade engagement strategy for the Townsville region with an end objective of attracting more visitors to this part of Queensland.

Mike is involved with the following:
Elite Eme
Emerging Leaders Program
TTNQ’s Digital Advisory Panel
Young ATEC member (Australian Tourism Export Council)


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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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