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 has completed the Australian Tourism Export Council’s Emerging Leaders of Inbound Tourism Excellence Program and is the current Branch Chair of the Young Australian Tourism Export Council North Queensland Committee (YATEC NQ). Mike is part of the Queensland Government’s Young Tourism Leaders 2018/19 Cohort and in 2019 was awarded the Len Taylor Award for outstanding leadership by an under 35 year old in the tourism industry.


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Georgie Frykberg – Marketing Manager

Georgie joined the Pinnacle Tourism Marketing team in 2019 as Touring and Marketing Coordinator. She is now our Marketing Manager, looking after B2C marketing for products within our portfolio.

Georgie has degrees in Marketing and International Studies and has worked across multiple industries in both corporate and non-profit environments. Prior to Pinnacle, she managed student travel programs for an NGO in Peru before moving to Cairns and managing sales and marketing for a boutique touring company.

Georgie has expertise in digital marketing, communications and business development and looks after social media content and advertising, website management and newsletter communication for Pinnacle and client brands.

Georgie also works closely with Pinnacle’s touring clients to optimise their online presence, with a particular focus on OTA channels and reservation systems. We also utilise her fluent Spanish skills to help grow our presence in the South American market.


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Grace Walker – Marketing Assistant

Grace is the newest member of the Pinnacle Tourism Marketing team, starting her journey with us in 2021 as Marketing Assistant, working closely alongside of Georgie.

Grace has studied a degree in Tourism & Hospitality Management, specialising in Marketing back in her home country of New Zealand and has lived in Cairns since 2017. Before Pinnacle, Grace has worked in various Cairns tourism attractions in both reservations and marketing, also with experience in events coordination.

From this experience, Grace has a strong skillset in digital marketing across a number of online platforms including social media, Online Travel Agencies, website management and reservations systems.

Grace is a keen traveller and an avid ‘dog mum’ to her Australian Shepherd pup Ollie. She loves getting into the outdoors and exploring our beautiful region here in Far North Queensland.


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