Anna Pollock (UK)

Anna Pollock, Founder of Conscious.Travel, has 45 years’ experience in tourism as an independent consultant, strategist, international speaker and change agent. Clients include the Canadian Tourism Commission, PATA, European Travel Commission, the Australian Tourism Export Council, Tourism Tasmania, Innovation Norway, and departments of industry, conservation and tourism in New Zealand. Recipient of The Visionary of the Year Award from the Canadian tourism industry.

Anna has undertaken seminal work in many aspects of tourism notably in education, sustainability and technology. During the 1990s Anna established herself as a thought leader on the strategic implications of the Internet; created the first internet-based tourism strategy for Scotland and co-developed one of the first multi-purpose destination management systems.

Her strength is her ability to see the whole “big picture” and help others make sense of their rapidly and dramatically changing world. She even predicted the emergence of a company like Airbnb back in 2004 and was invited to speak at the annual Airbnb Summit in Paris in 2015.

Her passion now is to help hosts and destinations flourish through a period of turbulent change and uncertainty in which many traditional business models are being disrupted and deal with the thorny issue of “overtourism.” Anna now focuses on models of destination development that generate higher yields with less impact and is not afraid to ask difficult questions to stimulate.