Talking Tourism Business Forum

With a marketing and advertising career spanning more than two decades in Perth and Melbourne, Jane has always had her hand in the tourism, events and destination brand pie.

Working with iconic brands including the Australian Grand Prix Corporation, Hertz, Jetstar, Tourism Victoria, Tourism WA, IKEA, Karrinyup Shopping Centre and now the WA Museum, Jane has always been passionate about building brands and delivering high impact campaigns that inspire, elevate destination appeal and drive visitation. Major highlights (of course) include the Terracotta Warriors: Legacy of the First Emperor campaign that took over Perth, Melbourne and Sydney in 2025 delivering ~25% interstate and international visitation and contributing to WA Museum Boola Bardip’s Major Tourist Attraction Award wins at the Perth Airport WA Tourism Awards and entry into the Hall of Fame in 2025!

Jane has led the WA Museum’s marketing and audience development strategies for the last three years, across all six sites around Western Australia including WA Museum Boola Bardip,

Jason has been part of the WA Museum’s executive leadership since 2007 and currently serves as Director of Engagement, overseeing what he likes to call “all the fun parts” of the Museum - exhibitions, programs, marketing, operations and commercial activities across WA Museum Boola Bardip, WA Maritime Museum, and WA Shipwrecks Museum.

Jason has championed the integration of emerging technologies into cultural experiences that are both visitor centric and push boundaries. His leadership in using immersive digital technologies has shaped groundbreaking exhibitions and experiences, including Terracotta Warriors: Legacy of the First Emperor - WA Museum’s most successful exhibition to date, attracting over 200,000 visitors in just five months, with more than 25% coming from interstate and overseas - and the creation of the award-winning The Great Kimberley Wilderness 360-degree VR cinema experience. This initiative was designed to inspire tourism and connect audiences with WA’s natural heritage and Aboriginal stories. These innovations have positioned the WA Museum at the forefront of digital storytelling and visitor engagement.

Jason’s passion for showcasing WA to the world and his commitment to international collaboration and cultural exchange is best reflected in the recent addition of our beloved WA icon - the quokka - to the Shanghai Museum!

Jason was invited as one of only 40 global thought leaders to London’s Barbican Centre in November 2025 to share insights on the evolving role of technology and immersive experiences in cultural institutions.

Madhumita Mazumdar (Madhu) is the Executive General Manager, Technology at Journey Beyond, where she leads enterprise-wide technology, development, cyber security and AI initiatives across some of Australia’s most iconic travel experiences. She specialises in translating emerging technologies, including AI, into practical and scalable solutions that improve operational efficiency, enhance guest experiences, and build long-term digital capability.

Journey Beyond is an Australian-owned experiential tourism group that owns and operates 19 brands across Australia and New Zealand, connecting guests to the land and to each other through rail expeditions, touring, cruises, camps and lodges, and attractions.

Its portfolio includes The Ghan, Indian Pacific, Great Southern, The Overland and Vintage Rail Journeys; Outback Spirit Tours and Grand Pacific Tours; Sal Salis Ningaloo Reef and Monarto Safari Resort; Cruise Whitsundays, Rottnest Express, Horizontal Falls Seaplane Adventures, Darwin Harbour Cruises, Journey Beyond Cruise Sydney, Exmouth Dive and Whalesharks Ningaloo, Sailaway Port Douglas; and Melbourne Skydeck and Eureka89.

Melissa Gruse is an MBA-qualified senior marketer with over 25 years of global experience shaping brand, marketing, and growth strategies across travel, hospitality, fintech, and entertainment.

She has driven transformation and commercial success for challenger, high-growth, and established brands in Australia and Europe including Virgin Holidays, Hamilton Island, and most recently Crystalbrook Collection by combining creativity, innovation, and customer insight to deliver measurable results.

Crystalbrook Collection is a hotel that is rethinking luxury in Australia, creating stays that celebrate style, individuality, and responsible hospitality. Each experience is designed for travellers seeking exceptional design and comfort while leaving a lighter footprint.

The portfolio spans eight boutique hotels and resorts across Sydney, Byron Bay, Brisbane, Cairns, and Newcastle. Adelaide and Canberra are soon to follow.