Empowering
Tourism Operators
to Thrive
ABOUT DESTINATE TOURISM MARKETING
Kia ora!
I'm Michelle, the Director of Destinate Tourism Marketing. Like a lot of people who work in tourism, I 'fell' into the industry when I was in my early 20's and had been living in NZ for just two years. Yes, I'm a very passionate Aussie who grew up in Queensland after we moved there from Victoria when I was three years old.
Now, with over a quarter of a century working in executive level and contract roles with some of Australasia's largest tourism organisations, I now work with SME tourism businesses who don't have in-house sales and marketing resources.
Through the years, I have worked with a number of incredible freelancers who I've brought on as partners to Destinate. Between us, we can offer a range of package options to suit your requirements, from half-day training packages, to full service marketing, PR/Media and Crisis Comms support, brand development and graphic design.
We are passionate about achieving results for your business, and work to upskill you and your team along the way. We have an extensive 'little black book' of contacts throughout New Zealand, Australia and the Western Markets. I've lived and worked in tourism sales in the UK/Europe and have attended TRENZ and other international trade events for the past 28 years.
I love nothing more than seeing you succeed in your business, so I look forward to having a chat about how we might be able to work together.
Check out our blog for more tips and information.
The Destinate Way
WHY WE DO WHAT WE DO
At Destinate, we do things a little differently. Here’s what drives us every day:
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People First, Always.
Relationships are the heart of tourism—and our business. We work shoulder-to-shoulder with clients, partners, and the travel trade to make big things happen. -
Backing the Underdogs.
We’re here for the go-getters, dreamers, and small operators punching above their weight. Everyone deserves a shot at success, and we love making it happen. -
Results That Count.
Likes and followers are nice, but real results are better. We’re all about campaigns that deliver bookings, boost visibility, and grow your business. -
Creativity with Purpose.
Forget cookie-cutter solutions. We blend bold ideas with smart strategy to help you stand out in a crowded market. -
Teach, Don’t Preach.
We’re not just a service—we’re your biggest cheerleaders. We empower you to take the reins with tools, training, and strategies you’ll actually use. -
Keep It Real.
Honest conversations, clear advice, and no jargon. We tell it like it is because that’s how we’d want to be treated. -
Fun, with a Side of Focus.
We’re all about loving what we do (and having a laugh along the way), but we never lose sight of the bigger picture: your success.
TRADE, AVIATION & INDUSTRY RELATIONS
MICHELLE CALDWELL
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Michelle's tourism career began back in 1997 when she was appointed Branch Manager for Britz Campervans. Operationally responsible for 10 staff, and over 500 vehicles, Michelle went on to launch Backpacker Campervans into the NZ market.
When she moved to Melbourne in 1999, she became Product Manager for Backpacker Campervans AU/NZ before moving to London to join the thl sales team. She spent 3.5yrs selling Australia and NZ to UK/EU agents before transferring back to Auckland to manage the inbound and wholesale travel divisions of thl - incl brands like Mt Cook Line, Newmans Holidays, Horizon Vacations, Discover New Zealand and Ski Express.
In 2006, Michelle and her new husband relocated to Lake Taupo where she became Regional GM Marketing & Sales at Ngai Tahu Tourism, taking care of tourism icons Rainbow Springs, Agrodome and Hukafalls Jet. After 9.5years, she left to start her own agency Destinate where she has worked with tourism brands like Chris Jolly Outdoors, Tongariro River Rafting, Ruapehu Alpine Lifts, Taupos Floatplane, Taupo Sailing Adventures and Venture Beyond.
Michelle also offers workshops for RTO's and businesses around NZ and has trained more than 200 industry personnel on how to work with the travel trade.
Her areas of expertise are: networking and trade relationships, strategy & product development, marketing & sales.
Our Delivery Partners
PR / MEDIA / CRISIS COMMUNICATIONS
TRACEY MERHTENS
Tracey's media career began as a daily newspaper journalist where she established a strong news, travel, and business tourism base for her later move into public relations.
Tracey has an in-depth understanding of the media landscape and a sound base of well-established media contacts. She is also an experienced magazine editor and writer.
Tracey heads her own company Accento Communications and has done for the last 8 years, which has strong expertise and experience in travel tourism, including crisis communications. Tracey was previously co-founding Director of 4PR & Events (10 years).
During her PR career Tracey has also led numerous international and domestic tourism PR accounts including:
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Club Med
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Tourism Fiji
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Tourism Malaysia
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Carnival Cruises
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New Caledonia Tourism
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Mt Ruapehu – RAL
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Rainbow Springs Rotorua
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Peppers Retreats & Resort
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Hukafalls Jet Taupo
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Tourism Eastland Gisborne
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Conventions & Incentives New Zealand (CINZ)
Tracey's areas of expertise lie in storytelling, crisis communications, sustainability and connections with people and place.
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GRAPHIC DESIGN
VICKI JORDAN
Vicki and Michelle's history dates back to the early 2000's when Vicki was working for McAra Advertising and she was the creative director working on the thl account. Together, they spent long hours pouring over international travel brochures ensuring the content not only looked great, but was accurate and appealing to the end consumer.
Since then, Vicki has worked alongside Michelle on the Ngai Tahu Tourism Central North Island businesses (Rainbow Springs, Hukafalls Jet and Agrodome), and later with Ruapehu Alpine Lifts.
Vicki is an incredible freelance creative with natural flair and an ability to understand tourism businesses and what works well for various target audiences.
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