Consulum promotes Emma Mead to partner

Government advisory firm Consulum has promoted Emma Mead to partner, recognising her work with high-profile clients in the tourism sector across the GCC region.

Emma Mead brings over 18 years of experience in marketing advisory and strategic communications to the partnership of Consulum, with deep expertise in destination storytelling.

Before moving to the Middle East, Emma established herself as a leader in tourism marketing through several senior leadership roles at VisitBritain, where she played a central role in shaping integrated communications and digital engagement and contributed to the national tourism strategy.

Her time at VisitBritain included leading integrated communications through the Covid-19 pandemic and its aftermath. Emma managed the national tourism brand’s content and social strategy over the period, delivering an award-winning social media campaign and playing an important role in Britain’s post-pandemic tourism recovery.

“It was a unique challenge – how do you market a destination when the world can’t travel? How do you keep a brand top of mind, and get across what it stands for in a way that still feels relevant, even when people aren’t booking? What became clear during that time, and as recovery began, was how essential it was for brand messaging to evolve alongside shifting traveller behaviours and broader economic priorities”, Emma recalls.

“We had to rethink how we used content, public relations, social, and influencer marketing – not just to promote, but to connect – and tell one story, consistently and meaningfully, across every channel.”

Earlier, Emma gained experience promoting Britain during global moments like the London 2012 Olympics and other large-scale events that can help shape national brand narratives.

The transformation of GCC tourism

Since joining Consulum in 2023, Emma has worked on some of the region’s most significant tourism, cultural, and government-led initiatives, advising leaders on destination branding, reputation management, and national tourism initiatives.

“The Middle East really led the way in global tourism recovery – arrivals in 2024 were already 32% above 2019 levels. With the rest of the world now catching up, and global tourism expected to contribute $16 trillion to the economy by 2034, it’s not just about bouncing back anymore – it’s about shaping where travel goes next.”

In her new role as a partner at Consulum, Emma will continue to work closely with government and industry leaders to develop strategic, high-impact tourism and communications strategies, to help Middle Eastern destinations strengthen their positioning and remain competitive in an evolving global market.

Evolving expectations

As the travel and tourism sector continues to evolve, Emma says that destination leaders should be aware of the changes taking place and seize the opportunities.

Travellers today are looking for more than just a place to visit
“It’s no longer just about where people go – it’s about what they take away from the experience,” Emma notes. “We’re seeing a clear demand for more immersive and meaningful travel experiences. Visitors no longer just want to see a place – they want to connect with it.  That means tapping into culture, history, people, and stories in ways that feel authentic and, more than ever, personal.”.

A well-defined identity makes it easier to stand out – and easier to connect
In a region that is investing heavily in tourism, the destinations that stand out will be those that build something memorable and tell their story clearly. Emma highlights how success in tourism doesn’t come from doing what others have done – it comes from knowing what makes your destination different, and building around that.

“It’s about offering something distinctive that keeps people coming back. The real opportunity is in creating experiences that feel unique to each destination, not just replicating what’s worked elsewhere.”

Be clear on who you are trying to reach
“It’s not just about growing numbers. Long-term success means attracting the right kind of visitor – those who spend more, stay longer, and return. That takes a clear strategy.”

As a result, destinations need to define who they want to appeal to, where those audiences are, and how reach them. “Destinations across the Middle East have a huge opportunity to redefine their place on the global tourism map. The challenge isn’t just about getting people to visit – it’s about making sure they leave with a strong connection to the place, a reason to come back, and a story they want to share,” Emma concludes.