30 Under 30: Meet Natalie Swinburne

Addressing misconceptions

After graduating with a degree in magazine publishing and landing a job managing travel advertising and supplements at Telegraph Media Group, Swinburne joined the Malta Tourism Authority in 2017 as marketing executive, having never visited Malta before.

She says visiting the destination on agent fam trips “absolutely” changed her preconceptions. “It’s so small you wouldn’t think it would have so much to offer but it does. Agents always say the same when they visit on fam trips.” 

Myth-busting and educating the trade about Malta continues to be an important part of Swinburne’s role, she explains. 

“We have to overcome a lack of education around Malta sometimes. Even though it’s so close to us, there are some big misconceptions around the islands – that they don’t have beaches or are for retirees, for example, when actually they do have beaches and are great for young adults and music festival lovers. 

“There are lots of different angles for Malta, and we want to get that across to the trade who can then pass on their trusted voice to the consumer.” 

For 2021, the tourism board is looking to focus on three particular demographics: sun and culture lovers, adventure seekers and slow explorers, the last of which reveals Malta’s – and Swinburne’s – desire to promote a more sustainable form of tourism. 

“I’m really passionate about sustainability and believe that DMOs have a role in creating a sustainable strategy and working with trade to achieve that,” she says.

She believes the pandemic has played a part in shifting attitudes towards responsible travel. “It’s given us the opportunity to build back better and more sustainably,” she says. 

In 2021, Malta will also be promoting year-round travel to help fight overtourism, and highlighting the benefits of rural tourism and farmhouse stays. 

“We’re working with tour operators and agents to promote and build these niches to create a more sustainable travel industry – it’s one positive thing we can take from this terrible time,” says Swinburne.

The human touch

As well as promoting sustainability, Swinburne enjoys the human interaction that her current role as trade marketing manager affords her.

 
“I love the relationship-building element of the job. Travel agents are a great bunch – they make the job fun.”
She advises other young travel professionals to “bring [their] passions out in [their] work” and not be defeated by the current hurdles facing the industry. 

“I’ve had some of the most rewarding experiences by working in travel and been given access to opportunities I wouldn’t have had otherwise, such as networking under the stars in the Ras Al Khaimah desert for the Aito conference. 

“You can have some amazing experiences in travel, and this industry will always continue to exist and to be important.”