The Tourism Collective Team
Our team lives and breathes our values and shares our vision to enable tourism for a better future. We are a collective of lifelong tourism people, who value the connections with have with our peers, and absolutely love the work we are able to achieve in partnership with our clients.
paige rowett
FOUNDER, MANAGING DIRECTOR
Living on the land in the beautiful Clare Valley tourism region in South Australia, I have a strong connection with my community and the environment.
I take pride and responsibility in being able to connect the dots between the lived reality for people in regional and rural Australia, and the opportunity tourism provides - demonstrating how to shape tourism outcomes to help communities achieve their collective aspirations.
At the end of the day, success for me is where tourism nourishes the wellbeing of local people and rejuvenates our special places, and our communities have the resilience so our future generations have the opportunity to enjoy living out on the land like I currently do.
REBECCA WHITE
FOUNDER, MANAGING DIRECTOR
I've had the privilege of working across the tourism ecosystem for over 2 decades, however, my mindset toward tourism has changed in recent years as become more aware of the increasingly complex challenges we face as humanity.
Travel is a true privilege, not a right. And while it has great potential to help solve the many crises we face, it must only happen in a place where it is leaving the local communities and precious ecosystem it operates in better than it found it.
What this looks like for me is combining my decades of existing tourism knowledge and relationships, with newer learnings and lived experience, to help tourism leaders across government, regional tourism organisations and businesses bring a positive impact lens to all they do - helping them to co-create responsible, resilient and outcomes in their roles or businesses that are not just economically sustainable, but also give back to their local communities and support environmental regeneration.
JACLYN THORNE
MANAGING DIRECTOR
My job, career and life passion are all interconnected, and I absolutely love contributing to the development of world class experiences and help plan for sustainable growth in regional destinations.
My career in tourism started in Local Government, with the Clare Valley Regional Tourism Alliance (a dynamic alliance formed by a collection of Regional Councils), to the Barossa Tourism Manager for the South Australian Tourism Commission, then onto private enterprise as the Estate Experience Manager with Chateau Tanunda, and the General Manager of Tourism Central Australia.
In recent years I moved into business ownership and have found new passion for data and insights, as one of the owners of a boutique Market Research Agency, McGregor Tan. The world now feels whole after branching out and partnering with Paige and Rebecca on our journey together.
Our Trusted Partners
NIC COOPER
REGENERATIVE TOURISM SPECIALIST
Nic helps destinations make tourism a force for good. He brings a regenerative lens to strategy and experience design—centering community benefit, restoring nature, and creating adventures that deepen visitors’ connection to place.
He brings lived owner-operator insight together with evidence-based consulting to cut emissions, build climate resilience and avoid greenwash, translating big ideas into simple, practical steps.
LACHLAN SWAN
DESTINATION MARKETING SPECIALIST
Lachie is our team’s creative engine — shaping a destination’s identity into stories that feel human, look beautiful and perform.
He blends deep public-sector tourism experience with hands-on content craft, pairing a strategist’s discipline with a photographer’s eye to build engaged communities, inspire travel and elevate brand consistency across channels.