Who are we?

Tourism Snowy Mountains is the peak body for destination marketing and tourism business development in the Snowy Mountains region. The organisation is made up of representatives from major tourism business in the Snowy Mountains along with skills-based Directors who work together voluntarily to grow year-round visitation and build the tourism industry.

Tourism Snowy Mountains has been in existence for over twenty years and works to maintain relationships between the local industry and Government organisations such as Snowy Monaro Council, Destination Southern NSW, Destination NSW and Tourism Australia.

As custodians of the Snowy Mountains brand, Tourism Snowy Mountains seeks to enhance awareness and appeal of the region, increase the brand’s social value and deliver on our organisation’s vision; “to work collaboratively with industry and government to deliver effective marketing activities and maximum opportunity for Australia’s most desirable nature-based adventure destination”.


What do we do?

  • Delivers programs that drive visitation to the region
  • Increases awareness of and appeal to visit the Snowy Mountains year-round
  • Maintains and enhances the strong Snowy Mountains brand
  • Enables leverage off the significant marketing assets of each of the funding partners
  • Builds and maintains relationships with tourism organisations – DNSW, DSNSW, Snowy Valleys,TA
  • Promotes the region via paid & organic channels including: website, social media, whole of region content creation + distribution, direct customer + industry communications, paid ad campaigns and PR activity
  • Delivers industry development programs to improve range of year-round experiences on offer across the region and increase spend
  • Provides event support and advice to organisations seeking to develop events in the region
  • Actively seeks alternative funding sources such as grants, commercial partnerships, pro bono work to ensure ongoing viability of TSM




Janet Mackay – Chair / Skills-based Director

Janet has been a skills-based member of TSM since 2019 and Chair since March 2021. Janet has lived in the Snowy Mountains for more than thirty years and runs a tourism planning business, consulting in destination and trails planning across Australia, NZ and the Pacific. She is passionate about nature and adventure and active in many outdoor activities locally.



Nolen Oayda – Vice Chair / Skills-based Director

Nolen has been a resident of the Snowy Mountains for over 30 years. He currently works for Australian Land Co Pty Ltd in project management / marketing & advertising. Nolen founded Snowy Mountains Cookies, which were manufactured in Jindabyne and served on Qantas flights for 12 years. He has also worked in event management with Red Bull Australia and as a consultant for Novotel Lake Crackenback, creating tourism products / experiences and working closely with the Accor public relations team.

Olivier Kapetanakos – Skills-based Director

After 25 years working and living a multiple countries, Olivier is now a proud owner of two local businesses that rely on and participate in tourism. He has an MBA and is the current Chair of the Jindabyne Chamber of Commerce. Free time is spent with community groups as well as breeding Highland Cattle and Babydoll sheep.



Nick Kennedy – Skills-based Director

Nick owns and runs Guthega Inn and has 45+ years’ involvement in boutique and upscale hotel operations including domestic and international start-ups, branding projects and ongoing market driven product development. Over the past 15 years he has worked with key regional industry and government stakeholders as a TSM director, board member of Snow Australia and Perisher Chamber of Commerce.


Josh Knuckey – Skills-based Director

Josh works as a lawyer, predominantly in banking and finance. Outside of work, he has a long-standing association with tourism & hospitality-linked initiatives by not-for-profit organisations, coordinating a number of large-scale overseas group trips to NZ (focused on adventure-sports), and a key organiser of LAWSKI. He is passionate about alpine tourism, with a particular passion for skiing, cycling and the local food and wine industries.


Stakeholder representatives

Richie Carroll – Thredbo Resort stakeholder representative

Richie is Brand and Marketing Director, Thredbo Resort and represents Thredbo on the TSM Board. Richie has over 10 years of experience boasting a strong understanding of how to combine vision, strategy and creativity to plan and deliver strong business results. He has a proven track record of creating award winning and successful, creative and integrated marketing strategies and campaigns.


Sarah Norris- Snowy Hydro stakeholder representative

After travelling Australia living in remote areas across the country Sarah has settled in the beautiful Snowy Mountains region. She is passionate about tourism in regional Australia and promoting visitation to the Snowy Mountains. Sarah has spent more than a decade operating in the communications, marketing and engagement space for both the public and private sector.



Rob Lloyd – Perisher Resort stakeholder representative

Rob has been a representative of Perisher Ski Resort with TSM since 2020. Robert has been a resident of the Snowy Mountains for over five years and has been visiting the region for over 40 years. He is the Sales and Marketing Director of Vail Resorts Australia and is passionate about the Australian ski industry and the local Snowy Monaro region He is also an enthusiastic skier, mountain biker and loves the outdoors.


Christopher Darlington- NPWS stakeholder representative

Chris has lived around Jindabyne since 1987. Chris has approximately 16 years’ experience working in government and non-profit businesses, prior to which he worked as a tour guide in the Snowy Mountains for rafting, mountain biking and canoeing. In his free time, he can usually be found floating down the Snowy River or cross country.



Christie Hampton – Marketing and Communications Manager

Beth Timilty – Social Media and Communications Officer

Sarah Brown – Partnerships and Sponsorships Specialist


[email protected]