Tourism Snowy Mountains is the peak body for destination marketing and tourism business development in the Snowy Mountains region.
Our 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.
Our 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?
Deliver programs that drive visitation to the region
Increase awareness of and appeal to visit the Snowy Mountains year-round
Maintain and enhances the strong Snowy Mountains brand
Enable leverage off the significant marketing assets of each of the funding partners
Build and maintains relationships with tourism organisations – DNSW, DSNSW, Snowy Valleys,TA
Promote 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
Deliver industry development programs to improve the range of year-round experiences on offer across the region and increase spend
Provide 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
Tourism Snowy Mountains Board of Directors
Robert Lloyd is the Chairperson of Tourism Snowy Mountains (TSM) and Creative Chairman of Rarlo, a strategic marketing agency specialising in resorts, hotels, tourism, and destination brands across the Asia-Pacific region.
A long-term visitor and proud resident of the Snowy Mountains for more than five years, Robert brings over two decades of experience in tourism and marketing leadership. As the former Director of Marketing for Vail Resorts Australia overseeing Perisher, Falls Creek, and Hotham, he has led major destination campaigns that have elevated regional and national visitation.
Passionate about building thriving visitor economies and strong community partnerships, Robert is deeply committed to the sustainable growth of tourism in the Snowy Monaro and beyond. Outside of work, he’s an avid skier, mountain biker, and lover of the alpine outdoors.
Nolen has been a skills-based member of TSM since 2015 and has been based in the local region since 1983. Nolen’s skills and past endeavours include Australian ski competitor and coach, photojournalism, PR, marketing, event and business management. Nolen’s past projects include creating a world first mountain bike event (purchased by Red Bull), being co-founder of Snowy Mountains Cookies which was served on Qantas for 12 years and more recently is Project Managing (the SAP) Jindabyne West Growth Precinct for Australian Land Co. Pty Ltd.
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.
Olivier is a skill-based director and treasurer since 2019. After 25 years working and living a multiple countries he 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.
Sarah represents Snowy Hydro Limited on the TSM Board. 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.
harlotte is the founding Director of Destination Store and has worked with destinations across Australia and the Pacific for more than a decade. Based in Sydney, she is passionate about helping communities thrive through tourism, branding and strategy. Charlotte is also a keen traveller and has a strong interest in community focused urban development, inspired her work exploring how regional places can grow and adapt.
Kym has represented the National Parks and Wildlife Service with TSM since 2023. Having grown up in the Snowy Mountains, she holds a deep connection to the region and its unique landscapes. As Visitor Experience Team Leader, Kym is dedicated to enhancing visitor experiences and fostering a greater appreciation for both the National Parks and the local community. With her love for the outdoors, you will often find her riding the local bike trails or enjoying the ski slopes.
Nathan has been a part of the tourism sector in the Snowy Mountains since 2002. As a director of Venture Outdoors Co. and Bungarra Alpine Centre he is passionate about outdoor education and the unique opportunities that the local region has to offer for young people outdoor experiences, and for families and visitors alike. Nate has a partnership in a couple of hospitality venues in Jindabyne. He is also an enthusiastic skier, mountain biker and loves the outdoors.