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Amanda Byrne, Chief Experience Officer, Scenic World, Blue Mountains

Amanda Byrne

Amanda is a passionate tourism leader, recently promoted to Chief Experience Officer (CXO) for Scenic World Blue Mountains – Australia’s most visited, privately owned tourist attraction, with more than 1.1M visitors annually.

In this dynamic new role, Amanda leads the Marketing, Sales, Events and Operations teams (approx. 120 staff). Applying a collaborative and approachable leadership style, she is committed to empowering team members to realise their goals through skill development and capability building. She has a customer centric focus to continually improve and evolve the Scenic World experience, motivating her teams to work collaboratively to deliver an exceptional nature-based visitor experience.

Initially employed as Chief Marketing Officer, Amanda implemented new strategic marketing approaches that increased market share by 30% and increased per person spend by 38%. During her tenure she was a key member of the bid team which successfully secured the State Government concession to operate BridgeClimb for Hammons Holdings (parent company).

Previously Amanda worked as Programs Marketing Manager for online travel company World Nomads, developing community engagement programs like the World Nomads Travel Scholarship program in partnership with National Geographic Channel. She also has extensive event, marketing and management experience with iconic Australian arts brands such as Sydney Festival & Sculpture by the Sea.

With a love of the outdoors, Amanda can be found hiking or camping with family and friends on the weekend, or just enjoying the incredible Blue Mountain landscapes she feels lucky to call home.

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The Marketing Academy Australia acknowledges and pays respect to the past, present and future Traditional Custodians and Elders of this nation and the continuation of cultural, spiritual and educational practices of Aboriginal and Torres Strait Islander peoples.