Meet the new power players shaping tourism in Byron Bay

LOCAL tourism association Destination Byron has appointed a new board, with Frida’s Field co-founder Jeanie Wylie stepping into the role of president, replacing Vision Walks Eco Tours founder Wendy Bithell.

The refreshed board brings together a diverse and highly experienced group of leaders from across the visitor economy, spanning tourism operations, marketing, destination management, events, media, public relations and small business management.

Among the appointees are Petrina Maxwell, owner of local event agency and destination management company Agent 86 Experiences; GTI Tourism founder Sarah Anderson; byronbay.com publisher Rick Slater; and Adhere Marketing and Byron Inside Out publisher Suzi Bradley.

They are joined by tourism and media executive Matt Leedham from travel industry media platform Karryon; Localing Australia founder Dean “Dingo” Hampel; Lionsgate Events founder and Heartwood Farm co-owner Nicole Spencer; and events manager Margot Natoli.

Destination Byron is a volunteer-run organisation that receives no ongoing funding from Byron Shire Council or any other government or private body.

Wylie said she was excited about the year ahead and the momentum the new board is building. Subcommittees have already been formed to focus on the annual tourism symposium, membership engagement, networking events, sponsorship, funded projects and communications.

 

The board is prioritising advocacy for a fully funded, formal Destination Management Organisation for the Byron Shire, while fostering stronger collaboration across the sector. It also aims to build a resilient visitor economy that protects the region’s unique character, natural assets and quality of life for locals.

Planning is underway for the 2026 Destination Byron Symposium, scheduled for June, with the exact date to be confirmed in the coming weeks.

Wylie said that as pressure has mounted on the Byron Shire’s economy, culture and environment, Destination Byron has intensified its efforts to strengthen coordination across the region’s visitor economy to ensure it remains mutually beneficial for both visitors and residents, while safeguarding the area’s defining qualities.

“Tourism often attracts criticism and while it is important to acknowledge the pressures that popularity can bring, when managed well, tourism can be a powerful force for good,” she said.

Wylie said by painting a picture for visitors before they arrive and guiding them while they are here through clear messaging, storytelling and strategic positioning we can attract travellers who value what Byron stands for and lead them to activities that the local community wants to see supported.

“Our strengths are already evident – health and wellness, sustainability, nature connection, creativity, Indigenous pride and entrepreneurship,” she said.