In an era where AI is rapidly redefining how travellers discover, book and experience destinations, Australia is showcasing what’s possible when unified digital infrastructure and visionary leadership converge.
At the helm of this movement is Jan Hutton, CEO of the Australian Tourism Data Warehouse (ATDW), the country’s own digital tourism marketplace. Under her guidance, ATDW connects more than 65,000 tourism businesses with global distributors, reaching over 80 million potential travellers each year.
Jan’s contributions have recently been recognised by CIO Magazine, naming her among the Top 5 Most Impactful Women Shaping Australian Travel & Tourism in 2025. Yet, Jan is quick to point out that this achievement is the result of collective effort and a shared vision across the industry.
We sat down with Jan to discuss the realities of leading through change, the value of partnership and patience, and her belief that the industry’s best work is still ahead.
Collaborative by Design: Australia’s Response to Global Tourism Challenges
Like many industries, tourism sits vulnerably within the shifting tides of global conditions. “Today, our industry faces a convergence of economic volatility, geopolitical tensions, rising sustainability expectations, ongoing labour shortages – and the disruptive surge of AI and social commerce,” Jan shares. “The destination leadership landscape is more complex and competitive than ever.”
She believes in these conditions, calm minds and genuine collaboration aren’t optional – they’re essential: “They allow us to cut through noise, align on shared priorities, and build the cumulative resilience needed to navigate uncertainty and seize new opportunities.”
“It’s this spirit of shared purpose that has long set Australia apart. In the early 2000’s, our industry leaders invested in travel-tech designed to unite, not divide. That decision set a precedence, giving Australia the upper-hand – no other country has forged a centralised data source so inclusive and future-ready for its visitor economy”
Jan believes in working as a collective should serve as the standard for any industry seeking true digital leadership. “Tech doesn’t see borders. The future belongs to countries and communities that are adaptive, values-driven, and willing to lead together.”
This collaborative philosophy is embodied in ATDW’s strategic partnerships. With traditional competitive barriers set aside, ATDW works in close alignment with Tourism Australia and every State and Territory Tourism Organisation across the nation to ensure that no tourism business is left behind in a new era of digital disruption.
“Together we engage with industry, government, and technology leaders to ensure Australia’s actions are aligned to its vision, keeping the sector ahead of the curve,” Jan explains. This collective approach not only strengthens the industry’s capability but has set a benchmark for how public and private partnership can drive sustainable innovation at scale.
Distribution and Data: The Future of Destination Competitiveness
AI-driven personalisation is transforming how travellers dream, plan, book and experience destinations, with up to 75% of future travel planning expected to start in AI-powered environments. “But this isn’t just a travel-tech story. It’s a boardroom imperative,” Jan adds. “AI is now an enabler of visibility and profitability, demanding large-scale change management across organisations and industries. In this environment, technology is a true differentiator for a destination.”
Jan is realistic, acknowledging the work to be done. “We’re learning, like everyone else, but we’re also poised to move and adapt – as one,” she says.
“AI thrives on high-quality data and thanks to the depth and reliability of ATDW’s enriched data, Australia is exceptionally well positioned to lead globally in harnessing AI for tourism. Our true measure of success will be how effectively we adapt, redefine performance, and embed agility into every aspect of our game-plan.”
She’s also certain that as distribution grows increasingly complex, the true differentiator will be the clarity, quality, and discoverability of tourism product content.
Speaking with Jan, this moment seems less of a leap into the unknown and more a calculated progression. She is clear that the goal is not to chase every new tool or trend but rather to make measured choices based on listening to stakeholders and innovators, and then build on existing foundations, drawing on mutual expertise in a cooperative spirit to chart a new course.
“Tools alone aren’t enough. We’re working with the brightest minds globally – in and outside our industry – to ensure Australia’s digital ecosystem evolves in a way that’s both sustainable and future-proof.”
Smarter, Not Faster: The Case for Strategic Patience
For Jan, the proliferation of off-the-shelf AI tools points to a familiar pitfall for CEOs: mistaking urgency for strategy. “The global industry deserves more than what’s being peddled for short-term gain. We need the right solutions, that understand and address real small tourism business needs, now and into the future, both technically and commercially. At ATDW our job is to safeguard the industry’s long-term interests, prioritising purpose before profit.”
Jan’s message for digital leaders is clear: “Futureproofing through collective capability is what will drive lasting global competitive advantage. The pressure to move fast is real, but the industries that thrive will invest in getting the basics right first, enriching their data, and selecting smart partnerships with shared values”
“Being measured isn’t slow – it’s responsible. New AI technologies are exciting, but our approach is to build for longevity and real value, delivering the most sustainable solutions for our industry. We’re here to be the most trusted and ultimately, the most competitive on the world stage.”
Jan credits ATDW’s Board with fostering this culture: “Our governance ensures every move is measured, working for the greater good of the visitor economy. While we’re constantly evaluating new technologies, we want to protect our industry who are inundated with commercially motivated propositions” she says. “We’re weighing decisions through a national lens to deliver sustained advantage for our industry, knowing that the next three to five years will require a uniquely hybrid approach.”
Human Connections: The True Currency of Travel
For Jan, technology is only part of the story: “While AI is transforming how journeys are curated and personalised – at its core, tourism remains a people business. The essence of tourism lies in the human connections and local expertise that technology can never replicate”.
“Technology is just an enabler – people and place create the meaning. Ultimately, it’s the on-the-ground experience – local stories, cultural understanding, and genuine hospitality – that sets a destination apart.”
She acknowledges the authenticity and energy of the tens of thousands of tourism operators who work tirelessly to share unique Australian experiences: “AI will change how we travel, but what it will not change is why we travel. The human desire for connection, discovery, and experience remains at the heart of our industry. By staying true to these timeless motivations and working as one, we can harness new technologies to enhance, not replace, the essence of travel.”
For destination stewards and strategists, Jan’s message is a powerful case study in unified advantage. The future of tourism won’t be written by those who react, but rather those who respond.
As AI continues to reshape industries, Jan Hutton and ATDW demonstrate that when technology meets human aspiration and national resolve, the result is a future where an entire industry moves forward, better together.
