Kate Malcolm
Tiaana Anaru (right)
Sarah O'Donnell
Natasha Lombart
Abba Kahu
In the lead up to International Women's Day, TIA caught up with several wāhine in the industry to learn about their experiences with a career in tourism. Women account for more than 60% of employees in the tourism industry, yet less than 20% make up senior positions.
We asked Kate Malcolm (Manager of Dive! Tutukaka), Tiaana Anaru (Sales & Marketing Manager for Tauhara North Tourism), Sarah O'Donnell (Marketing & Communications Director for Destination Queenstown), Natasha Lombart (Founder & CEO for We Retreat) and Abba Kahu (Sales & Innovation Manager for Whale Watch Kaikōura) to share some insight into their tourism careers.
Was there a key event that led to your current position in your career today?
Kate: My dad bought a dive business in a holiday town and wanted to retire, and my mum died diving at the Poor Knights in the first year of business. That event was a key driver for me - it both held me here and gave me the drive to make a difference.
Tiaana: Not a single moment, but an upbringing—shaped by those who came before me. Since the 1800s, our people have opened their hearts, homes, and whenua to manuhiri, embracing the world while standing firmly in who we are. Tourism, to me, has never been just business. It’s an extension of our responsibility to care for others, as we have always done. My place in this industry is just a very small continuation of that legacy.
Sarah: The transformational power of travel, and love of place for the Queenstown Lakes, have been key drivers of my passion for tourism and building my career in such an exciting industry. Queenstown is not just a stunning destination but an area rich in heritage and deeply connected to its community and environment. One of the pivotal points in my career has been my role in the development of the Queenstown Lakes’ destination management plan and the collective ambition for regenerative tourism in the region. It is an exciting new way to think about tourism and the opportunities it can bring, including the potential for powerful win-win outcomes for business, communities, and the environment. This ambition fuels my long-held passion for tourism and my firm belief that tourism is a powerful force for good.
Natasha: Moving to New Zealand I was inspired to completely change careers and worked for an amazing Eco-tourism operator. I ended up staying with them for over a decade and was so grateful for the connections and friends I got to make along the way in this vibrant and resilient industry. My own life experiences and journey ultimately led me to the conception of We Retreat and its charitable trust. If I was going to branch it, it simply had to be a profit with a purpose. Sadly an aggressive cancer diagnosis put a halt on everything, for almost two years. That said it’s ultimately taken me on the path I stand on today where the timing and market align even more so than before. It is a constant reminder that committing wholeheartedly to what you truly love, and your purpose is timeless.
Abba: The key event that led me to my current position was the impact of COVID-19. Before joining Whale Watch Kaikōura, I worked on a cattle farm, when the pandemic hit, the tourism industry was one of the hardest hit sectors. My connection to Whale Watch Kaikōura runs deep—my Koko was one of the original founders in 1986, and my dad is the current chairman. It was through this connection that I was asked by my dad to return to the company in 2021 to help navigate the challenges brought by the pandemic.
At first, I was reluctant, but since returning, I have grown from strength to strength, building meaningful connections within the industry and finding new ways to enhance our company’s delivery and overall approach to tourism. What started as an uncertain return has turned into an opportunity to contribute to the company’s resilience and innovation in a changing industry.
What advice do you have for other women who are thinking about a career in tourism?
Kate: Although this is a Women's event, my advice is gender non-specific. Keep evolving, seek change, and ask questions, even when the answers are uncomfortable - that is where you always grow, keep showing up and listen to your heart. Enjoy things, and it is ok to stand for something you believe in. You have one life - give it everything you can.
Tiaana: This industry will shape you, challenge you, and grow you—daily. Be open to learning—not just from people, but from the land, the stories, and the whispers of your own puku. Te Ao Tāpoi will ask much of you, but never forget who you are and who you represent. Carry that with you always.
Sarah: Embrace every opportunity and back yourself while always being true to your values. We have many wonderful women in senior positions across tourism who are great role models, so look to their leadership and don’t be scared to ask questions. Believe in yourself and the value you can add in an organisation and understand its ok to break a few eggs to make the omelette – in fact, any good career will have those challenging moments so don’t shy away from them. And don’t forget to have fun along the way.
Natasha: Firstly I would say find something that truly inspires you. What lights you up when you talk about it? Passion and purpose really help to drive us further. Your energy and excitement feed into others so work in/towards an area you love. Secondly, network across your industry, locally, through RTOs, Tourism New Zealand and TIA. They are all fantastic sources of information and opportunities. And lastly, focus on the customer experience and the service your product delivers. We all need to continuously evolve, whether it’s to keep up with technology, the environment, or the markets, so be prepared to stop every now and then and take a step back so you can think about how you can elevate what you’re delivering.
Abba: My biggest advice to women entering or considering a career in tourism is to embrace every opportunity, even the ones that feel uncertain at first. When I returned to Whale Watch Kaikōura in 2021, it wasn’t part of my original plan, but stepping into this space has allowed me to grow in ways I never expected.
Tourism is an industry built on connection—whether it's with people, culture, or the environment—so don’t be afraid to put yourself out there and build strong relationships. Seek out mentors, ask questions, and surround yourself with people who inspire you.
Also, never underestimate the impact you can have. The industry is constantly evolving, and fresh perspectives are needed to drive innovation and sustainability. Most importantly, back yourself. Don’t be afraid to make some waves in calm seas—not everyone needs to be a sheep. Better yet, be a sperm whale—the largest toothed predator on the planet!
What is it about tourism that keeps you coming back?
Kate: The people and the energy exchange, the ability to facilitate, to make a difference and to have an impact - even if it is forgotten. Being involved in tourism in a small community is like planting a tree you know you will never sit under - it still gives me great joy to garden.
Tiaana: There’s a deep sense of pride in sharing our stories, history, people, and land with manuhiri. Every visitor could have gone anywhere in the world, yet they choose us. That choice is an honour. Seeing their curiosity, their wonder, their respect for who we are as Māori—that’s what keeps me here. This industry hums with energy. It’s a privilege to be part of that. And if I had to name a person who keeps me around? Well… her name is Kiri Atkinson-Crean—jokes, but not really.
Sarah: It’s the human connections and innovation in the industry that keeps me coming back. I find the intersection between people, knowledge sharing, place, innovation, and the natural environment hugely appealing and always stimulating. I genuinely believe tourism benefits communities in so many ways, and I think for those of us who have enjoyed the industry for a long time it’s exciting to see the evolution towards regenerative tourism and the possibilities it can bring for decades of future success.
Natasha: I’ve said this before, but when I first started working in Tourism in New Zealand I felt like I had charlie’s golden ticket to the chocolate factory. The industry is so welcoming and connected. And the country is a pure playground of vast natural, and cultural beauty.
To me, tourism is a way to open eyes and minds. As an industry we cheerlead and showcase how others can escape, explore, adventure, unwind, discover and connect, all whilst respecting and protecting our place and people…and what better place in the world than Aotearoa New Zealand!
Abba: For me, tourism is about connection—connection to people, to culture, and to the environment. My first experience in the ‘manaaki’ industry was spending time with my parents on our marae, hosting our manuhiri. What did I get from those years, and what did I learn? Well, let me tell you…I can now make a damn good cuppa tea!
But more than that, those early experiences taught me the true value of hospitality—of welcoming people and making them feel at home. That foundation naturally carried over into tourism, where it’s not just about showcasing a place, but about creating meaningful experiences for those who visit.
I’ve found purpose in strengthening this company and the legacy of my whānau while safeguarding the vision and upholding the mana of our founders for generations to come—and that’s what keeps me here.
