This comes following the untimely death of its CEO and founder, Damian Cook, in November last year.

Originally established as E-Tourism Africa in 2007, the company expanded and rebranded to E-Tourism Frontiers in 2010, reflecting its broader focus on Asia, the Middle East, and Eastern Europe.

Continuing its mission to promote sustainable, community-based tourism, the company will now also explore the role of AI and Big Data in tourism.

Taking up the helm in the role of Managing Director, is Sarah Mathews, a global expert in online tourism with over 30 years of marketing and digital experience.

Mathews boosts over a decade as Director of Media Partnerships across Asia Pacific for Tripadvisor.

“I am both thrilled and humbled to step into the role of Managing Director at E-Tourism Frontiers. Damian’s sudden passing last year left an immense void, not just within our organization, but across the many destinations he worked with including Kenya, Jordan, Rwanda and beyond,” Mathews said.

“I am excited and feel a deep sense of responsibility to carry on Damian’s she added.

Under Mathews’ leadership, ETF will incorporate big data analysis and AI to stay at the cutting edge of online tourism trends.

“We want to show the benefits of both AI and Big Data and highlight how both can be used in everyday business. Part of the role of ETF is to ensure that the developing world in not left behind by a digital divide,” she stated.

Joining Mathews is Elizabeth Cook, stepping back into the role of Director of Marketing.