Sheila Ainscough, manager, meetings, conventions and incentives, Europe, South Africa and Middle East, Australian Tourist Commission
Education: six O’ levels and two A’ levels. Sheila has taken a variety of courses including professional selling skills, marketing and communications skills.
First travel job: in 1982, Sheila was appointed personal assistant to the senior vice-president of the International Airline Passenger Association.
Career path: in 1989, Sheila joined the Orient-Express Group, starting as a sales co-ordinator for Orient-Express Hotels. She moved to the position of sales executive and, in 1992, was appointed manager and then senior manager. In 1995, Sheila moved to work with Hyatt Hotels and Resorts as business development manager. She left Hyatt in 1997 to work as a freelance consultant with several travel companies including Tourism Vancouver and St Andrews Golf Club as well as a number of conference and incentive travel agencies. In September 1999, Sheila joined the Australian Tourist Commission as manager for management conference and incentive travel responsible for activity across Europe, South Africa and the Middle East.
Advice for people wishing to develop a career in travel: “The more exposure you can get with the various travel companies, the better. Travel is such a broad industry, you need to know what you want to do and where your skills are best applied. Practical experience is equally valuable as education and training. And the more skills you can offer, the better. You need, at the very least, above average skills in communication, destinational knowledge, organisational aptitude, lateral thinking, strategic planning and of course, the commitment to succeed. The travel industry moves fast and it’s up to you to keep up.”