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Oliver Martin

Senior Director
Skift Advisory

Oliver is a destination development specialist with 20 years of international experience working with tourism organisations to help them identify and leverage their competitive advantage. Oliver is an expert in the design of quantitative research to identify innovations in investment, organization and stakeholder engagement strategy. Oliver has worked with over 50 national and regional destination development organizations on strategic planning and impact assessment. At Twenty31 he works closely with senior leadership teams to measure competitive performance and market positioning and adoption of the Sustainable Development Goals. His clients include the management teams at Dubai Tourism and Commerce Marketing; Sri Lanka Tourism Development Authority; The Pew Charitible Trusts; South Eastern Ontario Tourism; and Ras Al Khaimah Tourism Development Authority. Oliver is a frequent speaker at international thought leadership events speaking on the business imperative for sustainability.

Oliver was formerly a partner with global reputation and sustainability consultancy GlobeScan where he co-led the thought leadership and stakeholder engagement practice for numerous multinational/multilateral organisations including major global associations: International Council on Mining and Metals, Business for Social Responsbility, Asian Development Bank, BBC World Service and International Finance Corporation. He was also the co-facilitator of the world’s first major business crowd-sourcing forum, the Unilever Sustainable Living Lab, to identify practical solutions to sustainability challenges.

Oliver has served as the Associate Director of the Pacific Asia Travel Association’s Strategic Intelligence Centre. In addition to co-managing the Centre and re-launching the PATA syndicated research offerings, Oliver was a frequent panellist on CNBC Asia’s morning business programme on the business case for sustainability. Oliver started his career at the Canadian Tourism Commission where he worked in progressively senior positions in planning, marketing and the Office of the President & CEO.

Oliver holds a Graduate Certificate in International Marketing from University of Toronto and an undergraduate degree in Economics and International Politics from Wilfrid Laurier University.