Adventure World has appointed former Contiki brand marketer Sasha McAlister as its new Marketing Manager, reinforcing its focus on purpose-driven travel and strategic tourism partnerships.
McAlister officially joins the Sydney-based team this month and will report to Liz Glover, Head of Marketing at Adventure World. She takes over marketing responsibilities for the tailor-made travel specialist, with an emphasis on amplifying Adventure World’s brand mission, strengthening key trade relationships, and supporting ethical travel partnerships such as the company’s long-term collaboration with Animals Asia.
The move also marks a new chapter within The Travel Corporation (TTC) for McAlister, who has spent the last three and a half years at Contiki. She originally joined the youth-focused brand just before Australia’s international borders reopened in 2021, stepping into a fast-paced marketing environment during the industry’s rebound period.
Contiki experience and creative energy
“From day one it was go, go, go,” McAlister said.
“From working on legendary campaigns, to building bold brand partnerships and crafting copy across every channel – it was a wild, rewarding ride.”
During her time at Contiki, McAlister worked across campaign strategy, creative execution, public relations, copywriting and social media. Her work contributed to a range of post-pandemic initiatives designed to re-engage the millennial and Gen Z traveller markets, from high-energy global launches to influencer-led content series.
Aligning with purposeful travel
McAlister now brings that skillset to a very different style of travel brand, one known for curated journeys that prioritise responsible tourism, animal welfare, and cultural immersion.
“[Adventure World’s] focus on purposeful, responsible travel really aligns with the kind of impact I want to make and where I’m at in my career. I’m genuinely thrilled to be stepping into this next TTC chapter and joining the team at such a pivotal moment for the brand.”
Adventure World has long positioned itself around the values of “travel with purpose”, with its portfolio including wildlife-conscious safaris, cultural connections, and low-impact journeys across Africa, Asia, Latin America, and more. The company has also partnered with ethical tourism organisations such as Animals Asia to help drive industry awareness and change around animal welfare in travel.
The right fit for the brand
According to Liz Glover, McAlister’s experience in creative campaign work and her genuine interest in responsible tourism made her a strong fit for the role.
“While Sasha has been a valued member of the TTC family since 2021, we are incredibly excited to officially welcome her to the Adventure World team,” Glover said.
“Her proven passion for travel, her creative abilities, and genuine commitment and enthusiasm to responsible tourism make her the ideal person to further amplify our mission of creating truly meaningful travel experiences that positively impact both our travellers and the destinations they explore.”
Trade-focused direction
As Marketing Manager, McAlister is expected to focus on deepening the brand’s connections with tourism boards and ethical travel partners, while developing content and campaigns that reflect Adventure World’s positioning in the market. She will also work closely with trade partners and agents to ensure the brand’s message and offerings are clearly communicated across key channels.
Her appointment follows a growing industry focus on value-aligned travel experiences, with demand increasing among both travellers and trade for trips that go beyond the mainstream. Adventure World’s custom itineraries, which are often sold through travel advisors, reflect this shift toward slower, more intentional tourism.
With McAlister now on board, the brand is set to build on its existing foundations while exploring new ways to connect with travellers looking for purpose-led journeys.
KARRYON UNPACKS: Sasha McAlister’s move signals TTC’s shift toward purpose-driven marketing across its brands. Her Contiki-honed campaign skills could give Adventure World a sharper edge in how it engages both agents and travellers. For the trade, expect more relevant tools and stories that make responsible travel easier to sell.
