Sydney-based Destination Marketing Services (DMS) has opened a new office in Melbourne amid the tourism representation company for the events industry’s significant resurgence in high-end leisure and incentive travel over the past 18 months.
The strategic move supports this recent growth with the appointment of experienced sales executive Mush Daniels to lead its Melbourne operations as Sales & Marketing Manager – MICE & Leisure.
Daniels brings extensive industry experience and local market insights to the role from previous positions within destination management companies (DMCs) and agencies.
She was most recently based in South Africa as Sales Manager for Dragonfly Africa and has also worked with Corporate Traveller, FCM and Mantra Group in Australia.
In her new role, Daniels will focus on high-end leisure travel, special interest groups and incentive travel, strengthening the company’s accessibility and connections with clients.
Managing Director Marissa Fernandez said: “Mush is the missing link we’ve been looking for to amplify our presence in the leisure market, especially with the recent increase in inquiries.”
“With this expansion, we’re poised to enhance our leisure offerings and cater to the growing demand for unique travel experiences.”
The company has also announced the upcoming dates for the annual DMS Connect roadshow for event professionals, linking MICE and leisure travel agencies with DMCs and industry partners.
Celebrating 25 years in 2025, the DMS Connect event series will again travel to Auckland, Melbourne and Sydney from 3–6 February.
Register at DMSConnect@destinationmarketing.com.au
