Anna Pollock

Anna PollockAnna Pollock has over 30 years’ experience working in the tourism sector as a consultant, strategist, futurist, change agent and entrepreneur. Described as an irrepressibly curious “renaissance woman”, her strength derives from an ability to dig beneath surface trends to find and make sense of the real drivers of change combined with a creative capacity to develop innovative responses.

Anna Pollock currently divides her time between three positions: Senior Partner, Chameleon Strategies;  Executive Consultant to InterVISTAS ( where she focuses on general tourism strategic planning, sustainability, climate change and carbon management issues;  and CEO of DestiCorp ( – the company that managers and promotes her services as an international speaker.

While resident in Canada from 1973-1993 she undertook seminal work in human resource development, sustainable tourism, health tourism and adventure travel prior to specialising in Information Technology (IT). Her clients included most of the provincial departments of tourism, the Canadian Tourism Commission, the Pacific Asia Tourist Association (PATA) and World Travel and Tourism Council (WTTC) and several major private sector clients.

In Canada, Mrs. Pollock spearheaded developments in a number of fields including the creation of the Tourism Industry Association of British Columbia (TIABC); and the Pacific Rim Institute of Tourism that focussed on professional development programmes. In 1999, she was awarded the Visionary Award for her contribution to tourism in Canada.

In 1993, Ms. Pollock returned to Europe and established an international reputation as one of the leading thinkers and strategists in the application of IT to destination marketing and management developing Scotland’s first Internet-based Tourism IT strategy and subsequently working for the European Travel Commission; the Federation of European Cities; Jersey Tourism; Opodo, the online travel agency; Innovation Norway, Tourism Tasmania, Bowstreet and Hermes Softlabs, both software companies leading in web services deployment.  Between 1998 and 2000, she acted as CEO of a UK-based software company that developed a Destination Management System and became recognized by the UK government as “best of breed”.

Anna’s  reputation for accurately anticipating trends and interpreting their impact on marketing practices, business structures and organization has contributed to her popularity as both a consultant and a keynote speaker at various industry and academic  conferences including the Pacific Asia Travel Association, the European Travel Commission and the International Federation of Information Technology & Tourism.

In February 2006, in anticipation of the need by the tourism industry to reduce its carbon footprint, Anna created The Icarus Foundation ( a not-for-profit agency formed to assist the Canadian tourism industry constructively address climate change and she has quickly become recognized as an innovative and creative thought leader, assisting destinations and companies face up to the challenges of growth and resource dependency. Her paper, The Challenge of Climate Change, has been described as “one of the most cogent, closely reasoned and well supported papers on the issue as it relates to tourism.”  In April, the Pacific Asia Travel Association (PATA) retained Anna as keynote speaker, designer and co-facilitator of the acclaimed 2008 CEO Summit: which gathered 250 plus CEOs to develop practical action steps.

In September, 2004, Anna was conferred as Visiting Fellow to Oxford Brookes University in Oxford, England where she acts as an external advisor and lecturer to tourism and hospitality students in the business school.  Anna Pollock was a founding member of IFITT and organized the first ENTERconference to occur outside Austria in 1998.