Emma Cashmore

Emma Cashmore is a leading international tourism strategist with over 20 years’ experience shaping market development, trade engagement, public relations, and destination growth initiatives across Europe and long-haul markets. As Founder and Director of Axis Travel Marketing, she has partnered with destination marketing organisations, national tourism boards, government agencies, and leading travel brands to advance trade distribution, unlock new market opportunities, and drive sustainable demand. Her expertise spans the design and execution of integrated trade, sales, PR, and marketing strategies—delivering measurable growth through tour operator partnerships, airline collaborations, media engagement, and multi-channel trade and PR programmes.

Emma’s background combines strong commercial acumen with in-depth knowledge of the UK and European travel trade and media landscape, including tour operators, airlines, OTAs, consortia, agency networks, and travel media. She is known for bridging strategic market planning with hands-on sales and PR enablement, consistently delivering measurable tourism growth, elevated destination profiles, and enhanced trade performance.