Founder & CEO (Founder of Bonailie 2020)
Julie established Julie King & Associates Pty Ltd in Sydney in June 2010. She is an entrepreneur and industry leader with more than 34 years of international success in the Hospitality and Tourism Industry. During her ten years of operation in Australia, Julie has developed the company into an award winning, trusted and respected representation agency and consultancy.
She is recognized in the top 5 International Tourism Offices each year at the National Travel Industry Awards, winning Best International Tourism Office- International twice in the last 6 years and voted in the top 5 for 6 years consecutively.
Her established award-winning consultancy has offices in Sydney, Melbourne, Perth and New Zealand. Julie has led over 200 consulting projects in 24 different countries and has represented over 12 Destinations & Hotel Groups across 36 countries. Having lived and worked in Dubai for 14 years along with her 10 years in Australia, she has 22 years’ experience working with Government Tourism Boards.
Julie strategically looked after the Dubai Tourism account in Australia for 8 years both in PR and Travel Trade Representation, in addition to the continuation of services on a project basis in Travel Trade Training and Events and Influencer Management.
Julie has expertise in:
- Government & Private Sectors
- Tourism Consultancy/Advisory
- Destination Management & Marketing
- PR Representation & Travel Trade Relations and Marketing
- Business Strategy & Planning
- Influencer Management
Pushing the boundaries
I thrive when I am pushed to my limits. I can’t count the number of times I have found myself out of my comfort zone over the last 31 years in the industry. Whether it was taking on senior roles and opening 5 Luxury Hotels to running a global tourism consulting business to moving to Australia to open my own company.
Passion, excitement, determination and curiosity have always kept me moving forward. That combined with the support of the positive people I have surrounded myself with, gives me the inspiration to keep going.
What I love about travel?
I have to get under the skin of a destination and really explore it in full. I just love that sense of being out of my depth and immersing myself in a different culture. I’m not someone who can sit around, I have to see everything and really explore. If I haven’t seen everything I wanted to see, I don’t feel right about leaving. Every detail is researched and before I go anywhere and I’ll always have my top five to ten things I want to do when I’m there. Quite often I’ll book restaurants ahead of time, so I’m not disappointed.
I love the opportunity to give back to the Industry when I can and each year I judge the Australian Federation of Travel Agents industry awards, (NTIA’s) which is like the Oscars of the industry. I have been a judge for the Women in Travel Awards for the last 2 years. This year I also judged awards for CLIA’s cruise line industry awards. I enjoy seeing businesses grow and succeed and get a lot of inspiration from getting to know each business’s story and seeing their best practice.