Dr. Jens Thraenhart
Dr. Jens Thraenhart is the Founding Partner of Chameleon Strategies, a 25-year-old bespoke strategy consulting firm, and the 2nd Vice Chair of the UNWTO’s Tourism Affiliate Members. He is currently consulting for the Saudi Tourism Authority based in Riyadh, after having served as CEO of Barbados Tourism Marketing, where Barbados won the Green Destination Award for Climate Change & Environment. He also launched an innovative employment engagement program and a data-driven strategy.
Prior, he led the Mekong Tourism Coordinating Office as Executive Director, extending his contract for four terms. He founded Destination Mekong and initiated several programs, including the Experience Mekong Collection and the Mekong Mini Movie Festival. He co-founded Dragon Trail in Beijing, published China Travel Trends, and served as the first Chair of PATA China. Previously, he has led marketing and digital strategy teams with Fairmont Hotels & Resorts, with Fairmont.com being awarded as best travel website, and Destination Canada where he launched the Canadian e-Tourism Awards, and the Canada-e-Connect Conference.
Dr. Thraenhart holds a doctorate in tourism and hospitality management from The Hong Kong Polytechnic University, an MBA from Cornell University, and a joint BSc from the University of Massachusetts and the University Center 'Cesar Ritz'. He has been recognized among the top rising stars in travel by Travel Agent Magazine, HSMAI’s Extraordinary Minds, a Global Travel Hero by the World Tourism Network, and one of the Top 10 Most Influential Leaders in Travel by Travel Vertical.
He published the first book on travel blogging, launched Blogger Matchup Asia, and founded the Destination Film Forum. Passionate about innovative and sustainable tourism, he curates TourismCampaigns.com and publishes BlancedTourism.com. In 2024, he co-founded High-Yield Tourism, a platform to help tourism boards attract high-yield travelers.