Emma Cashmore
Emma is an international tourism strategist with more than 20 years of experience in market development, trade engagement, public relations, and destination growth. Eighteen years ago, she founded Axis Travel Marketing and has since collaborated with tourism boards, destinations, and travel brands to enhance trade distribution, build partnerships, and promote sustainable tourism demand across the UK, Europe, and long-haul markets.
Anita Skibiel
Anita is a highly experienced leader in travel trade and sales, with over 30 years of expertise in driving commercial growth for global travel brands across the UK, Europe, and the Nordic markets. Her background includes outbound international sales in the hotel and expedition cruise sectors, where she has established strong trade partnerships and consistently achieved revenue growth through strategic sales and market development. Currently, at Axis Travel Marketing, Anita heads the travel trade department, focusing on developing innovative product offerings and executing results-driven marketing campaigns for Axis clients.
Luisa Uruena
Luisa is a senior tourism PR and communications strategist with over 18 years of experience leading international media campaigns for destinations and hotel brands across Europe, Latin America, Canada, and Asia. Known for crafting compelling destination narratives, she secures high-profile media coverage through strategic PR programmes, media partnerships, and influencer collaborations that strengthen brand visibility and reputation.
Lloyd Spencer
Lloyd is a travel industry professional with over eight years of experience in tour operations, trade engagement, and destination development across Europe, Asia, and Central America. At Axis, he supports the travel trade team by delivering agent training and attending roadshows, while also handling marketing activities such as newsletters, social media management, reporting, and maintaining product and partner databases.
Beth Harvey
Beth is an enthusiastic and award-winning PR Director with over 15 years’ experience across in-house, agency and freelance roles. Well known in the travel PR industry, she has represented tour operators, hotel groups, tourist boards and destinations including Travel Alberta, The Florida Keys, Travelbag, Capital Region USA and Cosmos. Beth is recognised for her strategic, creative and can-do approach, supported by a strong network of media and industry contacts across travel, hospitality and lifestyle. At Axis, she supports the delivery of media engagement and coverage for Visit Florida Keys, bringing stories to life and securing standout exposure for clients at every stage of their PR journey.
Joanne
Joanne has over 20 years’ experience across the hotel, destination management and association sectors, with a strong focus on lead generation and sales. At Axis for the past eighteen years, she has been instrumental in developing the MICE sector for a range of clients.
She is highly skilled at engaging corporate, association and event planners, building strong relationships that generate consistent business opportunities. With an extensive network and proactive approach to new business development, Joanne delivers strong conversion results across Global destinations, National Tourist Offices and convention centres.
Lola Bibby
Our newest recruit to the team, Lola brings a strong background in sales, event planning, and customer service, underpinned by a detail-focused and highly organised approach. With experience in fast-paced, high-pressure environments, she is skilled at managing both large-scale audiences and more tailored, relationship-led interactions, always ensuring a seamless and professional experience.
At Axis, Lola supports the MICE department by helping to build meaningful connections, promoting conference and incentive opportunities, and converting enquiries into qualified leads.