A Voice for the Visitor Economy: Lori Modde Recognised Among Top Tourism Leaders

We’re thrilled to share that Lori Modde has been named a finalist in the Women in Travel Awards 2025 under the Tourism Board Representative of the Year category for her work with the NSW Tourism Association (NSWTA). (Travel Weekly) This recognition is a well-deserved spotlight on her deep commitment to building a strong and unified voice for New South Wales’ visitor economy.

A meaningful milestone

Being a finalist in this national industry award signals that Lori’s leadership and the work underway at NSWTA are resonating across the broader Australian travel and tourism sector. It is not just personal recognition—it reflects the importance of representation, advocacy and collective voice in tourism.

Lori’s nomination comes at a time when NSWTA is entering its third year in 2026, and Lori played a leading role in those beginnings. Commencing early in 2024, reestablishing a voice for the tourism industry in NSW, the organisation become the licensee of the NSW Tourism Awards and the Australian Quality Tourism Accreditation program. In 2025, Lori moved to Vice-Chair having helped establish the association and supported the appointment of past Tourism Minister of NSW, the Hon Stuart Ayres as the incoming Chair.

“It has been a privilege to help establish the NSW Tourism Association and see it grow into a trusted voice for our industry.”

Drawing on more than 30 years in tourism, economic development and place strategy, Lori has built a strong foundation for collaboration between industry, government and community.

Under her leadership, the Association has positioned its role in advocacy, revitalised the NSW Tourism Awards, and promoted unity and collaboration across the sector. Lori’s focus on regional tourism, workforce development and industry capability reflects her broader vision for a resilient, connected and high-performing visitor economy. Her work continues to inspire confidence in the sector and ensures that NSWTA remains a trusted and influential voice for tourism across the state.