Andrea Plawutsky – Director

I am the founder and principal consultant of Amplify Me, a strategy and communications consultancy I established in 2011 to help businesses and destinations thrive. Over the past two decades, my career has focused on the visitor economy and destination strategy, supporting councils, operators and regional destinations to unlock their tourism potential through strategy development, market positioning, activations and events.

Amplify Me has evolved from its roots in public relations into a specialist consultancy for the visitor economy and market expansion. We help destinations identify their ideal visitors, align product development with market needs, and engage stakeholders effectively. When the pandemic reshaped global tourism, I also expanded our focus to support technology companies entering new markets across Australia and Southeast Asia. Since then, in conjunction with Haymarket HQ, I have worked with more than 100 companies to define market entry strategies, analyse competitors, and build commercial connections that accelerate growth.

What sets Amplify Me apart is the strength of my industry networks. As current Chair of Destination Country & Outback NSW, I oversee strategic initiatives across 40% of the state, and I have worked across aviation, cruise, accommodation, events and technology sectors. My leadership extends beyond consulting: I’ve served as National President of Women Chiefs of Enterprises International (WCEI), led the successful delivery of the 71st FCEM World Congress in Sydney in 2024, and contributed to international programs such as the ASEAN-Australia Women Leaders’ Exchange and Business Without Borders.

At the heart of my work is a passion for cross-cultural collaboration, mentoring, and creating opportunities for growth. Whether helping a small regional destination prepare for international visitors or guiding a tech startup into a new market, my goal is the same: to amplify potential and deliver meaningful impact.