Each month, we spotlight an inspiring PR Professional from the TravMedia community. This month, we're proud to feature Julie King, Founder & CEO of Julie King & Associates, the Representation Agency for Destination Canada in Australia. Julie is a leader in travel whose passion, expertise, and influence continue to shape the industry.
Q. How long has Julie King & Associates represented Destination Canada? 3 years
Q. How long have you been in the travel industry? 39 years
Q. In your past professional life, you were... general manager of a tourism and hospitality consultancy in Dubai, a corporate rooms division manager for a luxury hotel group, and an executive housekeeper.
Q. What is something you love about working with travel media? We love that travel media help us tell stories that go far beyond beautiful landscapes, highlighting travel as a powerful force for good—one that connects people, fosters understanding, and supports local communities. It's incredibly rewarding to work with storytellers who are as passionate as we are about showcasing not just where to go, but why it matters, and ones that truly want to align with our destination's seasonality focus and impact-led strategies to really make a difference. We are very lucky to have a great community of travel writers in ANZ.
Q. What are your professional pet peeves? Stories that focus solely on highly visited places during peak seasons without acknowledging the wider impact—socially, culturally, and environmentally—are a missed opportunity. High traffic doesn't always mean high value for the communities that live there. We respect storytellers who dig deeper and champion the lesser-told stories that truly enrich the visitor experience and the destination. Travel media have incredible influence, and we admire media that are curious enough to go beyond the expected and brave enough to tell the stories that help travellers make more conscious choices.
Q. What has been your most memorable press trip? Following the GoMedia Canada Summit in Saskatoon a couple of years ago, I had the privilege of joining a media trip to Winnipeg and Churchill—two destinations that have left a long-lasting impact. Standing inside the Canadian Museum for Human Rights in Winnipeg was a profound experience. The exhibits don't just educate; they confront you with raw, powerful stories that challenge perspectives and ignite a deeper understanding of justice, equity, and our shared responsibility. In Churchill, known as the “Polar Bear Capital of the World”, we met with community leaders and frontline researchers working to protect one of Canada's most iconic and vulnerable species and understand the threat from the rate of Arctic warming and the urgent actions required. Being out on the tundra, just metres away from polar bears in their natural habitat, was both humbling and exhilarating. Equally powerful was seeing how the local community businesses are leading sustainable tourism efforts, from low-impact tundra vehicles to science-informed visitor protocols designed to preserve the fragile ecosystem.
This wasn't just a trip—it was a call to action. Experiences like these remind us why travel matters and how powerful it can be when it connects us to truth, to nature, and to the people shaping a better future.
Q. What is your favourite place to travel? That's a tough question, especially when we are fortunate to represent a country as diverse and awe-inspiring as Canada. Each of our 10 provinces and three territories offers something extraordinary, from vast, untouched nature to vibrant cities and the warmest, most welcoming people you'll ever meet. Outside of Canada, I find myself continually drawn to France, Catalonia, Italy, and the Basque Country—each full of culture, character, and incredible culinary offerings. I also never pass up the chance for an extended stopover in Dubai to reset and recharge. For truly special occasions, South Africa and the Seychelles hold a unique place in my heart. There are many unforgettable wildlife encounters to experience, powder-soft beaches, and soul-stirring sunsets. It would be remiss of me not to highlight my birthplace, Scotland—stunning, wild, rugged, and always a homecoming.
Q. How should people contact you? Via my TravMedia profile here.
