Dr Noel Scott has worked as a tourism consultant and academic researcher for 26 years and led research and consulting projects in sustainable tourism, tourism branding, destination management, tourism product and experience design and China tourism. International clients included the UNWTO, OECD, ASEAN, Australian Department of Foreign Affairs and Trade, Australia Awards Indonesia and Sri Lanka, and Government of Fiji. Prior to starting his academic career in 2001, he was a senior manager in a variety of leading businesses including Tourism and Events Queensland. He is an Adjunct Professor of Tourism Management at the Sustainability Research Centre of the University of the Sunshine Coast.