(Sydney – 12 December 2017)
Global leader in Asia holidays & tours, Wendy Wu, has today announced the appointment of Steve Richards as General Manager for the Australian business.
Based in Sydney, Richards will lead the award-wining company, now entering its 24th year of successful op-erations. In 2017, Wendy Wu Tours won the NTIA Award for Best Specialty Wholesaler, and is experiencing a monumental trajectory of growth.
Richards joins the Wendy Wu Tours team with 16 years of experience in the industry, most recently as Head of Commercial at Best Western Australasia. In this role, Richards spearheaded the commercial strate-gy, doubling the size of the business within 3 years, and driving value through digital transformation of the business.
Richards’ extensive biography also includes positions as General Manager – Sales & Marketing at Best Western, State Sales Manager NSW/ACT at AAT Kings, and National Sales Manager at Inspiring Journeys.
Speaking on his appointment, Richards said: “It is an incredibly exciting time to be joining Wendy Wu. The company has gone through rapid transformation over the past few years. The focus has been on technologi-cal improvements and enhancing our digital presence, whilst remaining strong on customer service and providing exceptional product. Our strong relationship with trade partners is a key strategy in getting us to even greater heights. Together, we will work to share the wonders of Asia with Australian travellers” Group CEO Joe Karbo says: “I am very excited to welcome Steve to lead Wendy Wu in Australia. His track record of growth is exceptional, and with Steve at the helm, I anticipate even stronger relationships with our trade partners, driving revenues through both consortia and independent retail agents.”
Richards will commence his role as General Manager of Wendy Wu Tours Australia imminently, reporting directly into Group CEO Joe Karbo.
For more information about Wendy Wu Tours, call 1300 318 203


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  • Australia's leading Asia Specialist
  • Over 25 years of experience
  • Friendly, knowledgeable regional specialists
  • Experienced English speaking tour guides

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  • Global award-winning service
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