Cockburn joins ITC from Gold Medal Travel Group, where she served as senior partnerships manager since 2008.

In her new position, she will collaborate with suppliers and partners to develop marketing initiatives aimed at driving acquisition, retention, and meeting ambitious growth objectives for the coming year.

As part of the marketing team, Cockburn will focus on strengthening ITC’s relationships with key external suppliers, including hoteliers, airlines, and tourist boards, to maximise promotional opportunities for both direct and trade audiences. 

This role aligns with ITC’s strategy to bring together Inspiring Travel, Private Clients, and luxury sports tours operator Spectate under one management team, led by Lisa Smith, the newly appointed managing director of ITC. 

“We are thrilled to welcome Ally to our team. With her extensive experience in building strong partnerships and her deep understanding of marketing and product collaboration, Ally is perfectly suited to drive successful outcomes for both ITC and our supplier partners,” Smith said.

“Her familiarity with many of our key suppliers means she can hit the ground running, bringing her enthusiasm, creativity, and passion to help us continue growing our business and delivering exceptional products, services, and experiences to our clients.” 

Her enthusiasm was echoed by Cockburn, who has also worked at Going Places and My Travel over her 30-year career in travel. 

“I am excited to join the innovative team at ITC. I look forward to working closely with clients and partners worldwide to bring their resorts and destinations to life through compelling marketing campaigns,” Cockburn said.