Dr Kiéra Schoeman is the manager of the Tourism Research Specialist unit at Urban-Econ Development Economists. She completed her Doctor of Philosophy in Tourism Management through North-West University in 2015. Kiéra has attended various national and international conferences, presenting papers focussing on the tourism experience. She has served as a Lilizela Tourism Awards (South African Tourism) judge for the category Visitor Experience for the past three years and she is part of the founding team of the Tourism Talk Initiative. Her work as a Tourism Research Specialist focusses on tourism attraction, marketing, branding, planning, research, and development studies. She has led and project-managed more than 50 tourism projects across South Africa, Botswana, and Namibia, some of which were commissioned by the Department of Tourism. Kiéra strongly believes in pioneering tourism as a sustainable economic sector in South Africa, especially at the local and attraction level, where it is most valuable.