Michelle Gounden is a marketing strategy and transformation expert with over a decade of experience advising global tourism boards and destination brands. At Skift Advisory, she leads strategic initiatives in travel consumer segmentation, brand positioning, and sustainability transformation — with a focus on high-value travelers and luxury segments.

Michelle has worked with clients across the globe, including the Saudi Tourism Authority, Tourism Fiji, Destination Canada, South African Tourism, and Destinations Development Company. Prior to joining Skift, she held leadership roles at Letsema Consulting and Kantar Consulting, specializing in insights-driven strategies across tourism, retail, finance, and luxury automotive sectors.

She is certified in change management, sustainable business strategy, and process performance, and holds a Bachelor of Business Science with Honors in Finance from the University of Cape Town. Michelle brings a sharp analytical lens and deep industry insight to every project, helping destinations navigate shifting traveler behaviors and unlock growth from premium segments.