The Big Cheese with Destination Marketing Services managing director Leila Fiedler

The great thing about my job is… DMS is a business concept I started over 20 years ago, so it is like my baby that is now becoming an adult and just needs my care and focus. Yet, at the same time it can stand on its own as a brand and as a reputable tourism representation company.

The challenge for industry is … The constant change around the world, especially economically. You no longer hear of 5 year and 10 year marketing plans. Your strategy has to change with the trends in order to survive.

My greatest achieveåment is … Establishing DMS, having the respect of the Australian and New Zealand event industries, and being well known internationally as an ethical and professional representation company.

The biggest thing in MICE this year will be… New and user friendly technological changes that will assist  event companies in enhancing their clients’ brand and give them an extra element to add when they promote their services.

 I try to relax by … Being with my great-niece and nephew. They make me forget any concern that comes with running my own business.

I don’t understand why … Well actually, I do understand why a lot of overseas suppliers are looking at increasing their business from Australia. Despite the challenges we face from economic uncertainty, we are the envy of the world.

Currently the album playing on my iPod  is ... The Best of Miles Davis.

My favourite venue is… The Waldorf Astoria in New York.

I am scared to death of … Rats, and yet my cat loves them.

I can’t live without … Access to the beach.

Blackberry or iPhone… I cannot live without my iPhone.

I really wish I had … More time to be with family and friends.

If I could invite four people to a dinner party, they’d be… Some of the Afghanistani women who have a lot of stories to tell us but their society covers them with a Burka.