AAT Kings Group has announced the appointment of Kate Sorensen as general manager of sales and revenue.

The newly-created position will see Sorensen responsible for domestic and international sales, leading the group sales teams across AAT Kings’ ‘Guided Holidays’, ‘Short Breaks’ and ‘Day Tours’ as well as its ‘Small Group’ collection, Inspiring Journeys, SEIT Outback Australia, and Down Under Tours.

Sorensen joins AAT Kings Group with more than 20 years’ industry experience, and currently holds the position of general manager at SLC Representation.

She has also held senior commercial roles at InterContinental Hotels Group, Mantra Group, and Hamilton Island, and was the founder of Three Degrees Tourism Marketing.

AAT Kings Group chief executive Matt Fuller said Sorensen’s leadership experience, personality, existing relationships, and profile within the industry will be a great addition to the company.

“As well as her local contacts, Kate is well-known internationally by many of our key partners and stakeholders,” he said.

“We will be very focused on ensuring that the relationships we have forged, and the collaboration across the trade are stronger than ever.

“Kate is joining a team that is intent on demonstrating strong leadership to support Australia’s international tourism recovery, as well as ensuring we showcase our own backyard to Australian and New Zealand travellers prior to international borders reopening.”

Commenting on her appointment, Sorensen said: “I’m thrilled to take on the role with AAT Kings Group; such a well-respected brand and company to be a part of.

“I look forward to working closely and collaboratively with our partners to aid the road to recovery, and to ensure that our extensive range of world-class touring experiences in Australia and New Zealand are a ‘must do’ for any traveller.”

Sorensen will commence her new role on Wednesday.