Jamie-Lee Abtar

Marketing Manager at Not in the Guidebooks

Experienced travel marketer with a decade in crafting marketing, PR and partnerships for travel & lifestyle brands. Currently with Not in the Guidebooks driving marketing initiatives, brand elevation, and partnerships. Not in the guidebooks are experts in experience-led travel. Every trip – from short breaks to long-haul adventures – is crafted by locals who reveal amazing, authentic experiences you’d otherwise miss.

Jamie-Lee also works with a number of travel industry organisations and associations (ITT Future You Ambassador) to champion, consult and speak on the importance of diversity, equity and inclusivity in the travel industry, specifically focussed on encouraging and supporting diverse talent and how brands can engage and attract Black, Asian and minority ethnic travellers. She has been featured in Forbes and Harpers Bazaar for her work in promoting diversity, equity and inclusion in the travel industry. She is also the creator and host of the industry podcast ‘In The Travel Know’ sharing insights from travel’s most influential leaders.


Promoting DEI in Travel: IWTTF serves as a vital platform for advancing Diversity, Equity, and Inclusion within the travel and tourism industry through its curated discussions and panels. Recognition of Excellence: The introduction of the IWTTF Awards highlights outstanding contributions to DEI, fostering progress and innovation while garnering widespread support within the sector. Empowering Women: Through initiatives like the Male Allyship Network, IWTTF empowers women by providing visibility, confidence, and skills essential for success in the travel industry.

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