Real Talk with Jenny Mourad

Jenny Mourad is the Marketing Director at Discover Surrey, where she leads brand and experience strategies that elevate Surrey’s stories and strengthen the visitor economy. She helped steward Discover Surrey’s shift toward destination management and the launch of the “Every Visit Tells a Story” platform, aligning marketing with on-the-ground experience development for visitors and residents alike. In 2025, Jenny’s team helped bring to market Surrey’s Signature Experiences: Explore. Taste. Connect., partnering with eight independent businesses to create bookable offerings that range from whisky blending and birding to culinary tours along the city’s celebrated Spice Trail, an initiative that spotlights more than 60–70+ diverse, often family-run restaurants. Her work champions small businesses, builds community, and creates space for diverse voices to lead how Surrey is seen and experienced. Outside of work, Jenny loves exploring new cafés with her husband, travelling with family, and finding time for a good book or a long walk.

1. What drew you to the world of tourism marketing, and what keeps you passionate about it today?

Travel has always been part of who I am. As someone with international roots, I’ve been on the move since I was a month old, visiting family and friends across the globe. Exploring new places, cultures, and communities has shaped my worldview in ways I’m incredibly grateful for.

Tourism wasn’t a career I initially planned to pursue, but when the opportunity came along, it felt like a natural fit, almost like something I was meant to do all along. What keeps me passionate today is the power of storytelling. I love uncovering the lesser-known parts of a place, spotlighting the people behind the experiences, and helping destinations find their unique voice.

There’s something deeply fulfilling about championing communities that have so much to offer but may not have the platform or resources to share their stories widely. Whether it’s promoting a small business, highlighting a cultural tradition, or simply showing a new side of a familiar place, tourism marketing allows me to connect people to places in meaningful and lasting ways.

2. What skills or experiences have been most valuable to your growth in becoming Discover Surrey’s Director of Marketing?

Adaptability, resourcefulness, empathy, and determination have all played a big role in my growth at Discover Surrey.

In tourism, things move quickly so being flexible and open to change has helped me navigate the unexpected and stay focused on the bigger picture. I’ve learned to be creative with what we have, often finding new ways to tell stories and make an impact with limited resources.

Empathy has shaped how I work with others, whether it’s collaborating with small businesses or leading a team. And determination has helped me stay grounded and motivated, especially when tackling new challenges or ideas that require a bit of extra grit.

3. Where do you find creative inspiration, whether in your work or beyond it, and how do you keep that creative energy flowing?

I find a lot of creative inspiration from connecting with other DMOs, both locally and internationally. Seeing the innovative and thoughtful work they’re doing always sparks new ideas and helps me look at our own strategies with fresh perspective.

I really like learning from others, asking questions, and exploring how a great idea in one place might inspire something completely different in Surrey. Those connections and conversations are what keep my creative energy going.

4. With AI rapidly evolving, how are you using it (or thinking about using it) as a tool to fuel creativity and innovation in your marketing work?

I encourage my team to embrace new technologies like AI, but always as a tool to support their own ideas, not replace them. I value their perspectives and want them to use AI to work more efficiently and help bring their creative ideas to life. Marketing is constantly evolving, and I think it’s important for our team to stay current and move forward alongside these changes and technologies, not fall behind them.

5. As a leader, how do you intentionally create space for others to bring forward their ideas and express creativity within your team or organization?

I try to create a space where everyone feels comfortable sharing their ideas and speaking up if they feel strongly about something. I also make it clear that everyone’s opinions are of equal value, regardless of their title. Different perspectives are valuable, and I encourage everyone to contribute.

Creativity is subjective, so I welcome questions and discussions that help ideas improve. As long as we’re aligned on the goals and desired outcomes, the path to get there should be open for conversation.

I also make sure to point out what’s working well, not just what needs improvement, because positive feedback helps keep the team motivated and creative.