SKIWA Mentor · 2026 Cohort
Michael Collins
Principal · CF Global (Australia)
Waiter to GM to consultant for Tourism WA and every regional tourism organisation in the state.
My story
I started waiting tables in a theatre restaurant in a Brisbane hotel more than 35 years ago, working my way through the ranks to GM of a large suburban hotel, before returning home to Perth to work with the Swan Brewery and the White Sands Tavern — then buying the leasehold of the Castle Hotel in York.
I later took a regional manager role with Best Western Hotels across WA, NT and SA, then a senior executive role with The Hospitality Group, where I oversaw regional motels and serviced apartments and opened the award-winning Karijini Eco Retreat and the Terrace Hotel Perth.
I then started my own consultancy, CF Global — working with the Caravan Industry Association, Tourism Western Australia, all five Regional Tourism Organisations, the Rottnest Island Authority and many other clients. My focus is destination and product development, destination marketing and representation, and tourism service.
How I help
Acting as an employer and a door-opener.
Why I mentor
To help someone with their career development, growth and advancement — and to stay connected with the future leaders of our industry.
