Congratulations to Professor Anneli Douglas of UP’s Tourism Management Division, who has been appointed as a full professor.

Professor Anneli Douglas of the University of Pretoria’s (UP) Tourism Management Division in the Department of Marketing Management has reached a significant milestone in her academic career, having been promoted from associate professor to full professor.

“Obtaining a PhD is a pivotal moment for any academic,” she says. “However, I have come to appreciate that every journal article accepted, every successful research grant secured, every new collaboration formed and every student who excels contributes significantly to my professional growth.”

In her role, she added, her focus will remain the same.

“Titles are a form of recognition, which is always appreciated. However, what matters most to me is the impact I make. Whether in research, teaching or community engagement, I remain committed to making a meaningful difference.”

Like many in academia, Prof Douglas has faced her fair share of challenges. Yet, she has always adopted a resilient approach.

“Life presents obstacles to all of us. When faced with difficulties, we have two choices: sink or swim. I have always chosen to swim, to persevere through adversity and keep moving forward.”

Reflecting on the people who have played a significant role in her success, Prof Douglas expressed deep gratitude to her parents.

"They have been instrumental in my journey, always encouraging and supporting my career aspirations," she said. "On a professional level, I have been fortunate to work with many inspiring individuals, including colleagues, collaborators, line managers and students, all of whom have contributed to my growth."

For those looking to follow in her footsteps, Prof Douglas offers straightforward yet profound advice.

"Perseverance is key. You also need to develop a thick skin. In academia, rejection is inevitable, whether it’s a research proposal, a journal article or a funding application. The important thing is not to take it personally. Learn from each setback and keep pushing forward."

As she steps into her new position, Prof Douglas remains enthusiastic about research.

“The focus of my research is on visitor experiences in the broader tourism management context. To increase visitor satisfaction, improve destination management and devise more effective marketing strategies, an in-depth understanding of the structure and nature of visitor experiences is vital. My research views a visitor’s experience as the interplay between the visitor and the environment. Some of my papers focus on the environment, others on the visitor, and still others on the interplay between the two.

"Within this field, there are still countless questions waiting to be explored and answered. The process of discovery excites me, and I look forward to making meaningful contributions through my research efforts.”

With a career built on perseverance, passion and a commitment to making a difference, Prof Douglas’s promotion is a testament to her outstanding contributions to academia.