Lou McGregor

Lou McGregor is a marketing, communications and partnerships leader with more than 30 years’ experience helping brands, destinations and organisations connect with audiences through powerful storytelling, strategic partnerships and purpose-led campaigns. Originally from Australia and now based in London, Lou has built a career spanning tourism, travel, culture, education, major events and lifestyle brands. Her experience combines commercial marketing expertise with a deep understanding of how communications can drive engagement, shape perception and deliver meaningful economic and social impact. Today, Lou is Director of Four Agency Worldwide Lifescape's division, where she leads teams delivering integrated PR, marketing and partnership programmes for some of the world’s most sought-after tourism destinations. Working across communications, advertising, digital and emerging technologies, she helps clients navigate a rapidly evolving landscape through campaigns that inspire travel, buil