Michael Matthews is the Chief Marketing Officer of Western National Parks Association, where he connects his lifelong love of national parks with more than 25 years of marketing leadership. He has visited, camped, backpacked, kayaked, and hiked in more than 40 national parks, bringing a personal understanding of these landscapes to his work. Previously, he founded Matthews Marketing Consultancy and served on the Board of Directors for Grand Canyon West, focusing on growth grounded in cultural respect and sustainable tourism. His background includes leading marketing initiatives for major brands such as Allstate, Amtrak, Southwest Airlines, University of Chicago Medicine, and Best Western Hotels & Resorts.