From the glittering, sashaying world of high fashion to the glamorous corridors of travel marketing, ‘the lady with the Midas touch in travel circles’, Lubaina Sheerazi, CEO and Co-founder of BRANDit, has dynamically reimagined what destination branding can be, turning hidden gems into headline acts on every discerning traveller’s bucket list.

With a career glittering brighter than a red-carpet gala, she first rewrote Oman’s story, transforming it into a luxe leisure escape and a popular venue for destination weddings, sparking a wave of Indian tourists. Seychelles was next… with Lubaina’s Midas touch, it ditched its “exclusive-for-honeymooners” tag and strutted onto the global stage as the ultimate dream escape for every kind of traveller.

Then came another bold move: The Gypsy Travel Festival. A dream long in the making, Lubaina created this groundbreaking platform where the travel trade could connect directly with consumers, spotlighting offbeat gems, hidden destinations, and unforgettable travel experiences.

But for Lubaina, it’s never just about numbers, it’s about creating irresistible narratives that linger long after the journey ends. Her signature blend of sharp market acumen and storytelling genius has made BRANDit, the go-to powerhouse for international tourism boards and luxury travel brands eager to charm India’s vibrant audience.

Here in an exclusive interview, Lubaina Sheerazi, CEO & Co-Founder, BRANDit speaks to Sumita Chakraborty, Editor-in-Chief, TheGlitz, about her trailblazing journey, her vision for the future of travel marketing, and why The Gypsy Travel Festival initiative excites her.

Indeed, in this globetrotting world, Lubaina Sheerazi doesn’t just ensure travellers go places… she makes destinations depart from the ordinary and arrive at the extraordinary. Her vision ensures these brands don’t just speak, they dazzle, they sing, and they leave a little bit of sparkle everywhere they go.

Over To Lubaina Sheerazi, CEO & Co-Founder, BRANDit

You started your career in fashion and transitioned to tourism and marketing, a shift many wouldn’t expect. What sparked this transition, and how did your background in fashion shape your approach to brand management in the tourism industry?

Lubaina – The transition into tourism wasn’t planned, but it was intuitive. What fashion gave me was a sharp eye for aesthetics, a strong sense of brand identity, and an understanding of how to emotionally connect with my audiences. I brought that sensibility into tourism marketing — making sure every destination we represent isn’t just seen but felt.

Whether it’s crafting a campaign for a luxury island or curating content and a B2B strategy for a heritage-rich country, my approach is always rooted in authenticity, visual storytelling & audience insight. 2010 was the turning point, when I started Blue Square Consultants with a team of just two, and I have never looked back ever since. After close to two decades of experience in the tourism marketing space, starting BRANDit felt like a natural step.

Co-founding BRANDit during the uncertain times of 2020 was a bold move. What did the early days of BRANDit look like, and how did you manage the challenges of launching a business during the pandemic?

Lubaina – Co-founding BRANDit in 2020 was definitely one of the boldest and most defining decisions of my career. The world was in pause mode, travel had come to a standstill, and uncertainty was the only certainty. But I saw an opportunity to reimagine tourism marketing from the ground up.

The early days were raw and real. We weren’t just building a business, we were rebuilding confidence in travel. It meant late nights, constant recalibration, and staying deeply connected with partners across the globe. What helped us stay grounded was our clarity of purpose to create a future ready, insight-led agency that could bring agility, strategy, and an incredibly awesome team.

Ironically, the pandemic gave us a blank canvas. And instead of being reactive, we chose to be proactive investing in digital transformation, doubling down on the trade strategy, and building trust with clients who were as committed to bouncing back as we were. That mindset is what shaped BRANDit into what it is today not just a business, but a belief in the power of reinvention. I am so proud of my team who stayed aligned to emerge winners.

You are said to be the “magic woman with the Midas touch” in the travel circles. When you began your work with Oman Tourism, the destination was relatively unknown in India. But now, Oman has become a key destination for the Indian traveller. What were some of the most creative strategies you employed to reposition Oman as a desirable travel destination? Likewise Seychelles. What role does storytelling play in rebranding a destination, and how do you ensure the essence of a location is communicated effectively to the Indian market?

Lubaina – This goes back to 2010, when I had the opportunity to launch Oman in the Indian market. At the time, it was largely undiscovered and carried a perception that was very different from what we see today. But every destination has a story, you just need to find the right pulse of the audience you’re speaking to.

For Indians, even the most seasoned travellers, Oman simply wasn’t on the holiday radar. That challenged us to think differently and to uncover and present a side of Oman that was soulful, luxurious, and immersive. From the way we showcased the destination to travel partners, MICE operators, and wedding planners, to close collaborations with hotels and airlines, every move was about elevating Oman into an aspirational space.

By 2017, we had the opportunity to create and launch Oman’s global advertising campaign — a milestone that allowed us to position it as a standalone destination offering adventure, culture, and luxury. It also opened up the doors to wider segments including honeymooners and celebrations.

We took a similar strategic approach with Seychelles — moving beyond the ‘exclusive honeymoon’ tag and working on a complete brand regeneration. Our aim was to reposition it as a unique and aspirational destination, accessible and appealing to families and experience-seekers alike.

Ultimately, it’s about shaping perception through storytelling, relevance, and a deep understanding of what truly inspires the Indian traveller!

Under your leadership, BRANDit has seen impressive growth, representing nearly 20 brands. Could you share how you choose the destinations and hospitality brands you represent, and what makes a partnership with BRANDit successful?

Lubaina – At BRANDit, we’re deeply intentional about the destinations and hospitality brands we choose to represent. Our ideal partners are those who trust our process and are open to strategic counsel. Launching a new destination or product in a market like India isn’t always straightforward, it demands the right timing, insight, and creativity. When we’re empowered to lead with that lens, the outcomes are impactful.

We’re particularly drawn to destinations that go beyond the obvious, those that haven’t been overexposed or reduced to clichés.

But more than anything, our success is built on strong relationships. A majority of our new clients come through referrals, which speaks volumes about the trust we’ve nurtured over the years. We also maintain close ties with the travel trade and media through constant engagement in person and at key events and exhibitions. What sets BRANDit apart is our unwavering commitment to delivering exceptional results—every single time.

Branding and marketing in the destination industry requires a balance of creativity and precision. Could you walk us through a particularly difficult challenge you faced, and how you overcame it to deliver results?

Lubaina – Honestly, I take every client that comes to us as a unique challenge. Whether it’s been Qatar, Oman, Seychelles or even Anatarctica21, most of them have approached us at an early stage often when the consumer awareness in the Indian market was very low. The biggest challenge in these cases is to build visibility and trust from the ground up.

Our approach has always been very hands-on with trade missions, workshops, webinars, networking lunches with media, and more. It’s all about educating, exciting and engaging the right audience while staying true to the brands essence. What makes it all worth it is the shift -from unfamiliar to top of mind.

You’ve been a pioneer in showcasing destinations like Qatar to the Indian market, especially in the context of weddings. What are some key trends you’ve noticed in destination weddings, and how do you stay ahead of these evolving demands?

Lubaina – One of the biggest trends we’ve seen in the destination wedding space is the growing demand for high-quality, luxury experiences that still allow for the flexibility Indian weddings require. Qatar has emerged as a fantastic example of this balance. The properties we work with there are extremely accommodating when it comes to Indian weddings.

At the same time, the destination itself delivers a top-of-the-line experience with a distinct vibe that resonates with both the couple and their guests. Staying ahead in this space means keeping a pulse on what the destination wedding community values—customization, luxury, and ease—and aligning destinations that can deliver all three.

One of your major achievements was working with Qatar Tourism, especially during the lead-up to the FIFA events. What was the most rewarding aspect of managing this project, and how did it help raise Qatar’s profile in India?

Lubaina – Working with Visit Qatar in the lead-up to the FIFA events was incredibly rewarding, especially because it came at a time when the world was just reopening post-pandemic. With no major consumer campaign in play, we had to rely heavily on smart, strategic PR to shape the narrative and generate excitement. We aligned well-timed media fam trips that showcased the FIFA buzz and highlighted the elevated consumer experience—like Qatar’s impressive public transport system and how seamlessly it supported the event.

Our goal was to move beyond the game and really bring attention to Qatar as a destination. On the one-year countdown to the FIFA World Cup Qatar 2022, we spoke about the new hotels and attractions that were set to open before the tournament kicked off. We even spoke about the day trips one could go on in between matches for some amazing adventures in the desert, UNESCO heritage sites, ancient rock carvings, water parks, lush green mangrove forests and so much more.

We spotlighted everything from local eateries to fine dining restaurants to cultural experiences, drawing consumer interest to what the country had to offer during and beyond its role as a host—and showcased it as a destination in its own right

As a visionary leader, how do you foster innovation within BRANDit? Are there any specific strategies you’ve implemented to create a company culture that encourages creativity, adaptability, and growth?

Lubaina – At BRANDit, I believe innovation begins with trusting your people. I give my team the space to grow in their roles, encouraging ownership while of course providing guidance and support when needed. Open communication is key—I stay in touch with all departments, which helps me stay aligned with our overall goals and also offer support where it’s most needed. I also make it a point to engage directly with our clients. Understanding their evolving needs firsthand allows us to respond with creative, tailored solutions. This loop—between team collaboration and client insight—keeps us adaptable, and always moving forward. It’s this culture of trust, communication, and responsiveness that really drives our innovation. 

What are the top three milestones in your career that you consider your proudest achievements?

Lubaina – One of the milestones I’m most proud of is the rebranding of Oman and Seychelles for the Indian market. Both destinations had unique offerings, but the challenge lay in repositioning them to appeal to a new audience. It involved reshaping perceptions, highlighting untold stories, and creating a narrative that felt authentic and aspirational to Indian travellers. Seeing that shift in how people now view and travel to these places has been incredibly fulfilling.

Another defining moment was launching The Gypsy Travel Festival. It had long been a dream of mine to create a space where the travel trade could directly engage with consumers—to showcase offbeat products, lesser-known destinations, and truly unique travel experiences. Watching it evolve into a 2-day festival early this year and getting the entire travel fraternity and the end consumers under one roof has been a rewarding journey.

You’ve achieved a lot with BRANDit, but are there any new frontiers, markets, or initiatives you’re excited to explore in the coming years? How do you plan to continue innovating in a rapidly evolving tourism industry?

Lubaina – With the ever-evolving travel industry, like mentioned above, I am excited to explore deeper consumer connections through initiatives such as The Gypsy Travel Festival. The first edition took place this year, and we are thrilled to be bringing it back next year. While BRANDit remains rooted in B2B, this festival allows us to bridge the gap between travel brands and their end consumers—offering real-time insights into what truly excites today’s diverse Indian traveller. It’s a natural extension of our journey—fuelled by curiosity, grounded in relationships, and driven by a passion to craft more meaningful, experience-led travel stories.