Sina Zimmermann

About Sina

Sina Zimmermann is Head of Product at Tourwriter, based in New Zealand.

She sets the product roadmap and has spent years shaping how tour operators and DMCs build, price, and deliver bespoke travel. The decisions behind how Tourwriter works, what gets built, what gets refined, and what gets left out are largely hers.

Sina's background is tourism through and through. She holds a degree in Tourism and Leisure Management, and spent the early part of her career working across the industry in operations and consulting roles. She came to Tourwriter as a customer first, using the platform as an operator before joining the team.

She has been with the product since the online version first launched to customers and has seen every iteration since. She has worked across customer success, product ownership, and now leads product strategy, nearly eight years at the same company, across every layer of what it takes to build software that holds up in the real world.

Sina has driven integrations with tools including Vamoos and Xero, and works closely with engineering, CS, and sales to translate operator behaviour into well-scoped, testable product decisions. She runs structured customer discovery as a continuous practice, drawing on Jobs to Be Done thinking, behaviour-driven design, and RICE prioritisation to ensure every roadmap decision is grounded in how operators actually work.

Her writing focuses on what good product design looks like in travel software, the gap between what a feature promises and what an operator actually needs on a Tuesday afternoon. She writes from a position of having heard that gap described, in customers' own words, hundreds of times and having been on the operator side of that conversation herself.

Topics Sina writes about

• Best practice in tour operating, how great operators structure their workflows, proposals, and client experience
• Behaviour-driven design and writing acceptance criteria that actually reflect how operators work
• Agile and Scrum principles applied to small, high-context teams
• AI-first product shaping

Connect with Sina

Follow Sina on LinkedIn, where she shares thinking on travel software product design, what operators need from their tools, and where the industry is heading.