Tourism Australia has announced the reappointment of Phillipa Harrison as managing director, who will continue her leadership role until 2029.
Harrison first took on the role in 2019, bringing with her extensive industry experience that has proven invaluable during some of the most challenging times in the tourism sector’s history, including the devastating bushfires and the global pandemic.
As such, Tourism Australia’s Board unanimously decided to reappoint Phillipa Harrison as Managing Director.
In a media release, Minister for Trade and Tourism, Senator the Hon. Don Farrell, said, “I welcome the unanimous decision of the Board of Tourism Australia to reappoint Ms Phillipa Harrison as Managing Director of Tourism Australia.”
“As recovery continues, Tourism Australia, under Ms Harrison’s stewardship, is continuing to help drive international demand, including through the successful ‘Come and Say G’day campaign’,” said Farrell.
To date, the campaign has had almost 2.5 billion views worldwide, helping to convert interest into international visitor bookings to Australia.
Harrison first joined Tourism Australia in 2017 as Executive General Manager of International, where she played a critical role in developing and implementing global tourism strategies.
Before joining Tourism Australia, she held senior positions with luxury travel brands, including Hamilton Island Enterprises and the Langham Hospitality Group, where she honed her expertise in driving international demand and delivering high-quality tourism experiences.
Harrison’s reappointment as managing director signals a strong vote of confidence in her ability to steer Tourism Australia through the recovery phase and beyond, ensuring that Australia remains a top destination for travellers worldwide.
“Under Ms Harrison’s ongoing leadership, I am confident Tourism Australia will continue to do what they do best, encouraging more international visitors to experience our abundant natural beauty, wonderful experiences and world-class food and wine,” said Farrell.
This year’s Australian Tourism Exchange (ATE) hosted in Melbourne in May was the largest in its 44-year history. The Tourism Australia-led event saw a record attendance of 2,600 delegates, including 1,200 seller delegates from 620 organisations, 60 of whom participated for the first time.
