Tourism Australia has appointed Robin Mack as its new Managing Director. Since Phillipa Harrison stepped down from the role in August 2025, Mack has been operating in an interim capacity, but his permanent appointment was confirmed today.
Prior to his role as acting MD, Mack was working as Executive General Manager Global Markets and Business Events at Tourism Australia, where hs has plied his trade for more than 10 years.
In that role, he oversaw the organisation’s 16 key international markets, the global distribution development and partnerships team, and Business Events Australia.
Before joining Tourism Australia, Mack held roles across travel retail, wholesale and airlines, before moving into destination marketing.
“We are delighted to appoint Mr Mack following an extensive recruitment process,” Tourism Australia Chair Penny Fowler AM said.
“Robin has a proven track record in tourism and brings a wealth of industry perspective and experience gained across multiple fields and roles in the sector.
“During his 13 years at Tourism Australia, Robin has demonstrated his ability to drive strategies to create sustainable international demand for visiting Australia.
“This next phase of growth for tourism in Australia is critical. We are approaching a decade of significant major sporting events culminating in the Brisbane 2032 Olympic and Paralympic Games.
“The importance of Asia as a key visitor market is accelerating, and Australia is playing a leading role in creating unforgettable sustainable and First Nations tourism experiences.”
Mack said he is “incredibly excited and proud to lead Tourism Australia”.
“Australia’s tourism industry contributes significantly to the nation through the economic impact it delivers from visitor spend and the jobs it creates,” he stated.
“Tourism supports regional communities, builds connections between countries and can be a powerful driver in positive social and environmental advances.
“The global competition to attract high yielding visitors is stronger than ever, and the contribution of Tourism Australia across our marketing, partnerships, distribution, industry engagement and strategic insights work is critical in driving visitor demand and ensuring Australia captures its share of the global traveller market.”
Meanwhile, Federal Minister for Trade and Tourism, Senator Don Farrell, welcomed the appointment, saying it “marks an exciting new chapter for the Australian tourism industry”.
“With his experience, enthusiasm, and collaborative approach he will be a powerful advocate for Australian tourism operators and destinations on the international stage,” he said in a statement.
“With almost 30 years experience in tourism, and many years overseeing Tourism Australia’s operation in key markets around the world, Robin is well placed to take up the position of Managing Director.
“I congratulate Mr Mack on his appointment and look forward to working closely with him.”
The latest Australian tourism forecast from Tourism Research Australia shows inbound tourism continuing to climb with Asia leading the next wave of international visitor economy growth. Read more about that here.
For more information on Tourism Australia, visit www.australia.com.
KARRYON UNPACKS: For the trade, this is continuity with clout. Mack knows global markets, partners and distribution inside out, which matters as Australia sharpens its sell internationally. Expect steady leadership, fewer surprises and strong trade alignment.
