Tourism Australia has appointed Kathryn O’Brien as its new executive general manager global markets, with the tourism and aviation leader starting on 10 August.
O’Brien joins from Air New Zealand, where she currently leads Australian operations across sales, marketing, partnerships and distribution.
In her new role, she will oversee Tourism Australia’s international office network across 16 global markets, alongside key airline and distribution relationships.
O’Brien brings more than 20 years of experience across tourism and aviation. Her previous roles include senior leadership positions at Experience Co and a 17-year tenure at Hamilton Island Enterprises, where she held a range of commercial and sales roles.
“Kath brings to Tourism Australia significant skill and experience having worked across a range of international facing roles in sales, distribution, product and marketing strategy to deliver both revenue growth and strong stakeholder relationships,” Tourism Australia managing director Robin Mack said.
“With a strong combination of business acumen and excellent people leadership skills we are excited about what Ms O’Brien can bring to the role and our organisation, to attract high-yielding visitors in a time of intense competitiveness in destination marketing.”
O’Brien said she is excited to join at a pivotal moment for Australian tourism, as global competition for visitors intensifies and partnerships become increasingly important in driving inbound growth.
“As someone who has spent a lifetime working in the industry, I am thrilled to have the opportunity to join Tourism Australia and represent Australian tourism and work with our teams and partners around the world,” she remarked.
KARRYON UNPACKS: Tourism Australia’s choice of an aviation executive feels telling. In a market still shaped by capacity, connectivity and competition, airline relationships may matter as much as destination marketing right now.
