Tourism Australia Managing Director Phillipa (Pip) Harrison will leave her role in August 2025 to take on a new opportunity overseas, the organisation’s board has announced. A search for Harrison’s replacement will begin soon.
Appointed MD in 2019 and reappointed in 2024, Harrison joined the tourism body in 2017 as Executive General Manager International, where she oversaw operations, distribution and partnerships.
Tourism Australia Chair Penny Fowler AM thanked Harrison for her leadership, highlighting the milestone of over 8 million international visitors in the past year, the first time since pre-pandemic.
“Under Pip’s leadership, Tourism Australia has demonstrated the importance of our tourism industry to our nation. Pip’s vision has been to grow a sustainable tourism sector, which was particularly challenging when faced with the devastating impacts of the Black Summer bushfires of 2019 and 2020 and a global pandemic,” Ms Fowler said.
“Pip led the organisation’s response, with a series of domestic campaigns, including Holiday Here This Year, alongside industry support initiatives while international travel was on hold for two years.
“When the world reopened, Tourism Australia was ready to go with global campaigns and innovative support programs such as the first ever National Experience Content Initiative (NECI) to help industry accelerate their preparedness to attract and welcome visitors.”
Lasting legacy
Fowler added that Pip will leave behind “a legacy of strong industry engagement, a culture of global and national connection and creativity, and the determination to succeed despite the most difficult of times”.
“On behalf of everyone at Tourism Australia, we sincerely thank Pip for her enormous contribution to the organisation and industry and look forward to continuing to work with the strong leadership team supporting the organisation,” she added.
Reflecting on her tenure, Harrison acknowledged the contribution of the 300,000 Aussie tourism operators and 200 Tourism Australia staff.
“It’s been the greatest privilege of my career to lead Tourism Australia on behalf of an industry I love and have dedicated my life to,” she remarked.
“Australian tourism has a powerful story to tell – not only about the unforgettable experiences we offer but also, the economic, social and cultural value we deliver across the country.
“I’m proud to have represented this resilient industry through challenging times, and I’m deeply grateful to the team at Tourism Australia for their passion, professionalism and unwavering love for this incredible country.”
Karryon recently caught up with Harrison at the 45th Australian Tourism Exchange (ATE), where Pip took a moment to share her take on where we’re at and where to next for tourism in Australia.
For info on Tourism Australia, visit www.tourism.australia.com.
