Tourism Australia is the national tourism organization of Australia. It is responsible for promoting the country to the world as a desirable destination to visit.
The CEO of Tourism Australia is an important figure in the organization, overseeing its operations and leading its efforts to increase tourism in Australia. So, who is the current CEO of Tourism Australia?
The current CEO of Tourism Australia is Phillipa Harrison. She was appointed to this position in 2019, succeeding John O’Sullivan. Prior to joining Tourism Australia, Harrison had extensive experience in the tourism industry, having worked for over 20 years in various leadership positions across different organizations.
As the CEO of Tourism Australia, Harrison has a critical role to play in shaping the country’s image as a tourist destination. Under her leadership, Tourism Australia has launched several initiatives aimed at attracting more tourists to the country. Some of these initiatives include:
Undiscover Australia
“Undiscover Australia” is a campaign launched by Tourism Australia in response to the devastating bushfires that affected large parts of the country in late 2019 and early 2020. The campaign aims to encourage Australians to explore their own country and support local communities that were affected by the bushfires.
Dundee: The Son of a Legend Returns Home
In 2018, Tourism Australia launched “Dundee: The Son of a Legend Returns Home,” a marketing campaign that aimed to attract more American tourists to visit Australia. The campaign featured several high-profile celebrities and was widely praised for its creativity and humor.
Restaurant Australia
“Restaurant Australia” is another initiative launched by Tourism Australia under Harrison’s leadership. The campaign aims to promote Australian cuisine and showcase the country’s world-class dining experiences.
The Bottom Line
Phillipa Harrison is an experienced leader with a passion for promoting tourism in Australia. As CEO of Tourism Australia, she has launched several successful initiatives aimed at attracting more tourists to the country. If you’re planning a trip to Australia, you can be sure that Harrison and her team are working hard to make your visit a memorable one.