Tourism Australia is the government agency responsible for promoting Australia as a travel destination. It plays a vital role in the country’s tourism industry, which is a significant contributor to the economy. As such, Tourism Australia needs an effective leader to steer its efforts towards achieving its mandate.
So, who is the head of Tourism Australia?
The current Managing Director of Tourism Australia is Phillipa Harrison. She was appointed to the position on January 1, 2019, succeeding John O’Sullivan, who left the organization in December 2018.
Phillipa Harrison has been with Tourism Australia for more than a decade and served in various roles before her appointment as Managing Director. These roles include Executive General Manager of International and Domestic Partnerships and Executive General Manager of Destination and Marketing Communications. Her experience with the organization makes her well-qualified to lead it.
Under Harrison’s leadership, Tourism Australia has continued to promote Australia as a travel destination worldwide. The agency’s marketing campaigns have won numerous awards globally, showcasing the country’s unique culture, wildlife, and natural landscapes.
Harrison has also been proactive in addressing challenges faced by the tourism industry due to factors beyond anyone’s control like natural disasters or global pandemics. In response to the COVID-19 pandemic that caused international travel restrictions worldwide, Tourism Australia launched several campaigns aimed at promoting domestic tourism within Australia since people could not travel overseas.
Aside from this challenging period brought about by COVID-19, Harrison has led Tourism Australia through other significant milestones in recent years. For example, she oversaw the launch of its new global campaign – “Come Live Our Philausophy.” This campaign was designed to showcase what makes Australians different from people in other parts of the world and encourage visitors to come experience it for themselves.
In conclusion, Phillipa Harrison is currently the head of Tourism Australia. With her extensive experience within the organization and leadership qualities demonstrated during her tenure as Managing Director so far, she is well-positioned to continue driving Tourism Australia’s efforts in promoting Australia as a travel destination.
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