Tourism Australia reappoints MD for further five years

Phillipa Harrison has been reappointed managing director of Tourism Australia and will continue in the role until 2029. Tourism and trade minister Senator the Hon. Don Farrell welcomed what he said was a “unanimous” decision by the national tourism authority’s Board. Harrison has held the post since 2019 providing leadership through some challenging times, including the devastating bushfires and the global pandemic. As recovery continues, Tourism Australia under Harrison’s stewardship is continuing to help drive international demand including through its ‘Come and Say G’day campaign.’ The campaign has had almost 2.5 billion views worldwide helping to convert interest into international visitor bookings. “Under Ms Harrison’s ongoing leadership, I am confident Tourism Australia will continue to do what they do best, encouraging more international visitors to experience our abundant natural beauty, wonderful experiences and world-class food and wine,” the minister added. Before joining Tourism Australia Harrison held senior positions with luxury travel brands, including Hamilton Island Enterprises and the Langham Hospitality Group. This year’s Australian Tourism Exchange (ATE), led by Tourism Australia and hosted in Melbourne in May was the largest in its 44-year history, attracting 2,600 delegates. Harrison also played a key role in the major MICE event Dreamtime, which saw international hosted buyers meet in Adelaide last year. The event returns – with Cairns the main host city – in September 2024 under a new name ‘Australia Next’.