Phillipa Harrison reappointed Tourism Australia Managing Director

August 23, 2024

Marketing / Tourism /

Senator Don Farrell, Federal Minister for Trade and Tourism, has announced that Phillipa Harrison has been reappointed as Managing Director of Tourism Australia for the next five years.

Senator Farrell announced that the Board of Tourism Australia had made a "unanimous decision" to reappoint Harrison, who was first appointed Managing Director in late 2019, stating that she brought "a wealth of knowledge and extensive tourism industry experience to the role, which has been critical in guiding the organisation and tourism industry through the most challenging period in its history."

He added "Ms Harrison’s strong leadership during the 2019-20 Summer bushfires and through the global COVID-19 pandemic, to where we are now with international tourism’s recovery, has been exceptional and shows she is the right person to lead Tourism Australia into the future."

Senator Farrell added "Tourism Australia, under Ms Harrison’s leadership, is continuing to help drive the industry’s recovery through international marketing efforts, including the global ‘Come and Say G’day’ campaign, which has achieved tremendous success overseas."

The 'Come and Say G'day' campaign has had almost 2.5 billion views worldwide helping to convert interest into international visitor bookings.

Before joining Tourism Australia, Harrison held senior positions with luxury travel brands, including Hamilton Island Enterprises and the Langham Hospitality Group, where she honed her expertise in driving international demand and delivering high-quality tourism experiences.

Images: Senator Don Farrell with Phillipa Harrison (top) and Harrison at Australian Tourism Exchange 2024 (below).

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