The Tourism Australia Board has appointed Robin Mack as Managing Director following an intensive recruitment course of.
Mack brings 30 years of expertise to the position, and is an already established chief inside Tourism Australia for over a decade, Mack has been answerable for overseeing its market technique and operations throughout 16 international markets, in addition to business, distribution improvement and partnerships. He additionally led Enterprise Occasions Australia.
“The worldwide competitors to draw excessive yielding guests is stronger than ever, and the contribution of Tourism Australia throughout our advertising, partnerships, distribution, trade engagement and strategic insights work is essential in driving customer demand and making certain Australia captures its share of the worldwide traveller market,” Mack stated.
The appointment comes following Philipa Harrison’s departure in August 2025 after 8 years within the position.
“Robin has a confirmed monitor file in tourism and brings a wealth of trade perspective and expertise gained throughout a number of fields and roles within the sector,” Tourism Australia Chair, Penny Fowler AM, stated.
“This subsequent section of development for tourism in Australia is essential. We’re approaching a decade of serious main sporting occasions culminating within the Brisbane 2032 Olympic and Paralympic Video games.”
“The significance of Asia as a key customer market is accelerating, and Australia is taking part in a number one position in creating unforgettable sustainable and First Nations tourism experiences,” Fowler stated.
Accor’s Chief Working Officer within the Pacific area, Adrian Williams advised HM journal Mack’s appointment is an “thrilling end result for the trade”.
“Robin brings a uncommon mixture of worldwide perspective and deep trade data. His appointment is an thrilling end result for the trade because it supplies welcome continuity at a time when collaboration, confidence and clear market focus are extra vital than ever,” Williams advised HM journal.
“We’re wanting ahead to persevering with to work intently with Tourism Australia beneath Robin’s management as we work collectively to drive sustainable development for Australia’s customer economic system.”
In the meantime, InterContinental Lodges Group Managing Director, Australasia & Pacific, Matt Tripolone has highlighted the necessity for the tourism physique to assist steer expertise improvement for the trade at giant.
“A essential precedence is constructing a stronger pipeline of expert hospitality professionals to help Australia’s long-term tourism competitiveness,” Tripolone stated.
“The brand new Tourism Australia MD has a novel alternative to work with trade, training suppliers and authorities to drive expertise attraction initiatives, promote hospitality as a compelling profession, and help programmes that develop functionality and management throughout the sector.”
“This funding in folks will immediately strengthen service requirements, visitor expertise and the worldwide fame of Australia’s tourism providing,” Tripolone stated.
Lodging Australia Chief Govt Officer, James Goodwin has additionally welcomed the appointment, foreseeing Mack’s expertise to probably drive a push for worldwide visitation.
“On behalf of all Lodging Australia members I welcome Robin Mack as the brand new Managing Director of Tourism Australia,” Goodwin advised HM journal.
“Mr Mack has many years of expertise within the sector – he’s revered each at house and internationally.”
“His a few years of expertise overseeing Tourism Australia’s operations in key markets will serve us significantly nicely as we search to encourage extra worldwide guests to go to Australia. I stay up for working intently with him in his new position,” Goodwin stated.
Minister for Commerce and Tourism, Particular Minister of State Senator, the Hon Don Farrell additionally welcomed the appointment, saying it marked “an thrilling new chapter for the Australian tourism trade”.
“Together with his expertise, enthusiasm, and collaborative method he will likely be a strong advocate for Australian tourism operators and locations on the worldwide stage,” Farrell stated.
