Head of commercial and Business Events Australia, Robin Mack, has taken on the top job at Tourism Australia.
Mack has been with the government agency for over a decade and became head of Business Events Australia in 2021 following the departure of Penny Lion.
“We are delighted to appoint Mr Mack following an extensive recruitment process,” said chair of the Tourism Australia board, Penny Fowler AM.
“Robin has a proven track record in tourism and brings a wealth of industry perspective and experience gained across multiple fields and roles in the sector.
“During his 13 years at Tourism Australia, Robin has demonstrated his ability to drive strategies to create sustainable international demand for visiting Australia.
“This next phase of growth for tourism in Australia is critical. We are approaching a decade of significant major sporting events culminating in the Brisbane 2032 Olympic and Paralympic Games.
“The importance of Asia as a key visitor market is accelerating, and Australia is playing a leading role in creating unforgettable sustainable and First Nations tourism experiences.
“Under Robin’s leadership we will ensure Tourism Australia continues to support the industry to take full advantage of the opportunities.”
Mack’s appointment comes more than four months after Tourism Australia’s previous managing director, Phillipa Harrison, left the organisation to take up a role leading the Ras Al Khaimah Tourism Development Authority, in the United Arab Emirates.
In the interim, Mack has been filling the acting managing director role.
Mack said he was “incredibly excited” for his new position.
“Australia’s tourism industry contributes significantly to the nation through the economic impact it delivers from visitor spend and the jobs it creates,” he said.
“Tourism supports regional communities, builds connections between countries and can be a powerful driver in positive social and environmental advances.
“The global competition to attract high yielding visitors is stronger than ever, and the contribution of Tourism Australia across our marketing, partnerships, distribution, industry engagement and strategic insights work is critical in driving visitor demand and ensuring Australia captures its share of the global traveller market.”
