The appointment of Robin Mack as the new Managing Director of Tourism Australia marks “an exciting new chapter” for Australia’s tourism industry, according to Tourism Minister Senator Don Farrell.
Farrell highlighted Mack’s extensive experience, industry knowledge and international focus as key attributes. Mack has served as Acting Managing Director since the departure of Philippa Harrison last August.
“With his experience, enthusiasm, and collaborative approach he will be a powerful advocate for Australian tourism operators and destinations on the international stage,” Farrell said.
Mack brings to the role nearly three decades of tourism experience, including more than 10 years at Tourism Australia. In his most recent position as Executive General Manager Global Markets & Business Events, Mack was responsible for overseeing Tourism Australia’s 16 priority global markets, alongside the commercial team managing global distribution development, partnerships and Business Events Australia.
Tourism Australia Chair Penny Fowler AM said the appointment followed a rigorous selection process and reflected Mack’s deep understanding of the industry.
“We are delighted to appoint Mr Mack following an extensive recruitment process. 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,” Fowler said.
“During his 13 years at Tourism Australia, Robin has demonstrated his ability to drive strategies to create sustainable international demand for visiting Australia.”
Fowler also pointed to the strategic importance of the coming decade for the visitor economy, citing major global opportunities on the horizon.
“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,” she said.
“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.”
Prior to joining Tourism Australia, Mack worked across travel retailers, wholesalers and airlines, including roles with British Airways and Qantas, before shifting his focus to destination marketing — experience that underpins a broad perspective on global travel dynamics.
Accepting the role, Mack said he was “incredibly excited and proud” to lead the national tourism organisation.
“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.
“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.”
