Sally Cope

Executive General Manager Industry & Business Events

Sally Cope leads the Tourism Australia Industry & Business Events teams which are responsible for driving strategic initiatives that foster growth, innovation and competitiveness within the Australian tourism industry (for leisure and business events).

With three key areas of focus, the Industry team manages and operates Tourism Australia's comprehensive calendar of Industry Events, including the Australian Tourism Exchange; maintains consistent and effective Industry Relations; and focuses on elevating visitor Experiences through marketing and development programs including the Signature Experiences of Australia collection.

Business Events Australia raises awareness and consideration of Australia’s quality business events product offering for both association and incentive events, by delivering insights, partnerships to drive conversion and opportunities to meet and do business with international business events planners.

With a career spanning 35 years in Australian tourism, Sally's experience adds a diverse perspective to the role. Most recently she was Tourism Australia's Regional General Manager for the United Kingdom and Northern Europe for six years, before returning to live in Australia in early 2025. Previously, Sally was Executive Officer of Ultimate Winery Experiences of Australia, part of Tourism Australia's Signature Experiences collection. She has also held leadership positions at Anthology, Voyages Hotels and Resorts and Qantas Holidays.