Tourism Australia Appoints New Managing Director

Media Release

The Tourism Australia (TA) Board has appointed Robin Mack as the organisation’s new Managing Director, bringing almost 30 years of multi sector global experience within the travel industry to the role. 

A leader within Tourism Australia for over a decade, Mr Mack has been responsible for overseeing its market strategy and operations across 16 global markets, as well as commercial, distribution development and partnerships. He also led Business Events Australia.  

Tourism Australia Chair, Penny Fowler AM, said, “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. 

“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.” 

Mr Mack said he was honoured to be chosen to lead Australia’s national tourism organisation. 

“I am incredibly excited and proud to lead Tourism Australia. Australia’s tourism industry contributes significantly to the nation through the economic impact it delivers from visitor spend and the jobs it creates. 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.”