Mack: global competition for high-yield visitors “stronger than ever”.
Tourism Australia has appointed former Business Events Australia leader Robin Mack as its new managing director, at a pivotal time for the country’s tourism and meetings sector.
The announcement was made on 9 January by Minister for Trade and Tourism Don Farrell and the Tourism Australia Board, chaired by Penny Fowler.
Mack brings almost 30 years of global, multi-sector travel industry experience and has spent more than a decade with Tourism Australia.
Most recently, he served as executive general manager, global markets and business events, overseeing market strategy and operations across 16 international markets, alongside commercial, distribution development and partnership portfolios.
Tourism Australia chair Penny Fowler said Mack’s appointment followed an extensive recruitment process and reflected his strong track record.
“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 stated. She further highlighted the growing importance of Asian source markets, and stressed that Mack’s leadership will help the industry take full advantage of the opportunities.
Mack 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.”
As acting managing director, he recently shared his vision of incentives as a key growth engine for the country, particularly in attracting high-value groups from Asia.