Robin Mack appointed Tourism Australia managing director

Tourism Australia has appointed 13-year industry veteran Robin Mack as its new managing director, opting for internal continuity as the nation enters a decade-long "green and gold" run of major sporting events.

Mack, who has most recently served as executive general manager of global markets and business events, will take over the top job effective immediately. He succeeds Philippa Harrison, who recently departed to lead the Ras Al Khaimah Tourism Development Authority.

Tourism Australia chair Penny Fowler said Mack’s deep institutional knowledge and track record across 16 global markets made him the standout candidate following an extensive recruitment process.

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“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. “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 at a critical juncture for the visitor economy. The agency is currently navigating a pivot toward high-yielding Asian markets and a multi-year strategy to integrate First Nations tourism into the "Come and Say G’day" global platform.

With almost 30 years of travel industry experience, including stints at Qantas and British Airways, Mack is widely respected for his work leading Business Events Australia, a high-yield sector that has been instrumental in Australia’s post-pandemic recovery.

“The global competition to attract high-yielding visitors is stronger than ever,” Mack said.

“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.”