The Board of Tourism Australia has announced that Managing Director Phillipa (Pip) Harrison will step down in August 2025 to pursue a new overseas opportunity. Harrison, who has led the national tourism body since 2019 and was reappointed in 2024, has played a pivotal role in navigating the Australian tourism industry through some of its most challenging times, including natural disasters and the global COVID-19 pandemic.

Her departure marks the end of a transformative period for Tourism Australia, during which the country celebrated welcoming over eight million international visitors for the first time in five years, signaling a significant recovery in tourism.

Leadership Through Crisis and Recovery

Pip Harrison joined Tourism Australia in 2017 as Executive General Manager International, overseeing the organisation’s international operations, global distribution, and partnerships. Her elevation to Managing Director in 2019 positioned her at the forefront during two of Australia’s most turbulent tourism crises: the Black Summer bushfires (2019–2020) and the pandemic-induced global travel halt.

Penny Fowler AM, Chair of the Tourism Australia Board, praised Harrison’s leadership, emphasizing her vision to foster a sustainable tourism sector. Fowler noted:

“Pip led the organisation’s response with innovative domestic campaigns like Holiday Here This Year while international borders were closed. Her work ensured that Australian tourism stayed resilient, and when the world reopened, Tourism Australia was ready with global campaigns and initiatives like the National Experience Content Initiative (NECI) to help industry recover quickly.”

The NECI program helped tourism operators adapt to new market realities by enhancing their digital content and marketing capabilities, contributing to renewed global interest in Australian destinations.

Contributions to Australian Tourism’s Global Profile

Under Harrison’s tenure, Tourism Australia not only rebuilt visitor numbers but also enhanced the nation’s global brand through strategic partnerships, digital innovation, and tailored marketing campaigns. The Australian government’s broader tourism strategy, as outlined by the Department of Infrastructure, Transport, Regional Development, Communications and the Arts, aligns closely with these objectives, aiming to boost international arrivals, diversify source markets, and support regional tourism.

Tourism Australia’s efforts under Harrison’s leadership have been integral to meeting government targets such as increasing tourism’s contribution to GDP and employment, as articulated in the Tourism 2030 Strategy.

Acknowledging an Industry Champion

Focusing on sustainability and resilience, Harrison championed initiatives promoting community engagement, environmental stewardship, and inclusive economic growth across Australia’s diverse regions. These align with the principles advocated by the Global Sustainable Tourism Council (GSTC), which Tourism Australia actively supports.

Harrison expressed gratitude to the more than 300,000 tourism operators and the global team of 200 Tourism Australia staff who supported the recovery:

“It’s been the greatest privilege of my career to lead Tourism Australia on behalf of an industry I love and have dedicated my life to. Australian tourism has a powerful story to tell—not only about the unforgettable experiences we offer but also the economic, social and cultural value we deliver across the country.”

Her leadership has left an enduring impact on the industry’s trajectory and reputation worldwide.

Looking Ahead: Recruitment for New Managing Director

With Harrison’s departure set for August 2025, the Board of Tourism Australia will soon commence a recruitment process to appoint her successor. The organisation aims to find a leader who can continue advancing the sector’s growth while maintaining focus on innovation, sustainability, and inclusivity.

The Australian government has underscored the importance of continuity and strategic leadership in tourism, especially as the sector faces evolving challenges such as climate change, digital transformation, and shifting consumer preferences.

Tourism’s Role in Australia’s Economic Recovery

Tourism remains one of Australia’s largest export industries, generating billions in revenue and providing millions of jobs nationwide. The Australian Bureau of Statistics (ABS) reports that prior to the pandemic, tourism contributed more than 3% of the country’s GDP and supported approximately 5% of total employment.

The sector’s recovery, catalyzed by effective leadership and government collaboration, is a key pillar of Australia’s economic resilience and growth strategies.

Conclusion

Phillipa Harrison’s impending departure marks the close of a transformative era for Tourism Australia, one defined by innovation, resilience, and recovery. Her leadership during unprecedented challenges has positioned Australian tourism for a strong future, blending global appeal with sustainable development.

The search for a new Managing Director will be crucial in ensuring that Australia continues to harness tourism’s potential as a driver of economic, social, and cultural prosperity.

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