Tourism Australia is set to undergo a leadership transition, with Managing Director Phillipa (Pip) Harrison confirming she will step down in August 2025 to take up a new opportunity overseas.
Harrison, who has led the national tourism agency since 2019, has been at the helm during one of the most turbulent periods for the global travel industry. Having joined Tourism Australia in 2017 as Executive General Manager of International, Harrison brought extensive experience in global distribution and partnerships before being appointed Managing Director. Her tenure coincided with a succession of major events that tested the resilience of the sector from the Black Summer bushfires to the prolonged international border closures brought on by the pandemic.
During the pause in global travel, Harrison spearheaded several domestic initiatives aimed at sustaining the tourism ecosystem, including the Holiday Here This Year campaign. As borders reopened, she oversaw the swift rollout of global marketing efforts and industry readiness programs such as the National Experience Content Initiative, which helped operators re-engage with international audiences.
Under her leadership, Australia recently surpassed eight million international visitor arrivals, marking the strongest inbound performance in five years and a key milestone in the sector’s recovery.
Tourism Australia Chair Penny Fowler AM acknowledged Harrison’s impact, highlighting her focus on long-term sustainability, cross-sector collaboration, and her role in restoring confidence in Brand Australia.
A recruitment process to appoint a new Managing Director will commence in the coming months, with Harrison remaining in the role until August. Her departure marks the end of a significant chapter for Tourism Australia, with the organisation now preparing to enter a new phase of leadership as the industry looks ahead to future growth and global competitiveness.