Tourism Australia will soon bid farewell to its Managing Director, Phillipa (Pip) Harrison, who is set to step down in August 2025 to take up an overseas opportunity.
Harrison has led the national tourism body since 2019, guiding the organisation through some of the most challenging years in Australia’s tourism history – from bushfires and a global pandemic to the long-awaited return of international travel.
Having first joined Tourism Australia in 2017 as Executive General Manager International, Harrison was reappointed as Managing Director in 2024. During her tenure, Australia welcomed over eight million visitors in the past year alone – a significant milestone not seen since before the pandemic.
Chair of the Tourism Australia Board, Penny Fowler AM, praised Harrison’s unwavering leadership and contribution to the industry.
“Pip’s vision to grow a sustainable tourism sector shone through even during the hardest of times,” Fowler said.
“From spearheading domestic campaigns like Holiday Here This Year to launching innovative programs such as the National Experience Content Initiative, Pip ensured Australia remained top of mind for travellers around the world.”
Reflecting on her time at the helm, Harrison expressed pride in the industry and gratitude for the team behind her.
“It’s been the greatest privilege of my career to lead Tourism Australia,” she said. “Australian tourism tells a powerful story – not just about unforgettable experiences, but about the value we deliver across the country. I’m proud to have represented this resilient industry through it all.”
Tourism Australia will soon begin the recruitment process to appoint a new Managing Director. Until then, the leadership team remains committed to continuing the work of promoting Australia to the world.
