Tourism Australia has appointed Robin Mack as Managing Director following an extensive recruitment process.
Mack has 30 years of experience and has been a leader at Tourism Australia for more than a decade, overseeing its market strategy and operations, as well as commercial, distribution development and partnerships across 16 global markets. He also leads Australian business activities.
“Global competition to attract high-yielding visitors is more intense than ever and Tourism Australia’s contribution in marketing, partnerships, distribution, industry engagement and strategic insights work is critical to driving visitor demand and ensuring Australia captures global visitor market share,” Mack said.
The appointment follows the departure of Philipa Harrison in August 2025 after eight years in the role.
Tourism Australia chair Penny Fowler AM said: “Robin has a strong track record in the tourism industry and brings a wealth of industry perspective and experience gained across multiple areas and roles within the industry.”
“The next phase of growth for Australia’s tourism industry is critical. We are approaching a decade of major sporting events, culminating in the 2032 Olympic and Paralympic Games in Brisbane.”
“Asia is growing in importance as a key visitor market, with Australia playing a leading role in creating unforgettable sustainable and Indigenous tourism experiences,” Fowler said.
Adrian Williams, Accor’s chief operating officer for the Pacific, told HM Magazine Mack’s appointment was “an exciting result for the industry”.
“Robin brings a rare combination of global perspective and deep industry knowledge. His appointment is an exciting outcome for the industry as it provides welcome continuity at a time when collaboration, confidence and a clear market focus are more important than ever,” Williams told HM Magazine.
“We look forward to continuing to work closely with Tourism Australia under Robin’s leadership to drive sustainable growth in Australia’s visitor economy.”
Meanwhile, IHG Australia and Pacific managing director Matt Tripolone stressed the need for travel agencies to help guide talent development across the industry.
“The priority is to build a stronger workforce of highly skilled hospitality professionals to support Australia’s long-term tourism competitiveness,” Tripolone said.
“The new Tourism Australia General Manager has a unique opportunity to work with industry, education institutions and government to drive talent attraction initiatives, promote hospitality as a compelling career and support programs that build capability and leadership across the industry.”
“This investment in people will directly strengthen the service standards, guest experience and global reputation of Australia’s tourism industry,” Tripolone said.
Accommodation Australia CEO James Goodwin also welcomed the appointment and foresees the potential for Mike’s experience to drive growth in international tourism.
“On behalf of all Accommodation Australia members, I would like to welcome Robin Mack as the new General Manager of Tourism Australia,” Goodwin told HM magazine.
“Mr. Mack has decades of experience in the field – he is respected nationally and internationally.”
“His many years of experience overseeing Tourism Australia’s operations in key markets will be particularly helpful as we work to encourage more international visitors to visit Australia. I look forward to working closely with him in his new role,” Goodwin said.
The Honorable Don Farrell, Minister for Trade and Tourism and Special Minister of State, also welcomed the appointment, saying it marked “an exciting new chapter for Australia’s tourism industry”.
“With his experience, enthusiasm and collaborative approach, he will be a strong advocate for Australian tourism operators and destinations on the international stage,” Farrell said.