Tourism Australia appoints Robin Mack as new Managing Director

Tourism Australia has appointed Robin Mack as its new Managing Director, bringing almost 30 years of global, multi-sector experience in the travel industry to the role.

A long-standing leader within Tourism Australia, Mack has spent more than a decade with the organisation, most recently overseeing market strategy and operations across 16 global markets. His remit has also included commercial activity, distribution development and partnerships, along with leadership of Business Events Australia.

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Tourism Australia Chair Penny Fowler said the appointment followed an extensive recruitment process and comes at a pivotal time for the sector.

“Robin has a proven track record in tourism and brings a wealth of industry perspective and experience gained across multiple fields and roles,” Fowler said. “During his 13 years at Tourism Australia, he has demonstrated his ability to drive strategies that create sustainable international demand for visiting Australia.

“This next phase of growth for tourism in Australia is critical. We are approaching a decade of major sporting events, culminating in the Brisbane 2032 Olympic and Paralympic Games. The importance of Asia as a key visitor market is accelerating, and Australia is playing a leading role in delivering unforgettable, sustainable and First Nations tourism experiences.”

Mack said he was honoured to be appointed to lead the national tourism body at a time of heightened global competition for high-value travellers.

“Australia’s tourism industry contributes significantly to the nation through visitor spend and the jobs it creates,” he said. “Tourism supports regional communities, builds connections between countries and can be a powerful driver of positive social and environmental outcomes.

“The global competition to attract high-yielding visitors is stronger than ever, and Tourism Australia’s work across marketing, partnerships, distribution, industry engagement and strategic insights is critical to ensuring Australia captures its share of the global traveller market.”

The appointment has also been welcomed by the accommodation sector. Accommodation Australia CEO James Goodwin said Mack’s experience would be a strong asset as international travel continues to rebuild and grow.

“On behalf of all Accommodation Australia members, I welcome Robin Mack as the new Managing Director of Tourism Australia,” Goodwin said. “He has decades of experience in the sector and is respected both domestically and internationally.

“His many years overseeing Tourism Australia’s operations in key markets will serve us particularly well as we work to encourage more international visitors to Australia. I look forward to working closely with him in his new role.”

The appointment has also been welcomed by the Australian Tourism Industry Council (ATIC), which congratulated Tourism Australia on Mack’s appointment and highlighted his deep industry knowledge and long-standing leadership within the organisation.

ATIC noted Mack’s 13 years of experience at Tourism Australia and his strong understanding of global tourism markets, partnerships and distribution, describing his leadership as timely as the sector enters a pivotal period of growth.

The council also acknowledged Tourism Australia’s critical role in driving sustainable international demand, strengthening industry capability and showcasing Australia’s tourism offering globally, particularly as the nation prepares for a decade of major events and continued growth in key markets, including Asia.

ATIC said it looks forward to continuing to work closely with Mack and the Tourism Australia team to support a resilient, sustainable and high-performing tourism industry that delivers lasting benefits for businesses, communities and visitors nationwide.