Tourism Australia Managing Director Phillipa (Pip) Harrison has announced she will step down in August 2025 to take up an international opportunity.

Since her appointment in 2019, Ms Harrison has been a steadfast and collaborative partner to Destination NSW—bringing a clear, consistent commitment to promoting Sydney and NSW to the world.

Ms Harrison’s leadership at Tourism Australia spanned one of the most turbulent periods for the visitor economy, including the COVID-19 pandemic and the global travel shutdown. Through it all, she maintained an unwavering focus on rebuilding demand, supporting industry, and restoring Australia’s reputation as a must-visit destination.

Importantly for NSW, Ms Harrison championed international campaigns that put Sydney and our state front and centre—from the global “Come and Say G’day” campaign to cooperative marketing initiatives that helped accelerate recovery in our priority markets.

Under her direction, Tourism Australia deepened engagement with state and territory partners and worked closely with Destination NSW on joint initiatives to promote aviation, regional dispersal, business events, and major international opportunities such as Vivid Sydney and the FIFA Women’s World Cup.

Destination NSW thanks Ms Harrison for her enduring partnership, her professionalism, and her strong advocacy for NSW within the national tourism agenda.

We wish her every success in this next chapter and look forward to building on the legacy of collaboration she helped shape.

Tourism Australia Board commends leadership

Ms Harrison joined Tourism Australia in 2017 as Executive General Manager International, to lead the organisation’s international operations, Global Distribution and Partnerships.

She was appointed Managing Director in 2019 and later reappointed for a further term in 2024.

Tourism Australia Board Chair Penny Fowler AM thanked Ms Harrison for her achievements, which in the last year has seen Australia welcome more than eight million visitors for the first time in five years.

“Under Pip’s leadership, Tourism Australia has demonstrated the importance of our tourism industry to our nation," she said.

"Pip’s vision has been to grow a sustainable tourism sector, which was particularly challenging when faced with the devastating impacts of the Black Summer bushfires of 2019 and 2020 and a global pandemic.

“Pip led the organisation’s response, with a series of domestic campaigns, including Holiday Here This Year, alongside industry support initiatives while international travel was on hold for two years.

“When the world reopened, Tourism Australia was ready to go with global campaigns and innovative support programs such as the first ever National Experience Content Initiative (NECI) to help industry accelerate their preparedness to attract and welcome visitors.

“Pip will be missed greatly, but she has created a legacy of strong industry engagement, a culture of global and national connection and creativity, and the determination to succeed despite the most difficult of times.

“On behalf of everyone at Tourism Australia, we sincerely thank Pip for her enormous contribution to the organisation and industry and look forward to continuing to work with the strong leadership team supporting the organisation.”

Ms Harrison thanked the 300,000 operators in Australia and 200 Tourism Australia staff across the world who work to support and grow the visitor economy and create the experiences visitors love.

“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," she said.

“I’m proud to have represented this resilient industry through challenging times, and I’m deeply grateful to the team at Tourism Australia for their passion, professionalism and unwavering love for this incredible country.”

The recruitment process to appoint a new Managing Director will commence shortly.