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Tourism Australia is the Australian Government agency responsible for attracting international visitors to Australia for both leisure and business events. Its core mission is to make Australia the most desirable and memorable destination on earth. The agency undertakes strategic marketing activities globally, including advertising campaigns, public relations, and digital engagement. It also conducts market research to provide insights to the Australian tourism industry, collaborates with industry partners, and works to grow the economic and social benefits of tourism for Australia.
The headquarters in Sydney serves as the central command for Tourism Australia's global operations, including the development of international marketing strategies, brand management, research and insights, corporate affairs, policy liaison, and financial oversight.
Located in a prominent commercial tower in Sydney's Central Business District, offering modern office facilities designed to promote collaboration and innovation, with expansive views of the city.
Tourism Australia fosters a passionate, driven, and collaborative work culture. Employees are united by a shared love for Australia and a commitment to promoting its unique offerings to the world, encouraging creativity and strategic thinking.
As the nerve center of Australia's international tourism marketing efforts, the Sydney HQ is crucial for coordinating a unified national approach, engaging with government and industry stakeholders, and driving the strategic direction of the organization.
Tourism Australia maintains a robust global presence with a network of around 15 international offices strategically located in key markets across Asia, Europe, the Americas, and New Zealand. These offices are responsible for implementing tailored marketing and communication strategies, managing relationships with local travel trade and media, conducting market-specific research, and fostering partnerships to promote Australia as a premier tourism destination. This international footprint enables Tourism Australia to effectively reach global consumers and drive international visitation and expenditure.
Level 29, 420 George Street
Sydney
NSW
Australia
Address: 6th Floor, Australia Centre, Strand, London WC2B 4LG, United Kingdom
To maintain and grow tourist arrivals and expenditure from the United Kingdom and Continental Europe by tailoring campaigns to local preferences and working closely with the regional travel industry.
Address: 2029 Century Park East, Suite 3050, Los Angeles, CA 90067, USA
To increase visitor numbers and yield from the valuable North American market, emphasizing Australia's unique wildlife, landscapes, food and wine, and vibrant cities.
Address: Suite 3005, CITIC Square, 1168 Nanjing Road West, Shanghai 200041, China
To rebuild and grow tourism from mainland China, Hong Kong, and Taiwan by promoting experiences that resonate with Chinese travelers and facilitating travel through partnerships.
Address: One George Street, #20-02A, Singapore 049145
To attract visitors from Southeast Asia by highlighting Australia's proximity, family-friendly attractions, and diverse travel experiences, leveraging strong aviation links.
Address: Yurakucho Denki Building, South Wing 14F, 1-7-1 Yurakucho, Chiyoda-ku, Tokyo 100-0006, Japan
To stimulate demand and grow visitor arrivals from Japan, a key traditional market, by showcasing appealing Australian destinations and experiences to Japanese consumers and travel trade.
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As of April 2025, Tourism Australia' leadership includes:
Tourism Australia has been backed by several prominent investors over the years, including:
Over the past 12-18 months, Tourism Australia has seen several key executive movements, including the appointment of a new Chief Financial Officer, a new Executive General Manager for Global operations who also took on acting responsibilities for Americas & Europe, and an acting Executive General Manager for People & Culture. These changes reflect strategic team enhancements and transitions.
Discover the tools Tourism Australia uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Tourism Australia typically uses email addresses associated with its corporate domain 'tourism.australia.com'. The most common formats observed are [first initial][last name] (e.g., jsmith@tourism.australia.com) or [first name].[last name] (e.g., jane.smith@tourism.australia.com).
[first_initial][last]@tourism.australia.com OR [first].[last]@tourism.australia.com
Format
pharrison@tourism.australia.com or phillipa.harrison@tourism.australia.com
Example
90%
Success rate
Karryon • May 23, 2024
The Australian Tourism Exchange (ATE) 2024 in Melbourne concluded with record attendance, bringing together Australian tourism businesses and international buyers to forge partnerships and drive future inbound travel. Tourism Australia highlighted the event's success in showcasing the nation's diverse offerings....more
Tourism Australia Corporate Website • April 27, 2023
Tourism Australia officially launched its global 'Come and Say G'day' campaign in China. The campaign, featuring CGI brand ambassador Ruby the kangaroo, aims to welcome back Chinese travellers and highlight Australia's unique attractions and friendly atmosphere....more
Travel Weekly Australia • February 15, 2024
Tourism Australia unveiled its latest domestic marketing push under the 'Holiday Here This Year' banner, encouraging Australians to explore their own backyard and support local tourism operators, showcasing diverse travel experiences across the country....more
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