What Does Tourism Australia Do?

Total employees706
HeadquartersSydney
Founded2004

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.

Where Is Tourism Australia's Headquarters?

Tourism Australia officeTourism Australia officeTourism Australia officeTourism Australia office
*Images sourced via web search. Rights belong to original owners

HQ Function

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.

Notable Features:

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.

Work Culture:

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.

HQ Significance:

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.

Values Reflected in HQ: The headquarters' location and design reflect professionalism, global connectivity, and a forward-thinking approach to promoting Australia on the world stage, aligning with its mission to be innovative and impactful.

Location:

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.

Street Address:

Level 29, 420 George Street

City:

Sydney

State/Province:

NSW

Country:

Australia

Where Else Does Tourism Australia Operate Around the World?

London, United Kingdom

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.

Los Angeles, USA

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.

Shanghai, China

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.

Singapore, Singapore

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.

Tokyo, Japan

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.

Buying Intent Signals for Tourism Australia

Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.

Notable news
Hiring actively
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
*Example signal, not calculated in real time

Who's Leading Tourism Australia? Meet the Executive Team

As of April 2025, Tourism Australia' leadership includes:

Phillipa Harrison - Managing Director
Sally Cope - Executive General Manager, Global & Acting EGM, Americas & Europe
Susan Coghill - Chief Marketing Officer
Andrew Waddel - Executive General Manager, Eastern Markets & Aviation
Paul Bailey - Executive General Manager, Corporate Affairs, Government & Industry
Johanna Tyranny - Chief Financial Officer
Elissa Keenan - Executive General Manager, People & Culture (Acting)

Who's Investing in Tourism Australia?

Tourism Australia has been backed by several prominent investors over the years, including:

Australian Government (Primary Funder)

What Leadership Changes Has Tourism Australia Seen Recently?

Hire3
Exits2

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.

Departures

Rob Labb, Rob Labb concluded his tenure as Chief Financial Officer.
Lauren St Clair, Lauren St Clair departed from her role as EGM, People & Culture.

New Appointments:

Johanna Tyranny, Johanna Tyranny appointed as new Chief Financial Officer.
Sally Cope, Sally Cope appointed Executive General Manager, Global, and additionally took on Acting EGM, Americas & Europe responsibilities.
Elissa Keenan, Elissa Keenan appointed as Acting Executive General Manager, People & Culture.

What Technology (Tech Stack) Is Used byTourism Australia?

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 Email Formats and Examples

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

What's the Latest News About Tourism Australia?

KarryonMay 23, 2024

Tourism Australia News: ATE24 Wrap - Record Delegate Numbers at Melbourne Event

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 WebsiteApril 27, 2023

Tourism Australia News: 'Come and Say G'day' Campaign Launches in China

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 AustraliaFebruary 15, 2024

Tourism Australia News: Latest Domestic Campaign 'Holiday Here This Year' Revealed

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

Highperformr's free tools for company research

Explore Employees by Region or Country

See where a company’s workforce is located, by country or region.

View Funding Details

View past and recent funding rounds with amounts and investors.

Understand Revenue Insights

Understand company revenue estimates and financial scale.

Track Active Job Openings

Track active roles and hiring trends to spot growth signals.

Review Product and Offerings

Discover what a company offers—products, platforms, and solutions.

Get SIC or NAICS Codes

Get the company’s official SIC and NAICS classifications.

Analyze Website Traffic Trends

Analyze visitor volume, engagement, and top traffic sources.

Discover Social Profiles and Engagement

Explore LinkedIn, Twitter, and other active social profiles.

Identify Top Competitors

Identify top competitors based on similar business traits.

Research and Discover Companies with Highperformr — Smarter, Faster

Explore companies in depth — from the tech they use to recent funding, hiring trends, and buyer signals — all in one powerful view.

Highperformr AI helps you surface the right accounts and enrich your CRM with verified company and contact insights, so your teams can prioritize and engage faster.

  • Track intent signals to find buyers who are actively in-market
  • Enrich contacts and companies instantly, no need to switch tools
  • Automate workflows to stay ahead of every change
  • Connect your CRM & tools for seamless data sync and activation

Thousands of companies, including Tourism Australia, are just a search away.