Tourism Australia has appointed former Air New Zealand executive Kath O’Brien as its new Executive General Manager – Global Markets, in a move aimed at strengthening Australia’s international tourism performance across key inbound markets.
O’Brien joins Tourism Australia following senior commercial and aviation leadership roles, including most recently serving as General Manager Australia for Air New Zealand. She will oversee Tourism Australia’s international operations across 16 global markets spanning Asia, Europe, the United Kingdom and the Americas.
The appointment comes at a significant time for the tourism body as competition intensifies among global destinations looking to attract high-yield travellers and business events.
Tourism Australia said the role carries responsibility for shaping Australia’s international tourism strategy, including airline partnerships, distribution, trade engagement and destination marketing activity. The position also works closely with state tourism organisations, airlines and the broader travel industry.
The appointment follows broader leadership changes within Tourism Australia this year, including the elevation of Robin Mack to Managing Director after previously leading the organisation’s global markets and business events division.
Tourism Australia has identified aviation access, premium visitor growth and business events as critical areas for the next phase of recovery and expansion. Recent Tourism Research Australia figures show that international tourism spending continues to improve, some markets remain below pre-pandemic levels.
The organisation has also been expanding its global trade and marketing activity ahead of major international opportunities including the Brisbane 2032 Olympic and Paralympic Games.
O’Brien’s appointment is expected to further reinforce Tourism Australia’s commercial focus as competition for international travellers increases across the Asia-Pacific region.