The Tourism Australia (TA) has announced the appointment of Robin Mack as its new Managing Director. The decision, revealed in January 2026, places an experienced industry veteran at the helm of the nation’s tourism marketing body.

Mack brings a substantial background to the position, with nearly three decades of professional experience in the global travel and tourism sector. His history with Tourism Australia itself spans more than ten years, providing him with deep institutional knowledge. Prior to this promotion, Mack held a senior leadership role where he oversaw market strategy and daily operations for sixteen of Australia’s key international markets. His responsibilities were broad, including directing commercial activity, developing new distribution networks, and fostering essential partnerships with travel businesses worldwide. Additionally, he led Business Events Australia, a division dedicated to attracting conferences and corporate events, where he worked directly with industry stakeholders to stimulate demand and showcase the country’s capabilities.

His career expertise covers the core areas of destination marketing, managing international trade relations, and executing long term planning for visitor growth. A significant part of his strategic focus has been on cultivating priority markets across Asia, which are vital for Australia’s future tourism success.

When speaking about his new position, Mack pointed out that the worldwide competition for tourists is growing fiercer. He observed that countries everywhere are working harder to attract visitors who spend more. Given this challenge, he stressed that Tourism Australia’s main job is more critical now than before. That job is to create demand through fresh marketing ideas, strong partnerships within the industry, and by working closely with travel businesses. He stated this effort is essential to both protect and grow Australia’s portion of the global tourism business in the future. His guidance is anticipated to lead the organization through this tough competitive period.