Tourism Australia has handed the tiller to one of its own, appointing long-serving executive Robin Mack as its new Managing Director at a pivotal moment for the nation’s visitor economy.
The appointment, confirmed by the board following what it described as an extensive recruitment process, places a familiar and steady hand in charge as Australia eyes a decade of global sporting showcases and intensifying competition for high-yield travellers.
Mack brings close to 30 years of multi-sector global experience across the travel industry and has already spent 13 years inside the organisation. During that time, he has overseen market strategy and operations across 16 global markets, led commercial and distribution development, managed strategic partnerships, and headed Business Events Australia. In short, he knows where the levers are—and how hard they can be pulled.
Tourism Australia Chair Penny Fowler AM said the board was confident the organisation was backing the right leader at the right time.
“We are delighted to appoint Mr Mack following an extensive recruitment process. Robin has a proven track record in tourism and brings a wealth of industry perspective and experience gained across multiple fields and roles in the sector,” Fowler said.
She said Mack’s tenure had already demonstrated his ability to translate strategy into sustained international demand—no small achievement in a world where traveller sentiment can shift faster than an airline timetable.
“During his 13 years at Tourism Australia, Robin has demonstrated his ability to drive strategies to create sustainable international demand for visiting Australia,” she said.
The timing is deliberate. Australia is approaching what Fowler described as a critical growth phase, with a pipeline of major global events culminating in the Brisbane 2032 Olympic and Paralympic Games. Asia’s importance as a visitor market is accelerating, while demand for sustainable and First Nations tourism experiences continues to gather momentum.
“Under Robin’s leadership we will ensure Tourism Australia continues to support the industry to take full advantage of the opportunities,” Fowler said.
For Mack, the appointment is both an honour and a responsibility.
“I am incredibly excited and proud to lead Tourism Australia,” he said. “Australia’s tourism industry contributes significantly to the nation through the economic impact it delivers from visitor spend and the jobs it creates.”
He noted tourism’s broader role beyond balance sheets, describing it as a connector of countries and a catalyst for positive social and environmental outcomes.
With global competition for premium travellers intensifying, Mack said Tourism Australia’s work across marketing, partnerships, distribution and strategic insights would be critical to ensuring Australia captures its share of global demand.
It is a steady, internally grounded appointment—one that signals continuity, confidence, and a belief that the next chapter of Australian tourism is best written by someone who already knows the story.
by Alison Jenkins – (c) 2026.
Read time: 2 minutes.
About the Writer.
Alison Jenkins has spent much of her career at thirty thousand feet or at least close to it. Having worked in several sales roles with several airlines, she built a reputation for knowing her clients and flight schedules. Quick with a smile and sharper still with a deal, she became one of those rare people who could charm passengers and partners without losing her professional edge.
Trade shows and FAMILS were all part of the territory, and Alison became a regular on the circuit, with suitcases, smiles, and a notepad never far from reach. Somewhere between airport lounges and hotel lobbies, she discovered she loved telling the stories behind the journeys. Her post-FAMILS reports, meant for internal newsletters, began to take on a life of their own, lively, observant, and unmistakably hers.
That’s when Alison realised she wasn’t just selling travel, she was meant to write about it.
