Penny Fowler to remain as chair of Tourism Australia as managing director departs
Tourism Minister Don Farrell has extended Penny Fowler's historic tenure as Tourism Australia's first female chair amid crucial change at the marketing authority.
Penny Fowler’s historic tenure as Tourism Australia chair has been extended for two years, amid imminent leadership changes at the national marketing authority.
After joining the Tourism Australia board as a director in 2019, Mrs Fowler was elevated to the position of chair in November, becoming the first woman appointed to the role.
Tourism Minister Don Farrell announced Mrs Fowler’s reappointment at a travel industry dinner in Sydney on Wednesday night, saying it would ensure continuity for Tourism Australia as managing director Phillipa Harrison prepares to depart.
“Mrs Fowler has extensive experience on multiple public and private sector boards and has demonstrated exceptional leadership,” said Senator Farrell.
“I look forward to continuing to work with Mrs Fowler, the board and Tourism Australia as they continue to drive demand and attract more international travellers to our shores.”
In addition to her role with Australia’s peak tourism marketing authority, Mrs Fowler is News Corp’s community ambassador and chair of the Herald & Weekly Times.
Her long-held chairmanship of the Royal Children’s Hospital Good Friday Appeal saw Mrs Fowler honoured with a Member of the Order of Australia in 2024, and she is also chair of the Royal Botanic Gardens Victoria.
Senator Farrell thanked Ms Harrison for her service at Tourism Australia over the past eight years, including six as managing director.
It was announced in June Ms Harrison had resigned to take up an opportunity overseas but as yet no replacement has been named ahead of her departure on Friday.
She leaves at a critical time for Australia’s tourism industry, which is yet to see international visitors return to pre-pandemic levels.
In an effort to stimulate more inbound travel, a $130m ad campaign was unveiled this month featuring television host and environmentalist Robert Irwin inviting travellers to “Come and Say G’Day”.
In a departure from previous campaigns, different ads have been developed for the five target markets of the US, UK, China, Japan and India, showcasing the sort of tourism experiences people from each of those countries are seeking.
Bureau of Statistics data for June showed inbound arrivals from the US, UK, China and Japan remained below 2019 levels.
Next October, Darwin will host the biennial G’Day Australia, attended by more than 300 travel agents from key international markets.
Senator Farrell said the event was last held in Perth in 2024, and the agents who took part said “they intended to sell more of Australia as a result”.
“Overall it is estimated agents sell an additional $30m in holidays to Australia in the 12 months after returning home,” he said.
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Originally published as Penny Fowler to remain as chair of Tourism Australia as managing director departs
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