Tourism Australia announces new Regional General Manager

Tourism Australia announces new Regional General Manager

Tourism Australia has appointed former Flight Centre executive general manager Andrew Boxall as the new Regional General Manager United Kingdom (UK) and Northern Europe.

Boxall will step into the role from July 15 following the departure of Sally Cope, who announced in January that after six years she would be departing the role on June 30 2024 to return to Australia.

With more than 25 year of tourism industry experience, Boxall’s most recent role saw him acting as executive general manager for the Flight Centre Travel Group, heading up supply and partnerships in the UK and Europe and managing director for Germany.

The position reports to Tourism Australia’s Executive General Manager Commercial & Business Events Australia, Robin Mack.

Speaking about the appointment, Robin Mack welcomed Andrew to the Tourism Australia team and acknowledged Sally’s tremendous contribution in the UK and Northern Europe, which remains a critical region for Australia’s visitor economy.

“During her time Sally has done a tremendous job of overseeing Tourism Australia’s operations in the UK and Northern Europe and navigating the team through a period of unprecedented challenges. We are so grateful to have her expertise on the ground to support Andrew’s transition to the role,” Mack said.

“Andrew joins our business at a critical time as we get nearer to full recovery of international visitation from this important tourism market and towards future of sustainable growth.

“With first-hand experience in both leisure and corporate travel, Andrew will bring both considerable knowledge and global insights that will help us to influence, inspire and drive visitation to Australia.

“The UK was our fourth largest market for visitors and third for spend in 2019 and since the return of international travel we have been steadily building the market back towards those numbers; which saw Australia welcome 715,800 visitors contributing $3.4 billion annually.”

Boxall said he was excited to be joining Tourism Australia at this pivotal time for Australian tourism. “I am thrilled to be joining Tourism Australia at a time when we are looking at tourism growth beyond recovery in a region that has an incredibly high awareness of our country and its world-class tourism experiences.” 

“Having spent my formative years in Australia before working in different parts of the world, I am looking forward to leveraging my tourism and leadership experience to further develop the business and leisure travel opportunities to promote our visitor experiences to this important market,” he finished.

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