Karyn Kent has been announced in the position and will commence in the Singapore based role in December.
Karyn joins Tourism Australia from the South Australian Tourism Commission (SATC) where she is Director of Sales, responsible for commercial partnerships and the State’s international marketing activities.
For Tourism Australia, the Southeast Asia region covers several of Australia’s top ten inbound visitor markets including Singapore, Malaysia and India, as well as the fast the emerging market of Indonesia, Vietnam and the Gulf countries.
Tourism Australia Managing Director Andrew McEvoy believes Ms Kent's strong tourism background, existing knowledge and understanding of the region were key factors in being selected.
"Karyn possesses almost 20 years experience in the tourism industry, in a range of positions based both overseas and in Australia, and will bring a solid knowledge base and a fresh approach in this key and fast growing inbound region,” Mr McEvoy said.
“Tourism Australia’s heightened focus on the growing the number and spend of Asian visitors continues to be bolstered through greater investment in resourcing and I welcome Karyn to the team.”
Mr McEvoy again thanked Maggie White, one of Tourism Australia’s longest serving executives, who has worked for Tourism Australia and the previously known Australian Tourism Commission for 23 years, including as Regional General Manager since 2001.
“Maggie has been one of the best connected and most effective people in this role in Tourism’s Australia’s 45 year history. She has formed strong relationships with the States and Territories, the airlines and the Australian industry in that time and will be missed greatly,” Mr McEvoy said.
Ms White will remain with Tourism Australia until the end of 2012 calendar year to allow for a smooth handover.
About Tourism Australia
Tourism Australia is responsible for promoting Australia world-wide as the world’s best destination for business and leisure. Through a wide range of activities Tourism Australia aims to raise awareness of Australia’s unique attributes which attract and entice visitors to experience our country. Our activities in 23 markets, including Australia, include advertising, public relations and media programs, trade shows and programs for the tourism industry, consumer promotions, online communications and research.
In November 2010 Tourism Australia unveiled a new strategic approach for Australian tourism – the 2020 Tourism Industry Potential - to improve the industry’s performance and competitiveness. The 2020 Tourism Industry Potential is a 10 year vision for the industry which aims to grow the overnight expenditure generated by tourism to as much as $140 billion by 2020.
To achieve the 2020 Potential, Tourism Australia operates in key markets around the world offering the greatest opportunities for tourism growth including Australia. This includes established markets such as the United Kingdom, Japan, New Zealand, USA, Germany, Korea, and China; growth markets such as Canada, Singapore, Malaysia, Hong Kong, Taiwan, India; Thailand, and Gulf Countries.