Executive General Manager - Global Markets

Drive Australia's global tourism footprint

Tourism Australia is the Australian Government agency dedicated to growing demand for Australia's tourism experiences to enable a competitive and sustainable Australian tourism industry. We showcase Australia's incredible diversity and unique experiences to the world through innovative global marketing campaigns and strategic industry partnerships, working towards the national THRIVE 2030 strategy goal of $230 billion in visitor economy spending.

The Opportunity

We seek an exceptional global tourism leader to serve as Executive General Manager – Global Markets, driving our commercial strategy across key international markets. Reporting to the Managing Director and sitting on the Executive Leadership Team, you will orchestrate our high-performing international operations, unifying regional strategies while respecting local market nuances.

This is a commercial leadership position where you will define how Australia competes on the global tourism stage, leading senior Regional General Managers based across 16 international markets spanning Asia-Pacific, Europe, and the Americas.

Key Responsibilities:

• Activate sophisticated destination marketing strategies that drives measurable tourism growth across global markets


• Lead and empower senior Regional General Managers, delivering brand consistency and commercial excellence across diverse cultural contexts


• Drive aviation and distribution partnerships, navigating complex distribution models and fostering critical airline relationships to increase visitor capacity and flow


• Collaborate across Marketing, Finance, and Operations to ensure international strategies deliver against corporate KPIs and commercial targets


• Represent Tourism Australia to government and industry stakeholders at major international forums and trade events


• Oversee significant international budgets and ensure robust governance across global operations

Essential Requirements:

• Minimum 10-15 years senior leadership experience in international tourism, destination marketing, or aviation, including proven track record in senior Executive roles


• Deep understanding of global distribution systems, wholesaler networks, and aviation landscape


• Demonstrated success managing multinational teams and delivering growth within complex stakeholder environments


• Exceptional commercial acumen with ability to interpret global economic trends and translate them into actionable partnerships


• Outstanding stakeholder management and negotiation skills across government, industry, internal subject matter experts, and international trade partners


• Cultural intelligence and proven ability to lead cross-functional, cross-cultural teams at scale


• Strong financial management expertise including budget oversight and performance analysis

Ready to shape Australia's global tourism strategy?

This is a rare opportunity to join Tourism Australia's Executive Leadership Team, making tangible impact on national economic prosperity while showcasing Australia's extraordinary destinations to the world.

Please note that we are working in exclusive partnership with Omera Partners for this role. To apply, please send your CV and a one-page covering letter directly to Omera Partners at [email protected]. No applications received via this portal will be reviewed by Tourism Australia.

Closing date for applications is COB Friday 27th February 2026.