Managing Director, Tourism Australia
John O’Sullivan commenced as Managing Director of Tourism Australia, the nation’s global tourism marketing agency, on 31 March 2014.
As the Managing Director, John is responsible for driving Tourism Australia’s strategies to grow demand internationally for Australia’s tourism experiences – helping to grow the sector to more than $115 billion annually by the end of the decade as part of the Tourism 2020 plan.
Tourism Australia promotes the country internationally through a broad range of targeted trade and consumer marketing activities – all underpinned by a consistent global campaign message There’s nothing like Australia. With its marketing activities focused on 15 markets internationally, Tourism Australia’s works in partnership with industry and the States and Territories in Australia and overseas to convert the strong desire for Australia into actual visits.
During his time as Managing Director, John has overseen the successful evolution of There’s nothing like Australia through its most recent campaigns iterations, Restaurant Australia (launched in 2014) and Aquatic and Coastal (2016). Significantly over the last two years John has focused on growing the organisation’s partnership marketing effort and partner contributions to more than $65 million annually, while building Tourism Australia’s digital capabilities to reflect changing consumer behaviour.
Prior to joining Tourism Australia, Mr O’Sullivan was at Fox Sports where he was employed as Chief Operating Officer. Previously he held executive positions with Events Queensland (Chief Executive from 2010 to 2012), and Football Federation Australia (Chief Commercial Officer from 2004 to 2010) as well as the Sydney 2000 Olympic and Paralympic Organising Committee and the 1995 Rugby World Cup.