The ATDW website has had a makeover.
But our commitment to Australian tourism is as strong as ever.
With a career spanning 35 years in Australian tourism, Sally's experience has always revolved around connecting people and building opportunity. Now, as Executive General Manager, Industry, Sally is responsible for driving strategic initiatives that foster growth, innovation and competitiveness within the Australian tourism industry.
With three key areas of focus, she manages Tourism Australia's comprehensive calendar of Industry Events, including the Australian Tourism Exchange; maintains consistent and effective Industry Relations; and focuses on elevating visitor Experiences through marketing and development programs, including the Signature Experiences of Australia collection.
Most recently she was Tourism Australia's Regional General Manager for the United Kingdom and Northern Europe for six years, before returning to live in Australia in early 2025.
"When you spend time listening to businesses—especially in the regions—you quickly learn that the best ideas and strongest partnerships start out there, not behind a desk."
Previously, Sally was Executive Officer of Ultimate Winery Experiences of Australia, part of Tourism Australia's Signature Experiences collection. She has also held leadership positions at Anthology, Voyages Hotels and Resorts, and Qantas Holidays.