Tourism Australia has appointed Flight Centre Travel Group’s (FCTG) Andrew Boxall as regional general manager for the UK and northern Europe.
Boxall, who starts his new role on July 15, will take over from Sally Cope after she leaves the position she has held for six years.
“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,” said Boxall (pictured), whose career in the tourism industry spans more than 25 years.
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He will join Tourism Australia after serving as FCTG’s executive general manager for supply and partnerships in the UK and Europe and managing director for Germany.
Boxall will report to Robin Mack, Tourism Australia’s ‘executive general manager for commercial and business events Australia’.
“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 a future of sustainable growth,” said Mack.
“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 had spent his formative years in Australia before working in different parts of the world, including the Middle East, India, Europe and the UK.
Cope announced in March that she would leave the tourism agency at the end of June, having taken it to a strong position.
Mack said: “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.”
Cope previously revealed she plans to go travelling in Europe before relocating to Sydney to resume work.