Converting the appetite for Australia’s tourism experiences | John O’Sullivan, Tourism Australia

With Australian tourism on-track to achieving its Tourism 2020 goals, Tourism Australia Managing Director John O’Sullivan will share the latest information on the industry’s performance and future opportunities to 2020 and beyond. Find out what is driving consumer demand in key international markets as John shares insights from the organisation’s latest Consumer Demand Project research to assist the industry in attracting more high-yielding travellers. He will also share innovative strategies for converting the appetite for Australia’s tourism experiences to grow visitation, and counter the challenges of an increasing cluttered and competitive global travel market.
Time: 9:35

John O’Sullivan

Managing Director | Tourism Australia
John O’Sullivan

John O’Sullivan was appointed as Managing Director of Tourism Australia in March 2014. Tourism Australia promotes the country internationally in 15 markets through a broad range of targeted trade and consumer marketing activities – all underpinned by a consistent global campaign message There’s nothing like Australia.

During his time as Managing Director, John has overseen the successful evolution of There’s nothing like Australia through its most recent campaign iterations, Restaurant Australia (launched in 2014) and Aquatic and Coastal (2016). Significantly, international visitation to Australia and spend has continued to grow to record levels. In the past year alone international visitor numbers have climbed 10 per cent to a record 7.8 million visitors, whilst overnight expenditure rose 14 per cent to a record $38.1 billion
for the year.

Over the last two years John has also 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, John held executive positions with Fox Sports (Chief Operating Officer), Events Queensland (Chief Executive), and Football Federation Australia (Chief Commercial Officer) as well as the Sydney 2000 Olympic and Paralympic Organising Committee and the 1995 Rugby World Cup.

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