Plenary Session: Inspiring International Visitation | Frances-Anne Keeler | Tourism AustraliaAustralia has the good fortune of being one of the most desired destinations in the world but as an industry we cannot rely on aspiration alone to grow international tourism. Through its targeted marketing activities in partnership with industry across the globe, Tourism Australia seeks to make the dream of visiting Australia a reality for prospective travellers, and in turn bring the Australian tourism industry closer to achieving its goal of growing overnight visitor expenditure to more than $115 billion annually by the end of the decade.
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Deputy CEO | Tourism Australia
As Deputy Chief Executive Officer, International, Frances-Anne Keeler is responsible for Tourism Australia's international operations, including offices and representatives in the United Kingdom, Europe, America, New Zealand, Asia and Japan. She also has oversight of Business Events Australia and Tourism Australia’s Industry Events and Distribution Development Teams.
With more than 20 years’ experience in destination marketing, Frances-Anne has managed various teams and markets across Asia, Europe, the Middle East, Africa and America, and has been based in London, New York, Paris and Madrid. Frances-Anne moved to Sydney to join Tourism Australia in July 2008.