Tourism Australia has announced Andrew Boxall as the new regional general manager for the UK and northern Europe, commencing on July 15, 2024.
- Andrew Boxall, previously of Flight Centre Travel Group, takes over from Sally Cope, who has led the role for six years.
- Boxall brings over 25 years of experience within the tourism industry, contributing his deep knowledge and global insights to the position.
- The UK stands as a critical market for Australia, being its fourth largest for visitors and third for spend in 2019.
- Sally Cope is set to travel in Europe before relocating to Sydney to continue her professional journey.
Tourism Australia has appointed Andrew Boxall as its new regional general manager for the UK and northern Europe. With the commencement of his tenure marked for July 15, 2024, Boxall steps into the position succeeding Sally Cope, whose leadership has spanned six successful years.
Previously the executive general manager for supply and partnerships at Flight Centre Travel Group, Boxall has a wealth of experience in the tourism sector. His background includes managing the UK and Europe operations and serving as managing director for Germany, which underscores his deep-rooted understanding of both leisure and corporate travel.
The UK has historically been one of Australia’s most significant tourism markets, being the fourth largest in terms of visitors and third for spend prior to the pandemic in 2019. As international travel resumes, the potential recovery and sustained growth in this area are crucial.
Robin Mack, Tourism Australia’s executive general manager for commercial and business events, expressed his enthusiasm about Boxall’s appointment. “Andrew joins our business at a critical time as we get nearer to full recovery of international visitation…” Mack noted, highlighting the pivotal phase the organisation is entering.
Sally Cope, praised for her adept management during challenging times, plans to travel in Europe before her relocation to Sydney. Her expertise and direction have been invaluable in navigating the complexities of tourism operations from the UK and northern Europe.
Andrew Boxall’s new role signifies a notable transition for Tourism Australia as it aims for sustained growth in its UK market.
