Tourism Australia appoints Flight Centre executive as new UK regional general manager


Tourism Australia has appointed former Flight Centre executive Andrew Boxall as its regional general manager in the UK.

With more than 25 years of tourism industry experience, Boxall was most recently the Flight Centre Travel Group’s executive general manager for supply and partnerships in the UK and Europe and managing director for Germany.

Boxall replaces Sally Cope, who left the role after six years to return to Australia.

“During her time 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,” said Tourism Australia’s Executive General Manager Commercial Robin Mack.

“We are so grateful to have her expertise on the ground to support Andrew’s transition to the role.

“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 future of sustainable growth.

“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.”

In 2019, the UK was Australia’s fourth largest market for visitors and third for spend, with those numbers steadily being built back.

“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,” Boxall said.

“Having spent my formative years in Australia before working in different parts of the world, I am looking forward to leveraging my tourism and leadership experience to further develop the business and leisure travel opportunities to promote our visitor experiences to this important market.”