Tourism Australia has appointed Sally Cope as its new UK regional general manager.
She replaces Denise von Wald, who is returning to South Australia after five years in the UK.
In her new role, Cope will oversee Australia’s fourth largest international inbound tourism market, which brought 733,000 visitors to Australia last year.
Cope joins Tourism Australia from Ultimate Winery Experiences Australia (UWEA), where she was executive officer, responsible for the leading wine tourism consortium, which represents Australia’s premium winery experiences and is part of Tourism Australia’s Signature Experiences portfolio.
She has 25 years’ experience within the travel and tourism industry, previously holding leadership positions at Anthology, Voyages Hotel and Resorts, and Qantas Holidays.
Tourism Australia managing director John O’Sullivan said "Sally is a highly respected and connected tourism expert who has been marketing Australia to the world for over 25 years."
Cope said: "In my role at Ultimate Winery Experiences Australia, I’ve had the opportunity to get involved in some of the exciting work Tourism Australia does off-shore in promoting Australia, including in the UK.
"We know the Brits love Australia, but there’s still so much more of our great tourism story to share and that’s certainly one of the big attractions of this role."
She officially takes over on September 3, while van Wald leaves Tourism Australia on July 1.
