As the Managing Director of the nation’s global tourism marketing agency since 2019, and the first female leader of the organization, Phillipa Harrison is responsible for driving Tourism Australia’s strategies to create a sustainable demand for Australia’s tourism experiences internationally; and working with the tourism industry to achieve its tourism strategy goals. At her start with Tourism Australia, Phillipa has overseen Tourism Australia’s network of international offices spanning 12 countries as well as managing airline relationships and distribution channels, that are vital for attracting international visitors to Australia. When Australian borders came to a strict lockdown, Phillipa and her team shifted their resources and strategies to their domestic market, inspiring locals to take longer holidays at home and explore the country deeper, while keeping Tourism Australia global offices active. In this episode, Phillipa and Joanne go over the critical shifts required in such challenging time for the industry, the initiatives implemented to keep the international markets engaged and ready, Asia markets importance for Australia and female leadership. This episode is very timely as Australian borders have started to re-open on the first of November.