Boxall’s most recent role was Flight Centre’s executive general manager for supply and partnerships in the UK and Europe and managing director for Germany.
He will step into the role from 15 July following the departure of Sally Cope, who announced in January she would return to Australia after six years. Boxall will report to Tourism Australia executive general manager commercial and business events Australia, Robin Mack.
Mack said: “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. We are so grateful to have her expertise on the ground to support Andrew’s transition to the role.”
He added: “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 a 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.”
The UK was Australia’s fourth largest market for visitors and third for spend in 2019.
Mack continued: “Since the return of international travel we have been steadily building the market back towards the numbers that saw Australia welcome 715,800 visitors contributing $3.4 billion annually."
Boxall added: “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.
“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.”
