Cope will oversee the board’s UK operations, Australia’s fourth largest inbound market.

She joins from Ultimate Winery Experiences Australia and has 25 years’ experience in the travel and tourism industry.

John O’Sullivan, Tourism Australia managing director, said Cope’s strong background in tourism and her commercial record were key factors in her appointment.

“Sally is a highly respected and connected tourism expert who has been marketing Australia to the world for over 25 years,” said O’Sullivan.

“From start-ups and scale-ups to major industry heavy-weights, her commitment to driving a positive culture both within organisations and beyond has resulted in consistently strong commercial results and exceptional customer experience.

“The UK is a critically important market for Tourism Australia and we’re delighted to have secured such a credentialed destination marketer to lead the team.”

Cope added it was a huge honour to join Tourism Australia and have the chance to lead the team on one of the country’s most important markets.

“We know 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,” said Cope.

Cope, who will start on September 3, replaces Denise von Wald, who recently decided to return to her home in South Australia after five years in London and will leave Tourism Australia on July 1.