Andrew Boxall takes over as general manager for Tourism Australia in the UK and Northern Europe, succeeding Sally Cope.
- Boxall’s extensive career in tourism spans over 25 years, with roles at Flight Centre Travel Group prior to this position.
- He will start his new role on July 15, reporting to Robin Mack, amidst a phase of post-pandemic recovery and growth.
- Boxall’s appointment comes as the UK was Australia’s fourth largest market for visitors and third for spend in 2019.
- Sally Cope will leave her position after six years, with plans to travel in Europe before relocating to Sydney.
Andrew Boxall has been appointed as the regional general manager for the UK and Northern Europe at Tourism Australia, assuming the role following the departure of Sally Cope. Boxall’s appointment marks a significant transition, leveraging his extensive experience with the Flight Centre Travel Group where he served in pivotal roles. He will officially commence his duties on July 15, stepping in at a crucial moment as international tourism seeks to rebuild following the disruptions caused by the global pandemic. Boxall will report directly to Robin Mack, the executive general manager for commercial and business events in Australia.
Possessing over 25 years of experience in the tourism industry, Andrew Boxall is expected to bring a wealth of knowledge and strategic insights to his new role. He has previously held the position of executive general manager for supply and partnerships in the UK and Europe, and also served as managing director for Germany at Flight Centre Travel Group. This expertise is anticipated to support Australia in enhancing tourism growth beyond recovery, particularly in the UK and Northern Europe.
The United Kingdom was a significant market for Australia, being the fourth largest in terms of visitors and third in terms of expenditure in 2019. Since the resurgence of international travel, efforts have been underway to rejuvenate these vital markets towards pre-pandemic levels, which previously saw approximately 715,800 visitors annually, contributing AU$3.4 billion.
Andrew Boxall expressed enthusiasm about joining Tourism Australia, highlighting the region’s high awareness of Australia’s tourism offerings. He aims to influence, inspire, and propel the visitation numbers upward, building on the solid foundation left by Sally Cope. During her tenure, Cope successfully managed the operations through challenging periods and has expressed her intentions to travel across Europe before eventually moving to Sydney for further professional pursuits.
Andrew Boxall’s appointment is poised to strengthen Tourism Australia’s strategic direction and market influence in the UK and Northern Europe, advancing its recovery and growth trajectory.
