Kathryn (Kath) O’Brien has been appointed as executive general manager global markets at Tourism Australia, bringing more than 20 years of experience in tourism and aviation to the role.
O’Brien joins Tourism Australia from Air New Zealand, where she has worked as general manager Australia for more than three years.
In this role, she steered the airline through a pivotal period of growth, strengthening its market presence, deepening trade relationships and sharpening its focus on delivering seamless trans-Tasman travel experiences.
Prior to this, O’Brien worked at Experience Co New Zealand, where she progressed from chief revenue officer to global chief commercial officer, as well as working as general manager sales at Hamilton Island Enterprises.
Tourism Australia managing director Robin Mack said that O’Brien has a proven track record of leading international teams across tourism and aviation.
“Kath brings to Tourism Australia significant skill and experience having worked across a range of international facing roles in sales, distribution, product and marketing strategy to deliver both revenue growth and strong stakeholder relationships,” he said.
“With a strong combination of business acumen and excellent people leadership skills we are excited about what Ms O’Brien can bring to the role and our organisation, to attract high yielding visitors in a time of intense competitiveness in destination marketing.”
A Women in Travel Awards winner
O’Brien featured in the 2025 Women in Travel Awards Power List, recognised for her role as a top aviation leader. She also served as a judge for the event, championing the women driving the travel industry.
O’Brien said that she was thrilled to be joining the national tourism organisation at this pivotal moment.
“As someone who has spent a lifetime working in the industry, I am thrilled to have the opportunity to join Tourism Australia and represent Australian tourism and work with our teams and partners around the world,” she said.
She will commence her new role at Tourism Australia on 10 August 2026.
