Highly experienced hospitality and hotel project manager Anneke Brown has been appointed as Tourism Western Australia’s new Managing Director.
Ms Brown has 25 years international, national and local experience in hospitality leadership roles and has worked closely with prestigious hotels in Western Australia to elevate their offerings.
A highly regarded leader in Western Australia’s tourism industry, Ms Brown’s experience includes senior roles with global and national hotel brands including COMO Hotels & Resorts, Aman Resorts and Voyages Hotel and Resorts, as well as leading a renowned hotel consultancy business which provided services to hospitality venues to help them achieve design and operational excellence.
Ms Brown is also the Chair of WA’s Women in Tourism and Hospitality association, a Board Member of the Rottnest Island Authority and a former Tourism WA Board Commissioner.
Tourism WA Board Chair Di Bain said Ms Brown’s extensive tourism and hospitality background will drive further success for the agency in elevating Western Australia as a globally competitive tourism destination.
“Anneke’s comprehensive and varied leadership experience and advanced knowledge of the tourism and hospitality industry will strengthen the incredible work of Tourism WA in promoting the state as a highly desirable travel destination,” Ms Bain said.
“The Managing Director position is instrumental in leading the marketing of Western Australia as a world-class holiday and events destination and inspiring people to visit us from around Australia and the world.
“Tourism WA is pleased to announce Anneke Brown as its new Managing Director and the Tourism WA Board sincerely thanks Acting Managing Director Steph Underwood for leading the agency since May 2024.”
Ms Brown has been appointed for a five-year term which will commence on Monday, 9 December 2024.
Ms Brown said she looks forward to leading Western Australia’s State Tourism Organisation as Tourism WA implements its ambitious 10-year tourism strategy.
“I have been a passionate advocate of Western Australia and the local tourism industry for 25 years, and I am thrilled to soon lead Tourism WA as a world-class tourism organisation that continues to deliver outstanding results for the state,” Ms Brown said.
“There has never been a more exciting time to work in WA tourism, with the sector injecting a record breaking $18.3 million in visitor spend into the WA economy in year ending June 2024.
“I look forward to elevating this success to even greater heights as the agency embarks on a ‘Dream Decade’ for WA tourism, through the continued implementation of the WA Visitor Economy Strategy which aims to increase the size of the visitor economy to $25 billion by 2033.”
122 applications were received for the role, and a rigorous recruitment and selection process was undertaken by the Department of Jobs, Tourism, Science and Innovation.
