Management Structure

Agency Structure Overview

Our Management Team

Chief Executive Officer

John Fitzgerald

Chief Operating Officer

Mark Jones

Chief Marketing Officer

Emma Terry

Director, Aviation and Access

Steve Farquer

Director, Office of the CEO

Edwina Morris

Director,  Visitor Economy

Anne Greentree


The operations team manages Tourism Tasmania’s business activities including people and culture, WHSW, risk and audit, procurement and contract management, finance, budget and asset management.

The team is responsible for ensuring Tourism Tasmania meets its corporate, statutory and legislative obligations.


The marketing team leads the brand and marketing strategy to promote Tasmania as a holiday destination and attract leisure visitors to Tasmania. It develops and implements strategies and integrated brand campaigns to generate demand across all markets - intrastate, interstate and international.

The team works with creative digital and media agencies to achieve the agency’s marketing objectives and focus on delivering brand-aligned content that connects with the consumer and increases brand advocacy.

The team has a marketing planning and performance function to track campaign and brand performance and undertake consumer research and insights as well of a team of brand marketers and digital interactive specialists to support program delivery.

Access and Aviation

The access and aviation team drive the development and implementation of the Tasmanian government’s access strategy.

The team monitors access and capacity to and from Tasmania, working with key airline and access partners to ensure sustainable air and sea services are available for visitors, Tasmanians and to support Tasmanian freight services.

Office of the CEO

The Office of the CEO has overall responsibility for Tourism Tasmania's strategic objectives by leading corporate and strategic business planning, community, industry and government relations and reputational and crisis management.

The team is responsible for managing the agency’s corporate communications, media and public relations, provides Tourism Tasmania board services, stakeholder engagement and management and connecting industry with our programs.

The team also delivers specialist trade training, trade events and engages with travel distribution partners domestically and internationally and providing research and insights on visitation, visitor tracking and data.

Visitor Economy

The visitor economy team manages the design and implementation of the T21 Tasmanian Visitor Economy strategy in collaboration with key partners and stakeholders.

The team works across the visitor economy to support the delivery of programs that support the long-term vision for tourism in Tasmania to be a global leader in responsible and sustainable tourism.