Mr Yates joins Tourism Australia from the Caravan, RV & Accommodation Industry of Australia (CRVA) where he held the position of chief executive officer for the past eight years, during which time he built up the organisation’s membership base from 100 to more than 1250 members.
Tourism Australia Managing Director Andrew McEvoy believes that Mr Yates’ 15 years experience in the tourism industry, including significant exposure to government, will be invaluable to Tourism Australia, as it drives forward a new investment development agenda.
“Ben’s appointment comes as a critical time for Tourism Australia, as we seek to get more involved in supply-side tourism issues,” Mr McEvoy said.
“A stronger focus on investment will ensure that the quality of Australia’s tourism industry meets the expectations of visitors, and will help us to achieve the goals set for us in the Tourism 2020 strategy.
“This is a new role, working alongside the industry and all levels of government, to seek to better access to supply side opportunities to help us create a more appealing Australia of tomorrow.”
Tourism Australia’s remit has recently been updated to include more emphasis on supporting and working with other Australian Government agencies to facilitate tourism investment and sustainable aviation access.
Stronger alignment is viewed as critical to support the Australian tourism industry’s growth strategy, Tourism 2020, and to achieve the long-term objective of doubling overnight tourism expenditure to up to $140 billion by the end of the decade.
Yates takes up the new role from 15 February 2012.