Canberra (TOURISM AUSTRALIA) - As part of a commitment to boost its focus in Europe, Tourism Australia has today announced the appointment of Nick Crabb to the newly created role of Regional Manager, Continental Europe, based in Frankfurt.
Tourism Australia Chairman, Tim Fischer said the appointment of Nick Crabb to lead the organisation's operations in Continental Europe were part of a long term strategy to grow tourism from the region.
"We are delighted that Nick is joining Tourism Australia to lead the charge in Europe," Tim Fischer said. "He is well known within the Australian tourism industry and we are confident he is the right person to drive Tourism Australia's efforts to increase visitor numbers, yield and dispersal from Continental Europe.
"The European markets, particularly Germany offer enormous potential with visitors much more likely to deliver increased tourism spend and tourism spread around Australia.
"The creation of a stand-alone European region, which has previously been managed out of the United Kingdom, backed with a dedicated marketing team underlines Tourism Australia's renewed focus on Europe.
"In the current financial year the organisation has invested a record $7.8 million in Continental Europe, to assist Crabb and the regional team to fulfil the region's potential."
Nick Crabb joins Tourism Australia after 17 years with Qantas Airlines, where he currently holds the role of Manager, Tourism Development. He will oversee and manage all Tourism Australia's activities in Continental Europe, including consumer marketing, airline and State/Territory partnerships as well as maintaining and developing relationships with retail and wholesale industry partners in the region. Crabb will report to London based Rodney Harrex, General Manager, UK/Europe.
Tourism Australia's expansion in Europe includes the creation of a dedicated marketing team based in Frankfurt and increasing staff resources in Germany from four to eight.
Eva Seller remains as Manager, Germany, Switzerland and Austria; assisted by Partnership Development Executive Tanja Brunnhuber and trainer Kim Werner. Tourism Australia's in-market trade representatives in France and Italy as well as a Frankfurt based Market Co-ordinator will also report directly to Crabb, who is due to take up his position in November.
Rhona Stewart will take up the position of Partnership Development Executive with specific responsibilities for The Netherlands and Rest of Europe and recruitment is underway for both a Marketing Manager and a PR Manager to manage marketing communications in the region.
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