Dark/Light Mode (31/01/23)
Karen joined Tourism Australia in 2009 as a Marketing Executive supporting PR, distribution, partnerships, trade events and corporate services activities.
In 2015, Karen took on the role of Business Development Manager, where she successfully developed and grew commercial partnerships and a distribution network in Malaysia.
Prior to joining Tourism Australia, Karen worked for five years with MSL Travel (one of the few travel agencies distributing Australia road trip itineraries at the time), where she fostered a passion for Australia as a destination.
“At Tourism Australia, we believe in providing opportunities for growth and role expansion, especially for our long-standing employees who have delivered outstanding results,” said Tourism Australia’s South and Southeast Asia Regional General Manager, Brent Anderson. “Karen has led some of the best performing partnerships with airlines and key distribution partners and has spearheaded effective conversion campaigns even while travel borders were closed during the pandemic. With Malaysia being our eighth largest source country, we look forward to Karen leading our new strategy and growing demand for Australia tourism in Malaysia.”
In her new role, Karen is responsible for aligning the marketing and promotion of Australian tourism in Malaysia with Tourism Australia’s strategy.
She will also be driving tactical conversion with aviation and distribution partners to target leisure consumers, MICE and other business opportunities.
“Australia always stood out to me for its diverse range of experiences,” Karen said. “It has been such a rewarding adventure to build Malaysia’s affinity for Australia as a destination over the years. I am optimistic that Australia will continue to sit high on the list of Malaysian travelers’ top destinations, and I am excited to continue to be a part of this growth.”
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