New appointments to the Tourism Australia Board of Directors were announced today by Minister for Trade and Investment Andrew Robb and Minister for Tourism and International Education Senator Richard Colbeck.

Kate Vale, Francis Wong and Hayley Baillie will join the Tourism Australia Board of Directors for a period of three years and current Director Brett Godfrey will step into the Deputy Chair position.

Mr Robb said Tourism Australia is the country’s premier tourism marketing organisation and promotes our high quality tourism offering to travellers around the world.

“Their award-winning marketing campaigns are internationally renowned, as demonstrated by Tourism Australia’s recognition as Best Destination Marketer at the World Routes Marketing Awards in Chicago last year,” he said.

“Tourism Australia has gone from strength to strength as a result of its strong leadership over the past few years. I would like to thank retiring members Geoff Dixon (Chair), Kate Lamont (Deputy Chair) and Sandra McPhee (Director) for their significant contributions.”

Senator Colbeck said the new members will bring substantial experience and expertise to the Board across marketing, business, technology and corporate governance.

“I am confident the new Board will continue to build on Tourism Australia’s achievements and will help to ensure the continued growth of the sector into the future,” Senator Colbeck said.

“We want Tourism Australia to be the best marketing agency promoting the best destination on the planet.”

Tourism Australia is governed by the Board, which helps to determine strategic direction and monitors the performance of the organisation.


Brett Godfrey

Mr Brett Godfrey was appointed as a director of the Tourism Australia Board in 2010, with his membership renewed in July 2013. He has had a distinguished career in aviation and finance. Mr Godfrey is a leading aviation industry figure who until recently was Chief Executive Officer of Virgin Blue. He has won a number of awards including: the Centenary Medal 2003 for services to the Queensland tourism industry, CEO of the Year 2004 from the Customer Service Institute Awards and Outstanding Chartered Accountants Award in 2003. Mr Godfrey joined the Tourism Australia Board as a Director in 2010 and has already provided valuable guidance to the Board.

Mr Godfrey’s strong corporate leadership, aviation and financial background see him well placed to fulfill the role of Deputy Chair.

Hayley Baillie

Ms Hayley Baillie has had a distinguished career in the tourism industry. Ms Baillie co-founded Baillie Lodges in 2003 with her partner James Baillie. To date, Baillie Lodges has developed three luxury lodges, which have received a number of high profile travel awards, Ms Baillie also worked as an Expeditions Coordinator for Aurora Expeditions and as a Marine Naturalist for Linblad Expeditions. In 2013, Ms Baillie joined the Tourism Australia Food and Wine Advisory Board, which was instrumental in driving the current Restaurant Australian marketing campaign.

Ms Baillie is a founding member of the Australia Red Cross Society of Women Leaders and holds a Bachelor of Arts (Journalism) from Southern Cross University.

Kate Vale

Ms Kate Vale has had a distinguished career in the technology and digital industries, with more than 17 years’ experience across major digital brands, including her current position as Managing Director of Spotify Australia and New Zealand.

Formerly, Ms Vale was Head of YouTube Australia and New Zealand, as well as the first in-region employee for Google as the Head of Sales and Operations Australia and New Zealand region.

Ms Vale has strong business expertise, having co-founded and directed Loopster Media in 2010. Ms Vale is currently a Director of Tourism Tasmania, and a former Council Member of Make-A-Wish Australia.

Ms Vale holds a Bachelor of Business from Monash University.

Francis Wong OAM

Mr Francis Wong OAM is an accomplished leader and entrepreneur in the tourism industry. He boasts a wealth of experience marketing Australia as a tourism and business destination, with a particular focus on Asian inbound tourism. Mr Wong is the founder and Managing Director of Encounter Australia Pty Ltd., one of Australia’s leading inbound tourism companies.

Mr Wong is currently a Board Member of the Australian Tourism Export Council (ATEC) South Australia Branch, Panel Member of the South Australian Tourism Commission International Marketing Advisory Group, Board Member of the Adelaide Festival Centre Foundation, and Chairman of the Council for International Trade and Commerce South Australia.

Mr Wong has received various awards recognizing his contribution to the tourism industry, including Most Outstanding Contribution by an Individual by ATEC.

Media enquiries

  • Trade Minister's Office: (02) 6277 7420
  • DFAT Media Liaison: (02) 6261 1555