Former Association of Surfing Professionals chief executive Brodie Carr has been appointed as Tourism WA’s new managing director.
Former Association of Surfing Professionals (now World Surf League) chief executive Brodie Carr has been appointed as Tourism WA’s new managing director.
Mr Carr has been appointed for a five-year term, to commence on October 8.
The appointment was announced last night by Tourism Minister Paul Papalia at the WA Tourism Conference.
Originally from Perth, Mr Carr has more than 20 years’ experience in marketing and events, and is currently director of Front Foot Agency, a brand consultancy he co-founded, located in France and Sydney.
After a six-year tenure at the Association of Surfing Professionals, he resigned in 2011 following a controversial miscalculation of the surfing world champion.
Mr Carr’s other roles have included general manager of Basketball Australia and business manager of the Sydney Olympic Games.
Mr Papalia said Mr Carr would bring a wealth of marketing and events knowledge to the role in addition to extensive executive experience.
“Under the guidance of the Tourism WA board and the director general of the Department of Jobs, Tourism, Science and Innovation, he will lead the agency as it implements the two-year action plan to drive more visitors to Western Australia,” he said.
More than 100 applications were received for the role through the selection process.
Australian Hotels Association (AHA) chief executive Bradley Woods commended Mr Carr on his success following a competitive international recruitment drive.
“Brodie has an impressive CV with demonstrated global and domestic tourism, marketing and events experience,” Mr Woods said.
“The industry looks forward to working with Brodie on transforming and substantially lifting the WA tourism industry’s marketing, sales and employment success.
“In an increasingly globally competitive environment, attracting greater visitor numbers to the state remains a key priority and the AHA looks forward to working with Brodie to continue to promote WA as a premier destination.”
The Chamber of Commerce and Industry of WA and the Tourism Council WA have both labelled the appointment as a win for industry.
Both have been calling on the state government to recruit a full-time tourism boss with commercial and industry experience in order to reverse a decline in tourism figures.
Tourism Council WA chief executive Evan Hall said Mr Carr’s knowledge of the industry would be vital for WA.
“Tourism is a critical industry for the state’s economy, and needs a specialist, dedicated managing director to drive tourism to this state,” he said.
“Tourism is a complex and highly competitive global market.
“We are delighted that the government has brought in a managing director with commercial acumen and a solid understanding of branding and marketing.”
Mr Carr’s appointment follows the recent announcement of Andrew Oldfield as director partnerships at Tourism WA.
Mr Oldfield’s recent roles include director of Oldfield Management Group, managing director of Yalla Travel Guides, and marketing manager (gulf countries) at Tourism and Events Queensland.
