[9] The agency is active in 15 markets,[10] including Australia, where it aims to grow demand for the nation's tourism experiences through international and domestic promotions, advocacy and representation.

[18] A 2019 advertising campaign, entitled Matesong, that featured Kylie Minogue, Ashleigh Barty, Adam Hills, Shane Warne, and Ian Thorpe, with a song written by Eddie Perfect, was aired on televisions in the United Kingdom before the Queen's message on Christmas Day.

[23][24][25] Morrison was subsequently elected as the Member for Cook in the House of Representatives and served as Treasurer until August 2018 when he assumed the role of Prime Minister of Australia.

[26] In January 2014, Tourism Australia announced it had appointed Fox Sports' Chief Operating Officer John O'Sullivan as its Managing Director.

[27] In September 2019 Phillipa Harrison was appointed as O'Sullivan's successor, having been the Acting Managing Director of Tourism Australia since his departure in April 2019.