Tourism Tasmania CMO confirmed as new SATC CEO

Marketing leader, Emma Terry, will take up the CEO reins at the South Australian Tourism Commission from January 2023

Emma Terry has become the latest CMO making the leap to the top job and has been announced as the new chief executive of the South Australian Tourism Commission (SATC).

The chief marketing officer of Tourism Tasmania will join SATC on 9 January 2023. The CEO post is currently in the hands of interim chief and CFO, Stephanie Rozokos. She took over from Rodney Harrex, who stepped down in July after leading the SATC for the past nine years.

Terry brings with her more than 20 years of experience in strategic planning, brand development, communications and marketing. For the past five years, she’s been wielding these skills as Tasmania’s chief marketing officer, establishing the Apple Isle’s long-term strategic destination marketing platforms, including the highly successful ‘Come down for air’.

Terry has also overseen Tourism Tasmania’s consumer digital transformation program and been contributing to Tasmania’s T2030 positive impact agenda. Alongside the day job, Terry has held a number of board and mentor roles for not-for-profit organisations. She’s the board director and member of the Risk, Audit and Finance committee for the Australian Tourism Data Warehouse and is currently chair of Engender Equality and a Mentor in the Mentor Walks Australia program.

Emma TerryCredit: Tourism Tasmania
Emma Terry

South Australia Minister for Tourism, Zoe Bettison, said she was pleased Terry will lead the South Australian Tourism Commission.

“Emma has a thorough understanding of where South Australia sits in the global tourism market and knows what is required for our state to compete for market share and to get the attention of consumers, drive business and build a successful brand,” she said. “With more than $45 million committed to tourism marketing and $40 million towards major events, our state is well positioned to recover strongly from the pandemic with a tourism industry that provides thousands of jobs to South Australians.

“During the recruitment process my goal was to ensure South Australia attracts the best talent available to lead tourism into the future.”

SATC chair, Andrew Bullock, also highlighted Terry’s deep understanding of what is needed for the continued strong growth of the visitor economy.

“I know she is keen to get down to business, meet the team and operators right across SA, drive what is needed to return tourism back to its once record $8.1 billion value and then steer us towards our 2030 target of $12.8 billion,” he said.

For her part, Terry said she was honoured and excited to have the opportunity to lead the SATC team.

“South Australia is an exceptional tourism destination that has it all, from incredible produce to diverse landscapes, unique experiences and amazing arts, culture and events,” she said. “I understand the challenges and advantages of being a jurisdiction that competes against much larger states and I am looking forward to working closely with industry to continue the post-Covid recovery and unlocking future opportunities in what will be a dynamic and increasingly competitive environment.”

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