Penny Lion

Penny Lion

Executive General Manager of Events, Tourism Australia

Penny Lion joined Tourism Australia as Head of Business Events in 2010 before becoming Executive General Manager, Events, in August 2016. Her extensive experience in the events sector includes strategy, marketing, sales, operations, as well as stakeholder management roles and spans more than 25 years working on trade, consumer and corporate events. As Executive General Manager, Events, Penny is responsible for leading Tourism Australia’s specialist Business Events and Industry Event teams. The Business Events team is responsible for delivering targeted marketing communications and trade programs to promote Australia internationally as a business events destination whilst the Industry Events team is responsible for delivering a wide range of events to showcase Australia’s leisure tourism offering.

Tourism Australia’s industry events include the Australian Tourism Exchange (ATE), which attracts more than 2,000 international and Australian tourism industry delegates annually, as well as the Corroboree events for frontline retail travel sellers. These events, held in Australia and in key international markets, provide the Australian tourism industry with a platform to promote their experiences and products to qualified travel sellers.


10. 35 am – 11.35 am | Thursday 7th February 2019

Panel: How do we take advantage of how Australia is positioning itself within the global marketplace?

The opening session will ignite an important conversation for the sector – exploring how Australia is positioning itself within the global marketplace and what specific areas should be focused on for taking the best business advantage in regard to the events sector.

This insightful session will include panel members who are shapers of the Australian market within the events sector; advisors on the Australian marketplace from an international perspective; and key sector leaders profiling Australia to international markets.

Session Take Outs:

  • Learn how Australia is currently positioning itself
  • What areas / assets need to be understood
  • How can these areas be utilised for business advantage within the events sector

For more information on all our powerhouse speakers click here and be sure to check back in as more will be announced soon!