Tourism Tropical North Queensland (TTNQ) has officially announced the appointment of Bob East as its new chair, marking a significant leadership transition for the prominent regional tourism organization. East steps into the role to succeed outgoing chair John O’Sullivan, who successfully guided the organization through a crucial three-year tenure marked by complex industry recoveries, evolving travel patterns, and shifting global tourism dynamics.
The announcement places one of Australia’s most experienced and accomplished tourism and hospitality executives at the helm of Tropical North Queensland’s destination marketing and development agency. East brings to TTNQ an extensive and distinguished corporate background characterized by high-profile leadership roles across Australia’s tourism, hospitality, and corporate sectors.
East is widely recognized across the Australian business community for his previous leadership positions at the highest levels of destination governance. He is a former chair of Tourism Australia, the nation’s global tourism marketing agency, where he played a pivotal role in shaping strategies to attract international visitors and promote the country’s diverse attractions on the world stage. In addition to his federal-level leadership, East has served as chair of Tourism and Events Queensland, giving him deep familiarity with the specific regional dynamics, state-level tourism funding structures, and promotional challenges facing Queensland destinations, including Cairns and the Great Barrier Reef.
Beyond his contributions to public-sector tourism bodies, East has built a formidable commercial career in the private sector. He currently serves as the chair of Experience Co, a prominent adventure tourism and leisure company operating key experiences across Australia and New Zealand. His current governance portfolio also includes the chairmanships of Australian Venue Co, a major hospitality operator; Leisure Accommodation Collective, an innovative accommodation management group; and the Gold Coast Suns, an AFL club where leadership extends into community engagement and sports entertainment management. Furthermore, East is well-known as a co-founder of the Mantra Group, a major Australian accommodation provider that grew exponentially under his guidance before being successfully acquired by Accor, one of the world’s largest hospitality groups.
East’s appointment comes at a critical time for Tourism Tropical North Queensland as the region continues to position itself strongly within both domestic and international tourism markets. The region, encompassing iconic global drawcards such as the Great Barrier Reef and the Wet Tropics rainforest, relies heavily on strategic governance, industry collaboration, and innovative marketing to sustain its economic contributions. Under his stewardship, the TTNQ board will look to leverage his profound commercial acumen, extensive network of industry relationships, and deep understanding of consumer behavior to further strengthen the destination’s competitive edge.
The transition sees East taking over the chairmanship from John O’Sullivan, whose three-year tenure concluded with widespread acknowledgment from regional stakeholders for his steady guidance and commitment to the local tourism economy. O’Sullivan navigated the organization through periods of structural adjustment and market repositioning, leaving behind a solid foundation for the incoming chair to build upon as the regional tourism sector looks toward future growth and sustainability initiatives.
Alongside the appointment of East to the chairmanship, Tourism Tropical North Queensland has also strengthened its leadership depth by electing two new members to its board of directors. Lisa Chambers, the chief marketing officer of Cairns Adventure Group, and James Coughlan, the founder of Shorex Australia, have both been voted onto the TTNQ board, bringing fresh perspectives and specialized expertise from vital sectors of the regional visitor economy.
Lisa Chambers brings extensive commercial and strategic marketing experience to the board through her leadership role at Cairns Adventure Group, one of the region’s key operators delivering dynamic tourism and adventure experiences. Her deep knowledge of regional product development, consumer engagement, and modern marketing trends will support TTNQ’s ongoing efforts to attract travelers seeking immersive and active holiday experiences in Tropical North Queensland.
James Coughlan, representing the cruise and shore excursion sector as the founder of Shorex Australia, adds valuable expertise in maritime tourism, logistics, and international guest management. The cruise sector remains an essential component of the broader visitor economy for Cairns and the surrounding coastal regions, and Coughlan’s inclusion on the board ensures that the unique operational perspectives and growth opportunities within the cruise and excursion markets will be well-represented at the governance level.
The integration of Chambers and Coughlan into the TTNQ board, combined with the strategic oversight and extensive governance experience offered by Bob East as chair, positions Tourism Tropical North Queensland with a robust and well-rounded leadership team. As the organization continues its mission to promote the natural wonders, diverse cultures, and world-class hospitality of the Tropical North Queensland region, the newly formed leadership structure is expected to play a decisive role in shaping the strategic direction, advocacy efforts, and promotional campaigns for the destination in the years ahead.
