Penny Rafferty has led the development of Tourism Australia’s premium and luxury strategy since 2017. In May 2020 she transitioned to lead Tourism Australia’s sustainability strategy, the aim of which is to articulate and amplify the many sustainability legacy stories of Australian tourism. Penny has been (and continues to be) the Executive Officer of Luxury Lodges of Australia since it formed in 2010. This collective voice of independently owned and operated lodges and camps across Australia helped shape and define Australia's high-end experiential travel. Prior to this, she was general manager of The Louise, Barossa Valley, one of the founding members of Luxury Lodges of Australia. Penny's career includes 9 years in the UK and South Africa as well as Australia, honing her marketing and communications skills in travel and tourism, as well as associated industries including wine, performing arts and festivals, events and publishing.