With the largest social media following in the world as a tourism destination – 17 million – an international advertising blitz in the wings and the expansion offshore of a new customer experience (CX) and post-cookie ID platform trial, Tourism Australia’s CMO Susan Coghill and team have a billion dollar fight on their hands. How do you attract tourists when just about every government in the world is throwing the kitchen sink at kickstarting decimated tourist economies while travellers are eschewing long-haul flights? TA has a potential head start on first party data-driven CX designed to pass muster in a post-privacy, post-cookie world, but it’s got to build and convert intent first. There’s $60bn at stake for the Australian economy, and hundreds of thousands of livelihoods in every state counting on Tourism Australia to pull every lever at its disposal – but the early indications are positive. CMO Susan Coghill unpacks the roadmap.