Lion was most recently general manager UK/Europe for CI Events and will be responsible for leading the development of Tourism Australia’s global business events strategy and the delivery of business-to-business programmes that promote Australia as a destination for meetings and incentives.
Tourism Australia managing director Andrew McEvoy said: "Penny’s appointment will see Tourism Australia take its engagement with the industry to the next level, building a greater emphasis on sales and making competitive gains for Australia."
Former head of Business Events Australia Joyce DiMascio left the organisation in June.
Lion will join Tourism Australia in Sydney on 4 October and told C&IT it had been a "tough decision".
"It was a very difficult decision to leave CI Events, but it is a new opportunity and challenge," she added.
A replacement will be announced shortly, said Lion.