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Australia

Australia has strong appeal for  sophisticated global travellers and experience-seekers. From vibrant city landscapes and stunning coastlines to the rugged interior of the outback and the world’s oldest living rainforest, Australia offers so many memorable, ‘Only in Australia’ experiences, for the most discerning, curious and adventurous of travellers.
Nature and wildlife your thing? Meet indigenous wildlife up close and personal on Kangaroo Island in South Australia. Fancy a bit of culture? The oldest living culture on the planet? Connect with the spirit of Australia with a local Aboriginal guide. Love good food and wine? You’ve picked THE perfect destination.
It’s the privilege of place that comes with discovering a sparsely inhabited island continent such as Australia, and with experiences ranging from urban and regional, rustic and refined, to exclusive and bespoke, Australia offers every type of traveller a genuine and uniquely Australian experience.
The range of Australia’s boutique, luxury, high-end experiential travel offering has evolved significantly over the past decade: ‘Live like a local’ boutique city hotels; ‘hands-on’ guided experiences covering culinary, active, indigenous and art insights by expert guides and often exclusive behind the scenes access; private jet or helicopter journeys; safari–style access with knowledgeable guides into areas of untouched and diverse wilderness. All designed to welcome guests to our incredibly diverse and uncrowded home, with all the soft touches that define the new luxury.
Australia is vast, around the same size as the USA, but with just 25 million residents. There is significant value offered by a good ground operator in making an Australian journey seamless, time efficient and ensuring guests connect with the people who make the place.

SIGNATURE EXPERIENCES OF AUSTRALIA

Through the Signature Experiences of Australia program, Tourism Australia partners with a number of industry marketing collectives to promote a diverse range of outstanding experiences that tap into travellers’ passions points and special interests. Each collective offers a single point of reference across a great depth of compelling and uniquely Australian experiences – from luxury lodges and camps, to golfing holidays, wineries, fishing adventures, guided walks, wildlife encounters, cultural attractions and Aboriginal-guided experiences.

Australian Wildlife Journeys
Australian Wildlife Journeys is a group of expert wildlife travel operators with a commitment to conservation and a passion for nature, that offers connection with wildlife in the wild.
www.australianwildlifejourneys.com

Cultural Attractions of Australia
Cultural Attractions of Australia represents iconic Australian arts and cultural attractions that tell the story of our geographic, ethnic and cultural origins and how they reshaped the way we define the nation.
www.culturalattractionsofaustralia.com

Discover Aboriginal Experiences Australia
Discover Aboriginal Experiences showcases the world’s oldest living culture through the cornerstones of cultural insight, authenticity and meaningful connection.
www.tourism.australia.com/aboriginal

Great Fishing Adventures of Australia
Great Fishing Adventures of Australia features some of our best fishing experiences, from saltwater and freshwater fishing to deep sea and fly-fishing adventures.
www.australia.com/fishing

Great Golf Courses of Australia
Great Golf Courses of Australia shines the spotlight on Australia’s leading golf courses which are celebrated for their world class design, spectacular settings and proximity to major cities and regional destinations.
www.greatgolfaustralia.com.au

Great Walks of Australia
Great Walks of Australia represents a premium collection of guided multiday walking experiences that engage walkers in some of the world’s most spectacular terrain and iconic landscapes.
www.greatwalksofaustralia.com.au

Luxury Lodges of Australia
Luxury Lodges of Australia is an extensive collection of independent luxury lodges and camps offering unforgettable experiences in uniquely Australian, inspiring locations.
www.luxurylodgesofaustralia.com.au

Ultimate Winery Experiences Australia
Ultimate Winery Experiences Australia is a select group of award-winning Australian wineries offering experiences ‘beyond the cellar door’ based around world-class wines, warm and knowledgeable hospitality and culinary excellence.
www.ultimatewineryexperiences.com.au

AQUATIC & COASTAL

With endless pristine coastline, stunning beaches, countless islands and three world heritage reefs, there are a number of truly exclusive and one of kind experiences on offer for all types of travellers visiting Australia. These uncrowded beaches and waterways and pure waters are made accessible to our premium guests via globally acknowledged island lodges and resorts, super yachts, life-changing experiences and some truly inspirational people to help guests, immerse. 

URBAN

Australia’s cities are vibrant, clean, safe and enticing. Small by global city standards but highly accessible and sophisticated yet laid back in nature. Preferred Traveller Made properties in city centre include The Langham, Sydney and Como The Treasury in Perth. Each capital city boasts an array of luxury hotels which are highly accessible, sophisticated yet down to earth in nature.

FAMILY FRIENDLY

Australia is one of the most desired destinations for high-end adventure and discovery holidays for families. It is safe but adventurous, friendly and accessible, with many life-changing, utterly memorable experiences for families to share:

  • Exceptional Kangaroo Island: to experience our ‘zoo without fences’.
  • Orpheus Island, Great Barrier Reef: family-friendly island escape on the World Heritage reef.
  • Arajilla Retreat, Lord Howe Island: active family adventures on one of the world’s last island paradisesEmirates One&Only Wolgan Valley: Blue Mountains – ultra luxury combines with 7000 acres of conservation, abundant wildlife and dramatic World Heritage landscapes
    Live Ningaloo/Sal Salis: for a swim with the whale sharks, or humpback whales.

ACTIVE

Active experiences for soft adventure seekers and travellers who just want to move. This can be active foodies, soft adventure seekers or people who just want to feel the pleasure of well-being through activity. From hiking to cycling, surfing to sailing, on water, land or in the air, being active is part of the Australian way of life and a great way to see the country.

FOOD AND WINE

Food is a vital ingredient for global travellers. Outstanding food and wine experiences have become an integral part of the luxury landscape in Australia – a real highlight and differentiator. Australia’s dining scene is significant and dynamic … but the food scene is so much richer than a list of restaurants. There are a growing number of carefully and cleverly delivered hands-on experiences: opportunities to meet and cook with leading chefs, cooking classes, truffle hunts and farm gate tours offering a more personal connection to the provenance and luxury of our incredible produce.

TRAVELLER MADE PARTNERS

 

Traveller Made Hotel Partners

Traveller Made Private Place Partners

Traveller Made Private Seas Partners

www.australia.com

 

USEFUL LINKS

 

Consumer Site
www.australia.com

Corporate site
www.tourism.australia.com

Aussie Specialist Program
www.aussiespecialist.com/en
For all your training needs, access 24 ASP training modules, 60+ fact sheets, 140 suggested itineraries, Travel Club advisor offers, product updates, and much more!

Trade Resources Hub
www.resources.australia.com
For all your marketing needs, access Tourism Australia brand guidelines and assets to leverage through your owned partner channels. Assets include campaign partner toolkits, videos and images, Signature Experiences of Australia content including storyteller profiles and maps, monthly product Hot Lists, articles, media pitch packs, and much more!
– TA brand guidelines and assets
– Signature Experiences of Australia content (incl. storyteller profiles)
– Monthly product Hotlist
– Partner toolkits

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