Perth is playing host to hundreds of international travel agents this week as G’day Australia 2024 kicks off, offering agents the opportunity to meet with Australian tourism operators and experience the country’s world-class attractions first-hand.
The annual workshop and familiarisation event, run by Tourism Australia in collaboration with Tourism Western Australia, welcomes 300 Aussie Specialist Agents from 21 countries to engage with over 130 Australian tourism operators.
Building Expertise on the Ground
While all participating agents have completed Tourism Australia’s Aussie Specialist Program—an online training initiative—the event provides them with a deeper understanding through direct experiences. Tourism Australia’s Managing Director, Phillipa Harrison, highlighted the importance of in-person exposure:
“Our Aussie Specialist Program helps teach tens of thousands of travel agents worldwide about Australia as a destination, but we know there’s nothing like being on the ground to experience it first-hand,” Harrison said.
She added: “When we’ve run this event before, 100% of agents left saying they plan to sell more of Australia. Many also encourage longer stays and help disperse visitors across the country. Crucially, these agents can also persuade travellers considering other destinations to choose Australia, which is vital as we work to restore sustainable growth in our visitor economy.”
Showcasing Western Australia’s Unique Appeal
Tourism Western Australia’s Acting Managing Director, Steph Underwood, emphasised the forum’s value in boosting Western Australia’s profile among global travel professionals:
“Through G’day Australia, we are showcasing the Dream State’s extraordinary tourism offerings and building strong, lasting relationships with travel agents from around the world,” Underwood said.
“This event equips agents with practical knowledge about our destinations and products, enabling them to create unique itineraries and promote WA’s diverse adventures to their clients.”
Long-Term Impact on Tourism
G’day Australia 2024 will run until 18 October, with agents participating in pre- and post-event familiarisation tours across the country, supported by State and Territory Tourism Organisations.
The Aussie Specialist Program, which supports this event, has trained over 40,000 travel sellers globally, providing them with the skills and expertise needed to promote Australia effectively.
