Destination NSW has rolled out immersive experiences for 68 international travel agents, showcasing Greater Sydney and regional highlights as part of Tourism Australia’s G’day Australia program.
Running from 18-22 October 2024, this familiarisation initiative featured six tailored itineraries across Greater Sydney and regional hotspots, including the Blue Mountains, Port Stephens, Hunter Valley, Shoalhaven, Tweed, and Byron Bay.
This famil program followed Destination NSW’s participation at G’day Australia in Perth, where agents were immersed in world-class Australian tourism offerings and engaged in workshops and training sessions with Australian operators. Destination NSW coordinated 112 appointments with 300 international front-line travel agents from the Aussie Specialist Program, and 19 NSW visitor economy businesses joined as sellers to promote their tourism products and services.
Destination NSW CEO Steve Cox emphasised the strategic importance of the famil program, stating, “Famils are essential in driving awareness of NSW and fostering new sales leads for our visitor economy. The G’day Australia famil program has provided an invaluable opportunity for Sydney and regional operators to reach broader audiences.”
The Aussie Specialist Agents in attendance represented 21 international markets, with retail and wholesale experts at the forefront of promoting Australia as a key travel destination.
Tourism Australia Managing Director Phillipa Harrison highlighted the power of first-hand experience, explaining, “Our Aussie Specialists Program equips thousands of agents worldwide with knowledge about Australia, but there’s no substitute for experiencing it on the ground. G’day Australia allows agents to connect directly with tourism operators, enhancing their ability to promote Australia and drive longer stays that spread visitors across the country.”
Harrison noted that past events have shown a strong impact, with 100% of participating agents indicating they plan to sell more of Australia as a result. These agents also play a pivotal role in shifting customers’ travel plans toward Australia, bolstering the nation’s visitor economy recovery.
