Tourism Australia has worked with the State Tourism Organisations and the tourism industry to develop an Australian Experiences framework based on Australia’s product ‘truths’: the indisputable Australian Experiences that give us our competitive edge as a global destination. The framework features seven key Australian Experiences that underpin Brand Australia and all our marketing activity globally. These experiences have been identifies based on research that shows the needs and wants of the Experience Seeker.

For more information on our seven Key Australian Experiences click on the links below:

Aboriginal Australia  Aussie Coastal Lifestyle  Australian Major Cities  Australian Journeys Food and Wine  Nature in Australia  Outback Australia

Watch a short video clip on Experience Seekers here 

Tourism Australia has developed a collection of Australian Experience fact sheets on the above experiences. To access the fact sheets, click here.

For more information on Tourism Australia's Australian Experiences framework, click here.


Australian Experiences Resources 
Australian Experiences Resources were developed to provide the tourism industry with strategic, consistent and relevant Australian Experience content to support their tourism marketing efforts. There are a range of content and materials for industry to utilise. To view current content available, click here.



For more information about Australian Experiences email experiences@tourism.australia.com or phone +61 2 9360 1111.