Signature Experiences of Australia
The Signature Experiences of Australia program focuses on world class Australian special interest tourism experiences that drive consumer travel behaviour.
Today’s discerning international traveller is seeking out travel destinations that deliver unique and authentic experiences which tap into their passion points.
To help fulfil this need, Tourism Australia has partnered with industry to develop Signature Experiences of Australia - a program which packages and promotes Australia’s outstanding tourism experiences within a variety of niche areas and special interest categories.
The program seeks to connect with travellers who are specifically seeking out destinations that can deliver memorable experiences closely aligned to their own specific interests. It is designed to grow visitation and attract high value tourists who are willing to travel to Australia to follow their passions.
Underpinned by extensive global research, the program lies at the heart of Tourism Australia’s strategic focus on higher yielding travellers and is one of the key pillars that supports and strengthens our competitive positioning under There’s Nothing Like Australia.
Signature Experiences of Australia currently comprises wineries, luxury lodges, golf courses, guided walks, Aboriginal guided experiences, fishing adventures, wildlife encounters and cultural attractions. In each case Tourism Australia has partnered with select industry collectives that have a compelling marketing proposition and share a common goal and vision.
Whilst each signature collection is different, they all offer a point of differentiation for Australia, encouraging regional dispersal, length of stay and expenditure. This unique and collaborative model provides a single point of contact for travellers and travel planners seeking to gain access to some of Australia’s very best and most diverse holiday experiences.
The program is creating a positive halo effect for the broader Australian tourism industry by showcasing some of Australia’s most outstanding tourism product and experiences.
It aims to provide an additional layer to There’s Nothing Like Australia, inspiring and motivating people to travel to and within Australia and ultimately converting awareness into bookings.
Resources
Signature Experiences of Australia brochure
A snapshot and map showing the locations of the Signature Experiences of Australia collectives in English, Mandarin and Japanese.
Download the brochure in one of the languages below:
Storytellers flyers
With their enthusiasm, knowledge and passion to show you Australia, the storytellers in the Signature Experiences of Australia Program will inspire you to discover the unique people and places that make Australia so special.
Download information on our Storytellers below:
Business events flyers
Looking for inspiration for your next executive escape, small team meeting, conference outing or incentive trip?
Download an informational flyer from a range of Signature Experiences of Australia below:
Download some itinerary inspiration:
- 9 days Flinders Ranges and Eyre Peninsula, South Australia
- 9 Days Fishing in Queensland
- 9 Days Sydney and Hunter region, New South Wales
- 8 Days in the Kimberley, Western Australia
- 9 Days in Melbourne and the King Valley, Victoria
- 10 Days in New South Wales and the ACT
- 11 Days Aboriginal Culture and Hiking in the Red Centre, NT
- 12 Days in New South Wales, Victoria and South Australia
- 14 days in the Northern Territory and South Australia
- 7 Days in Brisbane and Surrounds
- 7 days in Tasmania
- 8 Days in Adelaide and Kangaroo Island, South Australia
- 8 Days in Southern Tasmania
*Please note, experiences mentioned in the itineraries are subject to change and may not always be available.
Story ideas, product features and more. This kit will spark ideas for media features or trade partner newsletters.
Key Contacts
Signature Experiences of Australia
Tourism Australia has partnered with industry to develop Signature Experiences of Australia, a program which supports industry collaboration within a variety of special interest sectors.
www.tourism.australia.com/signature
Contact:
Karen Fitzgerald, General Manager, Experiences, Tourism Australia
kfitzgerald@tourism.australia.com
Australian Wildlife Journeys
Australian Wildlife Journeys is a collection of expert wildlife travel operators that have come together to connect people with wildlife in the wild across Australia. Meet the guides from Australian Wildlife Journeys.
www.australianwildlifejourneys.com
Contact:
John Daw, Executive Officer
john@australianwildlifejourneys.com
Cultural Attractions of Australia
Cultural Attractions of Australia is an industry led collective of iconic Australian arts and cultural attractions that have joined forces to present the best of Australia’s cultural offering to the world. Meet the guides from Cultural Attractions of Australia.
www.culturalattractionsofaustralia.com
Contact:
Annabel Sullivan, Executive Officer
asullivan@culturalattractionsofaustralia.com
Discover Aboriginal Experiences Australia
Discover Aboriginal Experiences is a collective of quality, authentic Aboriginal guided tourism offerings. Meet the guides from Discover Aboriginal Experiences Australia.
www.discoveraboriginalexperiences.com
Contact:
Nicole Mitchell, Executive Officer, Discover Aboriginal Experiences
Nmitchell@tourism.australia.com
Great Fishing Adventures of Australia
Great Fishing Adventures of Australia is a group of leading independently owned fishing tourism operators that have come together to raise the profile of Australia as a world-class fishing destination. Meet the guides from Great Fishing Adventures of Australia.
www.tourism.australia.com/fishing
Contact:
Ange Esdaile, Executive Officer - Great Fishing Adventures of Australia
go@gofishaustralia.com.au
Great Golf Courses of Australia
Great Golf Courses of Australia provides access to Australia’s leading golf courses offering a comprehensive and centralised resource for media and trade partners to access information on Australia’s leading golf courses and iconic golf tourism experiences. Meet the guides of Great Golf Courses of Australia.
Contact:
Elizabeth Sattler, Executive Officer
biz@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. Meet the guides from Great Walks of Australia.
www.greatwalksofaustralia.com.au
Contact:
Liz O'Rourke, Executive Officer
eo@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. Meet the guides from Luxury Lodges of Australia.
www.luxurylodgesofaustralia.com.au
Contact:
Penny Rafferty, Executive Officer
penny@luxurylodgesofaustralia.com.au
Ultimate Winery Experiences Australia
Ultimate Winery Experiences Australia is a collection of award-winning Australian wineries offering experiences ‘beyond the cellar door’ based around world-class wines, warm and knowledgeable hospitality and culinary excellence. Meet the guides from Ultimate Winery Experiences Australia.
www.ultimatewineryexperiences.com.au
Contact:
Sarah Myers, Executive Officer
sarah.myers@ultimatewineryexperiences.com.au
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