The Best of Australia Program aims to foster areas of untapped competitive advantage for Australia focusing on world class Australian special interest tourism experiences that drive consumer travel behaviour. This program supports the Tourism 2020 goal by encouraging industry to become more marketable, profitable, and resilient in an ever increasing environment.
The aim of the program is to develop and nuture incremental growth and attract higher yielding tourists who will travel to follow their passion.
By focusing on traveller passions, Tourism Australia aims to connect with those travellers who are specifically seeking out destinations that can deliver unique, compelling, and brag-able experiences aligning to their specific interests.
Tourism Australia works with these industry sectors to bundle the highest quality product together, with each collective creating a compelling marketing proposition to generate cut through in a competitive global marketplace.
Tourism Australia partners with the following industry collectives:
- Great Golf Courses of Australia
- Great Walks of Australia
- Ultimate Winery Experiences of Australia
Luxury Lodges of Australia;
Great Fishing Adventures of Australia; and
Australian Wildlife Collection.
Tourism Australia assess new groups against the following criteria
Consumer demand (taken from the latest CDP research and other relevant research)
Tourism Australia’s regional team support (core market support/relevance)
Demonstrate State Tourism Organisation (STO) support
Group product must be export ready
Group members should cover at least 4 states
Industry willingness to be involved
All members must be able to financially contribute
How it works
Tourism Australia collaborates with each group, providing:
- Co-operative marketing and support
A key contact point at Tourism Australia
Strategic advice from distribution mentors
Integration into relevant Tourism Australia activity
Global Manager, Experiences
Great Golf Courses of Australia
Great Walks of Australia
Ultimate Winery Experiences of Australia
Luxury Lodges of Australia
Great Fishing Adventures of Australia
Australian Wildlife Collection