Best Of Australia Program

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 grow incremental growth in visitation, attracting higher yielding tourists who will travel to follow their passion.


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.


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.

Industry partnerships

Over the last few years, Tourism Australia has partnered with the following industry collectives: 

  • Great Golf Courses of Australia;
  • Great Walks of Australia;
  • Ultimate Winery Experiences of Australia; and 
  • Luxury Lodges of Australia (pre-existing)

Each has contributed to raising the profile of Australia’s offering within the area of Golf, Guided Walks, Wine tourism, and Luxury.

Program Guidelines

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 ‘Best of’ group, providing:

  • Co-operative support toward marketing and trade activity
  • A key contact point at Tourism Australia
  • Strategic advice from distribution mentors
  • Integration into relevant Tourism Australia activity


Key Contacts

Best of Australia Program

Karen Fitzgerald


Great Golf Courses of Australia

Elizabeth Sattler 


Great Walks of Australia

Gina Woodward


Ultimate Winery Experiences of Australia

Sally Cope


Luxury Lodges of Australia

Penny Rafferty