Tourism Australia opens global media services tender

Media Release

Tourism Australia is approaching the market for the delivery of its global media services over the next five years.

Through a competitive media services tender process, Tourism Australia is looking to identify and appoint a media agency partner, or partners, to assist the national tourism marketing body to meet its objectives to grow demand for Australia as a destination.

Tourism Australia’s Chief Marketing Officer, Susan Coghill, said the tender for media services is a priority for the organisation’s destination marketing in 16 major source markets overseas.

“This process is about building a best-in-class media services partnership to market Australia’s compelling tourism offering at scale, whilst navigating disruption in the media ecosystem, and inspiring travellers to choose Australia across key international markets,” Ms Coghill said.

“With the global media landscape continuing to evolve, demonstrated leadership in data, technology, and creative media thinking, as well as guidance on emerging platforms and changing consumer behaviours are important factors.

“We’re aiming to select an agency partner, or partners, to deliver media services across our international network at consistently high standards to meet the immediate and future demands of our business,” Ms Coghill.

The tender will be run in two stages. Stage one will focus on agency capabilities and will run between September 2025 and December 2025. The second stage, from January 2026 and April 2026, will focus more closely on strategic capabilities and operational structure with shortlisted agencies.

The opportunity will be made available to interested organisations via the Australian Government’s procurement website, AusTender, at tenders.gov.au. Interested organisations can register for notifications and updates.

An industry briefing, including a Q&A session, will be held at 10.30am on Wednesday 17 September 2025 at the Museum of Sydney. If you are interested in learning more, please RSVP to attend in person or online via https://events.tourism.australia.com/media-tender-briefing/register by 3pm Tuesday 16 September 2025.

For any questions or further information, contact: mediapitch@tourism.australia.com