In recent years, the concept of ‘luxury travel’ has evolved considerably. While once it was solely aligned with opulence and extravagance, today it is defined by authentic, immersive experiences and connections that resonate on a personal level. That might be an exclusive tour behind the scenes of a gallery with the curator, intimate cultural interactions with Indigenous artists, life-changing encounters with wildlife, hands-on winemaking classes, playing the world’s best golf courses, hiking our infamous tracks and trails, or checking into an independently owned, off-grid lodge that delivers style, sustainability and a true sense of place. 

This evolution signifies a greater appreciation for the journey itself, not just the destination. Luxury travel now focuses on creating lifelong memories, enriching the soul, and meeting the highest standards of comfort and style.

Based on extensive global research and with this top of mind, Tourism Australia established the Signature Experiences of Australia program: a curated portfolio of seven partners and their individual collective members covering exceptional experiences and attractions across the country that are diverse in nature – but united in an uncompromising commitment to excellence, the environment, people and place. 

Across the country, Australian tourism operators offer an unparalleled portfolio of luxury experiences and attractions. Signature Experiences streamlines the decision-making process for discerning travellers, its seven partners each hand-picking offerings representing the ‘best of the best’. The collection ensures that every offering not only meets the highest of standards, but also reflects Australia’s most unique qualities, whatever in location or special interest.

Whether in cities or regional areas, on the coast or the outback, Signature Experiences of Australia partners and their members have a noticeable ‘halo’ effect on the destinations they visit and communities they work with. Local growers and producers, hospitality providers, interpretive guides, artisans and creatives, all collaborate to bring these experiences to life for the visitor.  Boosting opportunities, preserving the culture and protecting the environment are all key pillars of the seven partners and their collective offerings, while encouraging regional dispersal, length of stay and expenditure. Many experiences are remote and have helped reinvigorate sustainable tourism practices. Others have generated new income streams for independent businesses with quality offerings that showcase the best of Australia.