Hundreds of international travel agents have arrived in Perth to participate in G’Day Australia 2024, a prestigious event that brings together crucial global tourism players to experience Australia firsthand. Organized by Tourism Australia in partnership with Tourism Western Australia, this event is designed to immerse 300 Aussie Specialist Agents in the unparalleled travel experiences and offerings for which the country is renowned.
These agents, representing 21 international tourism markets, include key players from major retail outlets and leading wholesalers. They will have the opportunity to network and engage with over 130 Australian tourism operators, providing them with deeper insights into the nation’s vast and diverse travel opportunities.
Experiencing Australia Firsthand
Phillipa Harrison, Managing Director of Tourism Australia, emphasized the importance of firsthand experience in boosting travel to Australia. “Our Aussie Specialist Program equips tens of thousands of agents with comprehensive knowledge of Australia as a destination,” said Harrison. “But being here, on the ground, truly transforms their perspective. G’Day Australia is a prime opportunity for agents to see how remarkable this destination is, meet our tourism operators, and expand their product knowledge.”
For many of these agents, it is their first visit to Australia, which only enhances the impact of the experience. According to Harrison, previous G’Day Australia events have had resounding success, with 100 percent of participating agents expressing intent to sell more of Australia as a travel destination. Moreover, agents have encouraged extended stays, ensuring tourists explore more of the country and its unique regions.
“Agents who have attended G’Day Australia have been crucial in redirecting travelers planning trips elsewhere to choose Australia instead. This is critical for us as we work towards sustainable growth for our visitor economy,” Harrison added.
A Global Focus on Western Australia
This year’s event is particularly significant for Western Australia, as the state hosts most of the activities. Steph Underwood, the acting managing director of Tourism Western Australia, sees G’Day Australia as a pivotal moment for the region’s tourism industry.
“G’Day Australia provides us with an exceptional platform to showcase the unique adventures and extraordinary landscapes that Western Australia has to offer,” Underwood stated. “By engaging directly with global travel professionals, we can build lasting relationships that will not only elevate WA’s profile but also lead to practical, real-world results in the form of more travel bookings and tailored itineraries for international tourists.”
The agents participating in this event will be well-prepared to create exciting, diverse travel packages highlighting experiences ranging from the pristine beaches of the Coral Coast to the striking wilderness of the Kimberley. Western Australia’s distinct appeal is central to the nation’s broader tourism strategy, making this event crucial in positioning the state as a must-visit destination on the global stage.
Looking Ahead: Sustainable Tourism Growth
Running through October 18, 2024, G’Day Australia is more than just a workshop—it’s a strategic initiative that plays a significant role in securing the future of Australia’s tourism sector. State and Territory Organisations support the event and include a comprehensive pre- and post-event familiarisation program. This initiative ensures agents experience a wide array of destinations, equipping them with the knowledge to sell Australia as a singular destination and a collection of unique, compelling experiences.
As Australia works to recover from the global disruptions to the travel industry, events like G’Day Australia are pivotal in reigniting international interest and fostering long-term sustainable growth. By bringing influential travel professionals into direct contact with the nation’s top tourism products, Australia is set to strengthen its position as a leading global travel destination.
For more details on G’Day Australia 2024, visit the official Tourism Australia website.
Written by: My Thanh Pham
