If there’s one thing guaranteed to put a spring in the step of travel agents, it’s the whiff of a shiny new incentive, especially when it comes served with cocktails, challenge rooms, and the odd Italian banquet. Enter MSC Cruises and Back-Roads Touring, who have joined forces to whip up an exclusive incentive scheme designed to fire up the booking engines at Flight Centre, Travel Associates, and Cruiseabout.
The carrot dangling before the industry’s workhorses? Rewards as varied as gift cards, lively hotel nights, and private Italian dinners where the pasta is as authentic as the vino is plentiful.
The campaign
Running from 1 August through 30 September, the incentive has been crafted with state-by-state appeal. Agents can qualify by booking an MSC cruise sailing or a Back-Roads Touring journey. For those keen to double their odds, a booking that combines the two earns a bonus entry.
“The incentive is designed to celebrate and reward our hardworking partners,” said Brenton Reidy of MSC Cruises. “By bringing together the cruise experience with the intimacy of Back-Roads Touring, we’re offering not just prizes, but a taste of the experiences clients will enjoy.”
South Australia: La Dolce Vita
For agents in South Australia, the top five MSC bookers and top five Back-Roads Touring bookers will be whisked to a private dining room at one of Adelaide’s top Italian restaurants. On 15 October, they’ll be served a three-course dinner with drinks flowing as freely as the conversation. Think of it as “la dolce vita”, but with the comforting glow of commission in the background.
Victoria: A night at the Hijinx Hotel
Meanwhile, in Victoria, things take a quirkier turn. The top five MSC and top five Back-Roads bookers will trade the desk for a night at the Hijinx Hotel, complete with five challenge rooms, hearty food, and bottomless drinks. Forget ship inspections, this is team-building with a twist, equal parts brain teaser and knees-up.
Tasmania: Cash in hand
Down in Tasmania, the approach is delightfully straightforward: gift cards. First place pockets $300, second nets $200, and third collects $100. In a market where simplicity often wins, this is the equivalent of a crisp handshake across the desk.
How to enter
Agents need only send their booking confirmations to [email protected] and [email protected]. With just a couple of clicks, they’re in the running.
Why it matters
For MSC Cruises, the incentive dovetails neatly with its broader strategy of raising visibility in the Australian market, where river cruises and small-group touring have long wooed travellers. Partnering with Back-Roads Touring, known for its intimate, off-the-beaten-path itineraries, adds an extra layer of appeal.
“This is more than a competition — it’s a reminder that our brands thrive when agents thrive,” noted Kathryn Traghard of Back-Roads Touring. “Rewarding excellence in bookings isn’t just recognition, it’s good business.”
Editorial view
One could argue that in a market where travel agents are being wooed from every direction, incentives such as this are less a perk and more a necessity. Still, sniffing at a free Italian feast or a playful night out on the company tab is hard. As the industry looks ahead to 2026 and beyond, loyalty programs like this serve as both carrot and compass — reminding agents where their bookings (and bonuses) are best placed.
So, sharpen those booking pencils. Whether you’re chasing wine in Adelaide, puzzle rooms in Melbourne, or cold, hard cash in Hobart, MSC and Back-Roads are betting you’ll find their offer too tempting to refuse.
By Karuna Johnson
