The City of Light, as Perth likes to call itself, will be glowing even brighter come March 2026 when it plays host to the largest gathering yet of MTA, Mobile Travel Agents’ high-flying Platinum Advisors. And if you think this is just another corporate junket, think again. This is MTA’s Platinum Event, the jewel in the crown of its recognition program and this year, it’s not just bigger, it’s positively bursting at the seams.
More than 92 advisors and head office mandarins have qualified, smashing previous records. That’s a lot of Platinum pins, clinking glasses, and more than a few sighs of envy from those who didn’t cut.
Ritz-Carlton: quokkas, wine and a Swan River view
The four-day jamboree will unfold at the suitably plush Ritz-Carlton Perth, perched on Elizabeth Quay and overlooking the Derbarl Yerrigan (Swan River). From there, it’s a “choose your own adventure” program. Will it be quokkas on Rottnest Island, Fremantle’s hipster laneways, a Swan Valley wine trail, or the adrenaline rush of WA’s attractions?
Either way, the idea is simple: let the advisors sample Western Australia’s finest so they can later sell it with the authority of those who’ve been there, done that, and bought the fridge magnet.
A lucky six sip before the rest
Six particularly fortunate advisors will be whisked off for an advance famil in the Margaret River Region, a pilgrimage to the state’s holy trinity of wine, food and coastline. While the others wait patiently in Perth, this chosen half-dozen will be clinking Chardonnay glasses, swirling Cabernet Sauvignons, and perhaps wondering how many vineyard selfies are too many before it becomes unprofessional.
Don Beattie: in praise of platinum persistence
For Don Beattie, CEO of MTA, the record turnout isn’t just a statistic; it’s proof that the network’s flexible model and unwavering support are working.
“Reaching Platinum status is a significant achievement; it demands focus, dedication and an unwavering commitment to clients,” Beattie said. “Having a record number of advisors qualify this year speaks volumes about their success and the strength of the support we provide behind the scenes. We’re incredibly proud of every advisor who has earned their place on this reward trip.
“We’re equally excited to be partnering with Tourism WA to showcase the very best of Perth and its surrounding regions to our top performers. It’s a truly remarkable part of Australia and I know it will inspire advisors in their work.”
In plain English: hard graft pays off, and if you’ve cut, you deserve the champagne.
Tourism WA: seizing a golden sales opportunity
Tourism WA’s Managing Director, Anneke Brown, is equally delighted, though the benefit is evident to her. Hosting almost a hundred of the country’s most persuasive travel advisors is as close to guaranteed marketing as you’ll ever get.
“This is a valuable opportunity to showcase Western Australia’s extraordinary experiences to some of the country’s most influential travel advisors,” Brown said.
“By immersing these Platinum Advisors in our landscapes, culture, food and wine, and unique attractions, we are equipping them with the knowledge and inspiration to recommend Western Australia to their clients with confidence, which will in turn boost awareness of our destination and drive bookings to our Dream State.”
Translation: Give advisors a taste of WA and watch them sell it to everyone else. It’s clever, really.
Why the Platinum Event matters
For MTA, the Platinum Event isn’t a boozy getaway. It’s a carefully crafted recognition tool that motivates advisors and cements loyalty. Invitations are reserved for those who reach Platinum and Platinum Elite levels, reflecting sales brilliance and service devotion.
Unlike the old dinosaur agencies, MTA doesn’t set rigid targets. Its advisors thrive in a world of flexibility, global partnerships and specialist support. The Platinum Event is the crown jewel of that arrangement, rewarding the best while arming them with marketable experiences.
Perth: the big winner
Make no mistake, Perth wins big here. A hundred advisors wandering its streets, sipping its wines, patting its quokkas, and marvelling at its sunsets is more than a familiarisation free publicity with a very long tail. Each advisor is a walking influencer, shaping the travel decisions of thousands of Australians.
The bookings will follow once they’ve swapped stories of river cruises, Noongar culture, and Swan Valley vintages with their clients.
Closing thought
So in March 2026, Perth will host MTA’s record-breaking Platinum Event and stage-manage a masterclass in destination marketing. Some may call it a junket; others will see it for what it is: a potent cocktail of recognition, reward and clever tourism strategy.
And if an advisor or two develops a fondness for Margaret River Shiraz along the way, that’s just good business.
By Soo James
