DESTINATION NEWS YOU CAN USE


Australia unveils cultural collection


Juliet Dennis juliet.dennis@travelweekly.co.uk


Tourism Australia is creating a collection of cultural and historical attractions across the country to help agents market the experiences to customers.


The tourist board’s new Cultural


Attractions of Australia collection is due to launch next spring. It will include places of interest,


from museums and galleries to historical sites and cultural institutions such as The Sovereign Hill museum in Ballarat, Melbourne Cricket Ground and Sydney Opera House. It is the latest themed collection


put together by Tourism Australia as part of its Signature Experiences of Australia programme. Other themed collections include golf, wildlife, fishing, walking, wine, luxury lodges and Aboriginal art. The tourist board promotes


the collections to the trade and consumers. The new cultural collection will be supported by a brochure. It will highlight little-known experiences at each attraction, such as the opportunity to be an extra in an


SYDNEY OPERA HOUSE: Customers can be an extra in an opera cast


opera cast at Sydney Opera House. A training module based on the collection will be added to the Aussie Specialist Program. Karen Fitzgerald, global manager


of experiences for Tourism Australia, said more attractions were being sought to feature in the collection from Western Australia and Northern Territory. She added: “We are trying to get agents to encourage clients to come and enjoy some outstanding, inspirational experiences.” Tourism Australia is also


increasing its focus on the premium market and looking at ways to encourage the trade to promote the


country as a high-end destination. australia.com


30 travelweekly.co.uk 13 September 2018


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