Signature Experiences of Australia
Cradle Mountain Huts Walk, Cradle Mountain-Lake St Clair National Park, TAS © Great Walks of Australia
The Signature Experiences of Australia program focuses on world class Australian special interest tourism experiences that drive consumer travel behaviour.
Today’s discerning international traveller is seeking out travel destinations that deliver unique and authentic experiences which tap into their passion points.
To help fulfil this need, Tourism Australia has partnered with industry to develop Signature Experiences of Australia - a program which packages and promotes Australia’s outstanding tourism experiences within a variety of niche areas and special interest categories.
The program seeks to connect with travellers who are specifically seeking out destinations that can deliver memorable experiences closely aligned to their own specific interests. It is designed to grow visitation and attract high value tourists who are willing to travel to Australia to follow their passions.
Underpinned by extensive global research, the program lies at the heart of Tourism Australia’s strategic focus on higher yielding travellers and is one of the key pillars that supports and strengthens our competitive positioning under There’s Nothing Like Australia.
Signature Experiences of Australia currently comprises wineries, luxury lodges, golf courses, guided walks, Aboriginal guided experiences, wildlife encounters and cultural attractions. In each case Tourism Australia has partnered with select industry collectives that have a compelling marketing proposition and share a common goal and vision.
Whilst each signature collection is different, they all offer a point of differentiation for Australia, encouraging regional dispersal, length of stay and expenditure. This unique and collaborative model provides a single point of contact for travellers and travel planners seeking to gain access to some of Australia’s very best and most diverse holiday experiences.
The program is creating a positive halo effect for the broader Australian tourism industry by showcasing some of Australia’s most outstanding tourism product and experiences.
It aims to provide an additional layer to There’s Nothing Like Australia, inspiring and motivating people to travel to and within Australia and ultimately converting awareness into bookings.
Resources
Signature Experiences of Australia brochure
Download a snapshot and map showing the locations of the Signature Experiences of Australia collectives:
Storytellers flyers
With their enthusiasm, knowledge and passion to show you Australia, the storytellers in the Signature Experiences of Australia Program will inspire you to discover the unique people and places that make Australia so special.
Business events flyers
Looking for inspiration for your next executive escape, small team meeting, conference outing or incentive trip? Download an informational flyer from a range of Signature Experiences of Australia.
Itineraries
Download some itinerary inspiration. *Please note, experiences mentioned in the itineraries are subject to change and may not always be available.
- 9 days Flinders Ranges and Eyre Peninsula, South Australia
- 9 Days Sydney and Hunter region, New South Wales
- 8 Days in the Kimberley, Western Australia
- 9 Days in Melbourne and the King Valley, Victoria
- 10 Days in New South Wales and the ACT
- 11 Days Aboriginal Culture and Hiking in the Red Centre, NT
- 12 Days in New South Wales, Victoria and South Australia
- 14 days in the Northern Territory and South Australia
- 7 Days in Brisbane and Surrounds
- 7 days in Tasmania
- 8 Days in Adelaide and Kangaroo Island, South Australia
- 8 Days in Southern Tasmania
