Destination NSW has showcased immersive visitor experiences in Sydney and regional NSW to 68 international agents following Tourism Australia’s G’day Australia event.

Held from 18-22 October 2024, the familiarisation (famil) program comprised six itineraries in Sydney and regional NSW, including the Blue Mountains, Port Stephens, Hunter Valley, Shoalhaven, Tweed and Byron Bay.

It followed Destination NSW participating as a seller at G’day Australia in Perth. G’day Australia provides specialist agents with the chance to meet and be trained by Australian tourism operators and experience world-class tourism offerings first-hand through workshops and familiarisations.

Destination NSW conducted 112 appointments with 300 international Aussie Specialist Program front-line travel agents during G’day Australia, while 19 NSW visitor economy businesses also participated as sellers at the event.

Destination NSW CEO Steve Cox said: “Famils play a critical role in raising awareness and consideration of NSW in the mindset of buyers, driving new sales leads and bookings for NSW visitor economy operators.

“The G’day Australia famil program was an invaluable platform for stakeholders in Sydney and regional NSW to be exposed to new and bigger audiences.”

The qualified Aussie Specialist Agents who attended the G’day Australia event attended from retail outlets and key wholesalers across 21 international tourism markets."

Tourism Australia Managing Director Phillipa Harrison said: “Our Aussie Specialists Program helps to teach tens of thousands of travel agents around the world about Australia as a destination but we know there is nothing like being on the ground to experience it first-hand.

“G’day Australia is our opportunity to bring about 300 of those agents to Australia to see how incredible the destination is and to also meet with our tourism operators in person to learn more about the products they have to offer.

“We know from when we have held this event in the past, that 100 per cent of the agents have walked away saying they intend to sell more of Australia as a result of attending and they also drive longer stays that disperse travellers around the country.

“Importantly the agents who have been to G’day Australia are able to encourage customers planning to go to other destinations to choose Australia instead, which is vital as we get our visitor economy back on a path of sustainable growth.”

Find out more about G’day Australia 2024 here.

View images from the famils below: