They join Great Walks of Australia on the list They join Great Walks of Australia on the list

New experience collectives: more to sell in Aussie

The growing demand for experiences by travellers has led Australia to consider two more Signature Experience collections for trade to sell, the country’s annual tourism showcase heard yesterday.

John O’Sullivan, head of Tourism Australia, says the country has noticed a trend towards shorter stay, but with more packed into them and an increased need for authenticity.

He says the seven existing signature experience collectives encompass more than 550 commissionable tourism products.

The concept has been so successful that it is likely to expand with a cultural experiences offering soon and, a bit further down the track, a collective promoting superyachts.

This comes after Discover Aboriginal Experiences was launched in January this year, and Australian Wildlife a year ago.

They join Great Walks of Australia, Great Golf Courses, Luxury Lodges of Australia, Great Fishing Adventures, and Ultimate Winery Experiences.

ATE attracted more than 600 travel buyers from over 20 countries and 540 Australian seller companies, including 77 first-timers.

David Ridgeway, Minister of Tourism for South Australia, says ATE was last held in the state in 2010.

‘It couldn’t have come at a better time with the infrastructure developments along with great food and wine, coastal experiences and futuristic landscapes.’

South Australian suppliers embraced the event, with a record 65 of them exhibiting at ATE this year.

Rodney Harrex, chief executive of the South Australian Tourism Commission, says New Zealand is a market that fits in well with goals of repeat visitation and dispersal.‘Air New Zealand now flying the Dreamliner into Adelaide from Auckland further adds to the accessibility.

And once Kiwi are here it’s just a 25 minute drive to the Adelaide Continued from page 1 New experience collectives: more to sell in Aussie Hills and easy to reach our wine regions. We have 200 cellar doors within one and a half hour’s drive from Adelaide.