Darwin – or Garramilla to the Larrakia people, Traditional Custodians of the land – is set to welcome 300 travel agents from key international tourism markets around the world come October 2026, when it will show off its top draws as a holiday destination.
These agents will travel to Darwin for Tourism Australia’s signature event, G’day Australia, where they will meet tourism operators from around the country before visiting other destinations around Australia as part of a fam programme supported by state and territory NTOs.
Minister for trade and tourism, Don Farrell, said G’day Australia brings agents selling Australian holidays to his shores to witness first-hand how wonderful the natural attractions, food and drink, and cultural experiences truly are in the country.
“The Aussie Specialist Program, combined with events like G’day Australia, give us an edge over other destinations around the world,” Farrell stated, adding that the event will drive some A$30 million (US$19.6 million) in spend.
Tourism Australia’s executive general manager, global markets & Business Events Australia, Robin Mack, said more than half of the travel agents who take part in G’day Australia have never visited the destination for themselves.
“At Tourism Australia we prefer to show not tell what we have to offer as a holiday destination, and that’s why it is really important to bring travel agents here to Australia to see just how incredible Australia is,” Mack said.
“We know this event works as 100 per cent of the agents have walked away in the past saying they intend to sell more of Australia as a result of attending, which is critically important in an increasingly competitive global tourism world,” Mack added.
Northern Territory (NT) minister for tourism and hospitality Marie-Clare Boothby welcomes the prime opportunity to support local tourism operators by directly connecting them with hundreds of international travel agents.
Boothby said the event would take place during the shoulder season and help the destination “extend visitation beyond the traditional peak and build year-round economic strength for our tourism industry”.
Tourism NT CEO Suzana Bishop added the announcement forms an exciting part of the NT’s new strategy to increase international visitation during off peak periods.
This would be the NT’s first time as host of G’day Australia.
