Australia’s cultural attractions combine to launch new Global Tourism Initiative

January 22, 2019

Cultural Attractions of Australia is an Australian first, industry-led collective of Australian cultural tourism attractions and museums that have joined forces to present the best of Australia’s cultural offering to the world.

Cultural Attractions of Australia will provide a single point of contact for travellers, trade partners and media to access premium, behind-the-scenes cultural experiences in famed locations.

As a collective, its strength lies in the diversity and nature of the sites and collections represented, as well as the direct connection they hold with the people and cultures of Australia.

The founding members of Cultural Attractions of Australia are Adelaide Oval, Arts Centre Melbourne, Australian War Memorial, WA Maritime Museum, Fremantle Prison, Melbourne Cricket Ground, MONA, National Gallery of Australia, National Gallery of Victoria, Opera Australia, Parliament House, Port Arthur Historic Site, Qantas Founders Museum Longreach, Sovereign Hill and Sydney Opera House.

Each of these institutions has developed one or more rare, premium experiences, ensuring unrivalled access and attention for their guests who can expect the unexpected, as they:

• Channel their inner diva at the Sydney Opera House with an Opera Australia in-costume, walk-on role

• Step out onto the hallowed turf of the Melbourne Cricket Ground or climb to the very top of Adelaide Oval and take in the city views (pictured top)

• Explore the Sovereign Hill township by lamplight, dine with some of the Goldfields’ most intriguing characters and dress the part in traditional 1850s costume (pictured above)

• Venture into the National Gallery of Victoria (NGV) in Melbourne after-hours for a bespoke tour and fine dining in front of a masterpiece

• Enjoy exclusive access to the Australian Performing Arts Collection Store, go backstage and be guided through the Australian Music Vault at Arts Centre Melbourne (pictured below)

More experiences will to be announced at CAA's official launch at the Australian Tourism Exchange in Perth in April.

CAA will become the latest segment to join the ranks of Tourism Australia’s Signature Experiences of Australia program: A partnership between Tourism Australia and industry, developed to package and promote Australia’s outstanding tourism experiences within a variety of niche areas and special interest categories.

These tourism products are located in destinations with high international appeal, offering diversity, transformation and engagement, to leave lasting impressions.

Introducing CAA, Tourism Australia Managing Director, John O’Sullivan commented “Australia is one of the most desirable destinations on earth with a combination of world-class natural beauty and wildlife, exceptional food and wine, and a cultural heritage that cannot be found anywhere else. The opportunity for international visitors to experience Australia’s cultural attractions through a range of unique and interesting experiences as part of the new

Cultural Attractions of Australia collective will only further enhance the visitor experience for international travellers and create memories to last a lifetime."

Jennifer Ganske, Chair of Cultural Attractions of Australia adds “we look forward to promoting an unparalleled suite of premium cultural experiences that fuse the thrill of discovery with learning and participation, providing visitors with memorable insights into what it means to be Australian, through the lens of both our history and our contemporary life.”

For more information go to culturalattractionsofaustralia.com

Main image shows the Roofclimb at the Adelaide Oval. Courtesy of Tourism SA.

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19th November 2018 - International Visitors to Australia more likely to go to an arts event than wineries, casinos or sport

7th October 2018 - Victoria benefits from cultural tourism boom

1st August 2018 - MCC announces extended Ticketek partnership at MCG

7th April 2018 - Sydney’s Unique Venues Association gets industry relaunch

1st April 2018 - NGV Triennial exceeds records with one million visitors

8th December 2017 - Tourism Australia continues backing of EEAA Young Stars

30th October 2017 - MCG secures major customer service award for fan initiatives

25th February 2017 - Sovereign Hill the top attraction, Harvey Lister named industry legend at Australian Tourism Awards

23rd December 2016 - High praise for Adelaide Oval RoofClimb

31st October 2016 - Sydney cultural attractions to introduce evening openings

27th January 2016 - Tourism Australia launches new international marketing campaign

4th September 2015 - Tourism Australia and Visa tie-up to target millennials

20th July 2015 - UNESCO world heritage list grows along with cultural sites on ‘danger list’

19th October 2013 - Sydney Opera House brand more valuable than Australia

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