Latest News

Back to Latest News back

 

New initiative to promote Australian cultural attractions

New initiative to promote Australian cultural attractions
April 9, 2019

A new partnership launched between Tourism Australia and new industry body Cultural Attractions of Australia is looking to use the country’s foremost arts and cultural attractions to attract international visitors.

Officially launched yesterday, Cultural Attractions of Australia’s founder members include the Adelaide Oval, Arts Centre Melbourne, Australian War Memorial, Australian Parliament House, Fremantle Prison, Melbourne Cricket Ground, Mona (Museum of Old and New Art), National Anzac Centre, National Gallery of Australia, National Gallery of Victoria, Opera Australia, Port Arthur Historic Site, Qantas Founders Museum Longreach, Sovereign Hill, Sydney Opera House and WA Maritime Museum.

Launching Cultural Attractions of Australia yesterday, Federal Minister for Trade, Tourism and Investment, Simon Birmingham, said Cultural Attractions of Australia would help lure more high-value travellers and drive visitation to some of Australia’s most famous arts and cultural attractions, offering visitors a premium, “behind the scenes” experience.

Minister Birmingham stated “this industry-led initiative is the perfect way to engage international visitors looking for a premium tourism offering while exploring Australia’s distinctive cultural and heritage attractions in areas, such as film; performing arts; visual art; Indigenous art and culture; literature; music; entertainment; and sport.

“Australia has a long list of arts and cultural attractions and these unique experiences will allow visitors to immerse themselves in Australian history, life and culture in ways that have never been offered before.

“Some of our most famous cultural attractions including the National Gallery of Australia, Sovereign Hill and the Melbourne Cricket Ground will feature in a program of 22 bespoke tourism experiences.

“Experiences under the program range from a private tour of the National Gallery of Victoria, to walking onto a production set at the Sydney Opera House all the way through to an exclusive dinner at MONA in Hobart.

“Cultural tourism is on the rise, with three in every 10 international visitors to Australia now visiting a museum or gallery. Through our vast array of cultural attractions and initiatives such as this one that target the high value traveller, we have huge potential to grow this very lucrative segment of the market.

“We know high value travellers splash the cash when they holiday with the average traveller spending $10,000 per trip. That’s an extra $10,000 per traveller being injected into the Australian economy.

“As a government, we recognise the huge potential of the high value traveller and the value to the economy, and that’s why we’re backing this program and current Tourism Australia campaigns such as UnDiscover Australia that specifically target high value travellers from South-East Asia, Britain and Japan.”

The Cultural Attractions of Australia collective joins seven others within the Signature Experiences of Australia program including wineries, luxury lodges, golf courses, walks, Aboriginal guided experiences, fishing adventures and wildlife.

Tourism Australia works with each of the collectives to provide strategic marketing advice and PR support; integration into key trade activities both overseas and in Australia including the Australian Tourism Exchange (ATE); inclusion in Tourism Australia’s International Media Hosting Program.

Click here for more information. 

Images: MONA in Hobart (top) and Sovereign Hill in Ballarat (below).

Related Articles

9th April 2019 - Adelaide Zoo to keep pandas Wang Wang and Fu Ni

27th March 2019 - Sovereign Hill launches new sound and light show

22nd January 2019 - Australia’s cultural attractions combine to launch new Global Tourism Initiative

7th October 2018 - Victoria benefits from cultural tourism boom

4th September 2018 - Expanding Australia’s High Net Worth appeal a positive for tourism

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

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

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

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

20th November 2012 - MONA grabs global interest but Tasmania needs to up spending on tourism marketing


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

TRISLEYS HYDRAULIC SERVICES

Trisley's Hydraulic Services P/L (THS) are a specialised pool company dealing with all aspects of the commercial swimming pool industry, including the installation and servicing from the smallest…

read more

Aquatics / Design / Play / Waterparks

 
 

SKC Operations Pty Ltd (SKCorp)

SKC Operations Pty Ltd (SKCorp) is an expert retail and marketing services team specialising in sports, leisure, aquatics, fitness, health, wellness & recreation industry. Using proven…

read more

Aquatics / Consultants / Fitness / Marketing / Retail

 
 

revolutioniseSPORT

revolutioniseSPORT is the emerging market leader in online club management in Australia. Whether it is memberships, registrations, events, online sales or governance tools - revolutioniseSPORT is the…

read more

Recreation / Sport / Technology

 
 

SWIMPLEX AQUATICS

Swimplex Aquatics are a world-class company dedicated to the commercial pool, waterslide industry. We are Australian market leaders servicing all states Australia wide. Swimplex provide a full…

read more

Aquatics / Attractions / Design / Play / Waterparks

 
 

TECHNOGYM AUSTRALIA

Technogym is the leading company in the Wellness and Fitness field all over the world. With 2,200 employees, 14 branches in Europe, U.S., South America, Asia  and Australia, Technogym exports its…

read more

Fitness / Technology / Wellness

 
 

CENTAMAN

Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…

read more

Access / Billing / Fitness / Technology / Ticketing

 
 

EventPro

At EventPro Software, we are proudly different from our industry competitors. We have a development-driven culture and 20 years’ experience in event, venue, and catering management software,…

read more

Events / Hospitality / Technology / Ticketing / Venues

 
 

CERAMIC SOLUTIONS

Established in 1994, Ceramic Solutions has excelled at the supply and installation of swimming pool tiles and equipment for the pool and leisure industry, with a focus on the needs of end-users. …

read more

Aquatics / Design / Surfaces / Venues

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business