Aussie Convention 2025

Target Audience

Specialized Travel Agents

The Brief

Every two years, Tourism Australia organizes the "Aussie Convention," aimed at travel agents who have specialized in the destination and obtained the "Aussie Specialist" qualification. 

The event aims to continue destination training, creating opportunities for discussion and insights with Tourism Australia representatives and event partners, as well as engaging team-building activities designed to foster interaction and exchange among all participants. 

The Project

100 travel agents participated in the 2025 edition of the Aussie Convention organized by Tourism Australia, which took place over the weekend of March 14-16 in Salsomaggiore Terme. 

The Convention was organized in collaboration with the Australian states and territories of Northern Territory, South Australia, Queensland, Victoria, and Western Australia. The event also featured representatives from several Australian products, including Great Southern Touring Route, Lizard Island, Journey Beyond, Sealink, Dirk Hartog Island, Voyages, Hamilton Island, Thl, as well as airlines Qantas and Cathay Pacific. 

Each of these entities contributed to providing the participating travel agents with information, updates, and inspiration to strengthen their knowledge of the destination. The training sessions included in the program, such as plenary presentations, workshops, and Q&A sessions, addressed all curiosities and questions, assisting agents in dealing with any concerns that arose while designing an itinerary or specific requests from clients. Team-building and entertainment activities, including a visit to the Parmigiano Reggiano Museum and a renowned culatello producer to taste local flavors, along with a team-based game organized in the Labirinto della Masone, allowed this large group to enjoy fun moments of sharing and interpersonal exchange.