Back to Australia – Reopening Events

Target audience

Tour operators, travel agents, trade media & industry partners

The brief

Organise a two-day event series in Milan to engage with industry partners, travel agents and media, celebrate the re-opening after two years and educate about new tourism products and promotions in Australia.

The project

Our dedicated Australia team held a two-day event series in Milan on 4th and 5th April 2022 to welcome back Italian trade, media and travel agents.

The celebration concept was brought to life in an informal environment, recalling a typical Aussie atmosphere, encouraging friendly connections. The selected location after careful scouting was the Radisson Collection Hotel, once home of the Italian Touring Club.

Every single detail of the event has been carefully designed to offer the guests a taste of Australia. From inspirational travel decorations in the meeting room to fine catering inspired by the recipes of the famous Australian food stylist Donna Hay.

Naila Mazzucco, Australian Consul General, provided a warm welcome and during the two days 5 Australia STO’s representatives held presentations: Tourism Western Australia, South Australian Tourism Commission, Visit Victoria/Great Southern Touring Route, Tourism Northern Territory, Tourism & Events Queensland.

The first day over 30 trade partners and 21 trade and consumer journalists received first-hand news and information on the latest Australia campaigns and product updates. On day two over 70 travel agents coming from 10 regions of Italy participated in a dedicated Aussie Specialist training, and one lucky winner of incredible prizes including a flight voucher and amazing experiences in Down Under was drawn for each session.

A great momentum was created, not only to live network with the industry after nearly 2 years, but also celebrating together the restart of travel to Down Under and raising media awareness around the destination on the Italian market.