Industry Meeting 2024 - Tourism Australia

Target Audience

Tour operators & main long-haul destination carriers, Trade media

The brief

On behalf of Tourism Australia, we organized the annual meeting dedicated to Italian tour operators and main long-haul destination carriers. The event aimed to provide attendees with insights into the tourism board’s global strategy and updates from the States and Territories of Australia.

The project

In April 2024, we hosted a special event in Turin at the Museo Lavazza, a venue that perfectly complemented the destination due to its connection to Melbourne's vibrant coffee culture and the recent Australian Open victory of Lavazza ambassador Jannik Sinner.

The day began with a guided tour of the Museo Lavazza, allowing attendees to embark on a “coffee journey around the world", learning about the process from coffee production to distribution, and highlighting the diverse ways coffee is enjoyed in different countries, including Australia. The visit concluded with a tasting of the special “coffeetail,” a mocktail based on coffee, setting a unique tone before the presentations commenced.

Eva Seller, Regional General Manager for Continental Europe, alongside the Tourism Australia Italy team, showcased the achievements of the past year and outlined the strategy for the upcoming financial year. The focus was on attracting high-yield travelers through signature experiences aligned with key themes.

Representatives from the States and Territories partners (South Australian Tourism Commission, Tourism NT, Tourism and Events Queensland, Visit Victoria, and Tourism Western Australia) provided updates on new bookable products and recent openings at the destination.

The feedback from participants was overwhelmingly positive, reflecting a shared passion for a destination like no other and a readiness to support forthcoming initiatives.