Tourism Australia Media Event & Industry Meeting

Target Audience 

Media & Trade 

The Brief  

Strengthen the interest of Italian media in exploring a destination as rich in inspiration as Australia, and in particular, its luxury offering, taking advantage of the visit of Phillipa Harrison, Managing Director of Tourism Australia. 

Plan a moment of meeting and exchange with the main tour operators who promote the destination in the market, to share data, insights, and ideas with the aim of continuing to promote Australia as a united, cohesive industry with a shared vision. 

The Project

Tourism Hub organized a media event on the occasion of the visit of Phillipa Harrison, Managing Director of Tourism Australia — a key opportunity to offer the Italian press fresh editorial insights. The meeting provided an ideal platform to showcase the luxury experiences, products, and itineraries that Australia has to offer. 

The 16 media representatives in attendance had the opportunity to explore the topics in greater depth through dedicated Q&A sessions and interviews, fostering a direct and constructive dialogue. 

Following the media event, the annual Industry Meeting took place — Tourism Australia's yearly gathering designed to facilitate exchange between the national tourism body, representatives of Australian States and Territories, key airlines, and Italian tour operators. This meeting served as a valuable moment to assess Australia’s positioning as a tourist destination and to reinforce a shared and forward-looking vision. 

During the event, updated data on arrivals from Italy, key travel trends, and recent promotional activities were presented. This annual exchange is a cornerstone in strengthening collaboration among all stakeholders in the sector, laying the groundwork for a shared, long-term market strategy.