2024 Trade & Media Mission Europe – Visit Victoria & Tourism NT

Home / Case Studies / 2024 Trade & Media Mission Europe – Visit Victoria & Tourism NT

The Situation

After a prolonged pause in long-haul travel, Tourism NT and Visit Victoria set out to re-engage key European markets and restore their presence among trade and media partners. With both destinations preparing for their first joint return to Europe post-pandemic, there was a clear need to reconnect in person, rebuild visibility, and reintroduce local tourism suppliers to frontline advisors, product managers, and journalists across Germany and neighboring markets.

Clients:
Tourism NT & Visit Victoria

Markets:
Germany, Switzerland, Austria, France, Italy

Services:
Business Events, Travel Trade Engagement, Media & PR Activation

The Challenge

Tourism NT and Visit Victoria needed to re-establish visibility in a fast-moving, competitive post-pandemic environment. The mission was to reignite destination awareness, strengthen relationships, equip frontline advisors to better sell, and support product managers in increasing program inclusion of NT and VIC tourism businesses and destination experiences. At the same time, media engagement was critical to generating earned coverage and restoring long-haul travel momentum.

The Solution

New Age Marketing designed and delivered a high-impact Trade & Media Mission, combining advisor training, product engagement, and media activation. The program featured a travel advisor workshop in Frankfurt, a media lunch in Munich, and a weekend product manager event, including the Down Under Summit Workshop – held atop Zugspitze, Germany’s highest peak. These touchpoints enabled NT and VIC tourism suppliers to deliver personalized training to frontline advisors, pitch story ideas to top-tier media, and connect with product managers from five key European markets through speed dating sessions. A traditional Bavarian hut dinner with local cuisine and live music rounded off the mission, deepening relationships and bringing both destinations to life in an unforgettable setting.

The Results

55 Travel Advisors Trained
15 Media Representatives Hosted
40 Product Managers Participated
AUD 16,000+ Earned Trade Media Coverage Generated
4.86 Advisor Satisfaction and 4.96 Product Manager Satisfaction (Out of 5.0)

“One of the most well-organized and impactful missions we’ve attended.” – Supplier Feedback

Back To Case Studies

Let’s put your destination and brand on the map.

Whether you’re a boutique hotel, a one-of-a-kind experience, or a destination — we help tourism brands stand out in the European market. Get in touch to explore how we can turn your goals into growth.