Travel Advisor FAM Trip Aboriginal Experiences - Tourism NT

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The Situation

Aboriginal tourism remains one of the most unique and powerful ways to experience Australia — but awareness and understanding of these offerings were still limited among travel advisors in the German-speaking markets. Premier Aussie Specialists, who represent some of the most committed frontline sellers, needed firsthand insight to confidently promote these experiences to their clients.

Clients:
Tourism NT

Markets:
Germany & Switzerland

Services:
Travel Trade Education, Trade Strategy, Fam Coordination

The Challenge

Tourism NT wanted to deepen product knowledge and cultural understanding among top-tier advisors from Germany and Switzerland. The goal wasn’t just to raise awareness, but to help agents meaningfully connect with Aboriginal culture so they could position and sell it with authenticity and confidence. Since most long-haul visitors combine multiple states and territories on one trip, it was also essential to show how Aboriginal tourism can be experienced across different regions.

The Solution

New Age Marketing initiated a travel advisor fam trip in 2023 and brought Tourism Australia and Tourism and Events Queensland on board as strategic partners. In close coordination with Tourism NT, we developed the Northern Territory portion of the itinerary to deliver a rich and hands-on introduction to Aboriginal culture. Advisors were introduced to local Indigenous communities and took part in experiences that vividly brought Aboriginal traditions to life. Highlights in the NT included visiting the Tiwi Islands, where they met local artists and explored Tiwi culture, exploring ancient rock art and Dreamtime stories in Kakadu National Park, and concluding in the Katherine region with the Top Didj Cultural Experience, where advisors participated in fire-making, spear-throwing, and storytelling sessions with Indigenous hosts.

The Results

9 Premier Aussie Specialists from Germany and Switzerland participated in the Northern Territory program
Strong feedback on the authenticity and depth of cultural experiences
All advisors confirmed they would now position Aboriginal culture as a key element in NT itineraries
Participant testimonial: “A truly authentic experience that brings Aboriginal culture to life in a way that I can now confidently share with my clients.”

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