In an Aussie-first initiative, Australia’s leading cultural tourist attractions - among them Sydney Opera House, the Australian War Memorial and the Melbourne Cricket Ground - have united to showcase the best of the country’s cultural offerings to the world.
Called Cultural Attractions of Australia, the new initiative provides travellers, trade and media streamlined access to cultural experiences in iconic locations.
Founding members of the collective include Adelaide Oval, Arts Centre Melbourne, Australian War Memorial, WA Maritime Museum, Fremantle Prison, Melbourne Cricket Ground, MONA, National Gallery of Australia, National Gallery of Victoria, Opera Australia, Parliament House, Port Arthur Historic Site, Qantas Founders Museum Longreach, Sovereign Hill and Sydney Opera House.
More partners will be announced at the launch of the Australian Tourism Exchange (ATE) in Perth in April.
The institutions were chosen for their close connections with the Australian people, and together celebrate a diverse range of experiences.
Cultural Attractions of Australia will join Tourism Australia’s Signature Experiences of Australia program, which has been developed to package and promote outstanding tourism experiences across the country.
“Australia is one of the most desirable destinations on earth with a combination of world-class natural beauty and wildlife, exceptional food and wine, and a cultural heritage that cannot be found anywhere else,” Tourism Australia managing director John O’Sullivan said.
“The opportunity for international visitors to experience Australia’s cultural attractions through a range of unique and interesting experiences as part of the new Cultural Attractions of Australia collective will only further enhance the visitor experience for international travellers and create memories to last a lifetime.”
Chair of Cultural Attractions of Australia, Jennifer Ganske, said the new initiative would help provide visitors with “memorable insights into what it means to be Australian, through the lens of both our history and our contemporary life”.
What other Aussie icons would you like to see included in this campaign?
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