27 October 2011

Trade marketing is an important aspect of Destination NSW’s activities - particularly in overseas markets where many visitors seek the convenience; specialist advice; security; and value of traditional distribution systems when planning international travel.

Destination NSW’s trade marketing activities include co-operative promotions with industry partners, trade education and sales programs - all of which are structured to encourage participation by NSW tourism operators.

Trade Education

Travel Trade Toolkit

In light of the current travel environment which impedes travel trade engagement activities such as familiarisation visits, face-to-face training and trade events, Destination NSW has developed a collection of training tools for trade partners in Australia and overseas, to help sell Sydney and NSW.

Travel trade toolkit

Familiarisation Visits

Destination NSW hosts frequent familiarisation visits by overseas travel agents and wholesalers, which give them a comprehensive insight into product experiences, destination conditions and new developments.

Industry operators are invited to assist in supporting these visits by sponsoring accommodation, tours, transport, transfers and other ground costs. In return they have the opportunity to convert the experience into sales opportunities with front line operatives and make valuable business connections.

Aussie Specialists Program

Tourism Australia coordinates this global online training program for travel agents in conjunction with the states and territories. More than 21,000 agents across the UK, Europe, North America, Asia, Australia and New Zealand participate in the program.

NSW tourism suppliers have many opportunities to educate the Aussie Specialist network about their product or service. These include regular e-newsletters and information programs plus training events and familiarisation visits coordinated by Destination NSW.

Briefings for NSW Operators

Destination NSW conducts special market briefings with NSW tourism operators to keep them up to date on latest trends in distribution, online developments, marketing opportunities and consumer travel patterns. We also post regular market intelligence reports and business resources on this website.

Trade Events

Australian Tourism Exchange (ATE)

The Australian Tourism Exchange is Australia’s largest annual travel and tourism business-to-business event. The event brings together Australian tourism businesses and tourism wholesalers and retailers from around the world. Details for the 2022 ATE are yet to be confirmed by the event organiser Tourism Australia. For more information, visit the Tourism Australia website.

Related pages


Sydney and NSW Product Factsheets

International marketing staff contacts