Philausophy Lesson

Tourism Australia managing director PHILLIPA HARRISON talks to venture about the country as a luxury destination, unique experiences, and what's next

- Damien Martin

Rare, unique, exclusive. That’s how Tourism Australia managing director Phillipa Harrison describes luxury. Those words also describe the destination she markets to a T.

“Australia has its own genuine style of luxury,” she told VENTURE, “that is reflective of our spectacular natural environment, our exceptional food and wine offering, and our people.”

That’s been enough to attract more than 9 million international visitors on an annual basis, pumping $44 billion into the economy. Add domestic travellers to the mix, and you have $122 billion worth of economic impact and direct employment for more than half a million Australians.

Given such a spectacular canvas to work with, it might seem Tourism Australia’s job is easy. But with fierce competition from emerging destinations for the attention of high value travelers, Harrison and her team have their work cut out for them. This is how they do it.

Signature Experiences

As a previous Tourism Australia campaign said, there’s nothing like Australia. To that end, they highlight Signature Experiences that are uniquely Australian and showcase the diversity of life Down Under. The eight signature collections represent 180 members providing more than 700 experiences across all states and territories.

“These collections include luxury lodges, guided walks, great golf courses, fishing, wildlife, wineries, outstanding cultural attractions and exceptional Aboriginal experiences,” Harrison said, “All delivered with a warm, uniquely Australian style of service.”