VIP experiences prove a winner for Cultural Attractions

High-yield travellers keen on history, arts, wellness and food

Cultural Attractions of Australia has welcomed a positive upsurge in inquiries from the international and domestic tourism marketplace in response to the exclusive VIP experiences available from its 19-member collective, which includes some of this country’s most inspiring cultural, historic and sporting icons.

This week, Cultural Attractions of Australia hosted an event was held to relaunch the collection to media, set within the new north building of the Art Gallery of New South Wales.

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Media friends and members of the collective including Rachael Hammond, Art Gallery of New South Wales; Andrew Guy, Opera Australia; Jane Zantuck, National Gallery of Victoria; Roz Pixley, Sydney Opera House and Hyewon Chang, Australian National Maritime Museum, were first led on an inspiring tour of the Art Gallery of New South Wales Yiribana Gallery by Cara Pinchbeck, Senior Curator of Aboriginal and Torres Strait Island Art.

“Cultural Attractions of Australia provides wonderful scope for collaboration and whilst all our members offer unique and compelling experiences individually, there is no doubt we are an even more dynamic proposition when showcased together,” says John Quertermous, Chair of Cultural Attractions of Australia.

International visitors are steadily returning to Australia and the latest research from Tourism Australia shows cultural tourism is well and truly back on the agenda for high-yield travellers visiting from key international markets.

“Australia has a world-class tourism offering and we know the high-yield travellers we target at Tourism Australia are motivated to experience a range of cultural offerings when they are here,” said Phillipa Harrison, Managing Director, Tourism Australia.

“Our research shows that international travellers are looking for experiences that highlight history, the arts, wellness, food and drink and eco-journeys, which are all well represented in the Cultural Attractions of Australia collective.”

The Cultural Attractions of Australia (CAOA) collective was formed five years ago, with the newest members being the Art Gallery of New South Wales and Bangarra Dance Theatre. The diverse membership includes museums and historic sites, hallowed sporting grounds, galleries, performing arts organisations and significant attractions. Each offer exciting bespoke and behind-the-scenes experiences, exclusive access to engaging talks with experts, storytellers and guides plus superb dining experiences enhanced with art, music and dance performances.

CAOA members include many high-profile cultural icons such as the Sydney Opera House, National Gallery of Australia, NGV (National Gallery of Victoria), Queensland Art Gallery | Gallery of Modern Art, Mona | Museum of Old and New Art and the WA Museum Boola Bardip. Other notable performing arts organisations include Opera Australia, whilst historic locations such as the Port Arthur Historic Site and Sovereign Hill are featured. Sporting venue members include the world-renowned Melbourne Cricket Ground and the iconic Adelaide Oval.

A sampling of some of the memorable CAOA member experiences include the following.

  • The Yiribana Experience at the Art Gallery of New South Wales highlights Aboriginal and Torres Strait Islander art, with an Indigenous host providing insights and a five-course meal included.
  • Opera Australia offers the chance to take on the mantle of a star of the Opera with its Diva for a Day which includes make-up and costume-fitting session, private photo shoot, dinner and an
    opera performance.
  • Queensland Art Gallery | Gallery of Modern Art’s collaboration with Indigenous company, Blaklash Creative, offers a First Artists: Exceptional Art and Dining Experience providing memorable connections to Australian First Nations art, music, native food, dance, culture and storytelling.
  • The Australian Parliament House More Than Politics tour reveals private, official and ceremonial spaces and stories, along with a traditional high tea.
  • The MCG’s Premium Access Tour visits the ground’s famous turf, cricket viewing rooms, the exclusive Melbourne Cricket Club and a visit to the Australian Sports Museum.
  • Bangarra Dance Theatre’s Behind-the-Scenes at Bangarra Dance Theatre includes an Acknowledgment of Country and Smoking Ceremony, Indigenous cocktails and canapés and may feature a chance to step into the rehearsal room or watch a dance performance on stage.
  • At Sovereign Hill, the excitement of Ballarat’s goldrush days is brought to life with A Taste of Gold which includes a horse-drawn coach ride, mine tour, gold panning lesson, and Devonshire tea.


Lead image: From left are: John Quertermous, Chair of CAOA and Director, Marketing and Communications, Bangarra Dance Theatre; Tourism Australia’s Managing Director, Phillipa Harrison, and  Annabel Sullivan, Executive Officer CAOA.

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