International Media and Trade Familiarisations

International Media Familiarisations
Tourism Australia -International Media Hosting Program (IMHP)
International Trade Familiarisations
Aussie Specialist Program
Inbound Tour Operators
How to get involved
How to host a successful familiarisation

The Tourism Queensland International Media and Trade Familiarisations Program aims to educate trade and media by providing a lasting impression about the diversity of Queensland.  The familiarisation visits are designed to enable delegates to immerse themselves in destinations, experience products first-hand, and engage with its people.  

The International Media and Trade Relations Unit located in Brisbane coordinates hundreds of high quality trade and media familiarisations to Queensland destinations annually which are driven by Tourism Queensland marketing strategies in place across the globe. 

International Media Familiarisations:

Tourism Queensland's International offices target key media in their international markets to participate in hosted familiarisations to develop editorial opportunities in print, broadcast and electronic media.

Media from a broad range of top-tier travel and lifestyle magazines, newspapers, television, radio and internet outlets are invited in line with Tourism Queensland marketing objectives.  Each itinerary is also individually tailored to meet story angles and specific needs to write compelling stories, articles and broadcast pieces for distribution to their readers and viewers to stimulate favourable interest in travel to Australia.  

As a result of these media familiarisations high value publicity is generated for Queensland destinations, products and experiences.

Tourism Australia -International Media Hosting Program (IMHP):

Tourism Queensland (and all other State Tourism Organisations) work co-operatively with Tourism Australia under the joint initiative, International Media Hosting Program (IMHP) where the visit by a journalist or broadcast team is “shared” between two or more states.  Tourism Queensland’s International Media and Trade Relations team co-ordinate these media familiarisations in the same way as above.  For more information on this program visit Tourism Australia Media Centre.

International Trade Familiarisations:

Tourism Queensland's International offices target key international sellers of travel product and services (Wholesale, Online and Retail – including Aussie Specialists) to support our trade relationships and to showcase Queensland destinations, products and experiences.  The objective is to invite the extended sales force to convert the experience into sales for those involved in the itinerary.

Trade familiarisations are developed for front line travel agents and other key sales staff to visit accommodation, tours and attractions first-hand to better equip them to sell Queensland product more effectively. It also demonstrates to Product Buyers and other management that Queensland has a broader range of saleable products available for inclusion in brochures and marketing campaigns. 

Aussie Specialist Program:

The Aussie Specialist Program, operated by Tourism Australia, targets individual frontline retail travel agents and is designed to train and equip them with the knowledge and skills they need to sell Australia effectively.   Tourism Australia then promotes globally to consumers through marketing programs and directs consumers interested in travelling to Australia to these qualified Aussie Specialist agents.  

Tourism Queensland works co-operatively with Tourism Australia to continue to educate these Aussie Specialists through State modules (Queensland Specialists), trade events, online training, e-newsletters and hosted familiarisation trips to Australia.

For more information on the Aussie Specialist Program.

Inbound Tour Operators:

Tourism Queensland's head office work closely with the Australian Tourism Export Council (ATEC) to educate the Inbound Tour Operators based in Australia.  A program of workshops, events and familiarisations is scheduled annually.  For more information contact  Tourism Queensland’s International Market Consultants.

How to get involved

Hosting Tourism Queensland familiarisations provides the Queensland tourism industry with the opportunity to showcase their products and experiences to targeted international media and trade.  It is one of the most cost-effective marketing tools, creating exposure for the supporting destinations and operators.  The resulting positive media coverage can assist in raising consumer awareness of your products and experiences; and trade famils can lead to enquiries and bookings. To obtain maximum benefit for all parties we endeavour to match the familiarisation groups with the right products and experiences for their market.

If you are approached to participate in a familiarisation find out as much information as you can about the participants; it is important that you understand who the group are before committing to host the group. Determine if they are part of your target market and what the benefits of hosting the visit are for your business. Establish if they have been to your region before; do they sell – or is there potential for them to sell your product. Don’t be afraid to ask questions or say no to a request if you don’t think that your product is suited to the group.

Generally support for famils is requested free of charge (FOC) in return for the benefits for your business via the exposure. However, if you are uncertain of the benefits of a famil opportunity, for example if they are not from one of your primary target markets, or due to costs you are unable to offer complimentary services you may consider extending a reduced rate. Discuss options with the Tourism Queensland familiarisation co-ordinator to try and create a ‘win-win’ situation.

Tourism Queensland’s International Media and Trade Relations team based in Brisbane are the central point of contact for the co-ordination of trade and media familiarisations.  If you wish to participate in familiarisations, please register your interest, including the international markets you are keen to host and further develop, by contacting the Manager - International Media and Trade Relations.

How to host a successful familiarisation

The Tourism Operator host plays an important role in the success of the familiarisation and can make the difference between a really positive article versus just another travel story, or for trade, generate immediate repeat business versus no business at all.   Here is a simple checklist designed to assist you by making the most of every familiarisation visit - Tourism Operator Familiarisation Checklist