Tourism Australia returns to T.O to highlight Signature Experiences

The Signature Experiences of Australia team returned to Toronto for the first time since 2017, hosting a trade event at the Shangri-La on Jan. 26 aimed at reconnecting with Canadian travel advisors and planners—especially those selling luxury travel and Aussie Specialist product.

Karen Fitzgerald, general manager, experiences at Tourism Australia, spotlighted Signature Experiences of Australia, a Tourism Australia initiative designed to help small businesses enter the international marketplace through seven marketing collectives focused on export-ready, commissionable experiences. 

She reinforced the importance of engaging with the world’s oldest living cultures—Aboriginal and Torres Strait Islander—as part of Australia’s premium travel story.

Nearly 50 advisors attended, despite the event landing the day after a major snowstorm. 

Air Canada sponsored the evening and provided two pairs of tickets to Australia as giveaways.

The seven Signature Experiences collectives

Tourism Australia said the collectives represent 176 operators across Australia and more than 800 experiences. Here’s what each collective covers:

• Australian Wildlife Journeys – Premium “wildlife in the wild” encounters led by expert guides, often with a conservation focus.
• Cultural Attractions of Australia – Major cultural drawcards across the country, spanning galleries, museums, performing arts, historic sites and more.
• Discover Aboriginal Experiences – Aboriginal-guided tours and experiences that connect travellers with Country, culture and story through Traditional Custodians.
• Great Golf Courses of Australia – A national collection showcasing standout courses and golf travel experiences for international golf travellers.
• Great Walks of Australia – A curated set of premium, guided multi-day walks through iconic landscapes, with comfort and sustainability built in.
• Luxury Lodges of Australia – Independently owned luxury lodges, camps and yachts, typically small-scale and destination-driven (often remote, experience-led).
• Ultimate Winery Experiences Australia – Premium wineries offering “beyond the cellar door” programming, including behind-the-scenes access, culinary tie-ins and hands-on experiences.

Canada–Australia aviation and visitation snapshot

Tourism Australia also shared capacity indicators showing a mixed picture driven by seasonality.

In January 2026, schedules show 19 per cent more seats compared to January 2025 and 22 per cent more flights operating. 

In July 2026, capacity is expected to be flat year over year, with 16 flights per week scheduled.

Compared to pre-pandemic benchmarks, July 2026 remains below July 2019, with 11 per cent fewer seats and 13 per cent fewer flights from Canada to Australia—something Tourism Australia attributed to more pronounced seasonal variation mid-year.

Visitation figures for October 2025 showed 14,851 Canadian arrivals to Australia (+5 per cent year over year, 102 per cent of 2019). 

Fitzgerald’s message to Canadian advisors: Australia is a natural fit for Canadian travellers—long-stay, experience-driven, and outdoorsy—and Australia’s luxury pitch is built around extraordinary landscapes, strong guiding and “privilege of place,” increasingly tied to sustainability and positive local impact.

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