International travel agents pique interest in Townsville

10th May 2024

Tourism wholesalers and travel agents from across the globe are taking notice of Townsville North Queensland, as industry engagement ramps up ahead of Australia’s largest tourism trade event – the Australian Tourism Exchange – in just two weeks. 

Destination management organisation for Townsville North Queensland, Townsville Enterprise – who will be travelling to Melbourne alongside the region’s operators – has proactively engaged dozens of trade agents in virtual training sessions and in-region familiarisation tours in a bid to build the online presence of the region through online and retail travel agents such as My Queensland Holidays and Experience Oz. 

Townsville Enterprise Director Visitor Economy and Marketing Lisa Woolfe said trade development has always been a key focus for Townsville North Queensland as an emerging tourism destination, and with growing consumer demand for new holiday options, now was the perfect time to thrust Townsville North Queensland into the spotlight. 

“As an emerging holiday destination, developing strong partnerships with the people who have big databases and booking power is a key strategy to building awareness and ultimately sales for our tourism industry,” Ms Woolfe said. 

“We’ve recently hosted Inside Australia, Ignite Travel, Big Red Group and Pan Pacific Travel on a five-day itinerary across the region as well as completed virtual training with international travel wholesalers Goway, highlighting trade-ready products and experiences, and the feedback has been outstanding.” 

“Hosting and delivering formal briefings to both domestic and international agents gives us the cutting edge in a hyper-competitive tourism market, because at the end of the day, the tourism industry is all about relationships and this activity puts Townsville North Queensland top of mind.” 

Townsville Enterprise also recently hosted an online training workshop with over 20 agents from Goway Travel – an international trade distribution company representing travel agents from right across Australia, United States, UK and Europe.  

“Goway is a global player that sells tourism experiences to travel agents across international Western markets. The opportunity to present regional updates, update on new products through a live dial-in presentations with some of our local tourism operators has already opened up doors for future partnerships and increased interest in the destination,” Ms Woolfe said. 

Townsville Enterprise delivers dedicated trade mentoring programs and industry upskilling opportunities each year, with the current cohort of 13 operators undertaking the ‘Trade Readiness Program’ ahead of the Australian Tourism Exchange in Melbourne in late May 2024. 

For more information on Townsville Enterprise trade development programs, visit  

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