Cultural Attractions of Australia (CAOA) is a collective of some of Australia’s most iconic landmarks, each with their own heritage, narrative and position in the country’s DNA. The CAOA forms part of Tourism Australia’s initiative “Signature Experiences of Australia Program”. CAOA introduces the global travel industry and traveller to some of Australia’s most iconic landmarks, through ‘experiential’ means, allowing them to engage with the deep-rooted culture of the nation using all the senses. These behind-the-scenes experiences are aimed at bringing to life the many cultural, creative and sporting stories of Australia, and to give voice to the bricks and mortar of these venues which have witnessed so much; “If only these walls could talk” is a well-used adage, yet CAOA is a vehicle which allows those closest to these landmarks, from curators to professionals, to give voice to those very ‘bricks’ and the foundations that have built-up Australia to become the country and global tourism hub it is today.
Travellers’ appetites have grown avariciously for ‘experiential tourism’, with emphasis on greater cultural and environmental awareness, and the need to preserve, protect and evolve heritage effectively, driving the ‘soft power’ agenda.
Tasked with running the evolution of the collective is Annabel Sullivan, a tourism industry expert with decades of experience across various segments of the industry, specifically within the MICE arena. Ramy James Salameh was delighted to pose her some questions as the ‘collective’ moves into a new phase:
Annabel Sullivan – Executive Director
You have been given quite a mandate to present the best of Australia’s cultural offering to the world as Exec Director of the CAOA, how do you intend to build on the work already started since inauguration in 2019?
We are maintaining a profile in international markets. Since our establishment, CAOA and our members have worked hard to build a profile in international markets and we continue to do that by participating in international trade and media events like IMM-UK, ATE and providing content for the Aussie Specialist Program etc. Also, increasing the awareness of CAOA in the domestic and New Zealand markets; Australian travellers are using this time to experience their own back yard differently. They’re looking for bespoke experiences that will provide them with more authentic interactions and leave them with lasting memories. Many of the experiences offered by the members of Cultural Attractions of Australia will do just that. They are guided by passionate experts in their field who share their special insights to help bring the people and places to life.
CAOA offers two sites currently, the Adelaide Oval and Melbourne Cricket Ground what are the behind-the-scenes experiences available for travellers?
Australians love our sport and we celebrate our sportspeople. The experiences offered at both the Adelaide Oval and the Melbourne Cricket ground give special insight into the people and the places. The MCG Private Tour Experience provides an exclusive guided tour of the landmark stadium, including areas otherwise off-limits to fans. Step onto the hallowed MCG turf, access the cricket viewing rooms and go behind the scenes of the Melbourne Cricket Club.
The Adelaide Oval Legends Tour takes guests behind the scenes of the Bradman Collection – a museum dedicated to Australia’s greatest ever cricketer, Sir Donald Bradman and to the player’s viewing room, where Australia’s greats prepared to take to the field. Afterwards, chat one-on-one with a senior groundsman, before creating your won surname plate to display on the oval’s century-old scoreboard – an honour only bestowed on very few.
Australia is very much a destination for sports travel in all its forms, from elite to amateur with a deep sporting heritage; how important is sports tourism and related sites, within the CAOA plans?
Sport is an important part of Australia’s culture. We have an incredible calendar of sporting events from tennis to cricket and everything in between. Our plan is to leverage those sporting events to draw travellers not only to our sporting stadiums but also to enjoy the other experiences the collective has to offer. There’s an opportunity to build experience rich itineraries around all of our attractions.
Sydney Opera House – Taste of Opera Private Recital, (Credit Jaimi Joy)
Australia is a sport’s mad nation with regular global successes, e.g., Ash Barty winning the Women’s Singles title at Wimbledon this year (exactly 50 years after Evonne Goolagong Cawley won the tournament), will you endeavour to utilise her status in the game for CAOA, maybe in connection with Melbourne Park?
Now Brisbane has been named the host city for the 2032 Olympics we’ve got a Ash Barty and a whole lot more opportunity to consider. That’s what is exciting about the Cultural Attractions of Australia’s collective because is covers several themes including performing & visual arts, sport and our cultural heritage as we continue to evolve so too can our collective and the experiences we offer. I can see it now behind-the-scenes experiences at the Brisbane Olympics where you have the opportunity to meet with local Olympic champions past, present and future.
Australia is often at the forefront of innovation within the tourism sector, is the CAOA a prime example of the public and private sector understanding the changing needs and desires of today’s travellers, both in leisure and business tourism?
Cultural tourism is on the rise, with three in every 10 international visitors to Australia now visiting a museum or gallery – so yes CAOA is an initiative established in response to meet the desires of today’s travellers. In recognition of the growing global significance of cultural tourism, Tourism Australia added CAOA to its Signature Experiences Program. The program was developed to focus on High Value Travellers and their desire to seek out travel destinations with unique and authentic experiences which tap into their passion points.
Today’s travellers are increasingly seeking out unique experiences that feed their enthusiasms and passions.
Are the CAOA experiences open for everyone or do the words ‘premium experiences’ mean you are targeting a certain affluent segment of the travel market?
The experiences within the collective range in price from $80 to $50,000 AUD – we are really targeting the curious, cultural traveller. They are travellers who are motivated to engage with the tangible and intangible heritage of places they visit. They seek authentic, meaningful connections with people and places. These characteristics align with the High Value Traveller who are also motivated to seek out unique and exclusive experiences that connect them to iconic locations and items of tangible and intangible heritage.
Do you see the CAOA helping to preserve the collective of landmarks/ traditions and does it play an educational role for your domestic and international markets?
CAOA fills a significant gap in telling Australia’s cultural tourism story. It is an excellent vehicle for presenting this world-class, ironically Australian range of cultural experiences to both the domestic and international markets. Australia’s cultural attractions tell the story of how the nation’s geographic, ethnic and cultural origins have shaped the nation. They also explore the Australian relationship and reaction to international art and culture, seeing the world through Australian eyes. CAOA provides an opportunity for understanding how our cultural attractions all play a role in telling the story about ‘what makes us us’ across performing and visual arts, on the sports field and historic sites.
Does the CAOA represent a snapshot of the Australian governments over-arching strategy to invest more in cultural tourism and the soft power agenda?
The value of cultural tourism as a tool to forge and strengthen international relationships, cross-cultural understanding and communication is very significant. As stated by the Australian Council for the Arts, “Arts and culture contribute to Australia’s broader interests as potent soft power assets. The arts powerfully contribute to international cooperation and security in a world that is more connected yet more divided than ever. It is of particular importance that Asia is our largest market for arts tourism, making it a soft power asset to support our most significant trade partnerships.” International Arts Tourism: Connecting Cultures, Australia Council for the Arts, 2018.
Collectively government, corporate entities, CAOA and Australia’s rich and diverse cultural attractions can drive the elevation and growth of cultural tourism and the consequent significant economic benefit to Australia, its States and world-class cultural organisations.
For more information go to: culturalattractionsofaustralia.com
Image credits: Cultural Attractions of Australia