With over 40 exclusive experiences in its portfolio, Cultural Attractions of Australia celebrates the country’s diverse historical influences, and executive officer Annabel Sullivan spoke to Travel Bulletin about the importance of sharing these stories once travellers return home
The old becomes new
While CAOA celebrates the legacy of the land down under and the cultural history running through its veins, new members and experiences are often added to the collective to offer fresh perspectives on different aspects of local history. Annabel discussed the latest additions to its portfolio, and what guests can expect from them.
“We have a couple of new experiences that focus on First Nations-led experiences. The first is an extraordinary new addition – a rare, behind-the-scenes experience at the National Gallery of Victoria in Melbourne and exclusive to CAOC. It’s the First Nations Art from the NGV Collection: Gallery and Conservation Experience and provides visitors the chance to have a private guided experience with a curator exploring the world of First Nations art and then go to the conservation lab which isn't open to the public.
“Just over an hour from Melbourne, we’ve also recently launched a special Sovereign Hill experience, where visitors can learn the links between the traditional owners and the people of the goldfields and engage with Goldrush History through traditional craftmanship on the Hidden Hands – Makers & Craftsmen of the Goldfields.”
Gen Z favours cultural classics
A reoccurring trend throughout the sector is the rise in travellers seeking more enriching travel experiences on their holidays, a trend that Annabel thinks helps guests “maximise their Australian holiday.”
“Recent data from Arival stated that more attractions are offering behind the scenes experiences allowing travellers to take advantage of being in that place at that time. Having a guided experience allows guests to hear more stories unfold and to maximise their Australian holiday. The younger traveller segment is also interested in enjoying an elevated experience.
“From our members’ point of view, they are the passionate people who really know the attraction that they work within and they know the stories of why they were established, the objects within them, and the people that perform on their stages. The variety of experiences available and, importantly, the stories behind them allow travellers to connect with those people and gain real insights into the local culture.
“For example, where else could you enjoy such memorable experiences at the world’s most famous opera house? From a Private Opera Recital to an immersive Midden dining experience, Diva for the Day or even a walk-on role at Sydney Opera House with Opera Australia – the immersive options are numerous.
“Something really special for those who’d rather watch than perform is a private performance from the Bangarra Dance Theatre – a company of professional Aboriginal & Torres Strait Islander performers whose dance technique is forged from over 65,000 years of culture. This private performance begins with a personal Acknowledgement of Country and Smoking Ceremony before enjoying Indigenous canapés and cocktails. Bangarra’s Artistic Director, Frances Rings, then takes guests on a fascinating behind-the-scenes tour before a rare opportunity to step into the Bangarra rehearsal room or see the finished product on stage at the Sydney Opera House.”
Growing globally
Discussing CAOA’s presence on the global stage, Annabel believes the collective has the appeal for travellers looking for the ultimate immersive experience.
“We believe we have global appeal for travellers looking 'for more'; those high-value travellers who are seeking value for money, but who are willing to pay a bit more to get a really incredible experience. We like to use the line ‘behind-the-scenes experiences for curious travellers’ at Cultural Attractions of Australia. It’s all about the holiday bragging factor!
“We have a range of experiences in performing arts, visual arts, sports, cultural heritage, culinary and multi-generational experiences and they all vary in price points (and all are commissionable to the trade!) so it really depends on what the traveller is seeking, but there’s definitely something for everyone.
“Many experiences offer a private or bespoke element and that's what many travellers respond to. We’ll always communicate new experiences to our trade partners, so please keep an eye out for the evolving range of experiences on offer.”
Annabel Sullivan is the Executive Officer at Cultural Attractions of Australia.
