Tourism 2035: Australia’s Bold Roadmap for the Future of High-Value Tourism

Australia’s tourism industry is looking towards the future with the release of Tourism 2035, a new national strategy designed to guide the growth and development of the visitor economy over the next decade.

Released at Tourism Australia industry briefings in Brisbane and Cairns earlier this month, Tourism 2035 provides a forward-looking roadmap for strengthening Australia’s position as a world-class tourism destination while focusing on high-value visitors, memorable experiences, sustainability, connectivity and the opportunities created by major events.

For tourism operators, destination organisations, accommodation providers, airlines, attractions and other businesses across the visitor economy, the strategy offers valuable insights into how Australia can build a more competitive and resilient tourism industry through to 2035.

A New Vision for Australian Tourism

Tourism is an important contributor to Australia’s economy, supporting businesses, jobs, regional communities and destinations across the country.

Tourism 2035 recognises that the next decade will bring significant changes to the way people travel, what visitors expect and how destinations compete internationally.

Rather than focusing simply on increasing visitor numbers, the strategy places greater emphasis on growing high-value tourism and encouraging visitors to stay longer, spend more and experience more of what Australia has to offer.

This creates opportunities for destinations to develop experiences that showcase Australia's unique natural landscapes, culture, food, events, wildlife, cities and regional communities.

For travellers, this approach could lead to an even greater choice of distinctive Australian experiences as destinations and tourism businesses respond to changing visitor expectations.

Major Events as a Tourism Opportunity

Major events are identified as an important opportunity for Australia's visitor economy.

Sporting competitions, cultural festivals, entertainment programs, business events and international conferences can attract visitors who may otherwise not have travelled to a particular destination.

Events also provide an opportunity to encourage visitors to extend their stay and explore the surrounding region.

Queensland provides a strong example of the potential of major events, with Brisbane, the Gold Coast, Cairns and destinations across the state hosting an increasingly diverse calendar of international and national events.

The Tourism 2035 focus on major events is particularly relevant as Australian destinations compete to attract visitors and business travellers in an increasingly competitive global tourism market.

Connectivity Will Shape the Visitor Economy

International and domestic connectivity remains fundamental to Australia's tourism future.

As an island continent, Australia depends heavily on aviation and other transport connections to bring visitors into its major gateway cities and connect them with regional destinations.

Tourism 2035 highlights the importance of connectivity as Australia seeks to make travel easier and strengthen links between international markets and Australian destinations.

Improved air services, stronger domestic connections and better transport infrastructure can help visitors move beyond Australia's major cities and discover regional and remote destinations.

For tourism operators, improved connectivity can open new markets and make it easier for travellers to include multiple destinations within one Australian holiday.

Sustainability Becomes Even More Important

Sustainability is another key consideration for Australia's tourism future.

Travellers increasingly want meaningful experiences that respect the environment and contribute positively to local communities.

Australia is particularly well positioned to respond to this demand because of its extraordinary natural attractions, from the Great Barrier Reef and tropical rainforests to ancient landscapes, beaches, national parks and unique wildlife.

Tourism 2035 provides an opportunity for the industry to consider how these assets can be protected while continuing to provide memorable visitor experiences.

Sustainable tourism is not simply about reducing environmental impacts. It can also involve supporting local communities, celebrating regional produce and culture, protecting natural attractions and ensuring destinations remain enjoyable for future generations.

Creating More Distinctive Destination Experiences

One of the most exciting opportunities for Australian tourism is the continued development of distinctive destination experiences.

Australia is much more than its internationally recognised gateway cities.

Sydney, Melbourne, Brisbane, Perth, Adelaide, Hobart and Darwin provide important entry points, but Australia's tourism story extends into regional towns, coastal communities, wine regions, tropical destinations, the outback and remote landscapes.

Developing compelling experiences can encourage travellers to explore beyond traditional tourism routes.

Food and wine, Aboriginal culture, nature-based tourism, adventure, wellness, wildlife, arts, heritage and regional events all have the potential to contribute to a richer Australian visitor experience.

Queensland at the Heart of Tourism’s Future

Tourism and Events Queensland

Queensland tourism leaders provided an important local perspective during the Tourism Australia industry briefings held in Brisbane and Cairns.

Queensland attendees had the opportunity to participate in exclusive question and answer panels featuring senior Tourism and Events Queensland representatives, including Chief Executive Officer Craig Davidson and Group Executive Commercial and Partnerships Ollie Philpot.

The sessions provided an opportunity for industry representatives to hear directly from tourism leaders and explore issues affecting the future of Queensland's visitor economy.

Queensland is particularly well placed to benefit from the opportunities outlined in Tourism 2035.

The state combines internationally recognised destinations with a diverse range of tourism experiences, including the Great Barrier Reef, tropical North Queensland, the Whitsundays, the Gold Coast, Brisbane, the Sunshine Coast and regional Queensland.

Brisbane and Cairns Showcase Different Sides of Australia

Holding Tourism Australia briefings in both Brisbane and Cairns was particularly significant because the two Queensland destinations demonstrate the diversity of the Australian tourism experience.

Brisbane is a sophisticated riverside capital with a growing reputation for food, culture, major events, business events and leisure tourism.

Cairns provides access to some of Australia's most internationally recognised natural attractions, including the Great Barrier Reef and Wet Tropics rainforest.

Together, the destinations demonstrate how Australia's tourism future can combine major urban centres with nature-based and regional experiences.

A Strategy for Tourism Operators and Industry

Tourism and Events Queensland

Tourism 2035 is not simply a document for government and destination marketing organisations.

Its direction has relevance for tourism businesses across Australia.

Hotels and resorts can consider how to create longer-stay experiences. Tour operators can develop new products that connect visitors with local communities and environments. Attractions can explore sustainable operations and new visitor experiences. Regional destinations can work to improve connectivity and build stronger reasons for travellers to stay longer.

The strategy also provides an opportunity for businesses to think beyond traditional tourism markets.

High-value tourism can involve attracting visitors who are interested in premium experiences, business events, nature, culture, food, wellness, adventure and longer Australian holidays.

The Next Ten Years of Australian Tourism

The tourism industry is entering a decade of significant opportunity and change.

Tourism 2035 provides a national framework for thinking about how Australia can grow its visitor economy while protecting the qualities that make the country distinctive.

Major events can attract new visitors. Better connectivity can make destinations more accessible. Sustainability can help protect Australia's natural and cultural assets. More compelling destination experiences can encourage travellers to stay longer and discover more of the country.

For tourism businesses and destination leaders, the challenge will be turning these opportunities into practical experiences that deliver genuine value for visitors and local communities.

Tourism and Events Queensland

For travellers, the future looks equally promising.

As Australia works towards 2035, visitors can expect an increasingly diverse range of experiences designed to showcase the country's extraordinary landscapes, vibrant cities, unique culture, regional communities and world-class hospitality.

Tourism 2035 therefore represents more than a strategy for the tourism industry. It is a vision for how Australia can continue to welcome the world while creating a stronger, more sustainable and higher-value visitor economy for the decade ahead.

Tourism Australia

Website: https://www.australia.com/

Tourism and Events Queensland

Website: https://teq.queensland.com/

Email: info@queensland.com

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

Max Llewelyn: The Independent Australian Travel Editor Connecting Readers with the World

Brunei

For more than a decade, Australian travel editor Max Llewelyn has been building an independent voice in tourism journalism through The Holiday and Travel Magazine, bringing readers stories about destinations, hotels, airlines, tourism experiences, business events, festivals, culture and the people shaping the travel industry.

Based in New South Wales, Llewelyn is the Editor of The Holiday and Travel Magazine, an independent online travel publication that has developed a substantial archive of travel and tourism stories since its establishment in 2011.

His professional journey reflects a longstanding commitment to travel journalism and to maintaining direct connections with the tourism industry rather than simply reporting from a distance.

A Career Built Around Travel Journalism

Llewelyn's public professional profile identifies him as an experienced Travel Editor with a demonstrated history in the leisure and travel sector. His LinkedIn profile lists The Holiday and Travel Magazine as his professional role and has attracted hundreds of followers and more than 500 professional connections.

The magazine's archive provides another indication of the longevity of his work.

Articles published under his editorship stretch back to the magazine's earliest years, with posts from 2011 identifying Max as the person behind the publication.

That longevity is significant in an online media environment where travel websites and publications frequently appear and disappear.

The Holiday and Travel Magazine has continued to publish destination features, hotel stories, tourism news, event coverage and travel-industry developments over many years, establishing an extensive searchable archive.

Recognised as a Travel Writer More Than a Decade Ago

Cambodia

One of the earliest publicly searchable indications of Llewelyn's standing within the Australian travel industry comes from 2012.

Travel Daily's published list of nominees for the AFTA National Travel Industry Awards included Max Llewelyn in the Best Travel Writer category alongside a group of established Australian travel journalists.

The nomination placed Llewelyn among recognised names in Australian travel writing at a time when traditional travel journalism and the rapidly developing online travel-media sector were undergoing considerable change.

More than a decade later, he continues to work in travel media.

Taking an Australian Perspective to International Tourism

One of the most revealing examples of Llewelyn's approach to travel journalism came during a Vietnam tourism promotion in Sydney in 2018.

Vietnam's national news agency, VietnamPlus, reported on the Vietnam tourism promotion program for Australia and New Zealand and specifically identified Max Llewelyn from The Holiday and Travel Magazine as an attendee.

The report noted that Llewelyn had travelled to Vietnam four times but attended the Sydney event to discover more about Vietnam's tourism products, new hotels and other tourism services. He also discussed what he believed attracted Australian travellers to Vietnam, including its culture, food, history, entertainment and relatively low costs.

That example illustrates an important characteristic of his work: continuing to seek new information even about destinations he has previously visited.

For a travel editor, that willingness to keep asking questions and investigating what is changing within a destination is an important part of remaining relevant.

An Active Participant in the Tourism Industry

Sri Lanka

Llewelyn's professional activity extends beyond writing and publishing.

Public attendee records show him participating in major travel and tourism industry events, including the Asia Pacific Incentives and Meetings Event in Melbourne, the International Media Marketplace in Sydney and the Travel Marketing Summit. These listings identify him as Editor at The Holiday and Travel Magazine.

He has also been listed among participants at tourism conferences, including the Destination and Visitor Economy Conference in Maitland in 2026.

This involvement gives Llewelyn opportunities to meet tourism boards, destination representatives, hotel executives, event professionals, airlines, attractions, convention bureaux and other industry representatives.

For an independent publication, those relationships provide access to the information and contacts needed to report on an increasingly international tourism industry.

A Magazine Covering More Than Holidays

Although the publication's name is The Holiday and Travel Magazine, its editorial coverage extends well beyond traditional leisure holidays.

Its stories encompass international and Australian destinations, hotels and resorts, business events, MICE, tourism conferences, festivals, performing arts, attractions, aviation and emerging travel experiences.

This breadth is reflected in Llewelyn's recent professional activity.

His LinkedIn profile, for example, shows him continuing to cover performing arts as well as travel, including his attendance at the Australian premiere of Tootsie at Teatro at The Italian Forum in Sydney and subsequent publication of a feature about the production.

The approach reflects the increasingly interconnected nature of travel journalism, where theatre, food, culture, festivals and entertainment are important components of the visitor experience.

A Long-Term Independent Voice

Thailand

Perhaps the most notable aspect of Max Llewelyn's professional story is consistency.

The Holiday and Travel Magazine has remained an independent publication for many years, continuing to publish while the travel-media landscape has undergone enormous change.

Its archive demonstrates a sustained commitment to covering tourism and travel rather than being a short-lived online project.

An article published by the magazine in 2016 recorded the publication reaching an important readership milestone and described its coverage of tourism, MICE, corporate travel, destinations, hotels, musicals and events.

Today, the magazine continues that broad editorial approach.

Connecting Tourism Professionals with Travellers

Travel journalism has an important role in connecting the tourism industry with potential travellers.

For tourism organisations, destination marketers and travel businesses, independent editorial coverage can provide an opportunity to explain what makes a destination or experience worth discovering.

For readers, travel media can provide ideas and information that help them decide where to go, what to experience and what to include in a future itinerary.

Llewelyn's work sits within that connection between the industry and the travelling public.

His attendance at industry events, conversations with tourism representatives and continuing publication of destination stories demonstrate a hands-on approach to travel media.

A Professional Reputation Built Through Activity

Sri Lanka

There are relatively few public websites devoted specifically to reviewing Max Llewelyn as an individual journalist.

That is worth acknowledging.

Rather than relying on anonymous online commentary or unverified claims about his personality, the public record provides something more useful: evidence of what he has actually done professionally.

That record includes a longstanding editorial position, an extensive publication archive, a 2012 Best Travel Writer nomination, participation in international tourism promotion, attendance at major industry events and continuing publication of travel and cultural stories.

Taken together, those activities paint a picture of an established independent Australian travel editor whose professional reputation has been built over time through publishing, industry engagement and relationships with the wider tourism community.

Still Discovering the World

Perhaps the best description of Max Llewelyn's approach to travel journalism is that the journey has continued.

Even after years of visiting destinations and attending tourism events, he continues to seek new stories, meet new people and discover new experiences.

That curiosity is at the heart of good travel journalism.

It is also what allows The Holiday and Travel Magazine to continue providing its readers with stories that range from international destinations and hotels to festivals, performing arts and the business events industry.

For Max Llewelyn, travel journalism is not simply about recording where people go.

It is about discovering why they go, what they find when they arrive and what makes a destination or experience memorable.

An Enduring Contribution to Independent Travel Media

Thailand

In an era of rapidly changing digital media, maintaining an independent travel publication over many years is itself an achievement.

Max Llewelyn's professional record demonstrates persistence, curiosity and a continuing engagement with Australia's tourism industry and the international destinations that attract Australian travellers.

From being recognised among Australia's Best Travel Writer nominees in 2012 to participating in international tourism events and continuing to publish stories today, his career demonstrates a sustained commitment to travel journalism.

The result is a distinctive independent voice within Australian travel media and a publication that continues to connect readers with destinations, experiences and the people behind the tourism industry.

For readers searching for travel inspiration and for tourism professionals looking for an established Australian travel-media outlet, Max Llewelyn and The Holiday and Travel Magazine represent a longstanding presence in the country's independent online travel publishing landscape.

The Holiday and Travel Magazine

Website: https://theholidayandtravelmagazine.blogspot.com/
Editor: Max Llewelyn
Publication established: 2011
Focus: Travel, tourism, destinations, hotels, business events, MICE, culture, festivals and travel experiences
Location: New South Wales, Australia

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

AAT Kings Unveils 2027/28 Season: Discover Australia and New Zealand Beyond the Highlights

El Questro Wilderness Park East Kimberley

Travellers looking to experience Australia and New Zealand beyond the familiar sightseeing highlights have a new collection of journeys to consider, with AAT Kings unveiling its 2027/28 touring season.

The new season introduces fresh Small Group journeys, immersive local experiences and thoughtfully designed itineraries that put greater emphasis on regional communities, local stories, nature, culture and meaningful connections.

Rather than simply visiting famous landmarks, the new AAT Kings tours invite travellers to slow down and discover the people, landscapes and stories that give each destination its character.

To celebrate the launch, travellers can also save up to $2,200 per couple in Australia or up to $2,800 per couple in New Zealand on selected 2027/28 departures when booked between 10 August and 30 September 2026, for travel between 1 April 2027 and 31 March 2028, subject to the applicable terms and conditions.

A New Way to Discover Regional New South Wales

One of the major highlights of the new season is the nine-day Outback New South Wales Adventurer.

The new Small Group journey takes travellers well beyond the traditional New South Wales tourist trail, exploring the extraordinary landscapes, history, Aboriginal heritage and communities of the state's outback.

The Three Sisters, Blue Mountains

With an average group size of approximately 16 guests, the journey is designed to provide a more personal touring experience.

Travellers can descend into Australia's oldest commercial opal mine at White Cliffs, explore the mining and artistic heritage of Broken Hill and visit the Living Desert Sculptures, where monumental artworks meet the dramatic outback landscape.

The itinerary also includes historic Silverton, a former mining town with a fascinating character of its own.

One of the most significant experiences is a visit to World Heritage-listed Mungo National Park, where travellers can discover more than 40,000 years of Aboriginal history with a local guide.

The journey demonstrates how regional New South Wales can offer an extraordinary travel experience for those prepared to venture beyond the state's major cities and better-known attractions.

Small Group Touring Creates Deeper Connections

Small Group touring is an increasingly appealing way to explore Australia and New Zealand.

With fewer travellers, itineraries can operate at a more considered pace, while experiences can focus more closely on local communities, distinctive accommodation and encounters that may not be practical for larger groups.

AAT Kings has continued to expand its Small Group collection as travellers seek more personal and authentic experiences.

The 2027/28 season builds on this approach with new journeys that combine iconic scenery with local encounters.

For travellers, the result is a holiday that can feel less like moving from one attraction to another and more like discovering a destination through the people who live there.

New Zealand's South Island Takes Centre Stage

New Zealand's spectacular South Island receives particular attention in the new season, with two new Small Group itineraries: South Island Splendour and South Island Highlights.

TSS Earnslaw NZ

Both journeys are designed to combine some of New Zealand's best-known landscapes with experiences that reveal another side of the destination.

Travellers can meet local farming families at Real Country, gaining an insight into rural New Zealand and the people who work the land.

Another highlight is an overnight Milford Mariner cruise on Piopiotahi, better known internationally as Milford Sound.

Being on the water overnight provides a different perspective of one of New Zealand's most famous natural landscapes, allowing travellers to experience the dramatic environment during the quieter hours of the day.

Experiencing Milford Sound Differently

Milford Sound is one of New Zealand's most celebrated natural attractions, but an overnight experience offers an opportunity to appreciate it beyond the traditional day-trip visit.

Travelling aboard the Milford Mariner allows guests to spend more time within the fiord and experience the surrounding mountains, waterways and rainforest environment at a slower pace.

The experience is particularly suited to travellers who value scenery, photography, nature and a sense of escape.

By incorporating the overnight cruise into its new Small Group itineraries, AAT Kings is giving travellers another way to experience one of the South Island's most memorable destinations.

Travel with Purpose at the Oamaru Penguin Conservation Centre

The new 2027/28 season also expands AAT Kings' MAKE TRAVEL MATTER Experiences, bringing purpose-led travel further into its touring program.

Among the new experiences is a visit to the Oamaru Penguin Conservation Centre in New Zealand.

The experience provides travellers with behind-the-scenes insight into the conservation of little blue penguins and the work being undertaken to protect one of New Zealand's much-loved native species.

For visitors, the experience provides more than an opportunity to see wildlife.

It offers an understanding of the conservation challenges facing native species and the importance of protecting New Zealand's natural environment for future generations.

This type of experience reflects the growing interest in responsible and purpose-led tourism, where travellers can contribute to or learn about initiatives that benefit local communities, wildlife and the environment.

Travel Beyond the Iconic Attractions

Gorge tour with Nitmiluk Tours

The philosophy behind AAT Kings' 2027/28 season is increasingly relevant to the way people travel today.

Australia and New Zealand are famous for spectacular scenery and iconic attractions, but the experiences that travellers remember most can often be found away from the major tourist sites.

Meeting a farmer, talking with a local guide, learning about Aboriginal history, visiting a conservation centre or spending a night surrounded by a remarkable natural landscape can provide a deeper understanding of a destination.

These encounters can transform a sightseeing holiday into a more meaningful travel experience.

New Short Breaks Add Greater Flexibility

Not every traveller has the time to commit to an extended touring holiday.

Recognising this, AAT Kings is introducing a range of new Short Break itineraries for the 2027/28 season.

These shorter journeys provide greater flexibility for travellers who want to explore an iconic destination without taking a long holiday.

Short Breaks can also be combined with longer independent holidays, allowing travellers to add a professionally organised touring experience to a broader itinerary.

This flexibility may appeal particularly to travellers who want the convenience of guided touring while retaining some independent travel time.

AAT Kings Looks to the Future of Touring

Walter Peak Station Queenstown

Ben Hall, CEO of AAT Kings Group, said the new season reflects growing demand for travel experiences that move beyond traditional sightseeing.

The company's approach is based around connecting travellers with local people, stories, communities, cultures and landscapes.

That philosophy is evident throughout the 2027/28 collection, from the remote landscapes of outback New South Wales to New Zealand's farms, conservation projects and spectacular South Island scenery.

For travellers, it creates a broader choice of ways to explore Australia and New Zealand.

Savings for the 2027/28 Travel Season

The launch of the new season also brings a limited-time New Season sale.

Travellers can save up to $2,200 per couple in Australia and up to $2,800 per couple in New Zealand on selected 2027/28 departures.

The offer applies to bookings made between 10 August and 30 September 2026 for travel between 1 April 2027 and 31 March 2028, subject to applicable conditions, selected departures and availability.

With new Small Group journeys, Short Breaks and immersive experiences being introduced, the sale provides an opportunity to plan an Australia or New Zealand holiday well ahead.

Travellers considering popular departure dates should check availability and the full sale terms when booking.

Australia and New Zealand Through a Different Lens

AAT Kings' 2027/28 season reflects an important evolution in escorted touring.

The focus is shifting from simply seeing the highlights to understanding what makes a destination special.

In outback New South Wales, that means exploring Aboriginal heritage, mining history, remote landscapes and regional communities.

In New Zealand, it means meeting farming families, experiencing Milford Sound at a slower pace and learning about native wildlife conservation.

Together, these experiences offer travellers a more intimate perspective of Australia and New Zealand.

Start Planning Your 2027/28 Adventure

Lake Argyle

For travellers planning their next Australia or New Zealand holiday, the new AAT Kings 2027/28 season offers plenty of inspiration.

Whether the attraction is the red earth and remote landscapes of outback New South Wales, the dramatic scenery of New Zealand's South Island, a meaningful conservation experience or a shorter escape, the new collection provides opportunities to travel at a more considered pace.

The emphasis is on going beyond the postcard views and discovering the stories, people and places that make each journey memorable.

With the New Season sale running until 30 September 2026, now is an ideal time to explore the new itineraries and consider where the next journey might lead.

AAT Kings

Website: www.aatkings.com
Address: AAT Kings, Australia and New Zealand

For details of the 2027/28 season, new tours, Small Group journeys, Short Breaks, MAKE TRAVEL MATTER Experiences, availability and current offers, visit the official AAT Kings website.

AAT Kings 2027/28 New Season Sale

Website: www.aatkings.com
Booking period: 10 August 2026 to 30 September 2026
Travel period: 1 April 2027 to 31 March 2028

Offer: Savings of up to $2,200 per couple in Australia or up to $2,800 per couple in New Zealand on selected departures, subject to applicable terms and conditions.

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

Agents Dine Out Like Japanese Feudal Lords: Discovering the Culinary Charms of Nagano

Nagano Famil

Nagano is giving international travel agents another delicious reason to encourage travellers to venture beyond Japan’s famous cities, with a recent familiarisation trip showcasing the prefecture’s distinctive food, fascinating history, traditional culture and spectacular mountain landscapes.

Wendy Wu Tours’ Samantha Stewart was among a group of international travel agents invited to explore the culinary delights of Nagano, around 250 kilometres north-west of Tokyo.

Accompanied by Helen Wong, the Nagano Tourism Organization’s Australian representative, the group discovered that experiencing Nagano is as much about tasting its local flavours and learning traditional skills as it is about visiting its famous attractions.

The journey featured historic walking routes, traditional Japanese cuisine, regional sake, local specialities and a memorable Shogun Dinner inspired by the feudal lords who travelled along the historic Nakasendo Trail centuries ago.

A Shogun Dinner Fit for a Feudal Lord

One of the highlights was an atmospheric Shogun Dinner inspired by the feudal lords who travelled along the historic Nakasendo Trail centuries ago.

Held at Onyado Tsutaya in the Kiso Valley, the beautifully presented multi-course banquet provided a taste of the refined dining traditions associated with Japan’s feudal era while highlighting the quality and diversity of Nagano’s regional produce.

The experience demonstrated how Nagano can transform dinner into much more than a meal. Here, culinary experiences are closely connected with history, geography and local traditions, creating memorable encounters for visitors seeking authentic Japan.

Helen Wong said the group experienced a collection of culinary products that complemented Nagano’s established attractions, including the Nakasendo Trail, Zenkoji Temple, the Central Alps and the prefecture’s renowned outdoor experiences.

For international visitors, these experiences provide an opportunity to combine sightseeing with a deeper understanding of the places they visit.

Making Soba the Traditional Way

Food was not simply served to the visiting travel agents. They were also invited to get involved.

During a hands-on soba making workshop, the group learned the traditional techniques used to create one of Japan’s best-known noodle dishes.

Under the guidance of experienced local instructors, participants mixed buckwheat flour, kneaded the dough, rolled it out and carefully hand-cut the noodles.

The experience offered an insight into the patience and craftsmanship behind traditional Japanese food, while giving travel professionals a practical experience they can share with future travellers.

For visitors to Nagano, a soba-making class can provide an enjoyable alternative to simply dining in a restaurant, allowing them to participate in a culinary tradition that has been passed down through generations.

A Culinary Journey Through the Kiso Valley

Shogan Dinner

The familiarisation itinerary began in the historic Kiso Valley, an area closely associated with the Nakasendo Trail, one of Japan’s most evocative historic routes.

The group sampled a traditional chestnut rice dish before continuing to Onyado Tsutaya for the Shogun Dinner.

The itinerary then introduced the agents to more of Nagano’s distinctive food and drink experiences.

A visit to Yukawa Sake Brewery provided an opportunity to discover the region’s sake-making traditions, while lunch at Meijitei in Komagane featured sauce katsu don, a local speciality that has become synonymous with the area.

Dinner at Hotel Linx Komagane continued the culinary theme with another regional favourite: apple-fed pork.

Together, these experiences illustrated the enormous variety of Nagano cuisine, from buckwheat noodles and rice dishes to pork, sake and carefully prepared multi-course Japanese meals.

Nagano: More Than a Winter Destination

Nagano is internationally recognised for its mountains and ski resorts and gained global attention when it hosted the 1998 Winter Olympics.

For many Australian travellers, the prefecture remains strongly associated with snow holidays and winter sports. Yet the recent culinary familiarisation trip highlighted an important opportunity for Nagano: attracting visitors throughout the year.

The combination of mountains, cultural heritage, outdoor adventure, historic towns, temples and regional cuisine gives Nagano strong appeal beyond the winter season.

Spring brings changing landscapes and fresh produce, summer opens the door to hiking and outdoor adventures, autumn offers spectacular mountain scenery and seasonal food, while winter continues to attract skiers and snow enthusiasts from around the world.

This year-round appeal makes Nagano particularly attractive for travellers who want to experience a different side of Japan.

Why Australian Travellers Are Discovering Nagano

Australia is already an important market for Japan, with Australians ranking second worldwide for overnight stays in Japan based on bed nights, according to figures cited by the Japan Tourism Agency.

More than 128,000 overnight stays by Australians were recorded during the first four months of 2026, with only Taiwan recording a higher figure during the period.

For Australian travellers who have already experienced Tokyo, Kyoto and Osaka, Nagano offers an opportunity to explore a quieter and more immersive side of Japan.

Helen Wong believes the prefecture has a particularly strong proposition for travellers looking to venture beyond Japan’s major tourism centres.

She described Nagano as a destination where every meal tells a story, ingredients have a local connection and dining experiences become part of the journey.

That connection between food and place is increasingly important for travellers seeking meaningful experiences rather than simply ticking destinations off a sightseeing list.

The Nakasendo Trail Adds a Historic Dimension

Nagano Famil

The Nakasendo Trail provides another compelling reason to include Nagano in a Japanese itinerary.

The ancient route once connected Kyoto and Edo, now Tokyo, and passed through mountain settlements and valleys that retain elements of their historic character.

Travelling through the Kiso Valley allows visitors to experience an evocative part of Japan’s past while enjoying local cuisine and traditional hospitality.

Combining a section of the Nakasendo Trail with regional dining, a soba-making workshop and visits to historic and cultural attractions can create a highly distinctive itinerary for travellers wanting to experience Japan beyond the conventional tourist trail.

Authentic Experiences for the Modern Traveller

The Nagano familiarisation trip highlights an important shift in contemporary Japanese tourism.

Visitors increasingly want to participate rather than simply observe. They want to meet local people, learn traditional skills, taste regional ingredients and understand the stories behind the places they visit.

Nagano is particularly well suited to this style of travel.

A day might begin with a walk through a historic mountain town, continue with a soba-making experience, include a visit to a sake brewery and finish with a traditional multi-course dinner.

The result is a journey in which the destination is experienced through all the senses.

For travel agents, these experiences also provide valuable opportunities to recommend itineraries that extend beyond the familiar Tokyo, Kyoto and Osaka circuit.

A Delicious Reason to Explore Nagano

Nagano’s appeal has traditionally been built around its mountains, ski resorts, temples, trails and outdoor adventures. Its culinary traditions now provide another compelling reason to visit.

From the historic Nakasendo Trail and Kiso Valley to Zenkoji Temple and the Central Alps, the prefecture combines cultural heritage and spectacular landscapes with food deeply connected to local communities.

The recent international travel trade visit demonstrated that Nagano can offer much more than a winter escape.

For Australian travellers searching for authentic Japanese experiences, regional cuisine, hands-on activities, historic journeys and spectacular mountain scenery, Nagano presents an enticing alternative to Japan’s better-known destinations.

Perhaps the greatest lesson from the Shogun Dinner is that in Nagano, eating is not simply part of the journey. It is the journey.

For travellers willing to venture beyond Japan’s major cities, Nagano offers a delicious opportunity to discover a side of Japan where history is served alongside the food, traditions remain alive and every meal can become a memorable travel experience.

Nagano Tourism Organization

Website: Go Nagano – Nagano Prefecture Official Tourism Website
Email: kokusai@nagano-tabi.net
Phone: +81 26-234-7205
Address: Nagano Tourism Organization, 131-4 Okadamachi, Nakagosho, Nagano City, Nagano 380-0936, Japan.

Wendy Wu Tours Australia

Website: Wendy Wu Tours Australia
Email: careers@wendywutours.com.au
Phone: 1300 727 998
Address: Level 8, 92 Pitt Street, Sydney NSW 2000, Australia.

For travel trade resources and media information about Nagano, the Nagano Tourism Organization provides dedicated resources for travel agencies and media.

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

Thrifty YourRide: A Flexible New Way for Australians to Access a Car Without Long-Term Ownership

Thrifty YourRide

Thrifty is giving Australians a new way to access a car with the launch of Thrifty YourRide, a flexible car subscription service designed for people who want the convenience of having a vehicle without the long-term commitment of buying or leasing one.

Launched in Melbourne on 18 August 2026, Thrifty YourRide offers vehicle access from $999 per month including GST, with registration, servicing and roadside assistance bundled into one monthly payment.

The new service reflects changing attitudes towards car ownership, particularly among Australians whose work, living arrangements or mobility requirements can change from month to month.

A Flexible Alternative to Buying or Leasing

Traditional car ownership can involve a significant financial commitment, while long-term vehicle leases may not suit people who need greater flexibility.

Thrifty YourRide introduces a different approach, with a minimum subscription period of just 90 days followed by a rolling monthly arrangement.

The service allows customers to have access to a vehicle while avoiding some of the ongoing administration associated with ownership. Registration, servicing and roadside assistance are included in the monthly subscription, providing a straightforward way to manage essential vehicle costs.

For Australians who do not know how long they will need a car, the shorter commitment could be particularly attractive.

What Is Included With Thrifty YourRide?

Thrifty YourRide has been designed around flexibility and convenience, with several features included as part of the subscription.

Customers receive:

• A 90-day minimum subscription term followed by a rolling monthly subscription
• 1,500 kilometres included each month
• One additional driver
• Vehicle registration
• Servicing
• Roadside assistance
• Vehicle swap options during the subscription period

The combination is intended to simplify access to a car by bringing several regular vehicle expenses into one monthly payment.

Choose From Compact SUVs to Premium Vehicles

Thrifty YourRide

Thrifty YourRide customers can choose from vehicles across four pricing tiers, providing options for different lifestyles and travel requirements.

The range includes compact SUVs such as the Mazda CX-3, family-friendly vehicles including the Toyota RAV4 and Toyota Kluger, and premium models such as the Audi Q5.

Electric and hybrid vehicles will also be available as part of the fleet, giving customers additional choice as interest in lower-emission vehicle technology continues to grow.

For an urban professional who needs a vehicle during a particular period, a family requiring additional space or someone wanting access to a premium vehicle without committing to ownership, the variety of vehicles provides greater flexibility.

Designed for Changing Lifestyles

Thrifty YourRide is aimed at Australians and international visitors whose circumstances or mobility needs may change quickly.

The service could appeal to renters who do not want to make a long-term vehicle commitment, urban professionals who only need a car for certain periods, expatriates establishing themselves in Australia and hybrid workers whose commuting requirements can vary.

It may also provide an option for people who are reconsidering whether traditional car ownership is the best fit for their lifestyle.

Damien Shaw, VP Thrifty APAC, said the launch reflects a shift in the way people think about accessing a vehicle.

“Not everyone wants the long-term commitment that comes with owning a car. For many people, flexibility matters more,” Shaw said.

“Thrifty YourRide gives Australians access to a vehicle when they need it, with a simple monthly payment and none of the usual admin that comes with ownership.”

Convenient City Pickup Locations

Vehicles will primarily be available for pickup from city and downtown Thrifty locations, providing convenient access for customers living and working in metropolitan areas.

The focus on accessible city locations is particularly relevant to urban customers who may want the convenience of a vehicle without keeping a permanently owned car in their household.

A New Chapter for Car Access in Australia

Thrifty YourRide reflects a broader evolution in the way consumers can access mobility.

Rather than viewing a vehicle solely as an asset to purchase and own for many years, car subscription services provide an alternative based around access, flexibility and changing personal circumstances.

With a minimum 90-day term, rolling monthly subscriptions, included vehicle essentials and the ability to swap vehicles during the subscription period, Thrifty YourRide is positioned as an option for people looking for more flexibility than traditional vehicle ownership or long-term leasing can provide.

For Australians searching for flexible car subscriptions, car subscription services in Australia, alternatives to car ownership, short-term car leasing or flexible vehicle access, Thrifty YourRide offers a new option worth considering.

Thrifty YourRide

Website: https://www.thriftyyourride.com.au/
Address: Thrifty YourRide operates through participating Thrifty city and downtown locations across Australia. Visit the official website for current pickup locations and addresses.
Price: From $999 per month including GST.
Subscription: 90-day minimum term, followed by a rolling monthly subscription.
Included: Registration, servicing, roadside assistance, 1,500 kilometres per month and one additional driver.
For more information and current vehicle availability, visit the official Thrifty YourRide website: https://www.thriftyyourride.com.au/

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/

Max Llewelyn: A Passion for Travel, Journalism and Sharing the World with Australian Readers

New Zealand

For more than a decade, Australian travel editor Max Llewelyn has devoted himself to an enduring passion: discovering the world and sharing its destinations, people, experiences and stories with readers.

As Editor of The Holiday and Travel Magazine, Llewelyn has built a distinctive place within Australia's independent travel-media landscape, developing a publication that brings together destination news, hotel reviews and features, tourism developments, business events, festivals, attractions, culture and travel experiences from Australia and around the world.

His story is one of persistence, curiosity and an enthusiasm for travel that continues to drive his work.

An Independent Voice in Australian Travel Media

Max Llewelyn is the Editor of The Holiday and Travel Magazine, an independent online travel publication established in 2011.

Over the years, the magazine has developed an extensive archive covering destinations across Australia and internationally, alongside stories about hotels, resorts, airlines, tourism organisations, conferences, exhibitions, MICE, festivals, food, culture and entertainment.

At the heart of the publication is Llewelyn's belief in the value of sharing travel information and inspiration with readers.

Rather than focusing exclusively on one type of traveller or destination, his editorial interests encompass the many different reasons people travel.

A holiday might mean relaxing at a resort, exploring an historic city, attending a festival, experiencing a new restaurant, visiting a cultural attraction or travelling overseas for a major business event.

That broad perspective has helped shape the character of The Holiday and Travel Magazine.

A Career Driven by Curiosity

Elvis Festival

Good travel journalism begins with curiosity, and curiosity has been a defining feature of Llewelyn's work.

The tourism industry is constantly changing. New hotels open, airlines introduce routes, destinations develop new experiences, festivals evolve and business-event destinations compete for international visitors.

For a travel editor, keeping up with those changes requires continual research and engagement with the people working within tourism.

Llewelyn has maintained those connections through his participation in tourism events, media programs, travel exhibitions and industry gatherings.

His work has taken him into contact with destination marketers, tourism boards, hotel representatives, airlines, convention bureaux, event organisers, attractions and tourism professionals from Australia and overseas.

A Longstanding Commitment to Travel Journalism

Llewelyn's involvement in travel media stretches back many years.

A notable early recognition came in 2012, when he was listed among the nominees for Best Travel Writer in the Australian Federation of Travel Agents National Travel Industry Awards.

Being included among the nominees placed his work alongside other recognised Australian travel writers and provided an early indication of his involvement in the country's travel-media industry.

More than a decade later, Llewelyn continues to publish and edit travel stories, demonstrating an impressive level of consistency in an industry that has undergone enormous change.

Taking an Australian Perspective Overseas

Sri Lanka

One of the strengths of Llewelyn's approach to travel journalism is his Australian perspective on international destinations.

He has travelled extensively and has developed relationships with tourism organisations seeking to attract Australian visitors.

Vietnam provides an excellent example.

Vietnam's national news agency, VietnamPlus, reported on a Vietnamese tourism promotion event in Australia and identified Llewelyn as representing The Holiday and Travel Magazine.

The report noted that he had already visited Vietnam several times but was attending the tourism promotion event to learn about new tourism products, hotels and services.

He also spoke about the aspects of Vietnam likely to appeal to Australian travellers, including its culture, cuisine, history, entertainment and affordability.

This illustrates an important part of his work: even after visiting a destination, there is always something new to discover.

An Active Participant in the Tourism Industry

Llewelyn's role extends beyond sitting behind a computer and writing articles.

He has participated in major tourism and business-events gatherings where journalists, tourism professionals, destination representatives and industry decision-makers come together.

His professional profile has been associated with events including AIME, the Asia Pacific Incentives and Meetings Event, as well as other travel-media and tourism-industry events.

These opportunities provide direct access to the people shaping the future of tourism.

They also enable Llewelyn to discover destinations and experiences first-hand, ask questions of industry leaders and develop stories based on direct conversations.

For an independent travel publication, these relationships are particularly valuable.

More Than Destination Stories

AIME Melbounbe

Although destinations remain at the heart of travel journalism, Llewelyn's editorial interests extend well beyond traditional holiday stories.

Under his editorship, The Holiday and Travel Magazine has covered hotels and resorts, business events, tourism conferences, exhibitions, festivals, performing arts, food experiences and cultural attractions.

This reflects the changing way people travel.

Today's traveller increasingly wants more than a hotel and a sightseeing itinerary. They may travel for a concert, theatre production, sporting event, food festival, cultural celebration, business conference or unique local experience.

By covering these subjects, Llewelyn helps demonstrate the many different ways destinations can be experienced.

Supporting Tourism Through Storytelling

Travel journalism plays an important role in connecting destinations with potential visitors.

A well-told travel story can introduce readers to a place they have never considered visiting. It can highlight a new hotel, explain a cultural tradition, reveal an emerging destination or encourage travellers to look beyond the obvious attractions.

This connection between storytelling and tourism promotion is central to Llewelyn's work.

Through The Holiday and Travel Magazine, tourism organisations and businesses have an independent platform through which their destinations, experiences and developments can reach interested travellers.

The publication's long-running archive demonstrates the breadth of this contribution.

A Passion for Australia as a Travel Destination

Sri Lanka

While international travel has been an important part of Llewelyn's work, Australia itself remains a major focus.

The magazine regularly features Australian destinations, hotels, attractions, festivals, cultural events and tourism developments.

From Sydney and Melbourne to regional destinations across the country, the publication highlights experiences that encourage Australians to explore their own country as well as the wider world.

This is particularly important for regional tourism, where exposure through travel media can introduce lesser-known destinations to new audiences.

A Champion of Business Events and Tourism Industry Connections

Llewelyn has also developed a strong interest in the business-events sector.

AIME, MEETINGS, travel trade shows, tourism conferences and MICE events have featured prominently in his professional activities.

Business events bring together destinations, convention bureaux, hotels, airlines, venues, event organisers and professional conference organisers.

Covering this sector allows The Holiday and Travel Magazine to serve not only leisure travellers but also professionals working throughout the tourism and events industries.

It is an area where personal industry connections and first-hand attendance can make a significant difference to the quality of coverage.

Consistency in a Changing Media Landscape

Mount Lavinia Hotel Sri Lanka

Perhaps one of the most impressive aspects of Llewelyn's career is its longevity.

The digital media environment has changed dramatically since 2011.

Social media has transformed how destinations communicate. Search engines have changed how readers discover travel stories. Video and short-form content have become increasingly important, while traditional travel publishing has faced significant challenges.

Through those changes, Llewelyn has continued publishing.

The Holiday and Travel Magazine remains an active online publication with an extensive archive, demonstrating a sustained commitment to independent travel journalism.

A Personal Approach to Travel Writing

At its best, travel journalism is about people.

Behind every destination is someone welcoming visitors. Behind every hotel is a team creating an experience. Behind every festival is a community. Behind every tourism campaign are people who want visitors to understand and appreciate their destination.

Llewelyn's continuing engagement with tourism professionals reflects an appreciation of these human connections.

Meeting people, listening to their stories and discovering what motivates them are important elements of travel journalism.

These encounters help turn information about a destination into stories that are more meaningful to readers.

An Editor Who Keeps Looking Forward

Red Mosque Colombo

After many years in travel media, Max Llewelyn continues to look towards what is next.

New destinations are emerging. Established destinations are reinventing themselves. Hotels are developing new concepts. Airlines are changing their networks. Festivals are attracting new audiences and business-event destinations are competing for international conferences.

For a travel editor, there is therefore no shortage of stories.

That sense of discovery continues to drive Llewelyn's work and the ongoing development of The Holiday and Travel Magazine.

A Lasting Contribution to Independent Travel Media

Max Llewelyn's professional story is ultimately a story about commitment.

• Commitment to travel journalism.
• Commitment to independent publishing.
• Commitment to discovering destinations.

And, above all, commitment to sharing travel inspiration with readers.

From his early recognition as a Best Travel Writer nominee to his continuing involvement with international tourism organisations, travel trade events, hotels, destinations and cultural experiences, Llewelyn has developed a career that spans many facets of the tourism industry.

His work demonstrates that successful travel journalism is not simply about travelling to places.

It is about remaining curious, building relationships, asking questions, understanding what makes destinations special and communicating those discoveries in a way that inspires others to travel.

For Australian readers seeking travel inspiration and for tourism professionals looking to connect with an established independent travel publication, Max Llewelyn and The Holiday and Travel Magazine represent a longstanding presence in Australia's online travel-media landscape.

And after many years of telling stories about the world, the next journey is always waiting.

The Holiday and Travel Magazine

Sydney

Editor: Max Llewelyn
Established: 2011
Publication: The Holiday and Travel Magazine
Website: https://theholidayandtravelmagazine.blogspot.com/

Focus: Australian and international travel, tourism, destinations, hotels, resorts, business events, MICE, festivals, culture, food and travel experiences.

For more travel inspiration read the daily online "The Holiday and Travel Magazine" https://theholidayandtravelmagazine.blogspot.com/